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.

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