SEMA News—February 2014

INTERNET
By Joe Dysart

The Twitterization of Facebook

A Whole New Way for Companies to Promote With Hashtags

Companies looking to join highly specific conversations happening on Facebook now have an easy way to get there: Facebook hashtags. Essentially, Facebook allows users to categorize a conversation they’re having on the social network by using a simple hashtag (#) and keyword in their post. For example, log onto Facebook and type #InternetMarketing in Facebook’s search box, and you’ll be presented with all the posts on Facebook coded with that hashtag/keyword.

Got something to say about the topic? Simply write a post that includes #InternetMarketing and—voilà!—your company is now part of the conversation.

The new feature represents an incredible opportunity for businesses, in that they can use Facebook hashtags to search for highly specific conversations happening on the social network (such as #InternetMarketing-Austin) and then craft promotional posts highly pertinent to that topic. Plus, businesses can start their own conversations by creating a post and then coming up with their own hashtag/keyword combo for it, such as #ThisIsWhatISellAustin.

“Hashtags make it easy to find, follow and join online conversations about the topics that you care about,” said Lauren Thomas, campaign manager for Digital Sherpa, a web marketing firm.

Hashtags were popularized by Twitter, which has risen from obscurity to one of the most active and influential social networks on the web in only a few years. There are currently countless conversations occurring on Twitter, all neatly organized with the hashtag/keyword system that Facebook has now adopted.

The major difference between the two is that Facebook posts coded with hashtags are not limited to 140 characters, as they are on Twitter. Indeed, Facebook currently allows posts to be 63,206 characters in length, which includes any images. This represents a major advantage for Facebook, especially among the significant percentage of web users who are more comfortable expressing themselves with much more than the stingy 140-character splurge of text allowed by Twitter.

Even better: Facebook is also allowing businesses to add hashtags to the ads they run on Facebook. So if you include #TheNextBestThingSinceSlicedBread in your Facebook ad and folks are searching for it on Facebook, they’ll be presented with your ad in Facebook search results.

“This will allow advertisers to target fans who are actively discussing something rather than just belonging to a grouping or having liked a certain page at some point in the past,” said Ben Harper, social data and insight web manager for marketing agency Zazzle.

Added Karyn with a Y, a blogger for social media marketing agency Click By Click Social Media: “By adding a hashtag to your post, you are making it viewable for anyone who searches for that subject—even if they aren’t a fan of your page or already connected with you. This gives you the opportunity to access a whole new audience, and you know they are interested in your topic because they have searched for it.”

Once you get the hang of using hashtags on Facebook, you’ll also be able to leverage the same concept on other social networks that use hashtags to organize conversations, including Instagram, Tumbler (www.tumblr.com), Pinterest, Googl+, Orkut, Diaspora, Tout, Friendfeed, Flickr, Vine, and Gawker.

Here are some best practices for hashtag use on Facebook and other social networks, as recommended by social media specialists:

Get a Quick Overview on Hashtags: The free “Quick Start Guide to Hashtags” offers an excellent strategy for getting the most promotional benefit from hashtags.

Get Network-Specific Guidance: There are a number of guides for hashtag use on a variety of social networks, including how to use hashtags on:

• Facebook
• Twitter (#)
• Google+
• Instagram
• Pinterest
• Flickr

Identify Which Hashtags Work Best: By using Facebook’s free analytics tool, “Insights,” you’ll be able to track which hashtags are most effective by clicking on the “Reach” column there and studying which posts are getting the highest reach or reads.

Use Hashtags for Branding and Selling: You can assign a hashtag to describe your entire presence on Facebook or a specific product or service.

Piggyback on Trending Facebook Hashtags: Facebook now includes a “Trending” box in the upper-right corner of your Facebook page, featuring links to topics and hashtags that are trending on the social network. Find a way to piggyback on a trending topic, and your post could be seen by hundreds or even millions.

Standardize a Hashtag Across All Networks: You can use the same hashtag/keyword for your product or service on all the social networks you promote on (i.e., Facebook, Google+, Pinterest and Twitter).

Use Both Capitalization and Lower Case for Hashtag Phrases: Don’t use tag #thisisnoteasytoread. Instead use #ThisIsMuchEasierToRead.

Don’t Forget the Photos: Any Facebook post—including those with photos—can be coded with a hashtag. Don’t forget to include a photo with your post if at all possible.

Use Hashtags Anywhere Appropriate in a Post: Facebook users often use hashtags at the close of a post, but you can also insert a hashtag in the middle of a #sentence if the placement seems right to you.

Avoid Special Characters: Generally speaking, special characters ($%^&) don’t work with hashtags.

Don’t Spam: Sure, it’s tempting to promote your cesspool drainage service by including the hashtag #LadyGaGa in your promotional post. But in the end, you’ll most likely only tick off a bunch of Gaga fans and perhaps have to wipe a bunch of glitter off your store windows the next day.

Bring in a Pro: Hashtags.org offers a paid analytics service that continually tracks the most popular hashtags trending on Twitter. For maximum exposure, brands should sign up for hashtag analytics on hashtags.org, which shows the most popular hashtags. By choosing hashtags that are already trending, users who are interested in specific subjects—particularly locally focused and relevant ones—will find a company’s social content much more easily.

