From Content Mapping to Content Marketing: Part III—Measuring Content Effectiveness

Now that content mapping has led to effective content marketing, it’s important for you to measure the effectiveness of your overall content. It’s simple to find statistics on how much of an impact content marketing has for a business, but giving an exact number or time frame to measure its effectiveness isn’t quite as easy.

How Can I Tangibly Measure My Dealership’s Content Marketing Success?

The world around us today is a “right now” type of environment—we want results, and we want them now. It’s difficult to implement a strategy and realize the gain may be steady and paced instead of immediate. Marketing success doesn’t come overnight; it requires your dealership to build your brand, outlets, audience, and customers on a solid marketing foundation, which takes time. When trying to figure out if your marketing strategies are working for you, a few measurement tips will help you nail down the effectiveness of your content and improve it:

• Know your goals. If your content meets them, you can show that impact. Design your content to reflect an impact on your dealership’s sales and revenue. Track the return on investment (ROI) that results from your content, clickable links, etc., and then you’re left with a tangible number and able to show you met a specific goal from the moment you started posting content. For example, if your goal is to gain 5% in sales in the next six months by adding content or using a new marketing strategy, that will reflect a tangible number which shows gradual improvement.  

• Engagement is the new time, and time is money. Engaging with your customers and general consumers is key to gaining advocates and keeping your business strong in the long run. Your followers’ and target audience’s time is important. If they’re using their time to interact with your content, you’re doing something right. Keep track of numbers like the amount of followers, unique visitors, traffic, bounce rates, users’ time on your site, etc., and compare them with sales increases over a specified period of time. Allot time throughout the day to interact and respond to consumers on social media.

• Use the right tools. The problem many businesses encounter is that they want to measure ROI, but the tools they’re using aren’t giving them the actual information they need. For example, many businesses use Google Analytics, which will show traffic, but will not measure leads. To truly know the ROI of your content—social media, blog, ads—people must fill out a form on your website. This form will attach a “cookie” to the person’s IP address and allow you to track the person’s behavior on your site. By doing this, your dealership is able to see each lead gained through your content and the exact amount of customers that came from those leads.

• Patience. Know that content marketing success will not be a speedy process. To build up your dealership’s content, increase followers, and have the ability to see and gather real data requires time.

• Schedule. Know when you want to collect data and who you want collecting your data. Some metrics may be monitored monthly while others should be monitored weekly or even daily to keep goals on track. Make having a measurement process a priority, and keep in mind, the cycle of measurement is essential to tweaking and marketing your content correctly.

• Accept change. The significance of what you’re tracking and measuring is always changing. It’s important to evaluate your metrics from time to time and reassess the data in relation to your key concerns and questions. Keep adapting your content and marketing strategies to reflect your dealership’s findings and take note of changes that stem from updates and adaptations—numbers that reflect more or less traffic, interaction, clicks, and sales.

Knowing how to correctly measure the results of your content marketing is crucial to coming out ahead as a dealership today. It gives your dealership the ability to learn about your audience and create content that sells. If your content is turning consumers into prospects and creating customers, it’s important to know about it and keep adapting, updating, and bettering your content so that it remains effective for you.

Hispanic Marketing is Powerful

You already know you need your brand advocates. In fact, in today’s market, their participation with your brand is absolutely necessary in order for others to recognize and engage with your products. Chances are, you have several strong brand advocates working on your behalf on your various social media sites, but how do you go about branching out and growing a more diverse group of brand advocates? How do you find your strongest brand advocates in an increasingly multicultural market?

Your Hispanic brand advocates are important to your dealership for many reasons. They are the key to reaching an entire audience and cultural segment that relates to them and trusts their judgement regarding products and services. In fact, as active as brand advocates are in the marketplace, Hispanic brand advocates have been shown to be even more active than their non-Hispanic counterparts. Known as super consumers in the marketplace, Hispanic consumers are highly active online shoppers, and the U.S. Census Bureau estimates an 86% increase in the Hispanic population between 2015 and 2050, providing even more economic stimulus for savvy companies that are catering to a diverse market.

Already well-known for their social culture and high rate of mobile technology adoption, these consumers are a desirable target market for businesses for many reasons. Their tendency to be vocal online and advocate for the products and services they believe in is valuable for businesses seeking online growth and recognition. As a growing dealership, your Hispanic brand advocates are important when it comes to spreading the word about your business and sharing with their online social circles. If you are still hesitant to leverage the power of advocacy in the multicultural marketplace, consider the following:

• The spending power of Hispanic consumers has increased by an estimated 50% since 2010.
• 66% of Hispanic consumers in the U.S. say they pay attention to online ads, nearly 20% higher than the general online population.
• In a recent survey, nearly 80% of Hispanic consumers aged 18-64 said they use a search engine daily, with search engines being their top source for gathering information regarding potential purchases.
• 83% of Hispanic shoppers say they use their mobile devices to access product information and inform their purchases while in a store.
• The cultural relevance of ads is a key driver of action for Hispanic consumers, with 88% confirming they pay attention to ads that display culturally relevant information and 44% saying they feel more favorably toward brands that aim for cultural relevance.
• The number of Spanish keyword searches has increased exponentially—going from 65% to 200% across categories like automotive, food, and beauty.

Hispanic advocates are eager to spread the word about brands they love, and when your dealership does its job and shares marketing messages that are relevant and compelling, this consumer group will work hard to get the word out for you. Once you’ve made yourself visible to this growing demographic, you’ll be able to leverage their power in the marketplace and put their online voices to work for your dealership’s brand.

Earning Trust Is Essential

Trust is a key element when it comes to enlisting the help of Hispanic brand advocates. While they are eager to help their preferred brands succeed, those brands first have to demonstrate authenticity and a genuine interest in connecting with consumers. It’s not enough to simply translate copy or post images that may seem relatable in an attempt to resonate with shoppers; instead marketers need to approach the various cultures that are present in the U.S. with a one-size-does-NOT-fit-all approach. Instead of being hyper-focused on finding the single right answer or the right piece to fit into a marketing puzzle, it’s time to take more of a larger world view when addressing Hispanic consumers.

Earning trust essentially means getting to know consumers—learning what they like, what they dislike, what experiences and traditions hold meaning for them, and how to provide entertaining and meaningful content that shows a true desire to connect. It’s a tall order, but savvy Hispanic consumers are shopping in a crowded marketplace, and they are discerning brand connoisseurs. Big brands have taken note of the spending power of this demographic; if you’re wondering whether or not to start working on building a relationship with these shoppers, check out the stats below:

• The top 500 marketers in the U.S. have increased their ad spend directed toward Hispanic consumers by 63%, up from $4.3 billion in 2010 to $7.1 billion currently.
• Investments have been increased by leading companies like Nissan, Toyota, Walmart, and Target to include Hispanic in-language efforts, as well as English-language marketing with culturally-based messaging.
• Target continues to extend its relationship with Hispanic consumers, and its marketing spend is also on the rise. In 2013, the company spent approximately $51.5 million on Hispanic marketing efforts, a direct reflection of the marketplace and the growing Hispanic consumer demographic.
• Macy’s spends $36.6 million per year on Hispanic marketing efforts, with an emphasis on engaging and sharing content with Hispanic consumers and their friends.

