This document provides techniques for automotive dealers to effectively utilize social media in 2011. It discusses establishing a social media mindset focused on conversation rather than constant selling. The document outlines best practices for Facebook, such as posting a variety of interesting, informed, involved, and in-business content. For Twitter, it recommends finding and starting conversations. It also stresses the importance of creating video and blog content to engage customers. The overall recommendation is to focus on listening to customers and engaging in conversations rather than constant broadcasting to build a strong social media strategy.
Learn more about Automotive Digital Marketing at the most popular professional network for car dealers and interactive marketers working in the auto industry at http://www.automotivedigitalmarketing.com/
The Good, The Bad & The Ugly - The Changing World Of Content Marketing In You...Mark Masters
Social media and the digital platforms that are available are influencing our lives and positioning people as the experts in their industry.
This guide looks at the way that doing business has changed massively in a short space of time and using yesterday's tools with today's technology is a recipe for failure.
Here's how the world of social media, digital and content marketing is changing our lives and businesses.
Meme - A Whitepaper by RapidValue SolutionsRapidValue
Meme is a concept that has become popular and is spreading through the word of mouth, email, blogs etc. It may be a video, picture, text, etc., especially humorous in nature, which gets recreated by the user and reaches a large audience, with some slight variations.
Internet meme is an idea or a concept which is popular through the Internet media. It contains visual elements and photos with witty text, jokes, urban legends, viral videos, funny pictures or contagious music.
This paper provides details about meme. How it originated, Why meme is popular, use cases of meme and tools available to create memes.
‘Meme’ is pronounced as ‘meem’, which rhymes with ‘seem’ or ‘team’. An evolutionary biologist Richard Dawkins, in 1976, introduced the term meme. ‘Meme’ originated from the Greek word "mimema" (which means "somewhat imitated"). Dawkins described memes as a form of cultural propagation, through which people can transfer social memories and ideas to one another.
Modern internet memes are humor-centric (e.g. Dog Shame, Ask a Ninja, Lolcats, Dancing Baby, Domo-kun, Numa Numa Dance). Most common type of internet memes is about shock-value and drama (e.g. Angry German Kid, Dogs Go to Heaven). Other memes are urban myths that taught some kind of life lesson (e.g. The Littlest Fireman, Mel Gibson and Man Without a Face, Kurt Warner). A few internet memes are about deep content, and involve social commentary and intellectual absurdity (e.g. Flying
Spaghetti Monster, Russell's Orbiting Teapot). In a few cases, a meme can become a conversational expression as well as a viral curiosity (e.g. You Mad Bro ). Through memes, cultural or personal experience is shared among people, rapidly, and at a fast pace like fashion.
how to earns using Facebook passive incomeKumar Kishor
After creating a suitable profile the continuous step of ensuring the line of communication is kept open at all times is important. Positioning the business platform and staying in touch with the viewers will give the site the exposure it needs.
Unfortunate
Learn more about Automotive Digital Marketing at the most popular professional network for car dealers and interactive marketers working in the auto industry at http://www.automotivedigitalmarketing.com/
The Good, The Bad & The Ugly - The Changing World Of Content Marketing In You...Mark Masters
Social media and the digital platforms that are available are influencing our lives and positioning people as the experts in their industry.
This guide looks at the way that doing business has changed massively in a short space of time and using yesterday's tools with today's technology is a recipe for failure.
Here's how the world of social media, digital and content marketing is changing our lives and businesses.
Meme - A Whitepaper by RapidValue SolutionsRapidValue
Meme is a concept that has become popular and is spreading through the word of mouth, email, blogs etc. It may be a video, picture, text, etc., especially humorous in nature, which gets recreated by the user and reaches a large audience, with some slight variations.
Internet meme is an idea or a concept which is popular through the Internet media. It contains visual elements and photos with witty text, jokes, urban legends, viral videos, funny pictures or contagious music.
This paper provides details about meme. How it originated, Why meme is popular, use cases of meme and tools available to create memes.
‘Meme’ is pronounced as ‘meem’, which rhymes with ‘seem’ or ‘team’. An evolutionary biologist Richard Dawkins, in 1976, introduced the term meme. ‘Meme’ originated from the Greek word "mimema" (which means "somewhat imitated"). Dawkins described memes as a form of cultural propagation, through which people can transfer social memories and ideas to one another.
