This Week in Social Media

News for the Week of June 27

Twitter Adds Live Button

Twitter recently added a new button for both iOS and Android that will allow users to broadcast on Periscope from Twitter.  Now users can go live simply by tapping a button in Twitter—without switching apps.  When starting a new Tweet, users will see the Periscope live button as an option in the media picker, and to make things even more convenient, if users don’t already have the app, it will immediately be offered when the button is tapped.  Geared toward getting more new users to give Periscope a try, all users will enjoy a quicker way to broadcast live video. Dealerships that are already working on their live streaming skills can now reach their followers even faster by accessing the Live button via Twitter.  Whether you’re on the lot or the showroom floor, give video a try.  Your audience will gravitate toward a new format that’s personal and in real time.

Updates to Facebook Messenger

Facebook Messenger is making some changes to its app to make is easier for users to find their most recent conversations, as well as their most frequently messaged contacts, more quickly.  Users will still see their most recent conversations at the top of their screens, and in addition, they’ll notice the addition of a Favorites section, which highlights the people they message most frequently.  Messenger also highlights users who are Active Now so others can be prompted to interact in the moment.  Additionally, helpful tools like birthday reminders are being added to help users remember important information.  Dealerships, Facebook Messenger offers you a quick way to provide instant, personal customer service—right where your customers are spending time.  By ensuring dealership representatives are available to answer questions and participate in conversations, you’ll build your brand presence and gain loyal followers.

Pinterest Offers New Targeting Tools

Pinterest just rolled out more powerful targeting tools, letting marketers and businesses better gain the attention of their audiences by combining their own data with the data collected by Pinterest.  Businesses can target based on user interests, keywords, devices, location, and more; but now, with even more powerful technology in play, they can combine the information they have with the data Pinterest has about potential customers.  By using the Pinterest Ads Manager, users can create and target in three new ways, including customer list targeting, visitor retargeting, and lookalike targeting.  Throughout testing, some businesses saw clickthrough rates increase by as much as 3x by utilizing retargeting, and lookalike targeting boosted clickthrough rates by up to 63%.  Dealerships, keep your eyes on Pinterest for new and innovative ways to reach consumer groups.  As many as 80% of millennials use Pinterest to help them find things they want to buy, and that means being visible and interacting on this platform could help you form valuable relationships with one of the youngest groups of consumers.

Facebook Store Locator Is Here

Facebook recently launched a brand-new feature that will help businesses drive shoppers to their stores, as well as track the number of store visits and sales that follow mobile ads.  While 45% of all shoppers lean on mobile to contribute to their shopping journeys, the majority of purchases are still completed in brick and mortar stores.  With this latest technology, businesses will be able to measure exactly how impactful their online advertising campaigns are in driving traffic to their physical store locations.  Consumers already lean on technology that helps them locate stores, and by leaning into this technology and pairing it with the ability to measure foot traffic to those locations, Facebook Locator will can tell businesses when their ads are working effectively to bring customers—and sales—to their storefronts.  Dealerships, when reaching out to consumers online—whether it’s via social networks or your website—be sure to check your contact information and keep it updated and easy to find.  When shoppers can easily find and contact you, it’s more likely they’ll seek you out for their needs.

YouTube Director Is Here

Businesses are increasingly aware that video speaks volumes to today’s consumers, and YouTube is right there to offer what’s needed to help them create it.  The newly launched YouTube Director allows businesses to create video ads directly from their phones, and the popular social platform has made it quick and easy.  Available now for iPhone throughout the U.S. and Canada, users can create video ads directly from their phones—even if they have no video editing experience.  Users can download the app from iTunes and get started making ads that will resonate with their customers right away.  With 4 billion video views per day on YouTube, there’s plenty of room to make a mark and be seen by consumers via video ads.  Dealerships, the combination of video and the ever-popular social platform, YouTube, will give you nearly an unlimited playing field when it comes to getting your brand message out to interested shoppers.

Twitter Emoji Targeting

Twitter recently introduced emoji targeting, allowing advertisers to target users based on particular emoji sentiments they have expressed.  Emoji activity has continued to grow on social networks and can be seen as a view into individuals’ moods or mindsets—information that is quite valuable to businesses.  With this latest update, brands can now connect with individuals based on a particular expressed sentiment, target people who Tweet food emojis, and reach individuals based on their passions.  To get started with an emoji targeting campaign, businesses can reach out to Twitter Official Partners, AdParlor, Amobee, HYFN, Perion, SocialCode, or 4C.  Dealerships, whether it’s an ad or a couple of posts, give emojis a try.  Remember, for some of your more casual communications, your followers will appreciate a change in style that catches their eye.  After all, the word of the year in 2015 was  , which pretty much says it all.

Tip of the Week – Get Personal

With social media, it’s all about creating a unique, personal connection with consumers that will, in turn, encourage them to turn to your dealership when it’s time to purchase or service their vehicles.  Social media platforms allow you the freedom to build one-on-one relationships with potential customers by interacting, learning what your followers like, and also what they don’t like.  You’ll be able to go beyond selling and gain a better understanding of your audience when you lean take the time to get to know your online consumers and interact with them on a personal level.

Check out a few simple ways to make things more personal:

• Address customers by name. Using a customer’s name during interactions, especially in emails or any online interactions, shows you actually took the time remember them. This makes them feel more comfortable during their time with you and really makes them feel appreciated.

• Invite a reply. Getting a response when reaching out to customers is hard enough as it is. To provide them with more comfort and a more personalized experience, provide them with the name, title, and contact info of an actual person they can get in touch with whenever they feel the need. This gives them the feeling they have their own personal assistant who’s available at their discretion.

• Personalize your response. Receiving a message from a customer means that they took the time to read your message and respond. In return, it is important to take the time to send a timely response, using their name and letting them know their issue is being handled. Even if it can’t be answered right away, a quick response lets them know that you are working on it and are paying attention to their needs. 

• Share common interests. Social media is the best place to share what you like and find interesting. Sharing your common interests with customers makes them feel more connected to you. It shows them you’re a regular person like them and makes the connection and overall experience that much more personal.

When working on building relationships with customers, creating a personal experience is a huge factor in determining whether the interaction will be a success. Increasing the personal factor increases the chance of building a life-long relationship. Whatever interactions occur between you and your customers, ensure to take that extra time to make it personal for them—and it will definitely pay off in the end!