There’ll be a lot going on at NADA100—and to see everything you want to see, it’s important to make a plan.  It all starts with Carnival on January 26, and it won’t stop until the last person’s off Expo floor.  But don’t worry; I’ve got you covered, and I won’t let you miss a thing.  Here’s what you need to know and where you need to go:

• Kick it off with Carnival.  If you’ve never visited Mardi Gras World, you need to make a point of going.  This is the place where it’s Carnival every single day of the year!  It’s where most of the world-famous Mardi Gras floats are built—and it just so happens to be the hot spot for NADA100’s Carnival, kicking off what’s expected to be one of the biggest and best NADA conventions yet.  A year-round working warehouse, Mardi Gras World is a is just a stone’s throw from the Convention Center and located right on the Mississippi.

3 Reasons You Can’t Miss Carnival:

1. Great entertainment! Foreigner, Cowboy Mouth, and local Jazz favorites will all be playing.
2. At least 8,000 NADA attendees will be there, so it’s your chance to mingle with industry pros and kick the convention off in style.
3. Delicious food!  There’ll be plenty of good eats from top New Orleans restaurants.

Your NADA badge is your ticket to get in.  Take the complimentary shuttle from your NADA official hotel to Mardi Gras World from 6:30 p.m. to 10:30 p.m.

• Catch the Keynotes.  There’s a full line-up of great speakers planned to make sure your convention days are energized.  Friday’s schedule includes Jeff Carlson, 2016 NADA Chairman; Jim Gaffigan, Comedian; and Mark Fields, President & CEO of Ford Motor Company.  Saturday continues with Mark N. Scarpelli, incoming NADA Chairman; Roger Penske, Penske Corp. Chairman; Helio Castroneves, three-time Indianapolis 500 winner; and Keith E. Crain; and Editor-in-Chief at Automotive News, Autoweek, and Automobilewoche.  Finally, world-class adaptive snowboarder Amy Purdy wraps things up on Sunday with her story of survival and beating the odds.

3 Reasons You Can’t Miss Them:

1. They’ll all rev up your enthusiasm.  From their drive to win in their individual sports to their determination to push to the top of their industries, they’ll all inspire you to get out there and find new ways of conquering the market.
2. They’ve each made it to the top in their own fields; their commitment and energy represent what we all strive to achieve.
3. They’re fearlessly leading the way in a changing marketplace, and they’re going to share their secrets with you.

• Catch my workshop.  I’ll be presenting Learning to Love Complaints: Turning Feedback Into Success all three convention days:

Thursday, January 26 at 1:00 p.m. in Room 350

Friday, January 27 at 10:30 a.m. in Room 265

Saturday January 28 at 10:30 a.m. in Room 333

Guests will learn what it takes to succeed in today’s online, feedback-driven marketplace.  Whether you’re dealing with a negative feedback situation or you want to drum up more interaction and feedback from your customers, I’ll give you the answers you need and make sure you’re heading in the right direction.

3 Reasons You Can’t Miss It:

1. I’ll be sharing some of my @SocialLittleMan expertise to help you boost your dealership’s online reputation—so make sure you catch a session to get all the tips and tricks I have to share.
2. I’ll tell you everything you need to know about dealing with negative feedback—including how to ensure every online consumer ends up seeing your dealership in a positive light.
3. I’ll tell you how to enlist your employees to help you boost your online reputation AND extend your dealership’s online social reach.

• Party at AutoBash!  Pick up your pass for the can’t-miss party of the year at AutoAlert’s NADA Booth #1455, but don’t wait too long, because these passes will fly out the door!  Mix, mingle, and enjoy top-shelf drinks with industry professionals at Republic Nola.  After a long day on the Convention floor, you won’t want to miss out on a night of true New Orleans entertainment in the historic downtown Warehouse District.  

3 Reasons You Can’t Miss AutoBash:

1. You’ll make valuable connections and enjoy downtime with your colleagues as you listen to great music and enjoy a great New Orleans night.
2. Step back in time and party in a building that dates back to 1852.  Originally used to store produce, Republic Nola shows off its rich history with vintage brick walls and crystal chandeliers.
3. AutoBash is featuring the Spin Doctors, so get ready to sing along to Little Miss Can’t Be Wrong, Two Princes, and other great hits!

There’ll be plenty to keep you busy—from dawn to dusk (and even later)—at NADA100, so be sure you hit the highlights to get the most out of your stay.  This year is a big one, both for NADA as it celebrates its 100th anniversary, and for AutoAlert as we introduce groundbreaking One-to-One Intelligent Marketing and Pando.

Keep following, and I’ll be sure you don’t miss a minute of the NADA100 experience!

