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Jared Hamilton
From: Jared Hamilton
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Ryan Thompson

Ryan Thompson Blogger - Canadian Car Guy

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BMW Dealer holds "ultimate blogger" Contest

First off I don't know why it has taken me so long to post something on DrivingSales.  I stumbled across a real game changer today that is taking place just a short drive east of the city (The City is Toronto and yes I'm in Canada!!!).

Running my own blog and also talking to dealers on a regular basis it seems that the "Social Media Manager" title is starting to spread through the industry like wild fire.  In general I would say the Canadian dealer body is aboooot ;) 1-2 years behind our neighbours to the south in most things digital.  However, I have yet to see something like this at a dealership level.

I think this contest  Endras BMW is holding should get them some big love in the blogging community.  It's a pretty sweet deal to think you are going to be driving a new BMW , free rent, and $65,000 a year to be sent all over the place blogging and building their social media game.  What I would love to hear from DrivingSales is do you think this offer is worth it for the dealership.  You can outsource a lot of content writing and Social Media presence and I think with a $65,000.00 budget you could get the best in the industry working for you, without giving up a car and paying their rent.  

As you know it is so tough to put a price on a businesses Social efforts.  Be great to here from the regulars on here and see if they are

a) on to something

b) chasing fairy dust

c) the right mix

 

Here is the video:

 

Chris Theisen
Ryan couple thoughts on this on diff angles. You are right that $65k is a big spend for technically outsourcing your presence. The problem with this is that people wont take this person as seriously since they are a hired gun so to speak. This same type of program on a more organic level would create bigger returns on various levels. Something like http://ford-life.com/drive-one-submission-form/ or the various contests and bloggers we gave cars to for a weekend while I was at Hare Chevy are a better long term strategy in my opinion. They will create alot of buzz but it wont be sustainable. Hiring a full time position to build the community and their presence (in conjuncture with test drive type initiatives) would benefit them long term. Interesting idea and I congratulate them for being creative but its not the right path to long term success online, socially and with search.
Ryan Thompson
So far they are getting a lot of response from US and international.. so they have to throw them up in a Condo in Toronto for the year as well. I applaud their efforts but think it may be overkill. What the hell do I know though?
Chris Theisen
It isnt overkill persay, just not the best tactic. The same theory but spread to their customers and potential customers would get more value for less money and with the same or more fanfare with people who will actually buy their vehicles. Having someone from outside the local area wont help them grow their community nearly as much as having someone on staff building community or engaging the local community themselves
Ryan Thompson
Wonder if they already had some one capable of doing this kind of thing "in house" that would be willing for a raise to take on some new digital duties.
Chris Theisen
Most dealers dont have the knowledge or the experience in house to take on this kind of stuff. They are better served looking outside of the industry and their own walls to bring someone in with true knowledge of the space and integrate it into their overall structure.

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