Social Media and Your RV Dealership

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Important stats, key platform info, and strategy overview for implementing social media in an RV dealership setting. Presentation from the 2010 RVDA expo in Las Vegas. Presentation "Your Dealership & Social Media" by Bethany Grabher of HuebnerPetersen.

Negócios

Your Dealership &
Social Media
Bethany Grabher
HuebnerPetersen

Social Media places
small & local businesses
in the spotlight in ways
that up until this point,
were unattainable

2010 stats
Twitter: 100 million users, 50 million tweets
sent each day
Facebook: 500 million users, average user
has 160 friends & spends 55 minutes per
day on the site
YouTube: 2 billion views each day
LinkedIn: 65 million members, 1 new each
second

Twitter has added 40M
users since April 2010

33% talk about businesses 1/week
32% make business recommendations
30% seek buying decision advice

80% of automotive/RV
buyers say Internet
information inﬂuences
their purchasing
decisions

90% of consumers trust
online, word-of-mouth
recommendations

Customers are
receiving their
information online,
and sharing
information online

Social media
Generates dealership exposure
Generates qualiﬁed leads
Can reduce marketing expenses
Increases website traﬃc
Boosts search rankings

Social media should be
a part of your strategy

What to listen to
Industry happenings
Dealership mentions
Competitor activity
Competitor mentions
Your name
Manufacturers

How to listen
RSS (Google Reader)
Social Mention
Twitter Search
Google Alerts
Facebook Groups

Platform options
Blog: RV insights, travel stories, expert knowledge
Twitter: Links, quick tips, announcements
Facebook: Pictures, announcements, special oﬀers
YouTube: Unit tours, interviews, how-to videos
Flickr: Unit photos, classic RV photos, travel pics

Find people to follow
Twitter search
Twellow & Twellowhood
Facebook search
Blogrolls
Twitter lists
Nearby Tweets

Consistency is key
Blog: 1-2 per week
Twitter: 1-3 per day
Facebook: 1 per day
YouTube: 1-2 per week
Flickr: 1-2 per week
LinkedIn: 1-3 per week

Converse & connect
Blog: Reply to comments, comment on other
blogs, reference others
Twitter: Retweet, mention, DM, hashtags
Facebook: Follow pages, respond to posts, join
discussions
YouTube: Comment on videos, “like” videos
LinkedIn: Ask & answer questions

What to write
Advice or tips
Behind the scenes
Interviews or proﬁles
Product reviews
Travel/camping ideas
Family fun ideas
Manufacturer news

Thinking of trading up your RV, here are ﬁve
reasons you should do it!
101 things to cook on your RV-Q (that aren’t steak)!
We took a poll at the dealership, here’s the list of
our top camping destinations. What’s yours?
An RV that can pull a boat! An in-depth look at RV
horsepower.
Struggling with where to store your RV? 3 good
recommendations.
Why winterizing will save you $$ down the road!

Customers look for:

Promotions
News
Feedback/testimonials
Reminders

Add keywords

Proﬁles
Posts
Titles
Image/video names

Shorten URLs
http://www.rvbusiness.com/
2010/06/another-look-back- http://bit.ly/bQIpc
at-history-of-the-rv-industry/

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Social Media and Your RV Dealership

1. Your Dealership & Social Media Bethany Grabher HuebnerPetersen

2. Social Media places small & local businesses in the spotlight in ways that up until this point, were unattainable

3. 2010 stats Twitter: 100 million users, 50 million tweets sent each day Facebook: 500 million users, average user has 160 friends & spends 55 minutes per day on the site YouTube: 2 billion views each day LinkedIn: 65 million members, 1 new each second

4. Social media users by age group

6. Facebook growth, 2009-2010 by age group

7. Twitter has added 40M users since April 2010

8. 33% talk about businesses 1/week 32% make business recommendations 30% seek buying decision advice

9. 80% of automotive/RV buyers say Internet information inﬂuences their purchasing decisions

10. 90% of consumers trust online, word-of-mouth recommendations

11. Customers are receiving their information online, and sharing information online

12. Customers expect to connect

13.

14. Social media Generates dealership exposure Generates qualiﬁed leads Can reduce marketing expenses Increases website traﬃc Boosts search rankings

15. Social media should be a part of your strategy

16. 1: Listen... Really listen

17. What to listen to Industry happenings Dealership mentions Competitor activity Competitor mentions Your name Manufacturers

18. How to listen RSS (Google Reader) Social Mention Twitter Search Google Alerts Facebook Groups

19.

20. How to listen RSS (Google Reader) Social Mention Twitter Search Google Alerts Facebook Groups

21.

22. How to listen RSS (Google Reader) Social Mention Twitter Search Google Alerts Facebook Groups

23.

24. How to listen RSS (Google Reader) Social Mention Twitter Search Google Alerts Facebook Groups

25.

26. How to listen RSS (Google Reader) Social Mention Twitter Search Google Alerts Facebook Groups

27.

28. 2: Pick one platform

29. Platform options Blog: RV insights, travel stories, expert knowledge Twitter: Links, quick tips, announcements Facebook: Pictures, announcements, special oﬀers YouTube: Unit tours, interviews, how-to videos Flickr: Unit photos, classic RV photos, travel pics

30. 3: Participate & “engage”

31. Find people to follow Twitter search Twellow & Twellowhood Facebook search Blogrolls Twitter lists Nearby Tweets

32.

33.

34. Consistency is key Blog: 1-2 per week Twitter: 1-3 per day Facebook: 1 per day YouTube: 1-2 per week Flickr: 1-2 per week LinkedIn: 1-3 per week

35. Converse & connect Blog: Reply to comments, comment on other blogs, reference others Twitter: Retweet, mention, DM, hashtags Facebook: Follow pages, respond to posts, join discussions YouTube: Comment on videos, “like” videos LinkedIn: Ask & answer questions

36. 4: Quality counts

37. What to write Advice or tips Behind the scenes Interviews or proﬁles Product reviews Travel/camping ideas Family fun ideas Manufacturer news

38. Thinking of trading up your RV, here are ﬁve reasons you should do it! 101 things to cook on your RV-Q (that aren’t steak)! We took a poll at the dealership, here’s the list of our top camping destinations. What’s yours? An RV that can pull a boat! An in-depth look at RV horsepower. Struggling with where to store your RV? 3 good recommendations. Why winterizing will save you $$ down the road!

39. Customers look for: Promotions News Feedback/testimonials Reminders

40. Share your expert knowledge

41.

42. Stay Focused

43.

44. Give Give Give

45.

46. Foster participation

47.

48. Be relatable, be genuine

49.

50. 5: Optimize your efforts... Be findable