Social Media and<br />Reputation Management<br />Attract    Convert    Transact    Retain<br />
Introduction<br />www.ADPsocial.com<br />RALPH PAGLIA<br />   Director - Digital Marketing<br />Dealer Services<br />Curre...
Establishing ADP/ASU venture in Scottsdale, AZ at www.SkySongCenter.com -  new home of expanded    Social Media Reputation...
Objectives<br />Share Insights From Social Media Implementations<br />Gather Your Feedback and Recommendations<br />Put In...
What is your level of awareness of… <br />The volume and significance of consumer use of Social Media today?<br />How Soci...
Dealers Committed to Social Media Improve Sales Rank<br />OEM with most commitment and investment in social mediagained mo...
First things First – What About Return on Investment?<br />To date, we’ve found 5  Areas for repeatable ROI Opportunity fo...
ROI in Social Media Marketing / Reputation Management <br />
If your organization is engaged in social media or reputation management activities…<br />What benefits have you experienc...
Five Areas of Social Media ROI Opportunity<br />Marketing Communications & Lead Capture<br />Reputation Management<br />Tr...
Social Media ROI<br />Marketing Communications and Lead Capture<br />Create and Publish content that attracts consumer att...
Social Media ROI<br />Reputation Management<br />Monitor social web in dealer’s PMA for content posted containing dealersh...
Social Media ROI<br />Traffic Generation<br />Drive targeted traffic from social media sites to dealer’s…<br />Social asse...
Social Media ROI<br />Improved Search Optimization Strategies<br /><ul><li>Quickly increase the dealership SEO “footprint”
Multiple SERP listings from dealer’s Social Media accounts and profile subdomains
Back links from hundreds of Social Media sites to dealer’s eCommerce site
Boost authority and rank with search engines</li></li></ul><li>Social Media ROI<br />Reduce Network Bandwidth Load<br />Ut...
Have you documented or implemented policies regarding access to employee access to social media?<br />Access & Security<br...
   Prevailing Notion  Social Media Is “Free” Marketing<br />“Unlimited Social Media and Digital Marketing Opportunities a...
Continual optimization
Continual Time v Benefit evaluation</li></ul>Social Media sites should be evaluated based on objective criteria and the re...
Thinking Strategically<br />Amplify the Positive<br /><ul><li>Processes that generate positive reviews, ratings & consumer...
Respond and mitigate negative reviews and comments.</li></ul>Monitor What People Are Saying About Your Dealership<br /><ul...
Raise awareness with key stakeholders; provide detailed information
Detailed information - when, where and by who</li></ul>Timeliness, Visibility and Transparency<br /><ul><li>Promptly creat...
Tangibly demonstrate that your store cares, pays attention, responds, appreciates compliments and resolves customer concer...
Stories Sell:<br />a single play in theViral MarketingPlaybook<br />
Time and Money <br />Often Thought of as Similar Resources of Similar Value<br />Striking the balance between social media...
How much are they getting?
Are you interacting with Blogs, Forums or Communities?
Are you leveraging visual content – Photos, Video?
What other User Generated Content do you leverage?</li></ul>Has your Internet Sales Mgr experienced any “Job Description C...
Social Media Marketing…Is it a “Black Hole” for Employee Productivity?<br />
Establishing and Sustaining<br />Social Media Marketing<br />Reputation Management<br />
Social Media / Reputation ManagementComplete Social Marketing Team<br />Social Marketing Representative (SoMAR)<br /><ul><...
Dedicated to your account</li></ul>SoMAR’s role:<br />Execute<br />Report<br />Adjust<br />Plan<br />SoMAR<br />
Social Media / Reputation ManagementComplete Social Marketing Team<br />Complete Social Marketing Team<br /><ul><li>Profes...
Social Marketing skill set</li></ul>Execute<br />Report<br />Adjust<br />Plan<br />SoMAR<br />Design<br />Configuration<br...
Social Media / Reputation ManagementFive Phase Deployment Model<br />TRANSITION<br />MILESTONE<br />DEPLOYMENT PHASE<br />...
Content Syndication“Sharing The Good Stuff”<br />User Generated<br />Dealer Sponsored<br />
Content  Drives Traffic and Customer Engagement<br />Highest Value Sources of User Generated Content (UGC)<br />Dealershi...
Customer Contests and Incentives (UCN example)
Social media syndication buttons on websites </li></ul>Opinionated Influencers (the experts)<br />Dealership Employees<br ...
Volunteers, Civic Activities, Fund Raisers, Local Sponsorships</li></ul>Suppliers<br /><ul><li>Require suppliers to contri...
