How to use Facebook to sell cars

1. Facebook’s 4 Steps
to Dealership Success

2. People are connecting with their favorite businesses on Facebook at a massive
scale and telling their friends which businesses and products they love
1B
people on Facebook
3B
likes and comments
generated daily

3. News feed is where 1 billion people spend time sharing the most important
parts of their lives and where car dealerships can engage them in conversation
40%
of people’s time
on Facebook is
on news feed
Source: comScore, June 2012.

4. Facebook’s 4 steps to dealership success
Step 1: Build your Facebook Page 4 Steps
To follow to grow your
dealership on Facebook
by building lasting
Step 2: Connect to people with ads relationships
with customers
Step 3: Engage your audience with quality content
Step 4: Influence the friends of your fans

5. Step 1: Build your Facebook Page
Your Page is the central place to grow your dealership, build your brand and develop
relationships with your customers. Create a Page.
1 Set your cover and profile picture
Set a cover photo that represents your brand.
4 Pick a logo or image people associate with
your business as a profile picture.
1 2 Choose a category and Page name
Select a category and a Page name that
represents your business. Set a web address you
can use in marketing material.
3 Create your first post which can
2 show in the news feed
Successful posts are short (100-250 characters)
and visual (photos get 120% more engagement).
Geof Reinhardt Such a great experience! Love… 4 Get existing customers to like your
Page
Caitlin Meyer Knowledgeable, friendly…
Invite customers, friends, & email contacts, and
3 Alyssa Allen Great selection. choose a web address.

6. Step 2: Connect to people with ads
Once you have created a Page, connect with more potential customers
using well-targeted Facebook Ads via Power Editor
• Create Page like ads to increase your likes by
including valuable benefts and calls to
action e.g. “Like us to get exclusive sales”
Page like ad
• Reach a large audience with targeted
campaigns e.g. Broad Category Targeting or
Topics Targeting
Ads • Grow the right audience so your posts can
Are paid messages coming be seen by more relevant people in the news
from businesses. They are feed
the voice of the marketer.
They can include social
context about • People who like your Page spend 2x more
friends.
than those not connected*
*All engagement data and statistics are based on internal Facebook studies and represent average results.

7. Step 3: Engage your audience with quality content
Post quality content to keep your audience interested, create opportunities for sales, and
help your posts show in news feed. Manage your Page. Engaging photos
• Post regularly, at least 1-2x per week
to maximize engagement in the news
feed
• Create a content calendar and
schedule your posts
Exclusive specials
• Post compelling content: photos,
videos or exclusive specials to engage Page Insights
your audience and ensure your posts
show in the news feed
Scheduled posts
• Understand your audience with
Page Insights

8. Your posts can show in the news feeds of people who like your Page
40-150x
more likely people will
consume content from
45% 65%
a Facebook Page in the of comments on of likes on
news feed than on a mobile happen mobile happen
Facebook page in news feed in news feed
Note: Engagement analysis is based off of average CTR for aggregate Page posts over a 7-day period., comparing news feed (delivery to fans and friends of fans) to
right-hand side. Source: Facebook internal data, July 2012. Worldwide normalized data (based on news feed impressions and right-hand side impressions).

9. Facebook Offers helps you bring customers to your dealership with a promotion
they can claim and share with their friends.
Available on all Pages with at least 400 likes. Get started with Offers.
Offers key benefts:
Drive Sales: Offers drive sales to both Virality: Offers are highly viral due to a Measurability: Offers drive measurable
current and new customers special news feed story that tells people sales and include optional features such
when their friends claim it as barcodes and unique codes
How to run an Offer:
Customers will see your Offer
on desktop and mobile

10. Step 4: Influence the friends of your fans
Sponsored Stories encourage word of mouth marketing about your
business at scale. Create sponsored stories
1B users
Page like sponsored story
• Sponsored stories allow you to promote messages
coming from friends about them engaging with
your business 650K friends
• Encourage people to interact with your business
organically, and then create sponsored stories to
drive word of mouth promotion
• Create Page like sponsored stories to get more 5K fans
likes and spread the word about your business to
friends of fans

11. Create ads and sponsored stories in Power Editor to select specifc placements
Select news feed placement in desktop and/or mobile via Power Editor
Page post ads and Sponsored
stories created from Power
Create a sponsored Editor can be selected to
story or Page post ad show specifcally in the news
1
feed, the most engaging
placement on the site
Select news feed desktop,
Select “Placements” 2 mobile, or both 3

12. Review results and continue testing
1 Ads Manager Measure ads results
-
Review the performance and engagement on your
ads and sponsored stories in your Ads Manager
-
Optimize actions likely to result in the business
outcomes you want
-
Schedule reports to see a breakdown of all the
actions users took on each ad and the types of users
interacting with your ads
-
Schedule News Feeds reports to optimize ads and
sponsored stories being shown in news feed
2 Page insights Measure Page results
-
Understand the performance of your Page with Insights
-
Learn which types of Page posts are getting the most
engagement and continue testing these
-
Optimize your content to your audience so people will
tell their friends about you

13. Best practices for Automotive vertical
Post relevant, compelling content more frequently to your Facebook Page: Our data shows that
automotive brands publish less frequently than other categories. Increasing publishing
frequency will drive more engagement and greater news feed distribution. Create variety and
keep posts relevant by publishing about new concept vehicles, special editions, your brand’s
heritage, and racing.
Build anticipation for new vehicle launches by releasing photos and videos leading up to reveals
and retail launches: Automotive Page fans love sneak peeks and new products. Photos and
videos are a great way to showcase them, and are the most engaging Page post types overall.
Develop a calendar of vehicle specs and images to release to your fans leading up to major new
product introductions.
Create Facebook-specifc special editions and publish fan-only sales and service offers:
Automotive fans appreciate being recognized for their support of your Page. Enable them to
create special editions online, and provide them with Facebook-only offers to drive them to your
retail locations.
Tag other brands, nameplates, or dealerships from your “automotive family” in your Page posts:
Facebook Pages provide the ability for one Page to tag another Page in a post. This can be an
effective method for increasing the distribution of recent news about a brand, nameplate, or
dealership. For example, a brand- level Page could post a review about a new model launch and
tag that model’s Page in its post.

14. Grow your dealership's business by building lasting
relationships with people on Facebook
Your
Company