Find Your Advocates on Social Media

Hispanic brand advocates love social media, and you can bet you’ll find them on various platforms researching, sharing, and purchasing from their favorite brands. Hispanic millennials, especially, are socially active, with almost 3 out of 4 aged 18 to 29 actively using social media. Many of them are using social as a way to shop, and they enjoy sharing their shopping experiences with their online social connections.

Interestingly enough, Hispanic millennials on social media tend to trend younger than their non-Hispanic counterparts. 60% are between the ages of 18 to 24, and 40% are between the ages of 25 to 29. A majority—62%—are U.S.-born, compared with 57% of Hispanics in the overall age group. Finally, Hispanic millennials on social media are more educated overall, with 49% having attended college, than the number of total Hispanics aged 18 to 29.

Aware of social media’s influence on their shopping decisions, this group of consumers is highly active when it comes to sharing information about products and services online, making them the perfect brand advocates for your dealership. Once you’ve won them over with your authenticity and proven that your dealership is a brand they want to stand behind, you’ll earn loyalty that will carry you forward within this demographic. Energetic and eager to spread the word about their favorite products and services, Hispanic consumer advocates can take your dealership to the next level and pave the way for you to create relationships throughout the community.

Great Communicators Have Meaningful Conversations

Creating a culture of strong communication can make or break your dealership.  And great communicators just seem to have a way with people. Strong leaders understand the importance of good communication for building strong partnerships and are able to authentically connect with customers.  People gravitate toward people who are good communicators when it’s time to get information. Good communicators master the art of reading people, and understanding what’s driving their interaction.

Meaningful Conversations Matter

Today’s consumers and employees crave communication and are looking for meaningful interactions in the marketplace. According to Mashable, 83% of people do online research before buying a car, with 81% of consumers being less likely to purchase from an aggressive salesperson. We’ve all learned authenticity is key when connecting with individuals in today’s fast-paced world, so how do you help your sales professionals convey authenticity? By mastering key components of great communication, you’ll be better equipped to share the truest version of your dealership and, in turn, demonstrate to your employees the best way to connect with consumers.

There are multiple frustrations on the consumer side when it comes to the car-buying process. As a professional in the automotive industry, this probably isn’t surprising to you, but improving communication is a good first step in creating a better customer experience. Great leaders take the initiative to help employees improve communication in order to develop relationships with shoppers.  Improved communication means improved customer experience, and its the only way to earn customer loyalty and trust.

Here are a few objections consumers have when it comes to car shopping:

• Salespeople are pushy. What if salespeople didn’t have to be pushy? With the technology available to your team today, sales professionals have the benefit of knowing exactly which customers are serious shoppers and which ones are ready to buy. By strategically communicating with in-market consumers, your salespeople can ease up on that pushy feeling consumers tend to shy away from.
• The process is too time-consuming. It’s true that car-buying is a lengthy process; after all, it’s a substantial purchase. Consider ways your dealership can shorten the process or make it more comfortable for buyers. For example, what if you could begin the vehicle get-ready process while customers were signing paperwork to shorten the wait time? Or what if you offered a comfortable waiting area with free wifi to make the wait time seem more bearable?
• The financing process is confusing. Unless your customers are finance pros, this is indeed a confusing process, so the better your finance professionals are about communicating the various steps and paperwork, the more comfortable your customers will be. Work with your team and continually train to offer customers the best possible experience. Avoid jargon, and teach them to communicate in consumer-friendly terms and answer questions along the way. Your customers will appreciate this and show their loyalty by coming back to your dealership.
• It’s difficult to find the right car. There are a lot of choices on the market, and 48% of shoppers spend an average of 1-3 months shopping before making a decision. When buyers end up on your lot, facilitate the process for them by being transparent and communicating truthfully about price, fuel economy, and various features individual shoppers may be seeking. By providing the information shoppers are looking for, you’ll help them more quickly pinpoint the vehicle for them.
• Price negotiations are stressful. Finances are stressful in almost any situation, so when it comes to one of the largest purchases people will likely make, the stress level is even greater. Do your best to truthfully and openly communicate your best price and avoid the stereotypical haggling that can drive consumers away.

How to Listen

It may seem simple, but for many, listening is a lost art—or a skill not yet mastered. Dr. Stephen Covey is well-known for having authored the book, The 7 Habits of Highly Effective People, and he asserted, “Most people do not listen with the intent to understand; they listen with the intent to reply.” In other words, people tend to jump ahead when they are listening, searching for a reply to the speaker.

When you actively listen, you are authentically engaged with your customers and employees, and respect what they have to say. Teach your sales professionals to focus this type of active listening toward their customers as they interact with them, paying close attention to what each shopper is looking for in a vehicle. By doing this, they’ll be more likely to guide shoppers toward a purchase that’s right for them, leading to more successful sales.

When your sales professionals demonstrate the skill it takes to actively listen and be an efficient communicator with customers, they’ll encounter more success and earn more consumer loyalty in the long run. Consumers are able to sense when salespeople are being genuine and sharing authentic information with them, and they’ll gravitate toward dealerships they feel are best able to understand what they want and provide viable solutions that meet their needs. All of this leads to a healthier bottom line and more satisfied employees—and that’s something that will lead to a healthy, thriving dealership.

Communication Drives Dealership Success

When you think of all the things that go into making your dealership a success, communication ranks at the top of the list. In fact, without good communication—both inside the dealership and with your customer base—you’ll likely suffer unnecessary losses in sales, employees, and customers. And while it’s one of the most integral pieces to your success, great communication can also be one of the most difficult things to achieve. Why? Because your dealership is a complicated machine with many constantly-moving parts, and that makes it tough to ensure everyone stays on the same page.

The goal of any great businessperson is to communicate well with those in our professional circles, however, it’s common for everyday issues to get in the way of delivering clear, concise messages to everyone who should receive them. George Bernard Shaw once said, “The single biggest problem with communication is the illusion that it has taken place.”

Communication is a fluid thing, meaning it is constantly in motion, so when it comes to your dealership, it’s important to ensure everyone understands what is being communicated and is able to express it to everyone who needs to share in the information. If employees are expected to share dealership news, specials, and messages with customers, it’s imperative you ensure they first have a complete understanding of exactly the message you want to share.  If not, it’s likely incorrect information will get passed along, resulting in possible misunderstandings between customers and employees.

