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What’s a Tweet? Or how about a Post? Social Media is the new form of “word-of-mouth” advertising and public relations, and it’s everywhere! How do you make sure you’re getting the most out of your dealership’s social media activities? Using short, concise and user-friendly tips, this session will help get you started in the social media world as well as give you the tricks you need to turn this medium into a website traffic generator.
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Social MediaTips & To-Do’s to take it to the next level
Stacey Harris & Megan StoutHuebnerPetersen
“Regardless of what may be the hot social media property of any particular month or year, social networking has become a core part of our daily lives.”-Amy Kean
78% of all product research done in the U.S. is done online.
1 out of every 8 minutes online is spent on Facebook.
Today, there are 50 million tweets per day—that’s an average of 600 tweets per second.
*Social2B, HubSpot & Comscore
0
125,000,000
250,000,000
375,000,000
500,000,000
2006 2007 2008 2009 2010
Facebook Twitter LinkedIn
source: http://dstevenwhite.com
You’ve been online. Now what?
Social Media To-Do List
Create
Manage
Engage
Track
Create
Create Tip #1
Always start with a specific plan.
Create Resources
Questions to ask:
What are your goals for social media?
Are there specific products you’re targeting?
Are you prepared to use it as a customer service channel? If not, how will you handle those comments?
Create Tip #2
Delete duplicate pages, photos, content and listings.
Create Tip #3
Secure top social sites to dominate first page of search.
Create Tip #4
Use your dealership name or URL as the name for your pages to
help optimize.
Create Tip #5
Claim your location.
Create Tip #6
Build custom profile graphics and backgrounds. Use the main photo
area as an online banner ad.
Create Resources
2 customizing resources:
WildFireApp.com
Involver.com
Create Tip #7
Fill out all profile information completely. Do a quarterly update to make sure all information is current.
CreateTip #8
Don’t keep default links or tabs - unless you plan to actually use them.
Manage.
FacebookAfter Google, Facebook is the most
popular place people are going to find out about you.
Source: Hubspot
Manage Tip #1
Implement a social media policy in your dealership.
Manage Tip #2
Always link back to your primary website.
Manage Tip #3
Market your social sites.
0%
20%
40%
60%
80%
Events Mobile Other Social Media
Social Media was the leading emerging channel for lead generation in 2010.
Unisfair May 2010
Manage Tip #4
Integrate your marketing.
Manage Tip #5
Create regular events - they provide consistent exposure.
What are you doing?
Manage Tip #6
Create and use coupons for offers. Make sure to add a like
or share button.
Manage Tip #7
Share, retweet or reply to customers.
Manage Tip #8
Use #hashtags.
Manage Tip #9
Use link shorteners.
YouTube
The entire world is watching.
Manage Tip #10
Create an Account/Start a Channel.
Manage Tip #11
Remember what you consider a good video. Go with that.
Manage Tip #12
Link to and embed videos on other sites.
Manage Tip #13
Monitor video comments.
Manage Tip #14
Capture screen shots to use later.
Engage.
Engage Tip #1
Create a calendar and assign posts.
Engage Tip #2
Watch and listen.
Engage Tip #3
Post relevant content, but make sure you’re consistent.
Engage Tip #4
Encourage fans to post comments and photos on your wall.
Engage Tip #5
Respond. Respond. Respond.
Engage Tip #6
Respond to comments and user reviews.
Engage Tip #7
Post positive reviews and link to them.
Engage Tip #8
Establish procedures in-house to handle negative comments and reviews.
Engage Tip #9
When responding to negative reviews or comments do so quickly.
Engage Tip #10
Respond with a real person’s contact information to take concerns offline.
Track.
Track Tip #1
Use a monitoring tool.
Track Tip - Resources
Blog search
RSS (Google Reader)
Social Mention
Twitter Search
Google Alerts
Track Tip #2
Look at search results on both the first and second pages.
Track Tip #3
Dig a little deeper to see what you can find.
Track Tip - Resources
Researching Tools:
YourOpenBook.org - search status updates by keyword, topic and sort by gender.
SocialMention.org - includes most indicators of social media activity
Addictomatic - latest buzz on any topic.
Track Tip #4
Track website traffic before and after social media campaigns.
Track Tip - ResourcesItems to Monitor:
Daily & Monthly “likes” and “un-likes”
Daily & Monthly stream impressions
Traffic referrals generated from Facebook to your site.
Monthly gender and age data to track demographic trends.
Track Tip #5
Remember that Google pulls content from other sites.
Track Tip #6
Know the policies of review sites, and campaign to remove negative
reviews that violate them.
Track Tip #7
Be ready to change course.
Thank You.
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