General Motors SFE Social Media Marketing Webinar Presentation by Ralph Paglia

1Ralph Paglia; Social Media Marketing for GM Dealers – November 6, 2009 ADMPC.com

Social Media Marketing for GM DealersSocial Media Marketing for GM DealersSocial Media Marketing for GM Dealers


Social Media Marketing for GM Dealers

“Ralph Paglia will showcase actual dealership implementations of social media marketing and reputation management strategies… learn how to measure performance and track the results required for increases in sales and profits. Learn how to create and sustain ongoing competitive advantages by building a foundation that positions GM dealers as the place to do business! Use customer engagement models that have become more effective than conventional interruption based advertising alone. Ralph will review online access to step-by-step tactical blueprints that make it easy to use a combination of low cost dealer sponsored communities that are automatically updated daily using free GM supplied assets. See how to engage a GM dealership’s employees within an online community, then syndicate video, photo, blogs and discussion forums into the most popular social media, such as Facebook, Twitter, MySpace, YouTube, Digg, Blogger, Wordpress and others to create a powerful social marketing and reputation management network that generates real-world sales and profits.”



Social Media Marketing for GM DealersIntroduction and Background:

Ralph Paglia Director - Digital Marketing Dealer Services• 20+ year automotive industry leader in Digital

Marketing, Advertising, Lead Management, BDC and dealership CRM process design and execution

• Executed Digital Marketing and Sales Strategy that generated 144,000+ leads to single-point Chevy dealer in 2 years

• Built dealer ISS team that sold 4,000+ Units to Web Leads in 2006 • Worked w/Ford in 2007-2008 to develop first fully integrated multi-

publisher Tier 3 Digital Marketing Consulting & Advertising program • First retail automotive Behavioral Targeting Digital Advertising

program while at Courtesy Chevrolet in 2005, 2006 and 2007• Internet Sales & Marketing Consultant to Ford, Mercedes-Benz, GM,

Honda, Toyota, Mercedes-Benz, Hyundai and 250+ dealers & groups

• Started generating Internet leads in 1988 using CompuServe ISP access and vehicle listings on defense contractor BBS’s in SoCal Cell: 505.301.6369 [email protected] www.ADMPC.com



THE PROBLEM: Many Dealers see the “Social Networks” and “Consumer Reviews” Landscape as a jungle of weird names and brands with little to no value…

Social Media Marketing for GM DealersRalph Paglia – November 6, 2009


1. Increased traffic to the GM dealer’s primary eCommerce websites

2. Increased “Top Of Mind” Brand Awareness of the dealership in their local area with automotive customers who are in market

3. Improved Search Engine Rankings for the dealer’s primary eCommerce site for relevant search terms

4. An effective and proactive Reputation Management strategy that alerts dealers to what is being published and guides satisfied customers towards posting positive reviews about dealership

5. Employee engagement with Social Media that is guided, advantageous to the dealership, controlled and monitored

6. Dealer establishes a “Thought Leadership” position in their local community with a customer segment that is difficult to reach

7. Increased sales of Vehicles, Service and Parts

Value Proposition to GM Dealers:

Social Marketing/Reputation Management Strategy


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Social Media Marketing for GM Dealerswww.ADMPC.com

Click to Zoom




Measuring Blogging Sites



Measuring Social Network Sites



Measuring Forum & Chat Provider Sites



Measuring Social Networks & Online Community Sites



Dealership Community.com

Facebook

MySpace

LinkedIn

WordPress

YouTube

Flickr

Photobucket

Blogger

DealerRater

Edmunds

Kudzu

Twitter

Digg

Del.cio.us

Technorati

Social Marketing Strategy Example: Ancira Auto Group

http://youtube.com/

http://www.photobucket.com/

http://www.digg.com/

http://www.wordpress.com/

http://www.technorati.com/

http://del.icio.us/

Ralph Paglia; Social Media Marketing for GM Dealers – November 6, 2009 ADMPC.com


Employee Participation; “Secret Sauce”

Over 200 Ancira Employees participate in community…


Social Media Marketing for GM DealersSocial Media Marketing for GM Dealers

www.AnciraCommunity.com














Social Media Marketing for GM DealersSocial Media Marketing for GM DealersDear April Ancira,

Thank you so much for your response to my recent service from Ancira Kia. I am absolutely blown away that you not only responded to my dissatisfaction by offering a complimentary return visit, but that you use social media outlets to further your customer reach. I never expected to achieve anything by tweeting my rant earlier today, I was just trying to kill some time in the waiting room (lol). But wow, I am totally floored, I have to say.

