Digital dealer10integratedsocialmediamarketingv2

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?”
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.
Ralph Paglia Rpaglia@gmail.com c: 505-301-6369
PPT available at: www.ADMPC.com

2. Introduction and Background:
Ralph Paglia
Vice President
Tier 10 Marketing
• 20+ year automotive industry leader in Digital
Marketing, Advertising, Lead Management, BDC
and dealership CRM process design and execution
• Executed Digital Marketing and Sales Strategy that generated 144,000+
leads to single-point Chevy dealer in 2 years
• Built dealer ISS team that sold 4,000+ Units to Web Leads in 2006
• Worked w/Ford in 2007-2008 to develop first fully integrated multi-
publisher Tier 3 Digital Marketing Consulting & Advertising program
• First retail automotive Behavioral Targeting Digital Advertising program
while at Courtesy Chevrolet in 2005, 2006 and 2007
• Internet Sales & Marketing Consultant to Ford, Mercedes-Benz, GM,
Honda, Toyota, Mercedes-Benz, Hyundai and 250+ dealers & groups
• Started generating Internet leads in 1988 using CompuServe ISP
access and vehicle listings on defense contractor BBS’s in SoCal
Cell: 505.301.6369 rpaglia@gmail.com
PPT file available at:
www.ADMPC.com

4. 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…

5. Yet… 4,200+ Automotive Professionals rely on
www.ADMPC.com for a Competitive Advantage!

6. www.ADMPC.com
52,651VisitsinMarch

7. www.ADMPC.com
13,175UniqueVisitorsinMarch

8. C u l t u r a l S h I f t

11. Phone
Flow

12. http://www.beyondsocialmediamarketing.com/2010/11/23-ways-integrate-
facebook-twitter-with-traditional-advertising/?pfstyle=wp
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.
1. QR Code on Back of Business Cards – All Departments, unique landing pages
2. Add Facebook/Ning Widget /plugins to website or blog
3. Show Twitter stream on website – Dealer name as search term
4. Use buttons in footer, contact us page and sidebar of website
5. Add Share/Like/Tweet buttons on inventory listings in website
6. Include links on your business cards
7. Include info in email signature file
8. Add Facebook/Twitter/Ning to voice mail messages (office and cellphone)
9. Include Facebook/Twitter/Ning info on invoices and receipts
10. Incorporate Facebook/Twitter/Ning in radio and television commercials
11. Add Facebook/Twitter/Ning to all printed brochures and catalogs
12. Include Ning articles/content info in monthly eNewsletters
But wait… There’s more!

13. 13. Incorporate Facebook/Twitter/Ning logos in silk screen designs for
t- shirts, canvas bags, umbrellas, hats
14. Include Facebook/Twitter/Ning info on menus and place mats
15. Include on lease vs buy comparison proposals and worksheets
16. Add info to billboards
17. Include Facebook/Twitter/Ning info with hours on showroom doors
18. Add Facebook/Twitter/Ning everywhere you include a phone number
19. Include on autoshow displays
20. Add to collateral marketing pieces (pens, notepads, rulers, etc)
21. Add links to other social networking profiles (Facebook, Twitter,
LinkedIn, Foursquare, Yelp, Ning, Knowem, Google, Bing, Yahoo)
22. Include links in PowerPoints loaded onto Slideshare.net
23. Include links on YouTube uploads using annotations
24. Include social networking links within targeted Direct Mail campaigns
25. Remind customers to follow you when they call service/parts

14. How many cars do YOU sell
without sharing ANY stories?

15. Automotive Marketing Principle #1: Stories Sell! (Yesterday, Today and Tomorrow)
Dealership
Story, Article
or News
DEALERSHIP SPONSORED
SOCIAL NETWORK
(community)

16. Credit: Jay Baer of Bloomington, IN
Position: Social media strategy consultant, coach, speaker at Convince & Convert
Industry: Advertising / Marketing / PR
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: @jaybaer Website: www.ConvinceAndConvert.com

25. http://www.scribd.com/doc/20703026/The-
Influenced-Social-Media-Search-and-the-
Interplay-of-Consideration-and-Consumption

28. • Content = Traffic (think) More Content = More Traffic
• Traffic = Sales Opportunities (think again)
• More Sales Opportunities = ? (if you’re wrong, you’re fired!)
55% More Website Visitors
for Dealers that Blog… (doh!)

30. EnablingSocialSharinginEmail

31. 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.

32. 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…

35. 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!

37. www.MailBoxIQ.com

42. How do you know what and how to integrate
and then measure if it is getting results?

43. Trademark Protection
 Creating a dealership brand, reputation and website is no
longer about just claiming your domain name.
 Dealers should claim their name, brand, campaign, and
franchises across hundreds of social media networks.
 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.

44. Dealer Visibility
• Social Media has emerged over the past 5 years as one of the
most effective advertising media for automotive retailers.
• 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.
• 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.
• Dealerships can customize their approach to demographic
segments in each Social Media community, while still maintaining
overall brand and/or dealer group image.

