Automotive Social Media Marketing Presentation from 2010 NADA Convention

Social Media Marketing & Reputation Management

Introduction and Background: Ralph Paglia
Director - Digital Marketing
Dealer Services
20+ year automotive industry leader in Digital Marketing, Advertising, Lead Management, BDC and dealership CRM process design and execution
Executed Digital Marketing and Sales Strategy that generated 144,000+ leads to single-point Chevy dealer in 2 years
Built dealer ISS team that sold 4,000+ Units to Web Leads in 2006
Worked w/Ford in 2007-2008 to develop first fully integrated multi-publisher Tier 3 Digital Marketing Consulting & Advertising program
First retail automotive Behavioral Targeting Digital Advertising program while at Courtesy Chevrolet in 2005, 2006 and 2007
Internet Sales & Marketing Consultant to Ford, Mercedes-Benz, GM, Honda, Toyota, Mercedes-Benz, Hyundai and 250+ dealers & groups
Started generating Internet leads in 1988 using CompuServe ISP access and vehicle listings on defense contractor BBS’s in SoCal
Cell: 505.301.6369 ralph_paglia@adp.com www.ADMPC.com

Presentation and related files available for download at www.ADPsocial.com

Social Media Marketing Reputation Management
What is it?
Why is it important?
How does it work?
What’s in it for me?
How much does it cost?

Social Media Marketing Reputation Management
What is Social Media?
From Wikipedia: At its most basic sense, social media is a shift in how people discover, read and share news, information and content. It's a fusion of sociology and technology, transforming monologues (one to many) into dialogues (many to many) and is the democratization of information, transforming people from content readers into publishers. Businesses also refer to social media as user-generated content (UGC) or consumer-generated media (CGM).

Do you feel socially fatigued? Bring it back to the basics Listen | Learn | Launch

Social Media Strategy Listen Learn Launch

What do the Car Companies see in Social Media, and how will they deal with it?

Brochures Hooked on a Brand Dealer Showrooms Talking about cars Friend’s Review Family Recommendation 9 AM to 5 PM Showroom Request/Wait for a Quote Showroom Ups Driving From Dealer to Dealer Calling a Services Advisor Online Video Undecided and shopping multiple brands Virtual Showrooms Blogging about cars Online Reviews Social Media 24/7 Access to Information Mobile Web Access Digital Ready Dealers Local Map Search Researching/Buying Parts/ Service/Information Online Asian Car Company…

Asian Car Company #2…

More Every Day!

“ Relationship” Management Asian Car Company #3… (biggest)

Trust via “ Transparency ”

Another Car Company #4… Xxxxx Xxxxxx Xxxxxxx Xxxx Xxxxx

Another Car Company #4…

Social Media Strategy Listen Learn Launch

After You Define Your Social Media Marketing Strategy …Create A Tactical Action Plan Matrix What’s a Tactical Action Plan? Build a matrix that outlines the strategies, tactics, objectives and measures of success for each actionable item that will use dealership resources towards executing your social media strategy. Your TAP is the “Blueprint” for launching your social media initiative! (see example on next slide)

Tactical Action Plan Example

Where did Social Media come from? Web 1.0 Web 2.0

Why does Social Media Matter? Web 2.0 – What Happens Web 1.0 - What Can Happen

Why is Social Media Different? Web 2.0 Web 1.0

How is Social Media Perceived? Web 2.0 What Customers See Web 1.0 What Customers See

1) Social Ecosystem Map Where are your dealership’s customers gathering to have conversations?

1. LISTEN

LISTENING TOOLS

LISTENING TOOLS How to use Google and Technorati Alerts Together http://www.youtube.com/watch?v=_okcOKUFBS8

2. LEARN

2. Learn: What do your customers want/need?
What customer types exist?
What are they looking for?
Where do they go?
How do they like to interact?
How much time do they have?
How willing are they to share openly?
Do they want exposure?
Do they want to shape the auto industry?
Influence the next generation of car dealers?

3. LAUNCH

Social Media Marketing Launch Plan
Business Goals
Customer Wants/Needs
Engagement Plan
Success Metrics

Business Goal
Boil it down to one sentence that gets to the core
Increase Brand Awareness , Personalize Your Brand
Collaborate with Customers , Gain Insight , Co-create Promotions and Sales Events
Decrease Cost of Customer Retention (CRM)
Optimize Site, Better SERP’s, More Traffic
Establish “Thought Leadership”, Educate Customers
Increase Sales Opportunities
Improve Dealer Group Inter-Store Collaboration
Reduce Training Costs/Turnover while improving results
Improve Employee Productivity and Biz Operations

Customer Wants/Needs
What customer types exist?
What are they looking for?
Where do they go?
How do they like to interact?
How much time do they have?
How willing are they to share openly?
Do they want exposure?
Do they want to shape the auto industry?
Influence the next generation of car dealers?

