Digital Dealer Conference 7; Social Marketing and Reputation Management Presentation
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UPDATED: This is an updated and revised version of the presentation I used at the 7th Digital Dealer Conference in Nashville, TN on November 3, 2009 for the Tuesday AM General Session. I have added comments, explanations and 5 additional topic introduction slides so that the presentation makes more sense when viewed without me there to explain (RP). The subject is "Social Marketing and Reputation Management for Car Dealers" and the slides outline a strategy and several tactics I have used in multiple dealership implementations. The PPT file also uses a case study format and several app and website screenshots to illustrate... Some examples being a dialogue between my ADP Digital Marketing team, consumers and people at the dealerships who are our clients. Near the end of the demo is a slide with 10 links to existing dealership sponsored "Automotive Communities" that ADP uses in our SM/RM implementations as the "Hub" of a Hub and Spoke strategy to connect and syndicate content from a central online social network built for the dealership to over 100 popular social networks and User Generated Content (UGC) type Web 2.0 sites... You can learn more by joing the communities at http://www.ADMPC.com and http://www.AutomotiveSocial.com and the ADP official community for this topic at http://www.ADPsocial.com . Please follow us on twitter at http://twitter.com/AutoSocial and my own account http://twitter.com/RalphPaglia
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Digital Dealer Conference 7; Social Marketing and Reputation Management Presentation
- 1. “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.”
- 2. Social Marketing & Reputation Management
- 4. Executed Digital Marketing and Sales Strategy that generated 144,000+ leads to single-point Chevy dealer in 2 years
- 5. Built dealer ISS team that sold 4,000+ Units to Web Leads in 2006
- 6. Worked w/Ford in 2007-2008 to develop first fully integrated multi-publisher Tier 3 Digital Marketing Consulting & Advertising program
- 7. First retail automotive Behavioral Targeting Digital Advertising program while at Courtesy Chevrolet in 2005, 2006 and 2007
- 8. Internet Sales & Marketing Consultant to Ford, Mercedes-Benz, GM, Honda, Toyota, Mercedes-Benz, Hyundai and 250+ dealers & groups
- 9. 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@adp.com www.ADMPC.com
- 10. THE PROBLEM: Many Dealers see the “Social Networks” and “Consumer Reviews” Landscape as a jungle of weird names and brands with little to no value…
- 11. www.ADMPC.com Over 2,800 Automotive ProfessionalsRely on ADM for a Competitive Advantage
- 13. www.ADMPC.com Click to Zoom
- 15. Measuring Social Network Sites
- 16. Measuring Forum & Chat Provider Sites
- 17. Measuring Social Networks & Online Community Sites
- 18. Social Marketing Strategy Example: Ancira Auto Group
- 19. Employee Participation; “Secret Sauce” Over 200 Ancira Employees participate in community…
- 27. 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
- 31. Ancira Auto Group Social Marketing & Reputation Management What about Search Engines? Will Social Network pages, blogs, etc. be indexed by Google? Is 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)…
- 32. SERP #1
- 33. SERP #1.5
- 34. SERP #1.75
- 35. 100% Ancira Auto Group controlled or Owned sites SERP #2
- 36. 100% Ancira Auto Group controlled or Owned sites SERP #3
- 37. 100% Ancira Auto Group controlled or Owned sites SERP #4
- 38. 100% Ancira Auto Group controlled or Owned sites SERP #5
- 39. 100% Ancira Auto Group controlled or Owned sites SERP #6
- 40. 100% Ancira Auto Group controlled or Owned sites SERP #7
- 41. 100% Ancira Auto Group controlled or Owned sites SERP #8
- 42. 100% Ancira Auto Group controlled or Owned sites SERP #9
- 43. 100% Ancira Auto Group controlled or Owned sites SERP #10
- 44. Twitter messages (Tweets) are now indexed by Google and show up in search results…
- 45. AnciraAutoGroup – Subdomain Secured
- 52. 120 Social Media Site Enrollments Completed for the Dealer’s Name/Domain
- 53. 120 Social Media Site Enrollments Completed for the Dealer’s Name/Domain
- 54. 120 Social Media Site Enrollments Completed for the Dealer’s Name/Domain
- 55. 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.
- 56. What About Facebook? “Computers around the world simultaneously explode when everyone on Facebook becomes everyone else’s friend on Facebook.”
- 57. What About Facebook? Set Up a “Profile” for the Dealer/Owner Create a “Group” for your Franchise/Brand Create a “Fan Page” for your Community
- 58. Click to Zoom
- 59. 1 2 3 4
- 60. 1 2 3 4
- 61. 1 2 3 4
- 62. 1 2 3 4
- 63. 1 2 3 4
- 64. 1 3 2
- 65. 1 2 3 4
- 69. 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…
- 70. First 4 Days…
- 71. After 30 Days…
- 72. 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?
- 75. What about Twitter? Listen for comments Attract Followers Take action when appropriate Provide valuable tweet streams
- 77. Social Media Provides Mass Monitoring Power to Dealers
- 78. Social Media Provides Mass Monitoring Power to Dealers
- 81. Embed selected dealer website content (inventory, specials, etc.)
- 84. Dealer Social Marketing Content Strategy Content drives traffic and customer engagement: You RSS Feeds from OEM’s – Articles, Photos & Video RSS Feeds from Enthusiast sites Videos from multiple sources (Google Video Search) Photos from multiple sources (Google Image Search) Widgets and Gadgets from Multiple Source Dealership Employees Suppliers Consumer user/members of the Dealer Community List of OEM supplied Social Marketing Content feeds and tools: www.MySpaceAutomotive.com
- 88. Perspective on Social Networks: DealerRater.com Social Marketing Strategy DealerRater.com Certification Benefits Build Your Social Media Reputation; Syndication!
- 89. Perspective on Social Networks: DealerRater.com Social Marketing Strategy
- 90. Perspective on Social Networks: DealerRater.com Web 2.0 Strategy - Marketing
- 91. Dealer Social Marketing Strategy that makes use of “Hub and Spoke” approach, “Community Site” examples: www.AnciraCommunity.com www.Automotive-Avenues.com www.MazdaCommunity.org www.FordCommunity.com www.MyJeepCommunity.com www.SandersonCommunity.com www.Boston-Volkswagen.com www.Boston-Honda.com www.Boston-BMW.com www.Ford-Community.com
- 92. 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.com1. 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
Hinweis der Redaktion
- SmartArt custom animation effects: basic radial(Intermediate)To reproduce the SmartArt on this slide, do the following:On the Home tab, in the Slides group, click Layout, and then clickBlank. On the Insert tab, in the Illustrations group, click SmartArt. In the Choose a SmartArt Graphic dialog box, in the left pane, click Relationship. In the Relationship pane, click Basic Radial (sixth row, second option from the left), and then click OK to insert the graphic into the slide.On the slide, select the SmartArtgraphic, and then click one of the arrows on the left border. In the Type your text here dialog box, in the top level bullet, enter the text for the center circle of the graphic. In the second-level bullets, enter the text for all the other shapes in the SmartArt graphic. With the SmartArt graphic still selected, on the Design tab, in the Themes group, click Colors, and then select Median. Under SmartArtTools, on the Format tab, in the Size group, do the following:In the ShapeHeight box, enter 5”.In the ShapeWidth box, enter 7.5”.Under SmartArtTools, on the Design tab, in the SmartArtStyles group, click SmartArtStyles, and then under Best Match for Document select IntenseEffect (fifth option from the left).On the Home tab, in the Font group, click the button next to FontColor, and then under ThemeColors select Black, Text 1 (first row, second option from the left). On the Home tab, in the bottom right corner of the Drawing group, click the FormatShape dialog box launcher. In the FormatShape dialog box, click 3-D Format in the left pane, and in the 3-D Format pane, under Surface, do the following:In the Material list, under SpecialEffect, select SoftEdge (first row, second option from the left).In the Lighting list, under Neutral, select Harsh (first row, fourth option from the left).In the Angle box, enter 30°.Press and hold CTRL, and select all five shapes in the SmartArt graphic. On the Home tab, in the bottom right corner of the Drawing group, click the FormatShape dialog box launcher. In the FormatShape dialog box, click Shadow in the left pane. In the Shadow pane, in the Presets list, under Outer select OffsetBottom (first row, second option from the left), and then do the following:In the Transparency box, enter 65%.In the Size box, enter 103%.In the Blur box, enter 9 pt.In the Angle box, enter 90°.In the Distance box, enter 3 pt.To reproduce the SmartArt effects on this slide, do the following:On the slide, select the center circle in the SmartArt graphic, and then on the Home tab, in the bottom right corner of the Drawing group, click the FormatShape dialog box launcher. In the FormatShape dialog box, click 3-D Format in the left pane, and in the 3-D Format pane do the