Chapter 4: What to See in the City

It’s almost time for NADA100, and that means we’re all about to get a little taste of New Orleans!  It’s a city that’s rich in history, fun, food, and nightlife, so it’s tough to know where to start.  To help you out, I did a little digging, talked to some friends in the know—and, of course, vetted some places via social media—and now it’s time to reveal the Ultimate Not-to-Be-Missed List of Things to Do in New Orleans:

1. Party with AutoAlert at AutoBash.  We’ll be bringing down the house as the Spin Doctors perform for our guests at Republic Nola from 9:00 p.m. to 12:00 p.m. in the historic Warehouse District.  Pick up your pass to this exclusive event when you visit AutoAlert Booth #1455 at NADA.  Join us for top-shelf drinks and hors d’oeuvres and mingle with top industry pros in in one of the most beautiful venues in the city.
2. Eat at Mother’s Cajun restaurant.  Seriously, if you have $15 in your pocket, you’ll have the best dining experience this side of the Bayou.  Pro tip: Try the crawfish étouffée.  You won’t be sorry.
3. Explore one of the famous New Orleans cemeteries.  Known as “cities of the dead,” they boast ornately decorated above-ground tombs and are rumored to be haunted.  Cemetery No. 1 is listed on the National Register of Historic places and is the final resting place of the infamous Marie Laveau, Voodoo Queen of New Orleans.
4. Take in some live music.  You’re heading to the birthplace of jazz, so get ready to sit back, relax, and take in the music of the city.  Just about any night of the week, you can find live entertainment, so consider Preservation Hall if you’re looking for traditional New Orleans jazz.  Or for a less touristy, out-of-the-way spot, check out the Palm Court Jazz Café.  It’s on the downriver end of Decatur Street, and you’ll be treated to mellow jazz with plenty of piano.
5. Stroll down Bourbon Street.  A New Orleans classic, Bourbon Street is loaded with opportunities to have fun and absorb a little bit of history at the same time.  13 blocks long and in the heart of the French Quarter, this street dates all the way back to 1798.  It’s full of famous bars, jazz venues, restaurants, and shops—so no matter when you go, there’ll be something going on.
6. Grab a bite at Coop’s Place.  It’s for adults only, but just because of the video poker machines.  Dubbed by Zagat as the place “where the not-so-elite meet to eat” and situated in the bustling French Quarter, you’ll get a good dose of New Orleans here.  Cajun fried chicken, rabbit sausage, and gumbo are just a few of the local favorites you can try.
7. Take a Royal Carriage ride.  The oldest sightseeing carriage company in the country, Royal Carriages has been a New Orleans tradition for over 75 years.  Early-birds can take the morning ride and save $10, or choose the ghostly History & Haunts tour, available nightly.  Depart from Jackson Square and see the French Quarter on a 30-minute mule-drawn tour.
8. Breeze through the bayou.  If you’re going to be around for an extra morning—either before or after NADA—take an airboat tour and get up-close and personal with Louisiana’s gators, turtles, and more.
9. Do a little souvenir shopping.  Take home a Carnival mask from the famous Maskarade shop.  Or drop by The Outlet Collection at Riverwalk to find all your favorite stores at outlet prices, with a few local favorites thrown in, too.
10.   Don’t leave without eating a beignet.  Morning or night, it’s always a good time for one of these tasty treats, and New Orleans is one of the best places to get them.  Try New Orleans Famous Beignets & Coffee on Decatur Street or grab some chocolatey goodness at New Orleans Coffee & Beignet Co.  You know what?  Convention travel is hard work…you should try out BOTH places.

It’s going to be a lot of hustle and bustle at NADA100, but even though you’ll be going non-stop, there’s always time for a little fun!  Grab some colleagues and mix it up with some new connections, too, while you check out a few New Orleans highlights.  Network at the convention…and then network some more at the local hotspots, too.

Chapter 3: What to Do What When You Get There

There are a few things you can do to make NADA100 a top-notch experience.  If you’ve already got a game plan and know which workshops you want to attend, then you’re ahead of the game.  If not, check out the schedule and get yourself in gear, because once you’re there, the pace will be breakneck!

• Be sure to download the NADA100 app from the Apple Store or Google Play.  It’s a powerful tool that will allow you to keep all the important convention information at your fingertips.  With the app, you’ll be able to schedule meetings with exhibitors, create and organize your own personal schedule, access walking maps of the convention center, rate workshops, and download takeaways and presentations.  Full of plenty of valuable information, the app will be your go-to resource throughout the convention.
• Get the lay of the land.  There’s going to be a crowd, so be sure to check out the Expo Floor Plan and strategize beforehand to make the most of your time.  With hundreds of exhibitors, you’ll want to highlight must-visit booths and be sure you hit them early.  The AutoAlert team will begin demos bright and early in Booth #1455, and you’ll want to be among the first to experience One-to-One Intelligent Marketing and Pando, our brand-new communication and collaboration platform designed specifically with dealership challenges in mind!
• Be social.  The connections you’ll make at NADA will last much longer than the few days the show lasts.  Be sure to get outside your comfort zone and meet with vendors and professionals throughout the industry who will be there doing exactly what you’re doing—learning as much as they can to make their businesses better!  Keep your eyes open for giveaways, events, and social tools to help you along the way:
• Visit AutoAlert at Booth #1455!  In addition to product demos, lucky drawing winners will walk away with Apple products!
• Visit NADA on Facebook, Twitter, LinkedIn, Instagram, or their blog for in-the-moment updates and convention information.
• Utilize #hashtags when you post to social you can easily track and share your posts with like-minded professionals who are also at NADA.
• Stay in touch after the convention by connecting with the people you meet via social.  You’ll continue to expand your network, and you can share valuable insights with each other year-round!
• Schedule appointments for demos.  To ensure your spot at the busiest booths, you’ll want to grab your time slots early.  With thousands of attendees vying for vendor attention, spots will fill up fast.  This year, AutoAlert is releasing One-to-One Intelligent Marketing and Pando, groundbreaking platforms that will help dealerships immediately boost bottom-line growth.  Visit autoalert.com/nada100/ to book a live demo and discover how your dealership can implement the latest AutoAlert solutions and target your best opportunities!
• Attend the workshops.  There are loads of great presenters—and they’re going to give you game-changing industry insights!   Plan ahead for the workshops you absolutely can’t miss, and work your schedule around those.  You’ll definitely want to catch my presentation on Learning to Love Complaints, and you can choose from three different times:

Thursday, January 26 at 1:00 p.m. in Room 350

Friday, January 27 at 10:30 a.m. in Room 265

Saturday January 28 at 10:30 a.m. in Room 333

Everyone gets online complaints, but they may not know exactly how to handle them and make that feedback work to their advantage.  I’ll tell you exactly how to turn every piece of feedback into something positive for your dealership.

It’s going to be an exciting and action-packed NADA100, and we’re here to help you kick it off the right way.  By being prepared and knowing exactly what you want to do when you get there, you’ll have a smoother experience and cover more ground.  The countdown is on, and everyone at AutoAlert is excited to share our latest and greatest with you!

This Week in Social Media

News for the Week of December 19

Instagram Releases Live Video for All U.S. Users

Instagram just announced they will be releasing a new Live Video feature to all U.S. users within the next few days. This new feature will allow users to go live instantly through the Stories section on their Instagram profiles. By swiping right while in the Stories camera mode, users can tap the Live button to instantly stream video onto their Stories. Once the video is done being recorded, it will disappear. Also, at the top of the Explore tab, there will be a Top Live section directing users to the top recommended and best ongoing footage on Instagram. Dealerships, keep in mind the power of live video.  Show your followers what’s going on at your dealership and add some creativity along the way.  If you have customers who are willing to give  testimonials or chat about their dealership experiences, be sure to capture their enthusiasm with live video.

Snapchat Adds Group Feature and Two New Creative Tools

Snapchat recently added Snapchat Groups, a new way to communicate with up to 16 friends at once. When sending a Snap, users can create a Group by selecting friends from their contact list. It’s easy to switch between Group Chats and one-on-one Chats.  Everyone in a Group Chat is listed at the bottom of the Chat, so to switch to one-on-one Chat, users can simply tap a name to start a conversation; a simple swipe returns users to the Group.  Messages disappear by default after 24 hours and can be replayed only once by each member of the Group.   In addition to the Groups feature, Snapchat has added a couple of creative tools: Scissors and Paintbrush. Scissors allows users to create stickers by cutting out part of their Snaps while viewing them on the Preview Screen. Paintbrush can be used on Snaps in Memories, allowing users to paint them like a canvas. Dealerships, get fun group conversations going with your followers and deliver personalized messages via Snapchat Groups.  You’ll make your customers feel appreciated when you take time out to interact with them—and don’t be afraid to take advantage of Snapchat’s fun, new features to add a little pizzazz to your Snaps!  While many of your social posts are full of serious content, when you take time out to have a little fun, you’ll humanize your brand and make yourself approachable.

Twitter Offers Live Video for iOS and Android Apps

Starting this week, Twitter users will be able to create and Tweet live video within the Twitter app. This new capability, powered by Periscope, will be available when users are creating a Tweet with a quick tap of the new LIVE icon. To broadcast, users begin by composing a Tweet, then tapping LIVE, which will take them to a pre-broadcast screen.  At that point, they can frame their shot and press Go Live when ready.  Viewers can send hearts to show support for broadcasts simply by tapping the screen of a video that’s playing.  Twitter live video is rolling out for both iOS and Android users in the next few days. Dealerships, 82% of Twitter users say they watch live video on this platform!  That means this is a huge opportunity for you to reach an audience that gravitates toward live content and in-the-moment updates.  Find your niche and discover what resonates with your followers—and then start sharing.  You’ll gain traction for your content and boost brand recognition by posting in a format online users enjoy.

Facebook Adding Live 360

Facebook recently announced the addition of a new live video feature, Live 360. Aligning with the original intent of live video—to immerse viewers in the action that’s happening in the moment—Live 360 goes several steps further.  It fully immerses the viewer in the environment of the video creator with a complete 360-degree view of their world as it is happening. The launch of Live 360 happened from the Mars Desert Research Station in Utah with a report from National Geographic. It will be available on a broader scale for all Pages and profiles in 2017. Dealerships, it’s time to get comfortable on camera.  Facebook generates an average of 8 BILLION video views per day—and you don’t want to miss out on that.  By now, you should be sensing a trend: Live video is where it’s at!  Online audiences are consuming live video at unbelievable rates, and if you want your dealership to get noticed, it’s time to share what’s going on via video.

Instagram Claims 600 Million Monthly Users

Instagram just hit a whopping 600 million monthly users, with the last 100 million users joining just within the past 6 months. While plenty has changed with the app over the past year, Instagram has worked to keep the overall experience, community, and expression consistent from the beginning. With its recent safety updates that allow for more control over comments, as well as user-experience updates, Instagram continues to look for ways to make the app ideal for users who are looking for connectivity and self-expression. Dealerships, over 60% of Instagram users log in daily, so once you get an established audience, you can bet most of them will see what you share.  Today’s consumers are highly visual, and they want brands to reach out to them.  They want to feel valued, and when you make a point of sharing with them and interacting in meaningful ways, you’ll earn their loyalty and their business.

