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.


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?


Yelp Looks to Crackdown on “Review Mills” with New Consumer Alerts

By Digital Air Strike

Yesterday, Yelp announced the launch of a new feature that will alert your dealership if it detects multiple reviews from the same IP address. Yelp is attempting to crackdown on businesses that are creating fake reviews or that are pressuring customers to leave a review from a company-owned computer.

The timing seems a bit perplexing, as Yelp has recently launched the “add review” function to their mobile app. This new feature allows users to leave a review directly from their mobile device, which has more than likely increased the amount of onsite reviews across industries.

The problem with this is, if these mobile and tablet users are leaving reviews while connected to your dealership’s WiFi, you could possibly receive one of these new consumer alerts.

In order to keep your dealership from being flagged, make sure your staff, as well as any Yelp signage, encourages customers to leave a review, but to logoff of your free WiFi first, so Yelp knows they are real, red-blooded, money-spending customers.

 

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Facebook Is Encouraging Its Users to Meet up with Nearby Friends

By Digital Air Strike

Facebook has always allowed you to share whatever is on your mind, but now they are allowing you to share where you are. Unlike “Checking-in” or creating an “Event”, “Nearby Friends” is a new function that automatically shares your approximate location with your Facebook friends.

The new feature must be turned on by Facebook users themselves. Once activated, Facebook users will be able to see how far (within ½ mile – distance only) their Facebook friends are from their current location.  However, users do have the option to share an exact GPS location and message for a pre-determined amount of time with Facebook friends of their choosing.

For example, if you visit a dealership to get your tires changed and the dealership lets you know that your car will be ready around 3pm. You can check Nearby Friends to see who’s in your area. You would then have the option of sending any of those friends your exact GPS location for a pre-determined amount of time (example: “Hey Karen, I’m at the dealership getting new tires put on my car and it won’t be ready until 3pm. Would you like to meet up and grab lunch?”).

This new feature will also allow Facebook to more effectively hyper-target users with ads pertaining to a user’s current location (within 0.1 of a mile).

For more information regarding Facebook Nearby, check out the video below:


Twitter Is Rolling out a Brand New Look

By Digital Air Strike

In an effort to make profile pages more appealing and user friendly, Twitter is launching a brand new profile design. This new profile design is available now to brand new Twitter users and will be rolling out to everyone within the next few weeks.  Some of the major updates include:

  • Cover Photo: A large, Facebook-like cover photo to accompany your current profile picture.
  • Best Tweets: Tweets that have received the most engagement will appear slightly larger, so your prospects will be able to easily find your dealership’s most popular Tweets upon your page.
  • Pinned Tweet: Dealers can now pin one of their Tweets to the top of their page in order to spotlight a certain subject matter or success story.
  • Filtered Tweets: Twitter now allows you to choose which timeline to view when checking out other profiles. Options include: Tweets, Tweets with photos/videos, or Tweets and replies. This new feature will allow your prospects to easily filter your content for engagement or Tweets containing images or videos.

Overall, Twitter hopes that these new changes will provide a more fluid navigational experience that will attract first-time Twitter users.

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Yahoo Partners with Yelp to Replace Yahoo Reviews and Content

By Digital Air Strike

Big news for Yelp – all Yahoo reviews will now be replaced by Yelp reviews, and Yelp content will now appear on Yahoo. This change is rolling out across the country this week, with all Yahoo Local pages to only feature Yelp reviews by the end of the month.

Yahoo users will be able to view Yelp’s reviews, ratings, photos and business information when they perform a Yahoo search for a local business. The partnership should offer a sizable advantage to those dealers that make it a priority to have their Yelp business pages and review content actively managed and enhanced.

Yahoo currently owns over 10% of the online search market and ranks as the 4th most-used review site for car buyers according to the 2013 Automotive Social Media Trends study. Yahoo believes that by adding Yelp content on their local business pages they will increase their local search market share and improve mobile search usage.

So what does this mean for dealers? Each Yelp review can now be found on Yelp and Yahoo Local pages…as well as in Apple Maps. It is even more important to have an Enhanced Yelp listing, to give your dealership additional marketing content on both sites and to block competitor ads on your page. Digital Air Strike offers these services as a part of a complete social media package which includes full management of reviews and our Review Surge program that drives active Yelp users to your Yelp page to leave positive reviews. Digital Air Strike also works with our dealers on specific strategies and offers to help encourage Yelp check-ins and mobile reviews.

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New App Looks to Keep, Being On Time, Off Your Mind

By Digital Air Strike

Mobile app navigation continues to evolve with the launch of Spot On Time. Spot On Time integrates your daily schedule with map and navigation functions, allowing you to pre-schedule your desired locations and then notifying you once it’s time to depart.