following:Under Bevel, in the Top list, under Bevel, select Circle (first row, first option from the left).Also under Bevel, to the right of the Top list, in the Width box, enter 24 pt. Also under Bevel, to the right of the Top list, in the Height box, enter 12 pt.On the slide, select the top circle in the SmartArt graphic, and then on the Home tab, in the bottom right corner of the Drawing group, click the FormatShape dialog box launcher. In the FormatShape dialog box, click Fill in the left pane, and in the Fill pane do the following:Click Solidfill.Click the button next to Color, and then under ThemeColors select Orange, Accent 2 (first row, sixth option from the left).Also in the FormatShape dialog box, click 3-D Format in the left pane, and in the 3-D Format pane do the following:Under Bevel, in the Top list, under Bevel, select Circle (first row, first option from the left).Also under Bevel, to the right of the Top list, in the Width box, enter 20 pt. Also under Bevel, to the right of the Top list, in the Height box, enter 15 pt.Press and hold SHIFT, and then on the top circle, drag a corner adjustment handle toward the center to decrease the size.On the Home tab, in the Font group, in the Font Size box, enter 20.Drag the top circle approximately 0.5” to the right.Select the right circle in the SmartArt graphic, and then on the Home tab, in the bottom right corner of the Drawing group, click the FormatShape dialog box launcher. In the FormatShape dialog box, click Fill in the left pane, and in the Fill pane do the following:Click Solidfill.Click the button next to Color, and then under ThemeColors click Gold, Accent 4 (first row, eighth option from the left).Also in the FormatShape dialog box, click 3-D Format in the left pane, and in the 3-D Format pane do the following:Under Bevel, in the Top list, under Bevel, select Circle (first row, first option from the left).Also under Bevel, to the right of the Top list, in the Width box, enter 24 pt. Also under Bevel, to the right of the Top list, in the Height box, enter 12 pt.Press and hold SHIFT, and then on the right circle, drag a corner adjustment handle toward the center to decrease the size.On the Home tab, in the Font group, in the Font Size box, enter 28 pt.Drag the right circle slightly toward the right corner of the slide.One the slide, select the bottom circle in the SmartArt graphic, and then on the Home tab, in the bottom right corner of the Drawing group, click the FormatShape dialog box launcher. In the FormatShape dialog box, click Fill in the left pane, and in the Fill pane do the following:Click Solidfill.Click the button next to Color, and then under ThemeColors click Green, Accent 5 (first row, ninth option from the left)Also in the FormatShape dialog box, click 3-D Format in the left pane, and in the 3-D Format pane do the following:Under Bevel, in the Top list, select Circle (first row, first option from the left).Also under Bevel, to the right of the Top list, in the Width box enter 24 pt. Also under Bevel, to the right of the Top list, in the Height box enter 12 pt.Press and hold SHIFT, and then on the bottom circle, drag a corner adjustment handle away from the center to increase the size.On the Home tab, in the Font group, in the Font Size box, enter 28.On the slide, select the left circle in the SmartArt graphic, and then on the Home tab, in the bottom right corner of the Drawing group, click the FormatShape dialog box launcher. In the FormatShape dialog box, click Fill in the left pane, and in the Fill pane do the following:Click Solidfill.In the Color list, under ThemeColors select Olive Green, Accent 3 (first row, seventh option from the left).Also in the FormatShape dialog box, click 3-D Format in the left pane, and in the 3-D Format pane do the following:Under Bevel, in the Top list, under Bevel, select Circle (first row, first option from the left).Also under Bevel, to the right of the Top list, in the Width box, enter 30 pt. Also under Bevel, to the right of the Top list, in the Height box, enter 30 pt.Press and hold SHIFT, and then on the left circle, drag a corner adjustment handle toward the center to decrease the size.On the Home tab, in the Font group, in the Font Size box, enter 40, and then click Bold.Drag the top circle slightly toward the bottom of the slide.To reproduce the line effects on this slide, do the following:Press and hold CTRL, and then select each of the four lines connecting the circles in the SmartArt graphic. On the Home tab, in the bottom right corner of the Drawing group, click the FormatShape dialog box launcher. In the FormatShape dialog box, click Line Color in the left pane, select Gradient line in the Line Color pane, and then do the following:In the Type list, select Linear.In the Direction