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RALPH PAGLIAADP DEALER SERVICES

DIRECTOR – DIGITAL MARKETINGSOCIAL MEDIA REPUTATION MANAGEMENTADP/ASU SKYSONG OPERATIONS CENTER

What Sets The Stage For Positive Social Media?

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About ADP

Automatic Data Processing, Inc. [NASDAQ: ADP]

Outsourced Human Resources, payroll, tax and benefits administration

$9 billion in revenue Over 585,000 clients Fortune 300 company

One of Fortune’s “Most Admired” 1 of only 3 U.S. companies with AAA-ratings from

both Moody’s and Standard & Poor’s

ADP Dealer Services DivisionDealer management systems and layered applications such as Digital Marketing, CRM, and IP Telephony $1.50 billion (F*) in revenue Over 30 years of experience 7,600 associates worldwide

3,100+ dedicated to client services and support

*FY’10 Forecast

ADP Dealer Services Corporate Headquarters

Hoffman Estates, IL

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Truck (buses, semi’s)

Agriculture and Heavy

Equipment

Marine, RV (mobile/trailer),

Motorcycle

North American Dealer Segments

Branded:

Branded:

Auto and Light Truck

Construction Equipment, Farming/Ag. Caterpillar, John Deere etc.

Currently Branded:

Currently Branded:

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Other Companies/Brands ADP-DS Markets

Front end Consultants 20 Groups, Stats

Open Dealer Exchange:Joint Venture with our main DMS competitor, Reynolds:

Branded: ODE

Digital MotorWorks:Provides data and solutions to OEMs and Third Parties.

Branded: DMi

Improve Marketing

Effectiveness

Computer Vehicle Registration:Joint Venture with our main DMS competitor, Reynolds:

Branded: CVR

Improve Marketing

Effectiveness

Dealer Office Xpress:Joint Venture with ADP and Standard Register.(Laser, forms, tags etc.)

Branded: DOX

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ADP Dealer Services – Breadth of Solutions

Focused on helping dealers and manufacturers use technology to increase efficiency and driving results throughout every area of the dealership

Segments

Auto MarinePowerSportsHeavy Truck RV Heavy Equip Agriculture

Dealer Mgmt

Systems

Digital Marketing Social Media

Mobile IP Telephony Networking Business

IntelligenceBusiness Process

Outsourcing

Key Solutions

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GENERATE TRAFFIC

GENERATE TRAFFIC

MANAGE CUSTOMERS

MANAGE CUSTOMERS

TRANSACT BUSINESS

TRANSACT BUSINESS

YOU DO IT

WE HELP

Desking

Menu F&I

Credit

Digital Contracting

CRM

Campaigns BDCLead Mgmt

Vehicle Mgmt

Websites

Digital Marketing

Websites MarketingLead Mgmt

Hosted Phone

Dir MailDataFresh

Vehicle Online

Business OnlineFinance Online Service Online

Quotes Online Trade Online

Managed Campaigns

Loyalty Solutions

Digital Advertising

CallTracking

VirtualMktgRep

eNewsletter

Live Chat

Social Media / Reputation Management

WE DO IT

Sell Cars, Parts and Service Profitably – Front-End Solutions

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Sales Campaigns

Mobile Site

Service CampaignsFinance Campaigns SEM, SEO Social Media

Total Digital Solution (September 2009)

AttractDigital Advertising

Display, Behavioral,SEM, SEO

ConvertWebsite SolutionsWebsites, Mobile Sites,

Call Tracking, Chat

TransactBusiness OnlineVehicle, Quotes, Trade,

Finance, Service

RetainCustomer Loyalty

BuzzTrack, BuzzMail, eNewsletter

VehicleOnline

FinanceOnline

TradeOnline

QuotesOnline

ServiceOnline

Websites

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Sales Campaigns

Mobile Site

Service CampaignsFinance Campaigns SEM, SEO

Social Media

Total Digital Solution (September 2010

AttractDigital Advertising

Display, Behavioral,SEM, SEO

ConvertWebsite SolutionsWebsites, Mobile Sites,

Call Tracking, Chat

TransactBusiness OnlineVehicle, Quotes, Trade,

Finance, Service

RetainCustomer Loyalty

BuzzTrack, BuzzMail, eNewsletter

VehicleOnline

FinanceOnline

TradeOnline

QuotesOnline

ServiceOnline

Websites

Social Media

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Business Changes Social Media Expectations

The only result that exceeded small business owner's expectations is reported as "Staying Engaged With Customers"

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The measurable objectives that small businesses have been able to achieve through limited social media marketing channels tells a story that look remarkably similar to CRM success stories of the past ten years: Customers are connecting with companies through sites like Facebook and LinkedIn, but they are customers who have already done business with the company and relatively few conquest sales leads have been received through this limited approach to using a relatively small number of social media sites.

Quantifiable Social Media Expectations

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Your brand is already out there…whether or not you choose

to participate

IT’S HUGE>> Over 400 million users on Facebook

…using 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 YOUR STRATEGY?

Social Media / Reputation Management

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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?

The Challenges

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

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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

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Social Media / Reputation ManagementComplete Social Marketing Team

Social Marketing Professional Dedicated to your objectives

Social Marketing Representative (SoMAR)

SoMAR’s role:

AdjustPlan ReportExecute

SoMAR

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Social Marketing / Reputation ManagementComplete Social Marketing Skill Sets

Content Creation Placement Execution Social Marketing skill set Customer Communications Concern Resolution Management

Social Marketing Skill Sets Needed

AdjustPlan ReportExecute

SoMAR

Design Configuration SalesWriting

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Business SponsoredSocial Network Site

Social Media Marketing Community Strategy

The hub of a Hub-&-Spoke SM/RM Strategy

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Social Media Related Services That MustBe Actively Managed

Brand registration services

Managing social profiles

Brand monitoring

Social relevancy monitoring

Reporting and alerts multiple times per day

100s of social networks

Driving Customer Reviews

Social Network Account and Profile Management

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Dealer Message – Dealer Control Civic activities Local interests Vehicle discussions Dealership happenings

RSS Feeds Managed Placements OEMs Enthusiast sites Video / photo feeds

Positive UGC Systemic process Lots of positive UGC Content analysis & syndication Brand Monitoring

Over 200 Ancira Employees participate in community

Employee Participation

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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

Amplify The Positive – Consumer Feedback

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Birth of a CommunityADP Builds Ancira Auto Community Site

Dealer personnel set-up profilesGet engaged

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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

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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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21Results Made Easy

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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

ancira dodge san antonio

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27Results Made Easy

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Automotive Avenues Before Investing in Social Media

2,383 Lead Submitted Annually

(Above the National Average for metro car dealers of 968)

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6,340 Lead Submitted Annually

166% IncreaseDuring Worst Economic

Climate in 30 Years!

Automotive Avenues After Investing in Social Media

29Results Made Easy

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Thank YouRalph_Paglia@adp.comtwitter.com/RalphPaglia