If your customer was hanging out regularly somewhere, would you want to be there too? With 11 Twitter accounts added every second, it’s safe to say you need to be marketing your store on Twitter.

Twitter marketing is disconcerting for many dealerships due mainly to the fact that most dealership personnel aren’t users.  Twitter is a different language than all the other Social platforms and speaking it incorrectly will get you nowhere fast.  Two important points to consider:

What Twitter IS:

• Conversational
• Person-to-Person
• Impactful

What Twitter is NOT:

• Facebook
• Broadcast Tool

Everyday dealership peeps ask me crucial questions about Twitter marketing.  To help you, I’ve listed 5 useful steps here to follow to start building your presence and generate leads with Twitter marketing:

1. Define Your Strategy. Many new to Twitter often say to me, “I don’t know where to start”.  Just like building anything that’s worthwhile, you must start with a solid foundation.  Your Twitter profile should be defined by who you want to attract and engage with.  In a dealership’s case, it’s your current and potential customers in your surrounding community.  To succeed on Twitter, you must strive to know everything there is to know about your customer so you can create and share tweets that matter to them. Start by answering these 5 questions:

• Who is my customer?
• What are their interests?
• What problems can I solve?
• What desires can I satisfy?
• How can I help them buy?

2. Connect. Build your followers by following those you want to connect with. Twitter suggests people for you to connect with but in order to grow your followers more effectively, there are tools to help you.  A great way to start is by reaching out to thought-leaders in your community. Local celebrities, radio/TV personalities, local sports heroes, civic leaders and influential bloggers.  Follow them and remember that their audience is most likely your audience.  Start following those that are following your local leaders.

Create awareness in your store with QR codes linking to your Twitter profile.  Train front-line personnel to help customers find you.  It shows you care about the customer who’s on Twitter that you’d like to connect with them where they are.

3. Build Credibility & Trust. This is where the “networking” part of Social networking comes into play.  I always talk about how dealerships are now building relationships using Social Media prior to the sale (unlike before where we sold to many we’d never met before their visit to the store).  Twitter is where we build that relationship. Your content is what attracts and engages.

Awesome content is what separates the great from the mediocre.  Sharing content you’ve written, typically in a blog, has the most impact on your followers.  Your blog establishes you as the “likable expert” concerned with providing answers to questions your customers have.  Spending time and effort to provide valuable information to your followers builds credibility and trust.

4. Make Search Work for You.  How would you like to listen into conversations going on right now, in your area, about the products and services you sell? Twitter search does that for you.  Search for phrases like “by a car” or “car repair”, and seconds later you see what people are saying.  One smart salesperson I know did a search just like that.  He found someone complaining about a competitor so he followed that person.  He tweeted them saying, “Wow, so sorry to hear you had such a bad experience. I hope the rest of your day goes better.” That person thanked him.  The salesperson kept corresponding with him and a few days later, he sold him a car.

5. Leverage Tools.  Twitter is conversational and you have to be present, in real time, to converse.  How can a busy person keep up with all of the writing, posting, listening and analysis?  Make good use of the tools available.  Here are a few I use:

• Google Reader allows you to aggregate all your favorite blogs into one place.  It’s like your own personal newspaper. It saves so much time when you’re looking for articles you want to share. (Free)
• Bitly.com is a URL shortener.  You only have 140 characters to share content so you need to shorten those long URLs.  Bitly is fabulous because it gives you valuable analytics to see how many people are engaging with and sharing your posts.  You can also create QR codes with Bitly and get the same great analytics. (Free)
• Hootsuite.com is a Social Media dashboard.  It saves time by letting you set up posts to schedule out into the future. Spend an hour or two every few days to schedule your content.  You won’t have to always remember to post and it frees up your time so you can spend it interacting with your followers. (Free)
• Refollow.com makes it easy to discover, manage, and grow your Twitter Social circle.  You can manage your followers, establish new relationships, unfollow or block users, 
sort by importance and a lot more.  Using this tool will grow your followers faster and more efficiently than doing it manually. (Free to start; $10/month for active users).

Your Turn: I’m curious, have you tried marketing on Twitter?  What results have you seen?

Kathi Kruse
Social Media Coaching & Training
www.krusecontrolinc.com
 

If your customer was hanging out regularly somewhere, would you want to be there too? With 11 Twitter accounts added every second, it’s safe to say you need to be marketing your store on Twitter.

