Automotive News - June 19, 2017 - v2 - A5
SPECIAL ADVERTISING SUPPLEMENT
SOCIAL MEDIA UPDATE
SOCIAL MEDIA DELIVERS TARGETING
SOCIAL MEDIA HAS AN ON-AND-OFF
RELATIONSHIP WITH AUTO DEALERS.
Some dealers love the community
connections social media offers; others still
find it intimidating. Some dealers find value
in the ability to send targeted advertising;
others have tried it and been disappointed.
But here's the reality: Americans are
spending more of their time on social
media platforms like Facebook, Twitter,
Instagram, Pinterest and Snapchat.
American adults spent an average of more
than five hours a week on social media
in 2016, Nielsen reported. Facebook and
Instagram say they account for a fifth of
all the time people spend on their mobile
phones-and 79% of Americans who are
online are Facebook users, according to
Pew Research Center.
Beyond that, social media plays a role
in the car-shopping process as well. For
instance, Twitter says its research shows
that one out of every four consumers buying
a new car uses Twitter as an input to the
purchase decision.
"If I were a dealer, I'd be asking: Where
are my customers spending their time?" said
Trace Przybylowicz, autos lead for Facebook.
Not only has usage grown dramatically,
but social media also has evolved from a
place to catch up with friends into a broadbased content channel and advertising
medium. "In the early days of social media,
the organic reach of anything you posted
was higher. Ad options were limited. It was
a different world," said Beena Kalaiya, VP/
director of social media, Mediavest | Spark
Performics Practices Team.
"Today the basic truth is that social media
accounts for a lot of people's time," she
said. "In addition, the targeting capabilities
available are very sophisticated, and can
provide hypertargeted, local, dynamic ads
that can be extremely effective. Social media
has gone from an engagement platform to
one that can truly drive business goals."
David Kelleher is one dealer who said
he "had an epiphany" 18 months ago and
moved most of his marketing budget into
digital channels, including social media
advertising. Kelleher, dealer/principal at
David Chrysler Dodge Jeep Ram in Glen
Mills, Pennsylvania, said his ad budget is
the same, but he's selling more
cars. "Shame on us [dealers]
for not embracing social
media faster," he said.
79%
of Americans who
are online are
Facebook users, Pew
Research reports.
One out of every four
consumers buying a
new car uses Twitter
as an input to the
purchase decision.
HERE ARE EXPERT
SUGGESTIONS TO HELP
DEALERS MASTER
SOCIAL MEDIA:
KNOW YOUR PLATFORMS.
Each of the platforms is
used slightly differently by
consumers and by a different
segment of the population. Although
Facebook owns Instagram, Przybylowicz
said the two platforms have a "different
feel and vibe." He compares Instagram to
looking at an artwork hung against a plain
white wall-with the focus on the art-
while Facebook has the feel of a museum
full of different pieces.
"Really progressive dealerships are
leveraging more of a direct-response image
in Facebook, versus more of a brand image
in Instagram," he said, also pointing out
that Instagram skews toward a millennial
audience. "While there is some overlap in
the audiences, Facebook and Instagram
are different and should be treated
differently," he added.
"In the early days
of social media, the
organic reach of
anything you posted
was higher. Ad options
were limited. It was a
different world.
- BEENA KALAIYA,
VP/ director of social
media, Mediavest | Spark
Performics Practices Team
JUNE 2017 | ally | 5
Table of Contents for the Digital Edition of Automotive News - June 19, 2017 - v2
Automotive News - June 19, 2017 - v2 - Intro
Automotive News - June 19, 2017 - v2 - A1
Automotive News - June 19, 2017 - v2 - A2
Automotive News - June 19, 2017 - v2 - A3
