This Week in Social Media with @SocialLittleMan

News for the Week of August 10, 2015

Hey everyone! @SocialLittleman here with your weekly social media news and highlights.  I’d love to hear if these updates are helpful to you, so leave me a comment, Tweet or Facebook me and let me know!

Instagram Ads API Partner Program

As promised in June, Instagram followed through and launched the Ads API Partner Program introducing the ability to schedule and publish content, monitor audiences, and share access to Instagram accounts across teams. Launch partners include Ampush, Brand Networks, 4C, Kenshoo, Nanigans, Salesforce Marketing Cloud, Social Code, and Unified. According to Jamie Tedford, co-founder and CEO of Brand Networks, this will help brands use the same advanced Facebook tools to target audiences and deliver relevant advertising campaigns. Savvy dealerships should keep their eyes open to the possibilities of reaching a broader customer base through Instagram advertising in the near future.

New Communications Features for Facebook Pages

Facebook is responding to the need for improved communication between businesses by enhancing its pages functionality. Users will now enjoy a more personal way to connect with businesses via a new Send Message button, which allows individuals to initiate private conversations with business pages from News Feed ads. In turn, businesses will be able to see which ad prompted individuals to send a message, and they’ll be able to reply and follow up to consumer interaction. Additionally, Facebook Pages will soon allow Page admins to reply to public comments via private message, making it even more efficient to resolve and handle customer requests. Finally, business that are known for responding to individual messages will be rewarded with a “Very responsive to messages” badge that will appear on their profiles, allowing users to identify and communicate with businesses that are the most responsive. For dealerships looking to boost business via Facebook, these updated communications tools are a great way to stay in touch with your market and interact on a regular basis.

Facebook Live Video Streaming

Facebook recently introduced live, a way for public figures and influencers to share live video with their fans in real time. A way of growing and engaging a fan base, Live can be used to build an audience and connect in a relevant way with your followers. The app is a way for Facebook users to connect with, comment on, like, or share what their favorite public figures are up to. Currently only available for those with verified Pages in the U.S., Facebook is planning to extend availability of the app in the near future. We all know consumers are increasingly visual shoppers, and the ability to share live video directly from your lot to Facebook will allow you to reach your market in a new and innovative way. Keep your eyes on this to expand from a test market to full accessibility!

Facebook Messenger for Business

Facebook continues to innovate, making it easier than ever for businesses to stay in touch and have real-time conversations with customers wherever they are. Introducing Business on Messenger Facebook offers your customers the opportunity to sign up for personalized updates from you when they check out on your website. Once your customers select this option, you’ll be able to send them relevant, detailed messages including order updates, product information, and more. This also gives customers the information necessary to reach out to your business whenever they need to communicate with you. Offering live chat, photo capabilities, and text, you’ll be able to deliver customer service on an entirely new level. Dealerships will want to hone in on this newest offering from Facebook Messenger, which will allow them to communicate with individual customers in real time, while providing top-line customer service.

Twitter Ads Editor

Businesses that are managing several ads at once will be glad to see the launch of the Twitter ads editor. Using Excel to manage campaigns, this tool will help advertisers create and manage multiple ads simultaneously. By downloading an Excel spreadsheet, users can plan and edit campaign end dates, budgets, and targeting criteria; and once the spreadsheet is ready, it can be uploaded and applied instantly with a single click. It’s easy to add new campaigns and edit multiple times with the Twitter Ads editor, making managing ads in bulk a much easier task than it has ever been before. Busy dealerships that are balancing multiple ads should take a peek at this tool to see how it can help simplify and streamline the Twitter Ads process.

Google AdWords Introduces Easier Way to Create Display Campaigns

Based on marketing objectives, users can now choose settings in the new setup flow for creating Display campaigns on Google. Google knows marketers start every campaign with an objective, and by introducing an easier way to select the right settings, users will be able to deliver a more targeted campaign. The new Display setup includes a list of objectives designed for marketers of all sizes and many industries, and once marketers have selected a marketing objective, they are guided by AdWords to the most relevant settings to meet the objective. Although AdWords makes suggestions, individual marketers are still in the driver’s seat, leaving the final setting decisions up to them. Dealerships looking for keyword guidance, help with building consumer awareness, and audience targeting should investigate the newest capabilities of Google AdWords.

Tip of the Week—Remember the 80/20 Rule

As a thought leader in your industry, keep in mind your online followers and customers look to you for valuable advice and knowledge, and when you are able to share helpful or interesting content, they will continue to seek you out. Everyone is in business to sell, but be careful not to inundate your online audience with too much selling. We’ve probably all seen the posts in our individual Facebook feeds that go overboard—either individuals selling weight loss products or businesses posting continuous ads—and our first inclination is either to block them from our feeds or unfriend them completely. Overselling and getting blocked by your online followers is not the outcome you’re looking for, so be sure to strike a balance with your content by using the following tips:

• Follow the 80/20 Rule. Ensure 80% of what you post is quality content that offers something of interest to your online followers. Try articles like car-care tips, local interest, and events your dealership is hosting. Keep selling content to only 20% of your total posts, and use those posts to update your followers about great new promotions or inventory that’s exciting.
• Provide great content. It will feel like you’re not selling, but by educating your online audience, you are building your brand and expanding your reach. This is the new way of selling, and you’ll find yourself seeing greater success and happier customers.
• Interact with customers online. Your customers—both pre-sale and post-sale—are online, and that’s where you need to be, too. Not only should be you be posting quality content for them to enjoy, but be there to interact with them and respond when they react to your posts. Their feedback will help you build your brand!
• Be a leader. Many dealerships and businesses haven’t yet figured out the power of social media. If you’ve already figured it out, you’re ahead of the game, so use that to your advantage. Consumers will appreciate your innovative attitude and your willingness to meet them where they want to shop and do their research.