Twitter marketing is disconcerting for many dealerships due mainly to the fact that most dealership personnel aren’t users.  Twitter is a different language than all the other Social platforms and speaking it incorrectly will get you nowhere fast.  Two important points to consider:

What Twitter IS:

• Conversational
• Person-to-Person
• Impactful

What Twitter is NOT:

• Facebook
• Broadcast Tool

Everyday dealership peeps ask me crucial questions about Twitter marketing.  To help you, I’ve listed 5 useful steps here to follow to start building your presence and generate leads with Twitter marketing:

1. Define Your Strategy. Many new to Twitter often say to me, “I don’t know where to start”.  Just like building anything that’s worthwhile, you must start with a solid foundation.  Your Twitter profile should be defined by who you want to attract and engage with.  In a dealership’s case, it’s your current and potential customers in your surrounding community.  To succeed on Twitter, you must strive to know everything there is to know about your customer so you can create and share tweets that matter to them. Start by answering these 5 questions:

• Who is my customer?
• What are their interests?
• What problems can I solve?
• What desires can I satisfy?
• How can I help them buy?

2. Connect. Build your followers by following those you want to connect with. Twitter suggests people for you to connect with but in order to grow your followers more effectively, there are tools to help you.  A great way to start is by reaching out to thought-leaders in your community. Local celebrities, radio/TV personalities, local sports heroes, civic leaders and influential bloggers.  Follow them and remember that their audience is most likely your audience.  Start following those that are following your local leaders.

Create awareness in your store with QR codes linking to your Twitter profile.  Train front-line personnel to help customers find you.  It shows you care about the customer who’s on Twitter that you’d like to connect with them where they are.

3. Build Credibility & Trust. This is where the “networking” part of Social networking comes into play.  I always talk about how dealerships are now building relationships using Social Media prior to the sale (unlike before where we sold to many we’d never met before their visit to the store).  Twitter is where we build that relationship. Your content is what attracts and engages.

Awesome content is what separates the great from the mediocre.  Sharing content you’ve written, typically in a blog, has the most impact on your followers.  Your blog establishes you as the “likable expert” concerned with providing answers to questions your customers have.  Spending time and effort to provide valuable information to your followers builds credibility and trust.

4. Make Search Work for You.  How would you like to listen into conversations going on right now, in your area, about the products and services you sell? Twitter search does that for you.  Search for phrases like “by a car” or “car repair”, and seconds later you see what people are saying.  One smart salesperson I know did a search just like that.  He found someone complaining about a competitor so he followed that person.  He tweeted them saying, “Wow, so sorry to hear you had such a bad experience. I hope the rest of your day goes better.” That person thanked him.  The salesperson kept corresponding with him and a few days later, he sold him a car.

5. Leverage Tools.  Twitter is conversational and you have to be present, in real time, to converse.  How can a busy person keep up with all of the writing, posting, listening and analysis?  Make good use of the tools available.  Here are a few I use:

• Google Reader allows you to aggregate all your favorite blogs into one place.  It’s like your own personal newspaper. It saves so much time when you’re looking for articles you want to share. (Free)
• Bitly.com is a URL shortener.  You only have 140 characters to share content so you need to shorten those long URLs.  Bitly is fabulous because it gives you valuable analytics to see how many people are engaging with and sharing your posts.  You can also create QR codes with Bitly and get the same great analytics. (Free)
• Hootsuite.com is a Social Media dashboard.  It saves time by letting you set up posts to schedule out into the future. Spend an hour or two every few days to schedule your content.  You won’t have to always remember to post and it frees up your time so you can spend it interacting with your followers. (Free)
• Refollow.com makes it easy to discover, manage, and grow your Twitter Social circle.  You can manage your followers, establish new relationships, unfollow or block users, 
sort by importance and a lot more.  Using this tool will grow your followers faster and more efficiently than doing it manually. (Free to start; $10/month for active users).

Your Turn: I’m curious, have you tried marketing on Twitter?  What results have you seen?

Kathi Kruse
Social Media Coaching & Training
www.krusecontrolinc.com
 

What We Do Trumps What We Say Every Time.

A few days ago I watched the awesome Scott Stratten at Blog World NYC remind me of that truth when he talked about misfires companies have with Social Media and customer service.  Ironically, his words perfectly fit my experience last week with Delta Airlines.  I love it when life imitates art.

