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Breaking The Chains To Social Media Engagement

 

Is your dealership blocking access to Facebook, Twitter, LinkedIn, and other social media sites?  If this is the case, are you frustrated with your Dealer Principal's decision to block access?

I recently came across a situation where a large dealership group was divided on how to handle Internet access. I was glad to have had the opportunity to influence change.  That influence, I believe was in the best long term interests of the dealer group. 

 

The "Ah Ha" Moment

 

 

What did I do to "open the eyes" of the Executive Team?  I simply showed them how to monetize the influence of their employees and customers in the Zero Moment of Truth.  I made my case in words that they could understand.

 

Someone once told me that Dealers respond to "numbers" and if you want to get them to act, you have to talk in numbers.  Real dollars. 

 

In this specific case, I demonstrated how the dealership could leverage Google+, the Google +1 Button, Facebook, Twitter, Craigslist, and LinkedIn as part of a comprehensive digital marketing strategy.  I showed how all these tools could be further enhanced with Google re-targeting.  The light bulbs went on!  I saw it on the faces of the audience.

 

In fact, a member of the Executive Team said that it was like "A Brick Hitting Me In The Head".  My words woke him up to the full benefits of opening employee access to these sites.  

 

I would also like to note that I told the audience that most of their employees were already accessing these sites on their mobile devices so blocking was futile.  Do you agree?

 

Let's Create A Breakthrough Webinar

 

 

If your dealership is blocking social media websites, send me an email today.  If we get enough dealerships to send me an email, I will re-create my presentation and host a webinar to educate dealer principals and executives to show them why they need to change course.

 

Do you want your dealership team on that webinar?  Send me a note by clicking on this email link:

 brian@pcgmailer.com 

I'll put your name on the webinar list and email you an invitation in March to a webinar that will I'll call:

"Breaking The Chains To Social Media Engagement"

Are you in? Send me an email and get your team ready for a breakthrough. 

 

Brian

 

Brian Pasch CEO of PCG

 

Brian Pasch, CEO
PCG Digital Marketing

brian@pcgmailer.com


Text PCGedu to 75674 get information on our upcoming conferences
Brian Pasch

P.S.  There will be specific workshops at the 2012 Automotive Boot Camp on leveraging social media sites like Google+, LinkedIn, Twitter, and FourSquare for the Zero Moment of Truth.

 

Views: 270

Tags: engagement, facebook, media, social, twitter

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Comment by Aj Maida on February 21, 2012 at 11:13am

Do they have Wi Fi access for your service customers? (if not the problems are bigger then access to social media). Do your salespeople have smartphones (it would be smart)? Then they already have access...whats the difference...open it up and teach them how to use it as a tool. If your not sure how your staff can use it as a tool then see the PS: in Brian's post or contact Ralph and get him in on a consultancy!!

Comment by Erik Schwenke on February 21, 2012 at 10:15am

The IT guys at my dealership drive me nuts. It is seemingly random the websites they decide to block, and what computers in the dealership are able to access certain sites. A select few of my co-workers can access social sites, whereas others are completely blocked.

I really think social access needs to be universal. 

Comment by Tom Gorham on February 21, 2012 at 5:23am

Ralph, we went through many of the things that you just mentioned without any problems.  I think a written employee Social Media policy written up by your company attorney is one of the most important pieces.  Once employees are aware of what they can and can't do, they're just like any other rules of engagement.

Comment by Ralph Paglia on February 20, 2012 at 9:42pm

I have heard so many reasons around the rationale being used to block employee access to social media sites at car dealerships and within large dealer groups, that those reasons could fill a book! One of the toughest situations are several hard core "IT Directors" who have simply refused to allow access while saying that their dealership's systems would be over-run with viruses and bandwidth draining viewing of streaming videos, music, pornography... You name it, I have heard IT Directors passionately, and at times hysterically denounce opening up access to social media as if it were like letting the hordes seen on Capital One credit card commercials get into the dealership... In many cases, this passionate and irrational reaction to accessing social media via a dealership's network is sincerely believed by the IT Director.  In those cases, the recommendations we are able to make around social media employee policies, anti-viral firewall devices (servers) such as barracuda and others, as well as potentially isolating the dealerships systems from those used to connect to social media, and other solutions are the way to get past some of these "chicken little" cries of anguish on the part of otherwise rational IT professionals.

At ADP Dealer Services I worked with the office of ADP Corporate Legal Counsel to make changes to the employee manuals and policies effecting over 100,000 ADP employees around the world which defined when, who and under what circumstances that ADP employees could access social media sites.  Yes, it was long overdue, but was also very necessary in order for us to launch ADP Social Media Reputation Management BPO services.  It was a tough battle and took over a year, but thanks to an attorney at ADP who believed in what we were doing, we got the policy changed on a global basis.  As Brian points out, you can get the policy changed in your dealership through pushing and showcasing the rationale behind the reasons why your people need social media access...

If a small group of us could change the corporate policy for a publicly traded company with over 100,000 employees, I am certain you are up to the task of doing so within your dealership!

Comment by Tom Gorham on February 20, 2012 at 8:13pm

Brian, I try to read everything you write.  I guess we just need more "bricks".

Comment by Brian Pasch on February 20, 2012 at 7:56pm

Tom

Actually this is more common than anyone could imagine as an ADM member

Comment by Tom Gorham on February 20, 2012 at 7:39pm

Brian, it's sad to me that you could find a large dealership group that was so far behind the times....

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