By following the 80/20 Rule and posting quality content your audience wants to read, you’ll soon position yourself as the go-to dealership when it comes to online knowledge sharing. Interacting with your online followers is key, and when you offer relevant content that fills a consumer need, consumers will look to you as their dealership of choice. Happy content sharing!

This Week in Social Media with @SocialLittleMan

News for the Week of August 10, 2015

Hey everyone! @SocialLittleman here with your weekly social media news and highlights.  I’d love to hear if these updates are helpful to you, so leave me a comment, Tweet or Facebook me and let me know!

Instagram Ads API Partner Program

As promised in June, Instagram followed through and launched the Ads API Partner Program introducing the ability to schedule and publish content, monitor audiences, and share access to Instagram accounts across teams. Launch partners include Ampush, Brand Networks, 4C, Kenshoo, Nanigans, Salesforce Marketing Cloud, Social Code, and Unified. According to Jamie Tedford, co-founder and CEO of Brand Networks, this will help brands use the same advanced Facebook tools to target audiences and deliver relevant advertising campaigns. Savvy dealerships should keep their eyes open to the possibilities of reaching a broader customer base through Instagram advertising in the near future.

New Communications Features for Facebook Pages

Facebook is responding to the need for improved communication between businesses by enhancing its pages functionality. Users will now enjoy a more personal way to connect with businesses via a new Send Message button, which allows individuals to initiate private conversations with business pages from News Feed ads. In turn, businesses will be able to see which ad prompted individuals to send a message, and they’ll be able to reply and follow up to consumer interaction. Additionally, Facebook Pages will soon allow Page admins to reply to public comments via private message, making it even more efficient to resolve and handle customer requests. Finally, business that are known for responding to individual messages will be rewarded with a “Very responsive to messages” badge that will appear on their profiles, allowing users to identify and communicate with businesses that are the most responsive. For dealerships looking to boost business via Facebook, these updated communications tools are a great way to stay in touch with your market and interact on a regular basis.

Facebook Live Video Streaming

Facebook recently introduced live, a way for public figures and influencers to share live video with their fans in real time. A way of growing and engaging a fan base, Live can be used to build an audience and connect in a relevant way with your followers. The app is a way for Facebook users to connect with, comment on, like, or share what their favorite public figures are up to. Currently only available for those with verified Pages in the U.S., Facebook is planning to extend availability of the app in the near future. We all know consumers are increasingly visual shoppers, and the ability to share live video directly from your lot to Facebook will allow you to reach your market in a new and innovative way. Keep your eyes on this to expand from a test market to full accessibility!

Facebook Messenger for Business

Facebook continues to innovate, making it easier than ever for businesses to stay in touch and have real-time conversations with customers wherever they are. Introducing Business on Messenger Facebook offers your customers the opportunity to sign up for personalized updates from you when they check out on your website. Once your customers select this option, you’ll be able to send them relevant, detailed messages including order updates, product information, and more. This also gives customers the information necessary to reach out to your business whenever they need to communicate with you. Offering live chat, photo capabilities, and text, you’ll be able to deliver customer service on an entirely new level. Dealerships will want to hone in on this newest offering from Facebook Messenger, which will allow them to communicate with individual customers in real time, while providing top-line customer service.

Twitter Ads Editor

Businesses that are managing several ads at once will be glad to see the launch of the Twitter ads editor. Using Excel to manage campaigns, this tool will help advertisers create and manage multiple ads simultaneously. By downloading an Excel spreadsheet, users can plan and edit campaign end dates, budgets, and targeting criteria; and once the spreadsheet is ready, it can be uploaded and applied instantly with a single click. It’s easy to add new campaigns and edit multiple times with the Twitter Ads editor, making managing ads in bulk a much easier task than it has ever been before. Busy dealerships that are balancing multiple ads should take a peek at this tool to see how it can help simplify and streamline the Twitter Ads process.

Google AdWords Introduces Easier Way to Create Display Campaigns

Based on marketing objectives, users can now choose settings in the new setup flow for creating Display campaigns on Google. Google knows marketers start every campaign with an objective, and by introducing an easier way to select the right settings, users will be able to deliver a more targeted campaign. The new Display setup includes a list of objectives designed for marketers of all sizes and many industries, and once marketers have selected a marketing objective, they are guided by AdWords to the most relevant settings to meet the objective. Although AdWords makes suggestions, individual marketers are still in the driver’s seat, leaving the final setting decisions up to them. Dealerships looking for keyword guidance, help with building consumer awareness, and audience targeting should investigate the newest capabilities of Google AdWords.

Tip of the Week—Remember the 80/20 Rule

As a thought leader in your industry, keep in mind your online followers and customers look to you for valuable advice and knowledge, and when you are able to share helpful or interesting content, they will continue to seek you out. Everyone is in business to sell, but be careful not to inundate your online audience with too much selling. We’ve probably all seen the posts in our individual Facebook feeds that go overboard—either individuals selling weight loss products or businesses posting continuous ads—and our first inclination is either to block them from our feeds or unfriend them completely. Overselling and getting blocked by your online followers is not the outcome you’re looking for, so be sure to strike a balance with your content by using the following tips:

• Follow the 80/20 Rule. Ensure 80% of what you post is quality content that offers something of interest to your online followers. Try articles like car-care tips, local interest, and events your dealership is hosting. Keep selling content to only 20% of your total posts, and use those posts to update your followers about great new promotions or inventory that’s exciting.
• Provide great content. It will feel like you’re not selling, but by educating your online audience, you are building your brand and expanding your reach. This is the new way of selling, and you’ll find yourself seeing greater success and happier customers.
• Interact with customers online. Your customers—both pre-sale and post-sale—are online, and that’s where you need to be, too. Not only should be you be posting quality content for them to enjoy, but be there to interact with them and respond when they react to your posts. Their feedback will help you build your brand!
• Be a leader. Many dealerships and businesses haven’t yet figured out the power of social media. If you’ve already figured it out, you’re ahead of the game, so use that to your advantage. Consumers will appreciate your innovative attitude and your willingness to meet them where they want to shop and do their research.

