0
AutoCon2013
Social Media Advertising
Powered By Google Wildfire
Brian Pasch, CEO
PCG Consulting
brian@pcgmailer.com
AutoCon2013
AutoCon2013
Your
Dealership
Marketing
Marketing
Marketing
Your Company
Your Customers
Traditional Marketing Was Centered A...
AutoCon2013
Social Marketing Shifts the Focus to Buyer Conversations
Your
Dealership
Your
Dealership
Your
Dealership
Your
...
AutoCon2013
The Changing Nature of the Customer Journey…
Source: Socialnomics, 2009; Google/ Shopper Sciences Zero Moment ...
AutoCon2013
10%
12%
7% 8% 7% 6% 5% 4% 3%
28%
49%
35%
32%
30%
28%
31%
26%
22%
20% 20%
35%
31% 32%
34% 33%
38% 38%
TV Online...
AutoCon2013
10%
12%
7% 8% 7% 6% 5% 4% 3%
28%
49%
35%
32%
30%
28%
31%
26%
22%
20% 20%
35%
31% 32%
34% 33%
38% 38%
TV Online...
AutoCon2013
DigitalConsumerTrend Auto ConsumerTrend
2.0B internet Users
4.1B mobile Users
35h video uploaded each
minute
2...
AutoCon2013
Control
ENGAGE, INTE
REST, INCENTI
VIZE
REPEAT
GROW
YOUR
AUDIENCE
1
2
3
Social Marketing Best Practices
MEASUR...
AutoCon2013
Control
GROW
YOUR
AUDIENCE
1
3
Best Practice 1: Grow a Community of Followers
ControlGROW ENGAGE
MEASURE
Contr...
AutoCon2013
Goudy Honda
Best Practice 1: Grow a Community of Followers
Objective:
• Build a relevant community of buyers
•...
AutoCon2013
Community Growth +2,100
Best Practice 1: Grow a Community of Followers
Campaign Launch
AutoCon2013
Best Practice 2: Continuously Engage Followers
2
ENGAGE, INTE
REST, INCENTI
VIZE
3
GROWGROW
Control
GROW
YOUR
...
AutoCon2013
Schomp Automotive
Best Practice 2: Continuously Engage Followers
Objective:
• Engage nearby consumers with loc...
AutoCon2013
Best Practice 3: Translate Marketing Goals Into Metrics
Control
GROW
YOUR
AUDIENCE
1
3
ControlGROW ENGAGE
MEAS...
AutoCon2013
MessagesPages Promotions Analytics
Wildfire Social Marketing Suite
AutoCon2013
AutoCon2013
What Google WildFire Does
• Create Device Independent Landing Pages
• Enables More Interactive Posts
• Data Co...
AutoCon2013
AutoCon2013
AutoCon2013
AutoCon2013
Device Independent Pages
Copyright 2013
DealerOn, Inc.
AutoCon2013
AutoCon2013
AutoCon2013
AutoCon2013
Create Local
Contests
And Promotions
To
Build Fan Base
& Reach
AutoCon2013
AutoCon2013
Sweepstakes Google Places Recommendations
AutoCon2013
AutoCon2013
Facebook Advertising
Multiple
Targeting
Options inside
Facebook
Retargeting
Outside of
Facebook
AutoCon2013
AutoCon2013
Comparing Advertising
• Keyword Targeting
• Intent Targeting
• Retargeting
• Video Pre-Roll
Other Factors
• Lo...
