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Digital Dealer Web 2.0 Guerrilla Marketing
 

Digital Dealer Web 2.0 Guerrilla Marketing

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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 http://www.KellyCarCommunity.com. 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 http://www.KellyCar.com 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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    Digital Dealer Web 2.0 Guerrilla Marketing Digital Dealer Web 2.0 Guerrilla Marketing Presentation Transcript

    • 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.
      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 2008 as part of a 2009 Guerrilla Marketing Strategy to generate business without spending more money!
      Attendees will receive free access to online resources they can use to gain competitive advantage in their local markets. -- SeeLastSlide.com --
    • INTRODUCTION: Ralph Paglia
      Director - Digital Marketing
      ADP Dealer Services
      • 20+ year automotive industry leader in Digital Marketing, Advertising, Lead Management and dealership CRM process design and execution.
      • 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 marketing assets
      • Managed first retail automotive Behavioral Targeting Digital Ad pilot program while at Courtesy Chevrolet in 2005, 2006 and 2007
      • Started generating Internet leads in 1988 using CompuServe ISP access and vehicle listings on defense contractor BBS’s in SoCal
      • Internet Sales & Marketing Consultant to Ford, Mercedes-Benz, GM, Honda, Toyota, Mercedes-Benz, Hyundai and over 200 dealers.
      Cell: 505.301.6369 ralph_paglia@adp.com www.ADMPC.com
    • Web 2.0 is typically used to describe UGC sites and Social Networks available in a “Heinz 57” range of varieties
      Social Networks
      Professional Networks
      Video Hosting Sites
      Photo Hosting Sites
      DIY Publishing (Blogs)
      Consumer Reviews & Ratings
      Status, SMS & Bookmarking
      DIY Network Creation Platforms
    • Dealer Community
      Hub & Feed Sources
      DigitalRalph says:
      “Use a network of interconnected Web 2.0 sites for dealership social marketing strategy”
    • DigitalRalph.com says:
      “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!”
    • Dealership Web 2.0 Social Marketing Strategy Example
    • Dealership Web 2.0 Social Marketing Strategy Example
      Content drives traffic and customer engagement:
      Consumer user/members of the Dealer Community
      RSS Feeds from OEM’s – Articles, Photos & Video
      RSS Feeds from Enthusiast sites
      Video Feeds from multiple sources
      Widgets and Gadgets from Multiple Source
      Dealership Employees
      Suppliers
      You
    • http://www.dealerrater.com/login.aspx
    • http://ford.digitalsnippets.com
    • “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. “
      AlinSturekJ. D. Power and Associates
    • It’s fairly easy to see that in the
      Social Networking space, the three
      Dominant sites are a minimum Requirement
      for a dealer’s social marketing Strategy,
      and dealership profile pages and accounts
      On each can be a valuable source of traffic
    • Why Bother with Web 2.0 Marketing Strategy?
      Web 2.0 is fundamentally altering how customers interact with the Internet, and how businesses reach them.
      • In 2007, Web 2.0 sites attracted 69 million users in the United States alone.
      • 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 revenue.
      We need to overcome obstacles that prevent dealers and dealer ad associations from utilizing this dynamic communication medium in an effective manner…
    • Edmunds.com - first Automotive review site
      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
      this online community
      since 1996, and it is
      moderated. All content
      posted to the site is
      reviewed by Edmunds’
      staff within 24 hours,
      and offending material
      is immediately removed.
      Is it time for dealers to
      Create online communities for employees and customers?
    • Edmunds.com as a dealer sales tool
      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.
    • Top 25 Web 2.0/UGC Sites
      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.
                         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 | 
                         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 | 
                         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 | 
    • 4th to 7th Most Popular Web 2.0 Sites
      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
      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
      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
                        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 
    • 8th to 12th Most Popular Web 2.0 Sites
      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
      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
      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
      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 | 
                       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 |
    • 13th to 17th Most Popular Web 2.0 Sites | August 2008
      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
      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
      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
      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
                        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
    • 18th to 22nd Most Popular Web 2.0 Sites | August 2008
      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 |
      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 |
      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 |
      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 |
      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 |
    • USER-GENERATED CONTENT DRIVES HALF OF U.S. TOP 10 FASTEST GROWING WEB BRANDS, ACCORDING TO NIELSEN//NETRATINGS
      “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. “
    • Perspective on Social Networks: Do Something! – DealerRater.com Web 2.0 Strategy
      DealerRater.com Certification Benefits
      Build Your Online Reputation, Get Certified!
                            
    • Perspective on Social Networks: DealerRater.com Web 2.0 Strategy - Marketing
    • Perspective on Social Networks: DealerRater.com Web 2.0 Strategy - Marketing
    • Social Network Platforms: www.ADMPC.com
    • Has the AutoDigitalMarketing.com Experiment in Social/Professional Networking been successful?
      Reply by Ted Frazier 5 hours ago
      Send Message
      “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.”
    • When it came time to select a platform for creating dealership communities, the ADM experience…
    • When it came time to select a platform for creating dealership communities, the ADM experience…
    • Ralph Paglia
      ADP Digital Marketing Solutions
      www.ADPdigitaladvertising.com
      ralph_paglia@adp.com
      Cell: 505-301-6369 www.DigitalRalph.com
      Presentation available at: AutoDigitalMarketing.com1. Join ADM
      2. Go to “ADM 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. RSS Feed Resources: www.MySpaceAutomotive.com
      http://www.automotivedigitalmarketing.com/forum/topics/oem-provided-rss-data-feeds