We all love a good #fail story, right?  There’s just something about a “train wreck” that you can’t look away.  Airlines are an easy target, I’ll grant you, and why is that? Because they fail their customers so often and so catastrophically.  The experience on both my outbound and inbound flights from LAX to JFK is a prime example.

Before my flight, I called Delta Customer Service to make sure they offered AC power and WiFi on board.  I was told “yes” to both.  Once I boarded the plane, imagine my surprise to find no AC power.  Noted in the “fine print” of the vomit-bag magazine I learned that, oh, the AC power is only available in 1st class!  Bummer, I didn’t bring my extension cord.  And the WiFi?  It was $17.95 and slower than dial-up circa 1998.

I tweeted and Facebooked my reaction.  I have yet to get a reply.  Customer Service unplugged.

My return flight was even better and it’s actually what prompted this post.  While we were sitting on the tarmac stuffed into our seats like sardines, after paying $25 for each checked bag, apparently it’s now customary to play an unimaginative, corporate-sponsored video from the Chairman of the Board of Delta.  We were literally a captive audience.  In the video, he’s welcoming me with his corporate smile, talking about his “world-class team” and how wonderful it is to fly on Delta.  Meanwhile, I feel about as welcome as a turd in a swimming pool.

Mr. Chairman, it’s up to me whether or not it’s wonderful to fly on Delta.  I was shocked at how little leg room there was in coach.  I’m not a tall person and there was less than 2″ between my knees and the seat in front.  Imagine what it was like for the guy next to me who was easily 6’4″.  His legs were so cramped he could barely move, traveling 6 hours from JFK to LAX at 9:00 pm.

The service was non-existent.  They came by one time with beverages.  Now, I have to admit that I don’t fly across country that often so maybe things have changed a lot.  Maybe people are more tolerable now.  Maybe we’ve been abused for so long that inferior customer service feels acceptable.  It was so bad that I didn’t even bother tweeting.  The energy I’d invested in my earlier tweet was squandered.  My dissatisfaction grew into apathy.

I doesn’t matter how many times you say you’re awesome if your customers have an experience telling them otherwise.

One thing that never changes is how we feel when we receive stellar customer service. We remember it because we felt something uniquely positive.  Stellar customer service establishes and nurtures trust.  It’s remarkable and we keep coming back for more.

Customer response is measured in seconds.  You must be responsive.  If you want to be on Social, then you have to commit to being on Social.  The fact that Delta never responded to me opened the door for further reaction.  Customers just want to know you’re out there caring about them.  What Delta did trumped what Delta said.

Don’t try to have a Social presence without being present!

33% of Americans follow brands/companies on Facebook & Twitter.  That number has doubled in past 2 years.  In Social customer service, you don’t make the rules, the customer does.  It’s about the customer and how they want to contact you.  Are you there….listening?

Don’t be unplugged. Have you ever thought about Saturdays?  Saturday is a dangerous day for dealership Social Media.  Don’t make the mistake of tuning out Social just when your customers have the most time to respond.

The numbers are in (thanks to Tom Webster): 47% of American consumers in 2012 say Social networks influence their buying decisions. That’s doubled from 24% in 2011.  It’s fascinating to see 29% of online Americans check Twitter several times daily. That’s an 11% increase year-over-year.

Social Media is real-time evidence of your store’s mission statement.  Is what you’re saying in tandem with what you’re doing?

Your Turn: Have you had a negative customer review lately?  How did you respond?  How did they respond?

Kathi Kruse
Social Media Coaching & Training
www.krusecontrolinc.com 

What We Do Trumps What We Say Every Time.

A few days ago I watched the awesome Scott Stratten at Blog World NYC remind me of that truth when he talked about misfires companies have with Social Media and customer service.  Ironically, his words perfectly fit my experience last week with Delta Airlines.  I love it when life imitates art.

We all love a good #fail story, right?  There’s just something about a “train wreck” that you can’t look away.  Airlines are an easy target, I’ll grant you, and why is that? Because they fail their customers so often and so catastrophically.  The experience on both my outbound and inbound flights from LAX to JFK is a prime example.

