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Professional Community for Car Dealers, Marketing, Advertising and Sales Leaders
Automotive Marketers Must Follow Facebook Changes and Learn to Optimize their Pages and Content Posts
With every adjustment or alteration Facebook makes, automotive marketers who rely on the platform must adapt as well, according to a new eMarketer report, "Facebook Marketing: Reaching Customers in a Changing Environment."
Facebook has introduced several new marketing tools in the past year, including the Timeline format for brand pages; Sponsored Stories, Reach Generator and other advertising offerings that incorporate regular posts; and metrics that go beyond counting fans, incorporating reach, sharing and engagement into measurements.
Many of these updates improve on Facebook's free tools. But auto industry marketing practitioners beware: Subtle changes behind the scenes mean that car
dealers and OEM's will need to incorporate paid advertising in the mix if they want to get much traction using Facebook's free services. This is critical for many dealership marketers to understand, since 83% of all companies with at least 100 employees will use Facebook for marketing this year, eMarketer estimates. By 2014, that will rise to nearly nine in 10.
For marketers looking to keep their visibility and engagement high with Facebook users, the new ad formats require planning and integration between advertising and social media management teams.
"It's starting with a good page post, a good strategy, and then figuring out how to amplify that and drive persuasion with it," said Grady Burnett, vice president of global marketing solutions at Facebook. "Paid and earned, when used together, perform best."
The full report, "Facebook Marketing: Reaching Customers in a Changing Environment," also answers these key questions:
This report is available to eMarketer corporate subscription clients only. Total Access clients, log in and view the report now.
Read more at www.emarketer.com
Views: 1262
Facebook would like everyone to pay to improve their Edgerank just like Google would like everyone to pay for Google ads instead of optimizing their website for organic rankings. There are things that can and should be done to improve Edgerank without simply having to pay Facebook. Would a car dealer simply rely on ads to generate traffic to their website? Dealers that have the foresight to improve now so they will not have to simply pay will be far better off than those that simply resign themselves to the fact that they have to pay to show up.
I hope Facebook does not simply make Facebook a place where you simply have to pay to have your posts show up. In my opinion that would be a huge mistake.
We did a post on this in June that helps explain EdgeRank and how the algorithm works...which is not in the dealers favor, of course. Facebook is also in the works of launching ads in its search box. Now that Facebook is publicly traded, dealers should expect more ad placement offerings and will need to do thorough testing to find out which works best for their dealership.
Also, I agree on your comment on Fb ads. If used properly they can be very effective.
Ralph, my point was that different content in different apps can be used to improve Edgerank. It so happens that our app is an example of a way to improve Edgerank, recurring traffic and encouraging people to like pages. Many businesses struggle with all of these. Especially getting people to like their page. Edgerank and having the visibility of your posts to people who like your page is now (or should be) the new concern for most. You can have 1000 likes but if you posts are only being seen by 100 then that is a bad thing. Thanks for allowing this forum.
Jim Oborny - Although I know your comment was intended to promote your scratch-off product, I would like to point out that with Facebook Advertising campaigns you can use your application pages (Tabs) as designated landing pages, or simply select specific content posts to a Facebook Page and have them be the advertisement themselves (sponsored stories). So, as long as you are willing to invest an appropriate advertising budget for Facebook, the changes actually improve the network's effectiveness for car dealers. My (former) team at Tier10 Marketing is running Facebook Advertising campaigns for over 100 dealerships right now and the results across the range of campaigns are all at or better than Google Adwords. Of course, the available inventory is far less, so the spend within FB is less as well, but dollar for dollar Facebook advertising, when configured and managed properly, is a very good marketing investment by dealers.
Timothy Martell - The FB click fraud issue is like deja vu with the Google Adwords click fraud issues from 2003 to 2006. I am of the belief that like Google, Facebook will mitigate click fraud to a level of insignificance... Of course, if they fail to do so, then the entire company's business model and over $100 Billion in value are at stake... Powerful incentive to get any click fraud issues, real or perceived resolved to a level that allows advertiser confidence. I can tell you from my experience promoting AutoCon on Facebook that the paid advertising has been effective at creating awareness, driving "Fans" to the AutoConnection Facebook Page and over 20,000 unique visitors to http://AutoCon2012.com When the dust settles and we are able to review the several thousand dollars we have spent on paid Facebook advertising, we will take the results and publish them. All the paid Facebook ads we created were targeted ONLY to people with profile tags such as working in the "Automotive Industry". The results were surprisingly strong for those of us who have managed Facebook campaigns for car dealers.
Nice informative post Ralph. While it is true that a default landing tab cannot be defined in Facebook companies can still do a couple of things. You can for example link directly to one of your tabs (apps) on your website. Also tabs (apps) can be great for adding functionality, encouraging likes and improving your page's Edgerank. You can do this all while helping to promote your page virally. This is actually one of the benefits of our scratch off promotion app.
