Upload
social-media-marketing
View
718
Download
2
Tags:
Embed Size (px)
DESCRIPTION
Dealer Internet Battle Plan Web 2
Citation preview
1
1
Dealer Internet Battle Plan – Ralph Paglia
How to Use Web 2.0 in a High Powered Guerrilla Marketing Strategy Leverage Web 2.0 sites using OEM supplied content and your customer lists to create business opportunities that will help you sell cars and prosper at a time when dealers are cutting expenses.
Leverage Web 2.0 sites using OEM supplied content and your existing customer databases to create high quality sales opportunities at little or no cost. Use access to new sources of OEM supplied information, image, video and rich media content that is updated daily, along with other data resources, to enrich online dealership communities. Use multiple email lists and SEO to take advantage of low or no cost web site platforms as an online magnet that pulls in and engages prospects in your area, along with previous sales and service customers. How do you reach critical mass, to achieve the Web 2.0 alchemy needed to drive dealership opportunities to do business? No dealer or manager should miss this unique opportunity to see how their dealership can use new tools and emerging capabilities that did not exist in 2009 as part of a 2011 Guerrilla Marketing Strategy to generate business without spending more money!
Attendees will receive free access to online resources they can use to gain competitive
advantage in their local markets. -- NinjaDealer.com --
2
2
Dealer Internet Battle Plan – Ralph Paglia
INTRODUCTION: Ralph Paglia Director - Digital Marketing ADP Dealer Services
• 20+ year automotive industry leader in Digital Marketing, Advertising, Lead Management and dealership CRM process design and execution.
• Executed Digital Marketing strategy that generated144,000+ leads to single-point Chevy dealer in 2 years.
• Built dealer team that sold 4,000+ Vehicles to Web Leads in 2006. • Worked with Ford in 2007 to develop first Tier 3 Digital Advertising
program providing dealers with geotargeted Tier 1 marketing assets• Managed first retail automotive Behavioral Targeting Digital Ad pilot
program while at Courtesy Chevrolet in 2005, 2006 and 2007• Started generating Internet leads in 1988 using CompuServe ISP
access and vehicle listings on defense contractor BBS’s in SoCal • Internet Sales & Marketing Consultant to Ford, Mercedes-Benz, GM,
Honda, Toyota, Mercedes-Benz, Hyundai and over 200 dealers.
Cell: 505.301.6369 [email protected] www.ADMPC.com
5
5
Dealer Internet Battle Plan – Ralph Paglia
Dealer Resource Sites•
www.DealerInternetBattlePlan.com
Jim Ziegler Internet workshops • www.ADPsocial.com
Ralph Paglia’s team network• www.DealerKnows.com
Joe Webb• www.TomSparks.com
Tim Jennings• http://YouTube.com/user/SparksBuick
Tim Jennings• www.SocialAutoSales.com
Ralph Paglia’s dealer services • www.AutomotiveInternet.com
Digital Advertising web presentation
• www.NinjaDealer.com Access Restricted to Dealer Internet Battle Plan Attendees
• www.ADMPC.comAutomotive Digital Marketing Professional Community is #1
• www.DealerRefresh.com Popular Internet Sales Manager Blog and Forum
• www.DrivingSales.com Jared Hamilton’s response to ADM Professional Community
6
6
Dealer Internet Battle Plan – Ralph Paglia
Dealer Resource Sites• www.FordCommunity.com • www.ToyotaCommunity.com• www.ChevyCommunity.com • www.KiaCommunity.com • www.InternetSalesManagers.org • www.AutomotiveInternet.com • www.ADPdigitaladvertising.com • www.DigitalDealerConference.org • www.AskPatty.com • www.Automotive-SEO.com • www.DealerConversion.com • www.AutoDealerPeople.com • www.DealerElite.com • www.Dealer-SEO.com • www.OnlineAutomotiveReview.com • KainAutomotiveIdeaExchange.ning.com
• www.DealerRater.com Get Certified for $85 a month, use tools to push reviews everywhere!
