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Google Wildfire For Automotive Social Media Advertising

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Learn why social media advertising is a new opportunity for car dealers especially since Google Wildfire presents consumers with device independent landing pages increasing engagement.

Published in: Automotive, Technology, Business
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Google Wildfire For Automotive Social Media Advertising

  1. 1. AutoCon2013 Social Media Advertising Powered By Google Wildfire Brian Pasch, CEO PCG Consulting brian@pcgmailer.com
  2. 2. AutoCon2013
  3. 3. AutoCon2013 Your Dealership Marketing Marketing Marketing Your Company Your Customers Traditional Marketing Was Centered Around Your Dealership
  4. 4. AutoCon2013 Social Marketing Shifts the Focus to Buyer Conversations Your Dealership Your Dealership Your Dealership Your Dealership Your Customers
  5. 5. AutoCon2013 The Changing Nature of the Customer Journey… Source: Socialnomics, 2009; Google/ Shopper Sciences Zero Moment of Truth Study, 2011, Febuary 23, 2012; Alex Trimpe via Ogilvy — February 21, 2011, ThinkQuarterly, Google STIMULUS PURCHASE CHECK BLOGS SEARCH READ REVIEWS SHARE VIDEOS NETWORK The average U.S. shopper consults10.4 sources prior to purchase 57% of people talk more online than they do in “real life” 1 in 4 search results for the World’s Top 20 largest brands are links to user-generated content
  6. 6. AutoCon2013 10% 12% 7% 8% 7% 6% 5% 4% 3% 28% 49% 35% 32% 30% 28% 31% 26% 22% 20% 20% 35% 31% 32% 34% 33% 38% 38% TV Online Dealership Modified Maker Choice Modified Model Choice Confirmed initial choice Influenced Option Choice Influenced Budget Modified dealer Prompted Purchase Interest Aided discovery of new makers Helped informed decision Purchase Funnel … Affects the Auto Buyer
  7. 7. AutoCon2013 10% 12% 7% 8% 7% 6% 5% 4% 3% 28% 49% 35% 32% 30% 28% 31% 26% 22% 20% 20% 35% 31% 32% 34% 33% 38% 38% TV Online Dealership Now, Online Content is as Impactful as Dealership Dealership 31% Online 31% TV 7% Modified Maker Choice Modified Model Choice Confirmed initial choice Influenced Option Choice Influenced Budget Modified dealer Prompted Purchase Interest Aided discovery of new makers Helped informed decision Purchase Funnel
  8. 8. AutoCon2013 DigitalConsumerTrend Auto ConsumerTrend 2.0B internet Users 4.1B mobile Users 35h video uploaded each minute 2.1B searches daily 1.9B social network users 90% car buyers are online 75% start research online Why Should You Care? 46% buyers worldwide likely to make an auto purchase based on social sites Auto videos positively impact 79% buyers 32% mobile users say video sites help drive their decision Source: • eMarketer.com • Constant Consideration: New Vehicle Path to Purchase, Compete/ Polk/ TNS September 2012. HHI $100k+ • NetPop Research
  9. 9. AutoCon2013 Control ENGAGE, INTE REST, INCENTI VIZE REPEAT GROW YOUR AUDIENCE 1 2 3 Social Marketing Best Practices MEASURE & CONVERT ControlGROW ENGAGE MEASURE ControlControlGROW ENGAGE MEASURE
  10. 10. AutoCon2013 Control GROW YOUR AUDIENCE 1 3 Best Practice 1: Grow a Community of Followers ControlGROW ENGAGE MEASURE ControlControlGROW ENGAGE MEASURE
  11. 11. AutoCon2013 Goudy Honda Best Practice 1: Grow a Community of Followers Objective: • Build a relevant community of buyers • Drive growth and traffic throughout 5 month campaign period Results: • 309 total entries • 21% entry rate • Doubled community size Daily Campaign Visits
  12. 12. AutoCon2013 Community Growth +2,100 Best Practice 1: Grow a Community of Followers Campaign Launch
  13. 13. AutoCon2013 Best Practice 2: Continuously Engage Followers 2 ENGAGE, INTE REST, INCENTI VIZE 3 GROWGROW Control GROW YOUR AUDIENCE 1 3 ControlGROW ENGAGE MEASURE ControlControlGROW ENGAGE MEASURE
