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Digital Dealer7 Social Marketing V7


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Digital Dealer7 Social Marketing V7

  1. 1. “Get Ahead and Stay Ahead Using Social Media Marketing Strategies… Blueprint your Reputation Management System”“…implement a strategy that uses a combination of dealer controlled web sites, OEM supplied assets, dealership databases and employees to leverage popular social networks into a social marketing and reputation management system that creates ongoing competitive advantage”<br />“Ralph Paglia will showcase actual dealership implementations of social media marketing and reputation management strategies… learn how to measure performance and track the results required for increases in sales and profits. Learn how to create and sustain ongoing competitive advantages by building a foundation that position your dealership as the place to do business! Use customer engagement models that have become more effective than conventional interruption based advertising alone. Attendees will receive online access to step-by-step tactical blueprints that make it easy to use a combination of low cost dealer sponsored communities that are automatically updated daily using free OEM supplied assets. See how to engage your dealership’s employees within your community, then syndicate video, photo, blogs and discussion forums into the most popular social media, such as Facebook, Twitter, MySpace, YouTube, Digg, Blogger, Wordpress and others to create a powerful and automated social marketing and reputation management network that generates real-world sales and profits.”<br />
  2. 2. Social Marketing & Reputation Management<br />
  3. 3. Introduction and Background:<br />Ralph Paglia<br />Director - Digital Marketing<br />Dealer Services<br /><ul><li>20+ year automotive industry leader in Digital Marketing, Advertising, Lead Management, BDC and dealership CRM process design and execution
  4. 4. Executed Digital Marketing and Sales Strategy that generated 144,000+ leads to single-point Chevy dealer in 2 years
  5. 5. Built dealer ISS team that sold 4,000+ Units to Web Leads in 2006
  6. 6. Worked w/Ford in 2007-2008 to develop first fully integrated multi-publisher Tier 3 Digital Marketing Consulting & Advertising program
  7. 7. First retail automotive Behavioral Targeting Digital Advertising program while at Courtesy Chevrolet in 2005, 2006 and 2007
  8. 8. Internet Sales & Marketing Consultant to Ford, Mercedes-Benz, GM, Honda, Toyota, Mercedes-Benz, Hyundai and 250+ dealers & groups
  9. 9. Started generating Internet leads in 1988 using CompuServe ISP access and vehicle listings on defense contractor BBS’s in SoCal </li></ul>Cell: 505.301.6369<br />
  10. 10. THE PROBLEM: Many Dealers see the “Social Networks” and “Consumer Reviews” Landscape as a jungle of weird names and brands with little to no value…<br />
  11. 11.<br />Over 2,800 Automotive ProfessionalsRely on ADM for a Competitive Advantage<br />
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  13. 13.<br />Click to Zoom<br />
  14. 14. Measuring Blogging Sites<br />
  15. 15. Measuring Social Network Sites<br />
  16. 16. Measuring Forum & Chat Provider Sites<br />
  17. 17. Measuring Social Networks & Online Community Sites<br />
  18. 18. Social Marketing Strategy Example: Ancira Auto Group<br />
  19. 19. Employee Participation; “Secret Sauce”<br />Over 200 Ancira Employees participate in community…<br />
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  27. 27. 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]. <br />Many thanks and sincerity, J.R. Moreno<br />
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  31. 31. Ancira Auto Group Social Marketing & Reputation Management<br />What about Search Engines?<br />Will Social Network pages, blogs, etc. be indexed by Google?<br />Is there any value to references made about our dealership and the anchor text links that we put into our profile pages? <br />Ancira Social Media Profiles in Search Engine Results Pages (SERP)…<br />
  32. 32. SERP #1<br />
  33. 33. SERP #1.5<br />
  34. 34. SERP #1.75<br />
  35. 35. 100% Ancira Auto Group controlled or Owned sites<br />SERP #2<br />
  36. 36. 100% Ancira Auto Group controlled or Owned sites<br />SERP #3<br />
  37. 37. 100% Ancira Auto Group controlled or Owned sites<br />SERP #4<br />
  38. 38. 100% Ancira Auto Group controlled or Owned sites<br />SERP #5<br />
  39. 39. 100% Ancira Auto Group controlled or Owned sites<br />SERP #6<br />
  40. 40. 100% Ancira Auto Group controlled or Owned sites<br />SERP #7<br />
  41. 41. 100% Ancira Auto Group controlled or Owned sites<br />SERP #8<br />
  42. 42. 100% Ancira Auto Group controlled or Owned sites<br />SERP #9<br />