Automotive News - June 19, 2017 - v2 - A4
Automotive News - June 19, 2017 - v2 - A5
Automotive News - June 19, 2017 - v2 - A6
Automotive News - June 19, 2017 - v2 - A7
Automotive News - June 19, 2017 - v2 - A8
Automotive News - June 19, 2017 - v2 - A9
Automotive News - June 19, 2017 - v2 - A10
Automotive News - June 19, 2017 - v2 - A11
Automotive News - June 19, 2017 - v2 - A12
Automotive News - June 19, 2017 - v2 - A13
Automotive News - June 19, 2017 - v2 - A14
Automotive News - June 19, 2017 - v2 - A15
Automotive News - June 19, 2017 - v2 - A16
https://www.nxtbook.com/nxtbooks/crain/an3219542277LMDFA_supp
https://www.nxtbook.com/nxtbooks/crain/an3435609782TWTKL_supp
https://www.nxtbook.com/nxtbooks/crain/an2737646517HKDWS_supp
https://www.nxtbook.com/nxtbooks/crain/an2746596872HIAJD_supp
https://www.nxtbook.com/nxtbooks/crain/an4955867723FWRSS_supp
https://www.nxtbook.com/nxtbooks/crain/an1326535475LMTIM_supp
https://www.nxtbook.com/nxtbooks/crain/an3887461294KHGFY_supp
https://www.nxtbook.com/nxtbooks/crain/an3245837562PLINN_supp
https://www.nxtbook.com/nxtbooks/crain/an4756684734HIGTK_supp
https://www.nxtbook.com/nxtbooks/crain/an8475647221RWSTS_supp
https://www.nxtbook.com/nxtbooks/crain/an4475637112TIGSM_supp
https://www.nxtbook.com/nxtbooks/crain/an4472236451GHTLT_supp
https://www.nxtbook.com/nxtbooks/crain/an8875623549CBWAF_supp
https://www.nxtbook.com/nxtbooks/crain/an2713984755IBPIT_supp
https://www.nxtbook.com/nxtbooks/crain/an2365889566CBASA_supp
https://www.nxtbook.com/nxtbooks/crain/an2713985847ISTTW_supp
https://www.nxtbook.com/nxtbooks/crain/an9826351139SHNKT_supp
https://www.nxtbook.com/nxtbooks/crain/an4239576129HTSKA_supp
https://www.nxtbook.com/nxtbooks/crain/an4859867123HPGMF_supp
https://www.nxtbook.com/nxtbooks/crain/an9875632144BLASA_supp
https://www.nxtbook.com/nxtbooks/crain/an5948576134HMTFC_supp
https://www.nxtbook.com/nxtbooks/crain/an4958670126PBWGM_supp
https://www.nxtbook.com/nxtbooks/crain/an9384756453JBFPW_supp
https://www.nxtbook.com/nxtbooks/crain/an8395756432AMIHC_supp
https://www.nxtbook.com/nxtbooks/crain/an9405856762CSFLS_supp
https://www.nxtbook.com/nxtbooks/crain/an3873120954AMTCW_supp
https://www.nxtbook.com/nxtbooks/crain/an8097364512SITPF_supp
https://www.nxtbook.com/nxtbooks/crain/an3478925478LIALS_supp
https://www.nxtbook.com/nxtbooks/crain/an9894756324SSFTL_supp
https://www.nxtbook.com/nxtbooks/crain/an5847323487AICCS_supp
https://www.nxtbook.com/nxtbooks/crain/an3874321237DILDC_supp
https://www.nxtbook.com/nxtbooks/crain/an8784431649FWCWY_supp
https://www.nxtbook.com/nxtbooks/crain/an8392274512LCCSM_supp
https://www.nxtbook.com/nxtbooks/crain/an5623423988AMCTW_supp
https://www.nxtbook.com/nxtbooks/crain/an9384756213BALRS_supp
https://www.nxtbook.com/nxtbooks/crain/an9382218435SPOMB_supp
https://www.nxtbook.com/nxtbooks/crain/ANshowdaily80819
https://www.nxtbook.com/nxtbooks/crain/ANshowdaily80719
https://www.nxtbook.com/nxtbooks/crain/ANshowdaily80619
https://www.nxtbook.com/nxtbooks/crain/an3214543326LCFPC_supp
https://www.nxtbook.com/nxtbooks/crain/an9381127498RISGS_supp
https://www.nxtbook.com/nxtbooks/crain/an8473635224CDSLM_supp
https://www.nxtbook.com/nxtbooks/crain/an8373746387BIMHS_retail
https://www.nxtbook.com/nxtbooks/crain/an7698534210IRHTD_supp
https://www.nxtbook.com/nxtbooks/crain/an8447751218IHAGC_supp
https://www.nxtbook.com/nxtbooks/crain/an8576321197WMPRC_supp
https://www.nxtbook.com/nxtbooks/crain/an6399112438IRHAH_supp
https://www.nxtbook.com/nxtbooks/crain/an8736450912ADGJT_supp
https://www.nxtbook.com/nxtbooks/crain/an8700873122RNARH_supp
https://www.nxtbook.com/nxtbooks/crain/an1093836455HAGTA_supp
https://www.nxtbook.com/nxtbooks/crain/an9808765635GTJTW_supp
https://www.nxtbook.com/nxtbooks/crain/an6525367432FHMLB_supp
https://www.nxtbook.com/nxtbooks/crain/an8597421143MCFPA_supp
