Digital Air Strike Honored for Its Insight

By Christina Wofford

Digital Air Strike would like to thank DrivingSales for naming us as a semi-finalist in the DrivingSales Most Valuable Insight Competition that will take place at the DrivingSales President’s Club event in NYC on April 1, 2015. Our annual Automotive Social Media Trends Study was honored as a great contribution to the automotive industry.

The competition is meant to foster the spirit of progress and thought leadership in the auto industry. A panel of top Dealer Principals/Owners and General Managers from innovative dealerships across the U.S. selected Digital Air Strike based on its recent study. The dealers agreed that it was full of relevant and useful information that helps dealerships understand the impact of social media and reputation management in the automotive industry.

“We are honored to have been selected and proud that our annual study is being acknowledged for the important information it contains. We use it to stay ahead of trends and to help give dealers real insight into how they can use social media to engage with prospects and customers”, said Alexi Venneri, Co-Founder and CEO of Digital Air Strike.


5 Tips for Dealers to Dominate Instagram

By Christina Wofford

GM in snow (2)More than 300 million people worldwide use Instagram – – that’s up 50% from just 9 months ago. And a new study reveals many of the users, who tend to be “young” (44% are 18-29 years old), are using the site for shopping. So how can you reach this ready-to-buy audience? Here are some tips to make sure your Instagram grabs attention:

First, find someone or a few people, who understand your dealership and what you stand for. Put them in charge of taking great and aesthetically pleasing photos. Don’t be the dealer that asks: “Did anyone get a picture of that”? Be the dealer who assigns the task.

Make sure you know who you are trying to reach on Instagram and what they might like. Keep iVeteran (2)n mind Instagram is about lifestyle, so filling your feed with photos of vehicles on your showroom floor probably won’t get much attention. Find or take photos of those 4 wheels in action. Think of Instagram as the lifestyle magazine for your dealership.

Communicate with your followers. Respond to their comments and even follow them back. Another point of the recent study about Instagram showed that 65% of users felt flattered when a brand “liked” one of their posts. Unlike other forms of social media, Instagram users didn’t feel the “like” was an intrusion or invasion of privacy.

Use Instagram to tell your story with photos and captions. If you have to use a product photo, make sure you include a creative or funny caption. Be likeable.

Engage and Spread the word! Ask happy car buyers if they want a photo taken in their new car. Take the photo with the customer’s phone and ask them to tag the dealership when they share it on social sites. Remember to share as well! Tell your other social media audiences that you are on Instagram. Your Facebook friends and Twitter followers likely won’t know you are on Instagram unless you cross promote.


DAS Dealers Ahead of Others – Including Facebook When It Comes to Social Intel

By Christina Wofford

Ever wonder what people are saying about your business on Facebook? Soon Facebook will start telling you. The social media site is in the testing phase of giving Topic Data to select partners.

Topic Data is essentially what people are saying about your industry and your products. For example, a pet store can find out what brands customers want or what pet-related activities are happening in the area based on what people are saying on Facebook. Facebook is partnering with DataSift to find the data and, for now, is only making the information available to select DataSift partners.

Digital Air Strike already has much of this information as we manage thousands of dealers’ Faceboook pages. This gives us insight into what people across North America are experiencing when it comes to car buying – – including what works to bring them into a dealership and how our dealer clients are closing sales.

Most importantly, our Facebook ads team has targeting and promoting ads down to a science. We can pinpoint Facebook users based on some really specific things including: how old their car is, if they are in the market for a car, the cars they like, their location, income, interests, behaviors, and age.

So while many business owners are waiting for Facebook’s Topic Data to become available to them, Digital Air Strike’s clients should know: We’ve got you covered.

Here is Facebook’s post about Topic Data in its entirety:

March 10, 2015
Topic Data: Learn What Matters to Your Audience
Marketers want to understand what people think about topics related to their business, so they can make their products and marketing more relevant to their customers. In the past they’ve looked at the things people share online to get an idea of what people care about, but, until now, the information available offered a limited view. To make marketing content more relevant for people and more effective for marketers, we’re introducing topic data to select Facebook partners.

What is topic data?
Topic data shows marketers what audiences are saying on Facebook about events, brands, subjects and activities, all in a way that keeps personal information private. Marketers use the information from topic data to make better decisions about how they market on Facebook and other channels, and build product roadmaps.
For example, with topic data:

A business selling a hair de-frizzing product can see demographics on the people talking about humidity’s effects on their hair to better understand their target audience.
A fashion retailer can see the clothing items its target audience is talking about to decide which products to stock.
A brand can see how people are talking about their brand or industry to measure brand sentiment.

While this type of data has been available from third parties before, the sample size was often too small to be significant and determining demographics was nearly impossible. With topic data, we’ve grouped data and stripped personal information from Facebook activity (not including Messenger) to offer insights on all the activity around a topic. That means marketers get a holistic and actionable view of their audience for the first time. It’s important to note that topic data provides guidance for marketers but it cannot be used to target ads directly.

