News for the Week of 12.30 

Google 360-Degree Storytelling on YouTube

Storytelling is BIG and YouTube doesn't plan on missing out. Google Spotlight Stories are now available for select Android users on the YouTube app, bringing an in-the-moment, virtual reality feature to users. Now, video creators are able to share even broader perspectives with viewers using a 360-degree view of the story being told and an interactive element that brings the story to life via Google Spotlight Stories. Sensors on users’ phones make the stories interactive, unlocking various aspects of stories as phones are moved.  Created by Google ATAP (Advanced Technology and Projects group), this app is sure to have users engaging and sharing as they enjoy the immersive and interactive experience. Dealerships, keep your eyes on Google Spotlight Stories, as they’ll be expanding in availability next year. Focus on creating video and in-the-moment updates from your dealership and posting via your social platforms to increase engagement and reach consumers who are drawn to a variety of content formats.

Facebook Professional Services

Facebook has joined the latest list of sites vying for consumer attention when it comes to user reviews and ratings. With its recently-launched Best Professional Services site, it joins a crowded market that caters to local businesses and organizations seeking shopper reviews. The Professional Services page allows users to quickly search businesses with the highest reviews and ratings across Facebook, following the widely-recognized 5-star review format. In its new searchable directory, businesses now earn ratings based on user reviews, which means Facebook just entered the space that has, until recently, been reserved for platforms like Yelp, Amazon, and Google. As more consumers utilize online rating and review sites, it’s extremely important for dealerships to monitor and be aware of their online reputations.  Be sure to interact with consumers, stay on top of online feedback, and if you get a negative or less-than-savory review, respond quickly and with a positive solution to remedy the situation.  Not only will the unhappy customer see your reply, but other potential buyers will also notice your attentiveness and see that as a positive sign.

Blab Adds Audience Map Feature

The latest feature from Blab allows you to see where your audience is from based on the location listed on their Twitter profiles.  Built to better the connection between Blab users around the world, the map feature doesn’t track users’ locations; instead, it simply puts a dot on the map based on the hometown location listed on user profile pages.  When users change their hometown on Twitter, they’ll be able to change their hometown location on Blab.  It’s as simple as that!  For social-savvy dealerships, keep an eye on Blab.  A fun and easy-to-use chat forum, you can go live or schedule Blabs to engage your online audience.  With the popularity of live streaming, you’ll reach a broad audience and keep your followers up to date with what’s going on at your dealership.  Think of quick, fun updates you can share and be sure to interact with followers by engaging with their content as well.

Facebook Supports Apple Live Photos

Although Live Photos are still fairly new, Facebook is already starting to support Apple Live Photos via the iOS app for iPhone 6s and 6s Plus.  While some are already seeing support for Live Photos pop up in their feeds, others won’t see this latest update until after the new year.  To upload Live Photos, the process is almost the same as uploading standard still photos.  When users upload a Live Photo, a LIVE box will appear at the bottom right of the screen.  When they tap the LIVE box, the photo will upload as Live.  If users skip tapping the LIVE box, the photo will appear as a still.  Live Photos include 1.5 seconds of video and audio—much like a video, however, Live Photos have the intentional feeling of capturing a short-lived moment, rather than a lengthier broadcast.  Dealerships, remember the importance of visuals as you post via your social platforms.  Your online followers will be more engaged and intrigued by your content when you give them something they can see.  Keep watching Live Photos and consider using the latest tech as it comes your way in order to connect with and engage shoppers.

Vine “For You” Channel

Vine recently introduced its new personalized channel, aimed to give users instant updates on Vines they won’t want to miss.  Updated with content Vine has curated for specific users, it’s now even easier for users to find new content from accounts they may not already follow.  Based on user interests, Vine personalizes “must-see” posts across its platform and presents them to users via the For You channel, a feature that is currently only available for iOS.  Dealerships, be sure not to overlook Vine as you work to boost your social presence.  A lot can be communicated in 6 seconds, and your online audience is increasingly flocking toward visual storytelling platforms that engage them and capture their attention.  Consider a New Year’s post to get things rolling!

Tip of the Week – Happy New Year: Resolve to Build Your Social Media Strategy

It’s easy to think social media is something that takes a lot of time, meanders for long hours through endless online platforms, and doesn’t leave us with anything quantifiable.  And if you jump off the deep end into the quagmire of social sites and spend hours wading through post after post—with no real purpose in mind—it can turn into exactly that.  However, if you look at social media as a tool, and if you have a solid strategy for utilizing your time, energy, and valuable content to engage your online audience, your dealership will benefit from it, and your time will be well spent.

When you create a social media strategy, you’re putting a plan into place that will help your dealership build solid online relationships that will carry over onto the lot and the showroom floor when it’s time for consumers to buy.  Check out these tips for building your social strategy:

• Focus on the story you want to tell. Know your dealership’s history, the story of its relationships and friendships in the community, and how you can share this with consumers.  Do you want to talk about volunteerism?  Are you known for donating vehicles to the needy?  How do you give back?  Know what you want to share and how you want to share it.  You’ll build better, more lasting relationships with your online followers when they can find a variety of ways to connect with you.
• Discover where your consumers are. A majority of shoppers frequent online social sites, and it’s a pretty good bet you’ll find many of them on Facebook.  Do your research and find out what percentage of your demographic is on Twitter, Instagram, YouTube, and other social sites you may be interested in publishing to.  It won’t do you any good to post great content if you post it on sites where your consumers aren’t hanging out.
• Make a daily plan. Social media doesn’t have to be all-consuming.  In fact, when you have a plan and some general guidelines regarding how much time you’ll spend, where you’ll post, and what you’ll post, you’ll be better able to monitor the time you spend on social platforms.
• Know your goals. Imagine setting out to climb a mountain without having a goal.  It’s pretty fruitless.  For most, the goal is to reach the summit; for some, the goal is to make it a certain distance.  Nonetheless, you’ll feel more accomplished—and you’ll know when you’ve arrived—if you have a goal.  The same goes for social media.  What do you want to accomplish?  Do you want more followers?  Do you want to drive more foot traffic to your dealership?  Do you want a great turnout for a big charity event?  Set goals—and then keep track of how you’re doing so that you are able to tweak your strategies and improve.

When you tackle social media, from Google to Facebook to Vine, with a plan and set goals for your dealership, you can save time and effectively leverage the platforms where your consumers are shopping and researching.  Tell your dealership’s story, build strong online relationships, and drive sales for your business by doing a little research, knowing exactly what you need to accomplish, and measuring the outcome of your posts.  This year, instead of letting social media overwhelm you, strategize!