Social Media: The MissingPieceThus far, CW Taylor Marketing has focused on SEO,content, and to an extent, email. The next andcrucial step is Social Media…SEO EmailContentSocialMedia
Why Social Media?1. Go beyond basic searching and informationlistings to increase visibility.2. Create a unique brand different from competitors.3. Build a community around your brand. Interactwith customers demonstrates that you will go theextra mile for them.4. Create value for customers beyondsimply fixing their cars.5. Putting a human face on an otherwisedreaded process- getting your car fixed.
Two pronged approach● Make the client feel like he isgetting social media exposurethrough likes, retweets, commentsand followers. Build a brand with aloyal community.1● Provide real, tangible ROI throughnew customers (Groupon-likeoffers) and retention of existingclientele (email and location-basedoffers).2
First ApproachRecommended social media presences:Twitter, VineGoogle+, YouTubeFacebook, InstagramLinkedInPinterest1
First Approach● Twitter basics:•Be sure to instruct the contact person who willbe tweeting in the basic features of Twitter:Retweets140CharactersDirect Messages@Replies#HashtagsBit.ly links1Favoriting
First Approach● Twitter hashtag specifics:•Make auto shop discoverable and trendingthrough popular and appropriate hashtags(although no longer necessary)•For example, “Bob’s Auto Shop” in Newton, MAcould compose a tweet such as:The entire staff of Bob’s Auto Shop stands withthe people of Boston. #bobsautoshop#bostonstrong1
First Approach● Twitter hashtag specifics:•Use hashtag of business with trending hashtagfound at Hashtags.org, What the Trend,Twazzup, Trendsmap, etc.•Follow proper etiquette: Avoid using more thantwo hashtags. This will avoid tweets beingperceived as spam by followers.1
First Approach● Twitter: Use for customer interaction•Once a Twitter presence is created, it must bemaintained. Be aware of complaints or commentsdirected at the business and politely addressthem promptly with an @reply and/or directmessage.•Tweet deals and coupons (mirror the informationsent via email and Google+. More in Part II)•Notify of blog updates and include a link.1
First Approach● Twitter: Build a brand through content curation•Be consistent, shareworthy, and relevant.•Tweet about events at the shop and new equipmentpurchases.•Remind customers of services offered, and how they aredifferent and superior to the competition.•Be proactive in the community. RT info about events likesports, fundraisers, charities, and other (non-competing) businesses.•Be timely. Twitter lives almost exclusively in the moment.1
First Approach● Twitter: Create a following•Put the Twitter sticker on the door.•Determine who your audience is. If the shop specializesin a certain car, body work, engine rebuilds, etc.•In the email newsletter, urge customers to follow onTwitter. Promise news, deals, etc.•Stay local, but occasionally reach national in scope. Forexample, during the Superbowl or March Madness onecould tweet about the game.•Use a service like Fiverr or one of the many clones tobuild a follower base.1
First Approach● Twitter: Grow the number of followers•Share, share, share. RT other people’s stuff.•Be pithy and interesting. Share expertise. Convey trustworthinessand authority on the subject.•Follow local businesses and ask them to do the same. Followrelevant car-related twitter accounts.•Cater to a wide variety of interests, from car geeks to those who don’t care about cars.•Post at least once or twice every two weeks.•Track growth via analytics tool like Followerwonk or equivalent.•Old but good collection of blogs re: Twitter: www.copyblogger.com/ultimate-twitter1
First Approach● Twitter & Vine•Twitter acquired Vine in October 2012.•As of April 9, 2013, Vine is the number one freeapp on the iOS App Store.•Vine posts six second video clips directly toTwitter and Facebook with other options to come.•Easy to use and very popular at the moment.•Upload humorous clips, quick tips, or trendingmemes.1
First Approach● Google+: Much that was said of Twittermarketing applies to Google+. Note thesemajor feature differences:1. Not limited to 140 character limit2. Use of Circles for those you follow3. Powerful searching tools4. Local5. Communities1
First Approach● Google+: How to use for marketing•Choose images wisely. Google+ is a very visualexperience. Add photos to an album.•Make sure page is open to search.•Use circles wisely to make new connections.•Link to company website and blog.•Review other businesses. Your business willappear on their page and they might return thefavor, too.1
First Approach● Google+: How to use for marketing•Although hashtags are used, they are not quiteas numerous as in Twitter. Another difference is thecontent of hashtags- on Google+, businessesand products are extremely popular topics.•Post information that makes you sound like anexpert on the topic. This will lead to +1s andmore followers.•Link to interesting posts. Show your passion andknowledge for any given topic.1
First Approach● Google+: How to use for marketing•Unlike the microblogging of the Twitterverse,Google+ is more of a miniblog. Perhaps excerptportions of the blog updates to save work.•Google+ is the best tool for conversations. Askquestions to provoke responses like, “Which wasthe best BMW of all time?” People are sure torespond.1
First Approach● Google+: Advanced Tactics•Google+ Events: Schedule a party to celebratethe shop’s 10thanniversary and invite customers.•Use Google+ Events to schedule a Google+Hangout where the head mechanic answersquestions about some aspect of fixing cars.1
First Approach● YouTube: Basic Approaches•Think of YouTube as a secondary means ofmarketing. Embed videos in Twitter, Google+, andFacebook posts to add content to your social mediapresence and increase followers.•The primary gain in producing such content isbrand awareness. Viewers will view your brand in amore positive light, increase brand recall,perceived legitimacy and overall reputation.1
First Approach● YouTube: Suggested Content1. Provide 1 minute tips on keeping your car in shape.Free advice demonstrates skill and provides value forviewers.2. Create 1 minute how-tos on cars outside of what theshop fixes.3. Ads. Creating a paid advertisement will spread brandrecognition.4. Creative videos produced by the shop employeesreferencing viral clips, trends, workplace events, orworkplace tours. Introduce each employee and showhim at work.1
First Approach● YouTube: Three ways to refer traffic back towebsite1. Include a link in the description, just as a nakedURL with no anchor text.2. Set up the content for advertising and get an Adoverlay link.3. Get approved YouTube partner status (byallowing preroll ads form other companies onyour videos) and then include links back to yoursite within your annotation.1
First Approach● YouTube: Analytics•Video views are basically equivalent to “hits” ona website and are not indicative of whethersomeone actually watched the clip.•Instead, use YouTube analytics to obtain a“Relative audience retention” report. The YouTube“estimated minutes watched” report and "averageview duration" figures are much more usefulindicators of overall success.1
First Approach● Facebook: Brief remarks•Define the goal for creating a businessFacebook page.•Are you going for brand awareness or for morecustomer interaction? If the business is located inPeoria and someone from Indonesia likes yourphoto, are you really increasing sales?•Use Facebook primarily to create a sense ofcommunity with customers, building trust andlegitimacy.1
First Approach● Facebook: What to post•Announce promotions and other events well inadvance as well as when they are occurring.•Actively seek customer comments regardingrecent car work and respond promptly. Thisinteraction will increase Edgerank.•Provide a full experience of welcoming content,introducing the staff and providing an overview ofthe business and what services are performed.1
First Approach● Facebook: How to get more likes and followers•Like local businesses and charities. Like therestaurants that the workers frequent.•Get friends and family of the workers to like and poston the company’s page.•Offer Facebook-only promotions to get them intothe shop. Host contests through sites like Shortstackand Pagemodo, free for pages with under 2000 likes.•Get friends and family to jumpstart comments.1
First Approach● Facebook: Advertising•Marketplace ads. Simple to set up and relativelyinexpensive.•Promoted posts•Premium ads. Sponsored stories, video ads,polls, custom audiences based on email list.•FBX or Facebook Exchange. New ad networkbased on “retargeting” ads to those who clicked onyour page.1
First Approach● Instagram: Some ideas•Instrgram is a more intimate site and lends itselfto behind-the-scenes images, reflecting one’spersonality.•Be artistic. Use filters on cars and items aroundthe shop to make them appear interesting.•Get involved with the community. Take picturesof the local environment, buildings, parades,street festivals, etc.•Be sure to include hashtags to make imagessearchable and to increase viewership.1
