Why the Capital Region Rocks (#CapRegionRocks)

September 3, 2013

Social Media Column: Edmonton lawyer tearing up Twitter

September 3, 2013

Social Media Spotlight: Edmonton-area car dealership, featured as a Twitter success story

September 3, 2013
Photo Credit: City of Edmonton
Edmonton Sun Linda Hoang
Ryan Holtz is the marketing manager for Zender Ford. The Edmonton-area car dealership became the first company in western Canada to be featured as a success story on Twitter's 'Twitter for Business page' last week.

* Note: This story was originally supposed to run as part of my weekly Edmonton Sun social media columns but due to some unforeseen
circumstances, it didn’t. I still think it’s a great topic that should be discussed so I am posting it here on my blog! :)

Zender Ford, Edmonton-area car dealership, featured as a Twitter success story

Ryan Holtz is the marketing manager for Zender Ford. The Edmonton-area car dealership became the first company in western Canada to be featured as a success story on Twitter's 'Twitter for Business page' last week.

Ryan Holtz is the marketing manager for Zender Ford. The Edmonton-area car dealership became the first company in western Canada to be featured as a success story on Twitter’s ‘Twitter for Business page’ last week.

Ryan Holtz is getting some very big social praise.

Holtz, 29, is the marketing manager for Zender Ford (@ZenderFord) in Spruce Grove and it’s his work with the car dealership’s Twitter account that is being showcased by the social networking giant itself, as an example of a business successfully using Twitter to build community and get sales.

“Professionally, there’s really nothing better you can do as far as marketing goes, to be able to get to that level,” Holtz says. “I’m very humbled.”

The Edmonton-area business became just the third Canadian company to be featured as a Twitter success story on its Twitter for Business page last week.

It’s the first company to make the list in western Canada and it’s also the first Canadian car dealership on the list.

“I’m ecstatic,” says Holtz.

The story featured on Twitter goes like this: Zender Ford paid to promote a Twitter post back in June to increase awareness about its “120 Hour Sale.” Several users replied to Zender Ford’s tweet asking for more details about specific models included in the sale.

The conversation between Holtz (Zender Ford) and interested users through the promoted post resulted in the sale of three vehicles, for a total of $57,000.

It also led to numerous retweets and a return on investment of 5,500 per cent.

That’s just the icing on the cake for the car dealership, which only had four followers on Twitter when Holtz started in December of last year. That figure has since grown to nearly 3,300 followers in the past eight months.

“With engagement rates that are through the roof,” Holtz adds.

So what’s the key to the company’s Twitter success?

“I’ve always kept with the same theory: Build value and bring transparency,” he says. “Don’t expect anything overnight. Twitter is a marathon, not a sprit.”

It’s that approach that’s helped Zender Ford build an online following leading to car sales.

“Why the promoted tweet was so big was because Zender Ford already had such a great, organic community and it was built up of nuts and bolts and talking to people and all the promoted tweet did was just amplify that,” Holtz says.

What better validation that you’re using Twitter right, than being sought out by Twitter itself to be showcased as a success story on their webpage?

Along with Zender Ford, there are a few other car dealerships in the Edmonton area utilizing Twitter for sales and community building. @DerrickDodgeYeg, @SherwoodHonda1, and @CapitalJeep are some others that I’ve noticed doing a bang-up job building their online community.

This Twitter case study on Zender Ford shows that investing in the medium as a car dealership, or as any business, can truly pay off.

Read the success story at www.business.twitter.com, follow Holtz at @RyanHoltz1, and check out his blog on marketing and social media at www.ryanholtz.ca.

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