Joe Dysart is an Internet speaker and business consultant based in Manhattan.
Voice: 646-233-4089
E-mail: joe@joedysart.com
Web: www.joedysart.com
 

SEMA News—February 2014

INTERNET
By Joe Dysart

The Twitterization of Facebook

A Whole New Way for Companies to Promote With Hashtags

Companies looking to join highly specific conversations happening on Facebook now have an easy way to get there: Facebook hashtags. Essentially, Facebook allows users to categorize a conversation they’re having on the social network by using a simple hashtag (#) and keyword in their post. For example, log onto Facebook and type #InternetMarketing in Facebook’s search box, and you’ll be presented with all the posts on Facebook coded with that hashtag/keyword.

Got something to say about the topic? Simply write a post that includes #InternetMarketing and—voilà!—your company is now part of the conversation.

The new feature represents an incredible opportunity for businesses, in that they can use Facebook hashtags to search for highly specific conversations happening on the social network (such as #InternetMarketing-Austin) and then craft promotional posts highly pertinent to that topic. Plus, businesses can start their own conversations by creating a post and then coming up with their own hashtag/keyword combo for it, such as #ThisIsWhatISellAustin.

“Hashtags make it easy to find, follow and join online conversations about the topics that you care about,” said Lauren Thomas, campaign manager for Digital Sherpa, a web marketing firm.

Hashtags were popularized by Twitter, which has risen from obscurity to one of the most active and influential social networks on the web in only a few years. There are currently countless conversations occurring on Twitter, all neatly organized with the hashtag/keyword system that Facebook has now adopted.

The major difference between the two is that Facebook posts coded with hashtags are not limited to 140 characters, as they are on Twitter. Indeed, Facebook currently allows posts to be 63,206 characters in length, which includes any images. This represents a major advantage for Facebook, especially among the significant percentage of web users who are more comfortable expressing themselves with much more than the stingy 140-character splurge of text allowed by Twitter.

Even better: Facebook is also allowing businesses to add hashtags to the ads they run on Facebook. So if you include #TheNextBestThingSinceSlicedBread in your Facebook ad and folks are searching for it on Facebook, they’ll be presented with your ad in Facebook search results.

“This will allow advertisers to target fans who are actively discussing something rather than just belonging to a grouping or having liked a certain page at some point in the past,” said Ben Harper, social data and insight web manager for marketing agency Zazzle.

Added Karyn with a Y, a blogger for social media marketing agency Click By Click Social Media: “By adding a hashtag to your post, you are making it viewable for anyone who searches for that subject—even if they aren’t a fan of your page or already connected with you. This gives you the opportunity to access a whole new audience, and you know they are interested in your topic because they have searched for it.”

Once you get the hang of using hashtags on Facebook, you’ll also be able to leverage the same concept on other social networks that use hashtags to organize conversations, including Instagram, Tumbler (www.tumblr.com), Pinterest, Googl+, Orkut, Diaspora, Tout, Friendfeed, Flickr, Vine, and Gawker.

Here are some best practices for hashtag use on Facebook and other social networks, as recommended by social media specialists:

Get a Quick Overview on Hashtags: The free “Quick Start Guide to Hashtags” offers an excellent strategy for getting the most promotional benefit from hashtags.

Get Network-Specific Guidance: There are a number of guides for hashtag use on a variety of social networks, including how to use hashtags on:

• Facebook
• Twitter (#)
• Google+
• Instagram
• Pinterest
• Flickr

Identify Which Hashtags Work Best: By using Facebook’s free analytics tool, “Insights,” you’ll be able to track which hashtags are most effective by clicking on the “Reach” column there and studying which posts are getting the highest reach or reads.

Use Hashtags for Branding and Selling: You can assign a hashtag to describe your entire presence on Facebook or a specific product or service.

Piggyback on Trending Facebook Hashtags: Facebook now includes a “Trending” box in the upper-right corner of your Facebook page, featuring links to topics and hashtags that are trending on the social network. Find a way to piggyback on a trending topic, and your post could be seen by hundreds or even millions.

Standardize a Hashtag Across All Networks: You can use the same hashtag/keyword for your product or service on all the social networks you promote on (i.e., Facebook, Google+, Pinterest and Twitter).

Use Both Capitalization and Lower Case for Hashtag Phrases: Don’t use tag #thisisnoteasytoread. Instead use #ThisIsMuchEasierToRead.

Don’t Forget the Photos: Any Facebook post—including those with photos—can be coded with a hashtag. Don’t forget to include a photo with your post if at all possible.

Use Hashtags Anywhere Appropriate in a Post: Facebook users often use hashtags at the close of a post, but you can also insert a hashtag in the middle of a #sentence if the placement seems right to you.

Avoid Special Characters: Generally speaking, special characters ($%^&) don’t work with hashtags.

Don’t Spam: Sure, it’s tempting to promote your cesspool drainage service by including the hashtag #LadyGaGa in your promotional post. But in the end, you’ll most likely only tick off a bunch of Gaga fans and perhaps have to wipe a bunch of glitter off your store windows the next day.

