106 digital dealer8timemanagementsocialmediav1

1Ralph Paglia; 8th Digital Dealer Conference – Orlando, FL – www.SocialDealer.BZ

“This highly practical session focuses on tips and techniques used to streamline social and digital marketing processes and those daily processes that must get done to keep your dealership competitive. Attendees will leave this session better equipped to maximize sales results from the time you have available. Actual Social Media sites will be evaluated based on objective criteria and the results they deliver, versus the time required to manage them. You have access to virtually unlimited Social Media Marketing Opportunities which are available without direct media buying expenses… 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 your roster!”

“With Social Media, Your Time Has Become The New Currency… How Will You Spend Yours?”

Session #225

“Unlimited Social Media and Digital Marketing Opportunities are available at little to no direct cost, but they require significant amounts of time and attention. Learn how to optimize your time investments…”

Introduction and Background:

Ralph Paglia Director - Digital Marketing Dealer Services• Currently leading build-out and development of new

ADP/ASU Joint Venture at www.SkySongCenter.comin Scottsdale, AZ for new home of expanded ADP/BZ Social Media Reputation Management Team providing“Strategic Implementation” of Fully Managed Solutions for Dealers...

• Generated 144,000+ leads in 22 months while working for Courtesy Chevrolet…• Managed Courtesy Chevy Internet Sales team that sold 4,000+ Units in 2006… • Worked w/Ford in 2007-2009 to develop first fully integrated multi-publisher

Tier 3 Digital Marketing Consulting and Co-Op supported Advertising program… • Ran 1st retail automotive Behavioral Targeting Digital Advertising program…• Internet Sales & Marketing Consultant to Ford, Mercedes-Benz, GM,

Honda, Toyota, Mercedes-Benz, Hyundai and 250+ dealers & groups…• Pioneered development of “Internet Leads” in 1988 using CompuServe ISP access to

post new and used vehicle listings on defense contractor BBS’s in San Diego, CA…

Cell: 505.301.6369 [email protected] www.RalphPaglia.com

www.ADPsocial.com

http://www.skysongcenter.com/

3

3Ralph Paglia - 8th Digital Dealer Conference – Orlando – www.SocialDealer.BZ 3Ralph Paglia - 8th Digital Dealer Conference – Orlando – www.SocialDealer.BZ

Social Media Marketing Objectives1. Create and Publish high quality content that attracts

and engages people who use social media and are in the demographic categories your overall dealership marketing programs seek and target

2. Monitor what people in your PMA are saying about your dealership and notify key dealership stakeholders of what was posted, when, where and by who

3. 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

4. Drive high quality traffic from social media to targeted destinations defined by dealership’s marketing strategy

5. Improve SEO “footprint” by creating multiple SERP listings for dealership Social Media accounts

4

4Ralph Paglia - 8th Digital Dealer Conference – Orlando – www.SocialDealer.BZ 4Ralph Paglia - 8th Digital Dealer Conference – Orlando – www.SocialDealer.BZ

5Ralph Paglia - 8 th Digital Dealer Conference - Orlando - www.ADPsocial.com

What is your Social Media Strategy?

17Ralph Paglia - 8 th Digital Dealer Conference - Orlando - www.ADPsocial.comMore Every Day!

Social Media Marketing

“Black Hole” of Employee Time?


How can ISM’s balance what they would like to do with Social networks, Blogs, Video, Photo, Forums, GeoApps, Communities and all the other User Generated Content (UGC) sites in the Social Web with their existing job tasks and duties?

The typical ISM gets more put on their plate every month, with no signs of “Job Description Creep” easing up, or any relief just because car buyers are spending hours and hours on sites like Facebook, YouTube, Twitter, DealerRater, Insider Pages, Kudzu, Yelp, AutoBlog, Jalopnik and other social media sites…


Get Some Help! How? Ask For It!


1. Dealership Customers• Customer Contests and Incentives (UCN example)• Social media syndication buttons on websites

2. Dealership Employees• Contests, Bonuses and ongoing Incentives• Volunteers, Civic Activities, Fund Raisers, Local Sponsorships

3. Suppliers• Require suppliers to contribute content• Letter from Dealer in all mailed checks

4. Car Companies (OEM )• High quality content widgets, slideshows and RSS feeds

5. Videos from Online Sources; Google Video Search

6. Photos from Online Sources; Google Image Search

7. Content from Other sources (including YOU!)

Sources of Social Media Content that Drives Traffic and Customer Engagement


Dealership Social Media Content Strategy; Use Syndicated Placement/Distribution TacticsRelevant Content drives high quality website traffic and customer engagement. Content Creation and Capture tactics that reduce time required to acquire and publish articles, photos, videos and posts is critically important to reduce total time you must invest into SMM. Automate placement and distribution to selected sites and networks…

