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Forget SEO, Naked Women Will Increase VDP Views

August 1, 2014 By Arnold Tijerina

In the middle of July, a small dealer in Oregon started to get a lot of attention. I’m fairly certain their website visitors spiked and at least one VDP started to get massive traffic. You see, somehow a 2001 Mercedes-Benz got transformed into a picture of a naked woman. Yes, you heard that right. Word started spreading amongst the automotive circles on social media AND, more importantly, to the public through a very popular automotive blog, Jalopnik. We (being my friends in the automotive community) found it quite amusing. The author of Jalopnik reports that he called the dealership and the faux pas was blamed on… wait for it… a computer virus. This “naked woman” VDP was appearing all across the Internet – the dealer’s website, Cars.com, and Auto.com being amongst them. I bet that dealer got more phone calls, leads and VDP views on this 2001 Mercedes than any vehicle it has ever had in its history.

The problem didn’t stay there, however. Once I verified this on their website and Cars.com, I started researching to see exactly how widespread this was. That vehicle (and picture) was everywhere. Not only that but once I SAW the picture, I couldn’t UNSEE it. Yes, the remarketing magic kicked in. All of a sudden, I had a naked woman stalking me on the Internet.

Anyone who knows the path of data distribution in the car industry knows that this didn’t originate with Cars.com. If you don’t know, this is basically the flow:

Dealer/3^rd Party Photo Service -> Data Distribution Company -> 3^rd Party websites

Having worked at HomeNet for a while, I got fairly familiar with this process. Some dealers would argue that “data distribution company” should be replaced with “website provider” but, for the most part, website providers don’t actually do the data distribution. In most cases, they subcontract out the service to companies like HomeNet. As a dealer, you may or may not be aware of this as your website provider may include data distribution in their service. I cannot count the times that I called dealers whose data feed we already had to try and sell them services and they had no clue that we (HomeNet) were distributing their data already.

How could something like this happen? Well, there are several possibilities so let’s get started.

Computer virus/Hacked – I don’t buy this one. This would have to be a pretty intricate virus with the ability to identify a picture of a naked woman, log into the dealer’s account with their data company, choose a vehicle and upload the picture into the system. When I looked at their website, it was only this single VDP that had the explicit picture. If it were a computer virus, chances are more than likely that it would have replaced EVERY picture for all of the vehicles. Not just one. Viruses are malicious. They want to do damage. The same rationale goes for a hacker. Replacing one picture isn’t going to make some guy so happy he spits out his Twinkie while Mountain Dew flies out of his nose. (I know, total stereotype. It was simply an effort to be amusing.)
Dealer Accident – This is certainly a possibility. In the past, dealers have been notoriously vocal about how difficult and time-consuming it was to take and upload pictures. This motivated the industry into creating software that made it easier. It’s possible that whomever was in charge of uploading pictures at the dealership happened to have this naked girl on their desktop or in the folder with the vehicle pictures and it accidentally got uploaded. Knowing the mechanics of retrieving pictures from a camera, then manually selecting the pictures that go each which vehicle while uploading them makes this scenario also unlikely. There was only a single picture for this vehicle so you can’t say that it was mixed in with 30+ other pictures of the same vehicle.
Third Party Photo Service – This, again, is pretty unlikely. Photo services depend on their clients for revenue. For the most part, they also use technology that makes taking pictures and attributing them to vehicles pretty efficient. Scan a Vin. Take a bunch of pictures. Repeat. Upload. It’s pretty automatic. Seeing as this explicit photo wasn’t a picture of a picture, the likelihood that it was already on the camera is slim-to-none. The exception here would be smaller photo services that don’t use this sort of technology. In those cases, you would refer back to possibility #2 above.
Cars.com – Forget about it. Do you really think Cars.com has the time to upload photos for dealers? They simply take a feed that originated as a combination of a DMS vehicle record and corresponding pictures and a listing is created automatically. Obviously there isn’t a censor watching on their end. They probably don’t feel the need for one. It’s certainly not scalable for them to view the millions of inventory pictures they get daily from dealers across the country.
On Purpose – This is the most likely scenario. Someone was either disgruntled or wanted a little laugh. Based on the results of widespread distribution though, this had to happen at or before the data distribution link in the chain of events for it to get disseminated as much as it was. Unless the dealer used a small photo service that they just cancelled, the likelihood that it was a vendor is small. People have to pay the rent, you know. The simplest solution is that someone at the dealership, that had the log-in to upload a picture, is the culprit. As they say, the simplest answer is usually the correct one. Maybe they were upset. Maybe it was a prank. We’ll probably never know.

