Who are You Speaking To? ​

Internet users, marketers, and the consumer industry are overwhelmed when it comes to the number of social media platforms available to them today.  There is a seemingly endless number of outlets and websites consumers visit to interact and get their information, and it’s important for dealerships to know who they’re speaking to when they’re sharing information online.

In order to take full advantage of your marketing strategy–and more specifically, targeted marketing–we’ve put together a list of the social media platforms that are projected to remain relevant in 2016, along with a description of the users who are frequenting them the most. Having this information available makes it simple for your dealership to utilize the best platforms and make sure you're speaking directly to your social media platforms’ top users while taking your marketing strategy to a whole new level.

Facebook 

It’s hard for steadfast users to understand, but Facebook’s popularity is actually beginning to wane with younger users like Generation Z, especially teens who are more intrigued by platforms like Snapchat and Instagram. Fortunately, for dealerships, much of the generation that finds Facebook “uncool” is not yet old enough to drive or have the need for a vehicle, making the platform a viable way to connect with shoppers who are interested in building online relationships. According to a survey of over 3000 marketers across the world, Facebook is still a core tool for engaging customers.

What’s different about Facebook in 2016 is that it’s beginning to make a large transition into video marketing. Facebook CEO Mark Zuckerberg said he expects the platform’s feed to be primarily video in the next few years. With Facebook’s introduction of live video, dealerships’ marketers now have the ability to connect with followers and can both talk about their business and give people a sneak peek behind the scenes. This is a great way for dealerships to bring customers closer, show their personalities, and gain more attention—in turn acquiring more customers. 

Facebook dominates as the social media platform where people get their news and information. 88% of millennials rely on Facebook for their news, and Facebook is primarily popular among adults under age of 35. Although, millennials on the younger side of the generation tend to use a broader mix of social media platforms and a small percentage have even begun deleting their accounts in favor of other networks.

Twitter

The majority of people using Twitter say it’s to see what people are really talking about or what’s trending. Many users are also on the lookout for entertainment such as funny articles or videos when scrolling through their Twitter feeds. It may be beneficial for your dealership to use that marketing knowledge to its advantage by creating clever lists, article titles, and short videos to both entertain and promote via Twitter.  

Twitter is actually most popular among younger millennials versus adults overall. Unlike Facebook, news and information is no longer the primary reason millennials use Twitter. However, almost half of millennials using Twitter will regularly read and watch news stories, links, or videos available on Twitter.

Instagram

Now commonly referred to as IG, Instagram is most popular among people ages 18-34. Its users are also, surprisingly, predominantly men. The most strategic way your dealership can use Instagram in 2016 is by coming up with a personalized hashtag and encouraging followers to use and share it. According to Iconosquare’s 2015 Instagram study, 70% of IG users look up brands on the platform and 62% follow just because they like you.

Consumers use this platform to take in images and view your marketing messages without the hard sales pitch. The moral of IG is to convert passive shoppers into confident customers through what you show them. It’s also important to remember the only place a link is clickable on IG is in your bio. Connect a trackable link to your website in your dealership’s IG bio.

LinkedIn

LinkedIn is quickly pushing to become the most popular place to connect business to business (B2B) and share content. The platform drives 80% of B2B social media leads, so it may be most beneficial for your dealership to use LinkedIn to connect with other businesses, services, CEM and CRM providers, and people who can help benefit your business.

Your dealership can also use LinkedIn to keep track of industry news tailored specifically to your interests. It’s one of the most professional platforms to stay informed with what’s going on in the professional and business world.

YouTube

This platform is a useful tool to keep in your back pocket because its users are primarily Generation Z, ranging from ages 14-17. This is great for your dealership because this is the exact age range where teens have the ability to begin driving and start showing interest in finding a vehicle. Millennials come in a close second with 81% using YouTube on a consistent basis.  

If your dealership is interested in creating a YouTube channel to broadcast itself, it’s important to have a call to action in your videos and begin by promoting videos to current followers and customers. Video marketing is quickly becoming the most popular avenue to connect with followers, consumers, and customers; and YouTube is a great place to get started and share great video content.

Pinterest

You may be surprised to find out Pinterest is not just about food, fashion, and design anymore. Actually, since 2014, there’s been 118% increase in car and motorcycle pins along with a large growth in popularity among both men and women. In terms of traffic, Pinterest is now the third most popular social network in the US, in terms of traffic.

43% of Pinterest members agree they use Pinterest to “associate with retailers or brands with which I identify,” compared to just 24% of Facebook users who agree to the same use with Facebook. The largest percentage of Pinterest users are ages 18-29; however, Pinterest also has a large percentage of older users with around 28% between the ages of 30-49.

It may be beneficial for your dealership to pin useful content related to automotive along with current inventory that has a price tag included in your pins because Pinterest pins with prices get 36% more likes than those without. Currently, Pinterest drives more referral traffic than LinkedIn, YouTube, and Google+ combined.

For upcoming buying generations and current consumer generations, it’s important your dealership is speaking and able to market specifically to them via the most relevant outlets. Knowing which generations and age groups primarily gravitate toward specific platforms will help your dealership do just that. It’s key to focus your dealership’s energy on the platforms that will dominate 2016, because that’s where you will find your shoppers, your influencers, and your brand advocates.

Who are You Speaking To? ​

Internet users, marketers, and the consumer industry are overwhelmed when it comes to the number of social media platforms available to them today.  There is a seemingly endless number of outlets and websites consumers visit to interact and get their information, and it’s important for dealerships to know who they’re speaking to when they’re sharing information online.

In order to take full advantage of your marketing strategy–and more specifically, targeted marketing–we’ve put together a list of the social media platforms that are projected to remain relevant in 2016, along with a description of the users who are frequenting them the most. Having this information available makes it simple for your dealership to utilize the best platforms and make sure you're speaking directly to your social media platforms’ top users while taking your marketing strategy to a whole new level.

Facebook 

It’s hard for steadfast users to understand, but Facebook’s popularity is actually beginning to wane with younger users like Generation Z, especially teens who are more intrigued by platforms like Snapchat and Instagram. Fortunately, for dealerships, much of the generation that finds Facebook “uncool” is not yet old enough to drive or have the need for a vehicle, making the platform a viable way to connect with shoppers who are interested in building online relationships. According to a survey of over 3000 marketers across the world, Facebook is still a core tool for engaging customers.

What’s different about Facebook in 2016 is that it’s beginning to make a large transition into video marketing. Facebook CEO Mark Zuckerberg said he expects the platform’s feed to be primarily video in the next few years. With Facebook’s introduction of live video, dealerships’ marketers now have the ability to connect with followers and can both talk about their business and give people a sneak peek behind the scenes. This is a great way for dealerships to bring customers closer, show their personalities, and gain more attention—in turn acquiring more customers. 

Facebook dominates as the social media platform where people get their news and information. 88% of millennials rely on Facebook for their news, and Facebook is primarily popular among adults under age of 35. Although, millennials on the younger side of the generation tend to use a broader mix of social media platforms and a small percentage have even begun deleting their accounts in favor of other networks.

Twitter

The majority of people using Twitter say it’s to see what people are really talking about or what’s trending. Many users are also on the lookout for entertainment such as funny articles or videos when scrolling through their Twitter feeds. It may be beneficial for your dealership to use that marketing knowledge to its advantage by creating clever lists, article titles, and short videos to both entertain and promote via Twitter.  

Twitter is actually most popular among younger millennials versus adults overall. Unlike Facebook, news and information is no longer the primary reason millennials use Twitter. However, almost half of millennials using Twitter will regularly read and watch news stories, links, or videos available on Twitter.

Instagram

Now commonly referred to as IG, Instagram is most popular among people ages 18-34. Its users are also, surprisingly, predominantly men. The most strategic way your dealership can use Instagram in 2016 is by coming up with a personalized hashtag and encouraging followers to use and share it. According to Iconosquare’s 2015 Instagram study, 70% of IG users look up brands on the platform and 62% follow just because they like you.

Consumers use this platform to take in images and view your marketing messages without the hard sales pitch. The moral of IG is to convert passive shoppers into confident customers through what you show them. It’s also important to remember the only place a link is clickable on IG is in your bio. Connect a trackable link to your website in your dealership’s IG bio.

LinkedIn

LinkedIn is quickly pushing to become the most popular place to connect business to business (B2B) and share content. The platform drives 80% of B2B social media leads, so it may be most beneficial for your dealership to use LinkedIn to connect with other businesses, services, CEM and CRM providers, and people who can help benefit your business.

Your dealership can also use LinkedIn to keep track of industry news tailored specifically to your interests. It’s one of the most professional platforms to stay informed with what’s going on in the professional and business world.

YouTube

This platform is a useful tool to keep in your back pocket because its users are primarily Generation Z, ranging from ages 14-17. This is great for your dealership because this is the exact age range where teens have the ability to begin driving and start showing interest in finding a vehicle. Millennials come in a close second with 81% using YouTube on a consistent basis.  

If your dealership is interested in creating a YouTube channel to broadcast itself, it’s important to have a call to action in your videos and begin by promoting videos to current followers and customers. Video marketing is quickly becoming the most popular avenue to connect with followers, consumers, and customers; and YouTube is a great place to get started and share great video content.

Pinterest

You may be surprised to find out Pinterest is not just about food, fashion, and design anymore. Actually, since 2014, there’s been 118% increase in car and motorcycle pins along with a large growth in popularity among both men and women. In terms of traffic, Pinterest is now the third most popular social network in the US, in terms of traffic.

43% of Pinterest members agree they use Pinterest to “associate with retailers or brands with which I identify,” compared to just 24% of Facebook users who agree to the same use with Facebook. The largest percentage of Pinterest users are ages 18-29; however, Pinterest also has a large percentage of older users with around 28% between the ages of 30-49.

It may be beneficial for your dealership to pin useful content related to automotive along with current inventory that has a price tag included in your pins because Pinterest pins with prices get 36% more likes than those without. Currently, Pinterest drives more referral traffic than LinkedIn, YouTube, and Google+ combined.

For upcoming buying generations and current consumer generations, it’s important your dealership is speaking and able to market specifically to them via the most relevant outlets. Knowing which generations and age groups primarily gravitate toward specific platforms will help your dealership do just that. It’s key to focus your dealership’s energy on the platforms that will dominate 2016, because that’s where you will find your shoppers, your influencers, and your brand advocates.

News for the Week of 1.6

Pinterest Privacy Policy

Pinterest recently updated its privacy policy in order to make the user experience feel more ​personalized and be more useful.  Users can now connect their Pinterest accounts to different apps to Pin directly from an app to Pinterest, and Pinterest has also been working with advertisers to make ads more relevant.  Users can see changes in the privacy policy, which details exactly what’s been updated and built, as well as how Pinterest will be working with partners in the future to improve the overall user experience.  Dealerships that are using Pinterest can up their game by interacting on the platform and building relationships with industry influencers in order to gain even more attention from their target audience.  In addition to regularly posting, be sure to like and share others’ Pins and observe what influencers are posting and sharing.

Pablo Google Chrome Extension

With this new Google Chrome Extension, users are able to create social media images from anywhere on the web.  While the image-creation process may have previously been more complicated or time consuming, now with just the click of a button, users can easily and seamlessly create images.  There’s no need to download or upload pictures; instead the Pablo extension cuts image-creation time in half by skipping these steps.  With the Pablo extension, users are able to simply right-click an image and select Pablo, and then create.  Additionally, with Pablo, users can save customer logos and create social images without text.   Dealerships that are engaging consumers online know the importance of visual imagery when it comes to impacting and capturing the attention of consumers, so be sure to check out the Pablo extension to help you quickly and easily create social images.

Twitter for Mac App Updated

Users have been eagerly awaiting the Mac app update, known as Twitter 4.0, and with its arrival come several new features.  The updated app now includes support for inline video playback, timeline GIFs, muting capability, group Direct Messages, “quoting” tweets, and other options that offer Mac users the enhanced Twitter features that were previously available on other applications.  In addition, users can also choose a darker theme and a Today Center Widget that allows Twitter highlights to appear on the desktop.  The Mac app will also finally be updated to display hearts instead of stars to highlight user-favorited Tweets.  The new features are accompanied by an updated design that includes changes to icons, buttons, and interactions, making Twitter 4.0 quite noticeably enhanced.  Dealerships can lean into Twitter to expand their audience by focusing on two-way conversations and engaging influencers and potential customers.  Consider participating in Twitter Chats to discuss specific topics with your target audience.

Update to Twitter Rules

Twitter recently introduced updates to Twitter Rules that are intended to protect users from abuse and harassment while expressing themselves on the popular social platform.  Twitter Rules have been updated with language that clarifies that Twitter “will not tolerate behavior intended to harass, intimidate, or use fear to silence another user’s voice.”  Twitter continues to encourage diverse voices and conversations and is working to protect users and protect them from abuse.  Additionally, throughout the past year, Twitter has given users the ability to block and mute other users, as well as report abusive behavior, in order to protect its online community.  Dealerships, continue to leverage your reach on Twitter.  As one of the top most relevant social media platforms, especially for younger consumers, it is smart marketing to listen, interact, and share content where your potential shoppers are gathering.

Topic-Based Feeds for Facebook

Instead of one main News Feed, Facebook is testing the idea of dividing News Feeds into topic-based feeds on its mobile app.  While it’s not widespread yet and many users won’t yet notice the updates, keep your eyes open as the social media giant continues to update based on user preferences.  In October of last year, Facebook began allowing some users to see specialized interest feeds via the web, and this latest update stems from that functionality.  The newest mobile testing automatically sorts posts from people and pages followed and puts them into different sections or feeds.  The traditional News Feed remains in place, however, the topic-based feeds have been added as secondary feeds that can be accessed with a simple swipe.  Dealerships, your followers will soon have yet another way to cut through the clutter on their News Feeds, so be sure you’re providing them with quality content that educates, entertains, and highlights what’s going on in your dealership and in your life.  Remember to refrain from overselling, as this is a quick way to get organized right out of a follower’s News Feed!

Tip of the Week – You’ve Heard it Before…

…but I’ll say it again.  Remember that social selling is all about building relationships; it’s not about overtly selling.  When you position yourself as a trusted resource and online confidante, your followers will be more likely to turn to you when it’s time to buy.  When posting online, avoid clobbering people over the head with sales and deals, and instead, offer up timely insights, helpful tips, and frequent interaction that lets them know you’re listening to what’s being said.  When you contribute quality content and show that you’re a good online listener, the relationships you forge will carry over onto the showroom floor! If you’re committed to building your personal brand, improving your professional brand, and becoming a great social salesperson, remember not to post:

• Negative comments or content.
• Curse words.
• Strong political or religious opinions.
• Embarrassing pictures—or yourself or anyone else.
• Things intended to make others envious.
• Negative opinions about your job.

However, some great things to post include:

• Links to relevant or industry-specific articles.
• Rich content about your goods and services.
• Requests for advice or suggestions regarding movies, books, restaurants, etc.

Remember you are working toward becoming an influencer, and as you do that, every piece of your content will contribute to your online reputation.  Be sure to keep your posts and comments professional and directed toward the reputation you want to create.  By doing that, you’ll build a broader and more loyal audience, and you’ll master the art of social selling.

[tweetthis]This Week in Social Media with @SocialLittleMan via @AutoAlertLLC[/tweetthis]

News for the Week of 1.6

Pinterest Privacy Policy

Pinterest recently updated its privacy policy in order to make the user experience feel more ​personalized and be more useful.  Users can now connect their Pinterest accounts to different apps to Pin directly from an app to Pinterest, and Pinterest has also been working with advertisers to make ads more relevant.  Users can see changes in the privacy policy, which details exactly what’s been updated and built, as well as how Pinterest will be working with partners in the future to improve the overall user experience.  Dealerships that are using Pinterest can up their game by interacting on the platform and building relationships with industry influencers in order to gain even more attention from their target audience.  In addition to regularly posting, be sure to like and share others’ Pins and observe what influencers are posting and sharing.

Pablo Google Chrome Extension

With this new Google Chrome Extension, users are able to create social media images from anywhere on the web.  While the image-creation process may have previously been more complicated or time consuming, now with just the click of a button, users can easily and seamlessly create images.  There’s no need to download or upload pictures; instead the Pablo extension cuts image-creation time in half by skipping these steps.  With the Pablo extension, users are able to simply right-click an image and select Pablo, and then create.  Additionally, with Pablo, users can save customer logos and create social images without text.   Dealerships that are engaging consumers online know the importance of visual imagery when it comes to impacting and capturing the attention of consumers, so be sure to check out the Pablo extension to help you quickly and easily create social images.

Twitter for Mac App Updated

Users have been eagerly awaiting the Mac app update, known as Twitter 4.0, and with its arrival come several new features.  The updated app now includes support for inline video playback, timeline GIFs, muting capability, group Direct Messages, “quoting” tweets, and other options that offer Mac users the enhanced Twitter features that were previously available on other applications.  In addition, users can also choose a darker theme and a Today Center Widget that allows Twitter highlights to appear on the desktop.  The Mac app will also finally be updated to display hearts instead of stars to highlight user-favorited Tweets.  The new features are accompanied by an updated design that includes changes to icons, buttons, and interactions, making Twitter 4.0 quite noticeably enhanced.  Dealerships can lean into Twitter to expand their audience by focusing on two-way conversations and engaging influencers and potential customers.  Consider participating in Twitter Chats to discuss specific topics with your target audience.

Update to Twitter Rules

Twitter recently introduced updates to Twitter Rules that are intended to protect users from abuse and harassment while expressing themselves on the popular social platform.  Twitter Rules have been updated with language that clarifies that Twitter “will not tolerate behavior intended to harass, intimidate, or use fear to silence another user’s voice.”  Twitter continues to encourage diverse voices and conversations and is working to protect users and protect them from abuse.  Additionally, throughout the past year, Twitter has given users the ability to block and mute other users, as well as report abusive behavior, in order to protect its online community.  Dealerships, continue to leverage your reach on Twitter.  As one of the top most relevant social media platforms, especially for younger consumers, it is smart marketing to listen, interact, and share content where your potential shoppers are gathering.

Topic-Based Feeds for Facebook

Instead of one main News Feed, Facebook is testing the idea of dividing News Feeds into topic-based feeds on its mobile app.  While it’s not widespread yet and many users won’t yet notice the updates, keep your eyes open as the social media giant continues to update based on user preferences.  In October of last year, Facebook began allowing some users to see specialized interest feeds via the web, and this latest update stems from that functionality.  The newest mobile testing automatically sorts posts from people and pages followed and puts them into different sections or feeds.  The traditional News Feed remains in place, however, the topic-based feeds have been added as secondary feeds that can be accessed with a simple swipe.  Dealerships, your followers will soon have yet another way to cut through the clutter on their News Feeds, so be sure you’re providing them with quality content that educates, entertains, and highlights what’s going on in your dealership and in your life.  Remember to refrain from overselling, as this is a quick way to get organized right out of a follower’s News Feed!

