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Digital Dealer Conference 10 Integrated Social Media Marketing


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Presentation by Ralph Paglia at the 10th Digital Dealer Conference titled "Integrated Social Media Marketing for Car Dealers". Was delivered live during the Orlando conference in April 2011 and then scheduled for webinar delivery on June 2, 2011 by Dealer Communications, Inc.

Published in: Automotive, Business, Technology

Digital Dealer Conference 10 Integrated Social Media Marketing

  1. 1. Integrated Social Media Marketing for Car Dealers“…From electing an American president to toppling an Egyptian dictator, there seems to be no limits to what social media can do, but what about driving profitable business into today's dealership?”<br />This session will showcase several actual case studies of social media marketing initiatives that have produced measurable and successful results for the dealers that executed them. An emphasis will be placed on each example's coordination with both off-line and online communication channels driven by an integrated marketing strategy. Attendees will learn how to create viral marketing impact using contests and a system that rewards consumers for spreading the word about the dealership. Online resources will be provided along with reference handouts in printed format providing attendees with valuable tools that they can make use of to promote their dealership before leaving the conference. The use of Google Analytics, content syndication, article marketing, Facebook pages, Twitter link campaigns and how to leverage a dealership's Facebook Fan base as a marketing database will each be demonstrated from the perspective of dealers who have done what many consider to be the future of marketing… today.<br />Ralph Paglia c: 505-301-6369<br />PPT available at:<br />
  2. 2. Introduction and Background:<br />Ralph Paglia<br />PPT file available at:<br /><br />Vice President<br /> Tier 10 Marketing<br /><ul><li>20+ year automotive industry leader in Digital Marketing, Advertising, Lead Management, BDC and dealership CRM process design and execution
  3. 3. Executed Digital Marketing and Sales Strategy that generated 144,000+ leads to single-point Chevy dealer in 2 years
  4. 4. Built dealer ISS team that sold 4,000+ Units to Web Leads in 2006
  5. 5. Worked w/Ford in 2007-2008 to develop first fully integrated multi-publisher Tier 3 Digital Marketing Consulting & Advertising program
  6. 6. First retail automotive Behavioral Targeting Digital Advertising program while at Courtesy Chevrolet in 2005, 2006 and 2007
  7. 7. Internet Sales & Marketing Consultant to Ford, Mercedes-Benz, GM, Honda, Toyota, Mercedes-Benz, Hyundai and 250+ dealers & groups
  8. 8. 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 />
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  10. 10. THE PROBLEM: Many Dealers see the “Social Networks” and “Consumer Reviews” Landscape as a jungle of weird names serving up content with little to no marketing value…<br />
  11. 11. Yet… 4,200+ Automotive Professionals rely on for a Competitive Advantage!<br />
  12. 12. 52,651 Visits in March<br /><br />
  13. 13. 13,175 Unique Visitors in March<br /><br />
  14. 14. The Social Web/UGC Shift is a Fundamental Change in American Society, Culture and Media Consumption Characteristics…<br />C u l t u r a l S h I f t<br />
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  17. 17. Phone<br />Flow<br />
  18. 18. 12 Examples of Integrating Social Media with Traditional Marketing<br /><br />Integrated Social Media Marketing (ISMM) is when you integrate social media with traditional marketing. 25 ways to integrate Facebook and Twitter with PR, direct selling, customer services, advertising and sales promotions.<br />QR Code on Back of Business Cards – All Departments, unique landing pages<br />Add Facebook/NingWidget /plugins to website or blog<br />Show Twitter stream on website – Dealer name as search term<br />Use buttons in footer, contact us page and sidebar of  website<br />Add Share/Like/Tweet buttons on inventory listings in website<br />Include links on your business cards<br />Include info in email signature file<br />Add Facebook/Twitter/Ningto voice mail messages (office and cellphone)<br />Include Facebook/Twitter/Ninginfo on invoices and receipts<br />Incorporate Facebook/Twitter/Ningin radio and television commercials<br />Add Facebook/Twitter/Ningto all printed brochures and catalogs<br />Include Ning articles/content info in monthly eNewsletters<br />But wait… There’s more!<br />
  19. 19. 13 More Examples of Integrating Social Media with Traditional Marketing! (25)<br />Incorporate Facebook/Twitter/Ninglogos in silk screen designs for t- shirts, canvas bags, umbrellas, hats<br />Include Facebook/Twitter/Ninginfo on menus and place mats<br />Include on lease vs buy comparison proposals and worksheets<br />Add info to billboards<br />Include Facebook/Twitter/Ninginfo with hours on showroom doors<br />Add Facebook/Twitter/Ningeverywhere you include a phone number<br />Include on autoshowdisplays<br />Add to collateral marketing pieces (pens, notepads, rulers, etc)<br />Add links to other social networking profiles (Facebook, Twitter, LinkedIn, Foursquare, Yelp, Ning, Knowem, Google, Bing, Yahoo)<br />Include links in PowerPoints loaded onto<br />Include links on YouTube uploads using annotations<br />Include social networking links within targeted Direct Mail campaigns<br />Remind customers to follow you when they call service/parts<br />
