Paglia synergy sessions2009-bestfreestuffonweb-v1

1Ralph Paglia - MacGyver your Internet or Business Development Department

All of the FREE and NEAR FREE Resources, Tools and Ideas

to “MacGyver” your Internet or Business Development Department

For less than $500 a month your dealership can have a full scale Digital Marketing Strategy implementation that produces results and positions your team with a competitive advantage.But, are you ready to make the investment in learning, time to set it up and then manage and maintain it? Are you ready for “Ralphertising”?

http://www.Ralphertising.com

“Ralphertising”

http://www.ralphertising.com/


THE PROBLEM: Dealers currently see the Internet and the Web 2.0 Landscape as a bewildering array of brands and sites!


1. Increased traffic to the dealer’s primary eCommerce websites

2. Increased “Top Of Mind” Brand Awareness of the dealership in their local area with automotive customers who are in market

3. Improved Search Engine Rankings for the dealer’s primary eCommerce site for relevant search terms

4. 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

5. Increased sales of Vehicles, Service and Parts

6. Dealer establishes a Thought Leadership position in their local community with a customer segment that is difficult to reach

7. Employee engagement with Social Media that is guided, advantageous to the dealership, controlled and monitored

“MacGyver” your Internet and/or BDC Departments


Leverage the overwhelming growth in consumer use of Social Networks and User Generated Content (Web 2.0) to develop your Social Marketing and Reputation Management Strategy that utilizes “Positive Word of Mouth” amplified with the power of the Internet to enhance your good reputation, create top of mind awareness and elevate your dealership’s brand in a more cost effective manner than either CRM or advertising alone.

Tap into consumer adoption of Social Networking and User Content Creation by creating your own online community of customers, employees and suppliers filled with high quality content such as Videos, Photos, the latest reviews and road tests, interviews and articles supplied by car companies, enthusiast publications and consumers.



Build your dealership sponsored online community using the most powerful social networking platform technology available to make it easy and fun for your customers to participate… Using a combination of OEM and enthusiast publication content , incorporate highly desirable content which is automatically updated daily to create an engaging and rich experience for people in your local market area. Publish blogs, forum discussions, photos and videos that will stimulate your community members to respond and create their own content, triggering others to join in!

Build and deploy a comprehensive syndication strategy that uses Really Simple Syndication (RSS) and embedded HTML code (Widgets) built into your dealership sponsored community to push content and member activities out to the most popular sites on the web.



Your dealership will achieve a highly positive presence within today’s most popular social networks where customers spend hours of their daily online time. Your “Home-Built” social network’s inbound content feeds and potent SEO power will grab people’s attention and pull them into your online community... Use your online community’s powerful outbound syndication technology to connect your social network to customers by setting up your accounts, managing profiles and leveraging partnerships and technologies such as:


http://www.digg.com/


1. Transform your team into Web 2.0 Marketing Ninjas who stay on top of which sites are the most effective at yielding access to car buying customers.

2. Know where to get and how to use the best OEM supplied free content feeds that keep your online community and syndication fresh and relevant to car buyers and influencers.

3. Use your existing DMS, Lead Management Tool and CRM applications to invite customers to join your community, creating high quality sales opportunities at no cost.

4. Know how to take advantage of powerful Social Media and other sites as online magnets to attract and engage key influencers and car buyers in your area, along with engaging your previous sales and service customers.

5. With an investment of time and effort, you can guide your community towards reaching the critical mass needed to achieve the Web 2.0 alchemy that drives viral marketing.



• Dealer who embrace the emergence of social media, user (consumer) generated content (UGC) and other Web 2.0 sites as powerful sources of connectivity with people, including employees, suppliers, OEM associates and automotive consumers will create a competitive advantage and more sales.

• Put your online resources where today’s customers spend their time… It is critically important to effectively position your dealership within social media and online consumer rating sites… Then, use the right strategies, tactics, tools and processes to establish trust based relationships with your customers.

• Deliver a steady stream of engaging content and provide consumer desired information. Engage today’s car buyers who are social network members with content and capabilities that create “Pull” rather than only having “Push” tactics to communicate the latest deals, rebates or incentives.