1. *RSS Feeds from OEM’s; Articles, News, Photos, Videos

2. *RSS Feeds from Enthusiast sites; CarConnection,

3. Syndication Widgets; Widgetbox, Slideshare.net, etc.

4. Centralized Content Placement; sites for your sources

5. Outbound RSS Feed Placements6. Embedded Video Feed Widgets and Apps7. Embedded Photo Slideshows built from Albums8. Content Integration Applications

*OEM and Other RSS feed sources:

www.MySpaceAutomotive.com

22

22Ralph Paglia - 8th Digital Dealer Conference – Orlando – www.SocialDealer.BZ

Employee Participation

100+ Ancira Employees

participate in social media marketing…

23


User Initiated Dealership Sponsored Content Distribution(sharing the good stuff)


Syndica

tion; U

ser I

nitiated

Syndication; User Initiated


Syndication; User In

itiated


Stay Organized and have

Fast Access to YourDealership Social Media Accounts and Profiles(get to the good stuff)


An

cira

Au

toG

rou

p –

Su

bd

om

ain

Sec

ure

d


120 Social Media Site EnrollmentsCompleted for the Dealer’s Name/Domain


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… <5 days.

39


What About Facebook?

“Computers around the world simultaneously explode when

everyone on Facebook becomes everyone else’s friend on Facebook.”

40


What About Facebook?

1. Set Up a “Profile” for the Dealer/Owner2. Create a “Group” for your Franchise/Brand3. Create a “Fan Page” for your Community

41Ralph Paglia; 8th Digital Dealer Conference – Orlando, FL – www.SocialDealer.BZ Click to Zoom


1

23

4


1

2

3

4


1

2

3


1

2

3

4


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…


First 4 Days…


After 30 Days…


Listening to What Customers are Saying About your Dealership in the Social media World…

How do you do it?How much does it cost?What do you do when you hear something?


Twitter Syndication Tactics

1. Content to Twitter Syndication Apps2. Twitter Provided Widgets and Syndication Apps3. Reputation Monitoring Apps from Twitter4. 3rd Party Twitter Account Management Apps5. Facebook to Twitter & Twitter to Facebook6. Slideshare.net to Twitter


Twitter Content Syndication & Integration Tools:

On ADM:

99 Twitter Management Applications and Integration Tools

http://www.automotivedigitalmarketing.com/profiles/blogs/twitter-management





On ADM:






http://ford.digitalsnippets.com


Customer Review and Dealer Inventory Syndication Tools:

• Customer Reviews “Widget” for Blogs and Websites• Customer Reviews RSS Feeds for multiple uses• Dealer Inventory w/Photos “Classified Ad” Apps/Listings feeds to display dealership reviews across social sites• Facebook proprietary Apps with content syndication

DealerRater.com Certification Automated Customer Review Syndication Apps

Perspective on Social Networks: DealerRater Social Media Syndication Apps


Perspective on Social Networks: DealerRater.com Social Marketing Strategy

• Customer Rating Cards Rating cards to hand out to your raving fan customers • Easy way to increase your rating • Helpful reminder for your best customers to post a review• Good for both sales and service department consumer reviews

• Use the back side to promote sales & service specials• Works pre sale AND post sale • Direct potential customers to your good ratings • Point URL to your rating page: www.RateAutoAves.com

http://www.rateautoaves.com/


Perspective on Social Networks: DealerRater.com Web 2.0 Strategy - Marketing

• Dealer Directory Certification Icon Certification icon displays next to listing • Lets buyers know immediately of your status • Attracts more clicks

• Free Vehicle Leads Receive and track vehicle leads • Optional - receive leads from distant buyers • Optional - receive leads for competing makes

• Free Classified Ads Unlimited Listings – New & Used Inventory • Up to 36 photos per car • Inventory data via DMS or 3rd party provider • Ad runs until car is sold• Facebook inventory integration


Dealer Social Media Content Syndication Strategy using an “Employee Network” centralized content repository site…

1. www.AnciraCommunity.com 2. www.Automotive-Avenues.com 3. www.KellyCarCommunity.com 4. www.MyJeepCommunity.com 5. www.Ford-Community.com

http://www.anciracommunity.com/

http://www.automotive-avenues.com/

http://www.kellycarcommunity.com/

http://www.myjeepcommunity.com/

http://www.ford-community.com/


Ralph Paglia ADP Digital Marketing Solutions www.SocialDealer.BZ [email protected]

cell: 505-301-6369 www.DigitalRalph.com

Presentation available at:

www.AutomotiveDigitalMarketing.com

or… ADM.fm 1. Join ADM2. Go to “ADM Forum” 3. Use Search: “Presentation File Exchange”

I want to thank Tim Jennings for a great concept...

www.Ralphertising.com

http://www.socialdealer.bz/

http://www.digitalralph.com/

http://www.automotivedigitalmarketing.com/profile/TimJennings

106 digital dealer8timemanagementsocialmediav1

Technology

Transcript of 106 digital dealer8timemanagementsocialmediav1