Automotive guerrilla marketing for car dealers using social media and web 2 0
1. 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 --
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3. Executed Digital Marketing strategy that generated144,000+ leads to single-point Chevy dealer in 2 years.
5. Worked with Ford in 2007 to develop first Tier 3 Digital Advertising program providing dealers with geotargeted Tier 1 marketing assets
6. Managed first retail automotive Behavioral Targeting Digital Ad pilot program while at Courtesy Chevrolet in 2005, 2006 and 2007
7. Started generating Internet leads in 1988 using CompuServe ISP access and vehicle listings on defense contractor BBS’s in SoCal
8. 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
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10. 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
11. Dealer Community Hub & Feed Sources DigitalRalph says: “Use a network of interconnected Web 2.0 sites for dealership social marketing strategy”
12. 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!”
32. 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
53. “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
54. 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
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56. In 2008, Web 2.0 sites generated $1 billion in advertising revenue.
57. 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…
58. 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?
59. 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.
60. 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 |
65. 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. “
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67. Perspective on Social Networks: Do Something! – DealerRater.com Web 2.0 Strategy DealerRater.com Certification Benefits Build Your Online Reputation, Get Certified!
72. 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.”
73. When it came time to select a platform for creating dealership communities, the ADM experience…
74. When it came time to select a platform for creating dealership communities, the ADM experience…
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87. 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
Editor's Notes
SmartArt custom animation effects: radial list(Intermediate)To reproduce the SmartArt effects on this slide, do the following:On the Home tab, in the Slides group, click Layout, and then clickBlank. On the Insert tab, in the Illustrations group, click SmartArt. In the Choose a SmartArt Graphic dialog box, in the left pane, click Relationship. In the Relationship pane, click Radial List (fifth row, fourth option from the left), and then click OK to insert the graphic into the slide.To enter text, select the graphic, and then click one of the arrows on the left border. In the Type your text here dialog box, in the top level bullets, enter the text for the three, smaller circle shapes in the graphic. In the second-level bullets, type the text for the bullets to the right of the three, smaller circle shapes.On the slide, select the SmartArt, and then on the Design tab, in the Themes group, click Colors, and under Built-In, select Technic.Press and hold CTRL, and on the slide, select the large circle and all three small circles.On the Home tab, in the Drawing group, click the arrow to the right of ShapeEffects, point to Preset, and then under Presets select Preset2 (first row, second option from the left).On the slide, click the picture placeholder in the center of the large circle. In the Insert Picture dialog box, select a picture, and then click Insert. (Notes: (1) If the picture in the large circle is distorted, tile the picture as a texture by selecting the large, picture-filled circle, and then on the Home tab, in the bottom right corner of the Drawing group, click the FormatShape dialog box launcher. In the FormatShape dialog box, click Fill in the left pane, and in the Fill pane check Tilepicture as texture.(2) If necessary, change the tile position of the picture within the shape. To do this, in the FormatShape dialog box, in the Fill pane, under Tiling options, enter values into the OffsetX and OffsetY boxes to reposition the focal point of the picture. To resize the picture, in the FormatShape dialog box, in the Fill pane, under Tiling options, enter values into the Scale X and Scale Y boxes.)Select the top, small circle in the SmartArt graphic. On the Home tab, in the bottom right corner of the Drawing group, click the FormatShape dialog box launcher. In the FormatShape dialog box, click Fill in the left pane, and in the Fill pane click Solidfill, and then in the Color list, select Gray-25%, Background 2, Darker 75% (fifth row, third option from the left).Select the middle small circle in the SmartArt graphic.On the Home tab, in the bottom right corner of the Drawing group, click the FormatShape dialog box launcher. In the FormatShape dialog box, click Fill in the left pane, click Solidfill in the Fill pane, and then in the Color list select Gold, Accent 2 (first row, sixth option from