n that video communicates and relates, validates and offers complete personal video transparency solely for that one customer that is most likely to win that customer and their friends, and likely earn their loyalty ongoing. Tom Gorham may be considered one the most important persons in his dealership, yet he WILL be the most important once Digital Relationships go front and center live! "A great sales process" is not as important today as "a great loyalty process." When the focus is on loyalty from the outset, results improve. Go figure! …
outset. It seems that with all of the conversations about social media within the industry over the past 24 months, many dealers feel an urgency to "do something about social media" without having a plan or objectives. Once objectives have been set and a baseline has been established you have a measuring stick against which to measure progress.
For automobile dealers, one short term, attainable objective of an investment in a social media program could be to improve organic search results when a dealer's own name is searched. A snapshot should be taken of the Page One results before commencing the program -- does your competition appear; how many reviews do you have; how many stars do your reviews have on Google maps; do you have negative reviews; have you transparently responded to negative reviews? From there, once a dealer has selected appropriate social media sites on which to establish or optimize their presence and quality, engaging content is consistently being published to the sites, the impact of these efforts on the dealer's organic search results can be measured. Similarly, after creating and implementing a strategy for improving and increasing reviews, a comparison can be done.
While the value of the feel good, community aspect of social media may be more challenging to quantify, the impact on organic search results and reviews is not and, I don't think that I'll get any argument when I assert that both of these things have a direct impact on a dealer's bottom line.
@kwjudd of @3birdsmarketing…
ily on a marketer for a comprehensive and multifaceted review process for your store what you'll get is nothing more than marketing. Trust me, and 4,000+ other dealers that have collected 500,000+ reviews from consumers without coercion, when I say that marketing is just one piece of this puzzle. In my mind, it isn't even the most valuable piece.
Let me share one more quote from Blumenthal:
...engaging customers in the review process can be much like sex…it can go from the sublime to the immoral in 6 seconds flat. Sometimes the difference between right and wrong is just not that great and some folks seem to miss the distinction all together.
Maybe a little course, but it gets the point across nicely. A frenzied focus on marketing alone blurs the line between "right and wrong" and produces a process that satisfies just one party in the transaction. Again, who is being served by a review station? There is a discernible unbalance of power on the sales floor. Coercion is the right word to use for a process that drives a customer into an onsite review station.
Larry, what is ridiculous is that Google is currently allowing this practice. Those of us that are actually in the review field know why they are doing it. They have a massive content gap to fill. They can no longer aggregate third party data for fear of the ongoing FTC investigation. Here's the problem, I'm paraphrasing from the owner of another forum here, but the practice is making the places pages reviews read like a YouTube comment feed. They are lowering their standards, and subsequently their own credibility, in order to make up for a quantity gap. That Sir, is ridiculous.
Look, we may fool ourselves into thinking we are collecting stars and improving our search engine rankings, but the consumer is reading stories, and the stories are the glaring omission in this marketing strategy.
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