Your employees and customers look to you as the authority when it comes to information regarding your dealership. It’s a tough job, but when you create a pattern of clear and open communication between yourself and your employees, as well as your dealership and your customer base, you’ll notice happier employees, more content customers, and a stronger bottom line that is the result of the trust you are building. Consider the following reasons for focusing on communication as a skill throughout your dealership:

Communication builds trust. One of the most important things for your employees and customers is trust, and good communication is the foundation of trust. By communicating openly and honestly about what’s going on throughout the dealership, you’ll be cultivating a culture of trust for your employees and your customers—something that will keep everyone coming back for more. Hopefully, you’ll get to share good news more often than not, but even when the news is unpleasant, be forthright and honest, as this will continue to build trust for your dealership.

Communication encourages performance. Communication is an important factor for many reasons, but one of the most important is the fact that it drives performance. When your employees feel included and part of the dealership team, they’ll want the responsibility of ensuring the dealership succeeds. They’ll take more pride in their work and strive to do their best, with the interests of the business in mind. Be sure to show a genuine interest in ensuring every employee is included in dealership informational meetings so that everyone is aware of potential changes and updates.

Communication reinforces team unity. When you ensure everyone gets dealership updates and information, you’ll create a sense of unity. Everyone feels a part of the same team when they are included in information downloads, process updates, and weekly wrap-ups. If you don’t already, make a habit of gathering all employees for brief meetings to update them regarding dealership news. You’ll be opening communication channels and creating a sense of equality by involving every professional on your team, and when everyone feels included, they’ll be motivated to share positive news with potential customers.

Good communication kills bad communication. Gossip, secrets, and back-stabbing—all the ingredients you need to cook up a dealership disaster. You can quickly wipe out these ugly types of communication simply by empowering your employees with real, honest-to-goodness information and up-to-date news about what’s going on in the dealership. Cut misinformation off at the knees with straightforward communication, and your employees will thank you for it. In exchange, you’ll have a staff of professionals who are eager to share the great things that are happening throughout the dealership with customers, with their social circles, and with other employees. You will have to worry less about the negative when you focus on implementing more positive communication.

Think about the ways you currently communicate throughout your dealership and then consider ways to improve upon the tools you have. If you have an antiquated system, or if several employees are frequently left out of the loop because they don’t have individual dealership email accounts, it’s time to consider upgrading to newer technology that will facilitate better communication for ALL your employees. The expense will be more than worth the cost you would be paying in disengaged employees and potential turnover due to poor communication. Today’s technology offers solutions tailored specifically for the challenging and multi-faceted dealership environment, and dealerships not taking advantage risk being left behind in the communication Stone Age.

If you’re looking for some tips to get your dealership headed in the right direction when it comes to introducing new ways of communicating, check out the simple tips below. Start improving your communication today and ensure everyone’s in the loop by implementing these 3 super-easy steps:

1. Introduce it. Let employees in your secret, in particular the dealership’s newly-improved communication process. Change can be shocking for many, and if your dealership is making a big change in the communication department, it’s a good idea to have a meeting to get employees on board and let everyone know how things will look in an open-communication culture. Give examples of exactly what your new dealership style will look like so everyone will be prepared for a more connected environment.
2. Practice it. As a leader, be sure you not only show employees examples of great communication in action, but you also give them plenty of opportunities to practice sharing and communicating—with each other and with customers. Great communication is a skill, and as with any skill, it improves with practice.
3. Reward it. Be on the lookout for employees who are doing an outstanding job of communicating and call them out for their excellent skills. When someone does a great job explaining a product or service to a customer—or using new technology—let everyone in your next staff meeting know about it. Others will be quick to catch on when they see the positive reinforcement given to their peers.

Once everyone’s on the same page and communicating like pros, your dealership will reap the rewards. Achieving success in this area is critical to developing improved relationships both internally with employees and throughout the community with potenti

al customers. Remember, just as with any skill, it takes practice in order to master effective communication, so continue to focus on the skills you’ve put into play and look for new and engaging ways to encourage others to connect and communicate. By continuously seeking improvement and motivating others to improve their skills, you’ll be creating positive dealership habits that will reinforce the culture of trust you are building.

Communication Strategies for Bridging the Generation Gap

Communicating with customers is a constantly changing endeavor for car dealerships. Every few years, more generations are added to your potential car-buyer pool, and your team is tasked with coming up with ways to effectively communicate to a multi-generational market. Keeping up with the younger generations while remembering to acknowledge the older, wiser generations is a balance every business struggles with. By focusing on the buying habits and preferences of different car-buying generations, your dealership will be better able to understand their needs and communicate what you can offer in a way that resonates with each individual generation.

To gain a better understanding of what each demographic is looking for from your dealership, you need a general knowledge base of the currently existing generations and important qualities that distinguish them. Currently there are four generations that exist in the car-buying market.

Communication Styles by Demographic

Millennials: Born from 1981-1995

Today, there are more than 80 million millennials. This generation has grown up on constantly evolving technology, which contributes to their adaptable spirit. Millennials are more educated, with many more of them going to college than their parents, and have more choices than any other generation before them. Their buying habits are less predictable because of their open-mindedness and willingness to try new products and activities. Because of this, they are also not always brand loyal, and they are just as comfortable buying online as they are buying off the lot.

When car dealerships are trying to grab the attention of millennials, a strong online presence is a must. This includes blogs, social media pages with regular and relevant posts, and a bounty of information regarding prices, ratings, and inventory. Millennials also expect car dealerships to adopt the latest technology trends, especially the ones that make car buying and shopping easier. According to AutoTrader.com, millennials use mobile phones during the car shopping process two-and-a-half times more frequently than non-millennials. They use mobile phones to get pricing, find classified listings, locate dealerships, and read reviews. Dealerships need to ensure their promotional materials and websites are compatible for mobile viewing or risk losing some of their millennial market.

Generation X: Born from 1965-1980

The Gen X demographic covers about 65 million Americans. Unlike their parents, Generation X grew up without the safety net of a flourishing economy. As a result, they are more focused on earning a living and getting the most out of their money. Campaigns directed at this generation should stress the value of your dealership’s cars and the services you offer.

Targeting this specific market is important because they are at the peak of their earning and spending years, the optimum time for car-buying. Even though they weren’t born during the same technology-driven society as millennials, they are also learning to use mobile devices and regularly access social media. Unlike millennials, this generation isn’t interested in following the latest trends and they are not as convinced about new products or services. Known as the “Show Me” generation, Xers believe actions speak louder than words. They are mostly concerned with customer testimonials and research, but because of their up-and-coming technology skills, combining traditional marketing efforts with digital and mobile promotional tools is a good way to reach them.

Baby Boomers: Born from 1946-1964

Comprising 76 million consumers, this demographic represents individuals who grew up in a time of economic prosperity and social upheaval. They are focused on hard work, individualism, and social activism. They mostly have experience with traditional media but actually enjoy investigating online so they can make their own decisions.

