Today's guest post is from Jerry Evans, the inspired mind behind Inspired Training, (www.inspiredtrain.com). Jerry has more than 25 years experience in automotive and truly "gets it" when it comes to social media. Last year alone he helped companies raise more than 5 million dollars through direct marketing and social media efforts. I hope you'll enjoy it.
As 2010 draws to a close, it feels that finally, Automotive Dealers are dipping their collective toes into the deep blue sea of Social Media.
Not a day goes by without a Dealer, or Dealer Group, or even a Manufacturer appearing on Twitter. It feels like the moment a wave catches you and your board, picks you up and carries you forwards. As encouraging as it is, as exciting as it is, it does beg the question, who said the magic words? Who opened the eyes that matter, how and where did this revelation take place?
Not a day goes by without a Dealer, or Dealer Group, or even a Manufacturer appearing on Twitter. It feels like the moment a wave catches you and your board, picks you up and carries you forwards. As encouraging as it is, as exciting as it is, it does beg the question, who said the magic words? Who opened the eyes that matter, how and where did this revelation take place?
Auto Dealerships have long accepted that an online presence is vital in this Information Age marketplace. It wasn't always that way, I'm old enough to remember the 'distaste' we had for this new fangled 'website' and the cost of it, we felt threatened that our honed telephone skills would be negated by internet enquiries from faceless 'ups' - where in the typeface is the intonation, the tone, the calculated pauses, the building of rapport that can be achieved on the telephone?
The majority of us went back to the huddle, half the time the website was down, or the inventory was out of date, the company that set it up no longer existed, it wasn't generating significant sales, the 'newbie' was encouraged to monitor and respond to 'internet inquiries'-which obviously compounded it's inefficiency, -and then everything changed.
Whether it was the speed and size of computer chips, the wireless connectivity, the acceptance of email addresses being as important as telephone numbers, the manufacturers forcing some form of corporate branding website for new car sales, but all of a sudden, the internet became a whole lot more serious.
As websites have evolved, many can almost be considered art. OEMs and their various special interest sites are engaging purely on a visual experience level.
The scrabble for visibility, for high ranking, purchasing keywords and phrases, links to government and educational sites, the science of Search Engine Optimization, the clear, precise metrics and analytics, click rates, bounce rates, linger times, all of it and a whole lot more besides, show how important we now regard our web presence.
And then along comes Social Media. Just when we had wrapped our collective heads around SEO and internet marketing and e-commerce.
The advantages and benefits of using Social Media are fuzzy, grey. Is it for Marketing? Is it for Brand Awareness? Is it for Networking? Is it for Sales or Service? The answer obviously is yes. But who does it? Where do the funds get allocated from? Advertising? Sales? Service? Perhaps most importantly, how are we supposed to use it?
Guess what, just because you build it, doesn't mean they will come.
This summer, something happened. Maybe it was a number of things. I know most of our planets are aligned and clustered closer than they have been for hundreds of years so maybe that was it. More likely, it was the prominence given over to Social Media at the round of conferences held this year. DD9, DSES, JDPAIRT. The quality and quantity of presentations that focused on Social Media was higher than ever before.
Even amongst the Hybrid and EV hype of the LA Auto Show, the talk was also about Social Media. The manufacturers, keen to gather databases encouraged visitors to 'like' their Facebook Page. 'Win an iPad' was trending on Automotive Twitter. BMW, Ferrari and Audi have huge followings on Facebook, the success of Ford's Social Media campaigns and new vehicle launches has helped Dealers see that there are benefits, and so the tide has turned.
But that doesn't mean Dealers 'get' Social Media. Creating a Facebook page, a Twitter account and maybe a YouTube channel doesn't equate to Social Media success, there is still much work to be done.
But it's a start.
Guess what, just because you build it, doesn't mean they will come.
This summer, something happened. Maybe it was a number of things. I know most of our planets are aligned and clustered closer than they have been for hundreds of years so maybe that was it. More likely, it was the prominence given over to Social Media at the round of conferences held this year. DD9, DSES, JDPAIRT. The quality and quantity of presentations that focused on Social Media was higher than ever before.
Even amongst the Hybrid and EV hype of the LA Auto Show, the talk was also about Social Media. The manufacturers, keen to gather databases encouraged visitors to 'like' their Facebook Page. 'Win an iPad' was trending on Automotive Twitter. BMW, Ferrari and Audi have huge followings on Facebook, the success of Ford's Social Media campaigns and new vehicle launches has helped Dealers see that there are benefits, and so the tide has turned.
But that doesn't mean Dealers 'get' Social Media. Creating a Facebook page, a Twitter account and maybe a YouTube channel doesn't equate to Social Media success, there is still much work to be done.
But it's a start.
I cannot stress highly enough how important your Social Media presence is. While you are admiring the latest Google analytics, people could be ripping your reputation to shreds on sites like Yelp, singing your praises on Twitter or featuring your car in a YouTube video.
And Facebook? Do I really need to mention the F-Word?!
And one more thing. Be social. Be polite and respectful, knowledgeable and helpful, empathic, amusing, honest and transparent. Always remember that listening is part of being social. Give more than you take. It won't be long before your reputation gets positive boosts, your standing in the community rises, your campaigns are more successful. Not only will your sales increase, but your GP will too. That's the nature of referrals.
In this new media world, being social is now an important strategy for any business.
For Auto Dealerships, who have much work to do on their reputations, the pre-conceptions and perceptions of the public at large are not the most positive. Social Media offers the industry an opportunity to improve their image and create relationships based on trust, authenticity, knowledge and transparency. But you have to do it right. Automated, half hearted, half baked, unfocused attempts will not only fail, but you could end up damaging your reputation. Perhaps if I mention BP and it's mismanagement of Social Media and the consequences of that....
And Facebook? Do I really need to mention the F-Word?!
And one more thing. Be social. Be polite and respectful, knowledgeable and helpful, empathic, amusing, honest and transparent. Always remember that listening is part of being social. Give more than you take. It won't be long before your reputation gets positive boosts, your standing in the community rises, your campaigns are more successful. Not only will your sales increase, but your GP will too. That's the nature of referrals.
In this new media world, being social is now an important strategy for any business.
For Auto Dealerships, who have much work to do on their reputations, the pre-conceptions and perceptions of the public at large are not the most positive. Social Media offers the industry an opportunity to improve their image and create relationships based on trust, authenticity, knowledge and transparency. But you have to do it right. Automated, half hearted, half baked, unfocused attempts will not only fail, but you could end up damaging your reputation. Perhaps if I mention BP and it's mismanagement of Social Media and the consequences of that....
Do it, do it well, take it seriously, treat it seriously and the rewards will come. Trust me.
Inspired Training provides bespoke programs to Auto Dealerships and Groups to maximise the results of their Sales teams and Social Media presence. With innovative solutions, Inspired Training works in partnership with Dealers who recognise the importance of a well trained team and the opportunities Social Media offer.
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