a d p social media reputation management
Post on 11-Sep-2014
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A D P Social Media Reputation ManagementTRANSCRIPT
SM
ADP DEALER SERVICESSOCIAL MEDIA / REPUTATION MANAGEMENT
SOLUTIONS OVERVIEW
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About ADPAutomatic Data Processing, Inc. [NASDAQ: ADP]Outsourced Human Resources, payroll, tax and benefits administration $9 billion in revenue Over 585,000 clients Fortune 300 company
One of Fortune’s “Most Admired” 1 of only 4 U.S. companies with AAA-ratings from
both Moody’s and Standard & Poor’s
ADP Dealer Services DivisionDealer management systems and layered applications such as Digital Marketing, CRM, and IP Telephony $1.25 billion (F*) in revenue Over 30 years of experience 6,500 associates worldwide
2,000+ dedicated to client services and support
*FY’10 Forecast
ADP Dealer Services Corporate Headquarters
Hoffman Estates, IL
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ADP Dealer Services – Global Footprint
ADP Presence
Largest Global DMS Provider with nearly 27,000 clients in over 90 countries
North America | Latin America | Europe | Asia | Africa | Australia / Oceania
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Truck (buses, semi’s)
Agriculture and Heavy
Equipment
Marine, RV (mobile/trailer),
Motorcycle
North American Dealer Segments
Branded:
Branded:
Auto and Light Truck
Construction Equipment, Farming/Ag. Caterpillar, John Deere etc.
Currently Branded:
Currently Branded:
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Other Companies/Brands ADP-DS Markets
Front end Consultants 20 Groups, Stats
Open Dealer Exchange:Joint Venture with our main DMS competitor, Reynolds:
Branded: ODE
Digital MotorWorks:Provides data and solutions to OEMs and Third Parties.
Branded: DMi
Improve Marketing
Effectiveness
Computer Vehicle Registration:Joint Venture with our main DMS competitor, Reynolds:
Branded: CVR
Improve Marketing
Effectiveness
Dealer Office Xpress:Joint Venture with ADP and Standard Register.(Laser, forms, tags etc.)
Branded: DOX
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Guiding Principles
Help our clients sell vehicles, parts and service profitably.
Help our clients sell vehicles, parts and service profitably.
Bring our clients and their customers together for life, wherever they are,by delivering an exceptional experience with a local touch.
Help our clients sell vehicles, parts and service profitably.
Bring our clients and their customers together for life, wherever they are,by delivering an exceptional experience with a local touch.
Innovative product, sales and service leadership that allows us to deliver reliable, easy-to-use, scalable solutions that transform the way vehicles are marketed, sold and serviced.
Help our clients sell vehicles, parts and service profitably.
Bring our clients and their customers together for life, wherever they are,by delivering an exceptional experience with a local touch.
Innovative product, sales and service leadership that allows us to deliver reliable, easy-to-use, scalable solutions that transform the way vehicles are marketed, sold and serviced.
Integrity in everything Expertise Unrelenting commitment to
client service excellence Innovations that make a difference
Each person counts Results-oriented Social responsibility
Help our clients sell vehicles, parts and service profitably.
Bring our clients and their customers together for life, wherever they are,by delivering an exceptional experience with a local touch.
Innovative product, sales and service leadership that allows us to deliver reliable, easy-to-use, scalable solutions that transform the way vehicles are marketed, sold and serviced.
Integrity in everything
Expertise
Unrelenting commitment to client service excellence
Innovations that make a difference
Each person counts
Results-oriented
Social responsibility
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Top Dealer Groups in North America
Source: Ward’s Dealer Business
ADP Dealer Services is contracted with 8 out of 10 of the top dealer groups in the U.S. and is the sole source DMS provider for 7 of the top 10.
