digital dealer conference workshop on social media marketing time management

8/8/2019 Digital Dealer Conference Workshop on Social Media Marketing Time Management

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1Ralph Paglia; 8th Digital Dealer Conference Orlando, FL www.SocialDealer.BZwww.SocialDealer.BZ

This highly practical session focuses on tips and techniques used tostreamline social and digital marketing processes and those daily processes

that must get done to keep your dealership competitive. Attendees will leavethis session better equipped to maximize sales results from the time youhave available. Actual Social Media sites will be evaluated based onobjective criteria and the results they deliver, versus the time required tomanage them. You have access to virtually unlimited Social Media MarketingOpportunities which are available without direct media buying expenses

But are they free? Only if your time has no value! When the true value ofyour time is factored in, there are still many ROI positive opportunities,

but there are also Social Media sites that becomeBlack Holes of Time and should be cut from your roster!

With Social Media, Your TimeHas Become The New CurrencyHow Will You Spend Yours?

Session #225Session #225

Unlimited Social Media and Digital Marketing Opportunities areavailable at little to no direct cost, but they require significant amountsof time and attention. Learn how to optimize your time investments


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Introduction and Background:

Ralph PagliaRalph Paglia

Director - Digital MarketingDirector - Digital Marketing

Dealer ServicesDealer ServicesCurrently leading build-out and development of new

ADP/ASU Joint Venture at www.SkySongCenter.comin Scottsdale, AZ for new home of expanded ADP/BZSocial Media Reputation Management Team providing

Strategic Implementation of Fully Managed Solutions for Dealers...Generated 144,000+ leads in 22 months while working for Courtesy Chevrolet

Managed Courtesy Chevy Internet Sales team that sold 4,000+ Units in 2006

Worked w/Ford in 2007-2009 to develop first fully integrated multi-publisherTier 3 Digital Marketing Consulting and Co-Op supported Advertising program

Ran 1st

retail automotive Behavioral Targeting Digital Advertising programInternet Sales & Marketing Consultant to Ford, Mercedes-Benz, GM,

Honda, Toyota, Mercedes-Benz, Hyundai and 250+ dealers & groups

Pioneered development of Internet Leads in 1988 using CompuServe ISP access topost new and used vehicle listings on defense contractor BBSs in San Diego, CA

Cell: 505.301.6369 [email protected] www.RalphPaglia.comRalphPaglia.com

www.ADPsocial.comwww.ADPsocial.comwww.ADPsocial.comwww.ADPsocial.com
http://www.skysongcenter.com/http://www.skysongcenter.com/


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3Ralph Paglia - 8th Digital Dealer Conference Orlando www.SocialDealer.BZwww.SocialDealer.BZ


Social Media Marketing Objectives

1.Create and Publish high quality content that attracts and

engages people who use social media and are in thedemographic categories your overall dealershipmarketing programs seek and target

2.Monitor what people in your PMA are saying about your

dealership and notify key dealership stakeholders ofwhat was posted, when, where and by who

3.Promptly create and post appropriate responses to alldealership mentions so people see your store cares,pays attention, responds, appreciates compliments

and resolves customer concern issues

4.Drive high quality traffic from social media to targeteddestinations defined by dealerships marketingstrategy

5.Improve SEO footprint by creating multiple SERP


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5Ralph Paglia - 8 th Digital Dealer Conference - Orlando - www.ADPsocial.comwww.ADPsocial.com

What is your Social Media Strategy?


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7/747Ralph Paglia - 8 th Digital Dealer Conference - Orlando - www.ADPsocial.comwww.ADPsocial.com


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17Ralph Paglia - 8 th Digital Dealer Conference - Orlando - www.ADPsocial.comwww.ADPsocial.comMore Every Day!More Every Day!

Social Mediaocial MediaMarketingarketing

Black Hole of Employeelack Hole of EmployeeTime?ime?


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How can ISMs balance what they would like todo with Social networks, Blogs, Video, Photo,Forums, GeoApps, Communities and all the otherUser Generated Content (UGC) sites in theSocial Web with their existing job tasks andduties?The typical ISM gets more put on their plate every

month, with no signs of Job Description Creep

easing up, or any relief just because car buyers are

spending hours and hours on sites like Facebook,YouTube, Twitter, DealerRater, Insider Pages, Kudzu,

Yelp, AutoBlog, Jalopnik and other social media

sites


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Get Some Help!Get Some Help! How?How? Ask For It!Ask For It!

