U.S. talk about their auto purchases on average 30,000 times per day
On a daily basis your friends and family take to social media for advice on just about anything. Think about how many times a day you’ve stumbled on a neighbor seeking thoughts on where to take their wife for dinner, or your sister looking for bunk beds. I bet your boss’s vacation pictures are annoying – but, hey, he found a sweet deal on Groupon.
I recently read an article around a study that stated people talked about vehicle purchases 30,000 times per day on social media, according to a recent study by Starcom MediaVest Group and led by Big Fuel. They didn’t say on TV commercials, billboards or double trucks. Social media. 30,000 times per day. The majority of the mentions were more toward the purchases phase – seeking advice from those they trust on social media.
The article is full of statistics you can consume and apply today. While reading, and re-reading it, I found a few things you may want to keep in mind.
Pre Purchase Opportunities:
Of those 30,000 times a day vehicle purchases are talked about a day, if your brand isn’t talked about in 29 percent of that it is unlikely a sale at your dealership will be made.
Post Purchase Opportunities:
The study revealed numerous avenues to capture business post purchase through social media, if a plan is in place. This could be through fixed operations or through their next car purchase.
When’s the last time you checked on all the various ways someone can tag your dealership in a check in?
Would you know if the college student who just bought their first car from you, tweeted, “My baby’s first oil change!” with a photo posted to Instagram as they checked in on Foursquare at Pep Boys down the street? Maybe. Would you know if they posted a picture on Facebook of your kickass claw machine as their baby’s oil is changed at your service center?
Post purchase conversations are occurring on all avenues of social media, monitored or unmonitored, satisfied or unsatisfied. According to the study, satisfied post purchase conversations occur three times more often, so make it a priority to ensure those experiences are true reflections of your dealership.
People are engaging and talking about vehicle purchases on social media more now than ever, to the tune of 1,250 times per hour and 21 times per minute. That’s a lot.
As we continue to adapt and take advantage of 2013 car shopping we must remember to make the right moves to ensure a growing, successful digital dealership and not simply rely on outdated tools and marketing.
Would you agree it’s time for you’re dealership to have a social media strategy?
Read the PR Article I read and referred to after the jump for more stats…