Digital dealer7 socialmarketing-v8

1Ralph Paglia; NADA 2010 – Orlando, FL – February 13-15, 2010 www.ADPsocial.com

“Get Ahead and Stay Ahead Using Social Media Marketing Strategies… Blueprint your Reputation Management System”“…implement a strategy that uses a combination of dealer controlled web sites, OEM supplied assets, dealership databases and employees to leverage popular social networks into a social marketing and reputation management system that creates ongoing competitive advantage”

“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 position your dealership as the place to do business! Use customer engagement models that have become more effective than conventional interruption based advertising alone. Attendees will receive 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 OEM supplied assets. See how to engage your dealership’s employees within your 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 and automated social marketing and reputation management network that generates real-world sales and profits.”


Social Marketing & Reputation Management


Introduction 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…


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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/


Employee Participation; “Secret Sauce”

Over 200 Ancira Employees participate in community…









Dear 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





Ancira 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? 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…


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120 Social Media Site EnrollmentsCompleted for the Dealer’s Name/Domain






120 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.


What About Facebook?

“Computers around the world simultaneously explode when

everyone on Facebook becomes everyone else’s friend on Facebook.”


What 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

52Ralph Paglia; NADA 2010 – Orlando, FL – February 13-15, 2010 www.ADPsocial.comClick to Zoom


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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…


First 4 Days…


After 30 Days…


Listening to What Customers are Saying About your Dealership in the Social media World…How do you do it?

How much does it cost?What do you do when you hear something?




What 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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Ralph Paglia; NADA 2010 – Orlando, FL – February 13-15, 2010 www.ADPsocial.com

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


Dealer Social Marketing Content Generation StrategyDuring Setup and Install, Content Creation that will drive traffic and customer engagement begins flowing into the dealer community in the following sequence:

1. You (VMR & Analyst working together)

2. RSS Feeds from OEM’s – Articles, Photos & Video

3. RSS Feeds from Enthusiast sites4. Videos from multiple sources (Google Video Search)

5. Photos from multiple sources (Google Image Search)

6. Widgets and Gadgets (Widgetbox, Slideshare.net, etc.)

7. Dealership Employees (VMR solicits Managers)

8. Suppliers (VMR gets contact infor from Dealer)

9. Consumer user/members of the Dealer Community

List of OEM supplied SMPR feeds and tools: www.MySpaceAutomotive.com


http://ford.digitalsnippets.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 Social Marketing Strategy

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


Perspective on Social Networks: DealerRater.com Social Marketing Strategy

• 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/


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• Facebook inventory integration


Dealer Social Marketing Strategy that makes use of “Hub and Spoke” approach, “Community Site” examples:

1. www.AnciraCommunity.com 2. www.Automotive-Avenues.com 3. www.MazdaCommunity.org 4. www.FordCommunity.com 5. www.MyJeepCommunity.com 6. www.SandersonCommunity.com 7. www.Boston-Volkswagen.com 8. www.Boston-Honda.com 9. www.Boston-BMW.com 10.www.Ford-Community.com

http://www.anciracommunity.com/

http://www.automotive-avenues.com/

http://www.mazdacommunity.org/

http://www.fordcommunity.com/

http://www.myjeepcommunity.com/

http://www.sandersoncommunity.com/

http://www.boston-volkswagen.com/

http://www.boston-honda.com/

http://www.boston-bmw.com/

http://www.ford-community.com/


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

Presentation available at:

www.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. 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

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Digital dealer7 socialmarketing-v8