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Project:
Fiesta Dealer Readiness - Round II
Fiesta Dealer Movement Initiative
Submitted by:
ADP Dealer Services
1950 Hassell Road Suite 1000
Hoffman Estates, Illinois 60169-6308
June 29, 2009
Silvana Long
Ford Account Director
Manufacturer Solutions Group
ADP Dealer Services
silvana_long@adp.com
cell: 248.705.5930
Ralph Paglia
OEM Solutions Director
Digital Marketing Group
ADP Dealer Services
ralph_paglia@adp.com
cell: 505.301.6369
Mike Sailor
Vice President
Manufacturer Solutions Group
ADP Dealer Services
mike_sailor@adp.com
cell: 832.724.0402
Bill Reilly
Vice President
Digital Marketing Group
ADP Dealer Services
bill_reilly@adp.com
cell: 401.787.2529
Ford Confidential
Submitted by:
Dealer Services
1950 Hassell Road Suite 1000
Hoffman Estates, Illinois 60169-6308
Budget: $1 million
Plan to include the use of 16 Ford internet trainers
Plan to train 400 dealers
Specific plan for providing initial Fiesta content (links, pictures, widgets, etc.) that dealers will use to get
started in their social media efforts
Plan to support dealer installation of an effective reputation management strategy
Additional benefits include increasing Ford Regional field staff ability to guide dealers in the emerging areas of Social
Media Marketing, Online Communities and Reputation Management using consumer review and rating web sites.
Facilitated by our existing partnership with Fords Digital Marketing Team, ADP has trained more Ford dealers and
installed Social Media Marketing strategies, Reputation Management processes and integrated both into daily
operating systems for more Ford dealerships than any other supplier of dealer services.
In considering this proposal, it is important to know that a strategic Ford partner has independently confirmed the
effectiveness of ADPs ability to execute key components of the Fiesta Dealer Readiness project Preparation of
Dealer Social Media Training commissioned by Ford through Ogilvy Public Relations Worldwide (Ogilvy) included
identifying and harvesting best practices from several Ford dealerships ahead of others in their utilization of Social
Media Marketing. The outcome of this study is referenced within Fords Fiesta Readiness RFQ. The list of dealers
selected by Ogilvy includes dealerships previously trained by ADP on Social Media utilization, as well as dealers who
have utilized ADP supplied implementation of Social Media Marketing strategies partially funded through Fords
Digital Marketing dealer training program. We are proud to point out ADP has supplied Social Media and Digital
Marketing training to each of the Ford dealers identified by Ogilvy with the statement:
At the moment, a minority of Ford dealers like yourself are using social media platforms
(such as blogs, YouTube, Twitter, Facebook, Ning networks) to promote their business,
attract new customers, and communicate with existing ones.
ADPs industry leading Tier 3 experience in the emerging and rapidly evolving areas of Social Media and Digital
Marketing is unique within the North American automotive supplier landscape. ADP currently supplies Ford with a
team of dedicated consultants that serve each Ford Sales Region as Digital Marketing Consultants. In association
with the Digital Marketing Consulting program, ADP is Fords administrator of the Ford Lincoln and Mercury Digital
Advertising Program for Dealers (FLMDA). When these factors are combined with the extensive national dealer
support organization that is a core competency of ADP Dealer Services, it becomes clear that ADP is positioned as
Fords single best choice among potential suppliers as the key implementation partner for the Social Media
Marketing and Reputation Management elements of the Fiesta Dealer Readiness Project.
Ford Confidential
Submitted by:
Dealer Services
1950 Hassell Road Suite 1000
Hoffman Estates, Illinois 60169-6308
Dealer Sponsored Community solution developed and incorporated into the product catalog published
by the Ford Lincoln Mercury Digital Advertising (FLMDA) Program for Dealers.
Initial setup, launch and first year maintenance of 400 dealer sponsored online community web
sites with full social network and media syndication configured for Facebook, Twitter, MySpace,
Digg and Delicious.
Integrated reputation management solution that incorporates annual dealer certification from
DealerRater.com offered in the product catalog for the existing FLMDA Program for Dealers.
400 Dealer Certifications facilitated by ADP using the DealerRater.com consumer review and
rating site whose dealer reviews are incorporated into multiple Google services.