Since many Baby Boomers are retired or will be retiring soon, many times, their income is limited. Discounts and bargain deals will appeal more to this demographic than any other.

Even though they want to be smart in how they choose to spend their money, of the four generations, Boomers have the most disposable income. Therefore, they will spare no expense when it comes to buying cars that can improve certain aspects of their life. Highlighting features of a car such as GPS or gas mileage is sure to appeal to their desire for products that will make their life easier.

The Silent Generation: Born from 1927-1945

The Silent Generation has about 50 million consumers. Nicknamed “Traditionalists,” they like to be acknowledged for service to their country and respond positively to messages that convey respect and appreciation. This generation has lived through four major wars, as well as the Great Depression, which has led them to have a profound pull to patriotism and spending wisely. Because of this, they are the least likely of any generation to make an impulsive purchase.

Although they are becoming more tech savvy, they are less responsive to web and mobile marketing than other generations. Traditionalists are most often persuaded by flyers, newsletters, and postcards. When your dealership is trying to reach traditionalists, be sure to use promotional material that is in larger font for ease of reading, utilize grammar and language they will understand and appreciate, and take a more simple approach such as using a single image instead of a collage.

Communication Success Begins with Knowing Your Audience

Knowing the four major generations will help dealerships know who they are and what type of marketing they respond to best. Each generation of the US population has unique wants and needs that your dealership should address accordingly. By learning more about each major generation’s characteristics, wants, and needs, your dealership will be better positioned to accommodate and reach specific market segments.

Social Media Update

Signal for Facebook and Instagram

News junkies, you’re in for a treat.  Facebook recently introduced Signal for Facebook and Instagram, a free and easy way to make Facebook a part of your news-

gathering process.  Signal offers users the ability to newsworthy, photos, videos, and posts on both Facebook and Instagram.  This added feature makes staying on top of trending news stories easier for those reporting and reading the news, since these days, news reporting happens in real time on social media.  With the embed code feature, bloggers and reporters can add Facebook and Instagram posts to their own sites and link readers to the source. Signal offers dealerships the opportunity to become news sources for their audience.  Share trending, industry-related news on your dealership blog to draw in-market customers to your website.

Periscope Web Profiles

Users can now see all recent broadcasts for specific Periscopers simply by searching Periscope Profiles. Newly launched, Periscope now offers desktop web profiles for its users, allowing viewers to easily find links to other broadcasts. Keep in mind, however, Periscope still enforces the 24-hour expiration date on all videos, so unless you’re posting quite a bit, your profile screen will look fairly empty. Dealerships regularly posting videos of lot walkthroughs, events, and other broadcasts will now have a branded Periscope home, making it easier for viewers to find your content.

Pinterest Gets Faster for New iPhone

The newest iPhone offers even faster searching and Pinning for Pinterest fans, and users will be able to access their saved Pins more quickly as well. The iOS 9 update expands users’ access to Pinterest via iPhone.  Pinterest links will automatically open in the app rather than your browser, and phones with 3D touch offer users even more features. From inside the app, simply press and hold to make Pins larger and quickly Pin, like, or send.  Most consumers begin their search for a new vehicle on their mobile...  This makes having a solid Pinterest presence a critical part of your dealership content strategy.  Pinterest launched buyable pins a while back, transforming this idea place into a shopping mecca.  See what other dealerships are doing to promote their pages and start pinning! 

Introducing Pinterest Palettes

Pinterest continues to innovate, and their recent partnership with Topshop lets their creativity shine through. The Pinterest Palettes tool’s smart functionality discovers personal user color palettes by taking a look at personal Pins and revealing predominant color schemes to create an overall theme. Users start at Topshop.com and login with their Pinterest account. They then choose one of their boards to see what color palette it reveals. Topshop will give recommendations based on color palettes that are revealed in the specific user’s pins. For dealerships and businesses looking to stand out and present a creative front, give Pinterest Palettes a try! 

Snapchat Replay

Snapchat is all about user expression, and up until now, Snaps have always disappeared. Snapchat Replay is a brand-new way to share photos and moments, allowing users to choose the option of Replay for those Snaps that deserve a little extra attention. While it’s been around for almost two years, this option was limited to one Replay per user per day, however Snapchat recently reconsidered this option and is now offering more. Users can now purchase extra Replays starting at 3 for $0.99, and they can be used on any Snap received. The only catch is that each Snap can only be Replayed one time. Trophies are a bonus feature that come along with this upgrade. Snapchat gives businesses a chance to put a human face to their dealership. Consider using Snapchat to capture your millennial audience with behind the scenes snaps.   

Facebook Ad Views and Reporting

Facebook recently introduced a new ad-buying option which offers 100% in-view impression buying and ad analytics via a partnership with Moat, an ad analytics company. The partnership with Moat will independently measure Facebook video ads to give advertisers accurate video ad metrics. The in-view ad buying gives advertisers the option to purchase ad impressions where the entire ad has passed through a person’s screen in News Feed. Facebook continues to guide brands toward a more effective use of their Facebook pages.  The Facebook audience is the end user, so paying to play is becoming more necessary.  The alternative is leveraging employee advocates for or dealerships working to increase visibility with online and mobile consumers, keep your eyes on Facebook’s continual improvements. Set yourself apart by continually monitoring the success of your online efforts and improving with the help of reliable analytics.

Social Media Tip of the Week—Streamlining Your Process

Many of us learned early in life that you get back the equivalent of what you give. In other words, the results you get depend on the effort you put forth. This is true at work, in life, and it’s true when it comes to building your online social media presence as well. The quality of the content you put in will determine the results you net. It’s important to make your brand visible on social media, but how do you find the time?

There are nearly as many social media sites as there are online success stories, so how do you know where to start, how to spend your time, and dedicate your resources? You’re balancing a busy dealership, and you need to ensure your brand is visible where consumers are shopping and researching—which means you need to spend some time on social media. Unfortunately, if you’re not careful, social media can take you on a bit of a “rabbit chase.” To stay focused and do the best work for your brand, try the following tips:

• Find your people. Don’t blindly post words of industry wisdom if you’re not sure there are people who are listening. Do your research, find out where your potential shoppers are researching and interacting, and focus your time on those sites. This will cut down on lost time talking to consumers who really aren’t your target audience.

• Give them great content. You don’t have to spend all day wiping sweat from your brow and pounding at a keyboard (that’s what copywriters are for!). Instead, look for relevant content that aligns with your business and share it with your online followers. They’ll appreciate what you share, and you’ll save time.

• Befriend the calendar. Social media gets the best of all of us. One minute we’re researching marketing best practices, and the next, there’s an adorable puppy picture staring back from a friend’s Facebook page. It’s easy to get lost, so book some time during the week to schedule your posts rather than updating every single day. You’ll save time in the long run.