the left).Select the bottom small circle in the SmartArt graphic. On the Home tab, in the bottom right corner of the Drawing group, click the FormatShape dialog box launcher. In the FormatShape dialog box, click Fill in the left pane, click Solidfill in the Fill pane, and then in the Color list select Lavender, Accent 3 (first row, seventh option from the left).Press and hold CTRL, and select all three lines connecting the large circle to the three smaller circles. On the Home tab, in the bottom right corner of the Drawing group, click the FormatShape dialog box launcher. In the FormatShape dialog box, do the following:Click LineColor in the left pane, and in the LineColor pane click Solidline.Also in the LineColor pane, in the Color list select White, Background 1, Darker 25% (fourth row, first option from the left).Also in the Format Shape dialog box, click LineStyle in the left pane, and in the LineStyle pane, do the following: In the Width box, enter 2.5 pt.In the Dashtype list, select RoundDot (second option from the top).Press and hold CTRL, and select all three text boxes in the SmartArt graphic. On the Home tab, in the Font group, in the FontSize box, enter 22.To reproduce the animation effects on this slide, do the following:On the Animations tab, in the Animations group, click CustomAnimation. Select the SmartArt graphic on the slide, and then in the CustomAnimation task pane, do the following:Click AddEffect, point to Entrance, and select MoreEffects. In the AddEntranceEffect dialog box, under Subtle, select Fade.Click the arrow to the right of the fade entrance effect and select EffectOptions. In the Fade dialog box, do the following:On the Timing tab, in the Start list, select WithPrevious.On the Timing tab, in the Speed list, select 1 seconds (Fast). On the SmartArtAnimation tab, in the Groupgraphic list, select One by one. Click the double arrow under the animation effect to expand the list of effects.Select the first effect in the list (fade entrance effect), and then click Change, point to Entrance, and select MoreEffects. In the ChangeEntranceEffect dialog box, under Moderate, select Grow & Turn.Select the second effect in the list (fade entrance effect), and then click Change, point to Entrance and select MoreEffects. In the ChangeEntranceEffect dialog box, under Basic, select Wipe.Select the second effect in the list again (wipe entrance effect). Under Modify: Wipe,do the following:In theStart list, select AfterPrevious.In the Direction list, select FromLeft.In the Speed list, select VeryFast.Select the third effect in the list (fade entrance effect), and then click Change, point to Entrance, and select MoreEffects. In the ChangeEntranceEffect dialog box, under Subtle, select FadedZoom.Select the third effect in the list again (faded zoom entrance effect). Under Modify: Faded Zoom, do the following:In the Start list, select WithPrevious.In the Speed list, select Fast.Select the fourth effect in the list (fade entrance effect), and under Modify: Fade, in the Start list select WithPrevious.Press and hold CTRL, and select the fifth and eighth effects in the list (fade entrance effects), and then click Change, point to Entrance, and select MoreEffects. In the ChangeEntranceEffect dialog box, under Basic select Wipe, and then click OK.With the fifth and eighth effects in the list still selected (wipe entrance effects), under Modify: Wipe,do the following:In the Direction list, select FromLeft.In the Speed list, select VeryFast.Press and hold CTRL, and select the sixth and ninth effects in the list (fade entrance effects). Click Change, point to Entrance, and select MoreEffects. In the ChangeEntranceEffect dialog box, under Subtle, select FadedZoom.With the sixth and ninth effects in the list still selected (faded zoom entrance effects), under Modify: Faded Zoom,do the following:In the Start list, select WithPrevious.In the Speed list, select VeryFast.Press and hold CTRL, and select the seventh and 10th animation effects in the list (fade entrance effects), and then under Modify: Fade, in the Start list, select AfterPrevious.To reproduce the background effects on this slide, do the following:Right-click the slide background area, and then click Format Background. In the Format Background dialog box, click Fill in the left pane, select Gradient fill in the Fill pane, and then do the following:In the Type list, select Radial.Click the button next to Direction, and then click From Center (third option from the left). Under Gradient stops, click Add or Remove until two stops appear in the drop-down list.Also under Gradient stops, customize the gradient stops that you added as follows:Select Stop 1 from the list, and then do the following:In the Stop position box, enter 0%.Click the button next to Color, and then under ThemeColors select White, Background 1 (first row, first option from the left). Select Stop 2 from the list, and then do the following: In the Stop position box, enter 100%.Click the button next to Color, and then under ThemeColors select White, Background 1, Darker 35% (fifth row, first option from the left).