Bring in a Pro: Hashtags.org offers a paid analytics service that continually tracks the most popular hashtags trending on Twitter. For maximum exposure, brands should sign up for hashtag analytics on hashtags.org, which shows the most popular hashtags. By choosing hashtags that are already trending, users who are interested in specific subjects—particularly locally focused and relevant ones—will find a company’s social content much more easily.

Joe Dysart is an Internet speaker and business consultant based in Manhattan.
Voice: 646-233-4089
E-mail: joe@joedysart.com
Web: www.joedysart.com
 

SEMA News—February 2014

BUSINESS TECHNOLOGY
By Jon Wyly

SEMA Data Co-op Expanding to Meet Member Needs in 2014

“Coming together is a beginning; keeping together is progress; working together is success.”
—Henry Ford

It’s almost hard to believe that the SEMA Data Co-op (SDC) was officially launched just two short years ago with one employee, an ambitious mission and a handful of industry hopefuls who were willing to test drive an idea that, by all accounts, was going to be difficult at best. It seems appropriate as we approach the end of our second year to stop and take a look at where the SDC has been in its short existence and what the future holds for us in the coming months.

Year one was definitely our “coming together” year. SEMA leadership worked diligently to define an industry-owned solution for product data management, committing to wisely invest in the industry’s future by undertaking a most challenging task. The fledgling staff of the SDC began the process of recruiting a participant base, testing data processes and producing the design spec for a true do-it-yourself toolset to enable SEMA suppliers to successfully manage their data and own the result 100%.

Year two was all about “keeping together.” The much-anticipated Product Information Management System (PIMS) was launched in July after several challenging development delays, and the SDC was officially in business for the first time. Industry participation and momentum continued to grow, eclipsing the 500-member mark before year’s end and setting us firmly on a path for year three, which begins next month.

Year three is our time for “working together.” The SDC has developed sufficient mass to legitimately rank as the largest single data repository in the automotive specialty parts marketplace, and members are exchanging product data to the tune of thousands of exports per week. Data receivers are joining in droves, underlining the critical importance of rich product data to power business systems, including warehouse distributors, retail brick and mortar and the web. And the SDC team continues to assess, build and adapt the Data Co-op’s services to meet the needs of membership across the board.

Now that the core of our service model is in place, here are a few coming attractions in 2014:

DIFM Services

The SDC was built on a model of training and helping suppliers to own the data management process. Our online tools, fulltime Help Desk support and ongoing education are all designed to enable “self management” of this valuable business asset. However, we have learned over the last year or so that sometimes getting that initial data set in order and loaded can be a formidable task. In 2014, the SDC will have available do-it-for-me (DIFM) services to help suppliers get over that initial hump. Once the initial onboarding is completed, the supplier can then take over the process using our do-it-yourself tools and Help Desk support.

SEMA Search

Utilizing the massive amount of product data being accumulated in the SDC repository, we will be developing a comprehensive online electronic catalog to showcase member products in 2014. Searchable by brand, product type, vehicle application, product attribute and much more, SEMA Search will be designed for use by industry sales people and, ultimately, by consumers to provide a one-stop resource for product information in the SEMA marketplace.

Dynamic Content on Demand

As the amount of product data continues to grow, many systems managers will be faced with having to choose what data they store locally. Limitations on storage and processing capability will likely lead to difficult decisions being made about what products, brands or categories to exclude from their offerings due to the demand of massive file sizes. Content on demand will answer this dilemma, providing the capability to access information about a specific part number and download it instantly at the point of sale rather than having to house the data in their systems.

These enhancements—and more to come—reflect the commitment to service and excellence that SEMA has made with the SDC. If you are a supplier who has not yet become part of the Co-op, please contact us today to learn how you can join hundreds of other brands in the largest single source for product data. If you are a SEMA-member reseller, take advantage of free unlimited data exports configured exactly to your system needs. We are here to help grow your sales!

To learn more about how you can take control of your product data and manage it at the lowest possible cost, contact SEMA Data Co-op Director of Membership Jim Graven at jimg@semadatacoop.org or 888-958-6698 x4.

SEMA News—February 2014

BUSINESS TECHNOLOGY
By Jon Wyly

SEMA Data Co-op Expanding to Meet Member Needs in 2014

“Coming together is a beginning; keeping together is progress; working together is success.”
—Henry Ford

It’s almost hard to believe that the SEMA Data Co-op (SDC) was officially launched just two short years ago with one employee, an ambitious mission and a handful of industry hopefuls who were willing to test drive an idea that, by all accounts, was going to be difficult at best. It seems appropriate as we approach the end of our second year to stop and take a look at where the SDC has been in its short existence and what the future holds for us in the coming months.

Year one was definitely our “coming together” year. SEMA leadership worked diligently to define an industry-owned solution for product data management, committing to wisely invest in the industry’s future by undertaking a most challenging task. The fledgling staff of the SDC began the process of recruiting a participant base, testing data processes and producing the design spec for a true do-it-yourself toolset to enable SEMA suppliers to successfully manage their data and own the result 100%.

Year two was all about “keeping together.” The much-anticipated Product Information Management System (PIMS) was launched in July after several challenging development delays, and the SDC was officially in business for the first time. Industry participation and momentum continued to grow, eclipsing the 500-member mark before year’s end and setting us firmly on a path for year three, which begins next month.

