Beyond the Basics Taking Social Media to the Next Level and Beyond

JD Rucker

Director of Digital Marketing

KPA Internet Marketing

June 5, 2013

5 TRUTHS TO SET THE MOOD

Social Media Mythbusting

Myth #1

“Getting more

Likes on

Facebook is the

way to get your

message out to

more people.”

Getting More Facebook Fans is a Minimal Need Compared to Reach

Local Reach is All that Really Matters

Myth #2

“Social media is

more than a

branding tool

and should drive

foot traffic and

web visitors.”

Social Media is More than a Branding Tool

Done Right, Social Media Can Drive Business

Myth #3

“You need to be

engaged on 50

or more social

networks.”

You Just Don't Need 50+ Social Networking Profiles

Facebook Plus Three… for now

Myth #4

“You need to

build 80% of

your Facebook

fans strictly from

the local area.”

Keep it Local, Local, or Local on Facebook

95%+ Local Facebook Followers

• Transparent targeting of local fans.

• 3 months ago, this page had 26 fans.

Myth #5

“Social media is

secondary to

reputation

management.”

Social Media Should Not Be a Checkbox with Reputation Management

Social Media is Active, RepMan is Passive

Reputation Management Pure Social Media

• Social media posts are

important to get more

people to look at your

• Social media posts are

“skin in the game”

recommendations

• Social media posts are

seen by local friends and

family members

• Reviews are important for

people looking at you

today

• Reviews are done by

nameless peers

• Most review sites and

scores are seen by

literally nobody outside of

the dealership

THERE’S ONLY REASON TO

PLAY BY THE RULES…

Social Media Rules

Rule #1

There’s nothing wrong with thinking

that social media is not important,

but remember that sticking your

head in the sand doesn’t make the

bad man go away.

It’s Not Just Social. It’s Search. It’s Reputation. It’s Presence.

It’s Search.

It’s Reputation.

It’s Presence.

Rule #2

Facebook and Google+ are driven by

algorithms that must be properly

massaged in order for your

messages to be seen.

Kissing Up to the Facebook and Google+ Algorithms

EdgeRank Basics

Feedback Affects Visibility

Rule #3

Customer service applies to social

media as well. You should treat

engagement on social media the

way you treat someone who walks

onto your showroom floor.

Virtual Customers are Real Customers, Too

Virtual Customers Become Real Customers

Rule #4

Twitter and Pinterest are easy but

important.

• Time driven

• Communicate

• Google loves them Twitter and Pinterest are Too Easy to be Ignored by Dealers

Easy, but don’t Automate

Rule #5

Long-Form

(web page, blog, video, infographic)

Facebook, Google+

Twitter,

Pinterest

Follow a proper hierarchy of content

Content Flow from Creation to Tweet

Top Level Content from the Website

Second and Third Level Content Advertising

Rule #6

There’s a good way and several bad

ways to expose your inventory

through Facebook (or Twitter, or

Google+, or Pinterest, or…)

Virtual Customers are Real Customers, Too

The Right Vehicle with the Right Message

Rule #7

Social media has two purposes:

communication and advertising. It is

not a venue for marketing in its

purest form. Branding should simply

be an additional benefit, not the

primary goal.

Social Media is More than a Branding Tool

Social Media is Active, RepMan is Passive

Marketing Advertising

• Grabs in-market

consumers and starts the

process for everyone else

• Television, radio, social

media

• Inserts itself into venues

when the consumer is in

“entertain me” mode – the

best time to plant a seed

• Grabs in-market

consumers only

• Website marketing,

search marketing,

classified listings,

purchased leads, etc.

• Competes against other

dealerships vying for their

focused attention

Rule #8

Stay focused on the three content

types on Facebook, Google+.

• Local Content

• Automotive Content

• Dealership Content The Three Primary Auto Dealer Content Types for Facebook

Local Content

Automotive Content

Dealership Content

Rule #9

Avoid KGB fan acquisition and algo-

buster techniques like the plague.

• Kitties

• Games/Giveaways

• Bogus Questions Avoid KGB Fan Acquisition and Algo-Buster Techniques Like the Plague.

Stay Relevant. Stay Focused. Be Yourself.

Rule #10

Social Media is a crawl-walk-run

endeavor.

• Get local fans

• Build up algo-trust

• Convert The First Three Stages of Facebook Page Promotion for Dealers

Important URLs

• KPAonline.com/blog • AutomotiveSocialMedia.com/blog • DealerSocial.com