Adp toyota-social mrktng+reputationmgmnt-v8

Social Marketing & Reputation Management Introducing a Managed Solution from ADP’s Digital Solutions team that provides dealers with the services and technology needed to reduce Total Dealer Spend by tapping into the power of Social Media, User Generated Content Networks and Online Reputation Management...

Social Marketing & Reputation Management This document will define and outline the following: Value Proposition: What is it and why Dealers will want it “handled” by ADP… Solution Strategy: ADP’s Strategy turns perceived chaos into marketing synergy Solution Manifest and Scope of Work: Web Site, Subscriptions and Syndication wrapped in Managed Services ADP Cost of Goods Sold: (Supplier Costs)+(Internal Components)+(Resource Hours)=ADP Solution Cost Market Demand Forecast: Current and future dealer/OEM demand examples/projections Sales Revenue Guidance: Prototype price points to date, OEM demand example and dealer perceived value estimates based on DIY costs…

THE PROBLEM: Dealers currently see the Social Media and Online Ratings and Reviews Landscape as a bewildering array of brands and sites!

ADP’s Social Marketing & Reputation Management Solution Value Proposition to Dealers: Increased traffic to the dealer’s primary eCommerce websites Increased “Top Of Mind” Brand Awareness of the dealership in their local area with automotive customers who are in market Improved Search Engine Rankings for the dealer’s primary eCommerce site for relevant search terms 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 Increased sales of Vehicles, Service and Parts Dealer establishes a Thought Leadership position in their local community with a customer segment that is difficult to reach Employee engagement with Social Media that is guided, advantageous to the dealership, controlled and monitored

ADP’s Social Marketing & Reputation Management Solution Examples - Marketing Communication to Dealers: It’s as Easy as ADP to 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. It’s Easy as ADP to 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.

ADP’s Social Marketing & Reputation Management Solution Examples - Marketing Communication to Dealers: ADP will 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 , we incorporate highly desirable content which is automatically updated daily to create an engaging and rich experience for people in your local market area. ADP Social Marketers will 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! ADP will 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.

ADP’s Social Marketing & Reputation Management Solution Examples - Marketing Communication to Dealers: 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 ADP built social network’s inbound content feeds and potent SEO power will grab people’s attention and pull them into your online community... ADP will 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:

ADP’s Social Marketing & Reputation Management Solution Why should dealers use ADP? ADP has built a staff of Social Marketing Analysts who stay on top of which Social networks and Web 2.0 sites are the most effective. We know where to get and how to use the best auto-updated content that keeps your online community and content syndication fresh and relevant to your customers. ADP will use DMS, Lead Management Tool and CRM application exports to create invitations for your customers to join the community, which is an important part of creating high quality sales opportunities at a nominal cost. ADP will use our access to new OEM tools and independent sources to leverage information feeds, image galleries, and video content updated daily to enrich your online community. ADP knows how to take advantage of powerful social network web site platforms as an online magnet to pull in and engage enthusiasts in your area, along with previous sales and service customers. With your involvement and participation, ADP is the only dealership supplier that know how to guide your community towards reaching critical mass needed to achieve the Web 2.0 alchemy that drives dealership opportunities to do business.

ADP’s Social Marketing & Reputation Management Solution Why should dealers use ADP? ADP is the leader in developing digital marketing managed solutions, strategy, training, tools and processes for car dealers. We have embraced the emergence of social media and user (consumer) generated content (UGC) as a powerful source of connectivity with people, including dealers and their employees, suppliers, OEM associates and automotive consumers. We have guided more dealers, and provided more online resources where today’s customers spend their time, than any other dealer solutions supplier. We know that now, more than ever before, it is critical that dealers are provided with access to solutions that create an effective position for their dealerships within social media and online consumer rating sites… Then, we show dealers how to use the right strategies, tactics, tools and processes to establish trust based relationships with their customers. ADP has the know-how and Business Process Outsourcing (BPO) resources to deliver a steady stream of engaging content and provide consumer desired information on behalf of the dealers we serve. We engage today’s social network members with content and capabilities that create “Pull” rather than only having “Push” tactics to communicate the latest deals, rebates or incentives.