45. Online Reputation
• 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.
• A positive or negative review will trickle down the ranks and be seen by
many in the community.
• 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.
• 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.
• A dealership’s employees must take part in their Social Media
communities. The more your team puts in, the more you’ll get out.

46. Search Engine Optimization
• 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.
• Traffic = Sales
• More Traffic = More Sales
• Use a Social 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.

47. • Create a unique dealership email address that links to all new
social media accounts and profiles.
• Cross checks your preferred Username against all social
media sites and note where it is already reserved.
• Claim your dealership’s unique Username
- Secure your dealership name in the form of a username on every
site, where it has not yet been claimed.
- Select a consistent alternate username
• Confirm all registration verification requirements
• Uploads a profile picture onto each Social Media site
• Insert dealership’s chosen URL to create traffic generating
back-links, search rank and authority
Social Media Account/Profile Creation

48. • Insert a designated URL into each Social Media site
• Post a short Bio in each Social Media profile
• Insert address, telephone, first and last name, POC’s
• List all keywords, likes, interests related to your dealership
• Provide profile summaries with link to all Social media profile
pages under username’s vanity URL.
• Allow for spreadsheet export of all social media profiles
containing URL and brief description of Social Media Site
Tier 10 Social Media Account Services

54. www.Knowem.com

55. www.Knowem.com

56. www.Knowem.com

57. www.UBL.org

58. www.HootSuite.com

59. www.TweetEffect.com

60. www.TweetEffect.com

61. www.TweetEffect.com

62. The professional marketer’s secret weapon
now has lead generating capabilities!

63. www.Slideshare.net

64. www.Slideshare.net

65. www.Slideshare.net

66. www.Slideshare.net

67. www.Slideshare.net

68. Does your Facebook Page represent your
dealership’s brand and current promotions?

69. www.Facebook.com/PenskeCars

70. Send an Update
www.Facebook.com/PenskeCars

71. www.Facebook.com/PenskeCars

72. www.Facebook.com/PenskeCars

73. www.Facebook.com/PenskeCars

75. www.Facebook.com/PenskeCars

76. www.PenskeCars.com

77. www.Facebook.com/PenskeCars

78. www.Facebook.com/PenskeCars

79. www.Facebook.com/PenskeCars

80. www.Facebook.com/PenskeCars

81. www.Facebook.com/PenskeCars

82. www.Facebook.com/PenskeCars

83. www.Facebook.com/PenskeCars

84. Does your YouTube Channel represent your
dealership’s brand and current promotions?

91. 1. Application Layer Integration
2. Automated Syndication
(RSS/widgets)
3. User Triggered Syndication
4. Manual Placement (copy & paste)

92. www.PenskeCommunity.com

95. What about Search Engines?
Will Social Network pages, blogs, etc. be
indexed by Google?
Is there any value to references made
about our dealership and the anchor text
links that we put into our profile pages?
Ancira Social Media Profiles in Search
Engine Results Pages (SERP)…

96. SERP #1

97. SERP #1.5

98. SERP #1.75

99. SERP #2
100% Ancira Auto
Group controlled
or Owned sites

100. SERP #3
100% Ancira Auto
Group controlled
or Owned sites

101. SERP #4
100% Ancira Auto
Group controlled
or Owned sites

102. SERP #5
100% Ancira Auto
Group controlled
or Owned sites

103. SERP #6
100% Ancira Auto
Group controlled
or Owned sites

104. SERP #7
100% Ancira Auto
Group controlled
or Owned sites

105. SERP #8
100% Ancira Auto
Group controlled
or Owned sites

106. SERP #9
100% Ancira Auto
Group controlled
or Owned sites

107. SERP #10
100% Ancira Auto
Group controlled
or Owned sites

109. 1. Set Up a “Profile” for the Dealer/Owner
2. Create a “Group” for your Franchise/Brand
3. Create a “Fan Page” for your Community

110. Click to Zoom

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120. Ads were seen 7,201,334 times in October by
Facebook members who live near the two
dealerships in this case study…
1,730 of those Facebook members clicked on
one the two dealer advertisements…
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.
To show Facebook members our dealership
ads 1,000 times, it cost 22 cents…

121. Dealer Social Marketing Strategy that makes use of “Hub
and Spoke” approach, “Community Site” examples:
1. www.AnciraCommunity.com
2. www.Automotive-Avenues.com
3. www.HotAxle.com

122. Ralph Paglia
Vice President
Tier 10 Marketing
www.Tier10Marketing.com
ralph@tier10marketing.com
Cell: 505-301-6369
www.DigitalRalph.com
Presentation available at: www.ADMPC.com
1. Join ADM Professional Community
2. Go to “ADM Forum”
3. Use Search: “Presentation File Exchange”
Detailed Resource Access: www.Ralphertising.com
OEM Provide Data Feeds:
http://www.automotivedigitalmarketing.com/forum/topics/oem-provided-rss-data-feeds