Social Networking Gets More and More Powerful

Why is there such a huge disconnect between the power of social networking sites like Facebook and Twitter, and the dealer base perception of that power? Even product resellers get into the game, saying they or their dealers just don't believe that the social networking sites have any value. I think the true answer to that question is straight up fear. Car dealers are no longer the early adopters when it comes to new technology. They no longer jump onto things because they have tried, unsuccessfully many many different tools, and due to the lack of customer support for the companies selling those products, have become timid in jumping on board with industry changing ideas. It is time to put the adopter power back in the hands of the dealers.

The topic caught my eye this morning when I opened my email and began scouring the latest message from Auto Remartketing, which I use frequently as topics for status updates on some of my products' Facebook pages. There, staring at me, was an article about a new Facebook game that gives car makers a new way to market products and ultimately reach consumers. (http://tinyurl.com/autoremarketerfacebook) Just a few weeks ago there were several articles about how the social network site follower is more valuable than a lead that a dealer is paying $25 each for (and usually 2 or 3 times for the same lead because the follow up process is so bad). Folks, the social networking sites continue to be the focus of countless industry blogs for a reason, the audiences on Twitter and Facebook are representative of the auto buying public. The sooner you figure out how to create a presence there, and allot the time to manage that presence, the less likely you are to being left behind in the marketing world.

The article today discusses a game called Car Town (I wonder why they didn't follow the online norm and make it "CarTown," or maybe that is just me that loves to run names together and capitalize the letters in the middle - ala UpShift Digital). Car Town can be accessed through www.cartown.com or www.facebook.com/cartown. Players get virtual cash for buying and souping up vehicles that range anywhere from vintage cars to taco trucks (bueno). You get a garage, and you get to race, and if you have a taco truck, you have to sell tacos. The more consumers (notice I didn't say PLAYERS, I said CONSUMERS) that play the game, the more automakers are taking notice and getting involved. For example, Honda is using the game to promote its new CR-Z sport hybrid before they launch the model. It is not only Honda, but DeLorean, Dodge, Fisker, Ford, GM, Lambo, Land Rover, Lotus, Mazda, McLaren, Mercedes, Nissan, Opel, Ram Truck, Scion, Toyota, Vauxhall and VW that are signed up as licensing partners. The Honda VP of National Marketing makes a very important statement  when referring to the use of the social networking game, he says, "Car Town allows Honda to connect with customers at their point of passion." Honda is smart - they realize they are customers, and they are going after the "passion." Let that sink it - when does marketing work best? When the end user is passionate about something. That is a huge power statement about social networking.

Let's bring this back around to our local dealers and resellers. The bottom line here is that there is amazing value to be found within social networking sites and their audiences. The challenge is removing the stigma that dealers have created about this avenue to reach customers, and simplify the process to make it successful. One of dealers' biggest challenges is time - not actually having time - have you been to a store on Tuesday and see all the Johnny Greenpeas standing on the point - they have time, but appropriately using their time. That time would be much more valuable when turned into a social networking strategy. The two biggest obstacles of using social networking sites like Twitter and Facebook boil down to using that time to 1) build an audience of active followers and 2) create a content strategy that continues to entertain, inform and grow that audience. Once you can accomplish those two tasks, then it is on to establishing a value statement for your followers and fans, and working towards the ROI that will prove to you that those followers are more valuable than the lead you are going to have to buy 3 times.

Are you interested in getting over that hump? UpShift Digital can help. For a very low cost, UpShift Digital will work with you to grow both your audience and create a content strategy that will change your social networking plan forever. Simply email us at info@upshiftdigital.com with the subject line "Social Networking Strategy Help" and let us know how to contact you. We will send you all the information you need to empower your store at the ground floor.