Dealers are way too lax with their vital services and log-ins. Most CRMs have unique log-ins as they need to track activity and tie it to specific employees. The same is true with MOST log-ins to a DMS. Exceptions exist, however. There are many instances of shared or single passwords being used by dealers to access services. How about social media accounts? Imagine that showing up on your Facebook page, Twitter, Instagram, etc. A lot worse can happen to a dealer than the scenario in this article.

Vendors aren’t immune to this either. Read the comments on that Jalopnik article. Cars.com got some unwanted publicity as well. Consumers don’t know the mechanics involved. They simply blamed Cars.com and had a good laugh. That picture/VDP was on their (and other) websites for HOURS. I reached out to them via Twitter. While they wouldn’t get specific with me (although I’m sure they know exactly where they got the feed from) they did deny responsibility tweeting that the image “originated from a 3^rd party site.”

The point of this article isn’t to cast blame. I’m certainly not Sherlock Holmes. I’m simply using common sense. As dealers, your website and VDPs are your virtual dealership. Unless you would place a naked girl in the middle of your lot to bring in traffic, you probably don’t want this happening to you. (Although it would probably work better than a giant inflatable gorilla or wavy tube guy. Just saying.) You should treat all of your services as if you were in the military. Log-ins and passwords (especially administrator-level ones) should be shared on a “need to know” basis. In every possible case, there should be levels of access for individual users. This way, you can control who can access what, what they can do once there, and, if something goes wrong, hold someone accountable.

Dealers also need to know, and control, exactly where their inventory is going. Most dealers get sold on the fact that there inventory will be on a gazillion websites and their eyes light up like a child seeing his or her presents under the tree on Christmas morning. Dealers should know not only whom THEY are sending their inventory to but also to whom THOSE people may be sending it to as well.

While this was an amusing venture that didn’t last a terribly long time, it’s a perfect example of Murphy’s Law – “If anything can go wrong, it will.”

Data security is something that’s becoming more prominent in the eyes of consumers. If someone can upload a naked picture of a woman and get that on hundreds of websites in a minute, imagine what someone who REALLY wants to get revenge or create havoc can do with your DMS database, social media accounts, CRM, customer information (including socials, DOBs, etc)…and guess who would be responsible…

You.

General Motors Creates Stupidest Mobile App EVER

June 19, 2014 By Arnold Tijerina

I came across a recent article on ComputerWorld about GM’s China R&D Division’s reveal of a mobile app named DiDi Plate.

In summary, here’s how the app works:

While in your car, you use your mobile phone to take a picture of the license plate of the car in front of you.
After the plate is scanned, it gives you the ability to text the driver/owner of the vehicle.

Some potential uses that director of GM’s China R&D Division, John Du, shares are:

“…a male driver uses Didi Plate to scan and then message a woman driving in front of him. He asks her for a date, which she quickly accepts.”
“…a woman’s car is blocked in a parking lot, so she scans the plate of the car that boxed her in and tells the driver to move the vehicle.”
and, for bonus points, you can “Message people to tell them they’re terrible drivers.”

He even explained that they have “adapted the app to work with Google Glass. Just stare at the plate and it scans it and brings up the persons online profile.”

There are so many fails about this app and potentials for abuse I could go on forever but let’s just cover the very basics here in the interest of brevity.

Some genius at General Motors created an app that you use WHILE DRIVING to TAKE PICTURES and then TEXT MESSAGE people. Seriously?
I’m sure every woman (or man) would completely welcome unsolicited text message propositions from complete strangers while driving around town. What happened to the old fashioned catcalls of yesteryear? You know the wolf whistles and “hey babe” that men yell to attractive women passing by. That worked fine, didn’t it? This is the digital equivalent of that. It’s like one of those dating services where all the attractive women get bombarded with messages from lonely men (or vice versa). So much for your cell phone battery life.
Now, instead of just flipping off the idiot who cut you off or screaming obscenities at them that they may or may not hear, you’ll be able to ensure that they understand exactly what you say by simply text messaging them. Maybe you can send a selfie of you flipping them off accompanied by some choice words. Of course, when you text message someone using this app it is a) obvious that you are in the vicinity and b) your phone number is displayed on their phone. Now all of those unstable drivers who cannot control their temper will have even more opportunity to participate in a little road rage. Anybody up for the Roadside Fight Club? (It’s OK as long as you don’t talk about it.)

This is the most boneheaded, stupidest, insane, irresponsible, crazy, dangerous (I have a lot more adjectives for this) app ever conceived by anyone much less an automotive manufacturer’s R&D division. Yeah, it’s only in China so that makes it OK, right? They have too many people anyways. Perhaps this is GM’s way of contributing to world overpopulation.