Personal information stays private
Like other insights information on Facebook, all the information used for topic data is anonymized and aggregated. We are not disclosing personally identifying information to anyone, including our partners and marketers. And, the results delivered to marketers are analyses and interpretations of the information, not actual topic data.

Turning data into actionable insights
To help us develop and scale topic data, we’re partnering with DataSift, a trusted leader in the data industry. We want to make sure the information we provide is useful to marketers, so we’re using DataSift’s technology to power the platforms that turn the data into insights.
“When marketers have a deeper understanding of people and what they are interested in, they can create more relevant experiences for their audiences. We focus on providing WPP’s clients with insights into what people say and think about their brands and products. By looking at topic data, we empower brands to make smarter marketing decisions. And we’ve worked with DataSift for some time—the way they cleverly collect and organize data continues to make it simple for WPP to ingest, connect and leverage it across the agency network.” — Nick Nyhan, CEO of WPP’s Data Alliance

Availability
We are still discovering all the ways topic data can help marketers, so, to start, topic data will only be available to a limited number of DataSift’s partners in the US and UK. (The data will be limited to those countries too, to start, and every partner DataSift works with for topic data is reviewed and approved by Facebook.) Our plan is to iterate on topic data thoughtfully and deliberately, and look to expand its availability at a later date.


Big News From Facebook About Your “Likes”

By Rachel Allen

Facebook has just announced changes to the way it counts “Likes”. This news can be a good thing for businesses that have been working to actively engage consumers and focus on strategies around this, either internally or with a vendor such as Digital Air Strike.

Facebook will no longer be counting “likes” from memorialized accounts of former Facebook consumers who have passed away and from accounts that have been voluntarily deactivated (if the deactivated accounts become active again, their “likes” will return). This will likely result in a reduction in the number of followers a business may have.

The good news is however: businesses will have a more accurate count of their Facebook “likes” as well as how many genuine “likes” their competition has. Businesses will also have a better idea of who actively follows their pages, giving them a better idea of how to target their audience.

Facebook says the change is to make sure its data is correct and believes businesses will benefit as an accurate number of likes can make business pages more meaningful and valuable. The change will have a negative impact on dealers who have not kept a close eye on audiences in Facebook, or who do not have a current and relevant strategy in social media. DAS clients can expect to see a much lower “like” number loss because we are actively monitoring our client’s social media, its engagement, growth and metrics.

If you have any questions about how this change impacts your business or would like information on how you can more actively target consumers that are engaged, please contact us at support@digitalairstrike.com or call us at 1-866-925-8289.

Here’s Facebook’s post in its entirety:

Making Page Likes More Meaningful

Businesses use Page audience data to understand what their followers care about. To make audience data even more meaningful for businesses, we’re updating the way Page likes are counted by removing memorialized and voluntarily deactivated accounts from Pages’ like counts. This change ensures that data on Facebook is consistent and up-to-date.

Removing inactive Facebook accounts

There are two primary benefits to removing voluntarily deactivated and memorialized Facebook accounts from Pages’ like counts:

Business results: Removing inactive Facebook accounts from Page audience data gives businesses up-to-date insights on the people who actively follow their Page and makes it easier for businesses to find people like their followers through tools like lookalike audiences.

Consistency: We already filter out likes and comments generated by deactivated or memorialized accounts from individual Page posts, so this update keeps data consistent.

What to expect

Over the coming weeks, Page admins should expect to see a small dip in their number of Page likes as a result of this update. It’s important to remember, though, that these removed likes represent people who were already inactive on Facebook.

Going forward, any accounts that are voluntarily deactivated or memorialized will be removed from a Page’s like count. If a deactivated account is reactivated, the account will be re-added to a Page’s like count.

Everyone benefits from meaningful information on Facebook. It’s our hope that this update makes Pages even more valuable for businesses.

 


Twitter Releases Sharing via Direct Message Update

By Digital Air Strike

TwitterDMUpdate

Using Twitter’s new “Share via Direct Message” feature, your business can easily include customer Tweets when following up on past inquiries or issues.

Since Twitter started, it has been one of the most open sites in terms of social conversation with updates that are available to anyone, not just friends or followers. Although this new messaging option wasn’t in huge demand amongst Twitter users for this reason, it will allow the site to move further into the growing trend of mobile messaging.

Aside from giving users a way to transition from an open dialogue to a private conversation, this update can greatly impact the way that your business communicates with customers.

Currently, Facebook does not allow companies to directly contact customers without the customer initiating the private conversation. By using Twitter creatively and attentively, you can have an significant impact on your online relationships.

