Finding Opportunity in Social Media's Changing Landscape w/ Colin Carrasquillo

The KPI Cafe

In this episode of the KPI Cafe, Nielsen Automotive's Colin Carrasquillo joins Dane Saville to discuss the many opportunities across the spectrum of social media channels, including the increasing importance of branding and organic in your content planning. Throughout the episode, Colin offers several real-world examples of how he has leveraged different platforms to mine opportunities for his dealership group. He and Dane also explore what the future may hold for Facebook, as well as take a relatively deep dive into the value of Pinterest.
Here's what to expect:
Colin's Automotive Origin Story (4:27)

• Ad Agency Experience (Auto Retail)
• Freelance
• Financial Sector (Auto Loans)
• 9-Store Dealership Group

Role of Branding within Marketing Efforts (7:00)

• Facebook Auto Marketing Collective
• Digital Competition
• Group Message/Marketing
• "Your Key Community" Branding Example
• Retention / Lifetime Value of Customer

Does Organic Social Media Still Work? (14:43)

• HIP: Happy Customers, Informative Posts, Promotion
• 80:20
• Video
• Salespeople on Social
• Group/Store vs. Salesperson

Evergreen Advertising Opportunities (21:20)

• Buyback
• Your Value Propositions
• Build the Pool
• What's It Worth to You?
• Porsche Blog Anecdote
• Website Traffic Caveat

Anticipation of Facebook's Evolution to Meet Dealer Needs (30:58)

• Walled Gardens
• AIAs and Marketplace
• Some Fun Pontification

Any Concerns About Facebook's Influence Waning? (38:32)

• Facebook's Properties

Other Platforms Dealers Should Test (41:43)

• Snapchat
• TikTok
• Pinterest
• Example of Using Pinterest

How to Allocate Time and Resources? (48:56)

• What Gives You Best ROI
• Finding New Channels/Strategies

Experimarketing Podcast (59:23)