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Posts Tagged ‘Marketing’

Should Tire Dealers Get Involved in Social Media?

Thursday, July 1st, 2010

The answer is “yes.”  There is mounting evidence that the use of social media is quickly becoming mainstream.  More than 45% of US adults now participate in social media and 25% do so weekly.  If anything, this trend will accelerate.

There are obstacles for sure.  You may be (quite understandably) worried about time and/or money constraints.  Our message to you is — FIND A WAY . . . WAIT AT YOUR OWN PERIL!

Kauffman Tire is a good example of a dealer doing it right.  They have a Facebook page with 289 friends; a good number for a low-involvement category such as tires.  Anyway, what is the value of just one loyal customer in terms of annual expenditures and positive word-of-mouth?

The best thing about the Kauffman Tire Facebook initiative is the interaction with their “fans.”

Here’s one recent post from Kauffman on their wall:
A friend of mine had a tire separate on a road trip then found that his spare was flat. Made for a miserable day.  Folks, please keep a close eye on your tires. Especially in the heat of summer!
and always check the air in your spare too!!……. We’d be happy to help!

How about these fan comments?

(Went to Kauffman) . . . 2 weeks ago. New tires and an alignment. We received awesome service and will deff go back there.
Headed to Kauffman for tires and an alignment. Got my Valued Customer Coupon in-hand.

Tire dealers kill for customer advocates like this . . . and through social media they are telling their stories to lots of people.

Kauffman also does a good job with Twitter; we will cover some Twitter tips, as well as more info on Facebook, in future newsletters.

Interested in learning more?  There is plenty of online advice and there are definitely tricks to learn for maximum efficiency and effectiveness.  If we can help you, let us know.

About Kauffman Tire

Here’s how Kauffman describes themselves on Facebook:

Offering quality tires and experienced service at affordable prices since 1936.

Serving Atlanta, GA; Tampa and St. Petersburg, FL; and Northeast Ohio.  Over 50 locations.

They also have 11 wholesale distribution centers, 4 commercial tire centers, 1 Bandag retreading facility, and the e-commerce site Treadepot.com.

Join JTMarCom on Facebook

Want more tips and advice on how to get involved in social media?  Join the JTMarCom Facebook Page. We post useful social media marketing info every day.

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Foursquare – Super-Charging Word-of-Mouth Through Social Media

Wednesday, June 9th, 2010

Christine and I went to one of our favorite restaurant/pubs in Green Hills recently.  She checked in to Foursquare, told about 200 of her local friends about the great hamburgers there and got tips from them on other menu items to try.  How cool is that? For the restaurant!

The restaurant was benefiting from one of today’s hottest and most promising social media platforms and didn’t even know it.  What if they were smart enough to actually incentivize Foursquare users to check in?  How cool (and profitable) would that be?

The idea behind location-awareness social media like Foursquare is that people will use the GPS capabilities in today’s smart phones (iPhone, Android, etc.) to check in, tweet, review . . . let their friends know where they are.  Foursquare, currently available worldwide, is self-described as – “50% friend-finder, 30% social city guide, 20% nightlife game.”  Sound silly? Maybe, but Christine is “mayor” of a convenience store in Bucksnort, TN, and is in hot competition with another Foursquare user.  Every time we go by Bucksnort on I-40, she checks in and I buy an ice cream bar.  Not good for my waistline but great for the convenience store!

From the business perspective, think CRM (customer relationship management). Many small businesses have little or no way to track customer behavior. A coffee shop may have a patron that comes in daily for years, but they have no way to track anything. They can capture emails.  They can supply loyalty cards.  Foursquare goes far beyond all of this. The loyal coffee shop patron can be tracked through Foursquare and even incentivized to get a free cup of coffee for every tenth check-in. This is so much better than a loyalty card because it super-charges positive word-of-mouth through social media and provides valuable data on customer behavior.

Like all good social media platforms Foursquare understood the need to integrate with platforms that others already use. Foursquare users have the option to tweet or add a Facebook status update every time they check in. What this means is that a Facebook user with a few hundred friends might expose your business by way of a Foursquare check-in to thousands of Facebook walls.

There are other services that have tackled this basic function, such as Loopt, Brightkite, Gowalla and My Town, but Foursquare turned this activity into a social competition; a distinction that has led to its current role as a leader in this evolving space.

So how much does this all cost?  Nothing right now.  You can visit the Foursquare business page to register your business. The company is still developing its business model – focusing on the infrastructure, expanding the user base (one million as of today) and developing a database of locations.  While it is free for now, charging businesses to become members and providing them customized programs will most likely be the primary revenue stream for Foursquare in the future.

Tasti D-lite has been using Foursquare for some time now. Patrons are encouraged to register their loyalty card (the Tasti TreatCard) online with Foursquare (and Facebook and Twitter) to earn extra points.

Taco Mamacita, a Nashville eatery,has been using it for about six weeks.  If you check in and prove that you are the mayor of Taco Mamacita, you get a free guacamole.  This is amazing stuff!  For the cost of a few pounds of guacamole, Taco Mamacita has people competing to be mayor and telling hundreds or even thousands of other local people about the restaurant’s great menu items.

Should your business join Foursquare? The answer depends on your type of business and demographics of your customer.  Taco Mamacita fits the profile perfectly.  They are located in a trendy neighborhood  (lots of geeks around) and they pride themselves on their authentic Tex-Mex fare and margaritas (plenty to talk about).

Local consumer-oriented businesses that depend on foot traffic will get the most out of Foursquare, especially if your customers are gadget-friendly, smart phone owners. There are a lot of retailers that fit this category – coffee shops, restaurants, bookstores, pubs, nightclubs, apparel stores, spas, hair salons, art galleries, etc.  Don’t be deterred, however, if you are operating a rather “boring” business.  Owner of a dry cleaner store?  Offer an incentive (like dry cleaning coupons) and Foursquare just might work for you.

Find Local People on Twitter

Monday, April 26th, 2010

1. Twitter Advanced Search

Never forget Twitter Advanced Search when you are going to search anything about Twitter. Just to enter your location, and select how far away from the location is acceptable, then you can see the latest tweets from those twitter users near the location. You can also filter the results by languages, including English, Japanese, French and the other 16 languages. Go to Twitter Advanced Search

2. Twellow

Twellow says it has more than 19 million Twitter profiles in their database and let you search those Twitter users by location. You can follow or unfollow the tweeps on the search results, and you can also see their Social Links (such as MySpace, Facebook, Flickr, ect) if any. Go to Twellow

3. TweepSearch

TweepSearch says it has indexed over 13 million Twitter profiles and let you search them by location. When you sign in with Twitter OAuth, you can follow, unfollow or block those Twitter users. The search results can be sorted by last update, screen name, followers or friends. Go to TweepSearch

4. Nearby Tweets

On Nearby Tweets website, you can search anything nearby nearly any city, you can follow or block any Twitter users in the results, and you can also block all the tweets from that location. But you can’t search the keywords with more than one Chinese word. Go to Nearby Tweets

5. LocaFollow

Besides location, you can also search LocaFollow by bio, name or tweets. The search results of the Twitter users will include the numbers of following/followers and tweets, the last tweets, the websites, ect. You can follow the those Twitter users one by one or on one click. Go to LocaFollow

6. Twitter Grader

You can search Twitter users by Location via the User Search function on Twitter Grader, which will show you the first 100 related Twitter users who are sorted by their grades. As you can see from the above image, the search results may be not 100% correct. Go to Twitter Grader

7. Twitterfall

Enter your location in the Geolocation column, select how far away from the location is acceptable, and click Enable, then the tweets posted by the tweeps near the location will be displayed and updated automatically. The Tweets can be sorted by languages. Go to Twitterfall

8. Happn.in

You select a location, then Happn.in will show the twitter trends and 3 latest tweets from your location on Google Maps, and you can click the more detail button to see more Twitter users and tweets from that location. There is a twitter account for every location listed on Happn.in.  Go to Happn.in

9. Geofollow

Just enter your location, then Geofollow will list the Twitter users from your location, you can follow, reply or DM the matched tweeps after login. ,. Go to Geofollow

What are your favorite sites?  Or do you have any other similar websites to search Twitter users by location? Share with us by adding a comment.

4 Sites to Get You Started in Social Media

Wednesday, April 7th, 2010

There are so many great resources to help you get started with social media it can be very overwhelming. Below are a few places that I like. What are your favorites?

Not as Sexy as Victoria’s Secret? Don’t Worry, You Should Still Be on Facebook

Tuesday, March 23rd, 2010

We get numerous questions from tire dealers along the lines of:  “Why does my company need a Facebook Fan Page?  We’re not targeting coeds and we’re not a sexy brand like Victoria’s Secret.”

Here’s why:  Facebook’s U.S. user base grew from 42 million to 103 million last year.  Facebook currently has an Alexa ranking of 2, meaning it is the second most trafficked website next to Google!  This means your Facebook page will be indexed faster on Google and other search engines.

And while Facebook started out on college campuses, it has obviously gone way beyond that.  In fact, the 35+ demographic now represents more than 30 percent of the entire Facebook user base. The 55+ Facebook audience grew an astounding 922 percent in 2009.  Women still make up a higher percentage of Facebook users than men, but the male audience is growing rapidly.  Anyway, there are lots of women who buy tires and automotive services.  And, generally speaking, women will become extremely loyal customers if they trust you.  Guess what?  Facebook and other social media platforms are all about establishing relationships and trust.

Be forewarned though — If you build it, they will not necessarily come.  Even Victoria’s Secret has to work it. If you are not actively soliciting fans and engaging them, what’s the point? Build good content, make it easy to share, let people know about it, and over time your community (and customer base) will grow.

Here’s three key Facebook tips:

Use Other Platforms

You need to promote your Facebook Fan Page on all appropriate landing pages and media – your website, print advertising, POS materials, news releases, etc.

A Reason To Join

Give a coupon, enter new fans into a drawing, make a donation in their name . . . give consumers a reason to join your page.  Cheerios gave away a book to school libraries for each new fan.  Pedigree Dog Foods is donating a bowl of food to animal shelters.  You could give a sweet deal on an oil change to each new fan, or enter them into a drawing for a set of tires.

Be A Resource

If your Facebook site only includes your promotions and sales, it will not be as successful as it could be.  Provide useful content on getting your car ready for spring, etc.  Become a “trust agent” in the tire and auto services industry.  Promote your fans.  Wish them happy birthday.  Include a congratulations on a new job, graduation, etc.  You’re building relationships here.

SOME WORTHY FACEBOOK SITES

Some tire manufacturers and dealers have launched Facebook sites because they recognize that Facebook is not a fad, but rather a tsunami-size force that, along with other social media platforms, is changing the rules of marketing.

We like the Kenwood Tire Facebook site which was profiled by Mike Manges in the March edition of Modern Tire Dealer (MTD has a Facebook site as well).  Sure Kenwood Tire has their share of promotions on their site, but they’re doing a good job of providing advice, interacting with fans and putting a human face on their organization.

Bridgestone and Kumho have recently launched Facebook sites.  The Bridgestone site features their current TV commercials and is rich in visual content (photos and videos).  Kumho, not surprisngly, is targeting auto/racing enthusiasts and gearheads on their site.

BUT THERE ARE ONLY 24 HOURS IN THE DAY!

The other frequent comment we get from dealers is:  “That is all well and good but I don’t have time to devote to social media.”

Building relationships does take time, but what is the value of one loyal customer who does all of their business with you?  A good social media program will help you buld many loyal customers — over time.

Managing an effective Facebook Fan Page requires an average of 1 hour per day in our opinion.  But don’t make the mistake of thinking that your grandson or granddaughter can do it.  Sure, they know their way around Facebook, but do they know how to incorporate it strategically into your marketing and business objectives?

If you are a one- or two-store operation, we suggest you hire a qualified social media consultant to set you up and train you or one of your people on best practices.  There are many efficiciences to be gained if you know the latest apps.  If you have multiple stores and a dominant presence in one or more markets, carve out some of your marketing budget to hire a social media marketing firm.

Please visit our website or fan page for more insights.  Or give us a call at 615-477-3099.  We would be glad to give you some free upfront advice.

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4 Tools to get started in Social Media

Tuesday, December 29th, 2009

There are so many great resources to help you get started with social media it can be very overwhelming. Below are a few places that I like. What are your favorites?