• Recycle and rework. Great content is great content, so unless something catastrophic—like the end of the internet FOREVER—happens, chances are good you can repurpose, reuse, and recycle much of your online content. If you have a message that’s worth sharing, be sure you use it to the max by sharing it across platforms and updating it whenever necessary. Often, a few simple updates and a little recycling can save you hours when it comes to sharing content.

• Engage your network. When you interact on social media, your followers will know you’re tuned in to them, but an additional bonus is the fact that your increased reach will begin to create a base of consumer advocates who will also interact with each other. Your social platforms will become more dynamic when you put in the time it takes to build relationships with people who can participate in discussions, give feedback, and influence others.

• Monitor what works. Not everything will work out the way you plan—and just when you think you’ve got it all figured out, new technology or platforms will come along to shake things up. Stay on top of what works so you’ll know where to invest your time and where your content is best received.

Diving into social media can feel a bit like walking into a life-sized maze; one twist and turn leads to another, and pretty soon, instead of focusing on your initial goal, you find yourself reading a tutorial on how to make homemade butter.   Tackle your social media campaigns and take control of the time you’re investing by zeroing in on exactly what needs to be accomplished; then, start planning ahead for posts, engaging your network, and working to get the most out of the great content you provide. You’ll save time and be able to focus on other dealership priorities as you streamline your social media process.

Receta for a Relationship: 5 Special Ingredients to Help You Connect With Hispanic Consumers

As marketers, we are often guilty of planning, thinking, structuring—and then planning some more.  After all, it’s part of our jobs to analyze the consumer market and deliver targeted messaging in a way that will effectively resonate with a specific audience.  But what if we stepped back a moment and took a look at the bigger picture?  What if, instead of leaning on our knowledge of marketing statistics and data, we took a look at Hispanic consumers and considered the things that are really important to them when it comes purchasing products and services?

When it comes down to it, all we really want to do as marketers is make a connection with our consumers, but for many, that’s easier said than done.  We’ve all seen the brands that have either tried too hard—or not hard enough—when it comes to connecting with Hispanic consumers.  And just as clearly, we’ve taken note of the winners who stand out clearly when they really hit the mark with their messaging, their imagery, and their overall campaigns.  So what’s the difference?  What makes one brand or marketing strategy more successful than another?  What makes one message ring true while others hit a sour note?

Family, Traditions, and Culture

When it comes to connecting with Hispanic consumers, dealerships first need to understand how to make the marketing journey more about people and connections and less about numbers, business, and data.  Take a few moments to let that sink in.

If you’re still reading (and hopefully you are), it’s a good sign you already know a little—or a lot—about the Hispanic culture and you’re anxious to make an authentic connection with the consumers your dealership serves.  If you’re in shock at the mere thought of setting numbers aside and focusing on feelings, rest assured we’re not asking you to throw business sense out the window; we’re simply going to take a look at things from a different perspective.  And in order to do that, we’ll need to first take a look at the Hispanic culture as seen through a less data-driven lens.

Every modern dealership knows the importance of marketing to Hispanic consumers.  After all, they represent an economic powerhouse, with current spending reaching over $1.5 trillion per year.  This amount continues to increase, and Hispanic shoppers have shown us their preferences lean unequivocally toward businesses that present them with authentic, meaningful solutions that take into consideration the richness of their culture, the importance of their traditions, and the strength of the bonds that link families and friends in Hispanic communities.  As the singer and cultural icon Pitbull, whose real name is Armando Perez, said, “You can try to invade, but it’s not a culture you invade.  It’s a culture that lets you in.”

The Receta—Your Recipe for Success

There’s no question as to whether dealerships should be focused on multicultural marketing strategies.  The answer is a resounding “Yes!”  The Hispanic population in the U.S. continues to grow, and companies not marketing to this demographic will see themselves flounder as a multicultural and multifaceted marketplace moves swiftly past them.  But as you’ve just read, the relationship with your Hispanic consumers is one that can’t be forced; instead it’s one that must be created over time and cultivated to reflect trust and a respect for the importance of culture and customs.

While the Hispanic population in the U.S. is now primarily second-generation, it’s important to note some similarities between first-generation and second-generation Hispanic consumers that affect the way companies choose to communicate.  For example, although second-generation Hispanic shoppers tend to be U.S. born and bilingual, they are very focused on the role of their ethnicity in advertising and how they are portrayed when targeted in marketing campaigns.  It’s common for businesses to set a primary goal of providing Spanish-language translation, but it’s key to note that while primarily first-generation Hispanic consumers are focused on seeking content in Spanish, bilingual second-generation consumers are less focused on language and more focused on overall identity.

So, what should you do?  What’s the secret sauce?  The secret is there is no one single secret.  Every individual is unique, and every Hispanic community is unique.  There are 21 countries in the world that list Spanish as the official language, each of which is represented to some degree within the U.S., which makes for a variety of diverse Hispanic communities throughout the country.  There is no ONE right way to communicate and connect; however, there are5 Special Ingredients you can keep in mind to help you along the way:

• Celebrate heritage and history.  Hispanic consumers appreciate businesses that recognize the importance of their cultural background.  The efforts you put in when it comes to including what’s important and taking the time to celebrate their individuality and values will go a long way toward earning shopper trust.

• Be authentic.  The time you spend getting to know your intended audience will shine through in your authenticity, which is a huge determining factor when it comes to consumer decision making, especially in the Hispanic community.  Authentic messages will reach consumers on an emotional level and connect with them to deliver an experience, rather than simply selling them products and services.

• Language is important.  Whether your intended audience prefers Spanish, English, or a combination of both, the choice of language is key to your marketing message.  This is why it’s extremely important for you to get to know your audience and learn their preferences.  No matter the language, it’s important to ensure your content is culturally relevant and helps you connect with shoppers on their comfort level.

• Don’t try too hard.  That’s the fastest way to sound inauthentic, and it’s also usually a quick road to launching marketing messages that don’t resonate.  When you sound natural and interact conversationally with your consumers, they’ll understand you truly want to be there and are making an effort to understand what they need.  Get to know your consumers—and then interact, engage, and share with them via social media platforms.

• Embrace diversity.  Only 34% of U.S. Hispanics are foreign-born, which means the remaining percentage are U.S.-born; and while 35 million Hispanic individuals claim Spanish is their dominant language, there is still a solid 25% who are English-dominant, and a higher percentage still—36%—who are bilingual.  Add to that the diversity that comes from different countries of origin, a passionate spirit for innovation and change, and various cultural celebrations—and it’s easy to see the diversity in the U.S. Hispanic population.  Successful marketers will embrace this diversity, rather than attempt to group individuals into one large population segment.

Multicultural Marketing Is Innovation

You would never place stock in a person who told you to turn your back on innovation; in fact, you’d know immediately it would be the wrong thing for your business.  Innovation keeps businesses moving forward; it keeps things from stagnating.  And that’s why it’s important to continually be aware of key elements that drive innovation for your business.  In order to stay ahead and thrive in the marketplace, you must innovate—and planning your multicultural marketing strategy is part of innovation.

