automotive social media marketing presentation from 2010 nada convention

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

Social Media Marketing Social Media Marketing & Reputation Management& Reputation Management


Introduction and Background:

Ralph PagliaRalph Paglia Director - Digital Marketing Dealer ServicesDealer 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

Director - Digital Marketing Dealer ServicesDealer 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.comwww.ADMPC.com Cell: 505.301.6369 [email protected] www.ADMPC.comwww.ADMPC.com


Presentation and related files available for download at

www.ADPsocial.com

http://www.adpsocial.com/


Social Media MarketingSocial Media MarketingReputation ManagementReputation Management

1. What is it?2. Why is it important?3. How does it work?4. What’s in it for me?5. How much does it cost?


Social Media MarketingSocial Media MarketingReputation ManagementReputation Management

1. What is Social Media?

From Wikipedia: At its most basic sense, social media is a shift in how people discover, read and share news, information and content. It's a fusion of sociology and technology, transforming monologues (one to many) into dialogues (many to many) and is the democratization of information, transforming people from content readers into publishers. Businesses also refer to social media as user-generated content (UGC) or consumer-generated media (CGM).


Do you feel socially fatigued?Do you feel socially fatigued?Bring it back to the basicsBring it back to the basicsListen | Learn | LaunchListen | Learn | Launch

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

Social Media StrategySocial Media Strategy

Listen Learn LaunchListen Learn Launch


What do the Car Companies What do the Car Companies see in Social Media, and how see in Social Media, and how

will they deal with it?will they deal with it?

BrochuresHooked on a BrandDealer ShowroomsTalking about cars

Friend’s ReviewFamily Recommendation9 AM to 5 PM ShowroomRequest/Wait for a Quote

Showroom UpsDriving From Dealer to Dealer

Calling a Services Advisor

Online VideoUndecided and shopping multiple brandsVirtual ShowroomsBlogging about carsOnline ReviewsSocial Media24/7 Access to InformationMobile Web AccessDigital Ready DealersLocal Map SearchResearching/Buying Parts/ Service/Information Online

Asian Car Company…


Asian Car Company #2…

23Ralph Paglia; #NADA 2010 – Orlando, FL – February 13-15, 2010 www.www.ADPsocial.comADPsocial.comMore Every Day!More Every Day!


“Relationship” Management

Asian Car Company #3… (biggest)


Trust via “Trust via “TransparencyTransparency””

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Another Car Company #4…

27Ralph Paglia; #NADA 2010 – Orlando, FL – February 13-15, 2010 www.www.ADPsocial.comADPsocial.comAnother Car Company #4…


Another Car Company #4…


After You Define Your Social Media Marketing Strategy Social Media Marketing Strategy …Create A Tactical Action Plan Tactical Action Plan Matrix

What’s a Tactical Action Plan?Build a matrix that outlines the strategies, tactics, objectives and measures of success for each actionable item that will use dealership resources towards executing your social media strategy.

Your TAP is the “Blueprint” for launching your social media initiative! (see example on next slide)

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Tactical Action Plan ExampleTactical Action Plan Example


Where did Social Media come from?Where did Social Media come from?

Web 1.0 Web 2.0


Why does Social Media Matter?Why does Social Media Matter?

Web 2.0 – What HappensWeb 1.0 - What Can Happen


Why is Social Media Different?Why is Social Media Different?

Web 2.0Web 1.0


How is Social Media Perceived?How is Social Media Perceived?

Web 2.0 What Customers SeeWeb 1.0 What Customers See


1) Social Ecosystem Map

Where are your Where are your dealership’s dealership’s customers customers

gathering to have gathering to have conversations?conversations?

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1. LISTEN1. LISTEN

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LISTENING TOOLSLISTENING TOOLS



How to use Google and Technorati Alerts Together

http://www.youtube.com/watch?v=_okcOKUFBS8


2. LEARN2. LEARN


2. Learn: What do your customers want/need?

What customer types exist? What are they looking for?Where do they go? How do they like to interact? How much time do they have? How willing are they to share openly? Do they want exposure? Do they want to shape the auto industry? Influence the next generation of car dealers?