At least they gave it an appropriate name.. Didi. I don’t know what that means in China but all I can think of when I hear this in context of this app is Carlos Menica’s signature phrase:

Educators Need To Stop Acting Like They’re In High School

June 11, 2014 By Arnold Tijerina

If you know me, you know that I know a little about conferences. If you don’t know me, just check out my LinkedIn profile and you’ll see that I’ve been involved in some capacity with 16 automotive conferences/events in the past 5 years. Some of them I was super involved in organizing curriculum and marketing the event for the conference itself and some of them I was working for vendors in one capacity or another – sometimes even multiple vendors at a single event. I believe that it is in the best interest of dealers to get the education they desire to take their sales and dealerships to the next level.

Favorites don’t matter to me. Sure, I have the events that I like to go to, as does everyone who has attended conferences. I personally don’t care which conference a dealer wishes to attend. The whole point is for the dealer to attend a conference that offers content that they feel will help them be more successful in our business. That’s why I created a list of every physical automotive event I am aware of and even included a form for people to submit events that I’m not aware of. This is an unbiased list that I hoped dealers would use to identify events that may be convenient for them to attend. Let’s face it. Only 5% of dealers actually attend events. Sometimes that’s due to budget. Sometimes it’s due to a lack of motivation. I thought it would be a valuable resource and have had a lot of positive feedback about it. In fact, I’ve heard feedback from vendors that they also use my list because there are so many events that it’s difficult to keep track of them and make decisions on where to allocate their budgets.

I’ve seen a lot of bickering and in fighting over the years between cliques (for lack of a better word) of people concerning events. I am certainly NOT innocent in this. In the past, I was definitely pretty blunt and not afraid to promote an event I was involved in even if it meant ruffling feathers. I’ve learned my lesson and I do my best to no longer get involved with these politics and stay as under the radar as possible. Hell, I’m not good at being PC anyways so why bother.

The genesis of this blog post is that I just attended an excellent educational event for auto dealers. At this event, I met a person who has only been in the automotive industry for TWO MONTHS. At one point, this person candidly asked me which event(s) they should attend. This person shared that as they connected and interacted with people on social media, they would get messages from people saying they shouldn’t interact with certain people; that they were not good influences; that they were bad people. This person has seen the insane hostile conversations in public between vendors. They have only been in our business for two months and it’s already apparent to this person that there are cliques of people; that they don’t like each other; that they bad talk each other… and it’s really turning this person off.

Everyone wants to talk a good game of education for dealers as a primary goal. If that is true, let’s all focus on providing those opportunities for dealers. I’m not saying that everyone has to like everyone else or that we all need to hold hands and sing “Kumbaya.” All I’m saying is that dealers that are just entering our business are noticing all of this fighting. If newbies know about it, is it not very probable that veterans also do?

When this person finished telling me this, I felt ashamed. I am ashamed that dealers are being put in a position in which they are being pressured to “choose sides” and are being told that if they like X person, then they cannot be “friends” with them. This is unacceptable behavior from an industry full of professional experts who claim to have a goal of educating dealers. It is also detrimental to revenue and attendance at not only their events but all educational events.

Everyone is entitled to his or her opinion. Just realize that the opinions expressed in public forums are being noticed and absorbed by dealers and some of them are choosing not to get an education because of unprofessional behavior that they are being exposed to

To anyone holding educational events: Please don’t deprive dealers of an education. If you truly care about helping dealers improve and succeed, please let this be a wake up call.

In the end, the ones who are really losing are the dealers.

[P.S. I am NOT directing this towards anyone specifically. The dealership employee that expressed these sentiments inspired this blog. I don’t harbor any ill will towards any people or their educational events. Sure, I have my personal opinions and I’m not perfect and in no way am I trying to judge anyone. The purpose of this blog was to share this story. I sincerely hope that nobody takes this personally. I can only hope that the people that need to hear this message do so and take a moment to reflect on behavior that may be unbecoming of them as professionals and reflect poorly on them as educators.]

[P.S.S. Not only is it turning dealers off, it’s also causing vendors to second guess whether they want to be associated with an event.]

How to Be Sensationally Successful As A Manager

June 2, 2014 By Arnold Tijerina

Building employee loyalty is almost as tough as building customer loyalty. If you’re not able to instill loyalty in your employees, how can you expect to be able to in your customers? According to Inc. magazine, in almost every exit interview, one of the top reasons for an employee leaving is a bad manager. HubSpot Founder and CTO, Dharmesh Shah, wrote an excellent article titled “10 Ways To Be Sensationally Successful At Your Job.” In thinking about the tips he gave, it occurred to me that while every one of his tips is fantastic advice, they would only be successful if a manager noticed and reciprocated, when necessary.