AutoCon2013
Increase Your
Fans
• Giveaways and contests
• Coupons
AutoCon2013
Increase Your
Fans
• Giveaways and contests
• Coupons
AutoCon2013
Engage Your Fans
• Sharing galleries
• YouTube videos
• Quiz
• Playlists
AutoCon2013
Engage Your Fans
• Sharing galleries
• YouTube videos
AutoCon2013
AutoCon2013
Infiniti of Naperville– Naper Nights Giveaway
(7/19-8/2)
Page
Visits
AutoCon2013
Infiniti of Naperville– Naper Nights Giveaway
(7/19-8/2)
Page Engagement
AutoCon2013
Infiniti of Naperville– Naper Nights Giveaway
(7/19-8/2)
AutoCon2013
Service
• Coupons
• Clicks
• Tracking numbers
AutoCon2013
Service
• Coupons
• Clicks
• Tracking numbers
AutoCon2013
Creating An Targeted Ad
AutoCon2013
Creating An Targeted Ad
Each Offer
Will Have a
Different
Radius
AutoCon2013
Creating An Targeted Ad
AutoCon2013
Creating An Targeted Ad
AutoCon2013
Creating An Targeted Ad
AutoCon2013
Creating An Targeted Ad
AutoCon2013
Creating An Targeted Ad
Choose
between
CPC or CPM
AutoCon2013
Work During The Pilot Each Month
• Post original content for social engagement
• Create contests and promotion...
AutoCon2013
$500 Facebook Advertising
• Your Facebook ad budget will be directly
billed to your credit card for transparen...
AutoCon2013
Landing Pages Will Be Designed to Convert
Website Header & Navigation
1
2
3
4
5
6
7
1.Video or Photo
2.Explana...
AutoCon2013
Isn't This
What We
Have Been
Asking For?
AutoCon2013
AutoCon2013
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Google Wildfire For Automotive Social Media Advertising

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Learn why social media advertising is a new opportunity for car dealers especially since Google Wildfire presents consumers with device independent landing pages increasing engagement.

Published in: Automotive, Technology, Business
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  • 417 visits
  • Dec. 2nd was peak day, 383 visits in 1 day
  • When we first started talking about our first promotion with Infiniti of Naperville, they had a clear idea of what they wanted to do. They had just moved into a new town and wanted to get their message out to the local community that they were a local car dealer – and they were a local business involved in their community. They were sponsoring a local event so they created 4 VIP passes and added the rental of a hot new car.77 entries
  • Infiniti of Naperville is a Wildfire client who also has someone on-site doing daily social media postings. However, as you can see, in the time before and after the promotion, page visits go down. The slight dip on the 21st was due to the Facebook ad not being live, but once it’s published, visits skyrocket.
  • The same can be said for page engagement. Again, although the staff at the dealership is doing daily posts, engagement is non-existent until the Wildfire promotion is live. While the main purpose of this promotion was to gain new fans, it also increased engagement on the page.
  • This shows the comparison between the Facebook page (Fbfanpage) and the Microsite, which is a Facebook page created within Wildfire. Views, visits, engagement and shares are more than just the Facebook page on its own.
  • Everyone on facebook may not be in the market for a new car, but everyone on facebook who owns a car could be a potential service customer. Focusing on service on facebook allows you to reach a larger audience – and can drive traffic to your service lane.
