MARKETING
As part of its social
media strategy for
AGCO, Flint Group
suggests contest ideas,
photo ideas and other
elements that make the
plan easy for the client
to implement.
unless they’re very committed,
especially in the social media
spaces, we encourage them
not to do it unless they’re
committed to the followthrough and the type of activity
it entails.”
with a lot of companies in
that area. That social media
and the person who's helping
you – whether it be an AGCO
dealer or whatever – is really
a marketing person on your
staff.”
What does that commitment
look like?
With AGCO's dealers, do you
push one social media platform
more than others?
ROGER REIERSON: “A lot of
companies don’t relate the
cost. Because with social
media, the fallacy is, ‘Oh, let’s
just do it online. That’s a lot
cheaper.’ They don’t get the
hourly commitment or the
personnel commitment to really
do social media right. So what
you have to convince them of
is, you’re not buying space in
a magazine. Instead of using
that money to buy space in
a magazine, you need to use
that money to buy someone
who’s going to be contentdriven to build your social
media content.
“Instead of a marketing
expense, they think it’s a salary
expense and they can’t quite
put the two of those together.
You’re trying to convince them,
it’s part of your marketing
budget to hire that social
media content person. That
mindset, I think, has to change
JD: “We almost always start
them off with Facebook
because that’s what they’re the
most familiar with and that’s
what their customer base is
usually involved in. And then
some of them will do Twitter,
but it’s a little harder to get
them to engage in that. And
we’re starting to do Instagram,
YouTube and Snapchat.
“With Facebook, we try to get
them to commit to a strategy
so that they have a really
thought-out approach to their
social spaces and probably 80
to 90 percent of (dealers) are
Facebook and that’s it. We give
them exactly what they should
post. We give them photo
ideas, contest ideas, different
things that map to whatever
their objectives are.”
Do you track social media
traffic for dealers using data
and analytics?
JD: “Yep, we track all that. And
we provide the dealer with
a dashboard to show their
activity level. But we also set
goals for the activity. So we
don’t necessarily want them
to just get a bunch of likes.
We want them to actually
have some engagement from
their prospects or customers.
And that might be responses,
it might be comments, it
might be sparking different
conversations.”
How do photo and video fit
into your digital strategy with
AGCO?
JD: “We really try to encourage
them to have kind of a
humanized approach so that
it doesn’t look like something
that came from an advertising
company. We want it to feel
very personal. So a lot of
times, it’s things like: snap a
photo of somebody who just
bought a combine or go to
their field and take pictures.
But we try to really help them
engage their customer.
“It depends on what we’re
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