SpotOn Knowledgebase

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