MacGyver Strategy (part 1):1. Create and maintain a full featured Social Network site

that serves as a local “Automotive Community”

2. Enhance “Offsite SEO” and drive more traffic to your existing eCommerce site and your lead generators

3. Leverage free or cheap 3rd party applications and syndication with popular social media sites

4. Utilizes free access to OEM and Independent publisher supplied content integration systems

5. Incorporate Reputation Management systems and processes that require dealership participation and DMS, CRM and Lead Management process integration



MacGyver Strategy (part 2):1. Get your customer communication, lead management

process and accountability in place, before starting!

2. Effectiveness is enhanced with online advertising support using Social Media site placements.

3. Value includes; Employee Benefits, Supplier Enhancement and Customer Services

4. Requires Dealer employee participation and dealership management enforced processes to generate ROI

5. Social Media Marketing includes the exposure of the dealer management team to uncensored comments and feedback from customers, so requires an effective concern resolution process



MacGyver Strategy (Part 3):1. Establishing a system for sorting and categorizing Web

2.0 sites, dealership profiles and applications into segments based on features and functions

2. Determining which categories are most useful and what level of utilization will benefit dealership the most

3. Streamline processes to ensure cost effectiveness based on using employees and time as a resource

4. Establish measurement points and reporting systems that indicate value received

5. Use Web 2.0 solutions as enhancement to overall digital marketing system and effective ROI



1. Social & Professional Networksa) Facebookb) MySpacec) LinkedIn

2. Publishing Sites (Blogs)a) Blogger.comb) WordPressc) TypePad

3. Photo Hosting Sitesa) Flickrb) Photobucketc) Picassa

4. Audioa) iTunesb) Podcast.net c) Podbean

5. Video Hosting Sitesa) YouTubeb) Viddlerc) Gawkk

Web 2.0 Categories


6. Microblogginga) Twitterb) Plurkc) Twitxr

7. Livecastinga) BlogTalkRadiob) Justin.TVc) Live 365

8. Virtual Worldsa) SecondLifeb) ActiveWorldsc) ViOS

9. Gaminga) Halo3b) World of Warcraftc) Everquest

Web 2.0 Categories


10. Productivity Applicationsa) Google Docsb) Yahoo!c) VOX

11. Aggregatorsa) Diggb) FriendFeedc) Reddit

12. RSS Feedsa) FeedBurnerb) Atomc) RSS 2.0

13. Searcha) Google Searchb) Technoratic) Yahoo! Search

Web 2.0 Categories


14. Mobilea) Gumiyob) AOL Mobilec) SMS.ac

15. Interpersonala) AOL Instant Messengerb) MSN Messengerc) Google Chat

16. Consumer Reviews & Ratingsa) Edmundsb) DealerRaterc) CarDealerCheck

17. Social Network Platform Tools a) Joomlab) Ning c) BuddyPress

Web 2.0 Categories

Social & Professional Networks(Groups)

Article &

Content Publishing

Blogs(microsites)

UGC

Video & Photo Servers

(Video-Photo SEO)

Consumer Reviews

& Dealer

Rating

Services

Aggregators&

Microbloggers

“Use network of Web 2.0 sites connected to your online community as a MacGyver Marketing Strategy”

www.SandersonCommunity.comDealer Sponsored Online Community

“Social Media Hub”

http://www.sandersoncommunity.com/


“Use a network of connected sites for push-pull syndication of OEM supplied and User Generated Content and Assets. Leverage car company daily updates and engage customers for content creation that provides most of the work needed to keep your Web 2.0 network and community sites timely and relevant!”

Connect and manage components to deliver Viral Marketing generated opportunities to do business…

Web 2.0 Component Integration = Dealer Value

Dealership Community.com

Facebook

MySpace

LinkedIn

WordPress

YouTube

Flickr

Photobucket

Blogger

DealerRater

Edmunds

Kudzu

Twitter

Digg

Del.cio.us

Technorati

MacGyver Marketing Strategy Example

http://youtube.com/

http://www.photobucket.com/


http://www.wordpress.com/

http://www.technorati.com/

http://del.icio.us/


1. Ning Premium services bundle - $85 a month (includes site support)2. DealerRater - $85 a month ($1,000 annual) 3. Network Solutions Domains (6) - $24 a month ($288 annual)4. Facebook - $10 a month for professional account5. Flickr - $9 a month ($99 annual for Pro Account)6. Video Syndication Service - $10 a month7. BMI commercial music fair use licensing - $25 a month (community music player)8. Rebate and Incentives iFrame web service - $55 a month9. Member Rewards Program plug in app - $25 a month10.Knowem.com Web 2.0 Profile/Domain Service - $70 x 1, $20/monthly

