Do you have any stats, metrics, or general feedback to show the success of the project?
I'm really satisfied. What really stood out with Friendemic for me, what I really liked, was the connection that I had with their team. What I'm able to do is, put together a strategy or campaigns I want to focus on. So I'm aligning with what BMW corporate is doing, I'm aligning with what our goals are in the store. I work with the Friendemic team, let them know what our goals are, and then they bring their expertise in on the content and the social side to match and align with that, so that they are reinforcing and leveraging our message.
BMW has a tool called Pulse. When we started, we were below market, below region, below national on an engagement perspective. Now, we have pushed our engagement to where we are above each of these categories. So, we are stronger than our market and our region, and stronger than BMW national.
Is there anything unique about them that really makes them stand out, compared to other companies?
We're a very small dealership, and I have to be really selective about who I partner with because I have to make sure I get it right. I want to be engaged and be an active part, I consider myself to be an active partner. I want to really set the tone, and those guys go out and execute on the mission. We have a very active relationship, and the active relationship is how we're creating all this great value.
They're just a lot of fun to work with, they're very engaging and very responsive. I highly recommend them.
Looking back on the work so far, is there any area that you think they could improve upon or something that you might do differently?
We're constantly doing feedback and doing reviews. So, in the social, in the beginning we were working on growing our fan base and, while we were doing that, there were kinds of people that they would follow who I wasn't as keen on. So, we really started talking about what kinds of people we wanted to engage with. So, my goal was quality rather than just pure quantity, and what I really liked was they were able to take that feedback and roll that into what they were doing, to bring overall quality of the program up.
What advice would you give a future client of theirs?
I think the way to get the biggest bang for the buck is to be a participating partner. I know some of the companies that they work with just say "Deal with it, take care of it, I don't want to know or do anything with it." Usually they get a certain level of results but, for us, we wanted to go to the next level. So, I think to be an active partner is a key point. That's how you're going to get your biggest bang for your buck.