Instagram VS Vine Video - and your dealership

This afternoon, Instagram rolled out a major update that supports the creation of 15 second video clips, which raises the obvious question -- what does this mean for Vine, which everyone describes as “like Instagram, but with video?”

Interestingly, at around the exact time I saw Instagram’s announcement, our Vine account was followed by a string of transparently spammy accounts, the first burst of its kind I've seen on our Vine so far:



Stop...Spammertime!

There’s something very “Instagrammy” about the way these spam accounts look. Could it be this was a coordinated effort to help convince people to shut down their Vines? Is there such a thing as a strategic Spambot onslaught? Surely not.

The new Instagram Video feature is pretty much like you'd expect. From the screen where you used to choose between uploading an existing photo and snapping a new one, you now have the option to select a video camera icon:



From there, you simply hold down the record button in small bursts until you have enough video to post.

What I like about Instagram Video:

1. Editability -- Bits of video within your composition are shown on a status bar, and you can double tap to delete the last bit and keep recording. This is a HUGE step ahead of Vine, in which each creation is an "all or nothing" venture.
   
2. The filters look great and have fun names like Clarendon, Vesper, Brooklyn, and Moon. Being able to instantly preview the various filters is a wonderful touch, as well.
   
3. With Instagram, you get 15 seconds of video instead of Vine's 6 (anyone remember Viddy?), and while you don't have to use all 15, it’s nice to have the extra time if you want it.
   
4. I appreciate the fact that Instagram Video doesn’t automatically loop -- if you want to see the video again, you can just restart it. Vine’s idea of continuous looping is nice in theory, and has led to some wonderfully creative posts, but in reality, watching someone take the same shot at a bar fifteen times in a row  gets old fast.
   
5. Just like with Vine, the Instagram Videos get saved to your Camera Roll so you can reuse it for something else.

What I don’t like about Instagram Video:

1. The Instagram Record Button. Vine’s touch screen record feature makes recording tiny video clips and stop motion animation super easy. Instagram’s record button is not as sensitive, which seems to encourage more static shots rather than Vine's touch and go. If you lightly tap the record button in a Vine-like fashion, you get an annoying message that says “Press and hold to record.”
   
2. Just like Instagram pictures, when the Instagram Videos are tweeted, you can’t watch them within your Twitter stream.
   
3. As with Vine, you can’t use bits of prerecorded video--everything has to be created on the spot.

Is the bell tolling for Vine? I don't think so. Many people who don’t have Vine accounts still appreciate being able to watch Vines from within their Twitter stream, which is a huge advantage Vine has over Instagram Video. Certainly, this is a significant obstacle in Vine's path to become a thriving, standalone social network, though.

No matter what kind of car you sell, it’s likely that Instagram already has an active following you'll be welcome in. This video option is just that -- another option -- to help people get to know your inventory, your team, and your culture.

I'm more excited about Instagram as a tool for customer outreach than I've ever been, and this video component fuels that fire. While not a substitution for "traditional" videography, being limited to such a short amount of time helps the cameraperson think in terms of capturing only the shots that are most compelling and assembling a narrative out of seemingly disparate pieces -- practice that makes both Vine and now Instagram Video immensely valuable.

I’ve already read some negative industry reactions to this update, along the lines of “that’s it? How unoriginal." But I see such blowback as a validation of my point. Few platforms resist vendor-generated content like Instagram does, because of its intimate, behind-the-scenes sensibility. This closeness is what makes Instagram feel so real, and the brand feel so authentic, despite its recent PR missteps and the fact that, well, it’s owned by Facebook.

Online, our Sixth Sense is not seeing dead people but perceiving realness, and in the same way callers get frustrated when they're transferred to an overseas call center, your social following will know if you're right there with them or if someone has been hired to "stimulate social engagement" from afar.

I look forward to seeing where this goes. Has anyone downloaded this latest update?

Let me know what you think in the comments box below!

Great salespeople deficit? 

