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FACEBOOK MARKETING 2016
UTILIZE THE KING OF SOCIAL MEDIA, FACEBOOK TO GET AN EDGE ON YOUR
COMPETITION:
The RV world today
Connect with consumer throughout the purchase path
Increase dealership brand awareness
Build relationships through engagement
Increase quality website traffic
Discussion Topics
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• Today people visit on average 1.2 auto dealerships
(1980 6-10)
• RV industry following the same trend
• Researching on the internet vs at your dealership
• Social media is a giant on the internet and you better be
there!
• Create a relationship and provide research
• You must consistently follow and engage the consumer
to be that 1.2 dealer they visit
Source: NADA
The RV World Today
FACEBOOK MARKETING 2016
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Social Media & the Purchase Funnel
Source: Google
FACEBOOK MARKETING 2016
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Social Media & the Purchase Funnel
FACEBOOK MARKETING 2016
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Social Media & the Purchase Funnel
FACEBOOK MARKETING 2016
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Social Media & the Purchase Funnel
FACEBOOK MARKETING 2016
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Social Media & the Purchase Funnel
FACEBOOK MARKETING 2016
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FACEBOOK MARKETING 2016
Social Media & the Purchase Funnel
Links to Landing page
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Social Media & the Purchase Funnel
FACEBOOK MARKETING 2016
Links to
Inventory
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Social Media & the Purchase Funnel
FACEBOOK MARKETING 2016
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FACEBOOK MARKETING 2016
Social Media & the Purchase Funnel
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FACEBOOK MARKETING 2016
Social Media & the Purchase Funnel
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FACEBOOK MARKETING 2016
Social Media & the Purchase Funnel
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• Build a strong geographically and demographically
targeted fan base
• Use Facebook Ads to build fans
• Post every day
• Engage consumers with a variety of relevant content
• Boost content to increase reach and engagement
• Encourage and continue conversations
Increase Dealership Brand Awareness &
Build Relationships
FACEBOOK MARKETING 2016
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Geographically Targeted Fan Base
FACEBOOK MARKETING 2016
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Geographically Targeted Fan Base
FACEBOOK MARKETING 2016
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Geographically Targeted Fan Base
FACEBOOK MARKETING 2016
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Demographically Targeted Fan Base
FACEBOOK MARKETING 2016
Lifestyle: Keywords in all Facebook ads and boosted posts helps us reach RV owners, intenders and
enthusiasts. (Interests on Facebook page and consumer searches on Google from cookies in their
browser)
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Geo & Demo Targeted Fan Base
FACEBOOK MARKETING 2016
85% age 35+
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“Like” to “Unlike” Ratio
FACEBOOK MARKETING 2016
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Geo & Demo Targeted Facebook Ads Build Fans
FACEBOOK MARKETING 2016
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Boosted Posts To Your Target Audience Is A Must!
FACEBOOK MARKETING 2016
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– Product Albums, Carousels, Videos
– Service
– Brand Differentiators
– Retail and Dealership Events
– Lifestyle
– Local & Community
– Destinations
– Contests
– Charity
– Fun!
Post Daily a Variety of Relevant Content
FACEBOOK MARKETING 2016
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Boosting a Post Is Simple…Sort Of
FACEBOOK MARKETING 2016
Specific
Geo
Specific
Target
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Engaging Content
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Engaging Content
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Events & Live Content
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Engage With Your Community
FACEBOOK MARKETING 2016
• School Supplies Drive
• Food Drive
• Think Pink
• Toy Drive
• Military
• Contest
– Pet
– Destinations
– Recipes
– Tickets
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– Albums
– Carousels
– Videos
– Features
– Comparisons
Post & Boost A Variety of Product Content
FACEBOOK MARKETING 2016
Videos Build Reach &
Awareness
Albums & Carousel
Create Website Clicks
Features and
Comparisons (?s)
Create Engagement
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Feature Album
Carousel Comparison
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Boosted Slide Show/Videos Create
Awareness & Reach
FACEBOOK MARKETING 2016
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Boosted Product Carousel Ads Create
Website Clicks
FACEBOOK MARKETING 2016
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Boosted Product Carousel Create
Website Clicks
FACEBOOK MARKETING 2016
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Link To Vehicle Detail Page
FACEBOOK MARKETING 2016
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Boosted Features & Comparisons Create
Engagement
FACEBOOK MARKETING 2016
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Boosted Features & Comparisons Create
Engagement
FACEBOOK MARKETING 2016
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Product Web Click Ads Create Website Traffic
FACEBOOK MARKETING 2016
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Product Web Click Ads Create Website Traffic
FACEBOOK MARKETING 2016
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Link to Inventory or VDP
FACEBOOK MARKETING 2016
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Facebook Ads Placement
FACEBOOK MARKETING 2016
Always
Always
Always
Never
Sometimes
If your CPC
Is running too
high, delete
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FACEBOOK MARKETING 2016
Facebook Ads Placement (Web Click Ads)
All mobile/ 3rd party sites with selected geo
and demo targeting/ extending outside FB newsfeed
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Geo & Demo Targeted Facebook Ads Create
Quality Website Traffic (Google analytics)
FACEBOOK MARKETING 2016
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Encourage Website Visits
FACEBOOK MARKETING 2016
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Utilize UTM Codes For Tracking
FACEBOOK MARKETING 2016
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Re-Marketing Facebook Ads
Website Traffic
FACEBOOK MARKETING 2016
URL
Leisure Time RV
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Social Media & the Purchase Funnel
Source:
FACEBOOK MARKETING 2016
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UTILIZE THE KING OF SOCIAL MEDIA, FACEBOOK TO
GET AN EDGE ON YOUR COMPETITION:
Connect with consumer throughout the purchase path
Increase dealership brand awareness
Build relationships through engagement
Increase quality website traffic
FACEBOOK MARKETING 2016
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FACEBOOK MARKETING 2016
THANK YOU!!
Q & A
Visit us at Booth #121