  14. 14. AutoCon2013 Schomp Automotive Best Practice 2: Continuously Engage Followers Objective: • Engage nearby consumers with location – specific incentives • Sustain buyer interest over the holiday season with multiple giveaways Results: • 469 sweepstakes entries • 893 total campaign visits • 53% entry rate (average is 20%)
  15. 15. AutoCon2013 Best Practice 3: Translate Marketing Goals Into Metrics Control GROW YOUR AUDIENCE 1 3 ControlGROW ENGAGE MEASURE ControlControlGROW ENGAGE MEASURE 2 ENGAGE, INTE REST, INCENTI VIZE MEASURE & CONVERT
  16. 16. AutoCon2013 MessagesPages Promotions Analytics Wildfire Social Marketing Suite
  17. 17. AutoCon2013
  18. 18. AutoCon2013 What Google WildFire Does • Create Device Independent Landing Pages • Enables More Interactive Posts • Data Collection and Engagement • Can Drive “Post Form” clicks to your website • Connects Social Media & Digital Marketing • Puts Your Where Your Competitors are NOT!
  19. 19. AutoCon2013
  20. 20. AutoCon2013
  21. 21. AutoCon2013
  22. 22. AutoCon2013 Device Independent Pages Copyright 2013 DealerOn, Inc.
  23. 23. AutoCon2013
  24. 24. AutoCon2013
  25. 25. AutoCon2013
  26. 26. AutoCon2013 Create Local Contests And Promotions To Build Fan Base & Reach
  27. 27. AutoCon2013
  28. 28. AutoCon2013 Sweepstakes Google Places Recommendations
  29. 29. AutoCon2013
  30. 30. AutoCon2013 Facebook Advertising Multiple Targeting Options inside Facebook Retargeting Outside of Facebook
  31. 31. AutoCon2013
  32. 32. AutoCon2013 Comparing Advertising • Keyword Targeting • Intent Targeting • Retargeting • Video Pre-Roll Other Factors • Location based on IP • Crowded Marketplace • Demographic Targeting • Relationship Targeting • Car Ownership Targeting • Buying Intent Targeting • Credit Card Targeting • Retargeting* Other Factors • Targeting based on zip • Not dealer “crowded” Google Adwords Facebook Advertising
  33. 33. AutoCon2013 Increase Your Fans • Giveaways and contests • Coupons
  34. 34. AutoCon2013 Increase Your Fans • Giveaways and contests • Coupons
  35. 35. AutoCon2013 Engage Your Fans • Sharing galleries • YouTube videos • Quiz • Playlists
  36. 36. AutoCon2013 Engage Your Fans • Sharing galleries • YouTube videos
  37. 37. AutoCon2013
  38. 38. AutoCon2013 Infiniti of Naperville– Naper Nights Giveaway (7/19-8/2) Page Visits
  39. 39. AutoCon2013 Infiniti of Naperville– Naper Nights Giveaway (7/19-8/2) Page Engagement
  40. 40. AutoCon2013 Infiniti of Naperville– Naper Nights Giveaway (7/19-8/2)
  41. 41. AutoCon2013 Service • Coupons • Clicks • Tracking numbers
  42. 42. AutoCon2013 Service • Coupons • Clicks • Tracking numbers
  43. 43. AutoCon2013 Creating An Targeted Ad
  44. 44. AutoCon2013 Creating An Targeted Ad Each Offer Will Have a Different Radius
  45. 45. AutoCon2013 Creating An Targeted Ad
  46. 46. AutoCon2013 Creating An Targeted Ad
  47. 47. AutoCon2013 Creating An Targeted Ad
  48. 48. AutoCon2013 Creating An Targeted Ad
  49. 49. AutoCon2013 Creating An Targeted Ad Choose between CPC or CPM
  50. 50. AutoCon2013 Work During The Pilot Each Month • Post original content for social engagement • Create contests and promotions • Create targeted ad campaigns • Create videos and graphics to increase engagement • Leverage Wildfire Analytics and Tools to grow your local fan base, influence, and reach.
  51. 51. AutoCon2013 $500 Facebook Advertising • Your Facebook ad budget will be directly billed to your credit card for transparency. • You can increase your ad budget for high performing campaigns without any additional fees from us. • Additional landing pages for expanded ad campaigns are included in monthly fee.
  52. 52. AutoCon2013 Landing Pages Will Be Designed to Convert Website Header & Navigation 1 2 3 4 5 6 7 1.Video or Photo 2.Explanation of Offer 3.Supporting Evidence 4.Call To action 5.Store Locator 6.Lead Form 7.Custom Video Design will be subject to the limitations of the current website platform.
  53. 53. AutoCon2013 Isn't This What We Have Been Asking For?
  54. 54. AutoCon2013
  55. 55. AutoCon2013

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