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Digital Dealer Advertising Presentation

Social Media Marketing for GM Dealers

Social Media Marketing for GM Dealers#Ralph Paglia; Social Media Marketing for GM Dealers November 6, 2009 ADMPC.comSocial Media Marketing for GM Dealers1Ralph 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 dealerships 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 Dealers#Ralph Paglia; Social Media Marketing for GM Dealers November 6, 2009 ADMPC.comSocial Media Marketing for GM DealersIntroduction and Background: Ralph Paglia Director - Digital Marketing Dealer Services20+ year automotive industry leader in Digital Marketing, Advertising, Lead Management, BDC and dealership CRM process design and executionExecuted Digital Marketing and Sales Strategy that generated 144,000+ leads to single-point Chevy dealer in 2 yearsBuilt 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 2007Internet Sales & Marketing Consultant to Ford, Mercedes-Benz, GM, Honda, Toyota, Mercedes-Benz, Hyundai and 250+ dealers & groupsStarted generating Internet leads in 1988 using CompuServe ISP access and vehicle listings on defense contractor BBSs in SoCal

Cell: 505.301.6369 ralph_paglia@adp.com www.ADMPC.com

#Ralph Paglia; Social Media Marketing for GM Dealers November 6, 2009 ADMPC.comSocial Media Marketing for GM Dealers3

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#Ralph Paglia; Social Media Marketing for GM Dealers November 6, 2009 ADMPC.comSocial Media Marketing for GM Dealers4

Social Media Marketing for GM DealersRalph Paglia November 6, 20095Increased traffic to the GM dealers primary eCommerce websitesIncreased Top Of Mind Brand Awareness of the dealership in their local area with automotive customers who are in marketImproved Search Engine Rankings for the dealers primary eCommerce site for relevant search termsAn effective and proactive Reputation Management strategy that alerts dealers to what is being published and guides satisfied customers towards posting positive reviews about dealershipEmployee engagement with Social Media that is guided, advantageous to the dealership, controlled and monitoredDealer establishes a Thought Leadership position in their local community with a customer segment that is difficult to reachIncreased sales of Vehicles, Service and PartsValue Proposition to GM Dealers:Social Marketing/Reputation Management StrategySocial Media Marketing for GM DealersRalph Paglia November 6, 2009

www.ADMPC.com

Over 2,800 Automotive ProfessionalsRely on ADM for a Competitive Advantage#Ralph Paglia; Social Media Marketing for GM Dealers November 6, 2009 ADMPC.comSocial Media Marketing for GM Dealers7

#Ralph Paglia; Social Media Marketing for GM Dealers November 6, 2009 ADMPC.comSocial Media Marketing for GM Dealers8

www.ADMPC.comClick to Zoom

#Ralph Paglia; Social Media Marketing for GM Dealers November 6, 2009 ADMPC.comSocial Media Marketing for GM Dealers9

Social Media Marketing for GM DealersRalph Paglia November 6, 200910

Measuring Blogging Sites#Ralph Paglia; Social Media Marketing for GM Dealers November 6, 2009 ADMPC.comSocial Media Marketing for GM Dealers11

Measuring Social Network Sites#Ralph Paglia; Social Media Marketing for GM Dealers November 6, 2009 ADMPC.comSocial Media Marketing for GM Dealers12

Measuring Forum & Chat Provider Sites#Ralph Paglia; Social Media Marketing for GM Dealers November 6, 2009 ADMPC.comSocial Media Marketing for GM Dealers13

Measuring Social Networks & Online Community Sites#Ralph Paglia; Social Media Marketing for GM Dealers November 6, 2009 ADMPC.comSocial Media Marketing for GM Dealers14

Social Media Marketing for GM DealersRalph Paglia November 6, 200915

Social Media Marketing for GM DealersRalph Paglia November 6, 200916

Social Marketing Strategy Example: Ancira Auto Group

Social Media Marketing for GM Dealers#Ralph Paglia; Social Media Marketing for GM Dealers November 6, 2009 ADMPC.comSocial Media Marketing for GM DealersSmartArt custom animation effects: basic radial(Intermediate)