Year three is our time for “working together.” The SDC has developed sufficient mass to legitimately rank as the largest single data repository in the automotive specialty parts marketplace, and members are exchanging product data to the tune of thousands of exports per week. Data receivers are joining in droves, underlining the critical importance of rich product data to power business systems, including warehouse distributors, retail brick and mortar and the web. And the SDC team continues to assess, build and adapt the Data Co-op’s services to meet the needs of membership across the board.

Now that the core of our service model is in place, here are a few coming attractions in 2014:

DIFM Services

The SDC was built on a model of training and helping suppliers to own the data management process. Our online tools, fulltime Help Desk support and ongoing education are all designed to enable “self management” of this valuable business asset. However, we have learned over the last year or so that sometimes getting that initial data set in order and loaded can be a formidable task. In 2014, the SDC will have available do-it-for-me (DIFM) services to help suppliers get over that initial hump. Once the initial onboarding is completed, the supplier can then take over the process using our do-it-yourself tools and Help Desk support.

SEMA Search

Utilizing the massive amount of product data being accumulated in the SDC repository, we will be developing a comprehensive online electronic catalog to showcase member products in 2014. Searchable by brand, product type, vehicle application, product attribute and much more, SEMA Search will be designed for use by industry sales people and, ultimately, by consumers to provide a one-stop resource for product information in the SEMA marketplace.

Dynamic Content on Demand

As the amount of product data continues to grow, many systems managers will be faced with having to choose what data they store locally. Limitations on storage and processing capability will likely lead to difficult decisions being made about what products, brands or categories to exclude from their offerings due to the demand of massive file sizes. Content on demand will answer this dilemma, providing the capability to access information about a specific part number and download it instantly at the point of sale rather than having to house the data in their systems.

These enhancements—and more to come—reflect the commitment to service and excellence that SEMA has made with the SDC. If you are a supplier who has not yet become part of the Co-op, please contact us today to learn how you can join hundreds of other brands in the largest single source for product data. If you are a SEMA-member reseller, take advantage of free unlimited data exports configured exactly to your system needs. We are here to help grow your sales!

To learn more about how you can take control of your product data and manage it at the lowest possible cost, contact SEMA Data Co-op Director of Membership Jim Graven at jimg@semadatacoop.org or 888-958-6698 x4.

SEMA News—February 2014

BUSINESS TECHNOLOGY
By Jon Wyly

SEMA Data Co-op Expanding to Meet Member Needs in 2014

“Coming together is a beginning; keeping together is progress; working together is success.”
—Henry Ford

It’s almost hard to believe that the SEMA Data Co-op (SDC) was officially launched just two short years ago with one employee, an ambitious mission and a handful of industry hopefuls who were willing to test drive an idea that, by all accounts, was going to be difficult at best. It seems appropriate as we approach the end of our second year to stop and take a look at where the SDC has been in its short existence and what the future holds for us in the coming months.

Year one was definitely our “coming together” year. SEMA leadership worked diligently to define an industry-owned solution for product data management, committing to wisely invest in the industry’s future by undertaking a most challenging task. The fledgling staff of the SDC began the process of recruiting a participant base, testing data processes and producing the design spec for a true do-it-yourself toolset to enable SEMA suppliers to successfully manage their data and own the result 100%.

Year two was all about “keeping together.” The much-anticipated Product Information Management System (PIMS) was launched in July after several challenging development delays, and the SDC was officially in business for the first time. Industry participation and momentum continued to grow, eclipsing the 500-member mark before year’s end and setting us firmly on a path for year three, which begins next month.

Year three is our time for “working together.” The SDC has developed sufficient mass to legitimately rank as the largest single data repository in the automotive specialty parts marketplace, and members are exchanging product data to the tune of thousands of exports per week. Data receivers are joining in droves, underlining the critical importance of rich product data to power business systems, including warehouse distributors, retail brick and mortar and the web. And the SDC team continues to assess, build and adapt the Data Co-op’s services to meet the needs of membership across the board.

Now that the core of our service model is in place, here are a few coming attractions in 2014:

DIFM Services

The SDC was built on a model of training and helping suppliers to own the data management process. Our online tools, fulltime Help Desk support and ongoing education are all designed to enable “self management” of this valuable business asset. However, we have learned over the last year or so that sometimes getting that initial data set in order and loaded can be a formidable task. In 2014, the SDC will have available do-it-for-me (DIFM) services to help suppliers get over that initial hump. Once the initial onboarding is completed, the supplier can then take over the process using our do-it-yourself tools and Help Desk support.

SEMA Search

Utilizing the massive amount of product data being accumulated in the SDC repository, we will be developing a comprehensive online electronic catalog to showcase member products in 2014. Searchable by brand, product type, vehicle application, product attribute and much more, SEMA Search will be designed for use by industry sales people and, ultimately, by consumers to provide a one-stop resource for product information in the SEMA marketplace.

Dynamic Content on Demand

As the amount of product data continues to grow, many systems managers will be faced with having to choose what data they store locally. Limitations on storage and processing capability will likely lead to difficult decisions being made about what products, brands or categories to exclude from their offerings due to the demand of massive file sizes. Content on demand will answer this dilemma, providing the capability to access information about a specific part number and download it instantly at the point of sale rather than having to house the data in their systems.

