Utilizing New Year Trends and Tools ​

After reading Social Media Shake-Up: Part I, you’ve learned about the social media platforms and trends expected to dominate the 2016 market. Part II will give you insights regarding how competitive dealerships can best utilize these platforms and trends to have a greater impact on consumers. If you’re forming a game plan for 2016, this one is for you! Below are four social media tools you can expect to make waves in your dealership’s reach, brand awareness, and bottom line.

In-the-Moment Updates

Even though social media is in-the-moment by nature, businesses can add a sense of immediacy with live posts.  Social media outlets like Twitter and Snapchat have already adopted this idea by allowing users to share live video broadcasts and give viewers glimpses into their lives. Simply taking a video and posting it later when a special moment has already passed pales in comparison to a live look at what’s going on. Instead of telling people about an event or sale after it is over, tools that offer live-posting ability allow you encourage consumers in real time to participate and interact with your brand, as opposed to before and after posts.

Another innovation that continues to feed consumers’ need for immediacy comes to you via Facebook.  You can expect Facebook’s Instant Articles to hit the big time in 2016, allowing users to post full-length articles to Facebook without having to link to an external source. Because of the competitive and aggressive nature of the automotive industry, consumer attention is money. With less click-throughs and redirects necessary to view content through social media, keeping consumer attention for as long as possible is made easier than ever.

Added Convenience With Buttons

Alongside in-the-moment social media updates, buttons will make all the difference this year. Facebook, YouTube, and Pinterest are three of the platforms that have already gained attention by introducing new buy-button features for their advertisers and users.  For car dealerships, buy buttons for large purchases are not practical, however consider offering the opportunity for social media users to easily and quickly request appointments, test drives, or information.  Consumers will be looking for this added convenience as the popularity of buy buttons continues to surge on popular sites.

For businesses, buttons offer the advantage of being able to assist consumers who have questions or show interest in products or services with a simple click. Users don’t even have to leave the application! Although currently Facebook, YouTube, and Pinterest are the only major social media sites that have implemented buy buttons, by the end of 2016, look for most major social media platforms to feature some kind of button capability.

Mobile Applications

What was once considered a bonus is now a necessity. As mentioned in Part I, mobile is expected to continue to dominate social media marketing this year, which is why continuously updating and revamping your strategy is a must. Although there are many ways to succeed in this area, mobile applications have the ability to make a significant impact on a dealership’s marketing success.

Mobile apps, used through any mobile devices, can help your dealership collect data, provide better customer support, reward loyal customers, and remain top of mind in a crowded marketplace. The key to mobile is assuring your applications are functionally and visually sound, while maintaining a substantial presence on as many of the main social media outlets as possible. With a mobile screen in front of consumers for a great amount of the day, it’ll be hard for shoppers to ignore a dealership that has its sights set on mobile.

Visuals Visual marketing will continue to grow in 2016, just as it did in 2015. It is now essential for brands to have a solid plan that includes integrating visuals into their marketing strategies. According to Buffer Social, tweets with images receive 18% more clicks, 89% more favorites, and 150% more retweets; and Facebook posts with photos accounted for 87% of all network interactions. In short, posts that encourage interaction are those that contain visuals.

Along with long- and short-form video, pictures and graphics are essential to creating a memorable brand image, and they increase the likelihood consumers will take the time to look at your content. Marketers must include visually appealing multimedia in their content, or they risk losing the attention of online consumers and missing out on valuable connections.

The better a dealership engages and interacts with social media users, the better it is able to adapt to market needs, and ultimately increase profits. By utilizing the latest social media tools, you’ll be able to help your dealership refresh and ramp up your 2016 marketing plans and start the year off on the right foot with consumers.  Be sure to lean into the tools that will dominate the online marketplace throughout the year, and you’ll be sure to gain shopper attention!

Utilizing New Year Trends and Tools ​

After reading Social Media Shake-Up: Part I, you’ve learned about the social media platforms and trends expected to dominate the 2016 market. Part II will give you insights regarding how competitive dealerships can best utilize these platforms and trends to have a greater impact on consumers. If you’re forming a game plan for 2016, this one is for you! Below are four social media tools you can expect to make waves in your dealership’s reach, brand awareness, and bottom line.

