Dealers need to build a community on various social media platforms if they are to be developed as successful commercial channels, digital expert Thomas Power will tell delegates at AM’s Digital Marketing Conference.
Taking place at the Ricoh Arena in Coventry on 3 February 2016, Power (pictured), who is one half of digital consultancy Electric Dog that acts as chief digital officer to senior executives and executive boards, is well placed to deliver a whistle-stop guide to developing both a successful personal and business social media strategy with 101,000 followers on Twitter and the UK’s most connected person on LinkedIn.
Power’s session will show dealers how to build an active community on key social media platforms – Twitter, Facebook, LinkedIn, Google+ and Instagram, in order to generate leads and ultimately sales whilst recognising that each is a unique platform and should be treated as such.
Power said: “I have bought about 50 cars and I have never once been invited to join a dealership’s online community or been engaged in a meaningful dialogue on its social media platforms.
Even though I have owned seven Volkswagen vehicles; neither the dealer nor the manufacturer has contacted me about the emissions scandal even if it is just to tell me they will update me when they have more information.
“Too many business people think a sophisticated digital strategy is about putting in place a decent SEO and PPC campaign when it actually involves building a community around a local business or dealership which includes both digital and physical engagement.
“Often businesses fall into the trap of executing a one-way street social media strategy, simply pushing out content rather than engaging with people.
"People want to chat, they like to chat, they don’t need to be told about current offers or even about the products, they want to engage and be engaged. It takes time and effort and is often seen as a task by head office when the best results will be achieved by those who build their community on a local level. However, permission to do so from head office of both large and medium-sized dealership groups can be a stumbling block.”
Thomas will draw on his experience working with electric cars manufacturer Tesla Motors where he has helped develop an online and offline community in the UK which includes monthly events such as a dinner for community members as well as highlighting case studies illustrating exceptional social media engagement and community building from other industry sectors.
He added: “I attend the Tesla monthly dinners on a regular basis because it provides the opportunity of peer to peer networking. Whilst I attend to extend my business connections and to network, I am also seeing their cars at the same time.
“Social media activity should be about community first, not commerce first. By focusing on the former and getting it right, the latter will follow.”
Tickets are available to dealers and manufacturers, with a limited number of supplier tickets on sale. To book, please contact Emma-Louise Kinnaird on 01733 395133, email firstname.lastname@example.org.
Ricoh Arena, Coventry CV6 6GE