Social media marketing and internet reputation management for car dealers v4Presentation Transcript
Social Marketing & Reputation Management Introducing a Dealer Solution from the ADP Digital Marketing team that provides the services and technology needed to grow a dealership’s overall volume of business opportunities by tapping into the power of Social Networks and online Reputation Management... This document will define and outline the following: Value Proposition Solution Components Key Tactical Delivery Points Cost Projections Sales and Revenue Guidance
Social Marketing & RMProposed Value Proposition Value Proposition to Dealers: It’s as Easy as ADP to leverage the overwhelming growth in consumer use of Social Networks and User Generated Content (Web 2.0) to develop your Social Marketing and Reputation Management Strategy that utilizes “Positive Word of Mouth” amplified with the power of the Internet to enhance your good reputation, create top of mind awareness and elevate your dealership’s brand in a more cost effective manner than either CRM or advertising alone. It’s Easy as ADP to tap into consumer adoption of Social Networking and User Content Creation by creating your own online community of customers, employees and suppliers filled with high quality content such as Videos, Photos, the latest reviews and road tests, interviews and articles supplied by car companies, enthusiast publications and consumers.
Social Marketing & RMProposed Value Proposition Value Proposition to Dealers: ADP will build your dealership sponsored online community using the most powerful social networking platform technology available to make it easy and fun for your customers to participate… Using a combination of OEM and enthusiast publication content , we incorporate highly desirable content which is automatically updated daily to create an engaging and rich experience for people in your local market area. ADP Social Marketers will publish blogs, forum discussions, photos and videos that will stimulate your community members to respond and create their own content, triggering others to join in! ADP will build and deploy a comprehensive syndication strategy that uses Really Simple Syndication (RSS) and embedded HTML code (Widgets) built into your dealership sponsored community to push content and member activities out to the most popular sites on the web.
Social Marketing & RMProposed Value Proposition Value Proposition to Dealers Your dealership will achieve a highly positive presence within today’s most popular sites where customers spend hours and hours of their online time. Your community’s content syndication will grab people’s attention and pull them into your online community. ADP will use your online community’s syndication power to connect your dealership to the millions of people using sites such as:
And many more…
Social Marketing & RMProposed Value Proposition Why use ADP Digital Marketing Solutions? ADP has built a staff of Social Marketing Analysts who stay on top of which Social networks and Web 2.0 sites are the most effective. We know where to get and how to use the best auto-updated content that keeps your online community and content syndication fresh and relevant to your customers. ADP will use DMS, Lead Management Tool and CRM application exports to create invitations for your customers to join the community, which is an important part of creating high quality sales opportunities at a nominal cost. ADP will use our access to new OEM tools and independent sources to leverage information feeds, image galleries, and video content updated daily to enrich your online community. ADP knows how to take advantage of powerful social network web site platforms as an online magnet to pull in and engage enthusiasts in your area, along with previous sales and service customers. With your involvement and participation, ADP is the only dealership supplier that know how to guide your community towards reaching critical mass needed to achieve the Web 2.0 alchemy that drives dealership opportunities to do business.
Social Marketing & Reputation Management Proposed Value Proposition Ralph Paglia – SM/RM Solution Development Leader 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.
Piloted the ADP Social Marketing & Reputation Management Solution
Dealers currently see the Social and UGC Online Landscape as a bewildering array of brands and sites!
Social Marketing/Reputation Management StrategyADP Organizes into Solution Component Categories Social Networks Professional Networks Video Hosting Sites Photo Hosting Sites DIY Publishing (Blogs) Consumer Reviews & Ratings SMS, Status & Bookmarking Social Network Platform Tools
SM/RM Solution Components by Category www.SandersonCommunity.com Dealer Sponsored Online Community DigitalRalph says: “Use a network of Web 2.0 sites connected to your online community as a social marketing strategy”
Social Marketing & RMComponent Integration = Value ADP connects and manages components to deliver turn-key Social Marketing/Reputation Management … DigitalRalph 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 that provides most of the updating work needed to keep your site relevant!”
