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ADP Digital Dealer Solutions – Social Marketing & Reputation Management
Social Marketing &
Reputation Management
A Man...
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ADP Digital Dealer Solutions – Social Marketing & Reputation Management
Social Marketing &
Reputation Management
1. Wh...
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ADP Digital Dealer Solutions – Social Marketing & Reputation Management
Dealers currently see
the Social and UGC
Onlin...
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ADP Digital Dealer Solutions – Social Marketing & Reputation Management
1. It’s as Easy as ADP to leverage the overwhe...
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ADP Digital Dealer Solutions – Social Marketing & Reputation Management
6. ADP will build your dealership sponsored on...
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ADP Digital Dealer Solutions – Social Marketing & Reputation Management
Your dealership will achieve a highly positive...
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ADP Digital Dealer Solutions – Social Marketing & Reputation Management
Why use ADP Digital Solutions?
1. ADP has a st...
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ADP Digital Dealer Solutions – Social Marketing & Reputation Management
1. Social Networks
2. Professional Networks
3....
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ADP Digital Dealer Solutions – Social Marketing & Reputation Management
SM/RM Solution Components by Category
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ADP Digital Dealer Solutions – Social Marketing & Reputation Management
ADP connects and manages components to deliv...
Dealership
Community.com
Facebo
ok
My
Spa
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LinkedIn
WordPress
YouTube
Flickr
Photobucket
Blogger
DealerRat
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Edm
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K...
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Social Marketing & Reputation Management
Val...
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SOCIAL MARKETING SOLUTION
COMPONENT COSTS AS...
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ADP Digital Dealer Solutions – Social Marketing & Reputation Management
Dealership Communities
Dealership
Community
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www.Ford-Community.com
Dealer Sponsored Onli...
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www.Ford-Community.com/video
Dealer Sponsore...
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www.Ford-Community.com/members
Dealer Sponso...
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ADP Digital Dealer Solutions – Social Marketing & Reputation Management
www.SandersonCommunity.com
Dealer Sponsored ...
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ADP Digital Dealer Solutions – Social Marketing & Reputation Management
www.SandersonCommunity.com
Dealer Sponsored ...
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www.MyJeepCommunity.com
Dealer Sponsored Onl...
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ADP Digital Dealer Solutions – Social Marketing & Reputation Management
www.MyJeepCommunity.com
Dealer Sponsored Onl...
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www.MyJeepCommunity.com
Dealer Sponsored Onl...
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www.Boston-Honda.com
Honda Owners/Employees/...
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www.Boston-Honda.com
Honda Owners/Employees/...
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www.San-Tan-Ford.com
Ford Owners/Employees/O...
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ADP Digital Dealer Solutions – Social Marketing & Reputation Management
www.San-Tan-Ford.com
Ford Owners/Employees/O...
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www.FordCommunity.com
Ford Owners/Employees/...
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www.FordCommunity.com/profiles/members/
Ford...
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www.FordCommunity.com/video
Ford Owners/Empl...
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www.FordCommunity.com/photo/alan-mulalley-fo...
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www.FordCommunity.com/photo
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ADP Digital Dealer Solutions – Social Marketing & Reputation Management
ADP’s Social Marketing and Reputation Manage...
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www.dealerrater.com/login.aspx
During ADP De...
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Included within ADP’s SM/RM Solution Deliver...
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Dealer Community Site looking
GREAT… Content...
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http://ford.digitalsnippets.com
Most OEM’s S...
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Ford Pilots were based on
ADP Dealer Communi...
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ADP Social Marketing Dealer Solutions will h...
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ADP Social Marketing Dealer Solutions will u...
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ADP Digital Dealer Solutions – Social Marketing & Reputation Management
Consumer Members of Ford Lincoln Mercury
Dea...
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on SandersonCommunity.com
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ADP Digital Dealer Solutions – Social Marketing & Reputation Management
“In today’s social media dominated
world, on...
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ADP Digital Dealer Solutions – Social Marketing & Reputation Management
It’s fairly easy to see that in the
Social N...
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Why Bother with a Dealer Community Based SM/...
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According to Ralph Paglia, a respected autom...
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Dealership Reputation Management
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ADP Social Marketing/Reputation Management
s...
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• Certification Seal - Official Certificatio...
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ADP Reputation Management Solution:
DealerRa...
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• Dealer Directory Certification Icon
Certif...