The lifespan of the average Tweet doesn’t extend past 24 hours, leading to a shorter attention span from its users. If you respond privately to a customer or potential customer even a couple days after their initial Tweet was sent, some context will be needed to jog their memory. Taking the time to explain why you’re reaching out could lead to more missed and forgotten conversations.

By including their original comment when responding to a customer, you can shave off minutes from your response time, which is valuable on a site that’s all about what’s happening now. Having their own words within the conversation also allows your customer to more easily return to the frame of mind they were in when they wrote their original update.

This new messaging feature also opens up the possibility of building more long-lasting relationships with your fans. The person that casually told you they wanted to look for a new car “in a few months” can now be easily reminded of your dealership. The fact that you remembered them weeks or months later will do even more to show that your business cares about customer relationships.

 


Barlow Buick GMC Increases Positive Reviews with Help from Digital Air Strike

By Digital Air Strike

 

Since partnering with Digital Air Strike, Barlow Buick GMC Used Car Manager, Dave Barlow, has seen an overall boost in activity on third-party review sites, as well as an increase in Facebook engagement.

More importantly, they have also seen a tremendous increase in positive reviews. In only nine months, Barlow Buick GMC has gained 267 new reviews with an average 4.8-star rating!

With Digital Air Strike, you can rest easy knowing our expert social media and reputation management team has your needs covered.

Contact us for additional information on our pricing and packages.


Social Media Helps Connect Charity-Minded Dealership to their Community, Gaining National Attention from Edmunds

By Digital Air Strike

When a recent fire swept through the Sierra Nevada mountains, John L. Sullivan Chevrolet decided to give back to their local community, donating and delivering 7,500 bottles of Gatorade to firefighters.

sullivan

Using social media, the dealership shared photos of their team loading the delivery truck, while spreading the word about the fire and inspiring others in the community to help. With some well-targeted ads, these posts on the dealership’s Facebook page gained an astounding 1,040 total post actions (including Likes, Shares, Comments, etc.) and over 13,000 people reached!

Edmunds.com eventually caught wind of the story, penning an article about the charity of owner, John Sullivan, as well as the power of social media. To end the article: “Edmunds says: A thoughtful gesture gets a lot of mileage for a community-minded dealership, thanks to social media.”

Be sure to read the full Edmunds.com article, and visit John L. Sullivan’s Facebook page.


What’s the Big Secret?

By Digital Air Strike

bigsecret

As an industry authority, Automotive News recruited Digital Air Strike’s Alexi Venneri and Thom Brodeur to present this exciting automotive social media webinar, “The BIG Secret Your Ad Agency Doesn’t Want You to Know.”

During this session, two industry leaders will discuss their top tips to running a successful social media advertising campaign, including how to use new tools to target in-market car buyers and how to generate solid leads with a smaller ad spend.

What’s the secret? Download the encore presentation of this exciting and informative webinar to find out!


Cars.com is Bringing Selfie Back with #NewCarFace Campaign

By Digital Air Strike

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It may have been Oxford Dictionaries’ “word of the year” in 2013, but this year, Cars.com is using selfies to increase social engagement among dealers and customers, connecting them in an interactive way.

This summer, Cars.com began promoting their #NewCarFace campaign and contest. Although car-buyers are the main focus of the contest, there are many ways that your dealership can leverage this promotion to connect with customers after they’ve purchased their new car and build relationships that will last much longer than one sales visit.

The concept is simple:

  • Snap a photo to show off your best #NewCarFace.
  • Come up with a catchy caption. Don’t forget to use the hashtag!
  • Share your photo on Instagram or Twitter and mention @carsdotcom.
  • If you don’t have Twitter or Instagram, you can share your photo on Cars.com’s Facebook page. Just make sure to include #NewCarFace somewhere in your post.

In January, Cars.com will announce one winner and pay off their car loan up to $25,000. All recent new/used car buyers have a chance to win – possibly even someone who purchased from your dealership!

What does this mean for you?

The best time to get your customers to connect with your business on social media is before they have driven off the lot.

The most exciting moment of buying a new car is when the salesperson hands over the keys. With the #NewCarFace promotion, you can encourage your customers to share that exact moment with their friends and family while they are still at your dealership. As they are tagging @carsdotcom and showing off their new car, let them know that your dealership is on Twitter/Instagram/Facebook, too.

Don’t let that initial “like” on Facebook be the end of the conversation. Continue to engage and build a relationship that will keep them coming back to do business with you for both your customer service excellence and your desire to connect beyond just a business transaction.

In addition to the positive social buzz your dealership will gain from having your satisfied customers promoting your business online, Cars.com will select one dealership each month to be the Cars.com #NewCarFace Featured Store. The winning store each month will be highlighted on the national Cars.com Facebook page, allowing your team and satisfied customers to be featured.

Visit the Cars.com #NewCarFace website for additional information, as well as rules and restrictions.


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.