Car Dealer Internet Battle Plan Strategy - Content, Impressions, Traffic, Interaction, Process and Sales
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Car Dealer Internet Battle Plan Strategy - Content, Impressions, Traffic, Interaction, Process and Sales

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Ralph Paglia's Car Dealer Internet Battle Plan Strategy focuses on 6 key elements; ...

Ralph Paglia's Car Dealer Internet Battle Plan Strategy focuses on 6 key elements;
1. Social Media Based Content
2. Advertising Impressions
3. Traffic to Destination Sites
4. Interaction and Engagement with Consumers
5. Process for Lead Management
6. Sales Process for Showroom Conversions

For more information on various services available for car dealers, visit http://www.SocialAutoSales.com and join the online network set up by Ralph's ADP Social Media Reputation Management Team at http://www.ADPsocial.com

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Car Dealer Internet Battle Plan Strategy - Content, Impressions, Traffic, Interaction, Process and Sales Presentation Transcript

  • 1.
    • The Foundation Elements that are required in order for car dealers to achieve victory in the war for top of mind awareness, traffic, sales opportunities and market share during the Automotive Internet Battles of the 2010 – 2015 era… A firm understanding of these foundational corner stones is what makes up the requirements for successfully completing basic training and the Dealer Internet Battle Plan Boot Camp... Your attention, comprehension and complete internalization of the following core principles is essential in order for you to win!
            • -- Jim Ziegler, Ralph Paglia, Joe Webb and Tim Jennings
    FUNDAMENTALS OF DIGITAL MARKETING
  • 2. Introduction and Background: Ralph Paglia
    • Director - Digital Marketing
    • ADP Dealer Services
    • 20+ year automotive industry leader in Digital Marketing, Advertising, Lead Management, BDC and dealership CRM process design and execution
    • Executed Digital Marketing and Sales Strategy that generated 144,000+ leads to single-point Chevy dealer in 2 years
    • Built dealer ISS team that sold 4,000+ Units to Web Leads in 2006
    • Worked w/Ford in 2007-2008 to develop first fully integrated multi-publisher Tier 3 Digital Marketing Consulting & Advertising program
    • First retail automotive Behavioral Targeting Digital Advertising program while at Courtesy Chevrolet in 2005, 2006 and 2007
    • Internet Sales & Marketing Consultant to Ford, Mercedes-Benz, GM, Honda, Toyota, Mercedes-Benz, Hyundai and 250+ dealers & groups
    • Started generating Internet leads in 1988 using CompuServe ISP access and vehicle listings on defense contractor BBS’s in SoCal
    Cell: 505.301.6369 ralph_paglia@adp.com www.ADMPC.com
  • 3.
    • The Foundation Elements that are required in order for car dealers to achieve victory in the war for top of mind awareness, traffic, sales opportunities and market share during the Automotive Internet Battles of the 2010 – 2015 era… A firm understanding of these foundational corner stones is what makes up the requirements for successfully completing basic training and the Dealer Internet Battle Plan Boot Camp... Your attention, comprehension and complete internalization of the following core principles is essential in order for you to win!
            • -- Jim Ziegler, Ralph Paglia, Joe Webb and Tim Jennings
    FUNDAMENTALS OF NINJA DIGITAL MARKETING
  • 4. WWW.DEALERNINJA.COM
  • 5. Reach More Customers. Get More Results. Spend Less Money! The BMW built MINI Cooper has the highest incidence of repairs needed during the first year of ownership… It also has the highest owner-to-brand affinity and ranks #1 in percentage of owners who would recommend it! 6 Elements must be mastered to become a Ninja Web Warrior
  • 6. Think back to the start of the second Gulf War… The Invasion of Baghdad began with aerial attacks by missile, stealth bombers and fighter/bombers with Satellite Guidance, Over-Horizon and Night Vision. The plan was to “Shock and Awe” the Iraqi military and more importantly, show the elite Iraqi Republican Guard the full might of who they were messing with! First Element of a Ninja Digital Marketing Battle Plan is: AIR SUPPORT “ SHOCK AND AWE ONLINE OMNIPOTENCE” YOUR CONTENT IS EVERYWHERE ON THE WEB!
  • 7. Achieving Web Omnipotence is effective ONLY if your dealership maximizes the total volume of branded impressions made upon your targeted demographics within the effective marketing radius of your location! It is a mission critical error to assess campaigns and review “Total Eyeballs” exposed to your branded impressions without qualifying those impressions by geography and demographic composition… Second Element of a Ninja Digital Marketing Battle Plan is: STRIKE ACCURACY “ TALK TO MORE QUALIFIED BUYERS, SELL MORE CARS” MAXIMIZE YOUR TARGETED CUSTOMER IMPRESSIONS
  • 8. Third Element of a Ninja Digital Marketing Battle Plan is: MOVE TROOPS INTO POSITION “ MOVE CUSTOMERS IN YOUR DIRECTION, SECURE THE HIGH GROUND” MAXIMIZE TRAFFIC TO MULTIPLE DESIGNATED SITES Getting massive amounts of “Total Eyeballs” exposed to your content must result in the consumer moving from where they see your advertisements, articles and reference, to where your premium web assets and apps will take them to a deeper level of engagement… You must generate traffic to your multiple web sites and online assets that have the applications and messaging that will engage. Yes, you must move customers into position!