As multicultural groups throughout the U.S. continue to grow and flourish, it’s important to ensure your dealership is working toward an inclusive marketing plan that embraces the traditions and history that are woven throughout various cultures.  Only by doing this will you create a meaningful relationship with your Hispanic audience.  Every day, professionals and businesses look to leaders in the marketplace for examples of great ways to empower and encourage consumers who are looking for authentic brands.  This is your opportunity to be a leader, to innovate, and to encourage others to reach out to consumers with strong multicultural marketing plans.  The mainstream market in the U.S. has quickly transformed into a multicultural opportunity for businesses who are ready to innovate and reach out to form meaningful consumer relationships.

Back to the Drawing Board

No company gets everything right on the first try; you’ll likely go back to the drawing board multiple times as you work to convey timely, relevant, and meaningful messages.  But here’s the thing: you’re moving in the right direction, and as your business moves forward, you’ll find consumers gravitating toward you because of your thoughtful approach and because of the relationships you’re creating.  Mistakes will be made, and you’ll learn in the process.  Do your best to really—REALLY—get out there and get to know your audience.  Learn who will be hearing your message, learn the things that matter to them, learn what’s needed when it comes to the products and services you offer, and then meet consumers with the very best version of your brand.  That is authenticity.

It can be difficult to step back and let it be about the feelings that accompany our marketing messages, and it’s tougher still to set aside the graphs and spreadsheets and take a look at relationships.  However, when it comes to Hispanic consumers and creating a bond that will earn loyal shoppers, it really is all about getting to know our consumers and building solid, lasting relationships based on trust and authenticity.   

Article written by: Janelle Stahl, Senior Content Manager

Companies have been applying game-like elements to achieve business objectives for decades. Just look at the Solitaire application that Microsoft included in its release of Windows 3.0 to familiarize users with the innovative “click-and-drag” functions of the mouse. Because many businesses are uninformed about gamification, they may believe that gamification is sim

ply about badges and points, limited to start-ups and hot new tech companies like Farmville and Foursquare but not useful for everyday marketers. This notion is falsely perceived because in actuality, gamification is the future of increasing brand visibility.

Gamification is undoubtedly changing the way business is done for more than just those kinds of companies. From earning discounts to being number one on the leaderboard, potential customers are interacting with businesses more than ever before through gamification. The companies leveraging it are taking the essence of what makes games so alluring (a shared sense of purpose, challenge, and reward), decoding the mechanics that make them work (personalization, rankings, and leaderboards), and then applying these mechanics in a multitude of imaginative initiatives.2 With a little more research, an overwhelming opportunity for the right brands to improve community relations, increase brand loyalty, and boost sales presents itself.

Better Community Relations Leads to Brand Recognition

Because of the rise of social media and content marketing, it is proven that people need social objects to fuel their interactions. Games provide another means to interact, and arguably a much more powerful one since they entertain and reward too.1 There are leaderboards, comment boxes, forums, online cheat sheets, and blogs dedicated to brainstorming methods to beat or get better at a game. If potential customers are talking about a company online, chances are that company will bring in more revenue.

For example, in 2011, Volkswagen Group challenged Chinese consumers to help the company develop new versions of the “people’s car.” Participants were given a tool to help them easily design their new vehicle, and they were able to post their designs for others to view and to pick their favorites. The designs and live voting results were tracked on leaderboards so contestants and the general public could see how the competing designs were faring. Within ten weeks, the online crowd-sourcing campaign had received more than 50,000 ideas. By the end of the campaign’s first year, at least 33 million people had visited the site, and the general public had chosen three winning concepts. One of the car designs was turned into an online video that became a hit on YouTube, heightening brand recognition for Volkswagen even further.

Additionally, the potential of games-based applications and marketing has been magnified by the coming of age of Generation Y. Generation Y has grown up in a digital world and are generally enthusiastic online gamers, driving the growth of an industry that is worth $112 billion globally in 2015.1 Because their upbringing was very much integrated with the internet’s upbringing, they are used to communication via email, text message, phone calls, and through application- based ads. They actually like to be communicated with, both when shopping and at work, via the game-like mechanisms they love. Game mechanics help penetrate the walls that consumers have erected to filter out the deluge of information that increasingly clutters their digital space.1 The point of reach extends further than Generation Y with many older adults becoming technologically savvy and they are often just as capable as the young to compete with their peers and publicize their accomplishments.

With so many ads and messages being thrown at consumers at all times, today’s consumers are more likely to ignore business marketing messages than act on them. If a trusted source serves as the messenger, such as a fellow gamer or friend, campaigns can become collaborative exercises, utilizing social networks to spread the message—and applying game mechanics to engage more and more participants.1 Consider TripAdvisor, which boasts more than 75 million reviews and opinions—contributed voluntarily by individuals who appreciate their standing as trusted source of information. All of these factors contribute to the notion that gamification can help a business reach more than just one specified group of people. Many times, marketing teams are pressured to create advertisements specific to one or two groups of people. With the implementation of gamification in a business’ marketing plan, a much larger and less isolated group of people are communicated with.

All in all, it’s important for a business to remember that successful gamification initiatives need to create a strong sense of community. Giving consumers the opportunity to communicate with others and businesses through gamification can unleash a tidal wave of interest in a company as well as increase brand visibility and recognition.

Boosting Sales

Although gamification can be attributed with creating and fostering a strong sense of community, the results of gamification in a money-making context can be equally impressive. The best example of this would be the implementation of games for USA Network’s TV Show Psych. The Psych section of USA Network’s site, dubbed Club Psych, encourages visitors to become loyal fans distinguished by achievements and rewards. The show has 1.5 million Facebook fans, and users spend an average of 22.5 minutes on the Psych site.3 Fans can watch clips of the show, play games, take polls, share their achievements, answer trivia questions, and much more. All of those things earn the user points which they can then add up to “buy” merchandise or memorabilia from the set. USA Network officials say that this reward program has already generated a 130 percent increase in page views for the Psych show and a 40 percent increase in return visits. That adds up to a decent financial payoff with a significant increase in this past season’s audience.

Another example of gamification boosting sales is through rewarding purchases. For example, Starbucks rewards card holders with a star for every coffee purchased. Users qualify for free drinks or food when they earn a certain number of stars. Another example of this kind of gamification is the HyVee Fuel Saver Program. Fuel Saver rewards participants with a certain number of cents off of the cardholder’s car gasoline bill for every purchase made of their weekly specified products. This particular method works especially well when the reward is worth a substantial amount to the consumer. If this is the case, more often than not, consumers buy more than they would have previously purchased, thus increasing revenue. 