• www.MerchantCircle.com
• www.Yelp.com
• www.Insider Pages.com
• www.CarDealerCheck.com
• www.MyDealerReport.com
• www.CarDealerReviews.org
• www.PrestoReviews.com
• www.DealershipRatings.com
• www.Edmunds.com
7
7
Dealer Internet Battle Plan – Ralph Paglia
Web 2.0 is typically used to describe UGC sites and Social Networks available in a “Heinz 57” range of varieties
1. Social Networks2. Professional Networks3. Video Hosting Sites4. Photo Hosting Sites5. DIY Publishing (Blogs)6. Consumer Reviews & Ratings7. Status, SMS & Bookmarking 8. DIY Network Creation Platforms
8
8
Dealer Internet Battle Plan – Ralph Paglia
Dealer CommunityHub & Feed Sources
Social & Professional
Networks(Groups)
Article & Content Publishing Blogs
(microsites)UGC Video & Photo
Servers (Video-Photo SEO)
Consumer Reviews & User Rating Sites
Social Bookmarking & SMS Sites
DigitalRalph says:
“Use a network of interconnected Web 2.0 sites for dealership social marketing strategy”
9
9
Dealer Internet Battle Plan – Ralph Paglia
DigitalRalph.com says:
“Use your network of connected Web 2.0 sites for push-pull syndication of OEM supplied and User Generated Content assets. Leverage your car company’s daily updates and get your customers to create content for most of updating the work!”
Dealership Community.com
MySpace
WordPress
YouTube
Flickr
Photobucket
Blogger
DealerRater
Edmunds
Kudzu
Digg
Del.cio.us
Technorati
Dealership Web 2.0 Social Marketing Strategy Example
11
11
Dealer Internet Battle Plan – Ralph Paglia
12
12
Dealer Internet Battle Plan – Ralph Paglia
13
13
Dealer Internet Battle Plan – Ralph Paglia
14
14
Dealer Internet Battle Plan – Ralph Paglia
15
15
Dealer Internet Battle Plan – Ralph Paglia
16
16
Dealer Internet Battle Plan – Ralph Paglia
17
17
Dealer Internet Battle Plan – Ralph Paglia
18
18
Dealer Internet Battle Plan – Ralph Paglia
19
19
Dealer Internet Battle Plan – Ralph Paglia
20
20
Dealer Internet Battle Plan – Ralph Paglia
21
21
Dealer Internet Battle Plan – Ralph Paglia
22
22
Dealer Internet Battle Plan – Ralph Paglia
23
23
Dealer Internet Battle Plan – Ralph Paglia
24
24
Dealer Internet Battle Plan – Ralph Paglia
25
25
Dealer Internet Battle Plan – Ralph Paglia
26
26
Dealer Internet Battle Plan – Ralph Paglia
27
27
Dealer Internet Battle Plan – Ralph Paglia
28
28
Dealer Internet Battle Plan – Ralph Paglia
29
29
Dealer Internet Battle Plan – Ralph Paglia
Dealership Web 2.0 Social Marketing Strategy Example
Content drives traffic and customer engagement:1. Consumer user/members of the Dealer Community2. RSS Feeds from OEM’s – Articles, Photos & Video3. RSS Feeds from Enthusiast sites4. Video Feeds from multiple sources5. Widgets and Gadgets from Multiple Source6. Dealership Employees7. Suppliers8. You
30
30
Dealer Internet Battle Plan – Ralph Paglia
31
31
Dealer Internet Battle Plan – Ralph Paglia
http://www.dealerrater.com/login.aspx
32
32
Dealer Internet Battle Plan – Ralph Paglia
33
33
Dealer Internet Battle Plan – Ralph Paglia
34
34
Dealer Internet Battle Plan – Ralph Paglia
35
35
Dealer Internet Battle Plan – Ralph Paglia
36
36
Dealer Internet Battle Plan – Ralph Paglia
37
37
Dealer Internet Battle Plan – Ralph Paglia
38
38
Dealer Internet Battle Plan – Ralph Paglia
39
39
Dealer Internet Battle Plan – Ralph Paglia
40
40
Dealer Internet Battle Plan – Ralph Paglia
41
41
Dealer Internet Battle Plan – Ralph Paglia
