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BDN Column, Social Media

Who Do You Trust?

This article was first published in the August 2018 issue of British Dealer News. When it comes to making friends and influencing people, your customers and staff are your secret weapon. Nobody likes being sold to. That’s partly, perhaps subconsciously, because we don’t like to feel we might be being deceived or even railroaded into

BDN Column, Social Media

Orchestrating Engagement

This article was first published in the July 2018 issue of British Dealer News. To get as many bites as you can from the cherry of audience attention, you need to co-ordinate content marketing across multiple channels. I’ve talked a few times in previous columns about the advantages of engaging your audience with a multi-channel

BDN Column, Social Media

Shoot for the Edit

This article was first published in the June 2018 issue of British Dealer News. Want to make better videos for social media? You can do it all with your smartphone, but the trick is in the editing. Now that we’re into peak riding season, there are shed loads of opportunities for you to create original,

BDN Column, Social Media

Creating Shareable Content

This article was first published in the May 2018 issue of British Dealer News. To grab and retain attention on social media you need to a steady stream of original content. And you already have what you need to create it. The March column offered some advice about how to go about building your social

BDN Column, Social Media

Social Media Insanity

This article was first published in the April 2018 issue of British Dealer News. Do you know what aspects of your social media marketing are achieving worthwhile results? Equally, do you know what’s not working and why? Performance testing and iterative improvement are concepts familiar to everyone in the motorcycle trade, but yet they’re often

BDN Column, Social Media

Building Your Social Media Audience

This article was first published in the March 2018 issue of British Dealer News. Generosity may well be its own reward, but the side benefits are invaluable when you apply it to social media interaction. Imagine for a moment that you’re enjoying a drink at your local pub. The place is buzzing and you’re among

Social Media

Social Strategies for the London Show

How will your social media activity exploit the brand building and audience engagement opportunities at the MCN Motorcycle Show? It’s a question that not just exhibitors need to answer. Even if your business doesn’t have a physical presence at this year’s show at London’s ExCeL, you can still get plenty of mileage from joining the

BDN Column, Social Media

Playing The Social Media Game

This article was first published in the February 2018 issue of British Dealer News. Remember the four Ps of marketing? Get to grips with how social media plays a crucial role in both Place and Promotion. Last month I highlighted the social media skills gap in the motorcycle trade and made three recommendations for the

BDN Column, Social Media

Winning and Losing with Social Media

This article was first published in the January 2018 issue of British Dealer News. Independent research has uncovered a major skills gap in the motorcycle trade with significant commercial implications for dealers. What would happen if your sales team completely ignored every single person who walked through your dealership’s door – even when those potential

Research, Social Media

Social Media Activity and Integration at Motorcycle Live

In the run up to this year’s superb Motorcycle Live show at the NEC, we looked at making a social media plan (equally applicable to any event) and why it makes commercial sense to do a proper job with Twitter. We also monitored activity on Twitter before and during the show by the 116 Twitter