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  • Critical to the success of your Social Marketing strategy is the concept of a Community Site with a Hub & Spoke deployment. The key is to create a place where you can aggregate and consolidate UGC and then push and pull it across the web to…Social media sites like Facebook and,Video sites like YouTube and,News and Information sites like Forbes and,Survey sites like Survey Gizmo and,Reputation/Consumer advocate sites like DealeRater, andThe list goes on and on and on.The winning strategy here is to be everywhere at once with so much positive (and probably some negative) content, that you flood the digital world with your story.In this world, being Viral is a good thing!
  • Employee and supplier customer interaction is the Secret Sauce to improved CSI, public appreciation, attitude, processes, productivity, profitability for every department, external and internal communications. Your community site easily makes you the center hub for civic activities, local interests, vehicle discussions and dealership happens. While automatically creating and distributing User Generated Content throughout your massive Social Network.
  • Transcript

    • 1. Ralph PagliaAdp Dealer servicesDirector – Digital MarketingSocial Media Reputation ManagementADP/ASU SkySong Operations Center
      What Sets The Stage For Positive Social Media?
    • 2. About ADP
      Automatic Data Processing, Inc. [NASDAQ: ADP]
      Outsourced Human Resources, payroll, tax and benefits
      administration
      • $9 billion in revenue
      • 3. Over 585,000 clients
      • 4. Fortune 300 company
      • 5. One of Fortune’s “Most Admired”
      • 6. 1 of only 3 U.S. companies with AAA-ratings from both Moody’s and Standard & Poor’s
      ADP Dealer Services Division
      Dealer management systems and layered applications
      such as Digital Marketing, CRM, and IP Telephony
      • $1.50 billion (F*) in revenue
      • 7. Over 30 years of experience
      • 8. 7,600 associates worldwide
      • 9. 3,100+ dedicated to client services and support
      ADP Dealer Services
      Corporate Headquarters
      Hoffman Estates, IL
      *FY’10 Forecast
    • 10. Auto and Light Truck
      Truck (buses, semi’s)
      Agriculture and Heavy Equipment
      Marine, RV (mobile/trailer), Motorcycle
      North American Dealer Segments
      Branded:
      Branded:
      Currently Branded:
      Construction Equipment, Farming/
      Ag. Caterpillar, John Deere etc.
      Currently Branded:
    • 11. Other Companies/Brands ADP-DS Markets
      Improve Marketing Effectiveness
      Improve Marketing Effectiveness
      Dealer Office Xpress:Joint Venture with ADP and Standard Register.
      (Laser, forms, tags etc.)
      Branded: DOX
      Digital MotorWorks:
      Provides data and solutions to OEMs and Third Parties.
      Branded: DMi
      Computer Vehicle Registration:Joint Venture with our main DMS competitor, Reynolds:
      Branded: CVR
      Open Dealer Exchange:
      Joint Venture with our main DMS competitor, Reynolds:
      Branded: ODE
      20 Groups, Stats
      Front end Consultants
    • 12. ADP Dealer Services – Breadth of Solutions
      Focused on helping dealers and manufacturers use technology to increase efficiency and driving results throughout every area of the dealership
      Key Solutions
      Dealer Mgmt Systems
      Digital Marketing Social Media
      Mobile
      IP Telephony
      Networking
      Business Intelligence
      Business Process Outsourcing
      Segments
      Heavy Equip
      Agriculture
      PowerSports
      Marine
      RV
      Auto
      Heavy Truck
    • 13. Desking
      Credit
      Menu
      F&I
      Digital Contracting
      Vehicle Mgmt
      Websites
      Business Online
      CRM
      Campaigns
      BDC
      Lead Mgmt
      Digital Marketing
      Websites
      Marketing
      Lead Mgmt
      DataFresh
      Dir Mail
      Finance Online
      Service Online
      Vehicle Online
      Quotes Online
      Trade Online
      Hosted Phone
      YOU DO IT
      WE HELP
      WE DO IT
      Managed Campaigns
      Loyalty Solutions
      Digital Advertising
      CallTracking
      eNewsletter
      Live Chat
      VirtualMktgRep
      Sell Cars, Parts and Service Profitably – Front-End Solutions
      GENERATE TRAFFIC
      MANAGE CUSTOMERS
      TRANSACT BUSINESS
      Social Media / Reputation Management
    • 14. Total Digital Solution (September 2009)
      Sales Campaigns
      Service Campaigns
      Finance Campaigns
      SEM, SEO
      Social Media
      Attract
      Digital Advertising
      Display, Behavioral,
      SEM, SEO
      Websites
      Convert
      Website Solutions
      Websites, Mobile Sites, Call Tracking, Chat
      Mobile Site
      Transact
      Business Online
      Vehicle, Quotes, Trade, Finance, Service
      Quotes
      Online
      Finance
      Online
      Trade
      Online
      Vehicle
      Online
      Service
      Online
      Retain
      Customer Loyalty
      BuzzTrack, BuzzMail, eNewsletter
    • 15. Total Digital Solution (September 2010
      Sales Campaigns
      Service Campaigns
      Finance Campaigns
      SEM, SEO
      Social Media
      Social Media
      Attract
      Digital Advertising
      Display, Behavioral,
      SEM, SEO
      Websites
      Convert
      Website Solutions
      Websites, Mobile Sites, Call Tracking, Chat
      Mobile Site
      Transact
      Business Online
      Vehicle, Quotes, Trade, Finance, Service
      Quotes
      Online
      Finance
      Online
      Trade
      Online
      Vehicle
      Online
      Service
      Online
      Retain
      Customer Loyalty
      BuzzTrack, BuzzMail, eNewsletter
    • 16. Business Changes Social Media Expectations
      The only result that exceeded small business owner's expectations is reported as "Staying Engaged With Customers"
    • 17. Quantifiable Social Media Expectations
      The measurable objectives that small businesses have been able to achieve through limited social media marketing channels tells a story that look remarkably similar to CRM success stories of the past ten years: Customers are connecting with companies through sites like Facebook and LinkedIn, but they are customers who have already done business with the company and relatively few conquest sales leads have been received through this limited approach to using a relatively small number of social media sites.