I give our industry a D+ when it comes to the hiring process and a frequent complaint right now is “I can’t seem to hire good salespeople.”  Joe Webb nailed it when he made this video: The Job Interview.

So where do we go to find good people?  Posting an online ad is often not very effective and may result in quantity, but not quality.  Your current employees and customers are a great place to start to find new employees.  A recent Inc. Magazine article written by David Lewis, CEO of Operations Inc. indicates:

• 50% of the most successful companies have given up on job boards.
  
• Social media sites like LinkedIn, Twitter and Facebook are cheaper and more effective.
  
• People hired by referral are 47% more likely to stick around after three years, compared to 14% for job-board applicants.
  
• Cash bonuses are the best way to get current employees to refer others.  $1200 is the average referral bonus across all industries for full-time hires.

When you are ready to make a hire, start by notifying current employees.  If the job pays well, employees will often brag about how much they love their work and attract others to your business.   I have used this strategy for the last three years when hiring coaching staff for Phone Ninjas, and I often have qualified applicants waiting for a job.

If your dealership has Facebook presence, this is also a great way to inform people of your intentions to hire.  You could also offer a bonus to customers who refer others.  Everybody knows somebody looking for a job.

Here’s an example of an ad that you might place on Facebook:

Leading Automotive Retailer Seeks a Hungry Tiger!

Our top performers earn 100K yearly!  Even if you have little or no automotive experience, our training program will teach you the skills required for success.  Our dealership offers: (briefly talk about what your dealership offers existing employees).

We are looking for the following qualities:

• Goal oriented person with a history of achieving success
  
• Professional appearance
  
• Ability to work with a computer
  
• Professional phone skills
  
• Ability to write professional e-mails

To be considered for this position, please follow the below directions:

• Send your resume and salary history to: (e-mail address)
  
• Included in your e-mail, please tell us in 100-200 words why we should consider you as an applicant.
  
• Make a video with your smartphone or video camera and sell us an object such as your vehicle or an item in your house.  We don’t expect it to be perfect; we just want to see your creativity and passion.

All qualified applicants who complete the above steps will be rewarded with an interview.

Let’s digest the highlights of the above ad.

• Start with a positive upbeat subject line that will catch their attention!
  
• Take the average pay of your top two performers and use this number.  Hopefully that number is 100K+.  If not, your dealership is definitely in need of some new talent.
  
• I am not a fan of hiring veteran automotive salespeople unless you are certain they have not been rejected from other dealerships.  Salespeople making good money tend to stay put.  I do use the term “little or no automotive experience” since many dealerships don’t take the time to properly train new staff.  In 1985, I was a classic example of a bad hiring experience.  My first job at a dealership lasted a month because I was never provided with proper training.  Fortunately, my second automotive sales position came with lots of training.
  
• Talk about the positive things your dealership offers to its employees.
  
• Give a brief description of the qualities you seek.  The ones I listed above are a good place to start.
  
• Ask your applicants to follow a very strict application process like the one outlined above.

Look for a salesperson with the qualities needed to work all aspects of this business.  In the email look for quality writing skills, the same ones needed to be effective when replying to Internet leads.  In the video, consider passion, personality, and creativity.  If someone can make a video, they should be capable of making one to respond to Internet leads.   The last bullet point will help weed out unmotivated people because if they don’t perform these steps to get the job, they certainly won’t do them once they have the job.

When dealerships implement a better hiring process, they will attract quality people capable of working floor-ups, phone-ups, and Internet leads thereby reducing or eliminating the costs of operating a business development center.

After you review your applicants, it’s time to start the interview process.  First, send your favorite applicants an e-mail and ask them to call you at a very specific time and make sure you are available at that time.  Start with a 5-10 minute conversation to get a feel for their phone skills.  If they call you at the scheduled time and the conversation goes well, then it’s time to invite them to an in-person interview.