42
42
Dealer Internet Battle Plan – Ralph Paglia
43
43
Dealer Internet Battle Plan – Ralph Paglia
http://ford.digitalsnippets.com
44
44
Dealer Internet Battle Plan – Ralph Paglia
45
45
Dealer Internet Battle Plan – Ralph Paglia
46
46
Dealer Internet Battle Plan – Ralph Paglia
47
47
Dealer Internet Battle Plan – Ralph Paglia
48
48
Dealer Internet Battle Plan – Ralph Paglia
49
49
Dealer Internet Battle Plan – Ralph Paglia
50
50
Dealer Internet Battle Plan – Ralph Paglia
“In today’s social media dominated world, online consumer generated content, such as reviews and ratings, is prevailing as a key influence in shoppers’ decision to ultimately purchase a product or use a service. This trend can be recognized by the increase in popularity of Web sites built on business models providing just this type of information. A positive consequence of such review sites is that businesses work hard to avoid getting low scores and more effort is put into satisfying customers. “
Alin Sturek J. D. Power and Associates
18 months have brought dramatic shifts
in the Social Networking space.
The Dominant sites are a minimum
requirement for car dealer social
marketing Strategy, including dealership
profile pages and accounts on each as a
valuable source of traffic
Who will be the
next hot Internet
property?
Who will be the
next hot Video
Viewing property?
Where do you go with
Video Advertising as the Web
replaces TV?
Which car companies are getting
the most traffic to their
consumer facing
websites?
Which automotive
inventory listing sites are
getting the most traffic?
57
57
Dealer Internet Battle Plan – Ralph Paglia
Why Bother with Web 2.0 Marketing Strategy?
Web 2.0 is fundamentally altering how customers interact with the Internet, and how businesses reach them.
• In 2007, Web 2.0 sites attracted 69 million users in the United States alone.
• In 2008, Web 2.0 sites generated $1 billion in advertising revenue.
• By 2011, Web 2.0 sites are projected to attract 101 million users in the U.S. and earn $4.3 billion in advertising revenue.
We need to overcome obstacles that prevent dealers and dealer ad associations from utilizing this dynamic communication medium in an effective manner…
58
58
Dealer Internet Battle Plan – Ralph Paglia
Edmunds.com - first Automotive review site
Edmunds follows a product review model for automobiles. Meanwhile, a separate link takes readers to its “community areas,” where users share their automotive ownership and purchasing experiences. Edmunds has maintained this online community since 1996, and it is moderated. All content posted to the site is reviewed by Edmunds’ staff within 24 hours, and offending material is immediately removed.
Is it time for dealers toCreate online communities for employees and customers?
59
59
Dealer Internet Battle Plan – Ralph Paglia
Edmunds.com as a dealer sales toolAccording to a recent CapGemini study, 29% of car buyers use consumer-to-consumer (C2C) sites such as Edmunds, blogs or Internet discussion groups when researching information during the vehicle shopping process, up from 21% in 2006.
60
60
Dealer Internet Battle Plan – Ralph Paglia
Top 25 Web 2.0/UGC Sites
Shown below are the 3 Most Popular User Generated Content (UGC) Websites ranked by a combination of Inbound Links, Google Page Rank, Alexa Rank, and U.S. traffic data from Compete and Quantcast.
