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SM
RALPH PAGLIAADP DEALER SERVICES
DIRECTOR – DIGITAL MARKETINGSOCIAL MEDIA REPUTATION MANAGEMENTADP/ASU SKYSONG OPERATIONS CENTER
What Sets The Stage For Positive Social Media?
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About ADP
Automatic 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 3 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 $1.50 billion (F*) in revenue Over 30 years of experience 7,600 associates worldwide
3,100+ dedicated to client services and support
*FY’10 Forecast
ADP Dealer Services Corporate Headquarters
Hoffman Estates, IL
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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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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 Social Media
Mobile IP Telephony Networking Business
IntelligenceBusiness Process
Outsourcing
Key Solutions
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GENERATE TRAFFIC
GENERATE TRAFFIC
MANAGE CUSTOMERS
MANAGE CUSTOMERS
TRANSACT BUSINESS
TRANSACT BUSINESS
YOU DO IT
WE HELP
Desking
Menu F&I
Credit
Digital Contracting
CRM
Campaigns BDCLead Mgmt
Vehicle Mgmt
Websites
Digital Marketing
Websites MarketingLead Mgmt
Hosted Phone
Dir 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 / Reputation Management
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 (September 2009)
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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Sales Campaigns
Mobile Site
Service CampaignsFinance Campaigns SEM, SEO
Social Media
Total Digital Solution (September 2010
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
Social Media
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Business Changes Social Media Expectations
The only result that exceeded small business owner's expectations is reported as "Staying Engaged With Customers"
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The measurable objectives that small businesses have been able to achieve through limited social media marketing channels tells a story that look remarkably similar to CRM success stories of the past ten years: Customers are connecting with companies through sites like Facebook and LinkedIn, but they are customers who have already done business with the company and relatively few conquest sales leads have been received through this limited approach to using a relatively small number of social media sites.
Quantifiable Social Media Expectations
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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
Social Marketing Professional Dedicated to your objectives
Social Marketing Representative (SoMAR)
SoMAR’s role:
AdjustPlan ReportExecute
SoMAR
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Social Marketing / Reputation ManagementComplete Social Marketing Skill Sets
Content Creation Placement Execution Social Marketing skill set Customer Communications Concern Resolution Management
Social Marketing Skill Sets Needed
AdjustPlan ReportExecute
SoMAR
Design Configuration SalesWriting
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Business SponsoredSocial Network Site
Social Media Marketing Community Strategy
The hub of a Hub-&-Spoke SM/RM Strategy
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Social Media Related Services That MustBe Actively Managed
Brand registration services
Managing social profiles
Brand monitoring
Social relevancy monitoring
Reporting and alerts multiple times per day
100s of social networks
Driving Customer Reviews
Social Network Account and Profile Management
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Dealer Message – Dealer Control Civic activities Local interests Vehicle discussions Dealership happenings
RSS Feeds Managed Placements 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 Easy
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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
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27Results Made Easy
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Automotive Avenues Before Investing in Social Media
2,383 Lead Submitted Annually
(Above the National Average for metro car dealers of 968)
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6,340 Lead Submitted Annually
166% IncreaseDuring Worst Economic
Climate in 30 Years!
Automotive Avenues After Investing in Social Media