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Twitter for the Holidays!

Monday, November 30th, 2009
Friday, November 27, 2009  |  Modified: Sunday, November 29, 2009, 5:00am CST

Businesses using Twitter to build brand, bring in customers

Nashville Business Journal – by Eric Snyder Staff Writer

James Yates, Nashville Business Journal
Mitzi Maynard, left, and Lori Paranjape of Redo Home and Design in Franklin update the store’s Twitter status. The retailer is an avid user of ‘micro-blogging.’

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Just as the image of Santa Claus has continuously evolved — from the skinny patron saint of Greece and Russia into today’s jolly-sized chimney diver — merchants have continued to find new ways of connecting their wares with the public.

This holiday season, many local retailers will continue reaching out to shoppers where they live — and via Twitter feeds, where they work, play or pick up grocercies.

Twitter is a free “micro-blogging” service that allows users to send bite-sized info blasts to subscribers, more commonly (or ominously, depending on your perspective) referred to as “followers.” Tweets can be sent or received via computers or smartphones.

Spurred by breathless media coverage and celebrity adopters like actor Ashton Kutcher and NBA player Shaquille O’Neal, Twitter has enjoyed exponential growth. According to eMarketer, more than 18 million American adults will have used the service this year, compared to 6 million users last year.

And while reports suggest Twitter’s growth may not be sustainable — up to 60 percent of users quit after one month, Nielsen Online said in April — many local retailers say you have to remember one thing: It works.

And it’s free.

“It is, by far, our best (return on investment),” said Lori Paranjape, a partner in Redo Home & Design in historic Franklin, citing a primary reason it has proven popular with retailers.

Lori immediately began “tweeting” when she joined the business in January, thinking the company might just put a toe in the water. No longer.

“When we get new inventory, we tweet. When we get an interesting new client, we tweet,” Paranjape said. “It’s just how we communicate.”

Paranjape said Redo got multiple clients, whom they had never previously met, via Twitter. When Redo joined A Shopping Soiree, a Franklin fundraiser for several local charities — an invitation they received via Twitter, of course — they tweeted. They’ve tweeted Christmas shopping tips and holiday gift guides.

She doesn’t, however, make the same mistake some retailers do; Paranjape’s advertising button isn’t always on.

“There’s consequences in the Twitter world,” Paranjape said. “It’s not all business.”

It may seem paradoxical. To receive messages via Twitter, you must sign up for them.

But they also want to be entertained, or innocently informed, not just sold to.

“There’s a kind of 9-to-1 rule,” said Christine Taylor, vice president of social media marketing for local firm JTMarCom. “You need to be marketing other people nine times more than you’re marketing yourself.”

Taylor said clients sometimes have a hard time wrapping their heads around the concept, but she used the example of a big-box store pointing a customer to another store if they don’t have a particular item in stock. Perhaps the competing store gets that sale, but the original business earned trust and built a relationship.

“You have to develop a relationship with your customer base,” Taylor said.

Even if it is transferred over a so-called social media, traditional advertising will be found out.

“We have a good b.s. radar,” Taylor said. “Traditional advertising is tuned out.”

Paranjape, tweeting for Redo under the account redodesign, promotes other events around Franklin, solicits advice from followers on things to do and offers moments of levity, as she did in response to a jogger that ran past the shop window: “Please stop jogging by our door. We get it. We should jog, too. At least say, ‘Hi.’ Don’t just fly by all exercisey.” (Paranjape also advertised this article, twice, tweeting on Nov. 23, “We’re awkwardly having our picture taken right now by the (Nashville Business Journal) for article about Twitter.”)

A quick perusal of Twitter reveals numerous Nashville businesses advertising everything from contests to coffee, including Dunn Bros Coffee, Fido, 12th and Porter and Sambuca, among others.

Taylor said some companies, particularly larger ones more entrenched with traditional, top-down advertising, find Twitter intimidating. While JTMarCom also advises several clients on how to wield their Twitter accounts, Taylor herself manages the accounts of nine clients, ranging from a pet food company to an executive coach. While that does negate a prime benefit for some retailers — the fact that Twitter is a free service — help from Taylor saves the businesses another, if less tangible, investment of time.

