Reasons Car Dealers Fail at Facebook Marketing http://www.wikimotive.net 3
http://www.wikimotive.net The Wrong Questions How can I drive more “In Market” or “Relevant Fans/Likes” to their facebook pages? Social Media isn’t a trick. You can’t approach it by prejudging the value of one fan or like over another.
http://www.wikimotive.net This is the car business. It’s a numbers game. <ul><li>Thousand of people must WANT to visit your page every single </li></ul><ul><li>day. </li></ul><ul><li>You want them addicted to your page so every day they will visit </li></ul><ul><li>your page, have a laugh or answer a question and get their daily fix. </li></ul><ul><li>That is how you create powerful brand awareness. </li></ul><ul><li>That is how you market to them without the target ever being aware </li></ul><ul><li>that they were marketed to. </li></ul>
……………… . ……………… . Circle of Influence <ul><li>The average Facebook user has 130 friends. </li></ul>Potential Reach 39000 people Potential Reach 39000 people ……………… . 1 2 100 130 ……………… . 1 2 100 130 ……… . 39,000
http://www.wikimotive.net Circle of Influence MATTERS <ul><li>Many people have relatives or friends who live in other parts of the </li></ul><ul><li>country. </li></ul><ul><li>People will refer their relatives/friends living in your area to become </li></ul><ul><li>a fan. </li></ul>
Case Study: Marlboro Nissan, MA Karen Kaster, from Westford, MA, came to Marlboro to pick up her prize, an iPad she won by solving a very difficult challenge question on Marlboro Nissan’s fan page. After chatting for a while I asked how she became a fan of Marlboro Nissan’s page.
Case Study: Marlboro Nissan, MA Her response was all to common: “My brother lives in Indiana and is a fan of the page and he knew the answer. Since he wasn’t eligible to win the prize and he knew I was here in MA, he called me and told me to join the page. So I did!”
http://www.wikimotive.net Case Study: Marlboro Nissan, MA I congratulated Karen and wished her well when she said, “well actually, my husband needs a new car…” An hour later she was driving her husband’s Christmas present home, a brand new Nissan Altima .
http://www.wikimotive.net Case Study: Marlboro Nissan, MA But it is because of the circle of influence that the individual fan that may live outside of the dealer’s market is a strong influencer upon people they may know who live in the dealer’s market. Remember , just like car sales, it’s a numbers game. The more people you can influence, the better your chance to create a sale and promote brand awareness.
http://www.wikimotive.net <ul><li>“ The snow is coming! It’s a great time to come down to XYZ motors and buy a new Ford Explorer! Get your 4×4 before the snow sets in!” </li></ul><ul><li> </li></ul><ul><li>“ Right now at ABC Auto Sales the new 2011's just came in and we </li></ul><ul><li>have 0% financing for a limited time!” </li></ul><ul><li>“ We just took in a great trade! an 8 year old accord with only 20k </li></ul><ul><li>on it!” </li></ul><ul><li>This is the #1 way to lose fans and alienate potential consumers. </li></ul>The Wrong Content
http://www.wikimotive.net People don’t spend time on Facebook so they can search for all the advertising they just fast-forwarded past on their Tivo or DVR. Facebook is supposed to be fun. Its a distraction – an escape. I mean if you really think about it, why the hell would anyone who isn’t in the car business have any interest at all in liking a dealership’s fan page anyway? They wouldn’t! Unless it was fun ! The Wrong Content
http://www.wikimotive.net Talk about something fun or entertaining or controversial - WHATEVER YOU WANT EXCEPT THE CAR BUSINESS OR SALES AND OFFERS!
http://www.wikimotive.net A successful Facebook Marketing strategy isn’t going to help you sell more cars if you don’t already have a well trained sales staff. The Wrong Reason If they can’t get people in the door; if they’re not treating people right once they come in; if they’re not following up.
http://www.wikimotive.net Facebook Marketing is what to do when you’ve got a strong foundation and you’re looking to add incremental business; when you’re looking to enhance your brand awareness; when you’re looking to be more than “just another dealer”. Specials belong on a specials tab written in FBML – NOT THE WALL. Should I repeat that? THERE ARE NO ADS ON THE WALL …NONE … NEVER…EVER.
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