dealer internet battle plan web 2.0 - guerrilla marketing - v3
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Dealer Internet Battle Plan – Ralph Paglia
How to Use Web 2.0
in a High Powered Guerrilla Marketing StrategyLeverage Web 2.0 sites using OEM supplied content and your
customer lists to create business opportunities that will help you sell
cars and prosper at a time when dealers are cutting expenses.
Leverage Web 2.0 sites using OEM supplied content and your existing customer databases to
create high quality sales opportunities at little or no cost. Use access to new sources of OEM
supplied information, image, video and rich media content that is updated daily, along with other
data resources, to enrich online dealership communities. Use multiple email lists and SEO to
take advantage of low or no cost web site platforms as an online magnet that pulls in and
engages prospects in your area, along with previous sales and service customers. How do you
reach critical mass, to achieve the Web 2.0 alchemy needed to drive dealership opportunities to
do business? No dealer or manager should miss this unique opportunity to see how their
dealership can use new tools and emerging capabilities that did not exist in 2009 as part of a
2011 Guerrilla Marketing Strategy to generate business without spending more money!
Attendees will receive free access to online resources they can use to gain competitive
advantage in their local markets. -- NinjaDealer.com --
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INTRODUCTION: Ralph Paglia
Director - Digital Marketing
ADP Dealer Services
• 20+ year automotive industry leader in Digital
Marketing, Advertising, Lead Management and
dealership CRM process design and execution.
• Executed Digital Marketing strategy that generated
144,000+ leads to single-point Chevy dealer in 2 years.
• Built dealer team that sold 4,000+ Vehicles to Web Leads in 2006.
• Worked with Ford in 2007 to develop first Tier 3 Digital Advertising
program providing dealers with geotargeted Tier 1 marketing assets
• Managed first retail automotive Behavioral Targeting Digital Ad pilot
program while at Courtesy Chevrolet in 2005, 2006 and 2007
• Started generating Internet leads in 1988 using CompuServe ISP
access and vehicle listings on defense contractor BBS’s in SoCal
• Internet Sales & Marketing Consultant to Ford, Mercedes-Benz, GM,
Honda, Toyota, Mercedes-Benz, Hyundai and over 200 dealers.
Cell: 505.301.6369 [email protected] www.ADMPC.com
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Dealer Resource Sites
• www.DealerInternetBattlePlan.com
Jim Ziegler Internet workshops
• www.ADPsocial.comRalph Paglia’s team network
• www.DealerKnows.comJoe Webb
• www.TomSparks.comTim Jennings
• http://YouTube.com/user/SparksBuickTim Jennings
• www.SocialAutoSales.comRalph Paglia’s dealer services
• www.AutomotiveInternet.comDigital Advertising web presentation
• www.NinjaDealer.comAccess Restricted to Dealer Internet Battle Plan Attendees
• www.ADMPC.comAutomotive Digital Marketing Professional Community is #1
• www.DealerRefresh.comPopular Internet Sales Manager Blog and Forum
• www.DrivingSales.comJared Hamilton’s response to ADM Professional Community
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Dealer Resource Sites
• www.FordCommunity.com
• www.ToyotaCommunity.com
• www.ChevyCommunity.com
• www.KiaCommunity.com
• www.InternetSalesManagers.org
• www.AutomotiveInternet.com
• www.ADPdigitaladvertising.com
• www.DigitalDealerConference.org
• www.AskPatty.com
• www.Automotive-SEO.com
• www.DealerConversion.com
• www.AutoDealerPeople.com
• www.DealerElite.com
• www.Dealer-SEO.com• www.OnlineAutomotiveReview.com• KainAutomotiveIdeaExchange.ning.com
• www.DealerRater.comGet Certified for $85 a month, use tools to push reviews everywhere!