Tip of the Week – You’ve Heard it Before…

…but I’ll say it again.  Remember that social selling is all about building relationships; it’s not about overtly selling.  When you position yourself as a trusted resource and online confidante, your followers will be more likely to turn to you when it’s time to buy.  When posting online, avoid clobbering people over the head with sales and deals, and instead, offer up timely insights, helpful tips, and frequent interaction that lets them know you’re listening to what’s being said.  When you contribute quality content and show that you’re a good online listener, the relationships you forge will carry over onto the showroom floor! If you’re committed to building your personal brand, improving your professional brand, and becoming a great social salesperson, remember not to post:

• Negative comments or content.
• Curse words.
• Strong political or religious opinions.
• Embarrassing pictures—or yourself or anyone else.
• Things intended to make others envious.
• Negative opinions about your job.

However, some great things to post include:

• Links to relevant or industry-specific articles.
• Rich content about your goods and services.
• Requests for advice or suggestions regarding movies, books, restaurants, etc.

Remember you are working toward becoming an influencer, and as you do that, every piece of your content will contribute to your online reputation.  Be sure to keep your posts and comments professional and directed toward the reputation you want to create.  By doing that, you’ll build a broader and more loyal audience, and you’ll master the art of social selling.

[tweetthis]This Week in Social Media with @SocialLittleMan via @AutoAlertLLC[/tweetthis]

Most of the time, businesses wrongfully perceive the concept of creating a “Personal Brand at Work” to be self-serving for the employee and not having any form of positive outcome for the ​business. But the reality is there is no downside to having employees who are positively representing themselves to the world around them. When the words “personal brand” are brought up, characteristics such as self-awareness, willingness to improve themselves, and presenting themselves in a fun and professional light are what should come to mind. These are the foundation for a stellar online reputation. Additionally, personal branding means knowing what people are saying about a person or business, being diligent and conscientious, and helping to paint an accurate picture online. None of these qualities should be forgotten for businesses who want to remain profitable.

In fact, developing and maintaining a strong, personal brand can be an incredible asset for an institution. Employees with strong personal brands tend to share their current happenings and stories through their online identities which can in turn increase the number of customers a business has. This is partly due to the rise of social media, and the thin line between people’s “personal” and “professional” lives becoming increasingly blurry online. Sometimes this may become a problem if employees aren’t aware that their information, what they post, like, retweet, and favorite can show up anywhere. A simple Google search of someone’s name can turn up a multitude of useful information. Although this may be a bit frightening for businesses regarding their employees, it is worth noting that if employees are working to improve their personal brand online, the positives that represent them online will be equally as prevalent as the negatives. Through personal brands of companies’ team members, businesses are becoming successful in not only representing their company in an online space, but in moving forward in online engagement. Some professionals go beyond simply “spreading the word” about their employer by actively blogging, tweeting, and engaging audiences online to strengthen both their own and their institution’s brand.

Believe it or not, there are other important reasons why companies should invest in and encourage their employees’ personal branding efforts. Here are three key benefits that businesses should consider.

Improved Reputation

A simple phrase that sums up the idea of personal branding is this: “Whenever someone has contact with you, your personal brand is either strengthened or weakened.” If an employee takes that concept seriously, and has been encouraged by managers to improve his or her personal brand, the personal brand improves. By monitoring what is said and posted online, an otherwise toxic company can blossom into a healthier one simply because a positive online image is a key motivator for visitors. A good way to increase an organization’s positive reputation is to align it with someone who already has a positive reputation. The brands or an employee and their employer strengthen and lend credibility to one another.

Improved Employee Satisfaction and Retention

As an employee becomes clear on his or her personal brand, personal and professional values become clearer as well.1 In this clarity, the employee may ask if they’re happy where they are, if they like this job role, or if the company mission meshes with their personal values. The employee has to know “who they are and who they want to be” in order to perform in management and leadership roles, as well as their job, effectively.1 So what if there’s a fantastic employee who doesn’t like a specific job or boss? It would be better to know that information rather than lose the employee to the competition. Empowering employees to focus on personal branding can help foster open dialogue and communication with supervisors.1 Knowing the answers to these questions benefits companies because it improves the odds of having employees “truly happy to be there,” thus improving the odds that a business’ staff will consist of highly satisfied and talented employees.

Improved Reach and Visibility

When team members of a business focus on their personal brand, it allows the organization to reach more targeted audiences with increased credibility. Maintaining a personal brand alongside the institution allows employees to engage other audiences. Most businesses have a very diverse team. With this in mind, if every employee is using his or her personal brand through social media to promote jobs and the organization, the reach of the organization will skyrocket. Along with an increase in the number of people employees could reach using their personal profiles, imagine how much more trustworthy the information will seem coming from a known friend instead of a business. Word of mouth marketing is powerful, and positive messages to the inner circles in which professionals are personally involved allows the organization to reach a targeted group with more built-in credibility.

The concept of creating a “Personal Brand at Work” for employees has many clear benefits for businesses. Just remember, if a company encourages its team members to improve their personal brand, it can lead to improved reputation, improved employee satisfaction and retention, and improved reach and visibility.

Most of the time, businesses wrongfully perceive the concept of creating a “Personal Brand at Work” to be self-serving for the employee and not having any form of positive outcome for the ​business. But the reality is there is no downside to having employees who are positively representing themselves to the world around them. When the words “personal brand” are brought up, characteristics such as self-awareness, willingness to improve themselves, and presenting themselves in a fun and professional light are what should come to mind. These are the foundation for a stellar online reputation. Additionally, personal branding means knowing what people are saying about a person or business, being diligent and conscientious, and helping to paint an accurate picture online. None of these qualities should be forgotten for businesses who want to remain profitable.