  43. 43. 100% Ancira Auto Group controlled or Owned sites<br />SERP #10<br />
  44. 44. Twitter messages (Tweets) are now indexed by Google and show up in search results…<br />
  45. 45. AnciraAutoGroup – Subdomain Secured<br />
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  52. 52. 120 Social Media Site Enrollments<br />Completed for the Dealer’s Name/Domain<br />
  53. 53. 120 Social Media Site Enrollments<br />Completed for the Dealer’s Name/Domain<br />
  54. 54. 120 Social Media Site Enrollments<br />Completed for the Dealer’s Name/Domain<br />
  55. 55. 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.<br />
  56. 56. What About Facebook?<br />“Computers around the world simultaneously explode when everyone on Facebook becomes everyone else’s friend on Facebook.”<br />
  57. 57. What About Facebook?<br />Set Up a “Profile” for the Dealer/Owner<br />Create a “Group” for your Franchise/Brand<br />Create a “Fan Page” for your Community<br />
  58. 58. Click to Zoom<br />
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  69. 69. Ads were seen 7,201,334 times in October by Facebook members who live near the two dealerships in this case study…<br />1,730 of those Facebook members clicked on one the two dealer advertisements…<br />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.<br />To show Facebook members our dealership ads 1,000 times, it cost 22 cents…<br />
  70. 70. First 4 Days…<br />
  71. 71. After 30 Days…<br />
  72. 72. Listening to What Customers are Saying About your Dealership in the Social media World…<br />How do you do it?<br />How much does it cost?<br />What do you do when you hear something?<br />
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  75. 75. What about Twitter?<br />Listen for comments<br />Attract Followers<br />Take action when appropriate<br />Provide valuable tweet streams<br />
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  77. 77. Social Media Provides Mass Monitoring Power to Dealers<br />
  78. 78. Social Media Provides Mass Monitoring Power to Dealers<br />
  79. 79. Social Media Content Drives Traffic and Customer Engagement<br />Social Marketing and Reputation Management Strategies should focus on obtaining and serving up highly desirable relevant content within Community. <br />Consumer members of Dealership Community<br /><ul><li>Customer Contests and Incentives (UCN example)
  80. 80. Advertise syndication brands to attract consumers </li></ul>RSS Feeds from OEM’s and Enthusiast sites<br /><ul><li>ADP library of feeds catalogued by brand</li></ul>Video & Photo Feeds from multiple sources<br /><ul><li>ADP library of Media feeds by brand</li></ul>Widgets/Gadgets from multiple sources<br /><ul><li> reseller agreement
  81. 81. Embed selected dealer website content (inventory, specials, etc.)
  82. 82. Over 100 Widget Apps available from platform provider</li></ul>Dealership Employees<br /><ul><li>Fixed Operations
  83. 83. Civic Activities, Fund Raisers, Local Sponsorships,</li></ul>Suppliers<br /><ul><li>Every supplier required to have a profile within community</li></ul>OEM associates - Car Companies are HIGHLY supportive<br />
  84. 84. Dealer Social Marketing Content Generation Strategy<br />During Setup and Install, Content Creation that will drive traffic and customer engagement begins flowing into the dealer community in the following sequence:<br />You (VMR & Analyst working together)<br />RSS Feeds from OEM’s – Articles, Photos & Video<br />RSS Feeds from Enthusiast sites<br />Videos from multiple sources (Google Video Search)<br />Photos from multiple sources (Google Image Search)<br />Widgets and Gadgets (Widgetbox,, etc.)<br />Dealership Employees (VMR solicits Managers)<br />Suppliers (VMR gets contact infor from Dealer)<br />Consumer user/members of the Dealer Community<br /> List of OEM supplied SMPR feeds and tools:<br />
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  88. 88. Perspective on Social Networks: Social Marketing Strategy<br /> Certification Benefits<br />Build Your Social Media Reputation; Syndication!<br />                      <br />
  89. 89. Perspective on Social Networks: Social Marketing Strategy<br />
  90. 90. Perspective on Social Networks: Web 2.0 Strategy - Marketing<br />
  91. 91. Dealer Social Marketing Strategy that makes use of “Hub and Spoke” approach, “Community Site” examples:<br /><br /><br /><br /><br /><br /><br /><br /><br /><br /><br />
  92. 92. Ralph Paglia<br />ADP Digital Marketing Solutions<br /><br /><br />Cell: 505-301-6369<br />Presentation available at: www.AutoDigitalMarketing.com1. Join ADM<br />2. Go to “ADM Forum” <br />3. Use Search: “Presentation File Exchange”<br />Attendees will receive free access to online resources they can use to gain competitive advantage in their local markets. Detailed Case Study:<br /><br />