1. Social Media and
Reputation Management
AttractConvertTransactRetain
2. Introduction
www.ADPsocial.com
RALPH PAGLIA
Director - Digital Marketing
Dealer Services
Currently
Directing operations of ADP/BZ Social Media & Reputation
Management solutions for dealers
3. Establishing ADP/ASU venture in Scottsdale, AZ at
www.SkySongCenter.com -new home of expandedSocial Media Reputation
Management Team
BACKGROUND:
For 18 months, the ADP / BZ Digital Marketing team has been
identifying the most productive social media marketing and
reputation management strategies.
Insights gained have been leveraged by refining, documenting and
Productizing a series of detailed dealer solution blueprints.
BUSINESS CASE:
Field Trials and Dealer Pilots have proven our strategy and
multiple tactical utilizations of social media marketing and
reputation management processes as being effective in several
valuable categories within marketing, communications, CRM and
profit building objectives
Selling Cars By Accident has been an unanticipated outcome at FT
dealers in Seattle, Phoenix, Denver, San Antonio, New York,
Indianapolis, etc.
Cell: [email protected]
www.RalphRPaglia.com
4. Objectives
Share Insights From Social Media Implementations
Gather Your Feedback and Recommendations
Put Insight to Work in Social Media Solutions
5. What is your level of awareness of
The volume and significance of consumer use of Social Media
today?
How Social Media Marketing can or should be part of the marketing
mix of a retail business?
The effects of Social Media usage on brand reputation and how to
manage it?
How many sales presentations have you had in the past year for
Social Media solutions?
6. Dealers Committed to Social Media Improve Sales Rank
OEM with most commitment and investment in social mediagained more
market share & profits during 2008-09 recessionthan during any
other same time period in past 32 years
7. First things First What About Return on Investment?
To date, weve found 5Areas for repeatable ROI Opportunity for
dealers
Do not confuse the ability to track and measure results with
generating a Return On Investment
Your ROI is realized (or not) whether or not you have the ability
to correctly measure outcomes!
- Red McCombs
8. ROI in Social Media Marketing / Reputation
Management
9. If your organization is engaged in social media or
reputation management activities
What benefits have you experienced?
How long did it take to achieve any significant impact?
Have you been able to quantify them?
Any downsides?
10. Five Areas of Social Media ROI Opportunity
Marketing Communications & Lead Capture
Reputation Management
Traffic Generation
Improved SEO Strategies
Reduce Network Bandwidth Load
11. Social Media ROI
Marketing Communications and Lead Capture
Create and Publish content that attracts consumer attention,
captures mindshare within demographics targeted by dealers
marketing strategy
Use Social Media based Apps to engage, interact, convert into lead
or gain permission based messaging capability
12. Social Media ROI
Reputation Management
Monitor social web in dealers PMA for content posted containing
dealership brand.
911 Fast Response Process for negative content posted. Notify
dealer POCs of what was posted, when and by who. Send POC copy,
including response published and actions/due dates required
Social Rewards strategy for positive posts, comments and
mentions
Promptly create and post appropriate responses to all dealership
mentions so people see your store cares, pays attention, responds,
appreciates compliments and resolves customer concern
issues
13. Social Media ROI
Traffic Generation
Drive targeted traffic from social media sites to dealers
Social assets and websites
Inbound calls to social media assigned numbers
Showroom traffic
Techniques
Anchor text
Embedded links
Stories and content
14. Social Media ROI
Improved Search Optimization Strategies
Quickly increase the dealership SEO footprint
15. Multiple SERP listings from dealers Social Media accounts
and profile subdomains
16. Back links from hundreds of Social Media sites to dealers
eCommerce site
17. Boost authority and rank with search engines
Social Media ROI
Reduce Network Bandwidth Load
Utilize video and applications designed for low user bandwidth
loads
Reduce bandwidth load from public sites such as YouTube and
Facebook.
Increased employee interactivity & collaboration across
multiple rooftops
18. Have you documented or implemented policies regarding
access to employee access to social media?
Access & Security
Acceptable Use
Content & Interaction
Commentary & Proprietary Info
Control & Review
What role have you assigned to manage social media initiatives and
operations?
19. Prevailing Notion Social Media Is Free Marketing
Unlimited Social Media and Digital Marketing Opportunities are
available at little to no direct cost
Significant time and attention
20. Continual optimization
21. Continual Time v Benefit evaluation
Social Media sites should be evaluated based on objective criteria
and the results they deliver. The value of what the dealer gets
back is then reduced by the cost of the time (labor) required to
manage various tasks and work flows.Dealers have access to
virtually unlimited Social Media Marketing Opportunities which are
available without direct media buying expense
But are they free? Only if your time has no value! When the true
value of your time is factored in, there are still many ROI
positive opportunities, but there are also Social Media sites that
become Black Holes of Time and should be cut from the maintenance
roster!
