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Adp bz-social-v3


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Adp bz-social-v3

  1. 1. Comprehensive Social<br />Media Strategy<br />Complete Digital <br />Advertising Solution<br />Comprehensive<br />Social Media Strategy<br />Managed Campaigns<br />1<br />
  2. 2. Social Media – Most Relevant Channel Today <br />IT’S HUGE >> Over 300 million users on Facebook alone …many use it every day<br />INCREASINGLY DIVERSE >> Mothers & English-speaking Hispanic populations are fast growing user segments<br />IT’S RELEVANT >> Google indexes social content Complements eMail & Search Marketing<br />IT’S WHERE BUYERS ARE >> #1 site visited by auto buyers in July ‘09? …was Facebook<br /><ul><li>40 million Twitter users
  3. 3. 50 million LinkedIn users
  4. 4. 200 million people with blogs
  5. 5. 350 million Facebook users</li></ul>So… What’s YourStrategy?<br />
  6. 6. Social Media & Reputation Management<br />It’s not what YOU say about youthat matters… <br />It’s what THEY’RE saying about you that counts ! <br />TAKE MORE CONTROL<br />OF YOUR ONLINE BRAND<br />Your brandis alreadyout there<br />…whether or notyou choose toparticipate<br />
  7. 7. 4<br />Social Marketing<br />Create a Wider Network of Trusted Relationships<br />Social Media <br />Strategy<br />Reputation Management<br />
  8. 8. Is There A Dealer Value Proposition ? <br />They EXPECT It<br /><ul><li>93% of social media users in U.S. expect companies to have social media presence
  9. 9. 85% want companies to interact with consumers via social mediaCone, Inc. Sept 2008</li></ul>DEALER<br />DEALER<br />CUSTOMERS<br />within which an Automotive Retailer<br />can be a participating member<br />and have a valued presence<br />ESTABLISHING TRUST<br />ACROSS A<br />WIDER COMMUNITY<br />OF PEOPLE<br />COMMUNICATIONS BROADEN<br />and EXTEND ACROSS the<br />EXPANDED COMMUNITY<br />COMMUNICATIONS BROADEN<br />and EXTEND ACROSS the<br />EXPANDED COMMUNITY<br />PRIMARY GOAL: EXPAND THE COMMUNITY<br /> Which produces… INCREASED TRAFFIC<br /> MORE BUSINESS<br /> GROWING CUSTOMER BASE<br /> HIGHER CUSTOMER RETENTION<br />1<br />2<br />3<br />CUSTOMERS<br />This is… “Friends & Family Word-of-Mouth” for the Digital Age<br />
  10. 10. The Challenges<br />1) Lots of Sites  Keeping up with all the Social Sites<br />Knowledge: New sites always pop up. How many should I use? Which ones?<br />Productivity: How do I effectively participate without affecting productivity?<br />2) Lots of Content  Producing enough quality content in all of the Social Sites<br />Quality: Stale or irrelevant content turns off users. How do I get good content and control quality?<br />Productivity: How do I create good content regularly without an impact on employee productivity?<br />3) Two-Edged Sword  Awareness and managing of negative commentary<br />Awareness: How will I know when negative content is posted?<br />Skill Set: What should I do when negative content appears?<br />Companies cite “Lack of Knowledgeable Staff” as #1 impediment to using Social Media more effectively as part of their advertising mixMarketing Sherpa, Dec 2008<br />
  11. 11. Social is Different…<br /><ul><li>Social users turn away from a site in droves if they perceive their just being marketed to
  12. 12. Social users are looking for relevant information and engagement
  13. 13. Simply putting inventory listings on your social site page does little to truly engage social users …and it may turn them off entirely
  14. 14. There’s a whole universe of social sites and more emerging all the time…a single page is hardly enough</li></ul>Comprehensive Social Media Strategy<br />
  15. 15. DealershipSocialNetwork Site<br />Dealership Community Strategy<br />Centralized Content Creation and Tactical Control Point in a “Hub & Spoke” Social Media Marketing Strategy<br />
  16. 16. Reputation Management<br /><ul><li>DealerRater Certification
  17. 17. Encourage / solicit consumer feedback at time of delivery
  18. 18. Post positive reviews to Dealer’s Community Site
  19. 19. Amplify the message by publishing to all social sites
  20. 20. Any negative reviews send alert to dealer and your social media pro
  21. 21. 10-day hold on posting enabling dealer to engage and rectify
  22. 22. BZ Social Media Pro provides Brand Monitoring service of dealer brand on all social sites to raise dealer awareness</li></li></ul><li>Social Marketing Sites: <br /><ul><li>Leverage User Generated Content
  23. 23. Create excitement
  24. 24. Provoke interest in Dealers’ business
  25. 25. Increases awareness and leads</li></ul>Drive TrafficTo<br />eCommerce Sites: <br /><ul><li>Deliver Dealer Developed Content
  26. 26. Designed to Convert shoppers to buyers</li></ul>Social Media Marketing Complements eCommerce<br />
  27. 27. Case Study: Ancira Auto Group<br />Birth of a Community<br />ADP Builds Ancira Auto Community Site<br />Dealer personnel set-up profilesGet engaged<br />Dealer Information<br />Ancira Crafts Their Message<br />Syndicated Content<br />Relevant Info From Other Sources<br />User Content<br />Fun Stuff For Customers<br />Local Interest<br />Highlight Ancira’s Civic Leadership<br />Registration / Publication<br />Site Registered in 120 Social Venues<br />Will you be my Facebook friend?<br />3<br />4<br />5<br />6<br />1<br />2<br />
  28. 28. Case Study: Ancira Auto Group – Stellar Results<br />Positive customer feedback<br />“I am absolutely blown away that you not only responded… but that you use social media”<br />“I will be happy to explain to everyone the fantastic service I received…”<br />Returns10 pages of Ancira content<br />Brand Name Search<br />Search Engine Results<br />Consumer response<br />
  29. 29. Social Media / Reputation Management Team (03-14-2010)<br />13<br />
  30. 30. 14<br />
  31. 31. Social Media / Reputation Management Team<br />15<br />
  32. 32. Social Media / Reputation Management Team<br />16<br />
  33. 33. Social Media / Reputation Management Team<br />17<br />
  34. 34. Social Media / Reputation Management Team<br />18<br />
  35. 35. 19<br />