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Finding Opportunity in Social Media's Changing Landscape w/ Colin Carrasquillo
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In this episode of the KPI Cafe, Nielsen Automotive's Colin Carrasquillo joins Dane Saville to discuss the many opportunities across the spectrum of social media channels, including the increasing importance of branding and organic in your content planning. Throughout the episode, Colin offers several real-world examples of how he has leveraged different platforms to mine opportunities for his dealership group. He and Dane also explore what the future may hold for Facebook, as well as take a relatively deep dive into the value of Pinterest.
Here's what to expect:
Colin's Automotive Origin Story (4:27)
- Ad Agency Experience (Auto Retail)
- Freelance
- Financial Sector (Auto Loans)
- 9-Store Dealership Group
Role of Branding within Marketing Efforts (7:00)
- Facebook Auto Marketing Collective
- Digital Competition
- Group Message/Marketing
- "Your Key Community" Branding Example
- Retention / Lifetime Value of Customer
Does Organic Social Media Still Work? (14:43)
- HIP: Happy Customers, Informative Posts, Promotion
- 80:20
- Video
- Salespeople on Social
- Group/Store vs. Salesperson
Evergreen Advertising Opportunities (21:20)
- Buyback
- Your Value Propositions
- Build the Pool
- What's It Worth to You?
- Porsche Blog Anecdote
- Website Traffic Caveat
Anticipation of Facebook's Evolution to Meet Dealer Needs (30:58)
- Walled Gardens
- AIAs and Marketplace
- Some Fun Pontification
Any Concerns About Facebook's Influence Waning? (38:32)
- Facebook's Properties
Other Platforms Dealers Should Test (41:43)
- Snapchat
- TikTok
- Example of Using Pinterest
How to Allocate Time and Resources? (48:56)
- What Gives You Best ROI
- Finding New Channels/Strategies
Experimarketing Podcast (59:23)
Chapters
1. Colin's Automotive Origin Story (00:04:27)
2. Role of Branding within Marketing Efforts (00:07:00)
3. Does Organic Social Media Still Work? (00:14:43)
4. Evergreen Advertising Opportunities (00:21:20)
5. Anticipation of Facebook's Evolution to Meet Dealer Needs (00:30:58)
6. Any Concerns About Facebook's Influence Waning? (00:38:32)
7. Other Platforms Dealers Should Test (00:41:43)
8. How to Allocate Time and Resources? (00:48:56)
9. Experimarketing Podcast (00:59:23)
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