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How to Use Web 2.0 in a High Powered Guerrilla Marketing StrategyLeverage Web 2.0 sites using OEM supplied content and you...
INTRODUCTION:  Ralph Paglia<br />Director - Digital Marketing<br />    ADP Dealer Services<br /><ul><li>20+ year automotiv...
Executed Digital Marketing strategy that generated144,000+ leads to single-point Chevy dealer in 2 years.
Built dealer team that sold 4,000+ Vehicles to Web Leads in 2006.
Worked with Ford in 2007 to develop first Tier 3 Digital Advertising program providing dealers with geotargeted Tier 1 mar...
Managed first retail automotive Behavioral Targeting Digital Ad pilot program while at Courtesy Chevrolet in 2005, 2006 an...
Started generating Internet leads in 1988 using CompuServe ISP access and vehicle listings on defense contractor BBS’s in ...
Internet Sales & Marketing Consultant to Ford, Mercedes-Benz, GM, Honda, Toyota, Mercedes-Benz, Hyundai and over 200 deale...
Dealer Resource Sites<br />www.DealerInternetBattlePlan.comJim Ziegler Internet workshops <br />www.ADPsocial.comRalph Pag...
Dealer Resource Sites<br />www.FordCommunity.com<br />www.ToyotaCommunity.com<br />www.ChevyCommunity.com<br />www.KiaComm...
Web 2.0 is typically used to describe UGC sites and Social Networks available in a “Heinz 57” range of varieties<br />Soci...
Dealer Community<br />Hub & Feed Sources<br />DigitalRalph says:<br />“Use a network of interconnected Web 2.0 sites for d...
DigitalRalph.com says:<br />“Use your network of connected Web 2.0 sites for push-pull syndication of OEM supplied  and Us...
Dealership Web 2.0 Social Marketing Strategy Example<br />
Dealership Web 2.0 Social Marketing Strategy Example<br />Content drives traffic and customer engagement:<br />Consumer us...
http://www.dealerrater.com/login.aspx<br />
http://ford.digitalsnippets.com<br />
“In today’s social media dominated world, online consumer generated content, such as reviews and ratings, is prevailing as...
18 months have brought dramatic shifts in the Social Networking space.<br />The Dominant sites are a minimum requirement f...
Who will be the next hot Internet property?<br />
Who will be the next hot Video Viewing property?<br />
Where do you go with Video Advertising as the Web replaces TV?<br />
Which car companies are getting the most traffic to their consumer facing websites?<br />
Which automotive inventory listing sites are getting the most traffic?<br />
Why Bother with Web 2.0 Marketing Strategy?<br />Web 2.0 is fundamentally altering how customers interact with the Interne...
 In 2008, Web 2.0 sites generated $1 billion   in advertising revenue.
 By 2011, Web 2.0 sites are projected to   attract 101 million users in the U.S. and   earn $4.3 billion in advertising re...
Edmunds.com - first Automotive review site<br />Edmunds follows a product review model for automobiles. Meanwhile, a separ...
Edmunds.com as a dealer sales tool<br />According to a recent CapGemini study, 29% of car buyers use consumer-to-consumer ...
Top 25 Web 2.0/UGC Sites<br />Shown below are the 3 Most Popular User Generated Content (UGC) Websites ranked by a combina...
4th to 7th Most Popular Web 2.0 Sites<br />4 | facebook.com18,261,829 - Inbound Links |22,541,770 - Compete Monthly Visito...
8th to 12th Most Popular Web 2.0 Sites <br />8 | IMDB.com22,521,797 - Inbound Links |17,703,766 - Compete                 ...
13th to 17th Most Popular Web 2.0 Sites | August 2008<br />13 | xanga.com8,229,423 - Inbound Links |3,494,603 - Compete Mo...
18th to 22nd Most Popular Web 2.0 Sites | August 2008<br />18 | Technorati.com75,264,240 - Inbound Links |3,231,709 - Comp...
USER-GENERATED CONTENT DRIVES HALF OF U.S. TOP 10 FASTEST GROWING WEB BRANDS, ACCORDING TO NIELSEN//NETRATINGS<br />“They ...
Perspective on Social Networks: Do Something! – DealerRater.com Web 2.0 Strategy<br />DealerRater.com Certification Benefi...
Perspective on Social Networks: DealerRater.com Web 2.0 Strategy - Marketing<br />
Perspective on Social Networks: DealerRater.com Web 2.0 Strategy - Marketing<br />
Social Network Platforms:  www.ADMPC.com<br />
Has the AutoDigitalMarketing.com Experiment in Social/Professional Networking been successful?<br />Reply by Ted Frazier 5...
