Your SlideShare is downloading. ×
0
Facebook’s 4 Steps
to Dealership Success
People are connecting with their favorite businesses on Facebook at a massive
scale and telling their friends which busine...
News feed is where 1 billion people spend time sharing the most important
parts of their lives and where car dealerships c...
Facebook’s 4 steps to dealership success
Step 1: Build your Facebook Page
Step 2: Connect to people with ads
Step 3: Engag...
Step 1: Build your Facebook Page
Your Page is the central place to grow your dealership, build your brand and develop
rela...
Step 2: Connect to people with ads
Once you have created a Page, connect with more potential customers
using well-targeted...
Step 3: Engage your audience with quality content
Post quality content to keep your audience interested, create opportunit...
Your posts can show in the news feeds of people who like your Page
40-150x
more likely people will
consume content from
a ...
Facebook Offers helps you bring customers to your dealership with a promotion
they can claim and share with their friends....
Step 4: Influence the friends of your fans
Sponsored Stories encourage word of mouth marketing about your
business at scal...
Create ads and sponsored stories in Power Editor to select specifc placements
Select news feed placement in desktop and/or...
Review results and continue testing
Measure ads results
-
Review the performance and engagement on your
ads and sponsored ...
Best practices for Automotive vertical
Post relevant, compelling content more frequently to your Facebook Page: Our data s...
Grow your dealership's business by building lasting
relationships with people on Facebook
Your
Company
Upcoming SlideShare
Loading in...5
×

Facebook for Automotive

889

Published on

Facebook shows how it can be used to sell more cars.

Published in: Automotive, Technology
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
889
On Slideshare
0
From Embeds
0
Number of Embeds
3
Actions
Shares
0
Downloads
11
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Transcript of "Facebook for Automotive "