https://www.nxtbook.com/nxtbooks/crain/an4298726547VWGGA_supp
https://www.nxtbook.com/nxtbooks/crain/an7799856412ILBOV_supp
https://www.nxtbook.com/nxtbooks/crain/an2056982648AHHIA_supp
https://www.nxtbook.com/nxtbooks/crain/an5678154982IEHDT_supp
https://www.nxtbook.com/nxtbooks/crain/an0211270720DPISS_supp
https://www.nxtbook.com/nxtbooks/crain/an2325269754PSINO_supp
https://www.nxtbook.com/nxtbooks/crain/an5627892889EASBC_supp
https://www.nxtbook.com/nxtbooks/crain/an4778021396LTBFA_supp
https://www.nxtbook.com/nxtbooks/crain/an1549365874TIUIG_supp
https://www.nxtbook.com/nxtbooks/crain/an9685896971RTQAT_supp
https://www.nxtbook.com/nxtbooks/crain/an3126539765SSIKM_supp
https://www.nxtbook.com/nxtbooks/crain/an2348716424IHBFN_v2
https://www.nxtbook.com/nxtbooks/crain/an2713112513DPIAA_GEDsupp
https://www.nxtbook.com/nxtbooks/crain/an2713112513DPIAA_GIEsupp
https://www.nxtbook.com/nxtbooks/crain/an5740978765KIYTC_v2
https://www.nxtbook.com/nxtbooks/crain/an8786483429YWIRB_v2
https://www.nxtbook.com/nxtbooks/crain/an1441850607BCEKP_supp
https://www.nxtbook.com/nxtbooks/crain/an2231982341SHRK_supp
https://www.nxtbook.com/nxtbooks/crain/an9824752309LOLIKP_supp
https://www.nxtbook.com/nxtbooks/crain/an8849332574YIKP_supp
https://www.nxtbook.com/nxtbooks/crain/an3756575112SAIKPv2
https://www.nxtbook.com/nxtbooks/crain/an7389812526DOQKPv2
https://www.nxtbook.com/nxtbooks/crain/an7474633298JQMKPv2
https://www.nxtbook.com/nxtbooks/crain/an8763487432NAOKPv2
https://www.nxtbook.com/nxtbooks/crain/an3748383922LRGKPv2
https://www.nxtbook.com/nxtbooks/crain/an8347508927POTKPv2
https://www.nxtbook.com/nxtbooks/crain/an9610620377FSKKP_supp
https://www.nxtbook.com/nxtbooks/crain/an4981263095CBNKP_supp
https://www.nxtbook.com/nxtbooks/crain/an6723445245SDFLF_supp
https://www.nxtbook.com/nxtbooks/crain/an4862340134FSEJC_supp
https://www.nxtbook.com/nxtbooks/crain/an4596813450LQFCN_supp
https://www.nxtbook.com/nxtbooks/crain/an2348692346SDGCN_supp
https://www.nxtbook.com/nxtbooks/crain/an1634224522ASDLC_supp
https://www.nxtbook.com/nxtbooks/crain/an0267104334RTSJC_supp
https://www.nxtbook.com/nxtbooks/crain/an6029878560PGSCN_supp
https://www.nxtbook.com/nxtbooks/crain/an5214469855HGBKP_supp
https://www.nxtbook.com/nxtbooks/crain/an1062061234GSGBL_supp
https://www.nxtbook.com/nxtbooks/crain/an5038325406GSDCN_supp
https://www.nxtbook.com/nxtbooks/crain/an3992752354ASPLF_supp
https://www.nxtbook.com/nxtbooks/crain/an7986445324GHYCN_supp
https://www.nxtbook.com/nxtbooks/crain/an1455687392FTBTE_v2
https://www.nxtbook.com/nxtbooks/crain/an2289678453HBCLF_v2
https://www.nxtbook.com/nxtbooks/crain/an5633892673TBEKP_v2
https://www.nxtbook.com/nxtbooks/crain/an4663981572FBCJC_v2
https://www.nxtbook.com/nxtbooks/crain/ane_7746982457HCTBV_supp
https://www.nxtbook.com/nxtbooks/crain/an8994656823RVGCN_v2
https://www.nxtbook.com/nxtbooks/crain/an4566329884GVTLF_supp
https://www.nxtbook.com/nxtbooks/crain/an7466398157YCPTS_supp
https://www.nxtbook.com/nxtbooks/crain/an5334987156YBHBL_supplement
https://www.nxtbook.com/nxtbooks/crain/an2822679175GTHTS_bestpractices
https://www.nxtbook.com/nxtbooks/crain/an4893356182CJPCN_v2
https://www.nxtbook.com/nxtbooks/crain/an8388619274RBCCN_v2
https://www.nxtbook.com/nxtbooks/crain/an7833092572SPRBW_v2
https://www.nxtbook.com/nxtbooks/crain/an5533789923FTBLF_v2
https://www.nxtbook.com/nxtbooks/crain/an7884599237HYQJC_v2
https://www.nxtbook.com/nxtbooks/crain/an1335576249HBWKP_v2
https://www.nxtbook.com/nxtbooks/crain/an7855749033KPMLF_v2
https://www.nxtbook.com/nxtbooks/crain/an8946778932RBTTS_v2
https://www.nxtbook.com/nxtbooks/crain/an6735519136YBPMG_v2
https://www.nxtbook.com/nxtbooks/crain/an_20130318Top125
https://www.nxtbook.com/nxtbooks/crain/an3766500224HBPJC_v2
https://www.nxtbook.com/nxtbooks/crain/an_080612_supp
https://www.nxtbookmedia.com