You can set a promotion so people can play once a day. This gets your page recurring traffic which is important for Edgerank and it also tells the friends of the people who participate about your promotion. Jim
Nice post Ralph. Have you heard of or come across any information from Facebook on how they plan to deal with the enormous amount of click fraud currently happening? One of the biggest issues with Facebook right now are the nearly 90 million fake accounts that are used in the business of selling fake followers.
The problem isn't so much the fake followers as much as it is the bots behind them that not only like other pages, but Facebook ads and promoted posts. Thus generating fraudulent revenue for Facebook. There have even been allegations that former FB employee's are behind some of this click fraud.
I agree that this will be an invaluable future tool for business, but it isn't hard to see why big companies are pulling their ad spend thing stuff like this happening.
This is oddly relevant to a search I was doing earlier today -- I was looking for places to post a help wanted ad for auto writers and I thought I would do some Facebook PI. One of the SUV/truck pages I came across was https://www.facebook.com/RealTruck and I was really impressed by their mix of photos, articles and contests. I think they're doing a fantastic job of engaging their customer base with social media -- it's great to find a company that "gets it."
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Michelle Mason
Michelle Mason, launched in 2002 by the design veteran of the same name, has gathered up a roster of A-list celebrity clientele. Michelle Mason dresses and skirts are always luxe and flattering, fashioned from airy silk chiffon for texture and depth, or draped jersey fitted perfectly to the female figure. Michelle Mason knitwear utilizes soft fabrics like cashmere and merino wool, and the brand's tailored, easy-to-wear jackets have a structured feel. Fit and form are the focus, with a dash of bold modernity fused with a classic silhouette.
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Creative Bone
Creative Bone are an award winning, multi faceted video production company based in Bedford, UK. They specialise in all areas of video production from live action to animated film and video content covering all aspects of corporate as well as broadcast video and television production. Creative Bone also provide an abundance of creative services, from complete business rebranding through to illustration, website design and video brochure production.


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Recently at Interbike, we got the low down from Light and Motion about their new Urban 700 and VIS 180 commuter lights.
Urban 700
The Urban 700 is tiny, but powerful with a certified lumen rating of 700 lumens. The light itself is extremely light with a weight of only 112 grams which lends itself to use on your helmet or your handlebar. The Urban 700 also looks great in bronze or titanium colors.
The run times are: High – 1:30 hours, Mid – 3:00 hours, Low – 6:00 hours, Flash 18:00 hours. The new peened reflector optimizes the throw of the light and gives added spread and a very smooth beam. The light also includes amber side (peripheral) lighting for added safety and a lock-out mode for travel. This is a very useful feature for commuters. MSRP of the Urban 700 is $159.
The VIS 180 is a USB chargeable tail light with 50 lumens. It is much more powerful than the typical AA tail lights. Like the Urban 700, the VIS 180 has side lights too. It has a tool-less mount with a clip on the back for mounting on your frame or bag. The weight of the VIS 180 is 102 grams and it comes in white or bronze (to match your Urban 700).
Run times for the VIS 180 are: High Pulse- 6:00, Low Pulse- 12:00, High – 4:00, Paceline- 20:00. MSRP of the VIS 180 is $99.
Our Take:
We just got in a set of these lights for testing and we look forward to reviewing them for our commute. The timing is perfect as the days are growing shorter. We love the light weight and ease of use and we expect these lights to perform well, like the past offerings from Light and Motion. These two lights are available as a combo pack and you can save $10. We also like the fact that Light and Motion products are manufactured in the USA.
From the manufacturer:
Urban 700
"This tiny little light is so powerful we had to modify our reflector design. Thoughtfully design with daily commuters in mind and powerful enough to satisfy the needs of singletrack addicts. Simply the lightest, brightest, most compact light in its class."
"The Taillight that looks to its Left and its Right. Keep your mind focused on the day ahead, while your VIS® 180 has your back and your side – the first taillight to offer a full 180 degrees of Commuter Safety. The Vis® 180 is available in two different colors: Quartz and Bronze."
For more info: www.lightandmotion.com


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An estimated 100 million people derive their source of livelihood directly from the collection and marketing of MFPs (Report of the National Committee on Forest Rights Act, 2011). According to a World Bank estimate, the NTFP economy is fragile but supports close to 275 million people in rural India (quoted in 'Down To Earth' Report, November 1-15 2010) - a significant part of which comprises the tribal population. MFPs provide essential nutrition to people living in forested areas, and are used for household purposes, thus forming an important part of their non-cash income. For many tribal communities who practice agriculture, MFPs are also a source of cash income, especially during the slack seasons. The economic dependence of tribal communities on MFPs can be understood from the following Table.
NTFPs are especially important for the poorest households living in forested areas, especially women. A recent research study (The Livelihood School, BASIX, 2010) shows that in Chhattisgarh, the involvement of women in the NTFP economy is very high, tribal households depend on the NTFP economy more than non-tribal households and poorer households more than comparatively better-off ones. The NTFP economy is a critical one for the most vulnerable sections of society. Further, a list of the important NTFPs, in terms of their collection potential besides importance for livelihood
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