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Many times after giving a presentation on content I've been faced with the question, "what's the ROI on blogging?"


I tried to explain an answer by walking through the scattered buying process that most consumers have, but instead started to add a slide to the beginning of my presentation that read, "CONTENT IS NOT ABOUT SALES, IT IS ABOUT BUILDING RELATIONSHIPS."


The result? I still get the ROI question at the end.


I noticed some bloggers that I follow joining in on a #blogchat conversation, so I jumped into chat and connected with Marketing Pro Pam Moore. Here last post is titled, "People Don't Buy Things, They Join Things." The whole post is a MUST READ but I think every dealer and business owner should take in this piece of her post:


People no longer buy things, they join things.

People no longer are amazed by the latest commercial, billboard or radio segment. People aren’t running to their mail boxes excited for the next spam letter or coupon. They’re not looking on their iPhone for the next email spam message with a deceptive title only to find the first three paragraph bragging about you, your company and your revenues!


They also aren’t waking up early in the morning thinking “what Facebook pages will I go LIKE today” or “what business Facebook pages will I go visit and see what they want to sell me.”


Nope, people are waking up overwhelemed. They want to connect with real people who will help them make it thru the day. People who they can share their ups and downs. People who will support them, inspire them, educate them and help them grow. They want to connect with real people and make real friends. They want to interact with brands who treat them as human beings not robot Facebook likers.


They aren’t thinking first of what they are going to buy. Instead they are looking for things to join.  It is human nature to want to connect, be accepted, be part of a group that will make you feel better. -Pam Moore


Pam put into words what I've been trying to verbalize to dealers and she gave some amazing tips on how to build a community. Reading through her list, it seems like common sense but I couldn't pinpoint very many businesses in the automotive industry that followed this rule.


Check out the article and see how you measure up to Pam Moore's rules for Community Building. Do you think it is a reasonable to-do list for dealerships?


Views: 157

Tags: automotive, marketing, media, moore, pam, social


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Comment by Jason Manning on October 27, 2011 at 10:51pm
People have realized that their Life has a path that can be certain.  With the World Wide Web, they have their best chance at moving down that path with success, pleasure, enjoyment, satisfaction, accuracy, effectiveness, and so much more.  They are looking for their connections.  They are looking for relationships.  The human connection is the most interesting and enjoyable endeavor.  We're still in the People Business.

Comment by Aj Maida on October 26, 2011 at 1:24pm
I'll read it and let you know. I'm intrigued to say the least.

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