I thought this had some helpful tips for auctioneers. Its a bit of a long read but worth it. A study just a couple years back that the NAA shared stated that nearly 75% of all companies had a social media presence. (I can guarantee that this number has increased) LinkedIn, Facebook, and Twitter are the most common-used social media sites, and two-thirds of companies maintain corporate blogs. In the future, YouTube and news aggregation sites are likely to be added. In order to compete in today’s market, auction companies should look to create a social media presence. Consumers that cross over from the non-auction world to the auction world will expect similar experiences to what they already encounter. In the same study, more than 30% of surveyed businesses have conducted online social media ad campaigns, and of those, more than 50% say the campaigns performed as expected or better. However, just being online doesn’t equate to success. Content is king when using social media. More than 75% of the companies state that original content is very important or extremely important to the success of the social media campaign. As such, auction professionals will need to differentiate themselves from other companies with original content in their campaigns. The ‘when and where’ model of marketing, while still significant, is less important when using social media, whereas the ‘who, what and why’ is most important in social media campaigns. For example, when marketing a personal property estate, one may focus on the notoriety of the seller, or the uniqueness of a particular item or items to create original content about the item or items. This will serve to raise the product to the forefront of the consumer’s mind.
Posted on: Sat, 15 Feb 2014 01:00:01 +0000
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