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Social Media and
Reputation Management
Attract Convert Transact Retain
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Introduction
RALPH PAGLIA
DirectorDirector -- Digital MarketingDigital MarketingDealer ServicesDealer Services
Currently
Directing operations of ADP/BZ Social Media & Reputation
Management solutions for dealers
Establishing ADP/ASU venture in Scottsdale, AZ atwww.SkySongCenter.com - new home of expanded
Social Media Reputation Management Team
Cell: 505.301.6369 [email protected] www.RalphRPaglia.comRalphRPaglia.com
www.ADPsocial.comwww.ADPsocial.comwww.ADPsocial.comwww.ADPsocial.com
BACKGROUND:1. For 18 months, the ADP / BZ Digital Marketing team has been identifying the most productive
social media marketing and reputation management strategies.
2. Insights gained have been leveraged by refining, documenting and Productizing a series of
detailed dealer solution blueprints.
BUSINESS CASE:1. Field Trials and Dealer Pilots have proven our strategy and multiple tactical utilizations of
social media marketing and reputation management processes as being effective in several
valuable categories within marketing, communications, CRM and profit building objectives
2. Selling Cars By Accident has been an unanticipated outcome at FT dealers in Seattle,
Phoenix, Denver, San Antonio, New York, Indianapolis, etc.
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Objectives
Gather Your Feedback and Recommendations
Put Insight to Work in Social Media Solutions
Share Insights From Social Media Implementations
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What is your level of awareness of
The volume and significance of
consumer use of Social Media today?
How Social Media Marketing can or
should be part of the marketing mix of aretail business?
The effects of Social Media usage on
brand reputation and how to manage it?
How many sales presentations have you
had in the past year for Social Media
solutions?
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To date, weve found 5Areas for repeatableROI Opportunity for dealers
To date, weve found 5Areas for repeatableROI Opportunity for dealers
First things First What About Return on Investment?
Do not confuse the ability to trackand measure results with generating
a Return On Investment
Your ROI is realized (or not)whether or not you have the abilityto correctly measure outcomes!
- Red McCombs
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If your organization is engaged in socialmedia or reputation management
activities
What benefits have you experienced?
How long did it take to achieve any
significant impact?
Have you been able to quantify them?
Any downsides?
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Improved SEO Strategies
Five Areas of Social Media ROI Opportunity
Reputation Management
Reduce Network Bandwidth Load
Traffic Generation
Marketing Communications & Lead Capture
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Social Media ROI
1. Marketing Communications and Lead Capture
Create and Publish content that attracts consumer
attention, captures mindshare within demographics
targeted by dealers marketing strategy
Use Social Media based Apps to engage, interact,convert into lead or gain permission based messaging
capability
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2. Reputation Management
A. Monitor social web in dealers PMA for content
posted containing dealership brand.
B. 911 Fast Response Process for negative content
posted. Notify dealer POCs of what was posted,when and by who. Send POC copy, including
response published and actions/due dates required
C. Social Rewards strategy for positive posts,
comments and mentions
D. Promptly create and post appropriate responses to
all dealership mentions so people see your store
cares, pays attention, responds, appreciates
compliments and resolves customer concern issues
Social Media ROI
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3.Traffic Generation Drive targeted traffic from social media sites to
dealers
Social assets and websites
Inbound calls to social media assigned numbers
Showroom traffic
Techniques
Anchor text
Embedded links
Stories and content
Social Media ROI
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4. Improved Search Optimization Strategies
uickly increase the dealership SEO footprint
Multiple SERP listings from dealers Social Media
accounts and profile subdomains
Back links from hundreds of Social Media sites todealers eCommerce site
Boost authority and rank with search engines
Social Media ROI
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5. Reduce Network Bandwidth Load
Utilize video and applications designed for low user
bandwidth loads
Reduce bandwidth load from public sites such as
YouTube and Facebook. Increased employee interactivity & collaboration
across multiple rooftops
Social Media ROI
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Have you documented or implemented
policies regarding access to employeeaccess to social media?
Access & Security
Acceptable Use
Content & Interaction
Commentary & Proprietary Info
Control & Review
What role have you assigned to manage
social media initiatives and operations?
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Social Media sites should be evaluated based on objective criteria and the results
they deliver. The value of what the dealer gets back is then reduced by the cost of the
time (labor) required to manage various tasks and work flows. Dealers have access
to virtually unlimited Social Media Marketing Opportunities which are available
without direct media buying expense
But are they free? Only if your time has no value! When the true value of your time is
factored in, there are still many ROI positive opportunities, but there are also Social
Media sites that become Black Holes of Time and should be cut from the
maintenance roster!
Unlimited Social Media and Digital
Marketing Opportunities are availableat little to no direct cost
Significant time and attention Continual optimization Continual Time v Benefit evaluation
Prevailing Notion Social Media Is Free Marketing
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Thinking Strategically
1. Amplify the Positive
Processes that generate positive reviews, ratings & consumer commentary Respond and mitigate negative reviews and comments.
2. Monitor What People Are Saying About Your Dealership
Target your PMA
Raise awareness with key stakeholders; provide detailed information
Detailed information - when, where and by who
3. Timeliness, Visibility and Transparency
Promptly create and post appropriate responses to all dealership mentions
Tangibly demonstrate that your store cares, pays attention, responds,
appreciates compliments and resolves customer concern issues
4. Drive Targeted Traffic to Optimal Destinations
Leverage anchor text, social media mentions, UGC, positive reviews
5. Leverage Search Strategies
Create multiple SERP listings for positive dealership reviews, consumer
generated content and Social Media accounts
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Automotive Social Media Platform Strategy
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Stories Sell:a single play in the
Viral Marketing
Playbook
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Time and MoneyOften Thought of as Similar Resources of Similar Value
Striking the balance between social mediamarketing objectives and associate productivity
How much attention do your social media sites demand?
