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Automotive Social Media Marketing Presentation from 2010 NADA Convention


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This is the Automotive Social Media Marketing, Online Reputation Management, Internet Reputation Management, and Car Dealer Reputation Management Presentation from Ralph Paglia's workshops at the 2010 NADA Convention in Orlando, FL... Learn more about automotive social media and how car dealers can successfully leverage this channel to achieve their marketing, communication and customer relationship management (CRM) objectives at and check out the official site at http://www.SocialDealer.BZ

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Automotive Social Media Marketing Presentation from 2010 NADA Convention

  1. 1. Social Media Marketing & Reputation Management
  2. 2. Introduction and Background: Ralph Paglia <ul><li>Director - Digital Marketing </li></ul><ul><li>Dealer Services </li></ul><ul><li>20+ year automotive industry leader in Digital Marketing, Advertising, Lead Management, BDC and dealership CRM process design and execution </li></ul><ul><li>Executed Digital Marketing and Sales Strategy that generated 144,000+ leads to single-point Chevy dealer in 2 years </li></ul><ul><li>Built dealer ISS team that sold 4,000+ Units to Web Leads in 2006 </li></ul><ul><li>Worked w/Ford in 2007-2008 to develop first fully integrated multi-publisher Tier 3 Digital Marketing Consulting & Advertising program </li></ul><ul><li>First retail automotive Behavioral Targeting Digital Advertising program while at Courtesy Chevrolet in 2005, 2006 and 2007 </li></ul><ul><li>Internet Sales & Marketing Consultant to Ford, Mercedes-Benz, GM, Honda, Toyota, Mercedes-Benz, Hyundai and 250+ dealers & groups </li></ul><ul><li>Started generating Internet leads in 1988 using CompuServe ISP access and vehicle listings on defense contractor BBS’s in SoCal </li></ul>Cell: 505.301.6369
  3. 3. Presentation and related files available for download at
  4. 4. Social Media Marketing Reputation Management <ul><li>What is it? </li></ul><ul><li>Why is it important? </li></ul><ul><li>How does it work? </li></ul><ul><li>What’s in it for me? </li></ul><ul><li>How much does it cost? </li></ul>
  5. 6. Social Media Marketing Reputation Management <ul><li>What is Social Media? </li></ul>From Wikipedia: At its most basic sense, social media is a shift in how people discover, read and share news, information and content. It's a fusion of sociology and technology, transforming monologues (one to many) into dialogues (many to many) and is the democratization of information, transforming people from content readers into publishers. Businesses also refer to social media as user-generated content (UGC) or consumer-generated media (CGM).
  6. 7. Do you feel socially fatigued? Bring it back to the basics Listen | Learn | Launch
  7. 8. Social Media Strategy Listen Learn Launch
  8. 9. What do the Car Companies see in Social Media, and how will they deal with it?
  9. 10. Brochures Hooked on a Brand Dealer Showrooms Talking about cars Friend’s Review Family Recommendation 9 AM to 5 PM Showroom Request/Wait for a Quote Showroom Ups Driving From Dealer to Dealer Calling a Services Advisor Online Video Undecided and shopping multiple brands Virtual Showrooms Blogging about cars Online Reviews Social Media 24/7 Access to Information Mobile Web Access Digital Ready Dealers Local Map Search Researching/Buying Parts/ Service/Information Online Asian Car Company…
  10. 11. Asian Car Company #2…
  11. 23. More Every Day!
  12. 24. “ Relationship” Management Asian Car Company #3… (biggest)
  13. 25. Trust via “ Transparency ”
  14. 26. Another Car Company #4… Xxxxx Xxxxxx Xxxxxxx Xxxx Xxxxx
  15. 27. Another Car Company #4…
  16. 28. Another Car Company #4…
  17. 30. Social Media Strategy Listen Learn Launch
  18. 33. After You Define Your Social Media Marketing Strategy …Create A Tactical Action Plan Matrix What’s a Tactical Action Plan? Build a matrix that outlines the strategies, tactics, objectives and measures of success for each actionable item that will use dealership resources towards executing your social media strategy. Your TAP is the “Blueprint” for launching your social media initiative! (see example on next slide)
  19. 34. Tactical Action Plan Example
  20. 35. Where did Social Media come from? Web 1.0 Web 2.0
  21. 36. Why does Social Media Matter? Web 2.0 – What Happens Web 1.0 - What Can Happen
  22. 37. Why is Social Media Different? Web 2.0 Web 1.0
  23. 38. How is Social Media Perceived? Web 2.0 What Customers See Web 1.0 What Customers See
  24. 39. 1) Social Ecosystem Map Where are your dealership’s customers gathering to have conversations?
  25. 40. 1. LISTEN
  28. 43. LISTENING TOOLS How to use Google and Technorati Alerts Together
  29. 44. 2. LEARN
  30. 45. 2. Learn: What do your customers want/need? <ul><li>What customer types exist? </li></ul><ul><li>What are they looking for? </li></ul><ul><li>Where do they go? </li></ul><ul><li>How do they like to interact? </li></ul><ul><li>How much time do they have? </li></ul><ul><li>How willing are they to share openly? </li></ul><ul><li>Do they want exposure? </li></ul><ul><li>Do they want to shape the auto industry? </li></ul><ul><li>Influence the next generation of car dealers? </li></ul>
  31. 46. 3. LAUNCH
  32. 47. Social Media Marketing Launch Plan <ul><ul><ul><li>Business Goals </li></ul></ul></ul><ul><ul><ul><li>Customer Wants/Needs </li></ul></ul></ul><ul><ul><ul><li>Engagement Plan </li></ul></ul></ul><ul><ul><ul><li>Success Metrics </li></ul></ul></ul>
  33. 48. Business Goal <ul><li>Boil it down to one sentence that gets to the core </li></ul><ul><li>Increase Brand Awareness , Personalize Your Brand </li></ul><ul><li>Collaborate with Customers , Gain Insight , Co-create Promotions and Sales Events </li></ul><ul><li>Decrease Cost of Customer Retention (CRM) </li></ul><ul><li>Optimize Site, Better SERP’s, More Traffic </li></ul><ul><li>Establish “Thought Leadership”, Educate Customers </li></ul><ul><li>Increase Sales Opportunities </li></ul><ul><li>Improve Dealer Group Inter-Store Collaboration </li></ul><ul><li>Reduce Training Costs/Turnover while improving results </li></ul><ul><li>Improve Employee Productivity and Biz Operations </li></ul>
  34. 49. Customer Wants/Needs <ul><li>What customer types exist? </li></ul><ul><li>What are they looking for? </li></ul><ul><li>Where do they go? </li></ul><ul><li>How do they like to interact? </li></ul><ul><li>How much time do they have? </li></ul><ul><li>How willing are they to share openly? </li></ul><ul><li>Do they want exposure? </li></ul><ul><li>Do they want to shape the auto industry? </li></ul><ul><li>Influence the next generation of car dealers? </li></ul>
  35. 50. Engagement Plan <ul><li>What will you publish? </li></ul><ul><li>Where will you publish? </li></ul><ul><li>How often will you publish? </li></ul><ul><li>Balance (content, events, 1:1, outreach) </li></ul><ul><li>Integrate with traditional channels </li></ul>
  36. 51. Success Metrics <ul><li># fans, followers, friends </li></ul><ul><li># of comments </li></ul><ul><li># of participants on thread </li></ul><ul><li># posts </li></ul><ul><li># of embeds </li></ul><ul><li># back links </li></ul><ul><li># page loads </li></ul><ul><li># downloads </li></ul><ul><li>Response time </li></ul><ul><li>Issues resolved </li></ul><ul><li>Depth of thread </li></ul><ul><li>Traffic increase to site </li></ul><ul><li>Diggs </li></ul><ul><li>Stumbles </li></ul><ul><li>Subscriptions </li></ul><ul><li>New Visitors </li></ul><ul><li>Repeat Visitors </li></ul><ul><li>Google Benchmarks by Category </li></ul>Build an ROI set based on your dimensions of value. Include a mix of qualitative and quantitative.
