Sei sulla pagina 1di 11

ADP Response to Ford Request For Quote:

Fiesta Dealer Readiness RFQ 060409


Fiesta Dealer Movement Initiative
Project Proposal and Cost Quote for:
Ford Motor Company

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

Questions regarding this proposal should be directed to


both of the following ADP Dealer Services executives:

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

ADP Response to Ford Request For Quote:

Fiesta Dealer Readiness RFQ 060409


Fiesta Dealer Movement Initiative
Round II Proposal Introduction
ADP Dealer Services (ADP), a division of Automatic Data Processing, Inc. is pleased to present this revised proposal
in response to the July 21, 2009 request from Ford Purchasing for a Round II revision to our initial proposal in
response to Ford Motor Company's (Ford) Fiesta Dealer Readiness Request for Quote (RFQ) 060409.
ADP seeks to become Fords supplier of professional services, content development, tools and materials necessary
to complete the Social Media initiative deliverables contained within the original Fiesta Dealer Readiness RFQ, then
further refined within an email from Lisa Sokolowski dated July 21, 2009. The recommendations contained within
this document are based on ADPs unique and extensive experience with Ford dealership implementations of social
media marketing and reputation management capabilities that meet requirements outlined in Fords Fiesta Dealer
Readiness RFQ. ADP is proposing additional project scope in several areas of opportunity based on overwhelming
cost to benefit synergy, such as training Fords Regional Staff that will enhance the programs overall success.
This proposal further refines ADPs previously recommended strategy, deployment and tactical implementation plans
designed to help prepare participating Ford dealers for the customer segments that Fiesta will attract. Because these
customer segments contain consumers who have not been attracted to Ford dealer showrooms in recent years,
dealers will need to develop multiple new skill sets and capabilities in order to successfully engage with them.
Round II - Social Media: Fiesta Dealer Readiness RFQ

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

ADP Response to Ford Request For Quote:

Fiesta Dealer Readiness RFQ 060409


Fiesta Dealer Movement Initiative
Project Overview
ADP Dealer Services will assign resources to work with Ford to develop the content, dealer tools, training and
implementation initiatives that focus on an optimal Fiesta shopping and buying experience.
Project deliverables are organized within each of following areas as outlined by the Fiesta Dealer Readiness RFQ
with resource requirements, tactical execution descriptions and related capabilities to be developed by ADP in order
to ensure the completion of Fords stated objectives within the 12 month project timeline.
Social Media: Fiesta Dealer Readiness RFQ
1. Total Budget: $1,000,000 includes a fully functional social marketing and reputation management system
available to all Ford dealers. The ADP proposed project scope of work includes:
o

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

ADP Response to Ford Request For Quote:

Fiesta Dealer Readiness RFQ 060409


Fiesta Dealer Movement Initiative
Single Source Business Process Outsourcing (BPO) ADP is able to facilitate the development and
execution of deliverables and project timeline milestones required for each of the six objectives outlined above
with the resources listed below. ADP has the qualified people and is willing to supply Ford with the following
Fiesta Dealer Readiness assigned project resources within each of the 3 listed categories:
I.

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

ADP Response to Ford Request For Quote:

Fiesta Dealer Readiness RFQ 060409


Fiesta Dealer Movement Initiative
Experience as a sales process that adapts to the way each customer prefers to buy a car.
a. Make assessment and continuous improvement tools available to all dealers
b. Assist dealers who want help fortifying their Internet operation
c.

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.

Execute turn-key implementation of ADPs Social Marketing and Reputation Management


solution, including web systems, processes and training for 400 mission critical dealers selected
by Ford. 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. ADP will remotely manage online assets while coaching dealers and their
employees to ensure a steady stream of content creation and customer engagement.

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

ADP Response to Ford Request For Quote:

Fiesta Dealer Readiness RFQ 060409


Fiesta Dealer Movement Initiative
b) Yahoo!
8. Search Engine targeted placements
9. Social Media Assets such as Yahoo Groups, Blogs and UGC sites
c) Ning
10.
11.
12.
13.
14.
15.
16.