These enhancements—and more to come—reflect the commitment to service and excellence that SEMA has made with the SDC. If you are a supplier who has not yet become part of the Co-op, please contact us today to learn how you can join hundreds of other brands in the largest single source for product data. If you are a SEMA-member reseller, take advantage of free unlimited data exports configured exactly to your system needs. We are here to help grow your sales!

To learn more about how you can take control of your product data and manage it at the lowest possible cost, contact SEMA Data Co-op Director of Membership Jim Graven at jimg@semadatacoop.org or 888-958-6698 x4.

SEMA News—February 2014

BUSINESS TECHNOLOGY
By Jon Wyly

SEMA Data Co-op Expanding to Meet Member Needs in 2014

“Coming together is a beginning; keeping together is progress; working together is success.”
—Henry Ford

It’s almost hard to believe that the SEMA Data Co-op (SDC) was officially launched just two short years ago with one employee, an ambitious mission and a handful of industry hopefuls who were willing to test drive an idea that, by all accounts, was going to be difficult at best. It seems appropriate as we approach the end of our second year to stop and take a look at where the SDC has been in its short existence and what the future holds for us in the coming months.

Year one was definitely our “coming together” year. SEMA leadership worked diligently to define an industry-owned solution for product data management, committing to wisely invest in the industry’s future by undertaking a most challenging task. The fledgling staff of the SDC began the process of recruiting a participant base, testing data processes and producing the design spec for a true do-it-yourself toolset to enable SEMA suppliers to successfully manage their data and own the result 100%.

Year two was all about “keeping together.” The much-anticipated Product Information Management System (PIMS) was launched in July after several challenging development delays, and the SDC was officially in business for the first time. Industry participation and momentum continued to grow, eclipsing the 500-member mark before year’s end and setting us firmly on a path for year three, which begins next month.

Year three is our time for “working together.” The SDC has developed sufficient mass to legitimately rank as the largest single data repository in the automotive specialty parts marketplace, and members are exchanging product data to the tune of thousands of exports per week. Data receivers are joining in droves, underlining the critical importance of rich product data to power business systems, including warehouse distributors, retail brick and mortar and the web. And the SDC team continues to assess, build and adapt the Data Co-op’s services to meet the needs of membership across the board.

Now that the core of our service model is in place, here are a few coming attractions in 2014:

DIFM Services

The SDC was built on a model of training and helping suppliers to own the data management process. Our online tools, fulltime Help Desk support and ongoing education are all designed to enable “self management” of this valuable business asset. However, we have learned over the last year or so that sometimes getting that initial data set in order and loaded can be a formidable task. In 2014, the SDC will have available do-it-for-me (DIFM) services to help suppliers get over that initial hump. Once the initial onboarding is completed, the supplier can then take over the process using our do-it-yourself tools and Help Desk support.

SEMA Search

Utilizing the massive amount of product data being accumulated in the SDC repository, we will be developing a comprehensive online electronic catalog to showcase member products in 2014. Searchable by brand, product type, vehicle application, product attribute and much more, SEMA Search will be designed for use by industry sales people and, ultimately, by consumers to provide a one-stop resource for product information in the SEMA marketplace.

Dynamic Content on Demand

As the amount of product data continues to grow, many systems managers will be faced with having to choose what data they store locally. Limitations on storage and processing capability will likely lead to difficult decisions being made about what products, brands or categories to exclude from their offerings due to the demand of massive file sizes. Content on demand will answer this dilemma, providing the capability to access information about a specific part number and download it instantly at the point of sale rather than having to house the data in their systems.

These enhancements—and more to come—reflect the commitment to service and excellence that SEMA has made with the SDC. If you are a supplier who has not yet become part of the Co-op, please contact us today to learn how you can join hundreds of other brands in the largest single source for product data. If you are a SEMA-member reseller, take advantage of free unlimited data exports configured exactly to your system needs. We are here to help grow your sales!

To learn more about how you can take control of your product data and manage it at the lowest possible cost, contact SEMA Data Co-op Director of Membership Jim Graven at jimg@semadatacoop.org or 888-958-6698 x4.

SEMA News—February 2014

BUSINESS TECHNOLOGY
By Jon Wyly

SEMA Data Co-op Expanding to Meet Member Needs in 2014

“Coming together is a beginning; keeping together is progress; working together is success.”
—Henry Ford

It’s almost hard to believe that the SEMA Data Co-op (SDC) was officially launched just two short years ago with one employee, an ambitious mission and a handful of industry hopefuls who were willing to test drive an idea that, by all accounts, was going to be difficult at best. It seems appropriate as we approach the end of our second year to stop and take a look at where the SDC has been in its short existence and what the future holds for us in the coming months.

Year one was definitely our “coming together” year. SEMA leadership worked diligently to define an industry-owned solution for product data management, committing to wisely invest in the industry’s future by undertaking a most challenging task. The fledgling staff of the SDC began the process of recruiting a participant base, testing data processes and producing the design spec for a true do-it-yourself toolset to enable SEMA suppliers to successfully manage their data and own the result 100%.

