Digital Dealer User Generated Content UGC Social Networks for Car Dealers
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1 1 Ralph Paglia; Dallas, TX – October 7, 2008 #213 - Social Networking and Blogging How to leverage User Generated Content (UGC) sites to drive car buyers and service customers from popular destinations on the Internet to your web site without spending additional money… How to leverage User Generated Content (UGC) sites such as MySpace, Facebook, Blogger and Ning to drive car buyers, enthusiasts and those that influence buying decisions from several of the most popular destinations on the Internet to your dealership’s website. This session will share proven tactics that provide dealers with the know-how to execute a strategy that blends web- based reputation and information management with “word of mouth” that is more powerful than ever before, to generate incremental sales opportunities. Attendees will leave this session with a list of action items that they can use to generate showroom, phone and web site traffic without spending any additional money on marketing
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Digital Dealer User Generated Content UGC Social Networks for Car Dealers
Transcript of Digital Dealer User Generated Content UGC Social Networks for Car Dealers
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Ralph Paglia; Dallas, TX – October 7, 2008
#213 - Social Networking and Blogging How to leverage User Generated Content (UGC) sites to drive car buyers and service customers from popular destinations on the Internet to your web site without spending additional money…
How to leverage User Generated Content (UGC) sites such as MySpace, Facebook, Blogger and Ning to drive car buyers, enthusiasts and those that influence buying decisions from several of the most popular destinations on the Internet to your dealership’s website. This session will share proven tactics that provide dealers with the know-how to execute a strategy that blends web-based reputation and information management with “word of mouth” that is more powerful than ever before, to generate incremental sales opportunities. Attendees will leave this session with a list of action items that they can use to generate showroom, phone and web site traffic without spending any additional money on marketing services or advertising media.
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Ralph Paglia; Digital Dealer 5 - Dallas, TX – October 7, 2008
INTRODUCTIONS: Ralph Paglia
ADP Dealer Services Director - Digital Marketing
• Automotive industry thought leader on Digital Marketing, Advertising, Lead Management and CRM Process design
• Responsible for driving 144,000+ leads to single-point dealer in 2 years and developinga team that sold 4,000+ Vehicles to Internet Leads in 2006.
• Strategic marketing planner and consultant to car companies, dealer groups and national enterprise automotive organizations
• Deep history of developing Digital Marketing strategies and tactical CRM implementation blueprints for dealers and car companies
• Managed first retail automotive pilot program for Google Audio while in beta testing while at Courtesy Chevrolet in 2005, 2006 and 2007
• Started generating Internet leads in 1988 using CompuServe ISP access and vehicle listings on defense contractor BBS’s in SoCal
Cell: 505.301.6369 [email protected]
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Ralph Paglia; Digital Dealer 5 - Dallas, TX – October 7, 2008
User Generated Content (UGC) Sites, also known as Web 2.0 are available in a variety of flavors
1. Social Networks2. Professional Networks3. Consumer Reviews & Ratings4. Video Hosting Sites5. Photo Hosting Sites6. Do-It-Yourself Publishing (Blogs)
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Ralph Paglia; Digital Dealer 5 - Dallas, TX – October 7, 2008
Executive Summary – UGC Web 2.0 in 2008
In 2008, if you’re not on a social networking site, you’re not on the Internet. It’s as true for advertisers (dealers) as it is for consumers (car buyers). Social networking is the ultimate manifestation of User Generated Content (UGC), and as such, holds more potential for growth than any other form of content on the Web today.
DigitalRalph.com says:
“What’s not to love about using UGC sites for your dealership’s marketing objectives... Let someone else do most of the work!”
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Ralph Paglia; Digital Dealer 5 - Dallas, TX – October 7, 2008
Executive Summary – UGC Web 2.0 in 2008
User Generated Content (UGC) and Social Networks are transforming the media ecosystem.
• Gone are the days when power rested in the hands of a few content creators and media distributors.
• Gone are the days when marketers controlled the communication and path between advertisement and consumer.
• Today’s model is collaborative, collective, customized and shared. It’s a world in which the consumer is the creator, consumer and distributor of content.
The proliferation of quality, affordable technology and the popularity of social networks and UGC sites have forever changed the media landscape.
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What is User Generated Content (UGC)?
User Generated Content (UGC), also known as consumer-generated media (CGM), refers to any material created and uploaded to the Internet by non-media professionals, whether it’s a comment left on Amazon.com, a video uploaded to YouTube, or a student’s profile on Facebook.
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What is User Generated Content (UGC)?
