adp bz-social-v3

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1 Complete Digital Advertising Solution Comprehensive Social Media Strategy Managed Campaigns Comprehensive Social Media Strategy

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Page 1: Adp bz-social-v3

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Complete Digital Advertising Solution

ComprehensiveSocial Media Strategy

Managed Campaigns

Comprehensive SocialMedia Strategy

Page 2: Adp bz-social-v3

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?

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Social 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 Marketing

Reputation Management

Create a Wider Network of Trusted Relationships

Social Media Strategy

Page 5: Adp bz-social-v3

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

Page 6: Adp bz-social-v3

The 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

Page 7: Adp bz-social-v3

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 Strategy

Page 8: Adp bz-social-v3

DealershipSocial

Network Site

Dealership Community StrategyCentralized Content Creation and Tactical Control Point

in a “Hub & Spoke” Social Media Marketing Strategy

Page 9: Adp bz-social-v3

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

Page 10: Adp bz-social-v3

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 eCommerce

Page 11: Adp bz-social-v3

Birth of a CommunityADP Builds Ancira Auto Community Site

Dealer personnel set-up profilesGet engaged

1

Case 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

3

Syndicated ContentRelevant Info From Other Sources

4

Local InterestHighlight Ancira’s Civic Leadership

5

User ContentFun Stuff For Customers

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Page 12: Adp bz-social-v3

Case 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

Page 13: Adp bz-social-v3

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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Page 15: Adp bz-social-v3

Social Media / Reputation Management Team

Ralph PagliaDirector - Digital Marketing SM/RM Program Executive

Strategic PartnersComponent Suppliers

SM/RM Program

Dealer R

aterR

M &

Advertising D

ealerRater.com

Know

em LLC

(ITSC)

SM

Account S

etup AD

PS

MR

M.com

Ning, Inc.

Dealer C

omm

unity Netw

ork Platform

TubeMogul (?)

Video S

yndicationTubeMogul.com

FacebookS

M &

Advertising Facebook.com

Tom DiSantoSupervisor

SM/RM Operations

Maureen C

ondonS

taff Writer

TBA

Cam

paign Specialist

InternS

ocial Media A

ccount & C

ontent Specialist

InternC

ontent Syndication S

pecialist

InternR

ep Managem

ent & R

esponse Specialist

InternS

M/R

M G

raphics & Illustration S

pecialist

David MungaiManager

SM/RM Program

Workflow

Process

Program D

ocumentation

Contract Validation C

atalog Codes

Invoicing and Revenue R

ealization

Reporting &

Tracking

Micah Birkholz

Dealer ConsultantSM/RM Program

In-Dealership C

onsulting

Dealership Process Im

plementation

Dealer B

uy-In and Support

Dealership Em

ployee Participation

SM/R

M Setup D

ealer Validation

Jim Jensen

Director - D

igital Marketing S

TC C

onsulting Executive

Dean B

erganD

irector – Technology R&

D E

xecutive

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Social Media / Reputation Management Team

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 ExecutiveDean Bergan

Director - Technology R&D Executive

16

Page 17: Adp bz-social-v3

Social Media / Reputation Management Team

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

17

Page 18: Adp bz-social-v3

Social Media / Reputation Management Team

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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