Dealer Synergy Sessions 2009 Best Free Stuff On Web


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Presentation used by Ralph Paglia during his session at the Dealer Synergy Sessions Conference in Atlanta, GA on the Best Free Stuff Car Dealers can find and use on the web.

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  • An all new lineup of environmentally responsible 2010 Nissan cars, trucks and SUV's is available from Kelly Nissan, located in Easton, PA. Kelly Nissan is one of America's best Nissan Dealerships as measured by sales and service customer satisfaction. The Kelly Nissan dealership sponsors the unique social network based Kelly Automotive Community website at You should visit and join this automotive social network to receive special discounts on Nissan new and used vehicles, genuine Nissan accessories, parts and Nissan repair and maintenance service. Kelly Nissan also hosts a more typical dealership eCommerce website located at where their entire inventory of new Nissans, including a huge selection of 2010 Nissan models, as well as their large inventory of Certified Pre-Owned Nissan cars, trucks and SUV's is updated daily, providing car buyers with full details including prices and optional equipment descriptions.
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Dealer Synergy Sessions 2009 Best Free Stuff On Web

  1. 1. “Ralphertising”<br />All of the FREE and NEAR FREE Resources, Tools and Ideas to “MacGyver” your Internet or Business Development Department<br />For less than $500 a month your dealership can have a full scale Digital Marketing Strategy implementation that produces results and positions your team with a competitive advantage.<br />But, are you ready to make the investment in learning, time to set it up and then manage and maintain it? Are you ready for “Ralphertising”?<br /><br />
  2. 2. “Ralphertising”<br />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.
  9. 9. Piloted the ADP Social Marketing & Reputation Management Solution</li></ul>Cell: 505.301.6369 <br />
  10. 10. Web 2.0 Tools, Widgets, Gadgets and Application<br />
  11. 11.<br /><br />
  12. 12. (did you think we&apos;d forget this one!)<br />
  13. 13.<br />
  14. 14. Free Blogs, Website Hosting and Content Publishing:http://www.wordpress.comhttp://www.Blogspot.comhttp://www.LiveJournal.com (set up your dealership&apos;s online community)http://www.TypePad.com Business and Professional Networking Portals:http://www.gather.comhttp://www.biznik.comhttp://www.naymz.comhttp://www.hubpages.comhttp://www.spoke.com<br />
  15. 15. Dealer Ratings and Customer Review Sites -It is Free to submit a review on a dealership and I cannot think of a better use of free website space than to compel your happiest customers to rate your dealership and write a positive review of their car buying experience.1. http://www.DealerRater.com2. http://www.CarDealerCheck.com4. http://www.DealershipRatings.com5. This is an affiliate of the next site:6. Releases and Bookmarking Sites:http://www.prlog.org<br />
  16. 16. Free Video Hosting, Distribution and Sharing Sites:1. - DivX Stage6 Beta - Brightcove (Personal) - Revver - Veoh - MSN Video - YouTube - Vimeo - Jumpcut Beta - MySpaceTV Beta - TubeMogul Distribution - your videos EVERYWHERE with one click!<br /> 657 Fans!<br />
  17. 17. FREE Online Vehicle Classified and Used/New Car Inventory Listing Sites:1. http://www.craigslist.org2. http://www.EveryCarListed.com3. http://www.JustGoodCars.com5. http://www.GoogleBase.com6. http://www.Vast.com7. http://www.Carsonlinefree.com8. http://www.CarCasher.comInventory Listing Site - Dealer Enrollment**. - Vehicle Inventory listing descriptions, notes and comments<br />
  18. 18. Free Chat Clients:1. I found Chatango in use on the site and really liked it.Free Widget, Gadget and Content Distribution Tools:1. http://www.Widgetbox.comBlacklist Check1. this site you can test your e-mail domains and see where you stand. I just found this through Google after hearing Ralph speak on the subject of SPAM. Easy to use tool but now we have to figure out what to with what we find out.- Chris Fousek<br />