In fact, developing and maintaining a strong, personal brand can be an incredible asset for an institution. Employees with strong personal brands tend to share their current happenings and stories through their online identities which can in turn increase the number of customers a business has. This is partly due to the rise of social media, and the thin line between people’s “personal” and “professional” lives becoming increasingly blurry online. Sometimes this may become a problem if employees aren’t aware that their information, what they post, like, retweet, and favorite can show up anywhere. A simple Google search of someone’s name can turn up a multitude of useful information. Although this may be a bit frightening for businesses regarding their employees, it is worth noting that if employees are working to improve their personal brand online, the positives that represent them online will be equally as prevalent as the negatives. Through personal brands of companies’ team members, businesses are becoming successful in not only representing their company in an online space, but in moving forward in online engagement. Some professionals go beyond simply “spreading the word” about their employer by actively blogging, tweeting, and engaging audiences online to strengthen both their own and their institution’s brand.

Believe it or not, there are other important reasons why companies should invest in and encourage their employees’ personal branding efforts. Here are three key benefits that businesses should consider.

Improved Reputation

A simple phrase that sums up the idea of personal branding is this: “Whenever someone has contact with you, your personal brand is either strengthened or weakened.” If an employee takes that concept seriously, and has been encouraged by managers to improve his or her personal brand, the personal brand improves. By monitoring what is said and posted online, an otherwise toxic company can blossom into a healthier one simply because a positive online image is a key motivator for visitors. A good way to increase an organization’s positive reputation is to align it with someone who already has a positive reputation. The brands or an employee and their employer strengthen and lend credibility to one another.

Improved Employee Satisfaction and Retention

As an employee becomes clear on his or her personal brand, personal and professional values become clearer as well.1 In this clarity, the employee may ask if they’re happy where they are, if they like this job role, or if the company mission meshes with their personal values. The employee has to know “who they are and who they want to be” in order to perform in management and leadership roles, as well as their job, effectively.1 So what if there’s a fantastic employee who doesn’t like a specific job or boss? It would be better to know that information rather than lose the employee to the competition. Empowering employees to focus on personal branding can help foster open dialogue and communication with supervisors.1 Knowing the answers to these questions benefits companies because it improves the odds of having employees “truly happy to be there,” thus improving the odds that a business’ staff will consist of highly satisfied and talented employees.

Improved Reach and Visibility

When team members of a business focus on their personal brand, it allows the organization to reach more targeted audiences with increased credibility. Maintaining a personal brand alongside the institution allows employees to engage other audiences. Most businesses have a very diverse team. With this in mind, if every employee is using his or her personal brand through social media to promote jobs and the organization, the reach of the organization will skyrocket. Along with an increase in the number of people employees could reach using their personal profiles, imagine how much more trustworthy the information will seem coming from a known friend instead of a business. Word of mouth marketing is powerful, and positive messages to the inner circles in which professionals are personally involved allows the organization to reach a targeted group with more built-in credibility.

The concept of creating a “Personal Brand at Work” for employees has many clear benefits for businesses. Just remember, if a company encourages its team members to improve their personal brand, it can lead to improved reputation, improved employee satisfaction and retention, and improved reach and visibility.

News for the New Year

Google 360-Degree Storytelling on YouTube

Storytelling is BIG and YouTube doesn't plan on missing out. Google Spotlight Stories are now available for select Android users on the YouTube app, bringing an in-the-moment, virtual reality feature to users. Now, video creators are able to share even broader perspectives with viewers using a 360-degree view of the story being told and an interactive element that brings the story to life via Google Spotlight Stories. Sensors on users’ phones make the stories interactive, unlocking various aspects of stories as phones are moved.  Created by Google ATAP (Advanced Technology and Projects group), this app is sure to have users engaging and sharing as they enjoy the immersive and interactive experience. Dealerships, keep your eyes on Google Spotlight Stories, as they’ll be expanding in availability next year. Focus on creating video and in-the-moment updates from your dealership and posting via your social platforms to increase engagement and reach consumers who are drawn to a variety of content formats.

Facebook Professional Services

Facebook has joined the latest list of sites vying for consumer attention when it comes to user reviews and ratings. With its recently-launched Best Professional Services site, it joins a crowded market that caters to local businesses and organizations seeking shopper reviews. The Professional Services page allows users to quickly search businesses with the highest reviews and ratings across Facebook, following the widely-recognized 5-star review format. In its new searchable directory, businesses now earn ratings based on user reviews, which means Facebook just entered the space that has, until recently, been reserved for platforms like Yelp, Amazon, and Google. As more consumers utilize online rating and review sites, it’s extremely important for dealerships to monitor and be aware of their online reputations.  Be sure to interact with consumers, stay on top of online feedback, and if you get a negative or less-than-savory review, respond quickly and with a positive solution to remedy the situation.  Not only will the unhappy customer see your reply, but other potential buyers will also notice your attentiveness and see that as a positive sign.

Blab Adds Audience Map Feature

The latest feature from Blab allows you to see where your audience is from based on the location listed on their Twitter profiles.  Built to better the connection between Blab users around the world, the map feature doesn’t track users’ locations; instead, it simply puts a dot on the map based on the hometown location listed on user profile pages.  When users change their hometown on Twitter, they’ll be able to change their hometown location on Blab.  It’s as simple as that!  For social-savvy dealerships, keep an eye on Blab.  A fun and easy-to-use chat forum, you can go live or schedule Blabs to engage your online audience.  With the popularity of live streaming, you’ll reach a broad audience and keep your followers up to date with what’s going on at your dealership.  Think of quick, fun updates you can share and be sure to interact with followers by engaging with their content as well.

Facebook Supports Apple Live Photos

Although Live Photos are still fairly new, Facebook is already starting to support Apple Live Photos via the iOS app for iPhone 6s and 6s Plus.  While some are already seeing support for Live Photos pop up in their feeds, others won’t see this latest update until after the new year.  To upload Live Photos, the process is almost the same as uploading standard still photos.  When users upload a Live Photo, a LIVE box will appear at the bottom right of the screen.  When they tap the LIVE box, the photo will upload as Live.  If users skip tapping the LIVE box, the photo will appear as a still.  Live Photos include 1.5 seconds of video and audio—much like a video, however, Live Photos have the intentional feeling of capturing a short-lived moment, rather than a lengthier broadcast.  Dealerships, remember the importance of visuals as you post via your social platforms.  Your online followers will be more engaged and intrigued by your content when you give them something they can see.  Keep watching Live Photos and consider using the latest tech as it comes your way in order to connect with and engage shoppers.

Vine “For You” Channel

Vine recently introduced its new personalized channel, aimed to give users instant updates on Vines they won’t want to miss.  Updated with content Vine has curated for specific users, it’s now even easier for users to find new content from accounts they may not already follow.  Based on user interests, Vine personalizes “must-see” posts across its platform and presents them to users via the For You channel, a feature that is currently only available for iOS.  Dealerships, be sure not to overlook Vine as you work to boost your social presence.  A lot can be communicated in 6 seconds, and your online audience is increasingly flocking toward visual storytelling platforms that engage them and capture their attention.  Consider a New Year’s post to get things rolling!

Tip of the Week – Happy New Year: Resolve to Build Your Social Media Strategy

It’s easy to think social media is something that takes a lot of time, meanders for long hours through endless online platforms, and doesn’t leave us with anything quantifiable.  And if you jump off the deep end into the quagmire of social sites and spend hours wading through post after post—with no real purpose in mind—it can turn into exactly that.  However, if you look at social media as a tool, and if you have a solid strategy for utilizing your time, energy, and valuable content to engage your online audience, your dealership will benefit from it, and your time will be well spent. When you create a social media strategy, you’re putting a plan into place that will help your dealership build solid online relationships that will carry over onto the lot and the showroom floor when it’s time for consumers to buy.  Check out these tips for building your social strategy:

• Focus on the story you want to tell. Know your dealership’s history, the story of its relationships and friendships in the community, and how you can share this with consumers.  Do you want to talk about volunteerism?  Are you known for donating vehicles to the needy?  How do you give back?  Know what you want to share and how you want to share it.  You’ll build better, more lasting relationships with your online followers when they can find a variety of ways to connect with you.
• Discover where your consumers are. A majority of shoppers frequent online social sites, and it’s a pretty good bet you’ll find many of them on Facebook.  Do your research and find out what percentage of your demographic is on Twitter, Instagram, YouTube, and other social sites you may be interested in publishing to.  It won’t do you any good to post great content if you post it on sites where your consumers aren’t hanging out.
• Make a daily plan. Social media doesn’t have to be all-consuming.  In fact, when you have a plan and some general guidelines regarding how much time you’ll spend, where you’ll post, and what you’ll post, you’ll be better able to monitor the time you spend on social platforms.
• Know your goals. Imagine setting out to climb a mountain without having a goal.  It’s pretty fruitless.  For most, the goal is to reach the summit; for some, the goal is to make it a certain distance.  Nonetheless, you’ll feel more accomplished—and you’ll know when you’ve arrived—if you have a goal.  The same goes for social media.  What do you want to accomplish?  Do you want more followers?  Do you want to drive more foot traffic to your dealership?  Do you want a great turnout for a big charity event?  Set goals—and then keep track of how you’re doing so that you are able to tweak your strategies and improve.

When you tackle social media, from Google to Facebook to Vine, with a plan and set goals for your dealership, you can save time and effectively leverage the platforms where your consumers are shopping and researching.  Tell your dealership’s story, build strong online relationships, and drive sales for your business by doing a little research, knowing exactly what you need to accomplish, and measuring the outcome of your posts.  This year, instead of letting social media overwhelm you, strategize!

News for the New Year

Google 360-Degree Storytelling on YouTube

Storytelling is BIG and YouTube doesn't plan on missing out. Google Spotlight Stories are now available for select Android users on the YouTube app, bringing an in-the-moment, virtual reality feature to users. Now, video creators are able to share even broader perspectives with viewers using a 360-degree view of the story being told and an interactive element that brings the story to life via Google Spotlight Stories. Sensors on users’ phones make the stories interactive, unlocking various aspects of stories as phones are moved.  Created by Google ATAP (Advanced Technology and Projects group), this app is sure to have users engaging and sharing as they enjoy the immersive and interactive experience. Dealerships, keep your eyes on Google Spotlight Stories, as they’ll be expanding in availability next year. Focus on creating video and in-the-moment updates from your dealership and posting via your social platforms to increase engagement and reach consumers who are drawn to a variety of content formats.

Facebook Professional Services

Facebook has joined the latest list of sites vying for consumer attention when it comes to user reviews and ratings. With its recently-launched Best Professional Services site, it joins a crowded market that caters to local businesses and organizations seeking shopper reviews. The Professional Services page allows users to quickly search businesses with the highest reviews and ratings across Facebook, following the widely-recognized 5-star review format. In its new searchable directory, businesses now earn ratings based on user reviews, which means Facebook just entered the space that has, until recently, been reserved for platforms like Yelp, Amazon, and Google. As more consumers utilize online rating and review sites, it’s extremely important for dealerships to monitor and be aware of their online reputations.  Be sure to interact with consumers, stay on top of online feedback, and if you get a negative or less-than-savory review, respond quickly and with a positive solution to remedy the situation.  Not only will the unhappy customer see your reply, but other potential buyers will also notice your attentiveness and see that as a positive sign.

Blab Adds Audience Map Feature

The latest feature from Blab allows you to see where your audience is from based on the location listed on their Twitter profiles.  Built to better the connection between Blab users around the world, the map feature doesn’t track users’ locations; instead, it simply puts a dot on the map based on the hometown location listed on user profile pages.  When users change their hometown on Twitter, they’ll be able to change their hometown location on Blab.  It’s as simple as that!  For social-savvy dealerships, keep an eye on Blab.  A fun and easy-to-use chat forum, you can go live or schedule Blabs to engage your online audience.  With the popularity of live streaming, you’ll reach a broad audience and keep your followers up to date with what’s going on at your dealership.  Think of quick, fun updates you can share and be sure to interact with followers by engaging with their content as well.

Facebook Supports Apple Live Photos

Although Live Photos are still fairly new, Facebook is already starting to support Apple Live Photos via the iOS app for iPhone 6s and 6s Plus.  While some are already seeing support for Live Photos pop up in their feeds, others won’t see this latest update until after the new year.  To upload Live Photos, the process is almost the same as uploading standard still photos.  When users upload a Live Photo, a LIVE box will appear at the bottom right of the screen.  When they tap the LIVE box, the photo will upload as Live.  If users skip tapping the LIVE box, the photo will appear as a still.  Live Photos include 1.5 seconds of video and audio—much like a video, however, Live Photos have the intentional feeling of capturing a short-lived moment, rather than a lengthier broadcast.  Dealerships, remember the importance of visuals as you post via your social platforms.  Your online followers will be more engaged and intrigued by your content when you give them something they can see.  Keep watching Live Photos and consider using the latest tech as it comes your way in order to connect with and engage shoppers.