The List above results in a $70 one time fee and $348 monthly “Recurring Cost”, plus additional internal resource costs of providing :• 48 Hours Initial Setup Labor (6 days of full time IMD level resource)• 24 to 48 hours monthly maintenance (admin level resource)

ROI Projection:• 50% Increased eCommerce Site Traffic (leads/calls at existing conversion rates)• 20 to 80 Web 2.0 Generated Leads at a 25% Overall Close Rate• $200 to $800 Above Average Gross on Web 2.0 Generated Leads

MACGYVER MARKETING STRATEGY COST ANALYSIS


www.SandersonCommunity.com Dealer Sponsored Online Community

Created and Managed by ADP & Dealer



www.SandersonCommunity.com Dealer Sponsored Online Community




www.MyJeepCommunity.com Dealer Sponsored Online Community


http://www.myjeepcommunity.com/


www.FordCommunity.com Online Dealer Community

Created by ADP to close DA Contract

http://www.fordcommunity.com/


www.FordCommunity.com/profiles/members/ Online Dealer Community Created by ADP to close DA Contract

First new members are the ADP team working with the dealership!

http://www.fordcommunity.com/profiles/members/


www.FordCommunity.com/video Online Dealer Community Created by ADP to close DA Contract

Same Videos used in ADP DA Video Ads uploaded to Community

http://www.fordcommunity.com/video


www.FordCommunity.com/photo/alan-mulalley-ford-ceo-and

Online Dealer Community Created by ADP to close DA Contract. Same Videos used in ADP DA Video Ads uploaded to Community

http://www.fordcommunity.com/photo/alan-mulalley-ford-ceo-and


www.FordCommunity.com/photo Online Dealer Community Created by ADP to close DA Contract. Same Videos used in ADP DA Video Ads uploaded to Community

http://www.fordcommunity.com/photo


MacGyver Marketing and Reputation Management Solutions focus on obtaining and serving up highly desirable relevant content.

1. Consumer members of Dealership Community• Customer Contests and Incentives (UCN example)• Advertise syndication brands to attract consumers

2. RSS Feeds from OEM’s and Enthusiast sites• ADP library of feeds catalogued by brand

3. Video & Photo Feeds from multiple sources• ADP library of Media feeds by brand

4. Widgets/Gadgets from multiple sources• DealerRater.com reseller agreement• Embed selected dealer website content (inventory, specials, etc.)• Over 100 Widget Apps available from platform provider

5. Dealership Employees• Fixed Operations• Civic Activities, Fund Raisers, Local Sponsorships,

6. Suppliers• Every supplier required to have a profile within community

7. OEM associates - Car Companies are HIGHLY supportive

Content Drives Traffic and Customer Engagement


www.dealerrater.com/login.aspx

DealerRater.com provides filtered feeds, Google Review rankings, and

Web 2.0 widgets needed to push positive reviews

AND VEHICLE INVENTORY to your

Dealership Community and other Web 2.0 sites.


Dealer Community Site looking GREAT… Content Updated Daily!


http://ford.digitalsnippets.comOEM Support by creating easily accessible syndication assets!

SMPR is Ford’s Acronym for “Social Media Press Release”


ADP Supplied Dealer Communities can control whether members can distribute content or not, by widget settings and membership status…


on SandersonCommunity.com


“In today’s social media dominated world, online consumer generated

content, such as reviews and ratings, is prevailing as a key

influence in shoppers’ decision to ultimately purchase a vehicle or

use service. This trend can be recognized by the increase in

popularity of Web sites built onbusiness models providing just

this type of information. A positive consequence of such review sites is that

dealers now work harder to avoid getting low scores and more effort is put into satisfying customers.“

Alin Sturek J. D. Power and Associates

Does it work… does this solution influence car buyers?

It’s fairly easy to see that in the Social Networking space, the three

dominant sites are a minimum Requirement for a dealer’s social marketing Strategy. ADP uses

dealership business profile pages and accounts on the 3 biggest as syndication points to drive traffic into dealership

communities and engagement to content applications.


Edmunds.com - first Automotive Community & Review site

Edmunds follows a product review model for automobiles. 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.

Is it time for dealers tocreate online communities for employees and customers?


Edmunds.com is an alternative to DealerRater for Reputation Management consumer content generation…

According to a recent CapGemini study, 29% of car buyers use consumer-to-consumer (C2C) sites such as blogs, Edmunds or Internet discussion groups when researching information during the vehicle shopping process, up from 21% in 2006.