ADP Social Marketing & Reputation Management Solution Strategy (part 1): Managed Service that includes creating, maintaining and supporting a full featured Social Network site that serves as the dealer’s “Automotive Community” and social media hub Sold and Serviced as an ADP/BZ Digital Marketing System component that compliments existing dealer eCommerce website and lead management components, subject to similar terms and conditions Includes multiple 3rd party applications and integration/syndication points with popular social media sites in a variety of categories Utilizes OEM and Independent publisher supplied content integration systems Incorporates Reputation Management systems and processes that require dealership participation and DMS, CRM and Lead Management integration

ADP Social Marketing & Reputation Management Solution Strategy (part 2): Solution is not recommended for dealers without an ADP or BZ Results Digital Marketing System, although can be sold to such dealers if supported by an adequate Digital Advertising budget with ADP Solution effectiveness requires online advertising support using Social Media placed advertising Value received by dealer includes positioning as an Employee Benefit, Supplier Enhancement and as a service to Dealership Sales and Service Customers Requires Dealer employee participation and in-dealership management processes to generate ROI The nature of any Social Media Marketing solution includes the exposure of the dealership management team to uncensored comments and feedback from dealership customers, so requires an effective concern resolution process at dealership

ADP Social Marketing / Reputation Management Solution Strategy: Establishing a system for sorting and categorizing all social media sites and applications into generally recognized segments based on features/functions Determining which of these categories are useful to incorporate within the ADP supplied list of managed services and what levels of integration or syndication will benefit dealers Streamline processes and achieve efficiencies for the ADP managed solution to ensure greater cost effectiveness than if the dealer were to manage internally using dealership employees/resources Establish measurement points and reporting systems that indicate value received by dealer Use solution as an enhancement to dealer’s overall digital marketing system and effective ROI

Social Marketing and Reputation Management StrategyADP Organizes Social Media into Functional Categories (w/examples) Social & Professional Networks Facebook MySpace LinkedIn Publishing Sites (Blogs) Blogger.com WordPress TypePad Photo Hosting Sites Flickr Photobucket Picassa Audio iTunes Podcast.net Podbean Video Hosting Sites YouTube Viddler Gawkk Categories included in ADP SM/RM Solution Phase 1 in Red Font

Microblogging Twitter Plurk Twitxr Livecasting BlogTalkRadio Justin.TV Live 365 Virtual Worlds SecondLife ActiveWorlds ViOS Gaming Halo3 World of Warcraft Everquest Social Marketing and Reputation Management StrategyADP Organizes Social Media into Functional Categories (w/examples) Categories included in ADP SM/RM Solution Phase 1 in Red Font

Productivity Applications Google Docs Yahoo! VOX Aggregators Digg FriendFeed Reddit RSS Feeds FeedBurner Atom RSS 2.0 Search Google Search Technorati Yahoo! Search Social Marketing and Reputation Management StrategyADP Organizes Social Media into Functional Categories (w/examples) Categories included in ADP SM/RM Solution Phase 1 in Red Font

Mobile Gumiyo AOL Mobile SMS.ac Interpersonal AOL Instant Messenger iChat Meebo Consumer Reviews & Ratings Edmunds DealerRater CarDealerCheck Social Network Platform Tools Joomla Ning BuddyPress Social Marketing and Reputation Management StrategyADP Organizes Social Media into Functional Categories (w/examples) Categories included in ADP SM/RM Solution Phase 1 in Red Font

SM/RM Solution Components by Category www.SandersonCommunity.com Dealer Sponsored Online Community“Social Media Hub” “Build a network of UGC sites connected to your online community as a social marketing strategy”

ADP’s Social Marketing & Reputation Management Solution Web 2.0 Component Integration = Dealer Value ADP connects and manages components to deliver a turn-key Social Marketing and Reputation Management Solution… “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 social network and community site timely and relevant!”