Tip of the Week – Earn Trust by Anticipating Shopper Needs

It’s important to have the right tools and information to make big purchasing decisions. Your customers want to feel secure in their decisions, and you can help them by ensuring they have everything they need, without ever having to ask, wait for information, or wonder where to find what they need.  One of the best things your sales team can do to earn trust is anticipate shopper needs and provide for them—seamlessly—leaving shoppers feeling informed, educated, and empowered.  Here are a few easy things you can do:

• Make your social sites easy to find.  A majority of your customers will do research on social media before they visit your dealership.  In addition to ensuring your dealership is easy to find on social, be sure there are clear, easy-to-find links back to your dealership page—and be sure shoppers can easily locate your business hours, inventory, and contact information.
• Share your knowledge.  Whether it’s original content or great information you’ve found from another source, be generous and share with others.  Be sure to cite and give credit to original sources, but then go ahead and dole out the great tidbits and helpful updates you find on your favorite sites.  When you share your own insights—as well as those of other industry leaders—consumers will see you as knowledgeable and confident.
• Be responsive.  When you are available to answer questions and respond to concerns in a timely manner, it’s noticeable.  Whether it’s online or in the dealership, no one wants to be left waiting and wondering when someone will respond.  Make a plan to ensure you offer exceptional online customer service and be sure your in-house team is trained to be attentive to every customer who walks through the door.
• Personalize the experience.  Your customers want to know they are important to you.  When you take the time to leverage the data that you already have at your fingertips, you can let shoppers know you’re in tune with what they need, what they’ve previously purchased from you, and what they may be currently shopping for.  By taking the time to discover individual customer wants and needs, you’ll earn more trust and make more sales.
• Go the distance.  Be sure you team is ready to go the extra mile for customers by educating them about the various makes and models, as well as add-ons and features that can be major selling points.  To do this, ensure your staff works to continuously update their own knowledge as vehicles are updated.

Sell today; earn customers for life. By implementing a few simple steps throughout the sales process, your team can educate and empower customers—leading to more trust in your dealership and, in turn, increased sales.  You can turn today’s shoppers into life-long customers simply by taking the time to ensure they feel valued and informed enough to make the best decisions throughout the car-buying process.  A responsive team that goes above and beyond for every customer can make all the difference!

We live in a world of empowered consumers.  They say when, where, and how they’ll buy the products they’re interested in, and businesses everywhere are working to meet their needs and win out over the competition.  Today’s consumers are connected online—to businesses and each other—and your dealership stands to gain quite a bit based on how you interact with and respond to these shoppers.

Your online audience is closer than you think, and they’re looking for very specific things when they decide to do business with you.  They want to build strong relationships and connect in meaningful ways—and that’s exactly what you’ll be doing when you reach out and share with them online.  They’re not looking for a one-size-fits-all approach, but rather personalized, thoughtful interactions that convey your genuine interest in their needs.

In the State of the Connected Customer Report, the numbers tell a story about shopper expectations regarding personalization and service:

• 66% of consumers surveyed said they would consider switching brands if they felt they were treated like a number, rather than an individual.
• 57% replied they would share data with businesses in exchange for receiving personalized offers and discounts.
• 71% of those surveyed said they are favorably influenced by businesses that offer customer service any day, any time.
• 73% responded they are likely to switch brands if service across departments is inconsistent.

To break it down, consumers are looking for consistency, an excellent brand experience, and personalization throughout your interactions.  Seem like a tall order?  Are consumers asking for everything but the moon?  Not really.  When you consider the technology and information that’s available to you, it’s feasible to offer a top-quality, personalized shopper experience without working up too much of a sweat.  By leveraging the data you already have and upping the ante where your internal communication is concerned, you can have your entire dealership on track to connect with consumers and build relationships that will reinforce the fact that you’re the right dealership for them.

Time to Get Digital

Dealerships are known for reaching consumers via traditional marketing like direct-mail fliers, TV spots, radio, and even the occasional newspaper ad, but the quick pace of today’s shoppers means businesses need to get digital to be more effective.  Modern marketing strategies available to dealerships today offer plenty of benefits, including quantifiable results that can guide future campaign strategies.  If you’re still wondering how digital marketing can help your dealership stand out from the crowd, consider the following:

• You’ll stay connected with online and mobile consumers.  The impression your dealership makes is important.  88% of consumers who search for local businesses via mobile end up going to that business within 24 hours, so it’s essential you optimize for mobile and positively impact shoppers.  This is a great way for you to stay in touch with consumers, so let them know your sites are easy to use and full of the content they’re looking for.
• Online interactions are trackable.  Not only can you measure the impact you have on your audience, you can also see exactly how your reach is expanding, who’s sharing your content, and what you may need to tweak to gain even more traction.  In today’s fast-paced market, numbers and data are powerful; they can be the key to helping your dealership soar above the competition.
• You can precision-target your marketing.  With traditional marketing strategies, like billboards, dealerships put material out for everyone to see, but they’re left not knowing exactly who they’ve impacted.  If 500 cars drive past a billboard, an advertisement may only capture the attention of 5 consumers—or it may capture the attention of 150 consumers.  The problem is that the effectiveness of the billboard isn’t quantifiable.  Digital strategies allow businesses to direct their content and messaging directly toward specific consumer groups, based on interests, shopping patterns, and demographics—and then measure the success of their campaigns.
• You get authentic consumer interaction.  By beginning a conversation with consumers and building relationships, your dealership will become a valuable resource.  Rather than the one-way communication that’s common with traditional marketing, with digital marketing, your consumers get the opportunity to reply, ask questions, and even share your materials with others in their social circles.
• You can offer real-time customer service.  97% of global consumers say customer service is key to earning their brand loyalty.  In fact, self-help customer service is growing in popularity—so when your dealership offers things like easy-to-find FAQs and live chat, you’ll be meeting the need for speed and efficiency that drives a majority of today’s shoppers.  By ensuring your dealership offers trusted online support, you can significantly improve the customer experience and build better relationships.   

It’s important to remember consumers are interacting in an online space and building relationships with each other and with businesses they’re interested in supporting.  For dealerships, it’s imperative to focus on building a strong online presence and lean into modern shopper needs for connected buying experiences and personalized interactions.

You can streamline the process and ensure your dealership is ready to meet consumer expectations by investing in technology to help you offer the most comprehensive and individualized communication.  AutoAlert’s One-to-One Intelligent Marketing platform is a multi-channel, integrated solution that offers dealers powerful data mining, as well as precision-targeted, personalized consumer communications.  On top of that, dealers get real-time tracking and reporting, allowing them to continuously measure the effectiveness of their campaigns.

In a crowded marketplace, today’s shoppers want to know they’re heard, understood, and capturing your attention.  You’ll be miles ahead of the competition when you engage consumers with modern, personalized communication that speaks directly to their specific needs.

This Week in Social Media

News for the Week of December 12

Instagram Adds New Comment Control Features

Comments are where most of the conversations and interactions on Instagram take place. These comments are generally positive or just random statements, but sometimes they can take a turn for the worse. Instagram already had a filtering system in place that would block comments based on keywords, but they’ve now taken it a step further in controlling the commenting experience for users. The ability to turn off all comments on any post has been added, allowing posts to simply stand alone. Also, in the coming weeks, the ability to like comments by tapping a heart icon next to the comments will also be available. Dealerships, take advantage of Instagram’s latest updates and be sure to keep a close watch on the comments that are added to your posts.  Remember, you’re in charge of what everyone sees, so you can put your best foot forward for the world to see.

Facebook Adds More Users to Live Video Tab

The new Video tab that was added to Facebook just a few months ago now has more added users. This tab allows users to visit a dedicated section specifically for Facebook Live notifications and alerts. Also on this page, while scrolling down, users will see a list of suggested videos either created or shared by pages they like, and those videos will automatically play as they scroll. Continuous improvements are being made to the Video tab and the new Video section based on user feedback and comments. Dealerships, in addition to posting your own video content, keep tabs on what your competitors are posting and what’s resonating with a variety of audiences.  When you’re able to get a good idea of which strategies are working well, you can modify your content to capture more attention and ensure consumers look for your posts and updates.

Periscope Now Allowing Ability to Save HD Version of Broadcast to iOS

Periscope released an update allowing users to save high-definition versions of their broadcasts to their iOS devices. To do this, in the Settings menu, simply select “Save in High Definition.” While this will result in using more battery and storage space, users will experience an overall sharper video experience.  Periscope has not yet announced a release date for this option for Android users. Dealerships, social video is a booming business right now, so be sure your content is sharable and optimized for the platform you’re addressing.  You don’t have to be a large production company to produce videos your customers want to see; simply provide relevant, informative, and entertaining content on a regular basis, and your audience will start looking for your broadcasts.

LinkedIn Messaging Now Equipped with Conversation Starters

New LinkedIn conversation starters in Messaging are a new way of connecting, allowing users to break the ice and get conversations moving smoothly with others. Conversations starters include things like updates on professional activity, articles users have published on LinkedIn, and shared experiences and connections. By pointing out the things users have in common or mentioning recent accomplishments, conversation starters set the stage for LinkedIn users to begin interacting and building on their professional goals.  To use conversation starters, users can simply tap the lightbulb icon located just above the keyboard before sending a message.  They’ll be given conversation suggestions based on the message recipient’s profile and history.  Dealerships, you can utilize LinkedIn’s latest tool to help you connect with your customers on a deeper, more personal level. By building solid relationships, you’ll be able to appeal to them and meet their needs—in turn, increasing sales and earning more loyal customers.

Facebook Adds Horizontal Scrolling Feature & More Discovery Opportunities

Facebook has added a new, full-screen horizontal swipe feature in Instant Articles that allows users to swipe to view more stories from the same publisher, offering a more seamless interaction and discovery experience for users. Gradually rolling out for the Facebook app on iOS version 72, and rolling out for Android in the coming weeks, this full-screen horizontal swipe makes it easier for readers to discover new stories.  Facebook is also exploring new ways to surface the best stories for readers, as well as working with a variety of engagement signals to further improve the reading experience. Dealerships, keep your audience wanting more by posting content that’s intriguing and engaging.  With Facebook’s newest updates, your followers will be able to swipe to continue reading all your quality posts.