The best employee in the world can go unnoticed without attentive managers. This led me to turn those steps on their head and ask if some of these steps to being “sensationally successful” could be turned around and applied to management as way for a manager to be… well… sensationally successful at managing.

Be a Manager who is helpful, not one who tells people what to do – Too often, managers get so caught up in goal-oriented tasks that they fail to really see what’s going on around them. In the performance driven world of car dealerships, top performers are easily identified and rewarded. There are very few directions that a manager could give an employee that couldn’t be phrased as a request for help rather than a directive from the boss. By changing how you give direction, your employees perception of you can change to one in which you are viewed as someone that is there to help them succeed rather than simply someone who tells them what to do. It will also build a relationship with your employee in which they don’t feel afraid to ask for help and, ultimately, that is what you want. By encouraging employees to ask for help when they need it and nurturing the relationship to one of a mentor, you will be more able to manage and train effectively. By being someone that cares about them they, in turn, will care more about you.
Let performance build relationships – In this context, I’m not referring to your top producers but rather to those employees who make an effort to perform and/or increase their performance. Employees who are actively trying to better their performance are invested in your company. That’s the first step for an employee in developing company loyalty.
Watch for those who go the extra mile and reward them – The second step for an employee towards company loyalty is becoming engaged with the success of your business. The best way to identify these employees is through their actions. These are the employees that are going out of their way to assist a customer that is above and beyond. They’re the ones who stay late when you need them to; the ones that come in early or on their day off for an appointment rather than have another salesperson assist a customer that they have built rapport with. Your employees have lives outside your dealerships and when they give up more than the large amounts of time they already invest in your business to personally assist someone, they should be recognized above and beyond normal. If they give above and beyond, you should reciprocate for them and show them your appreciation.
Find the employees who mimic your top performers – These employees are exceptionally important as they are the ones that are actively seeking to improve themselves by identifying your top performers and mimicking them rather than hanging out with your average or sub-par performers. Just as good managers recognize the value in training, your future superstars will develop out of employees who are seeking to better themselves and further their success.
Identify employees who stand out – These employees are the ones that are providing not only exceptional customer experiences but are the ones providing exceptional company culture experiences. They are the ones who are bringing positive energy into work; the ones that their peers like to work with; the ones that you like having around and, most importantly, the ones that your customers like to deal with. Most of the time, these employees will also rank amongst your top performers naturally.
Identify employees who help others – Employees that actively seek to help their peers become better are engaged in your company. They are the ones who want their peers and your dealership to succeed. An engaged employee is actively showing their company loyalty whether they realize it or not. They are invested emotionally. These employees are not only satisfied with their job but are also actively working to make your dealership better both for customer and their co-workers.
Don’t forget why you hired them – At some point in time, employees came into your dealership needing a job. They all possessed qualities that you felt important to be successful and you made a decision to hire them. Always remember what those qualities were and seek to assist them not only in retaining those qualities but also in improving qualities that may need improving.

Employee loyalty is something that must be earned by a company. In this day and age of high turnover, businesses need to recognize that the days of an employee earning the loyalty of a company are no more. As the Internet has opened up the world to employees and job-hunters alike, employment opportunities have expanded from strictly local ones to national and even worldwide possibilities. Great employees are a dime a dozen and by showing that your company is loyal to them you will vastly increase not only employee retention but also create employees that are engaged in your business’s success and are loyal in return.

Your employee’s loyalty is crucial to developing customer loyalty and retention. If your employees don’t like working for you, you’ll be hard pressed to build the excellent customer experience needed today to differentiate yourself from your competition.

Twitter Announces Photo Tagging and Multiple Photos In A Single Tweet

May 28, 2014 By Arnold Tijerina

Twitter recently announced the rollout of two new features: multiple tags of people in a photo and multiple photos per tweet. These two new features will allow Twitter users to tag up to 10 people in a photo in a single tweet without affecting the 140-character limit. This is extremely valuable to twitter users, including dealerships, as there are many times that tagging multiple Twitter users with simple @ mentions takes up a considerable amount of characters within a tweet. The ability to tag people in tweets will allow you to have the opportunity to alert up to 10 people while still maintaining a legible tweet.

The new multiple photo feature gives users the ability to include up to four photos in a single tweet which is then automatically turned into a collage. This will allow dealers to better showcase vehicles utilizing the Twitter social platform. Dealers who strategically use Twitter to target in-market car shoppers will be better able to display their vehicles to potential buyers using the Twitter platform. It’s long been considered best practice to use multiple pictures to market inventory. However, if you are in conversation with a car buyer in your market on Twitter, up till now you could only tweet a single photo so your only alternative was to either stick with one photo or send multiple tweets.

Twitter users should welcome these new features, as it will allow for the inclusion of more people in a Twitter conversation without detracting from the core message. One must simply ensure that a photo is included in any conversation that a user wishes to have with multiple people.

If your dealership hasn’t been using Twitter as a prospecting tool, you should really consider learning how this easy and quick method of interacting with people in your area can lead to more sales.

You Can Now Be Hidden On Twitter Without Being Unfollowed

May 13, 2014 By Arnold Tijerina

We have all known for a long time that dealerships must be careful about the quantity of posts they publish on their Facebook pages. Inundating a Facebook user’s News Feed with content – even quality content – can easily get you hidden. Facebook users primarily want to use the social network to find out what’s going on with their networks, not your dealership (or business). Getting “hidden” on Facebook is like the kiss of death for any Facebook page. The problem with being hidden is that the Facebook user technically still “likes” your page but they will never see any of your content without directly navigating to your page after hiding you. In addition, as the admin for a Facebook page, you’ll never know who has hidden you or who has not. With Facebook reach continuing to decrease, it’s imperative that you try to avoid being hidden. This has always been true but is getting increasingly important.

According to a report by TechCrunch, Twitter is introducing a “mute” feature which they are going to start rolling out immediately to all users. This feature will allow a Twitter user to basically “hide” any users tweets without having to unfollow them. In the past, unfollowing someone “could” put a user in a precarious position when choosing how to deal with that co-worker or peer who incessantly tweets and/or clogs up your Twitter stream.

A Twitter user essentially had only a few choices when deciding how to deal with this:

They could unfollow that person/company.
They could create “lists” of people they really want to listen to and exclude those Twitter-hogs.
They could put up with it.

Depending on who the Twitter account spamming your news feed is, unfollowing them may bring up uncomfortable and/or awkward conversations in the future. Going with the second option took a little more Twitter knowledge and/or effort than many users have. So, until now, many people just put up with it.

Not any longer.

In the past, users have employed many methods of populating their Twitter feeds through automation – RSS feeds, Facebook posts being sent straight to Twitter, and other software and apps that throw content onto your Twitter account. While many people use Twitter for different purposes than they would Facebook, the one commonality that they share is that NOBODY wants to look at their Facebook News Feed or Twitter stream and see one account monopolizing it. This is especially true if it’s obviously automated content.

Twitter users and marketers would be wise to examine their Twitter content posting strategy for both quality and quantity to ensure that they are providing useful information and interaction with their followers. If you’re simply pushing content via automated streams, posting links to your inventory pages and/or “for sale” messages, continuously soliciting your product or service or posting large quantities of syndicated content, you are in danger of being “muted”. I believe that once this feature is completely rolled out and the Twitter-verse learns how to use this feature (which is not difficult) that they will eagerly (and with great satisfaction) quickly “mute” those accounts that have been annoying them. And, just like Facebook, you’ll never know who has muted you.

My advice: Make sure that you append every content share with some sort of comment or indicator that shows other users that it was NOT an automated tweet. Make sure to use tools like Buffer or third-party software in which you can schedule content like Hootsuite to ensure that your content is spread out and not all clumped together and/or posted all at once. Make sure to also include original and relevant content as well. People followed you for a reason, make sure you know what your audience wants to hear and deliver.

Twitter now has a kiss of death. Do your best to make sure that your customers don’t choose to use it.

Shame on Chevrolet & How the Homogenization of Dealerships By Auto Manufacturers Is Dangerous

April 25, 2014 By Arnold Tijerina

It recently came to my attention that a Chevrolet dealership in Indiana had a visit from a Chevrolet “architect” who instructed them that they must remove pictures of athletes that they sponsor and recognize and, worst of all, the American flags they had proudly displayed around their dealerships. This is the worst kind of hypocrisy and is a slap in the face to Americans.

Maybe they don’t remember that the U.S. Government helped the automaker to the tune of almost $50 BILLION. In the end, the USA Today reports that the U.S. Government may actually LOSE $10 BILLION of taxpayer money by doing so. It has only been four months since the U.S. Treasury Department exited the automobile industry with the sale of their remaining stock in G.M. It also wasn’t too long ago that the United States actually OWNED ~61% of the company itself.

Apparently, the divorce is final.