list, select Linear Right (first row, fourth option from the left).Under Gradient stops, click Add or Remove until two stops appear in the drop-down list.Also under Gradient stops, customize the gradient stops as follows:Select Stop 1 from the list, and then do the following:In the Stop position box, enter 0%.Click the button next to Color, and then under Theme Colors click Black, Text 1 (first row, second option from the left). Select Stop 2 from the list, and then do the following: In the Stop position box, enter 100%.Click the button next to Color, and then under Theme Colors click Black, Text 1 (first row, second option from the left). In the Transparency box, enter 100%.Also in the FormatShape dialog box, clickLineStyle in the left pane, and in the LineStyle pane do the following:In the Width box, enter 3.5 pt.In the Dashtype list, select RoundDot (second option from the top).To reproduce the animation effects on this slide, do the following:On the Animation tab, in the Animations group, click CustomAnimation. On the slide, select the SmartArt graphic, and then in the CustomAnimation task pane, to the following:Click AddEffect, point to Entrance, and select MoreEffects. In the AddEntranceEffect dialog box, under Moderate, select Zoom.Click the arrow to the right of the zoom entrance effect, and then select EffectOptions. In the Zoom dialog box, do the following:On the Effect tab, in the Zoom list, select In from ScreenCenter.On the Timing tab, in the Speed list, select 1 seconds (Fast). On the SmartArtAnimation tab, in the Group graphic list, select From center one by one. In the CustomAnimation task pane, expand the contents of the list by clicking the double arrow under the zoom entrance effect, and then do the following:Select the first effect (zoom entrance effect), and under Modify: Zoom, in the Start list, select WithPrevious.Select the second effect (zoom entrance effect), click Change, point to Entrance, and then select MoreEffects. In the ChangeEntranceEffect dialog box, under Basic, select Wipe.Click the arrow to the right of the second effect (now wipe effect) and select Effect Options, and then in the Wipe dialog box dothe following:On the Effect tab, in the Direction list, select FromBottom.On the Timing tab, in the Delay box, enter 0.5.On the Timing tab, in the Speed list, select 0.5 seconds (VeryFast).Select the fourth effect (zoom entrance effect), click Change, point to Entrance, and select MoreEffects. In the ChangeEntranceEffect dialog box, under Basic, select Wipe.Click the arrow to the right of the fourth effect (now wipe effect) and select Effect Options, and then in the Wipe dialog box, dothe following:On the Effect tab, in the Direction list, select FromLeft.On the Timing tab, in the Delay box, enter 0.5.On the Timing tab, in the Speed list, select 0.5 seconds (VeryFast).Select the sixth effect (zoom entrance effect), click Change, point to Entrance, and select MoreEffects. In the ChangeEntranceEffect dialog box, under Basic, select Wipe.Click the arrow to the right of the sixth effect (now wipe effect) and select Effect Options, and then in the Wipe dialog box, dothe following:On the Effect tab, in the Direction list, select FromLeft.On the Timing tab, in the Delay box, enter 0.5.On the Timing tab, in the Speed list, select 0.5 seconds (VeryFast).Select the eighth effect (zoom entrance effect), click Change, point to Entrance, and then select MoreEffects. In the ChangeEntranceEffect dialog box, under Basic, select Wipe.Click the arrow to the right of the eighth effect (now wipe effect) and select Effect Options, and then in the Wipe dialog box, dothe following:On the Effect tab, in the Direction list, select FromRight.On the Timing tab, in the Delay box, enter 0.5.On the Timing tab, in the Speed list, select 0.5 seconds (VeryFast).To reproduce the background on this slide, do the following:Right-click the slide background area, and then click Format Background. In the Format Background dialog box, click Fill in the left pane, select Gradient fill in the Fill pane, and then do the following:In the Type list, select Radial.In the Direction, list click From Center (third option from the left).Under Gradient stops, click Add or Remove until two stops appear in the drop-down list.Also under Gradient stops, customize the gradient stops as follows:Select Stop 1 from the list, and then do the following:In the Stop position box, enter 0%.Click the button next to Color, and then under Theme Colors click Black, Text 1, Lighter 35% (third row, second option from the left). Select Stop 2 from the list, and then do the following: In the Stop position box, enter 100%.Click the button next to Color, and then under Theme Colors clickBlack, Text 1 (first row, second option from the left).