google wildfire for automotive social media advertising

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Social Media AdvertisingPowered By Google Wildfire

Brian Pasch, CEO

PCG Consulting

[email protected]

mailto:[email protected]

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Your Dealership

Marketing

Marketing

Marketing

Your Company

Your Customers

Traditional Marketing Was Centered Around Your Dealership

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Social Marketing Shifts the Focus to Buyer Conversations

Your Dealership

Your Dealership

Your Dealership

Your Dealership

Your Customers

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The Changing Nature of the Customer Journey…

Source: Socialnomics, 2009; Google/ Shopper Sciences Zero Moment of Truth

Study, 2011, Febuary 23, 2012; Alex Trimpe via Ogilvy — February

21, 2011, ThinkQuarterly, Google

STIMULUSPURCHASE

CHECK BLOGSSEARCH

READ

REVIEWS

SHARE VIDEOS

NETWORKThe average U.S. shopper

consults10.4 sourcesprior to purchase

57% of people

talk more online than

they do in “real life”

1 in 4 search results

for the World’s Top 20

largest brands are links

to user-generated content

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10%12%

7% 8% 7% 6% 5% 4% 3%

28%

49%

35%32%

30%28%

31%

26%

22%20% 20%

35%

31% 32%34% 33%

38% 38%

TV Online Dealership

Modified

Maker

Choice

Modified

Model

Choice

Confirmed

initial

choice

Influenced

Option

Choice

Influenced

Budget

Modified

dealer

Prompted

Purchase

Interest

Aided

discovery

of new

makers

Helped

informed

decision

Purchase Funnel

… Affects the Auto Buyer

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10%12%

7% 8% 7% 6% 5% 4% 3%

28%

49%

35%32%

30%28%

31%

26%

22%20% 20%

35%

31% 32%34% 33%

38% 38%

TV Online Dealership

Now, Online Content is as Impactful as Dealership

Dealership

31%

Online

31%TV

7%

Modified

Maker

Choice

Modified

Model

Choice

Confirmed

initial

choice

Influenced

Option

Choice

Influenced

Budget

Modified

dealer

Prompted

Purchase

Interest

Aided

discovery

of new

makers

Helped

informed

decision

Purchase Funnel

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Digital Consumer Trend Auto Consumer Trend

2.0B internet Users

4.1B mobile Users

35h video uploaded each minute

2.1B searches daily

1.9B social network users

90% car buyers are online

75% start research online

Why Should You Care?

46% buyers worldwide likely to make an auto purchasebased on social sites

Auto videos positively impact 79% buyers

32% mobile users say videosites help drive their decision

Source: • eMarketer.com• Constant Consideration: New Vehicle Path to Purchase, Compete/ Polk/ TNS September 2012. HHI $100k+• NetPop Research

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Control

ENGAGE, INTE

REST, INCENTI

VIZE

REPEAT

GROW

YOUR

AUDIENCE1

2

3

Social Marketing Best Practices

MEASURE

& CONVERT

ControlGROW ENGAGE

MEASURE

ControlControlGROW ENGAGE

MEASURE

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Control

GROW

YOUR

AUDIENCE1

3

Best Practice 1: Grow a Community of Followers

ControlGROW ENGAGE

MEASURE


MEASURE

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Goudy Honda


Objective:

• Build a relevant community of buyers

• Drive growth and traffic throughout 5

month campaign period

Results:

• 309 total entries

• 21% entry rate

• Doubled community size

Daily Campaign Visits

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Community Growth +2,100


Campaign Launch

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Best Practice 2: Continuously Engage Followers

2 ENGAGE, INTE

REST, INCENTI

VIZE

3

GROWGROW

Control

GROW

YOUR

AUDIENCE1

3

ControlGROW ENGAGE

MEASURE


MEASURE

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Schomp Automotive

Best Practice 2: Continuously Engage Followers

Objective:

• Engage nearby consumers with location –

specific incentives

• Sustain buyer interest over the holiday

season with multiple giveaways

Results:

• 469 sweepstakes entries

• 893 total campaign visits

• 53% entry rate (average is 20%)

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Best Practice 3: Translate Marketing Goals Into Metrics

Control

GROW

YOUR

AUDIENCE1

3

ControlGROW ENGAGE

MEASURE


MEASURE

2 ENGAGE, INTE

REST, INCENTI

VIZE

MEASURE

& CONVERT

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MessagesPages Promotions Analytics

Wildfire Social Marketing Suite

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What Google WildFire Does

• Create Device Independent Landing Pages

• Enables More Interactive Posts

• Data Collection and Engagement

• Can Drive “Post Form” clicks to your website

• Connects Social Media & Digital Marketing

• Puts Your Where Your Competitors are NOT!

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Device Independent Pages

Copyright 2013

DealerOn, Inc.

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Create Local

Contests

And Promotions

To

Build Fan Base

& Reach

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Sweepstakes Google Places Recommendations

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Facebook Advertising

Multiple Targeting

Options inside Facebook

Retargeting Outside of Facebook

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Comparing Advertising

• Keyword Targeting

• Intent Targeting

• Retargeting

• Video Pre-Roll

Other Factors

• Location based on IP

• Crowded Marketplace

• Demographic Targeting

• Relationship Targeting

• Car Ownership Targeting

• Buying Intent Targeting

• Credit Card Targeting

• Retargeting*

Other Factors

• Targeting based on zip

• Not dealer “crowded”

Google Adwords Facebook Advertising

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Increase Your

Fans• Giveaways and contests

• Coupons

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Engage Your Fans• Sharing galleries

• YouTube videos

• Quiz

• Playlists

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Engage Your Fans• Sharing galleries

• YouTube videos

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Infiniti of Naperville– Naper Nights Giveaway

(7/19-8/2)

Page

Visits

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(7/19-8/2)

Page Engagement

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(7/19-8/2)

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Service• Coupons

• Clicks

• Tracking numbers

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Creating An Targeted Ad

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Each Offer Will Have a

Different Radius

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Choose between

CPC or CPM

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Work During The Pilot Each Month

• Post original content for social engagement

• Create contests and promotions

• Create targeted ad campaigns

• Create videos and graphics to increase engagement

• Leverage Wildfire Analytics and Tools to grow your local fan base, influence, and reach.

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$500 Facebook Advertising

• Your Facebook ad budget will be directly billed to your credit card for transparency.

• You can increase your ad budget for high performing campaigns without any additional fees from us.

• Additional landing pages for expanded ad campaigns are included in monthly fee.

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Landing Pages Will Be Designed to Convert

Website Header & Navigation

1

2

3

4

5

6

7

1.Video or Photo

2.Explanation of Offer

3.Supporting Evidence

4.Call To action

5.Store Locator

6.Lead Form

7.Custom Video

Design will be subject to the limitations

of the current website platform.

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Isn't This

What We

Have Been

Asking For?

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