By following the 80/20 Rule and posting quality content your audience wants to read, you’ll soon position yourself as the go-to dealership when it comes to online knowledge sharing. Interacting with your online followers is key, and when you offer relevant content that fills a consumer need, consumers will look to you as their dealership of choice. Happy content sharing!

Discover Your Market: Your Hispanic Consumer Part II

Marketing to Various Acculturation Levels

Everyone knows they need to market to Hispanic consumers, and if you don’t know, here’s a little secret: You need to market to Hispanic consumers!

Here’s quick run-down of why: 

• There are over 56 MILLION people in the U.S. today who identify as Hispanic, and this diverse group of people holds in their hands $1.5 TRILLION in purchasing power. (No business should be willing to turn its back on marketing to approximately 18% of the population.)

• In 2020, the U.S. Census estimates the Hispanic population will be around 94 million people.

Defining Acculturation

Acculturation refers to the process by which an individual or group of people adapts to or borrows traits from another culture.For marketers targeting the Hispanic population, acculturation is a way of segmenting according to factors such as language, income level, and even purchasing behaviors. Before creating content for an audience, businesses should study their target market and determine the level(s) of acculturation present in the groups that will receive their messages in order to allow them to present the most effective marketing campaign possible.

Levels of acculturation can be defined in various ways, so for the sake of keeping the definitions straightforward, three levels of acculturation are outlined:

• Highly Acculturated
• Partially Acculturated
• Unacculturated

Simply by reading the above-listed levels of acculturation, readers are probably able to begin identifying traits that might place individuals in one level or another. In order to successfully market to the Hispanic population in any given area, it is necessary to understand, among many other things, the level of acculturation of the audience being targeted. Once you have done that, you’ll be able to more effectively speak to a particular group, keeping their level of acculturation in mind.

The Acculturated Hispanic Consumer

This consumer is English-dominant and was either born in the U.S. or has been living in the U.S. for at least 10 years. Marketers will note that highly acculturated consumers will enjoy doing business mostly in English and will prefer to receive their communication and marketing materials in English. They likely don’t participate in many Hispanic traditions, and their behavior in the marketplace is similar to that of the general market. Approximately 11% of Hispanic adults fall into this category.

The Partially Acculturated Hispanic Consumer

Meet your bilingual consumer. This consumer was either born in the U.S. or has lived in this country for several years and is comfortable with either Spanish or English. Marketers will note this consumer will not specifically lean toward products that are distinctly Hispanic. This shopper remains dedicated to keeping traditions alive and remains loyal to his or her native country’s history and customs.

The Unacculturated Consumer

This consumer is Spanish-dominant and typically foreign-born, preferring to only speak Spanish when conducting business. He or she uses mostly Spanish at home and will seek out products that are familiar and that have been used in the native country. New U.S. cultures and traditions are acquired more slowly, as this consumer surrounds himself or herself with Spanish-speaking friends and family and retains a high level of Hispanic traditions and customs.

Acculturation is merely one level of segmentation, however it can be quite helpful to marketers and businesses who are working to connect and extend their reach within the Hispanic community. By knowing more about your audience, you will be able to connect on a more personal and meaningful level to deliver content that is relevant in the language and style your consumers desire. Knowing the level of acculturation, for example, will keep professionals from making the mistake of blasting English-only content to a Spanish-dominant audience. Remember never to treat an entire population segment as a whole, but instead, analyze it and decide what the best approach would be for that particular audience when it comes to disseminating your company’s message. In some cases, just a little bit of homework can save an entire marketing campaign!

Aside from defining acculturation levels, if marketers are unsure of how to approach their Hispanic market, they should focus on other unifying factors that appeal to the Hispanic audience in general, such as family, food, entertainment, and music. As covered in the previous article, Cultural Relevancy and Your Market, there are many things that define a culture—language can be an anchor and a common theme, but many other things go into the mix when creating a true connection.

You will be able to market to your Hispanic audience with confidence after you’ve done your research so that you can create the best and most meaningful cultural connection possible. So get out there and speak loudly and clearly for 56 million people to hear. Just make sure you know your audience and say it in just the right way.

Discover Your Market: Your Hispanic Consumer Part II

Marketing to Various Acculturation Levels

Everyone knows they need to market to Hispanic consumers, and if you don’t know, here’s a little secret: You need to market to Hispanic consumers!

Here’s quick run-down of why: 

• There are over 56 MILLION people in the U.S. today who identify as Hispanic, and this diverse group of people holds in their hands $1.5 TRILLION in purchasing power. (No business should be willing to turn its back on marketing to approximately 18% of the population.)

• In 2020, the U.S. Census estimates the Hispanic population will be around 94 million people.

Defining Acculturation

Acculturation refers to the process by which an individual or group of people adapts to or borrows traits from another culture.For marketers targeting the Hispanic population, acculturation is a way of segmenting according to factors such as language, income level, and even purchasing behaviors. Before creating content for an audience, businesses should study their target market and determine the level(s) of acculturation present in the groups that will receive their messages in order to allow them to present the most effective marketing campaign possible.

Levels of acculturation can be defined in various ways, so for the sake of keeping the definitions straightforward, three levels of acculturation are outlined:

• Highly Acculturated
• Partially Acculturated
• Unacculturated

Simply by reading the above-listed levels of acculturation, readers are probably able to begin identifying traits that might place individuals in one level or another. In order to successfully market to the Hispanic population in any given area, it is necessary to understand, among many other things, the level of acculturation of the audience being targeted. Once you have done that, you’ll be able to more effectively speak to a particular group, keeping their level of acculturation in mind.

The Acculturated Hispanic Consumer

This consumer is English-dominant and was either born in the U.S. or has been living in the U.S. for at least 10 years. Marketers will note that highly acculturated consumers will enjoy doing business mostly in English and will prefer to receive their communication and marketing materials in English. They likely don’t participate in many Hispanic traditions, and their behavior in the marketplace is similar to that of the general market. Approximately 11% of Hispanic adults fall into this category.