Managed Solution Component Deployment Example www.ToyotaCommunity.com ,[object Object]

Consumer Generated Content syndicated across multiple social media sites,[object Object]

Social marketing solution component costs as shown Ning Premium services bundle - $85 a month (includes site support) DealerRater - $85 a month ($1,000 annual) less with reseller agreement Network Solutions Domains (6) - $24 a month ($288 annual) Facebook - $10 a month for professional account Flickr - $9 a month ($99 annual) Video Syndication Service - $10 a month BMI commercial music fair use licensing - $25 a month (community music player) Rebate and Incentives iFrame web service - $55 a month Member Rewards Program plug in app - $25 a month Knowem Social Media Registration Services - $70 x 1, $20/monthly The External Supplier List above results in a $70 one time fee and $348 monthly “Cost Of Goods Sold”, plus additional internal resource costs of providing : ,[object Object]

4 to 8 hours monthly maintenance (ADP analyst grade resource)

12 – 36 Month Contract Terms, (No 30 Day OUT)Revenue Projection: Solution is marketable at price points between $2,995 (3 year), $3,495 (2 year) and $3,995 (1 year) a month on a 1, 2 or 3 year commitment term...

Google Adsense to be replaced by ADP Ad Network Space www.SandersonCommunity.com Dealer Sponsored Online Community Created and Managed by ADP & Dealer

www.SandersonCommunity.com Dealer Sponsored Online Community Created and Managed by ADP & Dealer

www.MyJeepCommunity.com Dealer Sponsored Online Community Created and Managed by ADP & Dealer Google Adsense to be replaced by ADP Ad Network Space

Google Adsense to be replaced by ADP Ad Network Space www.MyJeepCommunity.com Dealer Sponsored Online Community Created and Managed by ADP & Dealer

www.MyJeepCommunity.com Dealer Sponsored Online Community Created and Managed by ADP & Dealer

www.Boston-Honda.com Prototype Online Honda Community Created and Managed by ADP Google Adsense to be replaced by ADP Ad Network Space

www.Boston-Honda.com Prototype Online Honda Community Created and Managed by ADP

Google Adsense to be replaced by ADP Ad Network Space www.San-Tan-Ford.com Online Dealer Community Created and Managed by ADP

Google Adsense to be replaced by ADP Ad Network Space www.FordCommunity.com Online Dealer Community Created by ADP to close DA Contract

Google Adsense to be replaced by ADP Ad Network Space 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!

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 Google Adsense to be replaced by ADP Ad Network Space

Google Adsense to be replaced by ADP Ad Network Space 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

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 Google Adsense to be replaced by ADP Ad Network Space

Content Drives Traffic and Customer Engagement ADP’s Social Marketing and Reputation Management Solutions focus on obtaining and serving up highly desirable relevant content. Consumer members of Dealership Community ,[object Object]

Advertise syndication brands to attract consumers RSS Feeds from OEM’s and Enthusiast sites ,[object Object],Video & Photo Feeds from multiple sources ,[object Object],Widgets/Gadgets from multiple sources ,[object Object]

Embed selected dealer website content (inventory, specials, etc.)

Over 100 Widget Apps available from platform providerDealership Employees ,[object Object]

Civic Activities, Fund Raisers, Local Sponsorships,Suppliers ,[object Object],OEM associates - Car Companies are HIGHLY supportive

www.dealerrater.com/login.aspx During ADP/Ford Dealer Community Pilots, we worked with muliple Consumer Rating UGC sites… DealerRater.com has provided the filtered feeds, Google Reviews rankings, and supporting code needed to make the Dealership Community concept practical.

DigitalRalph says: “ADP uses DealerRater Data integration embedded into dealer community to automatically pull in all positive reviews posted by consumers on DealerRater.com”

Included within ADP’s SM/RM Solution Delivery is the posting of positive news stories, letters, accolades and awards that each dealer receives and supplies to their ADP DA Analyst…

Let’s walk through an example of using the predetermined number of HTML code blocks and Syndication feeds to confiure an element of a dealer’s ADP managed community…

Here, we are selecting a Ford OEM supplied graphic as the header image to display above the Ford OEM supplied content which is updated daily… Automatically, without effort.

We will use the Community site platform tooks to configure the image HTML code to create a pop-up page when selected….

Replace HREF After the Community Site Platform generates the HTML code we will replace the string indicating the full size image with the URL of the Ford OEM asset we want to frame in….

Copy Targeted Content URL We copy the Ford OEM URL for the “Ford on TV and Film” Social Marketing Snippet….

Paste Targeted Content URL We then paste the URL in place of the full size image code from the platform image rendering app to generate a pop-up framed in version of the OEM asset….

