November 21, 2011
Are You Thinking Big This Holiday Season?It comes as no surprise anymore to hear that digital is key. Smartphones, tablets, social media, email—these are all cornerstones of sales and marketing for successful industries, including automotive. The numbers say it all, as provided by iMedia Connection. 4 out of 5 new vehicle shoppers use the internet in their purchasing process. 2.4 million shoppers use Facebook as part of making their decision. 58% of consumers will mention the purchase of a new vehicle via social media, 82% of those mentions are positive, and social media is where potential new customers seek out dealer and vehicle reviews.
“Participating in the recent JD Power Automotive Internet Roundtable in Las Vegas, the biggest trends to emerge involved the potential of mobile and tablet, along with the importance of having a strong social media plan. There’s overwhelming data that speaks not only to the growth, but to the effectiveness of these emerging platforms for automotive marketers.” READ MOREVolkswagen Netherlands has taken an innovative approach to the digital trend, and created a social media campaign to get consumers to choose either the classic Beetle or T1 model to be the new VW Fanwagen, which one lucky winner will get to take home. Of course to even participate, consumers must first LIKE the Volkswagen Netherlands Facebook Fanpage. The T1 campervan has the numbers so far, but there is still a month left to decide who takes the winning model home. This is a rare example of Facebook LIKES actually building a vehicle. More at PSFK. The 2012 Chevrolet Sonic is also showing off some impressive social media campaigns, along with a national campaign through Klout, the social site for measuring influence online. The campaign allows qualifying Klout users in Chicago, San Francisco, New York, Atlanta, and Dallas to sign up via the Klout Perks Program to drive a Sonic for a three-day test drive. The promotion runs through Dec. 14. Carolin Probst-lyer, manager of digital consumer engagement at Chevrolet, had this to say:
"We are aiming the Sonic squarely at consumers who are part of the Millennial generation. Partnering with Klout allows us to reach this audience, encourage them to get behind the wheel of a Sonic and use social media to share their driving experiences." READ MOREDigital is key, and innovation brings success, especially as we near the holidays and end of the year car sales. Don’t miss out on your opportunities to do digital right! Photo by: Dave Pinter
May 9, 2011
Engagement Over Eyeballs
Companies often have difficulties with social media because it is about having a conversation, and it is easier for individuals to engage in conversation than businesses. Companies need to remember that they still have individuals within them and individual parts, and need to engage in social media like an individual as well.
Think of a consumer, whether Dave down the street, or Dave’s Diner, the business down the street. The consumer doesn’t only get messages from one aspect of a company trying to reach them, they get separate communications from different departments, for different features and specials, and occasionally from individuals too, creating a din of noise around every consumer that is almost impossible to sift through. That type of interaction needs to change.
Regardless of who your desired customers are, you want to talk with them, not at them, to successfully engage in the social media sphere. Getting them to talk with each other about your company and products is even better, because it solidifies and enhances that engagement.
March 7, 2011
Leading the Conversation
Social Media and Online Marketing can mean something entirely different to different marketers as well as different industries, but for most the goal is the same, to drive more traffic to the company’s main website and potentially gain more customers and closer relationships with current customers.
The largest areas this is done regularly and successfully is through blogging, Facebook, and Twitter, but what are the best ways to use those tools?
The key elements that come up again and again from professionals using social media is to have a plan, make sure the different aspects you are using are integrated, and listen to your customers.
Blogging as a company is different than running a personal blog. It can’t be about the hit count or the amount of comments on posts, if any, but about the content you are putting out there being relevant and important to the consumers who find their way to your site. What to write for a blog post is as important as who you are trying to reach. Customers aren’t interested in only hearing about how wonderful your dealership is, what specials are going on, or that great testimonial or customer experience.
Those things are great spaced out with other content, but people are fickle. They want variety. Too much of the blogosphere, Facebook, and Twitter, are filled with more of the same. Stay current on automotive news, trends, and interesting facts as well.
And please, don’t take the route so many other budding social media savvy dealerships have taken and fill your tweets with superfluous ‘What’s your favorite color?’ and ‘Tell us what you did this weekend?’ questions. That tactic isn’t original or relevant.
Do make your posts and comments fun, however. Social Media is supposed to be fun, that’s why people spend so much time there. Tracy Gold in her article, “What I Learned About Social Media from Angry Birds,” said it best:
“Sure, people read articles to learn what’s going on in their field, and they watch how-to videos. But no one is going to remember your brands’ boring breakdown of how to install WordPress. They’re going to remember the posts that made them laugh, and the tweets they think are clever. So if you’re just churning out the same-old, same-old content, stop it! Think about how you can make sure that you’re keeping social media the way it’s supposed to be: fun.”