Social Media and
Reputation Management
Attract Convert Transact Retain

Introduction
www.ADPsocial.com
RALPH PAGLIA
Director - Digital Marketing
Dealer Services
Currently

• Directing operations of ADP/BZ Social Media & Reputation Management solutions for dealers
• Establishing ADP/ASU venture in Scottsdale, AZ at www.SkySongCenter.com - new home of expanded Social Media Reputation Management Team

BACKGROUND:
For 18 months, the ADP / BZ Digital Marketing team has been identifying the most productive social media marketing and reputation management strategies.
Insights gained have been leveraged by refining, documenting and Productizing a series of detailed dealer solution blueprints.
BUSINESS CASE:
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
Selling Cars By Accident has been an unanticipated outcome at FT dealers in Seattle, Phoenix, Denver, San Antonio, New York, Indianapolis, etc.
Cell: 505.301.6369 ralph_paglia@adp.com www.RalphRPaglia.com

Objectives
Share Insights From Social Media Implementations
Gather Your Feedback and Recommendations
Put Insight to Work in Social Media Solutions

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 a retail 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?

Dealers Committed to Social Media Improve Sales Rank
OEM with most commitment and investment in social mediagained more market share & profits during 2008-09 recessionthan during any other same time period in past 32 years

First things First What About Return on Investment?
To date, weve found 5 Areas for repeatable ROI Opportunity for dealers
Do not confuse the ability to track and measure results with generating a Return On Investment
Your ROI is realized (or not) whether or not you have the ability to correctly measure outcomes!
- Red McCombs

ROI in Social Media Marketing / Reputation Management

If your organization is engaged in social media 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?

Five Areas of Social Media ROI Opportunity
Marketing Communications & Lead Capture
Reputation Management
Traffic Generation
Improved SEO Strategies
Reduce Network Bandwidth Load

Social Media ROI
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

Social Media ROI
Reputation Management
Monitor social web in dealers PMA for content posted containing dealership brand.
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
Social Rewards strategy for positive posts, comments and mentions
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
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
Improved Search Optimization Strategies

• Quickly increase the dealership SEO footprint
• Multiple SERP listings from dealers Social Media accounts and profile subdomains
• Back links from hundreds of Social Media sites to dealers eCommerce site
• Boost authority and rank with search engines