Stop On Time uses navigation, traffic updates and road-work alerts powered by TomTom navigation. The app automatically checks these conditions, along with the suggested routes, prior to your departure. It then sends you updates, letting you know exactly when the appropriate time is to leave in order to make your next destination on time.

Stop On Time also notifies you to parking garage locations in the area and supplies you with walking directions, as well as an estimated-time-of-arrival once on foot.

Spot On Time is yet another example as to how popular apps continue to grow and merge, with maps and navigation being at the top of most mobile app users’ lists.

The app is available on both iOS and Android.

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Apple Hopes to Make the iPhone Experience Safer and More Enjoyable with the Launch of CarPlay

By Digital Air Strike

Apple has teamed up with some of the largest auto manufactures in the business to launch CarPlay. CarPlay allows drivers to easily control their iPhone functions and applications within the car’s native interface, providing drivers with a more robust hands free iPhone experience.

CarPlay allows drivers to access Siri (Apple’s voice command function) to send messages and place calls to people within their database, as well as provides a more intuitive Maps feature.

Some of the brands rolling out CarPlay this week include: Ferrari, Mercedes-Benz and Volvo, while additional manufactures, BMW, Ford, GM, Honda, Hyundai, Jaguar Land Rover, Kia, Mitsubishi, Nissan, PSA, Subaru, Suzuki and Toyota look to unveil the feature later on down the road.

Apple’s vice president of iPhone and iOS Product Marketing stated that, “CarPlay has been designed from the ground up to provide drivers with an incredible experience using their iPhone in the car” and that “iPhone users always want their content at their fingertips and CarPlay lets drivers use their iPhone in the car with minimized distraction.”

CarPlay rolls out this week at the International Motor Show in Geneva. The new CarPlay platform should not come as a surprise to anyone, as automakers and technology companies continue to strive for new ways to sync the mobile, web, and driving experience.

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Pre-Game Super Bowl Ad Views Have Almost Doubled since This Time Last Year

By Digital Air Strike

Consumers continue to turn to online platforms to view their favorite advertisements, and for advertisers, not unlike the NFL players themselves, the Super Bowl is still the world’s biggest stage.

Companies spend millions of dollars hoping to leave a lasting impression with the over 100 million viewers that tune in on Super Bowl Sunday.

Previously, the water-cooler-buzz generated by these ads would die there, around the office water-cooler. Nowadays, Super Bowl ad buzz lives in a much more public and permanent world, as consumers post, share, respond, blog, and view videos related to their favorite Super Bowl advertisements. Because of this, advertisers have decided to capitalize upon this captive Super Bowl audience long before the game’s first kick-off with pre-game Super Bowl teasers.

Pre-game Super Bowl teasers continue to grow in popularity as YouTube views have almost doubled over this time last year. Make sure that your dealership is capitalizing off your brand’s Super Bowl investment and is driving these online commercial junkies to your company’s website using cleaver interactive posts, blogs and social media advertising, such as Facebook or Twitter ads.

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  (Google+: Google Automotive, 1/30/14)


YouTube Merges G+ Functionality within Its Comment Fields

By Digital Air Strike

YouTube has merged G+ functionality within the commenting field of its pages. It does so, with the hope that it will turn its previously one-dimensional, vertical commenting forum, into a social platform, inducing social conversations and sharing.

Some of the changes made to YouTube’s comments section include:

  • Comments you care about move to the top: You’ll see posts at the top of the list from the video’s creator, popular personalities, engaged discussions about the video, and people in your Google+ Circles. You can still see the most recent comments by switching from “Top Comments” to “Newest First.”
  • Join the conversation publicly or privately: You can choose to start a conversation so that it is seen by everyone, only people in your Circles, or just your bestie. Like Gmail, replies are threaded so you can easily follow conversations.
  • Easily moderate comments: If you also post videos on your channel, you’ll have new tools to review comments before they’re posted, block certain words or save time by auto-approving comments from certain fans.

Because YouTube videos are so easily shared upon other social platforms, it didn’t seem that YouTube was in any rush to implement a social aspect to its own sharing functionality. However, with G+ still looking for ways to increase its popularity and YouTube’s previous commenting section, generally, providing nothing more than a vertical line of negativity, it appears they felt the time had come to advance their communication forum.

Though, the hope is that these changes will provide a more robust video sharing experience, the real motivation behind it might not be anything more than an attempt to boost traffic on a slow-growing G+ platform. With that said, YouTube is an increasingly important site for auto dealers and car buyers alike, so it is our recommendation that you follow the effectiveness of these changes closely.