When it came time to select a platform for creating dealership communities, the ADM experience…<br />
When it came time to select a platform for creating dealership communities, the ADM experience…<br />
Ralph Paglia<br />ADP Digital Marketing Solutions<br />www.ADPdigitaladvertising.com<br />ralph_paglia@adp.com<br />Cell: ...
Byron McDuffee<br />Vice President, Global Strategy<br />ADP Dealer Services<br />
Dealer  Internet  Battle  Plan    Web 2
Dealer  Internet  Battle  Plan    Web 2
Dealer  Internet  Battle  Plan    Web 2
Dealer  Internet  Battle  Plan    Web 2
Dealer  Internet  Battle  Plan    Web 2
Dealer  Internet  Battle  Plan    Web 2
Dealer  Internet  Battle  Plan    Web 2
Dealer  Internet  Battle  Plan    Web 2
Dealer  Internet  Battle  Plan    Web 2
Dealer  Internet  Battle  Plan    Web 2
Dealer  Internet  Battle  Plan    Web 2
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Dealer Internet Battle Plan Web 2

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Transcript of "Dealer Internet Battle Plan Web 2"

  1. 1. How to Use Web 2.0 in a High Powered Guerrilla Marketing StrategyLeverage Web 2.0 sites using OEM supplied content and your customer lists to create business opportunities that will help you sell cars and prosper at a time when dealers are cutting expenses.<br />Leverage Web 2.0 sites using OEM supplied content and your existing customer databases to create high quality sales opportunities at little or no cost. Use access to new sources of OEM supplied information, image, video and rich media content that is updated daily, along with other data resources, to enrich online dealership communities. Use multiple email lists and SEO to take advantage of low or no cost web site platforms as an online magnet that pulls in and engages prospects in your area, along with previous sales and service customers. How do you reach critical mass, to achieve the Web 2.0 alchemy needed to drive dealership opportunities to do business? No dealer or manager should miss this unique opportunity to see how their dealership can use new tools and emerging capabilities that did not exist in 2009 as part of a 2011 Guerrilla Marketing Strategy to generate business without spending more money! <br />Attendees will receive free access to online resources they can use to gain competitive advantage in their local markets. -- NinjaDealer.com -- <br />
  2. 2. INTRODUCTION: Ralph Paglia<br />Director - Digital Marketing<br /> ADP Dealer Services<br /><ul><li>20+ year automotive industry leader in Digital Marketing, Advertising, Lead Management and dealership CRM process design and execution.
  3. 3. Executed Digital Marketing strategy that generated144,000+ leads to single-point Chevy dealer in 2 years.
  4. 4. Built dealer team that sold 4,000+ Vehicles to Web Leads in 2006.
  5. 5. Worked with Ford in 2007 to develop first Tier 3 Digital Advertising program providing dealers with geotargeted Tier 1 marketing assets
  6. 6. Managed first retail automotive Behavioral Targeting Digital Ad pilot program while at Courtesy Chevrolet in 2005, 2006 and 2007
  7. 7. Started generating Internet leads in 1988 using CompuServe ISP access and vehicle listings on defense contractor BBS’s in SoCal
  8. 8. Internet Sales & Marketing Consultant to Ford, Mercedes-Benz, GM, Honda, Toyota, Mercedes-Benz, Hyundai and over 200 dealers.</li></ul>Cell: 505.301.6369 ralph_paglia@adp.com www.ADMPC.com <br />
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  11. 11. Dealer Resource Sites<br />www.DealerInternetBattlePlan.comJim Ziegler Internet workshops <br />www.ADPsocial.comRalph Paglia’s team network<br />www.DealerKnows.comJoe Webb<br />www.TomSparks.comTim Jennings<br />http://YouTube.com/user/SparksBuickTim Jennings<br />www.SocialAutoSales.comRalph Paglia’s dealer services <br />www.AutomotiveInternet.comDigital Advertising web presentation<br />www.NinjaDealer.comAccess Restricted to Dealer Internet Battle Plan Attendees<br />www.ADMPC.comAutomotive Digital Marketing Professional Community is #1 <br />www.DealerRefresh.comPopular Internet Sales Manager Blog and Forum<br />www.DrivingSales.comJared Hamilton’s response to ADM Professional Community<br />
