Last updated 1 day 17 hours ago
It can be hard to keep track of everything that happens in a week. That’s why we endlessly roam the Internet in search of some of the most interesting stories from the automotive and social media industries – so you don’t have to. Take a look at what we’ve found this week:
6 Tips for Turning Big Data into Great Customer Experiences
“The phenomenon of big data certainly comes with promise. After all, having terabytes of data on customer history and behavior is certainly better than trying to extrapolate from just a few data points. For sure, online marketers who make sense of big data are going to be better able to build customer experiences around hard data and evidence rather than on hunches and guesswork…”
Social Media Delivers Highest-Quality Users in Ad Campaigns
“Social media delivered the highest quality users in ad campaigns during the first quarter of 2013, performing 65% better than the industry overall and 33% better than the next best channel, according to a recent report by Aggregate Knowledge…”
Why Your Business Should Be Telling Stories
“…Never underestimate the power of a great story. However, in business we seem to underestimate its worth. Businesses tend to focus on processes and numbers, not stories and experiences. Over the years I have learnt the power of a story to get over messages to help organization’s improve their Customer Experience… When we hear a captivating story, whether it’s a particularly well-written novel of a horrifying and gripping news piece, the emotional attachments we generate can remain with us for a long period of time…”
8 Data-Based Tips for Optimizing Your Content on Pinterest and Instagram
“Even though the two most popular social networks to emerge in the past few years (Instagram and Pinterest) revolve around visual content, there isn’t much data about what content performs best on these platforms. Because Instagram and Pinterest revolve around visual (not textual) content and their APIs are difficult to access, it can be challenging to research these networks…”
9 Social Marketing Metrics that Actually Matter
“Even the most social-savvy business owners can get caught up in the numbers game: counting and recounting likes, followers, fans, retweets and shares. Not to say those numbers don’t correlate to how well your business connects with customers online, but 100 shares doesn’t necessarily mean 100 sales – and it certainly doesn’t measure the potential value of those 100 shares…”
Last updated 4 days ago
As your dealership focuses on building its social media presence, are you working toward deepening your connections with existing customers, or leveraging social media channels to get new leads? Most companies want to grow their business by acquiring new customers rather than focusing on deepening their relationships with their existing customer base. On average, it costs 6-7 times as much to acquire a new customer than to retain an existing one, so what can your dealership do to build a team of loyal customers?
Know what you’re good at.
What makes your customers do business with your dealership instead of your competitors? The answer to this question forms the basis of understanding what makes your fans want to recommend you to family and friends. While this will probably take a little time and a lot of research, it’s an important step in building a lasting relationship with your fans.
You can use the information discovered here to provide useful content on your social media channels, too. For example, if your dealership is known for great customer service, continue to help your customers by offering safe driving tips, advice for first time car buyers, or videos on how to work the various aspects of your new vehicles.
Turn over control.
Identify your super-fans and look for ways to empower them to interact even more within the community. By including your biggest fans in your communication process, you’re working towards a win-win for your dealership and your online presence. That’s because inviting super-fans to help respond to customers on social media, write guest blog posts, or actively help other consumers, you’re effectively lightening the workload for your dealership. You just need to make it as easy as possible for your fans to connect, share information, and gain a voice in the community.
Work towards a larger goal.
Remember that research you did to find out what sets your dealership apart from the competition in the minds of your customers? Well it’s time to make that a greater part of your dealership’s overall marketing plan. Think about what’s important to your customers and how that plays a role in the purchase process. Then communicate those values and beliefs on your website, blog and social media channels.
Embrace interaction.
Too often companies are afraid to involve their customers in the marketing communications process. However, that’s exactly what your dealership should be striving to do. Embrace customer interaction online and look for ways to connect and deepen relationships with your fans and followers. Use your social channels to ask for customer feedback, and leverage your knowledge of your communities to create content your fans will want to read and share.
How is your dealership using its online communities to build customer loyalty? Share your tips in the comments below.
Last updated 8 days ago
It can be hard to keep track of everything that happens in a week. That’s why we endlessly roam the Internet in search of some of the most interesting stories from the automotive and social media industries – so you don’t have to. Take a look at what we’ve found this week:
Facebook Remains Top Social Network, Google+, YouTube Battle for Second
“According to eMarketer, a digital marketing analysis firm, Facebook is still the number one social network by a large margin, but second and third place go to Google’s Google+ and YouTube. That Facebook is number one, with its 1.11 billion members, is no surprise. eMarketer believes that just over half, 51 percent, of all internet users visit Facebook at least once a month…”
New Google Local Listings Carousel Showcases 7 Results Above the Fold
“Google seems to be doing a limited beta test of a new style of displaying local search results, such as restaurants, in a unique carousel style that allows a user to scroll sideways through the results. This interesting format is clearly targeting mobile and tablet users who can easily go between results b swiping…”
Building Loyalty the Lady Gaga Way: Focus on 1% of Your Customers
“Shiny New Object Syndrome. It’s hard to resist. Many businesses are consumed with chasing new customers instead of focusing on the ones they already have. I see this all the time: Companies give out heavily discounted offers to lure new customers while longtime customers wonder why their loyalty isn’t being rewarded with the same offers…”
Why Brands Want to Have a ‘Two-Way Conversation’ with You
“When you first hear the phrase, ‘two-way conversation,’ you probably think, ‘Well, what other kind of conversation is there?’ But when it comes to brands, this phrase embodies a very specific marketing strategy: personification. Ever since the advent of social media, brands have been trying to engage consumers in ways that make them seem more like people, rather than large corporation trying like hell to sell you products or ideas…”
Pinterest Brand Engagement: Best Days and Times to Pin
“Unlike Twitter and Facebook, where brands drive engagement with their content through official accounts and pages, 70% of brand engagement on Pinterest is generated by the community itself, according to a new report by Digitas and Curalate. The study, which analyzed nearly 10 million pins specific to the fashion/retail, automotive and electronics industries, also found that the best day/time to pin for optimum community engagement varied by topic/industry…”
Last updated 11 days ago
A recent study conducted by Dimensional Research [via Marketing Land] shows that reviews have an overwhelming influence on today’s consumers. Of the participants who recalled reading online reviews, 90% claimed positive reviews influenced buying decisions, while 86% said their buying decisions where influenced by negative online reviews.
Positive reviews are great – and we encourage dealerships to share those across their social media channels, and email newsletters. Negative reviews on the other hand are a sore spot for auto dealerships and businesses alike. Below, we share more of the study’s findings on negative reviews.
What makes a negative review?
In most cases, a negative review is the result of customer frustration with the way service issues are handled. Service issues are nothing new, but the Internet makes people more likely to share those experiences with others. According to the study, 58% said they were more likely to share their customer service experiences today than they were 5-years ago, thanks to social networking and online review websites. Of the respondents who shared negative experiences, about half (45%), said they shared their feelings on social media, while 35% wrote an account of their experience on review websites.
So, what most often inspires a negative review?
· Having to explain an issue to multiple people (72%)
· The person I dealt with was unpleasant (67%)
· The problem took too long to resolve (65%)
· The problem was not resolved (51%)
What can your dealership do about negative reviews?
In this study, review sites, not social networks were said to be the leading source of negative reviews. That means you should have social listening tools in place to identify what’s being said about your dealership on popular review sites, like Google+ Local, Yelp, DealerRater, and more. In addition, you’ll want to encourage customers with positive experiences to share their reviews on those websites.
Of course, it’s best if your dealership is proactive about good customer service – and establishing credibility online – rather than simply responding whenever a consumer decides to complain. Here are just a few ways your dealership can improve a customers’ overall experience:
· Take steps to improve communication among staff members, so that they’re better equipped to handle customer questions, and understand potential issues.
· Empower employees to solve customer problems on the spot, rather than having to refer to management. Provide training on appropriate solutions to common scenarios.
· Follow up directly with the customer to ensure a resolution to any problem, or have your contact information readily available so it’s easy for consumers to reach out with any issues.
· Encourage a “helping” approach, instead of a “sales” approach to customer interaction.
Should you still find a negative review online, we’ve shared a few tips on how to respond in this blog post.
How does your dealership manage online reviews? Share your tips in the comments below.
Last updated 15 days ago
It can be hard to keep track of everything that happens in a week. That’s why we endlessly roam the Internet in search of some of the most interesting stories from the automotive and social media industries – so you don’t have to. Take a look at what we’ve found this week:
Google Maps to Unveil Brand New Interface, Report Says
“Google is set to debut a new interface for its Maps app, according to a new report. Google Operating System, a blog that provides unofficial news about the search giant, said the update will get rid of Maps’ current sidebar, and will display local information in the pop-ups that appear on top of a full-screen map. The new design places greater emphasis on the map itself, rather than on navigational tools such as the direction of arrows and zoom functions…”
6 Ways to Take Advantage of Facebook’s New Cover Photo Rules
“Facebook launched Timeline in February 2012, and ever since t hen it has had strict rules for business pages and their cover photos. The photos couldn’t contain calls to action, prices or purchase information, contact information or references to Facebook features. You were limited to just posting a picture. You had to be creative. But times have changed, and now business owners can (almost) forget those rules…”
The One Infographic About the Digital Revolution You Need to Understand
“One of the challenges of the digital revolution that we’re living through today is its complexity, and the broad range of implications that companies need to wrestle with. Consumers are shopping in different channels, often hopping across them to complete a single purpose – what are the teams that you need to have in place to deliver what’s needed across that journey?...”
20 Data-Backed Ways to Upgrade Your Social Media Marketing [SlideShare]
“As a professional social media scientist and part time unicorn hunter, I spend a lot of time chasing down and busting social media unicorns-and-rainbows myths and superstitions—advice that has no basis in facts – with real data and science. I’ve conducted quite a bit of research about social media marketing, and as a result, I’ve gotten quite a lot of insight into the tactics that do and don’t work…”
7 Ways to Improve Your Social Media Engagement
“Is your company’s social media as stale as last month’s bread? Would you like to get more people-to-people interaction and begin a real conversation with your audience on social media? No matter your company’s industry or size, you can encourage these deeper connections and improve your social media engagement. Here are some tips to help you encourage people-to-people interaction, whether you are on Facebook, Twitter, Google+, LinkedIn, Pinterest, Foursquare or Instagram…”
The Marketer’s Guide to Proper Social Media Etiquette
“As a savvy inbound marketer, you’re already sold on the value of using social media. But good social media marketing is about more than engagement, lead generation, and wider reach… you gotta have some etiquette, man. Etiquette? Really? Like pinkies-up-at-tea-time stuff? While social media etiquette might sound like a stuffy practice, this is really just about having good social manners online…”