Not only does this infuriate me but it’s also bad for dealerships. Most dealerships survive on regular and repeat business especially in their service departments. The ONLY thing that they have to differentiate themselves from their competing Chevrolet franchise is their personality and the customer experience they provide. The homogenization of dealerships around the country (and the world) only serves to strengthen the brand and does absolutely nothing for the franchise.

Think about it. You may be a loyal patron of many stores… Rite Aid, Walgreens, Nordstrom… you name it. If you haven’t noticed, those companies do their best to make their stores identical as well. They do it because it offers a familiar and consistent experience across all locations and serves to make the customer more comfortable shopping with them… NO MATTER WHICH LOCATION IS CONVENIENT. If you’re a loyal Walgreens customer, you don’t necessarily care which location you go to when you need something they sell. You just go. This is a normal practice amongst large retail chains.

Automakers who are forcing design and décor compliance on its dealers (which most of them do) accomplish this by dangling big carrots of money in the form of financial subsidies to build new showrooms. I would argue that this DETRACTS from a dealership’s personality. It makes you less different than your competitors. It gives consumers LESS of a reason to choose you over the next dealership. All of a sudden, dealerships are like Walgreens, McDonalds, or any other retail chain. Over time, dealerships will be less able to differentiate themselves to consumers. When everything looks and feels the same… well, it must be the same.

You already have to battle your own brand for visibility in your digital marketing. Go ahead and try to rank over your brand on Google. See how much you’d have to spend to get the first position in a PPC campaign over your brand in your market. Some manufacturers are requiring dealers to do business with only certain vendors. If you look at many of these “required” vendors, their strategy is to push the same content for those dealerships. Many manufacturers create websites for their dealers (whether they want them or not) which puts dealers in a position of battling… well, with themselves. Then they force dealers to buy leads from them and regulate how quickly you respond and even what you say in some cases.

This homogenization is not only happening in our physical world but it’s slowly creeping into our digital one as well.

The fact that Chevrolet, a company that was owned by the United States less than a year ago because they couldn’t pay the bills and is also currently running to a U.S. Bankruptcy Court judge begging the court to “enforce a bar on lawsuits stemming from ignition defects sold before its 2009 bankruptcy…” to ask franchisees to remove the American flag from their showrooms is the epitome of hypocrisy and screams ingratitude. The bottom line is that Chevrolet has been asking a lot from the United States government and its taxpayers for the last few years while, at the same time, forcing its franchisees to remove the very symbol of the same.

Don’t mistake these concerns as only regarding Chevrolet (or General Motors), however. As a franchise owner, you should be very concerned that your manufacturer is forcing you to become less you and more them. You sell the same cars as all of the other franchise owners of your brand so the ONLY thing you have to differentiate yourself is WHO you are. Manufacturers don’t care if your customers are loyal to YOU. They only care that the customers are loyal to THEM.

The more your business – both physically and digitally – becomes THEM, the less consumers will care about YOU.

[P.S. I can confidently say that U.S. Veterans of the Armed Forces – including your employees, customers and members of your community – won’t be really happy with this policy. One can only guess if this will affect their perception of your dealership and/or brand.]

Identifying Loyal Employees Can Be Counter-Intuitive

March 25, 2014 By Arnold Tijerina

A few weeks ago, I presented at Fran Taylor’s “30 Sales a Month” workshop in Philadelphia, PA. The presentation was mainly focused on my retail sales “story”, if you will. Part of what made me successful, however, was that I questioned… well, just about everything. If I saw a better way to do something, I said so. If I disagreed, I spoke up. My sales managers got so fed up with me that, at one point, both the GSM and Sales Manager walked into my GM’s office and announced that they “washed their hands of me”. My GM’s response was that I could report directly to him then. The fact that I had a great leader and mentor that believed in me and was willing to give me leeway was what allowed me to go to the next level in my career.

I remember what he used to tell me every time I came to him with some crazy idea, “I’ll give you all of the rope that you want. You can either hang yourself with it or make a basket to carry all of your money.” I never hung myself. While my presentation was mainly geared towards salespeople, I wanted to leave the dealers and managers present with a takeaway encouraging them to change their perception of employee loyalty. Attendees really liked the message and shared it on social networks with their peers so I thought I’d share the origins of that and explain it for those who couldn’t attend.

Many experts have extolled the fact that the genesis of customer loyalty lies in first ensuring that you have employee loyalty. Your employees are the front-line people that can make or break the best designed and intentioned customer experiences. The porter washing that new car just purchased could send those otherwise happy customers leaving with a slightly less wonderful taste in their mouths. The receptionist who sends a customer off into on hold limbo can send a service customer elsewhere. Don’t think that just because you care that your employees do. I believe most successful businesses, however, intuitively understand this concept. The trick is identifying these employees and sometimes that can be tough.

