Beyond the Basics: Taking Social Media to the Next Level and Beyond


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Today, the right techniques and proper strategies can be used to drive foot traffic to the dealership as well as website traffic - to the point that branding becomes the consolation prize rather than the focus.

In this webinar, a variation of what JD Rucker presented at the Automotive Boot Camp in Philadelphia to a standing-room-only crowd, he discusses many of the advanced social media marketing components that can help dealers make massive improvements to their presence and drive buyers to the dealership.

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Beyond the Basics: Taking Social Media to the Next Level and Beyond

  1. 1. Beyond the Basics Taking Social Media to the Next Level and Beyond JD Rucker Director of Digital Marketing KPA Internet Marketing June 5, 2013
  2. 2. 5 TRUTHS TO SET THE MOOD Social Media Mythbusting
  3. 3. Myth #1 “Getting more Likes on Facebook is the way to get your message out to more people.” Getting More Facebook Fans is a Minimal Need Compared to Reach
  4. 4. Local Reach is All that Really Matters
  5. 5. Myth #2 “Social media is more than a branding tool and should drive foot traffic and web visitors.” Social Media is More than a Branding Tool
  6. 6. Done Right, Social Media Can Drive Business
  7. 7. Myth #3 “You need to be engaged on 50 or more social networks.” You Just Don't Need 50+ Social Networking Profiles
  8. 8. Facebook Plus Three… for now
  9. 9. Myth #4 “You need to build 80% of your Facebook fans strictly from the local area.” Keep it Local, Local, or Local on Facebook
  10. 10. 95%+ Local Facebook Followers • Transparent targeting of local fans. • 3 months ago, this page had 26 fans.
  11. 11. Myth #5 “Social media is secondary to reputation management.” Social Media Should Not Be a Checkbox with Reputation Management
  12. 12. Social Media is Active, RepMan is Passive Reputation Management Pure Social Media • Social media posts are important to get more people to look at your • Social media posts are “skin in the game” recommendations • Social media posts are seen by local friends and family members • Reviews are important for people looking at you today • Reviews are done by nameless peers • Most review sites and scores are seen by literally nobody outside of the dealership
  13. 13. THERE’S ONLY REASON TO PLAY BY THE RULES… Social Media Rules
  14. 14. Rule #1 There’s nothing wrong with thinking that social media is not important, but remember that sticking your head in the sand doesn’t make the bad man go away. It’s Not Just Social. It’s Search. It’s Reputation. It’s Presence.
  15. 15. It’s Search.
  16. 16. It’s Reputation.
  17. 17. It’s Presence.
  18. 18. Rule #2 Facebook and Google+ are driven by algorithms that must be properly massaged in order for your messages to be seen. Kissing Up to the Facebook and Google+ Algorithms
  19. 19. EdgeRank Basics
  20. 20. Feedback Affects Visibility
  21. 21. Rule #3 Customer service applies to social media as well. You should treat engagement on social media the way you treat someone who walks onto your showroom floor. Virtual Customers are Real Customers, Too
  22. 22. Virtual Customers Become Real Customers
  23. 23. Rule #4 Twitter and Pinterest are easy but important. •Time driven •Communicate •Google loves them Twitter and Pinterest are Too Easy to be Ignored by Dealers
  24. 24. Easy, but don’t Automate
  25. 25. Rule #5 Long-Form (web page, blog, video, infographic) Facebook, Google+ Twitter, Pinterest Follow a proper hierarchy of content Content Flow from Creation to Tweet
  26. 26. Top Level Content from the Website
  27. 27. Second and Third Level Content Advertising
  28. 28. Rule #6 There’s a good way and several bad ways to expose your inventory through Facebook (or Twitter, or Google+, or Pinterest, or…) Virtual Customers are Real Customers, Too
  29. 29. The Right Vehicle with the Right Message
  30. 30. Rule #7 Social media has two purposes: communication and advertising. It is not a venue for marketing in its purest form. Branding should simply be an additional benefit, not the primary goal. Social Media is More than a Branding Tool
  31. 31. Social Media is Active, RepMan is Passive Marketing Advertising • Grabs in-market consumers and starts the process for everyone else • Television, radio, social media • Inserts itself into venues when the consumer is in “entertain me” mode – the best time to plant a seed • Grabs in-market consumers only • Website marketing, search marketing, classified listings, purchased leads, etc. • Competes against other dealerships vying for their focused attention
  32. 32. Rule #8 Stay focused on the three content types on Facebook, Google+. •Local Content •Automotive Content •Dealership Content The Three Primary Auto Dealer Content Types for Facebook
  33. 33. Local Content
  34. 34. Automotive Content
  35. 35. Dealership Content
  36. 36. Rule #9 Avoid KGB fan acquisition and algo- buster techniques like the plague. •Kitties •Games/Giveaways •Bogus QuestionsAvoid KGB Fan Acquisition and Algo-Buster Techniques Like the Plague.
  37. 37. Stay Relevant. Stay Focused. Be Yourself.
  38. 38. Rule #10 Social Media is a crawl-walk-run endeavor. •Get local fans •Build up algo-trust •ConvertThe First Three Stages of Facebook Page Promotion for Dealers
  39. 39. Important URLs • • •