Certainly with internet usage increasing via smartphones and people inevitably seeking new ways to pass time through smartphones, now is a better time than ever for businesses to give gamification a shot. By balancing brand interaction with rewards like game currency, social gaming provides myriad value-exchange marketing options to marketers that place their brands in front of engaged consumers.2

There is no perfect place to start but there is absolutely no time to waste. Brands need to be relevant and accessible in order to compete with others in their market who are doing more to increase their brand name recognition and their profits through the use of gamification. The benefits of gamification may take time to realize, but in an increasingly interactive world, they are likely to deliver enduring competitive advantage. 

1 http://www.smartinsights.com/digital-marketing-strategy/pleasure-th...

2 http://www.accenture.com/us-en/outlook/Pages/outlook-journal-2013-w...

3 http://venturebeat.com/2011/01/21/usa-network-scores-with-gamificat...

Social Media Update for the Week of September 7, 2015

Meerkat Live Hashtags

A brand-new approach to stream discovery, Meerkat welcomes live hashtags this week. By including a hashtag in stream titles, user posts will be added to the user-generated feed of hashtags at the top of the app. Hashtags that appear with an underscore include both scheduled and live streams. By adding a hashtag, users can boost their titles and reach brand-new audiences with their videos, increasing exposure and growing their online communities. Savvy dealerships that are already taking advantage of live streaming can now boost their videos and stream directly to categories matching their topics. Keep a regular stream going and reach even more customers by creating your own dealership hashtag!

New Messaging on LinkedIn

LinkedIn just made it easier for users to message each other. Recognizing the need for more casual, short conversations, the social media site for professionals now offers a new “messaging experience” that promises to make it easier to have light, meaningful conversations. As professional lives evolve and the ways people work together continue to change, LinkedIn has worked to change with them, now offering a cleaner look, a chat-style interface for easy messaging, and easily-referenced messages. Included in this latest upgrade are improvements to push and email notifications, making it even easier to stay up-to-date with important conversations. Look for new features like being able to add stickers, emojis, and GIFs to messages to add a little pizzazz. Dealerships working their social media connections can stay in touch with business connections using LinkedIn’s newly updated features. Don’t forget to add inventory pics or shots from the showroom floor to make your message more meaningful.

Improvements to Instagram Direct

With more than 85 million users, Instagram Direct was due for some updates. Users can look forward to features like threaded messages and the ability to send content from their feed as a Direct message. Threaded messages allow conversations to flow more naturally by creating threads based on the people who appear in user photos or videos. This feature, combined with the ability to now name groups, gives Instagram users more control when it comes to responding and interacting with posts. With the newest update, users will note an arrow next to the like and comment icons under every post; simply by tapping it, the post can be sent to a friend or a group as a message. Create new connections and foster existing connections with Instagram Direct’s newest updates. Dealerships can reach out to contacts, create real connections, and keep messages for future reference.

Twitter Self-Service Ads

Twitter recently announced its self-service ad expansion—from availability in 33 countries to now over 200 countries. Target audiences for businesses all over the world can now be reached in 15 languages on Twitter, with the number of advertisers on Twitter sitting at approximately 100,000. With businesses using Twitter to drive engagement through leads, website clicks, and conversions, the social media app continues assist advertisers in reaching potential clients. Dealerships looking to get the most out of Twitter ads can use the Lead Generation Card to collect leads within tweets or the Website Card to drive traffic to their own website.

Tumblr Improves Reblog Comments

Tumblr users can now rest their eyes. Starting this week, instead of the old way of reading reblog comments—the indent-and-then-indent-some-more method—comments will now actually be readable. It may seem like a small change, but for users who have been battling fatigue just trying to keep up with all the indented comments, the new in-line reblog comments are refreshing. If your dealership is looking to add another social media site to its repertoire, take a look at Tumblr. Home to almost 65 million blogs and boasting nearly 17 billion page views per month, not only is it another powerful outlet for spreading brand awareness, you’ll also be able to integrate your Tumblr posts into your Facebook timeline.

Native Gmail Ads for All Advertisers

Beginning September 1, Gmail ads became available to all advertisers, directly in AdWords. Offering interactive formats that have been tested to engage users, improvements include removing standard text ads from Gmail and showing fewer, higher-quality native ads. Evolving Gmail ads allow advertisers the opportunity to reach a larger audience with advanced display targeting, and customizable ad templates allow advertisers to feature a single image, a call-to-action button, combine an image and a description, or showcase various products. Additionally, users will experience more overall control over the ads they see. Dealerships looking to propel an event or promotion toward success can look toward AdWords for a broad online reach. The flexibility of being able to stop, resume, restart, and rework campaigns can help you keep your information up-to-date and performing well with your audience.

Skype 6.0 Is Here

With a newly redesigned platform and brand-new updates, Skype 6.0 for Android and iOS hit the ground running. Designed to be more natural and intuitive, Skype offers new capabilities that will keep just about every user happy. Android users can look forward to custom ringtones, photo sharing, web link previews, a floating action button, and improved messaging. For iOS users, look for easy-to-use apps with swipe gestures for calling and managing messages, easier photo sharing, web links, and emoticons. Enhanced search, for both Android and iOS users, will make it easier for everyone to find things simply by using the new recents tab. If your dealership is using Skype to stay connected, things just got easier! Share video calls, audio calls, chats, or messages with the newly updated features and keep everyone in touch and on the same page.

Tip of the Week—Keeping Your Content in Context

The phrase du jour is “Content Marketing.” We hear it everywhere, and all the cool kids are doing it; but there’s more to content marketing than simply tossing copy, pictures, and videos online for potential customers to see. Successful content marketing takes time and careful consideration on your part in order to provide targeted information your audience will find useful and relevant. Content that educates and hits the “sweet spot” when it comes to resonating with shoppers is more likely to hit its mark than content that’s pushed onto your platform without regard to consumer needs and usage preferences.

Keeping in mind the context of your marketing and the mindset of your audience is a great way to ensure your message sticks. It’s important to note different audiences receive information differently and value varying features of your product or service, and that makes it extremely important for you to do some legwork before you do your marketing work. For example, be able to answer the following questions about your audience so you’ll know exactly how to address their questions, concerns, and interests with your best marketing foot forward:

• Are you speaking to early adopters of technology? What tech products do they lean toward using most?
• How will your product fit into these consumers’ lifestyles?
• How is this group of consumers most likely to get the greatest benefit from your product?
• If your product has multiple facets or uses, which aspects of it will apply most to your targeted audience?
• What age groups are you targeting? How does this affect the way consumers research, learn about, and ultimately purchase your product?
• Are there things preventing these consumers from purchasing your product? If so, what are the roadblocks, and how can you deconstruct them?
• Do you have competitors going after this same audience? How do you distinguish yourself from them?
• What are the cultural, social, age, and socioeconomic demographics of your audience?