Year two was all about “keeping together.” The much-anticipated Product Information Management System (PIMS) was launched in July after several challenging development delays, and the SDC was officially in business for the first time. Industry participation and momentum continued to grow, eclipsing the 500-member mark before year’s end and setting us firmly on a path for year three, which begins next month.

Year three is our time for “working together.” The SDC has developed sufficient mass to legitimately rank as the largest single data repository in the automotive specialty parts marketplace, and members are exchanging product data to the tune of thousands of exports per week. Data receivers are joining in droves, underlining the critical importance of rich product data to power business systems, including warehouse distributors, retail brick and mortar and the web. And the SDC team continues to assess, build and adapt the Data Co-op’s services to meet the needs of membership across the board.

Now that the core of our service model is in place, here are a few coming attractions in 2014:

DIFM Services

The SDC was built on a model of training and helping suppliers to own the data management process. Our online tools, fulltime Help Desk support and ongoing education are all designed to enable “self management” of this valuable business asset. However, we have learned over the last year or so that sometimes getting that initial data set in order and loaded can be a formidable task. In 2014, the SDC will have available do-it-for-me (DIFM) services to help suppliers get over that initial hump. Once the initial onboarding is completed, the supplier can then take over the process using our do-it-yourself tools and Help Desk support.

SEMA Search

Utilizing the massive amount of product data being accumulated in the SDC repository, we will be developing a comprehensive online electronic catalog to showcase member products in 2014. Searchable by brand, product type, vehicle application, product attribute and much more, SEMA Search will be designed for use by industry sales people and, ultimately, by consumers to provide a one-stop resource for product information in the SEMA marketplace.

Dynamic Content on Demand

As the amount of product data continues to grow, many systems managers will be faced with having to choose what data they store locally. Limitations on storage and processing capability will likely lead to difficult decisions being made about what products, brands or categories to exclude from their offerings due to the demand of massive file sizes. Content on demand will answer this dilemma, providing the capability to access information about a specific part number and download it instantly at the point of sale rather than having to house the data in their systems.

These enhancements—and more to come—reflect the commitment to service and excellence that SEMA has made with the SDC. If you are a supplier who has not yet become part of the Co-op, please contact us today to learn how you can join hundreds of other brands in the largest single source for product data. If you are a SEMA-member reseller, take advantage of free unlimited data exports configured exactly to your system needs. We are here to help grow your sales!

To learn more about how you can take control of your product data and manage it at the lowest possible cost, contact SEMA Data Co-op Director of Membership Jim Graven at jimg@semadatacoop.org or 888-958-6698 x4.

SEMA News—February 2014

BUSINESS TECHNOLOGY
By Jon Wyly

SEMA Data Co-op Expanding to Meet Member Needs in 2014

“Coming together is a beginning; keeping together is progress; working together is success.”
—Henry Ford

It’s almost hard to believe that the SEMA Data Co-op (SDC) was officially launched just two short years ago with one employee, an ambitious mission and a handful of industry hopefuls who were willing to test drive an idea that, by all accounts, was going to be difficult at best. It seems appropriate as we approach the end of our second year to stop and take a look at where the SDC has been in its short existence and what the future holds for us in the coming months.

Year one was definitely our “coming together” year. SEMA leadership worked diligently to define an industry-owned solution for product data management, committing to wisely invest in the industry’s future by undertaking a most challenging task. The fledgling staff of the SDC began the process of recruiting a participant base, testing data processes and producing the design spec for a true do-it-yourself toolset to enable SEMA suppliers to successfully manage their data and own the result 100%.

Year two was all about “keeping together.” The much-anticipated Product Information Management System (PIMS) was launched in July after several challenging development delays, and the SDC was officially in business for the first time. Industry participation and momentum continued to grow, eclipsing the 500-member mark before year’s end and setting us firmly on a path for year three, which begins next month.

Year three is our time for “working together.” The SDC has developed sufficient mass to legitimately rank as the largest single data repository in the automotive specialty parts marketplace, and members are exchanging product data to the tune of thousands of exports per week. Data receivers are joining in droves, underlining the critical importance of rich product data to power business systems, including warehouse distributors, retail brick and mortar and the web. And the SDC team continues to assess, build and adapt the Data Co-op’s services to meet the needs of membership across the board.

Now that the core of our service model is in place, here are a few coming attractions in 2014:

DIFM Services

The SDC was built on a model of training and helping suppliers to own the data management process. Our online tools, fulltime Help Desk support and ongoing education are all designed to enable “self management” of this valuable business asset. However, we have learned over the last year or so that sometimes getting that initial data set in order and loaded can be a formidable task. In 2014, the SDC will have available do-it-for-me (DIFM) services to help suppliers get over that initial hump. Once the initial onboarding is completed, the supplier can then take over the process using our do-it-yourself tools and Help Desk support.

SEMA Search

Utilizing the massive amount of product data being accumulated in the SDC repository, we will be developing a comprehensive online electronic catalog to showcase member products in 2014. Searchable by brand, product type, vehicle application, product attribute and much more, SEMA Search will be designed for use by industry sales people and, ultimately, by consumers to provide a one-stop resource for product information in the SEMA marketplace.

