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From: Jared Hamilton
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Keith Shetterly

Keith Shetterly Owner

Exclusive Blog Posts

Click-to-Call [Infographic]

Click-to-Call [Infographic]

  Most dealers understand the importance of making it easy for customers and prospects to find contact information. Websites often have prominent &…

Quick Tips for Improving Dealership Culture

Quick Tips for Improving Dealership Culture

Car dealers have a terrible reputation. It's such a negative experience for so many that people are electing to make a major purchase like a vehicle fr…

The Biggest Mistake Dealers Make When It Comes to Customer Retention

The Biggest Mistake Dealers Make When It Comes to Customer Retention

Jim Roche is the Divisional VP of Marketing & Managed Services at Xtime. We asked him to tell us the biggest mistake he sees dealers making today when …

Is 2018 the Year of Customer Convenience?

Is 2018 the Year of Customer Convenience?

It seems that every year has a theme attached to it in terms of where dealerships’ focus will be. Which themes or buzzwords will dominate 2018? We…

Upcoming Webinar: Show with Your Showroom, Sell with Your Website

Upcoming Webinar: Show with Your Showroom, Sell with Your Website

Today's customers walk into your showroom better-informed than ever before. Because they've done their research ahead of time, 89% walk into t…

Shetterly's Three Laws of... Social Media

1) Be socialWherever two or more of your customers are gathered, so should your dealership be there also (to paraphrase), and that applies to social media.  And, if you're not there personally yourself, too, get on Facebook NOW--having a business page and not being on Facebook yourself is like buying a newspaper ad when you can't read.

2) Start smart socialLaunch your social media business pages, etc. with a plan, or don't do it at all.  If you can't monitor it, don't have it; if you can't add interesting content on a good schedule, don't start it.

3) Keep it socialYour Mom wouldn't care to see your inventory stapled to her walls--at her house OR on her Facebook news feed--so don't think your customers will like that on Facebook, either.  They'd all like, however, to hear about your customer's new truck that trailered their boat to a great lake trip.  Act otherwise and your page will be ignored by your customers--and you won't even know it.

(from the dealership series "Shetterly's Three Laws of...")
 
 
By Keith Shetterly, keithshetterly@gmail.com
Copyright 2011 All Rights Reserved
Bryan Armstrong
Some of the Social strategies we have employed have been to create events sponsoring local community interests. We ran "Help out a Scout" giving away scout-o-rama tix and "Teacher appreciation month" where people could name a school to donate $100 with every car purchased to the school of their choice and teachers received 2% over invoice on new cars. Checks were delivered with local media coverage touting the event page. In my opinion a FB page should be informational only and no "pitching" should be done. New fans come from the people who like what we do. Sales and referrals are handled with messages rather than posts to keep a clean look. People feel safer and tend to be more interactive with this strategy.
Keith Shetterly
Very cool comment, Bryan. Those are great ideas. Thanks!

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