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Organizational Goals for Content Marketing as Reported by Companies with Social Media Marketing Strategy and Tactics implemented..

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Comment by Jerry Grinkmeyer on December 14, 2012 at 7:04am

Ralph, I'm spending the rest of the day putting together a Social Media Marketing initiative for the 80s-something dealership where I work. Thanks for some valuable information!

Comment by Ralph Paglia on December 14, 2012 at 12:06am

When somebody on your leadership or management team asks;

"Why are we wasting so much time and energy on this social media and blogging nonsense?"

I recommend you have this image printed out in advance of such discussions, maybe on laminated 3x5 index card size plastic handouts... Hand one of the cards with this colorful chart and start at the top by pointing out the first content marketing objective and then make a statement and ask the following question;

"As you can see, 78% of businesses publish content on social networks and Web 2.0 sites such as blogs to be more effective at achieving their Brand Awareness goals... What does Brand Awareness mean to you and why does it have any value to this dealership?"

Let the colleague give you his/her complete answers. Do not let walking away mumbling be an alternative, they MUST ANSWER each question.  Then go to the the next content marketing objective and state/ask;

"It looks like 69% of businesses publish content across various social web channels as a means of staying connected with their customers to better achieve their company's Customer Retention and Owner Loyalty objectives... Tell me, what does Customer Retention and Owner Loyalty mean to you, and why is it important to the dealership?"

Repeat this process until you have covered all 8 of the content marketing organization objectives shown on this chart.  Then ask him/her your very own question #9;

"So, please try to answer this next question to the best of your ability, and in your own words;  Why are we investing so much time and energy on these daily social media and blogging tasks?"

I would love to hear from anyone who does this and is skilled enough to pull it off without alienating your co-workers and management colleagues... I have done it for years and would describe the appropriate attitude when doing this to be one of "Humble Authority"


Here is a video showcasing a unique way to use the web and growth in use of social networks to boost dealership customer retention and owner loyalty:

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