“The only constant is change.” Heraclitus, Greek philosopher (535 BC – 475 BC).
And with social media, nothing could be more true. So when Digital Dealer favorite A.J. Maida returns for the 16th Digital Dealer Conference & Exposition May 6-8 in Atlantic City, he’s got history on his side; not to mention some pretty sharp minds who have had to “modify” their advice in the face of constant change.
Maida’s session, “Why You Do Want to Sell to Your Fans and Followers and How to Do it,” seems to contradict his 2011 “Socially Unacceptable” session at the 10th Digital Dealer Conference & Exposition, when he spoke about why you don’t want to sell to your Facebook fans. Like so many elements of social media, this approach, too, has changed.
“The truth is,” says Maida, they changed the algorithms,” explaining how Facebook, in particular, has modified the way it searches and promotes relevant posts.
“Now,” says Maida, “they’re looking for good, quality content. Which is great… no more puppies and kittens. I’m going to show folks how to create relevant messaging that tells potential customers what we do, how we do it, and how we do it better than the next guy. That’s the content that drives online readership, and it can translate into showroom traffic.”
And he’s got the stats to prove it. Maida says the new focus on relevant content has, in six months, increased Papa’s Facebook likes 162%, increased their engaged users 533%, increased their total reach by 1,371% and improved other leading statistical improvements.
Huge numbers by themselves, yes. But the important lesson and benefit behind them, says Maida, is how these numbers are driving traffic to their website and creating sales for the dealership in all departments, including new and used car sales and fixed operations.
“Likes and re-tweets of irrelevant content is useless,” says Maida. “And even positive reach by itself, isn’t the goal. I show industry professionals how to translate this increase in online statistics into website traffic and sales.”
With more than 20 years in the business, A.J. was an early adopter of Internet marketing. He has been the director of digital and marketing for Papa’s Chrysler Dodge Jeep in New Britain, CT, since 2007. He uses his expertise to help thousands of automotive professionals navigate these ever-changing waters of having an online presence.