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DealerRater Certification costs are included...
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http://www.Boston-Honda.com
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American Honda was so intrigued by the Deale...
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ADP created Boston Honda Community at Americ...
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ADP Digital Dealer Solutions – Social Marketing & Reputation Management
Ralph Paglia
ADP Digital Marketing Solutions...
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Adp social media marketing and reputation management v6s [autosaved]

  1. 1. 1 1 ADP Digital Dealer Solutions – Social Marketing & Reputation Management Social Marketing & Reputation Management A Managed Solution from ADP Digital Advertising
  2. 2. 2 2 ADP Digital Dealer Solutions – Social Marketing & Reputation Management Social Marketing & Reputation Management 1. Why should I consider it? Value Proposition 2. What is it? Solution Components 3. How does it work? Tactical Delivery Points 4. What does it cost? Components and Costs 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 presentation will outline the following:
  3. 3. 3 3 ADP Digital Dealer Solutions – Social Marketing & Reputation Management Dealers currently see the Social and UGC Online Landscape as a bewildering array of brands and sites!
  4. 4. 4 4 ADP Digital Dealer Solutions – Social Marketing & Reputation Management 1. It’s as Easy as ADP to leverage the overwhelming growth in consumer use of Social Networks and User Generated Content (UGC) sites. 2. Develop your Social Marketing and Reputation Management Strategy utilizing “Positive Word of Mouth” amplified with the power of the Internet to enhance your good reputation. 3. Create top of mind awareness and elevate your dealership’s brand in a more cost effective manner than either CRM or advertising alone. 4. Tap into consumer adoption of Social Networking and User Content Creation by creating your own online community of customers, employees and suppliers. 5. Update your community daily with high quality content such as Videos, Photos, the Latest Reviews, Road Tests, Interviews, Articles and content supplied by OEM, enthusiast publications and your customers! Dealer Value Propositions
  5. 5. 5 5 ADP Digital Dealer Solutions – Social Marketing & Reputation Management 6. ADP will build your dealership sponsored online community using the most powerful social networking platform technology available to make it easy, fun and rewarding for your customers to participate. 7. Using a combination of OEM and enthusiast publication content , ADP will incorporate highly desirable content which is automatically updated daily to create an engaging and rich experience for people in your local market area. 8. 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! 9. ADP will build and deploy a comprehensive content distribution 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, such as: Dealer Value Propositions
  6. 6. 6 6 ADP Digital Dealer Solutions – Social Marketing & Reputation Management 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 dealership sponsored 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: Social & Pro Networks UGC Sites Video & Photo SMS & Favorites Reputation Facebook Blogger YouTube Twitter DealerRater MySpace TypePad Flickr Digg Edmunds LinkedIn Wordpress Vimeo Delicious Yelp Dealer Value Propositions
  7. 7. 7 7 ADP Digital Dealer Solutions – Social Marketing & Reputation Management Why use ADP Digital Solutions? 1. ADP has a staff of Social Marketing Analysts who stay on top of which sites are the most effective. We know where to get the best content to keep your online community and syndication fresh and relevant to your customers 2. ADP uses DMS, Lead Management and CRM data to invite customers to your community, an important part of creating high quality sales opportunities 3. ADP has access to OEM and independent sourced data feeds that leverage information, photo and video content to update your online community daily 4. ADP knows how to take advantage of powerful social network platforms as an online magnet to pull in and engage car shoppers, along with your current sales and service customers with your involvement and participation 5. ADP is the only dealership supplier that knows 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
  8. 8. 8 8 ADP Digital Dealer Solutions – Social Marketing & Reputation Management 1. Social Networks 2. Professional Networks 3. Video Hosting Sites 4. Photo Hosting Sites 5. DIY Publishing (Blogs) 6. Consumer Reviews & Ratings 7. SMS, Status & Bookmarking 8. Social Network Platform Tools Social Marketing/Reputation Management Strategy ADP Organizes into Solution Component Categories
  9. 9. 9 9 ADP Digital Dealer Solutions – Social Marketing & Reputation Management SM/RM Solution Components by Category
  10. 10. 10 10 ADP Digital Dealer Solutions – Social Marketing & Reputation Management ADP connects and manages components to deliver turn-key Social Marketing/Reputation Management … Social Marketing & RM Component Integration = Value
  11. 11. Dealership Community.com Facebo ok My Spa ce LinkedIn WordPress YouTube Flickr Photobucket Blogger DealerRat er Edm unds Kudzu Twitte r Digg Del.cio.us Technorati ADP SM/RM Solution Component Deployment Example www.Ford-Community.com Dealer Sponsored Online Community
  12. 12. 12 12 ADP Digital Dealer Solutions – Social Marketing & Reputation Management Social Marketing & Reputation Management Value Added ADP Solution Components
  13. 13. 13 13 ADP Digital Dealer Solutions – Social Marketing & Reputation Management SOCIAL MARKETING SOLUTION COMPONENT COSTS AS SHOWN 1. Automotive Community Ning Premium services bundle - $195 a month 2. DealerRater Certification and Advertising- $295 a month 3. Network Solutions Domains & DNS Hosting (5) $35 a month 4. Facebook - $500 a month for business profile account and PPC advertising 5. MySpace - $500 a month for profile, blog and CPM advertising 6. YouTube - $500 a month for Dealer Channel and CPM advertising 7. Flickr - $25 a month (premium business package) 8. Video Syndication Service - $295 a month 9. BMI commercial music fair use licensing - $35 a month 10.Rebate and Incentives iFrame web service - $50 a month 11.Member Rewards Program plug in app - $50 a month 12. Google Analytics (Premium) in community site - $25 a month Supplier List above = $2,505 monthly “Subscription & Advertising Costs”, plus additional ADP resource costs of providing : • 32 Hours Initial Setup Labor (4 days of Social Marketing Analyst) • 16 hours monthly maintenance (4 hours/week ADP analyst ) • 4 hours monthly report creation, metrics review and analysis • 1 hour monthly conference call w/dealer to review results/reports Dealer Cost : $4,995 a month @ 12 month term...
  14. 14. 14 14 ADP Digital Dealer Solutions – Social Marketing & Reputation Management Dealership Communities Dealership Community Social Network Your Dealership Community “Social Network” site is the hub of your Hub-and-Spoke Social Marketing and Reputation Management Strategy
  15. 15. 15 15 ADP Digital Dealer Solutions – Social Marketing & Reputation Management www.Ford-Community.com Dealer Sponsored Online Community Created and Managed by ADP & Dealer
  16. 16. 16 16 ADP Digital Dealer Solutions – Social Marketing & Reputation Management www.Ford-Community.com/video Dealer Sponsored Online Community Created and Managed by ADP & Dealer be replaced by ADP Ad Network Space
  17. 17. 17 17 ADP Digital Dealer Solutions – Social Marketing & Reputation Management www.Ford-Community.com/members Dealer Sponsored Online Community Created and Managed by ADP & Dealer
  18. 18. 18 18 ADP Digital Dealer Solutions – Social Marketing & Reputation Management www.SandersonCommunity.com Dealer Sponsored Online Community Created and Managed by ADP & Dealer
  19. 19. 19 19 ADP Digital Dealer Solutions – Social Marketing & Reputation Management www.SandersonCommunity.com Dealer Sponsored Online Community Created and Managed by ADP & Dealer
  20. 20. 20 20 ADP Digital Dealer Solutions – Social Marketing & Reputation Management www.MyJeepCommunity.com Dealer Sponsored Online Community Created and Managed by ADP & Dealer
  21. 21. 21 21 ADP Digital Dealer Solutions – Social Marketing & Reputation Management www.MyJeepCommunity.com Dealer Sponsored Online Community Created and Managed by ADP & Dealer
  22. 22. 22 22 ADP Digital Dealer Solutions – Social Marketing & Reputation Management www.MyJeepCommunity.com Dealer Sponsored Online Community Created and Managed by ADP & Dealer
  23. 23. 23 23 ADP Digital Dealer Solutions – Social Marketing & Reputation Management www.Boston-Honda.com Honda Owners/Employees/OEM Community Created and Managed by ADP
  24. 24. 24 24 ADP Digital Dealer Solutions – Social Marketing & Reputation Management www.Boston-Honda.com Honda Owners/Employees/OEM Community Created and Managed by ADP
  25. 25. 25 25 ADP Digital Dealer Solutions – Social Marketing & Reputation Management www.San-Tan-Ford.com Ford Owners/Employees/OEM Community Created by ADP
