This Week in Social Media

News for the Week of November 21

Facebook Updates Metrics and Reporting

Facebook had reportedly been having some issues with the metrics it provided, so they have released several updates to help ensure the accuracy of their reports. They added updates that will increase third-party verification to validate and review data on impressions and views. A new Measurement Council has also been created to better standardize measurements tied to business outcomes. Additionally, a new internal process has been put in place to ensure all metrics released by Facebook are clear and up to date. Many bugs blamed for inaccurate data over the past few months have also been fixed. Dealerships, it’s important to collect all the data available to you, both pre- and post-campaign.  When looking at what did and didn’t work in a campaign, you’ll be able to see what needs to be changed based on audience reactions. Taking all metrics and measurements into account when making decisions for upcoming campaigns will help you ensure the best future responses.

Pinterest Adding New Video Pins and Discovery Feature

Just 3 months ago, Pinterest launched Promoted Video, a way to bring together the very best content for platform users, and now it’s recently added another new feature called Explore—a new auto-play version of the Promoted Video experience. Brands advertising with this tool can have a primary video playing with a list of their other videos running alongside it. Once the initial video is finished playing, the next will start playing automatically, essentially creating an episode of ideas from a single brand, making it easier for Pinners to view and try more ideas. Pinterest Explore will contain content from industry experts, top tastemakers, and even some of Pinterest’s own employees, who combine the favorites of Pinners today, as well as what is happening around the world. This is a location where Pinners can go to catch up on the latest and greatest of Pinterest. Dealerships, tell your story in a compelling way via Pinterest!  Now, with this newest feature, viewers can automatically see more of what they’re interested in as videos continue to the next idea in the line-up.  Be sure to update your content regularly and keep your posts organized so consumers can view your posts and browse at their leisure.

Periscope.tv Moments Now Shareable

Periscope has added a new share feature allowing users to share specific moments from broadcasts. When users are watching Periscope.tv a share button now appears in the bottom-left corner of the broadcast screen. By clicking this button, users can bring up the Share Broadcast menu, giving them the option to share it on Twitter or Facebook with a custom start time, matching the time the share button was clicked. Periscope also allows for another share option, giving users the ability to copy custom replay links and share them anywhere they please. Dealerships, make it easy for your viewers to share, and ensure they want to share your content, by offering information that is helpful, engaging, and entertaining.  Don’t forget to include a call to action if you want viewers to do something.  For example, “If you enjoyed this video, click here to share with your friends!”  This will go a long way to increase the number of people viewing and sharing your content.

Facebook Inbox Now Showing Facebook, Messenger, and Instagram

With the new update added to Facebook’s inbox, businesses can now link their Facebook, Messenger, and Instagram into one channel, allowing them to easily browse all three channels. This is aimed at keeping users from missing out on important messages as they flip back and forth between these platforms.  Now, users can simply click on a person’s name in the Facebook inbox, use basic information to personalize, and then choose the best way to communicate with that person based on previous interactions that person has had with the business. This update will be available to those who use the Pages manager mobile app, with availability for other devices coming soon. Dealerships, seeing every customer message is important, and it’s imperative nothing is missed.  You’ll be able to respond more quickly and efficiently to messages when you implement this new tool and streamline your incoming messages from these three channels.

Facebook Adding Analytics and Developer Tools for Messenger Bot

Facebook Analytics for Apps is a tool that helps businesses measure, understand, and optimize their customers’ journeys across both mobile and desktop devices. Facebook has just extended its analytics support to businesses that are building bots within the Messenger platform, a feature that adds the ability to see the number of messages sent, messages received, and people who have blocked or unblocked user apps—all without having to add any additional code. Users will also have the ability to access aggregated and anonymized demographic reports, giving them the opportunity to see exactly who is engaging with their bots. Dealerships, knowing your audience is key when it comes to personalizing campaigns and interactions with your customers. Being able to see who is communicating with your brand through your bots will allow you to tailor your messages and interactions to specific groups of people, increasing the amount of engagement throughout your audience.

Snapchat and Foursquare Partner up on Location-Based Geofilters

Foursquare is best known for its location and discovery app, having compiled a database of more than 87 million real-life places, including businesses, bars, restaurants, and markets. The platform has recently signed a deal with Snapchat, allowing them to use their data to power their geofilters—location-based graphics that can be overlaid onto images and videos throughout the visual messaging app. Before this partnership, Snapchat’s geofilters were tied to more general locations like cities, major sports arenas, or events. This newest capability will open up geofilters to a lot more people and services. Dealerships, be sure to stay up to date with the latest social technology and updates.  Remember, your customers are sharing and talking about you online, and it’s ok to occasionally have a little fun with geofilters, emojis, and fun text language when you’re sharing via online social sites.  Make it easy for your customers to share and increase your social reach by providing a link to your website and ensuring your profile and location information is up to date and easy to find!

Tip of the Week – Leverage Your Customer Data to Sell More Cars

Building a detailed database of your customers and their information is important in order to offer shoppers what they’re looking for in the marketplace.  When your dealership invests in a quality system to integrate and organize customer data, you’ll gain an advantage, because you’ll continuously have access to consumer needs and preferences, allowing you to have the right conversations at the right times—ultimately resulting in selling more cars.  The data you already have is valuable, but it’s important to ensure you’re leveraging it to its full capacity to position your dealership for ultimate success.  Check out a few tips to help you along the way:

• Know your customers. When you invest in a comprehensive marketing platform like AutoAlert’s One-to-One Intelligent Marketing, you’ll be able to gather the most important data about your customers and leverage it at just the right time to ensure you’re contacting the right people when they’re in market and ready to buy.  It’s worth the investment to know when consumers are shopping, where they’re shopping, what they’re interested in, and even who they’ve shopped with in the past.  When you know what your customers are looking for, you can be better prepared to offer exactly what they need.
• Consolidate into a trusted platform. Dealerships often have shopper information stored in many different locations.  Rather than rely on old ways of storing and looking up customer data, sync all your records into one convenient and innovative platform that aggregates intelligent shopper information to give you up-to-date, actionable insights.  You’ll have more time to dedicate to customers, and your sales team will always have relevant information at hand.
• Create an action plan.  Once you’ve begun compiling and organizing consumer data, create an action plan to strategically reach out to in-market shoppers with comprehensive campaigns.  AutoAlert’s One-to-One Intelligent Marketing offers a powerful format that includes offer letters, email campaigns, and personalized URLs for every lead.  When you formulate a plan and follow through with a variety of consumer touchpoints, you’ll remain top of mind and be successful in closing more deals.
• Follow up. It’s important to stay in touch with shoppers who have expressed interest in your dealership, and a powerful, comprehensive platform can help you do that.  By ensuring all your data is organized and kept up to date, it’s easy to see when it’s time to reach out to shoppers and touch base.

In today’s modern market, the importance of a comprehensive data solution can’t be overstated.  It’s worth the investment on the front end for your dealership to have access to consumer data and be able to have the right conversations about the right products—at exactly the right times.  After all, when you know your customers and present them with what they need, they’ll end up buying from you.