It’s been a little over a month since the biggest game of the year in the NFL. It’s not just the biggest day of the year for football, it’s also the biggest day of the year for marketers and advertisers alike. We’ve all heard the stories, gossip and rumors that TV is dead and that social media runs the marketing world. We’re firm believers that social media is the future of marketing and sales but also wanted to challenge these assumptions to see how a fully integrated world worked.
We recognize that the world we live in is a world where users have multiple devices. We’re creatures who embrace multi-screens and consume a variety of different forms of entertainment and engagement at a time. As you read this, you’re probably reading it on either a laptop or tablet and have a cell phone device either next to you or in your pocket. In fact, you might even have a television screen in the same room as streaming the latest drama on Netflix or an inspiration TedTalk on Youtube.
The Super Bowl is one of the biggest sporting events of the year. Marketers spend millions and millions of dollars in both their production costs and media buys just to have their message placed in front of the millions of people who tune in for the big game. As we found in our recent report on the Super Bowl, a lot of people in the market for a new car actually tune in for the Super Bowl. Our study showed that 24.9% of the people who have sent tweets indicating that they want a car are actually in the same audience that will tune in for the big game. From this insight, we thought we’d dive a bit deeper to understand the role that these ads play in the automotive industry and how they impact consumers awareness of their products and their actual purchase intent.
Check out the infographic below for some insight and stats on what we found:
Picture this. I am in the market for a new car. My lease ends in November but I wanted to start the process early this time to make sure I get the sunroof I desire and have full control on the my choice of color, pearl white if they have it. I mention on Twitter “ I can’t wait to go car shopping this weekend. #Excited!“ and the tweet ends up in outer space with the millions of other tweets expressing some sort of intent to purchase a product or service.
I ask myself, why are car dealerships locally not reaching back out to me? No Twitter engagement at all in hopes that I consider their dealership as I work through the process to selecting my new ride. Purchasing a car in general is one many people don’t enjoy; after all we know how the movies portray car salesman, not too far from the truth. It is a process of small talk, building trust, some negotiation and then a purchase. So why does social selling feel so weird? It’s because we make it sound weird!
I attribute the lack of social engagement and nurturing to one or a combination of these 4 factors:
Lack of strategy around how social media fits into the companies overall marketing plan
No idea how to approach/find relevant social media leads to engage with locally
A few years ago the industry said social wasn’t a place to sell
Social engagement is not always easy, posting a picture of a kitten on the hood of a car is easy.
Honestly, where else are we going to take our efforts on social? 2013 was expected to be the year of 1-1 engagement. Instead all we see are posts and fluffy content with little to no community engagement paired with high level graphs and widgets we struggle to get any business insight from. Social Selling is the next phase whether you like it or not. Selling in general has never been easy! All sales start out with engagement, followed by nurturing in hopes that the end result is a mutual win between the 2 participating parties.
Last week we had the chance to meet Gary Vaynerchuck and listen to him passionately speak about how he got started with Wine Library TV. A remarkable story of hustle and genuine engagement in a world of social that may not have been ready for him in 2006. He adapted, he believed and is now a social media legend. He inspired us to continue to push the envelope of where brands can go with respect to social media? Gary reminded our team of one thing, “ Success takes time”.
Seth Godin’s post last week validated it for me:
“Anyone who says failure is not an option has also ruled out innovation”.
Sales people fail more than they win, but we are usually open to new ideas around how to increase business, and find more ways to generate new leads to fill our funnels.
I will continue to take the direct mailers from my mailbox to the garbage without even reviewing them. I will also continue to tweet about the products I am in the market for in hopes that sellers of these products and services will reach out and engage their way to my heart, or wallet.
It’s not supposed to be easy, if it was everyone would be doing it! It is time to put some offence into your social media strategy. Taking the first step is the most important one – start engaging you way to a #social sales strategy today. The shift is already happening.
How do you feel about random engagement on Twitter when you express intent to purchase through your tweets?