We’ve met with lots of dealer groups recently to talk about social media. Without exception, all realise they have to get involved because their customers are doing it. Some want to go the whole way with a full location-based presence, some want to go by franchise, some by an easy-to-manage single group presence. What’s the right way?
Over the last 2 years we have worked with clients to establish the right way forward. In every case we have started with the customer – where do they go, how do they use social media?
Research shows that “engagement” from local pages is far better, as a percentage, than for national pages and this makes sense.
Do customers visit a group head office? Do they go to a franchise “home” dealership? No.
For example, a customer in Tunbridge Wells will never visit a head office in Swindon or care about the franchise base in North London. Customers will, however, visit their local dealership, “check in” while they are there, search for cars at that site and share, like and comment on posts from the dealership they are familiar with.
We have developed a collaborative Social Media package for car dealers that provides Facebook page management, content and reputation management, active listening on both Facebook and Twitter, training for staff and managers and includes our Social-Stock used car search app, plus links to websites and live chat.
When this is combined with our CRM process, taking customer replies to CSI emails and presenting them back on Facebook and Twitter, it gives a blend of content and functionality designed to hold the attention of page visitors and encourage comments, shares, likes and follows.
There are numerous discussions about the death of “organic” reach amid the ever increasing race for “paid for” posts. However, we have found that the right content, delivered at a local level, still drives “organic” reach amongst local, engaged followers, who are either current customers or imminent purchasers.
As with all things online, content is king. The right message, delivered to the right people, using the right media will drive the best engagement.
There is a place for paid posts on Social Media when used as part of a planned promotional campaign for a specific event. It is important that the blend of content is there, not simply a paid-for promotion channel.
So the message is simple – go where the customers are and give them what they need to engage with you.
We’d love to show you more of our findings – get in touch!