Car Wash - Spring 2015 - (Page 85)

HOW CAN YOU TAKE YOUR Social Media TO THE NEXT LEVEL? STRATEGY FIRST SO YOU CAN MEASURE WHAT MATTERS BY NICK WESTERGAARD WHEN IT COMES to social media, many marketers unwittingly end up in a paradox of circular thinking. How often have you heard - or perhaps even said yourself - something like the following, "Our current social media efforts aren't working. However, with the limited results we've seen, we really can't justify investing more to take things to the next level." This strategic stalemate is the social media version of the classic chicken and egg dilemma - how can you accomplish the one without the other? This circular thinking is reminiscent of those old commercials for job skills training programs, "I can't get a job because I don't have any experience...I don't have any experience because I can't get a job ..." Likewise, social media is a leap for many small businesses - like car wash owners and operators - who are struggling with this new media shift. As such, many employ a toe-in-the-water approach, holding off major commitments of time, talent, and treasure until obvious results appear to justify these expenditures (we can talk another time about how social media still has to "prove it" more than other traditional channels like TV and radio). This logic problem creates a chicken and egg dilemma that can cycle continuously over and over again ... As small business owners and marketers, we have to do something to break the cycle. STRATEGY FIRST These paradoxes have an all-too-familiar challenge at the core. Often our marketing is adrift and not producing those obvious results because our strategy is rudderless. While it sounds like a mandate to eat your vegetables, it's critical that even the most basic toe in the water needs to be grounded with a clear strategy. This doesn't have to be time consuming either. I'm fond of pointing to Rudyard Kipling's poem about the "Six Honest SPRING 2015 | CAR WASH MAGAZINE | WWW.CARWASH.ORG 85 http://WWW.CARWASH.ORG

Table of Contents for the Digital Edition of Car Wash - Spring 2015

Letter from the ICA
Meet the Board
By the Numbers
Overheard Online
Trends in car wash design
Creativity & innovation: the myth of the lightning bolt
Better by design
Revamping the retail experience
The importance of purpose in pursuit of extraordinary outcomes
Efficient offices for car wash owners/ managers
Risk vs. Reward
Marketing with a purpose
Building a legacy
2014 Consumer Study
2014 Annual Report
Dealing with bad online reviews
Wash ideas with Perry Powell
How can you take your social media to the next level?
Building strong work teams helps your bottom line
The Apple way
Making better business decisions: the critical thinking advantage
Do you know your perfect customer?
10 tips for D.I.Y. recruiting
Businesses victimized by cyber crime: the loss may be theirs
Take a Tour
Unsung (car wash) hero
Blast from the Past
Ask Champ
Download It!
Index of Advertisers
Focus on the Members

Car Wash - Spring 2015