  19. 19. 1. Get registered, dealership name sub-domain and free dealership profile pages with “Why Buy Here” story and links back to dealer’s web site at 120 Web 2.0 sites for less than $70 one time fee.<br />2. plug in the dealership’s Twitter account and see all things on twitter that share keywords, who and when your posts have been re-tweeted and related activity by Twitter users not yet following your dealership’s Twitter account… Target for more followers.<br />3.  Create free content feeds for use in your dealership’s Web 2.0 websites so that fresh articles, photos and videos are updated into dealership’s sites on a daily basis, driving repeat visitors, engagement with customers, dealership employees and suppliers.<br />
  20. 20. 4. Because of ADM and the dealership communities spawned from the use of Ning by ADM, many dealership managers are aware of ADM, but are you aware of what you can do with a Ning platform site for $65 a month in premium services? <br />5. – How to set up a Facebook Business Profile Fan page and use free Facebook Widgets to engage customers on Facebook<br />6. – How to use dealership Twitter accounts for new and used car sales, service department and Accessory sales departments in dealerships.  How to use various Twitter add-on applications to leverage and extend Twitter accounts for business results.<br />
  21. 21. 7. – Despite all the hype around Facebook, MySpace continues to grow and is the second most visited Web 2.0 property on the web. Use content syndication to drive traffic to your sites from within MySpace. <br />8. – See how you can start out with a Gmail email account and leverage it into valuable free applications and services from the Big G, which has become the largest force on the web.  Learn how to get free Google Analytics installed on your dealership’s Ning based Automotive Community, then use Goggle Web Master Applications to drive free traffic to your dealership community site. Take advantage of your free Blogger website by incorporating Google Gadgets that pull in your Community site’s content and create another search engine driven source of dealer website traffic. <br />
  22. 22. “MacGyver” your Internet and/or BDC Departments<br />Increased traffic to the dealer’s primary eCommerce websites<br />Increased “Top Of Mind” Brand Awareness of the dealership in their local area with automotive customers who are in market<br />Improved Search Engine Rankings for the dealer’s primary eCommerce site for relevant search terms<br />An effective and proactive Reputation Management strategy that alerts dealers to what is being published and guides satisfied customers towards posting positive reviews about dealership<br />Increased sales of Vehicles, Service and Parts<br />Dealer establishes a Thought Leadership position in their local community with a customer segment that is difficult to reach<br />Employee engagement with Social Media that is guided, advantageous to the dealership, controlled and monitored<br />
  23. 23. “MacGyver” your Internet and/or BDC Departments<br />Your dealership will achieve a highly positive presence within today’s most popular social networks where customers spend hours of their daily online time. Your “Home-Built” social network’s inbound content feeds and potent SEO power will grab people’s attention and pull them into your online community... Use your online community’s powerful outbound syndication technology to connect your social network to customers by setting up your accounts, managing profiles and leveraging partnerships and technologies such as:<br />
  24. 24. “MacGyver” your Internet and/or BDC Departments<br />MacGyver Strategy (part 1):<br />Create and maintain a full featured Social Network site that serves as a local “Automotive Community”<br />Enhance “Offsite SEO” and drive more traffic to your existing eCommerce site and your lead generators<br />Leverage free or cheap 3rd party applications and syndication with popular social media sites<br />Utilizes free access to OEM and Independent publisher supplied content integration systems<br />Incorporate Reputation Management systems and processes that require dealership participation and DMS, CRM and Lead Management process integration<br />