How much are they getting?
Are you interacting with Blogs, Forums or Communities?
Are you leveraging visual content Photos, Video?
What other User
Generated Content do you leverage?
Has yourInternet Sales Mgr experienced any Job Description Creep lately?
Was that because he had nothing to do otherwise?So, what had to give?
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Social Media MarketingSocial Media Marketing
Is it a Black Hole for Employee Productivity?Black Hole for Employee Productivity?
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Social Media Marketing
Reputation Management
Establishing and Sustaining
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SM
Social Media / Reputation ManagementComplete Social Marketing Team
ADP Social Marketing Professional
Dedicated to your account
Social Marketing Representative (SoMAR)
SoMARs role:
AdjustPlan ReportExecute
SoMAR
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SM
Social Media / Reputation ManagementComplete Social Marketing Team
Professional Execution
Social Marketing skill set
Complete Social Marketing Team
AdjustPlan ReportExecute
SoMAR
Design Configuration SalesTraining
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Social Media / Reputation ManagementFive Phase Deployment Model
DEPLOYMENT PHASETRANSITIONMILESTONE
Phase V
MaintenanceTarget Duration: Ongoing
Account teamworks w/ Dealer;Contract renewal
Phase I
Initial Data Collection & AnalysisTarget Duration: 4 weeks
Dealer Sign-off onbuild-out strategy
Phase II
Build-Out of Social EnvironmentTarget Duration: 3 weeks
Review of finalinstall config & access
completed w/ Dealer
Phase III
Onsite ConsultingTarget Duration: 2 weeks
Training complete;outstanding items
identified
Phase IVTransition Install to MaintenanceTarget Duration: 2 weeks
Maintenance transitionmeeting w/ Dealer
SoMAR ASSIGNED TO PROJECT
SoMAR
Design Configuration SalesTraining
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UserGenerated
Dealer Sponsored
Content SyndicationSharing The Good Stuff
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Highest Value Sources of User Generated Content (UGC)
1. Dealership Customers Dealer Reviews and Ratings Customer Contests and Incentives (UCN example)
Social media syndication buttons on websites
2. Opinionated Influencers (the experts)3. Dealership Employees
Contests, Bonuses and ongoing Incentives Volunteers, Civic Activities, Fund Raisers, Local Sponsorships
4. Suppliers Require suppliers to contribute content
Letter from Dealer in all mailed checks
5. Car Companies (OEM )
High quality content widgets, slideshows and RSS feeds
6. Videos from Online Sources;Google Video Search
7. Photos from Online Sources;Google Image Search
8. Content from Other sources (including YOU!)
Content Drives Traffic and Customer Engagement
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Syndicated, Placement/Distribution Tactics
Inbound Content Feeds
1. RSS Feeds from OEMs Articles, News, Photos, Videos2. RSS Feeds from Enthusiast sites CarConnection, etc.
3. Syndication Apps Google Gadgets, Widgetbox, Slideshare.net, etc.
Outbound Content Syndication
1. Centralized Content Placement sites for your sources2. Outbound RSS Feed Placements employees and suppliers
3. Embedded VideoF
eed Widgets and Apps4. Embedded Photo Slideshows built from Albums5. Content Integration Applications
Content Drives Traffic and Customer Engagement
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http://ford.digitalsnippets.comhttp://ford.digitalsnippets.com
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Syndication; UserInitiated
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Social Media Networks, Profiles & Accounts
Dealership Control
Access & OrganizationManaging The Good Stuff
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AnciraAutoGroup Sub-Domain Secured
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AnciraAutoGroup Social Profiles Established
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AnciraAutoGroup Social Profiles Managed
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Social Media Advertising
Media Mix
Awareness & PromotionFlaunting The Good Stuff
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Ads were seen 7,201,334 times in October byFacebook members who live near the twodealerships 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 AdCampaigns, each click customer visit to ourcommunity site, orFan page cost 92 cents.
To show Facebook members our dealershipads 1,000 times cost 22 cents
P ti S i l N t k
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Customer Review and Dealer InventoryCustomer Review and Dealer Inventory
Syndication Tools:Syndication Tools:
Customer Reviews Widget for Blogs and WebsitesCustomer Reviews Widget for Blogs and Websites Customer Reviews RSS Feeds for multiple usesCustomer Reviews RSS Feeds for multiple uses Dealer Inventory w/Photos Classified Ad Apps/ListingsDealer Inventory w/Photos Classified Ad Apps/Listings
feeds to display dealership reviews across social sitesfeeds to display dealership reviews across social sites Facebook proprietary Apps with content syndicationFacebook proprietary Apps with content syndication
DealerRater.com CertificationAutomated Customer Review Syndication Apps
Perspective on Social Networks:DealerRater Social Media Syndication Apps
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What other ways are you promoting your
social presence?
Are you being impacted by local reviews
posted on the Internet?
What sites have had the most impact?
Are you actively soliciting and leveraging
dealer ratings or consumer commentary?
How can social media build relationship
beyond the sale? Does the customer perceive a relationship
with the dealer brand or your employee?
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Ralph PagliaRalph Paglia
ADP Digital Marketing SolutionsADP Digital Marketing [email protected][email protected]: 505cell: 505--301301--63696369
Info and Reference sites:Info and Reference sites:www.SocialDealer.BZwww.SocialDealer.BZwww.ADPsocial.comwww.ADPsocial.comhttp://www.slideshare.net/SocialMediaAutomotivehttp://www.slideshare.net/SocialMediaAutomotive
THANK YOU