De-Mystifying Social Media Marketing for Auto Dealerships

Transcription

1 De-Mystifying Social Media Marketing for Auto Dealerships With Christine Rochelle, VP of Operations and Darrah Raneri, Content Writer at PCG Digital Marketing Moderated by Mike Bowers, Executive Editor at DealersEdge

2 Christine Rochelle - VP of Operations at PCG Digital Marketing Christine Rochelle (christinerochelle.com) is a lifestyle blogger and social media consultant and is PCG Digital Marketing s VP of Operations. Christine has worked for Star Magazine, HRP, MTV.com, LifeStyler, Eatontown Patch and AOL.com. Her numerous projects have been featured in The New York Post, Crushable, Get Busy Media, DrivingSales, Wanderlust & Lipstick, and Daily Single.

3 De-mystifying Social Media Marketing

4 Where is your message going? 86% of people skip TV commercials 44% of direct mail is never opened 91% of users have opt out of s they subscribed to 200 million Americans are on FTC s Do Not Call list Nearly 54% of people looking for information do not go to the Yellow Pages

5 Where is your message going? 67% of B2C companies have acquired a customer through Facebook 67% of all Internet users are on social networking sites 57% of businesses have acquired a customer through their blog The average budget spent on company blogs & social media has doubled 83% of marketers believe Facebook is critical to their business

6 Know your audience What do your consumers need most? What are the biggest problems they are looking to solve? What information are they searching for? What trends are influencing your business or success?* *Hubspot.com

7 Facebook: Know the Facts Facebook was launched in February, 2004, and is the world's largest social network (over 1 billion active users) 67% of adults say they use Facebook, 72% are women For the first time, there are more mobile users than people checking Facebook on the Web Facebook for business = connect with existing and potential customers

8 Facebook: Tips for Sharing Be clear, concise and give users what they need! Share engaging photos and videos of customers and employees Content sharing as well as links to and from Facebook Offer discounts and specials Thank all users for engagement Giveaways and promotions

9 Facebook: Should you Advertise? Reach the right users for your brand! Based on Demographic data Custom Audiences Create Offers and Ads to increase brand awareness You determine your budget Reach a broader audience than current fans Social Proof

10 Facebook: Advertising in Action Example: Facebook Offer for a buy one get one oil change Include a clear action in body of text Highlight specific special your business is offering Use a simple, eye-catching image

11 Twitter: Know the Facts 56% of customer tweets to companies are being ignored 32% of all Internet users are using Twitter 50% of Twitter users are using via mobile 11 accounts are created every second on Twitter

12 Twitter: Tips for Tweeting Monitor your mentions Utilize the search function and basic search Share links and content Re-tweet and reply Remember: The simplest way to engage with followers is to ASK

13 Twitter: Using Hashtags Narrows conversation on Twitter and organizes tweets Contains letters and/or numbers; no spaces/punctuation Ask yourself who you wish to target Test your hashtags before using them Example:

14 Twitter: Advertising Options 34% of marketers have generated leads using Twitter Grow followers Increase reach Get your business seen Two types of Twitter Advertising 1. Promoted Accounts Build relevant follower base Twitter suggests users 2. Promoted Tweets Increase reach of message Said to have a higher ROI than Promoted Accounts Remember: The simplest way to engage with followers is to ASK

15 Pinterest: Know the Facts Launched in 2009 as a virtual pinboard 15% of all Internet users are on Pinterest Users are primarily White, college-educated females, under 50 years of age Pinterest for business = don t show what you do, but why you do it

16 Pinterest Vocabulary Pin image or video you like on the Internet, or want to upload directly to Pinterest Board categorized virtual bulletin boards that display pins Re-pin adding another user's pin on your board Like & Comment other ways to engage with pins without adding to boards

17 Create your boards for your business: 1. Describe your office culture in 6 words = 6 boards Pinterest: Get Started 2. Include descriptions for each board 3. Add the pin it button in your browser's toolbar and pin photos from your website 4. Check your existing footprint: com/ 5. Claim a Business Page by adding Pinterest code to your site

18 5 Pinterest Tips 1. Eye-catching, beautiful images 2. Broad interest 3. Tutorials & How To's 4. Add $ for price overlay 5. Add keywords and hashtags to get found

19 Pinterest In Action

20 FourSquare: Know the Facts Location-based check-in app Created in 2009, in an East Village apartment! Over 20 million users Incorporates user tips & reviews Businesses can add promotions and offers

21 FourSquare Check-ins

22 FourSquare for Business

23 FourSquare Offers

24 Video YouTube (owned by Google) Vine (owned by Twitter) Bookmarking Sites Digg Reddit StumbleUpon Other Social Platforms to Consider Photo-sharing Instagram (owned by Facebook) Flickr (owned by Yahoo!) Blogging Wordpress Tumblr Wish they were Facebook Google+ (Google, of course!) MySpace (owned by Justin Timberlake) Business-Friendly LinkedIn

25 Darrah Christine