News for the Week of 12.9

Facebook Messenger Arrives at a Website Near You 

Facebook recently introduced new Page plugins for Messages and Events, allowing users to message your business easily and check out what’s going on with your Events directly from your website.  This newest addition now means visitors to your website can message you on Facebook without leaving your website, allowing you to have meaningful and relevant conversations across the web and via mobile more easily than ever before.  Dealerships, keep an eye on this latest update from Facebook and use this feature as a way to interact and engage with even more consumers.  Visitors to your website can now interact with you on social media via your website, making you more accessible and making it easier to start up conversations about purchases, incentives, and deals that may be going on.

Facebook Live Video and Collages

Facebook continues to bring the updates, and users are sure to enjoy this one.  Live video and collages are now available, allowing users to bring to life all the moments they’ve captured.  The live video enhancement allows users to share real-time action, sharing in-the-moment thoughts and experiences.  Users are able to discover live video from individuals followed directly in their News Feed, and by subscribing to a feed, users will be alerted whenever a broadcaster goes live.  Currently, this feature is being tested in the U.S. with a small population of iPhone users.  The collage feature allows users to group photos and video together into a scrolling, moving collage that is sharable.  Simply by tapping Photo, users are able to see recent camera roll moments and can then edit and arrange photos into a collage.  Currently rolling out on iPhone, Android users should see collage availability in 2016.  Dealerships, continue to stay active on Facebook.  Because it’s the online social platform where your customers are interacting and sharing, you’ll want to use the latest and greatest features to stay relevant and share updates.  Try making a collage of your latest inventory or even your ugly sweater holiday party!  When you share fun content, it helps to humanize your brand and connect you with your customers.

LinkedIn Mobile App

Look for a rebuilt and enhanced LinkedIn mobile app that is now streamlined into five core areas: Your Feed, Me, My Network, Messaging, and Search.  In an effort to make the app more user-friendly and easy for users to connect and engage with other professionals, LinkedIn worked to develop a more intuitive and simplified mobile experience.  Now available globally, LinkedIn users will find it even easier to stay up-to-date and informed with what’s going on in their professional circles.  Dealerships, remember the importance of leveraging your professional networks as well as building your consumer audience.  Take time to post your educational and industry-specific content via LinkedIn, and you’ll stand out as a trusted and knowledgeable leader.

Instagram Partners Program

Instagram recently introduced the Partners Program as a way for businesses to thrive on their social platform.  Offering experts focused on excellence and ready to guide businesses toward a growth trajectory on Instagram, advertisers of any size can now take advantage of these partners to help them get results.  Their partners specialize in Instagram’s unique marketing tools and are able to simplify the process for businesses as they navigate and achieve their advertising needs.  Key areas of expertise include ad tech, community management, and content marketing.  The program is starting with 40 partners around the globe as it kicks off, and it is expected to grow as it achieves success.  Dealerships working to stretch their advertising dollars and leverage the power of social media should continue to look toward popular sites like Instagram.  Engage followers and start conversations by continuing to post compelling photos that show what’s unique and likeable about your dealership.  Instagram is a great place to show off your culture, happy customer photos, and even in-house celebrations like birthdays and holidays.

Tip of the Week – Turn Your Customers Into VIPs

Everyone wants to feel special, and when your dealership takes the time to give online followers, customers, and potential shoppers the royal treatment, you’ll end up with increased online participation and more loyal followers.  It doesn’t take a lot to let consumers know you’re in their corner.  In fact, you’re probably already doing several things at your dealership to show your appreciation for shoppers every day.  Now it’s just a matter of ensuring you carry your day-to-day actions over to your online social platforms to build on what you’ve already started.  Check out these quick ideas to get you started:

• Make it easy to contribute and interact.  Your audience follows you for a reason, and that’s because you’ve proven you have something of value to add.  They also want to participate and interact, so make sure you make it easy for them.  For example, asking them to use a hashtag is easy, however, creating a video may seem daunting to some users.
• Ask for opinions and feedback.  It’s one thing to sit back and wait for people to contribute; it’s quite another to request feedback from people you consider valued community experts.  Let your audience know you respect and look forward to what they have to say by specifically requesting their input.
• Offer prizes for interaction.  It’s hard to find anyone who is opposed to getting a prize, so if you’re asking consumers to do something for you, reciprocate with a gift in return.  It doesn’t have to be huge, but consider offering a gift that’s substantial enough to make it worth consumers’ time to participate.  For example, if you ask consumers to create a post-purchase video or leave feedback for others to see, offer a free oil change when they post.
• Learn about your customers.  In addition to putting great content out there for your audience to consume, be sure you’re doing a good amount of social listening as well.  When you know your customers, their likes, and the things they want to hear about, it shows—and they’ll be more willing to form relationships with you when you’ve taken the time to get to know them.
• Give them a reason.  Let consumers know why you are there interacting with them.  They want their voices to be heard when it comes to the way businesses do things, so let them know you’re there to listen to what matters to them.  When they have a valid reason to interact and share with you, they’ll feel like the valued resources they truly are.

When you let your consumers know they’re VIPs, you’re letting them know they are important to you.  Especially on social media sites, this means their engagement, feedback, and input is integral to helping you make the best decisions for your business.  Consumers who feel important and valued by your dealership are likely to feel a greater sense of loyalty and trust, and not only will they turn to your dealership when it’s time to buy, but they’ll also spread the word to their friends.