A comprehensive plan to deliver social marketing and reputation management training to all Ford
Dealers with 400 selected dealers receiving in-dealership process implementation
2. Ford DMC Utilization: The ADP proposed plan includes utilization of the 16 Ford Regional Digital Marketing
Consultants currently supplied by ADP Dealer Services to Ford on an annual contract basis.
3. In-Dealership Training: Deliver in-dealership training to 400 Ford dealership employees, including orientation
on the content management application and use of their online community and DealerRater sites, social network
syndication, reputation management processes and concern resolution work flows.
4. Digital Content Assets: Incorporate the use of both ADP and Ford provided content such as Fords Social
Marketing Press Release (SMPR) data feeds, links, photo slide shows, images, videos, and various widgets to
provide dealership community sites with their initial Fiesta content for syndication across multiple sites. This
bootstrap strategy will get dealers started in their social media efforts.
5. Reputation Management: ADP will implement a plan to support dealer installation of our reputation
management strategy which has already yielded outstanding results and is a proven concept. Using our
partnership with DealerRater.com we will certify the 400 dealers receiving community sites, and then use ADP
syndication technology to incorporate consumer reviews and ratings into each dealers sponsored community
while automatically distributing positive reviews across social media sites and networks.
6. Fortify Dealer Internet Operations ADP assigned resources will work with multiple Ford Digital Marketing,
Social Media and Fiesta Product stakeholders to develop implementation processes for existing tools while
defining requirements, processes and training specific to the Fiesta launch that all dealers will need for an
effective social media strategy. Deploy the resources needed to go into 400 Ford dealerships and show
dealership employees how to effectively leverage User Generated Content (UGC) sites like Facebook, Twitter,
Flikr, MySpace, Ning, YouTube, DealerRater, Yelp, Edmunds, Blogger and others. We will show dealers how to
effectively connect with, and develop relationships with Fiestas targeted consumers in a manner that will extend
beyond the Fiesta product line and launch period. Additionally, ADP will execute turn-key implementation of
Social Marketing and Reputation Management systems, processes and training for 400 dealers selected by Ford
as being mission critical to the success of Fiesta. These 400 dealers will include the majority of Ford dealerships
in the 5 metro markets that account for over 20% of all B cars sold nationally Los Angeles, New York,
Washington, Dallas and Chicago.
Ford Confidential
Submitted by:
Dealer Services
1950 Hassell Road Suite 1000
Hoffman Estates, Illinois 60169-6308
5 (five) full time dedicated Fiesta Readiness Catalysts (FRC) - Localized resources aligned with a Ford
Sales Region and an existing Fiesta Movement Agent. Each FRC will be invoiced by ADP to Ford at a rate of
$15,750 per Month with a project based contract term of 12 months. Ford is responsible for travel costs
related to the Fiesta Dealer Readiness project assignments. Each FRC will deliver a minimum of 192 (one
hundred and ninety two) work days towards Fiesta Dealer Readiness within the 12 month project plan.
ADP supplied FRCs will perform Fiesta Dealer Readiness Project specified work that includes 800
days of Ford in-dealership training delivered to 400 Ford designated dealers. FRCs will work together with
Ford Digital Marketing. Each FRC will attend Ford Regional meetings, train Ford Regional field and office
staff, engage and interact with their Ford assigned Fiesta Movement Agent and execute Ford assigned
dealer training seminar and workshop related service days. Additional FRC responsibilities include:
A. Educate and guide dealers towards transitioning a portion of their available human resources and
marketing investments into execution of Fiesta Dealer Movement deliverables.
B. Execute direct phone contact and email communications with targeted dealers in their region for the
purpose of driving increased execution of social media and reputation management objectives.
II.
1 (one) Fiesta Dealer Readiness Project Manager ADP will assign a dedicated resource and single
point of contact to administer and manage each of the five key elements within the Fiesta Dealer
Readiness project. The project manager will serve as a centralized point of contact while administrating
project timelines, tracking execution of deliverables and holding relevant resources accountable. ADP will
invoice Ford for project management on an hourly basis per the existing rate card on file with Ford
Purchasing. In addition to the administration of timelines and deliverables for the project, ADP will provide
creation of online access to tracking and reporting applications designed to provide authorized project
stakeholders with on-demand access to updated information related to dealer enrollments, project
milestones, performance metrics, domain links, best practice examples and other important components.
III.
