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Adp Web20 Guerrilla Marketing V2

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Adp Web20 Guerrilla Marketing V2

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Adp Web20 Guerrilla Marketing V2

  1. 1. How to Use Web 2.0 <br />…in a High Powered Guerrilla Marketing Strategy<br />Leverage 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.<br />Learn which Web 2.0 sites are the most effective, and how to use auto-updated content with your email databases to create high quality sales opportunities at a nominal cost. Use access to new OEM tools and independent sources to leverage information feeds, image galleries, and video content updated daily to enrich online dealer led communities. Learn how to take advantage of low or no cost web site platforms as an online magnet to pull in and engages enthusiasts in your area, along with previous sales and service customers. Learn how to reach the critical mass needed to achieve the Web 2.0 alchemy that drives 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 the past as part of a Guerrilla Marketing Strategy to cultivate relationships that generate business without spending more money! <br />
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  3. 3. INTRODUCTION: Ralph Paglia<br />Director - Digital Marketing<br /> ADP Dealer Services<br /><ul><li>20+ year automotive industry leader in Digital Marketing, Advertising, Lead Management and dealership CRM process design and execution.
  4. 4. Executed Digital Marketing strategy that generated144,000+ leads to single-point Chevy dealer in 2 years.
  5. 5. Built dealer team that sold 4,000+ Vehicles to Web Leads in 2006.
  6. 6. Worked with Ford in 2007 to develop first Tier 3 Digital Advertising program providing dealers with geotargeted Tier 1 marketing assets
  7. 7. Managed first retail automotive Behavioral Targeting Digital Ad pilot program while at Courtesy Chevrolet in 2005, 2006 and 2007
  8. 8. Started generating Internet leads in 1988 using CompuServe ISP access and vehicle listings on defense contractor BBS’s in SoCal
  9. 9. Internet Sales & Marketing Consultant to Ford, Mercedes-Benz, GM, Honda, Toyota, Mercedes-Benz, Hyundai and over 200 dealers.</li></ul>Cell: 505.301.6369 ralph_paglia@adp.com www.ADMPC.com <br />
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  12. 12. Web 2.0 is typically used to describe UGC sites and Social Networks available in a “Heinz 57” range of varieties<br />Social Networks<br />Professional Networks<br />Video Hosting Sites<br />Photo Hosting Sites<br />DIY Publishing (Blogs)<br />Consumer Reviews & Ratings<br />Status, SMS & Bookmarking <br />DIY Network Creation Platforms <br />
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  14. 14. Dealer Community<br />Hub & Feed Sources<br />DigitalRalph says:<br />“Use a network of interconnected Web 2.0 sites for dealership social marketing strategy”<br />
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  16. 16. DigitalRalph.com says:<br />“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 that provides most of the updating work needed to keep your site relevant!”<br />
  17. 17. Dealership Web 2.0 Social Marketing Blueprint Example<br />
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  37. 37. Content Drives Traffic and Customer Engagement<br />Dealership Web 2.0 Social Marketing Strategies should be focused on obtaining and serving up highly desirable relevant content. Prioritization of content sources should be based on list below.<br />Consumer members of Dealership Community<br />RSS Feeds from OEM’s <br />RSS Feeds from Enthusiast sites<br />Video & Photo Feeds from multiple sources<br />Widgets/Gadgets from multiple sources<br />Dealership Employees<br />Suppliers<br />OEM associates <br />
  38. 38. Customized Content Feeds are a best practice and create higher levels of Customer Engagement<br />
  39. 39. www.dealerrater.com/login.aspx<br />
  40. 40. DigitalRalph says:<br />“Use DealerRater Data Feeds embedded into your Ning platform-based online community to automatically pull in all positive reviews posted by consumers on DealerRater.com”<br />
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  51. 51. http://ford.digitalsnippets.com<br />
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  58. 58. “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 onbusiness 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.“ <br />AlinSturekJ. D. Power and Associates<br />
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  60. 60. It’s fairly easy to see that in the <br />Social Networking space, the three <br />Dominant sites are a minimum Requirement <br />for a dealer’s social marketing Strategy, <br />and dealership profile pages and accounts <br />On each can be a valuable source of traffic <br />
  61. 61. Why Bother with Web 2.0 Marketing Strategy?<br />Web 2.0 is fundamentally altering how customers interact with the Internet, and how businesses reach them. <br /><ul><li> In 2007, Web 2.0 sites attracted 69 million users in the United States alone.
  62. 62. In 2008, Web 2.0 sites generated $1 billion in advertising revenue.
  63. 63. 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. </li></ul>We need to overcome obstacles that prevent dealers and dealer ad associations from utilizing this dynamic communication medium in an effective manner…<br />
  64. 64. Edmunds.com - first Automotive review site<br />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 <br />this online community <br />since 1996, and it is <br />moderated. All content <br />posted to the site is <br />reviewed by Edmunds’ <br />staff within 24 hours, <br />and offending material <br />is immediately removed.<br />Is it time for dealers to<br />Create online communities for employees and customers?<br />
  65. 65. Dealers can also use Edmunds.com as a Reputation Management and Sales Tool<br />According to a recent CapGeministudy, 29% of car buyers use consumer-to-consumer (C2C) sites such as blogs, Edmunds or Internet discussion groups when researching information during the vehicle shopping process, up from 21% in 2006.<br />
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  67. 67. Top 25 Web 2.0/UGC Sites<br />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.<br />                   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 | <br />                   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 | <br />                   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 | <br />
  68. 68. 4th to 7th Most Popular Web 2.0 Sites<br />4 | facebook.com18,261,829 - Inbound Links |22,541,770 - Compete Monthly Visitors |25,000,000 - Quantcast Monthly Visitors |12 - Alexa Ranking. | Page Rank: 8 eBusiness News | Top 25 Web 2.0 <br />5 | photobucket.com144,789,477 - Inbound Links |25,548,801 - Compete Monthly Visitors |14,000,000 - Quantcast Monthly Visitors |40 - Alexa Ranking. | Page Rank: 8 eBusiness News | Top 25 Web 2.0<br />6 | craigslist.org2,218,413 - Inbound Links |23,982,542 - Compete Monthly Visitors |15,000,000 - Quantcast Monthly Visitors |46 - Alexa Ranking. |Page Rank: 8 eBusiness News | Top 25 Web 2.0 Sites<br />                  7| flickr.com51,779,871 - Inbound Links |23,643,614 - Compete Monthly Visitors |9,700,000 - Quantcast Monthly Visitors |36 - Alexa Ranking. |Page Rank: 8 eBusiness News | Top 25 Web 2.0 Sites <br />
  69. 69. 8th to 12th Most Popular Web 2.0 Sites <br />8 | IMDB.com22,521,797 - Inbound Links |17,703,766 - Compete Monthly Visitors |11,000,000 - Quantcast Monthly Visitors |32 - Alexa Ranking. | Page Rank: 8 eBusiness News | Top 25 Web 2.0 <br />9 | digg.com118,353,522 - Inbound Links |16,964,445 - Compete Monthly Visitors |8,700,000 - Quantcast Monthly Visitors |104 - Alexa Ranking. | Page Rank: 8eBusiness News | Top 25 Web 2.0 <br />10 | WordPress.com40,127,598 - Inbound Links |6,373,166 - Compete Monthly Visitors |16,040,392 - Quantcast Monthly Visitors |79 - Alexa Ranking. | Page Rank: 8 eBusiness News | Top 25 Web 2.0 <br />11 | topix.com12,338,857 - Inbound Links |4,496,803 - Compete Monthly Visitors |NA - Quantcast Monthly Visitors |1,583 - Alexa Ranking. | Page Rank: 6 eBusiness News | Top 25 Web 2.0 Sites | <br />                 12 | Netscape.com21,622,171 - Inbound Links |4,855,232 - Compete Monthly Visitors |8,282,805 - Quantcast Monthly Visitors |555 - Alexa Ranking. | Page Rank: 9 eBusiness News | <br />
