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Car Dealership Micro-Content Critiques

Aug 27, 2014

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Social Media

Gary Vaynerchuk

So I was spoke at an automotive event, and it reminded me of some work that I did with my team over the holidays. We gathered some examples of what various car dealerships have been doing on their social channels, and I added comment in the style of my book, Jab, Jab, Jab, Right Hook. Today I decided to re-release the case studies in a new format specifically for Slideshare! Whether you're in the automotive industry or not, these critiques should provide some substantial value to anybody looking to improve the quality of their social content.
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Page 1: Car Dealership Micro-Content Critiques
Page 3: Car Dealership Micro-Content Critiques

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1Good creative. Looks native to the

platform, and doesn’t have any overt branding or logos.

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Page 4: Car Dealership Micro-Content Critiques

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Always good to have lots of #hashtags, but I doubt anybody is clicking through #GreenwoodVillage

to discover more content.

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Page 5: Car Dealership Micro-Content Critiques

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If you’re advertising hot chocolate, it’s probably best to show what you’re talking about. This copy has zero relation to the

image, which I find to be seriously confusing.

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Page 6: Car Dealership Micro-Content Critiques

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TOM’S FORD

Page 7: Car Dealership Micro-Content Critiques

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1Using a popular

meme to be seasonally relevant? Perfect.

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Page 8: Car Dealership Micro-Content Critiques

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Matching hashtag, too? Nicely done.

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Page 9: Car Dealership Micro-Content Critiques

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Hit up something like memegenerator.net to actually customize the

image text.

“Brake Yourself, Winter Drivers are

Coming” would have killed here.

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Page 11: Car Dealership Micro-Content Critiques

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1If you’re going to plug a product like these cute

car eyelashes, GIVE ME A LINK SO THAT I

CAN BUY THEM.

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Page 12: Car Dealership Micro-Content Critiques

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LIBERTY HONDA

Page 13: Car Dealership Micro-Content Critiques

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1Really solid right hook with

a great seasonal feeling.

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Page 14: Car Dealership Micro-Content Critiques

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The use of native text written on the windscreen is something EVERYBODY

should be trying on Instagram.

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Page 15: Car Dealership Micro-Content Critiques

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Why no copy to go along with the image? This is your chance to be really straightforward

with a “buy” CTA.

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Page 16: Car Dealership Micro-Content Critiques

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Again, like our first example, this has a great volume of hashtags, but some of them are too

narrow to get you any discovery.

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Page 17: Car Dealership Micro-Content Critiques

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STERLING McCALLLEXUS

Page 18: Car Dealership Micro-Content Critiques

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1Image is incorrectly

formatted and stretched out. Use this link as a handy reference.

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Page 19: Car Dealership Micro-Content Critiques

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There is way too much copy on the actual event.

The only CTA is buried at the end of it way past the point where any normal

person would have stopped reading.

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Page 20: Car Dealership Micro-Content Critiques

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Speaking of the CTA, you know Facebook events have an RSVP function,

right?

Asking people to email you is another level of

friction that will lose your audience.

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(Source tweet no longer exists)

CARVANA

Page 22: Car Dealership Micro-Content Critiques

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1Fantastic newsjacking of the Amazon Prime Drone

joke. Very smart.1

Page 23: Car Dealership Micro-Content Critiques

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The copy is laid out very smartly, separating @s and links so they don’t

get jumbled.

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Page 24: Car Dealership Micro-Content Critiques

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But seriously, guys, let’s all agree to stop using

our own handles in our tweets.

It’s weird and redundant.

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THANKS FOR READING!

FOR MORE CASE STUDIES, KEYNOTES, & ARTICLES

CHECK OUT THE NEW

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