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.

We’ve seen several studies of social media activity during live TV broadcasts, but we wanted to take a broader view. We wanted to understand how fans stay engaged with their favorite shows throughout the week.<br /><br />
Using data from the Tumblr firehose, we looked at the social activity around five popular television shows from five days before and after an episode aired. What we found is that the majority of viewer engagement is actually outside of the show’s narrow time slot. <br /><br />
While the episode is airing, there’s a huge spike in check-ins and one-off comments that let users stay connected without distracting them from the episode. That kind of content, however, tapers off immediately after the broadcast, and fans move to media-rich environments like Tumblr to share content that recaps their favorite scenes, dissects details of the episode, and speculates on what’s to come. All told, the broadcast window accounts for only 39% of the activity around a show. The vast majority happens in between airing, and it happens on Tumblr.<br /><br />
Knowing how and when fans are engaging with their shows is important for broadcasters trying to fuel the online conversation, create advocates for their shows, and increase viewership. They’re already creating the content that fans want to see, now they should share it where their fans are.<br /><br />
Source: Social TV viewership on Tumblr, 2014. 

 

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.

 


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.

 

Yelp customer alert

 

 


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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