UGC is fundamentally altering how audiences interact with the Internet, and how advertisers reach those audiences.
• In 2006, UGC sites attracted 69 million users in the United States alone.
• In 2007, UGC sites generated $1 billion in advertising revenue.
• By 2011, UGC sites are projected to attract 101 million users in the U.S. and earn $4.3 billion in advertising revenue.
Still, obstacles remain that prevent dealers (tier 3), car companies (tier 1) and dealer ad associations (tier 2) from taking advantage of this dynamic communication medium.
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Ralph Paglia; Digital Dealer 5 - Dallas, TX – October 7, 2008
Edmunds.com - one of first Automotive UGC sites
Edmunds follows a product review model for automobiles. The editors of Edmunds post their own auto reviews, as well as pictures and specifi cations (see Fig 2). Meanwhile, a separate link takes readers to its “community areas,” where users share their automotive ownership and purchasing experiences. Edmunds has maintained this online community since 1996, and it is moderated. All content posted to the site is reviewed by Edmunds’ staff within 24 hours, and offending material is immediately removed.
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Ralph Paglia; Digital Dealer 5 - Dallas, TX – October 7, 2008
Edmunds.com as a dealer sales tool
According to a 2007 CapGemini study, 29% of car buyers use consumer-to-consumer (C2C) sites such as Edmunds, blogs or Internet discussion groups when researching information during the vehicle shopping process, up from 21% in 2006.
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Ralph Paglia; Digital Dealer 5 - Dallas, TX – October 7, 2008
Top 25 Web 2.0 Sites | As Of August 2008
Shown below are the 3 Most Popular User Generated Content (UGC) Websites ranked by a combination of Inbound Links, Google Page Rank, Alexa Rank, and U.S. traffic data from Compete and Quantcast.
1 | myspace.com 92,285,806 - Inbound Links | 68,285,849 -
Compete Monthly Visitors | 53,000,000 - Quantcast Monthly Visitors | 6 - Alexa Ranking. | Page Rank: 8 eBusiness News | Top 25 Web 2.0 Sites | 08/20/2008
2 | Wikipedia.org 75,539,411 - Inbound Links | 41,422,790 -
Compete Monthly Visitors | 43,000,000 - Quantcast Monthly Visitors | 9 - Alexa Ranking. | Page Rank: 8 eBusiness News | Top 25 Web 2.0 Sites | 08/20/2008
3 | YouTube.com 52,375,050 - Inbound Links | 23,825,526 -
Compete Monthly Visitors | 32,000,000 - Quantcast Monthly Visitors | 4 - Alexa Ranking. | Page Rank: 8 eBusiness News | Top 25 Web 2.0 Sites | 08/20/2008
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4th to 7th Most Popular Web 2.0 Sites | August 2008
4 | facebook.com 18,261,829 - Inbound Links | 22,541,770 -
Compete Monthly Visitors | 25,000,000 - Quantcast Monthly Visitors | 12 - Alexa Ranking. | Page Rank: 8 eBusiness News | Top 25 Web 2.0 Sites | 08/20/2008
5 | photobucket.com 144,789,477 - Inbound Links | 25,548,801 -
Compete Monthly Visitors | 14,000,000 - Quantcast Monthly Visitors | 40 - Alexa Ranking. | Page Rank: 8 eBusiness News | Top 25 Web 2.0 Sites | 08/20/2008
6 | craigslist.org 2,218,413 - Inbound Links | 23,982,542 - Compete
Monthly Visitors | 15,000,000 - Quantcast Monthly Visitors | 46 - Alexa Ranking. | Page Rank: 8 eBusiness News | Top 25 Web 2.0 Sites | 08/20/2008
7 | flickr.com 51,779,871 - Inbound Links | 23,643,614 - Compete
Monthly Visitors | 9,700,000 - Quantcast Monthly Visitors | 36 - Alexa Ranking. | Page Rank: 8 eBusiness News | Top 25 Web 2.0 Sites | 08/20/2008
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8th to 12th Most Popular Web 2.0 Sites | August 2008