Before my flight, I called Delta Customer Service to make sure they offered AC power and WiFi on board.  I was told “yes” to both.  Once I boarded the plane, imagine my surprise to find no AC power.  Noted in the “fine print” of the vomit-bag magazine I learned that, oh, the AC power is only available in 1st class!  Bummer, I didn’t bring my extension cord.  And the WiFi?  It was $17.95 and slower than dial-up circa 1998.

I tweeted and Facebooked my reaction.  I have yet to get a reply.  Customer Service unplugged.

My return flight was even better and it’s actually what prompted this post.  While we were sitting on the tarmac stuffed into our seats like sardines, after paying $25 for each checked bag, apparently it’s now customary to play an unimaginative, corporate-sponsored video from the Chairman of the Board of Delta.  We were literally a captive audience.  In the video, he’s welcoming me with his corporate smile, talking about his “world-class team” and how wonderful it is to fly on Delta.  Meanwhile, I feel about as welcome as a turd in a swimming pool.

Mr. Chairman, it’s up to me whether or not it’s wonderful to fly on Delta.  I was shocked at how little leg room there was in coach.  I’m not a tall person and there was less than 2″ between my knees and the seat in front.  Imagine what it was like for the guy next to me who was easily 6’4″.  His legs were so cramped he could barely move, traveling 6 hours from JFK to LAX at 9:00 pm.

The service was non-existent.  They came by one time with beverages.  Now, I have to admit that I don’t fly across country that often so maybe things have changed a lot.  Maybe people are more tolerable now.  Maybe we’ve been abused for so long that inferior customer service feels acceptable.  It was so bad that I didn’t even bother tweeting.  The energy I’d invested in my earlier tweet was squandered.  My dissatisfaction grew into apathy.

I doesn’t matter how many times you say you’re awesome if your customers have an experience telling them otherwise.

One thing that never changes is how we feel when we receive stellar customer service. We remember it because we felt something uniquely positive.  Stellar customer service establishes and nurtures trust.  It’s remarkable and we keep coming back for more.

Customer response is measured in seconds.  You must be responsive.  If you want to be on Social, then you have to commit to being on Social.  The fact that Delta never responded to me opened the door for further reaction.  Customers just want to know you’re out there caring about them.  What Delta did trumped what Delta said.

Don’t try to have a Social presence without being present!

33% of Americans follow brands/companies on Facebook & Twitter.  That number has doubled in past 2 years.  In Social customer service, you don’t make the rules, the customer does.  It’s about the customer and how they want to contact you.  Are you there….listening?

Don’t be unplugged. Have you ever thought about Saturdays?  Saturday is a dangerous day for dealership Social Media.  Don’t make the mistake of tuning out Social just when your customers have the most time to respond.

The numbers are in (thanks to Tom Webster): 47% of American consumers in 2012 say Social networks influence their buying decisions. That’s doubled from 24% in 2011.  It’s fascinating to see 29% of online Americans check Twitter several times daily. That’s an 11% increase year-over-year.

Social Media is real-time evidence of your store’s mission statement.  Is what you’re saying in tandem with what you’re doing?

Your Turn: Have you had a negative customer review lately?  How did you respond?  How did they respond?

Kathi Kruse
Social Media Coaching & Training
www.krusecontrolinc.com 

“The world is very noisy so we have to be very clear about what we want people to know about us.” ~Steve Jobs

How many times have you visited a dealership’s Facebook page to find the content is all about them?  I see it everyday.

We’ve all known a narcissist or two in our lives who tries to commandeer our attention.  We also know how uneasy we feel when that’s happening.  We remember to avoid them the next time.

Posting status updates on Facebook or Tweeting only about your brand makes your audience feel the same way.  It’s a total turn off.  It damages your brand and your reputation.

In these days where we get 2.7 seconds to hold someone’s attention, it’s hard to bounce back from having a reputation as a narcissist.  People won’t buy from you.  People won’t recommend you to their network.  Heck, they won’t even bother to think about you again.

I’ve developed 3 smart strategies for attracting the right kind of attention.  These are the roots of Social engagement:

ABC – Always Be Curating

If you’re not devoting at least 2 hours per day to curating relevant and beneficial marketing content for your store, you’re not going to sell anything through Social Media.  The most ideal content is that which you create and it all must speak to your customer.  Blog posts, videos, status updates, and Tweets – you have to be the Publisher of Awesomesauce.  Make it so interesting that people will even make a point to visit your profile to see what new things you’ve posted.  Do whatever you can to help people buy from you.

