Is Your Social Marketing Strategy to Sell Cars on Facebook, or Are You Seeking Increased Customer Engagement?
Let's face reality, It’s no longer fresh news to car dealers that consumers have adopted Social Media at a record pace, with no slowing down in sight. Three-quarters of US Web retailers surveyed by the e-tailing group and PowerReviews in August–September 2009 for their “Community and Social Media Study” said they thought brands were accelerating their use of, and commitment to, social media marketing and online reputation management.
More than half of the retailers surveyed reported that they use five of the 10 Community or Social Media tools listed, and almost every retailers stated that they have plans to increasingly use Social Media, Syndication and Community gadgets and widget. The use of Facebook fan pages were the Social Media tool cited most frequently, followed by setting up Twitter account... AND driving customers to post customer reviews on targeted websites.
But fear of Social Media and Reputation Management is still out there... Many dealers tell me that they remain worried about their own competence at using social media and losing control of what is being said about their dealership brand. These are valid concerns and one of many compelling reasons to have a strategy that secures and manages both Social Media Marketing, and online reputation Management.
Their concerns show that dealers understand the importance of social media: One of the concerns I hear when proposing dealership sponsored online communities is that customers might abandon their traditional lead generating dealership eCommerce site in favor of the community sites that my team builds, since they are more socially engaging than any conventional dealership web site. When we discuss the pros and cons, most dealers I am working with decide that using social media might be scary, but avoiding it is becoming less of a viable or prudent option for car dealers.
The primary social media goal of the retailers surveyed was to increase customer engagement, followed by boosting brand loyalty and spurring word-of-mouth among brand advocates... The most successful dealers I have worked with over the past 18 months of implementing Social Marketing and Reputation Management strategies have been the ones that embrace customer engagement... AND, have the skills to communicate with their customers and the perspective that selling cars is all about building relationships.
Back to the survey... Responding retailers believed customer reviews were the best community tool for driving engagement—and also the best for increasing sales. I cannot possibly over emphasize this concept; the biggest, fastest and most noticeable impact on sales results that dealers who use my Social Marketing and Reputation Management system get, comes from cultivating, harvesting and distributing consumer reviews of the dealership and the sales and service experience consumer have at the dealer's facility.
“Customer engagement has become a metric to be reckoned with, where failing to engage consumers via community and social media will have brand and bottom-line implications,” said Lauren Freedman, president of the e-tailing group. “All merchants must test and understand how to effectively deploy it for their brands to retain customers, encourage sales and avoid abandonment to competitors who’ve better embraced its marketing potential.”
The Automotive Digital Marketing (ADM) Professional Community website is built on a perpetually growing"Viral Expansion Loop" Networking Platform and serves Car Dealers, Dealership General Managers and their management teams, including Internet Sales Managers, BDC Managers, Marketing Managers, Sales Managers, Service Managers, Service Advisers, Parts Managers, Fixed Operations Directors and their teams. Launched at the beginning of January 2008, ADM has emerged as a valuable and proven resource for the entire spectrum of automotive marketing and Internet sales related professionals. Interactive Media and eCommerce Professionals at car companies (OEM) and tier 1 and 2 advertising agencies who want to see, hear and read what the best Digital and Interactive Marketing professionals in the automotive industry have to say about relevant and timely topics visit ADM on a regular basis or subscribe to the many RSS feeds and content syndication services available within the ADM community.
Did you know there are now over 2,100 members on Automotive Digital Marketing Professional Community? Have you reached out to connect with important ADM member contacts by asking them to be your Friend?
AUTOMOTIVE IMAGE AND PHOTO RESOURCES
Did you know that there are over 4,000 photos listed on Automotive Digital Marketing Professional Community? And, do you know that many of these images are actually charts and graphs of the latest marketing trends and research? Did you know that many of these photos are actual ads used by dealers that worked exceptionally well? There have been over 4,000 photos uploaded and made available for use by all ADM members.
AUTOMOTIVE VIDEO FILE HOSTING
Did you know that there are more than 750 videos on Automotive Digital Marketing Professional Community? Have you seen how many of those videos are actual examples of marketing campaigns and business processes used successfully by some of the leading and most successful dealers in America?
GET ACCESS TO AUTOMOTIVE ARTICLES AND PUBLISH YOURS
Did you know that there are over 500 blog posts on Automotive Digital Marketing Professional Community? When was the last time you posted a blog entry and let important ADM industry professionals know what you are up to? Have you checked ADM for the latest articles published by writers who walk the talk? Members have created more than 500 blog posts within their ADM provided websites that feature online file storage and personalized blog hosting at no cost to ADM members.
SOMETIMES CONTROVERSIAL, BUT ALWAYS FASCINATING AUTOMOTIVE DISCUSSION FORUM
Did you know that there are over 500 forum topics on Automotive Digital Marketing Professional Community? Have you checked the forum lately to see what your associates, clients and colleagues are saying?
Have you posted a forum discussion to see what other professionals have to say about the topic?
There have been over 500 discussions started and still active with ongoing comments and information being published daily within the ADM Forum.
SPECIALIZED AUTOMOTIVE PROFESSIONAL GROUPS
Did you know that there are more than 25 professional groups on Automotive Digital Marketing Professional Community? Have you joined any groups so that you can send messages to all other group members?
EVENT CALENDAR FOR AUTOMOTIVE PROFESSIONALS
Did you know that there are Important Upcoming Automotive Digital Marketing Events listed on Automotive Digital Marketing Professional Community? Have you posted what you or your organization considers to be important upcoming events on the ADM calendar so that other professionals will know about them, consider attending and register their intent? ADM members can create calendar events using the ADM site application that allows image and logos, links to registration pages, location maps that integrate with Google Maps, Outlook Calendar integration, invitation mailings using uploaded email lists, RSVP tracking and event management features and a whole lot more.
RADIO SPOTS AND AUTOMOTIVE PODCASTS
Did you know that there are more than 500 MP3 audio files on Automotive Digital Marketing Professional Community? Have you checked out what other automotive professionals are listening to? Did you know that many of these MP3 files are automotive marketing and Internet sales best practice Podcasts, and examples of highly effective radio spots, along with powerful and engaging dealer website soundtracks?
ADM was created to serve as a resource for Automotive Internet Sales and Marketing Professionals working in the digital and interactive media space for dealers with automotive franchises, car companies and the associated suppliers and technology providers serving the auto industry. Both OEM and Dealer associates are among ADM's most prolific members.
To learn more about the Automotive Social Marketing and Reputation Management Solutions from Ralph Paglia and the ADP Digital Marketing Team, please copy and paste this sentence into the text box at the bottom of your completed online form available by clicking on the image below:
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