Almost daily, dealerships ask me how they can build their fan base on Facebook. While having a lot of fans is good, keep in mind that you always want to increase quality not quantity. Making a commitment to managing Facebook is the first step. The objective is getting BUY IN from the managers and staff. The ultimate goal is to get a consistent stream of quality Facebook Fans. To get there, you need grassroots participation from everyone in the store. Here are 12 tips to help your store achieve that:
1. Appoint a designated “go-to” person who’ll take ownership of managing Facebook. (This means they don’t do it in their “spare time”!)
2. Signage. Display “Find Us On Facebook” signs throughout the store. F&I, Sales Offices, All Entry Doors, Waiting Room, Service Advisor offices, even in the Business Office and Wash Rack.
3. There are stories everyday to be told. Managers and employees can email your designated Social Media person with: Sold a car to a great customer today, new products that are cool, Service specials, any positive experiences with customers. Include the employee’s name in the post if appropriate. You can spotlight a customer too! They feel important and they share that with others.
4. Alert and train front-line personnel on how to ask customers to “Like” our Facebook page – Salespeople, Cashier, Service Advisors, F&I Manager, even support staff.
- Are you on Facebook? “Like” our page because we have secret specials for our fans
- Got a Question about anything? Ask us on Facebook!
- We’re starting a community on Facebook. We’d love to have you join us.
- Have you seen our Facebook page? We talk about all kinds of cool stuff and we’d love to have you join in our conversations.
- Find us on Facebook. We have a weekly drawing for a free Detail.
5. Create awareness with all staff by adding memos to paychecks. Ask the staff that are already on Facebook to “like” the store. Have your Social Media person show the other staff members how to do it – even if it that means showing them how to sign up for Facebook. After that, they can recommend the store’s page to their network.
6. Create awareness with customers by adding reminders on the Repair Orders and Counter Tickets. “Follow Us on Facebook (logo) for weekly specials and contests”
7. Managers and staff meetings should address each week’s Facebook specials and statistics. Invite employees to suggest ideas.
8. Start a contest among the staff. Recognize staff members who get new Fans either with a spiff ($), with a mention at a meeting or create a “Fan-ilicious” board in the customer waiting area where the employee’s name is recognized along with the customer’s.
9. Make sure the support staff buys in too. Put signs up in the office and/or start a contest.
10. Hold a monthly Gift Card Drawing for the whole store. The drawing should be open to all employees so you’ve got everyone motivated to achieve the same goal. Have the gift card be a Visa or American Express so they get excited to win because they can use it anywhere. If the store gets over 500 Fans in one month (or 300? Or more than 500?) you’ll draw a name and that person wins the gift card.
11. Enlist the Parts Dept to ask for Facebook Fans from their Wholesale Parts customers. Return the favor if that vendor has a Facebook page—it’s a fantastic opportunity to cross-promote. The Parts Manager could implement the same sort of recognition program with employees outlined in #8.
12. Ask the Office to compile a list of vendors who do business with the dealership. When it’s slow, they can contact those vendors (with a script) to ask if they’d become Fans. Offer to reciprocate and “Like” the vendor’s Facebook page. If they have a contact at that vendor that would be ideal, otherwise ask for the manager/owner. Script:
- “Hi, I’m calling from __________ and we’re excited because we just created our Facebook Fan page. Are you guys on Facebook?
If yes say “Great, we’d be happy to cross-promote with you and become fans of each other’s pages. Would you be open to that?”
If no say “Alright. If you do decide to start having a presence on Facebook, let me know and I’ll be one of the first Fans!”
I’d love to hear about the results (leads) from your dealership’s Facebook community. How has Social Media impacted your sales dynamics?