Digital Dealer - December 2019 - 28

M A R K E T ING & ADVERT ISING: So cia l Medi a

By Bob Lanham
Head of Automotive Retail,
Facebook

Elevate Your YearEnd Sales Event
with Immersive
Instagram &
Facebook Stories
Digital marketing
campaigns can be
difficult to manage - especially during the busy
year-end auto sales season.
With so many social media
platforms and advertising
options available, you need
to know where and how to
best spend your marketing
dollars to effectively reach
your customers and move
cars off your dealership lot.
Since you won't be the
only auto dealership promoting the perfect holiday gift,
you need to get creative with
how you're connecting with
potential customers.
We want to help you differentiate your dealership by
using Instagram and Facebook Stories. As a gift to the
dealer community, we're
offering you GifMyRide, a
free custom-made Sticker
Kit. Starting now, you can
add GifMyRide stickers to
your Stories to elevate your
connections with customers.
Keep reading to learn how
your dealership can stand
out and drive more business
this holiday season with the
GifMyRide Sticker Kit and
Stories.
28

DECEMEBER 2019

INSTAGRAM AND
FACEBOOK STORIES 101

Stories are a fast-growing
feature on Instagram and
Facebook that allow users
to take advantage of a fullscreen, immersive photo
or video with fewer distractions. Using text and sticker
overlay, you can personalize
your message and connect
with customers in a fun and
engaging way.
USING STORIES TO
REACH POTENTIAL
AUTO CUSTOMERS

The easiest way to reach
your customers and encourage them to buy a car is to
communicate with them on
the platforms they already
use. One billion Stories are
shared across the Facebook family of apps every
day(1). Facebook reported
that three million advertisers
now use Stories ads each
month(2), proving that more
and more businesses are
taking advantage of Stories
to bring their brands to
life and connect with their
customers.
63 percent of U.S. car
buyers reported they discovered new vehicles online.

D I G I TA L D E A L E R . C O M

(3)

This stat is no surprise
knowing that the majority
of 18-34-year-olds prefer
using social media apps like
Instagram and Facebook
first before opening a web
browser on their mobile
devices.(4)
Facebook conducted a
study focused on Stories
across the Facebook family
of apps. Findings showed
that Stories inspire interest
and action throughout the
consumer journey with 62
percent of people stating
they became more interested in a brand or product
after seeing it in Stories.(5)
GETTING STARTED
WITH FACEBOOK AND
INSTAGRAM STORIES

We've created a free
GifMyRide Sticker Kit to
help you create unique and
immersive Stories for your
customers. Here are a few
steps to help you start using
the GifMyRide Sticker Kit:
1. Take a photo or video or
upload existing media when
creating a Story.
2. Click on the Sticker
icon.
3. In the search field, type
"gifmyride" to access the

Dealer Sticker Kit.
4. Select your GIF(s). Drag
and size it to fit where you'd
like it on your Story.
For additional help, you
can also watch our stepby-step training video on
creating Stories.
Stories is an immersive
and creative tool that can
help with driving your primary
goal: selling cars. Explore the
GifMyRide Sticker Kit today
and stand out from the dealership crowd this year-end.
Learn more about other
foundational best practices
that can enhance your dealership's marketing strategy
by downloading our Facebook Dealer Playbook.
Sources:
1 Facebook earnings call, January 2019.
2 Facebook earnings call, April 2019.
3 "Understanding the Auto-Buying Journey
of the Connected Consumer." Facebook
IQ, Dec. 2018, https://www.facebook.com/
business/news/insights/understandingthe-auto-buying-journey-of-the-connectedconsumer
4 "2018 State of Social Video: Results For
The US Study." VidMob, www.vidmob.com/
state-of-social-video/
5 "Why Stories is a Format that Can Help
Marketers Promote Brands." Facebook IQ,
31 Oct. 2018, www.facebook.com/business/
news/insights/why-stories-is-a-format-thatcan-help-marketers-promote-brands

BOB LANHAM joined Facebook

in 2015 as an Automotive Retail
Lead and has since become Facebook's Head of Automotive Retail.
Bob manages a small team that is
responsible for the top 10 Dealer
Groups in the U.S., working with
Independent Dealers through the
manufacturers and partnerships
with key DMS, CRM, and equity
mining platforms. Previously, Bob
was a sales director at Hulu where
he opened the Detroit territory
back in 2009 when Hulu was just
getting off the ground. Prior to Hulu,
Bob spent four years at Yahoo!
and three years at Microsoft. Bob
started his automotive career at
Toyota of Sarasota selling cars as
a commission-only sales representative before becoming the internet
sales manager and F&I manager.
He's a graduate of Elon University.


