Facebook Announces New Tools for Events

By Digital Air Strike

After revoking the option for businesses to send event invites to all of their fans, Facebook is rolling out three new tools to improve the event experience for both businesses and users.

Desktop and Mobile News Feed Ads

In the coming weeks, Pages will begin to see the option to create desktop and mobile News Feed ads that “boost awareness of events and drive responses.” Previously, these types of ads were only shown in the right-hand column on desktop only.

Event Insights

Event hosts will now be able to view insights in the right-hand column of an event page, which will include information about the number of people who have seen a link to the event, the number of people who have viewed the event, and the number of joins, saves and maybes the event has received.

According to Facebook, “These insights represent the first step [Facebook is] taking to help Pages better understand what’s working and not working when promoting their events.”

Events for Users

Facebook will also be making new improvements to the event experience for users. Each user’s events page has a new look to better highlight upcoming events and showcase new events, including suggested events based on information such as the pages they like, their location and the day of the week. This is another way that your event can gain visibility amongst your customers.


Facebook Launches Cross-Device Ad Reporting

By Digital Air Strike

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Last week, Facebook launched cross-device reporting for Facebook ads, which will enable Facebook advertisers to see how people are moving between devices before they convert.

This tool is becoming increasingly important as customers become multiple-screen users, who can, within the span of a day, view your business’ ad on their mobile device, tablet or desktop computer.

If someone sees an ad for a lease special at your dealership on their phone, odds are they aren’t going to immediately visit your website and schedule an appointment on their mobile device. Using this new tool, you will be able to see on which device customers saw your ad v. which device they were using at the point of conversion.

This data can help your business better understand how your customers shop for cars on their various devices. If users are consistently viewing your ads via mobile and converting later on their desktop, this can give you insight into how to better target your ads.

 


Automotive Brands are Making the Move to Tumblr

By Digital Air Strike

With Facebook’s organic reach in decline and Twitter’s content brevity, Tumblr is seeing a strong increase in brands moving to the site.

Tumblr is caught somewhere in the middle of Facebook and Twitter in terms of content, however content on Tumblr is seen long after tweets and Facebook posts become irrelevant.

While Twitter will gain more attention than Tumblr when an event is happening live, during the days that follow, content will continue to be circulated on Tumblr and will fade out of the Twitter spotlight.

In addition, in the last 6 months, Tumblr active usage has increased by 22 percent while Twitter and Facebook’s active usage decreased by three percent and six percent, respectively.

In a recent post on how automotive brands use Tumblr, the site said that “the automotive conversation on Tumblr is one of the largest and richest on the network, with 1.8M people participating every month.” In addition, auto manufacturers can also use the site to determine which trends and topics are being searched by their specific brand audience. For example, according to Tumblr’s data, Jeep and Mazda have audiences that are interested in off-roading and motorsports, while Lincoln and Cadillac appeal to a more “aesthetically-driven crowd.”

With automotive manufacturers moving their content to Tumblr, dealerships may benefit from increasing their presence on the blogging site.


Foursquare Adds Expertise Feature

By Digital Air Strike

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Today, Foursquare announced yet another feature of their new app update: Expertise.

Similar to Yelp Elite users, those who frequently post popular tips on Foursquare can now become an expert badge in specific areas. However, unlike Yelp, which gives Elite status to Yelpers who leave frequent quality reviews in a variety of places, Foursquare awards users with expert status in specific topics (see example above, “Pizza Places Expertise”).

In theory, your dealership employees and customers that leave quality tips regarding your dealership or other dealerships in the area may gain an Expertise in cars or automotive businesses. If so, having these users visit your dealership may give you some extra klout.

App photos and update information courtesy of Foursquare blog.


Personalized Local Search Continues to Evolve – Foursquare is in the Game

By Digital Air Strike

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Foursquare recently revealed a new look, a new logo, and most importantly, they announced a new feature that will be a core focus of their business going forward – personalized local search.

Foursquare is launching an individualized service that presents a completely customized experience for all of their users. With this new update, Foursquare will take users’ likes, tastes and friends, and present them with a unique app experience.