• www.MerchantCircle.com
• www.Yelp.com
• www.Insider Pages.com
• www.CarDealerCheck.com
• www.MyDealerReport.com
• www.CarDealerReviews.org
• www.PrestoReviews.com
• www.DealershipRatings.com
• www.Edmunds.com
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Web 2.0 is typically used to describe UGC sites and Social
Networks available in a “Heinz 57” range of varieties
1. Social Networks2. Professional Networks3. Video Hosting Sites4. Photo Hosting Sites5. DIY Publishing (Blogs)6. Consumer Reviews & Ratings7. Status, SMS & Bookmarking 8. DIY Network Creation Platforms
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Dealership Community.com
MySpace
WordPress
YouTube
Flickr
Photobucket
Blogger
DealerRater
Edmunds
Kudzu
Digg
Del.cio.us
Technorati
Dealership Web 2.0 Social Marketing Strategy Example
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Dealership Web 2.0 Social Marketing Strategy Example
Content drives traffic and customer engagement:
1. Consumer user/members of the Dealer Community
2. RSS Feeds from OEM’s – Articles, Photos & Video
3. RSS Feeds from Enthusiast sites
4. Video Feeds from multiple sources
5. Widgets and Gadgets from Multiple Source
6. Dealership Employees
7. Suppliers
8. You
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http://www.dealerrater.com/login.aspx
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http://ford.digitalsnippets.com
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“In today’s social media
dominated world, online
consumer generated content,
such as reviews and ratings,
is prevailing as a key influence
in shoppers’ decision to
ultimately purchase a product
or use a service. This trend
can be recognized by the
increase in popularity of Web sites
built on business models providing just this
type of information. A positive consequence of such
review sites is that businesses work hard to avoid getting
low scores and more effort is put into satisfying customers. “
Alin Sturek
J. D. Power and Associates
18 months have
brought dramatic
shifts in the Social
Networking space.
The Dominant sites
are a minimum
requirement for car
dealer social
marketing Strategy,
including dealership
profile pages and
accounts on each as a
valuable source of
traffic
Who will
be the
next hot
Internet
property?
Who will
be the
next hot
Video
Viewing
property?
Where do
you go with
Video
Advertising
as the Web
replaces
TV?
Which car
companies
are getting
the most
traffic to their
consumer
facing
websites?
Which
automotive
inventory
listing sites are
getting the
most traffic?
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Why Bother with Web 2.0 Marketing Strategy?
Web 2.0 is fundamentally altering how customers interact
with the Internet, and how businesses reach them.
• In 2007, Web 2.0 sites attracted 69 million
users in the United States alone.
• In 2008, Web 2.0 sites generated $1 billion
in advertising revenue.
• By 2011, Web 2.0 sites are projected to
attract 101 million users in the U.S. and
earn $4.3 billion in advertising revenue.
We need to overcome obstacles that prevent dealers and
dealer ad associations from utilizing this dynamic
communication medium in an effective manner…
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Edmunds.com - first Automotive review site
Edmunds follows a product review model for automobiles.
Meanwhile, a separate link takes readers to its “community
areas,” where users share their automotive ownership and
purchasing experiences. Edmunds has maintained
this online community
since 1996, and it is
moderated. All content
posted to the site is
reviewed by Edmunds’
staff within 24 hours,
and offending material
is immediately removed.
Is it time for dealers to
Create online communities for employees and customers?
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Edmunds.com as a dealer sales toolAccording to a recent
CapGemini study, 29%
of car buyers use
consumer-to-
consumer (C2C) sites
such as Edmunds,
blogs or Internet
discussion groups
when researching
information during the
vehicle shopping
process, up from 21%
in 2006.
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Top 25 Web 2.0/UGC Sites
Shown below are the 3 Most Popular User Generated Content (UGC)
Websites ranked by a combination of Inbound Links, Google Page Rank,
Alexa Rank, and U.S. traffic data from Compete and Quantcast.
1 | myspace.com 92,285,806 - Inbound Links | 68,285,849 -
Compete Monthly Visitors | 53,000,000 - Quantcast Monthly Visitors | 6 - Alexa Ranking.
| Page Rank: 8 eBusiness News | Top 25 Web 2.0 Sites |
2 | Wikipedia.org 75,539,411 - Inbound Links | 41,422,790 -
Compete Monthly Visitors | 43,000,000 - Quantcast Monthly Visitors | 9 - Alexa Ranking.
| Page Rank: 8 eBusiness News | Top 25 Web 2.0 Sites |
3 | YouTube.com 52,375,050 - Inbound Links | 23,825,526 -
Compete Monthly Visitors | 32,000,000 - Quantcast Monthly Visitors | 4 - Alexa Ranking.
