Ralph Paglia provides an overview of social media and reputation management strategies that have proven effective for car dealerships. He discusses five areas where dealerships can see a return on investment from social media including lead generation, reputation management, traffic generation, search optimization, and reducing bandwidth costs. Paglia also outlines a five phase deployment model for implementing a complete social media strategy and marketing team.

1. Social Media and Reputation Management Attract Convert Transact Retain

3. Establishing ADP/ASU venture in Scottsdale, AZ at www.SkySongCenter.com - new home of expanded Social Media Reputation Management TeamBACKGROUND: For 18 months, the ADP / BZ Digital Marketing team has been identifying the most productive social media marketing and reputation management strategies. Insights gained have been leveraged by refining, documenting and “Productizing” a series of detailed dealer solution blueprints. BUSINESS CASE: Field Trials and Dealer Pilots have proven our strategy and multiple tactical utilizations of social media marketing and reputation management processes as being effective in several valuable categories within marketing, communications, CRM and profit building objectives… “Selling Cars By Accident” has been an unanticipated outcome at FT dealers in Seattle, Phoenix, Denver, San Antonio, New York, Indianapolis, etc. Cell: 505.301.6369 ralph_paglia@adp.com www.RalphRPaglia.com

4. Objectives Share Insights From Social Media Implementations Gather Your Feedback and Recommendations Put Insight to Work in Social Media Solutions

5. What is your level of awareness of… The volume and significance of consumer use of Social Media today? How Social Media Marketing can or should be part of the marketing mix of a retail business? The effects of Social Media usage on brand reputation and how to manage it? How many sales presentations have you had in the past year for Social Media solutions?

6. Dealers Committed to Social Media Improve Sales Rank OEM with most commitment and investment in social mediagained more market share & profits during 2008-09 recessionthan during any other same time period in past 32 years

7. First things First – What About Return on Investment? To date, we’ve found 5 Areas for repeatable ROI Opportunity for dealers “Do not confuse the ability to track and measure results with generating a Return On Investment Your ROI is realized (or not) whether or not you have the ability to correctly measure outcomes!” –- Red McCombs

8. ROI in Social Media Marketing / Reputation Management

9. If your organization is engaged in social media or reputation management activities… What benefits have you experienced? How long did it take to achieve any significant impact? Have you been able to quantify them? Any downsides?

10. Five Areas of Social Media ROI Opportunity Marketing Communications & Lead Capture Reputation Management Traffic Generation Improved SEO Strategies Reduce Network Bandwidth Load

11. Social Media ROI Marketing Communications and Lead Capture Create and Publish content that attracts consumer attention, captures mindshare within demographics targeted by dealer’s marketing strategy Use Social Media based Apps to engage, interact, convert into lead or gain permission based messaging capability

12. Social Media ROI Reputation Management Monitor social web in dealer’s PMA for content posted containing dealership brand. 911 Fast Response Process for negative content posted. Notify dealer POC’s of what was posted, when and by who. Send POC copy, including response published and actions/due dates required “Social Rewards” strategy for positive posts, comments and mentions Promptly create and post appropriate responses to all dealership mentions so people see your store cares, pays attention, responds, appreciates compliments and resolves customer concern issues

13. Social Media ROI Traffic Generation Drive targeted traffic from social media sites to dealer’s… Social assets and websites Inbound calls to social media assigned numbers Showroom traffic Techniques Anchor text Embedded links Stories and content

15. Multiple SERP listings from dealer’s Social Media accounts and profile subdomains

16. Back links from hundreds of Social Media sites to dealer’s eCommerce site

18. Have you documented or implemented policies regarding access to employee access to social media? Access & Security Acceptable Use Content & Interaction Commentary & Proprietary Info Control & Review What role have you assigned to manage social media initiatives and operations?

20. Continual optimization

21. Continual Time v Benefit evaluationSocial Media sites should be evaluated based on objective criteria and the results they deliver. The value of what the dealer gets back is then reduced by the cost of the time (labor) required to manage various tasks and work flows. Dealers have access to virtually unlimited Social Media Marketing Opportunities which are available without direct media buying expense… But are they free? Only if your time has no value! When the true value of your time is factored in, there are still many ROI positive opportunities, but there are also Social Media sites that become “Black Holes of Time” and should be cut from the maintenance roster!”

24. Raise awareness with key stakeholders; provide detailed information

27. Stories Sell: a single play in theViral MarketingPlaybook

29. How much are they getting?

30. Are you interacting with Blogs, Forums or Communities?

31. Are you leveraging visual content – Photos, Video?

32. What other User Generated Content do you leverage?Has your Internet Sales Mgr experienced any “Job Description Creep” lately?Was that because he had nothing to do otherwise?So, what had to give?

33. Social Media Marketing…Is it a “Black Hole” for Employee Productivity?

34. Establishing and Sustaining Social Media Marketing Reputation Management

36. Dedicated to your accountSoMAR’s role: Execute Report Adjust Plan SoMAR

38. Social Marketing skill setExecute Report Adjust Plan SoMAR Design Configuration Sales Training

39. Social Media / Reputation ManagementFive Phase Deployment Model TRANSITION MILESTONE DEPLOYMENT PHASE SoMAR ASSIGNED TO PROJECT Phase I Initial Data Collection & AnalysisTarget Duration: 4 weeks Dealer Sign-off onbuild-out strategy Phase II Build-Out of Social EnvironmentTarget Duration: 3 weeks Review of finalinstall config & accesscompleted w/ Dealer Phase III Onsite ConsultingTarget Duration: 2 weeks Training complete;outstanding itemsidentified Phase IV Transition Install to MaintenanceTarget Duration: 2 weeks Maintenance transitionmeeting w/ Dealer SoMAR Phase V MaintenanceTarget Duration: Ongoing Account teamworks w/ Dealer;Contract renewal Design Configuration Sales Training

40. Content Syndication“Sharing The Good Stuff” User Generated Dealer Sponsored

42. Customer Contests and Incentives (UCN example)

46. Content  Drives Traffic and Customer Engagement Syndicated, Placement/Distribution Tactics Inbound Content Feeds RSS Feeds from OEM’s Articles, News, Photos, Videos RSS Feeds from Enthusiast sites CarConnection, etc. Syndication Apps Google Gadgets, Widgetbox, Slideshare.net, etc. Outbound Content Syndication Centralized Content Placement sites for your sources Outbound RSS Feed Placements employees and suppliers Embedded Video Feed Widgets and Apps Embedded Photo Slideshows built from Albums Content Integration Applications

47. http://ford.digitalsnippets.com

48. Syndication; User Initiated Syndication; User Initiated

49. Syndication; User Initiated

52. Access & Organization“Managing The Good Stuff” Social Media Networks, Profiles & Accounts Dealership Control

53. AnciraAutoGroup– Sub-Domain Secured

54. AnciraAutoGroup– Social Profiles Established

55. AnciraAutoGroup– Social Profiles Managed

56. Awareness & Promotion“Flaunting The Good Stuff” Social Media Advertising Media Mix

57. Click to Zoom

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63. 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 cost 22 cents…

64. Perspective on Social Networks: DealerRater Social Media Syndication Apps DealerRater.com Certification Automated Customer Review Syndication Apps