ADP SM/RM Solution Component Deployment Example www.Ford-Community.com Dealer Sponsored Online Community
Google Adsense to be replaced by ADP Ad Network Space www.Ford-Community.com Dealer Sponsored Online Community Created and Managed by ADP & Dealer
Google Adsense to be replaced by ADP Ad Network Space www.Ford-Community.com/video Dealer Sponsored Online Community Created and Managed by ADP & Dealer
www.Ford-Community.com/photo Dealer Sponsored Online Community Created and Managed by ADP & Dealer Google Adsense to be replaced by ADP Ad Network Space
Google Adsense to be replaced by ADP Ad Network Space www.Ford-Community.com/members Dealer Sponsored Online Community Created and Managed by ADP & Dealer
Google Adsense to be replaced by ADP Ad Network Space www.SandersonCommunity.com Dealer Sponsored Online Community Created and Managed by ADP & Dealer
www.SandersonCommunity.com Dealer Sponsored Online Community Created and Managed by ADP & Dealer
www.MyJeepCommunity.com Dealer Sponsored Online Community Created and Managed by ADP & Dealer Google Adsense to be replaced by ADP Ad Network Space
Google Adsense to be replaced by ADP Ad Network Space www.MyJeepCommunity.com Dealer Sponsored Online Community Created and Managed by ADP & Dealer
www.MyJeepCommunity.com Dealer Sponsored Online Community Created and Managed by ADP & Dealer
www.HondaGallery.ning.com Prototype Online Honda Community Created and Managed by ADP Google Adsense to be replaced by ADP Ad Network Space
www.HondaGallery.ning.com Prototype Online Honda Community Created and Managed by ADP
Google Adsense to be replaced by ADP Ad Network Space www.San-Tan-Ford.com Online Dealer Community Created and Managed by ADP
Google Adsense to be replaced by ADP Ad Network Space www.San-Tan-Ford.com Online Dealer Community Created and Managed by ADP
Google Adsense to be replaced by ADP Ad Network Space www.FordCommunity.com Online Dealer Community Created by ADP to close DA Contract
Google Adsense to be replaced by ADP Ad Network Space www.FordCommunity.com/profiles/members/ Online Dealer Community Created by ADP to close DA Contract First new members are the ADP team working with the dealership!
www.FordCommunity.com/video Online Dealer Community Created by ADP to close DA Contract Same Videos used in ADP DA Video Ads uploaded to Community Google Adsense to be replaced by ADP Ad Network Space
Google Adsense to be replaced by ADP Ad Network Space www.FordCommunity.com/photo/alan-mulalley-ford-ceo-and Online Dealer Community Created by ADP to close DA Contract. Same Videos used in ADP DA Video Ads uploaded to Community
www.FordCommunity.com/photo Online Dealer Community Created by ADP to close DA Contract. Same Videos used in ADP DA Video Ads uploaded to Community Google Adsense to be replaced by ADP Ad Network Space
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
Over 100 Widget Apps available from platform provider
Civic Activities, Fund Raisers, Local Sponsorships,
Every supplier required to have a profile within community
OEM associates - Car Companies are HIGHLY supportive
Customized Content Feeds deliver higher levels of Dealer perceived value ADP has Zero Cost to setup, each feed by brand can be used for multiple dealers of same franchise
www.dealerrater.com/login.aspx During ADP/Ford Dealer Community Pilots, we worked with muliple Consumer Rating UGC sites… DealerRater.com has provided the filtered feeds, Google Reviews rankings, and supporting code needed to make the Dealership Community concept practical.
DigitalRalph says: “ADP uses DealerRater Data integration embedded into dealer community to automatically pull in all positive reviews posted by consumers on DealerRater.com”
Included within ADP’s SM/RM Solution Delivery is the posting of positive news stories, letters, accolades and awards that each dealer receives and supplies to their ADP DA Analyst…
Let’s walk through an example of using the predetermined number of HTML code blocks and Syndication feeds to confiure an element of a dealer’s ADP managed community…
Here, we are selecting a Ford OEM supplied graphic as the header image to display above the Ford OEM supplied content which is updated daily… Automatically, without effort.
We will use the Community site platform tooks to configure the image HTML code to create a pop-up page when selected….
Replace HREF After the Community Site Platform generates the HTML code we will replace the string indicating the full size image with the URL of the Ford OEM asset we want to frame in….
Copy Targeted Content URL We copy the Ford OEM URL for the “Ford on TV and Film” Social Marketing Snippet….
Paste Targeted Content URL We then paste the URL in place of the full size image code from the platform image rendering app to generate a pop-up framed in version of the OEM asset….
Dealer Community Site looking GREAT… Content Updated Daily! During production, the various syndication codes can be standardized by OEM to streamline both Dealer Community launch and ongoing maintenance….
http://ford.digitalsnippets.com OEM Support by creating easily accessible syndication assets! SMPR is Ford’s Acronym for “Social Media Press Release”
Ford Pilots were based on ADP selected site platform that has application level integration with Flickr… Ford provides API access so that Consumers can access high resolution glamour photos from within Ford Lincoln Mercury dealer communities.
ADP Social Marketing Dealer Solutions will have a daily API updated supply of gorgeous high resolution, commercial quality (expensive) photography that consumers get access to via their membership in our Ford Lincoln Mercury dealer communities.