  25. 25. “MacGyver” your Internet and/or BDC Departments<br />MacGyver Strategy (part 2):<br />Get your customer communication, lead management process and accountability in place, before starting!<br />Effectiveness is enhanced with online advertising support using Social Media site placements.<br />Value includes; Employee Benefits, Supplier Enhancement and Customer Services<br />Requires Dealer employee participation and dealership management enforced processes to generate ROI<br />Social Media Marketing includes the exposure of the dealer management team to uncensored comments and feedback from customers, so requires an effective concern resolution process<br />
  26. 26. “MacGyver” your Internet and/or BDC Departments<br />MacGyver Strategy (Part 3):<br />Establishing a system for sorting and categorizing Web 2.0 sites, dealership profiles and applications into segments based on features and functions<br />Determining which categories are most useful and what level of utilization will benefit dealership the most<br />Streamline processes to ensure cost effectiveness based on using employees and time as a resource<br />Establish measurement points and reporting systems that indicate value received<br />Use Web 2.0 solutions as enhancement to overall digital marketing system and effective ROI<br />
  27. 27. Web 2.0 Categories<br />Social & Professional Networks<br />Facebook<br />MySpace<br />LinkedIn<br />Publishing Sites (Blogs)<br /><br />WordPress<br />TypePad<br />Photo Hosting Sites<br />Flickr<br />Photobucket<br />Picassa<br />Audio<br />iTunes<br /> <br />Podbean<br />Video Hosting Sites<br />YouTube<br />Viddler<br />Gawkk<br />
  28. 28. Web 2.0 Categories<br />Microblogging<br />Twitter<br />Plurk<br />Twitxr<br />Livecasting<br />BlogTalkRadio<br />Justin.TV<br />Live 365<br />Virtual Worlds<br />SecondLife<br />ActiveWorlds<br />ViOS<br />Gaming<br />Halo3<br />World of Warcraft<br />Everquest<br />
  29. 29. Web 2.0 Categories<br />Productivity Applications<br />Google Docs<br />Yahoo!<br />VOX<br />Aggregators<br />Digg<br />FriendFeed<br />Reddit<br />RSS Feeds<br />FeedBurner<br />Atom<br />RSS 2.0<br />Search<br />Google Search<br />Technorati<br />Yahoo! Search<br />
  30. 30. Web 2.0 Categories<br />Mobile<br />Gumiyo<br />AOL Mobile<br /><br />Interpersonal<br />AOL Instant Messenger<br />MSN Messenger<br />Google Chat<br />Consumer Reviews & Ratings<br />Edmunds<br />DealerRater<br />CarDealerCheck<br />Social Network Platform Tools <br />Joomla<br />Ning <br />BuddyPress<br />
  31. 31. Web 2.0 Focus Buckets<br />Achieve marketing reach and frequency using sites where customers spend hours of time daily. Use your community’s content syndication to connect your dealership to millions of people using a Web 2.0 Bucket Strategy:<br />1=Push Syndication, 2=Pull Widget-API Integration, 3=RSS Feeds, 4=$ Payments, *=Links(ed) Accounts <br />
  32. 32. Web Apps Focus Buckets<br />Use Web Applications for a variety of reasons, including driving traffic to your Websites… Organize Apps based on how you will use them:<br />
  33. 33. MacGyver Marketing Strategy Example<br />
  34. 34. AnciraAutoGroup. – Domains Secured<br />
  35. 35. Used Knowem to check availability of AnciraAutoGroup as a URL sub-domain on 120 popular Social Media sites…<br />Premium Automated Username Signup<br />It would have been inefficient and far too time consuming to have an Ancira employee register “Ancira Auto group” with 120 social media sites… Knowem does it for you! They fill out the registration forms on all these popular social media sites with your dealership Username and information. Initial set up is completed in about 5 business days. Use Knowem to ensure that your primary dealer name doesn’t fall victim to &quot;Cyber Squatting&quot; or social media identity theft – Knowem ensures that your primary corporate identity and vanity URL is under your control and secured from unauthorized use. <br />
  36. 36.