To tell you the truth I was actually going to email your company tonight to inform you all of my visit. I was mailed a flyer for the discounted oil change and decided to take you all up on it since it was so much cheaper than my normal oil change place...had a bit of trouble setting up the initial appointment…after a transfer and several rings I was eventually routed to…a man who scheduled me for a 4:30 PM appointment…Thursday, October 8th.

Fast forward to today and…the man in the red shirt told me that he didn't have any appointments scheduled for me. That was quite unfortunate due to my busy week, and add to the fact that I was already well past my previous oil change expiration (my fault, I know). The red-shirted man understood my frustration and scheduled an oil change for me tonight anyway, but did give me a heads-up about the 2 hour wait.

Thankfully (or not?), I had Twitter and a phone full of music, so the wait was bearable. And it was actually less than an-hour-and-a-half wait, so that made it even better.

So to wrap up this novel (sorry!), I just wanted to let you know how I came to the situation…and what transpired afterward. I did get my discount and the free car wash that was included with the flyer. Also, I consider myself to be a mostly patient person and am very much one to notice customer service; whether or not my visit was tended to with prompt diligence, every person I spoke to from earlier this week to today was very cheerful and willing to help (especially the man in the red shirt). That being said, I would feel like I'm stealing from you by accepting your complimentary offer…I will be happy to explain to everyone the fantastic service I received after today's mishap, and am very happy that I chose to purchase my Kia from you all [Ancira]. Many thanks and sincerity, J.R. Moreno



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Syndication by employees and customers is key!


Social Media Marketing for GM DealersSocial Media Marketing for GM Dealers2



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Social Media Marketing for GM DealersAncira Auto Group Social Marketing & Reputation Management

What about Search Engines?Will Social Network pages, blogs, etc. be indexed by Google?Is there any value to references made about our dealership and the anchor text links that we put into our profile pages? NEXT: Ancira Social Media Profiles in Search Engine Results Pages (SERP)…



SERP #1



SERP #1.5



SERP #1.75



SERP #2

100% Ancira Auto Group controlled or Owned sites



SERP #3




SERP #4




SERP #5




SERP #6




SERP #7




SERP #8




SERP #9




SERP #10




Twitter messages (Tweets) are

now indexed by Google and

show up in search results…
















Social Media Marketing for GM DealersSocial Media Marketing for GM Dealers120 Social Media Site EnrollmentsCompleted for the Dealer’s Name/Domain






Social Media Marketing for GM DealersSocial Media Marketing for GM Dealers120 Social Media site enrollments completed by Humans to get past CAPTCHA filters and register the Dealer’s Name/Domain with Links back to the dealer’s “Community” site from ADP for SEO back-link value… <5 days.


Social Media Marketing for GM DealersWhat About Facebook?



1. Set Up a “Profile” for the Dealer/Owner2. Create a “Group” for your Franchise/Brand3. Create a “Fan Page” for your Community



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Ads were seen 7,201,334 times in October by Facebook members who live near the two dealerships in this case study…

1,730 of those Facebook members clicked on one the two dealer advertisements… Since we spent $1,595.25 for the Facebook Ad Campaigns, each click customer visit to our community site, or Fan page cost 92 cents.

To show Facebook members our dealership ads 1,000 times, it cost 22 cents…




Social Media Marketing for GM DealersListening to What Customers are Saying About your GM Dealerships in the Social media World

1. How do you do it?2. How much does it cost?3. What do you do when you

hear something?






Social Media Marketing for GM DealersWhat about Twitter?

1. Listen for comments2. Attract Followers3. Take action when appropriate4. Provide valuable tweet streams





Social Media Provides Mass Monitoring Power to Dealers



Social Media Provides Mass Monitoring Power to Dealers

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Social Marketing and Reputation Management Strategies should focus on obtaining and serving up highly desirable relevant content within Community.

