social media reputation management by ralph paglia to sab
TRANSCRIPT
- 1. Social Media and
Reputation Management
AttractConvertTransactRetain - 2. Introduction
www.ADPsocial.com
RALPH PAGLIA
Director - Digital Marketing
Dealer Services
Currently
- Directing operations of ADP/BZ Social Media & Reputation Management solutions for dealers
- 3. Establishing ADP/ASU venture in Scottsdale, AZ at www.SkySongCenter.com -new home of expandedSocial Media Reputation Management Team
For 18 months, the ADP / BZ Digital Marketing team has been identifying the most productive social media marketing and reputation management strategies.
Insights gained have been leveraged by refining, documenting and Productizing a series of detailed dealer solution blueprints.
BUSINESS CASE:
Field Trials and Dealer Pilots have proven our strategy and multiple tactical utilizations of social media marketing and reputation management processes as being effective in several valuable categories within marketing, communications, CRM and profit building objectives
Selling Cars By Accident has been an unanticipated outcome at FT dealers in Seattle, Phoenix, Denver, San Antonio, New York, Indianapolis, etc.
Cell: [email protected] www.RalphRPaglia.com - 4. Objectives
Share Insights From Social Media Implementations
Gather Your Feedback and Recommendations
Put Insight to Work in Social Media Solutions - 5. What is your level of awareness of
The volume and significance of consumer use of Social Media today?
How Social Media Marketing can or should be part of the marketing mix of a retail business?
The effects of Social Media usage on brand reputation and how to manage it?
How many sales presentations have you had in the past year for Social Media solutions? - 6. Dealers Committed to Social Media Improve Sales Rank
OEM with most commitment and investment in social mediagained more market share & profits during 2008-09 recessionthan during any other same time period in past 32 years - 7. First things First What About Return on Investment?
To date, weve found 5Areas for repeatable ROI Opportunity for dealers
Do not confuse the ability to track and measure results with generating a Return On Investment
Your ROI is realized (or not) whether or not you have the ability to correctly measure outcomes!
- Red McCombs - 8. ROI in Social Media Marketing / Reputation
Management
- 9. If your organization is engaged in social media or
reputation management activities
What benefits have you experienced?
How long did it take to achieve any significant impact?
Have you been able to quantify them?
Any downsides? - 10. Five Areas of Social Media ROI Opportunity
Marketing Communications & Lead Capture
Reputation Management
Traffic Generation
Improved SEO Strategies
Reduce Network Bandwidth Load - 11. Social Media ROI
Marketing Communications and Lead Capture
Create and Publish content that attracts consumer attention, captures mindshare within demographics targeted by dealers marketing strategy
Use Social Media based Apps to engage, interact, convert into lead or gain permission based messaging capability - 12. Social Media ROI
Reputation Management
Monitor social web in dealers PMA for content posted containing dealership brand.
911 Fast Response Process for negative content posted. Notify dealer POCs of what was posted, when and by who. Send POC copy, including response published and actions/due dates required
Social Rewards strategy for positive posts, comments and mentions
Promptly create and post appropriate responses to all dealership mentions so people see your store cares, pays attention, responds, appreciates compliments and resolves customer concern issues - 13. Social Media ROI
Traffic Generation
Drive targeted traffic from social media sites to dealers
Social assets and websites
Inbound calls to social media assigned numbers
Showroom traffic
Techniques
Anchor text
Embedded links
Stories and content - 14. Social Media ROI
Improved Search Optimization Strategies
- Quickly increase the dealership SEO footprint
- 15. Multiple SERP listings from dealers Social Media accounts and profile subdomains
- 16. Back links from hundreds of Social Media sites to dealers eCommerce site
- 17. Boost authority and rank with search engines
- Social Media ROI
Reduce Network Bandwidth Load
Utilize video and applications designed for low user bandwidth loads
Reduce bandwidth load from public sites such as YouTube and Facebook.
Increased employee interactivity & collaboration across multiple rooftops - 18. Have you documented or implemented policies regarding
access to employee access to social media?
Access & Security
Acceptable Use
Content & Interaction
Commentary & Proprietary Info
Control & Review
What role have you assigned to manage social media initiatives and operations? - 19. Prevailing Notion Social Media Is Free Marketing
Unlimited Social Media and Digital Marketing Opportunities are available at little to no direct cost
- Significant time and attention
- 20. Continual optimization
- 21. Continual Time v Benefit evaluation
But are they free? Only if your time has no value! When the true value of your time is factored in, there are still many ROI positive opportunities, but there are also Social Media sites that become Black Holes of Time and should be cut from the maintenance roster! - 22. Thinking Strategically
Amplify the Positive
- Processes that generate positive reviews, ratings & consumer commentary
- 23. Respond and mitigate negative reviews and comments.