  • 9. Once you have mastered the many Ninja Dealer Internet Battle Plan tactics that drive massive amounts of traffic into your multiple online web assets, you must deploy engaging web based content that intrigues, thrills, delights and engages consumers into the types of genuine interaction that results in sales opportunities… BATTLEFIELD INTERACTION “ BUYERS INTERACTING WITH DEALER WEB APPS = LEADS, PHONE CALLS AND SHOWROOM TRAFFIC” MAXIMIZE CUSTOMER ENGAGEMENT WITH YOUR WEB SITES Fourth Element of a Ninja Digital Marketing Battle Plan is:
  • 10. Converting customer contact originating from the web into showroom visits is best optimized by executing the 5 key attributes of dealer lead response that has been shown to statistically increase the liklihood of a customer buying a car from the dealership… HAND TO HAND COMBAT “ 15 YEARS OF MEASUREMENT LATER; WE KNOW WHAT DEALERS MUST DO TO OPTIMIZE LEAD MANAGEMENT RESULTS…” CONSISTENT EXECUTION OF LEAD MANAGEMENT PROCESS Fifth Element of a Ninja Digital Marketing Battle Plan is:
  • 11. Achieving maximum sales from the web requires that your dealership has a consistently executed showroom reception process that sets the stage for maximum likelihood of a sale during the customer’s visit. The most effective reception process for welcoming a customer to the dealership who has been communicating with the dealership prior to their arrival should include an agenda review describing what the salesperson plans for their visit, along with a soft “conditional” trial close… Sixth Element of a Ninja Digital Marketing Battle Plan is: SHOWTIME ON THE SHOWROOM “ WELCOME CUSTOMER, REVIEW VISIT AGENDA, EMAILS PRINTED, CONFIRM IF VEHICLE MEETS EXPECTATIONS, DOCS PRESENTED FOR THEIR APPROVAL” SHOWROOM RECEPTION SETS THE STAGE FOR MORE SALES
  • 12.  
  • 13. What is so simple to define, and so logical to behold, becomes the daily challenge of execution for the Ninja Dealer Web Warrior… 1. CONTENT + IMPRESSIONS = TRAFFIC 2. TRAFFIC + ENGAGEMENT = CUSTOMER CONTACT 3. CUSTOMER CONTACT + PROCESS = SHOWROOM VISITS 4. SHOWROOM VISITS + VISIT AGENDA = SALES
  • 14. 1000 (5%) 50 LEADS (25%) 12.5 (25%) 3 (80%) 2.5 CLOSES 5% Closing % 1. Develop Marketing Strategy 2. Establish Marketing Budget 3. Internal Customers (Meeting) 4. Existing Customer Base (Email, Direct Mail,Telemarketing) 5. ALL Advertising (URL Everywhere ) 6. Showroom Merchandising 7. Collateral Material 4000 (10%) 400 1. Easy Navigation 2. Research 3. Find a Car (Inventory Updated) 4. Used Vehicle Photos Posted 5. Weekly “Deal” Specials 6. Periodic Sales & Promotions 7. Rebates & Incentives Posted 8. Trade Evaluations 9. Financing Information 10. Online Credit Application 11. Test Drive 12. Contact Us 1. Lead Management Tool 2. Auto Responder 3. Personal Responses 4. E-Mail Templates 5. Multimedia Messages 6. 2-Way Pagers 7. Telephone Contact (50%) 200 (50%) 100 1. F&I Process 2. Pricing Process 3. Sales Process 4. Introduction 5. Welcome Board (80%) 80 1. Delivery Process 2. Personal Web Page 3. Introduce Service 4. 1 st Service Appointment 5. Loyalty Package 6. Update on Promotions 20% Closing % Appointments Appts. Show 1. Confirmation Call 2. Confirmation E-Mail 3. Rescheduling of “No Shows” Traffic Interactive Web Sites Process Sales
  • 15.