In-the-Moment Updates

Even though social media is in-the-moment by nature, businesses can add a sense of immediacy with live posts.  Social media outlets like Twitter and Snapchat have already adopted this idea by allowing users to share live video broadcasts and give viewers glimpses into their lives. Simply taking a video and posting it later when a special moment has already passed pales in comparison to a live look at what’s going on. Instead of telling people about an event or sale after it is over, tools that offer live-posting ability allow you encourage consumers in real time to participate and interact with your brand, as opposed to before and after posts.

Another innovation that continues to feed consumers’ need for immediacy comes to you via Facebook.  You can expect Facebook’s Instant Articles to hit the big time in 2016, allowing users to post full-length articles to Facebook without having to link to an external source. Because of the competitive and aggressive nature of the automotive industry, consumer attention is money. With less click-throughs and redirects necessary to view content through social media, keeping consumer attention for as long as possible is made easier than ever.

Added Convenience With Buttons

Alongside in-the-moment social media updates, buttons will make all the difference this year. Facebook, YouTube, and Pinterest are three of the platforms that have already gained attention by introducing new buy-button features for their advertisers and users.  For car dealerships, buy buttons for large purchases are not practical, however consider offering the opportunity for social media users to easily and quickly request appointments, test drives, or information.  Consumers will be looking for this added convenience as the popularity of buy buttons continues to surge on popular sites.

For businesses, buttons offer the advantage of being able to assist consumers who have questions or show interest in products or services with a simple click. Users don’t even have to leave the application! Although currently Facebook, YouTube, and Pinterest are the only major social media sites that have implemented buy buttons, by the end of 2016, look for most major social media platforms to feature some kind of button capability.

Mobile Applications

What was once considered a bonus is now a necessity. As mentioned in Part I, mobile is expected to continue to dominate social media marketing this year, which is why continuously updating and revamping your strategy is a must. Although there are many ways to succeed in this area, mobile applications have the ability to make a significant impact on a dealership’s marketing success.

Mobile apps, used through any mobile devices, can help your dealership collect data, provide better customer support, reward loyal customers, and remain top of mind in a crowded marketplace. The key to mobile is assuring your applications are functionally and visually sound, while maintaining a substantial presence on as many of the main social media outlets as possible. With a mobile screen in front of consumers for a great amount of the day, it’ll be hard for shoppers to ignore a dealership that has its sights set on mobile.

Visuals Visual marketing will continue to grow in 2016, just as it did in 2015. It is now essential for brands to have a solid plan that includes integrating visuals into their marketing strategies. According to Buffer Social, tweets with images receive 18% more clicks, 89% more favorites, and 150% more retweets; and Facebook posts with photos accounted for 87% of all network interactions. In short, posts that encourage interaction are those that contain visuals.

Along with long- and short-form video, pictures and graphics are essential to creating a memorable brand image, and they increase the likelihood consumers will take the time to look at your content. Marketers must include visually appealing multimedia in their content, or they risk losing the attention of online consumers and missing out on valuable connections.

The better a dealership engages and interacts with social media users, the better it is able to adapt to market needs, and ultimately increase profits. By utilizing the latest social media tools, you’ll be able to help your dealership refresh and ramp up your 2016 marketing plans and start the year off on the right foot with consumers.  Be sure to lean into the tools that will dominate the online marketplace throughout the year, and you’ll be sure to gain shopper attention!

News for the Week of 1.13 ​

Twitter Conversational Ads

Twitter recently introduced conversational ads to make it easier for consumers to engage with and spread brand messages.  Giving advertisers an even more powerful way to spread their influence across social media, these ads engage users by using Promoted Tweets that include compelling messages encouraging followers to share and Retweet, like, and follow.  Conversational ads on Twitter also include call-to-action buttons with customizable hashtag buttons.  When a user taps a call-to-action button, a pre-populated brand message pops up along with creative and hashtag buttons which users can share.  Once a Tweet is shared, the brands automatically reciprocate by sending a thank-you Tweet for sharing.  Newly-composed Tweets will be seen by engaged consumer followers in their timelines, and they are accompanied by brand photos or video.  For brands, Twitter conversational ads are a powerful way to drive additional ROI at no additional cost.  Dealerships, take advantage of Twitter's newest functionality and be sure to engage with followers to create organic conversation about your brand, your vehicles, and the services you offer.  You’ll earn consumer trust and build recognition by engaging your followers and involving them with your brand.

YouTube HDR Video Support

High Dynamic Range (HDR) video, the latest in video technology, offers even more color and detail—and now, it is supported by YouTube.  With this update, YouTube joins Amazon and Netflix in offering a more vivid video experience, however, viewers will only truly notice the difference if they are using a screen that supports HDR.  Essentially, this upgrade allows video streamers to view content in much more detail than previously, capturing a wider range of contrast and brightness.  Dealerships, take heart; while HDR may be the buzzword of the moment, not everything is HDRcompatible yet, and if you remain focused on providing an engaging experience for your online followers, you’ll still pull your weight in the social world.  Video will reign this year, and consumers will continue to seek out content that is easily consumable and entertaining.  So focus on creating great video and keep your consumers updated with what’s going on at your dealership, and you’ll gain a broader audience in the process.

800 Million Facebook Messenger Users

Facebook Messenger continues to grow, and it recently surpassed the 800-million-user mark, a testament to the on-the-go nature of our culture, as well as our need for constant communication.  Throughout 2015, Facebook worked on Messenger enhancements, which included not only updates for individual users, but also updates for businesses that offer better ways to engage and interact with consumers.  It’s not brand-new, but with the success of Messenger, it’s worth repeating that Businesses on Messenger have the capability to chat with shoppers, give updates and order confirmations, send shipping confirmations and status updates, as well as simply stay in touch with shoppers.  For dealerships, Facebook offers several ways for you to interact with your audience; and in addition, you can engage your followers by providing quality content and participating in one-on-one conversations to build lasting relationships.  Your customers are on Facebook, so that means it’s a great place to get involved and make your presence known!

Snapchat Lens Store Closes

Snapchat recently closed its selfie lens store, choosing instead to focus on advertising, which includes sponsored lenses branded with movies and products.  Users will still be able to choose up to 10 free lenses per day, and any previously-purchased lenses will be retained.  However, the $1 lenses that were previously sold will no longer be offered.  According to Snapchat, “tens of thousands of lenses were being purchased every day.”  Brands, however, are charged anywhere from $450,000 to $750,000 per day to promote a sponsored lens, so the popular platform will still be earning money from its lenses.  Although trends on Snapchat may change, Dealerships should continue to keep their eyes on the growing popularity of this platform.  Consider campaigns that are quick and easy to digest; think about giving your followers sneak peeks of your inventory, quick glimpses of sales or events, or even offering coupons via Snaps.

Tip of the Week – Involve Online Consumers to Gain Insights and Grow Social Following

As you’re building your social media presence, it’s important to involve consumers in your posts in order to build trust, gain insights, and grow your online audience. There are lots of ways you can do this, but first and foremost, it’s essential to remember to remain open and encourage two-way communication so shoppers know they can turn to you when they have questions or need advice. While you’re busy putting great content onto your social platforms, it’s a good idea to break things up and give online consumers a few easy ways to interact with you. Check out the following ideas to get people involved with your dealership’s online presence:

Use CTAs. A call to action is a great way to incite followers to do something, especially if you’re asking them to do something that’s quick and relatively easy. Want them to try your new online scheduling service for oil changes? Let them know on your website, Facebook, Twitter or any platform; and give them a link that functions well and leads them directly to an easy-to-use site.

Ask questions. If you’re looking for interaction, throw a relevant question out to your followers and see how they respond. Not only can questions engage consumers, but the answers you receive can help you improve the service your dealership provides. Well-planned questions like “What’s the best amenity a dealership can offer while you wait?” can be helpful as you work to improve the customer experience.

Consider a Q&A. Determine a set time each week so that consumers will expect it; then open up your platform to shopper questions. Ensure a professional real-time response from your dealership as consumers present you with their most pressing automotive questions. Your online Q&A sessions will gain a following, and you’ll build your audience by presenting professional answers that position your dealership as a leader in the industry.

Showcase your followers. Once you build an online audience, showcase them on your page. For example, consider asking dealership customers to submit photos of themselves on their best adventures in their new vehicles and post them to your social media platforms–like Twitter and Facebook. Your customers want to know they’re appreciated, and you can easily interact with them and maintain great relationships by engaging them and highlighting their updates.

Create a survey.  Give your online followers a voice by creating an online survey.  Consider asking about vehicle preferences, customer service suggestions, and even fun things like color choices or vehicle add-on preferences.  By giving online consumers a way to express their preferences, you’re showing you truly care about what’s important to them.

