Digital Dealer Conference - Social Media Marketing Done Right

“Get Ahead and Stay Ahead Using Social Media Marketing
Strategies… Blueprint your Reputation Management System”

“…implement a strategy that uses a combination of dealer controlled web sites,
OEM supplied assets, dealership databases and employees to leverage popular
social networks into a social marketing and reputation management system that
creates ongoing competitive advantage”
“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 position your dealership as the place to
do business! Use customer engagement models that have become more effective than
conventional interruption based advertising alone. Attendees will receive 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 OEM supplied assets.
See how to engage your dealership’s employees within your 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 and automated social marketing and reputation management network that generates
real-world sales and profits.”
Ralph Paglia; NADA 2010 – Orlando, FL – February 13-15, 2010 www.ADPsocial.com 1

Social Marketing &
Reputation Management

Introduction and Background:
Ralph Paglia
Director - Digital Marketing
Dealer Services
•20+ year automotive industry leader in Digital
Marketing, Advertising, Lead Management, BDC
and dealership CRM process design and execution
•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 & Advertising program
•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 &
groups
•Started generating Internet leads in 1988 using CompuServe ISP
access and vehicle listings on defense contractor BBS’s in SoCal
Cell: 505.301.6369
Ralph Paglia; ralph_paglia@adp.com
NADA 2010 – Orlando, FL – February 13-15, 2010 www.www.ADMPC.com
ADPsocial.com 3
s” and “Consumer Reviews” Landscape as a jungle of weird name
ks”

Rely on ADM for a Competitive Advantage
www.ADMPC.com
Over 2,800 Automotive Professionals

www.ADMPC.com
Click to Zoom
Measuring Blogging Sites

Measuring Social Network Sites

Measuring Forum & Chat Provider Sites

Measuring Social Networks & Online Community Sites

Social Marketing Strategy Example: Ancira Auto Group

Employee Participation; “Secret Sauce”
Over 200 Ancira Employees participate in community…

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'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'm stealing from you by accepting your
complimentary offer…I will be happy to explain to everyone the fantastic service I received
after today's mishap, and am very happy that I chose to purchase my Kia from you all
[Ancira].
Many thanks and sincerity, J.R. Moreno

What about Search Engines?
Ancira Auto Group Social
Will Social Network pages, blogs, etc. be
Marketing
indexed & Reputation
by Google?
Is Management
there any value to references made about
our dealership and the anchor text links that
we put into our profile pages?
Ancira Social Media Profiles in Search
Engine Results Pages (SERP)…

SERP #1
SERP #1.5
SERP #1.75
100% Ancira Auto Group controlled or
SERP #2
SERP #3
SERP #4
SERP #5
SERP #6
SERP #7
SERP #8
SERP #9
SERP #10
weets) are now indexed by Google and show up in search results…

AnciraAutoGroup – Subdomain Secured

120 Social Media Site Enrollments
Completed 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.

What About Facebook?
“Computers around the world

simultaneously explode when
everyone on Facebook
becomes everyone else’s
friend on Facebook.”

What About Facebook?
1.Set Up a “Profile” for the Dealer/Owner
2.Create a “Group” for your Franchise/Brand
3.Create a “Fan Page” for your Community
4.

Click to Zoom
1
2
3
4
1
2
3
4
1
2
3
4
1
4
1
4
1

1
4
ctober by Facebook members who live near the two dealerships
clicked on one the two dealer advertisements…
cebook Ad Campaigns, each click customer visit to our commun
ealership 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
How do you do it?
media World…
How much does it cost?
What do you do when you hear something?

What about Twitter?
1.Listen for comments
2.Attract Followers
3.Take action when appropriate
4.Provide valuable tweet streams

Social Media Provides Mass Monitoring Power to Dealers

Social Media Provides Mass Monitoring Power to Dealers

Social Media Content Drives Traffic
73
and Customer Engagement

Social Marketing and Reputation Management Strategies should focus on
obtaining and serving up highly desirable relevant content within Community.
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
1.
Dealer Social Marketing Content Generation Strategy
During Setup and Install, Content Creation that will drive traffic and
customer engagement begins flowing into the dealer community in the
following sequence:
1.You (VMR & Analyst working together)
2.RSS Feeds from OEM’s – Articles, Photos & Video
3.RSS Feeds from Enthusiast sites
4.Videos from multiple sources (Google Video
Search)
5.Photos from multiple sources (Google Image
Search)
6.Widgets and Gadgets (Widgetbox, Slideshare.net,
etc.)
7.Dealership Employees (VMR solicits Managers)
8.Suppliers (VMR gets contact infor from Dealer)
List of OEM supplied 9.Consumer
SMPR feeds and user/members of the Dealer
tools: www.MySpaceAutomotive.com
Community
http://ford.digitalsnippets.com

Perspective on Social Networks:
DealerRater.com Social Marketing Strategy
DealerRater.com Certification Benefits
Build Your Social Media Reputation; Syndication!
•Certification Seal - Official Certification Seal
to display on your dealership websites

•Certification Seal displayed on DR review page
•Multiple Social Media Links to your review page
•You can monitor reviews via email alerts
•2 week reconciliation period to work with customers
who presented any issues with their experience.

