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People are spending more time online – reading blogs, watching online TV and interacting on social media – than ever before. Year after year, consumers have digitalized their media consumption and online now dominates. This is a clear argument for ensuring online and social media media gets a greater share of a business's advertising spend and attention. Many automotive dealerships are responding to this and using owned social media channels to improve relationships with their existing customers. And the same platforms being used to build community and engage supporters – Facebook, Twitter, Instagram – can also successfully attract new customers and generate sales. Here'e how social marketing can drive sales.
Citation preview
Why Dealers Who Neglect Social Media Are Leaving Money on the Table
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Your customers are spending more time online – reading blogs, watching online TV and
interacting on social media – than ever before.
Source: Global Web Index
Many businesses are using owned social media channels to improve relationships with their
existing customers.
The same platforms used to build community and engage supporters can attract new customers and generate sales.
Effective social marketing is about leveraging your current customers to reach new audiences.
Empower customers to drive your message outwards –
provide them the platform to activate and advocate you to their own network.
Source: Deloitte Consulting LLC
Why is leveraging recommendations important?
Our friends and family are
trusted and strongly motivate
purchasing.
Source: Nielsen Report: Consumer Trust in Advertising
TODAY’S AGENDA: Actionable examples of how social marketing can help dealerships activate their current consumer-base to attract new customers, increase their market share, and outshine their competition. TACTICS:
1. Gathering and Broadcasting User-Generated Content 2. Social Event Technologies Increase Your Event
Sponsorship ROI 3. Lead Collection with Contests or Promotions
TACTIC 1:
Gathering and Broadcasting User-Generated Content
Many major brands are not only incorporating consumer content into their advertising, but also using it in e-commerce or retail displays.
Dealerships can leverage customer photos into into word-of-mouth endorsements to reach new audiences and drive sales.
Why Photos?
Images see the highest interaction and engagement rates on social media.
Source: Social Media Examiner
SUMMARY: Purchasing a car is a life event that consumers want to capture and share. Give
them the platform to broadcast their moment.
Generate word-of-mouth endorsements from current customers to increase brand loyalty, grow meaningful digital engagement, and drive new sales.
TACTIC 2:
Social Event Technologies Increase the
Return of Local Event Sponsorship
93% of consumers believe events are more effective than TV commercials, print or online ads, and radio.
Source: EventTrack Research Study 2014
96% of consumers said participating in an event made them more likely to purchase.
Source: EventTrack Research Study 2014
But for a lot of dealerships, the risks of event
sponsorship is too great - acquisition cost can be high and difficult to measure.
Implementing social marketing platforms lowers those risks by increasing engagement and amplifying recommendations in a measurable way.
Live Event Activations and Social Content Sharing
Branded event activations help sponsors bond with live attendees and provide a way to amplify
reach and grow awareness.
Social Media Feed Displays
Services like Tint Up pull user generated and branded content from various social networks into a display.
SUMMARY: Creating and sharing valuable and relevant face-to-face and online experiences is truly what creates loyal customers and helps
you make more money. Using social platforms, harness the content generated at sponsored events to reach and engage wider online audiences and cultivate future sales in a measurable way.
TACTIC 3:
Integrating Lead Collection into Sales and Marketing Tactics
The buying process has changed, dealers must focus on providing valuable experiences and
building long-term relationships.
Incentive-based lead collection activities can be integrated into other strategies to increase the probability that they will help acquire new customers.
Apps make it easy to run sweepstakes, contests, and promotions at events or online – find the right activity
for your dealership and audience.
Source: Wishpond
Socially integrated contests increase your reach even more - allowing you to capture more leads.
SUMMARY: Lead generation and sales
techniques have undergone substantial changes with the rise of new online and social
tools.
Execute on-site or digital activations using contests or giveaways to generate leads and start to build relationships with potential consumers.
Contact Info
Full Name:
Company:
Job Title :
Email:
Joe Matthews
Tagkast
CEO and Co-Founder
The i
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