As you work toward building your online presence, be sure to change up the content you post on your social platforms.  In addition, it’s essential to engage your followers and encourage them to interact with you whenever possible.  When you are able to get consumers talking with you, you’re building relationships—and that’s a step toward getting shoppers in the door at your dealership.

News for the Week of 1.13 ​

Twitter Conversational Ads

Twitter recently introduced conversational ads to make it easier for consumers to engage with and spread brand messages.  Giving advertisers an even more powerful way to spread their influence across social media, these ads engage users by using Promoted Tweets that include compelling messages encouraging followers to share and Retweet, like, and follow.  Conversational ads on Twitter also include call-to-action buttons with customizable hashtag buttons.  When a user taps a call-to-action button, a pre-populated brand message pops up along with creative and hashtag buttons which users can share.  Once a Tweet is shared, the brands automatically reciprocate by sending a thank-you Tweet for sharing.  Newly-composed Tweets will be seen by engaged consumer followers in their timelines, and they are accompanied by brand photos or video.  For brands, Twitter conversational ads are a powerful way to drive additional ROI at no additional cost.  Dealerships, take advantage of Twitter's newest functionality and be sure to engage with followers to create organic conversation about your brand, your vehicles, and the services you offer.  You’ll earn consumer trust and build recognition by engaging your followers and involving them with your brand.

YouTube HDR Video Support

High Dynamic Range (HDR) video, the latest in video technology, offers even more color and detail—and now, it is supported by YouTube.  With this update, YouTube joins Amazon and Netflix in offering a more vivid video experience, however, viewers will only truly notice the difference if they are using a screen that supports HDR.  Essentially, this upgrade allows video streamers to view content in much more detail than previously, capturing a wider range of contrast and brightness.  Dealerships, take heart; while HDR may be the buzzword of the moment, not everything is HDRcompatible yet, and if you remain focused on providing an engaging experience for your online followers, you’ll still pull your weight in the social world.  Video will reign this year, and consumers will continue to seek out content that is easily consumable and entertaining.  So focus on creating great video and keep your consumers updated with what’s going on at your dealership, and you’ll gain a broader audience in the process.

800 Million Facebook Messenger Users

Facebook Messenger continues to grow, and it recently surpassed the 800-million-user mark, a testament to the on-the-go nature of our culture, as well as our need for constant communication.  Throughout 2015, Facebook worked on Messenger enhancements, which included not only updates for individual users, but also updates for businesses that offer better ways to engage and interact with consumers.  It’s not brand-new, but with the success of Messenger, it’s worth repeating that Businesses on Messenger have the capability to chat with shoppers, give updates and order confirmations, send shipping confirmations and status updates, as well as simply stay in touch with shoppers.  For dealerships, Facebook offers several ways for you to interact with your audience; and in addition, you can engage your followers by providing quality content and participating in one-on-one conversations to build lasting relationships.  Your customers are on Facebook, so that means it’s a great place to get involved and make your presence known!

Snapchat Lens Store Closes

Snapchat recently closed its selfie lens store, choosing instead to focus on advertising, which includes sponsored lenses branded with movies and products.  Users will still be able to choose up to 10 free lenses per day, and any previously-purchased lenses will be retained.  However, the $1 lenses that were previously sold will no longer be offered.  According to Snapchat, “tens of thousands of lenses were being purchased every day.”  Brands, however, are charged anywhere from $450,000 to $750,000 per day to promote a sponsored lens, so the popular platform will still be earning money from its lenses.  Although trends on Snapchat may change, Dealerships should continue to keep their eyes on the growing popularity of this platform.  Consider campaigns that are quick and easy to digest; think about giving your followers sneak peeks of your inventory, quick glimpses of sales or events, or even offering coupons via Snaps.

Tip of the Week – Involve Online Consumers to Gain Insights and Grow Social Following

As you’re building your social media presence, it’s important to involve consumers in your posts in order to build trust, gain insights, and grow your online audience. There are lots of ways you can do this, but first and foremost, it’s essential to remember to remain open and encourage two-way communication so shoppers know they can turn to you when they have questions or need advice. While you’re busy putting great content onto your social platforms, it’s a good idea to break things up and give online consumers a few easy ways to interact with you. Check out the following ideas to get people involved with your dealership’s online presence:

Use CTAs. A call to action is a great way to incite followers to do something, especially if you’re asking them to do something that’s quick and relatively easy. Want them to try your new online scheduling service for oil changes? Let them know on your website, Facebook, Twitter or any platform; and give them a link that functions well and leads them directly to an easy-to-use site.