  1. 1. Facebook’s 4 Steps to Dealership Success
  2. 2. People are connecting with their favorite businesses on Facebook at a massive scale and telling their friends which businesses and products they love 1Bpeople on Facebook 3Blikes and comments generated daily
  3. 3. News feed is where 1 billion people spend time sharing the most important parts of their lives and where car dealerships can engage them in conversation 40%of people’s time on Facebook is on news feed Source: comScore, June 2012.
  4. 4. Facebook’s 4 steps to dealership success Step 1: Build your Facebook Page Step 2: Connect to people with ads Step 3: Engage your audience with quality content Step 4: Influence the friends of your fans 4 Steps To follow to grow your dealership on Facebook by building lasting relationships with customers
  5. 5. Step 1: Build your Facebook Page Your Page is the central place to grow your dealership, build your brand and develop relationships with your customers. Create a Page. Set your cover and profile picture Set a cover photo that represents your brand. Pick a logo or image people associate with your business as a profile picture. 1 Choose a category and Page name Select a category and a Page name that represents your business. Set a web address you can use in marketing material. 2 Create your first post which can show in the news feed Successful posts are short (100-250 characters) and visual (photos get 120% more engagement). 3 Get existing customers to like your Page Invite customers, friends, & email contacts, and choose a web address. 4 3 Geof Reinhardt Such a great experience! Love… Caitlin Meyer Knowledgeable, friendly… Alyssa Allen Great selection. 4 1 2
  6. 6. Step 2: Connect to people with ads Once you have created a Page, connect with more potential customers using well-targeted Facebook Ads via Power Editor *All engagement data and statistics are based on internal Facebook studies and represent average results. • Create Page like ads to increase your likes by including valuable benefts and calls to action e.g. “Like us to get exclusive sales” • Reach a large audience with targeted campaigns e.g. Broad Category Targeting or Topics Targeting • Grow the right audience so your posts can be seen by more relevant people in the news feed • People who like your Page spend 2x more than those not connected* Ads Are paid messages coming from businesses. They are the voice of the marketer. They can include social context about friends. Page like ad
  7. 7. Step 3: Engage your audience with quality content Post quality content to keep your audience interested, create opportunities for sales, and help your posts show in news feed. Manage your Page. • Post regularly, at least 1-2x per week to maximize engagement in the news feed • Create a content calendar and schedule your posts • Post compelling content: photos, videos or exclusive specials to engage your audience and ensure your posts show in the news feed • Understand your audience with Page Insights Page Insights Scheduled posts Engaging photos Exclusive specials
  8. 8. Your posts can show in the news feeds of people who like your Page 40-150x more likely people will consume content from a Facebook Page in the news feed than on a Facebook page Note: Engagement analysis is based off of average CTR for aggregate Page posts over a 7-day period., comparing news feed (delivery to fans and friends of fans) to right-hand side. Source: Facebook internal data, July 2012. Worldwide normalized data (based on news feed impressions and right-hand side impressions). 65% of likes on mobile happen in news feed 45% of comments on mobile happen in news feed
  9. 9. Facebook Offers helps you bring customers to your dealership with a promotion they can claim and share with their friends. Available on all Pages with at least 400 likes. Get started with Offers. Offers key benefts: Drive Sales: Offers drive sales to both current and new customers Virality: Offers are highly viral due to a special news feed story that tells people when their friends claim it Measurability: Offers drive measurable sales and include optional features such as barcodes and unique codes Customers will see your Offer on desktop and mobile How to run an Offer:
  10. 10. Step 4: Influence the friends of your fans Sponsored Stories encourage word of mouth marketing about your business at scale. Create sponsored stories 1B users 650K friends 5K fans • Sponsored stories allow you to promote messages coming from friends about them engaging with your business • Encourage people to interact with your business organically, and then create sponsored stories to drive word of mouth promotion • Create Page like sponsored stories to get more likes and spread the word about your business to friends of fans Page like sponsored story
  11. 11. Create ads and sponsored stories in Power Editor to select specifc placements Select news feed placement in desktop and/or mobile via Power Editor Create a sponsored story or Page post ad 1 Select “Placements” 2 Select news feed desktop, mobile, or both 3 Page post ads and Sponsored stories created from Power Editor can be selected to show specifcally in the news feed, the most engaging placement on the site
  12. 12. Review results and continue testing Measure ads results - Review the performance and engagement on your ads and sponsored stories in your Ads Manager - Optimize actions likely to result in the business outcomes you want - Schedule reports to see a breakdown of all the actions users took on each ad and the types of users interacting with your ads - Schedule News Feeds reports to optimize ads and sponsored stories being shown in news feed Ads Manager Page insights Measure Page results - Understand the performance of your Page with Insights - Learn which types of Page posts are getting the most engagement and continue testing these - Optimize your content to your audience so people will tell their friends about you 1 2
  13. 13. Best practices for Automotive vertical Post relevant, compelling content more frequently to your Facebook Page: Our data shows that automotive brands publish less frequently than other categories. Increasing publishing frequency will drive more engagement and greater news feed distribution. Create variety and keep posts relevant by publishing about new concept vehicles, special editions, your brand’s heritage, and racing. Build anticipation for new vehicle launches by releasing photos and videos leading up to reveals and retail launches: Automotive Page fans love sneak peeks and new products. Photos and videos are a great way to showcase them, and are the most engaging Page post types overall. Develop a calendar of vehicle specs and images to release to your fans leading up to major new product introductions. Create Facebook-specifc special editions and publish fan-only sales and service offers: Automotive fans appreciate being recognized for their support of your Page. Enable them to create special editions online, and provide them with Facebook-only offers to drive them to your retail locations. Tag other brands, nameplates, or dealerships from your “automotive family” in your Page posts: Facebook Pages provide the ability for one Page to tag another Page in a post. This can be an effective method for increasing the distribution of recent news about a brand, nameplate, or dealership. For example, a brand- level Page could post a review about a new model launch and tag that model’s Page in its post.
  14. 14. Grow your dealership's business by building lasting relationships with people on Facebook Your Company
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.

×