Social Marketing Gadgets - Create Your Own Using Open Social

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Comment by Ralph Paglia on July 3, 2009 at 1:47pm

Eric, your comment provides good guidance. All too often we have seen ISMs and Marketing Directors execute technology enabled tactics which fail the strategy sniff test completely. For example, when many new managers get behind the wheel of a lead management or CRM tool and discover what a broadcast email function is, they want to drive 125 miles an hour on their first use of the vehicle. Then they ask for help AFTER they crash and total out the IP and email domain by getting black-listed by every ISP and email service provider. Likewise, it's OK to test your gadget building skills using something simple like the Specials section of your website, but you had better have a sound plan to market a gadget as Eric points out, built to provide value to the consumer and NOT just value to the dealership.

During my last retail stint, I implemented an email "sniff test" which simply required that all emails each ISS sends must contain something of value from the customer's perspective. My rules were quite simple, chit chat and meaningless dribble was OK, but only via the phone and in person. Likewise, if a gadget is going to be adopted by any customers it must first provide something useful from each customer's perspective. Examples? How about a gadget that reports each vehicle sold, by year make and model with a transaction price. Hmmmmm who would be interested? Only people in the market to buy a car! Or, a Gadget that provides model and specs for every year of your franchise OEM production. Current incentives and interest rates. Updated national sales figures, weather updates for a 25 mile radius around your dealership. Current NASCAR stats. NFL stats, MLB stats, NHL team standings, although your state's High School sports scores and standings might get far more use. And, let's not forget how cool a gadget that provides a steady stream of photos showing classic and current cars you sell would be!

Comment by Eric Miltsch on July 3, 2009 at 1:07pm

Helpful tool Ralph...

I recommend that anyone looking to create their own widget start w/a detailed content plan. Creating a widget just for the sake of filling white space isn't a solution; be sure the widget provides a valuable solution or need for information.

Eric