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Social Media Marketing for GM Dealers<br />
Social Media Marketing for GM Dealers<br />“Ralph Paglia will showcase actual dealership implementations of social media m...
Introduction and Background:<br />Ralph Paglia<br />Director - Digital Marketing<br />Dealer Services<br /><ul><li>20+ yea...
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 & Adver...
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 &...
Started generating Internet leads in 1988 using CompuServe ISP access and vehicle listings on defense contractor BBS’s in ...
THE PROBLEM: Many Dealers see the “Social Networks” and “Consumer Reviews” Landscape as a jungle of weird names and brands...
Value Proposition to GM Dealers:<br />Social Marketing/Reputation Management Strategy<br />Increased traffic to the GM dea...
www.ADMPC.com<br />Over 2,800 Automotive ProfessionalsRely on ADM for a Competitive Advantage<br />
www.ADMPC.com<br />Click to Zoom<br />
Measuring Blogging Sites<br />
Measuring Social Network Sites<br />
Measuring Forum & Chat Provider Sites<br />
Measuring Social Networks & Online Community Sites<br />
Social Marketing Strategy Example: Ancira Auto Group<br />
Employee Participation; “Secret Sauce”<br />Over 200 Ancira Employees participate in community…<br />
www.AnciraCommunity.com<br />
Dear April Ancira,Thank you so much for your response to my recent service from Ancira Kia. I am absolutely blown away tha...
Syndication by employees and customers is key!<br />1<br />
2<br />
3<br />
Ancira Auto Group Social Marketing & Reputation Management<br />What about Search Engines?<br />Will Social Network pages,...
SERP #1<br />
SERP #1.5<br />
SERP #1.75<br />
100% Ancira Auto Group controlled or Owned sites<br />SERP #2<br />
100% Ancira Auto Group controlled or Owned sites<br />SERP #3<br />
100% Ancira Auto Group controlled or Owned sites<br />SERP #4<br />
100% Ancira Auto Group controlled or Owned sites<br />SERP #5<br />
100% Ancira Auto Group controlled or Owned sites<br />SERP #6<br />
100% Ancira Auto Group controlled or Owned sites<br />SERP #7<br />
100% Ancira Auto Group controlled or Owned sites<br />SERP #8<br />
100% Ancira Auto Group controlled or Owned sites<br />SERP #9<br />
100% Ancira Auto Group controlled or Owned sites<br />SERP #10<br />
Twitter messages (Tweets) are now indexed by Google and show up in search results…<br />
120 Social Media Site Enrollments<br />Completed for the Dealer’s Name/Domain<br />
120 Social Media Site Enrollments<br />Completed for the Dealer’s Name/Domain<br />
120 Social Media Site Enrollments<br />Completed for the Dealer’s Name/Domain<br />
120 Social Media site enrollments completed by Humans to get past CAPTCHA filters and register the Dealer’s Name/Domain wi...
What About Facebook?<br />
Set Up a “Profile” for the Dealer/Owner<br />Create a “Group” for your Franchise/Brand<br />Create a “Fan Page” for your C...
Click to Zoom<br />
1<br />2<br />3<br />4<br />
1<br />2<br />3<br />4<br />
1<br />2<br />3<br />4<br />
1<br />2<br />3<br />4<br />
1<br />2<br />3<br />4<br />
1<br />3<br />2<br />
1<br />2<br />3<br />4<br />
Ads were seen 7,201,334 times in October by Facebook members who live near the two dealerships in this case study…<br />1,...
Listening to What Customers are Saying About your GM Dealerships in the Social media World<br />How do you do it?<br />How...
What about Twitter?<br />Listen for comments<br />Attract Followers<br />Take action when appropriate<br />Provide valuabl...
Social Media Provides Mass Monitoring Power to Dealers<br />
Social Media Provides Mass Monitoring Power to Dealers<br />
Social Media Content Drives Traffic and Customer Engagement<br />Social Marketing and Reputation Management Strategies sho...
Advertise syndication brands to attract consumers </li></ul>RSS Feeds from OEM’s and Enthusiast sites<br /><ul><li>ADP lib...
Embed selected dealer website content (inventory, specials, etc.)
Over 100 Widget Apps available from platform provider</li></ul>Dealership Employees<br /><ul><li>Fixed Operations
Civic Activities, Fund Raisers, Local Sponsorships,</li></ul>Suppliers<br /><ul><li>Every supplier required to have a prof...
Dealer Social Marketing Content Strategy<br />Content drives traffic and customer engagement:<br />You <br />RSS Feeds fro...
Perspective on Social Networks: DealerRater.com <br />DealerRater.com Certification Benefits<br />Build Your Social Media ...