  70. 70. 13th to 17th Most Popular Web 2.0 Sites | August 2008<br />13 | xanga.com8,229,423 - Inbound Links |3,494,603 - Compete Monthly Visitors |6,627,359 - Quantcast Monthly Visitors |91 - Alexa Ranking. | Page Rank: 7 eBusiness News | Top 25 Web 2.0<br />14 | TypePad.com39,468,446 - Inbound Links |6,431,095 - Compete Monthly Visitors |4,400,000 - Quantcast Monthly Visitors |190 - Alexa Ranking. | Page Rank: 8 eBusiness News | Top 25 Web 2.0<br />15 | cafepress.com39,894,526 - Inbound Links |3,423,757 - Compete Monthly Visitors |3,400,000 - Quantcast Monthly Visitors |824 - Alexa Ranking. | Page Rank: 8eBusiness News | Top 25 Web 2.0<br />16 | feedburner.com100,244,672 - Inbound Links |5,478,321 - Compete Monthly Visitors |592,976 - Quantcast Monthly Visitors |323 - Alexa Ranking. | Page Rank: 8 eBusiness News | Top 25 Web 2.0<br />                  17 | LiveJournal.com33,451,748 - Inbound Links |3,660,684 - Compete Monthly Visitors |1,900,000 - Quantcast Monthly Visitors |63 - Alexa Ranking. | Page Rank: 8 eBusiness News | Top 25 Web 2.0<br />
  71. 71. 18th to 22nd Most Popular Web 2.0 Sites | August 2008<br />18 | Technorati.com75,264,240 - Inbound Links |3,231,709 - Compete Monthly Visitors |1,400,000 - Quantcast Monthly Visitors |216 - AlexaRanking. | Page Rank: 8 eBusiness News |<br />19 | linkedin.com2,850,378 - Inbound Links |2,390,529 - Compete Monthly Visitors |1,300,000 - Quantcast Monthly Visitors |151 - Alexa Ranking. | Page Rank: 7 eBusiness News |<br />20 | del.icio.us171,905,738 - Inbound Links |1,699,128 - Compete Monthly Visitors |1,300,000 - Quantcast Monthly Visitors |248 - Alexa Ranking. | Page Rank: 8eBusiness News |<br />21 | dailymotion.com3,376,702 - Inbound Links |1,962,777 - Compete Monthly Visitors |853,305 - Quantcast Monthly Visitors |51 - Alexa Ranking. | Page Rank: 7 eBusiness News |<br />22 | friendster.com3,275,127 - Inbound Links |1,521,905 - Compete Monthly Visitors |808,926 - Quantcast Monthly Visitors |19 - Alexa Ranking. | Page Rank: 7eBusiness News |<br />
  72. 72. USER-GENERATED CONTENT DRIVES HALF OF U.S. TOP 10 FASTEST GROWING WEB BRANDS, ACCORDING TO NIELSEN//NETRATINGS<br />“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. “<br />
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  74. 74. Perspective on Social Networks: Do Something! – DealerRater.com Web 2.0 Strategy<br />DealerRater.com Certification Benefits<br />Build Your Online Reputation, Get Certified!<br />                      <br />
  75. 75. Perspective on Social Networks: DealerRater.com Web 2.0 Strategy - Marketing<br />
  76. 76. Perspective on Social Networks: DealerRater.com Web 2.0 Strategy - Marketing<br />
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  78. 78. Social Network Platforms: www.ADMPC.com<br />
  79. 79. Has the AutoDigitalMarketing.com Experiment in Social/Professional Networking been successful?<br />Reply by Ted Frazier 5 hours ago <br /> Send Message<br />“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&apos;t even tried to SEO my profile. Now that I see I can get google&apos;s attention here I think I&apos;ll start using it to build content on other key words and point to my other sites.”<br />
  80. 80. When it came time to select a platform for creating dealership communities, the ADM experience…<br />
  81. 81. When it came time to select a platform for creating dealership communities, the ADM experience…<br />
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  94. 94. Ralph Paglia<br />ADP Digital Marketing Solutions<br />www.ADPdigitaladvertising.com<br />ralph_paglia@adp.com<br />Cell: 505-301-6369 www.DigitalRalph.com<br />Presentation available at: 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. RSS Feed Resources: www.MySpaceAutomotive.com<br />http://www.automotivedigitalmarketing.com/forum/topics/oem-provided-rss-data-feeds<br />

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