- Target your PMA
- 24. Raise awareness with key stakeholders; provide detailed information
- 25. Detailed information - when, where and by who
- Promptly create and post appropriate responses to all dealership mentions
- 26. Tangibly demonstrate that your store cares, pays attention, responds, appreciates compliments and resolves customer concern issues
- Leverage anchor text, social media mentions, UGC, positive reviews
- Create multiple SERP listings for positive dealership reviews, consumer generated content and Social Media accounts
- Automotive Social Media Platform Strategy
- 27. Stories Sell:
a single play in theViral MarketingPlaybook - 28. Time and Money
Often Thought of as Similar Resources of Similar Value
Striking the balance between social media marketing objectives and associate productivity
- How much attention do your social media sites demand?
- 29. How much are they getting?
- 30. Are you interacting with Blogs, Forums or Communities?
- 31. Are you leveraging visual content Photos, Video?
- 32. What other User Generated Content do you leverage?
- 33. Social Media MarketingIs it a Black Hole for Employee
Productivity?
- 34. Establishing and Sustaining
Social Media Marketing
Reputation Management - 35. Social Media / Reputation ManagementComplete Social
Marketing Team
Social Marketing Representative (SoMAR)
- ADP Social Marketing Professional
- 36. Dedicated to your account
Execute
Report
Adjust
Plan
SoMAR - 37. Social Media / Reputation ManagementComplete Social
Marketing Team
Complete Social Marketing Team
- Professional Execution
- 38. Social Marketing skill set
Report
Adjust
Plan
SoMAR
Design
Configuration
Sales
Training - 39. Social Media / Reputation ManagementFive Phase Deployment
Model
TRANSITION
MILESTONE
DEPLOYMENT PHASE
SoMAR ASSIGNED TO PROJECT
Phase I
Initial Data Collection & AnalysisTarget Duration: 4 weeks
Dealer Sign-off onbuild-out strategy
Phase II
Build-Out of Social EnvironmentTarget Duration: 3 weeks
Review of finalinstall config & accesscompleted w/ Dealer
Phase III
Onsite ConsultingTarget Duration: 2 weeks
Training complete;outstanding itemsidentified
Phase IV
Transition Install to MaintenanceTarget Duration: 2 weeks
Maintenance transitionmeeting w/ Dealer
SoMAR
Phase V
MaintenanceTarget Duration: Ongoing
Account teamworks w/ Dealer;Contract renewal
Design
Configuration
Sales
Training - 40. Content SyndicationSharing The Good Stuff
User Generated
Dealer Sponsored - 41. Content Drives Traffic and Customer Engagement
Highest Value Sources of User Generated Content (UGC)
Dealership Customers
- Dealer Reviews and Ratings
- 42. Customer Contests and Incentives (UCN example)
- 43. Social media syndication buttons on websites
Dealership Employees
- Contests, Bonuses and ongoing Incentives
- 44. Volunteers, Civic Activities, Fund Raisers, Local Sponsorships
- Require suppliers to contribute content
- 45. Letter from Dealer in all mailed checks
- High quality content widgets, slideshows and RSS feeds
Photos from Online Sources; Google Image Search
Content from Other sources (including YOU!) - 46. Content Drives Traffic and Customer Engagement
Syndicated, Placement/Distribution Tactics
Inbound Content Feeds
RSS Feeds from OEMsArticles, News, Photos, Videos
RSS Feeds from Enthusiast sitesCarConnection, etc.
Syndication Apps Google Gadgets, Widgetbox, Slideshare.net, etc.
Outbound Content Syndication
Centralized Content Placement sites for your sources
Outbound RSS Feed Placements employees and suppliers
Embedded Video Feed Widgets and Apps
Embedded Photo Slideshows built from Albums
Content Integration Applications - 47. http://ford.digitalsnippets.com
- 48. Syndication; User Initiated
Syndication; User Initiated - 49. Syndication; User Initiated
- 50.
- 51.
- 52. Access & OrganizationManaging The Good Stuff
Social Media Networks, Profiles & Accounts
Dealership Control - 53. AnciraAutoGroup Sub-Domain Secured
- 54. AnciraAutoGroup Social Profiles Established
- 55. AnciraAutoGroup Social Profiles Managed
- 56. Awareness & PromotionFlaunting The Good Stuff
Social Media Advertising
Media Mix - 57. Click to Zoom
- 58. 1
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4 - 59. 1
2
3
4 - 60. 1
2
3
4 - 61.
- 62.
- 63. 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 cost 22 cents - 64. Perspective on Social Networks: DealerRater Social Media
Syndication Apps
DealerRater.com Certification
Automated Customer Review Syndication Apps - 65. What other ways are you promoting your social
presence?
Are you being impacted by local reviews posted on the Internet?
- What sites have had the most impact?
- 66. Are you actively soliciting and leveraging dealer ratings or consumer commentary?
- Does the customer perceive a relationship with the dealer brand or your employee?
- Ralph Paglia
ADP Digital Marketing Solutions
[email protected]
cell: 505-301-6369
Info and Reference sites:
www.SocialDealer.BZ
www.ADPsocial.com
http://www.slideshare.net/SocialMediaAutomotive
THANK YOU