Customers who use Foursquare exclusively to find local businesses will no longer have to worry about the app’s check-in feature, while those who use Foursquare to connect with friends now have a new app that is more social, Swarm.

What does this mean to you?

  • Starting on 7/24, your customers will need to download Swarm to check-in.
  • Check-ins, tips and business information will begin to be populated seamlessly via Swarm.
  • As shown in the photo below, both apps will contain almost identical information. However customers using Swarm will be able to check-in at your dealership, whereas those who use Foursquare will only be able to see your dealership’s information, location and tips.
  • Foursquare and Swarm will begin to collect consumer preferences and customize the users’ experiences. Using this consumer information, Foursquare will be able to direct car buyers to your dealership in a more targeted manner.
  • For example, if someone is shopping for a car and checks-in at multiple dealerships nearby, Foursquare will suggest similar businesses in the area, like YOU! By providing excellent service and encouraging customers to leave positive feedback on Foursquare, you can gain leverage over your competitors.
  • Continue to garner check-ins and comments from your customers, as well as your employees using Swarm.
  • Reach out to your Dealer Advocate for suggestions and input about implementing a customer check-in program at your dealership.

 

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UPDATE: 8/11/14

Foursquare just announced another great feature for local businesses. Where previously you could not directly write tips or post content as your business, now you can write a “business tip” that tells your customers what you’re known for or what you do best.

Your business tip will show up in a dedicated section on your listing, along with specials and offers.

Contact your Dealer Advocate to get more information on how your dealership can better utilize Foursquare’s new app features.

 


Top 10 Tips to Follow When Sourcing Potential Social Media and Reputation Management Partners

By Digital Air Strike

With over five years of experience helping thousands of dealers with their social media marketing and online reputation, we are often asked what dealers should look for in a partner.

We’ve come up with our top tips for questions you should ask and information a vendor should willingly provide. The answers will help you separate marketing hype from actual facts while helping you determine the actual ROI you should receive from each vendor regardless of investment level.

Download our Top 10 Tips to Follow When Sourcing Potential Social Media and Reputation Management Partners

 


Facebook Updates Algorithm to Include Video Statistics

By Digital Air Strike

Recently, Facebook updated their algorithm to include new rankings for videos uploaded to the site. According to Facebook, in the past six months, video views on Facebook have doubled. With this new change, Facebook will ensure that users see videos that are most relevant to them.

Video ranking in the new algorithm will take into account a number of factors, including:

  • How long a video was watched by a user: If your video is only watched for a few seconds, this means that your content is not appropriate for your Facebook fans.
  • Number of views
  • Engagement (likes, shares, comments)

Users who regularly watch videos on Facebook will start to see more of this content in their News Feed, while users who frequently scroll past videos will see less.

What does this mean for you? As discussed in our previous blog post regarding the decline in Facebook reach, it is important to cater your content to the interests of your Facebook fans. If you see more engagement or a higher reach when you post videos, this is a clue that your fans frequently watch videos. If not, then it is time to put the camera down and focus on posting content that captures your audience more effectively.


Digital Air Strike Introduces: One-of-a-Kind Edmunds.com Integration

By Digital Air Strike

Digital Air Strike has partnered with not one, but TWO of the top dealer review sites to turn customer surveys into actual online reviews.

Our exclusive survey technology, Review Surge, works seamlessly with the dealer DMS system to send nightly surveys to customers, encouraging them to leave feedback on various review sites.

With this new integration, Digital Air Strike, partnered with Edmunds.com and Cars.com, is making it even easier for customers to leave positive feedback on the top two review sites. According to our 2013 Automotive Social Media Trends Study, 47% of customers start their shopping process on one of these two sites.

For dealerships, this new product not only increases the number and frequency of reviews on Edmunds.com, but it also provides a more robust view of their car shoppers’ sales and service experiences.

For dealership customers, the integration provides an easy, automated way to share their experience on Edmunds.com. For consumers in general, the additional volume of reviews gives them a more accurate sense of what they can expect if they choose to visit the dealership for sales or service.

