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Ralph Paglia Introduction at J. D. Power AIR Social Networking Panel


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  • 1. Social Marketing & Reputation Management An ADP Managed Services Solution
    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.
    • 2. Executed Digital Marketing strategy that generated144,000+ leads to single-point Chevy dealer in 2 years.
    • 3. Built dealer team that sold 4,000+ Vehicles to Web Leads in 2006.
    • 4. Worked with Ford in 2008 to develop first Tier 3 Digital Advertising program
    • 5. Managed first retail automotive Behavioral Targeting Digital Ad pilot program while at Courtesy Chevrolet in 2005, 2006 and 2007
    • 6. Started generating Internet leads in 1988 using CompuServe ISP access and vehicle listings on defense contractor BBS’s in SoCal
    • 7. CRM, Internet Sales and Marketing Consultant to Ford, Mercedes-Benz, GM, Honda, Toyota, Mercedes-Benz, Hyundai and over 200 dealers.
    • 8. Designed and Implemented prototype dealer installations of the ADP Social Marketing & Reputation Management Solution
    Cell: 505.301.6369
  • 9. Dealers currently see the Social and UGC Online Landscape as a bewildering array of brands and sites!
  • 10. ADP SM/RM Solution Component Deployment Example
    Dealer Sponsored Online Community
  • 11.
    Dealer Sponsored Online Community
    Created and Managed by ADP & Dealer
  • 12.
    Dealer Sponsored Online Community
    Created and Managed by ADP & Dealer
  • 13.
    Online Dealer Community
    Created by ADP to close DA Contract
  • 14. Content Drives Traffic and Customer Engagement
    ADP’s Social Marketing and Reputation Management Solutions focus on obtaining and serving up highly desirable relevant content.
    Consumer members of Dealership Community
    • Customer Contests and Incentives (UCN example)
    • 15. 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
    • reseller agreement
    • 16. Embed selected dealer website content (inventory, specials, etc.)
    • 17. Over 100 Widget Apps available from platform provider
    Dealership Employees
    • Fixed Operations
    • 18. Civic Activities, Fund Raisers, Local Sponsorships,
    • Every supplier required to have a profile within community
    OEM associates - Car Companies are HIGHLY supportive
  • 19. SEO Strength of Platform: