Digital dealer8 timemanagementsocialmedia-v1

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Digital dealer8 timemanagementsocialmedia-v1

  1. 1. “With Social Media, Your Time Has Become The New Currency… How Will You Spend Yours?”<br />Session #225<br />“Unlimited Social Media and Digital Marketing Opportunities are available at little to no direct cost, but they require significant amounts of time and attention. Learn how to optimize your time investments…”<br />“This highly practical session focuses on tips and techniques used to streamline social and digital marketing processes and those daily processes that must get done to keep your dealership competitive. Attendees will leave this session better equipped to maximize sales results from the time you have available. Actual Social Media sites will be evaluated based on objective criteria and the results they deliver, versus the time required to manage them. You have access to virtually unlimited Social Media Marketing Opportunities which are available without direct media buying expenses… But are they free? Only if your time has no value! When the true value of your time is factored in, there are still many ROI positive opportunities, but there are also Social Media sites that become “Black Holes of Time” and should be cut from your roster!”<br />
  2. 2. www.ADPsocial.com<br />Introduction and Background:<br />Ralph Paglia<br />Director - Digital Marketing<br />Dealer Services<br /><ul><li>Currently leading build-out and development of new ADP/ASU Joint Venture at www.SkySongCenter.comin Scottsdale, AZ for new home of expanded ADP/BZ Social Media Reputation Management Team providing“Strategic Implementation” of Fully Managed Solutions for Dealers...
  3. 3. Generated 144,000+ leads in 22 months while working for Courtesy Chevrolet…
  4. 4. Managed Courtesy Chevy Internet Sales team that sold 4,000+ Units in 2006…
  5. 5. Worked w/Ford in 2007-2009 to develop first fully integrated multi-publisher Tier 3 Digital Marketing Consulting and Co-Op supported Advertising program…
  6. 6. Ran 1st retail automotive Behavioral Targeting Digital Advertising program…
  7. 7. Internet Sales & Marketing Consultant to Ford, Mercedes-Benz, GM, Honda, Toyota, Mercedes-Benz, Hyundai and 250+ dealers & groups…
  8. 8. Pioneered development of “Internet Leads” in 1988 using CompuServe ISP access to post new and used vehicle listings on defense contractor BBS’s in San Diego, CA… </li></ul>Cell: 505.301.6369 ralph_paglia@adp.com www.RalphPaglia.com<br />
  9. 9. Social Media Marketing Objectives<br />Create and Publish high quality content that attracts and engages people who use social media and are in the demographic categories your overall dealership marketing programs seek and target <br />Monitor what people in your PMA are saying about your dealership and notify key dealership stakeholders of what was posted, when, where and by who<br />Promptly create and post appropriate responses to all dealership mentions so people see your store cares, pays attention, responds, appreciates compliments and resolves customer concern issues<br />Drive high quality traffic from social media to targeted destinations defined by dealership’s marketing strategy<br />Improve SEO “footprint” by creating multiple SERP listings for dealership Social Media accounts <br />
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  11. 11. What is your Social Media Strategy?<br />
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  23. 23. Social Media Marketing“Black Hole” of Employee Time?<br />More Every Day!<br />
  24. 24. How can ISM’s balance what they would like to do with Social networks, Blogs, Video, Photo, Forums, GeoApps, Communities and all the other User Generated Content (UGC) sites in the Social Web with their existing job tasks and duties? The typical ISM gets more put on their plate every month, with no signs of “Job Description Creep” easing up, or any relief just because car buyers are spending hours and hours on sites like Facebook, YouTube, Twitter, DealerRater, Insider Pages, Kudzu, Yelp, AutoBlog, Jalopnik and other social media sites…<br />
  25. 25. How?<br />Get Some Help!<br />Ask For It!<br />
  26. 26. Sources of Social Media Content that Drives Traffic and Customer Engagement<br />Dealership Customers<br /><ul><li>Customer Contests and Incentives (UCN example)
  27. 27. Social media syndication buttons on websites </li></ul>Dealership Employees<br /><ul><li>Contests, Bonuses and ongoing Incentives
  28. 28. Volunteers, Civic Activities, Fund Raisers, Local Sponsorships</li></ul>Suppliers<br /><ul><li>Require suppliers to contribute content
  29. 29. Letter from Dealer in all mailed checks</li></ul>Car Companies (OEM )<br /><ul><li>High quality content widgets, slideshows and RSS feeds</li></ul>Videos from Online Sources; Google Video Search<br />Photos from Online Sources; Google Image Search<br />Content from Other sources (including YOU!)<br />
