for Continental Tires

1. IG: @CoreyPerlmanSpeaks
LinkedIn/In/CoreyPerlman

2. Before we begin…
• Can you have a copy of the slides?
• Negative comments?

3. Audit Assessment
• Attractive, Professional
• On brand
• Consistent
• Inconsistent Engagement
• Singularly focused

5. Why Should You Humanize Your Brand?
• Differentiates a commoditized
industry.
• Doing good is good for business.
• Recruitment - potential
employees check social
• SOCIAL Media.

6. Best Practice:
Proof is in the engagement

7. Best Practice:
Causes create common ground

8. 8 AUTHENTICALLY
SOCIAL PRINCIPLES
1. Don’t Be a Jack of All Social
Media Sites, Master of None.

9. • Prioritize your platforms
• Do a social media audit
• Delete inactive profiles
TAKE ACTION!

10. 8 AUTHENTICALLY
SOCIAL PRINCIPLES
2. Talk more about people, less
about products.

11. CREATE A CONTENT CALENDAR
• Promotions & Products
• Education (add value)
• UGC (Contests)
• Take us with you!
• Continental Community

12. Best Practice: Wheel Wednesday

13. Your Competition
• Bar is low.
• Authentic photos tend to
outperform stock
• Only some reply to comments
• Nitto encourages ‘gif’ comments
• Falken goes retro

14. 8 AUTHENTICALLY
SOCIAL PRINCIPLES
3. TL;DR: Don’t Tell Me, Show Me.

15. Videos, Stories, Reels, Oh My!
• 81% of marketers agree that
interactive content
outperformed static content.
• 88% found that it helped them
stand out from competitors.
• 70% found this type of content
effective in converting visitors
to customers.
https://www.go-gulf.com/interactive-content-marketing/

16. Adam Mosseri,
Head of Instagram

17. MoreVideo Best Practices:
• Spend time on the Title
• Sell us in the first 10-
seconds
• Shoot horizontal!
• Use captions!

18. Best Practice: Sound Optional

19. 8 AUTHENTICALLY
SOCIAL PRINCIPLES
4. Less like the Squawking
Parrot, More Like the Wise Owl.

20. DON’T BE THE SQUAWKING PARROT
Products and promotions,
products and promotions,
products and promotions,
Squawk!!!!

21. Be The Wise Owl (3 E’s)
• Educate: In what ways can
you add value to our lives?
• Entertain: How can bring a
little fun to tires?
• Encourage: Indirectly
remind us that now is the
time buy.

22. Left to our own accord,
we will forget about you.

23. Create ‘Shareable’ Content
• Current news
• Funny or inspirational
• Practical advice
• Behind the scenes (exclusive)

24. 8 AUTHENTICALLY
SOCIAL PRINCIPLES
5. Gen Z and Y use social
differently…and so should you!

25. Best Practice:
Utilize Stories and Highlights

27. Best Practice: Carousel Posts

28. 8 AUTHENTICALLY
SOCIAL PRINCIPLES
6. You Have to Pay to Play

29. Best Practices for Boosted Posts
• Be clear on your goal (engagement,
lead-gen, website traffic, etc.)
• Choose posts that are doing well
organically.
• Choose posts that are relevant to your
goal (boost a post that’s already
received link clicks)
• Narrow your audience as much as
possible (male vs. female)
• Boost on the evens (10am, 12pm, 2pm)

30. • Created through ads manager and
more customizable.
• Create for conversions, not
engagement.
• Requires more involvement (installing
pixels, building custom audiences,
etc.)
• Bottom line: There’s a business case
for both.
Facebook/IG Ads

31. • A/B test and experiment (ex: with CTA
button/without)
• Try Micro-targeting or ReMarketing: After
they’ve watched a video or visited your site.
• Try Dayparting - only serving ads on day/
time of your choosing (lifetime ads only).
• Try Lookalike audiences (email list, web
visitors, page engagers)
• If possible, keep people within the walls of
Facebook.
Facebook/IG Ads:
Advanced Strategies

32. 8 AUTHENTICALLY
SOCIAL PRINCIPLES
7. Make Tires Fun.

33. 79% of consumers say
UGC impacted their buying
decision.
Source: https://mention.com/en/blog/
social-media-engagement-rates/

34. Best Practice:
Contests work!

35. Best Practice

36. Best Practice:
Pet love (ask us to participate!)

37. Best Practice:
We love to be right.

38. Best Practice:
We love to give our opinion.

39. 8 AUTHENTICALLY
SOCIAL PRINCIPLES
8. Get Your Customers to
Become Your Salesforce.

40. “Don’t Ever Let a
Verbal Testimonial
Go Unpublished.”
• Create a process for
positive posting.
• Incentivize or create
contests
• Make sure they @ and #
• #TagYourTires
#TakeUsWithYou

41. “THE BEST WAY TO THANK US IS TO
POST ABOUT US.”

42. In Summary
• Prioritize the Platforms
• More People, Less Product
• Don’t Tell Us, Show Us
• Less Squawking Parrot, More
Wise Owl
• Go Horizontal, not just Vertical
• You Have to Pay to Play
• Make Tires Fun
• Get Your Customers to Become
Your Salesforce

43. Thank You!
• corey@impactsocialmedia.com
• LinkedIn.com/in/CoreyPerlman
• IG: @CoreyPerlmanSpeaks