1 (one) Fiesta Readiness Catalyst (FRC) Team Leader This full-time dedicated resources will develop
and prepare FRC T3 materials and facilitate FRC training. Will remotely and locally monitor the execution of
missions and tasks assigned to each Fiesta Readiness Catalyst (FRC). The FRC Team Leader will be held
responsible for quality and execution of Fiesta Readiness Catalyst operations within relevant Ford Sales
Regions. Ensure maximum efficiency and utilization of FRC resources towards achieving project objectives.
Fiesta Dealer Readiness Project: Fiesta Dealer Movement Initiative
I.
Project Scope
Fiesta Dealer Movement Initiative Summary
ADP is the auto industrys leader in developing digital marketing managed solutions, strategy, training, tools
and processes for use at the Tier 3 dealership level. We have embraced the emergence of social media and
consumer generated content (UGC) as a powerful source of connectivity with people, including dealers,
dealership employees, suppliers, OEM associates and automotive consumers. We have guided more
dealers, and built more online places for them where many Fiesta target customers spend a significant
amount of time, than any other supplier qualified to implement a project such as what Fiesta Dealer
Readiness endeavors. We know that now, more than ever before it is critical that Ford dealers learn how, or
are provided access with solutions that create dealership social media sites and then use them properly to
establish relationships with their customers. We know how to provide a steady stream of interesting content
and use the right tools to provide desired information, rather than just promoting the latest deal, rebate or
incentive on a car.
We propose that Ford commit the financial resources required for ADP to properly, effectively and within the
timeline needed to deploy prior to the Fiesta launch:
1. Assess each participating dealers internet operations and ability to provide information using customer
preferred channels, while managing initial engagement all the way through to the showroom Fiesta
Ford Confidential
Submitted by:
Dealer Services
1950 Hassell Road Suite 1000
Hoffman Estates, Illinois 60169-6308
Send Fiesta Readiness Catalysts into 200 dealers selected as being mission critical to success in
key coastal states and along the southern border where most B segment sales occur
2. Using a managed solution approach that bootstraps dealer participation and engagement, deploy ADPs
existing, robust and proven reputation management strategy and dealer implementation processes in
order to facilitate the creation of positive consumer reviews, and then leverage a community platform to
syndicate these reviews across multiple social networks and search engine listings. Positively impact
consumer perception at a level that dramatically exceeds what dealers currently think possible.
3. Provide the website platforms, content management tools, leader led hands-on training and content
distribution set up requirements to support dealer execution of the ADP developed and Ford dealerproven Social Marketing and Reputation Management dealer strategy and solution components.
a. Provide all Ford dealers with online access to operating manuals that provide step-by-step
instructions on how to implement an optimized Social Marketing and Reputation Management
strategy on a Do It Yourself basis.
b. Provide Ford dealers with a series of regional workshops facilitated by ADP Social Marketers
currently supporting dealers with daily management of Social Marketing and Reputation
Management strategies and tactics. Dealers and their employees will learn how to execute the
tasks necessary to make their implementations efficient and more successful, while reinforcing
the strategy in a manner that will make it more likely to become dealership culture change.
c.
4. ADP Fiesta Readiness Catalysts (FRC) will connect with existing Fiesta Movement Agents while
using regional, in-dealership and web based meetings to motivate and engage dealership sales
people with practical guidance on using personal profiles in their dealerships online community
linked to their social media accounts. Coach sales people on how to use their own Hub and Spoke
strategy to leverage their community account to efficiently share appropriate content across multiple
social networks. FRCs will acquire, harvest and provide Fiesta content that sales people can use.
5. Provide Ford Dealers with Preferred Access to Leading Online Brands and Networks
ADP has strategic corporate alliances with leading online brands and suppliers. In conjunction with the
Ford Digital Advertising Program for Dealers, we will administer and manage a Fiesta Dealer Readiness
catalog of localized social media marketing and reputation management solutions offered to Ford
dealers using a system of individual reseller agreements and Ford negotiated pricing and offers. ADP
has reseller agreements and operational relationships with social media, dealer review sites, search and
web based consumer engagement resources currently in place to support key social media, consumer
engagement and reputation management elements of the Fiesta Dealer Readiness project.
