SpotOn Knowledgebase

What Not To Do on Twitter

Twitter is a an amazing network for businesses. You can monitor your brand, receive valuable feedback, keep tabs on the competition, engage your customers in conversation, or even choose to use Twitter as a customer service channel. But there are several common mistakes that companies make on Twitter. advice

Here are some things to avoid doing on Twitter, and ofcourse how to remedy them.

Don’t Customize Your Twitter Profile

Not customizing your Twitter profile is like blending into an anonymous crowd. Who’s going to find you, if you don’t stick out? Adding a profile picture and a unique Bio are two great ways to not only help get followers, but to help build trust aswell. Also don’t forget to brand your business on Twitter by having a unique Twitter background.

Overly Self-Promotional

Would you want to have lunch with someone who talks only about themselves, and don’t even ask you how your day is going? Of course not. So why should you do this on your Twitter profile? Instead of having a Twitter profile full of self-promotional news or links to your own website, share other interesting, educational, or even funny industry news from websites other than your own. You’ll build a following more quickly, and you’ll likely be retweeted more often. And no, it’s not unprofessional to ask your followers how their day is going.

Links Only to Your Own Blog

Blogging is a great tactic for marketing, and so is sharing your blog posts on Twitter. However, these shouldn’t be the only blog posts you share. It only takes about 10 minutes a day to contribute valuable content on Twitter. Be sure to check your RSS reader daily and share interesting articles that you see. Also, find other relevant bloggers in your industry on Twitter and retweet their articles. Give to get; these bloggers may end up sharing your content as well.

Follow Anyone and Everyone

Ever see a Twitter profile with 20 followers and following about 10,000 people and think “oh, he must be awesome!” Me neither. If you follow a ton of just anyone’s, not only will your Twitter stream be filled with irrelevant content you don’t care about, but you’ll look spammy to people who see your skewed follow numbers. Be picky about who you follow. You can use Twitter Search or one of many Twitter directories on the web to find people interested in what you're talking about. 

Don’t Interact With Others

People want to follow others who will interact with them. So if you’re only putting content out there, even if it’s interesting content, you might turn away people who want to know you’ll reply. Twitter isn’t only about sharing (one-sided) content. It’s about sharing other people’s content and engaging in conversations about that content. Make sure to retweet and reply to at least a few people each day so that you’re making Twitter a two-way conversation.

Don’t Share Your Twitter Profile on Your Website

Keeping your Twitter profile hidden from your website visitors, the people most likely to follow you, is never a good idea. Add a Twitter icon to your website, and even add a feed to view your tweets on your blog. Make it as easy for your visitors to find out how to connect with you in social media.

Tweet Once A Week

If you tweet only once per week, it will be hard to get noticed in the Twitter streams of people who follow hundreds or even thousands of users. But if yo ufollow some of the advice above, yo ushouldn't have a problem here.

5 Secrets For The Perfect Presentation

Let's face it. There are some people who seem to just be phenomenal at PowerPoint, and have a god like presence in front of others. Did I mention they also seem to possess the ability to make things happen and influence outcomes?

Well sure, some of these people are just naturals when it comes to presenting. But in reality good presentation skills is not relegated to just the cool kids. It's an inherent skill that we have always possessed since the beginning of civilization, in all cultures within every country. It's practically in our DNA. It just seems we've forgotten the basics.

So In the spirit of bringing everybody to their presentational greatness, here are 5 secrets to help unleash the presenter in you.

1. Be devoted to your audience
When it comes to presenting we have this dangerous tendency to ask ourselves "What do I want to say?” or “What do I want to show them?" Instead, try asking yourself, "What do these people need to know? What do they need to do? What do they need to feel as a result of this presentation?" or even "How can I help this group of people do their jobs better? How can I help them to be better?"

By using your audience as the point of departure, a very different “unique” presentation will emerge. If you meet your audience's needs first, yours too will be met. Don't lose track of who you are and what your style is.

2. Be yourself
The internet is filled with some of the smartest, funniest, and most interesting people in the world. Yet, you would be hard pressed to find humor and interest in most presentation situations. I've sat through presentations featuring some of the brightest minds and have been bored to death!