Don’t believe us? Just ask our customers:

“Digital Air Strike for over a year and a half. During that time we have increased our Facebook ‘Likers’ and our positive Cars.com reviews tremendously.” – Eve Lacher, Internet Sales Manager, Wally Armour Chrysler Dodge Jeep

Join us Wednesday, July 2, for a short, informative webinar on our Edmunds.com integration and how it can help your dealership.


Facebook’s Organic Reach is in Decline: Why? What Can I Do?

By Digital Air Strike

We have all seen the consistent decrease in organic reach on Facebook in the past year. Overall, the decline is due to three factors: content, competition and relevancy.

There is now more content being created than there is time to read it. According to Facebook, “On average, there are 1,500 stories that could appear in a person’s News Feed each time they log onto Facebook.” For those that are especially active and have a lot of friends, this number could reach upwards of 15,000 potential stories.

Due to this fact, there is now greater competition for businesses on Facebook. In addition to the increasing amount of content, the total number of Facebook Pages liked by an average user grew more than 50% just last year.

The News Feed algorithm also plays a big part in how your stories are consumed by fans. Facebook uses thousands of factors to determine which stories are most relevant to a particular user. Of the 1,500+ stories a person might see when they log onto Facebook, the News Feed displays approximately 300. Defining what content is most useful and relevant to your Facebook fans is a key component to increasing your chances of being one of those 300 stories.

This overall decrease in organic reach is not going to stop. Organic page reach is projected to drop to 1% or less. An important tip to help your page survive is to make sure you have specific goals for your Facebook page and use Facebook Ads to target users that will help achieve these objectives.

For additional information on Facebook Organic Reach, as well as Facebook Ads, watch our recorded webinar, “Facebook’s Organic Reach is in Decline: Why? What Can I Do?


Digital Air Strike Announces First-of-its-Kind Integration with Edmunds.com

By Digital Air Strike

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Digital Air Strike, the nation’s leading automotive social media, online reputation and lead-response company, today announced yet another new partnership with a top review site – Edmunds.com – a leading car-shopping website with the goal of “making car buying easy.”

This new partnership leverages Digital Air Strike’s exclusive survey technology to integrate with Edmunds.com to seamlessly allow dealerships to turn consumer survey feedback into public reviews on Edmunds.com. Digital Air Strike now has survey integration with the top two dealership review sites, Edmunds.com and Cars.com, as ranked by car buyers in the 2013 Automotive Social Media Trends Study.

This integration is available exclusively through Digital Air Strike’s Review Surge 3.0 solution, which automatically generates a survey after a customer buys or services a vehicle at a dealership. The dealership’s Dealer Management System (DMS) triggers a survey with the option of seamlessly leaving customer feedback on Edmunds.com once their feedback successfully passes Edmunds.com moderation process, ensuring reviews that are generated are “verified customer reviews”. This is a turnkey way for dealerships to leverage direct customer feedback to build review volume on Edmunds.com.

For dealerships, this new product not only increases the number and frequency of reviews on Edmunds.com, but it also provides a more robust view of their car shoppers’ sales and service experiences. For dealership customers, the integration provides an easy, automated way to share their experience on Edmunds.com. For consumers in general, the additional volume of reviews gives them a more accurate sense of what they can expect if they choose to visit the dealership for sales or service.

“The results are impressive! Within only a few months of getting this new integration we generated 21 new sales and service reviews on Edmunds.com alone and our star rating is five stars,” said Ryan Pesin, VP of Marketing at Ardmore Toyota, part of the Central Atlantic Toyota dealership region.

“We are already seeing positive results for dealers and car shoppers with our new Digital Air Strike integration,” said Mike Grave, Executive Director of Business Development of Edmunds.com, “As the leading site for car shoppers and as a company that values innovation and transparency, we appreciate the many benefits being created by this application of our API.”

Seamless customer-to-review site integration is exclusively available to dealerships, manufacturers and dealer groups that work with Digital Air Strike.