| Page Rank: 8 eBusiness News | Top 25 Web 2.0 Sites |
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4th
to 7th
Most Popular Web 2.0 Sites
4 | facebook.com 18,261,829 - Inbound Links | 22,541,770 -
Compete Monthly Visitors | 25,000,000 - Quantcast Monthly Visitors | 12 - Alexa
Ranking. | Page Rank: 8 eBusiness News | Top 25 Web 2.0
5 | photobucket.com 144,789,477 - Inbound Links | 25,548,801 -
Compete Monthly Visitors | 14,000,000 - Quantcast Monthly Visitors | 40 - Alexa
Ranking. | Page Rank: 8 eBusiness News | Top 25 Web 2.0
6 | craigslist.org 2,218,413 - Inbound Links | 23,982,542 - Compete
Monthly Visitors | 15,000,000 - Quantcast Monthly Visitors | 46 - Alexa Ranking. |
Page Rank: 8 eBusiness News | Top 25 Web 2.0 Sites
7 | flickr.com 51,779,871 - Inbound Links | 23,643,614 - Compete
Monthly Visitors | 9,700,000 - Quantcast Monthly Visitors | 36 - Alexa Ranking. |
Page Rank: 8 eBusiness News | Top 25 Web 2.0 Sites
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8th
to 12th
Most Popular Web 2.0 Sites
8 | IMDB.com 22,521,797 - Inbound Links | 17,703,766 - Compete
Monthly Visitors | 11,000,000 - Quantcast Monthly Visitors | 32 - Alexa
Ranking. | Page Rank: 8 eBusiness News | Top 25 Web 2.0
9 | digg.com 118,353,522 - Inbound Links | 16,964,445 - Compete
Monthly Visitors | 8,700,000 - Quantcast Monthly Visitors | 104 - Alexa
Ranking. | Page Rank: 8eBusiness News | Top 25 Web 2.0
10 | WordPress.com 40,127,598 - Inbound Links | 6,373,166 -
Compete Monthly Visitors | 16,040,392 - Quantcast Monthly Visitors | 79 -
Alexa Ranking. | Page Rank: 8 eBusiness News | Top 25 Web 2.0
11 | topix.com 12,338,857 - Inbound Links | 4,496,803 - Compete
Monthly Visitors | NA - Quantcast Monthly Visitors | 1,583 - Alexa Ranking.
| Page Rank: 6 eBusiness News | Top 25 Web 2.0 Sites |
12 | Netscape.com 21,622,171 - Inbound Links | 4,855,232 -
Compete Monthly Visitors | 8,282,805 - Quantcast Monthly Visitors | 555 -
Alexa Ranking. | Page Rank: 9 eBusiness News |
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13th
to 17th
Most Popular Web 2.0 Sites | August 2008
13 | xanga.com 8,229,423 - Inbound Links | 3,494,603 - Compete Monthly
Visitors | 6,627,359 - Quantcast Monthly Visitors | 91 - Alexa Ranking. |
Page Rank: 7 eBusiness News | Top 25 Web 2.0
14 | TypePad.com 39,468,446 - Inbound Links | 6,431,095 - Compete
Monthly Visitors | 4,400,000 - Quantcast Monthly Visitors | 190 - Alexa
Ranking. | Page Rank: 8 eBusiness News | Top 25 Web 2.0
15 | cafepress.com 39,894,526 - Inbound Links | 3,423,757 - Compete
Monthly Visitors | 3,400,000 - Quantcast Monthly Visitors | 824 - Alexa
Ranking. | Page Rank: 8 eBusiness News | Top 25 Web 2.0
16 | feedburner.com 100,244,672 - Inbound Links | 5,478,321 - Compete
Monthly Visitors | 592,976 - Quantcast Monthly Visitors | 323 - Alexa
Ranking. | Page Rank: 8 eBusiness News | Top 25 Web 2.0
17 | LiveJournal.com 33,451,748 - Inbound Links | 3,660,684 - Compete
Monthly Visitors | 1,900,000 - Quantcast Monthly Visitors | 63 - Alexa
Ranking. | Page Rank: 8 eBusiness News | Top 25 Web 2.0
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18th
to 22nd
Most Popular Web 2.0 Sites | August 2008
18 | Technorati.com 75,264,240 - Inbound Links | 3,231,709 - Compete
Monthly Visitors | 1,400,000 - Quantcast Monthly Visitors | 216 - Alexa
Ranking. | Page Rank: 8 eBusiness News |
19 | linkedin.com 2,850,378 - Inbound Links | 2,390,529 - Compete
Monthly Visitors | 1,300,000 - Quantcast Monthly Visitors | 151 - Alexa
Ranking. | Page Rank: 7 eBusiness News |
20 | del.icio.us 171,905,738 - Inbound Links | 1,699,128 - Compete
Monthly Visitors | 1,300,000 - Quantcast Monthly Visitors | 248 - Alexa
Ranking. | Page Rank: 8 eBusiness News |
21 | dailymotion.com 3,376,702 - Inbound Links | 1,962,777 - Compete
Monthly Visitors | 853,305 - Quantcast Monthly Visitors | 51 - Alexa
Ranking. | Page Rank: 7 eBusiness News |
22 | friendster.com 3,275,127 - Inbound Links | 1,521,905 - Compete
Monthly Visitors | 808,926 - Quantcast Monthly Visitors | 19 - Alexa