The Partially Acculturated Hispanic Consumer

Meet your bilingual consumer. This consumer was either born in the U.S. or has lived in this country for several years and is comfortable with either Spanish or English. Marketers will note this consumer will not specifically lean toward products that are distinctly Hispanic. This shopper remains dedicated to keeping traditions alive and remains loyal to his or her native country’s history and customs.

The Unacculturated Consumer

This consumer is Spanish-dominant and typically foreign-born, preferring to only speak Spanish when conducting business. He or she uses mostly Spanish at home and will seek out products that are familiar and that have been used in the native country. New U.S. cultures and traditions are acquired more slowly, as this consumer surrounds himself or herself with Spanish-speaking friends and family and retains a high level of Hispanic traditions and customs.

Acculturation is merely one level of segmentation, however it can be quite helpful to marketers and businesses who are working to connect and extend their reach within the Hispanic community. By knowing more about your audience, you will be able to connect on a more personal and meaningful level to deliver content that is relevant in the language and style your consumers desire. Knowing the level of acculturation, for example, will keep professionals from making the mistake of blasting English-only content to a Spanish-dominant audience. Remember never to treat an entire population segment as a whole, but instead, analyze it and decide what the best approach would be for that particular audience when it comes to disseminating your company’s message. In some cases, just a little bit of homework can save an entire marketing campaign!

Aside from defining acculturation levels, if marketers are unsure of how to approach their Hispanic market, they should focus on other unifying factors that appeal to the Hispanic audience in general, such as family, food, entertainment, and music. As covered in the previous article, Cultural Relevancy and Your Market, there are many things that define a culture—language can be an anchor and a common theme, but many other things go into the mix when creating a true connection.

You will be able to market to your Hispanic audience with confidence after you’ve done your research so that you can create the best and most meaningful cultural connection possible. So get out there and speak loudly and clearly for 56 million people to hear. Just make sure you know your audience and say it in just the right way.

Connecting With Your Hispanic Consumer

Hispanic consumers in the U.S. have spoken; they are shopping for brands that affirm their culture and empower them as individuals. Over 56 million strong, this is a population that does not want to be sold to and highlighted, but rather included. Proud of a rich culture, background, history, and language, the Hispanic demographic is an economic powerhouse for businesses trying to reach new and growing markets, but as businesses and marketers know, creating relevant content for their Hispanic audiences is more easily said than done.

Marketing professionals have learned with the general market in the U.S. that there is no one-size-fits-all solution, and the same goes for the Hispanic population. The diversity that defines the Hispanic population of the U.S. is broad, and it can’t be defined simply with a word or with a language translation. It is a diversity that lives in Hispanic communities throughout the country and can be attributed to many things, such as country of origin, language of preference, age demographic, living circumstances, level of education, level of acculturation, and many other factors that form the layers of a culture. These nuances form the Hispanic culture marketers are targeting, and they are also the source of confusion for marketers who are trying to reach the Hispanic market. Some are hitting the mark when it comes to delivering relevant content—and many are missing by a long shot.

With $1.5 trillion in purchasing power, the Hispanic population is a force to be reckoned with in the market, and marketers who want to win with this demographic need to tune in to cultural relevanc

y in order to gain traction. Hitting a homerun with this market will require businesses to delve into what makes the Hispanic population tick, what their likes and dislikes are, and what drives them as a culture. The following ideas should point your business in the right direction:

Focus on Hispanic passion points. They typically differ from those of other consumers. For example, Hispanic consumers are typically interested in entertainment, music, sports, and news from their home countries. Provide content that is meaningful and relevant to their needs and interests, and you will get more traction with your posts.

Focus on language. While there are 16% of Hispanic individuals the U.S. who don’t speak Spanish, there are another 25% who don’t speak English. The rest possess some level of bilingualism. Your messaging plan should revolve around your target market and the preferred language of that market, which means you will need to do your homework in order to decide which language is best.

The landscape continues to change, and as marketers and businesspeople, we must change along with it in order to be successful. Hispanic communities around the country are attracting our attention, and rightly so, because of their booming numbers and their increased buying power. Not only are these consumers shopping and looking for new and varying products, but they are also influencing the purchases of others with their early adoption and frequent use of technology. It is integral to the success of growing companies and dealerships to get to know the Hispanic communities and consumers of today—they are growing, they are changing, and they are the demographic that is dominating the scene when it comes to buying power.

Connecting With Your Hispanic Consumer

Hispanic consumers in the U.S. have spoken; they are shopping for brands that affirm their culture and empower them as individuals. Over 56 million strong, this is a population that does not want to be sold to and highlighted, but rather included. Proud of a rich culture, background, history, and language, the Hispanic demographic is an economic powerhouse for businesses trying to reach new and growing markets, but as businesses and marketers know, creating relevant content for their Hispanic audiences is more easily said than done.

Marketing professionals have learned with the general market in the U.S. that there is no one-size-fits-all solution, and the same goes for the Hispanic population. The diversity that defines the Hispanic population of the U.S. is broad, and it can’t be defined simply with a word or with a language translation. It is a diversity that lives in Hispanic communities throughout the country and can be attributed to many things, such as country of origin, language of preference, age demographic, living circumstances, level of education, level of acculturation, and many other factors that form the layers of a culture. These nuances form the Hispanic culture marketers are targeting, and they are also the source of confusion for marketers who are trying to reach the Hispanic market. Some are hitting the mark when it comes to delivering relevant content—and many are missing by a long shot.

With $1.5 trillion in purchasing power, the Hispanic population is a force to be reckoned with in the market, and marketers who want to win with this demographic need to tune in to cultural relevanc

y in order to gain traction. Hitting a homerun with this market will require businesses to delve into what makes the Hispanic population tick, what their likes and dislikes are, and what drives them as a culture. The following ideas should point your business in the right direction:

Focus on Hispanic passion points. They typically differ from those of other consumers. For example, Hispanic consumers are typically interested in entertainment, music, sports, and news from their home countries. Provide content that is meaningful and relevant to their needs and interests, and you will get more traction with your posts.