8 | IMDB.com 22,521,797 - Inbound Links | 17,703,766 - Compete
Monthly Visitors | 11,000,000 - Quantcast Monthly Visitors | 32 - Alexa Ranking. | Page Rank: 8 eBusiness News | Top 25 Web 2.0 Sites | 08/20/2008
9 | digg.com 118,353,522 - Inbound Links | 16,964,445 - Compete
Monthly Visitors | 8,700,000 - Quantcast Monthly Visitors | 104 - Alexa Ranking. | Page Rank: 8eBusiness News | Top 25 Web 2.0 Sites | 08/20/2008
10 | WordPress.com 40,127,598 - Inbound Links | 6,373,166 -
Compete Monthly Visitors | 16,040,392 - Quantcast Monthly Visitors | 79 - Alexa Ranking. | Page Rank: 8 eBusiness News | Top 25 Web 2.0 Sites | 08/20/2008
11 | topix.com 12,338,857 - Inbound Links | 4,496,803 - Compete
Monthly Visitors | NA - Quantcast Monthly Visitors | 1,583 - Alexa Ranking. | Page Rank: 6 eBusiness News | Top 25 Web 2.0 Sites | 08/20/2008 | eBizMBA
12 | Netscape.com 21,622,171 - Inbound Links | 4,855,232 -
Compete Monthly Visitors | 8,282,805 - Quantcast Monthly Visitors | 555 - Alexa Ranking. | Page Rank: 9 eBusiness News | Top 25 Web 2.0 Sites | 08/20/2008
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13th to 17th Most Popular Web 2.0 Sites | August 2008
13 | xanga.com 8,229,423 - Inbound Links | 3,494,603 - Compete Monthly
Visitors | 6,627,359 - Quantcast Monthly Visitors | 91 - Alexa Ranking. | Page Rank: 7 eBusiness News | Top 25 Web 2.0 Sites | 08/20/2008
14 | TypePad.com 39,468,446 - Inbound Links | 6,431,095 - Compete
Monthly Visitors | 4,400,000 - Quantcast Monthly Visitors | 190 - Alexa Ranking. | Page Rank: 8 eBusiness News | Top 25 Web 2.0 Sites
15 | cafepress.com 39,894,526 - Inbound Links | 3,423,757 - Compete
Monthly Visitors | 3,400,000 - Quantcast Monthly Visitors | 824 - Alexa Ranking. | Page Rank: 8 eBusiness News | Top 25 Web 2.0 Sites
16 | feedburner.com 100,244,672 - Inbound Links | 5,478,321 - Compete
Monthly Visitors | 592,976 - Quantcast Monthly Visitors | 323 - Alexa Ranking. | Page Rank: 8 eBusiness News | Top 25 Web 2.0 Sites 17 | LiveJournal.com 33,451,748 - Inbound Links | 3,660,684 - Compete
Monthly Visitors | 1,900,000 - Quantcast Monthly Visitors | 63 - Alexa Ranking. | Page Rank: 8 eBusiness News | Top 25 Web 2.0 Sites
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18th to 22nd Most Popular Web 2.0 Sites | August 2008
18 | Technorati.com 75,264,240 - Inbound Links | 3,231,709 - Compete
Monthly Visitors | 1,400,000 - Quantcast Monthly Visitors | 216 - Alexa Ranking. | Page Rank: 8 eBusiness News | Top 25 Web 2.0 Sites
19 | linkedin.com 2,850,378 - Inbound Links | 2,390,529 - Compete
Monthly Visitors | 1,300,000 - Quantcast Monthly Visitors | 151 - Alexa Ranking. | Page Rank: 7 eBusiness News | Top 25 Web 2.0 Sites
20 | del.icio.us 171,905,738 - Inbound Links | 1,699,128 - Compete
Monthly Visitors | 1,300,000 - Quantcast Monthly Visitors | 248 - Alexa Ranking. | Page Rank: 8 eBusiness News | Top 25 Web 2.0 Sites
21 | dailymotion.com 3,376,702 - Inbound Links | 1,962,777 - Compete
Monthly Visitors | 853,305 - Quantcast Monthly Visitors | 51 - Alexa Ranking. | Page Rank: 7 eBusiness News | Top 25 Web 2.0 Sites
22 | friendster.com 3,275,127 - Inbound Links | 1,521,905 - Compete
Monthly Visitors | 808,926 - Quantcast Monthly Visitors | 19 - Alexa Ranking. | Page Rank: 7 eBusiness News | Top 25 Web 2.0 Sites
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MySpace Is Fastest Growing among Top Web Brands, Google Maintains Double Digit Growth
NEW YORK – August 10, 2008 – Nielsen//NetRatings, global leader Internet media and market research, announced today that user-generated content sites, platforms for photo sharing, video sharing and blogging, comprised five out of the top 10 fastest growing Web brands in July 2008.