S f S i l M di C t t th t


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1.1.Dealership CustomersDealership CustomersCustomer Contests and Incentives (UCN example)Customer Contests and Incentives (UCN example)

Social media syndication buttons on websitesSocial media syndication buttons on websites

2.2.Dealership EmployeesDealership EmployeesContests, Bonuses and ongoing IncentivesContests, Bonuses and ongoing IncentivesVolunteers, Civic Activities, Fund Raisers, Local SponsorshipsVolunteers, Civic Activities, Fund Raisers, Local Sponsorships

3.3.SuppliersSuppliersRequire suppliers to contribute contentRequire suppliers to contribute contentLetter from Dealer in all mailed checksLetter from Dealer in all mailed checks

4.4.Car Companies (OEM )Car Companies (OEM )High quality content widgets, slideshows and RSS feedsHigh quality content widgets, slideshows and RSS feeds

5.5.Videos from Online Sources;Videos from Online Sources; Google Video SearchGoogle Video Search6.6.Photos from Online Sources;Photos from Online Sources; Google Image SearchGoogle Image Search

7.7.Content from Other sourcesContent from Other sources (including YOU!)(including YOU!)

Sources of Social Media Content thatDrives Traffic and Customer Engagement


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Dealership Social Media Content Strategy;Dealership Social Media Content Strategy;

Use Syndicated Placement/Distribution TacticsUse Syndicated Placement/Distribution TacticsRelevant Content drives high quality website traffic and customer engagement. Content Creation and CaptureRelevant Content drives high quality website traffic and customer engagement. Content Creation and Capturetactics that reduce time required to acquire and publish articles, photos, videos and posts is critically important totactics that reduce time required to acquire and publish articles, photos, videos and posts is critically important toreduce total time you must invest into SMM. Automate placement and distribution to selected sites andreduce total time you must invest into SMM. Automate placement and distribution to selected sites andnetworksnetworks

1.1.*RSS Feeds from OEMs;*RSS Feeds from OEMs; Articles, News, Photos, VideosArticles, News, Photos, Videos

2.2.*RSS Feeds from Enthusiast sites;*RSS Feeds from Enthusiast sites; CarConnection,CarConnection,

3.3.Syndication Widgets;Syndication Widgets; Widgetbox, Slideshare.net, etc.Widgetbox, Slideshare.net, etc.4.4.Centralized Content Placement;Centralized Content Placement; sites for your sourcessites for your sources5.5.OutboundOutbound RSS Feed PlacementsRSS Feed Placements6.6.Embedded Video Feed Widgets and AppsEmbedded Video Feed Widgets and Apps

7.7.Embedded Photo Slideshows built from AlbumsEmbedded Photo Slideshows built from Albums8.8.Content Integration ApplicationsContent Integration Applications

*OEM and Other RSS feed sources:

www.MySpaceAutomotive.comwww.MySpaceAutomotive.com

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Employee

Participation

100+ Ancira100+ AnciraEmployeesEmployees

participate inparticipate in

social mediasocial mediamarketingmarketing

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User InitiatedDealership SponsoredContent Distribution(sharing the good stuff)


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24Ralph Paglia; 8th Digital Dealer Conference Orlando, FL www.SocialDealer.BZwww.SocialDealer.BZSyn

dication

;Use

rInitia

ted

Syndication; User Initiated


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Syndica

tion;U

serInitiat

ed


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Stay Organized and haveFast Access toYourDealership Social MediaAccounts and Profiles(get to the good stuff)


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AnciraAut o

Gro

upS

ubd

omai n

Secured

Ancir

aAutoGro

upS

ubd

omai n

Secured


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120 Social Media Site Enrollments

Completed for the Dealers Name/Domain


Completed for the Dealers Name/Domain


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120 Social Media Site EnrollmentsCompleted for the Dealers Name/Domain



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120 Social Media Site EnrollmentsCompleted for the Dealers Name/Domain

120 Social Media site enrollments completed


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120 Social Media site enrollments completedby Humans to get past CAPTCHA filters andregister the Dealers Name/Domain with Linksback to the dealers Community site from

ADP for SEO back-link value


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What About Facebook?

Computers around the worldsimultaneously explode when

everyone on Facebookbecomes everyone elsesfriend on Facebook.

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What About Facebook?

1.1.Set Up a Profile for the Dealer/OwnerSet Up a Profile for the Dealer/Owner

2.2.Create a Group for your Franchise/BrandCreate a Group for your Franchise/Brand3.3.Create a Fan Page for your CommunityCreate a Fan Page for your Community

4.


