This Week in Social Media

News for the Week of September 12

Facebook Updates Features for Video Crossposting

Recognizing the need for video creators to get the most views possible, Facebook announced its latest update, allowing publishers to crosspost to Pages under the same Business Manager.  In addition, new total performance insights will allow for a single view count for crossposted videos across all the places it appears on Facebook, revealing a complete picture of the video’s performance.  To crosspost, Page owners can give other Pages in their Business Manager permission to reuse a video via the Permissions tab in the video edit window.  Once this has been done, any Page within that Business Manager can create new posts with the video selected—no re-upload required.  Dealerships, check out this brand-new feature as you work to reach multiple audiences across Facebook.  Now, you can reuse videos and post to your main Page, as well as share on any other topical Pages you may have.  Be sure to keep track of your metrics to see how your videos are performing as you go!

New Twitter Live Video Update Feature

Twitter will now let users know when someone they follow is live, ensuring they never miss a live-stream again.  Users can do this simply by going to the page of someone they follow, tapping on the new Notification button, which is located beside the Follow button.  Then, on the Account Notifications card, users can select Only Tweets With Live Video.  From that point, they will be notified whenever that user begins a live-stream video.  Dealerships, keep working on your live video.  More and more consumers are tuning in to live-streaming as their content of choice; in fact, video is so big that Facebook generates an average of 8 BILLION video views per day, and we know that video posts have 135% greater organic reach than posts with photos.  So if you haven’t yet explored posting videos to your social platforms, it’s time to start!

Facebook Offers Joinable Moments

Facebook recently updated its Moments app to include Joinable Moments, a feature that makes it easier to instantly share moments with more people.  The new app allows users to create moments and send them to anyone, who can then join and add photos.  Those who do not have the Moments app can still view photos on the web.  In addition, users can now add photos to a brand-new Favorites tab, and photos that are saved to favorites within 30 days of uploading or receiving them will be saved within Moments in full-resolution.  There is no limit to the number of photos each user can save in Favorites.  Additionally, Moments offers free unlimited storage for all photos within 30 days of uploading or receipt.  Dealerships, take advantage of the new Joinable Moments app and get your audience involved with what’s going on at your location.  Post pics and invite consumers into your Joinable Moments.  Get creative and consider a photo contest to engage your followers!

New LinkedIn Publishing Experience

LinkedIn rolled out a brand-new publishing experience, designed to make it easier to engage audiences.  Boasting a more aesthetic appearance, it offers desktop publishing with a reading view that’s free of distractions, as well as more text and font options.  Its new modern interface includes a full-width experience, cutting out distracting content from the side columns.  Additionally, LinkedIn has made it easier to add engaging multimedia content with its simple Add Multimedia icon; simply click, add, and drag to position and resize.  With an updated tagging system, content contributors can now add hashtags to articles, making it easier for other professionals to discover their articles.  Currently available only in the U.S., LinkedIn is working on an international version of its newest publishing experience.  Dealerships, LinkedIn remains an important platform when it comes to connecting with other industry professionals, and when you can contribute content that highlights your expertise, you’ll call positive attention to your brand.  Give the newest publishing experience a try and share some insights to get visibility on this platform.

New Global Business Tools for Facebook

Facebook recently announced its latest tools to help businesses expand globally.  Its new Lookalike Audiences tool helps businesses reach individuals on Facebook who share similar traits with their existing customers (like location, age, gender, and interests), helping them direct their ads to those who will be most impacted.  Walk through step-by-step instructions to create your Lookalike Audiences on Facebook’s Business Page.  Additionally, Facebook introduced optimization solutions to help businesses with their global strategies, and they’re now offering webinars on international marketing, as well as a handbook on how to find international customers.  While your dealership is likely more local than global, be sure to tune in to everything Facebook is doing to keep you connected to your consumers!  Check out live video, post regular updates, spruce up your Page, and be sure your contact information is up to date to stay in touch with your audience.  When you’re in the moment and posting regularly, you’ll stay relevant to consumers.

New Direct Message Features for Twitter

Twitter recently updated its Direct Messages, making it look a lot more like a messaging app than ever before.  Now with read receipts, typing indicators, and web link previews, Twitter is working hard to stay competitive in the social marketplace.  These newest features are available to all Twitter users.  In addition to the features we’ve come to expect from all messaging apps, in group messages, Twitter will now indicate which people have seen messages, as well as indicate Seen by Everyone once an entire group has viewed a message.  As with other messaging apps, Twitter also offers the ability to opt out of read receipts.  With its inclusion of web link previews, Twitter will offer rich link previews, which means users will see inline previews of web links that are Tweeted.  Dealerships, check into Twitter and its newest messaging capabilities for your social customer service interactions.  While social isn’t the best place to air significant customer service issues, this is a great way to increase your social presence and keep general conversations going with customers.

Tip of the Week – Facebook Fails & Flops to Avoid

We all see those posts on Facebook, you know…THOSE posts…the ones that are just begging for a response, an argument, or even a share.  They may be controversial or political or sentimental, but whatever they may be, here is what they are NOT:  They are not good for your brand.  We’ve talked about this before, but especially now—in a big political year—it seems like feeds are filling up with posts to be avoided.  Our feeds are full of acquaintances who post things that are strictly meant to get a reaction, and when it comes to boosting your business and building credibility and trust, these are exactly the things you shouldn’t be posting.  Want some specifics?  Avoid things like:

• Political statements.  For or against a candidate?  Opinion about legislation?  Leave that out of your feed.  After all, it’s probably not going to affect anyone’s opinion, and it will likely irritate a lot of your followers.