1. Consumer members of Dealership Community• Customer Contests and Incentives (UCN example)• Advertise syndication brands to attract consumers

2. RSS Feeds from OEM’s and Enthusiast sites• ADP library of feeds catalogued by brand

3. Video & Photo Feeds from multiple sources• ADP library of Media feeds by brand

4. Widgets/Gadgets from multiple sources• DealerRater.com reseller agreement• Embed selected dealer website content (inventory, specials, etc.)• Over 100 Widget Apps available from platform provider

5. Dealership Employees• Fixed Operations• Civic Activities, Fund Raisers, Local Sponsorships,

6. Suppliers• Every supplier required to have a profile within community

7. OEM associates - Car Companies are HIGHLY supportive

Social Media Content Drives Traffic and Customer Engagement

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Dealer Social Marketing Content StrategyContent drives traffic and customer engagement:1. You 2. RSS Feeds from OEM’s – Articles, Photos & Video3. RSS Feeds from Enthusiast sites4. Videos from multiple sources (Google Video Search)

5. Photos from multiple sources (Google Image Search)

6. Widgets and Gadgets from Multiple Source7. Dealership Employees8. Suppliers9. Consumer user/members of the Dealer Community

List of OEM supplied Social Marketing Content feeds and tools:

www.MySpaceAutomotive.com



• Certification Seal - Official Certification Seal to display on your dealership websites • Certification Seal displayed on DR review page • Multiple Social Media Links to your review page • You can monitor reviews via email alerts • 2 week reconciliation period to work with customers who presented any issues with their experience. • Lets Social Network members know you're serious about customer service • Blacklisted dealerships are not eligible • Customer Review syndication tools – Widgets and RSS feeds to display dealership reviews across social sites

DealerRater.com Certification BenefitsBuild Your Social Media Reputation; Syndication!

Perspective on Social Networks: DealerRater.com

https://www.dealerrater.com/company/cert1.aspx



• 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 • Point URL to your rating page: www.RateAutoAves.com

http://www.rateautoaves.com/



• 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• Facebook inventory integration



Ralph PagliaADP Digital Marketing Solutionswww.ADPdigitaladvertising.com [email protected]: 505-301-6369 www.DigitalRalph.com

Presentations available at:

www.AutoDigitalMarketing.com1. Join ADM2. Go to “ADM Forum” 3. Use Search: “Presentation File Exchange”

Detailed Case Study:

www.Ralphertising.comhttp://www.automotivedigitalmarketing.com/forum/topics/oem-provided-rss-data-feeds

http://www.adpdigitaladvertising.com/

http://www.digitalralph.com/

http://www.automotivedigitalmarketing.com/forum/topics/oem-provided-rss-data-feeds



Example of an ADP Dealer Community

Social Marketing Content Syndication Push

An experiment in ease of use validation using the 6th Digital Dealer Conference in Las Vegas as the source of content…



Using the ADP community platform supplier, created Flash photo slide show taken at ADM Reception sponsored by ADP… selected “share” to push Flash object and content into Facebook…


Social Media Marketing for GM DealersSocial Media Marketing for GM Dealers Facebook application opens per Community platform trigger, automatically

populates object tile and pulls over description, tags, title… I enter a comment and select “Post” to insert into my Facebook Profile Wall for 2,000 of my best Facebook friends to see and use.



Total time = 02:48 (not inlcuding photo

upload time)



Back in Facebook, the Community platform hosted photo slide show

stands tall and proud within my Wall.



American Honda was so intrigued by the Branded Community concept, they sponsored the creation of the Boston Honda Community located at http://HondaGallery.ning.com an ADP dealer, the VP of Marketing was more interested in finding a way to tap into Social Networks and Web 2.o than hearing about any other new ADP solutions…

http://hondagallery.ning.com/



ADP created Boston Honda Community at American Honda’s request to demonstrate the use of popular social network site capabilities to tie into a dealership community platform… Here you see the Facebook “Group” site titled “Boston Hnda Community”… Content from the ADP created Boston Honda Community platform outside of Facebook is fed into the Facebook Group, and linked back into the ADP built community. This content feed updates every 15 minutes with new activity within the community platform. 61 new members joined the Facebook Group extension of Boston Honda Community in the first week.



Looks like I have a lot of relatives in the Boston area…