• Certification Seal - Official Certification Seal to display ALL your dealership websites • Seal is displayed on your DR review page • Certification Seals link to your review page • Monitor reviews via email alerts • 2 week reconciliation period to work with customers who have issues with dealership. • Lets potential buyers know you're serious about customer service • Blacklisted dealerships are not eligible

DealerRater.com Certification BenefitsBuild Your Online Reputation, Get Certified!

DealerRater.com

https://www.dealerrater.com/company/cert1.aspx


• 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 community members to your good ratings • ADP assigns a URL: www.RateABCMotors.com • Dealer Community topic for Forums and Blogs

DealerRater.com

http://www.abcmotorsrateus.com/


• 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

DealerRater.com


SEO Strength of Platform


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 AutoDigitalMarketing.com Experiment in Social/Professional Networking been successful?

http://www.automotivedigitalmarketing.com/forum/topic/listForContributor?user=1icentb55guzf

http://www.automotivedigitalmarketing.com/profiles/message/newFromProfile?screenName=1icentb55guzf&target=http://www.automotivedigitalmarketing.com/forum/topic/show?id=1970539:Topic:61695&page=1&commentId=1970539:Comment:61937&x=1

http://www.automotivedigitalmarketing.com/xn/detail/u_1icentb55guzf


When it is time to select a Web 2.0 platform for creating dealership communities, the ADM experience…


Finding and Harvesting Dealer Community Content Feeds

An experiment in testing the effectiveness of an online community in collecting information…

ADM asked the user community to find and submit syndicated OEM content feeds that could be used in buildintg dealership sponsored online automotive communities…


Using the ADM community platform, created Flash photo slide show… Selected “share” to push Flash object and content into Facebook…


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.


Total Time = 02:48

Total Cost = $0.00


Back in Facebook, the Community platform hosted photo slide show

stands tall and proud within my Wall.


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 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.


Top 25 Web 2.0/UGC Sites

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 |

2 | Wikipedia.org 75,539,411 - Inbound Links | 41,422,790 -


3 | YouTube.com 52,375,050 - Inbound Links | 23,825,526 -


http://www.myspace.com/




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http://www.wikipedia.org/





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http://www.youtube.com/





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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

5 | photobucket.com 144,789,477 - Inbound Links | 25,548,801 -


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

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


http://www.facebook.com/




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http://www.craigslist.org/




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http://www.flickr.com/




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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

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

10 | WordPress.com 40,127,598 - Inbound Links | 6,373,166 -


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 |

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 |


http://www.imdb.com/




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http://www.topix.com/




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http://www.netscape.com/




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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

14 | TypePad.com 39,468,446 - Inbound Links | 6,431,095 - Compete


15 | cafepress.com 39,894,526 - Inbound Links | 3,423,757 - Compete


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

17 | LiveJournal.com 33,451,748 - Inbound Links | 3,660,684 - Compete



http://www.xanga.com/



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http://www.typepad.com/



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http://www.cafepress.com/



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http://www.feedburner.com/



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http://www.livejournal.com/



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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 |

19 | linkedin.com 2,850,378 - Inbound Links | 2,390,529 - Compete


20 | del.icio.us 171,905,738 - Inbound Links | 1,699,128 - Compete


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 |

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 |





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http://www.linkedin.com/



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http://www.alexa.com/data/details/traffic_details?q=dailymotion.com&url=dailymotion.com/

http://www.friendster.com/



http://siteexplorer.search.yahoo.com/advsearch?p=http://friendster.com&bwm=i&bwmo=d&bwmf=s

http://snapshot.compete.com/friendster.com

http://quantcast.com/friendster.com

http://www.alexa.com/data/details/traffic_details?q=friendster.com&url=friendster.com/



http://del.icio.us/




ADP / BZ Results Digital Marketing Integrated with Social Marketing Case Study

eCommerce site:www.AutoAves.com

Social Marketing site:www.Automotive-Avenues.com

http://www.autoaves.com/

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

www.Automotive-Avenues.comADP created Community sitew/full Social Network features, syndication and integration…


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www.Automotive-Avenues.comCommunity site w/full Social Network features, syndication and integration…



www.Automotive-Avenues.comADP created Community site w/full Social Network features, syndication and integration



www.Automotive-Avenues.comCommunity site w/full Social Network features, syndication and integration


Paglia synergy sessions2009-bestfreestuffonweb-v1

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