• Online games.  If you enjoy a few minutes of online slots or Candy Crush, that’s great, but don’t assume your followers want to get an update every time you reach a new level.  And don’t bombard people with invitations to join you in playing.

• Product sales.  Whether it’s diet drink mixes, food delivery services, makeup clubs, or something else, your followers get exhausted when they are overrun with continuous sales pitches.  Save those for somewhere else and use your social feed to be SOCIAL.

• Traumatic animal pics.  There’s a fine line between community service and shocking your followers.  While it’s great to share how you or your dealership may be helping groups that are in need, avoid traumatic pics that are intended to incite angry or upset reactions.  They could end up backfiring and sending your followers packing.

• Negative posts about others.  In fact, avoid negative posts altogether.  Facebook should be YOUR highlight reel, so share the things that stand out in your life, and definitely avoid badmouthing the competition.  It only reflects badly on you.

Facebook is still number one when it comes to socially sharing and connecting—and your dealership needs to be there!  It’s really easier than you think, and you can have fun with it.  Just remember, you’re not there to sell; you’re there to get to know your consumers and build relationships.  Put your best foot forward and share the positive things that are going on.  From interaction with the community to employee events to new model arrivals to Pokémon hunts on your lot, your followers want to know what’s happening.  You’ll create a more positive experience—and get more interaction—when you keep your feed free of controversial, reaction-seeking content and focus on the relationships you’re building.

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Millennials are tech-savvy, ambitious, and on the lookout for jobs that encourage upward mobility.  Most businesses are keeping their eyes open for these young professionals as well—and it makes sense, because by 2020, millennials will make up around 50% of the workforce. An online and mobile-driven generation, millennials in the job market look for opportunities wherever they can, with social media being a standout option for researching and even finding jobs.  In fact, 62% of millennials visit company social media sites to get job information. 

By leaning into social media, businesses will have a better shot at capturing the talent this younger generation has to offer.  Social platforms are already the first places many people turn when it’s time to socialize, research products or services, and just look for general information.  Popular sites like Facebook, Twitter, Instagram, and LinkedIn are filled with content—and content searchers—so it makes sense to take your search for qualified candidates to these platforms as well.

Now that you know millennials are looking you up online and researching you before applying, there are some more things you need to know in order to get the best, most qualified talent on board at your dealership:

• Millennials want to grow.  Keep in mind many of them are just beginning in their careers, so focus on growth and learning opportunities offered at your dealership.

• Millennials are looking for flexibility.  To the extent it’s possible, think of ways your dealership can creatively work with scheduling to meet the needs of this ambitious generation.  They’ll work hard for you, but they also value their work-life balance.

• Millennials value culture and a sense of purpose.  Don’t be shy about letting them know the great things your dealership is doing to help the community, reach out to those in need, and participate in team-building activities.  They want to enjoy where they work and feel proud of the things their workplaces are doing.

• Millennials know it’s not all about the money.  For them, it’s a balance of all the positive things—like potential future development—that come from working in a great place, so be sure to present all your dealership’s positive traits.

• Millennials are job shopping.  They are looking for the perfect fit, and they’re not afraid to choose the jobs that offer the most well-rounded options, such as flexibility, benefits, growth opportunities, and even the best access to great technology.

Millennials are online, and they’re mobile.  And that means they’re looking you up and researching you.  Before they ever apply for the job, they already have plenty of details about your dealership and what you have to offer.  For this reason, it’s important you recognize your online presence is impactful not only to your consumers, but also to potential future employees.  Just like your consumers, today’s job candidates are looking for meaningful connections with the companies they choose.

Millennials are social-oriented, and they turn to Facebook, Instagram, and Twitter for much of their information—and this means it’s time to think about posting job openings on these platforms as well.  While new social sites pop up all the time, Facebook still gets the lion’s share of attention, with 88% of millennials turning to it for news and information.  Instagram is a surprise player in this game for many employers, because it offers the opportunity to show off a coolness factor via workplace images.  Consider posting pics of after-hours fun, charity events, and other things that can pique the interest of culture-driven millennials.  And don’t forget sites like YouTube where you can show off some live “day-in-the-life” videos to prospective employees.  The possibilities are endless, but the point is this:  millennials are looking to social media to find, research, and decide on the companies that are right for them!

And Another Thing

Remember those old-school applications?  (You don’t still have those, do you?)  For younger, tech-savvy applicants, it’s important to link to your dealership’s career page AND offer an online application process.  This makes it easy for qualified candidates to get more information about open positions and apply, and it also shows you speak their language by offering a modern, updated application system.

Millennials are quickly becoming the largest segment of our workforce, and you’ll be able to capture their attention by ensuring you have a strong social media presence.  When you post your openings via social, you’ll end up with talented young professionals who are eager to get to work for your dealership.  Recruiting millennials is essential.  Not only are they energetic and eager to learn, they are the people who will be most likely to gain the trust of your millennial customers!  When you get this generation on your side, you’ll be able to dominate the modern marketplace.

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Just about every consumer today is connected to friends, acquaintances, and businesses via social platforms.  In fact, it’s nearly impossible to find someone who is completely removed from online resources.  With that said, it’s important for businesses, and your dealership specifically, to focus on online feedback from consumers and your response time in getting back to them with answers and solutions.  The customer service you provide online is just as important as the customer service you provide in your dealership.  Right now, 63% of consumers say they are satisfied with the response times they receive from businesses on social media, but what if your dealership could make even more consumers happy by focusing on responding to every online review?