    • CITEPS
    • Ninja Dealer Digital Marketing Strategy
            • Content
            • Impressions
            • Traffic
            • Engagement
            • Process
            • Sales
    QUESTIONS AND ANSWERS
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  • 19. www.HotAxle.com
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  • 26. Ninja Digital Marketing Strategy Example: Ancira Auto Group
  • 27. EMPLOYEE PARTICIPATION “SECRET SAUCE” Over 200 Ancira Employees participate in their community…
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  • 35. Dear April Ancira, Thank you so much for your response to my recent service from Ancira Kia. I am absolutely blown away that you not only responded to my dissatisfaction by offering a complimentary return visit, but that you use social media outlets to further your customer reach. I never expected to achieve anything by tweeting my rant earlier today, I was just trying to kill some time in the waiting room (lol). But wow, I am totally floored, I have to say. To tell you the truth I was actually going to email your company tonight to inform you all of my visit. I was mailed a flyer for the discounted oil change and decided to take you all up on it since it was so much cheaper than my normal oil change place...had a bit of trouble setting up the initial appointment…after a transfer and several rings I was eventually routed to…a man who scheduled me for a 4:30 PM appointment…Thursday, October 8th. Fast forward to today and…the man in the red shirt told me that he didn't have any appointments scheduled for me. That was quite unfortunate due to my busy week, and add to the fact that I was already well past my previous oil change expiration (my fault, I know). The red-shirted man understood my frustration and scheduled an oil change for me tonight anyway, but did give me a heads-up about the 2 hour wait. Thankfully (or not?), I had Twitter and a phone full of music, so the wait was bearable. And it was actually less than an-hour-and-a-half wait, so that made it even better. So to wrap up this novel (sorry!), I just wanted to let you know how I came to the situation…and what transpired afterward. I did get my discount and the free car wash that was included with the flyer . Also, I consider myself to be a mostly patient person and am very much one to notice customer service; whether or not my visit was tended to with prompt diligence, every person I spoke to from earlier this week to today was very cheerful and willing to help (especially the man in the red shirt). That being said, I would feel like I'm stealing from you by accepting your complimentary offer…I will be happy to explain to everyone the fantastic service I received after today's mishap, and am very happy that I chose to purchase my Kia from you all [Ancira]. Many thanks and sincerity, J.R. Moreno
  • 36.  
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  • 39. ANCIRA AUTO GROUP DIGITAL MARKETING & REPUTATION MANAGEMENT What about Search Engines? Will Social Network pages, blogs, etc. be indexed by Google? Is there any value to references made about our dealership and the anchor text links that we put into our profile pages? Ancira Social Media Profiles in Search Engine Results Pages (SERP)…
  • 40. SERP #1
  • 41. SERP #1.5
  • 42. SERP #1.75
  • 43. SERP #2 100% Ancira Auto Group controlled or Owned sites
  • 44. SERP #3 100% Ancira Auto Group controlled or Owned sites
  • 45. SERP #4 100% Ancira Auto Group controlled or Owned sites
  • 46. SERP #5 100% Ancira Auto Group controlled or Owned sites
  • 47. SERP #6 100% Ancira Auto Group controlled or Owned sites
  • 48. SERP #7 100% Ancira Auto Group controlled or Owned sites
  • 49. SERP #8 100% Ancira Auto Group controlled or Owned sites
  • 50. SERP #9 100% Ancira Auto Group controlled or Owned sites
  • 51. SERP #10 100% Ancira Auto Group controlled or Owned sites
  • 52.  
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  • 59. 120 Social Media Site Enrollments Completed for the Dealer’s Name/Domain
  • 60. 120 Social Media Site Enrollments Completed for the Dealer’s Name/Domain
  • 61. 120 Social Media Site Enrollments Completed for the Dealer’s Name/Domain
  • 62. 120 Social Media site enrollments completed by Humans to get past CAPTCHA filters and register the Dealer’s Name/Domain with Links back to the dealer’s “Community” site from ADP for SEO back-link value… <5 days.
  • 63. WHAT ABOUT FACEBOOK? “ Computers around the world simultaneously explode when everyone on Facebook becomes everyone else’s friend on Facebook.”
  • 64. WHAT ABOUT FACEBOOK?
    • Set Up a “Profile” for the Dealer/Owner
    • Create a “Group” for your Franchise/Brand
    • Create a “Fan Page” for your Community
    • Create Fan “Pages” for every model… Each Sale… Inventory… Customer Reviews…
  • 65. Click to Zoom
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  • 76. 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, it cost 22 cents…
  • 77. First 4 Days…
  • 78. After 30 Days… (now at 1,088)
  • 79. LISTENING TO WHAT CUSTOMERS ARE SAYING ABOUT YOUR DEALERSHIP IN THE SOCIAL MEDIA WORLD… How do you do it? How much does it cost? What do you do when you hear something?
  • 80.  
  • 81.  
  • 82. WHAT ABOUT TWITTER?
    • Listen for comments
    • Attract Followers
    • Take action when appropriate
    • Provide valuable tweet streams
  • 83.  