Letter from Dealer in all mailed checks</li></ul>Car Companies (OEM )<br /><ul><li>High quality content widgets, slideshow...
Content  Drives Traffic and Customer Engagement<br />Syndicated, Placement/Distribution Tactics<br />Inbound Content Feed...
http://ford.digitalsnippets.com<br />
Syndication; User Initiated<br />Syndication; User Initiated<br />
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ADP Strategic Advisory Board (SAB) Social Media Reputation Management Presentation by Ralph Paglia

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ADP Strategic Advisory Board (SAB) Social Media Reputation Management Presentation by Ralph Paglia at the Chicago Ritz-Carlton on Friday May 21, 2010.

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  • This presentation was fascinating to deliver to a group of 15 very successful and large national dealer groups... Their feedback, recommendations and comments were highly valuable and conveyed a surprisingly deep understanding of the complexities involved with social media marketing for car dealers...
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ADP Strategic Advisory Board (SAB) Social Media Reputation Management Presentation by Ralph Paglia

  1. 1. Social Media and<br />Reputation Management<br />Attract Convert Transact Retain<br />
  2. 2. Introduction<br />www.ADPsocial.com<br />RALPH PAGLIA<br /> Director - Digital Marketing<br />Dealer Services<br />Currently<br /><ul><li>Directing operations of ADP/BZ Social Media & Reputation Management solutions for dealers
  3. 3. Establishing ADP/ASU venture in Scottsdale, AZ at www.SkySongCenter.com - new home of expanded Social Media Reputation Management Team</li></ul>BACKGROUND:<br />For 18 months, the ADP / BZ Digital Marketing team has been identifying the most productive social media marketing and reputation management strategies. <br />Insights gained have been leveraged by refining, documenting and “Productizing” a series of detailed dealer solution blueprints. <br />BUSINESS CASE:<br />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…<br />“Selling Cars By Accident” has been an unanticipated outcome at FT dealers in Seattle, Phoenix, Denver, San Antonio, New York, Indianapolis, etc.<br />Cell: 505.301.6369 ralph_paglia@adp.com www.RalphRPaglia.com<br />
  4. 4. Objectives<br />Share Insights From Social Media Implementations<br />Gather Your Feedback and Recommendations<br />Put Insight to Work in Social Media Solutions<br />
  5. 5. What is your level of awareness of… <br />The volume and significance of consumer use of Social Media today?<br />How Social Media Marketing can or should be part of the marketing mix of a retail business?<br />The effects of Social Media usage on brand reputation and how to manage it?<br />How many sales presentations have you had in the past year for Social Media solutions?<br />
  6. 6. Dealers Committed to Social Media Improve Sales Rank<br />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<br />
  7. 7. First things First – What About Return on Investment?<br />To date, we’ve found 5 Areas for repeatable ROI Opportunity for dealers<br />“Do not confuse the ability to track and measure results with generating a Return On Investment<br />Your ROI is realized (or not) whether or not you have the ability to correctly measure outcomes!”<br />–- Red McCombs<br />
  8. 8. ROI in Social Media Marketing / Reputation Management <br />
  9. 9. If your organization is engaged in social media or reputation management activities…<br />What benefits have you experienced?<br />How long did it take to achieve any significant impact?<br />Have you been able to quantify them?<br />Any downsides?<br />
  10. 10. Five Areas of Social Media ROI Opportunity<br />Marketing Communications & Lead Capture<br />Reputation Management<br />Traffic Generation<br />Improved SEO Strategies<br />Reduce Network Bandwidth Load<br />
  11. 11. Social Media ROI<br />Marketing Communications and Lead Capture<br />Create and Publish content that attracts consumer attention, captures mindshare within demographics targeted by dealer’s marketing strategy<br />Use Social Media based Apps to engage, interact, convert into lead or gain permission based messaging capability<br />
  12. 12. Social Media ROI<br />Reputation Management<br />Monitor social web in dealer’s PMA for content posted containing dealership brand. <br />911 Fast Response Process for negative content posted. Notify dealer POC’s of what was posted, when and by who. Send POC copy, including response published and actions/due dates required<br />“Social Rewards” strategy for positive posts, comments and mentions<br />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<br />
