Are you trying to decide what your Social Media process should look like?
Are you trying to decide where to begin and what to do?
One of the easiest and most effective ways to use social media to enhance your dealership’s presence is to utilize video of your happy customers either taking delivery of their New or Pre-Owned vehicle, or video of their experience in your service department!
You first have to understand, social media is like a family BBQ. At the family BBQ, everyone gathers around and talks about what is going on in their lives. Everyone trades stories of the positive things in their lives and the negative things. At the family BBQ, a positive or negative story about a retail experience, could persuade you to either give that business an opportunity or stay away from that business!
Wouldn’t you want your happy customers to persuade their friends and family to give your dealership an opportunity to earn their business??
When your happy customers are taking delivery of their New or Pre-Owned vehicle or getting their vehicle out of your Service Department, get the entire family together in a well lit environment. Have them gather around the vehicle. Whether they are inside or outside the vehicle, it makes no difference. As long as they are smiling and having a good time, the video will be positive.
Keep the video short! No more than 60 seconds! No one wants to watch a long drawn out video!
Don’t make the video seem scripted or planned. Make your video appear as casual and fun as possible! Most people want to do business with a place that is both professional and fun!
Make sure you introduce the family and the dealership at the very beginning of the video.
Example: “Here we have the Smith family taking delivery of their new (model) here at ABC Motors!”
Then ask the family just ONE question for the video. This will ensure you keep it to 60 seconds or less in length.
Questions such as:
· Tell us about your Sales experience!
· What do you like best about your New/Pre-Owned vehicle?
· What is the first thing you will do with your New/Pre-Owned vehicle?
· Where is the first place you will go with your New/Pre-Owned vehicle?
· How did you enjoy your Service experience today?
· If you could tell your family and friends just one thing about (ABC Motors), what would it be?
Explain to the customer you are then going to upload the video to the Dealerships Facebook page, your Dealerships YouTube channel and on your Dealership website. That way they can share the video on their Facebook page or e-mail the link from YouTube to their friends.
Make sure you give them a reason to do this video for the Dealership. After all, there should be something they receive in return for their endorsement of your Dealership. In return for the video, you may want to give them a free oil change or a discount for any further service or accessory purchase.
You want to make sure you have their permission to use the video in writing to protect yourself and the Dealership. Have your attorney construct a simply worded “release form” for your customer to sign.
Once you start building a series of videos, you can use them in your Social Media marketing and networking plans. You will have a video “why buy here” book.
Once a month, showcase a particularly great video on your Dealerships website, Facebook page or YouTube channel. Make sure you contact that customer whose video you are showcasing and thank them again for their business. I would encourage you to once again offer your customer an additional discount or service for allowing them to “feature” them on your sites!
An attitude of gratitude will go a long way! And everyone likes receiving gifts!!
Utilizing video, to start your Social Media presence and process, is both easy and fun to do. There is nothing more convincing to a perspective client of your Dealership than seeing happy and contented customers doing business at your store! The more videos you have, the better!
Make sure you have a way of continuously playing these videos in your showroom or your Service waiting area. It will be a reassurance to your customer or perspective customer that your Dealership is an awesome place to do business!
Start utilizing video of your happy customers to use in your Social Media presence!
There is no better testimonial you can receive! A video with smiling faces and satisfied customers that tells a story of a happy and pleasant experience at your Dealership is Social Media GOLD!!
This article appears in the October 2011 issue of "Social Dealership Magazine"
About the Author: From a Salesperson to a Dealer, I have a vast amount of experience in all areas of the automotive environment.
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