These are just a few questions to get you started. It’s impossible to quantify the number of interactions, questions, and answers it would take to get to know a consumer fully, however, what’s important is that you work toward gaining the greatest possible understanding of your audience. When you can relate to the way consumers feel—and when you can predict some of their marketplace needs—you’ll be better able to present marketing that makes sense to them. By offering messages within a context that’s understood by your target market, your brand will reap the benefits.

There are basic human motivators that encourage us to perform all tasks, every single day. Humans either want to feel smart, successful, and socially valued, or want to be the best at what they do and change the world. The most successful products are developed with these common motivators in mind. A company’s management team should constantly research to understand what could improve their engagement (their relationship with community and staff.) Unless a company has been living under a rock for the last few years, they will know gamification strategies are skyrocketing in the business world and can certainly benefit employee relations as well as customer engagement.

Gamification is a speedy, effective, and fun way to train and motivate employees.

What is Gamification?

Gamification is the application of game elements and digital game design techniques to non-game problems, such as business and social impact challenges. Catherine Clifford, Entrepreneur Staff, declares that gamification is the business equivalent of “mixing broccoli into mac and cheese. It’s a way of making predictable, boring workplace tasks more engaging for employees and customers.”

It’s more than just awarding badges and leaderboard placement; it requires a company to thoughtfully understand motivation and tactics. With video games remaining popular even as technology evolves, businesses realize they can be utilized as powerful tools for motivating behavior, tracking demographics, and increasing social sales. Effective games influence both psychology and skill in ways that can leave an impression on the external environment. Organizations apply it in areas such as marketing, human resources, productivity enhancement, sustainability, training, health and wellness, innovation, and customer engagement.

Gamification and Employees

In its relatively short existence, gamification has proven itself to be a successful tool in improving companies’ employee engagement. According to Gallup Employee Engagement Index, the average 1,000 agent contact center loses $2 million per year due to disengaged employees. Businesses who have made an effort to reverse that statistic with the use of gamification have had great success. Companies that use gamification have reduced on-boarding or training time up to 90%, increased employee skills by more than 70%, and retained their top talent by 78%. If businesses aren’t yet convinced that gamification is worth the hassle, here are five more reasons gamification is sure to improve employee engagement.

Growing Their Expertise

Humans have functions in the brain that freely work toward problem solving. Gaming takes this natural process and makes it fun and rewarding. Games normally require the player to retain information, rules, and procedures as well as make judgments and work toward certain outcomes. Knowledge retention is a big part of an employee’s daily life, especially while dealing with customers, so implementing the most effective methods of learning isn’t just important for the employee, it’s essential to an organization’s success. Jeanne Meister, author of Corporate Universities, states that “interactive learning games can increase long-term retention rates by up to 10 times—a significant statistic when considering knowledge retention.” Retaining information is a skill that is obtained with practice. With gamification, practicing is a fun and enjoyable way to broaden an employee’s knowledge base.

Actively Gauging Performance

Annual evaluations are an essential way for employees to discover what areas they need to improve and help managers understand what aspects of the job their employees struggle with. Leaders increasingly find that employees perform better, learn more quickly, and resolve their incorrect behaviors when they receive immediate, real-time feedback. Gaming offers an instant cause and effect as well as a real-time report of accomplishments or defeats. If an employee makes a wrong choice in a game, the individual will be immediately corrected before being able to move forward. If the employee makes a deliberate, smart move, he or she will receive immediate positive reinforcement in the form of badges, points, leveling up, or unlocking certain achievements.

It fosters transparent information regarding employees’ performance. Imagine if all businesses used gamification to streamline that information so employees could know exactly how their skills are advancing or diminishing instead of wondering where they really stand. In 2007, IBM generated a game for their employees called Innov8. It gave IT and business players a better understanding of how their success in their specific line of work could impact their entire business ecosystem. At its core, Innov8 was created to help people work smarter so they can help build a smarter planet. Because Innov8 is a real-time game, employees quickly saw how their personal practical process improvements can help meet profitability, customer satisfaction, and environmental goals while addressing real problems businesses face.

Boosting Achievement

Companies spend thousands of dollars annually sending their employees to seminars, conferences, and targeted development sessions. Displaying accomplishments of a business’ employees can go further than certificates, learning achievement plagues, and LinkedIn accounts. People enjoy competition. And they like to win and receive validation regarding their skill. Competition is prevalent, especially in the workplace. Competition for a promotion, a raise, and a sale are just a few examples of competition that can get out of hand and nasty in a hurry. These situations may also lead to a hostile work environment and disengaged employees. That’s why a controlled competitive game can be so useful in the workplace.

A game where employees feel they are learning, being awarded for doing the right things, and being noticed for their hard work is a prime example of friendly and healthy competition. There’s little to no room for employees to be angry over a game in which they can easily put forth more effort. In addition to encouraging a climate of entertaining, laidback improvement, allowing employees to become skilled in their particular roles at a business, and openly recognizing their accomplishments will facilitate even more development and ultimately help a business meet its goals.

Connecting with Others

Most people appreciate a sense of community and social interaction in the workplace. Team building doesn’t always have to be getting together after work to go to happy hour, playing kickball, or going to a karaoke bar on the weekend. People want to feel connected to their co-workers. They want to be able to count on them as well as help them through problems of their own instead of feeling detached. What drives loyalty and comradery is not giving away free stuff, but status and recognition. Gamification creates a virtual world where employees can be productive and still have a good time, side-by-side. Incorporating fun into the workplace makes for a thriving business because it fosters productivity, thus creating an enhanced work environment.

Encouraging Innovation

Many companies are beginning to embrace gamification as a way to encourage innovation and inspire new ideas among their employees. At a 2012 Consumerization of IT in the Enterprise conference, Zichermann described the crowd-sourcing game Foldit, developed by the University of Washington. In 2011, the structure of a key protein that scientists believe may help cure HIV was discovered. Scientists had been working on the problem for 15 years and in just 10 days, 46,000 people using Foldit discovered a possible solution.3 Many companies may not be trying to cure a deadly disease, but nurturing innovation in the workplace can mean life or death in today’s marketplace.3 Highlighting all kinds of progress within a business fosters a productive work environment, improves knowledge, and keeps a company in business. Times are changing and if businesses aren’t willing to adapt to the constantly changing needs of the market, they won’t last, especially if their top competitors quickly adjust to consumers’ preferences.

In all cases, gamification seems to be working. By taking business processes such as compliance training and converting it into participatory, competitive games, employees tend to be more receptive to tasks that need to be done anyway. If businesses are committed to rewarding employees for a job well done, employees start getting better at their jobs. It’s as simple as that.

1 https://www.salesforce.com/blog/2014/12/supercharge-your-customer-success-team-with-gamification-gp.html

2 http://www.entrepreneur.com/article/235876

3 http://ww.w.cedma-europe.org/newsletter%20articles/Clomedia/Five%20reasons%20you%20Cannot