  13. 13. Social Media ROI<br />Traffic Generation<br />Drive targeted traffic from social media sites to dealer’s…<br />Social assets and websites<br />Inbound calls to social media assigned numbers<br />Showroom traffic<br />Techniques<br />Anchor text<br />Embedded links<br />Stories and content<br />
  14. 14. Social Media ROI<br />Improved Search Optimization Strategies<br /><ul><li>Quickly increase the dealership SEO “footprint”
  15. 15. Multiple SERP listings from dealer’s Social Media accounts and profile subdomains
  16. 16. Back links from hundreds of Social Media sites to dealer’s eCommerce site
  17. 17. Boost authority and rank with search engines</li></li></ul><li>Social Media ROI<br />Reduce Network Bandwidth Load<br />Utilize video and applications designed for low user bandwidth loads<br />Reduce bandwidth load from public sites such as YouTube and Facebook. <br />Increased employee interactivity & collaboration across multiple rooftops<br />
  18. 18. Have you documented or implemented policies regarding access to employee access to social media?<br />Access & Security<br />Acceptable Use<br />Content & Interaction<br />Commentary & Proprietary Info<br />Control & Review<br />What role have you assigned to manage social media initiatives and operations?<br />
  19. 19. Prevailing Notion  Social Media Is “Free” Marketing<br />“Unlimited Social Media and Digital Marketing Opportunities are available at little to no direct cost…”<br /><ul><li>Significant time and attention
  20. 20. Continual optimization
  21. 21. Continual Time v Benefit evaluation</li></ul>Social Media sites should be evaluated based on objective criteria and the results they deliver. The value of what the dealer gets back is then reduced by the cost of the time (labor) required to manage various tasks and work flows. Dealers have access to virtually unlimited Social Media Marketing Opportunities which are available without direct media buying expense… <br />But are they free? Only if your time has no value! When the true value of your time is factored in, there are still many ROI positive opportunities, but there are also Social Media sites that become “Black Holes of Time” and should be cut from the maintenance roster!”<br />
  22. 22. Thinking Strategically<br />Amplify the Positive<br /><ul><li>Processes that generate positive reviews, ratings & consumer commentary
  23. 23. Respond and mitigate negative reviews and comments.</li></ul>Monitor What People Are Saying About Your Dealership<br /><ul><li>Target your PMA
  24. 24. Raise awareness with key stakeholders; provide detailed information
  25. 25. Detailed information - when, where and by who</li></ul>Timeliness, Visibility and Transparency<br /><ul><li>Promptly create and post appropriate responses to all dealership mentions
  26. 26. Tangibly demonstrate that your store cares, pays attention, responds, appreciates compliments and resolves customer concern issues</li></ul>Drive Targeted Traffic to Optimal Destinations<br /><ul><li>Leverage anchor text, social media mentions, UGC, positive reviews</li></ul>Leverage Search Strategies<br /><ul><li>Create multiple SERP listings for positive dealership reviews, consumer generated content and Social Media accounts</li></li></ul><li>Automotive Social Media Platform Strategy<br />
  27. 27. Stories Sell:<br />a single play in theViral MarketingPlaybook<br />
  28. 28. Time and Money <br />Often Thought of as Similar Resources of Similar Value<br />Striking the balance between social media marketing objectives and associate productivity<br /><ul><li>How much attention do your social media sites demand?
  29. 29. How much are they getting?
  30. 30. Are you interacting with Blogs, Forums or Communities?
  31. 31. Are you leveraging visual content – Photos, Video?
  32. 32. What other User Generated Content do you leverage?</li></ul>Has your Internet Sales Mgr experienced any “Job Description Creep” lately?Was that because he had nothing to do otherwise?So, what had to give?<br />
  33. 33. Social Media Marketing…Is it a “Black Hole” for Employee Productivity?<br />
  34. 34. Establishing and Sustaining<br />Social Media Marketing<br />Reputation Management<br />
  35. 35. Social Media / Reputation ManagementComplete Social Marketing Team<br />Social Marketing Representative (SoMAR)<br /><ul><li>ADP Social Marketing Professional
  36. 36. Dedicated to your account</li></ul>SoMAR’s role:<br />Execute<br />Report<br />Adjust<br />Plan<br />SoMAR<br />
  37. 37. Social Media / Reputation ManagementComplete Social Marketing Team<br />Complete Social Marketing Team<br /><ul><li>Professional Execution