  26. 26. 26 26 ADP Digital Dealer Solutions – Social Marketing & Reputation Management www.San-Tan-Ford.com Ford Owners/Employees/OEM Community Created by ADP
  27. 27. 27 27 ADP Digital Dealer Solutions – Social Marketing & Reputation Management www.FordCommunity.com Ford Owners/Employees/OEM Community Created by ADP
  28. 28. 28 28 ADP Digital Dealer Solutions – Social Marketing & Reputation Management www.FordCommunity.com/profiles/members/ Ford Owners/Employees/OEM Community Created by ADP
  29. 29. 29 29 ADP Digital Dealer Solutions – Social Marketing & Reputation Management www.FordCommunity.com/video Ford Owners/Employees/OEM Community Created by ADP
  30. 30. 30 30 ADP Digital Dealer Solutions – Social Marketing & Reputation Management www.FordCommunity.com/photo/alan-mulalley-ford-ceo-and
  31. 31. 31 31 ADP Digital Dealer Solutions – Social Marketing & Reputation Management www.FordCommunity.com/photo
  32. 32. 32 32 ADP Digital Dealer Solutions – Social Marketing & Reputation Management ADP’s Social Marketing and Reputation Management Solutions focus on obtaining and serving up highly desirable relevant content. 1. Consumer members of Dealership Community • Customer Contests and Incentives (UCN example) • Advertise syndication brands to attract consumers 2. RSS Feeds from OEM’s and Enthusiast sites • ADP library of feeds catalogued by brand 3. Video & Photo Feeds from multiple sources • ADP library of Media feeds by brand 4. Widgets/Gadgets from multiple sources • DealerRater.com reseller agreement • Embed selected dealer website content (inventory, specials, etc.) • Over 100 Widget Apps available from platform provider 5. Dealership Employees • Fixed Operations • Civic Activities, Fund Raisers, Local Sponsorships, 6. Suppliers • Every supplier required to have a profile within community 7. OEM associates - Car Companies are HIGHLY supportive Content Drives Traffic and Customer Engagement
  33. 33. 33 33 ADP Digital Dealer Solutions – Social Marketing & Reputation Management www.dealerrater.com/login.aspx During ADP Dealer Community Pilots, we worked with multiple Consumer Rating UGC sites… DealerRater.com has provided the filtered feeds, Google Reviews rankings, and supporting code needed to empower Dealership Communities.
  34. 34. 34 34 ADP Digital Dealer Solutions – Social Marketing & Reputation Management
  35. 35. 35 35 ADP Digital Dealer Solutions – Social Marketing & Reputation Management
  36. 36. 36 36 ADP Digital Dealer Solutions – Social Marketing & Reputation Management
  37. 37. 37 37 ADP Digital Dealer Solutions – Social Marketing & Reputation Management 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…
  38. 38. 38 38 ADP Digital Dealer Solutions – Social Marketing & Reputation Management Dealer Community Site looking GREAT… Content Updated Daily!
  39. 39. 39 39 ADP Digital Dealer Solutions – Social Marketing & Reputation Management http://ford.digitalsnippets.com Most OEM’s Support Social Marketing by supplying ADP with syndication assets! SMPR is Ford’s Acronym for “Social Media Press Release”
  40. 40. 40 40 ADP Digital Dealer Solutions – Social Marketing & Reputation Management Ford Pilots were based on ADP Dealer Community Social Network 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.
  41. 41. 41 41 ADP Digital Dealer Solutions – Social Marketing & Reputation Management 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.
  42. 42. 42 42 ADP Digital Dealer Solutions – Social Marketing & Reputation Management 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!
  43. 43. 43 43 ADP Digital Dealer Solutions – Social Marketing & Reputation Management 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.
  44. 44. 44 44 ADP Digital Dealer Solutions – Social Marketing & Reputation Management on SandersonCommunity.com
  45. 45. 45 45 ADP Digital Dealer Solutions – Social Marketing & Reputation Management “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 on business 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.“ Alin Sturek J. D. Power and Associates Does it work… does this solution influence car buyers?
  46. 46. 46 46 ADP Digital Dealer Solutions – Social Marketing & Reputation Management 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.
  47. 47. 47 47 ADP Digital Dealer Solutions – Social Marketing & Reputation Management 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. • In 2009, Consumer Generated Content sites are on track to attract 101 million users in the U.S. and earn $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.