Ask questions. If you’re looking for interaction, throw a relevant question out to your followers and see how they respond. Not only can questions engage consumers, but the answers you receive can help you improve the service your dealership provides. Well-planned questions like “What’s the best amenity a dealership can offer while you wait?” can be helpful as you work to improve the customer experience.

Consider a Q&A. Determine a set time each week so that consumers will expect it; then open up your platform to shopper questions. Ensure a professional real-time response from your dealership as consumers present you with their most pressing automotive questions. Your online Q&A sessions will gain a following, and you’ll build your audience by presenting professional answers that position your dealership as a leader in the industry.

Showcase your followers. Once you build an online audience, showcase them on your page. For example, consider asking dealership customers to submit photos of themselves on their best adventures in their new vehicles and post them to your social media platforms–like Twitter and Facebook. Your customers want to know they’re appreciated, and you can easily interact with them and maintain great relationships by engaging them and highlighting their updates.

Create a survey.  Give your online followers a voice by creating an online survey.  Consider asking about vehicle preferences, customer service suggestions, and even fun things like color choices or vehicle add-on preferences.  By giving online consumers a way to express their preferences, you’re showing you truly care about what’s important to them.

As you work toward building your online presence, be sure to change up the content you post on your social platforms.  In addition, it’s essential to engage your followers and encourage them to interact with you whenever possible.  When you are able to get consumers talking with you, you’re building relationships—and that’s a step toward getting shoppers in the door at your dealership.

What’s New & What’s Staying the Same in 2016 ​

Each year there are shifts and updates in social media. One minute, a platform is the hottest new thing around, and the next, it’s been deleted off everyone’s smartphones and a new one’s taken its place.  In 2016, it’s important your dealership stay on top of the latest trends and consumer insights in order to continue taking advantage of the social media platforms that matter, as well as move on from those that are no longer relevant to your audience.

Trends to Stay on Top of this Year

Mobile Will Take Over

The consumer shopping journey in 2016 is—and will continue to be—primarily mobile. 80% use their smartphones to shop or research, and mobile media time is now higher than time spent on desktops or other media. Furthermore, car shoppers have completed up to 70% of their buyer journeys before they contact you, or they’ve already made their final decisions before even heading into to your dealership.

This means 2016 is the year your dealership can benefit most from having a presence online that’s accessible across all mobile devices, not only for ease of access to consumers, but also because consumers won’t bother to find out what you’re offering if it’s not readily available to them online.

Video Is on the Rise

Transformation in the marketplace is driven primarily by the growth of video from 2015 into 2016. According to Google’s head of Agency Marketing Cenk Bulbul, mobile video will dominate video conversation in 2016. By the end of 2016, it’s predicted global IP traffic will skyrocket, with a large part of the fuel for this massive growth being online video. Consumer video on demand traffic is also predicted to double by 2019, showing it’s important to get in on the ground floor while video is quickly rising and marketing is in the process of shifting.

For your dealership, 2016 can be the year you bring video to the forefront and meet increased consumer demand for this visual storytelling medium.  The popularity of video will continue to grow, and when you meet this need with creative marketing, you’ll boost your brand and be relevant to a broader audience.

Snapchat

Snapchat has been making waves for most of 2015. With the combination of video and mobile taking over in 2016, Snapchat is becoming a serious contender in the social media world.  It was declared the app to pay attention to by FORTUNE in 2015. Snapchat is expected to shape the way people use technology to communicate, and “companies who see Snapchat as a toy or plaything without any real competitive advantage should probably reassess their position,” according to  social media and technology expert Mathew Ingram.

If your dealership wants to take advantage of the powerful mobile and video combination of Snapchat along with its appeal to millennials, check out our article with advice on using Snapchat to combat showrooming.

Social Selling Is Key in 2016

Instead of blindly pumping content and information out on social media platforms, brands and companies are focusing on targeting their content toward individuals, specific consumers, and certain generations. Your dealership can benefit largely from customizing the content it shares and the interactions it has based on customers’ specific needs.