  20. 20. Do Stories Sell?<br />How many cars do YOU sell without sharing ANY stories?<br />
  21. 21. Automotive Marketing Principle #1: Stories Sell! (Yesterday, Today and Tomorrow)<br />DEALERSHIP SPONSORED<br />SOCIAL NETWORK<br />(community)<br />Dealership <br />Story, Article<br /> or News<br />
  22. 22. 5 More Ways to Integrate Social Media with Traditional Marketing<br />Credit: Jay Baer of Bloomington, IN<br />Position: Social media strategy consultant, coach, speaker at Convince & Convert<br />Industry: Advertising / Marketing / PR<br />Jay Baer is a social media strategist, author and speaker and President of consultancy Convince & Convert. Founder of five companies, he’s worked with over 700 brands since 1994, including 25 of the Fortune 1000. His Convince & Convert blog is ranked among the world’s top marketing resources. Twitter: @jaybaerWebsite:<br />
  23. 23. Conversation Marketing is Transformative (high gross), but can be an Inefficient Way to Sell Cars!<br />
  24. 24. Social Media Doesn’t Work Well for Car Dealers by Itself… (neither do sales staff)<br />
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  30. 30. 1. Social Media & Search Engine Marketing(SEO & Search Advertising)<br />
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  34. 34. <ul><li> Content = Traffic (think)More Content = More Traffic
  35. 35. Traffic = Sales Opportunities (think again)
  36. 36. More Sales Opportunities = ? (if you’re wrong, you’re fired!)</li></ul>55% More Website Visitorsfor Dealers that Blog… (doh!)<br />
  37. 37. 2. Social Media & Email<br />
  38. 38. Enabling Social Sharing in Email<br />
  39. 39. With one click of the customer’s mouse button, Performance Toyota’s eNewsletter makes it easy for customers to share “Money Saving Tips” using any, or all of the customer’s social media accounts. These “Social Sharing” apps do all the work so customers can share anything they find interesting with friends, family, coworkers or anybody they are connected with that the customer believes may benefit from the information and link sent… So, let’s click on Facebook first.<br />
  40. 40. After I click on the Facebook icon in Performance Toyota’s eNewsletter, a new browser window automatically pops open and Facebook recognizes me, has me already logged in and the eNewsletter article headline and an image is preloaded and ready to go… I add a comment in the box at the top explaining why I am sharing this Toyota dealer’s eNewsletter article about using your cell phone to take advantage of money saving coupons… Wouldn’t you? If customer is not in the mood to type, they can just click the “Share” button on the bottom right… <br />
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  43. 43. When I was dropped back into the eNewsletter, I clicked on the Twitter icon… With that one click of my mouse, the eNewsletter pushes a Tweet tip to my Twitter account, ready for me to share with 1,200+ friends, family, coworkers (Twitter followers) in a nicely pre-populated little message… With a link to the article!<br />
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  46. 46. Contest Campaign – List Growth via Social Media Marketing<br />
  47. 47. 3. Social Media & Virtual Events<br />
  48. 48. 4. Social Media & Live Events<br />
  49. 49. 5. Social Media & Market Research<br />
  50. 50. Social Media Marketing Tools and Analytics<br />How do you know what and how to integrate and then measure if it is getting results?<br />
  51. 51. Trademark Protection<br />Creating a dealership brand, reputation and website is no longer about just claiming your domain name.<br />Dealers shouldclaim their name, brand, campaign, and franchises across hundreds of social media networks. <br />This not only protects a dealer’s unique Trademark and brand name, but also helps create a channel for content delivery and messaging among automotive consumers that ensures Top Of Mind awareness, Dealer and Franchise consideration. <br />
  52. 52. Dealer Visibility<br /><ul><li> Social Media has emerged over the past 5 years as one of the most effective advertising media for automotive retailers.
  53. 53. Dealers can no longer ignore the Social Media automotive consumer base. It is large, motivated and controls a vast amount of vehicle and service purchasing power. Trends in buying behavior are multiplying faster than ever with the help of social media.
  54. 54. Dealers must stay visible and continuous across the entire Social Media spectrum. This means spreading the same image or Branding throughout each Social Media community, while still customizing its approach to each site’s different population.
  55. 55. Dealerships can customize theirapproach to demographic segments in each Social Media community, while still maintaining overall brand and/or dealer group image.</li></li></ul><li>OnlineReputation<br /><ul><li> Each Dealer’s Online Reputation is the most important aspect of its participation in Social Media. In the age of instant gratification and immediate response a negative review can have a derogatory impact on sales for months to come.