  12. 12. Dealer Resource Sites<br />www.FordCommunity.com<br />www.ToyotaCommunity.com<br />www.ChevyCommunity.com<br />www.KiaCommunity.com<br />www.InternetSalesManagers.org<br />www.AutomotiveInternet.com<br />www.ADPdigitaladvertising.com<br />www.DigitalDealerConference.org<br />www.AskPatty.com<br />www.Automotive-SEO.com<br />www.DealerConversion.com<br />www.AutoDealerPeople.com<br />www.DealerElite.com<br />www.Dealer-SEO.com<br />www.OnlineAutomotiveReview.com<br />KainAutomotiveIdeaExchange.ning.com<br />www.DealerRater.comGet Certified for $85 a month, use tools to push reviews everywhere!<br />www.MerchantCircle.com<br />www.Yelp.com<br />www.Insider Pages.com<br />www.CarDealerCheck.com<br />www.MyDealerReport.com<br />www.CarDealerReviews.org<br />www.PrestoReviews.com<br />www.DealershipRatings.com<br />www.Edmunds.com<br />
  13. 13. Web 2.0 is typically used to describe UGC sites and Social Networks available in a “Heinz 57” range of varieties<br />Social Networks<br />Professional Networks<br />Video Hosting Sites<br />Photo Hosting Sites<br />DIY Publishing (Blogs)<br />Consumer Reviews & Ratings<br />Status, SMS & Bookmarking <br />DIY Network Creation Platforms <br />
  14. 14. Dealer Community<br />Hub & Feed Sources<br />DigitalRalph says:<br />“Use a network of interconnected Web 2.0 sites for dealership social marketing strategy”<br />
  15. 15. DigitalRalph.com says:<br />“Use your network of connected Web 2.0 sites for push-pull syndication of OEM supplied and User Generated Content assets. Leverage your car company’s daily updates and get your customers to create content for most of updating the work!”<br />
  16. 16. Dealership Web 2.0 Social Marketing Strategy Example<br />
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  35. 35. Dealership Web 2.0 Social Marketing Strategy Example<br />Content drives traffic and customer engagement:<br />Consumer user/members of the Dealer Community<br />RSS Feeds from OEM’s – Articles, Photos & Video<br />RSS Feeds from Enthusiast sites<br />Video Feeds from multiple sources<br />Widgets and Gadgets from Multiple Source<br />Dealership Employees<br />Suppliers<br />You <br />
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  37. 37. http://www.dealerrater.com/login.aspx<br />
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  49. 49. http://ford.digitalsnippets.com<br />
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  56. 56. “In today’s social media dominated world, online consumer generated content, such as reviews and ratings, is prevailing as a key influence in shoppers’ decision to ultimately purchase a product or use a service. This trend can be recognized by the increase in popularity of Web sites built on business models providing just this type of information. A positive consequence of such review sites is that businesses work hard to avoid getting low scores and more effort is put into satisfying customers. “ <br />AlinSturekJ. D. Power and Associates<br />
  57. 57. 18 months have brought dramatic shifts in the Social Networking space.<br />The Dominant sites are a minimum requirement for car dealer social marketing Strategy, including dealership profile pages and accounts on each as a valuable source of traffic <br />
  58. 58. Who will be the next hot Internet property?<br />
  59. 59. Who will be the next hot Video Viewing property?<br />
  60. 60. Where do you go with Video Advertising as the Web replaces TV?<br />
  61. 61. Which car companies are getting the most traffic to their consumer facing websites?<br />
  62. 62. Which automotive inventory listing sites are getting the most traffic?<br />
  63. 63. Why Bother with Web 2.0 Marketing Strategy?<br />Web 2.0 is fundamentally altering how customers interact with the Internet, and how businesses reach them. <br /><ul><li> In 2007, Web 2.0 sites attracted 69 million users in the United States alone.
  64. 64. In 2008, Web 2.0 sites generated $1 billion in advertising revenue.