It’s also key to get your employees involved in social selling for your dealership. 79% of salespeople who use social media outsell their peers, and 65% of buyers feel vendor content had an impact on their final purchase decisions. Gamification is a great way to get your employees involved, sharing, and ultimately earning more for themselves and your dealership.

Social Media Platforms You’ll Want to Keep

As predicted, several of the large, traffic-driving social media platforms will remain relevant in 2016. The platforms you’ll want to continue using are Facebook, Twitter, and LinkedIn, primarily. A couple additional platforms your dealership may want to consider utilizing, if it doesn’t already, are Instagram and Pinterest.

Each of these social media platforms and 2016 trends can be powerful tools to help your dealership connect with consumers and provide relevant content that gains more attention, followers, and in turn, customers. The platforms staying relevant in 2016 continue to rise in the social media world, and this year’s upcoming and current trends will benefit your dealership and help you boost sales as you continue to grow your audience and reach out to new consumers.

What’s New & What’s Staying the Same in 2016 ​

Each year there are shifts and updates in social media. One minute, a platform is the hottest new thing around, and the next, it’s been deleted off everyone’s smartphones and a new one’s taken its place.  In 2016, it’s important your dealership stay on top of the latest trends and consumer insights in order to continue taking advantage of the social media platforms that matter, as well as move on from those that are no longer relevant to your audience.

Trends to Stay on Top of this Year

Mobile Will Take Over

The consumer shopping journey in 2016 is—and will continue to be—primarily mobile. 80% use their smartphones to shop or research, and mobile media time is now higher than time spent on desktops or other media. Furthermore, car shoppers have completed up to 70% of their buyer journeys before they contact you, or they’ve already made their final decisions before even heading into to your dealership.

This means 2016 is the year your dealership can benefit most from having a presence online that’s accessible across all mobile devices, not only for ease of access to consumers, but also because consumers won’t bother to find out what you’re offering if it’s not readily available to them online.

Video Is on the Rise

Transformation in the marketplace is driven primarily by the growth of video from 2015 into 2016. According to Google’s head of Agency Marketing Cenk Bulbul, mobile video will dominate video conversation in 2016. By the end of 2016, it’s predicted global IP traffic will skyrocket, with a large part of the fuel for this massive growth being online video. Consumer video on demand traffic is also predicted to double by 2019, showing it’s important to get in on the ground floor while video is quickly rising and marketing is in the process of shifting.

For your dealership, 2016 can be the year you bring video to the forefront and meet increased consumer demand for this visual storytelling medium.  The popularity of video will continue to grow, and when you meet this need with creative marketing, you’ll boost your brand and be relevant to a broader audience.

Snapchat

Snapchat has been making waves for most of 2015. With the combination of video and mobile taking over in 2016, Snapchat is becoming a serious contender in the social media world.  It was declared the app to pay attention to by FORTUNE in 2015. Snapchat is expected to shape the way people use technology to communicate, and “companies who see Snapchat as a toy or plaything without any real competitive advantage should probably reassess their position,” according to  social media and technology expert Mathew Ingram.

If your dealership wants to take advantage of the powerful mobile and video combination of Snapchat along with its appeal to millennials, check out our article with advice on using Snapchat to combat showrooming.

Social Selling Is Key in 2016

Instead of blindly pumping content and information out on social media platforms, brands and companies are focusing on targeting their content toward individuals, specific consumers, and certain generations. Your dealership can benefit largely from customizing the content it shares and the interactions it has based on customers’ specific needs.

It’s also key to get your employees involved in social selling for your dealership. 79% of salespeople who use social media outsell their peers, and 65% of buyers feel vendor content had an impact on their final purchase decisions. Gamification is a great way to get your employees involved, sharing, and ultimately earning more for themselves and your dealership.

Social Media Platforms You’ll Want to Keep

As predicted, several of the large, traffic-driving social media platforms will remain relevant in 2016. The platforms you’ll want to continue using are Facebook, Twitter, and LinkedIn, primarily. A couple additional platforms your dealership may want to consider utilizing, if it doesn’t already, are Instagram and Pinterest.

Each of these social media platforms and 2016 trends can be powerful tools to help your dealership connect with consumers and provide relevant content that gains more attention, followers, and in turn, customers. The platforms staying relevant in 2016 continue to rise in the social media world, and this year’s upcoming and current trends will benefit your dealership and help you boost sales as you continue to grow your audience and reach out to new consumers.

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]