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Ralph Paglia; Digital Dealer 6 – Las Vegas, NV – April 19-21, 2008
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 2008 as part of a 2009 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. -- SeeLastSlide.com --
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Ralph Paglia; Digital Dealer 6 – Las Vegas, NV – April 19-21, 2008
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
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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
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Ralph Paglia; Digital Dealer 6 – Las Vegas, NV – April 19-21, 2008
Dealer CommunityHub & Feed Sources
Social &
Professional Networks
(Groups)
Article &
Content Publishing
Blogs(microsites)
UGC
Video & Photo Servers
(Video-Photo SEO)
Consumer Reviews &
User
Rating Site
s
Social Book
marking &
SMS
Sites
DigitalRalph says:
“Use a network of interconnected Web 2.0 sites for dealership social marketing strategy”
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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
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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
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http://www.dealerrater.com/login.aspx
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http://ford.digitalsnippets.com
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“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
It’s fairly easy to see that in the
Social Networking space, the three
Dominant sites are a minimum Requirement
for a dealer’s social marketing Strategy,
and dealership profile pages and accounts
On each can be a valuable source of traffic
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Ralph Paglia; Digital Dealer 6 – Las Vegas, NV – April 19-21, 2008
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…
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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?
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Edmunds.com as a dealer sales tool
According 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.
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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 |
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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
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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 |
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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
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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 |
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“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
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• 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
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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
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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
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Social Network Platforms: www.ADMPC.com
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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?
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When it came time to select a platform for creating dealership communities, the ADM experience…
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When it came time to select a platform for creating dealership communities, the ADM experience…
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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