Grow Your Own Specialist

Content is what drives your Social marketing success and that success culminates into transactions.  Within 3 years’ time, every dealership will have an in-house content writer/strategist.  Google is morphing from an information channel into a knowledge channel.  Google wants to know how you influence others.  The content you share on your profiles, the links, the Social connections you make and everything you create, it all represents your store’s “knowledge footprint”.  No one watches your brand like you do.  Start right now to “grow your own” content creator.  Educate them.  Give them the tools and training they need and you’ll be miles ahead of your competition.

Get Grassroots Employee Buy-In

The reason that certain stores are more successful than others on Social Media is they have an open door policy regarding content ideas from their staff.  Employees who’re on the front lines have access to great information and should be welcomed to contribute.  My friend, Dennis Galbraith, of DrivingSales advocates the cohesiveness that must happen between departments at the dealership in order to compete in this socially-connected world.  The culture of Social Business is community.  The community you’re building around your store’s brand involves your staff as much as your customers.  Develop a process for employees to contribute content ideas.

Sales transactions DO happen on Social Media.  You have to be listening for the lead.  Put these three winning strategies to work, watch engagement rise and your competitor fade into the distance.

Your turn: I love hearing Social Media success stories. Do you have one?

“The world is very noisy so we have to be very clear about what we want people to know about us.” ~Steve Jobs

How many times have you visited a dealership’s Facebook page to find the content is all about them?  I see it everyday.

We’ve all known a narcissist or two in our lives who tries to commandeer our attention.  We also know how uneasy we feel when that’s happening.  We remember to avoid them the next time.

Posting status updates on Facebook or Tweeting only about your brand makes your audience feel the same way.  It’s a total turn off.  It damages your brand and your reputation.

In these days where we get 2.7 seconds to hold someone’s attention, it’s hard to bounce back from having a reputation as a narcissist.  People won’t buy from you.  People won’t recommend you to their network.  Heck, they won’t even bother to think about you again.

I’ve developed 3 smart strategies for attracting the right kind of attention.  These are the roots of Social engagement:

ABC – Always Be Curating

If you’re not devoting at least 2 hours per day to curating relevant and beneficial marketing content for your store, you’re not going to sell anything through Social Media.  The most ideal content is that which you create and it all must speak to your customer.  Blog posts, videos, status updates, and Tweets – you have to be the Publisher of Awesomesauce.  Make it so interesting that people will even make a point to visit your profile to see what new things you’ve posted.  Do whatever you can to help people buy from you.

Grow Your Own Specialist

Content is what drives your Social marketing success and that success culminates into transactions.  Within 3 years’ time, every dealership will have an in-house content writer/strategist.  Google is morphing from an information channel into a knowledge channel.  Google wants to know how you influence others.  The content you share on your profiles, the links, the Social connections you make and everything you create, it all represents your store’s “knowledge footprint”.  No one watches your brand like you do.  Start right now to “grow your own” content creator.  Educate them.  Give them the tools and training they need and you’ll be miles ahead of your competition.

Get Grassroots Employee Buy-In

The reason that certain stores are more successful than others on Social Media is they have an open door policy regarding content ideas from their staff.  Employees who’re on the front lines have access to great information and should be welcomed to contribute.  My friend, Dennis Galbraith, of DrivingSales advocates the cohesiveness that must happen between departments at the dealership in order to compete in this socially-connected world.  The culture of Social Business is community.  The community you’re building around your store’s brand involves your staff as much as your customers.  Develop a process for employees to contribute content ideas.

Sales transactions DO happen on Social Media.  You have to be listening for the lead.  Put these three winning strategies to work, watch engagement rise and your competitor fade into the distance.

Your turn: I love hearing Social Media success stories. Do you have one?

Have you ever sat and stared at a blank screen waiting for something to pop into your mind that inspires you to write your next post?  How about tossing and turning in bed as your blog is speaking to you from beyond the next room saying, “Where have you been lately?”

This week I’ve talked to quite a few people bemoaning, “Ugh, the blog. I don’t know what to write about”.  Our minds can convince us of many untruths.  I’m about to let you in on a simple secret that promises you’ll never utter those words again.

I’ve been blogging now for over 2 years on automotive Social Media and online reputation/customer service advocacy.  I come from a creative family so as long as I can remember, I’ve paid attention to those voices inside that nudge me to create (not to be confused with the voices in my head that try to convince me it’s all a sham).  Inspiration comes when you least expect it and I’ve learned over the years to always be ready to channel it.  It takes focus, it takes commitment.

