Auto Dealers and Social Media

Since I’ll be speaking this week on a panel about social media and car dealerships, here is a collection of interesting links I’ve collected with the help of friends in my network (& Google!) – how automobile marketing can be enhanced (or damaged!) via the power of social media:

• STUDY JUST RELEASED – Word of mouth more influential than paid media in car purchases.
• From a posse of bloggers at BrandingWire, free advice on improving how cars are marketed.
• Seth Godin on Great, not just Good.
• 7 Ways Auto Dealers can Fail at Social Media. The very basics.
• SocialDealer – tool for bringing together auto sales and social media (not a recommendation – just a mention)
• Moving the Metal – Ad Age white paper with case studies ($$ download) (not a recommendation – just a mention)
• Fast Company: Why Going Social can Make or Break Auto Dealers
• Chris Brogan‘s experience buying a car via the Internet. Plus, his interview with Motorphilia. And here is how a profoundly negative experience was recently recounted by a person very influential on social networks.
• Chris Brogan on Make it Easy On-line
• Is social media for every car dealer? Maybe you’re just not ready. Proceed wisely.
• Scott Monty‘s list of Ford dealers on Twitter.
• Here is a living, breathing example of full-orbed and personalized use of social tools by a dealer: Hare Chevrolet of Noblesville, IN – Twitter, Facebook, YouTube, Blog…(plus, they immediately reached out to me personally to provide info and resources when someone pointed them out to me on Twitter)

Still wondering if social media is a growth opportunity. Just spend a minute watching this real-time chart update itself. And here are a bunch of infographics showing growth and usage – stunning.

I will say that my experience thus far with automobile dealers has been mostly negative. I’m still waiting to work with a dealer that is:

- more interested in the long-term relationship than the immediate deal,

- pro-actively helpful and friendly even if a sale is not immediate, and

- transparent and up-front about pricing.

None of the above is rocket science, but all of it would earn major points in a socially-networked world. So, how can an auto dealer effectively use social networking to grow business?

1. You have to be good - so customers freely and gladly recommend you (first and foremost in importance!).

2. You need to be “find-able” on-line, with a helpful website and a social presence that makes people feel welcome.

3. You need to be astonishingly responsive.

4. You need to follow through with a positive experience at every level.

Note that the most important factors are those things that have always been most vital in establishing a reputable business. Social media only magnifies – for better or for worse – who you already are.

————-

Subscribe to the Connection Agent blog via Reader (RSS) | via e-mail

Twitter: @ConnectionAgent | @swoodruff

Connect with Steve Woodruff