ADP Social Marketing Dealer Solutions will use API based embedded applications to provide member exclusive advance access to images of future models which have not yet been released to the public or press by Ford!
Consumer Members of Ford Lincoln Mercury Dealer Communities supplied by ADP will be able to “push” their Ford API based embedded slideshows and videos to their Facebook, MySpace, Twitter, Blogger, Wordpress, etc. member profiles and friend pages… Ford will use separate apps for what is exclusive and what can be shared outside the dealer’s community.
ADP Supplied Dealer Communities can control whether members can distribute content or not, by widget settings and membership status…
Does it work… does this solution influence car buyers? “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 vehicle or use service. This trend can be recognized by the increase in popularity of Web sites built onbusiness models providing just this type of information. A positive consequence of such review sites is that dealers now work harder 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. ADP uses dealership business profile pages and accounts on the 3 biggest as syndication points to drive traffic into dealership communities and engagement to content applications.
Why Bother with a Dealer Community Based SM/RM Strategy? Web 2.0 and UGC is fundamentally altering how customers interact with the Internet, and how businesses reach them.
In 2007, Consumer Generated Content sites attracted 69 million users in the US.
In 2008, Consumer Generated Content generated $1 billion in advertising revenue.
By 2011, Consumer Generated Content sites are projected to attract 101 million users in the U.S. and earn $4.3 billion in advertising revenue.
Overcome the obstacles preventing dealers from utilizing this dynamic medium, and the revenue potential is great. However, we already know that dealers need a solution which is more effective than display advertising alone.
Edmunds.com - first Automotive Community & 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?
ADP could use Edmunds.com as an alternative to DealerRater for Reputation Management consumer content generation… If Edmunds will cooperate with filtered data feeds! According to a recent CapGemini study, 29% of car buyers use consumer-to-consumer (C2C) sites such as blogs, Edmunds or Internet discussion groups when researching information during the vehicle shopping process, up from 21% in 2006.
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. “
ADP Social Marketing/Reputation Management Pilots to date have used DealerRater.com as the Customer Review content supplier and partner
ADP Reputation Management:DealerRater.com Filtered Review Integration DealerRater.com Certification Benefits Build Your Online Reputation, Get Certified!
ADP Reputation Management Solution: Additional DealerRater.com features for dealers
Current pricing levels will be maintained with DealerRater using ADP as a reseller with a negotiated margin… Cost will be included in the price charged to dealers with ADP in control of the accounts
SEO Strength of Platform: 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 ADP dealership communities, the ADM experience…
When it came time to select a platform for creating dealership communities, the ADM experience…
Finding and Harvesting Dealer Community Content Feeds An experiment in testing the effectiveness of an online community in collecting information… ADM asked the user community to find and submit syndicated OEM content feeds that could be used in buildintg dealership sponsored online automotive communities…
Example of an ADP Dealer Community Social Marketing Content Syndication Push An experiment in ease of use validation using the recent 6th Digital Dealer Conference in Las Vegas as the source of content…
Using the ADP community platform supplier, created Flash photo slide show taken at ADM Reception sponsored by ADP… selected “share” to push Flash object and content into Facebook…
Facebook application opens per Community platform trigger, automatically populates object tile and pulls over description, tags, title… I enter a comment and select “Post” to insert into my Facebook Profile Wall for 2,000 of my best Facebook friends to see and use.
Total time = 02:48 (not inlcuding photo upload time)
Back in Facebook, the Community platform hosted photo slide show stands tall and proud within my Wall.
American Honda was so intrigued by the Branded Community concept, they sponsored the creation of the Boston Honda Community located at http://HondaGallery.ning.com an ADP dealer, the VP of Marketing was more interested in finding a way to tap into Social Networks and Web 2.o than hearing about any other new ADP solutions…
ADP created Boston Honda Community at American Honda’s request to demonstrate the use of popular social network site capabilities to tie into a dealership community platform… Here you see the Facebook “Group” site titled “Boston Hnda Community”… Content from the ADP created Boston Honda Community platform outside of Facebook is fed into the Facebook Group, and linked back into the ADP built community. This content feed updates every 15 minutes with new activity within the community platform. 61 new members joined the Facebook Group extension of Boston Honda Community in the first week.
Looks like I have a lot of relatives in the Boston area…
Web 2.0 Site Rankings The next few slides show the relative ranking of the top 25 Web 2.0 category consumer and professional sites based on an index of several independant reporting services…
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 |
Ralph Paglia ADP Digital Marketing Solutions www.ADPdigitaladvertising.com email@example.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