Consumers look to online feedback and reviews before they make purchases or decide on service, and that means it’s up to you to be in the right place at the right time to respond and offer professional insights.  While many of your customers will leave positive reviews, you’ll also have a few negative pieces of feedback along the way, and it’s especially important to respond quickly and positively to these.  Studies show customer advocacy decreases by up to 50% when businesses fail to respond to complaints; in fact, advocacy actually increases by 25% when complaints are answered.  It benefits your dealership to be present, responsive, and active on the sites where your consumers are spending their time.  Not only can you act as a first responder when it comes to answering questions and feedback, but you’ll also gain great insights about potential shoppers.

Always Respond

Whether a review is good, bad, or indifferent, a response from you is always in order.  Your customers want to know their review was noticed and read—and they’ll know you’re paying attention when you give them a personalized, thoughtful response.  By interacting with those who leave feedback for your dealership, you’re actively showing them you value their feedback.

If you receive a positive review, that’s great news.  You can respond by thanking the customer for his or her business and for the feedback.  Additionally, take a moment to personalize your response by mentioning the recent service that was received or the purchase that was made, highlighting any further services your dealership can provide.

Negative feedback can be tricky, but it’s still important to respond.  Again, thank the customer for the insights being shared, and let him or her know you understand the situation.  Be sure you offer a positive solution and a way to contact you personally.  Often, you can easily resolve situations and end up with happy customers simply by being empathetic and proactive.  Let customers know their business is important to you—and work to offer positive resolutions to every piece of feedback.

Every business receives both negative and positive feedback online.  The way you handle the feedback your dealership receives will directly impact the relationships you have with current and future customers, so it’s important to build trust through positive interactions.  No one gets 5 stars all the time.  In fact, most consumers don’t trust businesses that have ALL 5-star reviews because they view them as less-than-authentic.  Consumers are most impacted by reviews that fall between the 4.2 to 4.5 range, so don’t worry too much about a bad review or two.  Just be sure to respond appropriately so everyone can see you’re a proactive, service-oriented dealership.

Top Feedback Sites

Be sure to monitor the feedback you receive across top consumer sites like Google, Twitter, Facebook, DealerRater, and Cars.com.  On each of these sites, you can search for feedback about your dealership and respond to customer comments, allowing you to maintain your reputation among consumers.

Your consumers are increasingly social—and this isn’t going to change.  Information travels by word of mouth across a variety of social sites, and that means you need to be on those sites as well.  The more you talk, interact, and respond to consumers, the better chance you have of seeing feedback about your dealership, earning shopper trust, and building a loyal customer base.

Today’s consumers have access to just about every piece of information they need online, and they’re turning to social to research, connect, and share before they buy.  They move quickly—and they expect the businesses where they shop to move quickly as well.  Make sure your dealership is recognized as responsive, service-oriented, and professional by being where the customers are…exactly when they need you.  When you respond quickly with great information, you’ll win over today’s shoppers.

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Picture yourself walking on a crowded New York City street.  Everyone blends in…except for those who don’t.  Those who stand out have one or more characteristics that usually get them noticed—no matter how many people are around.

Now think about all the automotive dealerships out there and about all the vehicles sold.  In 2015, new-car dealerships broke records and sold over 17.3 million new cars and trucks.  Every dealership wants its fair share of that number, and that means standing out in a marketplace that’s becoming increasingly crowded and competitive.

One Thing Sets You Apart

More than anything else, the customer experience at your dealership will make you stand out from the crowd.  From the very first contact you have with a customer, you have the opportunity to impact how you’re seen as a dealership, a service provider, and a business overall.  It doesn’t take long for shoppers to form opinions about you, and once they do, your bottom line is directly impacted.  In fact, according to a recent CEI survey, 86% of shoppers say they will pay more for a positive customer experience.  For dealerships, this is a defining insight that highlights the importance of remaining focused on excellent customer care.

It’s difficult to lean on product offerings alone to help you differentiate yourself in the marketplace.  After all, your competitors have access to the same products you do, however not everyone will provide the same level of service excellence.  This is your opportunity to stand out.  Given the choice between two dealers selling exactly the same make and model, a shopper would likely choose the one that’s known for quality service and customer care.   

There are specific things today’s consumers are looking for when it comes to the customer experience, and throughout the month, we’ll be looking at ways your dealership can fine tune its strategy and leave a lasting impact on every customer who walks through your doors.  From first impressions to final paperwork—and everything in between—it’s essential you fuel the customer experience with the highest quality interactions.  We’ll be looking at:

• How to deliver value and service that ultimately gain more advocates for your dealership.
• Ways to present your most authentic self to consumers and build lasting, quality relationships.
• The best ways to keep every customer content throughout the entire dealership experience.
• How your in-house advocates can be vocal proponents for your brand and build relationships with customers.
• Ways you can create unforgettable moments for shoppers and build brand loyalty.
• And many more things to help set you apart as you offer the ultimate shopper experiences!

When you offer positive and memorable customer experiences to everyone who visits your dealership, you’ll be building opportunities for repeat business, as well as creating advocates for your business who will spread the word about why others should shop with you.  Today’s shoppers are actively looking for businesses that can meet their needs for speed, accuracy, and convenience—all while providing them with over-the-top, memorable experiences.  By going out of your way to make excellence the norm at your dealership, you’ll grow your customer base and build strong relationships that lead to continued success.

Stay tuned this month as we tackle a variety of customer experience topics and help you turn your dealership into an even more exciting destination for shoppers.

Change is necessary for businesses to grow.  That’s true for the salon down the street, for the local grocery store, and for your dealership.  In order to keep up with consumer wants and needs in the marketplace, it’s important to keep your eyes open and focus on trends that are inspiring shoppers to buy.  Although change is necessary, most people are in agreement that it’s hard…nearly impossible at times.  But when you start to think change is too difficult, that’s exactly when you need to remember that change and innovation are the things that will continue to propel your dealership to the next level.

Will Rogers said it very effectively when he said, “Even if you are on the right track, you’ll get run over if you just sit there.”

Innovation means constantly evaluating how you’re doing—and then changing to meet consumer needs.  Now, more than ever before, your dealership needs to focus on change, and along with change comes the task of getting your employees on board and willing to participate in the innovation of your business.  While you may think that’s easier said than done, your employees will be eager to join in when you ensure they understand and appreciate the reasons behind the changes you’re making.

From introducing new communication systems to offering brand-new ways of reaching in-market consumers to leveraging the social reach of employees, dealerships everywhere are implementing innovative ways to boost business and deliver the ideal consumer experience.  When every team member works to actively support change, your dealership will be the one to benefit.  Innovation is here to stay; it’s up to you to get your employees excited, engaged, and ready to help you pave a path toward even more success.

Check out the following 10 Ways to Help Your Employees Embrace Change Like Champs and help you dominate the marketplace with innovative thinking and dealership practices:

1. Communicate early and often.  A study by Robert Half Management Resources recently found that 65% of managers believe communicating clearly and frequently is the most important part of leading a team through change.  Your employees will appreciate your willingness to keep them informed when changes are on the horizon, and you’ll find they’ll be more willing to participate when they feel included.

2. Enlist employee help and input.  When you empower your employees and let them know you rely on their contributions to help you implement change, they’ll know they play an integral role in the success of the dealership.  By encouraging teamwork and participation from everyone, you’ll be making your teams feel more invested in the changes that are taking place.

3. Lead through example.  Your employees look to you and the rest of your leadership team to guide them, especially when navigating the waters of change.  By demonstrating a positive, proactive attitude and leading your teams by example, you’ll be showing your employees exactly what you expect them to do.

4. Offer updates and training.  One of the toughest parts of change is the unknown, but by offering training and updates along the way, you can offset any angst employees may have.  Break down new tools and changes into easily-understandable segments and give employees plenty of opportunities to get used to what’s coming their way.

5. Take employees’ temperatures.  In other words, frequently take time out to gauge how everyone is feeling about the changes that are taking place.  When you know exactly how your employees are feeling, you’ll be able to tackle challenges head-on and offer additional training or other support as needed.

6. Practice what’s been implemented.  Don’t expect newly implemented tools and processes to run smoothly overnight.  It takes time and patience—as well as a fair amount of tweaking—to ensure you have things exactly right for your dealership.  Give your employees time to adapt and practice innovative processes, and you’ll soon see big-time changes throughout your dealership. 

7. Address questions honestly.  From Day 1—as soon as you introduce change—your employees will have questions, concerns, and feedback.  Be sure to offer open, honest answers to their questions.  When you do, you’ll create an atmosphere of transparency and trust, and your employees will have a more positive view of the changes you’re introducing.

8. Manage employee expectations.  There will be bumps in the road, and there will be times when change doesn’t happen as quickly as everyone would like.  Keep employees apprised of situations and let them know the progress that’s being made. Be sure to let employees know what role you’ll be playing throughout transitions and change, and let them know their roles as well.  This will create a more cohesive team—one that will weather change well.

9. Highlight the benefits of change.  You’ll make a lot more progress when you get employees on your side, so it makes sense to let them know the many ways everyone will benefit from the changes you’re introducing.  Highlight positive ways in which employees will be impacted, and it won’t be long before everyone is on board.

10. Celebrate the wins!  Success comes in all shapes and sizes, so remember to celebrate the many successes your teams are bound to have.  Be sure to call out groups, individuals, and the entire dealership when something is handled particularly well.  As you all navigate change together, it’s important to celebrate the many ways your dealership is improving through dedication and teamwork.

Sure, change is tough, but it’s worth it.  Your consumers are watching for dealerships that offer cutting-edge service—and that means continually working to improve in-house processes and communication to stand out in the marketplace.  When you get everyone in your dealership on board, change will be easier to manage—and it will be exciting to see the momentum you gain working together as a team.

This Week in Social Media

News for the Week of August 29

Facebook Image Recognition Software Open to Everyone

With the goal of someday applying it to live video, Facebook is open sourcing its image recognition software.  Currently, Facebook algorithms work in conjunction with MultiPathNet convolutional neural networks, allowing the platform to understand images based on the pixels it contains.  Facebook uses DeepMask segmentation along with its SharpMask segment refinement to classify and label objects.  To continue to improve, Facebook says it’s important to use open sourcing and allow users access to its technology.  As it continues to progress, Facebook hopes to use image recognition to help the visually impaired by being able to better describe photos as they appear on the social platform.  Additionally, the next major step is image recognition during video—when images are moving and changing throughout time—which could allow for real-time narration.  Dealerships, continue to watch Facebook and participate in this platform as it advances and offers even more capabilities for users.  Be sure you’re using images and video, as well as interacting regularly with your audience, in order to increase awareness of your brand and build valuable relationships that will lead to sales.