Dealer Community Site looking GREAT… Content Updated Daily! During production, the various syndication codes can be standardized by OEM to streamline both Dealer Community launch and ongoing maintenance….

http://ford.digitalsnippets.com OEM Support by creating easily accessible syndication assets! SMPR is Ford’s Acronym for “Social Media Press Release”

Ford Pilots were based on ADP selected site platform that has application level integration with Flickr… Ford provides API access so that Consumers can access high resolution glamour photos from within Ford Lincoln Mercury dealer communities.

ADP Social Marketing Dealer Solutions will have a daily API updated supply of gorgeous high resolution, commercial quality (expensive) photography that consumers get access to via their membership in our Ford Lincoln Mercury dealer communities.

ADP Social Marketing Dealer Solutions will use API based embedded applications to provide member exclusive advance access to images of future models which have not yet been released to the public or press by Ford!

Consumer Members of Ford Lincoln Mercury Dealer Communities supplied by ADP will be able to “push” their Ford API based embedded slideshows and videos to their Facebook, MySpace, Twitter, Blogger, Wordpress, etc. member profiles and friend pages… Ford will use separate apps for what is exclusive and what can be shared outside the dealer’s community.

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

Does it work… does this solution influence car buyers? “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.“ AlinSturekJ. D. Power and Associates

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.

Why Bother with a Dealer Community Based SM/RM Strategy? Web 2.0 and UGC is fundamentally altering how customers interact with the Internet, and how businesses reach them. ,[object Object]

In 2008, Consumer Generated Content generated $1 billion in advertising revenue.

By 2011, Consumer Generated Content sites are projected to attract 101 million users in the U.S. and earn $4.3 billion in advertising revenue. Overcome the obstacles preventing dealers from utilizing this dynamic medium, and the revenue potential is great. However, we already know that dealers need a solution which is more effective than display advertising alone.

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 to create online communities for employees and customers?

ADP could use Edmunds.com as an alternative to DealerRater for Reputation Management consumer content generation… If Edmunds will cooperate with filtered data feeds! 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.

USER-GENERATED CONTENT DRIVES HALF OF U.S. TOP 10 FASTEST GROWING WEB BRANDS, ACCORDING TO NIELSEN//NETRATINGS “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. “

ADP Social Marketing/Reputation Management Pilots to date have used DealerRater.com as the Customer Review content supplier and partner

ADP Reputation Management:DealerRater.com Filtered Review Integration DealerRater.com Certification Benefits Build Your Online Reputation, Get Certified!

ADP Reputation Management Solution: DealerRater.com positive review generation

ADP Reputation Management Solution: Additional DealerRater.com features for dealers

Current pricing levels will be maintained with DealerRater using ADP as a reseller with a negotiated margin… Cost will be included in the price charged to dealers with ADP in control of the accounts

SEO Strength of Platform: www.ADMPC.com

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

When it came time to select a platform for creating ADP dealership communities, the ADM experience…

When it came time to select a 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…

Example of an ADP Dealer Community Social Marketing Content Syndication Push An experiment in ease of use validation using the recent 6th Digital Dealer Conference in Las Vegas as the source of content…

Using the ADP community platform supplier, created Flash photo slide show taken at ADM Reception sponsored by ADP… 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 (not inlcuding photo upload time)

Back in Facebook, the Community platform hosted photo slide show stands tall and proud within my Wall.

American Honda was so intrigued by the Branded Community concept, they sponsored the creation of the Boston Honda Community located at http://HondaGallery.ning.com an ADP dealer, the VP of Marketing was more interested in finding a way to tap into Social Networks and Web 2.o than hearing about any other new ADP solutions…

ADP 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 ADP created 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.

Looks like I have a lot of relatives in the Boston area…

Web 2.0 Site Rankings The next few slides show the relative ranking of the top 25 Web 2.0 category consumer and professional sites based on an index of several independant reporting services…

Ralph Paglia ADP Digital Marketing Solutions www.ADPdigitaladvertising.com ralph_paglia@adp.com Cell: 505-301-6369 www.DigitalRalph.com RSS Feed Resources: www.MySpaceAutomotive.com

ADP / BZ Results Digital Marketing Integrated with Social Marketing Case Study eCommerce site: www.AutoAves.com Social Marketing site: www.Automotive-Avenues.com

www.AutoAves.com BZ Results eCommerce site w/Social Media links in Menu

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

Dealer Community Platform Shell from Ning

Dealer Community Platform Site from ADP

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