Focus on language. While there are 16% of Hispanic individuals the U.S. who don’t speak Spanish, there are another 25% who don’t speak English. The rest possess some level of bilingualism. Your messaging plan should revolve around your target market and the preferred language of that market, which means you will need to do your homework in order to decide which language is best.

The landscape continues to change, and as marketers and businesspeople, we must change along with it in order to be successful. Hispanic communities around the country are attracting our attention, and rightly so, because of their booming numbers and their increased buying power. Not only are these consumers shopping and looking for new and varying products, but they are also influencing the purchases of others with their early adoption and frequent use of technology. It is integral to the success of growing companies and dealerships to get to know the Hispanic communities and consumers of today—they are growing, they are changing, and they are the demographic that is dominating the scene when it comes to buying power.

Social News for the Week of August 3, 2015

Google+ Gets Focused

With more and more people flocking to Google+, the site continues to improve the user experience.  With its latest improvements, Google is rethinking some things and making important changes to help users interact and use the site more efficiently.  Users can look forward to new features like Google+ Collections that will allow them to share posts organized by topic, a new Google Photos App that will house several elements from Google+ Photos, and newly-house location sharing in Hangouts.  With all of these changes happening in planned stages, users will notice a more engaging and easy-to-navigate Google+ over the next few months.  As Google+ shows off a more organized and user-friendly experience, dealerships will want to take note and be ready to take advantage of features like the photos app to share inventory and showroom news with customers.

LinkedIn Campaign Management Tool

Sponsored updates and text ads are getting a fresh, new face on LinkedIn.  The LinkedIn Campaign Manager has been redesigned and rebuilt, allowing customer the control and visibility they need throughout a campaign.  The new look and feel will be seen immediately by users, and there also are major tech considerations that have taken place behind the scenes, too, which will allow for future capabilities.  Several advertisers already have access to the newest version of the tool, and LinkedIn expects to allow all advertisers access in the near future.  Dealerships should take advantage of this updated LinkedIn tool to easily track and follow specific campaigns, as well as view the dynamic reporting that can be filtered to satisfy specific criteria.

Periscope Mute Button & Broadcast Stats

Not to be outdone in the updates and improvements category, Periscope also continues to improve its user capabilities.  Its newest updates for iOS, and soon to be available for Android, include a “Mute” option for notifications.  This allows you to mute individual Periscope users while still receiving their broadcasts in your feed; you simply won’t receive push notifications when they go live.  Additionally, Periscope has added broadcast stats via a pop-up panel which appears at the end of a broadcast.  Previously only available after stopping your broadcast, these stats are now always available.  With more shoppers being highly in tune with new online tools, dealerships should consider reaching customers via short Periscope broadcasts.

Facebook Security Checkup

The new Facenbook Sercurity Checkup tool offers users peace of mind and an easy way to enhance safety when it comes to their online experiences.  Boasting “dedicated teas and intelligent security systems working around the clock,” Facebook means business when it comes to protecting users from online breaches.  They also offer optional added protection controls, allowing users to decide which features they want to use.  Starting within the next few weeks, users will see a reminder in their newsfeeds, telling them to click to “Get Started.”

Twitter Event Targeting

Twitter recently introduced its Event Marketing capability, which activates around events that take place worldwide.  Including three primary tools, the event calendar, event insights, and event activation, users can quickly and easily learn about and plan for specific moments.  Event Targeting reaches audiences interested in various events and keeps them abreast of specifics as events progress.  Once users have identified events they wish to target via the event calendar, they can get more information about the specified events via insights.  Finally, after gathering all the necessary information regarding selected events and audiences, the event activation tool allows users to create campaigns targeting chosen events.  This is a great tool for dealerships that sponsor local events like charity fundraisers and workshops.  Consider Twitter event targeting to boost your online visibility and increase engagement!

Twitter Native App for Windows 10

Continuing with its updates, Twitter announces Windows users will have a newely-optimized experience.  Created especially for Windows 10, the app launches in tandem with Windows 10 for PCs and Tablets and gives users instant access to top tweets, pics, and videos without logging in.  Users will also be able to see tweets in live tiles from the Start menu.  Enhance your dealership’s posts with this newest Twitter experience by uploading up to four pics per tweet, sharing private photos with your customer base via Direct Messages, and even tweeting with Vine videos directly from your showroom floor.  

Fewer LinkedIn Emails

Users will be seeing fewer emails from LinkedIn due changes resulting from member feedback.  Now focusing on making emails more “infrequent and more relevant,” LinkedIn promises it has received the message being sent from consumers.  Instead of an overload of individual emails, users will now see a single weekly digest that contains invitations to connect.  In addition, users who subscribes to several LinkedIn Groups will see aggregated updates from all groups into a single email.  According to LinkedIn, for every 10 emails they used to send, these changes have resulted in removing 4 of those emails.  As you position your dealership a subject matter expert and build your credibility throughout the industry, your visibility on LinkedIn will help you make new connections and maintain the solid connections you already have.

Google Search Shows Busy Times for Businesses

Thanks to Google Search, everyone can now avoid long lines at their favorite venues.    Users can search millions of businesses worldwide and dertermine the busiest business times is selected, users will see how busy it gets during certain times throughout the day, allowing them to avoid the long lines and crowded waiting rooms.  As more consumers become aware of this app, your dealership can take advantage of busy times leveling out throughout the week, providing a steadier stream of business.