Updated YouTube TV App

YouTube recently updated its TV app to offer a different look and feel, as well a category update which is more in line with the way people search for and view video.  Since more people are turning to smart TVs and streaming players, categories have been reorganized to better fit in with people’s lives—right in their own living rooms.  It was discovered that viewers search for and watch video differently when they’re at home versus when viewing on mobile, and with this in mind, YouTube made it easier to find videos they tend to watch at home.  These include things like travel, news, sports, fitness, gaming, comedy, and family-friendly shows.  Now, categories will appear on the top of the screen, rather than on a side menu—and high-level categories like “Recommended,” Trending,” “Entertainment,” and “News” will guide viewers to their selections.  Additionally, even more viewing selections have been added for 4K content and live streams.  Dealerships, keep in mind your consumers are watching increasing amounts of live video, so get in the game and check out ways you can highlight what’s going on at your location.  Whether they’re watching via mobile or at home, you’ll get more engagement when you deliver content in a format viewers are interested in seeing.

Hello, Facebook Lifestage

Facebook recently launched a brand-new app aimed directly at high-schoolers.  Lifestage is focused specifically on the social sharing preferences and activities of teenagers and allows users to build profiles made entirely of “video fields.”  Rather than Facebook’s original format of building upon one’s profile by listing things like favorite music, relationship status, and other pertinent defining “who I am” facts, this new format allows users to express themselves via a visual format.  Facebook Lifestage members build their profiles by filling in video fields like “How I Dance,” “My Happy Face,” “In My Fridge,” and more.  In addition, users can build their profiles by adding more videos and fields of things they like, things they want to learn to do, and more.  Aimed at the under-21 crowd, it’s pretty clear Facebook will be capturing the attention of audiences—both younger and older.  Dealerships, as social media continues to capture the attention of younger audiences, it’s clear it’s the way of the present—and the future.  Your youngest customers now are shopping and researching via social media, and your future customers will lean on social platforms even more for information, so jump in, start interacting on your platforms, and get to know your consumers in order to build your business.

Twitter Direct Messaging for Websites

Twitter recently released a Direct Message enhancement which allows visitors to message website owners with a single click.  In other words, visitors can go directly into DMs from your website, making private communication quick and easy.  This allows consumers to start one-on-one, private conversations directly from business websites.  As a note, according to Twitter, this latest functionality works best when user account settings are configured to allow them to receive Direct Messages from anyone.  The Message button is available to all site owners and boosts Twitter’s focus on live conversations and interactions.  Dealerships, check out the latest from Twitter and work to get more in-the-moment with your consumers.  Today’s shoppers are active on social media, and when you are responsive to their needs and give them one-on-one interaction, you’ll build more trust in your brand.

New LinkedIn Content Search Features

LinkedIn mobile just got some updates, and with them, users can look forward to new search capabilities that will help them discover great content and connect with like-minded professionals.  Users can search their feeds simply by entering keywords they remember from specific articles in the search box under the Posts tab—and related articles will pop up.  To explore topics more thoroughly and deep dive into content, users can search content and refine their searches to see updated conversations, articles, and ideas.  And finally, users can include tappable, searchable hashtags to help them track and discover similar posts across the platform.  Currently available to iOS and Android apps for English-speaking customers, these updates will continue to roll out for all members across the platform in the coming weeks.  Dealerships, as you branch out into social media, don’t forget about LinkedIn!  Still a powerful resource for professionals across the globe, this is a great place for you to share, collaborate, and gain visibility for your brand.

Tip of the Week – Check Into Snapchat

I know, I know…you think it’s for the kids.  Or you think it’s a passing fad.  But I’m here to tell you more and more businesses are sharing and interacting on Snapchat.  And guess what?  It’s working!

In fact, valued at approximately $20 billion, this platform is gaining popularity—with 22% of ad execs stating they intend to advertise there this year.  And to top that off, Snapchat ads are viewed up to a million times per day, so it’s time to start giving Snapchat some attention and letting it help you reach consumers in a new and impactful way.  Want to know how?  Check out some quick tips below:

Engage followers with one-on-one interaction.  If users follow your dealership, that means you’ll have the opportunity to share content directly with them.  It’s pretty tough to find time to interact with every consumer individually, but Snapchat makes it fun, easy, and quick to share personal interactions, letting consumers know they’re important to you.

Find industry partners.  Snapchat makes it easy to find influencers and partners within the automotive industry, and once you’ve connected with them, that means you can connect with their audiences.  You can discover brand-new demographics and reach potential shoppers you may not have reached before.

Highlight your brand.  Share positive things going on at your dealership, like community service pics, employee engagement updates, and new vehicles that have just arrived.  Remember, this app is meant to be in the moment, so don’t worry about making things look perfect; instead, just have fun with it and show off the positive side of your brand.

Introduce a contest.  Consumers love contests, especially when they can win great stuff.  Offer up coupons or discounts in exchange for the best pic, the best doodle, or even the fastest response to a question.  Be creative and have fun.  The point is to get consumers involved with your brand and offer them a chance to win whatever you’re giving away.

Share an exclusive coupon.  Ask customers who get the coupon to screenshot it and show it at the dealership to redeem.  Once your followers know you’re prone to handing out coupons via your Snaps, they’ll follow you regularly and interact to see what’s next.

There are plenty of engaging ways to use Snapchat to boost your dealership’s visibility—and ultimately, drive more business to your lot.  Be sure to try lots of different and creative ways to reach consumers, and don’t be afraid to leverage Snapchat to help you have a little fun while reaching out to consumers.  It’s time to snap to it and get social in a brand-new way!

Social media marketing is growing every day as a result of increasing consumer activity across social platforms.  Currently, 90% of young adults aged 18 to 29 use social media—which explains why social affects nearly every aspect of modern business interactions.  From the customers who research, learn, and even purchase via social media to the sales professionals who have mastered the art of closing deals on via social, these booming platforms are front and center when it comes to running successful businesses today.  To further illustrate the impact social media can have for your dealership, a recent study confirms 64% of sales representatives close deals with social media. 

Your customers are researching and learning about products on social media; there’s no question about it.  Try to wrap your head around this:  There are 2.3 billion active social media users worldwide.  (To put this in perspective, as of last July, the WORLD population was approximately 7.3 billion.)  With that said, smart businesses are figuring out they need to be on social media, because that’s where their customers—and potential future customers—are interacting, sharing ideas, and even talking about the brands they like and dislike.

Connect & Build Trust

Why social media?  The brands that are most successful on social media aren’t pounding their audiences over the head with sales pitches, too-good-to-be-true deals, or even bad news about the competition.  Instead, they’re investing their time in building relationships and making connections with consumers who will, in turn, feel more comfortable giving them their business.

Sales professionals are becoming more active on a variety of social media platforms, taking advantage of the information consumers make available online, and as a result, they’re closing more deals.  Facebook, Twitter, LinkedIn, and a variety of other platforms are teeming with consumers and brands who are sharing information about marketplace needs and preferences.  And businesses that aren’t spending time where potential customers are interacting risk leaving money on the table.

When you build relationships on social media, you’ll have the opportunity to connect with customers, potential customers, and online influencers who can help take your dealership to the next level by promoting brand awareness and recognition.  When you focus on connecting with consumers via social, you’ll:

• Build your brand and increase recognition. Build a positive brand image by sharing things that are going on at your dealership, updates regarding what you’re doing in the community, and news about your latest products and services.  Be sure to utilize appealing images and post regularly so your followers become accustomed to looking for your updates.  When you post compelling content, it won’t take long for your brand advocates to begin liking and sharing your posts, increasing your brand awareness across social media.  Be consistent; it will pay off.

• Connect and earn trust. Interacting with consumers on a deeper level outside of the traditional dealership setting helps humanize your brand and add authenticity to your relationships.  Build trust and credibility by sharing authentic, helpful content that adds value for your audience.  When your customers begin to see you as a person and an ally in the industry, they’ll feel stronger connections and be more likely to stick with you when it’s time to buy.

• Strengthen leads with educational content. Today’s consumers are information seekers, so if you can provide content that educates, guides, and updates, you’ll go a long way toward connecting with them on social media.  Be an advocate who helps shoppers through decision-making processes, offer advice and tips, and share relevant information.  You’ll strengthen your relationships and earn customers in the process.

• Use your tools. Utilize what you have at your disposal to help you make your social media planning quick and easy.  Remember, your employees are great advocates, and if you have a content curation tool like AutoAlert’s FuzeCast, all your dealership employees will be empowered to share online content that will engage followers and drive them to your dealership’s website.  By getting everyone onboard and working together to boost dealership recognition, you’ll end up with more opportunities and a better bottom line.

When you get to know consumers on social media, you can gather a lot of information that can help you when it’s time to close deals.  Pay attention to their interests, likes and dislikes, and even profile information—all important pieces of information that can tip you off to the vehicles they’re shopping for.  A deeper understanding of consumer interests and lifestyles will help your sales team understand what they are looking for in their vehicles.

Your customers are on social media, and they’re sharing.  They’re offering information that will help you get them into the right vehicles, so it makes sense for you to spend some time on the platforms where they’re hanging out.  When your sales team takes advantage of everything social media has to offer, your dealership will see increased sales, a boost in brand recognition, and customers who are happy with your attentiveness.

Check out the video too!

Smartphones are responsible—in a BIG way—for how the automotive market is changing. Not only are consumers more mobile, they’re also empowered to access more information than ever before while on the go.  They have the power of Google in their pockets, and they aren’t afraid to use it.  Everything from vehicle comparisons to consumer reviews to feedback about specific dealerships is available online, and smartphones make it possible for your customers to access all this information directly from your showroom floor.

The most valued demographic for the automotive industry consists of adults aged 50 and under who are making a good living, at least $75,000 a year. 80% of consumers in this demographic own smartphones, and they are spending more time using them than desktops and TVs. It’s no surprise, then, that smartphones are increasingly making their way into the vehicle-purchasing process. In fact, a recent Cars.com study found 59% of shoppers used their smartphones to research vehicles before ever setting foot in a dealership showroom. This major shift gives dealers a whole new opportunity, and it’s important to capitalize on it and make it work for you.

The mobile market today continues to expand, with businesses focused on ensuring mobile- friendly interactions across their platforms. In order to take advantage of the changing landscape and ensure your dealership offers the best mobile solutions for consumers, keep the following in mind:

• Think mobile. Digital marketing has gone mobile. Statistics show more Google searches are now done via a mobile device than via desktop; in fact, more than 50% of all searches are done on a mobile device.  87% of people access their Facebook accounts on their mobile devices, and more than 60% of digital media time is spent on mobile. For automotive marketers, this presents both a challenge and an opportunity.  By meeting the growing needs of an increasingly mobile consumer market, dealers will be able to reach broader audiences and, in turn, increase sales.  Work to ensure you’re creating mobile-friendly campaigns that are accessible across a variety of platforms—and you’ll ensure consumers turn to you for their vehicle needs.