3. LAUNCH3. LAUNCH


Social Media Marketing Launch PlanSocial Media Marketing Launch Plan

1.Business Goals2.Customer Wants/Needs3.Engagement Plan4.Success Metrics


Business Goal Business Goal Boil it down to one sentence that gets to the core

•Increase Brand Awareness , Personalize Your Brand•Collaborate with Customers , Gain Insight , Co-create Promotions and Sales Events•Decrease Cost of Customer Retention (CRM)•Optimize Site, Better SERP’s, More Traffic•Establish “Thought Leadership”, Educate Customers•Increase Sales Opportunities•Improve Dealer Group Inter-Store Collaboration•Reduce Training Costs/Turnover while improving results•Improve Employee Productivity and Biz Operations


Customer Wants/NeedsWhat customer types exist? What are they looking for?Where do they go? How do they like to interact? How much time do they have? How willing are they to share openly? Do they want exposure? Do they want to shape the auto industry? Influence the next generation of car dealers?


Engagement PlanEngagement Plan

•What will you publish?•Where will you publish?•How often will you publish?

•Balance (content, events, 1:1, outreach)• Integrate with traditional channels


Success MetricsSuccess Metrics

• # fans, followers, friends• # of comments• # of participants on thread• # posts• # of embeds• # back links• # page loads• # downloads

Response time Issues resolved Depth of thread Traffic increase to site Diggs Stumbles Subscriptions New Visitors Repeat Visitors Google Benchmarks by Category

Build an ROI set based on your dimensions of value. Include a mix of qualitative and quantitative.


Your Social Media Marketing PlanYour Social Media Marketing Plan

1.Business Goals2.Customer Needs3.Engagement Plan4.Success Metrics


Takeaways Takeaways •Listen-Acknowledge-Explore-Respond (LAER)•Be respectful, human, considerate and passionate•What is in it for customers? If nothing, don’t bother•Community before Commerce•Should be more like a party, don’t Lecture (converse)•Tolerate Criticism (employees, suppliers and customers)•Encourage Personalities and “Characters”•People congregate around:

– Relevance– Entertainment– Value


STRATEGY SOURCE:

Lauren DeLongwww.InnerCircleCommunities.com

Private | Trusted | Relevant207.752.7298

[email protected]

Inner Circle

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www.ADMPC.comwww.ADMPC.com

Click to Zoom


Measuring Blogging SitesMeasuring Blogging Sites


Measuring Social Network SitesMeasuring Social Network Sites


Measuring Forum & Chat Provider SitesMeasuring Forum & Chat Provider Sites


Measuring Social Networks & Online Community SitesMeasuring Social Networks & Online Community Sites

Social Marketing Strategy Example: Ancira Auto GroupSocial Marketing Strategy Example: Ancira Auto Group


Employee Participation; “Secret Sauce”Employee Participation; “Secret Sauce”

Over 200 Ancira Employees participate in community…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 Media Marketing & Reputation Management

What about Search Engine Optimization?•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 inAncira Social Media Profiles inSearch Engine Results Pages (SERP)…Search Engine Results Pages (SERP)…


SERP #1SERP #1


SERP #1.5SERP #1.5


SERP #1.75SERP #1.75


SERP #2SERP #2

100% Ancira Auto 100% Ancira Auto Group controlled Group controlled or Owned sitesor Owned sites


SERP #3SERP #3



SERP #4SERP #4



SERP #5SERP #5



SERP #6SERP #6



SERP #7SERP #7



SERP #8SERP #8



SERP #9SERP #9



SERP #10SERP #10



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120 Social Media Site EnrollmentsCompleted for the Dealer’s Name/Domain120 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.

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?What About Facebook?

“Computers around the world simultaneously explode when everyone on Facebook becomes everyone else’s friend on Facebook.”


What About Facebook?