Ranking. | Page Rank: 7 eBusiness News |
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“They also benefit from their cost-effectiveness -
the content is practically free.” Gibs continued,
“Notably, the Associated Press also stands out,
as a more traditional outlet innovating to keep
pace with technology. The launch of its video
offering earlier this year has driven
significant growth as consumers seek
streaming content to complement online and
print news. “
USER-GENERATED CONTENT DRIVES HALF OF U.S. TOP 10 FASTEST
GROWING WEB BRANDS, ACCORDING TO NIELSEN//NETRATINGS
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• Certification Seal - Official Certification Seal
to display on your dealership websites
• Certification Seal is displayed on your review
page
• Links to your review page
• Monitor reviews via email alerts
• 2 week reconciliation period to work with
customers who presented any issues with their
experience.
• Lets potential buyers know you're serious
about customer service
• Blacklisted dealerships are not eligible
DealerRater.com Certification BenefitsBuild Your Online Reputation, Get Certified!
Perspective on Social Networks:
Do Something! – DealerRater.com Web 2.0 Strategy
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Perspective on Social Networks:
DealerRater.com Web 2.0 Strategy - Marketing
• Customer Rating Cards
Rating cards to hand out to
your raving fan customers
• Easy way to increase your rating
• Helpful reminder for your best
customers to post a review
• Good for both sales and service
department consumer reviews
• Use the back side to promote sales & service specials
• Works pre sale AND post sale
• Direct potential customers to your good ratings
• Assign custom URL to rating page:
www.ABCMotorsRateUs.com
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Perspective on Social Networks:
DealerRater.com Web 2.0 Strategy - Marketing
• Dealer Directory Certification Icon
Certification icon displays next to listing
• Lets buyers know immediately of your status
• Attracts more clicks
• Free Vehicle Leads
Receive and track vehicle leads
• Optional - receive leads from distant buyers
• Optional - receive leads for competing makes
• Free Classified Ads
Unlimited Listings – New & Used Inventory
• Up to 36 photos per car
• Inventory data via DMS or 3rd party provider
• Ad runs until car is sold
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Social Network Platforms: www.ADMPC.com
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Reply by Ted Frazier 5 hours ago
Send Message
“Every now and then I google myself for
fun to see what comes up. I did this just
the other day I noticed my ADM profile
page was #1, and I haven't even tried to
SEO my profile. Now that I see I can get
google's attention here I think I'll start
using it to build content on other key
words and point to my other sites.”
Has the AutoDigitalMarketing.com Experiment in
Social/Professional Networking been successful?
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When it came time to select a platform for creating
dealership communities, the ADM experience…
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When it came time to select a platform for creating
dealership communities, the ADM experience…
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Ralph PagliaADP Digital Marketing [email protected]: 505-301-6369 www.DigitalRalph.com
Presentation available at: AutoDigitalMarketing.com
1. Join ADM
2. Go to “ADM Forum”
3. Use Search: “Presentation File Exchange”
Attendees will receive free access to online resources they can use
to gain competitive advantage in their local markets. RSS Feed Resources:
www.MySpaceAutomotive.comhttp://www.automotivedigitalmarketing.com/forum/topics/oem-provided-rss-data-feeds
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Byron McDuffee
Vice President, Global Strategy
ADP Dealer Services
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