Entries in Social Media (94)
We continue our conversations with The Colonel this week.
Q: Colonel, we notice that most automotive pundits take a narrow perspective, overlooking many relevant factors and variables.
A: Guys...you really want to get me going and rant this morning. Narrow perspective is being polite on your part. Perhaps most folks are trying to keep it simple when its increasingly complex.
Q: The auto business and the product is evolving into a complex environment of interconnectedness.
A: Yes it is, but until you talk about disconnected, presumably stand alone points/facts its simpler, and easier. Communicating disconnected morsels, while generating content.
Q: Its a narrow perspective, and misses the full spectrum.
A: Yes it does...way back in the day everyone knew something about cars, there was a ton of pedestrian knowledge (if you could call it that) floating around. Its not different today, there is a propensity of pedestrian knowledge being disseminated on a daily basis.
A: The product is increasingly complex, and disruptive. The business is moving into another phase, and stage.
Q: Yes it is...I agree. The pedestrian knowledge is at least one phase behind; primarily dealing with the past. Its driving with the rear view mirror.
A: Folks in the auto business go to a myriad of conferences, and derive a myriad of take aways.
Q: Its the human condition that if its communicated at a conference its "valid". Conveniently omitting that by the time it reaches a conference its pedestrian knowledge, its mainstream, its common, it lost its edge.
Q: There's content in Strada from years ago, that is disseminated today as novel perspectives.
A: Glad that you guys understand...that Strada is ahead...we don't follow, we lead.
Q: Could you call this pedestrian knowledge a form of "autotainment" (automotive entertainment)?
A: Absolutely, publications need to generate content, need is say more....
Q: If you omit to connect a few points/perspectives there is the real possibility of arriving at the incorrect conclusion, conveying the wrong message.
A: Brilliant deduction...there is a lot of s%&t going around.
Q: Its probably easier to monetise, and attract advertisers if its simplistic, while missing the real issues.
A: You have a point...probably is easier to monetise.
Q: Easier to disseminate "morsels", to try and monetise narrow perspectives, to bow down to guilds.
A: Yes...and its archaic, its bureaucracy, its upholding the past while suffocating the future. I can keep on going...better stop.
Q: Do you think it will change?
A: I don't think so, its an established order, the bureaucracy, the guilds, the narrow view, its enduring. Keep in mind that change requires an additional effort.
We have been proponents of the Internet for dealers literally from 20 years ago. Back when a web site was a novelty, e-mail went unanswered, and so on. Obvious we were on the cusp of social media from its early days of idealism (same as the internet) to now where its a rigid structure.
It took how many years for dealers to have a strong internet presence, and to literally have a digital dealership?
Yes you can ask the same question for social media.
If you go by the various "digital trends" that float around, come and go, are evangelised by various pundits. The entire retail auto business revolves around digital dealership, social media, smart devices, online chat, SEO, compelling content, BDC, and we can keep on going.
If you are seeking eyeballs, mention "digital" and anything automotive, and the eyeball count just increased dramatically.
Here is the deal:
After 20 years many dealers rely on a host of 3rd party providers/suppliers for many aspects of their digital presence and activity. The same for their social media presence. In the early days of social media manufacturers took a strong interest in the "social". Like most instances of technology and automotive, a few years later the ROI could not be rationalised. Which led to "Lets go back to the traditional way of doing things".
Are we digressing?
In Canada, we have a record year in auto sales...never been seen before...ever.
How do dealers close deals and move iron? More important how does CMS (Citizen Main Street) close the deal?
The digital aspect of the automotive intelligentsia would like you to believe that it was done over a smart device...and we could keep on going.
The brick and mortar side of the intelligentsia wants you to believe that its the multi million dollar facility, the special tools, the LED lighting.
Increasingly how does CMS close the deal? How does the dealer move the iron?
The decade old "sales event" / "private sale".
Think about this for a moment...in an age of social media, multi million dollar brick and mortar, savvy customers that spend hours online, inspired product, free flowing money.
Increasingly dealers need to hold a "3 day bazaar" to close deals, move iron.
CMS waits for the 3 day bazaar, especially the one near month end to close the deal.
If you are a manufacturer that needs an edge, have some dealers with fatigued facilities, do not have all the consumer financial tools, what do you do to move iron in a competitive environment.
Simple...hold regular 3 day bazaars...observe your Canadian sales go through the roof, month, after month.
Yes...its the middle of the month, and time is the great equaliser for everyone.
If you are seeking anything, literally anything use the "search feature" of our publication you might be surprised as to what will come up.
If you are an auto enthusiast, a gearhead, have an interest in cars. You have noticed that most folks are more interested in convenience, practicality, than fun in a vehicle. Its the new paradigm of having a "transportation appliance" than a vehicle that arouse the emotions and passion.
Lets go a step further the connectivity of the vehicle, the connected safety, the infotainement will increasingly dictate the popularity of vehicles.
Yes...anybody can make an "appliance" that goes from A to B with reasonable comfort, safety, and keep the occupants connected...what do you think.
We always mention that you have to be your own editor. Have you noticed that when events capture the imagination everyone jumps on the "event wave" seeking a few nano seconds of fame, recognition, and the glare of the spotlight.
If you live in a cold climate, hopefully winter tires are installed on the various vehicles that you use during the winter months. Whatever toys you have for the warm weather are stored away.
Looking for a 2015 primer, Business Week as an informative 2015 User Guide.
This past summer we were in "ouch" territory for gas prices, while now gas seems positively cheap. There are a ton of folks speculating that with cheaper gas bigger vehicles will be more popular (they have constantly remained popular), while demand for smaller vehicles will decrease. This plays up to the folks that for one reason or another remain ambivalent towards electric cars.
In the meantime the Canadian budget is taking a hit, with a smaller surplus than anticipated a few months ago. When oil drops from $100 to $80 a barrel it makes a huge difference.
Yes...the various speculations could fill several hard drives or set up residence in "the cloud".
This week end is the Classic 24 Hour at Daytona.