Modern internet memes are humor-centric (e.g. Dog Shame, Ask a Ninja, Lolcats, Dancing Baby, Domo-kun, Numa Numa Dance). Most common type of internet memes is about shock-value and drama (e.g. Angry German Kid, Dogs Go to Heaven). Other memes are urban myths that taught some kind of life lesson (e.g. The Littlest Fireman, Mel Gibson and Man Without a Face, Kurt Warner). A few internet memes are about deep content, and involve social commentary and intellectual absurdity (e.g. Flying
Spaghetti Monster, Russell's Orbiting Teapot). In a few cases, a meme can become a conversational expression as well as a viral curiosity (e.g. You Mad Bro ). Through memes, cultural or personal experience is shared among people, rapidly, and at a fast pace like fashion.
how to earns using Facebook passive incomeKumar Kishor
After creating a suitable profile the continuous step of ensuring the line of communication is kept open at all times is important. Positioning the business platform and staying in touch with the viewers will give the site the exposure it needs.
Unfortunate
Combined presentations from social media marketing for small business webinar (28th April 2011) with Our Social Times, Constant Contact, MarketMeSuite and oneForty.
Companies spend significant investments in creating market differentiation through advertising, promotions and social media. However, most companies do not fully leverage their CEO as a persona for their brands, missing on an opportunity to provide a human touch to what has been traditionally a media driven approach
For more white papers and webinars, go to http://www.sldesignlounge.com
Or visit us at http://www.sld.com
This is how To Earn Money while chatting on Facebook with friendssoumyadeep saha
Online social media jobs that pay$25- $50 per hour. No experienced required, work at home.
Take 1 minute quiz to find out what type of social media job you are best suited to.
Click to start the Quiz :- https://bit.ly/3zqMABL
Just creating a profile is simply not the end to the Facebook style of launching and capitalizing on any endeavor. It entails much more than simply this and the following are some points to consider:
Using Facebook to get a business recognized online is very effective
and easy to do. Facebook users range in the millions at any given time
thus making the platform for target audience almost infinite.
Understanding the working of how to go about optimizing this tool
will contribute to the success of any endeavor.
Combined presentations from social media marketing for small business webinar (28th April 2011) with Our Social Times, Constant Contact, MarketMeSuite and oneForty.
Companies spend significant investments in creating market differentiation through advertising, promotions and social media. However, most companies do not fully leverage their CEO as a persona for their brands, missing on an opportunity to provide a human touch to what has been traditionally a media driven approach
For more white papers and webinars, go to http://www.sldesignlounge.com
Or visit us at http://www.sld.com
This is how To Earn Money while chatting on Facebook with friendssoumyadeep saha
Online social media jobs that pay$25- $50 per hour. No experienced required, work at home.
Take 1 minute quiz to find out what type of social media job you are best suited to.
Click to start the Quiz :- https://bit.ly/3zqMABL
Just creating a profile is simply not the end to the Facebook style of launching and capitalizing on any endeavor. It entails much more than simply this and the following are some points to consider:
Using Facebook to get a business recognized online is very effective
and easy to do. Facebook users range in the millions at any given time
thus making the platform for target audience almost infinite.
Understanding the working of how to go about optimizing this tool
will contribute to the success of any endeavor.
Enabling the Software Defined Data Center for Hybrid ITNetApp
Recently, NetApp held a Cloud Breakfast for customers of our High Touch Customer Program. This was a combined presentation from OBS, VMware and NetApp.
Presenters:
Jim Sangster, Senior Director, Solutions Marketing, NetApp - "Cloud for the Hybrid Data Center"
John Gilmartin, Vice President, Cloud Infrastructure Products, VMware - "Next Generation of IT"
Axel Haentjens Vice President, Marketing and International Orange Cloud for Business "NetApp Epic Story OBS"
Tim Waldron, Manager, Cloud Solutions, NetApp EMEA "Cloud Services – An EMEA Perspective"
Sosiaalisen median luova hyödyntäminen teollisuudessaJari Jussila
Sosiaalisen median luova hyödyntäminen teollisuudessa
Teollisen luovuuden polku -seminaari 25.9.2012
Jari Jussila, Tampereen teknillinen yliopisto, SOITA-hanke. Lähteitä päivitetty 30.11.2012.
