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1Ralph Paglia; NADA 2010 – Orlando, FL – February 13-15, 2010 www.www.ADPsocial.comADPsocial.com
“ “ Get Ahead and Stay Ahead Using Social Media Marketing Get Ahead and Stay Ahead Using Social Media Marketing
Strategies… Blueprint your Reputation Management System” 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 andreputation management strategies… learn how to measure performance and track the resultsrequired for increases in sales and profits. Learn how to create and sustain ongoingcompetitive advantages by building a foundation that position your dealership as the place todo business! Use customer engagement models that have become more effective thanconventional interruption based advertising alone. Attendees will receive online access tostep-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 syndicatevideo, photo, blogs and discussion forums into the most popular social media, such asFacebook, Twitter, MySpace, YouTube, Digg, Blogger, Wordpress and others to create apowerful and automated social marketing and reputation management network that generatesreal-world sales and profits.”
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3Ralph Paglia; NADA 2010 – Orlando, FL – February 13-15, 2010 www.www.ADPsocial.comADPsocial.com
Introduction and Background:
Ralph PagliaRalph PagliaDirector - Digital Marketing
Dealer ServicesDealer Services•20+ year automotive industry leader in Digital
Marketing, Advertising, Lead Management, BDCand 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 ISPaccess and vehicle listings on defense contractor BBS’s in SoCal
Cell: 505.301.6369 [email protected] www.ADMPC.comwww.ADMPC.com
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4Ralph Paglia; NADA 2010 – Orlando, FL – February 13-15, 2010 www.www.ADPsocial.comADPsocial.com
s”s” andand “Consumer Reviews”“Consumer Reviews” Landscape as a jungle of weird namLandscape as a jungle of weird nam
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5Ralph Paglia; NADA 2010 – Orlando, FL – February 13-15, 2010 www.www.ADPsocial.comADPsocial.com
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6Ralph Paglia; NADA 2010 – Orlando, FL – February 13-15, 2010 www.www.ADPsocial.comADPsocial.com
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www.ADMPC.comwww.ADMPC.com
Click to Zoom
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Measuring Blogging SitesMeasuring Blogging Sites
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Measuring Social Network SitesMeasuring Social Network Sites
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Measuring Forum & Chat Provider SitesMeasuring Forum & Chat Provider Sites
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Measuring Social Networks & Online Community SitesMeasuring Social Networks & Online Community Sites
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Social Marketing Strategy Example: Ancira Auto GroupSocial Marketing Strategy Example: Ancira Auto Group
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Employee Participation; “Secret Sauce”Employee Participation; “Secret Sauce”
Over 200 Ancira Employees participate in community…Over 200 Ancira Employees participate in community…
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18Ralph Paglia; NADA 2010 – Orlando, FL – February 13-15, 2010 www.www.ADPsocial.comADPsocial.com
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19Ralph Paglia; NADA 2010 – Orlando, FL – February 13-15, 2010 www.www.ADPsocial.comADPsocial.com
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20Ralph Paglia; NADA 2010 – Orlando, FL – February 13-15, 2010 www.www.ADPsocial.comADPsocial.com
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22Ralph Paglia; NADA 2010 – Orlando, FL – February 13-15, 2010 www.www.ADPsocial.comADPsocial.com
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23Ralph Paglia; NADA 2010 – Orlando, FL – February 13-15, 2010 www.www.ADPsocial.comADPsocial.com
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24Ralph Paglia; NADA 2010 – Orlando, FL – February 13-15, 2010 www.www.ADPsocial.comADPsocial.com
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25Ralph Paglia; NADA 2010 – Orlando, FL – February 13-15, 2010 www.www.ADPsocial.comADPsocial.com
Ancira Auto Group Social
Marketing & Reputation
Management
What about Search Engines?
Will Social Network pages, blogs, etc. beindexed by Google?
Is there any value to references made aboutour dealership and the anchor text links thatwe put into our profile pages?
Ancira Social Media Profiles in SearchAncira Social Media Profiles in SearchEngine Results Pages (SERP)…Engine Results Pages (SERP)…
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26Ralph Paglia; NADA 2010 – Orlando, FL – February 13-15, 2010 www.www.ADPsocial.comADPsocial.com
SERP #1SERP #1
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27Ralph Paglia; NADA 2010 – Orlando, FL – February 13-15, 2010 www.www.ADPsocial.comADPsocial.com
SERP #1.5SERP #1.5
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28Ralph Paglia; NADA 2010 – Orlando, FL – February 13-15, 2010 www.www.ADPsocial.comADPsocial.com
SERP #1.75SERP #1.75
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29Ralph Paglia; NADA 2010 – Orlando, FL – February 13-15, 2010 www.www.ADPsocial.comADPsocial.com
SERP #2SERP #2
100% Ancira Auto Group controlled o100% Ancira Auto Group controlled or
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30Ralph Paglia; NADA 2010 – Orlando, FL – February 13-15, 2010 www.www.ADPsocial.comADPsocial.com
SERP #3SERP #3
100% Ancira Auto Group controlled o100% Ancira Auto Group controlled or
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31Ralph Paglia; NADA 2010 – Orlando, FL – February 13-15, 2010 www.www.ADPsocial.comADPsocial.com
SERP #4SERP #4
100% Ancira Auto Group controlled o100% Ancira Auto Group controlled or
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33Ralph Paglia; NADA 2010 – Orlando, FL – February 13-15, 2010 www.www.ADPsocial.comADPsocial.com
SERP #6SERP #6
100% Ancira Auto Group controlled o100% Ancira Auto Group controlled or
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35Ralph Paglia; NADA 2010 – Orlando, FL – February 13-15, 2010 www.www.ADPsocial.comADPsocial.com
SERP #8SERP #8
100% Ancira Auto Group controlled o100% Ancira Auto Group controlled or
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36Ralph Paglia; NADA 2010 – Orlando, FL – February 13-15, 2010 www.www.ADPsocial.comADPsocial.com
SERP #9SERP #9
100% Ancira Auto Group controlled o100% Ancira Auto Group controlled or
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38Ralph Paglia; NADA 2010 – Orlando, FL – February 13-15, 2010 www.www.ADPsocial.comADPsocial.com
eets) are now indexed by Google and show up in search results…eets) are now indexed by Google and show up in search results…
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39Ralph Paglia; NADA 2010 – Orlando, FL – February 13-15, 2010 www.www.ADPsocial.comADPsocial.com
AnciraAu
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Secured
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40Ralph Paglia; NADA 2010 – Orlando, FL – February 13-15, 2010 www.www.ADPsocial.comADPsocial.com
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41Ralph Paglia; NADA 2010 – Orlando, FL – February 13-15, 2010 www.www.ADPsocial.comADPsocial.com
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44Ralph Paglia; NADA 2010 – Orlando, FL – February 13-15, 2010 www.www.ADPsocial.comADPsocial.com
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45Ralph Paglia; NADA 2010 – Orlando, FL – February 13-15, 2010 www.www.ADPsocial.comADPsocial.com
120 Social Media Site Enrollments
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46Ralph Paglia; NADA 2010 – Orlando, FL – February 13-15, 2010 www.www.ADPsocial.comADPsocial.com
Completed for the Dealer’s Name/Domain
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120 Social Media Site Enrollments
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48Ralph Paglia; NADA 2010 – Orlando, FL – February 13-15, 2010 www.www.ADPsocial.comADPsocial.com
Completed for the Dealer’s Name/Domain
120 Social Media site enrollments completed
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49Ralph Paglia; NADA 2010 – Orlando, FL – February 13-15, 2010 www.www.ADPsocial.comADPsocial.com
pby Humans to get past CAPTCHA filters andregister the Dealer’s Name/Domain with Linksback to the dealer’s “Community” site from
ADP for SEO back-link value… <5 days.
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50Ralph Paglia; NADA 2010 – Orlando, FL – February 13-15, 2010 www.www.ADPsocial.comADPsocial.com
What About Facebook?
“Computers around the world simultaneously explode when
everyone on Facebook becomes everyone else’sfriend on Facebook.”
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52Ralph Paglia; NADA 2010 – Orlando, FL – February 13-15, 2010 www.www.ADPsocial.comADPsocial.comClick to Zoom
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65Ralph Paglia; NADA 2010 – Orlando, FL – February 13-15, 2010 www.www.ADPsocial.comADPsocial.com
After 30 Days…After 30 Days…
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66Ralph Paglia; NADA 2010 – Orlando, FL – February 13-15, 2010 www.www.ADPsocial.comADPsocial.com
Listening to What Customers
are Saying About your
Dealership in the Socialmedia World…
How do you do it?
How much does it cost?
What do you do when you hear something?
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68Ralph Paglia; NADA 2010 – Orlando, FL – February 13-15, 2010 www.www.ADPsocial.comADPsocial.com
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69Ralph Paglia; NADA 2010 – Orlando, FL – February 13-15, 2010 www.www.ADPsocial.comADPsocial.com
What about Twitter?
1.Listen for comments
2.Attract Followers
3.Take action when appropriate
4.Provide valuable tweet streams
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70Ralph Paglia; NADA 2010 – Orlando, FL – February 13-15, 2010 www.www.ADPsocial.comADPsocial.com
Social Media Provides Mass Monitoring Power to DealersSocial Media Provides Mass Monitoring Power to Dealers
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71Ralph Paglia; NADA 2010 – Orlando, FL – February 13-15, 2010 www.www.ADPsocial.comADPsocial.com
Social Media Provides Mass Monitoring Power to DealersSocial Media Provides Mass Monitoring Power to Dealers
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74Ralph Paglia; NADA 2010 – Orlando, FL – February 13-15, 2010 www.www.ADPsocial.comADPsocial.com
Dealer Social Marketing Content Generation StrategyDealer Social Marketing Content Generation StrategyDuring Setup and Install, Content Creation that will drive traffic andDuring Setup and Install, Content Creation that will drive traffic andcustomer engagement begins flowing into the dealer community in thecustomer engagement begins flowing into the dealer community in thefollowing sequence:following sequence:
1.1. You You (VMR & Analyst working together)(VMR & Analyst working together)
2.2.RSS Feeds from OEM’s –RSS Feeds from OEM’s – Articles, Photos & VideoArticles, Photos & Video
3.3.RSS Feeds from Enthusiast sitesRSS Feeds from Enthusiast sites4.4.Videos from multiple sourcesVideos from multiple sources (Google Video(Google Video
Search)Search)
5.5.Photos from multiple sourcesPhotos from multiple sources (Google Image(Google Image
Search)Search)
6.6.Widgets and GadgetsWidgets and Gadgets (Widgetbox, Slideshare.net,(Widgetbox, Slideshare.net,etc.)etc.)
7.7.Dealership EmployeesDealership Employees (VMR solicits Managers)(VMR solicits Managers)
8.8.SuppliersSuppliers (VMR gets contact infor from Dealer)(VMR gets contact infor from Dealer)
9.9.Consumer user/members of the Dealer Consumer user/members of the Dealer
CommunityCommunity
List of OEM supplied SMPR feeds and tools: www.MySpaceAutomotive.comwww.MySpaceAutomotive.com
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75Ralph Paglia; NADA 2010 – Orlando, FL – February 13-15, 2010 www.www.ADPsocial.comADPsocial.com
http://ford.digitalsnippets.comhttp://ford.digitalsnippets.com
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77Ralph Paglia; NADA 2010 – Orlando, FL – February 13-15, 2010 www.www.ADPsocial.comADPsocial.com
Perspective on Social Networks:
D l R t S i l M k ti St t
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78Ralph Paglia; NADA 2010 – Orlando, FL – February 13-15, 2010 www.www.ADPsocial.comADPsocial.com
•Certification Seal - Official Certification Sealto 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 RSSCustomer Review syndication tools – Widgets and RSS
feeds to display dealership reviews across social sitesfeeds to display dealership reviews across social sites
DealerRater.com Certification Benefits
Build Your Social Media Reputation; Syndication!
DealerRater.com Social Marketing Strategy
Perspective on Social Networks:
D l R t S i l M k ti St tD l R t S i l M k ti St t
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79Ralph Paglia; NADA 2010 – Orlando, FL – February 13-15, 2010 www.www.ADPsocial.comADPsocial.com
DealerRater.com Social Marketing StrategyDealerRater.com Social Marketing Strategy
•Customer Rating Cards
Rating cards to hand out toyour raving fan customers
•Easy way to increase your rating•Helpful reminder for your best
customers to post a review•
Good for both sales and servicedepartment 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
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81Ralph Paglia; NADA 2010 – Orlando, FL – February 13-15, 2010 www.www.ADPsocial.comADPsocial.com
Dealer Social Marketing Strategy that makes use of “HubDealer Social Marketing Strategy that makes use of “Hub
and Spoke” approach, “Community Site” examples:and Spoke” approach, “Community Site” examples:
1.1.www.AnciraCommunity.comwww.AnciraCommunity.com 2.2.www.Automotive-Avenues.comwww.Automotive-Avenues.com 3.3.www.MazdaCommunity.orgwww.MazdaCommunity.org 4.4.www.FordCommunity.comwww.FordCommunity.com 5.5.www.MyJeepCommunity.comwww.MyJeepCommunity.com 6.6.www.SandersonCommunity.comwww.SandersonCommunity.com 7.7.www.Boston-Volkswagen.comwww.Boston-Volkswagen.com
8.8.www.Boston-Honda.comwww.Boston-Honda.com 9.9.www.Boston-BMW.comwww.Boston-BMW.com 10.10.www.Ford-Community.comwww.Ford-Community.com
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Ralph PagliaRalph Paglia
ADP Digital Marketing SolutionsADP Digital Marketing Solutionswww.ADPdigitaladvertising.comwww.ADPdigitaladvertising.com [email protected][email protected]: 505-301-6369Cell: 505-301-6369 www.DigitalRalph.comwww.DigitalRalph.com
Presentation available at:
www.AutoDigitalMarketing.comwww.AutoDigitalMarketing.com 1. Join ADM1. Join ADM2. Go to2. Go to “ADM Forum”“ADM Forum”3. Use Search:3. Use Search: “Presentation File Exchange”“Presentation File Exchange”
Attendees will receive free access to online resources they can useto gain competitive advantage in their local markets. Detailed Case Study:
www.Ralphertising.comwww.Ralphertising.com
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