  48. 48. 48 48 ADP Digital Dealer Solutions – Social Marketing & Reputation Management According to Ralph Paglia, a respected automotive digital marketing consultant: “Dealers benefit from the cost- effectiveness ADP provides by leveraging a steady stream of OEM, enthusiast publication, employee and customer updated content that is practically free.” Ralph Paglia continues, “Notably, most dealers using the ADP Social Media Solution stand out as a more traditional business seeking to innovate and keep up with information sources that their customers have adopted… This is an especially valuable perception of a dealer by more affluent tech-savvy car buyers.“ Paglia also likes to point out; “The ADP managed solution helps Dealers syndicate OEM and their own video offerings that drive increased traffic to their commercial sites as car buyers seek video content to complement other information gathered while shopping for new and used cars.” USER-GENERATED CONTENT DRIVES HALF OF U.S. TOP 10 FASTEST GROWING WEB BRANDS, ACCORDING TO NIELSEN//NETRATINGS… Why Implement a Social Media Strategy?
  49. 49. 49 49 ADP Digital Dealer Solutions – Social Marketing & Reputation Management Dealership Reputation Management
  50. 50. 50 50 ADP Digital Dealer Solutions – Social Marketing & Reputation Management ADP Social Marketing/Reputation Management strategy uses DealerRater.com as the preferred Customer Review content supplier and partner
  51. 51. 51 51 ADP Digital Dealer Solutions – Social Marketing & Reputation Management • Certification Seal - Official Certification Seal to display ALL your dealership websites • Seal is displayed on your DR review page • Certification Seals link to your review page • Monitor reviews via email alerts • 2 week reconciliation period to work with customers who have issues with dealership. • Lets potential buyers know you're serious about customer service • Blacklisted dealerships are not eligible DealerRater.com Certification Benefits Build Your Online Reputation, Get Certified! ADP Reputation Management: DealerRater.com Filtered Review Integration
  52. 52. 52 52 ADP Digital Dealer Solutions – Social Marketing & Reputation Management ADP Reputation Management Solution: DealerRater.com positive review generation • Customer Rating Cards Rating cards to hand out to your raving fan customers • Easy way to increase your rating • Helpful reminder for your best customers to post a review • Good for both sales and service department consumer reviews • Use the back side to promote sales & service specials • Works pre sale AND post sale • Direct community members to your good ratings • ADP assigns a URL: www.RateABCMotors.com • Dealer Community topic for Forums and Blogs
  53. 53. 53 53 ADP Digital Dealer Solutions – Social Marketing & Reputation Management • Dealer Directory Certification Icon Certification icon displays next to listing • Lets buyers know immediately of your status • Attracts more clicks • Free Vehicle Leads Receive and track vehicle leads • Optional - receive leads from distant buyers • Optional - receive leads for competing makes • Free Classified Ads Unlimited Listings – New & Used Inventory • Up to 36 photos per car • Inventory data via DMS or 3rd party provider • Ad runs until car is sold ADP Reputation Management Solution: Additional DealerRater.com features for dealers
  54. 54. 54 54 ADP Digital Dealer Solutions – Social Marketing & Reputation Management DealerRater Certification costs are included in the ADP Social Marketing & Reputation Management solution fees
  55. 55. 55 55 ADP Digital Dealer Solutions – Social Marketing & Reputation Management http://www.Boston-Honda.com
  56. 56. 56 56 ADP Digital Dealer Solutions – Social Marketing & Reputation Management American Honda was so intrigued by the Dealer Community concept, that they sponsored the creation of the Boston Honda Community located at http://www.Boston-Honda.com
  57. 57. 57 57 ADP Digital Dealer Solutions – Social Marketing & Reputation Management 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.
  58. 58. 58 58 ADP Digital Dealer Solutions – Social Marketing & Reputation Management
  59. 59. 59 59 ADP Digital Dealer Solutions – Social Marketing & Reputation Management
  60. 60. 60 60 ADP Digital Dealer Solutions – Social Marketing & Reputation Management Ralph Paglia ADP Digital Marketing Solutions www.ADPdigitaladvertising.com ralph_paglia@adp.com Cell: 505-301-6369 www.DigitalRalph.com Presentation available at: AutoDigitalMarketing.com 1. Join ADM 2. Go to “ADM Forum” 3. Use Search: “Presentation File Exchange” www.MySpaceAutomotive.com

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