Dynamic Content on Demand

As the amount of product data continues to grow, many systems managers will be faced with having to choose what data they store locally. Limitations on storage and processing capability will likely lead to difficult decisions being made about what products, brands or categories to exclude from their offerings due to the demand of massive file sizes. Content on demand will answer this dilemma, providing the capability to access information about a specific part number and download it instantly at the point of sale rather than having to house the data in their systems.

These enhancements—and more to come—reflect the commitment to service and excellence that SEMA has made with the SDC. If you are a supplier who has not yet become part of the Co-op, please contact us today to learn how you can join hundreds of other brands in the largest single source for product data. If you are a SEMA-member reseller, take advantage of free unlimited data exports configured exactly to your system needs. We are here to help grow your sales!

To learn more about how you can take control of your product data and manage it at the lowest possible cost, contact SEMA Data Co-op Director of Membership Jim Graven at jimg@semadatacoop.org or 888-958-6698 x4.

SEMA News—February 2014

Events
By Chad Simon

Kids Helping Kids

A $50 Raffle Ticket Could Win You an $80,000 Custom F-150 Charity Truck Built by Students

Instead of being auctioned like previous WD-40/SEMA Cares vehicles, the WD-40/SEMA Cares Foose Ford F-150 off-road truck that was revealed at the 2013 SEMA Show is now available through a raffle at $50 per ticket.

The WD-40/SEMA Cares Foose Ford F-150 was designed as a tribute to off-roaders, truck enthusiasts and aftermarket companies that have used WD-40 products over the past 60 years. The vehicle carries an estimated value (including parts and labor) of $80,000.

Built in the SEMA Garage

The Foose-inspired truck is the first vehicle to be built in the new, state-of-the-art SEMA Garage—a facility that allows SEMA-member companies to test and prototype parts, try its 3D modeling and printing and use its fullscale photo studio. Through a partnership with the Alex Xydias Center for Automotive Arts (AXC), leading SEMA manufacturers spent two months working alongside students to install parts and equipment on the truck.

The project’s theme was “Kids Helping Kids,” where the teenage students from AXC helped to build the truck, and the proceeds raised from its raffle benefit the kids of three SEMA Cares charities—Childhelp, Victory Junction and the SEMA Memorial Scholarship Fund.

The custom vehicle is painted with BASF Onyx HD paint by LGE*CTS Motorsports and features a converted front Raptor suspension with Icon Vehicle Dynamics 3.0 coil-overs and upper uniball billet arms as well as ICON rear triple bypass shocks with Atlas 3.0+ leaf springs. Outfitted with Baja Forged front and rear bumpers by LGE*CTS Motorsports, the custom Ford F-150 also has a Boatec Raptor fiberglass hood, fenders and bed sides. The bed cage is equipped with Bulldog LED lighting and a Warn winch. AMP Research supplied and installed power running boards, bed steps and a tailgate extender to make it easy to get in and enjoy the Katzkin Leather interior and Clarion sound system installed by Audio Innovations.

The pickup also features a Whipple Supercharger, a Gale Banks Straight-Shot water/methanol injection system and a MagnaFlow cat-back exhaust system that, working together, provide the 6.2L V8 with more than 600 hp. The custom truck rests on Falken Wild Peak A/T 37x12.5R17 tires wrapped around 17x9-in. MHT Fuel Maverick wheels in a matte graphite finish.

Additional upgrades include HushMat automotive sound deadening and thermal insulation material; a Fuel-Tool fuel pump for the truck bed; Mag-Hytec rear differential covers; an Optima Batteries yellow-top battery; PowerBass speakers, subwoofers and a five-channel amplifier; and a Metra Electronics Turbo2 dash kit with HVAC controls, an amp kit and steering wheel controls.

“We’re trying to turn it over to the next generation,” Spagnola said. “Working alongside the manufacturers in the SEMA Garage gave the students firsthand knowledge of how to correctly install the products. The students actually did 90% of the work, and they got the benefit of developing relationships with some key manufacturers, so they’ve got someone to pass their resumes to when they get out of school.”

AXC—A Grassroots Institution

Eight students involved in the build attended the 2013 SEMA Show and participated in the WD-40/SEMA Cares press conference where the truck was introduced.

“It was a chance of a lifetime for them to work with a legend such as Chip Foose and the other manufacturers,” Spagnola said. “Every student was willing to work hard; many wanted to stay late to work on the truck. They went above and beyond their requirements for school.”

Theresa Contreras and Sara Morosan from L&G Enterprises coordinated the project and helped recruit students from AXC. Contreras believes the experience is valuable because it shows the students how passionate the industry is about getting them involved.

Contreras and Spagnola describe AXC as a grassroots school that emphasizes instructors working side by side with students as opposed to sitting in a classroom and learning from a book.

This is the sixth vehicle that WD-40 Co. and SEMA Cares have teamed up to build, and it’s the fourth vehicle that Chip Foose has designed with them. To date, WD-40/SEMA Cares vehicles have raised more than $575,000 for SEMA Cares charities.