  65. 65. By 2011, Web 2.0 sites are projected to attract 101 million users in the U.S. and earn $4.3 billion in advertising revenue. </li></ul>We need to overcome obstacles that prevent dealers and dealer ad associations from utilizing this dynamic communication medium in an effective manner…<br />
  66. 66. Edmunds.com - first Automotive review site<br />Edmunds follows a product review model for automobiles. Meanwhile, a separate link takes readers to its “community areas,” where users share their automotive ownership and purchasing experiences. Edmunds has maintained <br />this online community <br />since 1996, and it is <br />moderated. All content <br />posted to the site is <br />reviewed by Edmunds’ <br />staff within 24 hours, <br />and offending material <br />is immediately removed.<br />Is it time for dealers to<br />Create online communities for employees and customers?<br />
  67. 67. Edmunds.com as a dealer sales tool<br />According to a recent CapGemini study, 29% of car buyers use consumer-to-consumer (C2C) sites such as Edmunds, blogs or Internet discussion groups when researching information during the vehicle shopping process, up from 21% in 2006.<br />
  68. 68. Top 25 Web 2.0/UGC Sites<br />Shown below are the 3 Most Popular User Generated Content (UGC) Websites ranked by a combination of Inbound Links, Google Page Rank, Alexa Rank, and U.S. traffic data from Compete and Quantcast.<br />                   1 | myspace.com92,285,806 - Inbound Links |68,285,849 - Compete Monthly Visitors |53,000,000 - Quantcast Monthly Visitors |6 - Alexa Ranking. | Page Rank: 8 eBusiness News | Top 25 Web 2.0 Sites | <br />                   2| Wikipedia.org75,539,411 - Inbound Links |41,422,790 - Compete Monthly Visitors |43,000,000 - Quantcast Monthly Visitors |9 - Alexa Ranking. | Page Rank: 8 eBusiness News | Top 25 Web 2.0 Sites | <br />                   3| YouTube.com52,375,050 - Inbound Links |23,825,526 - Compete Monthly Visitors |32,000,000 - Quantcast Monthly Visitors |4 - Alexa Ranking. | Page Rank: 8 eBusiness News | Top 25 Web 2.0 Sites | <br />
  69. 69. 4th to 7th Most Popular Web 2.0 Sites<br />4 | facebook.com18,261,829 - Inbound Links |22,541,770 - Compete Monthly Visitors |25,000,000 - Quantcast Monthly Visitors |12 - Alexa Ranking. | Page Rank: 8 eBusiness News | Top 25 Web 2.0 <br />5 | photobucket.com144,789,477 - Inbound Links |25,548,801 - Compete Monthly Visitors |14,000,000 - Quantcast Monthly Visitors |40 - Alexa Ranking. | Page Rank: 8 eBusiness News | Top 25 Web 2.0<br />6 | craigslist.org2,218,413 - Inbound Links |23,982,542 - Compete Monthly Visitors |15,000,000 - Quantcast Monthly Visitors |46 - Alexa Ranking. |Page Rank: 8 eBusiness News | Top 25 Web 2.0 Sites<br />                  7| flickr.com51,779,871 - Inbound Links |23,643,614 - Compete Monthly Visitors |9,700,000 - Quantcast Monthly Visitors |36 - Alexa Ranking. |Page Rank: 8 eBusiness News | Top 25 Web 2.0 Sites <br />
  70. 70. 8th to 12th Most Popular Web 2.0 Sites <br />8 | IMDB.com22,521,797 - Inbound Links |17,703,766 - Compete Monthly Visitors |11,000,000 - Quantcast Monthly Visitors |32 - Alexa Ranking. | Page Rank: 8 eBusiness News | Top 25 Web 2.0 <br />9 | digg.com118,353,522 - Inbound Links |16,964,445 - Compete Monthly Visitors |8,700,000 - Quantcast Monthly Visitors |104 - Alexa Ranking. | Page Rank: 8eBusiness News | Top 25 Web 2.0 <br />10 | WordPress.com40,127,598 - Inbound Links |6,373,166 - Compete Monthly Visitors |16,040,392 - Quantcast Monthly Visitors |79 - Alexa Ranking. | Page Rank: 8 eBusiness News | Top 25 Web 2.0 <br />11 | topix.com12,338,857 - Inbound Links |4,496,803 - Compete Monthly Visitors |NA - Quantcast Monthly Visitors |1,583 - Alexa Ranking. | Page Rank: 6 eBusiness News | Top 25 Web 2.0 Sites | <br />                 12 | Netscape.com21,622,171 - Inbound Links |4,855,232 - Compete Monthly Visitors |8,282,805 - Quantcast Monthly Visitors |555 - Alexa Ranking. | Page Rank: 9 eBusiness News | <br />
