2010 NADA Automotive Social Media Marketing and Reputation Management Workshop

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2010 NADA Automotive Social Media Marketing and Reputation Management Workshop Presentation used by Ralph Paglia

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<ul><li>Social Media Marketing &amp; Reputation Management </li><li>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 &amp; 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 &amp; Marketing Consultant to Ford, Mercedes-Benz, GM, Honda, Toyota, Mercedes-Benz, Hyundai and 250+ dealers &amp; groups </li></ul><ul><li>Started generating Internet leads in 1988 using CompuServe ISP access and vehicle listings on defense contractor BBSs in SoCal </li></ul>Cell: 505.301.6369 ralph_paglia@adp.com www.ADMPC.com </li><li>Presentation and related files available for download at www.ADPsocial.com </li><li>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>Whats in it for me? </li></ul><ul><li>How much does it cost? </li></ul></li><li>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). </li><li>Do you feel socially fatigued? Bring it back to the basics Listen | Learn | Launch </li><li>Social Media Strategy Listen Learn Launch </li><li>What do the Car Companies see in Social Media, and how will they deal with it? </li><li>Brochures Hooked on a Brand Dealer Showrooms Talking about cars Friends 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 </li><li>Asian Car Company #2 </li><li>More Every Day! </li><li> Relationship Management Asian Car Company #3 (biggest) </li><li>Trust via Transparency </li><li>Another Car Company #4 Xxxxx Xxxxxx Xxxxxxx Xxxx Xxxxx </li><li>Another Car Company #4 </li><li>Another Car Company #4 </li><li>Social Media Strategy Listen Learn Launch </li><li>After You Define Your Social Media Marketing Strategy Create A Tactical Action Plan Matrix Whats 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) </li><li>Tactical Action Plan Example </li><li>Where did Social Media come from? Web 1.0 Web 2.0 </li><li>Why does Social Media Matter? Web 2.0 What Happens Web 1.0 - What Can Happen </li><li>Why is Social Media Different? Web 2.0 Web 1.0 </li><li>How is Social Media Perceived? Web 2.0 What Customers See Web 1.0 What Customers See </li><li>1) Social Ecosystem Map Where are your dealerships customers gathering to have conversations? </li><li>1. LISTEN </li><li>LISTENING TOOLS </li><li>LISTENING TOOLS </li><li>LISTENING TOOLS How to use Google and Technorati Alerts Together http://www.youtube.com/watch?v=_okcOKUFBS8 </li><li>2. LEARN </li><li>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></li><li>3. LAUNCH </li><li>Social Media Marketing Launch Plan <ul><li><ul><li><ul><li>Business Goals </li></ul></li></ul></li></ul><ul><li><ul><li><ul><li>Customer Wants/Needs </li></ul></li></ul></li></ul><ul><li><ul><li><ul><li>Engagement Plan </li></ul></li></ul></li></ul><ul><li><ul><li><ul><li>Success Metrics </li></ul></li></ul></li></ul></li><li>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 SERPs, 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></li><li>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></li><li>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></li><li>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. </li><li>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></li><li>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, dont bother </li></ul><ul><li>Community before Commerce </li></ul><ul><li>Should be more like a party, dont 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><li><ul><li>Relevance </li></ul></li></ul><ul><li><ul><li>Entertainment </li></ul></li></ul><ul><li><ul><li>Value </li></ul></li></ul></li><li>STRATEGY SOURCE: Lauren DeLong www.InnerCircleCommunities.com Private | Trusted | Relevant 207.752.7298 [email_address] Inner Circle Communities </li><li>www. ADMPC .com </li><li>www.ADMPC.com Click to Zoom </li><li>Measuring Blogging Sites </li><li>Measuring Social Network Sites </li><li>Measuring Forum &amp; Chat Provider Sites </li><li>Measuring Social Networks &amp; Online Community Sites </li><li>Social Marketing Strategy Example: Ancira Auto Group </li><li>Employee Participation; Secret Sauce Over 200 Ancira Employees participate in community </li><li>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 appointmentafter a transfer and several rings I was eventually routed toa man who scheduled me for a 4:30 PM appointmentThursday, October 8th. Fast forward to today andthe 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 situationand 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 offerI 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 </li><li>Ancira Auto Group Social Media Marketing &amp; 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></li><li>SERP #1 </li><li>SERP #1.5 </li><li>SERP #1.75 </li><li>SERP #2 100% Ancira Auto Group controlled or Owned sites </li><li>SERP #3 100% Ancira Auto Group controlled or Owned sites </li><li>SERP #4 100% Ancira Auto Group controlled or Owned sites </li><li>SERP #5 100% Ancira Auto Group controlled or Owned sites </li><li>SERP #6 100% Ancira Auto Group controlled or Owned sites </li><li>SERP #7 100% Ancira Auto Group controlled or Owned sites </li><li>SERP #8 100% Ancira Auto Group controlled or Owned sites </li><li>SERP #9 100% Ancira Auto Group controlled or Owned sites </li><li>SERP #10 100% Ancira Auto Group controlled or Owned sites </li><li>AnciraAutoGroup Subdomain Secured </li><li>120 Social Media Site Enrollments Completed for the Dealers Name/Domain </li><li>120 Social Media Site Enrollments Completed for the Dealers Name/Domain </li><li>120 Social Media Site Enrollments Completed for the Dealers Name/Domain </li><li>120 Social Media site enrollments completed by Humans to get past CAPTCHA filters and register the Dealers Name/Domain with Links back to the dealers Community site from ADP for SEO back-link value</li></ul>