To reproduce the SmartArt on this slide, do the following:On the Home tab, in the Slides group, click Layout, and then click Blank. On the Insert tab, in the Illustrations group, click SmartArt. In the Choose a SmartArt Graphic dialog box, in the left pane, click Relationship. In the Relationship pane, click Basic Radial (sixth row, second option from the left), and then click OK to insert the graphic into the slide. On the slide, select the SmartArt graphic, and then click one of the arrows on the left border. In the Type your text here dialog box, in the top level bullet, enter the text for the center circle of the graphic. In the second-level bullets, enter the text for all the other shapes in the SmartArt graphic. With the SmartArt graphic still selected, on the Design tab, in the Themes group, click Colors, and then select Median. Under SmartArt Tools, on the Format tab, in the Size group, do the following:In the Shape Height box, enter 5. In the Shape Width box, enter 7.5.Under SmartArt Tools, on the Design tab, in the SmartArt Styles group, click SmartArt Styles, and then under Best Match for Document select Intense Effect (fifth option from the left).On the Home tab, in the Font group, click the button next to Font Color, and then under Theme Colors select Black, Text 1 (first row, second option from the left). On the Home tab, in the bottom right corner of the Drawing group, click the Format Shape dialog box launcher. In the Format Shape dialog box, click 3-D Format in the left pane, and in the 3-D Format pane, under Surface, do the following:In the Material list, under Special Effect, select Soft Edge (first row, second option from the left).In the Lighting list, under Neutral, select Harsh (first row, fourth option from the left).In the Angle box, enter 30.Press and hold CTRL, and select all five shapes in the SmartArt graphic. On the Home tab, in the bottom right corner of the Drawing group, click the Format Shape dialog box launcher. In the Format Shape dialog box, click Shadow in the left pane. In the Shadow pane, in the Presets list, under Outer select Offset Bottom (first row, second option from the left), and then do the following:In the Transparency box, enter 65%.In the Size box, enter 103%.In the Blur box, enter 9 pt.In the Angle box, enter 90.In the Distance box, enter 3 pt.

To reproduce the SmartArt effects on this slide, do the following:On the slide, select the center circle in the SmartArt graphic, and then on the Home tab, in the bottom right corner of the Drawing group, click the Format Shape dialog box launcher. In the Format Shape dialog box, click 3-D Format in the left pane, and in the 3-D Format pane do the following:Under Bevel, in the Top list, under Bevel, select Circle (first row, first option from the left).Also under Bevel, to the right of the Top list, in the Width box, enter 24 pt. Also under Bevel, to the right of the Top list, in the Height box, enter 12 pt.On the slide, select the top circle in the SmartArt graphic, and then on the Home tab, in the bottom right corner of the Drawing group, click the Format Shape dialog box launcher. In the Format Shape dialog box, click Fill in the left pane, and in the Fill pane do the following:Click Solid fill.Click the button next to Color, and then under Theme Colors select Orange, Accent 2 (first row, sixth option from the left).Also in the Format Shape dialog box, click 3-D Format in the left pane, and in the 3-D Format pane do the following:Under Bevel, in the Top list, under Bevel, select Circle (first row, first option from the left).Also under Bevel, to the right of the Top list, in the Width box, enter 20 pt. Also under Bevel, to the right of the Top list, in the Height box, enter 15 pt.Press and hold SHIFT, and then on the top circle, drag a corner adjustment handle toward the center to decrease the size.On the Home tab, in the Font group, in the Font Size box, enter 20.Drag the top circle approximately 0.5 to the right.Select the right circle in the SmartArt graphic, and then on the Home tab, in the bottom right corner of the Drawing group, click the Format Shape dialog box launcher. In the Format Shape dialog box, click Fill in the left pane, and in the Fill pane do the following:Click Solid fill.Click the button next to Color, and then under Theme Colors click Gold, Accent 4 (first row,