gm sfe-social marketing-movies-v6

1Ralph Paglia; Social Media Marketing for GM Dealers – November 6, 2009 ADMPC.com

Social Media Marketing for GM DealersSocial Media Marketing for GM DealersSocial Media Marketing for GM Dealers


Social Media Marketing for GM Dealers

“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 positions GM dealers as the place to do business! Use customer

engagement models that have become more effective than conventional

interruption based advertising alone. Ralph will review 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 GM

supplied assets. See how to engage a GM dealership’s employees within an online

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 social marketing and

reputation management network that generates real-world sales and profits.”



Social Media Marketing for GM DealersIntroduction and Background:

Ralph PagliaDirector - 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…

Social Media Marketing for GM DealersRalph Paglia – November 6, 2009


1. Increased traffic to the GM dealer’s primary eCommerce websites

2. Increased “Top Of Mind” Brand Awareness of the dealership in

their local area with automotive customers who are in market

3. Improved Search Engine Rankings for the dealer’s primary

eCommerce site for relevant search terms

4. An effective and proactive Reputation Management strategy that

alerts dealers to what is being published and guides satisfied

customers towards posting positive reviews about dealership

5. Employee engagement with Social Media that is

guided, advantageous to the dealership, controlled and monitored

6. Dealer establishes a “Thought Leadership” position in their local

community with a customer segment that is difficult to reach

7. Increased sales of Vehicles, Service and Parts

Value Proposition to GM Dealers:

Social Marketing/Reputation Management Strategy


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Social Media Marketing for GM Dealerswww.ADMPC.com

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/

Ralph Paglia; Social Media Marketing for GM Dealers – November 6, 2009 ADMPC.com


Employee Participation; “Secret Sauce”

Over 200 Ancira Employees participate in community…


Social Media Marketing for GM DealersSocial Media Marketing for GM Dealers

www.AnciraCommunity.com


Social Media Marketing for GM DealersSocial Media Marketing for GM DealersDear 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



1

Syndication by employees and customers is key!



2



3


Social Media Marketing for GM DealersAncira 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?

NEXT: 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

100% Ancira Auto

Group controlled

or Owned sites



SERP #4

100% Ancira Auto

Group controlled

or Owned sites



SERP #5

100% Ancira Auto

Group controlled

or Owned sites



SERP #6

100% Ancira Auto

Group controlled

or Owned sites



SERP #7

100% Ancira Auto

Group controlled

or Owned sites



SERP #8

100% Ancira Auto

Group controlled

or Owned sites



SERP #9

100% Ancira Auto

Group controlled

or Owned sites



SERP #10

100% Ancira Auto

Group controlled

or Owned sites


Social Media Marketing for GM DealersSocial Media Marketing for GM Dealers120 Social Media Site Enrollments

Completed for the Dealer’s Name/Domain


Social Media Marketing for GM DealersSocial Media Marketing for GM Dealers120 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.


Social Media Marketing for GM DealersWhat 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



Click to Zoom


Social Media Marketing for GM Dealers1

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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…


Social Media Marketing for GM DealersListening to What Customers are Saying About

your GM Dealerships in the Social media World

1. How do you do it?

2. How much does it cost?

3. What do you do when you

hear something?


Social Media Marketing for GM DealersWhat about Twitter?

1. Listen for comments2. Attract Followers3. Take action when appropriate4. Provide valuable tweet streams



Social Media Provides Mass Monitoring Power to Dealers

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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

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Dealer Social Marketing Content Strategy

Content drives traffic and customer engagement:

1. You

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

3. RSS Feeds from Enthusiast sites

4. Videos from multiple sources (Google Video Search)

5. Photos from multiple sources (Google Image Search)

6. Widgets and Gadgets from Multiple Source

7. Dealership Employees

8. Suppliers

9. Consumer user/members of the Dealer Community

List of OEM supplied Social Marketing Content feeds and tools:

www.MySpaceAutomotive.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

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



• 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/



• 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



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

Presentations available at:

www.AutoDigitalMarketing.com1. Join ADM

2. Go to “ADM Forum”

3. Use Search: “Presentation File Exchange”

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











Example of an

ADP Dealer Community

Social Marketing Content Syndication Push

An experiment in ease of use validation using the 6th Digital Dealer Conference in Las Vegas as the source of content…



Using the ADP community platform supplier, created Flash photo slide show taken at ADM Reception sponsored by ADP… selected “share” to push Flash object and content into Facebook…


Social Media Marketing for GM DealersSocial Media Marketing for GM DealersFacebook application opens per Community platform trigger, automatically populates object tile and pulls over description, tags, title… I enter a comment and select “Post” to insert into my Facebook Profile Wall for 2,000 of my best Facebook friends to see and use.



Total time = 02:48 (not inlcuding photo

upload time)



Back in Facebook, the Community platform hosted photo slide show

stands tall and proud within my Wall.



American Honda was so intrigued by the Branded Community concept, they sponsored the creation of the Boston Honda Community located at http://HondaGallery.ning.com an ADP dealer, the VP of Marketing was more interested in finding a way to tap into Social Networks and Web 2.o than hearing about any other new ADP solutions…

http://hondagallery.ning.com/



ADP created Boston Honda Community at American Honda’s request to demonstrate the use of popular social network site capabilities to tie into a dealership community platform… Here you see the Facebook “Group” site titled “Boston Hnda Community”… Content from the ADP created Boston Honda Community platform outside of Facebook is fed into the Facebook Group, and linked back into the ADP built community. This content feed updates every 15 minutes with new activity within the community platform. 61 new members joined the Facebook Group extension of Boston Honda Community in the first week.



Looks like I have a lot of relatives in the Boston area…

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