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General Motors SFE Social Media Marketing Webinar Presentation by Ralph Paglia

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On Friday November 6, 2009 Ralph Paglia facilitated a national GM webinar on Social Media Marketing and Reputation Management Best Practices for Car Dealers. The presentation was prepared and delivered under contract, and as requested by the General Motors Standards For Excellence (SFE) Dealer Facilitators Team... Ralph Paglia has previously trained General Motors SFE Dealer Facilitators on Internet Sales Management and Digital Marketing best practices in 2006 and 2007.

Published in: Automotive, Business, Technology
  • Automotive Social Media Marketing Reputation Management
    If you found this presentation because you are interested in Automotive Social Media Marketing and Reputation Management, then you should visit and join the new online community for auto industry professionals who are Social Media Marketing practitioners at http://www.AutomotiveSocial.com and be sure to follow the Twitter profile connected to this community at http://Twitter.com/AutoSocial and become an Automotive Social Media Marketing fan at http://Facebook.com/AutomotiveSocial

    ADP now has an automotive social marketing online community located at http://www.ADPsocial.com and our Twitter profile is at http://twitter.com/ADPDM and our Facebook Fan page is at http://facebook.com/ADPsocial
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General Motors SFE Social Media Marketing Webinar Presentation by Ralph Paglia

  1. 1. Social Media Marketing for GM Dealers<br />
  2. 2. Social Media Marketing for GM Dealers<br />“Ralph Paglia will showcase actual dealership implementations of social media marketing and reputation management strategies… learn how to measure performance and track the results required for increases in sales and profits. Learn how to create and sustain ongoing competitive advantages by building a foundation that positions GM dealers as the place to do business! Use customer engagement models that have become more effective than conventional interruption based advertising alone. Ralph will review online access to step-by-step tactical blueprints that make it easy to use a combination of low cost dealer sponsored communities that are automatically updated daily using free GM supplied assets. See how to engage a GM dealership’s employees within an online community, then syndicate video, photo, blogs and discussion forums into the most popular social media, such as Facebook, Twitter, MySpace, YouTube, Digg, Blogger, Wordpress and others to create a powerful social marketing and reputation management network that generates real-world sales and profits.”<br />
  3. 3. Introduction and Background:<br />Ralph Paglia<br />Director - Digital Marketing<br />Dealer Services<br /><ul><li>20+ year automotive industry leader in Digital Marketing, Advertising, Lead Management, BDC and dealership CRM process design and execution
  4. 4. Executed Digital Marketing and Sales Strategy that generated 144,000+ leads to single-point Chevy dealer in 2 years
  5. 5. Built dealer ISS team that sold 4,000+ Units to Web Leads in 2006
  6. 6. Worked w/Ford in 2007-2008 to develop first fully integrated multi-publisher Tier 3 Digital Marketing Consulting & Advertising program
  7. 7. First retail automotive Behavioral Targeting Digital Advertising program while at Courtesy Chevrolet in 2005, 2006 and 2007
  8. 8. Internet Sales & Marketing Consultant to Ford, Mercedes-Benz, GM, Honda, Toyota, Mercedes-Benz, Hyundai and 250+ dealers & groups
  9. 9. 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 ralph_paglia@adp.com www.ADMPC.com<br />
  10. 10. THE PROBLEM: Many Dealers see the “Social Networks” and “Consumer Reviews” Landscape as a jungle of weird names and brands with little to no value…<br />
  11. 11.
  12. 12. Value Proposition to GM Dealers:<br />Social Marketing/Reputation Management Strategy<br />Increased traffic to the GM dealer’s primary eCommerce websites<br />Increased “Top Of Mind” Brand Awareness of the dealership in their local area with automotive customers who are in market<br />Improved Search Engine Rankings for the dealer’s primary eCommerce site for relevant search terms<br />An effective and proactive Reputation Management strategy that alerts dealers to what is being published and guides satisfied customers towards posting positive reviews about dealership<br />Employee engagement with Social Media that is guided, advantageous to the dealership, controlled and monitored<br />Dealer establishes a “Thought Leadership” position in their local community with a customer segment that is difficult to reach<br />Increased sales of Vehicles, Service and Parts<br />
  13. 13. www.ADMPC.com<br />Over 2,800 Automotive ProfessionalsRely on ADM for a Competitive Advantage<br />
  14. 14.
  15. 15. www.ADMPC.com<br />Click to Zoom<br />
  16. 16.
  17. 17. Measuring Blogging Sites<br />
  18. 18. Measuring Social Network Sites<br />
  19. 19. Measuring Forum & Chat Provider Sites<br />
  20. 20. Measuring Social Networks & Online Community Sites<br />
  21. 21.
  22. 22.
