automotive social media reputation management solutions for car dealers from adp dealer services and...

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Complete Digital Advertising Solution

Complete Digital Advertising Solution

ComprehensiveSocial Media Strategy

ComprehensiveSocial Media Strategy

Managed CampaignsManaged Campaigns

Comprehensive SocialMedia Strategy

Comprehensive SocialMedia Strategy

Social Media – Most Relevant Channel Today Social Media – Most Relevant Channel Today

40 million Twitter users 50 million LinkedIn users 200 million people with blogs 350 million Facebook users

IT’S HUGE>> Over 300 million users on Facebook alone

…many use it every day

INCREASINGLY DIVERSE >> Mothers & English-speaking

Hispanic populations arefast growing user segments

IT’S RELEVANT >> Google indexes social content

Complements eMail & Search Marketing

IT’S WHERE BUYERS ARE >> #1 site visited by auto buyers in July ‘09?

…was Facebook

So… What’s YourStrategy?

Social Media & Reputation ManagementSocial Media & Reputation Management

It’s not what YOU say about youthat matters…

It’s what THEY’RE saying about you that counts !

Your brandis alreadyout there

…whether or notyou choose to

participate

TAKE MORE CONTROLOF YOUR ONLINE BRAND

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Social MarketingSocial Marketing

Reputation ManagementReputation Management

Create a Wider Network of Trusted RelationshipsCreate a Wider Network of Trusted Relationships

Social Media Strategy

Social Media Strategy

Is There A Dealer Value Proposition ?Is There A Dealer Value Proposition ?

1 2

3

ESTABLISHING TRUSTACROSS A

WIDER COMMUNITYOF PEOPLE

COMMUNICATIONS BROADENand EXTEND ACROSS theEXPANDED COMMUNITY

DEALER

CUSTOMERS

COMMUNICATIONS BROADENand EXTEND ACROSS theEXPANDED COMMUNITY

within which an Automotive Retailercan be a participating member

and have a valued presence

PRIMARY GOAL: EXPAND THE COMMUNITY

Which produces…

INCREASED TRAFFIC

MORE BUSINESS

GROWING CUSTOMER BASE

HIGHER CUSTOMER RETENTIONDEALER

CUSTOMERS

This is… “Friends & Family Word-of-Mouth” for the Digital Age

They EXPECT It

• 93% of social media users in U.S. expect companies to have social media presence

• 85% want companies to interact with consumers via social media

Cone, Inc. Sept 2008

The ChallengesThe Challenges

1) Lots of Sites Keeping up with all the Social Sites

Knowledge: New sites always pop up. How many should I use? Which ones?

Productivity: How do I effectively participate without affecting productivity?

2) Lots of Content Producing enough quality content in all of the Social Sites

Quality: Stale or irrelevant content turns off users. How do I get good content and control quality?

Productivity: How do I create good content regularly without an impact on employee productivity?

3) Two-Edged Sword Awareness and managing of negative commentary

Awareness: How will I know when negative content is posted?

Skill Set: What should I do when negative content appears?

Companies cite “Lack of Knowledgeable Staff” as #1 impediment to using Social Media more effectively as part of their advertising mix Marketing Sherpa, Dec 2008

Social is Different… Social users turn away from a site in

droves if they perceive their just being marketed to

Social users are looking for relevant information and engagement

Simply putting inventory listings on your social site page does little to truly engage social users …and it may turn them off entirely

There’s a whole universe of social sites and more emerging all the time …a single page is hardly enough

Comprehensive Social Media StrategyComprehensive Social Media Strategy

DealershipSocial

Network Site

Dealership Community StrategyDealership Community Strategy

Centralized Content Creation and Tactical Control Point in a “Hub & Spoke” Social Media Marketing Strategy

DealerRater Certification

Encourage / solicit consumer feedback at time of delivery

Post positive reviews to Dealer’s Community Site

Amplify the message by publishing to all social sites

Any negative reviews send alert to dealer and your social media pro

10-day hold on posting enabling dealer to engage and rectify

BZ Social Media Pro provides Brand Monitoring service of dealer brand on all social sites to raise dealer awareness

Reputation Management

Drive Traffic

To

eCommerce Sites: Deliver Dealer Developed Content Designed to Convert shoppers to buyers

Social Marketing Sites: Leverage User Generated Content Create excitement Provoke interest in Dealers’ business Increases awareness and leads

Social Media Marketing Complements eCommerceSocial Media Marketing Complements eCommerce

Birth of a CommunityADP Builds Ancira Auto Community Site

Dealer personnel set-up profilesGet engaged

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Case Study: Ancira Auto GroupCase Study: Ancira Auto Group

Registration / PublicationSite Registered in 120 Social Venues

Will you be my Facebook friend?

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Dealer InformationAncira Crafts Their Message

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Syndicated ContentRelevant Info From Other Sources

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Local InterestHighlight Ancira’s Civic Leadership

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User ContentFun Stuff For Customers

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Case Study: Ancira Auto Group – Stellar ResultsCase Study: Ancira Auto Group – Stellar Results

“I am absolutely blown away that you not only responded… but that you use social media”

“I will be happy to explain to everyone the fantastic service I received…”

Positive customer feedback

Search Engine Results

Brand Name Search Returns10 pages of

Ancira content

Consumer response

Social Media / Reputation Management Team (03-14-2010)Social Media / Reputation Management Team (03-14-2010)

Ralph PagliaDirector - Digital Marketing SM/RM Program Executive

Strategic PartnersComponent Suppliers

SM/RM Program

Dealer RaterRM & AdvertisingDealerRater.com

Knowem LLC (ITSC)SM Account SetupADPSMRM.com

Ning, Inc.Dealer CommunityNetwork Platform

TubeMogul (?)Video SyndicationTubeMogul.com

FacebookSM & AdvertisingFacebook.com

Tom DiSantoSupervisor

SM/RM Operations

Maureen CondonStaff Writer

TBACampaign Specialist

InternSocial Media Account & Content Specialist

InternContent Syndication

Specialist

InternRep Management & Response Specialist

InternSM/RM Graphics & Illustration Specialist

David MungaiManager

SM/RM Program

Workflow Process

Program Documentation

Contract Validation Catalog Codes

Invoicing and Revenue

Realization

Reporting & Tracking

Micah BirkholzConsultant

SM/RM Program

In-Dealership Consulting

Dealership Process

Implementation

Dealer Buy-In and Support

Dealership Employee

Participation

SM/RM SetupDealer Validation

Jim JensenDirector - Digital Marketing STC Consulting Executive

Dean BerganDirector - Technology

R&D Executive

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Social Media / Reputation Management TeamSocial Media / Reputation Management Team



SM/RM Program

Dealer R

aterR

M &

Advertising D

ealerRater.com

Kn

ow

em L

LC

(ITS

C)

SM

Account S

etup AD

PS

MR

M.com

Nin

g, In

c.D

ealer Com

munity N

etwork P

latform

Tub

eMo

gu

l (?)

Video S

yndicationTubeM

ogul.com

Faceb

oo

kS

M &

Advertising F

acebook.com


SM/RM Operations

Mau

reen C

on

do

nS

taff Writer

TB

AC

ampaign S

pecialist

Intern

Social M

edia Account &

Content S

pecialist

Intern

Content S

yndication Specialist

Intern

Rep M

anagement &

Response S

pecialist

Intern

SM

/RM

Graphics &

Illustration Specialist

David MungaiManager

SM/RM Program

Wo

rkflow

Pro

cess

Pro

gram

Do

cum

entatio

n

Co

ntract V

alidatio

n C

atalog

Co

des

Invo

icing

and

Reven

ue R

ealization

Rep

ortin

g &

Tracking

Micah BirkholzDealer ConsultantSM/RM Program

In-D

ealership

Co

nsu

lting

Dealersh

ip P

rocess Im

plem

entatio

n

Dealer B

uy-In

and

Su

pp

ort

Dealersh

ip E

mp

loyee P

articipatio

n

SM

/RM

Setu

p D

ealer Valid

ation

Jim Jen

senD

irector - Digital M

arketing ST

C C

onsulting Executive

Dean

Berg

anD

irector – Technology R&

D E

xecutive

15




SM/RM Program







SM/RM Operations





Specialist



David MungaiManager

SM/RM Program

Workflow Process




Realization



SM/RM Program


Dealership Process

Implementation


Dealership Employee

Participation


Jim JensenDirector - Digital Marketing STC Consulting ExecutiveDean Bergan

Director - Technology R&D Executive

16




SM/RM Program







SM/RM Operations





Specialist



David MungaiManager

SM/RM Program

Workflow Process




Realization



SM/RM Program


Dealership Process

Implementation


Dealership Employee

Participation




R&D Executive

17




SM/RM Program







SM/RM Operations





Specialist



David MungaiManager

SM/RM Program

Workflow Process




Realization



SM/RM Program


Dealership Process

Implementation


Dealership Employee

Participation




R&D Executive

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automotive social media reputation management solutions for car dealers from adp dealer services and...

Automotive

social media presence

social marketingcreate

social mediacone

social sitesquality

social sitesknowledge

social site page

universe of social sites

ofsocial media users