Automotive Digital Marketing ProCom

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http://www.carfolks.com

Okay,

One year ago Ralph and I went on a rant about inventory on Twitter.

Great to see where we were and where we are now.
Chewing on the post from last year now with sweet tea.

Not in the stream though right?
So now I get it and it is part of our platform. What a difference a year makes.

http://www.twitter.com/alabamatoyota

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Views: 16

Tags: Carfolks.com, car_dealer, maintenance, management, reputation, reviews, twitter

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Comment by Kim Clouse on November 28, 2010 at 8:58am
PO number 0000 of course. I have to be first. Lol!
Happy Holidays to all of you here at ADM. General Paglia, Choose your talking ADM Christmas Avocar and it will be done. I need the practice :)
Comment by Kim Clouse on November 28, 2010 at 8:55am
www.twitter.com/Absoloutely Obi Juan
@crumptoyota.
Comment by Ralph Paglia on November 24, 2010 at 9:26pm
Hey there, Captain Clouse!

You got a point about the difference a year makes... I find it hard to believe that we all didn't see a year ago what seems so clear today. For example, just like having one website try to serve all purposes for a car dealership seems somewhat silly today, a year ago, and for me 8 years ago... The idea of jamming everything a dealer might ever want to send updates out into one Twitter account also seems ridiculous... It must be "the high cost of 'dem der tweeting thangs".

Today I know that people who use Twitter also follow and unfollow different Twitter streams based on where they are in auto buying cycle. So, as long as you clearly set expectations such as "This here twitter stream be for our inventory updates..." BEFORE people start following the account, ten you might have something of great value for people who want to be updated about new inventory arrivals.

Likewise, if you set up another Twitter account for the warm and fuzzy stuff, sch as @BamaToyotaLove in addition and as opposed to "Follow @AlabamaToyota so we get you to come in on a Hot Deal". Now, you be cooking with fire and I swear that dog WILL hunt!

So today... I like the Scott Crump Toyota Twitter account with inventory, as long as they got something else for the people that want to get all cozy, warm and fuzzy with those 'Bama Roadhouse Bouncers y'all call car salesman down there! While you're at it, get a Twitter account for Parts and Services as well... And, if you play our cards right, I'll get you the special "Ralph Discount" on those Twitter Accounts, so they ONLY cost your Toyota friend $100 a month... each... Just make checks payable to R-A-L-P-H P-A-G-L-I-A and send 'em out on the first of every month so I don't have to kill any trees by sending one of those nuisance paper invoices... What P.O. number should I use?

Oh... ah... yeah... Here's a snap shot of the Twitter account that Kim references, which I thought looed pretty good with the custom header and all:

Comment by Kim Clouse on November 6, 2009 at 5:20am
Paul is right too, it is snake oil. Yes let me dig through your 500 half ass descriptions about a car. It is just a way to be lazy and rude in social science. Post links, use references act smart. In fact, if that were in my feed I would find it bothersome. It bothers me now when I see, oh I am looking at the grand canyon or eating bacon or just got on a flight. Twitter de, twitter da, twitter dumb.
Comment by Kim Clouse on November 6, 2009 at 5:14am
I agree with Ralph on this one. Twitter is not the place for inventory posting but it is perfect for quick info updates about your dealership or just links posted to a followed list back to the store.The rest is twitter de, twittter da, twitter dumb!
Comment by Kim Clouse on October 24, 2009 at 3:45pm
This is good, I need more, more I tell ya. If people do not like you, they ain't gonna buy from you unless you pay them. This is what usually happens when we watch the caged panther run from his customer to the tower and back 15 times. When they get ready to leave, the pants get dropped and the gross goes away forever. So does the CSI, the referral, service, and well, on and on. I can't think about it, I get sick.
Comment by Ralph Paglia on October 24, 2009 at 12:59pm
@Paul - In regards to your comment on automated feeds... When I presented at Dealer Synergy Sessions in Atlanta a few weeks ago on the topic of using "Free and Low Cost" web based tools that dealers can use, I just about got rock thrown at me by J. D. Rucker like a Moslem woman showing her face in central Ryadh for showing ways to automate a variety of data feeds through various social media syndication services... Having had a few weeks to look at all my implementations, and the #DSES and #JDPAIRT sessions as well, I have come to realize that the the abhorrence so many people have to automated inventory feeds into Twitter and the like, is caused the same factors which make my ADP Digital Marketing Team's strategy towards Automotive Social Marketing and Reputation Management so successful and well received by dealers:

1. Separation of Church and State
2. The Car Business is a People Business


Let me explain... #1 refers to my ADP team's strategy, which is the opposite of Dealer.com's in that we believe the most successful dealer social marketing strategy is one which emphasizes two online types of engagement between dealers, dealership employees, suppliers and customers:

1. Church = Relationship Focused Communication/Engagement interactions between dealers, employees, suppliers and customers in the dealer's local business areas while engaged in online social media facilitated sites, such as dealer sponsored communities, Facebook, Twitter, MySpace, YouTube, etc.

2. State = Business Focused Transactional Engagement interactions between dealers, employees, suppliers and customers while using eCommerce focused web applications served up by the dealer's traditional website(s), including Request For Quote (RFQ), Service Appointment Scheduling (ServiceOnline), New and Used Vehicle Inventory, Trade-In Evaluation "widgets" like KBB LeadDriver and Black Book Online, real-time credit application processes such as DealerCentric and ADP FinanceOnline, along with other web apps focused on making it easier for dealers to do business, customers to buy what they want and even dealers ordering/buying from suppliers.

Our strategy, which seems to have a lot of 3rd party, outside the auto industry validation supporting it, is for the dealer to have two primary focal points for implementing this "Separation of Church and State" plan... The dealer's traditional eCommerce site(s) for making it easy for customers to buy vehicles, parts and service. And, the dealership sponsored Automotive Community site (like www.AnciraCommunity.com) which is where dealers, employees and customers engage in relationship based interactions and connects dealers, employees, customers and suppliers together through syndication of content and integration with popular social networks and UGC sites.

So... For example, when an ADM members submits a status update on their ADM Community profile, it is also sent out automatically over Twitter through http://Twitter.com/ADMcommunity. Likewise, when a member of www.AnciraCommunity.com updates their status in the community, it goes out as a tweet from http://Twitter.com/AnciraAutoGroup. And, everyone seems to like it that way...

HOWEVER, when dealers send out hundreds of tweets a day which are simply 140 character text descriptions of their inventory, they are violating the separations of "Church and State"... They are using a Social Media Application to attempt eCommerce Transactional Business Development... And, most people outside the car business, and a few inside, are NOT OK with that, find it obnoxious and respond by no longer following that Twitter profile.

This needs to be its own blog post... sorry to go off on this one.
Comment by Paul Rushing on October 24, 2009 at 12:04pm
Automatic feeds of inventory to twitter and other online properties where engagement is the purpose. Have not heard a lot about it lately but they sure were crawling out of the wood work in the not so recent past..

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