Browsing articles tagged with " Facebook"
Apr
26

How One Dealership Found the Recipe for Success in Customer Engagement

By Mike Gorun  //  Uncategorized  //  Comments Off on How One Dealership Found the Recipe for Success in Customer Engagement

Getting your customer’s attention and engaging with them can be a tough task these days. There is so much competition from other marketers — customers are constantly barraged with messages from every side and in every way.

Social media reach has decreased, digital marketing is ever more challenging and direct mail sometimes goes straight into the trash. This leaves some dealerships pulling their hair out due to the lack of response from their customers and prospects.

However, dealers that think outside-the-box a little bit have had great success engaging with their customers. The key is to really interact with your customers and provide something they want that is not just a pure sales message.

In 2011, Howdy Honda set its eyes on Facebook and ran a contest requesting holiday cookie recipes from its fans in exchange for bonus service reward points. The contest’s goal was to engage their customer base while driving incremental service traffic through bonus service reward points. The contest was run for two weeks at the end of November and saw 48 recipe submissions. They then took these recipes and created an e-book which was downloaded over 900 times. Due to the response they received, they repeated the contest in 2012 with the same format and ended up increasing engagement with 68 submitted recipes and an e-book which was downloaded 1,728 times.

That’s incredible branding and engagement! Howdy Honda then further upped the ante and asked participants to add a story concerning the origin of the recipe, along with a sentence or two about the customer’s experience as a Honda owner. Then, in 2014, they added seasonal service coupons and a discount for submitting a recipe and further engaged the customers by allowing them to vote for the best recipe, with the prize being a $250 Howdy Honda branded gift card.122 recipe submissions were received and over 1,000 customer voted online. This time, rather than an e-book, they printed softcover recipe books and handed them out as gifts in the service drive. This, now traditional, contest was a winning success for Howdy Honda. It engaged their customers and promoted their brand.

In an attempt to transform things away from a strictly seasonal promotion, the dealership added a summer picnic grilling recipe book along with the same contest, voting and prize for the winners. This year, they’ve also added a design contest for a new Howdy Honda tote bag.

Howdy Honda set out to do what every great marketing strategy desires – to engage its customers and market to them in a way that, well, doesn’t feel like marketing. Part of their success is their loyalty program and their membership base since adopting their loyalty program in 2008 – which is a little over 63,000 members — and they are adding an additional 400+ each month due to the success of their promotion. This is a fantastic way to engage a captive membership base.

Every year the dealership has run these promotions it has increased customer engagement. The trick in implementing any contest or promotion is to make it engaging and one that fits your demographic. In addition, as with any branding play, ensure that you are consistent with any deployment. Howdy Honda customers look forward to these engagements as is evident in the increased engagement year after year. You may not see massive viral success in your first attempt. But, remember, with a consistent and committed strategy, you too can win the war for your customer’s attention. And that, my friends, is the recipe for success.

Apr
8

Yahoo Bets Big on Customer Loyalty

By Mike Gorun  //  Uncategorized  //  Comments Off on Yahoo Bets Big on Customer Loyalty

imagesIn a recent announcement by Yahoo CEO Marissa Mayer, it was revealed that Yahoo will soon stop allowing its users to login using their Facebook or Google credentials. This move is an effort by Yahoo to better control its content and services. On the surface, the move makes sense and doesn’t seem as if there would be significant backlash from consumers. Facebook and Google log-ins have become very prevalent over the past couple of years, accounting for 80 percent of consumer social logins. Consumers have widely adopted these because they allow easy access to many sites using one secure log-in. Forcing users, some of which don’t even have Yahoo accounts, to register and use those login credentials may hurt traffic and users may choose to patronize other sites with similar services.

Yahoo has seen its ups and downs over the past decade in web traffic. Since Marissa Mayer became CEO, she has guided the company back to become the most trafficked site in the United States, according to comScore data, even surpassing the search giant Google.

This is not the first such experience for Yahoo. A few years ago, in an attempt to increase traffic to it’s popular photo-sharing property Flickr, it dropped the Yahoo-only login requirement. In a 2012 article, Flickr’s product manager Markus Spiering said, “We don’t care so much about what kind of passport you have – a Google ID, Facebook.”  However, now, in one swift move, Yahoo has decided that it does, in fact, care.

Yahoo has some incredibly popular services including Flickr and Fantasy Sports, yet both of those services have very tough competition, from most major sports networks ESPN and CBS on the Fantasy Sports side, to Instagram, Facebook and others on the photo sharing side.

Convenience aside, social logins are attractive to users because they allow the user to share of photos and content with a wide variety of networks, without actually leaving the site they are on. By disconnecting Facebook and Google passports, Yahoo will effectively be isolating its visitors, and content, to its properties. With a billion people sharing content on platforms such as Facebook, Google+ and Twitter, a Yahoo user would now find it necessary to leave Yahoo in order to share that content.

Will this inconvenience detract from the user experience in a big enough way to actually deter users from sharing content originating from a Yahoo property? If it does, Yahoo properties may experience a decrease in audience. When users share content with their social networks, that content delivers more traffic to Yahoo. If people stop sharing it, it would seem logical that Yahoo would experience the opposite.

It’s obvious that Yahoo feels confident enough in the quality and value of its content and services that its willing to bet that any loss of traffic through defected users will be replaced by the increase of registered users on its site and, perhaps, to an increased loyalty base. It’s certainly a risky experiment. In our increasingly inter-connected world, choosing control over user experience could either be a huge mistake or a brilliant move. Only time will tell.







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