Digital Dealer - March 2020 - 28

SOCIAL MEDIA

+

Q&A
with

In the following
interview, Bob Lanham,
Facebook's head of
automotive retail,
discusses the latest
version edition of their
Dealer Playbook and
takes us through the new sections covering
products, tools, and partnerships that enable
a dealer to successfully execute the four core
strategies outlined.
DEALER MAGAZINE: Hi
Bob, thanks for joining
us again for another
Q&A. Facebook released
an updated Automotive
Playbook for Dealers last
month. Can you tell us
what's changed since the
last version?
FACEBOOK: We received

feedback on sections dealers
wanted us to expand on, as
well as products they wanted
us to include. This latest version includes expanded "how-

28

[ d i g i t a l d e a l e r. c o m ]

to" guides on the setup of the
tools needed to execute and
measure Facebook campaigns properly. We added
sections for Marketplace and
Messenger products. We also
included a Partner section
which outlines the providers
who offer automated solutions that enable a dealer or
dealer agency to execute our
playbook at the lowest cost.

DEALER MAGAZINE: Can
you tell us more about

these providers and what
they offer dealers?
FACEBOOK: We have

added additional providers
to help remove friction by
automating 1) inventory feeds
for our automotive inventory
ads, 2) DMS/CRM audience
creation for remarketing and/
or creating lookalike audiences, and 3) match-back of
sales data for dealers to see
return on ad spend against
their Facebook campaigns.
Similar to CDK Social Connect,
new providers now include
DealerSocket, Oplogic, and
Reynolds & Reynolds powered by Naked Lime.
DriveCentric has come
out with an integration that
enables dealers to further
enhance the customer
experience. For instance, a
dealer can share a delivery
photo with the customer and
have it automatically posted
to the dealership's Facebook
page-- delivery photos are
great for dealership branding!
Also, they offer a Facebook
Messenger application that
directly integrates Facebook
Marketplace conversations
into their CRM for tracking
and responding.
On the creative side,
Waymark has built video
templates mapped to our
Playbook's strategies to help
dealers easily build effective video ads. Additionally,
the Constellation Agency is
working on a creative library
where a dealer can customize, purchase, and download
Facebook/Instagram creative.

DEALER MAGAZINE: What
about Marketplace? How
should dealers work with
Marketplace, and are
there any ad opportunities
there?

To submit a question

for an upcoming Q&A with
Facebook, please email
magazine@digitaldealer.com

FACEBOOK: Facebook
Marketplace is now one of
the most popular places in
the U.S. to shop online for
used vehicles, with more
than 20 million people clicking on vehicle listings every
month(1). There are three
ways every dealer should be
taking advantage of Marketplace:
„ Listing Inventory:

Facebook does not charge to
list vehicles on Marketplace.
To get started, dealers can
automatically list and manage their inventory at scale
by working with a Marketplace Listing Partner. Marketplace also offers an option
for smaller dealerships to
manually upload listings on
a one-by-one basis on their
phone or desktop using their
Facebook Profile or Business
Page.
„ Click to Marketplace:

Facebook is launching "Click
to Marketplace" automotive
ads in the U.S. The name
says it all. Instead of having
the ad click to the Vehicle
Detail Page (VDP) on the
dealer's website, the ad
directs mobile users to a vehicle listing on Marketplace
or generates a listing from
their catalog. Faster mobile
page-loading on Marketplace
(versus the dealer's website) helps engage potential
buyers sooner and reduces
bounce rates.
Consumers can now
research vehicle details in a
mobile-optimized environment, discover additional
dealer listings, and contact
the dealer directly via Facebook Messenger. Having
Messenger be the primary
form of communication
allows for a more seamless
consumer experience, and

March 2020


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Digital Dealer - March 2020

Table of Contents for the Digital Edition of Digital Dealer - March 2020

Digital Dealer - March 2020
Up to Speed|Tech, Dealer News, & People on the Move
Culture Three Tips to Improve Retention
Strategic Planning Strategic Planning for Sustainable Future
Leadership Five Lessons From Fearless Female Leaders
Spend Management Best Practices to Reduce Costs & Drive Profit
Fixed Operations What to Charge? How About a Little More Big Boss
Buy/sell a Generational Shift Is Boosting Buy/sell Activity
Meet the Speaker|q&a With Marketing Mastermind Phillip Stutts
Exclusive Interview With Jay Feldman of Feldman Automotive Group
Social Media q&a With Facebook
Speaker/session Spotlight|a Quick Look
Social Media Social Media Spring Cleaning
Ad Spend Marketing for Profit!
Cpo Toyota Led Record Cpo Growth
Fixed Ops Every Service Department Should Have a Salesperson Running It!
Fixed Operations
Digital Dealer - March 2020 - Digital Dealer - March 2020
Digital Dealer - March 2020 - Cover2
Digital Dealer - March 2020 - 1
Digital Dealer - March 2020 - 2
Digital Dealer - March 2020 - 3
Digital Dealer - March 2020 - 4
Digital Dealer - March 2020 - 5
Digital Dealer - March 2020 - Up to Speed|Tech, Dealer News, & People on the Move
Digital Dealer - March 2020 - 7
Digital Dealer - March 2020 - Culture Three Tips to Improve Retention
Digital Dealer - March 2020 - 9
Digital Dealer - March 2020 - Fixed Operations
Digital Dealer - March 2020 - 11
Digital Dealer - March 2020 - Leadership Five Lessons From Fearless Female Leaders
Digital Dealer - March 2020 - 13
Digital Dealer - March 2020 - Spend Management Best Practices to Reduce Costs & Drive Profit
Digital Dealer - March 2020 - 15
Digital Dealer - March 2020 - Fixed Operations What to Charge? How About a Little More Big Boss
Digital Dealer - March 2020 - 17
Digital Dealer - March 2020 - Buy/sell a Generational Shift Is Boosting Buy/sell Activity
Digital Dealer - March 2020 - Meet the Speaker|q&a With Marketing Mastermind Phillip Stutts
Digital Dealer - March 2020 - 20
Digital Dealer - March 2020 - 21
Digital Dealer - March 2020 - Exclusive Interview With Jay Feldman of Feldman Automotive Group
Digital Dealer - March 2020 - 23
Digital Dealer - March 2020 - 24
Digital Dealer - March 2020 - 25
Digital Dealer - March 2020 - 26
Digital Dealer - March 2020 - 27
Digital Dealer - March 2020 - Social Media q&a With Facebook
Digital Dealer - March 2020 - 29
Digital Dealer - March 2020 - Speaker/session Spotlight|a Quick Look
Digital Dealer - March 2020 - 31
Digital Dealer - March 2020 - 32
Digital Dealer - March 2020 - 33
Digital Dealer - March 2020 - Social Media Social Media Spring Cleaning
Digital Dealer - March 2020 - 35
Digital Dealer - March 2020 - Ad Spend Marketing for Profit!
Digital Dealer - March 2020 - 37
Digital Dealer - March 2020 - Cpo Toyota Led Record Cpo Growth
Digital Dealer - March 2020 - Fixed Ops Every Service Department Should Have a Salesperson Running It!
Digital Dealer - March 2020 - 40
Digital Dealer - March 2020 - Cover3
Digital Dealer - March 2020 - Cover4
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