“You have to nurture it once you have it,” she said.

Rachel Lowe, owner of Two Elle, a boutique home and clothing store that recently moved into Green Hills’ Hill Center, feels no intimidation from Twitter.

With a love of writing, and an English degree from Columbia University, Lowe said she uses the Two Elle Twitter account, twoellerabbits, to reinforce the personalities of their sales staff.

“We would never just say, ‘This T-shirt came in,’ end of sentence,” Lowe said. “It always has to have a story behind it.”

Like Paranjape, Lowe said Twitter is her store’s most effective form of advertising. While she tweeted constant updates about the store’s relocation this summer, Lowe said the business didn’t run any print ads announcing the move.

As Paranjape put it, with Twitter, “We are our own press coverage.”


You can reach Eric Snyder at esnyder@bizjournals.com or 615-846-4254.

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I stalked Chris Brogan:)

Tuesday, September 22nd, 2009

T-shirtThis is an image off of a t-shirt my husband John bought me as a joke from Despair.com. I thought it was pretty funny.  It captures  brilliantly the three behavioral disorders propelling the continued phenomenal growth of today’s most widely-trafficked social media sites. And the personality dysfunctional forces of Narcissism, ADHD, and Stalking  that reside today’s in the fast growing area of social media.

As a social media practitioner I freely admitted to the ADHD, (not a bad trait for a multi-tasker). Narcisissim not so much, but I must admit I do like it when my posts are re-tweeted. ( I call it being informative.) But I didn’t get the Stalking category.

I do Now. I am a big fan of Chris Brogan and read his blog eagerly every morning as I drink  my coffee. When I heard that his book “Trust Agents” needed a launch push and he offered to be a speaker for anyone willing to buy 200 books. I jumped at the chance.  I pulled out my credit card and bam, I had 200 books.

Then the shock set in. How was I going to move 200 books? Well the Nashville tech community came to the rescue.  Lynn Bennett at Stage Post Studios offered to host the event. Social Media Club of Nashville (who JTMarCom is donating some of the proceeds to) has helped promote the event with Jessica Murray and Georgia Cross of SMCNash helping any way they can. And most of all, Chris Brogan and his great mother Diane Brogan have helped pull this all together.

Below is our press release: Three days and counting. I am nervous and excited. We could not have done this without many fine people involved.

It’s not too late to sign up HERE for the live portion of the event and if you live elsewhere please tune in HERE to the  Free Video Web Cast provided by Author’s Way.

RELEASE

In their new New York Times best-selling book, “Trust Agents” co-authors Chris Brogan and Julien Smith make the case that the Internet has made it easier than ever to reach your customers.  It’s less likely, however, that they’ll listen.  Today, the most valuable online currency isn’t the dollar, but trust itself.

In the video streaming webinar, Brogan will discuss how social networks and personal connections have far more influence on consumers than a company’s marketing messages ever well –unless your business knows how to harness them.  He will provide valuable insights on how to tap into the power of these networks to build your brand’s influence, reputation, and profits.

Brogan contends that trust agents aren’t necessarily marketers or salespeople; they’re digitally savvy people who use the Web to humanize businesses using transparency, honesty, and genuine relationships.  As a result, they wield enough online influence to build up or bring down a business’s reputation.

During the first two hours of the webinar (10 a.m. to 12 noon EST), Brogan will discuss how to build profitable relationships with trust agents and his six basic principles for becoming a trust agent yourself.

During the final hour of the webinar (12 noon to 1 p.m. EST), audience members will have the opportunity to pose questions to Brogan  via phone, Twitter and email.  He will respond to as many questions time permitting and will sign books for these individuals.  Brogan’s book and a DVD of the webinar will also be available for purchase to all audience members through Authorsway.com.

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10 Ways to Archive Your Tweets

Wednesday, August 12th, 2009

http://www.readwriteweb.com/archives/10_ways_to_archive_your_tweets.php!10

Encouraging Brand Advertising Online

Wednesday, July 29th, 2009

MediaPost Publications OPA Names Grignon To SVP Post; Encouraging Brand Advertising Online 07/30/2009 http://ow.ly/iy4Z