Tip of the Week – Engage Your Customers

Engaging with your customers is more important now than ever, as they are looking for a better, stronger customer experience. Engaging them in conversation both inside and outside of your dealership is a great way to provide them with the experience they want and expect—and it’s likely the only way you’ll capture and hold their attention. Here are a few ways to help you engage with your customers and show them you’re the right dealership for them:

• Introduce yourself. This is the simplest way to connect with consumers. Let them know who you are, what your dealership stands for, and how you focus on making the car-buying experience a positive one.  Whether it’s via email, direct mail, or social media message, make sure your message is personalized and authentic; authenticity will make you stand out from the crowd.
• Build an online community or forum. Online communities and forums are a great way to interact with your customers and answer any questions they might have. This is also your opportunity to build strong consumer relationships by being present and offering valuable information, insights, and feedback.  When you’re engaged and present in online communities and forums, you’re demonstrating you are willing to be there for your customers whenever they may need you.
• Make your customers a part of the team. Just like your employees, your customers want to feel like they belong and fit in, so include them in your efforts. If your dealership is celebrating a milestone, be sure to include customers and thank them for their contributions; and likewise, if customers are supporting charities, products, or businesses, join in and lend a helping hand to by promoting them on via your social platform.  Consider highlighting a customer of the month, thanking repeat customers for their dedication to your dealership, or simply posting pics of customers and their newly-purchased vehicles.

It doesn’t take much to provide your customers with a better experience and keep them fully engaged throughout every interaction. It may take a little extra time and effort, but it will be well worth it for both yourself and your dealership as a whole. Engaged customers are the best customers you can have, and when you earn their loyalty, you can turn one sale into a lifetime of interactions.

Chapter 2: What to Know Before You Go                                                                                                              So you’re all signed up to go to NADA100 and you’re counting down to January 26?  (If you missed that whole registration thing, go HERE!)  You’re probably already starting to line out your game plan and strategize, which is good, because for this conference—the beast of all automotive conferences—you definitely need to have a plan.  And we’re here to help.

Let’s get to it.  Here’s what you need to know before you go:

• The conference runs from January 26-29 in New Orleans and has a jam-packed schedule of keynote speakers and presentations, as well as hundreds of booths on the expo floor.  Keynote speakers include Jeff Carlson, 2016 NADA Chairman; Jim Gaffigan, Comedian; Mark N. Scarpelli, incoming NADA Chairman; and Amy Purdy, World-Class Adaptive Snowboarder.
• Workshop schedules are available online, so check them out early and decide on your must-see presenters.  Remember, rooms fill up quickly, and time can get away from you as you connect throughout the day.  Check out the schedule and pack your days with valuable information from industry leaders!
• Be sure to catch one of my presentations!  As AutoAlert’s Executive Director of Digital & Social Engagement, I help dealerships perfect their online social strategies.  I’ll be presenting Learning to Love Complaints: Turning Feedback Into Success on all three convention days:

Thursday, January 26 at 1:00 p.m. in Room 350

Friday, January 27 at 10:30 a.m. in Room 265

Saturday January 28 at 10:30 a.m. in Room 333

Most dealerships know they get online feedback—and even a few complaints—but many don’t know how to turn those complaints into something positive.Learn how in these sessions!

• Get ready to network.  Your feet will be tired (bring really good shoes!), your voice might fade, but you’ll leave with a thousand new ideas and enough inspiration to keep you running for months.  Check into the many networking events that will be going on throughout the convention, get your fill of workshops, and connect with as many new faces as possible while you’re there.
• And remember, when the day is over…the day’s not over.  Don’t forget about the nightlife!  Check out AutoBash sponsored by AutoAlert CEO Mike Dullea and Dealer-FX CEO Gary Kalk.  Guests will enjoy a special performance by the Spin Doctors, as well as top-shelf drinks, mixing, and mingling at Republic Nola, located in the historic warehouse district of New Orleans.  Pick up your exclusive pass at AutoAlert Booth 1455 on the convention floor!

NADA100 is right around the corner, and it’s almost time to laissez les bon temps rouler…or as they say everywhere else, “Let the good times roll.”  It’s time to get ready for a convention to remember.

Today’s consumers expect quick responses—whether they’re waiting in line at the grocery store, waiting to get food at a restaurant, or waiting for communication from a business.  When it comes down to it, consumers everywhere are driving a faster-paced market, and this holds true for their expectations on Twitter as well.  53% of users who tweet at their favorite brands online expect to receive a response in less than an hour after their initial tweet. And since a majority of individuals and businesses are connecting via mobile devices and platforms, it’s become much easier to offer the real-time engagement consumers crave.

Real-Time Customer Service

With the increased mobility and near-constant connectivity of your customers, it’s essential to develop a real-time customer service plan that keeps you connected and accessible.  When you make it clear your dealership is available to answer questions and address concerns efficiently, you’ll earn trust and ensure shoppers continue to return to you for their automotive needs.  A multi-channel approach will appeal to modern shoppers who are accustomed to accessing businesses whenever and wherever it’s convenient for them, so aim for a seamless experience across your online, in-store, phone, and social platforms.