1 | myspace.com 92,285,806 - Inbound Links | 68,285,849 -
Compete Monthly Visitors | 53,000,000 - Quantcast Monthly Visitors | 6 - Alexa Ranking. | Page Rank: 8 eBusiness News | Top 25 Web 2.0 Sites |
2 | Wikipedia.org 75,539,411 - Inbound Links | 41,422,790 -
Compete Monthly Visitors | 43,000,000 - Quantcast Monthly Visitors | 9 - Alexa Ranking. | Page Rank: 8 eBusiness News | Top 25 Web 2.0 Sites |
3 | YouTube.com 52,375,050 - Inbound Links | 23,825,526 -
Compete Monthly Visitors | 32,000,000 - Quantcast Monthly Visitors | 4 - Alexa Ranking. | Page Rank: 8 eBusiness News | Top 25 Web 2.0 Sites |
61
61
Dealer Internet Battle Plan – Ralph Paglia
4th to 7th Most Popular Web 2.0 Sites
4 | facebook.com 18,261,829 - Inbound Links | 22,541,770 -
Compete Monthly Visitors | 25,000,000 - Quantcast Monthly Visitors | 12 - Alexa Ranking. | Page Rank: 8 eBusiness News | Top 25 Web 2.0
5 | photobucket.com 144,789,477 - Inbound Links | 25,548,801 -
Compete Monthly Visitors | 14,000,000 - Quantcast Monthly Visitors | 40 - Alexa Ranking. | Page Rank: 8 eBusiness News | Top 25 Web 2.0
6 | craigslist.org 2,218,413 - Inbound Links | 23,982,542 - Compete
Monthly Visitors | 15,000,000 - Quantcast Monthly Visitors | 46 - Alexa Ranking. | Page Rank: 8 eBusiness News | Top 25 Web 2.0 Sites
7 | flickr.com 51,779,871 - Inbound Links | 23,643,614 - Compete
Monthly Visitors | 9,700,000 - Quantcast Monthly Visitors | 36 - Alexa Ranking. | Page Rank: 8 eBusiness News | Top 25 Web 2.0 Sites
62
62
Dealer Internet Battle Plan – Ralph Paglia
8th to 12th Most Popular Web 2.0 Sites
8 | IMDB.com 22,521,797 - Inbound Links | 17,703,766 - Compete
Monthly Visitors | 11,000,000 - Quantcast Monthly Visitors | 32 - Alexa Ranking. | Page Rank: 8 eBusiness News | Top 25 Web 2.0
9 | digg.com 118,353,522 - Inbound Links | 16,964,445 - Compete
Monthly Visitors | 8,700,000 - Quantcast Monthly Visitors | 104 - Alexa Ranking. | Page Rank: 8eBusiness News | Top 25 Web 2.0
10 | WordPress.com 40,127,598 - Inbound Links | 6,373,166 -
Compete Monthly Visitors | 16,040,392 - Quantcast Monthly Visitors | 79 - Alexa Ranking. | Page Rank: 8 eBusiness News | Top 25 Web 2.0
11 | topix.com 12,338,857 - Inbound Links | 4,496,803 - Compete
Monthly Visitors | NA - Quantcast Monthly Visitors | 1,583 - Alexa Ranking. | Page Rank: 6 eBusiness News | Top 25 Web 2.0 Sites |
12 | Netscape.com 21,622,171 - Inbound Links | 4,855,232 -
Compete Monthly Visitors | 8,282,805 - Quantcast Monthly Visitors | 555 - Alexa Ranking. | Page Rank: 9 eBusiness News |
63
63
Dealer Internet Battle Plan – Ralph Paglia
13th to 17th Most Popular Web 2.0 Sites | August 2008
13 | xanga.com 8,229,423 - Inbound Links | 3,494,603 - Compete Monthly
Visitors | 6,627,359 - Quantcast Monthly Visitors | 91 - Alexa Ranking. | Page Rank: 7 eBusiness News | Top 25 Web 2.0
14 | TypePad.com 39,468,446 - Inbound Links | 6,431,095 - Compete
Monthly Visitors | 4,400,000 - Quantcast Monthly Visitors | 190 - Alexa Ranking. | Page Rank: 8 eBusiness News | Top 25 Web 2.0
15 | cafepress.com 39,894,526 - Inbound Links | 3,423,757 - Compete
Monthly Visitors | 3,400,000 - Quantcast Monthly Visitors | 824 - Alexa Ranking. | Page Rank: 8 eBusiness News | Top 25 Web 2.0
16 | feedburner.com 100,244,672 - Inbound Links | 5,478,321 - Compete
Monthly Visitors | 592,976 - Quantcast Monthly Visitors | 323 - Alexa Ranking. | Page Rank: 8 eBusiness News | Top 25 Web 2.0
17 | LiveJournal.com 33,451,748 - Inbound Links | 3,660,684 - Compete
Monthly Visitors | 1,900,000 - Quantcast Monthly Visitors | 63 - Alexa Ranking. | Page Rank: 8 eBusiness News | Top 25 Web 2.0
64
64
Dealer Internet Battle Plan – Ralph Paglia
18th to 22nd Most Popular Web 2.0 Sites | August 2008
18 | Technorati.com 75,264,240 - Inbound Links | 3,231,709 - Compete