  30. 30. Dealership Social Media Content Strategy; <br />Use Syndicated Placement/Distribution Tactics<br />Relevant Content drives high quality website traffic and customer engagement. Content Creation and Capture tactics that reduce time required to acquire and publish articles, photos, videos and posts is critically important to reduce total time you must invest into SMM. Automate placement and distribution to selected sites and networks…<br />*RSS Feeds from OEM’s; Articles, News, Photos, Videos<br />*RSS Feeds from Enthusiast sites; CarConnection, <br />Syndication Widgets; Widgetbox, Slideshare.net, etc.<br />Centralized Content Placement; sites for your sources<br />Outbound RSS Feed Placements<br />Embedded Video Feed Widgets and Apps<br />Embedded Photo Slideshows built from Albums<br />Content Integration Applications<br />*OEM and Other RSS feed sources: <br /> www.MySpaceAutomotive.com<br />
  31. 31. Employee Participation<br />100+ Ancira Employees participate in social media marketing…<br />
  32. 32. User Initiated <br />Dealership Sponsored <br />Content Distribution<br />(sharing the good stuff)<br />
  33. 33. Syndication; User Initiated<br />Syndication; User Initiated<br />
  34. 34. Syndication; User Initiated<br />
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  37. 37. Stay Organized and haveFast Access toYour<br />Dealership Social Media <br />Accounts and Profiles<br />(get to the good stuff)<br />
  38. 38. AnciraAutoGroup – Subdomain Secured<br />
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  43. 43. 120 Social Media Site Enrollments<br />Completed for the Dealer’s Name/Domain<br />
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  45. 45. 120 Social Media Site Enrollments<br />Completed for the Dealer’s Name/Domain<br />
  46. 46. 120 Social Media Site Enrollments<br />Completed for the Dealer’s Name/Domain<br />
  47. 47. 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.<br />
  48. 48. What About Facebook?<br />“Computers around the world simultaneously explode when everyone on Facebook becomes everyone else’s friend on Facebook.”<br />
  49. 49. What About Facebook?<br />Set Up a “Profile” for the Dealer/Owner<br />Create a “Group” for your Franchise/Brand<br />Create a “Fan Page” for your Community<br />
  50. 50. Click to Zoom<br />
  51. 51. 1<br />2<br />3<br />4<br />
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  61. 61. Ads were seen 7,201,334 times in October by Facebook members who live near the two dealerships in this case study…<br />1,730 of those Facebook members clicked on one the two dealer advertisements…<br />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.<br />To show Facebook members our dealership ads 1,000 times, it cost 22 cents…<br />
  62. 62. First 4 Days…<br />
  63. 63. After 30 Days…<br />
  64. 64. Listening to What Customers are Saying About your Dealership in the Social media World…<br />How do you do it?<br />How much does it cost?<br />What do you do when you hear something?<br />
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  67. 67. Twitter Syndication Tactics<br />Content to Twitter Syndication Apps<br />Twitter Provided Widgets and Syndication Apps<br />Reputation Monitoring Apps from Twitter<br />3rd Party Twitter Account Management Apps<br />Facebook to Twitter & Twitter to Facebook<br />Slideshare.net to Twitter <br />
  68. 68. Twitter Content Syndication & Integration Tools: <br />On ADM: <br />99 Twitter Management Applications and Integration Tools<br />
  69. 69. Twitter Content Syndication & Integration Tools: <br />On ADM: <br />99 Twitter Management Applications and Integration Tools<br />
  70. 70. Twitter Content Syndication & Integration Tools: <br />On ADM: <br />99 Twitter Management Applications and Integration Tools<br />
  71. 71. Twitter Content Syndication & Integration Tools: <br />On ADM: <br />99 Twitter Management Applications and Integration Tools<br />
  72. 72. Twitter Content Syndication & Integration Tools: <br />On ADM: <br />99 Twitter Management Applications and Integration Tools<br />
  73. 73. Twitter Content Syndication & Integration Tools: <br />On ADM: <br />99 Twitter Management Applications and Integration Tools<br />
  74. 74. Twitter Content Syndication & Integration Tools: <br />On ADM: <br />99 Twitter Management Applications and Integration Tools<br />
  75. 75. Twitter Content Syndication & Integration Tools: <br />On ADM: <br />99 Twitter Management Applications and Integration Tools<br />
  76. 76. http://ford.digitalsnippets.com<br />
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  79. 79. Perspective on Social Networks: DealerRater Social Media Syndication Apps<br />DealerRater.com Certification <br />Automated Customer Review Syndication Apps<br />
  80. 80. Perspective on Social Networks: DealerRater.com Social Marketing Strategy<br />
  81. 81. Perspective on Social Networks: DealerRater.com Web 2.0 Strategy - Marketing<br />
  82. 82. Dealer Social Media Content Syndication Strategy using an “Employee Network” centralized content repository site…<br />www.AnciraCommunity.com<br />www.Automotive-Avenues.com<br />www.KellyCarCommunity.com<br />www.MyJeepCommunity.com<br />www.Ford-Community.com<br />
  83. 83. Ralph Paglia<br /> ADP Digital Marketing Solutions<br />www.SocialDealer.BZralph_paglia@adp.com cell: 505-301-6369 www.DigitalRalph.com<br />Presentation available at: www.AutomotiveDigitalMarketing.com<br />or… ADM.fm 1. Join ADM<br />2. Go to “ADM Forum” <br />3. Use Search: “Presentation File Exchange”<br />I want to thank Tim Jennings for a great concept... <br />www.Ralphertising.com<br />

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