But know this: Whenever a presentation gives off low energy and brings you to the brink of insanity, it's because the presenter is not really presenting themselves. They’re giving you the "serious grown up" persona or the "we really have to win this pitch" persona.

If you're not sure who you are exactly, or what your voice is, you're not alone. Just think of how many dull presentations you’ve had to sit through in the past. There is a reason for this problem: Boring feels safe. It takes guts to be yourself. But as an audience, we deserve the real you.

3. Don’t build a wall of text
Remember that your visual senses trumps all other senses. If you think about it, this explains why we all go into zombie mode when someone throws up a slide filled with text. When used properly, high quality imagery can create a mood that helps you make a deep impression into the minds and memories of people. If you feel you must use lots of words, best to rely on a handout or a leave-behind. 

4. Give them a role to play
Ask your audience questions and encourage interaction during your presentation. Not just a, "So what do you think?" Don't be afraid to ask for feedback early and often. The more elaborately your audience can interact with a concept or message, the more likely they are to remember it. After all, the last thing a learner wants is to be preached to.

5. Cut to the chase
Sometimes we can spend a ridiculous amount of time during presentations with the wind-up. We may describe what analytics do, or how the social media is the next big thing. (Really? Do we have to go over this again?) But the truth is, unless your audience has been hiding under a rock, chances are, they know what you're talking about, and they just wish you'd get to the point.

I would say that most of the time, people want to love your presentation. They want to get absorbed in a story, an idea, and feel as though they’ve become a part of something larger than themselves. So dig deep, remember who you are, and unleash the presenter in you.

10 Ways to Build Trust in Social Media

In this economy there is one major truth that stands above the rest. Trust equals revenue. If you are a small to mid-sized business it is the amount of trust you can build between clients that strengthens your brand.

With trust comes happy clients and with happy clients come referrals. Trust is an essential block of building your business. Marketing is built under the assumption that stories can create an emotional bond between a consumer and a brand… a client and a service. Are you able to tell a story… create a service and an experience that builds trust?

Social media can help you build that trust.

1. Content

Content is the number one way you can build trust with potential clients. By creating meaningful and thought provoking content you are building a bridge to later sell that person on your services. Talk about what you do on a daily basis. When I say “you”.. I mean YOU are writing and communicating stories that happen to YOU on a daily basis.

2. Transparency

This can also pertain to content or how you use a specific social network. Be human. The people who are interested in your thoughts and suggestions want to know about you as a person. They could care less about a sale that you’re having. They want to know how you helped Jim the construction worker or Susie the accountant.

3. Picture of Your Day

When you are using social networks make sure you put up pictures of your daily life. If you have a cell phone with a camera, take some pictures of your daily routine and share them with your connections. Just don’t over do it. We can only look at so many professional business or glamor shots in a day.

4. Saying Thank You

If somebody helps you share information or decides to retweet a post.. make sure you thank that person. They are helping you spread the word… they are your online evangelists. If you miss a thank you, don’t let it get to you… but do try to make the most of the people that help you out.

5. Time is Important

Remember that you are building relationships. Don’t trust the people that tell you to add 10042 friends and make $5,000 a month. It is a load of bologna. Build your following slowly… create relationships in an online environment that can be transferred offline.

6. Criticism is Important

You will be criticized. That’s the truth of open communication. Take it with stride and respond. If you are debated… make sure you debate back. Stand up for what you believe and you will gain trust with the people who are listening and watching.

7. Guest Post on Another Blog

There are times when you can write different posts for other blogs in order to reach a new audience.  It can help build trust and brand awareness if your content is shared on other sites other than your own blog. This shows other people who believe in your content.

8. Send Out Random Surveys to Your Clients and Readers

It is important that you ask your readers and clients to contribute to the business planning process through social media. It is important that you know what they are thinking… you also want them to understand you care.

