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Jared Hamilton
From: Jared Hamilton
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VJ VJ

VJ VJ eCommerce Director

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A Magical Tool For Keeping Your Social Media Momentum

Losing focus during your automotive social media campaigns is so easy. As the Internet Sales Manager, you must wear many hats. Because you are seen as “the PC guy” (which actually we are not) our days are full of “Fix my font size” and “Check my wi-fi” and of course the crowd favorite “Why is my computer so slow?”

The day is just too short to keep up with all these duties, (even though Internet people are known to be more organized and scheduled than most) Still, the danger is high that we just get overwhelmed and important things like writing a blog post about the new upcoming model, sending responses to questions, entering fresh Facebook content and monitoring the reputation on  the Twittersphere, Yelp and the other online entities falls by the wayside. 

MIRACLE ALERT: WIN BACK YOUR FOCUS WITH AN EDITORIAL CALENDAR

The idea is not new and for decades, the press, writers, bloggers and Marketing/PR departments have functioned smoothly thanks to this easy tool. When I was in charge of my dealership’s digital marketing, I created this calendar from scratch.

To get started I decided…

1) …on the frequency and the regularity of the events I wanted to share somehow – somewhere. I further looked how far into “the future” I wanted to plan. Month by month, quarterly or even longer. 3-Months ahead was my choice then.

2) …open up Excel and included e.g following columns for each month

MAY

Facebook (daily)

BLOG (1-2/wk)

Community (4/mo)

Repu daily

Tech Advice (2/mo)

1

Happy customer

Spy Shot

Yelp, Twitter

2

Movie Review

Little League

Etc.

Wiper Blades

3

Happy Customer

v

v

 v

v

17

Raffle

Used Car Intro

v

Etc.

v

18

Happy Customer

v

inHabitat

Etc.

Oil choice

 v

 
 
…on ideas like
 
a) ...Technician Advice (once a month); documented with a small photo series or video shot on “How to change your wiper blades on Model A” or “Why you should use 5W-30 instead 15W-20” – you get the idea. Focus on content that is easily sharable on your preferred video channel, Flickr page, blog or Facebook business page.
 
b) …interviews of your most loyal customers on “Why they are always coming back to you buying or servicing their car with you” or “Introducing your staff from sales to service advisors” to the potential prospects and followers and “what your staff love about working with your company.” ATTENTION: DO NOT MAKE THIS A PUSHY COMMERCIAL. First and foremost, it must read like a sincere community message.
 
c) …raffles and competitions for your followers, readers with the chance to win some goodies.
 
d) …content about the communities you are involved with at your dealership, like Susan G. Komen, Habitat for Humanity, or the Little League baseball team in your town. Report on these events, about their outcome and objectives, and nothing about your “sales pitch” – PLEASE!
 
e) …movie reviews – what is hot in theaters right now, what film experts say about the movie discussed and ask your actual customers who saw the flick how they would rate it. This will immediately bring community engagement and eliminate “I hate car salespeople” from the customer’s perspective.
 
f) …and last , also talk about your cars - used or new – it doesn’t matter. When writing or posting about a used car, tell the story of it like “...this puppy was just traded in by it’s loyal driver, living here in town, and who always took good care of it with all the scheduled service, never exposed the puppy to second-hand smoke, and pampered it with a frequent Friday afternoon Spa-Day – hand-washed and hand-waxed...” – I am sure you get the idea.
 
EXTRA-TIP

Do the same for new cars coming down the pipeline. Repost car reviewsfrom experts in the automotive writer scene, post “spy” photos so you can’t identify what model it is this time – readers love this – I guarantee!

These are really only a few examples of how you can customize your editorial calendar, and I am sure you have plenty of ideas as well. You just need to make sure that you stick to the plan. When you have scheduled a blog post for Thursday – this blog post for Thursday needs to be online ON THURSDAY. Same with all the other scheduled events.

It is about developing a habit. Just think about the U.S. citizens most “looking forward to it” day – APRIL 15th. Also when you do not want to do it (right now) – You have to. Push yourself into the habit and follow the plan you designed. Let nothing else come in between. The calendar and organizational discipline will rule this time!

Last advice: Share it with your superior and align your work with the offline advertising schedule of your profit centers. Here and there will be a chance to “sneak” in a subliminal soft-sell message ;)

Happy Selling!

Brooke Gatlin
Lately I have felt like it is getting harder and harder to stay revelant on Facebook and Twitter without boring our followers to death. This article is gonna be a great tool to find some extra common ground and stay fresh. Kudos to the writer of this!
VJ VJ
Thank you Brooke. I appreciate your comment and I am happy that the "Miracle Tool" will do and fulfill its duty.

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