Engagement Plan
What will you publish?
Where will you publish?
How often will you publish?
Balance (content, events, 1:1, outreach)
Integrate with traditional channels

Success Metrics
# fans, followers, friends
# of comments
# of participants on thread
# posts
# of embeds
# back links
# page loads
# downloads
Response time
Issues resolved
Depth of thread
Traffic increase to site
Diggs
Stumbles
Subscriptions
New Visitors
Repeat Visitors
Google Benchmarks by Category
Build an ROI set based on your dimensions of value. Include a mix of qualitative and quantitative.

Your Social Media Marketing Plan
Business Goals
Customer Needs
Engagement Plan
Success Metrics

Takeaways
Listen-Acknowledge-Explore-Respond (LAER)
Be respectful, human, considerate and passionate
What is in it for customers? If nothing, don’t bother
Community before Commerce
Should be more like a party, don’t Lecture (converse)
Tolerate Criticism (employees, suppliers and customers)
Encourage Personalities and “Characters”
People congregate around:
Relevance
Entertainment
Value

STRATEGY SOURCE: Lauren DeLong www.InnerCircleCommunities.com Private | Trusted | Relevant 207.752.7298 [email_address] Inner Circle Communities

www. ADMPC .com

www.ADMPC.com Click to Zoom

Measuring Blogging Sites

Measuring Social Network Sites

Measuring Forum & Chat Provider Sites

Measuring Social Networks & Online Community Sites

Social Marketing Strategy Example: Ancira Auto Group

Employee Participation; “Secret Sauce” Over 200 Ancira Employees participate in community…

Dear April Ancira, Thank you so much for your response to my recent service from Ancira Kia. I am absolutely blown away that you not only responded to my dissatisfaction by offering a complimentary return visit, but that you use social media outlets to further your customer reach. I never expected to achieve anything by tweeting my rant earlier today, I was just trying to kill some time in the waiting room (lol). But wow, I am totally floored, I have to say. To tell you the truth I was actually going to email your company tonight to inform you all of my visit. I was mailed a flyer for the discounted oil change and decided to take you all up on it since it was so much cheaper than my normal oil change place...had a bit of trouble setting up the initial appointment…after a transfer and several rings I was eventually routed to…a man who scheduled me for a 4:30 PM appointment…Thursday, October 8th. Fast forward to today and…the man in the red shirt told me that he didn't have any appointments scheduled for me. That was quite unfortunate due to my busy week, and add to the fact that I was already well past my previous oil change expiration (my fault, I know). The red-shirted man understood my frustration and scheduled an oil change for me tonight anyway, but did give me a heads-up about the 2 hour wait. Thankfully (or not?), I had Twitter and a phone full of music, so the wait was bearable. And it was actually less than an-hour-and-a-half wait, so that made it even better. So to wrap up this novel (sorry!), I just wanted to let you know how I came to the situation…and what transpired afterward. I did get my discount and the free car wash that was included with the flyer . Also, I consider myself to be a mostly patient person and am very much one to notice customer service; whether or not my visit was tended to with prompt diligence, every person I spoke to from earlier this week to today was very cheerful and willing to help (especially the man in the red shirt). That being said, I would feel like I'm stealing from you by accepting your complimentary offer…I will be happy to explain to everyone the fantastic service I received after today's mishap, and am very happy that I chose to purchase my Kia from you all [Ancira]. Many thanks and sincerity, J.R. Moreno

Ancira Auto Group Social Media Marketing & Reputation Management
What about Search Engine Optimization?
Will Social Network pages, blogs, etc. be indexed by Google?
Is there any value to references made about our dealership and the anchor text links that we put into our profile pages?
Ancira Social Media Profiles in Search Engine Results Pages (SERP)…

SERP #1

SERP #1.5

SERP #1.75

SERP #2 100% Ancira Auto Group controlled or Owned sites

AnciraAutoGroup – Subdomain Secured

120 Social Media Site Enrollments Completed for the Dealer’s Name/Domain

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.

What About Facebook? “ Computers around the world simultaneously explode when everyone on Facebook becomes everyone else’s friend on Facebook.”

What About Facebook?
Set Up a “Profile” for the Dealer/Owner
Create a “Group” for your Franchise/Brand
Create a “Fan Page” for your Community

Click to Zoom

1 2 3 4

Ads were seen 7,201,334 times in October by Facebook members who live near the two dealerships in this case study… 1,730 of those Facebook members clicked on one the two dealer advertisements… 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. To show Facebook members our dealership ads 1,000 times, it cost 22 cents…

First 4 Days…

After 30 Days…

After 60 Days…

Listening to What Customers are Saying About your Dealership in the Social media World… How do you do it? How much does it cost? What do you do when you hear something?

What about Twitter?
Listen for comments (use advanced search)
Attract Followers
Take action when appropriate
Provide valuable tweet streams
When ready – Go Hunting!

Social Media Provides Mass Monitoring Power to Dealers

Social Marketing and Reputation Management Strategies should focus on obtaining and serving up highly desirable relevant content within Community.
Consumer members of Dealership Community
Customer Contests and Incentives (UCN example)
Advertise syndication brands to attract consumers
RSS Feeds from OEM’s and Enthusiast sites
ADP library of feeds catalogued by brand
Video & Photo Feeds from multiple sources
ADP library of Media feeds by brand
Widgets/Gadgets from multiple sources
DealerRater.com reseller agreement
Embed selected dealer website content (inventory, specials, etc.)
Over 100 Widget Apps available from platform provider
Dealership Employees
Fixed Operations
Civic Activities, Fund Raisers, Local Sponsorships,
Suppliers
Every supplier required to have a profile within community
OEM associates - Car Companies are HIGHLY supportive
Social Media Content Drives Customer Engagement

Dealer Social Media Content Generation Strategy
During initial launch, Content Creation that will drive traffic and customer engagement begins flowing into the dealer community in the following sequence:
You (Or, You and supplier working together)
RSS Feeds from OEM’s – Articles, Photos & Video
RSS Feeds from Enthusiast sites
Videos from multiple sources (Google Video Search)
Photos from multiple sources (Google Image Search)
Widgets and Gadgets (Widgetbox, Slideshare.net, etc.)
Dealership Employees (VMR solicits Managers)
Suppliers (VMR gets contact infor from Dealer)
Consumer user/members of the Dealer Community
List of OEM supplied SMPR feeds and tools: www.MySpaceAutomotive.com

http://ford.digitalsnippets.com

Perspective on Social Networks: DealerRater.com Social Marketing Strategy DealerRater.com Certification Benefits Build Your Social Media Reputation; Syndication!
Certification Seal - Official Certification Seal to display on your dealership websites
Certification Seal displayed on DR review page
Multiple Social Media Links to your review page
You can monitor reviews via email alerts
2 week reconciliation period to work with customers who presented any issues with their experience.
Lets Social Network members know you're serious about customer service
Blacklisted dealerships are not eligible
Customer Review syndication tools – Widgets and RSS feeds to display dealership reviews across social sites

Perspective on Social Networks: DealerRater.com Social Marketing Strategy
Customer Rating Cards Rating cards to hand out to your raving fan customers
Easy way to increase your rating
Helpful reminder for your best customers to post a review
Good for both sales and service department consumer reviews
Use the back side to promote sales & service specials
Works pre sale AND post sale
Direct potential customers to your good ratings
Point URL to your rating page: www.RateAutoAves.com

Perspective on Social Networks: DealerRater.com Web 2.0 Strategy - Marketing
Dealer Directory Certification Icon Certification icon displays next to listing
Lets buyers know immediately of your status
Attracts more clicks
Free Vehicle Leads Receive and track vehicle leads
Optional - receive leads from distant buyers
Optional - receive leads for competing makes
Free Classified Ads Unlimited Listings – New & Used Inventory
Up to 36 photos per car
Inventory data via DMS or 3rd party provider
Ad runs until car is sold
Facebook inventory integration

Social Media Marketing Strategy that uses a “Hub and Spoke” approach, “Community Site” examples:
www.AnciraCommunity.com
www.KellyCarCommunity.com
www.Automotive-Avenues.com
www.MazdaCommunity.org
www.FordCommunity.com
www.MyJeepCommunity.com
www.SandersonCommunity.com
www.Boston-Volkswagen.com
www.Boston-Honda.com
www.Boston-BMW.com
www.Ford-Community.com

Ralph Paglia ADP Digital Marketing Solutions www.ADPdigitaladvertising.com [email_address] Cell: 505-301-6369 www.DigitalRalph.com Presentation available at: www.AutoDigitalMarketing.com 1. 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. Detailed Case Study: www.Ralphertising.com http://www.automotivedigitalmarketing.com/forum/topics/oem-provided-rss-data-feeds

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Automotive Social Media Marketing Presentation from 2010 NADA Convention

by Ralph Paglia on Apr 17, 2010

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Automotive Social Media Marketing Presentation from 2010 NADA Convention — Presentation Transcript