9. Get Involved in Your Community and Share on Social

Community development and participation is key when building a business. It is the community whether online or offline that drives business for every small business owner. Get involved in your community and share your involvement on social media. This could mean that you share a picture of attending a fundraising event on Twitter or Facebook. You can also get involved with Causes via Facebook.

10. Be Aware of Your Search Engine Rankings

If a client or potential client is researching social media and your name is ranked for the search terms… you are building trust. Check out “4 Basic Rules to Follow with SEO!” If you are looking for information in regards to SEO

In this economy there is one major truth that stands above the rest. Trust equals revenue. If you are a small to mid-sized business it is the amount of trust you can build between clients that strengthens your brand.

With trust comes happy clients and with happy clients come referrals. Trust is an essential block of building your business. Marketing is built under the assumption that stories can create an emotional bond between a consumer and a brand… a client and a service. Are you able to tell a story… create a service and an experience that builds trust?

Social media can help you build that trust.

1. Content

Content is the number one way you can build trust with potential clients. By creating meaningful and thought provoking content you are building a bridge to later sell that person on your services. Talk about what you do on a daily basis. When I say “you”.. I mean YOU are writing and communicating stories that happen to YOU on a daily basis.

2. Transparency

This can also pertain to content or how you use a specific social network. Be human. The people who are interested in your thoughts and suggestions want to know about you as a person. They could care less about a sale that you’re having. They want to know how you helped Jim the construction worker or Susie the accountant.

3. Picture of Your Day

When you are using social networks make sure you put up pictures of your daily life. If you have a cell phone with a camera, take some pictures of your daily routine and share them with your connections. Just don’t over do it. We can only look at so many professional business or glamor shots in a day.

4. Saying Thank You

If somebody helps you share information or decides to retweet a post.. make sure you thank that person. They are helping you spread the word… they are your online evangelists. If you miss a thank you, don’t let it get to you… but do try to make the most of the people that help you out.

5. Time is Important

Remember that you are building relationships. Don’t trust the people that tell you to add 10042 friends and make $5,000 a month. It is a load of bologna. Build your following slowly… create relationships in an online environment that can be transferred offline.

6. Criticism is Important

You will be criticized. That’s the truth of open communication. Take it with stride and respond. If you are debated… make sure you debate back. Stand up for what you believe and you will gain trust with the people who are listening and watching.

7. Guest Post on Another Blog

There are times when you can write different posts for other blogs in order to reach a new audience.  It can help build trust and brand awareness if your content is shared on other sites other than your own blog. This shows other people who believe in your content.

8. Send Out Random Surveys to Your Clients and Readers

It is important that you ask your readers and clients to contribute to the business planning process through social media. It is important that you know what they are thinking… you also want them to understand you care.

9. Get Involved in Your Community and Share on Social

Community development and participation is key when building a business. It is the community whether online or offline that drives business for every small business owner. Get involved in your community and share your involvement on social media. This could mean that you share a picture of attending a fundraising event on Twitter or Facebook. You can also get involved with Causes via Facebook.

10. Be Aware of Your Search Engine Rankings

If a client or potential client is researching social media and your name is ranked for the search terms… you are building trust. Check out “4 Basic Rules to Follow with SEO!” If you are looking for information in regards to SEO

Banner advertising for auto dealers

Display and banner advertising is still a nascent concept to most dealers, but has tremendous potential in the right hands.  To help demystify this, we've answered the top 10 questions we hear.

Top 10 Banner Questions:

1) You told me my ads are running.  Where do I go to see them?

 Answer:  That depends on the type of campaign you're running.  If it's a behavioral campaign, you probably won't unless your general internet browsing puts you into the "in market shopper" category.  If it's a general campaign then you may see it during your typical browsing on sites that are part of the network.  That being said, networks are made up of hundreds of thousands of sites-- there's no way to guarantee you'll always show up on a specific site without an extremely large budget or direct relationship (conquest arrangement) with that particular website.

2)  What's behavioral targeting?

Answer:  Behavioral targeting means your ads will display to people meeting a certain trend of behavioral touchpoints.  For example, if someone has visited three automotive sites, is within 10 miles of the dealership and spends time on Edmunds.com they're considered an in market shopper and will be served your ads.  Each network has a different (usually confidential) algorithm to determine-- but it's important to ask how many touchpoints it takes to be considered in market.