  • Transcript of "Google Wildfire For Automotive Social Media Advertising "

    1. 1. AutoCon2013 Social Media Advertising Powered By Google Wildfire Brian Pasch, CEO PCG Consulting brian@pcgmailer.com
    2. 2. AutoCon2013
    3. 3. AutoCon2013 Your Dealership Marketing Marketing Marketing Your Company Your Customers Traditional Marketing Was Centered Around Your Dealership
    4. 4. AutoCon2013 Social Marketing Shifts the Focus to Buyer Conversations Your Dealership Your Dealership Your Dealership Your Dealership Your Customers
    5. 5. AutoCon2013 The Changing Nature of the Customer Journey… Source: Socialnomics, 2009; Google/ Shopper Sciences Zero Moment of Truth Study, 2011, Febuary 23, 2012; Alex Trimpe via Ogilvy — February 21, 2011, ThinkQuarterly, Google STIMULUS PURCHASE CHECK BLOGS SEARCH READ REVIEWS SHARE VIDEOS NETWORK The average U.S. shopper consults10.4 sources prior to purchase 57% of people talk more online than they do in “real life” 1 in 4 search results for the World’s Top 20 largest brands are links to user-generated content
    6. 6. AutoCon2013 10% 12% 7% 8% 7% 6% 5% 4% 3% 28% 49% 35% 32% 30% 28% 31% 26% 22% 20% 20% 35% 31% 32% 34% 33% 38% 38% TV Online Dealership Modified Maker Choice Modified Model Choice Confirmed initial choice Influenced Option Choice Influenced Budget Modified dealer Prompted Purchase Interest Aided discovery of new makers Helped informed decision Purchase Funnel … Affects the Auto Buyer
    7. 7. AutoCon2013 10% 12% 7% 8% 7% 6% 5% 4% 3% 28% 49% 35% 32% 30% 28% 31% 26% 22% 20% 20% 35% 31% 32% 34% 33% 38% 38% TV Online Dealership Now, Online Content is as Impactful as Dealership Dealership 31% Online 31% TV 7% Modified Maker Choice Modified Model Choice Confirmed initial choice Influenced Option Choice Influenced Budget Modified dealer Prompted Purchase Interest Aided discovery of new makers Helped informed decision Purchase Funnel
    8. 8. AutoCon2013 DigitalConsumerTrend Auto ConsumerTrend 2.0B internet Users 4.1B mobile Users 35h video uploaded each minute 2.1B searches daily 1.9B social network users 90% car buyers are online 75% start research online Why Should You Care? 46% buyers worldwide likely to make an auto purchase based on social sites Auto videos positively impact 79% buyers 32% mobile users say video sites help drive their decision Source: • eMarketer.com • Constant Consideration: New Vehicle Path to Purchase, Compete/ Polk/ TNS September 2012. HHI $100k+ • NetPop Research
    9. 9. AutoCon2013 Control ENGAGE, INTE REST, INCENTI VIZE REPEAT GROW YOUR AUDIENCE 1 2 3 Social Marketing Best Practices MEASURE & CONVERT ControlGROW ENGAGE MEASURE ControlControlGROW ENGAGE MEASURE
    10. 10. AutoCon2013 Control GROW YOUR AUDIENCE 1 3 Best Practice 1: Grow a Community of Followers ControlGROW ENGAGE MEASURE ControlControlGROW ENGAGE MEASURE
    11. 11. AutoCon2013 Goudy Honda Best Practice 1: Grow a Community of Followers Objective: • Build a relevant community of buyers • Drive growth and traffic throughout 5 month campaign period Results: • 309 total entries • 21% entry rate • Doubled community size Daily Campaign Visits
    12. 12. AutoCon2013 Community Growth +2,100 Best Practice 1: Grow a Community of Followers Campaign Launch
    13. 13. AutoCon2013 Best Practice 2: Continuously Engage Followers 2 ENGAGE, INTE REST, INCENTI VIZE 3 GROWGROW Control GROW YOUR AUDIENCE 1 3 ControlGROW ENGAGE MEASURE ControlControlGROW ENGAGE MEASURE
    14. 14. AutoCon2013 Schomp Automotive Best Practice 2: Continuously Engage Followers Objective: • Engage nearby consumers with location – specific incentives • Sustain buyer interest over the holiday season with multiple giveaways Results: • 469 sweepstakes entries • 893 total campaign visits • 53% entry rate (average is 20%)
    15. 15. AutoCon2013 Best Practice 3: Translate Marketing Goals Into Metrics Control GROW YOUR AUDIENCE 1 3 ControlGROW ENGAGE MEASURE ControlControlGROW ENGAGE MEASURE 2 ENGAGE, INTE REST, INCENTI VIZE MEASURE & CONVERT
    16. 16. AutoCon2013 MessagesPages Promotions Analytics Wildfire Social Marketing Suite
    17. 17. AutoCon2013
    18. 18. AutoCon2013 What Google WildFire Does • Create Device Independent Landing Pages • Enables More Interactive Posts • Data Collection and Engagement • Can Drive “Post Form” clicks to your website • Connects Social Media & Digital Marketing • Puts Your Where Your Competitors are NOT!