In a recent article, Hubspot founder Dharmesh Shah listed what he believed to be the 7 qualities of a truly loyal employee. In that article, he illustrates that while it may seem easy to identify loyal employees based on things like how long they’ve worked for you, some of the traits of a loyal employee are the same traits that may actually lead you to firing them. It’s a fact that, in general, there is high employee turnover at dealerships. Some managers are also not the most sympathetic people to work for either. It was easy to see how some of these traits could be easily have their intentions misunderstood.

The first quality he lists is the display of loyalty through integrity. In his opinion, the employee who openly disobeys you to “do the right thing” actually has your long-term best interest at heart. Secondly, they generate discussions. Shah explains that a loyal employee knows what peers understand and assists them in learning how you think by asking the questions others are hesitant to. Third, they praise others. They recognize hard work or a job well done and care enough to verbalize their praise. Fourth, they disagree with you and share their opinions because they want to improve the company and doing so leads to better decision making. Fifth, they support your decisions regardless of whether they disagree. Six, they tell you “what you least want to hear… especially when it’s awkward or even painful to do so.” And last, they leave when it’s time to. That last one would seem to particularly illustrate disloyalty but, according to Shah, when your best employees leave, they help you fill their places while doing so.

His article was very thought-provoking and certainly presented a compelling argument listing qualities that many would deem insubordinate and reversing them into qualities of a loyal employees. At one point in all of our lives, we’ve all had that boss that exhibited the “my way or the highway” method of supervision. They weren’t much fun to work for. I certainly displayed many of these qualities and, while I may not work for my mentor anymore, when I left, it was simply my time to do so.

In the turnover challenged industry that is automotive retail, managers must pause and take a moment to reflect on these qualities. List first the employees that you would say were your most loyal. Afterwards, reassess everyone using the qualities presented by Mr. Shah then compare the two lists. Are they the same? Chances are that some different names will suddenly appear. Loyal employees are key factors in business success. Identifying and understanding employee loyalty can assist you in not only increasing customer satisfaction – but also in identifying your future leaders.

How the Mormon Church Turned the “Book of Mormon” Into Roses: A Lesson In Marketing

February 19, 2014 By Arnold Tijerina

“…there is only one thing in the world worse than being talked about, and that is not being talked about.” – Oscar Wilde, The Picture of Dorian Gray

In 1890, Oscar Wilde wrote this quote in his classic book “The Picture of Dorian Gray”. The character, Lord Henry, says this to a painter when the painter expresses his desire not to show a painting. While this certainly wasn’t the beginning, one could say that this quote perfectly expresses the desire of most businesses and is just as true today as it was 124 years ago.

The goal of any business is simple: to be talked about. This includes all areas of public interaction including advertising, promotion, publicity, public relations, social media and reputation management. A story that illustrates a few of these involves the circus and an elephant.

“If the circus is coming to town and you paint a sign saying “Circus Coming to the Fairground this Saturday,” that’s advertising. If you put a sign on the back of an elephant and walk it into town, that’s promotion. If the elephant walks through the mayor’s flower bed, that’s publicity… and if you get the mayor to laugh about it, that’s public relations.”

To bring that story current, you could add:

As people start talking about the elephant trampling the rose garden, that’s social media. And, by apologizing and repairing the flowerbed of the mayor, that’s reputation management.

No matter which area illustrated above you are discussing, the goal is to get people talking about you. Sometimes, what they are saying is unflattering. In these cases, you have two choices, to address the issue or to embrace it. Most experts in publicity, public relations, social media and reputation management would advise that you address the problem in one way or another. Sometimes that involves telling your side of the story publicly. Sometimes it involves making the issue right for your customer. And sometimes it involves embracing it and finding opportunities.

When the creators of South Park released their uber-popular musical, “The Book of Mormon”, the Mormon Church had several options. They could raise a big fuss about it that probably would have assisted the musical itself in achieving more buzz and publicity. Instead, initially, they chose to essentially ignore it. In a great article by an Episcopal priest, she described how the Mormon Church, when confronted with the popularity the show had achieved, made the decision to use the show as a means of proselytizing. Missionaries began handing out books and pamphlets in front of the theaters. The Church itself began advertising in the actual playbills. And what they found was that theatre-goers were interested in learning more. Certainly the musical itself mocks their religion but they believe that it doesn’t matter which path a person takes to embrace their beliefs.

