Posts Tagged Social Media

ADM Community Ranked 10 of 100 Top Auto Blogs by Independent Source

The dramatically tall Infographic that appears below showcases an independently produced and ranked directory of the Top 100 Automotive Blogs selected for recommendation to visit, subscribe, join and follow in 2013…

When the author (Ron Mays) who assembled and created the infographic that shows this ranking of the “Top 100 Automotive Blogs and Networks for 2013” first contacted Ralph Paglia, we did not know what to expect. Ralph provided Ron Mays with the information he requested. When the list was announced by CouponAudit and the below Infographic published, all of us associated with the Automotive Digital Marketing Professional Community were pleasantly surprised to see that the ADM Professional Community came in at number 10 out of 100 sites that were selected and ranked.

The infographic that Ron Mays and the CouponAudit team created to display this ranking of auto industry and car business networking UGC sites is available below:

Top 100 Fashion blogs to follow

An infographic by the team at CouponAudit

In above infographic, you can view top 100 Auto Blogs to follow in 2013, which CouponAudit ranked according to quality of posts.

Visit and join the Automotive Digital Marketing Professional Community at www.automotivedigitalmarketing.com

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From the Trenches – When to Break the 3-Minute Rule with Videos

From the Trenches – When to Break the 3-Minute Rule with Videos

 

I’ve been using videos for our dealership since 2009 when I saw a seminar by Jim Ziegler at NADA. I was very impressed and went back to Chicago and bought a video camera. Since then, we’ve put up over 2,700 videos on YouTube.

The best practice of 3 to 5 minutes for a video is well known and has a firm foundation. But it’s not gospel. Let me explain.

In my mind, for dealers, there are basically four kinds of videos that you can make for your dealership and varying lengths that are acceptable for them.

  • Branding videos – very short, maybe 1 minute max.
  • Conversion videos – 2-5 minutes
  • True Walkaround Videos – 3-8 minutes
  • Instructional Videos – whatever is necessary

Branding Videos are basically advertising your store or product and services. Customers have a very low tolerance and acceptance for them because they are “push” marketing similar to TV commercials. Need I say more? These should be very polished and you probably want a professional involved.

Conversion videos are videos created and sent to customers by a salesperson on a specific vehicle because “a video is worth a thousand photos”. It allows the salesperson to introduce him or herself, plug the store, and ask for the appointment. The customer wants to see that car and is willing to watch a little longer.

True Walkaround Videos are not directed at a particular customer. They are intended to be useful to those researching a particular model. Consumers who are researching want to see as much as possible about a particular vehicle so they can compare it to competing models. They will watch the entire video if it provides what they are looking for.

Instructional Videos teach something and the complexity of doing so can cause varying lengths of time. Consumers understand that. Something simple can be taught very quickly but some things take longer just to get through the steps. The consumer will follow along based on their interest.

There are exceptions to every rule. The real key is whether you are providing the entertainment factor or are providing the information that is being sought by the consumer. A customer that is looking for detail will not appreciate it if you skip over those details to keep your video short.

 

Best practices are there to be a guideline, not a rule. Always practice being a consumer and that will tell you when to go beyond best pratices.

Visit with me at AutoCon2012 in September!

 

 

Written by
 Tom Gorham

Editor, From The Trenches

Automotive Digital Marketing

Professional Community

via Automotive Digital Marketing Professional Community.

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Top 5 Auto Industry Professional Networks Traffic Report for June 2012

Top 5 Auto Industry Pro Network Site Traffic Report for June 2012 – Automotive Digital Marketing Professional Community

Top 5 Auto Industry Social Network Traffic Statistics from Compete, Inc. for 12 months ending June 30, 2012…

Unique Visitor Traffic

Ranking by traffic volume and the sites (including subdomains) submitted to Compete, Inc. for monitoring:

  1. www.AutomotiveDigitalMarketing.com
  2. www.DrivingSales.com
  3. www.DealerRefresh.com
  4. www.DealerElite.net
  5. www.AutoDealerPeople.com

Total Visitor Traffic

Since these sites are actively trying to get people in the auto industry to come back to them on a regular basis, it is useful to also examine their total number of visits, which would include members returning for multiple visits throughout each month being tracked. Automotive Digital Marketing has a substantial lead in 1st place for most visitors, with DealerELITE and DrivingSales neck and neck for second most visited automotive professional network.