Below are a few things you can do to work toward becoming a real-time, mobile-friendly dealership that meets the needs of connected consumers: 

• Ensure all content is accessible. Before you tout the easy accessibility of your customer service pros and your real-time responsiveness, it’s imperative to ensure all your content, forms, and tools are easily found via every channel.  Be sure customers can quickly locate what they need, offer clear menus and buttons, and optimize all your content for mobile.  By doing this, you’ll show consumers your dealership is innovative, flexible, and responsive.   
• Consider live chat.  You may have noticed many dealership websites offering this alternative, and that’s because it’s getting rave reviews from shoppers—mostly because of the immediacy it offers.  In a recent study, 63% of customers confirmed they would return to a website that offers live chat, as opposed to one without live chat.  Additionally, a 73% customer satisfaction rating is reported because of live chat.
• Show your human side.  In other words, don’t simply copy and paste scripted content, because it only takes a moment for consumers to recognize robotic replies.  Instead, give real, human responses and solutions that address the topics presented.  At the very least, if you send automated responses, be sure to monitor them frequently to avoid customer-service mishaps.
• Don’t hide your links. Be sure it’s easy for consumers to find links back to your content and to customer service without having to sift through long lists of products and services.  Specifically make your customer service links stand out by using clear language that calls out “Customer Service” or “Customer Care” so your customers know exactly where to go when they need to reach you.
• Actively listen. Building great customer service is about listening to the things consumers are saying and then improving upon the ways your dealership meets their needs.  In addition to responding to individual requests and concerns, spend time actively listening and interacting on your social platforms to learn what matters to shoppers.  You’ll get some great insights, and you’ll build your audience in the process.
• BOLO or Be on the Lookout.  Keep your eyes open for new and exciting platforms that draw consumers in.  Not only can you generate engagement on these sites, but you should also be monitoring them for customer service opportunities that will arise when your dealership is mentioned.  In addition to finding out if your customers are on Snapchat, Twitter, Instagram, and other social sites, keep in mind you can also leverage loyalty programs, contests, perks, and coupons to engage consumers and get them to give you valuable feedback.

Customer service is more important now than ever, and in-the-moment customer service is at the top of the priority list for demanding, busy, and mobile consumers.  Look for ways your dealership can provide authentic, real-time customer service, and you’ll build trust and earn loyal customers.  It doesn’t take long to read a Tweet and respond, however it can be nearly impossible to regain the trust of a lost customer.  When you dedicate time and attention to your online customer service, it will pay off in the long run.

Chapter 1: Get Prepared

It’s time to get ready for NADA100!  For the automotive industry, this is one of the BIGGEST, BADDEST events around, and that means you need to be on your toes.  A convention this big isn’t for the faint of heart—and it’s not for the unprepared.  Here’s what you need to know leading up to the biggest convention of the year:

• This year is NADA’s 100-year anniversary, so for just about everyone in automotive, New Orleans is the place to be this January.  It’s going to be electric as dealers from around the country converge on the city to connect, share, and learn about everything that’s new in the industry.
• AutoAlert will leading the way with innovation and industry insights, so be sure to catch my not-to-be missed sessions on Learning to Love Complaints: Turning Feedback Into Success on all three convention days:

Thursday, January 26 at 1:00 p.m. in Room 350

Friday, January 27 at 10:30 a.m. in Room 265

Saturday January 28 at 10:30 a.m. in Room 333

Everyone gets online complaints, but not everyone knows how to make feedback work to their advantage.  Learn how from social media expert and AutoAlert Director of Digital and Social Engagement, Joey Little, @SocialLittleMan.

• Booth 1455 has serious news to share!  Look forward to brand-new product updates from the AutoAlert team as they let visitors in on the breakthroughs they’ve made.  Learn how to sell more in the service drive, know even sooner which customers are in market and what they’re looking for, and communicate with a state-of-the-art platform designed specifically for professionals in the automotive industry.  We’ve got brand-new tech—and it’ll be at NADA.
• The convention kicks off with NADA100 Carnival!   An exclusive opening event for NADA and American Truck Dealers members, international affiliates, and guests, this event will go down at Mardi Gras World from 7-10 p.m. on Thursday, January 26.  Visitors can kick off their visit in true New Orleans style with food from top local restaurants, as well as music from local jazz musicians.  With an expected attendance of 8,000, this will be a packed party and a great place to mingle with other industry pros.
• Did we mention Foreigner yet?  Yep, Foreigner will be headlining at NADA100 Carnival.  So kick back and sing along to Double Vision or Juke Box Hero while enjoying local culinary delights like jumbalaya and étouffée.

All this and more is waiting at NADA100 in New Orleans!  We can’t wait to see you there.  Until then, follow us on Twitter @AutoAlertLLC and on Facebook to catch updates about what’s to come.  We’re sure you won’t want to miss AutoAlert’s industry-changing new products and technology!

Not yet registered to attend NADA100?  Better hurry!

This Week in Social Media

News for the Week of December 5

Twitter Users Can Now Create Moments on Mobile

Not long ago, Twitter announced that all users could create Moments on the web, and now they’re offering even more.  Twitter users can now create Moments on their mobile devices.  Moments allow users to combine their favorite Tweets—their own and those of others—to share insights and perspectives on the topics of interest to them.  Simply by adding a Tweet, then clicking the downward arrow in the Tweet details, that Tweet can be added to Moments and published.  Dealerships, consider turning your on-the-lot interactions and showroom news into Moments you can use to drive engagement and capture the attention of your online audience.  Combine the best of your content with content being shared by others to provide your followers with great Moments to promote your dealership.