  23. 23. Social Marketing Strategy Example: Ancira Auto Group<br />
  24. 24. Employee Participation; “Secret Sauce”<br />Over 200 Ancira Employees participate in community…<br />
  25. 25. www.AnciraCommunity.com<br />
  26. 26.
  27. 27.
  28. 28.
  29. 29.
  30. 30.
  31. 31.
  32. 32. Dear April Ancira,Thank you so much for your response to my recent service from Ancira Kia. I am absolutely blown away that you not only responded to my dissatisfaction by offering a complimentary return visit, but that you use social media outlets to further your customer reach. I never expected to achieve anything by tweeting my rant earlier today, I was just trying to kill some time in the waiting room (lol). But wow, I am totally floored, I have to say.To tell you the truth I was actually going to email your company tonight to inform you all of my visit. I was mailed a flyer for the discounted oil change and decided to take you all up on it since it was so much cheaper than my normal oil change place...had a bit of trouble setting up the initial appointment…after a transfer and several rings I was eventually routed to…a man who scheduled me for a 4:30 PM appointment…Thursday, October 8th.Fast forward to today and…the man in the red shirt told me that he didn&apos;t have any appointments scheduled for me. That was quite unfortunate due to my busy week, and add to the fact that I was already well past my previous oil change expiration (my fault, I know). The red-shirted man understood my frustration and scheduled an oil change for me tonight anyway, but did give me a heads-up about the 2 hour wait.Thankfully (or not?), I had Twitter and a phone full of music, so the wait was bearable. And it was actually less than an-hour-and-a-half wait, so that made it even better.So to wrap up this novel (sorry!), I just wanted to let you know how I came to the situation…and what transpired afterward. I did get my discount and the free car wash that was included with the flyer. Also, I consider myself to be a mostly patient person and am very much one to notice customer service; whether or not my visit was tended to with prompt diligence, every person I spoke to from earlier this week to today was very cheerful and willing to help (especially the man in the red shirt). That being said, I would feel like I&apos;m stealing from you by accepting your complimentary offer…I will be happy to explain to everyone the fantastic service I received after today&apos;s mishap, and am very happy that I chose to purchase my Kia from you all [Ancira]. <br />Many thanks and sincerity, J.R. Moreno<br />
  33. 33. Syndication by employees and customers is key!<br />1<br />
  34. 34. 2<br />
  35. 35. 3<br />
  36. 36. Ancira Auto Group Social Marketing & Reputation Management<br />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 />NEXT: Ancira Social Media Profiles in Search Engine Results Pages (SERP)…<br />
  37. 37. SERP #1<br />
  38. 38. SERP #1.5<br />
  39. 39. SERP #1.75<br />
  40. 40. 100% Ancira Auto Group controlled or Owned sites<br />SERP #2<br />
  41. 41. 100% Ancira Auto Group controlled or Owned sites<br />SERP #3<br />
  42. 42. 100% Ancira Auto Group controlled or Owned sites<br />SERP #4<br />
  43. 43. 100% Ancira Auto Group controlled or Owned sites<br />SERP #5<br />
  44. 44. 100% Ancira Auto Group controlled or Owned sites<br />SERP #6<br />
  45. 45. 100% Ancira Auto Group controlled or Owned sites<br />SERP #7<br />
  46. 46. 100% Ancira Auto Group controlled or Owned sites<br />SERP #8<br />
  47. 47. 100% Ancira Auto Group controlled or Owned sites<br />SERP #9<br />
  48. 48. 100% Ancira Auto Group controlled or Owned sites<br />SERP #10<br />
  49. 49. Twitter messages (Tweets) are now indexed by Google and show up in search results…<br />
  50. 50.
  51. 51.
  52. 52.
  53. 53.
  54. 54.
  55. 55.
  56. 56.
  57. 57. 120 Social Media Site Enrollments<br />Completed for the Dealer’s Name/Domain<br />
  58. 58. 120 Social Media Site Enrollments<br />Completed for the Dealer’s Name/Domain<br />
  59. 59. 120 Social Media Site Enrollments<br />Completed for the Dealer’s Name/Domain<br />
  60. 60. 120 Social Media site enrollments completed by Humans to get past CAPTCHA filters and register the Dealer’s Name/Domain with Links back to the dealer’s “Community” site from ADP for SEO back-link value… &lt;5 days.<br />
  61. 61. What About Facebook?<br />
  62. 62. 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 />
  63. 63. Click to Zoom<br />
  64. 64. 1<br />2<br />3<br />4<br />
  65. 65. 1<br />2<br />3<br />4<br />
  66. 66. 1<br />2<br />3<br />4<br />
  67. 67. 1<br />2<br />3<br />4<br />
  68. 68. 1<br />2<br />3<br />4<br />
  69. 69. 1<br />3<br />2<br />
  70. 70. 1<br />2<br />3<br />4<br />
  71. 71.