Ranking Results for these same five sites based on total visitors for June 2012 moves DealerElite from 4th (Unique Visitors) to a close 2nd, basically tied with DrivingSales:

  1. www.AutomotiveDigitalMarketing.com
  2. www.DealerElite.net
  3. www.DrivingSales.com
  4. www.DealerRefresh.com
  5. www.AutoDealerPeople.com

EDITOR’S NOTE: For years I have compared Compete, Inc. data with Google Analytics measured traffic reports for dozens of websites I have access to, and can attest to the fact that Compete always shows LESS TRAFFIC than actual traffic to a website (in absolute raw numbers). However, the relative comparisons of multiple sites by Compete, Inc. is almost always relatively accurate, with the sites that get more traffic according to Compete, also getting more traffic as shown by Google Analytics. However, it is important to note that all data sources show variations and many industry pundits have criticized Compete, Inc. data collection methodologies, despite validation of these same techniques by Google and Google’s partnership with Compete on many research projects.

via Automotive Digital Marketing Professional Community.

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Facebook and Twitter Offer Dealers New Ad Targeting Capabilities – Automotive Digital Marketing Professional Community

via Facebook and Twitter Offer Dealers New Ad Targeting Capabilities

For the dominant social networks, the pressure is on. Facebook’s IPO cast a harsh light on its advertising revenue business models, which are not growing as fast as Wall Street had hoped. Twitter, on the other hand, has to prove that it has a business model for driving revenue that scales large enough to keep their doors open.

One way to add value to what is offered to advertisers and thus gain more ad dollars is to ramp up ad targeting, which both companies have done over the past few months. But while Twitter is playing it safe, Facebook is pushing the envelope with new tools, including corporate data base “Match-Back” services that could deliver the exact automotive consumers your dealership is looking for… But, could also bring the web equivalent of junk mail to your Facebook page.

Most Americans are accustomed to the rules of engagement for direct mail, which is very much an offline practice. (Subscribe to a new magazine? Don’t be surprised to see a raft of offers for credit cards in your mailbox.) But Facebook is allowing its big advertisers, including car companies and dealer groups to match the email addresses and phone numbers they’ve collected with Facebook profiles matching that data.

Car Companies, automotive retailers and mass marketed brands will be able to sync their entire CRM databases to their customer’s Facebook profiles. This matching set of Facebook profiles then being used to more efficiently target their customers while they are logged into Facebook, and before they have become that company’s Facebook page “Fan”. This allows car companies and dealers to invest advertising dollars into showing their Facebook Ads to targeted customers immediately, rather than waiting for them to “like” the brands’ content or page.

The move raises a number of privacy questions. When a consumer gives an email address or number to a marketer, there’s the expectation he will get communication from the brand. But what about when it comes to Facebook? “I don’t think anyone who has given an email and phone number to Facebook expected it to be used by Tide to target ads at them,” said Alan Chapell, an attorney who consults with ad-tech companies on privacy policies.

Facebook says it’s giving users two opportunities to opt out. First, a marketer must ask permission from customers to reach them on Facebook. Second, users can opt out by clicking a box on the ads themselves.

Twitter’s gentler approach


Twitter, which described its new targeting option as the biggest change to its ad capabilities since they were first introduced, is taking a more cautious approach. Twitter’s interest targeting includes 350 prepackaged categories, from the broad “pets” or “films” to more niche subcategories like “documentaries” and “Bollywood.”

The categories are not created from the content of tweets themselves, but from user actions on Twitter such as retweets and favorites, and whom users follow. If you follow Anthony Bourdain, for example, that’s a clue that you’re a foodie.

Unlike Facebook, Twitter is intrinsically public and users have no expectation of privacy. Yet Twitter’s approach to targeting is likely to be perceived as less invasive than, say, Google’s mining of search data or Gmail. “We have always been thoughtful and deliberate in how we roll out our advertising products and features,” a spokeswoman said in a statement. “This certainly applies to targeting as well.”

From a revenue standpoint, Facebook is under decidedly more pressure to ramp up revenue — fast.

One could also argue that users have higher switching costs since many have spent years accumulating connections, photos and apps. That’s why we predict it will keep pushing the envelope until the scope of its business matches the ubiquity of its user base, and why the ad targeting has only just begun.

Article Source:

AdAge.com

Facebook Infographic Source:

Mashable.com

Twitter Infographic Source:

Guy Kawasaki and Infographic Showcase

via Automotive Digital Marketing Professional Community.

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Competitive Advantage: Professional Networking for Car Dealers

Competitive Advantage: Professional Networking for Car Dealers

Professional Networking as a Competitive Advantage for Car Dealers

About a month ago I had the honor and privilege of speaking at the Automotive Leadership Roundtable in Miami Beach, Florida. As each of the previous ALR events have been, the venue was superb and the dealers who attended were among the nation’s most successful and each of them true leaders within our industry.  

One of my favorite General Managers, Mr.Richard Bustillo of Rick Case Honda was a featured speaker at this year’s Automotive Leadership Roundtable and tells me that one of the most productive uses of his time is the contacts and networking connections he makes at this premier industry event.

“April 11, 2013 — DAVIE, Florida – Richard Bustillo, General Manager of Rick Case Honda, the World’s Largest Full Line Honda Dealership, will be leading a panel discussion at the Automotive Leadership Roundtable (ALR) on Monday, April 15, 2013, at the Fontainebleau in Miami Beach, Florida. This is the second consecutive year Mr. Bustillo was selected to speak at ALR, an annual conference of leading automotive management executives.”

Another more recently acquired friend of mine who is a dealer, Neil Amaral had accepted my nomination to attend the ALR event as one of the top independent car dealers in America. His “Amaral Auto Sales” dealership in New Jersey puts many franchised points to shame in all measurements of dealership operating criteria, including units sold, customer satisfaction and retention.. During and shortly after the ALR event, Neil opened my eyes up to an opportunity for car dealers that translates into sales and profits which I am sure too many dealers fail to take advantage of… The power or networking in the Auto Industry.  

Although I am going to use an example specific to Amaral Motors, it is merely one of many examples I have witnessed or participated in over the years… Profiting from a network of professional contacts.  Previous to this year’s ALR event I had several conversations with Mike Timmons and Ken Potter at TrueCar regarding a Used Car Affinity Sales Program for TrueCar dealers.While at ALR I took the opportunity to Introduce Neil Amaral to both Mike and Ken from TrueCar. Before the end of the event, they had worked out a deal for Amaral Motors to be an exclusive TrueCar Used Vehicle Center for their area of New Jersey.  As Neil pointed out when he thanked me, had he not listened to my description of the ALR event and trusted me as part of his professional network, he would not have secured his deal for the TrueCar Used Car Program at Amaral Motors.

As difficult as it may seem at first glance to be able to predict such “six degrees of separation” type of connections, it is actually a lot simpler than most dealers realize. Let me explain, because of social and professional networks online, today’s automotive professional and his or her networks of business connections are more readily available and visible than ever before.  Take a look at my profile onLinkedIn.com/in/RPaglia and you will see that there are over 200 auto industry professionals who have written recommendations of some sort… It does not take a clairvoyant to predict the potential for referrals and introductions.

Neil Amaral is a lot like several very successful dealers and General Managers I have known over the years, he sees the opportunity to leverage relationships for the benefit of his dealership’s marketing, sales and operational efficiencies, then focuses on developing those relationships.  In many cases, the dealers who are the most effective at getting more value than other dealers spending similar amounts of money on the same auto industry suppliers are the ones who focus on their relationships with key people working or running those supplier companies and business, while creating the desire within that supplier organization to deliver above and beyond what the dealership is actually paying for.

This begs the question… Do the dealers who focus on developing relationships with key marketing resources, thought leaders and suppliers get more for their dollar than the dealers who maintain arm’s length relationships and focus on negotiating price points? Do dealers who belong to online networks and professional communities such as the Automotive Digital Marketing Professional Community establish relationship networks on a more efficient basis than those dealers who do not become active members of such networks?


There are many professional managers who believe in the “Purchasing Department” approach of grinding for the lowest cost deal… But it appears that in recent years there are also a growing number of highly successful dealers who have become advanced “relationship management practitioners” from the marketing supply side perspective…  

…Are you one of those dealers?

 

via Automotive Digital Marketing Professional Community.

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Josh Vajda Advises Car Dealers on How to Communicate with Mobile Customers

via How to Communicate with Mobile Customers – Automotive Digital Marketing Professional Community.

How to Communicate with Mobile Customers

It’s becoming more common for customers to shop, communicate and conduct daily business using their mobile devices.

If you are selling cars in a dealership, I’m guessing you’ve received many responses from customers with the signature “sent from my iPhone/4G-LTE smartphone/mobile device.” When you see this type of response, do you attempt to communicate as you normally would?

 

Almost all of the e-mail templates and responses I have seen were created for customers who are sitting at their computers. Many salespeople have been trained to reply to an Internet lead with a fairly long, personalized response that includes links to several pieces of inventory, reasons for buying from this dealership and one or two questions designed to engage. This type of e-mail is great if your customer is sitting at the computer. But if you send that same response to a mobile customer, they’re probably not going to engage.

 

So what’s the best way to communicate with a mobile customer? Here are a few tips:

 

1)    Get to the point. Mobile customers don’t think or respond the same way, and don’t have the same level of patience as when they’re sitting at home on their computers. A mobile customer is probably going to be distracted; multi-tasking, bouncing from checking e-mail to Facebook, to Twitter, to attending to their daily life. For this reason, keep your e-mails to no more than a couple sentences and you’ll be more likely to engage that customer in a conversation.

 

2)    Choose attachments and links carefully. If you’re used to sending a brochure about your dealership, an embedded video, or showcasing a particular vehicle with hundreds of photos, think twice before sending memory-heavy attachments to the mobile customer. Mobile users aren’t likely to open an attachment that’s difficult to view on a small screen or takes a long time to download. Instead, send a link to a video or send one good photo of the car that they inquired about.

 

3)    Be Patient. On mobile devices, many people respond one line at a time, as if in a chat. Going back and forth one line at a time may become frustrating to you. But remember, this is not about you, it’s about the customer and their needs. You may reach a point where you think that one phone call could replace all this, and ask the customer to just call you, or you may try calling them. Or you may be tempted to write, “if you set an appointment to come in and take a test drive, all your questions will be answered.” Yet, just as we’ve been taught to earn the right to ask for the sale in the traditional sales process, you must earn the right to ask your mobile customers. When you’re communicating via mobile, it may take a lot longer, moving one small step at a time. Trying to skip ahead in the process could disconnect them from the conversation.

 

What tips do you have for communicating with mobile customers?

via How to Communicate with Mobile Customers – Automotive Digital Marketing Professional Community.

English: Washington, DC, April 27, 2010 -- FEM...

English: Washington, DC, April 27, 2010 — FEMA launched web pages that now work on mobile devices and residents now have the option of getting FEMA assistance information on their mobile phones. The address is http://m.fema.gov. FEMA/Bill Koplitz (Photo credit: Wikipedia)

 

 

 

 

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2013 Digital Marketing Strategies Conference (DMSC) Workshop Suggestions from ADM Members

 

 

I wanted to enlist the resources of the ADM community to suggest new workshop topics or keynote speaker topics to enhance the upcoming Digital Marketing Strategies Conference (DMSC).

This will be the third year that DMSC is scheduled just prior to the 2013 NADA Convention in Orlando, Florida from February 5-7th.

This gives dealers the ability to attend two great conferences with one trip out of the dealership.

DMSC is an intimate learning environment that focuses on winning strategies and the processes to create change for the upcoming business year.  With dealership attendance limited to 250 people, the workshops will provide that one-on-one feeling that has made DMSC a top conference destination each year!

A number of top speakers have confirmed their participation at DMSC and with only a few speaking slots remaining, I would like the ADM community to share what is IMPORTANT for their dealership in 2013.

What are the strategies and/or processes you are considering implementing in the year ahead?  How can DMSC help you make the right decisions for 2013?

Confirmed Speakers – Alphabetical Order

First Class Educators (FCE) who hosts DMSC each year, has confirmed the following speakers for the Orlando conference:

  • AJ LeBlanc
  • Ali Amirrezvani
  • Brian Pasch
  • Carlton van Putten
  • Chris Reed
  • Craig Lockerd
  • Dave Page
  • David Kain
  • David Metter
  • Glenn Pasch
  • Jamie Oldershaw
  • Jared Rowe
  • Jerry Thibeau
  • Jim Flint
  • Joe Webb
  • Julio Gonzalez
  • Marc McGurren
  • Patrick Workman
  • Peter Leto
  • Ralph Paglia
  • Shuan Weissman
  • Stan Sher
  • Thomas Gage

So what do you want to know, learn, confirm?  This is your chance, as a member of the ADM community to make your voice heard and impact the direction of an upcoming conference.  Add your feedback in the comments below.

I hope to see many ADM members at DMSC, and you can register for the conference by visiting the official conference website at: http://www.DigitalMarketingStrategies.org.

Ralph Paglia, founder of the ADM community, will be doing a three part workshop series this year at DMSC, which you will not want to miss!

 

via 2013 Digital Marketing Strategies Conference (DMSC) Workshop Suggestions from ADM Members – Automotive Digital Marketing Professional Community.

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Using Your Website As Your Content Hub

Using Your Website As Your Content Hub – Automotive Digital Marketing Professional Community

I have been a proponent of “Hub and Spoke” and “Content Marketing” components within automotive digital marketing strategy for many years and have written, published and created entire teams of people to deliver what is essential a hub and spoke social media marketing strategy.  HOWEVER, I may be in disagreement with several points in this article and the comments made beneath it… Or, at least having a different perspective.

 

Because most dealership websites are provided by Cobalt (an ADP Company), Dealer.com, Clickmotive, KPA/TK, Dominion, or any number of other established providers, in many cases the result of an OEM mandate or endorsement, I do not recommend and have not seen much noteworthy success with using one of these fairly “standardized” dealer website platforms as the dealer’s “Content Hub” of choice.  I believe that a different type of site platform should be put into service by car dealers as a content hub within their “Hub and Spoke” social media marketing strategy, at least the part that is focused on content marketing.

 

As all three of you and many others know, I once created over 600 dealership content hub sites for use in an extensive and for the most part grossly over-reaching “Hub and Spoke” strategy when my team launched the ADP Social Media managed services solution for ADP Dealer Services in 2008… By the end of 2010 we had 660 dealerships on the program, and there was a whole lot of learning during that 2 years development and launch program.

 

Please believe me when I say that even as far back as 2009 there were many people within the ADP Digital Marketing team that wanted and insisted that content for marketing purposes should all be published on the dealer websites supplied by various ADP dealer website solution teams.  Even before the latest changes to Google’s SERP generating algorithms and subsequent updates, we found that trying to take website platforms designed primarily for promoting dealership inventory and not built for frequent content postings, and sharing of that content by all visitors to the site, was simply not very effective.

 

What we found a couple years ago, and what I still find to this day, is that the compromises required by the OEM mandated dealer website providers for the 10,000 of 17,000 or so total number of franchised dealers who are even remotely willing to consider content publishing for marketing purposes, so reduces the effectiveness of a content marketing strategy as to neuter it.  Yet, when we use a website platform that is optimized and designed to be used as a “Content Hub” with application layers syndication to the major social media networks, easily and readily adapted to multiple content sharing and appending apps, such as “If you like this article, you may want to check out these related posts…” type of technologies, along with Google verified authorship compliance, category and tagging features and other more social media 2013 type technologies… THEN the hub and spoke concept simply rocks and drives so much traffic, engagement, marketing communications objectives and SEO benefits to both the hub and the dealer’s eCommerce random access website (RAW – Larry Bruce) when appropriate reference and citations are implemented specific to relevant content posted and distributed from the hub, that we have a WINNING CONTENT MARKETING STRATEGY.

 

So what types of platforms make good “Content Hubs”? Well, let’s start with the Ning Network platform that the ADM Professional Community, dealerELITE.net, AutomotiveSocial.comAutomotiveReputation.com and several other Content Hub purposed sites targeted to car business people have been built on by professionals such as myself, Brian Pasch, J.D. Rucker (@0boy), David Kain, Chris Saraceno and several others have done.  Not saying it is perfect, far from it, I have monthly meetings with the development team at Glam Media and they can be quite frustrating, but it does work, as shown by the success of the ADM Professional Community and over 30,000 monthly visitors from SEO alone.

 

Then there is WordPress and all the various “Theme” builds and templates designed to make it function as a great “Content Hub”.  Joomla, Drupal and many other platforms are all far better designed to serve as a content hub than any of the top 5 dealer website platforms that I am familiar with.

 

As for how to manage the schizo appearing strategy of having more than one website… That has been covered so many times I do not feel the need to repeat it in a comment.  But, once again let me state that due to the low costs involved and the increased effectiveness of purpose specific platform selection, along with the marketing reality of not wanting to take a “Buying Today” car shopper and send him/her right back up-funnel and into the research and info gathering mode by thrusting all sorts of content in front of their faces, which may distract them from their initial purchase intent that brought them to the website… ONE WEBSITE IS NOT ENOUGH FOR AN OPTIMIZED AUTOMOTIVE DIGITAL MARKETING STRATEGY at the dealership level. 

 

A Content Hub strategy requires a site platform optimized for its use as a centralized publishing point and a high frequency of such publishing in order to be as effective as possible.  And… Publishing a steady stream of content, much of which is relevant to customers focused on research and info gathering to a dealer’s eCommerce site may not be in the best interest of that site’s role as a lead, phone call and showroom traffic generator.

 

via Using Your Website As Your Content Hub.

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Lon Safko, Author of Extreme Digital Marketing, Keynote Speaker at AutoCon 2012

Lon Safko, Author of Extreme Digital Marketing, Keynote Speaker at AutoCon 2012

Gilbert, AZ – Lon Safko, one of the marketing world’s most successful entrepreneurs and best-selling author and social media strategist, will deliver a keynote address on September 6th at the AutoCon 2012 conference.  Lon will also host a panel workshop discussion on September 7th.  Lon is the founder of 14 successful companies, including Paper Models, Inc., which developed Three-Dimensional Internet Advertising and Virtual-Electronic-Retailing “V-E-Tailing” for business, promotions, and education, for which Lon holds three patents. He also privately coaches Fortune 1,000 companies on harnessing innovative thinking and social media strategies to create higher productivity and profits.  His latest of seven best-selling books, “The Social Media Bible,” unlocks the mysteries of the hottest new Internet wave, Social Media, including Facebook, Twitter, and YouTube for business. This book is transforming corporate, government, and non-profit marketing strategies and how they use these new media to reach their desired audiences with powerful messages and efficiency and is now in its second edition, which hit #1 on Amazon in both Business & Marketing categories.  Lon is a sought-after professional speaker, wowing audiences in a hundred cities nationwide with his insights into innovation, creativity, and how to be a successful entrepreneur / intrapreneur in this global digital age. His presentations are described as “informative and entertaining, packed with useful information.” And the U.S. Postal Service called Lon “inspiring and motivational.”  To see Lon Safko speak at the AutoCon 2012 Conference, please visit http://www.autocon2012.com

via Automotive Digital Marketing Professional Community.

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AutoCon 2012 Provides Diversity and Women’s Issues Workshops – Automotive Digital Marketing Professional Community

AutoCon 2012 Provides Diversity and Women’s Issues Workshops

 

AutoCon 2012 Provides Diversity and Women’s Issues Workshops

The AutoCon 2012 Planning Committee is pleased to announce our partnership with Jody DeVere, CEO of AskPatty.com to create a powerful set of workshops that address diversity marketing and Women’s issues in the automotive industry.

 

Rarely do mainstream conferences invest the time and workshop space to cover what we consider as important topics for today’s auto dealership.

 

The workshops will include subject matter experts, women in leadership in the automotive industry, dealer principals, and diversity specialists.   Attendees that attend at least three of the Diversity Tract workshops will receive a Diversity Training certificate on the closing day of AutoCon 2012.

Diversity Workshop Offered at AutoCon 2012

Here are the current workshops offered in this tract:

  • Diversity Marketing to Latinos
  • Recruiting, Hiring, & Retaining Women in Automotive Industry
  • Case Studies of Dealerships Getting It Right With Women
  • Diversity Marketing to LGBT Community
  • A Candid Discussion With Women Leading Successful Dealerships

 

We encourage members of the automotive community that would like to see more discussion on Women’s issues, leadership opportunities for Women, and marketing strategies for our diverse customer base, to please share the information about AutoCon to their peers.

 

For more information and online event registration, please click the image below:

via Automotive Digital Marketing Professional Community.

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