• Catch the calls. Phone calls are still a popular way for consumers to reach your dealership—the second most popular way, in fact, with the most popular way being showing up on the lot unannounced.  And that means it’s extremely important to catch customer calls, return any missed calls, and be a knowledgeable and trustworthy resource when speaking with shoppers. Since shopping has become a mobile event, shoppers are more likely to call dealerships while using their smartphones—and this makes it very important to add a click-to-call feature in your ads and on your website, making it a lot easier for customers whenever they want to reach you. Additionally, keep in mind the benefits of call-attribution technology, which allows dealers to understand exactly which keywords or pages led shoppers to call or visit.

• Simplicity is key. It’s easy for consumers to get overwhelmed with all the information at their fingertips, so shoppers will appreciate dealerships that offer straightforward, easy-to-understand information. A recent Facebook study confirms 70% of mobile vehicle shoppers felt overwhelmed by excess information.  For dealerships, this makes information presentation and delivery exceptionally important. To make things easier and more appealing for shoppers, consider smaller, easy-to-digest segments, plenty of images, and video.  By keeping things simple and leaning in to the things that appeal to today’s shoppers, dealerships will stand out and win over more consumers.

Mobile is the way of the world, and it’s vital for dealerships to adopt strategies that will help them maximize their impact in the marketplace.  Consumers are turning to smartphones for just about all their researching, shopping, and communication needs—and they’re on the lookout for businesses that are willing and able to keep up with the trends that meet their needs.  You’ll stay on top of the competition and win shopper loyalty when you embrace the mobile revolution and become a pro at connecting with on-the-go consumers!

This Week in Social Media

News for the Week of August 22

Promoted Video Pins on Pinterest

Pinterest recently rolled out Promoted Video, yet another way for businesses to share ideas and let consumers give new concepts a try.  With over 100 million people worldwide turning to Pinterest monthly to get inspiration, Promoted Video makes sense for businesses looking to expand and offer something new and exciting to online shoppers.  Currently, 75% of Pinterest content that consumers enjoy comes from businesses—and 55% of people on Pinterest say they’re interested in finding products on this platform.  With Promoted Video, businesses can now demo their products and services, giving consumers an in-the-moment feel for what they’ll be purchasing.  In early testing, Promoted Video ads were shown to stick with consumers 4x more than non-video ads—a testament to the power of video.  Dealerships, now more than ever, it’s important you become comfortable with the idea of getting in front of your consumers with video.  Not only will you capture more attention, but you’ll also make more sales and earn more loyalty by speaking to consumers in a language they understand and enjoy.

New Look & Layout for Facebook

Everyone loves a makeover, and Facebook is no different.  It’s recently moved forward with an updated desktop design that makes it easier than ever for visitors to interact with Pages.  Businesses will notice a cleaner overall layout with brighter and more prominent button placements that promote meaningful interactions such as booking appointments and browsing online shops.  Additionally, Page owners will notice improved navigation, which will allow users to more quickly and easily find information about businesses.  Updated navigation features include newly located Page tabs that will now appear on a vertical navigation bar on the left-hand side of the Page.  Tabs can also be updated and rearranged to suit each business’s preferences.  Dealerships, be sure your Page is updated with your latest information and compelling images.  Potential customers will be more likely to seek out your dealership if you make yourself easy to find, and they’ll be more likely to reach out to you if you offer a variety of ways to contact you.

Twitter Promoted Stickers

Twitter is introducing everyone to Promoted Stickers, and for brands that are interacting with consumers online, this offers a great opportunity to use their creativity and reach out to shoppers in a unique new way.  Stickers were recently introduced to Twitter users as a way of adding a little pop to their pics, and already millions of posts have appeared with stickers.  Now, businesses can join in the fun and create brand stickers which will appear in the #Stickers library for anyone on Twitter to use.  Acting as a visual hashtag, stickers make it easy for brands to see who’s interacting with them on specific topics.  Dealerships, jump in on the fun and create stickers of your very own on Twitter.  You’ll be participating in a timely trend—and you’ll be able to track those who are interacting with your brand.

New Twitter Notification Features

Twitter is introducing two new features that will give users more control over who they interact with and who they see on the platform.  First, users will be able to configure their notifications settings to limit to only those they follow on mobile and twitter.com.  Users who want to give this a try can turn this feature on in their Notifications Settings; otherwise, things will remain the same as always.  The next change offered by Twitter is a quality filter, which will improve overall Tweet quality by using a variety of signals.   By turning on this functionality, users will be able to filter out lower-quality content like duplicate Tweets or automated content.  This can also be controlled via the notifications settings menu.  Dealerships, be sure you’re the one consumers want to follow and retweet by continuously posting valuable and useful content.  Stay up to date with current industry news and share freely with your followers…they’ll be eager to retweet the things they learn from you.

Tip of the Week – Create a Facebook Feed Consumers Will Love

It’s easy to fall into the trap of overcomplicating our social strategies.  It’s also easy to fall into the trap of thinking we need no strategy at all.  The reality is your Facebook strategy will fall somewhere between those two extremes.  While you don’t need to dedicate the rest of your active years to planning and posting, you do need some sort of a strategy for sharing content that will appeal to your target market.  And that’s where this post comes in.  Check out the following tips and tricks for posting content that will keep your followers coming back for more:

• Post your highlight reel.  This is the rule of thumb when posting personal updates, and the same goes for your dealership.  Share updates about what your dealership is doing in the community, what’s new in the industry, links about current events, and even fun behind-the-scenes pics and videos. Stick to the things that make your dealership shine!