Google Dynamic Search Ads

Introduced three years ago, Google is enhancing their Dynamic Search Ads (DSA).  Now available to all advertisers globally, DSA is an indexing tool that searches your website and determines which searches should contain ads.  With its newest update, DSA organizes website content into recommended categories in order to target ads.  Offering extended reach and ease of use, the updated tool is powerful and boasts a less-than-10-minute-setup for a user’s first campaign.  The enhanced version of DSA allows users more transparency regarding how ads will show, and users will see samples of targeted search queries, as well as customer landing pages.  Your dealership can be more powerful than ever when you leverage the recommendations, insights, and previews offered by the newest Dynamic Search Ads.

Yahoo Livetext

Yahoo recently introduced Livetext for iOS and Android, a one-to-one video texting app.  Encouraging users to include real-time reactions in their daily text conversations, Livetext is billed as a new way to stay in touch.  Yahoo claims it “blends the convenience and ease of texting, with the immediacy and vividness of live video.”  Audio-free, Livetext allows users to include things like a smile, a smirk, or an eye roll into the middle of a text conversation.  Much like a real-life conversation, these snippets are quick and fleeting.  Dealerships on the cutting edge can consider integrating Livetext as they target specific customer lists.  Capture a smile or a wave and sent it your customers’ way!

Tip of the Week—Make Social Media Special

Although your dealership’s social media platform is an extension of your business, you’ll want to make it stand out and be unique for several reasons, one of the most important being the fact you want to increase your online reach and you want people to keep coming back for more.  When you give your followers something they can’t find anywhere else and something they enjoy when they visit your site, that’s exactly what they’ll do…they’ll keep coming back!  Here are a few tips to help you stand out, stay ahead of the competition, and shine when it comes to providing what your consumers are looking for:

You can only chew so much.  Or, there are numerous social media sites out there; the first thing you should do is choose the ones that are right for your dealership, and be sure to select a manageable number of platforms.  Once you start posting and updating your followers, they will expect you to continue on a regular basis.

Offer something fun.  Consider offering a variety of different things on your social media sites that are only available to those who follow you online.  Think about special coupons, offers, or even giveaways directed toward those who follow you on Facebook or Twitter.

Don’t be shy.  Don’t forget to reach out to people on social media and start conversations.  Remember, social media is all about being social, so have some fun, ask thought-provoking questions, get your audience involved and engaged.  By giving more to your audience, you will end up getting more.  It takes an investment of your time, but you’ll soon find consumers looking to you as a thought leader in your areas of expertise.

Post like it’s your job.  The more visible you are on social media, the more people will seek you out and want to interact with you.  If you commit to engage people on your social media channels, go ahead and plunge into the deep end—engage on a daily basis!  Be the person everyone counts on seeing when they login to their accounts.

By following just a few quick tips, you’ll soon start to feel more comfortable creating your dealership’s social media presence, and you’ll also notice people starting to look to you as a thought leader in your industry.  Your social media platforms should serve as a reflection of your dealership as a whole, but they should also have their own flair that helps your dealership extend its reach even further.  Engage, Share and Get Social!

Social News for the Week of August 3, 2015

Google+ Gets Focused

With more and more people flocking to Google+, the site continues to improve the user experience.  With its latest improvements, Google is rethinking some things and making important changes to help users interact and use the site more efficiently.  Users can look forward to new features like Google+ Collections that will allow them to share posts organized by topic, a new Google Photos App that will house several elements from Google+ Photos, and newly-house location sharing in Hangouts.  With all of these changes happening in planned stages, users will notice a more engaging and easy-to-navigate Google+ over the next few months.  As Google+ shows off a more organized and user-friendly experience, dealerships will want to take note and be ready to take advantage of features like the photos app to share inventory and showroom news with customers.

LinkedIn Campaign Management Tool

Sponsored updates and text ads are getting a fresh, new face on LinkedIn.  The LinkedIn Campaign Manager has been redesigned and rebuilt, allowing customer the control and visibility they need throughout a campaign.  The new look and feel will be seen immediately by users, and there also are major tech considerations that have taken place behind the scenes, too, which will allow for future capabilities.  Several advertisers already have access to the newest version of the tool, and LinkedIn expects to allow all advertisers access in the near future.  Dealerships should take advantage of this updated LinkedIn tool to easily track and follow specific campaigns, as well as view the dynamic reporting that can be filtered to satisfy specific criteria.

Periscope Mute Button & Broadcast Stats

Not to be outdone in the updates and improvements category, Periscope also continues to improve its user capabilities.  Its newest updates for iOS, and soon to be available for Android, include a “Mute” option for notifications.  This allows you to mute individual Periscope users while still receiving their broadcasts in your feed; you simply won’t receive push notifications when they go live.  Additionally, Periscope has added broadcast stats via a pop-up panel which appears at the end of a broadcast.  Previously only available after stopping your broadcast, these stats are now always available.  With more shoppers being highly in tune with new online tools, dealerships should consider reaching customers via short Periscope broadcasts.

Facebook Security Checkup

The new Facenbook Sercurity Checkup tool offers users peace of mind and an easy way to enhance safety when it comes to their online experiences.  Boasting “dedicated teas and intelligent security systems working around the clock,” Facebook means business when it comes to protecting users from online breaches.  They also offer optional added protection controls, allowing users to decide which features they want to use.  Starting within the next few weeks, users will see a reminder in their newsfeeds, telling them to click to “Get Started.”

Twitter Event Targeting

Twitter recently introduced its Event Marketing capability, which activates around events that take place worldwide.  Including three primary tools, the event calendar, event insights, and event activation, users can quickly and easily learn about and plan for specific moments.  Event Targeting reaches audiences interested in various events and keeps them abreast of specifics as events progress.  Once users have identified events they wish to target via the event calendar, they can get more information about the specified events via insights.  Finally, after gathering all the necessary information regarding selected events and audiences, the event activation tool allows users to create campaigns targeting chosen events.  This is a great tool for dealerships that sponsor local events like charity fundraisers and workshops.  Consider Twitter event targeting to boost your online visibility and increase engagement!

