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.
Ralph PagliaAdp Dealer servicesDirector – Digital MarketingSocial Media Reputation ManagementADP/ASU SkySong Operations Center What Sets The Stage For Positive Social Media?
About ADP Automatic Data Processing, Inc. [NASDAQ: ADP] Outsourced Human Resources, payroll, tax and benefits administration
3,100+ dedicated to client services and support
ADP Dealer Services Corporate Headquarters Hoffman Estates, IL *FY’10 Forecast
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:
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
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
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
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
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
Business Changes Social Media Expectations The only result that exceeded small business owner's expectations is reported as "Staying Engaged With Customers"
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.
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?
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
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
Encourage / solicit consumer feedback at time of delivery
Post positive reviews to Dealer’s Community Site
Amplify the message by publishing to all social sites
Any negative reviews send alert to dealer and your social media pro
10-day hold on posting enabling dealer to engage and rectify
BZ Social Media Pro provides Brand Monitoring service of dealer brand on all social sites to raise dealer awareness
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
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