22. Thinking Strategically
Amplify the Positive
Processes that generate positive reviews, ratings &
consumer commentary
23. Respond and mitigate negative reviews and comments.
Monitor What People Are Saying About Your Dealership
Target your PMA
24. Raise awareness with key stakeholders; provide detailed
information
25. Detailed information - when, where and by who
Timeliness, Visibility and Transparency
Promptly create and post appropriate responses to all
dealership mentions
26. Tangibly demonstrate that your store cares, pays attention,
responds, appreciates compliments and resolves customer concern
issues
Drive Targeted Traffic to Optimal Destinations
Leverage anchor text, social media mentions, UGC, positive
reviews
Leverage Search Strategies
Create multiple SERP listings for positive dealership reviews,
consumer generated content and Social Media accounts
Automotive Social Media Platform Strategy
27. Stories Sell:
a single play in theViral MarketingPlaybook
28. Time and Money
Often Thought of as Similar Resources of Similar Value
Striking the balance between social media marketing objectives and
associate productivity
How much attention do your social media sites demand?
29. How much are they getting?
30. Are you interacting with Blogs, Forums or Communities?
31. Are you leveraging visual content Photos, Video?
32. What other User Generated Content do you leverage?
Has your Internet Sales Mgr experienced any Job Description Creep
lately?Was that because he had nothing to do otherwise?So, what had
to give?
33. Social Media MarketingIs it a Black Hole for Employee
Productivity?
34. Establishing and Sustaining
Social Media Marketing
Reputation Management
35. Social Media / Reputation ManagementComplete Social
Marketing Team
Social Marketing Representative (SoMAR)
ADP Social Marketing Professional
36. Dedicated to your account
SoMARs role:
Execute
Report
Adjust
Plan
SoMAR
37. Social Media / Reputation ManagementComplete Social
Marketing Team
Complete Social Marketing Team
Professional Execution
38. Social Marketing skill set
Execute
Report
Adjust
Plan
SoMAR
Design
Configuration
Sales
Training
39. Social Media / Reputation ManagementFive Phase Deployment
Model
TRANSITION
MILESTONE
DEPLOYMENT PHASE
SoMAR ASSIGNED TO PROJECT
Phase I
Initial Data Collection & AnalysisTarget Duration: 4
weeks
Dealer Sign-off onbuild-out strategy
Phase II
Build-Out of Social EnvironmentTarget Duration: 3 weeks
Review of finalinstall config & accesscompleted w/ Dealer
Phase III
Onsite ConsultingTarget Duration: 2 weeks
Training complete;outstanding itemsidentified
Phase IV
Transition Install to MaintenanceTarget Duration: 2 weeks
Maintenance transitionmeeting w/ Dealer
SoMAR
Phase V
MaintenanceTarget Duration: Ongoing
Account teamworks w/ Dealer;Contract renewal
Design
Configuration
Sales
Training
40. Content SyndicationSharing The Good Stuff
User Generated
Dealer Sponsored
41. Content Drives Traffic and Customer Engagement
Highest Value Sources of User Generated Content (UGC)
Dealership Customers
Dealer Reviews and Ratings
42. Customer Contests and Incentives (UCN example)
43. Social media syndication buttons on websites
Opinionated Influencers (the experts)
Dealership Employees
Contests, Bonuses and ongoing Incentives
44. Volunteers, Civic Activities, Fund Raisers, Local
Sponsorships
Suppliers
Require suppliers to contribute content
45. Letter from Dealer in all mailed checks
Car Companies (OEM )
High quality content widgets, slideshows and RSS feeds
Videos from Online Sources; Google Video Search
Photos from Online Sources; Google Image Search
Content from Other sources (including YOU!)
46. Content Drives Traffic and Customer Engagement
Syndicated, Placement/Distribution Tactics
Inbound Content Feeds
RSS Feeds from OEMsArticles, News, Photos, Videos
RSS Feeds from Enthusiast sitesCarConnection, etc.
Syndication Apps Google Gadgets, Widgetbox, Slideshare.net,
etc.
Outbound Content Syndication
Centralized Content Placement sites for your sources
Outbound RSS Feed Placements employees and suppliers
Embedded Video Feed Widgets and Apps
Embedded Photo Slideshows built from Albums
Content Integration Applications
47. http://ford.digitalsnippets.com
48. Syndication; User Initiated
Syndication; User Initiated
49. Syndication; User Initiated
50.
51.
52. Access & OrganizationManaging The Good Stuff
Social Media Networks, Profiles & Accounts
Dealership Control
53. AnciraAutoGroup Sub-Domain Secured
54. AnciraAutoGroup Social Profiles Established
55. AnciraAutoGroup Social Profiles Managed
56. Awareness & PromotionFlaunting The Good Stuff
Social Media Advertising
Media Mix
57. Click to Zoom
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62.
63. 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 cost 22
cents
64. Perspective on Social Networks: DealerRater Social Media
Syndication Apps
DealerRater.com Certification
Automated Customer Review Syndication Apps
65. What other ways are you promoting your social
presence?
Are you being impacted by local reviews posted on the
Internet?
What sites have had the most impact?
66. Are you actively soliciting and leveraging dealer ratings
or consumer commentary?
How can social media build relationship beyond the sale?
Does the customer perceive a relationship with the dealer brand
or your employee?
Ralph Paglia
ADP Digital Marketing Solutions [email protected]
cell: 505-301-6369
Info and Reference sites:
www.SocialDealer.BZ
www.ADPsocial.com
http://www.slideshare.net/SocialMediaAutomotive
THANK YOU