Professional Community for Car Dealers, Automotive Marketers and Sales Managers
For the most part, the vast majority of dealers are on Facebook. Most are using Twitter to some extent. Google+ and Pinterest is about 50/50 from what I've seen looking at dozens of dealers over the past couple of weeks.
What other social sites does your dealership use? Vendors, what other social sites do you recommend to your clients? Are you finding success beyond the obvious "Big 4".
YouTube, Flickr, and LinkedIn are also included, of course, but are not necessarily the same as the others in that YouTube and Flickr are more content venues than social networks and LinkedIn is really for recruiting rather than trying to increase business. What about the others? Tumblr? Foursquare? Scoop.it? Something else?
I find myself using Slideshare.net and Scribd.com to publish dealership documents such as brochures and press releases, along with PowerPoint presentations on Slideshare that showcase the "why buy here" value propositions for the dealership. I also am finding more and more dealership personnel using Instagram for customer and vehicle photos.
Ralph, I've heard some pretty good things about Slideshare.net but never used it myself. What kind of results are you getting?
Richard, I have used Slideshare.net for a variety of purposes, including as a primary publishing resource for dealership content marketing. When you upload vehicle brochures into a $19 a month "Premium" Slideshare account, the platform allows you to create a customized lead form that can be set as a requirement to download from a library of PDF files set up for that dealership. Brochures, owners manuals, Word docs, spreadsheets and especially PowerPoint files are converted by the Slideshare platform software into HTML5 SEO optimized web pages that are indexed by Google several times a day. The platform itself has produced some of the highest numbers of views among any social media channels I have seen, primarily due to the SEO results for the content uploaded to the Slideshare platform. However, the real kicker is that many of the dealers I work with who are focusing on publishing large volumes of documentation available for download by the public are receiving over 100 leads each month from the site. Considering the low time requirements relative to other social media channels, and a cost of $20 a month, the ROI for dealers that use Slideshare effectively may be among the highest of any social media channel.
Use hi-resolution images in your presentations and documents or upload e-books, research papers etc. View example.
Keep your uploads private. Password protect your uploads, or use the secret URL for sharing. View example.
Upload professional videos. Max size 500 MB. No video time limits. Collect business leads with videos. HD support coming soon! View example.
Get analytics dashboard. View company, location, referrers, search keywords and measure performance on Facebook, Twitter. View example.
No downloads. 1-click start. Dedicated conference lines. Password protected. View example.
Collect business leads on your content. Fully customizable leadform with geographic targeting. View example.
Share your presentation with your prospects. Get alert every time they open the link. Track time spent on each slide. View example.
Turn off related / competitive content, Remove transcript. Get regulatory compliance by turning off comments. View example.
Make your SlideShare channel an extension of your brand. Get a custom look and feel for your channel. View example.
I personally love slideshare, but I've never seen it in action successfully for a dealer. I know that it can be for sure or else Ralph wouldn't tout it the way he does, but I've always wanted to talk to him more about it. Every time we see each other, though, it seems like he's always taking someone out to dinner or drinks. Heck, I don't think I saw him at all at the Boot Camp.
JD asks an interesting question... Please weigh in with your response and let's see if we can share some newly discovered social media based marketing resources!
JD, nice idea and interesting post. More interesting will be to watch the responses for what platforms and networks are being used, even including listing the reviews sites as "Social Sites". There are prominent companies selling dealers "social media" including 40+ social sites and we're falling for the pitch.
The challenge is to find one dealer using, let's say, even 10 sites comprehensively (i.e. posting, responding, interacting, tracking via analytics, lead generating, at levels with prominent sites, generating results, links, leads, referrals and other important aspects that are tracked) with a track record for over six months.
It's a challenge to find handfuls of dealers even using Facebook, Google Plus, Twitter and blogs properly before you add in high-traffic sites like Instagram, Pinterest, SlideShare and the like. Not to mention Google Local, Yelp and DealerRater.
So JD, what's your play and what do you tell clients/colleagues? As for me and our clients, if you can't explain, quantify and analyze for improvement, stop paying for it...and call bulls**t.
Agreed Gary, most dealerships have a hard time coping with the need to upkeep their social networks. Social signals are a GIANT part of Google's indexing process / algorithm. Forget SEO, let's call it Search Content Marketing. Within the confines of many of the social media sites that I've mentioned, I publish original, relevant and informative content on behalf of dealers.
Using a powerful SEO CRM, I'm able to show a dealer how their competitors successfully use Social Media (in terms of backlinking and a number of other variables). In fact, I've sold SEO and Social to dealerships by showing them what their competition was doing to stay ranked, versus them.
I'm focused on the big four with Facebook at about 70% of the focus and 10% on the other three. I don't lump in the review sites - that's a different strategy to me and requires a different skill set from my team.
Stop paying for it and call bulls**t is right. It's a waste of time if you not able to track results and work on constant improvement.
Loads of them and for SEO bookmarking / ranking reasons more than anything.
Totally agree, Alex, but with a minor caveat. These should be handled by a company, not the dealership in my humble opinion, unless the dealership has a marketing person who can spend time on these types of activities. It shouldn't be done by the internet manager or the person handling the social media itself. Again, just my opinion, but I love the concept. We've been using these and other sites since 2007 for that very reason.