    19. 19. AutoCon2013
    20. 20. AutoCon2013
    21. 21. AutoCon2013
    22. 22. AutoCon2013 Device Independent Pages Copyright 2013 DealerOn, Inc.
    23. 23. AutoCon2013
    24. 24. AutoCon2013
    25. 25. AutoCon2013
    26. 26. AutoCon2013 Create Local Contests And Promotions To Build Fan Base & Reach
    27. 27. AutoCon2013
    28. 28. AutoCon2013 Sweepstakes Google Places Recommendations
    29. 29. AutoCon2013
    30. 30. AutoCon2013 Facebook Advertising Multiple Targeting Options inside Facebook Retargeting Outside of Facebook
    31. 31. AutoCon2013
    32. 32. AutoCon2013 Comparing Advertising • Keyword Targeting • Intent Targeting • Retargeting • Video Pre-Roll Other Factors • Location based on IP • Crowded Marketplace • Demographic Targeting • Relationship Targeting • Car Ownership Targeting • Buying Intent Targeting • Credit Card Targeting • Retargeting* Other Factors • Targeting based on zip • Not dealer “crowded” Google Adwords Facebook Advertising
    33. 33. AutoCon2013 Increase Your Fans • Giveaways and contests • Coupons
    34. 34. AutoCon2013 Increase Your Fans • Giveaways and contests • Coupons
    35. 35. AutoCon2013 Engage Your Fans • Sharing galleries • YouTube videos • Quiz • Playlists
    36. 36. AutoCon2013 Engage Your Fans • Sharing galleries • YouTube videos
    37. 37. AutoCon2013
    38. 38. AutoCon2013 Infiniti of Naperville– Naper Nights Giveaway (7/19-8/2) Page Visits
    39. 39. AutoCon2013 Infiniti of Naperville– Naper Nights Giveaway (7/19-8/2) Page Engagement
    40. 40. AutoCon2013 Infiniti of Naperville– Naper Nights Giveaway (7/19-8/2)
    41. 41. AutoCon2013 Service • Coupons • Clicks • Tracking numbers
    42. 42. AutoCon2013 Service • Coupons • Clicks • Tracking numbers
    43. 43. AutoCon2013 Creating An Targeted Ad
    44. 44. AutoCon2013 Creating An Targeted Ad Each Offer Will Have a Different Radius
    45. 45. AutoCon2013 Creating An Targeted Ad
    46. 46. AutoCon2013 Creating An Targeted Ad
    47. 47. AutoCon2013 Creating An Targeted Ad
    48. 48. AutoCon2013 Creating An Targeted Ad
    49. 49. AutoCon2013 Creating An Targeted Ad Choose between CPC or CPM
    50. 50. AutoCon2013 Work During The Pilot Each Month • Post original content for social engagement • Create contests and promotions • Create targeted ad campaigns • Create videos and graphics to increase engagement • Leverage Wildfire Analytics and Tools to grow your local fan base, influence, and reach.
    51. 51. AutoCon2013 $500 Facebook Advertising • Your Facebook ad budget will be directly billed to your credit card for transparency. • You can increase your ad budget for high performing campaigns without any additional fees from us. • Additional landing pages for expanded ad campaigns are included in monthly fee.
    52. 52. AutoCon2013 Landing Pages Will Be Designed to Convert Website Header & Navigation 1 2 3 4 5 6 7 1.Video or Photo 2.Explanation of Offer 3.Supporting Evidence 4.Call To action 5.Store Locator 6.Lead Form 7.Custom Video Design will be subject to the limitations of the current website platform.
    53. 53. AutoCon2013 Isn't This What We Have Been Asking For?
    54. 54. AutoCon2013
    55. 55. AutoCon2013
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