CDK Global is a leading global provider of integrated information technology and digital marketing solutions to the automotive retail and adjacent industries. Focused on enabling end-to-end automotive commerce, CDK Global provides solutions to dealers in more than 100 countries around the world, serving approximately 28,000 retail locations and most automotive manufacturers. CDK solutions automate and integrate all parts of the dealership and buying process from targeted digital advertising and marketing campaigns to the sale, financing, insuring, parts supply, repair and maintenance of vehicles.
Kelsey Kruzel, Manager of Social Media at CDK Global, is responsible for delivering the right content to the right social audiences to drive engagement, traffic, and conversion. She also plays an active role in content creation, often contributing to thought leadership blogs and white papers.
Before adding Simply Measured Conversion Tracking, Kelsey and the CDK Global team had three pressing questions:
“For a long time we produced content about dealership operations, such as ‘How to Run an Efficient Service Department’,” said Kelsey. “We were offering practical advice, but we weren’t connecting with our audience. So, we decided to try creating content about how different groups of people buy cars.”
Social Media Manager at CDK Global
“We needed to establish some kind of baseline for how much social was contributing to the business in terms of traffic, conversion, and monetary value.” — Kelsey
“The organization has been trying to tell a more integrated and inclusive story with the Digital product line,” said Kelsey. “We were wondering if social was driving more exposure to those products in our suite.”
When Kelsey and her team pivoted their thought leadership content in early 2017, they were confident in the idea, but it was just that—an idea. It was now time to measure if their change in strategy was having the desired outcome: More resonance with their audience and shareability to get new people involved with the brand.
With Conversion Tracking, they were able to measure the full-funnel impact of their content and discovered their new, shopper-oriented approach to thought leadership was a winner. Kelsey and her team now blend their new thought leadership topics (about shoppers) with traditional topics (operations-focused) to ensure they are capturing new audiences while continuing to add value to their long-time readers.
For the first time, Kelsey has been able to include bottom-of-the-funnel metrics in her monthly reporting. “With Conversion Tracking, I’m now able to show my stakeholders data that supports all the hard work we do to create and manage social campaigns,” said Kelsey. “The biggest difference has been in resource allocation. We are now able to justify our requests for budget and people because we have the numbers to back-up our performance.”
“For our audience, nothing means more than a personal referral from someone they trust,” said Kelsey. “With Content Share Tracking, we were able to measure the shareability of the redesigned Digital product pages and how people used social to refer their colleagues to our Digital products.”
In her first month using Conversion Tracking, Kelsey discovered that the new thought leadership topics were being shared and consumed more than previous thought leadership topics. So, the following month she created a campaign to promote the new content. The results were immediate; both conversions and business value from content pages tripled in her second month using Conversion Tracking. Additionally, shares of CDK Global’s content increased by 61% in the same period, largely through private sharing (dark social).
Kelsey’s success in promoting the new thought leadership content did not go unnoticed. She was able to leverage the dollars driven from social to not only prove the value of her work but also to prove the potential social can unlock if given more resources. After seeing the positive impact social was having on the business, Kelsey was given approval to expand the capacity of the team by adding a social media coordinator.
Lastly, Kelsey was able to provide feedback to the web and Digital product teams on the success of their revamped website experience. The redesigned Digital product page is consistently among the most shared pages on cdkglobal.com—almost always through dark social, indicating high-intent activity by people who are using messaging apps to send one-to-one personal product recommendations.
“Being able to measure the impact of our social campaigns all the way to the bottom-of-the-funnel has been a game-changer,” said Kelsey. “Simply put, this is data we just can’t get elsewhere. Plus, it’s presented in a way that makes sense to me and my team. We’re able to act with confidence knowing that our content and campaign strategies are impacting the business, and we’re even trying new things. Now that we’ve seen the power of social sharing, we are starting an employee advocacy program to get our own employees driving incremental sharing activity in their social circles.”