Vine “For You” Channel

Vine recently introduced its new personalized channel, aimed to give users instant updates on Vines they won’t want to miss.  Updated with content Vine has curated for specific users, it’s now even easier for users to find new content from accounts they may not already follow.  Based on user interests, Vine personalizes “must-see” posts across its platform and presents them to users via the For You channel, a feature that is currently only available for iOS.  Dealerships, be sure not to overlook Vine as you work to boost your social presence.  A lot can be communicated in 6 seconds, and your online audience is increasingly flocking toward visual storytelling platforms that engage them and capture their attention.  Consider a New Year’s post to get things rolling!

Tip of the Week – Happy New Year: Resolve to Build Your Social Media Strategy

It’s easy to think social media is something that takes a lot of time, meanders for long hours through endless online platforms, and doesn’t leave us with anything quantifiable.  And if you jump off the deep end into the quagmire of social sites and spend hours wading through post after post—with no real purpose in mind—it can turn into exactly that.  However, if you look at social media as a tool, and if you have a solid strategy for utilizing your time, energy, and valuable content to engage your online audience, your dealership will benefit from it, and your time will be well spent. When you create a social media strategy, you’re putting a plan into place that will help your dealership build solid online relationships that will carry over onto the lot and the showroom floor when it’s time for consumers to buy.  Check out these tips for building your social strategy:

• Focus on the story you want to tell. Know your dealership’s history, the story of its relationships and friendships in the community, and how you can share this with consumers.  Do you want to talk about volunteerism?  Are you known for donating vehicles to the needy?  How do you give back?  Know what you want to share and how you want to share it.  You’ll build better, more lasting relationships with your online followers when they can find a variety of ways to connect with you.
• Discover where your consumers are. A majority of shoppers frequent online social sites, and it’s a pretty good bet you’ll find many of them on Facebook.  Do your research and find out what percentage of your demographic is on Twitter, Instagram, YouTube, and other social sites you may be interested in publishing to.  It won’t do you any good to post great content if you post it on sites where your consumers aren’t hanging out.
• Make a daily plan. Social media doesn’t have to be all-consuming.  In fact, when you have a plan and some general guidelines regarding how much time you’ll spend, where you’ll post, and what you’ll post, you’ll be better able to monitor the time you spend on social platforms.
• Know your goals. Imagine setting out to climb a mountain without having a goal.  It’s pretty fruitless.  For most, the goal is to reach the summit; for some, the goal is to make it a certain distance.  Nonetheless, you’ll feel more accomplished—and you’ll know when you’ve arrived—if you have a goal.  The same goes for social media.  What do you want to accomplish?  Do you want more followers?  Do you want to drive more foot traffic to your dealership?  Do you want a great turnout for a big charity event?  Set goals—and then keep track of how you’re doing so that you are able to tweak your strategies and improve.

When you tackle social media, from Google to Facebook to Vine, with a plan and set goals for your dealership, you can save time and effectively leverage the platforms where your consumers are shopping and researching.  Tell your dealership’s story, build strong online relationships, and drive sales for your business by doing a little research, knowing exactly what you need to accomplish, and measuring the outcome of your posts.  This year, instead of letting social media overwhelm you, strategize!

What’s the Difference for Your Dealership? ​

Ever wonder about the difference between your CEM and CRM?  What are the specifics of each, and how do they benefit your dealership—both individually and when strategically positioned to work together?  At first glance, it’s easy to think they’re synonymous, and while they have overlapping features, there are definitive differences that make each ideally suited for individual aspects of your dealership’s business.  Respectively, they are powerful tools, however, when your dealership uses them together to their full potential, they can be the catalyst that drives you toward a healthier bottom line and a broader and more loyal customer base.

According to Gartner, Customer Experience Management (CEM) is “the practice of designing and reacting to customer interactions to meet or exceed customer expectations and, thus, increase customer satisfaction, loyalty, and advocacy.”  Successful Customer Experience Management is a strategy that requires both process change and powerful technology.  In short, CEM is about getting to know your customers and collecting data and information from various touchpoints and, in turn, analyzing that data to get greater levels of engagement.

Customer Relationship Management (CRM) is a database of customer information that allows a company to easily access and view interactions such as conversations, emails, requests, products purchased, and specific customer solutions.  Used as a tool to manage and analyze consumer actions and interactions, the goal of a CRM is to improve business, drive incremental sales, and retain customers by continuously tracking and compiling pertinent shopper information.

Who Benefits From CEM and CRM?

It can be argued that Customer Experience Management (CEM) is a relationship-building tool that functions highly effectively on the marketing side of your business, while the Customer Relationship Management (CRM) tool functions effectively for your sales professionals.  While the CEM seeks to build well-rounded customer relationships and provide personalized experiences throughout every buyer journey, the CRM remains focused on collecting and organizing useful data and serving it up to your sales professionals in a way that will help them successfully leverage consumer insights and gain valuable sales leads.  With both a strong CEM tool, as well as a CRM that’s capable of housing and organizing up-to-the minute shopper data, your dealership can be a sales and marketing powerhouse, leading the marketplace in consumer insights and shopper intelligence.

Just like you want everyone in your dealership to work together as a team, that’s what you want from your CEM and your CRM as well.  When you are able to provide the best in Customer Experience Management, coupled with a CRM that gives you the most insightful views of your consumers, you’ll win in the marketplace every time.

What CEM Technology Can Do

With the right CEM technology, your dealership can leverage the reach of your entire organization and engage consumers like never before.  By using the power of social media to create and build authentic relationships with your audience, you’ll be able to broaden your reach and effectively impact your dealership’s bottom line.  While traditional selling techniques may be less effective—with the average cold call appointment rate sitting at approximately 2.5%—digitally-driven sales are skyrocketing.  In fact, a recent study shows 72.6% of salespeople who used social selling outperformed their peers.

Additionally, powerful and well-rounded CEM technology will enable you to engage your audience throughout the buyer journey, stay up-to-date with customer feedback and reviews, as well as tune in to potential shoppers entering the market.  When you interact with your audience by providing quality content, interaction, and feedback of your own, you’ll create lasting relationships that position your dealership as a marketplace leader, and in turn, a top choice when it’s time to lease, purchase, or find a quality repair and maintenance destination.