Twitter Native App for Windows 10

Continuing with its updates, Twitter announces Windows users will have a newely-optimized experience.  Created especially for Windows 10, the app launches in tandem with Windows 10 for PCs and Tablets and gives users instant access to top tweets, pics, and videos without logging in.  Users will also be able to see tweets in live tiles from the Start menu.  Enhance your dealership’s posts with this newest Twitter experience by uploading up to four pics per tweet, sharing private photos with your customer base via Direct Messages, and even tweeting with Vine videos directly from your showroom floor.  

Fewer LinkedIn Emails

Users will be seeing fewer emails from LinkedIn due changes resulting from member feedback.  Now focusing on making emails more “infrequent and more relevant,” LinkedIn promises it has received the message being sent from consumers.  Instead of an overload of individual emails, users will now see a single weekly digest that contains invitations to connect.  In addition, users who subscribes to several LinkedIn Groups will see aggregated updates from all groups into a single email.  According to LinkedIn, for every 10 emails they used to send, these changes have resulted in removing 4 of those emails.  As you position your dealership a subject matter expert and build your credibility throughout the industry, your visibility on LinkedIn will help you make new connections and maintain the solid connections you already have.

Google Search Shows Busy Times for Businesses

Thanks to Google Search, everyone can now avoid long lines at their favorite venues.    Users can search millions of businesses worldwide and dertermine the busiest business times is selected, users will see how busy it gets during certain times throughout the day, allowing them to avoid the long lines and crowded waiting rooms.  As more consumers become aware of this app, your dealership can take advantage of busy times leveling out throughout the week, providing a steadier stream of business.

Google Dynamic Search Ads

Introduced three years ago, Google is enhancing their Dynamic Search Ads (DSA).  Now available to all advertisers globally, DSA is an indexing tool that searches your website and determines which searches should contain ads.  With its newest update, DSA organizes website content into recommended categories in order to target ads.  Offering extended reach and ease of use, the updated tool is powerful and boasts a less-than-10-minute-setup for a user’s first campaign.  The enhanced version of DSA allows users more transparency regarding how ads will show, and users will see samples of targeted search queries, as well as customer landing pages.  Your dealership can be more powerful than ever when you leverage the recommendations, insights, and previews offered by the newest Dynamic Search Ads.

Yahoo Livetext

Yahoo recently introduced Livetext for iOS and Android, a one-to-one video texting app.  Encouraging users to include real-time reactions in their daily text conversations, Livetext is billed as a new way to stay in touch.  Yahoo claims it “blends the convenience and ease of texting, with the immediacy and vividness of live video.”  Audio-free, Livetext allows users to include things like a smile, a smirk, or an eye roll into the middle of a text conversation.  Much like a real-life conversation, these snippets are quick and fleeting.  Dealerships on the cutting edge can consider integrating Livetext as they target specific customer lists.  Capture a smile or a wave and sent it your customers’ way!

Tip of the Week—Make Social Media Special

Although your dealership’s social media platform is an extension of your business, you’ll want to make it stand out and be unique for several reasons, one of the most important being the fact you want to increase your online reach and you want people to keep coming back for more.  When you give your followers something they can’t find anywhere else and something they enjoy when they visit your site, that’s exactly what they’ll do…they’ll keep coming back!  Here are a few tips to help you stand out, stay ahead of the competition, and shine when it comes to providing what your consumers are looking for:

You can only chew so much.  Or, there are numerous social media sites out there; the first thing you should do is choose the ones that are right for your dealership, and be sure to select a manageable number of platforms.  Once you start posting and updating your followers, they will expect you to continue on a regular basis.

Offer something fun.  Consider offering a variety of different things on your social media sites that are only available to those who follow you online.  Think about special coupons, offers, or even giveaways directed toward those who follow you on Facebook or Twitter.

Don’t be shy.  Don’t forget to reach out to people on social media and start conversations.  Remember, social media is all about being social, so have some fun, ask thought-provoking questions, get your audience involved and engaged.  By giving more to your audience, you will end up getting more.  It takes an investment of your time, but you’ll soon find consumers looking to you as a thought leader in your areas of expertise.

Post like it’s your job.  The more visible you are on social media, the more people will seek you out and want to interact with you.  If you commit to engage people on your social media channels, go ahead and plunge into the deep end—engage on a daily basis!  Be the person everyone counts on seeing when they login to their accounts.

By following just a few quick tips, you’ll soon start to feel more comfortable creating your dealership’s social media presence, and you’ll also notice people starting to look to you as a thought leader in your industry.  Your social media platforms should serve as a reflection of your dealership as a whole, but they should also have their own flair that helps your dealership extend its reach even further.  Engage, Share and Get Social!

Millennials as Social Influencers: DO Talk to Strangers

Despite the instruction of their parents, today’s youngsters have discovered that talking to strangers may not be a bad idea. Now in their mid-teens to mid-30s, millennials have grown into adult consumers and discovered that the most valuable information about products and services comes from the very people they were warned about—strangers.

Millennials shop for cars differently than any other generation. They make up the largest generation in the United States and have an estimated purchasing power of $1.68 trillion, higher than any other generation. Effectively marketing to today’s youngest consumers means understanding how they research, who they trust, and how to make them trust your dealership. Soon your dealership will depend on them.

Research Habits

Because they were raised during the birth of social media, they are constantly connected to their friends, acquaintances, and even to strangers. Out of the millennial generation, about 80% use Facebook, 49% use YouTube, 18% use Twitter, and 25% use Google+. They are more likely to share both positive and negative car-buying experiences with brands via social channels rather than complaining directly to the dealership, which makes it even more imperative that your dealership be in tune with this generation via social media. Curious about what others are doing, buying, and enjoying, 84% of millennials report that user-generated content (UGC) from strangers has influence on what they buy. Only 3% of millennials say UGC has no influence on their purchase decisions.

This new way of learning about products and services is the reason 71% of millennials share opinions about products and services online. With so much of their time and energy going into research before car buying, they know their opinions will be an influence on others’ purchase decisions.

In addition, 64% of millennials feel companies should offer more ways for them to share their opinions online. Believing this fosters an environment for authentic content, 62% of millennials say they are more likely to purchase a product if the brand asks for their opinion. They view companies that include customer feedback on their websites as honest and credible sources, and the majority also say they feel more loyal to brands that take the time to ask their opinions.

Distrust in the Market

About 51% of millennials say they are influenced more by user-generated content produced and posted by strangers, compared with recommendations from friends, family, and colleagues. This feeling of trust toward strangers’ opinions is attributed to the fact that 65% of millennials believe user-generated content offers a more honest and genuine product or service review. 86% believe the content from these posts is a good indicator of brand quality, service, or products because strangers don’t have a reason to misrepresent the products or services they review.

The majority of millennials do not trust businesses. 71% of millennials say companies care about customer opinions simply because they impact how other consumers will view the brand, rather than truly caring what their customers think. Only 1% of millennials said a compelling advertisement would make them trust a brand more.

Win Millennials Over

Winning over millennials takes a new approach to selling, and it starts with access to authentic information. Millennials value authenticity more than content itself when consuming news. As a result, they rely on new ways to consume media, with fewer than 3% ranking television news, magazines, and books as decision-making influencers. They have been exposed to a variety of information, facts, and opinions from an early age, and with ease of access to information comes the ability to spot inauthentic advertisements and edited reviews fairly quickly, which is why truthful and transparent advertising is a must. By providing straightforward advertising that speaks to millennials in an authentic way, your dealership will be on the road to winning with this generation.

Dealerships can also implement a forum on their website where customers can freely discuss and share opinions about products and services. This is an indication that a dealership is confident in the products and services offered and is not worried about the possibility of a disgruntled customer posting a bad review. It creates opportunities for consumer opinions to be voiced but also for concerns or bad experiences to be promptly addressed by the dealership. Seeing how customers view your product, services, and dealership experience is a perfect opportunity to prove to millennials, and all other demographics, that your business is one that cares about the consumer.

When it comes to creating a lasting relationship with your consumers, being a brand people can trust is imperative to your success. Establishing trust with millennials means creating an amazing product, offering stellar service, and fostering authentic consumer discussions. Doing all of these things will lead to satisfied millennial customers and a plethora of positive user-generated content for your dealership.

Millennials as Social Influencers: DO Talk to Strangers

Despite the instruction of their parents, today’s youngsters have discovered that talking to strangers may not be a bad idea. Now in their mid-teens to mid-30s, millennials have grown into adult consumers and discovered that the most valuable information about products and services comes from the very people they were warned about—strangers.

Millennials shop for cars differently than any other generation. They make up the largest generation in the United States and have an estimated purchasing power of $1.68 trillion, higher than any other generation. Effectively marketing to today’s youngest consumers means understanding how they research, who they trust, and how to make them trust your dealership. Soon your dealership will depend on them.

Research Habits

Because they were raised during the birth of social media, they are constantly connected to their friends, acquaintances, and even to strangers. Out of the millennial generation, about 80% use Facebook, 49% use YouTube, 18% use Twitter, and 25% use Google+. They are more likely to share both positive and negative car-buying experiences with brands via social channels rather than complaining directly to the dealership, which makes it even more imperative that your dealership be in tune with this generation via social media. Curious about what others are doing, buying, and enjoying, 84% of millennials report that user-generated content (UGC) from strangers has influence on what they buy. Only 3% of millennials say UGC has no influence on their purchase decisions.

This new way of learning about products and services is the reason 71% of millennials share opinions about products and services online. With so much of their time and energy going into research before car buying, they know their opinions will be an influence on others’ purchase decisions.

In addition, 64% of millennials feel companies should offer more ways for them to share their opinions online. Believing this fosters an environment for authentic content, 62% of millennials say they are more likely to purchase a product if the brand asks for their opinion. They view companies that include customer feedback on their websites as honest and credible sources, and the majority also say they feel more loyal to brands that take the time to ask their opinions.

Distrust in the Market

About 51% of millennials say they are influenced more by user-generated content produced and posted by strangers, compared with recommendations from friends, family, and colleagues. This feeling of trust toward strangers’ opinions is attributed to the fact that 65% of millennials believe user-generated content offers a more honest and genuine product or service review. 86% believe the content from these posts is a good indicator of brand quality, service, or products because strangers don’t have a reason to misrepresent the products or services they review.

The majority of millennials do not trust businesses. 71% of millennials say companies care about customer opinions simply because they impact how other consumers will view the brand, rather than truly caring what their customers think. Only 1% of millennials said a compelling advertisement would make them trust a brand more.

Win Millennials Over

Winning over millennials takes a new approach to selling, and it starts with access to authentic information. Millennials value authenticity more than content itself when consuming news. As a result, they rely on new ways to consume media, with fewer than 3% ranking television news, magazines, and books as decision-making influencers. They have been exposed to a variety of information, facts, and opinions from an early age, and with ease of access to information comes the ability to spot inauthentic advertisements and edited reviews fairly quickly, which is why truthful and transparent advertising is a must. By providing straightforward advertising that speaks to millennials in an authentic way, your dealership will be on the road to winning with this generation.

Dealerships can also implement a forum on their website where customers can freely discuss and share opinions about products and services. This is an indication that a dealership is confident in the products and services offered and is not worried about the possibility of a disgruntled customer posting a bad review. It creates opportunities for consumer opinions to be voiced but also for concerns or bad experiences to be promptly addressed by the dealership. Seeing how customers view your product, services, and dealership experience is a perfect opportunity to prove to millennials, and all other demographics, that your business is one that cares about the consumer.

When it comes to creating a lasting relationship with your consumers, being a brand people can trust is imperative to your success. Establishing trust with millennials means creating an amazing product, offering stellar service, and fostering authentic consumer discussions. Doing all of these things will lead to satisfied millennial customers and a plethora of positive user-generated content for your dealership.