Promoted Pins Now Available in Canada

Pinterest has expanded its Promoted Pins to users in Canada, allowing businesses to seamlessly and creatively combine their ads with the rest of the content users see on the platform.  Since over 75% of Pins come from businesses, these Pins don’t distract from the content as a whole, and actually serve to offer users plenty of ways to interact with products and find great ideas.  For businesses, Promoted Pins work well, because they’re capturing consumers at a time when they’re already interested in acting upon the products and ideas they find.  Dealerships, help consumers discover great opportunities and drive traffic to your dealership by using images of current inventory, updating frequently, interacting with your followers, and giving them ways to quickly link back to your website. 

Pinterest Introduces Hand-Picked Showcase & Design Improvements

Businesses on Pinterest can now hand pick a rotating showcase of their best ideas to show viewers.  The rotating showcase will appear on the right-hand side of user profiles, making it one of the first things people see.  This gives Pinterest users more control over how they introduce themselves to customers and how they define their business to potential customers.  Up to 5 boards may be chosen as features, and they can be updated as often as needed.  On mobile, users will see the new showcase update sitting where the stack of their most recent Pins previously lived.  In addition to the rotating showcase, Pinterest has also done a refresh on its profile design, ensuring a consistent look and feel across iPhone, Android, and web platforms.  Now, no matter where viewers visit business profiles, their images will look the same.   Improvements have also been made regarding where certain things live on Pinterest.  When individuals visit profiles now, they’ll be able to see a tab for boards and a tab for Pins, allowing them to view only Pins (the things they’re typically most interested in).  At the same time, Pins individual users have Liked are only visible to that individual, avoiding clutter in the feeds of those who don’t want to see Likes of other users.  Dealerships, if you’ve got a Pinterest platform, take advantage of the latest updates and control what your followers see.  Show off your best products and services, and ensure you put your best foot forward by updating the rotating showcase with your latest and greatest.

Twitter Conversation Ranking and Direct Reply Count

Twitter is focused on showing its users the most relevant conversations first, and for this reason, it has added conversation ranking.  Users will notice conversations aren’t necessarily shown in chronological order, but rather, they are grouped based on the content Twitter thinks would be most interesting to the user.  Twitter factors in things like whether an original Tweet author has replied or whether a reply is from someone the user knows.  Additionally, Twitter has added a direct reply count, which allows users to see exactly how many people are participating in specific conversations.  A number appears next to the reply (arrow) icon, which indicates the number of direct replies the original Tweet has received; note, however, this number does not reflect the total number of replies in the entire conversation.  Dealerships, utilize Twitter’s latest updates to keep track of the engagement you’re creating.  You’ll be able to see which content is generating replies and conversations, and you’ll be able to keep track of your top conversations as they appear on your feed.  When you interact and remain part of the conversations consumers are having online, you’ll be more in touch with what’s needed when shoppers arrive on your lot.

Tip of the Week – Your Influencers Matter.  Big Time.

We’ve talked about them before, and you probably already interact with them.  But do you know exactly how much sway your influencers have over your business?  Over your sales?  Over your potential future customers?  A LOT.

Influencers are everywhere, so you can bet they are online and sharing on social sites where potential customers are researching.  Today, 92% of consumers read online reviews, and 88% say they trust reviews as much as personal recommendations.  This means you need influencers on your side letting shoppers know how great your dealership is!

Influencers are important people for your dealership, so let’s take a look at exactly who they are—and how you can get more of them, keep them happy, and keep them speaking up on your behalf.  Also known as brand advocates, they voluntarily share with others and talk about your professionalism, your products, your staff, and anything else that has impacted them.  They have the power to boost your brand reputation and bring in more business.  In short, these are pretty great people to have on your side, so here’s how you get them, keep them, and show them you appreciate them:

• Make your customers happy.  Your best advocates are your satisfied customers.  They are the people who have received great service and want to tell everyone about it, so your best route to accumulating eager influencers is to ensure everyone on your team is providing top-notch customer care.
• Look for positive reviews.  You likely have quite a few positive reviews and comments online you don’t even know about.  It’s time to get out there and actively look for them.  It’s smart to know who’s speaking up for you, where they’re interacting, and who they’re talking to.
• Keep your friends close.  Once you’ve identified the consumers who are posting on behalf of your dealership, begin building even stronger relationships with them by thanking them, initiating conversations, and encouraging them to talk even more about your dealership.
• Show your appreciation.  Although your online influencers aren’t paid for being proponents of your brand, nothing says you can’t give them a few incentives along the way.  Consider what you can do to let your advocates know their hard work matters to you.  Things like service coupons, special event invites, and exclusive sales opportunities are small gestures that can make a big impact to your loyal consumers.

Your community is full influencers who are ready to promote the brands they love.  When you leverage their social clout and encourage them to speak up for your dealership, you’ll build trust, boost sales, and grow your customer base.  In today’s fast-moving, social world, your online influencers are a powerful force that can drive your dealership toward increasing success.