Social Media Advertising With Google Wildfire and Polk Data

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Brian Pasch discusses Social Media Advertising with the Google Wildfire in this webinar that was presented in September 2013. Learn how to leverage Facebook advertising and Polk data targeting to sell more cars.

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  • Social Media Advertising With Google Wildfire and Polk Data

    1. 1. Social Media Advertising powered by Google Wildfire Brian Pasch, CEO PCG Consulting brian@pcgmailer.com
    2. 2. Workshop Outline • Where Social Media Marketing Fits in Google’s ZMOT • Understanding Today’s Social Marketing Workflow • Why Your Dealership Needs a Mobile First Strategy • How Google Wildfire Increases Mobile Engagement • Examples of Advertising Campaigns Using Wildfire • Do Dealers Need Wildfire To Be Successful? • Targeting Your Advertising Message with Polk Data • How To Get Started with Social Media Advertising.
    3. 3. About PCG Digital Marketing • Full Service Digital Agency started in 2005 • 50 Paschonate Professionals Dedicated To Car Dealers • First agency to have a published case study by Google regarding the success of the Wildfire platform. • First agency to co-present Wildfire Social Media Marketing strategies at an Automotive Conference • We deliver customized social media strategies and avoid canned content replicated to hundreds of dealers.
    4. 4. Case Study Will Be Send to Members of DealersEdge.com
    5. 5. Your Dealership Marketing Marketing Marketing Your Company Your Customers Traditional Marketing Was Centered Around Your Dealership
    6. 6. Social Marketing Shifts the Focus to Buyer Conversations Your Dealership Your Dealership Your Dealership Your Dealership Your Customers
    7. 7. 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 The Reach In The ZMOT DealershipOnlineTV
    8. 8. 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
    9. 9. 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
    10. 10. What Are Many Dealers Doing?
    11. 11. Social Media Gone Astray
    12. 12. Poor Choices For Content Syndication
    13. 13. Linking To Blogs With Poor Call to Action No path to Dealership Website
    14. 14. No Links To The Dealership Website
    15. 15. Linking To OEM Website Promotions Find Your Dealer?
    16. 16. 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
    17. 17. Control GROW YOUR AUDIENCE 1 3 Best Practice 1: Grow a Community of Followers ControlGROW ENGAGE MEASURE ControlControlGROW ENGAGE MEASURE
    18. 18. Brickell Honda Best Practice 1: Grow a Community of Followers Objective: • Build a relevant community of buyers • Drive growth and traffic by targeting local HONDA owners! Results: • Honda owners engage with a brand offer that relates to their vehicle. • Two way communication established. • Introduced Honda “loyal” customers to a new LOCAL service center.
    19. 19. Fiat of Kirkland Best Practice 1: Grow a Community of Followers Objective: • Conquest Brands Competing with Fiat • Start education campaigns comparing Fiat 500 vs. popular alternatives. Results: • Kirkland Fiat increases brand awareness and Facebook fans. • Local MINI Owners educated on benefits of Fiat 500 • Traffic driven to in-stock inventory pages and VDP’s
    20. 20. 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
    21. 21. Jeff Wyler Auto Group Best Practice 2: Continuously Engage Followers Objective: • Build a relevant community of buyers • Drive growth and traffic throughout a monthly hyper-local campaign. Results: • Fan base and reach increases • Two way communication established • Post entry actions can drive consumers to your website to connect them with your digital advertising: retargeting. Daily Campaign Visits
    22. 22. Naperville Infiniti Best Practice 2: Continuously Engage Followers Objective: • Drive engagement with a popular hyper- local event. • Give local consumers an “experience” that they would remember! Results: • Increased fan engagement • Increased brand reach • LOCAL consumers submitted their information showing the targeting was working.
    23. 23. 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
    24. 24. Best Practice 3: Translate Marketing Goals Into Metrics Campaign Started Here…No Joke.
    25. 25. Best Practice 3: Translate Marketing Goals Into Metrics Good Place To Be….
    26. 26. Best Practice 3: Translate Marketing Goals Into Metrics Strong Engagement Rates
    27. 27. Best Practice 3: Translate Marketing Goals Into Metrics Look at the Engagement of Every Post
    28. 28. Old School PPC Rates!!
    29. 29. First Time I Witnessed 50+% Of Traffic Coming From Mobile 19,682
    30. 30. April Was Their Inflection Point Breakout Started
    31. 31. Your Content Team Creates an Attractive Page On Your Website
    32. 32. No Device Independent Pages
    33. 33. DEVICE INDEPENDENT PAGES
    34. 34. Broken Experience
    35. 35. MessagesPages Promotions Analytics Wildfire Social Marketing Suite
    36. 36. What Google WildFire Does • Create Device Independent Landing Pages • Enables More Interactive Posts & • Grows Fan Base Faster • Data Collection and Engagement • Can Drive “Post Form” clicks to your website • Connects Social Media & Digital Marketing • Puts Your Where Your Competitors are NOT!
    37. 37. Wildfire Design Tools Agency Level Design Tools
    38. 38. Mobile Preview
    39. 39. Pre-Defined Templates To Create Engagement!
    40. 40. Interactive Posts Rock!
    41. 41. Designs to Drive Traffic to Inventory Pages
    42. 42. Facebook Limits Text On Photos
    43. 43. $0.38 Cost Per Click
    44. 44. Connect With Music Fans
    45. 45. Connect With Sports Fans
    46. 46. OEM Conquest Campaigns
    47. 47. Educate & Connect With Consumers
    48. 48. Resize Engagement For Mobile
    49. 49. Targeting Existing Nissan Owners
    50. 50. 83 Cents CPC On Targeted List of Nissan Owners
    51. 51. Sweepstakes Google Places Recommendations
    52. 52. Sidebar Advertising is Weak Multiple Targeting Options inside Facebook Retargeting Outside of Facebook
    53. 53. Newsfeed Advertising - Desktop
    54. 54. Newsfeed Advertising - Desktop
    55. 55. Newsfeed Advertising - Mobile The MAJORITY Of the Screen Is The Promotion!
    56. 56. Engage Your Fans • Sharing galleries • YouTube videos • Quiz • Playlists
    57. 57. Engage Your Fans • Sharing galleries • YouTube videos
    58. 58. Service • Coupons • Clicks • Tracking numbers
    59. 59. Do You Need Wildfire? • If You Have A Responsive/Adaptive – Maybe – If you don’t have the tools to build engaging landing pages and social metrics – Yes. • Do you need Wildfire to be successful in social media advertising? – You need Wildfire or an equivalent tool set. – You need clear analytics and measurement tools.
    60. 60. Ad Targeting?
    61. 61. 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
    62. 62. Very Cost Effective Advertising
    63. 63. Creating An Targeted Ad Each Offer Will Have a Different Radius
    64. 64. Creating An Targeted Ad
    65. 65. Creating An Targeted Ad
    66. 66. Creating An Targeted Ad
    67. 67. Creating An Targeted Ad
    68. 68. Creating An Targeted Ad Choose between CPC or CPM
    69. 69. October Rollout For 20 Auto Dealers
    70. 70. $100 Advertising Credit
    71. 71. Join PCG & Wildfire in October • 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.
    72. 72. Recommended: $500-$1,000 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.
    73. 73. One Last Thing… • The correct social media engagement can also drive traffic to your website • However, the landing pages on your website should be optimized for a “social” follower • Invest in testing which landing page decisions produce the right “behavior” to meet your sales goals.
    74. 74. 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.
    75. 75. Don’t Forget Retargeting Yearly Visibility
    76. 76. Isn't This What We Have Been Asking For?

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