Monthly Visitors | 1,400,000 - Quantcast Monthly Visitors | 216 - Alexa Ranking. | Page Rank: 8 eBusiness News |
19 | linkedin.com 2,850,378 - Inbound Links | 2,390,529 - Compete
Monthly Visitors | 1,300,000 - Quantcast Monthly Visitors | 151 - Alexa Ranking. | Page Rank: 7 eBusiness News |
20 | del.icio.us 171,905,738 - Inbound Links | 1,699,128 - Compete
Monthly Visitors | 1,300,000 - Quantcast Monthly Visitors | 248 - Alexa Ranking. | Page Rank: 8 eBusiness News |
21 | dailymotion.com 3,376,702 - Inbound Links | 1,962,777 - Compete
Monthly Visitors | 853,305 - Quantcast Monthly Visitors | 51 - Alexa Ranking. | Page Rank: 7 eBusiness News |
22 | friendster.com 3,275,127 - Inbound Links | 1,521,905 - Compete
Monthly Visitors | 808,926 - Quantcast Monthly Visitors | 19 - Alexa Ranking. | Page Rank: 7 eBusiness News |
65
65
Dealer Internet Battle Plan – Ralph Paglia
“They also benefit from their cost-effectiveness - the content is practically free.” Gibs continued, “Notably, the Associated Press also stands out, as a more traditional outlet innovating to keep pace with technology. The launch of its video offering earlier this year has driven significant growth as consumers seek streaming content to complement online and print news. “
USER-GENERATED CONTENT DRIVES HALF OF U.S. TOP 10 FASTEST GROWING WEB BRANDS, ACCORDING TO NIELSEN//NETRATINGS
66
66
Dealer Internet Battle Plan – Ralph Paglia
67
67
Dealer Internet Battle Plan – Ralph Paglia
• Certification Seal - Official Certification Seal to display on your dealership websites • Certification Seal is displayed on your review page • Links to your review page • Monitor reviews via email alerts • 2 week reconciliation period to work with customers who presented any issues with their
experience. • Lets potential buyers know you're serious about customer service • Blacklisted dealerships are not eligible
DealerRater.com Certification BenefitsBuild Your Online Reputation, Get Certified!
Perspective on Social Networks: Do Something! – DealerRater.com Web 2.0 Strategy
68
68
Dealer Internet Battle Plan – Ralph Paglia
Perspective on Social Networks: DealerRater.com Web 2.0 Strategy - Marketing
• Customer Rating Cards Rating cards to hand out to your raving fan customers • Easy way to increase your rating • Helpful reminder for your best customers to post a review• Good for both sales and service department consumer reviews
• Use the back side to promote sales & service specials• Works pre sale AND post sale • Direct potential customers to your good ratings • Assign custom URL to rating page: www.ABCMotorsRateUs.com
69
69
Dealer Internet Battle Plan – Ralph Paglia
Perspective on Social Networks: DealerRater.com Web 2.0 Strategy - Marketing
• Dealer Directory Certification Icon Certification icon displays next to listing • Lets buyers know immediately of your status • Attracts more clicks
• Free Vehicle Leads Receive and track vehicle leads • Optional - receive leads from distant buyers • Optional - receive leads for competing makes
• Free Classified Ads Unlimited Listings – New & Used Inventory • Up to 36 photos per car • Inventory data via DMS or 3rd party provider • Ad runs until car is sold
70
70
Dealer Internet Battle Plan – Ralph Paglia
71
71
Dealer Internet Battle Plan – Ralph Paglia
Social Network Platforms: www.ADMPC.com
72
72
Dealer Internet Battle Plan – Ralph Paglia
Reply by Ted Frazier 5 hours ago Send Message
“Every now and then I google myself for fun to see what comes up. I did this just the other day I noticed my ADM profile page was #1, and I haven't even tried to SEO my profile. Now that I see I can get google's attention here I think I'll start using it to build content on other key words and point to my other sites.”