a) Google
1. YouTube video hosting and syndicated distribution tools
2. YouTube Dealer Channels as social media engagement tools
3. Search Engine advertising of dealer social media marketing assets
4. Google Content Network Placement of dealer communications
5. Google Maps display of DealerRater.com customer reviews
6. Blogger accounts, content creation and asset syndication for dealers
7. Example: www.KennyRossTube.com
Ford Confidential
Submitted by:
Dealer Services
1950 Hassell Road Suite 1000
Hoffman Estates, Illinois 60169-6308
Dealer and brand focused consumer community sites and engagement tools
Social media syndication of dealer and consumer generated content
Online Forums used by consumers and dealers to interact with each other
Consumer profile pages that let dealers create their own Fiesta oriented social networks
Blogging tools that are indexed by Google and other search engines
Social Network syndication includes Facebook, Twitter, MySpace, Blogger and many others
Examples: www.Ford-Community.com , www.SandersonCommunity.com ,
www.San-Tan-Ford.com , www.FordCommunity.com
d) DealerRater
17. Consumer Reviews of Ford (and other) dealerships: www.FordDealerReviews.com
18. Consumer generated dealer reviews included within Google Business Listings
19. Dealer Certification provides dealers with Consumer Generated Content tools
20. Certification allows dealers to engage unhappy consumers before they blog about it
21. Dealers can use to engage satisfied sold customers with prospective customers online
22. Social media syndication tools that integrate with Ning, Facebook, Twitter, MySpace
23. Syndication Examples: www.Ford-Community.com , www.MyJeepCommunity.com
e) Outsell
24. Whitelisted eNewsletter Services
25. Live staffed Chat services
26. Dealer database segmentation and customized communication systems
27. See our Ford customized solution presentation online at www.FordDealerEnewsletter.com
f)
g) Gumiyo
31. Mobile Web Formatted Dealer Inventory access (Fiesta inventory on cell phones)
32. Consumer initiated dealer engagement by cell phone
33. Permission based consumer cell phone text messaging by dealers
See Article at:
http://www.gumiyo.com/corporate/news/how_i_used_my_mobile_phone_to_buy_my_new_car/
h) DoubleClick
34. Online Display Advertising hosting services
35. Floodlight tags allow ADP analysts to view post-impression activities of consumers who visit
social media sites when they later respond to dealer community invitations
I.
Ford Confidential
Submitted by:
Dealer Services
1950 Hassell Road Suite 1000
Hoffman Estates, Illinois 60169-6308
Functional Requirements:
a. Dedicated Fiesta Readiness Catalysts contracted by Ford on a full time basis for the 12 month project
period Quantity: 5 (five)
b. Execution of Dealership Digital Marketing and Sales Assessments
c.
ADP assigned resources will work with multiple Ford Digital Marketing, Social Media and Fiesta Product
stakeholders to develop implementation processes for existing tools while defining requirements,
processes and training specific to the Fiesta launch that all dealers will need for an effective social media
strategy.
d. ADP will deploy qualified resources to facilitate regional dealer seminars, and go into Ford designated
dealerships and show dealers and their employees how to effectively leverage User Generated Content
(UGC) sites like Facebook, Twitter, Flikr, MySpace, Ning, YouTube, Blogger and others. ADP assigned
resources will show dealers how to effectively connect with, and develop relationships with Fiestas
targeted consumers in a manner that will extend beyond the Fiesta product line and launch period.
e. Execute implementation of the ADP Social Marketing and Reputation Management processes and
training for 400 dealers selected as being mission critical to the success of Fiesta in key coastal states
and along the southern border (smile states) where the majority of B segment sales occur. These 400
dealers will include the majority of Ford dealers in the 5 metro markets that account for over 20% of all B
cars sold nationally Los Angeles, New York, Washington, Dallas and Chicago.
f.
Customize the Social Marketing and Reputation Management solution that ADP has developed for the
Fiesta Dealer Readiness Project. Make the solution available to all Ford dealers as a managed service
that leverages and integrates multiple technology platforms and websites, including; DealerRater, Ning,
Facebook, Twitter, MySpace, YouTube, Blogger and the appropriate and relevant Ford assets supplied
by Fords Social Media Marketing team (Scott Monty) in the form of a wide range of content data feeds,
images, videos and articles.
g. The technologies and platforms ADP will use are flexible and conceptually no different than a multichannel digital marketing campaign. When delivered to Ford dealers as a managed service, ADP is able
to introduce new content providers, user generated content resources and social media channels as
they become available and merit inclusion within our Social Marketing and Reputation Management
asset portfolio.
