Automotive Digital Marketing

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I have been in this business for only about 12 years.  I'm still learning new stuff everyday, and I also still learning that alot of vendors think that their stuff is always the latest and greatest.  I have been suckered into buying their service only to find out a little later, that is was definitely not what I needed.

Ok. Wait..I'm getting off task already.  I have heard many presentations about how to "properly" use Facebook and other social media sites.  I can honestly say that I do not think there is a right way to do it in every market.  What I mean by that is, every market is different, so what works here, prolly won't work in Dallas, or Houston.

What I have found to work the best on just flat out engagement, is stuff related to Fixed Ops.  I do not get paid for selling service, however, I do get paid when people have a great experience in service and then come by a car.  We run more promo's in house for simple stuff like get a free oil change for the best comment on a picture, or the best Chevy pic gets a free detail.

These things do not cost much money, and it helps not only retention, but everyone loves free stuff.  I wanna say it was either Ralph Paglia, Rob Lange, or Joe Webb which said it best..."Social Media is about being social. You do not walk into a rotary club meeting, and just shout out, "I sell cars, who wants one."

I had the biggest issue of over thinking social media, that I forgot is was strictly about being social.  I though we had to have some elaborate and well laid out plan of attack and action.  Turns out, I didn't have to have some elaborate plan, I just needed to get out there and be social.  

I guess the main purpose of this post is simply hoping that someone that is currently facing the same issues as I did and is wandering what the hell to do...this may help.

Just my personal opinion.  Thanks for listening and have a great day.

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Tags: Facebook, dealers, dummies, facebook, for, strategy

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Comment by Ralph Paglia on March 21, 2013 at 10:59pm

Jason, 

When I first started selling cars we had analog social media... The bulletin boards in the entry way of supermarkets, the business card racks in front of the cash register at the local dry cleaners and things like the Rotary Club, Kiwanis and Knights of Columbus. I placed my business cards everywhere, I got speaking engagements at VFW posts where I coached people on how to buy a car without making a mistake. I took every opportunity to counsel and advise people on their transportation needs... I was a social marketer, and I still am today.

All too often we seem to want a technology solution that eliminates the need to spend much time with customers... Then we want to complain that they do not see the value we provide other than the lowest price... Social media is a great way to set yourself apart and project a value proposition that goes beyond who has the lowest price point. 

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