Turns Out Facebook Advertising Is A Big Lie

If you follow the “other” industry forums, there’s a good chance you’ve read one of Mr. Stephen Jackson’s many enthralling articles. I happen to intercept this one, and asked if we could exclusively host it here on DealerRefresh. I believe you’ll enjoy this article as it’s very relevant to the conversations we’ve had lately. Read this one all the way through. Think about how you’re advertising on Facebook (if you are) and use the comment section to share your opinions and findings as you stroke a check to Facebook for advertising. Enjoy! -Kershner

I ask, how many “likes” does your dealership facebook page have? More importantly, how did you get those likes?

Only an idiot would like this page

Marketers value the ubiquitous Facebook Like for two main reasons:

 

  1. Your likes are a numerical way to represent your popularity. Every thumbs-up is a public display of brand loyalty and recognition. Marketers hope that an extended social media reach equates to brand advocacy among consumers – an ideal that has yet to be proven.
  2. Facebook Likes help your messages travel further. Here’s the way it’s supposed to work: as you gather likes, your fans see more of your content and this drives engagement. If you can build a bigger following, you have the chance to speak to a larger segment of your target audience.

At least, this is what we’re told. Facebook sold us on the value of likes-as-advertising back in 2012, right before it went public. The company was valued at $100 billion, but only because it showed the potential to exponentially increase ad revenues. As a result, Facebook opened it’s own ad exchange, allowing users to bid on ad space to promote their page on the social networking site.

Are you Feeling a Disturbance in the Force?

I’m feeling a Disturbance in the FORCE — within the Vehicle Classified / Listing website crowd, that is.

disturbance_vehiclelisting_force

The Top Vehicle Listings Websites – Who’s NEXT?

The mammoths in the vehicle (new and/or used) listing/classified website arena here in the states are Cars.com and AutoTrader.com. They have the money, the inventory, OEM support, partnerships and they have built a “BRAND” that most Americans are overly familiar with their products.

Love’m or hate’m - for many they offer the additional exposure of new and used vehicle inventory a dealer needs in order gain more opportunities, turning more inventory each and every month (when worked right).

We have several other strong players that have organically grown (SEO, SEM, Referrals, Partners, and such) in popularity , like CarGurus.com, Usedcars.com, USAA, EveryCarListed.com, CarsDirect.com.

Then you have a few “Brands” that host vehicle listings, but most consumers seek out these websites for vehicle information. These would include KBB.com, CarFax, TrueCars and Edmunds.com.

Let’s not forget about eBay, they sorta play on the same field with Cars.com and ATC, but not really. Either way I believe we can exclude eBay (and Craigslist) from the mix for the sake of this conversation.

Watch these Three Dealers Use Video To Help Sell More Cars

Dealerships all over are using videos as a way to wow prospects and customers. And why not?

Statistics show that, after watching a video, 49% of shoppers visited a dealer (according to the Milward Brown Digital/Google Vehicle Shopper Path to Purchase Study, September 2013), and video sells more cars (according to a recent article in Automotive News).

Given these trends, how can your dealership further differentiate from competitors who are also using walkaround videos?

Here’s a tip: Do it right.

Yes, there’s a big difference in life between doing something, and taking the time to learn how to do it right. If you are interested in getting the biggest bang for your buck with walkaround videos, it makes sense to learn learn from others that are doing it right!

Here are 3 examples, direct from those who are doing it right:

Be Personal

There are many best practices working in this video. James Versiackas from Prime Motor Group showcases the immaculate condition of Toyota Highlander by leaving enough room to walk around, showing the tire treads, paint and interior, all in excellent condition. James calls his customer by name (“Hi, Joseph!”) and leaves his phone number for the customer to schedule an appointment for a closer look and a test drive.

The Social Media Overview Effect

When astronauts look down on our beautiful, fragile planet, they often experience the “Overview Effect,” in which previously held notions of human differences melt away and a feeling of oneness prevails. At DSES, speaker Cam Chell brought up the concept, and I’ve been thinking about it ever since.

Planet Earth, From a Different Point of View

On an admittedly less cosmic level, your dealership social media profiles provide a sort of overview effect for your customers, whether you intend for it to or not. The pictures, videos, links and text you post works together to create those concepts that are difficult to quantify, like aesthetic and tone.

A dealership’s social media profile is not an art museum, but hopefully should convincingly answer the question of “do I want to do business here?” when someone consumes years of your history with a few swipes of a finger.

Is Video Without a Personal Touch to be DOOMED?

Watching Video From a Mobile Device Has Become the Norm.

Creativity lives everywhere in this ever-advancing digital dealer world. One area where creativity is not only growing, but also prospering, is video.

Shoppers action after watching video

Video has quickly taken over how we consume information.

Over the last year how many Harlem Shake videos did you watch? Over the last month how many funny videos did you send to a friend? Watch any product clips on a purchase you might make for the holidays?

Even more important, from what devise are you watching video? 

Social Media Can (and should) Be a Business Driver

 

Gears The Three Stages of Social Media

This is part 2 in a 4 part series about automotive social media strategies that are emerging to help car dealers get true benefit. It’s not just about branding. It’s not about auto-feeding marketing content. With the right strategies in a place, dealers can drive foot traffic and website visitors in a way that can help them sell more vehicles and drive more service customers.

Your Social Media is Rocking. Now What?

By now, you’ve completed stage 1 and 2, localizing your fan base and getting the algorithms to like you. If you haven’t done that yet, refer back to part 1 of this series, The Three Stages of Social Media. Social media is a tool that can drive business to your dealership, but you have to get your presence in order before taking the next steps.

Once you have your presence rocking, it’s time to put your social media to work. You’re getting interactions with your posts, People are liking, commenting on, and sharing what you’re putting up on your Facebook page. You’re getting some good play on Google+, Twitter, and Pinterest. You’re doing everything well except you are only hearing of anecdotal instances when actual buyers mention that they follow you on social media. This is where Stage 3 comes into play.

What Percentage Of Your Dealers Business Comes From The Internet?

Latest HOT Discussion in the Forum

Doug Davis member profile image1

What percentage of your business comes from the internet?

At my previous stores, we only counted an internet deal, if it was a confirmed appointment or if the customer asked for an ISM by name. Our ISMs worked cradle to grave and I was fortunate to have a dozen very talented ISMs.

A vendor, on another forum, said that dealerships should obtain 30% of their sales/business from the internet. He stated that any more than this would be the internet department converting floor ups to the internet.

This particular site is predominately vendors and they are eager to defend one another. DealerRefresh is mostly dealership personnel and I am convinced represent the brightest of the dealer community.

My previous stores did better that twice the 30% and I am sure that we were not alone.

I would like to see some of the percentages from this community. Please share…

Click here to comment in the forum