  37. 52. Your Social Media Marketing Plan <ul><li>Business Goals </li></ul><ul><li>Customer Needs </li></ul><ul><li>Engagement Plan </li></ul><ul><li>Success Metrics </li></ul>
  38. 53. Takeaways <ul><li>Listen-Acknowledge-Explore-Respond (LAER) </li></ul><ul><li>Be respectful, human, considerate and passionate </li></ul><ul><li>What is in it for customers? If nothing, don’t bother </li></ul><ul><li>Community before Commerce </li></ul><ul><li>Should be more like a party, don’t Lecture (converse) </li></ul><ul><li>Tolerate Criticism (employees, suppliers and customers) </li></ul><ul><li>Encourage Personalities and “Characters” </li></ul><ul><li>People congregate around: </li></ul><ul><ul><li>Relevance </li></ul></ul><ul><ul><li>Entertainment </li></ul></ul><ul><ul><li>Value </li></ul></ul>
  39. 54. STRATEGY SOURCE: Lauren DeLong Private | Trusted | Relevant 207.752.7298 [email_address] Inner Circle Communities
  40. 55. www. ADMPC .com
  41. 57. Click to Zoom
  42. 58. Measuring Blogging Sites
  43. 59. Measuring Social Network Sites
  44. 60. Measuring Forum & Chat Provider Sites
  45. 61. Measuring Social Networks & Online Community Sites
  46. 62. Social Marketing Strategy Example: Ancira Auto Group
  47. 63. Employee Participation; “Secret Sauce” Over 200 Ancira Employees participate in community…
  48. 71. 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
  49. 75. Ancira Auto Group Social Media Marketing & Reputation Management <ul><li>What about Search Engine Optimization? </li></ul><ul><li>Will Social Network pages, blogs, etc. be indexed by Google? </li></ul><ul><li>Is there any value to references made about our dealership and the anchor text links that we put into our profile pages? </li></ul><ul><li>Ancira Social Media Profiles in Search Engine Results Pages (SERP)… </li></ul>
  50. 76. SERP #1
  51. 77. SERP #1.5
  52. 78. SERP #1.75
  53. 79. SERP #2 100% Ancira Auto Group controlled or Owned sites
  54. 80. SERP #3 100% Ancira Auto Group controlled or Owned sites
  55. 81. SERP #4 100% Ancira Auto Group controlled or Owned sites
  56. 82. SERP #5 100% Ancira Auto Group controlled or Owned sites
  57. 83. SERP #6 100% Ancira Auto Group controlled or Owned sites
  58. 84. SERP #7 100% Ancira Auto Group controlled or Owned sites
  59. 85. SERP #8 100% Ancira Auto Group controlled or Owned sites
  60. 86. SERP #9 100% Ancira Auto Group controlled or Owned sites
  61. 87. SERP #10 100% Ancira Auto Group controlled or Owned sites
  62. 89. AnciraAutoGroup – Subdomain Secured
  63. 96. 120 Social Media Site Enrollments Completed for the Dealer’s Name/Domain
  64. 97. 120 Social Media Site Enrollments Completed for the Dealer’s Name/Domain
  65. 98. 120 Social Media Site Enrollments Completed for the Dealer’s Name/Domain
  66. 99. 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.
  67. 100. What About Facebook? “ Computers around the world simultaneously explode when everyone on Facebook becomes everyone else’s friend on Facebook.”
  68. 101. What About Facebook? <ul><li>Set Up a “Profile” for the Dealer/Owner </li></ul><ul><li>Create a “Group” for your Franchise/Brand </li></ul><ul><li>Create a “Fan Page” for your Community </li></ul>
  69. 102. Click to Zoom
  70. 103. 1 2 3 4
  71. 104. 1 2 3 4
  72. 105. 1 2 3 4
  73. 106. 1 2 3 4
  74. 107. 1 2 3 4
  75. 108. 1 2 3
  76. 109. 1 2 3 4
  77. 113. 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…
  78. 114. First 4 Days…
  79. 115. After 30 Days…
  80. 116. After 60 Days…
  81. 117. 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?
  82. 121. What about Twitter? <ul><li>Listen for comments (use advanced search) </li></ul><ul><li>Attract Followers </li></ul><ul><li>Take action when appropriate </li></ul><ul><li>Provide valuable tweet streams </li></ul><ul><li>When ready – Go Hunting! </li></ul>
  83. 123. Social Media Provides Mass Monitoring Power to Dealers
  84. 124. Social Media Provides Mass Monitoring Power to Dealers
  85. 125. <ul><li>Social Marketing and Reputation Management Strategies should focus on obtaining and serving up highly desirable relevant content within Community. </li></ul><ul><ul><li>Consumer members of Dealership Community </li></ul></ul><ul><ul><ul><li>Customer Contests and Incentives (UCN example) </li></ul></ul></ul><ul><ul><ul><li>Advertise syndication brands to attract consumers </li></ul></ul></ul><ul><ul><li>RSS Feeds from OEM’s and Enthusiast sites </li></ul></ul><ul><ul><ul><li>ADP library of feeds catalogued by brand </li></ul></ul></ul><ul><ul><li>Video & Photo Feeds from multiple sources </li></ul></ul><ul><ul><ul><li>ADP library of Media feeds by brand </li></ul></ul></ul><ul><ul><li>Widgets/Gadgets