1.1. Set Up a “Profile” for the Dealer/OwnerSet Up a “Profile” for the Dealer/Owner2.2. Create a “Group” for your Franchise/BrandCreate a “Group” for your Franchise/Brand3.3. Create a “Fan Page” for your CommunityCreate a “Fan Page” for your Community

102Ralph Paglia; #NADA 2010 – Orlando, FL – February 13-15, 2010 www.www.ADPsocial.comADPsocial.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…

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…First 4 Days…


After 30 Days…After 30 Days…


After 60 Days…After 60 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 comments (use advanced search)

2. Attract Followers3. Take action when appropriate4. Provide valuable tweet streams5. When ready – Go Hunting!


Social Media Provides Mass Monitoring Power to DealersSocial Media Provides Mass Monitoring Power to DealersSocial Media Provides Mass Monitoring Power to DealersSocial Media Provides Mass Monitoring Power to Dealers

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

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

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

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

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

5.5. Dealership EmployeesDealership Employees• Fixed OperationsFixed Operations• Civic Activities, Fund Raisers, Local Sponsorships,Civic Activities, Fund Raisers, Local Sponsorships,

6.6. SuppliersSuppliers• Every supplier required to have a profile within communityEvery supplier required to have a profile within community

7.7. OEM associates OEM associates - Car Companies are HIGHLY supportive- Car Companies are HIGHLY supportive

Social Media Social Media Content Content Drives Customer EngagementDrives Customer EngagementSocial Media Social Media Content Content Drives Customer EngagementDrives Customer Engagement


Dealer Social Media Content Generation StrategyDealer Social Media Content Generation StrategyDuring initial launch, Content Creation that will drive traffic and During initial launch, Content Creation that will drive traffic and customer engagement begins flowing into the dealer community customer engagement begins flowing into the dealer community in the following sequence:in the following sequence:

1.1.You You (Or, You and supplier working together)(Or, You and supplier working together)

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

3.3.RSS Feeds from Enthusiast sitesRSS Feeds from Enthusiast sites4.4.Videos from multiple sources Videos from multiple sources (Google Video Search)(Google Video Search)

5.5.Photos from multiple sources Photos from multiple sources (Google Image Search)(Google Image Search)

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

7.7.Dealership Employees Dealership Employees (VMR solicits Managers)(VMR solicits Managers)

8.8.Suppliers Suppliers (VMR gets contact infor from Dealer)(VMR gets contact infor from Dealer)

9.9.Consumer user/members of the Dealer CommunityConsumer user/members of the Dealer Community

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


http://ford.digitalsnippets.comhttp://ford.digitalsnippets.com


Perspective on Social Networks: DealerRater.com Social Marketing Strategy

• 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 Customer Review syndication tools – Widgets and RSS feeds to display dealership reviews across social sites 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

• 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


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


Social Media Marketing Strategy that uses a “Hub and Social Media Marketing Strategy that uses a “Hub and Spoke” approach, “Community Site” examples:Spoke” approach, “Community Site” examples:

1.1. www.AnciraCommunity.com www.AnciraCommunity.com 2.2. www.KellyCarCommunity.com www.KellyCarCommunity.com 3.3. www.Automotive-Avenues.com www.Automotive-Avenues.com 4.4. www.MazdaCommunity.org www.MazdaCommunity.org 5.5. www.FordCommunity.com www.FordCommunity.com 6.6. www.MyJeepCommunity.com www.MyJeepCommunity.com 7.7. www.SandersonCommunity.com www.SandersonCommunity.com 8.8. www.Boston-Volkswagen.com www.Boston-Volkswagen.com 9.9. www.Boston-Honda.com www.Boston-Honda.com 10.10. www.Boston-BMW.com www.Boston-BMW.com 11.11. www.Ford-Community.com www.Ford-Community.com


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

Presentation available at:

www.AutoDigitalMarketing.comwww.AutoDigitalMarketing.com1. Join ADM1. Join ADM2. Go to 2. Go to “ADM Forum” “ADM Forum” 3. Use Search: 3. Use Search: “Presentation File Exchange”“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.comwww.Ralphertising.comhttp://www.automotivedigitalmarketing.com/forum/topics/oem-provided-rss-data-feeds

automotive social media marketing presentation from 2010 nada convention

Automotive

social media initiative

consumergenerated media

car companies

chevy dealer

brand dealer showrooms

lead management

sales strategy

dealer iss team