  • 84. Social Media Provides Mass Monitoring Power to Dealers
  • 85. Social Media Provides Mass Monitoring Power to Dealers
  • 86.
    • Social Marketing and Reputation Management Strategies should focus on obtaining and serving up highly desirable relevant content within Community.
      • Consumer members of Dealership Community
        • Customer Contests and Incentives (UCN example)
        • Advertise syndication brands to attract consumers
      • RSS Feeds from OEM’s and Enthusiast sites
        • ADP library of feeds catalogued by brand
      • Video & Photo Feeds from multiple sources
        • ADP library of Media feeds by brand
      • Widgets/Gadgets from multiple sources
        • DealerRater.com reseller agreement
        • Embed selected dealer website content (inventory, specials, etc.)
        • Over 100 Widget Apps available from platform provider
      • Dealership Employees
        • Fixed Operations
        • Civic Activities, Fund Raisers, Local Sponsorships,
      • Suppliers
        • Every supplier required to have a profile within community
      • OEM associates - Car Companies are HIGHLY supportive
      • Social Media Content Drives Traffic and Engagement
  • 87.
    • Dealer Social Marketing Content Generation Strategy
    • During Setup and Install, Content Creation that will drive traffic and customer engagement begins flowing into the dealer community in the following sequence:
        • You (VMR & Analyst working together)
        • RSS Feeds from OEM’s – Articles, Photos & Video
        • RSS Feeds from Enthusiast sites
        • Videos from multiple sources (Google Video Search)
        • Photos from multiple sources (Google Image Search)
        • Widgets and Gadgets (Widgetbox, Slideshare.net, etc.)
        • Dealership Employees (VMR solicits Managers)
        • Suppliers (VMR gets contact infor from Dealer)
        • Consumer user/members of the Dealer Community
    List of OEM supplied SMPR feeds and tools: www.MySpaceAutomotive.com
  • 88. http://ford.digitalsnippets.com
  • 89.  
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  • 91. PERSPECTIVE ON SOCIAL NETWORKS: DEALERRATER.COM SOCIAL MARKETING STRATEGY DealerRater.com Certification Benefits Build Your Social Media Reputation; Syndication!                        
    • Certification Seal - Official Certification Seal to display on your dealership websites
    • Certification Seal displayed on DR review page
    • Multiple Social Media Links to your review page
    • You can monitor reviews via email alerts
    • 2 week reconciliation period to work with customers who presented any issues with their experience.
    • Lets Social Network members know you're serious about customer service
    • Blacklisted dealerships are not eligible
    • Customer Review syndication tools – Widgets and RSS feeds to display dealership reviews across social sites
  • 92. PERSPECTIVE ON SOCIAL NETWORKS: DEALERRATER.COM SOCIAL MARKETING STRATEGY
    • Customer Rating Cards Rating cards to hand out to your raving fan customers
    • Easy way to increase your rating
    • Helpful reminder for your best customers to post a review
    • Good for both sales and service department consumer reviews
    • Use the back side to promote sales & service specials
    • Works pre sale AND post sale
    • Direct potential customers to your good ratings
    • Point URL to your rating page: www.RateAutoAves.com
  • 93. PERSPECTIVE ON SOCIAL NETWORKS: DEALERRATER.COM WEB 2.0 STRATEGY - MARKETING
    • Dealer Directory Certification Icon Certification icon displays next to listing
    • Lets buyers know immediately of your status
    • Attracts more clicks
    • Free Vehicle Leads Receive and track vehicle leads
    • Optional - receive leads from distant buyers
    • Optional - receive leads for competing makes
    • Free Classified Ads Unlimited Listings – New & Used Inventory
    • Up to 36 photos per car
    • Inventory data via DMS or 3rd party provider
    • Ad runs until car is sold
    • Facebook inventory integration
  • 94.
      • Dealer Social Marketing Strategy that makes use of “Hub and Spoke” approach, “Community Site” examples:
        • www.AnciraCommunity.com
        • www.Automotive-Avenues.com
        • www.MazdaCommunity.org
        • www.FordCommunity.com
        • www.MyJeepCommunity.com
        • www.SandersonCommunity.com
        • www.Boston-Volkswagen.com
        • www.Boston-Honda.com
        • www.Boston-BMW.com
        • www.Ford-Community.com
  • 95. Ralph Paglia ADP Digital Marketing Solutions www.ADPdealerservices.com [email_address] Cell: 505-301-6369 www.DigitalRalph.com Presentation available at: www.NinjaDealer.com 1. Join NinjaDealer.com 2. Go to “Forum” 3. Use Search: “Presentation File Exchange” Attendees will receive free access to online resources they can use to gain competitive advantage in their local markets. Detailed Case Study: www.Ralphertising.com http://www.automotivedigitalmarketing.com/forum/topics/oem-provided-rss-data-feeds