LOUISVILLE, Kentucky — While James Collins Ford is one of the smallest Ford dealerships in Louisville, lately it's had a big presence because of a new emphasis on its social media marketing.
The dealership in December hired Elias Feghaly, who majored in film at a Chicago art school and has his own production company. While originally brought on to be a salesperson, Feghaly told Edmunds he kept tinkering with the dealership's Web site and Facebook page and began producing videos that told the dealership's story.
His work was so well received, he quickly became James Collins Ford's advertising-and-marketing manager, adopting the slogan, "We're social, we're local and we're here to help."
In six months, the dealership's Facebook page went from 100 likes to 1,200 likes, while its engagement (which includes likes, shares and comments) jumped to 600 a week.
Feghaly produced 10 videos, and they received 50,000 views on Facebook and 40,000 on its YouTube channel.
One such video follows a customer who got into a fender-bender and met with Fran Dorton, the body shop manager.
"We received a lot of feedback on the Fran video and a lot of business from it," James Collins Ford's Business Manager Deborah Carrier told Edmunds.
Carrier stars in the dealership's latest video. She takes viewers on a tour of the showroom and introduces many of the employees.
"We were winging it but I keep hearing from people that they saw it and liked it," Carrier said. "The videos help us stand out even though we're a smaller dealership."
Edmunds says: New videos posted to YouTube and Facebook are helping a dealership build its customer awareness and social media presence.