is social media being used properly to sell cars? bryan harmon full name | company | job title |...
TRANSCRIPT
Is Social Media Being Used Properly to Sell Cars?
Bryan Harmon
Full Name | Company | Job Title | Email
Full Name | Company | Job Title | Email
Your primary job requirement as a dealer is to sell cars.
Full Name | Company | Job Title | Email
Millions of car shoppers are on social media. Understanding when and why
they use social networks, will help you sell more cars.
Full Name | Company | Job Title | Email
YouTube
•Video platform with broad audience, not designed to be a sales tool but rather a source for entertainment and information
•Good for consumer reviews, comparisons, and inspiration through creative marketing (commercials, viral videos, etc)
•No validation – anyone can create an account and leave false information.
Full Name | Company | Job Title | Email
•Image-heave platform, little detail
•Intended for inspiration
•Acts as a portal to bring viewers to a different destination website once they click an image
•Great for classic cars
Full Name | Company | Job Title | Email
•140 characters to influence a car buying decision is not practical
•Another portal to outside sources
•Great for OEMs to deliver quick news and facts
Full Name | Company | Job Title | Email
•Intended for friends & families
•Largest network, but small automotive audience
•Great for nurturing customer loyalty
•Trusted feedback and reviews from a trusted network of people
Full Name | Company | Job Title | Email
Car Lister
•Intended specifically for the car industry
•New network, great for local to international reach
•B2B, B2C, C2B, C2C
•Verified accounts for a trusted, secure environment
•Mobile, responsive, visual, informative, social = all-inclusive
•Links to your current system
Full Name | Company | Job Title | Email
What are car shoppers doing on social media?
•Car shopping is personal – people need to feel confident in their decision so they turn to others they trust: friends & family
•Honest feedback from previous shoppers is taken in to consideration
•Special offers/ car reports/ personal messages from OEMs and dealers can influence shoppers
Full Name | Company | Job Title | Email
How NOT to use social media to sell
•One-way marketing
•Push self-promotional content onto the user
•Ignoring or deleting negative feedback
•Non-regular posts
Full Name | Company | Job Title | Email
What works?
•Being social requires conversation – not talking AT the user but WITH the user
•Provide relevant content for users so they keep coming back to your profile and ultimately your business
•Embrace all feedback and show great customer service
•Be consistent with posts to create a pattern for visitors
•Provide a value they won’t find anywhere else (discounts, event announcements, special codes)
Full Name | Company | Job Title | Email
What to avoid?
•“Buzz words” that 3rd parties use to complicate how social media works – “loyalty retention programs,” “user acquisition tools,” “feedback management”, and the list goes on
•Don’t make social media a complex, over-bearing process – one person can handle your account by posting and communicating regularly
•Don’t direct the user to go from a mobile-friendly, social site to an outdated, non-responsive website – you will lose the mobile generation shoppers instantly
•Avoid delays – the “instant generation” wants answers fast, accurate, and honest
Full Name | Company | Job Title | Email
What is needed?
•Instant access
•Strong mobile presence
•Accurate, complete information
•Trusted network/ reliable sources
•Non-intrusive, social approach
Contact Info
Full Name:
Company:
Job Title :
Email:
Bryan Harmon
DreamWare Inc
CEO
Share an important takeaway you received from this sessionusing hashtag #DD18 for a chance to win an iPad.