  56. 56. A positive or negative review will trickle down the ranks and be seen by many in the community.
  57. 57. Good reviews pay off dividends, and the investment is minimal. Dealers have the power to help promote good reviews and push down negative reviews in search results.
  58. 58. A dealership can utilize unique marketing and advertising tactics in these spaces. There are few rules in this ever-changing social landscape. However, the golden rule still exists, the customer is always right, and now they can really let you know.
  59. 59. A dealership’s employees must take part in their Social Media communities. The more your team puts in, the more you’ll get out.</li></li></ul><li>Search Engine Optimization<br /><ul><li> SEO is key to a successful automotive digital marketing strategy. It is proven that Google’s search results directly correlate to website traffic, sales and service leads and the revenue they help create. The higher the rank of a dealer’s website within Search Engine Results Pages (SERP), the better the traffic.
  60. 60. Traffic = Sales
  61. 61. More Traffic = More Sales
  62. 62. Use aSocial Media Account/Profile creation service that will insert hundreds of links back to your dealership’s website… Broadcasting a clean, consistent and clear message across the Social Media web. </li></li></ul><li>Social Media Account/Profile Creation<br /><ul><li>Create a unique dealership email address that links to all new social media accounts and profiles.
  63. 63. Cross checks your preferred Username against all social media sites and note where it is already reserved.
  64. 64. Claim your dealership’s unique Username</li></ul>- Secure your dealership name in the form of a username on every site, where it has not yet been claimed.<br /><ul><li>Select a consistent alternate username
  65. 65. Confirm all registration verification requirements
  66. 66. Uploads a profile picture onto each Social Media site
  67. 67. Insert dealership’s chosen URL to create traffic generating back-links, search rank and authority</li></li></ul><li>Tier 10 Social Media Account Services<br /><ul><li>Insert a designated URL into each Social Media site
  68. 68. Post a short Bio in each Social Media profile
  69. 69. Insert address, telephone, first and last name, POC’s
  70. 70. List all keywords, likes, interests related to your dealership
  71. 71. Provide profile summaries with link to all Social media profile pages under username’s vanity URL.
  72. 72. Allow for spreadsheetexport of all social media profiles containing URL and brief description of Social Media Site</li></li></ul><li>
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  85. 85.<br />The professional marketer’s secret weapon now has lead generating capabilities!<br />
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  91. 91. Facebook<br />Does your Facebook Page represent your dealership’s brand and current promotions?<br />
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  93. 93. Send an Update<br /><br />
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  107. 107. YouTube<br />Does your YouTube Channel represent your dealership’s brand and current promotions?<br />
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  114. 114. Content Distribution<br />Application Layer Integration<br />Automated Syndication (RSS/widgets)<br />User Triggered Syndication<br />Manual Placement (copy & paste)<br />
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  118. 118. 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 />
  119. 119. SERP #1<br />
  120. 120. SERP #1.5<br />
  121. 121. SERP #1.75<br />
  122. 122. 100% Ancira Auto Group controlled or Owned sites<br />SERP #2<br />
  123. 123. 100% Ancira Auto Group controlled or Owned sites<br />SERP #3<br />
  124. 124. 100% Ancira Auto Group controlled or Owned sites<br />SERP #4<br />
  125. 125. 100% Ancira Auto Group controlled or Owned sites<br />SERP #5<br />
  126. 126. 100% Ancira Auto Group controlled or Owned sites<br />SERP #6<br />
  127. 127. 100% Ancira Auto Group controlled or Owned sites<br />SERP #7<br />
  128. 128. 100% Ancira Auto Group controlled or Owned sites<br />SERP #8<br />
  129. 129. 100% Ancira Auto Group controlled or Owned sites<br />SERP #9<br />
  130. 130. 100% Ancira Auto Group controlled or Owned sites<br />SERP #10<br />
  131. 131. Twitter messages (Tweets) are now indexed by Google and show up in search results…<br />
  132. 132. Facebook Advertising?<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 />
  133. 133. Click to Zoom<br />
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  143. 143. 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 />
  144. 144. Dealer Social Marketing Strategy that makes use of “Hub and Spoke” approach, “Community Site” examples:<br /> <br /> <br /> <br />
  145. 145. Ralph Paglia<br />Vice President<br />Tier 10 Marketing<br /> <br /><br />Cell: 505-301-6369 <br /> <br />Presentation available at: www.ADMPC.com1. Join ADM Professional Community<br />2. Go to “ADM Forum” <br />3. Use Search: “Presentation File Exchange”<br />Detailed Resource Access: www.Ralphertising.comOEM Provide Data Feeds:<br /> <br />