  37. 37. 120 Social Media Site Enrollments<br />Completed for the Dealer’s Name/Domain<br />
  38. 38. 120 Social Media Site Enrollments<br />Completed for the Dealer’s Name/Domain<br />
  39. 39. 120 Social Media Site Enrollments<br />Completed for the Dealer’s Name/Domain<br />
  40. 40. 120 Social Media Site Enrollments <br />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<br />For SEO back-link value… 72 hours.<br />
  41. 41. Thank you for your purchase!<br />Thank you for your payment. Your transaction has been completed, and a receipt for your purchase has been emailed to you. You may log into your account at to view details of this transaction. A receipt has been emailed to <br />Payment Details:<br />ID: 1301 Name: Ralph Paglia<br />Transcation ID: 6RD868891G929125M<br />Item: CheckUserNames Signup Amount:$64.95<br />How it Works<br />OK, now we get to work. Over the course of the next 1 to 5 business days you will begin to see dozens of confirmation emails (to the email address you provided on the signup form) as we create user profiles for you on each of the websites in our database. <br />Make sure you click on each one!<br />We only initiate the process of account creation for you; you have to actually verify each account is yours and visit each site to flesh out your profile and become a participating member in each community. Knowem is not responsible for sites which reject your profile because you either didn&apos;t verify the account email or didn&apos;t visit and log in to the site. <br />
  42. 42. MacGyver Marketing Strategy COST ANALYSIS<br />Ning Premium services bundle - $85 a month (includes site support)<br />DealerRater - $85 a month ($1,000 annual) <br />Network Solutions Domains (6) - $24 a month ($288 annual)<br />Facebook - $10 a month for professional account<br />Flickr - $9 a month ($99 annual for Pro Account)<br />Video Syndication Service - $10 a month<br />BMI commercial music fair use licensing - $25 a month (community music player)<br />Rebate and Incentives iFrame web service - $55 a month<br />Member Rewards Program plug in app - $25 a month<br /> Web 2.0 Profile/Domain Service - $70 x 1, $20/monthly<br />The List above results in a $70 one time fee and $348 monthly “Recurring Cost”, plus additional internal resource costs of providing :<br /><ul><li>48 Hours Initial Setup Labor (6 days of full time IMD level resource)
  43. 43. 24 to 48 hours monthly maintenance (admin level resource)</li></ul>ROI Projection:<br /><ul><li>50% Increased eCommerce Site Traffic (leads/calls at existing conversion rates)
  44. 44. 20 to 80 Web 2.0 Generated Leads at a 25% Overall Close Rate
  45. 45. $200 to $800 Above Average Gross on Web 2.0 Generated Leads</li></li></ul><li><br /> provides filtered feeds, Google Review rankings, and Web 2.0 widgets needed to push positive reviews AND VEHICLE INVENTORY to your Dealership Community and other Web 2.0 sites.<br />
  46. 46.<br />
  47. 47.
  48. 48.<br />OEM Support by creating easily accessible syndication assets!<br />SMPR is Ford’s Acronym for “Social Media Press Release”<br />
  49. 49.
  50. 50.
  51. 51.
  52. 52.
  53. 53. You can control whether customers can distribute content or not, by widget settings and membership status…<br />
  54. 54. on<br />
  55. 55. SEO Strength of Platform<br />
  56. 56. Has the 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&apos;t even tried to SEO my profile. Now that I see I can get google&apos;s attention here I think I&apos;ll start using it to build content on other key words and point to my other sites.”<br />
  57. 57. When it is time to select a Web 2.0 platform for creating dealership communities, the ADM experience…<br />
  58. 58. When it is time to select a Web 2.0 platform for creating dealership communities, the ADM experience…<br />
  59. 59.
  60. 60. Digital Marketing Integrated with Social Marketing Case Study<br />eCommerce site:<br /><br />Social Marketing site:<br /><br />
  61. 61.<br />ADP created Community site<br />w/full Social Network features, syndication and integration…<br />
  62. 62. Dealer Community Platform Shell from Ning<br />
  63. 63. Dealer Community Platform Shell from Ning<br />
  64. 64. Dealer Community Platform Shell from Ning<br />
  65. 65. Dealer Community Platform Shell from Ning<br />
  66. 66. Dealer Community Platform Site from ADP<br />
  67. 67.<br />Community site w/full Social Network features, syndication and integration…<br />
  68. 68.<br />Community site w/full Social Network features, syndication and integration…<br />
  69. 69.<br />Community site w/full Social Network features, syndication and integration…<br />
  70. 70.<br />Community site w/full Social Network features, syndication and integration…<br />
  71. 71.<br />Community site w/full Social Network features, syndication and integration…<br />
  72. 72.<br />Community site w/full Social Network features, syndication and integration…<br />
  73. 73.<br />Community site w/full Social Network features, syndication and integration…<br />
  74. 74.<br />Community site w/full Social Network features, syndication and integration…<br />
  75. 75.<br />Community site w/full Social Network features, syndication and integration…<br />
  76. 76.<br />Community site w/full Social Network features, syndication and integration…<br />
  77. 77.<br />ADP created Community site w/full Social Network features, syndication and integration<br />
  78. 78.<br />Community site w/full Social Network features, syndication and integration<br />