), but to engage a few hundred "fans" (which is the case for a vast majority of dealerships, and considering a large percentage of those "fans" are employees and their friends) is a waste of time and not worth the effort from an ROI standpoint.
2) The Medium is the Message - Obviously true, be it newspaper, magazine, TV, direct mail, digital media, or social media.
3) Social Media Gurus Really Do Exist - Half true. The trick is telling the difference between someone that knows how to functionally or conceptually execute individual elements of a social media strategy (which is the majority of "gurus" out there), and a marketing strategist that knows how to integrate a social media strategy within a broader digital and traditional marketing strategy. Big difference.
4) Social Media is the 'New Media' - Totally agree...it is just another medium of marketing, and while it remains overall a tiny fraction of total marketing expenditures by companies today (about 3 to 5%) because it still has a low ROI for a variety of reasons, "cool" brands (i.e. not dealerships, dry cleaners, gas stations, etc. but brands like Red Bull, Starbucks, Ferrari, etc.) can leverage this medium to market to consumers with a positive ROI.
5) Social Media Can Be Effectively Outsourced - ANY marketing can be effectively outsourced, including social media. And since 99.9% of people inside a dealership are terrible marketers and marketing strategists, and because #2 above is also true, I would always recommend outsourcing this unless it is a large company with significant scale that could possibly do it internally...and even then, you still need outside help to execute various elements of a social media strategy. I've had the fortunate opportunity to work with some of the greatest brands on the planet, and as cool as those brands are and as large as those companies are, they all still outsource every aspect of marketing because are are smart enough to know their limitations when it comes to marketing capabilities.…
Dealers don't have "cool" enough brands to warrant the attention of a vast majority of people on Facebook ("cool" is not the same as business success...another fact people always forget). I mean, are you a "fan" of your local dry cleaner, gas station, convenience store, etc., all of which you go to 20+ times more than a dealer, and all of which you like more than your dealer? I'm guessing no. In fact, go to any dealer's website and see how many fans they have...it's probably a few hundred (which is terrible considering how many employees and employee family members/friends they have, and the tens/hundreds of thousands of customers they have in total)...it is a waste of time, resources, and money to manage a Facebook process for so few actual customers.
Facebook has about 140 million users in the U.S. (and declining). TV has well over 300 million users in the U.S. If numbers are the sole rationale, then TV would be the way to go. In addition, SOV is quite difficult to achieve on Facebook, which contributes to it's weak ROI. You need a balanced digital and traditional marketing approach that generate the ROI you need in brand equity, brand awareness, and/or sales opps.
There is a reason social media represents only 3 to 5% of total marketing/advertising expenditures in the U.S. by all companies...it doesn't have an ROI worth pursuing. Stick with digital and traditional marketing and you won't miss a beat. And if social media somehow becomes meaningful as a business tool, jump in then...it has an incredibly low barrier-to-entry, so there is no reason to jump in just because others have (and unsuccessfully too)...you can jump in anytime easily.
Regarding social media strategy, Gary Vaynerchuk sums it up pretty nicely in this interview...http://behindthebrand.net/videos/authors/gary-vaynerchuk/
, or are you like many dealers who put the responsibility on someone who already has a job...not marketing?. Whether that's your Internet Manager during down time from answering leads and hitting his own numbers, or even your GM who has some marketing experience but isn't trained as such and has a just a few other priorities.In my experience, most SMB's have someone in charge of marketing for their company. I've used a local dry cleaner with an in-house marketing manager. And I'm not talking levels of education here...I'm talking designation and dedication, which does not include an internet sales guy who moonlights as an online marketing expert. I don't know many dealers who have someone in charge of handling messaging, branding, media buying, reporting and accountability for ROI. That is the job of a marketing director.Perhaps the keyword here is "company". Do the people in your dealership consider themselves working for a company rather than a "dealership"? A company that makes millions of dollars and has a staff of sometimes hundreds. Does your Internet Marketing Manager with the $10k online ad budget REALLY care about your service or parts department, or is he spending all of his money on leads for the sales department? Is he aware that 45%+ search engine leads can be fixed-op-related? The point - your dealership, no matter how large or small, needs a designated person in charge of your branding, marketing, advertising, media relations, social networking, oversight of SEO, SEM, reputation management, media buying, etc. etc. I recommend someone with some type of degree in marketing and at least 5 years experience in the work place. I assure you they will be busy, they will take charge over the direction of your company, work with your vendors on a cohesive plan, and be the point of accountability. And you? You will sleep better at night.…
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