Has the AutoDigitalMarketing.com Experiment in Social/Professional Networking been successful?
73
73
Dealer Internet Battle Plan – Ralph Paglia
When it came time to select a platform for creating dealership communities, the ADM experience…
74
74
Dealer Internet Battle Plan – Ralph Paglia
When it came time to select a platform for creating dealership communities, the ADM experience…
75
75
Dealer Internet Battle Plan – Ralph Paglia
76
76
Dealer Internet Battle Plan – Ralph Paglia
77
77
Dealer Internet Battle Plan – Ralph Paglia
78
78
Dealer Internet Battle Plan – Ralph Paglia
79
79
Dealer Internet Battle Plan – Ralph Paglia
80
80
Dealer Internet Battle Plan – Ralph Paglia
81
81
Dealer Internet Battle Plan – Ralph Paglia
82
82
Dealer Internet Battle Plan – Ralph Paglia
83
83
Dealer Internet Battle Plan – Ralph Paglia
84
84
Dealer Internet Battle Plan – Ralph Paglia
85
85
Dealer Internet Battle Plan – Ralph Paglia
86
86
Dealer Internet Battle Plan – Ralph Paglia
87
87
Dealer Internet Battle Plan – Ralph Paglia
Ralph PagliaADP Digital Marketing Solutionswww.ADPdigitaladvertising.com [email protected]: 505-301-6369 www.DigitalRalph.com
Presentation available at: AutoDigitalMarketing.com1. Join ADM2. Go to “ADM Forum” 3. Use Search: “Presentation File Exchange”
Attendees will receive free access to online resources they can use to gain competitive advantage in their local markets. RSS Feed Resources:
www.MySpaceAutomotive.comhttp://www.automotivedigitalmarketing.com/forum/topics/oem-provided-rss-data-feeds
88
88
Dealer Internet Battle Plan – Ralph Paglia
Byron McDuffee
Vice President, Global StrategyADP Dealer Services
89
89
Dealer Internet Battle Plan – Ralph Paglia
90
90
Dealer Internet Battle Plan – Ralph Paglia
91
91
Dealer Internet Battle Plan – Ralph Paglia
92
92
Dealer Internet Battle Plan – Ralph Paglia
93
93
Dealer Internet Battle Plan – Ralph Paglia
94
94
Dealer Internet Battle Plan – Ralph Paglia
95
95
Dealer Internet Battle Plan – Ralph Paglia
96
96
Dealer Internet Battle Plan – Ralph Paglia
97
97
Dealer Internet Battle Plan – Ralph Paglia
98
98
Dealer Internet Battle Plan – Ralph Paglia
99
99
Dealer Internet Battle Plan – Ralph Paglia
100
100
Dealer Internet Battle Plan – Ralph Paglia
101
101
Dealer Internet Battle Plan – Ralph Paglia
102
102
Dealer Internet Battle Plan – Ralph Paglia
103
103
Dealer Internet Battle Plan – Ralph Paglia
104
104
Dealer Internet Battle Plan – Ralph Paglia
105
105
Dealer Internet Battle Plan – Ralph Paglia
106
106
Dealer Internet Battle Plan – Ralph Paglia
107
107
Dealer Internet Battle Plan – Ralph Paglia