SmartArt custom animation effects: basic radial(Intermediate)To reproduce the SmartArt on this slide, do the following:On the Home tab, in the Slides group, click Layout, and then clickBlank. On the Insert tab, in the Illustrations group, click SmartArt. In the Choose a SmartArt Graphic dialog box, in the left pane, click Relationship. In the Relationship pane, click Basic Radial (sixth row, second option from the left), and then click OK to insert the graphic into the slide.On the slide, select the SmartArtgraphic, and then click one of the arrows on the left border. In the Type your text here dialog box, in the top level bullet, enter the text for the center circle of the graphic. In the second-level bullets, enter the text for all the other shapes in the SmartArt graphic. With the SmartArt graphic still selected, on the Design tab, in the Themes group, click Colors, and then select Median. Under SmartArtTools, on the Format tab, in the Size group, do the following:In the ShapeHeight box, enter 5”.In the ShapeWidth box, enter 7.5”.Under SmartArtTools, on the Design tab, in the SmartArtStyles group, click SmartArtStyles, and then under Best Match for Document select IntenseEffect (fifth option from the left).On the Home tab, in the Font group, click the button next to FontColor, and then under ThemeColors select Black, Text 1 (first row, second option from the left). On the Home tab, in the bottom right corner of the Drawing group, click the FormatShape dialog box launcher. In the FormatShape dialog box, click 3-D Format in the left pane, and in the 3-D Format pane, under Surface, do the following:In the Material list, under SpecialEffect, select SoftEdge (first row, second option from the left).In the Lighting list, under Neutral, select Harsh (first row, fourth option from the left).In the Angle box, enter 30°.Press and hold CTRL, and select all five shapes in the SmartArt graphic. On the Home tab, in the bottom right corner of the Drawing group, click the FormatShape dialog box launcher. In the FormatShape dialog box, click Shadow in the left pane. In the Shadow pane, in the Presets list, under Outer select OffsetBottom (first row, second option from the left), and then do the following:In the Transparency box, enter 65%.In the Size box, enter 103%.In the Blur box, enter 9 pt.In the Angle box, enter 90°.In the Distance box, enter 3 pt.To reproduce the SmartArt effects on this slide, do the following:On the slide, select the center circle in the SmartArt graphic, and then on the Home tab, in the bottom right corner of the Drawing group, click the FormatShape dialog box launcher. In the FormatShape dialog box, click 3-D Format in the left pane, and in the 3-D Format pane do the following:Under Bevel, in the Top list, under Bevel, select Circle (first row, first option from the left).Also under Bevel, to the right of the Top list, in the Width box, enter 24 pt. Also under Bevel, to the right of the Top list, in the Height box, enter 12 pt.On the slide, select the top circle in the SmartArt graphic, and then on the Home tab, in the bottom right corner of the Drawing group, click the FormatShape dialog box launcher. In the FormatShape dialog box, click Fill in the left pane, and in the Fill pane do the following:Click Solidfill.Click the button next to Color, and then under ThemeColors select Orange, Accent 2 (first row, sixth option from the left).Also in the FormatShape dialog box, click 3-D Format in the left pane, and in the 3-D Format pane do the following:Under Bevel, in the Top list, under Bevel, select Circle (first row, first option from the left).Also under Bevel, to the right of the Top list, in the Width box, enter 20 pt. Also under Bevel, to the right of the Top list, in the Height box, enter 15 pt.Press and hold SHIFT, and then on the top circle, drag a corner adjustment handle toward the center to decrease the size.On the Home tab, in the Font group, in the Font Size box, enter 20.Drag the top circle approximately 0.5” to the right.Select the right circle in the SmartArt graphic, and then on the Home tab, in the bottom right corner of the Drawing group, click the FormatShape dialog box launcher. In the FormatShape dialog box, click Fill in the