When budget cuts bite deep, you could be forgiven for moving environmental sustainability off the top of the agenda.
But there is a way to reduce costs *and* meet your environmental commitments. Today's green vehicles not only use less CO2, they can also cost less and improve efficiency.
View our SlideShare to see why green fleets are better and less costly than ever before.
Social Media Research Driving Automotive MarketingRapleaf
Brief overview of how the automotive industry is using social media, as well as what companies, car dealers, manufacturers, and ad agencies can learn about consumers from public social network information.
A report about the customer experience in the social media, studying usage of social media among Finnish B2C and B2B companies, and the (unfounded) myths connected to the topic.
For car dealers, social media marketing has been an enigma. Can social media be used to sell cars? Or, should we relinquish it to simple branding? Well, you can sell cars with social media. With Search Engines MD we work with you to create an online experience that can drive sales, conversions and branding. We do this be examining your market, developing a strategy, and continuing to refine it to create long term success.
Grow Your Business with Social Media optimization | WDP TechnologiesWDP Technologies
By following mentions of your brand name, username, and other relevant terms, you can get a real insight into what people like or dislike about your products and services, customer pain points you can address, and so on.
Visit Us: https://www.webdevelopmentpark.com/grow-your-business-with-social-media-optimization/
http://www.convergeenterprise.com : Converge Enterprise is a leading Cloud CRM company offering an innovative collaboration network portal connecting Customers, Partners and Employees through social and mobile cloud technology.
Keynote address given at the Seminar on "Social Media for Corporate Communication and Marketing" organized by the Bombay Chamber of Commerce and Industry, on Nov 27, 2009.
Talk given at TiE Bangalore, on subject of Social Media, on 1st July, 2010. Aimed at entrepreneurs and businesses, this talked about the relevance of Social Media for business, today!
The slides from my presentation given on 29 July 2010 to an audience of 25 clients and contacts and the IOD Bristol. Find out more at http://wwwDigital-divinity.co.uk
AutoCon 2012 - The AutoConnections Conference and Exposition will be held at the Aria Resort and Casino in Las Vegas from September 5th to the 8th. Learn more and register for this event at http://AutoCon2012.com
"Trans Failsafe Prog" on your BMW X5 indicates potential transmission issues requiring immediate action. This safety feature activates in response to abnormalities like low fluid levels, leaks, faulty sensors, electrical or mechanical failures, and overheating.
Learn why monitoring your Mercedes' Exhaust Back Pressure (EBP) sensor is crucial. Understand its role in engine performance and emission reduction. Discover five warning signs of EBP sensor failure, from loss of power to increased emissions. Take action promptly to avoid costly repairs and maintain your Mercedes' reliability and efficiency.
Why Is Your BMW X3 Hood Not Responding To Release CommandsDart Auto
Experiencing difficulty opening your BMW X3's hood? This guide explores potential issues like mechanical obstruction, hood release mechanism failure, electrical problems, and emergency release malfunctions. Troubleshooting tips include basic checks, clearing obstructions, applying pressure, and using the emergency release.
What Does the PARKTRONIC Inoperative, See Owner's Manual Message Mean for You...Autohaus Service and Sales
Learn what "PARKTRONIC Inoperative, See Owner's Manual" means for your Mercedes-Benz. This message indicates a malfunction in the parking assistance system, potentially due to sensor issues or electrical faults. Prompt attention is crucial to ensure safety and functionality. Follow steps outlined for diagnosis and repair in the owner's manual.
In this presentation, we have discussed a very important feature of BMW X5 cars… the Comfort Access. Things that can significantly limit its functionality. And things that you can try to restore the functionality of such a convenient feature of your vehicle.
Things to remember while upgrading the brakes of your carjennifermiller8137
Upgrading the brakes of your car? Keep these things in mind before doing so. Additionally, start using an OBD 2 GPS tracker so that you never miss a vehicle maintenance appointment. On top of this, a car GPS tracker will also let you master good driving habits that will let you increase the operational life of your car’s brakes.
𝘼𝙣𝙩𝙞𝙦𝙪𝙚 𝙋𝙡𝙖𝙨𝙩𝙞𝙘 𝙏𝙧𝙖𝙙𝙚𝙧𝙨 𝙞𝙨 𝙫𝙚𝙧𝙮 𝙛𝙖𝙢𝙤𝙪𝙨 𝙛𝙤𝙧 𝙢𝙖𝙣𝙪𝙛𝙖𝙘𝙩𝙪𝙧𝙞𝙣𝙜 𝙩𝙝𝙚𝙞𝙧 𝙥𝙧𝙤𝙙𝙪𝙘𝙩𝙨. 𝙒𝙚 𝙝𝙖𝙫𝙚 𝙖𝙡𝙡 𝙩𝙝𝙚 𝙥𝙡𝙖𝙨𝙩𝙞𝙘 𝙜𝙧𝙖𝙣𝙪𝙡𝙚𝙨 𝙪𝙨𝙚𝙙 𝙞𝙣 𝙖𝙪𝙩𝙤𝙢𝙤𝙩𝙞𝙫𝙚 𝙖𝙣𝙙 𝙖𝙪𝙩𝙤 𝙥𝙖𝙧𝙩𝙨 𝙖𝙣𝙙 𝙖𝙡𝙡 𝙩𝙝𝙚 𝙛𝙖𝙢𝙤𝙪𝙨 𝙘𝙤𝙢𝙥𝙖𝙣𝙞𝙚𝙨 𝙗𝙪𝙮 𝙩𝙝𝙚 𝙜𝙧𝙖𝙣𝙪𝙡𝙚𝙨 𝙛𝙧𝙤𝙢 𝙪𝙨.
Over the 10 years, we have gained a strong foothold in the market due to our range's high quality, competitive prices, and time-lined delivery schedules.
Your VW's camshaft position sensor is crucial for engine performance. Signs of failure include engine misfires, difficulty starting, stalling at low speeds, reduced fuel efficiency, and the check engine light. Prompt inspection and replacement can prevent further damage and keep your VW running smoothly.
Symptoms like intermittent starting and key recognition errors signal potential problems with your Mercedes’ EIS. Use diagnostic steps like error code checks and spare key tests. Professional diagnosis and solutions like EIS replacement ensure safe driving. Consult a qualified technician for accurate diagnosis and repair.
Welcome to ASP Cranes, your trusted partner for crane solutions in Raipur, Chhattisgarh! With years of experience and a commitment to excellence, we offer a comprehensive range of crane services tailored to meet your lifting and material handling needs.
At ASP Cranes, we understand the importance of reliable and efficient crane operations in various industries, from construction and manufacturing to logistics and infrastructure development. That's why we strive to deliver top-notch solutions that enhance productivity, safety, and cost-effectiveness for our clients.
Our services include:
Crane Rental: Whether you need a crawler crane for heavy lifting or a hydraulic crane for versatile operations, we have a diverse fleet of well-maintained cranes available for rent. Our rental options are flexible and can be customized to suit your project requirements.
Crane Sales: Looking to invest in a crane for your business? We offer a wide selection of new and used cranes from leading manufacturers, ensuring you find the perfect equipment to match your needs and budget.
Crane Maintenance and Repair: To ensure optimal performance and safety, regular maintenance and timely repairs are essential for cranes. Our team of skilled technicians provides comprehensive maintenance and repair services to keep your equipment running smoothly and minimize downtime.
Crane Operator Training: Proper training is crucial for safe and efficient crane operation. We offer specialized training programs conducted by certified instructors to equip operators with the skills and knowledge they need to handle cranes effectively.
Custom Solutions: We understand that every project is unique, which is why we offer custom crane solutions tailored to your specific requirements. Whether you need modifications, attachments, or specialized equipment, we can design and implement solutions that meet your needs.
At ASP Cranes, customer satisfaction is our top priority. We are dedicated to delivering reliable, cost-effective, and innovative crane solutions that exceed expectations. Contact us today to learn more about our services and how we can support your project in Raipur, Chhattisgarh, and beyond. Let ASP Cranes be your trusted partner for all your crane needs!
Comprehensive program for Agricultural Finance, the Automotive Sector, and Empowerment . We will define the full scope and provide a detailed two-week plan for identifying strategic partners in each area within Limpopo, including target areas.:
1. Agricultural : Supporting Primary and Secondary Agriculture
• Scope: Provide support solutions to enhance agricultural productivity and sustainability.
• Target Areas: Polokwane, Tzaneen, Thohoyandou, Makhado, and Giyani.
2. Automotive Sector: Partnerships with Mechanics and Panel Beater Shops
• Scope: Develop collaborations with automotive service providers to improve service quality and business operations.
• Target Areas: Polokwane, Lephalale, Mokopane, Phalaborwa, and Bela-Bela.
3. Empowerment : Focusing on Women Empowerment
• Scope: Provide business support support and training to women-owned businesses, promoting economic inclusion.
• Target Areas: Polokwane, Thohoyandou, Musina, Burgersfort, and Louis Trichardt.
We will also prioritize Industrial Economic Zone areas and their priorities.
Sign up on https://profilesmes.online/welcome/
To be eligible:
1. You must have a registered business and operate in Limpopo
2. Generate revenue
3. Sectors : Agriculture ( primary and secondary) and Automative
Women and Youth are encouraged to apply even if you don't fall in those sectors.
Ever been troubled by the blinking sign and didn’t know what to do?
Here’s a handy guide to dashboard symbols so that you’ll never be confused again!
Save them for later and save the trouble!
The Octavia range embodies the design trend of the Škoda brand: a fusion of
aesthetics, safety and practicality. Whether you see the car as a whole or step
closer and explore its unique features, the Octavia range radiates with the
harmony of functionality and emotion
What Are The Immediate Steps To Take When The VW Temperature Light Starts Fla...Import Motorworks
Learn how to respond when the red temperature light flashes in your VW with this presentation. From checking coolant levels to seeking professional help, follow these steps promptly to prevent engine damage and ensure safety on the road.
What Are The Immediate Steps To Take When The VW Temperature Light Starts Fla...
Car dealers guide to automotive social media
1. A TK Carsites White Paper
800.899.7791
TKCarsites.com
The Dealers’ Guide to Automotive Social Media in 2011
By JD Rucker
Director of New Media
1-25-2010
2. Contents Introduction
Social media has reached a tipping point in
Introduction 3 2011 that all but requires 80% or more of
The Social Media Mindset 4 North American car…
Facebook Techniques 6
Twitter Techniques 8 The Social Media Mindset
Video and Blogging 10 Before learning techniques, you must enter
Summary 12 into a social media mindset. Being active
and…
Facebook Techniques
Having the right Facebook strategy requires
more than just getting “likes” to your…
Twitter Techniques
Turning Twitter into a 2-way conversation
rather than a megaphone is challenging…
• Twitter as a Conversation Finder
Twitter is an entry point into
conversations. You don’t need to
have a ton…
• Twitter as a Conversation Starter
This part is easy. Take what you
learned in the previous Facebook
section and…
Video and Blogging
The biggest challenge that car dealers face
when engaging in social…
Summary
Social media done wrong can be more of a
detriment to your business than a benefit.
Putting together a basic strategy…
TK Carsites: The Dealers’ Guide to Automotive Social Media in 2011 Page 2
3. Introduction
Social media has reached a tipping point in 2011 that all but requires 80% or more of
North American car dealers to take social media seriously and establish or enhance their
plan. With 600 million users on Facebook, 200 million users on Twitter, and…
… we’ve all seen the stats and they seem impressive, but they’re just numbers.
The stats shouldn’t scare you. They also shouldn’t encourage you. Most “gurus” preach
the sheer bulk of the social networks but few offer any assistance that can produce a
tangible return on investment, both of money and time.
This White Paper is not designed to convince you of the importance of social media. It’s
not going to offer “out of the box” advice using flowery terms such as “engagement” or
“community.”
What you are about to read is geared towards car dealers with the goals of selling more
vehicles, improving fixed ops business, and creating a strong online reputation. It is
practical advice that will not preach the benefits of social media. Instead, it will seed the
application of proven practices, techniques, and tips that are relevant in automotive social
media for 2011.
Many of these practices will be obsolete by 2012. Some will change earlier than that. It’s
the innovative nature of social media that makes it a constantly moving target.
If you’re using 2010 strategies, you’re probably not doing it right.
You will be, soon.
JD Rucker
Director of New Media
TK Carsites
TK Carsites: The Dealers’ Guide to Automotive Social Media in 2011 Page 3
4. The Social Media Mindset
Before learning techniques, you must enter into a social media mindset. Being active and
involved in social networks currently is not necessarily the only thing that you’ll need to
enter into the right mindset. You’ll have to step away from the selling part of business to
understand the best way to sell on social media.
We’ll go into more details shortly about the specific differences between a Converting
Message and a Conversational Message, but for now understand that converting
messages lead social media contacts (Twitter followers, Facebook likes, Blog readers,
etc.) to a page or location where they are intended to become a conversion. Everything
else is a conversational message.
• The data for this graph came from 5 different dealership case studies.
• The size of the ball represents the number of conversions that the dealership
received.
• The vertical axis is the percentage of converting messages – the higher the ball,
the more often they asked their social media contacts to visit a lead form, landing
page, or other locations for conversion.
• The horizontal axis is the number of social media updates the dealership posted in
a month.
The Dealers’ Guide to Automotive Social Media in 2011 Page 4
5. One thing should be very clear: the less they try to sell, the more effective they are at
doing it. The dealership with the most leads had just under 300 updates, but less than
20% of those updates were converting messages.
The dealership furthest to the right had the most updates, but nearly 60% of their updates
were converting messages. As a result, they were barely ahead of the dealership
represented on the far left who had the least
number of updates (less than 1/4th of the
number for the dealership on the far right) but Posting "converting
also had the second lowest percentage of messages" non-stop
converting messages. will hurt you
algorithmically and in
The two dealers closest to the top were using general.
the standard approach: “Sell, sell, sell, sell,
converse, sell, sell, sell, sell, sell, converse,
etc.”
They might as well have been saying “Me, When people like
me, me, me, and more about me. Oh, and did I what you are posting
mention me?” normally, you "earn"
the right to post
Unfortunately, their style is the most common converting messages.
by far amongst dealers currently attempting to
utilize social media in their marketing efforts.
There are distinct algorithmic reasons that you
want to converse much more and attempt to Remember where you
convert less, but let’s look at it from the are... social media is a
visitor’s perspective. Remember, they aren’t place to converse.
going to Facebook to buy a car. They’re going Remember the
to Facebook to share, relax, enjoy. They want "cocktail party"
to see interesting posts, follow entertaining mindset.
links, and generally get away from business
(for now).
Through participation and by engaging in conversations, you can affect the placement of
your converting messages. Again, more detail on that shortly, but the valid business
reason for engaging in conversation rather than selling, selling, and more selling is that
your converting messages will be much more visible both algorithmically and through
the appreciation of your audience if people enjoy what you post.
It’s been said before and will be said again: the “social media mindset” is similar to the
“cocktail party mindset.” If you walk in and join the conversation, share some laughs,
discuss some interesting topics, and generally participate in the party, people will like
The Dealers’ Guide to Automotive Social Media in 2011 Page 5
6. you more. If the conversation comes up about cars, you talk about it. If it never comes up,
as long as you have been likable throughout you will be able to bring up the topic of cars
and people won’t mind. They will be much more likely to discuss the topic with you in
dialogue.
If you walk into the cocktail party and start telling everyone about your cars, you will not
be liked. Most people will avoid you. Some may even make rude comments to your face.
Most will only be thinking rude comments about you. You will be a monologue without
an audience. Nobody wants to be “that person.”
Facebook Techniques
Having the right Facebook strategy requires more than just getting “likes” to your page.
You have to set clear goals and use techniques specifically designed to elicit conversions.
We want more leads. We want more sales. There are right ways and wrong ways to go
about getting both. Remember the 4 “I”s.
• Ask questions that • Offer facts and
people would news that will be
enjoy answering. It interesting to the
doesn't have to be users who like
auto-related. your page.
Interesting Informed
In Business Involved
• Post links or • Express your
instructions with opinion on
converting important local,
messages. Be regional, or
frugal with this. national news.
The Dealers’ Guide to Automotive Social Media in 2011 Page 6
7. Your goal is to sell more vehicles, but meeting your smaller goals will help you achieve
that ultimate goal. Facebook is not all about branding. How you put out your message
and the personality that you create are the keys to truly doing business on Facebook.
The simplified glimpse of a proper Facebook posting cycle will help, but it’s important to
understand why you should be using Facebook like this. Your goal with 3 out of the 4
components of the cycle is to get comments and likes on your status updates. The more
that people like and comment on what you post, the higher your posts will appear on their
News Feed.
If you take nothing else away from this White Interesting: "Who takes the
Paper, you must understand this: what toll road? Is it really worth
$1.25 to you?"
happens on your Facebook page is
infinitesimal compared to what happens on
the News Feeds of the people who like your
page (and the friends of those same people).
Informed: "Tolls are going
This is the most overlooked aspect of Facebook up next week to $1.50. Be
marketing – most in the industry from OEMs to sure to bring an extra
dealers to vendors to customers are not even quarter! [LINK]"
aware of this very definite fact.
Your first mini-goal on the road to the sale is
getting impressions for your messages. People Involved: "We support the
will rarely visit your Facebook page directly. If March of Dimes and will be
they like the page, your updates have a chance walking next week. Will
of appearing on their news feed. The more that you join us? [LINK]"
they and their friends like or comment on your
updates, the higher on the News Feed your
updates will appear.
In Business: "Stan's Burgers
will be feeding our hungry
A Facebook page with a strong percentage of customers at this
people liking and commenting on their updates weekend's Toyotathon
will dramatically affect where your converting [LINK]"
messages appear. If you post a high percentage
of unlikable converting messages, nobody will comment or like them and none of your
posts will appear high on anyone’s News Feed (if they appear at all).
By using and playing with the 4 “I”s, you’ll be able to demonstrate more interest in your
messages to the Facebook algorithm and expose your converting messages more often
and more prominently.
In other words, the less you try to convert, the more you’ll be able to convert. Your
converting messages will only be seen if they are part of a proper mix.
The Dealers’ Guide to Automotive Social Media in 2011 Page 7
8. Twitter Techniques
Turning Twitter into a 2-way conversation rather than a megaphone is challenging
sometimes. Despite the fact that Twitter requires the least amount of time to post an
update (it’s just 140 characters or less) it is often overlooked as a nuisance.
When we polled several dealers who had abandoned or turned their Twitter account into
an RSS feed, most said they simply didn’t see the value.
Here’s the value in 2 parts:
Part I: Twitter as a Conversation Finder
Twitter is an entry point into conversations. You don’t need to have a ton of followers
(though they do help for part II) to engage in active conversation finding. Use the
search. Look for conversations based upon keywords. Reply and expect to get a reply
back.
I did a local Twitter search for “Jeep” and didn’t have to go to page 2 to find a
conversation that allowed entry into a conversation.
The Dealers’ Guide to Automotive Social Media in 2011 Page 8
9. Don’t sell. Now is not the time. In a situation like that, being sensitive is of the utmost
importance.
Notice casual speak: “sucks.” The guy just got in a wreck. It does suck. Represent your
dealership professionally but don’t act like you’re writing a formal letter. I wouldn’t
curse, but mild colloquialisms are fine.
Also, notice I said “I”. It’s a business, but there is a human behind the business. You are
Tweeting because you ran across his Tweet and you wanted to express your empathy
towards his situation.
The goal here is to spark a conversation. This is not the easiest example, but it’s realistic.
There will be times when you’ll find people Tweeting “Looks like my Jeep’s on it’s last
leg. In the shop again.” In a case like that, the path is more clear.
You aren’t going to simply search for your brand. Be creative. Do some test searches
(don’t forget to push “Tweets near you”) and see what other searches make sense. It
could be competitor brands, direct competitor names, or even something direct like “need
to buy a new car.”
Imagine seeing a Tweet that says, “I’m having a really bad experience at [competitor’s
name] Jeep. These guys are so pushy!”
Now you REALLY know what to do.
Part II: Twitter as a Conversation Starter
This part is easy. Take what you learned in the previous Facebook section and do it twice
as much. As a general rule, you can Tweet twice as often as you post to Facebook, not
including conversations. Once you’re in a conversation, you can @reply people more.
Avoid posting more than 1 converting message for every 4 or 5 Tweets.
When you can spark conversations, now you’re able to get people talking to you and
about you. The more conversations you’re having, the better your chances of a sale.
The Dealers’ Guide to Automotive Social Media in 2011 Page 9
10. Video and Blogging
The biggest challenge that car dealers face when engaging in social media is finding the
time and/or hiring the right person/service to handle video creation and blogging. This is
bad, as they are integral components for the most successful automotive social media
marketing campaigns.
You can get away without them. You can also get away without power windows, locks,
or steering, but it’s a whole lot easier when you’re not fighting the wheel, hand-cranking
up the window, or reaching over to unlock the door.
Facebook and Twitter are about content sharing. Videos and blog posts are about creating
the content that your followers and likes want to see.
Testimonials are the easiest and most relevant type of content that your prospective
buyers will want to see. They are the story about you by people your customers can relate
to: other customers.
Post your customer testimonials as a “light” conversion tool. You may not be directing
them directly to a contact form, but you are giving them entry into your site and offering
them feedback that can give your dealership more credibility and better branding.
The Dealers’ Guide to Automotive Social Media in 2011 Page 10
11. One may wonder why a dealership would want to post recall
information on their blog. In this case, it’s because it’s a Tips: "How to SYNC
your MP3 Player."
Nissan dealership.
Conquest marketing on social media is growing. A blog is the
best venue for “talking a little trash” on a competitive brand.
Opinions: "The new
In blogs, you are allowed to express your opinions, but your city tax is unfair to
opinions will always be judged as biased. “Of course you citizens."
think the Altima is better than the Accord, Mr. Nissan Dealer.”
Facts and news, however, are a way you can express your
opinion backed up by other sources. They make for good reads Events: "The Tweet-
(and hopefully videos if you’re adventurous). a-Price Sellathon is
This Weekend."
There are dozens of other ways you can use video and
blogging. Some of those ways are listed to the right, but don’t
rest on those. Be creative. Use your personality. Put out great Offbeat Facts: "Who
content and you’ll start to find more people talking to you Drives Better, Men
through social media and in real life. or Women?"
The Dealers’ Guide to Automotive Social Media in 2011 Page 11
12. Summary
Social media done wrong can be more of a detriment to your business than a benefit.
Putting together a basic strategy does not take much time or even expertise, but it does
take dedication.
The most successful dealers in 2011 will be the ones who take advantage of the tools,
tips, and techniques that make for a strong social media strategy. If you think from the
customers’ perspective and understand that social media is a listening tool as much as a
broadcasting tool, you will soar ahead of your competition and make real strides in the
overall sales at your dealership.
About TK Carsites
Founded in 2002, TK Carsites made a name for
ourselves through lead generating tools. The
Internet was relatively new as a marketing
platform and the innovative tools that TK offered
helped dealers to make the most of this “new frontier.”
We expanded quickly into the automotive website design field and put the same practices
to work that garnered our initial success. We grew well over the next few years, but it
was in 2004 with the rise of automotive search engine optimization that we truly started
to excel beyond the competition.
As an early adopter of SEO, we developed properties and techniques that have stood the
test of time and helped our dealers achieve and remain at the top for the major searches in
their area. Traffic was and is unprecedented. In 2007, our exploration into the best SEO
techniques helped us find our next area of domination: social media.
Our first car dealer social media product launched in early 2008, well before most
vendors had dipped their toes into Web 2.0. A new and improved version has emerged
every year, reaching a tipping point in 2010 with our launch of Power Social.
2011 has the release of Power Social 2.0 in the near future, an upgrade that allows our
current Power Social customers to seamlessly upgrade at a minimal expense. The outlook
for the year is bright for both TK Carsites and our wonderful family of dealer clients.
JD Rucker
Director of New Media
TK Carsites
800.899.7791
The Dealers’ Guide to Automotive Social Media in 2011 Page 12