When interviewing, remember that you are also being interviewed, and dealerships often fail to prepare.  It’s important that applicants walk into a professional setting.  This means no salespeople loitering at the front door.   Your dealership should look like a well-oiled machine with professional salespeople at work.  Most importantly, be ready for your interviews!  Making a person wait is not a good strategy.  Here are 15 must-ask interview questions:

1. Take me through your work history and tell my why you left each job.   Those with a job jumping history should have a good answer.
   
2. Did you play sports in high school or college?  Competitiveness is one of the best traits you can find in a salesperson.  Competitive people are the ones you will find at the top of your sales board.
   
3. Why do you want to be a salesperson?  The right answer is financial motivation.
   
4. How much money do you need to make monthly in order to maintain your current lifestyle?   The higher that number, the more I like that person.
   
5. Tell me about your greatest accomplishment in life?  Look for passion and excitement as they talk about their accomplishment.  If they can’t get excited talking about themselves, they certainly won’t be that way with your customers.
   
6. If I asked your current boss what he or she likes about you, what would the answer be?  This question will indicate strengths in your applicant.
   
7. What would your current boss say are your weaknesses?  These answers could be potential red flags.
   
8. What have you done in the last year to fix those weaknesses?  Look for people who are adaptable and focused on self-improvement.
   
9. What is the last educational book you read and what did you learn from it?  Look for people who are constantly trying to improve.  These people are trainable.
   
10. What qualities did you like about your last or current manager?  Look for answers that indicate an applicant’s willingness to take direction.
    
11. What qualities did you not like about your last or current manager?  People will often unknowingly reveal their weaknesses when answering this question.  If an applicant is willing to trash talk their current or previous employer, move on.  Avoid future drama or confrontation!
    
12. Is there any question I haven't asked you that I should?  This is a perfect opportunity for your applicant to sell himself/herself.
    
13. I am not quite sure you’re the right person for this job.  Help me change my mind.  Typically I’ll even leave that last sentence off and see if the applicant can handle my objection.  Objection handling is a big part of our business and I want people who won’t take “No” for an answer.  This question alone will tell you if you’re interviewing a pushover or a closer.  Closers will challenge this statement and tell you why you should hire them.
    
14. How do you think you did on this interview?  I have just given the applicant the perfect opportunity to close me.  Look for closers.  “I think I did well” is not the right answer.  They need to follow up by asking me for the job.
    
15. Do you have any questions for me?  Remember that quality candidates are interviewing you as well, and their questions will give you the opportunity to sell them on why they should work at your dealership.  Poor or no questions can also indicate the candidate is the wrong person for the job.

If at any point you don’t like the answers you are hearing, go right to question #13 and end the interview.

Never make a job offer after the first interview.  If I like a candidate, I will ask him or her to come back soon to meet with one of the other managers and assign a project.  One of my favorites is to send the candidate home with a phone script and ask them to study it because part of their job entails answering incoming sales calls.  When the candidate returns for the second interview, I will conduct a role play session.  Those who know it get the job and those who don’t certainly won’t learn it after they have the job.  Provide your business card in hopes that they thank you for the interview via e-mail and or by phone and demonstrate good follow-up skills.

One more thing I would like you to do before letting the applicant leave is to hand them off to another manager for a tour of the dealership.  However, do not tell your applicant this person is a manager.  Instead, tell them that you’re going to have one of your salespeople show them around before they leave.  You’ll may be surprised at what a person will say and ask when they think they are conversing with a peer.

Hiring quality people is one of the most important aspects of your business, and making a bad decision can cost your business hundreds of thousands of dollars in lost opportunity. When you surround yourself with great talent, it’s easier to attract talented people and you should always be on the lookout for great talent.  Sometimes it is found in the most unexpected places such as Best Buy, Verizon Wireless, restaurants, hardware stores, and places where you are in the role of a customer.

I once hired a young man from Burger King just because he greeted me with a smile and great attitude.  He turned out to be the dealership’s number one sales rep. Your next superstar is waiting to be found and groomed.  Your success or failure as a manager is defined by the people you hire.