left pane, and in the Fill pane do the following:Click Solidfill.Click the button next to Color, and then under ThemeColors click Gold, Accent 4 (first row, eighth option from the left).Also in the FormatShape dialog box, click 3-D Format in the left pane, and in the 3-D Format pane do the following:Under Bevel, in the Top list, under Bevel, select Circle (first row, first option from the left).Also under Bevel, to the right of the Top list, in the Width box, enter 24 pt. Also under Bevel, to the right of the Top list, in the Height box, enter 12 pt.Press and hold SHIFT, and then on the right circle, drag a corner adjustment handle toward the center to decrease the size.On the Home tab, in the Font group, in the Font Size box, enter 28 pt.Drag the right circle slightly toward the right corner of the slide.One the slide, select the bottom circle in the SmartArt graphic, and then on the Home tab, in the bottom right corner of the Drawing group, click the FormatShape dialog box launcher. In the FormatShape dialog box, click Fill in the left pane, and in the Fill pane do the following:Click Solidfill.Click the button next to Color, and then under ThemeColors click Green, Accent 5 (first row, ninth option from the left)Also in the FormatShape dialog box, click 3-D Format in the left pane, and in the 3-D Format pane do the following:Under Bevel, in the Top list, select Circle (first row, first option from the left).Also under Bevel, to the right of the Top list, in the Width box enter 24 pt. Also under Bevel, to the right of the Top list, in the Height box enter 12 pt.Press and hold SHIFT, and then on the bottom circle, drag a corner adjustment handle away from the center to increase the size.On the Home tab, in the Font group, in the Font Size box, enter 28.On the slide, select the left circle in the SmartArt graphic, and then on the Home tab, in the bottom right corner of the Drawing group, click the FormatShape dialog box launcher. In the FormatShape dialog box, click Fill in the left pane, and in the Fill pane do the following:Click Solidfill.In the Color list, under ThemeColors select Olive Green, Accent 3 (first row, seventh option from the left).Also in the FormatShape dialog box, click 3-D Format in the left pane, and in the 3-D Format pane do the following:Under Bevel, in the Top list, under Bevel, select Circle (first row, first option from the left).Also under Bevel, to the right of the Top list, in the Width box, enter 30 pt. Also under Bevel, to the right of the Top list, in the Height box, enter 30 pt.Press and hold SHIFT, and then on the left circle, drag a corner adjustment handle toward the center to decrease the size.On the Home tab, in the Font group, in the Font Size box, enter 40, and then click Bold.Drag the top circle slightly toward the bottom of the slide.To reproduce the line effects on this slide, do the following:Press and hold CTRL, and then select each of the four lines connecting the circles in the SmartArt graphic. On the Home tab, in the bottom right corner of the Drawing group, click the FormatShape dialog box launcher. In the FormatShape dialog box, click Line Color in the left pane, select Gradient line in the Line Color pane, and then do the following:In the Type list, select Linear.In the Direction list, select Linear Right (first row, fourth option from the left).Under Gradient stops, click Add or Remove until two stops appear in the drop-down list.Also under Gradient stops, customize the gradient stops as follows:Select Stop 1 from the list, and then do the following:In the Stop position box, enter 0%.Click the button next to Color, and then under Theme Colors click Black, Text 1 (first row, second option from the left). Select Stop 2 from the list, and then do the following: In the Stop position box, enter 100%.Click the button next to Color, and then under Theme Colors click Black, Text 1 (first row, second option from the left). In the Transparency box, enter 100%.Also in the FormatShape dialog box, clickLineStyle in the left pane, and in the LineStyle pane do the following:In the Width box, enter 3.5 pt.In the Dashtype list, select RoundDot (second option from the top).To reproduce the animation effects on this slide, do