We all get very busy with our lives.  Taking time out of our day to “be inspired” is not an easy task.  You can’t switch it on.  In auto retail, your time is governed by your customer.  I can’t tell you how many times I’ve driven home at night wondering where my day went!  It’s not like you can just take a few minutes out of the day to create (those who’ve tried this know it’s futile).  So, what CAN you do if you want to blog regularly in spite of all the chaos?

An interviewer once asked Stephen King, “You’re an iconic writer.  What’s your secret?”, to which Stephen replied “I read a lot.  If you don’t have time to read, you don’t have the time (or the tools) to write. Simple as that.”

Consume More Content

As you sit there wondering what to post, ask yourself how much awesome content you’ve consumed this week.  Social Media and Blogging is literally ONE BIG conversation.  As you read others’ opinions, your own are born.  The need to express those opinions is what inspires all of us to act.

A good artist copies, a great artist steals.

Pick any subject.  There is someone, somewhere who’s written something about it.  They started the conversation.  You take that in, ponder it, and send it back out into the world with your stamp on it.  It comes down to exposing yourself to the best things humans have done.  Shamelessly steal an idea and carry it forward into new territory.

On my own path, I continue to be inspired by thought leaders like Pam Moore, Dino Dogan, Mark Schaefer, Shelly Kramer, Marcus Sheridan, Mitch Joel and Sonia Simone (just to name a few).  In automotive, I’m always inspired by cool cats like Tom White Jr, Jared Hamilton, Chris Costner, Bryan Armstrong, Jim Bell, and Renee Stuart.  My clients, and those “rank and file” awesome folk I talk to every day, always say things that inspire me and require further expression (this post included).

Who inspires you?

I was reading a post from Lifehack yesterday on why we’re unable to get things done: it’s all about the ritual.  They call it the “Get Things Done” (GTD) mindset.  They advocate identifying your “Horizons of Focus”.  To always have something to blog about, you must consume content.  Consuming content takes time, a minimum of 30 minutes per day.  Put your focus on that time and make it part of your daily ritual.

Every post you read, every video you view, every podcast you listen to, becomes inspiration fodder.  It just does.  Make deliberate choices about the content you consume.  Is it necessary to consume the “news” every day?  What would happen if you went on a news fast for a week and instead, filled your pipeline full of interesting, provocative, inspiring information?  You know, the kind of stuff that makes you think and act in accordance with how you want to be known in the world.

Reconnect with your ritual.

No matter what, stay motivated to voice your opinion.  The conversation is happening right now.  Make consuming content a daily ritual and witness how your blog posts materialize.

Kathi Kruse
Social Media Coaching & Training
www.krusecontrolinc.com

Have you ever sat and stared at a blank screen waiting for something to pop into your mind that inspires you to write your next post?  How about tossing and turning in bed as your blog is speaking to you from beyond the next room saying, “Where have you been lately?”

This week I’ve talked to quite a few people bemoaning, “Ugh, the blog. I don’t know what to write about”.  Our minds can convince us of many untruths.  I’m about to let you in on a simple secret that promises you’ll never utter those words again.

I’ve been blogging now for over 2 years on automotive Social Media and online reputation/customer service advocacy.  I come from a creative family so as long as I can remember, I’ve paid attention to those voices inside that nudge me to create (not to be confused with the voices in my head that try to convince me it’s all a sham).  Inspiration comes when you least expect it and I’ve learned over the years to always be ready to channel it.  It takes focus, it takes commitment.

We all get very busy with our lives.  Taking time out of our day to “be inspired” is not an easy task.  You can’t switch it on.  In auto retail, your time is governed by your customer.  I can’t tell you how many times I’ve driven home at night wondering where my day went!  It’s not like you can just take a few minutes out of the day to create (those who’ve tried this know it’s futile).  So, what CAN you do if you want to blog regularly in spite of all the chaos?

An interviewer once asked Stephen King, “You’re an iconic writer.  What’s your secret?”, to which Stephen replied “I read a lot.  If you don’t have time to read, you don’t have the time (or the tools) to write. Simple as that.”

Consume More Content

As you sit there wondering what to post, ask yourself how much awesome content you’ve consumed this week.  Social Media and Blogging is literally ONE BIG conversation.  As you read others’ opinions, your own are born.  The need to express those opinions is what inspires all of us to act.

A good artist copies, a great artist steals.

Pick any subject.  There is someone, somewhere who’s written something about it.  They started the conversation.  You take that in, ponder it, and send it back out into the world with your stamp on it.  It comes down to exposing yourself to the best things humans have done.  Shamelessly steal an idea and carry it forward into new territory.

On my own path, I continue to be inspired by thought leaders like Pam Moore, Dino Dogan, Mark Schaefer, Shelly Kramer, Marcus Sheridan, Mitch Joel and Sonia Simone (just to name a few).  In automotive, I’m always inspired by cool cats like Tom White Jr, Jared Hamilton, Chris Costner, Bryan Armstrong, Jim Bell, and Renee Stuart.  My clients, and those “rank and file” awesome folk I talk to every day, always say things that inspire me and require further expression (this post included).

Who inspires you?

I was reading a post from Lifehack yesterday on why we’re unable to get things done: it’s all about the ritual.  They call it the “Get Things Done” (GTD) mindset.  They advocate identifying your “Horizons of Focus”.  To always have something to blog about, you must consume content.  Consuming content takes time, a minimum of 30 minutes per day.  Put your focus on that time and make it part of your daily ritual.

Every post you read, every video you view, every podcast you listen to, becomes inspiration fodder.  It just does.  Make deliberate choices about the content you consume.  Is it necessary to consume the “news” every day?  What would happen if you went on a news fast for a week and instead, filled your pipeline full of interesting, provocative, inspiring information?  You know, the kind of stuff that makes you think and act in accordance with how you want to be known in the world.

Reconnect with your ritual.

No matter what, stay motivated to voice your opinion.  The conversation is happening right now.  Make consuming content a daily ritual and witness how your blog posts materialize.

Kathi Kruse
Social Media Coaching & Training
www.krusecontrolinc.com

“The goal of Social Media is to turn your customers into a volunteer marketing army.” ~Jay Baer, author, The NOW Revolution

It’s not too shabby for your Online Reputation either.  The most-profitable new customers come from referrals by your existing customers.  Your job is to get your customers talking about you. Turn them into a volunteer marketing army and keep a steady stream of word-of-mouth referrals coming into your store.

Let’s talk about something that isn’t new: customer retention.  On average, it costs about 7 times more to gain a new customer than to keep an existing one. Most dealerships own a valuable customer database and many don’t use it to its full potential.  These customers have bought from you before, some many times over. What better group to start with in recruiting your army?

Even though dealerships are brick and mortar establishments, owners and GM’s are recognizing that Social commerce has a substantial affect on their sales.  Thanks to Social Media and online ratings sites, customers are connected and they share experiences like never before. Dealers must now utilize Social Media to grow and interact with their customer.  Get them talking about what it’s like doing business with you.

The Proof is in Your Process

What percentage of your overall marketing budget is dedicated to customer retention strategies?  In a recent post from The Social CMO, Steve Olenski spotlights a recent survey that said 60% of responding business owners dedicate less than 20% of their budget to customer retention. The way people buy cars has changed more in the past 3 years than in the prior 50 and actions must be taken as a consequence of that change. It’s a dance between you, your customer and the technology that facilitates your communication.

Internal communication is first.  Examine how your current process welcomes a customer to engage with you, online or off.  What would an ideal process look like in your store?

• Trained front-line personnel consistently aware of opportunities to engage your customer
• Employees are immersed in the proper language of asking for online “referrals”
• Programs are installed to motivate, recognize and reward employees for meeting goals
• Customer appreciation is part of your culture

Welcome Employee Participation

What percentage of your employees are focused on driving customer retention?  With the rise of Social customers, who have no problem expressing their opinions online, it’s even more important now to have a dedicated internal Community Manager.  Social Media is part marketing, part advertising, a dash of PR and good size helping of customer service.  Writing content, listening, engaging and executing the strategies around all that requires a kingpin.  They are the liaison between you, your customer and your staff.

You must enlist front-line employees in Social Media.  They are the ones who talk to your customer every day. Heck, some of your staff are probably already becoming online influencers in their own right.  Seek out the ones who have a true passion for it and leverage that.  Provide education to fill in the missing pieces to the puzzle.  Social Media is driven by awesome content and your staff has access to it everyday though your customer’s contributions.

Make Social Media education and immersion part of your employee orientation and ongoing training.

Every team member on the front lines is a representative of your brand.  Build your team as though they have the potential and opportunity to nurture the customer base you’re trying to build…because they do!  It’s about recognition:  Appreciate your staff and your customers for their contributions.  It keeps them connected, enthusiastic and vocal.

Activate Your Fans, Don’t Just Collect Them Like Baseball Cards

Now here’s where the rubber meets the road.  Building your volunteer marketing army requires attention paid to every transaction, every interaction, that happens with your customer and honoring it with appreciation.  You want them to WANT to talk about you.  Every dealership has the basis for customer retention and satisfaction process and now is the time to build on that.  Use Social Media to attract your repeat customers.  Engage them in conversations.  Ask for their contributions.  You have the power, it’s time to exercise it.

Kathi Kruse
Social Media Coaching & Training
www.krusecontrolinc.com
 

“The goal of Social Media is to turn your customers into a volunteer marketing army.” ~Jay Baer, author, The NOW Revolution

It’s not too shabby for your Online Reputation either.  The most-profitable new customers come from referrals by your existing customers.  Your job is to get your customers talking about you. Turn them into a volunteer marketing army and keep a steady stream of word-of-mouth referrals coming into your store.

Let’s talk about something that isn’t new: customer retention.  On average, it costs about 7 times more to gain a new customer than to keep an existing one. Most dealerships own a valuable customer database and many don’t use it to its full potential.  These customers have bought from you before, some many times over. What better group to start with in recruiting your army?

Even though dealerships are brick and mortar establishments, owners and GM’s are recognizing that Social commerce has a substantial affect on their sales.  Thanks to Social Media and online ratings sites, customers are connected and they share experiences like never before. Dealers must now utilize Social Media to grow and interact with their customer.  Get them talking about what it’s like doing business with you.

The Proof is in Your Process

What percentage of your overall marketing budget is dedicated to customer retention strategies?  In a recent post from The Social CMO, Steve Olenski spotlights a recent survey that said 60% of responding business owners dedicate less than 20% of their budget to customer retention. The way people buy cars has changed more in the past 3 years than in the prior 50 and actions must be taken as a consequence of that change. It’s a dance between you, your customer and the technology that facilitates your communication.

Internal communication is first.  Examine how your current process welcomes a customer to engage with you, online or off.  What would an ideal process look like in your store?

• Trained front-line personnel consistently aware of opportunities to engage your customer
• Employees are immersed in the proper language of asking for online “referrals”
• Programs are installed to motivate, recognize and reward employees for meeting goals
• Customer appreciation is part of your culture

Welcome Employee Participation

What percentage of your employees are focused on driving customer retention?  With the rise of Social customers, who have no problem expressing their opinions online, it’s even more important now to have a dedicated internal Community Manager.  Social Media is part marketing, part advertising, a dash of PR and good size helping of customer service.  Writing content, listening, engaging and executing the strategies around all that requires a kingpin.  They are the liaison between you, your customer and your staff.

You must enlist front-line employees in Social Media.  They are the ones who talk to your customer every day. Heck, some of your staff are probably already becoming online influencers in their own right.  Seek out the ones who have a true passion for it and leverage that.  Provide education to fill in the missing pieces to the puzzle.  Social Media is driven by awesome content and your staff has access to it everyday though your customer’s contributions.

Make Social Media education and immersion part of your employee orientation and ongoing training.

Every team member on the front lines is a representative of your brand.  Build your team as though they have the potential and opportunity to nurture the customer base you’re trying to build…because they do!  It’s about recognition:  Appreciate your staff and your customers for their contributions.  It keeps them connected, enthusiastic and vocal.

Activate Your Fans, Don’t Just Collect Them Like Baseball Cards

Now here’s where the rubber meets the road.  Building your volunteer marketing army requires attention paid to every transaction, every interaction, that happens with your customer and honoring it with appreciation.  You want them to WANT to talk about you.  Every dealership has the basis for customer retention and satisfaction process and now is the time to build on that.  Use Social Media to attract your repeat customers.  Engage them in conversations.  Ask for their contributions.  You have the power, it’s time to exercise it.

Kathi Kruse
Social Media Coaching & Training
www.krusecontrolinc.com