• Share pictures.  Online consumers are visually driven, and posts with images get 2.3x more engagement than those without.  Get in the habit of snapping pics around your dealership and sharing images with the stories and updates you post.  You’ll get more traction and interaction from your online audience.

• Get into video.  Video continues to grow at an exceptional rate across social media, and when your dealership gets on this bandwagon, you’ll be guaranteed more social interaction.  In fact, for as much traction as pics get, video posts have 135% greater reach still!  You’ll get more exposure across a greater number of potential customers when you adopt video and incorporate it into your social marketing plan.

• Be consistent.  Once you start to gain followers, they’ll be looking for your content—and it’s a downer for them when they can’t find new updates.  Be sure to find a consistent posting schedule that works for you.  Your audience will get used to seeing you, and they’ll expect your posts.

• Don’t over-post or oversell.  We’ve all heard the saying “Less is more,” and it’s especially true when it comes to marketing your brand on Facebook.  A few well-timed posts with great content will far outweigh an onslaught of sales pitches or in-your-face brand promotion.  Remember to be thoughtful and offer relevant and helpful content your followers will want to share, and you’ll gain more ground in the long run.

• Try hosting a contest.  Try getting your followers involved by kicking off a fun contest.  Consider things like a My First Car photo contest—or throw out a fun trivia question.  Give winners coupons or vouchers for services like oil changes or car washes at your dealership.  Not only will you get them interacting with you, you’ll also bring them in to your dealership and get more face time with them.

• Update your cover photo.  Consider changing your photo to coordinate with the seasons or with special events happening at the dealership.  You’ll garner excitement and get more attention when you change up your pic and show off your creativity.

• Tag and call out individuals.  If you partner with other local businesses, this is a great way to share the spotlight (they’ll likely respond in kind and give you more visibility on their pages).  Tag your individual fans and new customers when you have their permission.  Any time you’re able to do this, you’ll have the chance of growing your online audience.

• Measure what you do.  As with any strategy, be sure to periodically take time out to check up on how you’re doing.  Utilize Facebook Insights to see which posts have been successful, where you’ve gotten the most clicks and shares, and where you could improve your performance.

There are plenty of things you can do to ensure you’re posting content that brings your audience back, but the main message is this: Be consistent, be yourself, and be positive.  The rest of the tips are the little things you can learn along the way to tweak and improve your strategy.  The businesses that are successful on social are those that are authentic and offer content that’s helpful and engaging, without being pushy or overly sales-driven.  Offer up your best authentic self—and interact with consumers consistently to see your social platform grow into a successful tool that will help support your dealership’s business plan.

Check out the audio!

If you want to see everything from what your friends are having for lunch to what is going on in their relationships to up-and-coming trends, look no further than Facebook. In 2015, online sales reached a staggering $334 billion, and they are expected to climb from there, with numbers reaching $480 billion by 2019. Consumers are doing their shopping, researching, and sharing about products and services online—and they’re looking to Facebook and other social platforms to offer up the information they need before buying.

For businesses, this is exactly where you want to be. When you share on Facebook, you’ll be joining other brands who are finding success in social media.  65% of top brands on Facebook post 5 times a week or more in order to reach their consumers and share content that resonates with their customer base.

Why Are Brands Posting to Facebook?

Think about this.  38.6% of the world population uses Facebook.  And in the U.S. alone, there are 191.3 million users.  Are you reaching that many people with traditional marketing and advertising?  Let’s take it one step further and consider what happens when you leverage the reach of your entire dealership by encouraging your employees to post and share on your behalf.  Their reach is 10x that of your brand alone, which allows you to reach incrementally greater numbers of potential shoppers for your dealership.

Your Highlight Reel

For individuals, Facebook should be a highlight reel—a compilation of the good things going on in your life—so things like family, friends, work, and hobbies and passions should rule your feed.  The same thing goes for your dealership.  You’re on social media to be social with your audience, gain brand recognition, and build relationships that will bring consumers to you when it’s time to buy.  That means it’s not your platform for hard-core, in-your-face selling.

Facebook has remained popular and continued to gain users for many reasons, primarily because it’s easy to use.  In addition, however, users can keep in touch with friends, entertain themselves with games, and easily share things like photos.  All these things work together to give you the optimal platform to meet and interact with consumers.

Facebook is the go-to when it comes to passing time, getting news updates, learning about friends, and interacting with trusted brands.  For you, this means it’s a great place to post about things you’re doing in the community, events that are happening at your dealership, vehicle news, or things you’re involved in that will pique the interest of your followers.  Your customers want to see what’s going on with your dealership, and potential customers will feel better about a dealership that’s open and willing to build relationships.

Building your brand is the ultimate goal. Everyone wants a brand that is a titan in the market—with the reputation everyone else strives to achieve—and Facebook can help you do this.  It’s a brand-builder that will get people involved with your dealership.  Not only can your active followers like and share your content, you’ll also affect the 90% of Facebook users who are best known for reading and not engaging.  Although they may not engage, they’re still there and your content is still visible and influential.

Posting daily, or even more often than that, will get your dealership quite a bit of exposure to your customers, however, avoid posting too often because your followers may not want to hear from you every time they scroll through a few updates.  There’s a sweet spot for every business, and when you take the time to post—as well as monitor what you’re posting—you’ll be able to get a good gauge on what your audience is interested in and how often they want to interact.

Smart businesses everywhere have learned Facebook is the place to be to build relationships with consumers.  An easy-to-use networking platform, people are already there planning to share and exchange information, so it’s time to get your dealership active and start sharing your highlight reel!

Also check out the video!