Learn why social media advertising is a new opportunity for car dealers especially since Google Wildfire presents consumers with device independent landing pages increasing engagement.
4. AutoCon2013
Social Marketing Shifts the Focus to Buyer Conversations
Your
Dealership
Your
Dealership
Your
Dealership
Your
Dealership
Your Customers
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The Changing Nature of the Customer Journey…
Source: Socialnomics, 2009; Google/ Shopper Sciences Zero Moment of Truth
Study, 2011, Febuary 23, 2012; Alex Trimpe via Ogilvy — February
21, 2011, ThinkQuarterly, Google
STIMULUS
PURCHASE
CHECK BLOGS
SEARCH
READ
REVIEWS
SHARE VIDEOS
NETWORK
The average U.S. shopper
consults10.4 sources
prior to purchase
57% of people
talk more online than
they do in “real life”
1 in 4 search results
for the World’s Top 20
largest brands are links
to user-generated content
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10%
12%
7% 8% 7% 6% 5% 4% 3%
28%
49%
35%
32%
30%
28%
31%
26%
22%
20% 20%
35%
31% 32%
34% 33%
38% 38%
TV Online Dealership
Now, Online Content is as Impactful as Dealership
Dealership
31%
Online
31%
TV
7%
Modified
Maker
Choice
Modified
Model
Choice
Confirmed
initial
choice
Influenced
Option
Choice
Influenced
Budget
Modified
dealer
Prompted
Purchase
Interest
Aided
discovery
of new
makers
Helped
informed
decision
Purchase Funnel
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DigitalConsumerTrend Auto ConsumerTrend
2.0B internet Users
4.1B mobile Users
35h video uploaded each
minute
2.1B searches daily
1.9B social network users
90% car buyers are online
75% start research online
Why Should You Care?
46% buyers worldwide likely
to make an auto purchase
based on social sites
Auto videos positively impact
79% buyers
32% mobile users say video
sites help drive their decision
Source:
• eMarketer.com
• Constant Consideration: New Vehicle Path to Purchase, Compete/ Polk/ TNS September 2012. HHI $100k+
• NetPop Research
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Goudy Honda
Best Practice 1: Grow a Community of Followers
Objective:
• Build a relevant community of buyers
• Drive growth and traffic throughout 5
month campaign period
Results:
• 309 total entries
• 21% entry rate
• Doubled community size
Daily Campaign Visits
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Best Practice 2: Continuously Engage Followers
2
ENGAGE, INTE
REST, INCENTI
VIZE
3
GROWGROW
Control
GROW
YOUR
AUDIENCE
1
3
ControlGROW ENGAGE
MEASURE
ControlControlGROW ENGAGE
MEASURE
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Schomp Automotive
Best Practice 2: Continuously Engage Followers
Objective:
• Engage nearby consumers with location –
specific incentives
• Sustain buyer interest over the holiday
season with multiple giveaways
Results:
• 469 sweepstakes entries
• 893 total campaign visits
• 53% entry rate (average is 20%)
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Best Practice 3: Translate Marketing Goals Into Metrics
Control
GROW
YOUR
AUDIENCE
1
3
ControlGROW ENGAGE
MEASURE
ControlControlGROW ENGAGE
MEASURE
2
ENGAGE, INTE
REST, INCENTI
VIZE
MEASURE
& CONVERT
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What Google WildFire Does
• Create Device Independent Landing Pages
• Enables More Interactive Posts
• Data Collection and Engagement
• Can Drive “Post Form” clicks to your website
• Connects Social Media & Digital Marketing
• Puts Your Where Your Competitors are NOT!
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Comparing Advertising
• Keyword Targeting
• Intent Targeting
• Retargeting
• Video Pre-Roll
Other Factors
• Location based on IP
• Crowded Marketplace
• Demographic Targeting
• Relationship Targeting
• Car Ownership Targeting
• Buying Intent Targeting
• Credit Card Targeting
• Retargeting*
Other Factors
• Targeting based on zip
• Not dealer “crowded”
Google Adwords Facebook Advertising
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Work During The Pilot Each Month
• Post original content for social engagement
• Create contests and promotions
• Create targeted ad campaigns
• Create videos and graphics to increase
engagement
• Leverage Wildfire Analytics and Tools to grow
your local fan base, influence, and reach.
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$500 Facebook Advertising
• Your Facebook ad budget will be directly
billed to your credit card for transparency.
• You can increase your ad budget for high
performing campaigns without any
additional fees from us.
• Additional landing pages for expanded ad
campaigns are included in monthly fee.
52. AutoCon2013
Landing Pages Will Be Designed to Convert
Website Header & Navigation
1
2
3
4
5
6
7
1.Video or Photo
2.Explanation of Offer
3.Supporting Evidence
4.Call To action
5.Store Locator
6.Lead Form
7.Custom Video
Design will be subject to the limitations
of the current website platform.
When we first started talking about our first promotion with Infiniti of Naperville, they had a clear idea of what they wanted to do. They had just moved into a new town and wanted to get their message out to the local community that they were a local car dealer – and they were a local business involved in their community. They were sponsoring a local event so they created 4 VIP passes and added the rental of a hot new car.77 entries
Infiniti of Naperville is a Wildfire client who also has someone on-site doing daily social media postings. However, as you can see, in the time before and after the promotion, page visits go down. The slight dip on the 21st was due to the Facebook ad not being live, but once it’s published, visits skyrocket.
The same can be said for page engagement. Again, although the staff at the dealership is doing daily posts, engagement is non-existent until the Wildfire promotion is live. While the main purpose of this promotion was to gain new fans, it also increased engagement on the page.
This shows the comparison between the Facebook page (Fbfanpage) and the Microsite, which is a Facebook page created within Wildfire. Views, visits, engagement and shares are more than just the Facebook page on its own.
Everyone on facebook may not be in the market for a new car, but everyone on facebook who owns a car could be a potential service customer. Focusing on service on facebook allows you to reach a larger audience – and can drive traffic to your service lane.