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41Ralph Paglia; 8th Digital Dealer Conference Orlando, FL www.SocialDealer.BZwww.SocialDealer.BZClick to Zoom


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tober by Facebook members who live near the two dealership

licked on one the two dealer advertisements

ebook Ad Campaigns, each click customer visit to our commu

alership ads 1,000 times, it cost 22 cents


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First 4 DaysFirst 4 Days


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After 30 DaysAfter 30 Days


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Twitter Syndication Tactics1.Content to Twitter Syndication Apps

2.Twitter Provided Widgets and Syndication Apps

3.Reputation Monitoring Apps from Twitter

4.3rd Party Twitter Account Management Apps5.Facebook to Twitter & Twitter to Facebook

6.Slideshare.net to Twitter


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Twitter Content Syndication & Integration Tools:

On ADM:

99 Twitter Management Applications andIntegration Tools
http://www.automotivedigitalmarketing.com/profiles/blogs/twitter-managementhttp://www.automotivedigitalmarketing.com/profiles/blogs/twitter-managementhttp://www.automotivedigitalmarketing.com/profiles/blogs/twitter-managementhttp://www.automotivedigitalmarketing.com/profiles/blogs/twitter-managementhttp://www.automotivedigitalmarketing.com/profiles/blogs/twitter-management


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


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69Ralph Paglia; 8th Digital Dealer Conference Orlando, FL www.SocialDealer.BZwww.SocialDealer.BZ Perspective on Social Networks:


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Customer Review and Dealer InventoryCustomer Review and Dealer InventorySyndication Tools:Syndication Tools:

Customer Reviews Widget for Blogs and WebsitesCustomer Reviews Widget for Blogs and WebsitesCustomer Reviews RSS Feeds for multiple usesCustomer Reviews RSS Feeds for multiple usesDealer Inventory w/Photos Classified Ad Apps/ListingsDealer Inventory w/Photos Classified Ad Apps/Listings

feeds to display dealership reviews across social sitesfeeds to display dealership reviews across social sitesFacebook proprietary Apps with content syndicationFacebook proprietary Apps with content syndication

DealerRater.com Certification

Automated Customer Review Syndication Apps

DealerRater Social Media Syndication Apps

Perspective on Social Networks:


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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 ratingHelpful 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 specialsWorks pre sale AND post saleDirect potential customers to your good ratingsPoint URL to your rating page:www.RateAutoAves.com

DealerRater.com Web 2.0 Strategy -DealerRater.com Web 2.0 Strategy -
http://www.rateautoaves.com/http://www.rateautoaves.com/


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DealerRater.com Web 2.0 Strategy DealerRater.com Web 2.0 Strategy

MarketingMarketingDealer Directory Certification Icon

Certification icon displays next to listingLets buyers know immediately of your statusAttracts more clicks

Free Vehicle LeadsReceive and track vehicle leads

Optional - receive leads from distant buyersOptional - receive leads for competing makes

Free Classified Ads

Unlimited Listings New & Used InventoryUp to 36 photos per carInventory data via DMS or 3rd party providerAd runs until car is soldFacebook inventory integration


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Dealer Social Media Content Syndication Strategy using anDealer Social Media Content Syndication Strategy using an

Employee Network centralized content repository siteEmployee Network centralized content repository site

1.1.www.AnciraCommunity.comwww.AnciraCommunity.com2.2.www.Automotive-Avenues.comwww.Automotive-Avenues.com

3.3.www.KellyCarCommunity.comwww.KellyCarCommunity.com4.4.www.MyJeepCommunity.comwww.MyJeepCommunity.com5.5.www.Ford-Community.comwww.Ford-Community.com
http://www.anciracommunity.com/http://www.anciracommunity.com/http://www.automotive-avenues.com/http://www.automotive-avenues.com/http://www.kellycarcommunity.com/http://www.kellycarcommunity.com/http://www.myjeepcommunity.com/http://www.myjeepcommunity.com/http://www.ford-community.com/http://www.ford-community.com/http://www.ford-community.com/http://www.myjeepcommunity.com/http://www.kellycarcommunity.com/http://www.automotive-avenues.com/http://www.anciracommunity.com/


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Ralph PagliaRalph PagliaADP Digital Marketing SolutionsADP Digital Marketing Solutions

www.SocialDealer.BZwww.SocialDealer.BZ [email protected][email protected]: 505-301-6369cell: 505-301-6369 www.DigitalRalph.comwww.DigitalRalph.com

Presentation available at:

www.AutomotiveDigitalMarketing.comwww.AutomotiveDigitalMarketing.com

oror ADM.fmADM.fm1. Join ADM1. Join ADM2. Go to2. Go to ADM ForumADM Forum3. Use Search:3. Use Search: Presentation File ExchangePresentation File Exchange

I want to thank Tim Jennings for a great concept...

www.Ralphertising.comwww.Ralphertising.com
http://www.socialdealer.bz/http://www.socialdealer.bz/http://www.digitalralph.com/http://www.digitalralph.com/http://www.automotivedigitalmarketing.com/profile/TimJenningshttp://www.automotivedigitalmarketing.com/profile/TimJenningshttp://www.digitalralph.com/http://www.socialdealer.bz/

digital dealer conference workshop on social media marketing time management

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