UGC Web 2.0 DRIVES 50%OF TOP 10 FASTEST GROWING WEB BRANDS, ACCORDING TO NIELSEN//NETRATINGS
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“They also benefit from their cost-effectiveness - the content is practically free.” Gibs continued, “Notably, the Associated Press also stands out, as a more traditional outlet innovating to keep pace with technology. The launch of its video offering earlier this year has driven significant growth as consumers seek streaming content to complement online and print news.
USER-GENERATED CONTENT DRIVES HALF OF U.S. TOP 10 FASTEST GROWING WEB BRANDS, ACCORDING TO NIELSEN//NETRATINGS
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Ralph Paglia; Digital Dealer 5 - Dallas, TX – October 7, 2008
Perspective on Social Networks: Andrew Frank - Vice President of Research at Gartner
As vice president of research at Gartner, Andrew Frank is on top of how media companies and marketers use technology. He has directed tech strategy at companies such as Omnicom-owned Organic, Viant and Ogilvy & Mather, and has a shelf full of awards. eMarketer spoke with him about marketing with social networks and misconceptions about the medium.
eMarketer: How are content providers and marketers using social networks?
Andrew Frank:
“There are still no clear best practices for applying social networks to marketing or media strategy in general. It's been difficult to generalize how this is going due to different strategies, outside of the extremes of success and failure.”
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Ralph Paglia; Digital Dealer 5 - Dallas, TX – October 7, 2008
• Certification Seal - Official Certification Seal to display on your dealership websites • Certification Seal is displayed on your review page • Links to your review page • Monitor reviews via email alerts • 2 week reconciliation period to work with customers who presented any issues with their
experience. • Lets potential buyers know you're serious about customer service • Blacklisted dealerships are not eligible
DealerRater.com Certification BenefitsBuild Your Online Reputation, Get Certified!
Perspective on Social Networks: Do Something! – DealerRater.com UGC Strategy
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Ralph Paglia; Digital Dealer 5 - Dallas, TX – October 7, 2008
Perspective on Social Networks: DealerRater.com UGC Strategy - Marketing
• 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 • Assign custom URL to rating page: www.ABCMotorsRateUs.com
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Ralph Paglia; Digital Dealer 5 - Dallas, TX – October 7, 2008
Perspective on Social Networks: DealerRater.com UGC 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
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Professional Networks: www.ADMPC.com
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UGC
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UGC
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UGC
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Ralph Paglia; Digital Dealer 5 - Dallas, TX – October 7, 2008
Reply by Ted Frazier 5 hours ago Send Message
“Every now and then I google myself for fun to see what comes up. I did this just the other day I noticed my ADM profile page was #1, and I haven't even tried to SEO my profile. Now that I see I can get google's attention here I think I'll start using it to build content on other key words and point to my other sites.”
Has the ADM Experiment in Social/Professional Networking been successful?
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Ralph Paglia; Digital Dealer 5 - Dallas, TX – October 7, 2008
Has the ADM Experiment in Social/Professional Networking been successful?
Did you know…• There are 1416 members with profile pages• There are 2907 photos uploaded by members• There are 576 videos uploaded by members• There are 422 songs uploaded by members• There are 297 forum topics • There are over 2,000 responses to forum topics • There are 18 events posted by members• There are 353 blog posts created by members• There are 28 member groups within Automotive
Digital Marketing Professional Community at: www.AutomotiveDigitalMarketing.com
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Ralph Paglia; Digital Dealer 5 - Dallas, TX – October 7, 2008
Ralph Paglia Profile Videos from Courtesy Chevrolet
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Ralph Paglia; Digital Dealer 5 - Dallas, TX – October 7, 2008
Hillside Honda – Profile Page on MySpace
http://www.myspace.com/hillsidehonda
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Hillside Honda - 2008 Halloween Party MySpace Video Invitation
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Hillside Honda - Accord Coupe Walk-Around on MySpace
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Ralph Paglia; Digital Dealer 5 - Dallas, TX – October 7, 2008
Old Ford Truck Gets 4,765 Views in 3 Weeks on MySpace
Digital Marketing Call To Action
Go to www.ADPdigitalAdvertising.com and get a no-charge Search Marketing Analysis sponsored by the ADP Digital Marketing Team… An ADP Digital Advertising Team specialist will review results with you.
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Ralph Paglia; Dallas, TX – October 7, 2008
Thank You for Attending!
Three ways that we can help:1. Sell you a a rod and reel2. Teach you how to fish3. Cook dinner for you
[email protected]: 505-301-6369
www.AutoDigitalMarketing.comForum: Presentation File Exchange