  71. 71. 13th to 17th Most Popular Web 2.0 Sites | August 2008<br />13 | xanga.com8,229,423 - Inbound Links |3,494,603 - Compete Monthly Visitors |6,627,359 - Quantcast Monthly Visitors |91 - Alexa Ranking. | Page Rank: 7 eBusiness News | Top 25 Web 2.0<br />14 | TypePad.com39,468,446 - Inbound Links |6,431,095 - Compete Monthly Visitors |4,400,000 - Quantcast Monthly Visitors |190 - Alexa Ranking. | Page Rank: 8 eBusiness News | Top 25 Web 2.0<br />15 | cafepress.com39,894,526 - Inbound Links |3,423,757 - Compete Monthly Visitors |3,400,000 - Quantcast Monthly Visitors |824 - Alexa Ranking. | Page Rank: 8eBusiness News | Top 25 Web 2.0<br />16 | feedburner.com100,244,672 - Inbound Links |5,478,321 - Compete Monthly Visitors |592,976 - Quantcast Monthly Visitors |323 - Alexa Ranking. | Page Rank: 8 eBusiness News | Top 25 Web 2.0<br />                  17 | LiveJournal.com33,451,748 - Inbound Links |3,660,684 - Compete Monthly Visitors |1,900,000 - Quantcast Monthly Visitors |63 - Alexa Ranking. | Page Rank: 8 eBusiness News | Top 25 Web 2.0<br />
  72. 72. 18th to 22nd Most Popular Web 2.0 Sites | August 2008<br />18 | Technorati.com75,264,240 - Inbound Links |3,231,709 - Compete Monthly Visitors |1,400,000 - Quantcast Monthly Visitors |216 - AlexaRanking. | Page Rank: 8 eBusiness News |<br />19 | linkedin.com2,850,378 - Inbound Links |2,390,529 - Compete Monthly Visitors |1,300,000 - Quantcast Monthly Visitors |151 - Alexa Ranking. | Page Rank: 7 eBusiness News |<br />20 | del.icio.us171,905,738 - Inbound Links |1,699,128 - Compete Monthly Visitors |1,300,000 - Quantcast Monthly Visitors |248 - Alexa Ranking. | Page Rank: 8eBusiness News |<br />21 | dailymotion.com3,376,702 - Inbound Links |1,962,777 - Compete Monthly Visitors |853,305 - Quantcast Monthly Visitors |51 - Alexa Ranking. | Page Rank: 7 eBusiness News |<br />22 | friendster.com3,275,127 - Inbound Links |1,521,905 - Compete Monthly Visitors |808,926 - Quantcast Monthly Visitors |19 - Alexa Ranking. | Page Rank: 7eBusiness News |<br />
  73. 73. USER-GENERATED CONTENT DRIVES HALF OF U.S. TOP 10 FASTEST GROWING WEB BRANDS, ACCORDING TO NIELSEN//NETRATINGS<br />“They also benefit from their cost-effectiveness - the content is practically free.” Gibs continued, “Notably, the Associated Press also stands out, as a more traditional outlet innovating to keep pace with technology. The launch of its video offering earlier this year has driven significant growth as consumers seek streaming content to complement online and print news. “<br />
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  75. 75. Perspective on Social Networks: Do Something! – DealerRater.com Web 2.0 Strategy<br />DealerRater.com Certification Benefits<br />Build Your Online Reputation, Get Certified!<br />                      <br />
  76. 76. Perspective on Social Networks: DealerRater.com Web 2.0 Strategy - Marketing<br />
  77. 77. Perspective on Social Networks: DealerRater.com Web 2.0 Strategy - Marketing<br />
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  79. 79. Social Network Platforms: www.ADMPC.com<br />
  80. 80. Has the AutoDigitalMarketing.com Experiment in Social/Professional Networking been successful?<br />Reply by Ted Frazier 5 hours ago <br /> Send Message<br />“Every now and then I google myself for fun to see what comes up. I did this just the other day I noticed my ADM profile page was #1, and I haven't even tried to SEO my profile. Now that I see I can get google's attention here I think I'll start using it to build content on other key words and point to my other sites.”<br />
  81. 81. When it came time to select a platform for creating dealership communities, the ADM experience…<br />
  82. 82. When it came time to select a platform for creating dealership communities, the ADM experience…<br />
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  95. 95. Ralph Paglia<br />ADP Digital Marketing Solutions<br />www.ADPdigitaladvertising.com<br />ralph_paglia@adp.com<br />Cell: 505-301-6369 www.DigitalRalph.com<br />Presentation available at: AutoDigitalMarketing.com1. Join ADM<br />2. Go to “ADM Forum” <br />3. Use Search: “Presentation File Exchange”<br />Attendees will receive free access to online resources they can use to gain competitive advantage in their local markets. RSS Feed Resources: www.MySpaceAutomotive.com<br />http://www.automotivedigitalmarketing.com/forum/topics/oem-provided-rss-data-feeds<br />
  96. 96. Byron McDuffee<br />Vice President, Global Strategy<br />ADP Dealer Services<br />
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