III.
Project Deployment
Deploy Fiesta Dealer Social Media Readiness Strategy
The Social Media Strategy component of the Fiesta Launch will consist of three primary strategies:
1. In-Region Awareness Campaigns designed to:
a. Inform the Regional teams about the overall Fiesta Social Media launch strategy
b. Define the supporting role Ford Field associate play as pioneers in this new launch strategy
c. Relay the expectations for support and understanding of the strategys next steps
d. Celebrate the evolution of the Drive One new model launch
Ford Confidential
Submitted by:
Dealer Services
1950 Hassell Road Suite 1000
Hoffman Estates, Illinois 60169-6308
Ford Confidential
Submitted by:
Dealer Services
1950 Hassell Road Suite 1000
Hoffman Estates, Illinois 60169-6308
Twitter
Blogger
Ning
MySpace
Wordpress
YouTube
Flickr
Typepad
Delicious
VI.
16 (sixteen) Hours Initial Setup Labor (2 days of full time analyst grade resource)
2 (two) Hours of Weekly Maintenance (analyst grade resource)
1 (one) Hour of Data Assembly into a Monthly Dealer Report
1 (one) Hour Monthly Dealer Review Meeting (analyst grade resource)
144 (one hundred forty four) hours during a 12 month service cycle results in a 12 hour per month average
utilization of ADP analyst grade social marketing and reputation management services.
Ford Confidential
Submitted by:
Dealer Services
1950 Hassell Road Suite 1000
Hoffman Estates, Illinois 60169-6308
ADP created the Kenny Ross Facebook business account and assists in management of Social
Networking that engages Pittsburgh area car buyers using content syndication and consumer
engagement tactics at: www.KennyRossFacebook.com
d. ADP created the YouTube Dealer Channel at www.KennyRossTube.com and will provide ADP Analyst
resources to assist dealers in keeping a steady stream of automotive video content uploaded with text
descriptions that provide Video SEO benefits to participating Ford Dealers.
VIII.
Ford Confidential
Submitted by:
Dealer Services
1950 Hassell Road Suite 1000
Hoffman Estates, Illinois 60169-6308
10
IX.
ADP will show dealers how to generate positive reviews, allowing Ford dealerships to outpace the
competition and leverage their online reputation to increase market share against non-Ford brands.
8. Dealer Advertising Options
Optionally, DealerRater works with dealerships to provide Review Page Advertising not only on their
own dealership's review pages, but also on their Competing brand dealer review pages.
Ads are direct linked to each dealers Web site providing highly relevant Search Engine Optimization
value and allowing effective branding of the dealership in front of in-market customers.
Pricing - Investment Summary
The Social Marketing and Reputation Management proposal by ADP has been priced as a 12 month stand
alone project. Since ADPs proposed solution initiative includes in-market and in-dealer components we have
used the "In Market. Dealer Temp" TAB in the Ford supplied Cost Template.
The fees for the Services described in each of the five elements of this proposal are outlined in the
Investment Summary using the Ford supplied Cost Templates, which are attached and incorporated in this
proposal as Appendix A.
Hourly rates for a significant number of the Professional Services encompassed by this Scope of Work
(SOW) have been previously established by Fords Purchasing Department per the published ADP-Ford
Hourly Rate Card, and have been applied to relevant roles and services included in Attachment A.
All professional service rates within this proposals Appendix A are valid through December 31st 2010.
ADP has supplied the details required to understand all costs related to the proposed initiative:
Pricing Assumptions:
ADP has included a list of pricing assumptions within each project element to help clarify specific
deliverables and the roles and responsibilities of resources supplied to the Fiesta Dealer Readiness project.
We have included examples of various web pages and WBT screen captures within this proposal
document. However, we acknowledge and accept that Ford will provide all photos, FMC will secure studio
time, programming will be in FLASH, and within the scope of delivering the five elements of this project all
print production will be three bid to Ford Approved Suppliers.
Materials/Third Party Costs:
ADP has included costs for materials and software purchased from outside suppliers, along with our
markups applied to those materials and software. All professional services included within this proposal will
be delivered by ADP Dealer Services employees or full time contracted workers.
Ford Confidential
Submitted by:
Dealer Services
1950 Hassell Road Suite 1000
Hoffman Estates, Illinois 60169-6308
11