The Mormon Church realized that this musical attracted people that were more than likely not Mormon and didn’t understand their religion. Rather than sitting by idly and being the butt of this musical “joke”, they saw this as an opportunity to educate theater-goers and spread their message. And it worked. According to the article “street contacting” is one of the “traditional ways for missionaries to reach potential converts.” This practice is challenging and they might only give out a few copies of their Scriptures each day. When a couple of missionaries chose to hand out Scriptures in front of a theatre showing the musical, however, they gave out an entire box of books in under an hour.

Just as in Oscar Wilde’s famous quote, the Church discovered that having people talking about you is better than not having them talk about you.

In their story, after the elephant tramples the mayor’s rose garden, rather than trying to explain to everyone why the elephant was bad, they shared the beauty of rose gardens.

And more people stopped to smell the roses.

Don’t Schedule Social Media Posts for Business Pages!

February 10, 2014 By Arnold Tijerina

Yes, scheduling tools like Hootsuite, Buffer etc. make it convenient for you to make sure your social media presence has regular content.

I know… you’re busy and sometimes forget or don’t have time to post.

I don’t care.

It’s way too easy for businesses – especially car dealers – who find little time to pay attention to their social media networks to pre-schedule a bunch of posts and forget about it until the next month approaches and they need to fill up that content bucket with another month’s worth of posts.

I manage quite a few social media accounts for both clients and myself and very rarely do I schedule posts. Typically the only time I will is if I know I’ll be travelling on a certain day or otherwise unable to post. This never exceeds more than a day, however.

Here are a few reasons why I don’t believe you should preschedule posts…

Social media is a dynamic conversation between you and your consumers (who are hopefully not in India). Scheduling content does something that harms your business and social media marketing worse than anything else possible…. It disconnects you. If you do not pay attention to your social media accounts on a daily basis, you WILL miss opportunities to connect. You don’t script out and preschedule text messages to your friends, do you? The most important idea here is that prescheduling posts allows you to feel as if you’ve done your “social media” for the month and actually provides you with justification that it’s OK not to check your accounts.
Chances are that your content will be old by the time it’s posted. Duplicate content – no matter how good it is – is destined to become part of the “..and others” section of a Facebook news feed (as in “Arnold and 10 others shared a link”). Not scheduling posts allows you to find recent content which makes it more interesting to an audience. If your content is 2 weeks old by the time it is posted, the chances that other people will already have shared it makes it less likely to be engaged with. This follows the “first to market” mentality. Always strive to be the first page to share content when possible.
Edgerank is no more. Now Facebook’s algorithm takes into account 100,000+ factors when deciding whether to show your content to your audience. It rewards high-quality content that is unique and engaging. If you feel the need to share content that has already been shared, share it as a picture with the link in the picture’s caption. This will avoid you getting clumped together with everyone else that shared that content. Better yet, find the same content but via a different source (ie. link to the same story hosted somewhere other than the source that everyone else is sharing).
Make it your goal to interact with people even if that means you go fishing… Do a Twitter search for your brand and find a tweet from a recent buyer of your dealership’s franchise… welcome them as a new brand owner, congratulate them on their new vehicle, tell them to have fun car shopping, retweet their cool picture of a car, etc. You can limit your search to a radius of your dealership so you will be interacting with people that matter… potential customers. They’ll thank you, retweet you and favorite your tweet. Take the time to thank your new followers. This is only possible if you’re paying attention and you can’t pay attention if scheduling content lulls you into complacency.
Not pre-scheduling content also allows you to make sure that the content is posted correctly and timely in a manner native to the platform on which it is being posted. What if Twitter is down when your scheduled post is supposed to be sent? If you aren’t paying attention, it may never get sent. It also forces you to read it again which assists in identifying spelling errors. You get to see it go live and have a chance to correct it before anyone sees it. Your online image is just as important as your off-line. Make sure your posts actually post, are tailored for the network they are being posted on and look professional.

Even though I’m hyperactive on social media, I’ve found that not scheduling posts allows me to stay more connected and responsive with my audience whether I’m posting to my profile or posting to a client’s accounts. I can be reactive when needed and interact when people make comments – even if it’s simply “liking” their comment. That shows the person commenting that you’re listening and present which makes them more likely to comment in the future.

Don’t fall into the trap of convenience. You will sacrifice quality, lessen engagement and reduce the chances you have of showing up in your audiences’ news feeds. There’s nothing “social” about simply pushing content.

If you can’t be engaged in your own social media presence, how can you expect other people to be engaged with you?

Note: I have a few less reservations about scheduling content for your personal profile. It does allow you to share more relevant content without spamming your friends. My advice in this article mainly applies to business social media accounts. I rarely schedule personal updates and shares for the same reasons contained in the article but that’s just my personal preference.