By getting your employees in on the action and encouraging their engagement, you’ll not only see an improvement in workplace morale and participation, but you’ll enjoy their extended online reach as well.  Your employees are an extension of your brand, and when you empower them—and even incentivize them—to engage and interact with consumers on your behalf, you’ll create even more visibility for your dealership.

What CRM Technology Can Do

By utilizing a great CRM tool, you’ll be giving your sales team the power they need to fire up their numbers and reach the right customers at right time—with valuable information that gives them an edge in the marketplace.  Your CRM is full of useful information, and when your professionals are armed with knowledge that includes things like past sales, current online shopper searches, in-market customers, price ranges searched, and even shopper equity status, they’ll be able to conquest even more customers.  When you implement powerful tracking and tagging tools, you’ll have up-to-date consumer insights, allowing you to manage leads and opportunities and drive impressive sales numbers.

CRM and CEM Working Together

When your dealership allows the information in your CRM to fuel its driven sales professionals to dig deeper and utilize the valuable information that’s available, you’ll realize you’re able to provide a more individualized level of customer care.  Combined with an excellent CEM tool, you’ll be able to overlay a more personalized experience and build consumer relationships, leading to increased satisfaction, brand loyalty, and increased sales.

While the CRM and the CEM provide different results for your dealership, you can benefit from what each has to offer.  Utilize the sheer volume of data available via the CRM to delve into customer interactions and experiences, thus enabling your sales team to have an inside track when it comes to shopper preferences; and leverage the relationship-building power of a quality CEM tool to help you create meaningful connections.  By utilizing the best of both tools, your dealership will come out on top with leads, sales, and loyal customers.

What’s the Difference for Your Dealership? ​

Ever wonder about the difference between your CEM and CRM?  What are the specifics of each, and how do they benefit your dealership—both individually and when strategically positioned to work together?  At first glance, it’s easy to think they’re synonymous, and while they have overlapping features, there are definitive differences that make each ideally suited for individual aspects of your dealership’s business.  Respectively, they are powerful tools, however, when your dealership uses them together to their full potential, they can be the catalyst that drives you toward a healthier bottom line and a broader and more loyal customer base.

According to Gartner, Customer Experience Management (CEM) is “the practice of designing and reacting to customer interactions to meet or exceed customer expectations and, thus, increase customer satisfaction, loyalty, and advocacy.”  Successful Customer Experience Management is a strategy that requires both process change and powerful technology.  In short, CEM is about getting to know your customers and collecting data and information from various touchpoints and, in turn, analyzing that data to get greater levels of engagement.

Customer Relationship Management (CRM) is a database of customer information that allows a company to easily access and view interactions such as conversations, emails, requests, products purchased, and specific customer solutions.  Used as a tool to manage and analyze consumer actions and interactions, the goal of a CRM is to improve business, drive incremental sales, and retain customers by continuously tracking and compiling pertinent shopper information.

Who Benefits From CEM and CRM?

It can be argued that Customer Experience Management (CEM) is a relationship-building tool that functions highly effectively on the marketing side of your business, while the Customer Relationship Management (CRM) tool functions effectively for your sales professionals.  While the CEM seeks to build well-rounded customer relationships and provide personalized experiences throughout every buyer journey, the CRM remains focused on collecting and organizing useful data and serving it up to your sales professionals in a way that will help them successfully leverage consumer insights and gain valuable sales leads.  With both a strong CEM tool, as well as a CRM that’s capable of housing and organizing up-to-the minute shopper data, your dealership can be a sales and marketing powerhouse, leading the marketplace in consumer insights and shopper intelligence.

Just like you want everyone in your dealership to work together as a team, that’s what you want from your CEM and your CRM as well.  When you are able to provide the best in Customer Experience Management, coupled with a CRM that gives you the most insightful views of your consumers, you’ll win in the marketplace every time.

What CEM Technology Can Do

With the right CEM technology, your dealership can leverage the reach of your entire organization and engage consumers like never before.  By using the power of social media to create and build authentic relationships with your audience, you’ll be able to broaden your reach and effectively impact your dealership’s bottom line.  While traditional selling techniques may be less effective—with the average cold call appointment rate sitting at approximately 2.5%—digitally-driven sales are skyrocketing.  In fact, a recent study shows 72.6% of salespeople who used social selling outperformed their peers.

Additionally, powerful and well-rounded CEM technology will enable you to engage your audience throughout the buyer journey, stay up-to-date with customer feedback and reviews, as well as tune in to potential shoppers entering the market.  When you interact with your audience by providing quality content, interaction, and feedback of your own, you’ll create lasting relationships that position your dealership as a marketplace leader, and in turn, a top choice when it’s time to lease, purchase, or find a quality repair and maintenance destination.

By getting your employees in on the action and encouraging their engagement, you’ll not only see an improvement in workplace morale and participation, but you’ll enjoy their extended online reach as well.  Your employees are an extension of your brand, and when you empower them—and even incentivize them—to engage and interact with consumers on your behalf, you’ll create even more visibility for your dealership.

What CRM Technology Can Do

By utilizing a great CRM tool, you’ll be giving your sales team the power they need to fire up their numbers and reach the right customers at right time—with valuable information that gives them an edge in the marketplace.  Your CRM is full of useful information, and when your professionals are armed with knowledge that includes things like past sales, current online shopper searches, in-market customers, price ranges searched, and even shopper equity status, they’ll be able to conquest even more customers.  When you implement powerful tracking and tagging tools, you’ll have up-to-date consumer insights, allowing you to manage leads and opportunities and drive impressive sales numbers.

CRM and CEM Working Together

When your dealership allows the information in your CRM to fuel its driven sales professionals to dig deeper and utilize the valuable information that’s available, you’ll realize you’re able to provide a more individualized level of customer care.  Combined with an excellent CEM tool, you’ll be able to overlay a more personalized experience and build consumer relationships, leading to increased satisfaction, brand loyalty, and increased sales.

While the CRM and the CEM provide different results for your dealership, you can benefit from what each has to offer.  Utilize the sheer volume of data available via the CRM to delve into customer interactions and experiences, thus enabling your sales team to have an inside track when it comes to shopper preferences; and leverage the relationship-building power of a quality CEM tool to help you create meaningful connections.  By utilizing the best of both tools, your dealership will come out on top with leads, sales, and loyal customers.