How to Enter the Raffle

The drawing will take place May 30, 2014, at SEMA headquarters in Diamond Bar, California. Tickets will not be sold after April 30, 2014. Raffle tickets for the vehicle are available for purchase by calling 888-880-5057. Fax your entry form to 888-408-8857 or mail it to SEMA Cares Charity Truck Raffle, 1575 S. Valley Vista Dr., Diamond Bar, CA 91765. You may call the raffle hotline at 888-880-5057 to provide your name, address, phone number, credit-card number, credit-card security code and expiration date. Tickets may not be purchased on the website or by e-mail. Discounts are available for individuals purchasing multiple tickets, and the prize winner does not need to be present to win.

For complete details, visit www.wd40.com/truckraffle.

SEMA News—February 2014

Events
By Chad Simon

Kids Helping Kids

A $50 Raffle Ticket Could Win You an $80,000 Custom F-150 Charity Truck Built by Students

Instead of being auctioned like previous WD-40/SEMA Cares vehicles, the WD-40/SEMA Cares Foose Ford F-150 off-road truck that was revealed at the 2013 SEMA Show is now available through a raffle at $50 per ticket.

The WD-40/SEMA Cares Foose Ford F-150 was designed as a tribute to off-roaders, truck enthusiasts and aftermarket companies that have used WD-40 products over the past 60 years. The vehicle carries an estimated value (including parts and labor) of $80,000.

Built in the SEMA Garage

The Foose-inspired truck is the first vehicle to be built in the new, state-of-the-art SEMA Garage—a facility that allows SEMA-member companies to test and prototype parts, try its 3D modeling and printing and use its fullscale photo studio. Through a partnership with the Alex Xydias Center for Automotive Arts (AXC), leading SEMA manufacturers spent two months working alongside students to install parts and equipment on the truck.

The project’s theme was “Kids Helping Kids,” where the teenage students from AXC helped to build the truck, and the proceeds raised from its raffle benefit the kids of three SEMA Cares charities—Childhelp, Victory Junction and the SEMA Memorial Scholarship Fund.

The custom vehicle is painted with BASF Onyx HD paint by LGE*CTS Motorsports and features a converted front Raptor suspension with Icon Vehicle Dynamics 3.0 coil-overs and upper uniball billet arms as well as ICON rear triple bypass shocks with Atlas 3.0+ leaf springs. Outfitted with Baja Forged front and rear bumpers by LGE*CTS Motorsports, the custom Ford F-150 also has a Boatec Raptor fiberglass hood, fenders and bed sides. The bed cage is equipped with Bulldog LED lighting and a Warn winch. AMP Research supplied and installed power running boards, bed steps and a tailgate extender to make it easy to get in and enjoy the Katzkin Leather interior and Clarion sound system installed by Audio Innovations.

The pickup also features a Whipple Supercharger, a Gale Banks Straight-Shot water/methanol injection system and a MagnaFlow cat-back exhaust system that, working together, provide the 6.2L V8 with more than 600 hp. The custom truck rests on Falken Wild Peak A/T 37x12.5R17 tires wrapped around 17x9-in. MHT Fuel Maverick wheels in a matte graphite finish.

Additional upgrades include HushMat automotive sound deadening and thermal insulation material; a Fuel-Tool fuel pump for the truck bed; Mag-Hytec rear differential covers; an Optima Batteries yellow-top battery; PowerBass speakers, subwoofers and a five-channel amplifier; and a Metra Electronics Turbo2 dash kit with HVAC controls, an amp kit and steering wheel controls.

“We’re trying to turn it over to the next generation,” Spagnola said. “Working alongside the manufacturers in the SEMA Garage gave the students firsthand knowledge of how to correctly install the products. The students actually did 90% of the work, and they got the benefit of developing relationships with some key manufacturers, so they’ve got someone to pass their resumes to when they get out of school.”

AXC—A Grassroots Institution

Eight students involved in the build attended the 2013 SEMA Show and participated in the WD-40/SEMA Cares press conference where the truck was introduced.

“It was a chance of a lifetime for them to work with a legend such as Chip Foose and the other manufacturers,” Spagnola said. “Every student was willing to work hard; many wanted to stay late to work on the truck. They went above and beyond their requirements for school.”

Theresa Contreras and Sara Morosan from L&G Enterprises coordinated the project and helped recruit students from AXC. Contreras believes the experience is valuable because it shows the students how passionate the industry is about getting them involved.

Contreras and Spagnola describe AXC as a grassroots school that emphasizes instructors working side by side with students as opposed to sitting in a classroom and learning from a book.

This is the sixth vehicle that WD-40 Co. and SEMA Cares have teamed up to build, and it’s the fourth vehicle that Chip Foose has designed with them. To date, WD-40/SEMA Cares vehicles have raised more than $575,000 for SEMA Cares charities.

How to Enter the Raffle

The drawing will take place May 30, 2014, at SEMA headquarters in Diamond Bar, California. Tickets will not be sold after April 30, 2014. Raffle tickets for the vehicle are available for purchase by calling 888-880-5057. Fax your entry form to 888-408-8857 or mail it to SEMA Cares Charity Truck Raffle, 1575 S. Valley Vista Dr., Diamond Bar, CA 91765. You may call the raffle hotline at 888-880-5057 to provide your name, address, phone number, credit-card number, credit-card security code and expiration date. Tickets may not be purchased on the website or by e-mail. Discounts are available for individuals purchasing multiple tickets, and the prize winner does not need to be present to win.

For complete details, visit www.wd40.com/truckraffle.