Supplemental Document 5 Tactics Made Easier on Social Media
Tactics Made Easier on Social Media In the previous supplemental document, Social Advertising Within Your Marketing Plan, we shared how there is a wide variety of Facebook and Twitter ad products that can help accomplish many of the same goals as some of your current advertising tactics. In this document, we ll share some ideas for how social media can be a simpler and more effective solution to some of your marketing challenges. 2
Conquesting As you ve seen in step-by-step instructions for the various ad products described throughout other session s supplemental documents, targeting is a critical step in each product s setup. In a sense, social advertising works so well precisely because of these advanced targeting capabilities. Clever targeting can help you conquest your competitors and capture prospective customers before other dealerships have the opportunity to engage them. On Facebook: 1. Location Target the audiences of your competitors. You can just as easily set a particular message to be received within a 10- mile radius of your nearest competitors. You can target on Twitter based on: 1. Follower targeting Target the followers of competitors accounts, such as @Toyota. 2. Keyword targeting Act on signals of intent by delivering timely messages to users based on what they ve recently tweeted or engaged with in tweets, so you can not only target the phrase car shopping, but also Nissan Sentra. 3. Geography Targeting Target the towns or ZIP Codes of your competitor dealers and automakers. 2. Interests Target people who have an interest in other automakers. Target people whose interests on Facebook are Nissan or Toyota, for example. 3
Lead Generation You can never have enough leads. Social platforms can help you get more of them. On Twitter 1, you can generate leads by collecting verified email addresses from your potential customers with a simple, one-click ad solution known as a Lead Generation Card. Once you ve captured these new email addresses, you can nurture these potential customers through your other CRM tactics and ongoing customer engagement marketing tactics. 2. When setting up your Lead Generation Card, use a relevant image and compelling copy. You re asking for users emails, so be sure to offer them something valuable in return. Some businesses have seen success by offering interesting content, entries to sweepstakes and coupon codes. Make people feel special with exclusive offers; words like get, win, enter, receive, find and sign often inspire action. Note: When doing sweepstakes or contests of any kind, you will need to consult with an attorney to meet all applicable FTC requirements. To grow your lead list, you ll be creating a Leads on Twitter campaign. In this type of campaign, you will use the Lead Generation card to promote your tweet to a targeted group of users. 1. Lead Generation Cards include an image, an offer and the user s name and email address pre-filled. With one click, they can safely and securely send you their contact information without ever leaving your tweet. 4
Lead Generation (cont.) 3. Define your audience using all the segmentation that Twitter offers, and that we have gone over previously. 4. Set a daily and total budget for your campaign. Your campaign will end once your budget has been met, so you ll never be charged more than you want to pay. (Lead Generation Cards are priced on a cost-per-lead, or CPL, basis, meaning you ll only pay when someone submits their contact information through your Lead Generation Card.) 5. Publish and you can download a.csv file (Microsoft Excel ) that includes all of your lead information. Or, if you have a marketing automation platform or CRM system in place, you can sync it with your Lead Generation Cards so that it will update automatically as users submit their contact information. Facebook doesn t currently have a seamless lead generation product that captures email addresses like Twitter s Lead Generation, but it is in the pipeline and we can expect the product to be rolled out in the coming months. According to Facebook, The lead ads that we re testing use a native signup flow within Facebook. This helps avoid a lot of the pain points usually associated with filling out forms, like having to leave one app and start a form in another app, and having to enter all of their information from scratch. Just a few taps and people are done. The current test of lead ads is limited to a small group of businesses around the world. We ll share more information about lead ads as we gather feedback. 2 5
A/B Testing A/B testing is a strategy in which two versions of an ad, version A and version B, are tested against each other. This is not to be taken literally, as you could have more than just two versions of the same ad running against each other to see which performs the best. The goal is to identify how changes to the ad (including image, copy, call to action, format, etc.) affect the performance of the ad and increase or decrease the chance of meeting your overall campaign goals. These general principles work for both Facebook 3 and Twitter: 1. Creating a Campaign Structure campaigns based on the audience you re targeting or the goal you have in mind. You ll create a new campaign each time you target a new audience or have a new goal, such as service or sales (and the different subgoals within those). When your target audience or ads are identical with the exception of one variable in a campaign, it s easier to identify which of your ads is most successful. Facebook and Twitter s ad platforms automatically optimize the ad with the best performance in a given campaign, so it s important that ads that have unrelated goals aren t competing with one another for impressions. 2. Testing Ads in the Same Campaign Use A/B testing to determine which of your ads are performing the best for your objectives. For example, keeping all targeting consistent within a campaign and testing one single piece of the ad component (copy, call-to-action button, image, video, etc.). Alternatively, you could keep all ad components the same within one campaign while testing the target audience (age, gender or interest testing). Facebook and Twitter will automatically begin to optimize the ad that has the best performance within each campaign, so maintaining this organization makes reporting and determining success much easier. Generally, Facebook will optimize delivery of the campaign (how, when, and to whom your ads are shown) based on the best day of the week and time of day, among many other variables, but monitoring performance against those variables and adjusting your ad plans accordingly may help reduce campaign inefficiencies going forward. For example, if you see your ads are performing significantly better on weekends when compared to weekdays, you may consider setting up your campaigns to only run on Saturdays and Sundays. 6
A/B Testing (cont.) 3. Number of Ads in the Campaign Have anywhere from three to six ads in each campaign so you can test the ads against one another, and so Facebook and Twitter have the ability to optimize the performance of your strongest ads. If you do have enough of a test set, you ll find that some ads tend to emerge as top performers while others may receive low distribution in comparison. If this happens in your campaign, you can then consider pausing the ads that aren t performing as well as the top-performing ads. For example, you can run three ads within a campaign that are very similar with one slight change for a couple of days. One ad will usually perform better over this time frame. Then pause the two lower-performing ads, and create two similar ads based on the best one and again modify them slightly. 7
For example, change a line of copy or the color of the car pictured. 8
Wrap-Up Wrap Up Social media not only has the ability to supplement and extend the reach and effectiveness of your existing marketing tactics, but can also deliver new, incremental opportunities to engage with your customers and grow your business in ways that other advertising channels cannot. The nimble, highly adaptive nature of social advertising, paired with the immediately accessible performance data it provides, can help you capture prospects before they reach your competitors, efficiently generate incremental leads, and learn which messages and formats are accomplishing your objectives to the greatest effect. 9
Social Vendors If you would like help with your social media efforts reach out to our preferred vendors. TM (855) 653-5463 https://honda.nakedlime.com/ (866) 673-7887 http://www.socialdealerprograms.com/hondapreferred/ Feel free to email dealersocial@ahm.honda.com with any questions. To see all supplemental documents, please visit: www.series.honda.com (888) 382-8707 http://www.drivedominion.com/prime-honda.html And please remember to submit all Social Media ads for DMA compliance pre-approval prior to posting. (877) 285-1094 http://3birdsmarketing.com/oem/honda-preferred Federal Trade Commission s Guides Concerning the Use of Endorsements and Testimonials require prominent disclosures whenever reviews are incentivized in some way. Please consult your lawyers to understand your obligations under the FTC Act. 10