3)  What's retargeting?

Answer: Retargeting is the ability to show your ads to people who arrived at your site but didn't take a desired action during their normal browsing.  This is accomplished by placing a "cookie" on people's computers.

4)  What's the difference between behavioral targeting and retargeting?

Answer: Behavioral is the ability to segment a group of people based off their normal internet browsing.  Retargeting means following people that came to your site but didn't take the action you wanted them to.

5)  Where do I go to get started?

Answer:  JumpStart and Specific Media both sell directly to dealerships / tier 3 as long as you meet their minimums.  Other companies have created their own networks.  However, working with an agency is a great way to maximize the opportunity as they have access to hundreds of networks worldwide opposed to the limited scope of other areas.  JumpStart and Specific are both options through Cuneo.  Our approach often mixes multiple networks together to drive stronger results.  Additionally, agencies often have CPC opportunities opposed to the standard CPM (cost per thousand impressions) purchasing

6)  How can I figure out which ads people are clicking on?

Answer: This is something the network you're using should be able to provide.  Make sure they're optimizing based off what people are clicking on

7)  My web analytics don't match the numbers the network is providing

Answer: They probably won't.  Your analytics may have different criteria to qualify a visit than just the click.  For example, if someone clicked the ad but immediately closed your site it would not register in your analytics.  Additionally, if someone clicked the ad more than once your web analytics may automatically group it with the previous visit.  The closest way to measure this is visits-- but understand there will always be an inconsistency.

8)  Should I do paid search or display?

Answer:  This isn't an either, or situation.  Paid search should be used to drive highly qualified traffic to your site.  You'll see a much more reasonable Cost per Lead and Cost per Action with search than display because of the nature of the visitor.  When someone follows a banner ad, it means they were in the process of doing something else at the time.  That's why you should always try to measure "viewthrough" analytics with display-- whether someone saw/acted on the ad but then converted later.

9)  What does success look like?

Answer: That depends on your goals.  If you're looking for branded awareness then impressions is the most important.  If you're looking for traffic than cost per click. If you're looking for something even stronger than CPA with viewthroughs is the way to go.  Industry standard is a 0.02 CTR.

10)  Is a $[x] CPM (cost per thousand impressions) a good price?

Answer: That depends on your criteria.  This can be impacted depending on how many refining criteria you have (ex: are you behaviorally targeting? retargeting? Only in a specific geographic area?).  It's also impacted by budget. 

Increase your close rate on internet customers

At a lot of ad agencies, simply driving an internet lead to your dealership is enough…it’s now up to YOU, to close the sale.  However, at Cuneo Automotive/Advertising, the lead isn’t our only goal.  We provide solutions for sales as well…

The solution to more internet sales is ResponseLogix…a groundbreaking technology that is helping dealerships increase their internet close rates by more than 50% with a more than 500% ROI!  Owners, GMs, GSMs and ISMs around the country are calling ResponseLogix a “lifesaver” because it addresses the three main problems dealerships are facing:

 

1.    The speed and quality of the initial response to a lead.

2.    The effectiveness of follow-up if a consumer doesn’t buy right away.

3.    The optimization of sales force through real-time data and key metrics on each rep.  

Stay tuned for more details about ResponseLogix and the entire product suite.  In the meantime, check out Cuneo Automotive or responselogix.com for more details.

For more information about ResponseLogix contact Kris Betker at kbetker@cuneoadvertising.com or (952)487-9937.

Three approaches to social marketing

There's no magic bullet when it comes to social marketing.  While there are defined best practices, the best solution for you may be different than the right solution for your competitors.

Our managed solution starts at $500, although we can definitely help with the other two as well depending on your company vision.