AutoNation, Inc. Penske CarMax Sonic Automotive Group 1 Automotive, Inc. Van Tuyl Hendrick Asbury Holman Enterprises Larry H. Miller Group
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ADP Dealer Services – Breadth of Solutions Focused on helping dealers and manufacturers use technology to increase
efficiency and driving results throughout every area of the dealership
Segments
Auto MarinePowerSportsHeavy Truck RV Heavy Equip Agriculture
Dealer Mgmt
Systems
Digital Marketing incl Social
Media
Mobile IP Telephony Networking Business
IntelligenceBusiness Process
Outsourcing
Key Solutions
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GENERATE TRAFFIC
MANAGE CUSTOMERS
TRANSACT BUSINESS
YOU DO IT
WE HELP
Desking
Menu F&I
Credit
Digital ContractingCRM
Campaigns BDCLead Mgmt
Vehicle Mgmt
WebsitesDigital Marketing
Websites MarketingLead Mgmt
Hosted PhoneDir MailDataFresh
Vehicle Online
Business OnlineFinance Online Service Online
Quotes Online Trade Online
Managed Campaigns
Loyalty Solutions
Digital Advertising
CallTracking
VirtualMktgRep
eNewsletter
Live Chat
Social Media / Rep Mgt
WE DO IT
Sell Cars, Parts and Service Profitably – Front-End Solutions
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Sales Campaigns
Mobile Site
Service CampaignsFinance Campaigns SEM, SEO Social Media
Total Digital Solution
AttractDigital Advertising
Display, Behavioral,SEM, SEO
ConvertWebsite SolutionsWebsites, Mobile Sites,
Call Tracking, Chat
TransactBusiness OnlineVehicle, Quotes, Trade,
Finance, Service
RetainCustomer Loyalty
BuzzTrack, BuzzMail, eNewsletter
VehicleOnline
FinanceOnline
TradeOnline
QuotesOnline
ServiceOnline
Websites
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Your brand is already out there…whether or not you choose
to participate
IT’S HUGE>> Over 400 million users on Facebook
…using it every day
INCREASINGLY DIVERSE >> Mothers & English-speaking
Hispanic populations arefast growing user segments
IT’S RELEVANT >> Google indexes social content
Complements eMail & Search Marketing
IT’S WHERE BUYERS ARE >> #1 site visited by auto buyers in July ‘09?
…was Facebook
SO… WHAT’S YOUR STRATEGY?
Social Media / Reputation Management
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1) Lots of Sites Keeping up with all the Social Sites
Knowledge: New sites always pop up. How many should I use? Which ones?
Productivity: How do I effectively participate without affecting productivity?
2) Lots of Content Producing enough quality content in all of the Social Sites
Quality: Stale or irrelevant content turns off users. How do I get good content and control quality?
Productivity: How do I create good content regularly without an impact on employee productivity?
3) Two-Edged Sword Awareness and managing of negative commentary
Awareness: How will I know when negative content is posted?
Skill Set: What should I do when negative content appears?
The Challenges
Companies cite “Lack of Knowledgeable Staff” as #1 impediment to using Social Media more effectively as part of their advertising mix Marketing Sherpa, Dec 2008
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Social is Different… Social users turn away from a site in
droves if they perceive their just being marketed to
Social users are looking for relevant information and engagement
Simply putting inventory listings on your social site page does little to truly engage social users …and it may turn them off entirely
There’s a whole universe of social sites and more emerging all the time …a single page is hardly enough
Comprehensive Social Media Strategy
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Social Media / Reputation ManagementComplete Social Marketing Team
ADP Social Marketing Professional Dedicated to your account
Social Marketing Representative (SoMAR)
SoMAR’s role:
AdjustPlan ReportExecute
SoMAR
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Social Marketing / Reputation ManagementComplete Social Marketing Team
Professional Execution Social Marketing skill set
Complete Social Marketing Team
AdjustPlan ReportExecute
SoMAR
Design Configuration SalesTraining
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DealershipSocial
Network Site
Dealership Community Strategy
The hub of a Hub-&-Spoke SM/RM Strategy
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Services Managed For You
Brand registration services
Managing social profiles
Brand monitoring
Social relevancy monitoring
Reporting and alerts multiple times per day
100s of social networks
Social Network Management
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Dealer Message – Dealer Control Civic activities Local interests Vehicle discussions Dealership happenings
RSS Feeds Managed by ADP OEMs Enthusiast sites Video / photo feeds
Positive UGC Systemic process Lots of positive UGC Content analysis & syndication Brand Monitoring
Over 200 Ancira Employees participate in community
Employee Participation
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DealerRater Certification Encourage / solicit
consumer feedback at time of delivery
Post positive reviews to Dealer’s Community Site
Amplify the message by publishing to all social sites
Any negative reviews send alert to dealer and your social media pro
10-day hold on posting enabling dealer to engage and rectify
BZ Social Media Pro provides Brand Monitoring service of dealer brand on all social sites to raise dealer awareness
Amplify The Positive – Consumer Feedback
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Birth of a CommunityADP Builds Ancira Auto Community Site
Dealer personnel set-up profilesGet engaged
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Case Study: Ancira Auto Group
Registration / PublicationSite Registered in 120 Social Venues
Will you be my Facebook friend?
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Dealer InformationAncira Crafts Their Message
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Syndicated ContentRelevant Info From Other Sources
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Local InterestHighlight Ancira’s Civic Leadership
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User ContentFun Stuff For Customers
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21Results Made EasySM
Case Study: Ancira Auto Group – Stellar Results
“I am absolutely blown away that you not only responded… but that you use social media”
“I will be happy to explain to everyone the fantastic service I received…”
Positive customer feedback
Search Engine Results
Brand Name Search Returns10 pages of
Ancira content
Consumer response
ancira dodge san antonio
22Results Made EasySM
Thank You