First Approach● Instagram: Some ideas•Have Instagram-only promo codes or contestswhere customers can upload their own carrelated photos.•Give the company phone to a waiting customerand tell them to find something interesting tophotograph. Upload with a statement that acustomer took this picture in order to demonstrateinteraction.1
First Approach● LinkedIn: B2B presence•I don’t see auto shops interacting with customersmuch nor do I see most people searching for oilchanges on LinkedIn.•However, it is crucial to have a 100% completeprofile and up-to-date company information forsecondary searching and validation.•Connect with local businesses for brandawareness.•Connect with parts suppliers and automotivecompanies.1
First Approach● LinkedIn: Networking•Use a LinkedIn profile for basic networkingamong similar companies.•Consider purchasing upgrades like an overviewtab, a products and services tab, analytics tab,and a career page for job listings.•Create pages for each of your employees to addtrustworthiness.1
First Approach● Pinterest: Women??•I personally don’t use Pinterest much, but it hasits benefits.•Keep in mind that at least 70% or more of theuser base is female, about the opposite of Google+.•There is a new business center: business.pinterest.com. Not too much yet specific tocompanies, but sure to improve and grow infeatures over time.1
First Approach● Pinterest: Strategies•Content curation is key. Only upload the best and mostinteresting photos. Generally follow the Instagram modelbut cater to the demographic.•Repinning images, like RTs, is a must. Comment onposts.•Fill out profile and connect Facebook and Twitteraccounts.•Pin videos to stand out amongst the still pictures.•Use Pinterest to tell customer stories.•See copyblogger.com/pinterest-marketing for moreideas.1
First ApproachIn short:1. Follow the right people2. Share valuable stuff3. Participate and engage1
Second Approach2Groupon-type DealPros: 1. Free Marketing. Even if no one buys thedeal, it is included in the email.2. Businesses get the email of the Grouponpurchaser, allowing for future marketingmessages.3. Free help from Groupon to aid incrafting the promotion. Only pay ifminimum sales are met.4. Track efficacy through own point-of-salesystem and Groupon’s Merchant Center.
Second Approach2Groupon-type DealCons: 1. Groupon takes 50% cut on deal. So if ashop offers $20 for $40 of service, Groupon takes$10.2. A study from Rice University said that80% are first time buyers and only 20% ever return.3. Only 36% buy beyond the value of theGroupon.4. Of the repeat customers, only 2% havenever visited the store before getting theGroupon.
Second Approach2Groupon-type Deal•If a shop wants to create a Groupon deal, besure to follow up with a plan to retain thosenew customers.•Groupon has a built-in rewards systemdesigned to promote repeat visitors.•Have a way to upsell and cross-sell.Combine promotions.•Give Groupon users a premium experienceto increase likelihood of them coming back.
Second Approach2Promotional Deal•A promotional deal is one that is not prepaid,but is valid for a fixed amount or percentageoff the cost of a service provided.•The first method of transmitting suchpromotions is a traditional email blast, which acustomer must then print out and bring withthem.•An update to this procedure is sending thepromotion by Facebook, Twitter, Google+, etc.
Second Approach2Promotional Deal•The traditional method can be improvedupon greatly by utilizing a check-in service likeYelp, Facebook, or most popularly, Foursquare.•The promotion is listed when one searchesfor the business on these sites, potentiallybringing in new customers.•Customer retention is achieved through thecheck-in process, which becomes a socialgame where one can earn badges, mayorship,etc.
Second Approach2Promotional Deal•There are several types of Foursquarespecials, and promotional deals with creditcards:sproutsocial.com/insights/2011/06/how-to-foursquare-specialssproutsocial.com/insights/2013/02/foursquare- visa-mastercard/•Promote check-in deals via other socialmedia sites for maximum exposure.
Second Approach2Promotional Deal•Check-ins are also free advertising evenwhen there are no deals to be had, since theaction may appear on the user’s Facebook orTwitter feed.
Objectives1. To foster a sense of trust, expertise andcommunity with the customer.2. To network with other local businesses.3. To promote brand awareness.4. To acquire new customers.5. To retain and value those new customers.