Approach #1)  The managed solution

Pros: Content is consistently generated, set management fee, ROI is calculated, managed one page report for you the review with monthly meeting

Challenges: Retaining that "insider" feeling

Approach #2)  The consultant

Pros: Everything's managed by you

Challenges: Dedicated internal resources to generating content, calculating ROI, ensuring new campaigns are launched and running, coordinating your blogging efforts in a technically savvy (SEO) way

Approach #3)  The community

Pros: High enthusiasm, hyper-dedicated subscribers

Challenges:  Must become a destination, you're competing with sites like Facebook.  Requires extensive resources to maintain and consistently deep compelling messages to keep users engaged

Social marketing developments

We've added two new members to the Social Evangelist team, as well as some great new partnerships with theaters across the nation to offer access to advance screenings or normal tickets to movies included with our managed social marketing.

That brings us up to three highly unique attributes at the $500 price point for dealerships.

1) Social monitoring and thought leadership

2) E-mail newsletters/marketing with industry leading tools

3) Movie tickets and SWAG promotions

We're also adding many new custom Facebook applications, and now offer HubSpot to our clients.

How to increase used vehicle sales

Your website has become the first impression for nearly half (46%) of your customers according to JD Power and Associates.  Additionally, 31% found the car they purchased online first, compared to 28% who came into the store.

Web search plays an important role, with an influence of over 26% of recent new and used vehicle buyers.  More than 50% of all shoppers stopped at a manufacturer website, and more than 45% impacted by a local dealership site.  

Are you spending money on yellow pages advertising still?  Less than 5% of buyers were significantly influenced by them.  What about search, considering over 26% of buyers are influenced by what they find there?

A recent study released by eMarketer breaks down major influencers:

Additionally, more than 42% of recent buyers reported impact from social graphs especially including positive and negative feedback of others.

86% of US who purchased or leased a new vehicle in 2009 checked and researched online first.  2/3rds used an OEM resource.  That number is even higher on a global scale.

So what does this mean for you?

1) Make sure your website reflects your brand fairly from a design and conversion standpoint.  It's your first impression and will become-- if it hasn't already, your main source of leads.

2) Keep track of your SEO.  Ask your provider for a report of terms you're targeting and check how much traffic you're getting for "free"

3) Support your advertising with paid search.  When it comes to qualified conversions, it doesn't get much better than paid search

4) Pay ATTENTION to your social graphs, or know when to ask for help.  We monitor hundreds of terms for dealerships across the country through our managed social solution

Reputation Management for Auto Dealers

Reputation management and social networking have been huge buzzwords for the year.  There's no doubt that it's a valuable service but with only 14% of companies tracking ROI, and no industry-wide definitions of how to do that what's the best approach?

Cuneo offers a 100% managed solution for only $500/month including thought leadership, social marketing, social networking, reputation management and blogging for car dealerships.  We've invested in social evangelists with automotive expertise to ensure dealerships are involved with the existing conversations, driving positive feedback and engaging in a positive way with the community.

With a 297% ROI social is crucial to developing customers for life.  It costs vastly less to retain a customer and market to someone who loves you than trying to find new ones every few years when they're in the buying cycle again.

Successful Dealer Websites

Dealerships have many choices when it comes to websites.  Flash, non-flash.  Custom, templated.  The truth is, most of the sites out there will produce at a solid 5%-12% conversion rate regardless of who you choose.  And that's the inherent problem-- all site experiences are becoming the same.

We believe that the most successful approach for dealer websites is the synergy of a conversion platform partnered with a strong, branded identity that learns from best practices and user behaviors.  We've developed the SpotOn Dealer Websites which partners our agency design and strategy with an award-winning dealer website platform that enables our clients to get more functionality for less money but still retain our account services and unique creation that will guide a successful identity today, tomorrow, and a year from now.

So how do you choose a website platform?  Here's a few questions we'd recommend:

1)  What's the average conversion rate?

2) What areas can you update yourself?

3) Who's supporting it afterwards?

4) How easy is it to track advertising (like paid search)?

5) How close to your design guidelines can the provider actually get?

6) Who controls the SEO and makes sure you're showing up in search?

Our full dealer websites start at only $699 / month and include full account services, fully custom designs, intelligent results and expert strategists that ensure your website is successful over the duration-- and not just the sales process.