the following:On the Animation tab, in the Animations group, click CustomAnimation. On the slide, select the SmartArt graphic, and then in the CustomAnimation task pane, to the following:Click AddEffect, point to Entrance, and select MoreEffects. In the AddEntranceEffect dialog box, under Moderate, select Zoom.Click the arrow to the right of the zoom entrance effect, and then select EffectOptions. In the Zoom dialog box, do the following:On the Effect tab, in the Zoom list, select In from ScreenCenter.On the Timing tab, in the Speed list, select 1 seconds (Fast). On the SmartArtAnimation tab, in the Group graphic list, select From center one by one. In the CustomAnimation task pane, expand the contents of the list by clicking the double arrow under the zoom entrance effect, and then do the following:Select the first effect (zoom entrance effect), and under Modify: Zoom, in the Start list, select WithPrevious.Select the second effect (zoom entrance effect), click Change, point to Entrance, and then select MoreEffects. In the ChangeEntranceEffect dialog box, under Basic, select Wipe.Click the arrow to the right of the second effect (now wipe effect) and select Effect Options, and then in the Wipe dialog box dothe following:On the Effect tab, in the Direction list, select FromBottom.On the Timing tab, in the Delay box, enter 0.5.On the Timing tab, in the Speed list, select 0.5 seconds (VeryFast).Select the fourth effect (zoom entrance effect), click Change, point to Entrance, and select MoreEffects. In the ChangeEntranceEffect dialog box, under Basic, select Wipe.Click the arrow to the right of the fourth effect (now wipe effect) and select Effect Options, and then in the Wipe dialog box, dothe following:On the Effect tab, in the Direction list, select FromLeft.On the Timing tab, in the Delay box, enter 0.5.On the Timing tab, in the Speed list, select 0.5 seconds (VeryFast).Select the sixth effect (zoom entrance effect), click Change, point to Entrance, and select MoreEffects. In the ChangeEntranceEffect dialog box, under Basic, select Wipe.Click the arrow to the right of the sixth effect (now wipe effect) and select Effect Options, and then in the Wipe dialog box, dothe following:On the Effect tab, in the Direction list, select FromLeft.On the Timing tab, in the Delay box, enter 0.5.On the Timing tab, in the Speed list, select 0.5 seconds (VeryFast).Select the eighth effect (zoom entrance effect), click Change, point to Entrance, and then select MoreEffects. In the ChangeEntranceEffect dialog box, under Basic, select Wipe.Click the arrow to the right of the eighth effect (now wipe effect) and select Effect Options, and then in the Wipe dialog box, dothe following:On the Effect tab, in the Direction list, select FromRight.On the Timing tab, in the Delay box, enter 0.5.On the Timing tab, in the Speed list, select 0.5 seconds (VeryFast).To reproduce the background on this slide, do the following:Right-click the slide background area, and then click Format Background. In the Format Background dialog box, click Fill in the left pane, select Gradient fill in the Fill pane, and then do the following:In the Type list, select Radial.In the Direction, list click From Center (third option from the left).Under Gradient stops, click Add or Remove until two stops appear in the drop-down list.Also under Gradient stops, customize the gradient stops as follows:Select Stop 1 from the list, and then do the following:In the Stop position box, enter 0%.Click the button next to Color, and then under Theme Colors click Black, Text 1, Lighter 35% (third row, second option from the left). Select Stop 2 from the list, and then do the following: In the Stop position box, enter 100%.Click the button next to Color, and then under Theme Colors clickBlack, Text 1 (first row, second option from the left).
UGC has been around in one form or another since the earliest days of the Internet itself. But in the past five years, thanks to the growing availability of high-speed Internet access and search technology, it has become one of the dominant forms of global media. It is currently one of the fastest growing forms of content on the Internet.
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