https://www.facebook.com/business/news/insights/understanding-the-auto-buying-journey-of-the-connected-consumer https://www.facebook.com/business/news/insights/understanding-the-auto-buying-journey-of-the-connected-consumer https://www.vidmob.com/state-of-social-video/ https://www.vidmob.com/state-of-social-video/ https://www.facebook.com/business/news/insights/why-stories-is-a-format-that-can-help-marketers-promote-brands https://www.facebook.com/business/news/insights/why-stories-is-a-format-that-can-help-marketers-promote-brands http://www.DIGITALDEALER.COM

Digital Dealer - December 2019

Table of Contents for the Digital Edition of Digital Dealer - December 2019

Digital Dealer - December 2019
Online Extras
Four Keys to Build a Better YOU
9 Areas That Build Value in Your Dealership
From Speculating to Selling: Overcoming Sales Challenges with Technology
For Sustainable Profit – Build a Purchasing Department
Meet the Marketing Mastermind Speaking at Digital Dealer Orlando
Get a Jump on Making It a Great New Year
Job Management Makes or Breaks Your Bank
Interview with Derek DeBoer of TC Chevy
Elevate Your Year-End Sales Event with Immersive Instagram & Facebook Stories
It’s Time to Move Beyond the Chaotic Dealer Website Experience
The Power of Used Car Marketing
9 Benefits of Doing a Year-End Social Media Audit
Auto Brands and Dealers Need to Move Toward a ‘Tierless’ Marketing
A Case for an Efficient 2020 Dealership Advertising Budget
4 Critical Components of Effective Sales Training
Five Tips to Improve the Sales to Service Handoff
Seasons of Opportunities
Digital Dealer - December 2019 - Digital Dealer - December 2019
Digital Dealer - December 2019 - Cover2
Digital Dealer - December 2019 - 1
Digital Dealer - December 2019 - Online Extras
Digital Dealer - December 2019 - 3
Digital Dealer - December 2019 - Four Keys to Build a Better YOU
Digital Dealer - December 2019 - 5
Digital Dealer - December 2019 - 9 Areas That Build Value in Your Dealership
Digital Dealer - December 2019 - 7
Digital Dealer - December 2019 - 8
Digital Dealer - December 2019 - 9
Digital Dealer - December 2019 - From Speculating to Selling: Overcoming Sales Challenges with Technology
Digital Dealer - December 2019 - 11
Digital Dealer - December 2019 - For Sustainable Profit – Build a Purchasing Department
Digital Dealer - December 2019 - 13
Digital Dealer - December 2019 - Meet the Marketing Mastermind Speaking at Digital Dealer Orlando
Digital Dealer - December 2019 - 15
Digital Dealer - December 2019 - Get a Jump on Making It a Great New Year
Digital Dealer - December 2019 - 17
Digital Dealer - December 2019 - Job Management Makes or Breaks Your Bank
Digital Dealer - December 2019 - 19
Digital Dealer - December 2019 - Interview with Derek DeBoer of TC Chevy
Digital Dealer - December 2019 - 21
Digital Dealer - December 2019 - 22
Digital Dealer - December 2019 - 23
Digital Dealer - December 2019 - 24
Digital Dealer - December 2019 - 25
Digital Dealer - December 2019 - 26
Digital Dealer - December 2019 - 27
Digital Dealer - December 2019 - Elevate Your Year-End Sales Event with Immersive Instagram & Facebook Stories
Digital Dealer - December 2019 - 29
Digital Dealer - December 2019 - It’s Time to Move Beyond the Chaotic Dealer Website Experience
Digital Dealer - December 2019 - 31
Digital Dealer - December 2019 - 32
Digital Dealer - December 2019 - 33
Digital Dealer - December 2019 - The Power of Used Car Marketing
Digital Dealer - December 2019 - 35
Digital Dealer - December 2019 - 9 Benefits of Doing a Year-End Social Media Audit
Digital Dealer - December 2019 - 37
Digital Dealer - December 2019 - Auto Brands and Dealers Need to Move Toward a ‘Tierless’ Marketing
Digital Dealer - December 2019 - 39
Digital Dealer - December 2019 - 40
Digital Dealer - December 2019 - 41
Digital Dealer - December 2019 - A Case for an Efficient 2020 Dealership Advertising Budget
Digital Dealer - December 2019 - 4 Critical Components of Effective Sales Training
Digital Dealer - December 2019 - 44
Digital Dealer - December 2019 - Five Tips to Improve the Sales to Service Handoff
Digital Dealer - December 2019 - 46
Digital Dealer - December 2019 - Seasons of Opportunities
Digital Dealer - December 2019 - 48
Digital Dealer - December 2019 - Cover3
Digital Dealer - December 2019 - Cover4
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