  38. 38. Social Marketing skill set</li></ul>Execute<br />Report<br />Adjust<br />Plan<br />SoMAR<br />Design<br />Configuration<br />Sales<br />Training<br />
  39. 39. Social Media / Reputation ManagementFive Phase Deployment Model<br />TRANSITION<br />MILESTONE<br />DEPLOYMENT PHASE<br />SoMAR ASSIGNED TO PROJECT<br />Phase I<br />Initial Data Collection & AnalysisTarget Duration: 4 weeks<br />Dealer Sign-off onbuild-out strategy<br />Phase II<br />Build-Out of Social EnvironmentTarget Duration: 3 weeks<br />Review of finalinstall config & accesscompleted w/ Dealer<br />Phase III<br />Onsite ConsultingTarget Duration: 2 weeks<br />Training complete;outstanding itemsidentified<br />Phase IV<br />Transition Install to MaintenanceTarget Duration: 2 weeks<br />Maintenance transitionmeeting w/ Dealer<br />SoMAR<br />Phase V<br />MaintenanceTarget Duration: Ongoing<br />Account teamworks w/ Dealer;Contract renewal<br />Design<br />Configuration<br />Sales<br />Training<br />
  40. 40. Content Syndication“Sharing The Good Stuff”<br />User Generated<br />Dealer Sponsored<br />
  41. 41. Content  Drives Traffic and Customer Engagement<br />Highest Value Sources of User Generated Content (UGC)<br />Dealership Customers<br /><ul><li>Dealer Reviews and Ratings
  42. 42. Customer Contests and Incentives (UCN example)
  43. 43. Social media syndication buttons on websites </li></ul>Opinionated Influencers (the experts)<br />Dealership Employees<br /><ul><li>Contests, Bonuses and ongoing Incentives
  44. 44. Volunteers, Civic Activities, Fund Raisers, Local Sponsorships</li></ul>Suppliers<br /><ul><li>Require suppliers to contribute content
  45. 45. Letter from Dealer in all mailed checks</li></ul>Car Companies (OEM )<br /><ul><li>High quality content widgets, slideshows and RSS feeds</li></ul>Videos from Online Sources; Google Video Search<br />Photos from Online Sources; Google Image Search<br />Content from Other sources (including YOU!)<br />
  46. 46. Content  Drives Traffic and Customer Engagement<br />Syndicated, Placement/Distribution Tactics<br />Inbound Content Feeds<br />RSS Feeds from OEM’s Articles, News, Photos, Videos<br />RSS Feeds from Enthusiast sites CarConnection, etc.<br />Syndication Apps Google Gadgets, Widgetbox, Slideshare.net, etc.<br />Outbound Content Syndication<br />Centralized Content Placement sites for your sources<br />Outbound RSS Feed Placements employees and suppliers<br />Embedded Video Feed Widgets and Apps<br />Embedded Photo Slideshows built from Albums<br />Content Integration Applications<br />
  47. 47. http://ford.digitalsnippets.com<br />
  48. 48. Syndication; User Initiated<br />Syndication; User Initiated<br />
  49. 49. Syndication; User Initiated<br />
  50. 50.
  51. 51.
  52. 52. Access & Organization“Managing The Good Stuff”<br />Social Media Networks, Profiles & Accounts<br />Dealership Control<br />
  53. 53. AnciraAutoGroup– Sub-Domain Secured<br />
  54. 54. AnciraAutoGroup– Social Profiles Established<br />
  55. 55. AnciraAutoGroup– Social Profiles Managed<br />
  56. 56. Awareness & Promotion“Flaunting The Good Stuff”<br />Social Media Advertising<br />Media Mix<br />
  57. 57. Click to Zoom<br />
  58. 58. 1<br />2<br />3<br />4<br />
  59. 59. 1<br />2<br />3<br />4<br />
  60. 60. 1<br />2<br />3<br />4<br />
  61. 61.
  62. 62.
  63. 63. Ads were seen 7,201,334 times in October by Facebook members who live near the two dealerships in this case study…<br />1,730 of those Facebook members clicked on one the two dealer advertisements…<br />Since we spent $1,595.25 for the Facebook Ad Campaigns, each click customer visit to our community site, or Fan page cost 92 cents.<br />To show Facebook members our dealership ads 1,000 times cost 22 cents…<br />
  64. 64. Perspective on Social Networks: DealerRater Social Media Syndication Apps<br />DealerRater.com Certification <br />Automated Customer Review Syndication Apps<br />
  65. 65. What other ways are you promoting your social presence?<br />Are you being impacted by local reviews posted on the Internet?<br /><ul><li>What sites have had the most impact?
  66. 66. Are you actively soliciting and leveraging dealer ratings or consumer commentary?</li></ul>How can social media build relationship beyond the sale?<br /><ul><li>Does the customer perceive a relationship with the dealer brand… or your employee?</li></li></ul><li> Ralph Paglia<br /> ADP Digital Marketing Solutions<br />ralph_paglia@adp.com<br />cell: 505-301-6369<br />Info and Reference sites:<br />www.SocialDealer.BZ<br />www.ADPsocial.com<br />http://www.slideshare.net/SocialMediaAutomotive<br />THANK YOU<br />
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