News for the Week of 2.4 

Snapchat Add Me URLs

Snapchat recently rolled out Add Me URLs to make adding people even easier. Users are now able to copy their own unique URLs and instantly share them via apps like Twitter, as well as add them in places like signatures.  When the URL is tapped on a mobile device, a preview of the user’s Snapchat profile appears alongside an Add button. Previous feedback showed that following people via Snapchat could be challenging for less experienced users, but this latest update corrects that, making it easier to follow friends, acquaintances, and celebrities at the touch of a button. Dealerships, keep in mind the popularity of Snapchat as you work to build your social presence. With over 100 million daily active users, Snapchat can give you an extensive presence with your mobile audience. Consider quick updates like coupon Snaps or service incentives for users who follow you. Even on other platforms like, Twitter, Facebook or Periscope.

Facebook Audience Network Broadens

Facebook broadened its Audience Network to support mobile web, which means native ad formats and people-based marketing are now available to a new set of publishers. Additionally, 2.5 million Facebook advertisers will now be able to reach people via mobile devices.  Recently updated technology allows publishers to take advantage of fully customizable native units, as well as formats like carousel ads to showcase multiple images.  Currently in beta, publishers are able to integrate easily and get started with Audience Network for mobile by adding a JavaScript tag to their HTML page source code.  As Facebook continues to innovate and provide improved experiences for publishers, dealerships should continue to take note of the opportunities that are available to reach their audiences via this platform.   Consider engaging consumers with innovative content and targeted campaigns in order to gain traction for your dealership.

Twitter Enhanced Video Player and Auto-Looping GIFs

Twitter continues to update, and its latest enhancements include a custom video player in Twitter Kit, as well as auto-looping GIFs.  With the custom video player, users are now able to view the duration of a video before initiating a playback, allowing for increased user engagement.  Additionally, GIFs now have a unique badge and feature auto-looping playback to enhance user enjoyment.  As Twitter continues to develop innovative ways to reach more users, dealerships should keep their eyes on ways to engage consumers by utilizing the newest tools and updates.  From dealership events to service specials, reach out to customers and share your latest via Twitter to gain online traction.

Broadcast From GoPro Directly to Periscope

Now GoPro HERO 4 users have the ability to broadcast directly to Periscope for iPhone, making it easier to tap into user creativity—and at the same time keeping numerous iPhones out of potentially perilous filming conditions.  Instead of using iPhones to video their adventures, users can now broadcast from their GoPro HERO 4 devices directly to Periscope for iPhone simply by connecting to GoPro’s WiFi and ensuring it’s on video mode.  From that point, users are able to open Periscope on their iPhones and tap the broadcast button, allowing a broadcast to go live on Periscope.  Dealerships, be sure to use your creativity to update your followers with live video in order to take advantage of consumers’ affinity for visuals and video updates.  Consider live inventory or vehicle feature updates to highlight things consumers might find most compelling when making purchase decisions.

YouTube Donation Cards

YouTube creators can now raise money to support their favorite causes, transforming video views into donations.  Donation cards allow subscribers and viewers to donate directly from videos simply by adding a donation card and choosing a nonprofit.  100% of donations go to the organizations selected, giving YouTube users the opportunity to give back and do good throughout their communities and the world.  For dealerships that already participate in fundraisers and nonprofit work, this is a great way to get the word out and grow online engagement for the causes you support.  Consumers want to interact with businesses that give back, and this is your chance to help others and let your audience know what you’re all about.

Facebook Expands Live Video

Facebook live video has been expanded even further, allowing iPhone users across the U.S. access to this latest functionality.  In the coming weeks, Facebook expects to roll this feature out to users throughout the world, encouraging more people to connect and communicate with video.  Simply by tapping on Update Status, users are able to select Live Video, write a quick description, choose an audience, and then go live.  While broadcasting, users are able to see the number of viewers, the names of friends who are viewing, and a stream of real-time comments.  Once a video broadcast ends, it will be saved to users’ timelines to either be rewatched or deleted at a later time.  As more platforms move to live video, it’s important for businesses to engage with consumers in this way in order to connect and share important moments.  Dealerships, continue to find new and innovative ways to share live video feeds with shoppers in order to build relationships and stay connected.

Vine Trends Page

Vine recently launched its Trends page, making it easier for users to discover trending stories and follow what’s important to them.  This page offers a unique and simple way for Vine users to dig into the history behind their favorite Vines, allowing them to discover the back stories that make the most popular Vines stand out to millions around the world.  Dealerships that are focused on the importance of social should not lose sight of Vine.  Take a few moments to get creative and reach out to consumers who want to get to know the personality of your dealership.  Vine is a great place to let your brand shine by sharing quick clips of employees, tales from the showroom floor, or anything else that allows you to share a sneak peek of what’s going on in the dealership.  When you interact with consumers, they’ll be more apt to align with you when it’s time to shop.

Tip of the Week – Show Your Personality

Consumers want to engage with brands they share a connection with.  Just like forming any relationship, we gravitate toward those who share similar interests, likes, and causes—and that means your dealership will need to open up and show its personal side in order for consumers to get a sense of who you truly are.  There are a few things you’ll want to keep in mind as you reach out to online consumers and share your dealership’s personality:

• Stick with your brand identity.  Your dealership has a personality—friendly, down-home, neighborly, family-owned—and whatever you’ve always been is what you should continue to convey.  Have fun with your online engagement, but don’t change who you are.

• Stay positive.  Stick with the rules you already know about sharing on social media.  Share positive information, stay away from the negative, and avoid anything controversial.  You are sharing your personality—but you’re not looking to start a debate or drive potential customers away.  Positive posts will encourage interaction and engagement, and you’ll gain more shoppers in the long run.

• Share information.  Your online followers love to learn.  If you are able to share quick how-tos, give helpful updates, or show them how something works, you’ll be providing a valuable service—and you’ll be seen as a go-to resource.

• Share your experiences.  Consumers are drawn to storytelling, and when you’re able to share your own personal experiences, you’ll build trust and loyalty.  Storytelling allows you to build connections with your followers based on shared experiences, adding to your dealership’s human side. And sharing your story via video (on Periscope, YouTube, etc.) gains more traction than ever this year.

• Show images.  You probably already know the importance of sharing images and video on social media.  Not only is it good for engagement, it’s also a great way to add personality to your brand.  By sharing images, you’re giving a human face to your dealership.  Be sure to change things up by showing your pros at work, behind the scenes, and even include some candid or funny shots of lighthearted times on the lot.

When you allow your customers to get a glimpse of your dealership’s personality and share in the human side of your brand, you’ll go a long way toward gaining loyal shoppers.  By interacting and engaging with online followers, you’ll forge relationships that carry over onto the showroom floor.

 [tweetthis]Check out the latest updates on Periscope, FB & more via @SocialLittleMan in This Week in #SocialMedia...[/tweetthis]