from multiple sources </li></ul></ul><ul><ul><ul><li> reseller agreement </li></ul></ul></ul><ul><ul><ul><li>Embed selected dealer website content (inventory, specials, etc.) </li></ul></ul></ul><ul><ul><ul><li>Over 100 Widget Apps available from platform provider </li></ul></ul></ul><ul><ul><li>Dealership Employees </li></ul></ul><ul><ul><ul><li>Fixed Operations </li></ul></ul></ul><ul><ul><ul><li>Civic Activities, Fund Raisers, Local Sponsorships, </li></ul></ul></ul><ul><ul><li>Suppliers </li></ul></ul><ul><ul><ul><li>Every supplier required to have a profile within community </li></ul></ul></ul><ul><ul><li>OEM associates - Car Companies are HIGHLY supportive </li></ul></ul>Social Media Content Drives Customer Engagement
  86. 126. <ul><li>Dealer Social Media Content Generation Strategy </li></ul><ul><ul><ul><li>During initial launch, Content Creation that will drive traffic and customer engagement begins flowing into the dealer community in the following sequence: </li></ul></ul></ul><ul><ul><ul><li>You (Or, You and supplier working together) </li></ul></ul></ul><ul><ul><ul><li>RSS Feeds from OEM’s – Articles, Photos & Video </li></ul></ul></ul><ul><ul><ul><li>RSS Feeds from Enthusiast sites </li></ul></ul></ul><ul><ul><ul><li>Videos from multiple sources (Google Video Search) </li></ul></ul></ul><ul><ul><ul><li>Photos from multiple sources (Google Image Search) </li></ul></ul></ul><ul><ul><ul><li>Widgets and Gadgets (Widgetbox,, etc.) </li></ul></ul></ul><ul><ul><ul><li>Dealership Employees (VMR solicits Managers) </li></ul></ul></ul><ul><ul><ul><li>Suppliers (VMR gets contact infor from Dealer) </li></ul></ul></ul><ul><ul><ul><li>Consumer user/members of the Dealer Community </li></ul></ul></ul>List of OEM supplied SMPR feeds and tools:
  87. 127.
  88. 130. Perspective on Social Networks: Social Marketing Strategy Certification Benefits Build Your Social Media Reputation; Syndication!                         <ul><li>Certification Seal - Official Certification Seal to display on your dealership websites </li></ul><ul><li>Certification Seal displayed on DR review page </li></ul><ul><li>Multiple Social Media Links to your review page </li></ul><ul><li>You can monitor reviews via email alerts </li></ul><ul><li>2 week reconciliation period to work with customers who presented any issues with their experience. </li></ul><ul><li>Lets Social Network members know you're serious about customer service </li></ul><ul><li>Blacklisted dealerships are not eligible </li></ul><ul><li>Customer Review syndication tools – Widgets and RSS feeds to display dealership reviews across social sites </li></ul>
  89. 131. Perspective on Social Networks: Social Marketing Strategy <ul><li>Customer Rating Cards Rating cards to hand out to your raving fan customers </li></ul><ul><li>Easy way to increase your rating </li></ul><ul><li>Helpful reminder for your best customers to post a review </li></ul><ul><li>Good for both sales and service department consumer reviews </li></ul><ul><li>Use the back side to promote sales & service specials </li></ul><ul><li>Works pre sale AND post sale </li></ul><ul><li>Direct potential customers to your good ratings </li></ul><ul><li>Point URL to your rating page: </li></ul>
  90. 132. Perspective on Social Networks: Web 2.0 Strategy - Marketing <ul><li>Dealer Directory Certification Icon Certification icon displays next to listing </li></ul><ul><li>Lets buyers know immediately of your status </li></ul><ul><li>Attracts more clicks </li></ul><ul><li>Free Vehicle Leads Receive and track vehicle leads </li></ul><ul><li>Optional - receive leads from distant buyers </li></ul><ul><li>Optional - receive leads for competing makes </li></ul><ul><li>Free Classified Ads Unlimited Listings – New & Used Inventory </li></ul><ul><li>Up to 36 photos per car </li></ul><ul><li>Inventory data via DMS or 3rd party provider </li></ul><ul><li>Ad runs until car is sold </li></ul><ul><li>Facebook inventory integration </li></ul>
  91. 133. <ul><ul><li>Social Media Marketing Strategy that uses a “Hub and Spoke” approach, “Community Site” examples: </li></ul></ul><ul><ul><ul><li> </li></ul></ul></ul><ul><ul><ul><li> </li></ul></ul></ul><ul><ul><ul><li> </li></ul></ul></ul><ul><ul><ul><li> </li></ul></ul></ul><ul><ul><ul><li> </li></ul></ul></ul><ul><ul><ul><li> </li></ul></ul></ul><ul><ul><ul><li> </li></ul></ul></ul><ul><ul><ul><li> </li></ul></ul></ul><ul><ul><ul><li> </li></ul></ul></ul><ul><ul><ul><li> </li></ul></ul></ul><ul><ul><ul><li> </li></ul></ul></ul>
  92. 134. Ralph Paglia ADP Digital Marketing Solutions [email_address] Cell: 505-301-6369 Presentation available at: 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: