digital dealer conference - social media marketing done right

8/8/2019 Digital Dealer Conference - Social Media Marketing Done Right

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1Ralph Paglia; NADA 2010 – Orlando, FL – February 13-15, 2010 www.www.ADPsocial.comADPsocial.com

“ “ Get Ahead and Stay Ahead Using Social Media Marketing Get Ahead and Stay Ahead Using Social Media Marketing

Strategies… Blueprint your Reputation Management System” Strategies… Blueprint your Reputation Management System” “ …implement a strategy that uses a combination of dealer controlled web sites,OEM supplied assets, dealership databases and employees to leverage popular social networks into a social marketing and reputation management system that creates ongoing competitive advantage”

“Ralph Paglia will showcase actual dealership implementations of social media marketing andreputation management strategies… learn how to measure performance and track the resultsrequired for increases in sales and profits. Learn how to create and sustain ongoingcompetitive advantages by building a foundation that position your dealership as the place todo business! Use customer engagement models that have become more effective thanconventional interruption based advertising alone. Attendees will receive online access tostep-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 OEM supplied assets.See how to engage your dealership’s employees within your community, then syndicatevideo, photo, blogs and discussion forums into the most popular social media, such asFacebook, Twitter, MySpace, YouTube, Digg, Blogger, Wordpress and others to create apowerful and automated social marketing and reputation management network that generatesreal-world sales and profits.”




Introduction and Background:

Ralph PagliaRalph PagliaDirector - Digital Marketing

Dealer ServicesDealer Services•20+ year automotive industry leader in Digital

Marketing, Advertising, Lead Management, BDCand 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 ISPaccess and vehicle listings on defense contractor BBS’s in SoCal

Cell: 505.301.6369 [email protected] www.ADMPC.comwww.ADMPC.com




s”s” andand “Consumer Reviews”“Consumer Reviews” Landscape as a jungle of weird namLandscape as a jungle of weird nam




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http://slidepdf.com/reader/full/digital-dealer-conference-social-media-marketing-done-right 7/827Ralph Paglia; NADA 2010 – Orlando, FL – February 13-15, 2010 www.www.ADPsocial.comADPsocial.com

www.ADMPC.comwww.ADMPC.com

Click to Zoom



Measuring Blogging SitesMeasuring Blogging Sites



Measuring Social Network SitesMeasuring Social Network Sites



Measuring Forum & Chat Provider SitesMeasuring Forum & Chat Provider Sites



Measuring Social Networks & Online Community SitesMeasuring Social Networks & Online Community Sites



Social Marketing Strategy Example: Ancira Auto GroupSocial Marketing Strategy Example: Ancira Auto Group

http://del.icio.us/

http://www.technorati.com/

http://www.wordpress.com/

http://www.digg.com/

http://www.photobucket.com/

http://youtube.com/



Employee Participation; “Secret Sauce”Employee Participation; “Secret Sauce”

Over 200 Ancira Employees participate in community…Over 200 Ancira Employees participate in community…




Ancira Auto Group Social

Marketing & Reputation

Management

What about Search Engines?

Will Social Network pages, blogs, etc. beindexed by Google?

Is there any value to references made aboutour dealership and the anchor text links thatwe put into our profile pages?

Ancira Social Media Profiles in SearchAncira Social Media Profiles in SearchEngine Results Pages (SERP)…Engine Results Pages (SERP)…




SERP #1SERP #1




SERP #1.5SERP #1.5




SERP #1.75SERP #1.75




SERP #2SERP #2

100% Ancira Auto Group controlled o100% Ancira Auto Group controlled or




SERP #3SERP #3





SERP #4SERP #4





SERP #6SERP #6





SERP #8SERP #8





SERP #9SERP #9





eets) are now indexed by Google and show up in search results…eets) are now indexed by Google and show up in search results…




AnciraAu

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Secured

Ancir

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120 Social Media Site Enrollments




Completed for the Dealer’s Name/Domain



120 Social Media Site Enrollments




Completed for the Dealer’s Name/Domain

120 Social Media site enrollments completed




pby Humans to get past CAPTCHA filters andregister the Dealer’s Name/Domain with Linksback to the dealer’s “Community” site from

ADP for SEO back-link value… <5 days.




What About Facebook?

“Computers around the world simultaneously explode when

everyone on Facebook becomes everyone else’sfriend on Facebook.”



52Ralph Paglia; NADA 2010 – Orlando, FL – February 13-15, 2010 www.www.ADPsocial.comADPsocial.comClick to Zoom




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After 30 Days…After 30 Days…




Listening to What Customers

are Saying About your

Dealership in the Socialmedia World…

How do you do it?

How much does it cost?

What do you do when you hear something?




What about Twitter?

1.Listen for comments

2.Attract Followers

3.Take action when appropriate

4.Provide valuable tweet streams




Social Media Provides Mass Monitoring Power to DealersSocial Media Provides Mass Monitoring Power to Dealers




Dealer Social Marketing Content Generation StrategyDealer Social Marketing Content Generation StrategyDuring Setup and Install, Content Creation that will drive traffic andDuring Setup and Install, Content Creation that will drive traffic andcustomer engagement begins flowing into the dealer community in thecustomer engagement begins flowing into the dealer community in thefollowing sequence:following sequence:

1.1. You You (VMR & Analyst working together)(VMR & Analyst working together)

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

3.3.RSS Feeds from Enthusiast sitesRSS Feeds from Enthusiast sites4.4.Videos from multiple sourcesVideos from multiple sources (Google Video(Google Video

Search)Search)

5.5.Photos from multiple sourcesPhotos from multiple sources (Google Image(Google Image

Search)Search)

6.6.Widgets and GadgetsWidgets and Gadgets (Widgetbox, Slideshare.net,(Widgetbox, Slideshare.net,etc.)etc.)

7.7.Dealership EmployeesDealership Employees (VMR solicits Managers)(VMR solicits Managers)

8.8.SuppliersSuppliers (VMR gets contact infor from Dealer)(VMR gets contact infor from Dealer)

9.9.Consumer user/members of the Dealer Consumer user/members of the Dealer

CommunityCommunity

List of OEM supplied SMPR feeds and tools: www.MySpaceAutomotive.comwww.MySpaceAutomotive.com




http://ford.digitalsnippets.comhttp://ford.digitalsnippets.com




Perspective on Social Networks:

D l R t S i l M k ti St t




•Certification Seal - Official Certification Sealto 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 RSSCustomer Review syndication tools – Widgets and RSS

feeds to display dealership reviews across social sitesfeeds to display dealership reviews across social sites

DealerRater.com Certification Benefits

Build Your Social Media Reputation; Syndication!

DealerRater.com Social Marketing Strategy

Perspective on Social Networks:

D l R t S i l M k ti St tD l R t S i l M k ti St t




DealerRater.com Social Marketing StrategyDealerRater.com Social Marketing Strategy

•Customer Rating Cards

Rating cards to hand out toyour raving fan customers

•Easy way to increase your rating•Helpful reminder for your best

customers to post a review•

Good for both sales and servicedepartment 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/

http://www.rateautoaves.com/




Dealer Social Marketing Strategy that makes use of “HubDealer Social Marketing Strategy that makes use of “Hub

and Spoke” approach, “Community Site” examples:and Spoke” approach, “Community Site” examples:

1.1.www.AnciraCommunity.comwww.AnciraCommunity.com 2.2.www.Automotive-Avenues.comwww.Automotive-Avenues.com 3.3.www.MazdaCommunity.orgwww.MazdaCommunity.org 4.4.www.FordCommunity.comwww.FordCommunity.com 5.5.www.MyJeepCommunity.comwww.MyJeepCommunity.com 6.6.www.SandersonCommunity.comwww.SandersonCommunity.com 7.7.www.Boston-Volkswagen.comwww.Boston-Volkswagen.com

8.8.www.Boston-Honda.comwww.Boston-Honda.com 9.9.www.Boston-BMW.comwww.Boston-BMW.com 10.10.www.Ford-Community.comwww.Ford-Community.com

http://www.anciracommunity.com/


http://www.automotive-avenues.com/


http://www.mazdacommunity.org/


http://www.fordcommunity.com/


http://www.myjeepcommunity.com/


http://www.sandersoncommunity.com/


http://www.boston-volkswagen.com/


http://www.boston-honda.com/


http://www.boston-bmw.com/


http://www.ford-community.com/














Ralph PagliaRalph Paglia

ADP Digital Marketing SolutionsADP Digital Marketing Solutionswww.ADPdigitaladvertising.comwww.ADPdigitaladvertising.com [email protected][email protected]: 505-301-6369Cell: 505-301-6369 www.DigitalRalph.comwww.DigitalRalph.com

Presentation available at:

www.AutoDigitalMarketing.comwww.AutoDigitalMarketing.com 1. Join ADM1. Join ADM2. Go to2. Go to “ADM Forum”“ADM Forum”3. Use Search:3. Use Search: “Presentation File Exchange”“Presentation File Exchange”

Attendees will receive free access to online resources they can useto gain competitive advantage in their local markets. Detailed Case Study:

www.Ralphertising.comwww.Ralphertising.com

htt // t ti di it l k ti /f /t i / id d d t f d

http://www.adpdigitaladvertising.com/


http://www.digitalralph.com/


http://www.automotivedigitalmarketing.com/forum/topics/oem-provided-rss-data-feeds

http://www.automotivedigitalmarketing.com/forum/topics/oem-provided-rss-data-feeds



digital dealer conference - social media marketing done right

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