    • 18. Social Media / Reputation Management
      Your brand is already out there
      IT’S HUGE>> Over 400 million users on Facebook…using it every day
      INCREASINGLY DIVERSE >> Mothers & English-speaking Hispanic populations are fast growing user segments
      IT’S RELEVANT >> Google indexes social content Complements eMail & Search Marketing
      IT’S WHERE BUYERS ARE >> #1 site visited by auto buyers in July ‘09? …was Facebook
      …whether or not you choose to participate
      SO… WHAT’S YOUR STRATEGY?
    • 19. 1) Lots of Sites  Keeping up with all the Social Sites
      Knowledge: New sites always pop up. How many should I use? Which ones?
      Productivity: How do I effectively participate without affecting productivity?
      2) Lots of Content  Producing enough quality content in all of the Social Sites
      Quality: Stale or irrelevant content turns off users. How do I get good content and control quality?
      Productivity: How do I create good content regularly without an impact on employee productivity?
      3) Two-Edged Sword  Awareness and managing of negative commentary
      Awareness: How will I know when negative content is posted?
      Skill Set: What should I do when negative content appears?
      The Challenges
      Companies cite “Lack of Knowledgeable Staff” as #1 impediment to using Social Media more effectively as part of their advertising mixMarketing Sherpa, Dec 2008
    • 20. Social is Different…
      • Social users turn away from a site in droves if they perceive their just being marketed to
      • 21. Social users are looking for relevant information and engagement
      • 22. Simply putting inventory listings on your social site page does little to truly engage social users …and it may turn them off entirely
      • 23. There’s a whole universe of social sites and more emerging all the time…a single page is hardly enough
      Comprehensive Social Media Strategy
    • 24. Social Media / Reputation ManagementComplete Social Marketing Team
      Social Marketing Representative (SoMAR)
      • Social Marketing Professional
      • 25. Dedicated to your objectives
      SoMAR’srole:
      Execute
      Report
      Adjust
      Plan
      SoMAR
    • 26. Social Marketing / Reputation ManagementComplete Social Marketing Skill Sets
      Social Marketing Skill Sets Needed
      • Content Creation
      • 27. Placement Execution
      • 28. Social Marketing skill set
      • 29. Customer Communications
      • 30. Concern Resolution Management
      Execute
      Report
      Adjust
      Plan
      SoMAR
      Design
      Configuration
      Sales
      Writing
    • 31. Business SponsoredSocial Network Site
      Social Media Marketing Community Strategy
      The hub of a Hub-&-Spoke SM/RM Strategy
    • 32. Social Network Account and Profile Management
      Social Media Related Services That MustBe Actively Managed
      • Brand registration services
      • 33. Managing social profiles
      • 34. Brand monitoring
      • 35. Social relevancy monitoring
      • 36. Reporting and alerts multiple times per day
      • 37. 100s of social networks
      • 38. Driving Customer Reviews
    • Employee Participation
      Dealer Message – Dealer Control
      Civic activities
      Local interests
      Vehicle discussions
      Dealership happenings
      RSS Feeds
      Managed Placements
      OEMs
      Enthusiast sites
      Video / photo feeds
      Positive UGC
      Systemic process
      Lots of positive UGC
      Content analysis & syndication
      Brand Monitoring
      Over 200 Ancira Employees participate in community
    • 39. Amplify The Positive – Consumer Feedback
      • DealerRater Certification
      • 40. Encourage / solicit consumer feedback at time of delivery
      • 41. Post positive reviews to Dealer’s Community Site
      • 42. Amplify the message by publishing to all social sites
      • 43. Any negative reviews send alert to dealer and your social media pro
      • 44. 10-day hold on posting enabling dealer to engage and rectify
      • 45. BZ Social Media Pro provides Brand Monitoring service of dealer brand on all social sites to raise dealer awareness
      19
    • 46. Case Study: Ancira Auto Group
      Birth of a Community
      ADP Builds Ancira Auto Community Site
      Dealer personnel set-up profilesGet engaged
      Dealer Information
      Ancira Crafts Their Message
      Syndicated Content
      Relevant Info From Other Sources
      User Content
      Fun Stuff For Customers
      Local Interest
      Highlight Ancira’s Civic Leadership
      Registration / Publication
      Site Registered in 120 Social Venues
      Will you be my Facebook friend?
      3
      4
      5
      6
      1
      2
    • 47. Case Study: Ancira Auto Group – Stellar Results
      Positive customer feedback
      “I am absolutely blown away that you not only responded… but that you use social media”
      “I will be happy to explain to everyone the fantastic service I received…”
      Returns10 pages of Ancira content
      ancira dodge san antonio
      Brand Name Search
      Search Engine Results
      Consumer response
    • 48.
    • 49.
    • 50.
    • 51.
    • 52.
    • 53. Automotive Avenues Before Investing in Social Media
      2,383
      Lead Submitted Annually
      (Above the National Average for metro car dealers of 968)
    • 54. Automotive Avenues After Investing in Social Media
      6,340
      Lead Submitted Annually
      166% IncreaseDuring Worst Economic Climate in 30 Years!
    • 55. Thank YouRalph_Paglia@adp.comtwitter.com/RalphPaglia