  72. 72.
  73. 73.
  74. 74. 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 />
  75. 75.
  76. 76. Listening to What Customers are Saying About your GM Dealerships in the Social media World<br />How do you do it?<br />How much does it cost?<br />What do you do when you hear something?<br />
  77. 77.
  78. 78.
  79. 79. What about Twitter?<br />Listen for comments<br />Attract Followers<br />Take action when appropriate<br />Provide valuable tweet streams<br />
  80. 80.
  81. 81. Social Media Provides Mass Monitoring Power to Dealers<br />
  82. 82. Social Media Provides Mass Monitoring Power to Dealers<br />
  83. 83. Social Media Content Drives Traffic and Customer Engagement<br />Social Marketing and Reputation Management Strategies should focus on obtaining and serving up highly desirable relevant content within Community. <br />Consumer members of Dealership Community<br /><ul><li>Customer Contests and Incentives (UCN example)
  84. 84. Advertise syndication brands to attract consumers </li></ul>RSS Feeds from OEM’s and Enthusiast sites<br /><ul><li>ADP library of feeds catalogued by brand</li></ul>Video & Photo Feeds from multiple sources<br /><ul><li>ADP library of Media feeds by brand</li></ul>Widgets/Gadgets from multiple sources<br /><ul><li>DealerRater.com reseller agreement
  85. 85. Embed selected dealer website content (inventory, specials, etc.)
  86. 86. Over 100 Widget Apps available from platform provider</li></ul>Dealership Employees<br /><ul><li>Fixed Operations
  87. 87. Civic Activities, Fund Raisers, Local Sponsorships,</li></ul>Suppliers<br /><ul><li>Every supplier required to have a profile within community</li></ul>OEM associates - Car Companies are HIGHLY supportive<br />
  88. 88. Dealer Social Marketing Content Strategy<br />Content drives traffic and customer engagement:<br />You <br />RSS Feeds from OEM’s – Articles, Photos & Video<br />RSS Feeds from Enthusiast sites<br />Videos from multiple sources (Google Video Search)<br />Photos from multiple sources (Google Image Search)<br />Widgets and Gadgets from Multiple Source<br />Dealership Employees<br />Suppliers<br />Consumer user/members of the Dealer Community<br /> List of OEM supplied Social Marketing Content feeds and tools: www.MySpaceAutomotive.com<br />
  89. 89. Perspective on Social Networks: DealerRater.com <br />DealerRater.com Certification Benefits<br />Build Your Social Media Reputation; Syndication!<br />                      <br />
  90. 90.
  91. 91.
  92. 92. 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 />Presentations available at: www.AutoDigitalMarketing.com1. Join ADM<br />2. Go to “ADM Forum” <br />3. Use Search: “Presentation File Exchange”<br /> Detailed Case Study: www.Ralphertising.com<br />http://www.automotivedigitalmarketing.com/forum/topics/oem-provided-rss-data-feeds<br />
  93. 93. Example of an ADP Dealer Community Social Marketing Content Syndication Push<br />An experiment in ease of use validation using the 6thDigital Dealer Conference in Las Vegas as the source of content…<br />
  94. 94. Using the ADP community platform supplier, created Flash photo slide show taken at ADM Reception sponsored by ADP… selected “share” to push Flash object and content into Facebook…<br />
  95. 95. Facebook application opens per Community platform trigger, automatically populates object tile and pulls over description, tags, title… I enter a comment and select “Post” to insert into my Facebook Profile Wall for 2,000 of my best Facebook friends to see and use.<br />
  96. 96. Total time = 02:48 (not inlcuding photo upload time)<br />
  97. 97. Back in Facebook, the Community platform hosted photo slide show stands tall and proud within my Wall.<br />
  98. 98. American Honda was so intrigued by the Branded Community concept, they sponsored the creation of the Boston Honda Community located at http://HondaGallery.ning.com an ADP dealer, the VP of Marketing was more interested in finding a way to tap into Social Networks and Web 2.o than hearing about any other new ADP solutions…<br />
  99. 99. ADP created Boston Honda Community at American Honda’s request to demonstrate the use of popular social network site capabilities to tie into a dealership community platform… Here you see the Facebook “Group” site titled “Boston Hnda Community”… Content from the ADP created Boston Honda Community platform outside of Facebook is fed into the Facebook Group, and linked back into the ADP built community. This content feed updates every 15 minutes with new activity within the community platform. 61 new members joined the Facebook Group extension of Boston Honda Community in the first week.<br />
  100. 100. Looks like I have a lot of relatives in the Boston area…<br />

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