Case Study: Enterprise Facebook Publishing for 2015 Chicago Auto Show

by · March 18, 2015

Chicago Auto Show Promotion


For the second straight year the Chicago Automobile Trade Association (CATA) teamed up with SOCIALDEALER and AutoConversion to help promote the 2015 Chicago Auto Show. The joint effort was designed to provide local auto dealers with high quality social media content from the auto show for their Facebook pages in a streamlined fashion. The program was free to all CATA dealer members.


As a result of the program, the CATA was able to reach more than 33,000 people on Facebook organically by scheduling more than a thousand photos, videos, and links to 65 different dealership Facebook pages using a method known as Enterprise Publishing. The majority of these posts were brand specific.


This is important because with the declining organic reach that brands are up against on Facebook, paid targeted advertising has become essential for brands to reach folks on the social network. With this effort, auto dealers are receiving free high quality relevant original content for their pages and the Chicago Auto Show is engaging Facebook users through its dealerships.


What is Enterprise Publishing?


Enterprise Publishing, also referred to by SOCIALDEALER as Content Syndication, is a way for brands such as the Chicago Auto Show which is managed by the CATA, to distribute digital content across a network of end points, much like the way syndication works in press and in mass media.


In this case specifically, the Enterprise Publishing capabilities of SOCIALDEALER allowed the CATA to schedule and distribute thousands of Facebook posts to 65 dealership Facebook pages.


With SOCIALDEALER, the participating dealerships maintain full control of what appears on their pages because each post must be approved by the dealer before it can be published. In almost all instances the dealer can even modify or override the date and time the post is scheduled as well as its contents.


Key Metrics


The key metrics that resulted from this effort have been released in a Case Study by AutoConversion who helped to form this program last year with the CATA and SOCIALDEALER during the inaugural USO BBQ for the Troops. AutoConversion provides marketing education and awareness of the program to CATA dealer members and assists with the process of enrolling dealers. Between the USO BBQ and the Chicago Auto Show this was the fourth time the program was run, each time adding more dealerships and Facebook pages and thus reaching more people online.


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