“We have technology that for the first time in human history, allows people to maintain rich connections with much larger numbers of people.”  Pierre Omidyar, Founder, eBay

The phenomenon of Social Business has arrived.  4 years ago, before the bailouts and break downs, the influential people in our society were generally those that controlled the purse strings.  Here we are now in 2012, and the power has shifted to us regular folk.  Thanks to Social networks, we all have the potential to become influencers.  We have the opportunity and the tools to initiate change and to influence those around us on a grand scale.

Large entities are decentralizing.  We’re global but the focus is local.  The places we used to go for leadership and guidance are evaporating and they’re being replaced by our own trusted networks. Central authority is breaking down everywhere and people are looking to each other in this time of transition. We count on our networks and peers for trustworthy information.

There’s a groundswell happening right now in your sales and service departments.  Your employees are becoming influencers.  This is great news for them, your store and your bottom line.  Employees like yours reach out to me everyday, wanting to know more about Social Media and how it can develop sales relationships.  They’ve taken the bold steps of starting a Social network or a Blog without the boss’ input. These employees are thirsty for training, ready to soak up every morsel available to develop their own network of happy loyal customers.

The power you have through your employees has never been greater.  Their voice matters more than the CEO of any Fortune 500 company.  Each employee is a member of the community and these networks are influencing themselves.  Employees are your source to communicate and develop customer relationships.  They are the influencers who connect in an authentic way.  Give your employees the Social Media training they desire and foster their valuable contribution to your store’s revenue.

It’s time to harness this incredible power and use it to your advantage.  It’s no longer a “why” question about Social Media, it’s a “how”.  Large numbers of your employees, especially those who are on the front lines, have embraced Social.  For them, it’s “please tell us more so we can win!”.  I see employees developing their own personal brand so their connections will think only of them when it’s time to buy.  Those relationships foster repeat business and that’s a pretty compelling reason for management to step in and support.

The dealer who mentored (influenced) me used to say, “Repeat business is like money in the bank.”  I’ve worked with people in dealerships all my life. I’ve coached and trained hundreds during my years as an executive manager.  Now I train them on Social Media.  I see the hunger they have for it.  Isn’t it time to relinquish the ways of the past and help them help you?

People buy from people.  There is a tectonic shift happening right now with how consumers interact and decide to buy from auto dealerships. As the Social networking phenomenon continues to grow exponentially, it’s imperative that retailers connect and engage with their customers to gain market share. It matters who they buy from.  Today’s customer no longer buys what you sell…they buy who you are.

My friend, Dennis Galbraith, of Driving Sales talks about this evolution.  He says dealers must think of their stores holistically.  Consumers don’t see the dealership they buy from as a series of departments. They think of the store as a whole entity.  Dealers must live up to that perception and restructure internally in order to function as one cohesive unit. If there is to be a unique customer experience, the process to achieve that must permeate throughout the entire store.

Recently, a dealer reached out to me and wanted to know how to grow their Facebook presence.  They were having trouble enlisting their staff in the effort. To be successful, a dealer must have grassroots participation from their staff.  This is where superior management techniques pay off.  By enlisting your staff, creating awareness with them with specific training, they create awareness with your current customers.  Leveraging your already-existing customer base, full of repeat buyers and “Raving Fans”, is the key to establishing a solid foundation to grow your Facebook community.

Cheryl Burgess, co-founder of Blue Focus Marketing and blogger for AT&T Business Solutions, shared her take this week on Social Business:

Before a business can humanize its brand, it’s imperative that it humanizes its business first.

It’s more than just staff meetings, weekend spiffs and a free Facebook page.  It’s not even about “going social”.  It’s realizing that advertising and marketing doesn’t work like it used to.  It’s about becoming a Social business from the top down.

I see dealers evolving with their Social presence.  But very few have developed internal processes that support Social business.  This tectonic shift requires a tear down of the old to make way for the new.  The same principles of trust that consumers demand from their favorite brands also apply to the way dealers must trust their employees.  Employees rolls and responsibilities must be defined in this new Social paradigm.  Communication and collaboration between individuals and departments must be encouraged.  Dealers must foster a culture of recognizing talent and skill.  You must integrate training and education because, folks, this is a completely new selling environment commandeered by your customer.

It’s quite literally about your store’s survival.  Dealerships are, at their heart, a small local community business.  You sell to other community members.  People buy from people.  It’s time to bring the human part back to the forefront by connecting your entire community, employees and customers, for a unified vision of Social business.

I got an email last week, one that’s similar to many I get from dealers and dealership personnel.  It was a perfect representation of why so many dealers and other business are failing to find success on Social Media:

Hi Kathi,
We are struggling with our Social Media. Our Facebook pages can’t seem to get any traction.  We heard that blogging is good but we’re not sure how to start.  How would you suggest with move forward?  Are there any books we could read?  Any help would be greatly appreciated!  Thanks, Kevin (name changed)

Coincidentally last week, Marcus Sheridan wrote a great blog post about the time suck that is learning about Social Media and blogging.  He shares a similar story to mine of someone reaching out to him and asking which way to go.  Marcus and I share the same passion for Social marketing and we both are proponents of jumping in and swimming your way to success.  My advice to Kevin, and every other dealer who has apprehension is, plan your path and start your journey…now!

Most people do everything in their power to move away from failure not knowing that failure is the half-way mark on the road to success.  It’s not a destination to be avoided–it’s a stepping stone to get you where you really want to go.  Most people get to the sign that says “Failure” and they figure they’re heading in the wrong direction so they turn around and go back.  Success is not back that other way, it’s straight ahead!

“We tried Facebook and it doesn’t work.”

I can’t tell you how many times I’ve heard that phrase.  Remember, just because you tried it and gave up, does not mean it won’t work if you get back in the game and do it right!  I have clients who were failing and they’re now so happy that they didn’t give up because they are succeeding with Social Media.

Fail often.

The Social Media ecosystem evolves everyday.  It does take time, effort, attention and a budget, which is why I advocate designating a person in your store to be your Social Community Manager.  If your designate has limited experience with Social marketing then it’s also imperative to set yourself up for success by hiring a Social marketing coach.  This will help you “grow your own”.  You’ll get assistance with navigating the platforms and they’ll help you create content your customers will appreciate and share.  Try things.  Define what success looks like to you (Hint: it’s not 1000′s of fans on Facebook).  Your customer will show you what they want from you.  Help them buy from you.  Fail until you succeed.

The only reason people go to Facebook is to waste time.  Yeah, I’m being a little over-dramatic but it’s true!  They say, “I have some time, I don’t know what to do with it so I’ll go to Facebook to see what my friends and brands are doing.” You need to say, “If you have time to waste, waste time with our brand. Here’s a cool video and some interesting information…what’s up?”

Check out the awesome job Red Bull does. With 26 million Facebook fans, it’s clear they know everything about their fans and what they like to see.  Red Bull’s great content marketing is beautifully integrated into the context of Facebook. They didn’t get there on their first try so take a page from the Red Bull play book and adapt these principles to your own strategy.

Failing and becoming a failure are two very different things. Successful people fail eagerly while failures avoid failing. Set yourself up with a good foundation: grow your own promising Community Manager and work with someone who knows Social marketing.  Take risks, try new things and soon you’ll know what Social Media success looks like because it will be your store!