•Lets Social Network members know you're serious
about customer service

•Blacklisted dealerships are not eligible
•Customer Review syndication tools – Widgets and RSS
feeds to display dealership reviews across social sites

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

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 Marketing Strategy that makes use of “Hub
and Spoke” approach, “Community Site” examples:
1.www.AnciraCommunity.com
2.www.Automotive-Avenues.com
3.www.MazdaCommunity.org
4.www.FordCommunity.com
5.www.MyJeepCommunity.com
6.www.SandersonCommunity.com
7.www.Boston-Volkswagen.com
8.www.Boston-Honda.com
9.www.Boston-BMW.com
10.www.Ford-Community.com

Ralph Paglia
ADP Digital Marketing Solutions
www.ADPdigitaladvertising.com
ralph_paglia@adp.com
Cell: 505-301-6369 www.DigitalRalph.com
Presentation available at:
www.AutoDigitalMarketing.com
1. Join ADM
2. Go to “ADM Forum”
3. Use Search: “Presentation File Exchange”
Attendees will receive free access to online resources they can use
to gain competitive advantage in their local markets. Detailed Case Study:
www.Ralphertising.com
http://www.automotivedigitalmarketing.com/forum/topics/oem-provided-rss-data-feeds

Digital Dealer Conference - Social Media Marketing Done Right

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“Get Ahead and Stay Ahead Using Social Media Marketing

Strategies… Blueprint your Reputation Management System”

Ralph Paglia; NADA 2010 – Orlando, FL – February 13-15, 2010 www.ADPsocial.com 1

Ralph Paglia; NADA 2010 – Orlando, FL – February 13-15, 2010 www.ADPsocial.com 2

Ralph Paglia; NADA 2010 – Orlando, FL – February 13-15, 2010 www.ADPsocial.com 4

Over 2,800 Automotive Professionals

Ralph Paglia; NADA 2010 – Orlando, FL – February 13-15, 2010 www.ADPsocial.com 8

Ralph Paglia; NADA 2010 – Orlando, FL – February 13-15, 2010 www.ADPsocial.com 9

Ralph Paglia; NADA 2010 – Orlando, FL – February 13-15, 2010 www.ADPsocial.com 10

Ralph Paglia; NADA 2010 – Orlando, FL – February 13-15, 2010 www.ADPsocial.com 11

Ralph Paglia; NADA 2010 – Orlando, FL – February 13-15, 2010 www.ADPsocial.com 12

Over 200 Ancira Employees participate in community…

Ralph Paglia; NADA 2010 – Orlando, FL – February 13-15, 2010 www.ADPsocial.com 21

Ralph Paglia; NADA 2010 – Orlando, FL – February 13-15, 2010 www.ADPsocial.com 25

Ralph Paglia; NADA 2010 – Orlando, FL – February 13-15, 2010 www.ADPsocial.com 38

Ralph Paglia; NADA 2010 – Orlando, FL – February 13-15, 2010 www.ADPsocial.com 39

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Ralph Paglia; NADA 2010 – Orlando, FL – February 13-15, 2010 www.ADPsocial.com 47

Ralph Paglia; NADA 2010 – Orlando, FL – February 13-15, 2010 www.ADPsocial.com 48

Ralph Paglia; NADA 2010 – Orlando, FL – February 13-15, 2010 www.ADPsocial.com 49

“Computers around the world

Ralph Paglia; NADA 2010 – Orlando, FL – February 13-15, 2010 www.ADPsocial.com 50

Ralph Paglia; NADA 2010 – Orlando, FL – February 13-15, 2010 www.ADPsocial.com 51

Ralph Paglia; NADA 2010 – Orlando, FL – February 13-15, 2010 www.ADPsocial.com 58

clicked on one the two dealer advertisements…

cebook Ad Campaigns, each click customer visit to our commun

ealership ads 1,000 times, it cost 22 cents…

Ralph Paglia; NADA 2010 – Orlando, FL – February 13-15, 2010 www.ADPsocial.com 63

Ralph Paglia; NADA 2010 – Orlando, FL – February 13-15, 2010 www.ADPsocial.com 64

Ralph Paglia; NADA 2010 – Orlando, FL – February 13-15, 2010 www.ADPsocial.com 65

Ralph Paglia; NADA 2010 – Orlando, FL – February 13-15, 2010 www.ADPsocial.com 66

Ralph Paglia; NADA 2010 – Orlando, FL – February 13-15, 2010 www.ADPsocial.com 69

Ralph Paglia; NADA 2010 – Orlando, FL – February 13-15, 2010 www.ADPsocial.com 71

Ralph Paglia; NADA 2010 – Orlando, FL – February 13-15, 2010 www.ADPsocial.com 72

and Customer Engagement

Ralph Paglia; NADA 2010 – Orlando, FL – February 13-15, 2010 www.ADPsocial.com 75

to display on your dealership websites

•Multiple Social Media Links to your review page

•You can monitor reviews via email alerts

•2 week reconciliation period to work with customers

who presented any issues with their experience.

about customer service

•Customer Review syndication tools – Widgets and RSS

feeds to display dealership reviews across social sites

Ralph Paglia; NADA 2010 – Orlando, FL – February 13-15, 2010 www.ADPsocial.com 78

•Helpful reminder for your best

customers to post a review

department consumer reviews

•Use the back side to promote sales & service specials

•Direct potential customers to your good ratings

Ralph Paglia; NADA 2010 – Orlando, FL – February 13-15, 2010 www.ADPsocial.com 79

•Attracts more clicks

•Free Vehicle Leads

•Optional - receive leads for competing makes

•Free Classified Ads

•Inventory data via DMS or 3rd party provider

•Ad runs until car is sold

•Facebook inventory integration

Ralph Paglia; NADA 2010 – Orlando, FL – February 13-15, 2010 www.ADPsocial.com 80

Ralph Paglia; NADA 2010 – Orlando, FL – February 13-15, 2010 www.ADPsocial.com 81

Ralph Paglia; NADA 2010 – Orlando, FL – February 13-15, 2010 www.ADPsocial.com 82

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