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Automotive advertising agencies have learned to manipulate the changing algorithms that search engines like Google and Bing use to drive organic search. SEO is a fluid science that must now include social media.
Automotive advertising agencies are dealing with recent changes on Facebook that limit organic search to power messages posted in their social networking community. In today's Lunch With Phil show I discussed old school best practices that delivered consistent creative across multiple media and channels to increase the reach, frequency and most importantly retention of message. This practice can be applied to social media to compensate for now limited organic search and expensive paid advertisements.
I used Driving Loyalty's data base marketing platform as an example of how consistent relevant and transparent messages delivered via email, direct mail, PURL's and outbound call centers can extend the reach of social media. Driving Loyalty has recently introduced their Social Marketing Initiative to educate dealers on how to link their conventional and digital messages to social media to leverage consumer content on social networks.
New "friends" sourced from the auto dealer's DMS are invited through Driving Loyalty's algorithms that deliver equity and service alerts to target the specific needs of the customer. In addition, select vendors have been invited to join Driving Loyalty's Social Marketing Initiative as networking partners to enhance the customer experience through improved sales and service processes at the dealership as well to develop shared B2B opportunities.
CallRevu is a telephone management/monitoring system that monitors inbound calls to the dealership and delivers real time alerts advising the dealer of missed opportunities. IntellaCar is a sales/marketing platform that resides on an iPad controlled by the sales consultant that delivers credible third party information throughout the sales process. DealerAppVantage is a dealer branded mobile application offered to the customer at delivery that maintains communication between the dealer and the customer after the sale with service alerts and information to enhance their ownership experience.
The sales and service processes powered by these vendor partners insure that the customers' experiences at the dealership will meet or beat the expectations delivered in the dealer's marketing messages. These positive reinforcements power the viral nature of social networks more than any manipulation of their organic search.
Simply put, the best way to replace organic search on social networks is to insure that the every contact becomes a friend and then a customer; in that order. The best way to make a friend is to under promise and over deliver in the way that you conduct your business,
After all, what are friends for!