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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.

Auto avenuessymposiumsocialmedia  paglia Auto avenuessymposiumsocialmedia paglia Presentation Transcript

  • 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
    • $9 billion in revenue
    • Over 585,000 clients View slide
    • Fortune 300 company View slide
    • One of Fortune’s “Most Admired”
    • 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
    • Over 30 years of experience
    • 7,600 associates worldwide
    • 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
  • Social is Different…
    • Social users turn away from a site in droves if they perceive their just being marketed to
    • Social users are looking for relevant information and engagement
    • Simply putting inventory listings on your social site page does little to truly engage social users …and it may turn them off entirely
    • There’s a whole universe of social sites and more emerging all the time…a single page is hardly enough
    Comprehensive Social Media Strategy
  • Social Media / Reputation ManagementComplete Social Marketing Team
    Social Marketing Representative (SoMAR)
    • Social Marketing Professional
    • Dedicated to your objectives
    SoMAR’srole:
    Execute
    Report
    Adjust
    Plan
    SoMAR
  • Social Marketing / Reputation ManagementComplete Social Marketing Skill Sets
    Social Marketing Skill Sets Needed
    • Content Creation
    • Placement Execution
    • Social Marketing skill set
    • Customer Communications
    • Concern Resolution Management
    Execute
    Report
    Adjust
    Plan
    SoMAR
    Design
    Configuration
    Sales
    Writing
  • Business SponsoredSocial Network Site
    Social Media Marketing Community Strategy
    The hub of a Hub-&-Spoke SM/RM Strategy
  • Social Network Account and Profile Management
    Social Media Related Services That MustBe Actively Managed
    • Brand registration services
    • Managing social profiles
    • Brand monitoring
    • Social relevancy monitoring
    • Reporting and alerts multiple times per day
    • 100s of social networks
    • 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
  • Amplify The Positive – Consumer Feedback
    • DealerRater Certification
    • 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
    19
  • 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
  • Automotive Avenues Before Investing in Social Media
    2,383
    Lead Submitted Annually
    (Above the National Average for metro car dealers of 968)
  • Automotive Avenues After Investing in Social Media
    6,340
    Lead Submitted Annually
    166% IncreaseDuring Worst Economic Climate in 30 Years!
  • Thank YouRalph_Paglia@adp.comtwitter.com/RalphPaglia