How are you finding and hiring your next NEXT great sales person?

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As The Dust Settles From The Social Media Whirlwind, Car-Selling Strategies Emerge

It’s hard to call the changes that have happened in automotive social media over the last five years an evolution. The medium was gone from promising to enigmatic, from simple to impossible. It was something that every dealer had to do before being something that many dealers ignored.

Today, the realities of what social media can and cannot do for dealers is starting to become more clear. Much of the clarification is coming through better understanding by the mediums themselves. Facebook, for example, is finally starting to understand how to let businesses leverage the advertising platform without harming their user experience.

The other part has to do with dealers. Many are hiring tech-savvy people to run their digital marketing instead of handing it off to an “old car dog” that’s willing to stop taking ups. Some are finding success getting resources, training, and support for their “old car dogs” who have learned to make the transition from old school networking and advertising into the digital age.

As 2013 pushes towards its halfway point, there are two different ideologies that are polarizing the dealer body and the vendors that support them. Technically, there’s a third camp, but it’s so small right now that it’s barely a blip on anyone’s radar. These classifications are supported by information that I’ve been gathering over the last 8 months as I interview dealers, examine their social media presence, and decipher their mindset or the mindset of their vendor.

In one camp, you have the branders. These are the dealers and vendors who play the social media game by trying to fit in. They’re posting memes and cat pictures while trying to sneak in photos of happy customers standing in front of their new vehicles. Their goal is branding and exposure. Their perspective – nobody will buy a car or get their cars serviced because of anything they see on social media, so the benefit is in exposing the brand to as many people as possible.

In the other camp, we have the sellers. They believe in the bulk aspect of social media. There’s enough people on there at any given moment to find buyers, so to them it’s a pure numbers game. It’s not that they think that any particular user is going to buy a car because they saw it on Facebook, but if one happens to be in the market, they don’t want to miss them.

Reputation management has become the primary focus for many dealers. They see social media as an add-on component of their review-acquisition strategy. It’s a throw in, a selling point that puts a mark in the social media check box. Reputation, after all, is perceived to help to sell more cars by preventing people from skipping over dealerships with bad reviews. That concept in itself is somewhat flawed, but I’ll save that argument for a different post.

The lack of attention that is being given to social media is unfortunate and in many ways it’s our fault. Those of us who have been immersed in the mediums for the last several years are all guilty of steering dealers in the wrong direction at one point or another. I look back at some of the “best practices” and strategies that I recommended back in 2008 and 2009 and I feel utter shame for giving the wrong advice. I still hear some of the same advice today and it scares me.

Here’s the thing. Social media has the potential to help dealers sell more cars and drive more fixed ops business. It doesn’t require cleverly manifested magic or complex strategies. It’s definitely not possible by being a “brander” or a “seller” on social media, though each of those strategies has other benefits. Sales can be achieved through social media by driving foot traffic and website visitors utilizing proper strategies and a tenacious focus on the local area market. It’s not easy. It takes work. Fortunately, it’s not something that requires special training or a “guru” certificate to accomplish. It requires no vendor interaction. Any dealer can make it happen quickly if they’re willing put in the effort.

DealerRefresh seemed to be the perfect venue for this series. If the interest is here as expressed in the comments below, I will submit a 4-part series to the team here to be published at their discretion. There’s no pitch. My vendor hat will be humbly removed. That’s why DealerRefresh is the right home for this content. I’ll be returning to my roots of working at dealerships and applying what I’ve learned as a vendor to show readers how to make a direct impact on their bottom line through social media.

If that’s something you’d want to see, here, let me know in the comments.

Remember those Apple iPhone ads for Siri?  “Siri, remind me when I get home to take out the trash”.

Admittedly Siri has had her bad PR as of late – more useful as a tool to raise blood pressure than provide convenience. While we can debate the usefulness of Siri, I want to focus your attention on the location targeting technology at play in that commercial. Your iPhone is able to give you useful information when the timing’s right. In this example it’s arriving home and taking out the garbage. In other examples it can be a coupon or offer at the time you’re purchasing a product.

In a commercial setting Location Targeting derives the most benefit with retailers who rely on timing to engage their customer. For large ticket retailers, such as dealers, convenience and timing of the message is key.



How valuable would it be to chat with your customer the moment they walk onto a competitor lot? How valuable would it be to send an oil change coupon to your customer the minute they pull into a quick lube station?

For the first time we are able to influence a customer precisely at the moment of decision.

Let me give you an example:

I was shared a story by a GM who used Location Targeting for a Saturday only offer:

“Best Price Match Offer + $500 cash.  Today only.”

The dealer targeted 5 competitor lots. On that Saturday alone, 7 shoppers brought their phones into the store and 3 purchased vehicles from the offer.

The dealer above is a prime example of catching a customer at the time of decision.

Let’s look at technically how Location Targeting works.

1. Get the download.
    App-based location targeting is tied to, you guessed it, a mobile app.  Be it Android or iOS, the automotive shopper must first have installed your dealer app on his or her device.  The app does not need to be running and the phone does not need to be turned on.
   
2. Identify targeted locations.
   Location Targeting by definition delivers a coupon or offer to the user based on their location.  Therefore, we need to identify up to 5 physical locations of interest.  Many dealers choose competitor lots or quick lube stores.
   
3. Compose the offer/coupon.
   The coupon or offer should correspond with the location targeted.  For example, if we had chosen a competitor’s lot, our offer could centered around a price match offer.  If we had chosen a 3rd party quick lube location, a service scheduling discount would be most applicable.
   
4. All set: Location Targeting is Active.
   When a customer visits one of the five targeted locations, a message with the coupon or offer instantly appears on their smartphone.  Should the customer choose to engage with the message, they are taken to the app for redemption or next steps.

Your goal with Location Targeting should be a showroom visit.  Incentivize your customer to visit your store by motivating them when the timing’s right.

What other incentives or offers work well when delivered at the moment of decision?
“Claim Your $25 Starbucks Gift Card with a Test Drive of any Vehicle”

“Your $19.95 Oil Change Coupon is Available”

Do you think Location Targeting works best pre-sale or post-sale?

How else could you use Location Targeting with your store? Let us know in the comments!

Latest HOT Discussion in the Forum

Re-targeting and Cars.com version of Re-targeting

Hello,

I'm wondering how much money everyone spends on re-targeting Some of you may be paying for it and don't know that you are. Especially if you market with Cobalt. Re-targeting seems to be the new big thing, and Cars.com is coming out with there version of this package on June 3rd. The second question I have is how many of you have heard about this program?

I know they have made test runs in bigger markets like Atlanta. I would love to hear from someone in one of these markets. For those who don't know about this program I will give you some details so you can give me your feedback.

First, there are different types of re-targeting The basic type is when someone goes to your dealer website a cookie placed on there computer and your online ad's will start popping up on that computer when the online shopper is on other various websites. One can even push Silverado ad's to an online shopper that was looking at Silverado's on your website.

Cars.com is coming out with a re-targeting package that goes something like this. When a local shopper in your local market searches for the make you carry then your dealers "cookie" is locked into that customer for 60 days. That customer will see your dealers ad's across various websites that cars.com is affiliated with which is in the millions, from what they are telling me. For example: we are a Chevrolet dealership. If a customer that is local to us, the program is based off of zip codes goes on cars.com and searches for any Chevrolet then that customer will now start seeing my dealer ad's on many other websites.

Here is where it gets interesting. This varies by market, but in my market, New Orleans LMA, they are only allowing two Chevrolet dealers to participate. One Chevrolet dealer can buy both spots if they choose. The cost varies by market and it's actually fairly reasonable if you ask me. Supposedly the spots in Atlanta have already sold out according to the cars.com rep, but of course that's what they would say.

What is everyone's opinion on this, and have you heard about it yet?

Click here to read comments and join the discussion