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)

Kelley Blue Book


28. KBB.com Featured Dealer Program
29. Dealer syndication of trade-in evaluation tool for local consumer use
30. See Ford Dealer Example: www.MyBlueBookValue.com

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.

Why use ADP Digital Marketing Solutions?


Ford has identified a number of dealers who have implemented the ADP Social Marketing and Reputation
Management solution to deploy effective social media strategies, and Ford has used previous ADP dealer
implementations as benchmarks. The draft that resulted from this research was to be the basis of dealer
provided information and training on using Facebook, Twitter, Flikr, Ning, MySpace, YouTube, blogs and
other social media networks. This draft will be refined and enhanced in collaboration with ADP, the supplier
that provided the benchmarked dealers with the strategy and know-how for their successful implementations.
A standardized two day in-dealership Social Marketing and Reputation Management implementation
package was 50% subsidized by Fords Digital Marketing team for a limited number of dealers in 2008 and
early 2009. ADPs delivery and implementation mechanisms will be enhanced and expanded to support
Fiesta Dealer Readiness education, tools and implementation.

Ford Confidential

Submitted by:

Dealer Services
1950 Hassell Road Suite 1000
Hoffman Estates, Illinois 60169-6308

ADP Response to Ford Request For Quote:

Fiesta Dealer Readiness RFQ 060409


Fiesta Dealer Movement Initiative
a. ADP has built a staff of Social Marketing Analysts who stay on top of which Social networks and Web
2.0 sites are the most effective. We leverage the best auto-updated RSS content that keeps dealership
online communities fresh and relevant to the customer segment targeted by Fiesta.
b. ADP will use DMS, Lead Management Tool (SalesPoint, etc.) and CRM application exports to create
powerful white-listed email invitations for dealership customers to join the community.
c. ADP will use Fords robust selection of assets and tools, along with those provided by independent
sources to leverage information feeds, image galleries, SMPRs and video content updated daily.
d. ADP knows how to take advantage of powerful social network web site platforms as an online magnet to
pull in and engage enthusiasts in each dealers area, along with previous sales and service customers.
e. ADP is the only dealership supplier that knows how to guide dealership communities towards reaching
critical mass needed to achieve the Web 2.0 alchemy that drives dealership opportunities to do business
with the customer segment targeted by Fiesta.
II.

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

ADP Response to Ford Request For Quote:

Fiesta Dealer Readiness RFQ 060409


Fiesta Dealer Movement Initiative
e. Review Fiesta Movement Social Media Program and results to date
f. Present examples of Ford Dealer Communities with Social Media Syndication
g. Provide an opportunity for Q&A as well as explore and answer FAQs
h. Primary Audience: ALL Ford Regional team members
i. Timeline: All Regional Awareness Campaigns to be completed by October 31st.
2. Fiesta Launch Dealer Seminars designed to:
a. inform the Regions dealers about the overall Fiesta Social Media launch strategy
b. define the role that they play as pioneers in this new launch strategy
c. relay the expectations for support and understanding of the strategys next steps including the dealer
funded Ford subsidized in-dealership training
d. celebrate the evolution of the Drive One new model launch strategy
e. provide an opportunity for Q&A as well as explore and answer FAQs
f. Primary Audience: Dealers and GMs as well as a primary and/or secondary Fiesta Champion
g. Timeline: Events (2 per Region avg.) and conducted 3 weeks after the Region Meetings. The target
completion date will be March 31st.
3. 400 In-Dealership Social Media Develop and Deploy Events to:
a. inform the dealership employees about the overall Fiesta Social Media launch strategy
hours meetings with sales, fixed and admin teams
b. define the role that they play as pioneers in this new launch strategy
c. relay the expectations for support and understanding of the strategys next steps including involvement
in the campaigns themselves such as becoming an xyz Ford Fiesta Friend
d. celebrate the evolution of the Drive One new model launch strategy
e. provide an opportunity for Q&A as well as explore and answer FAQs
f. hands-on execution of the Social Media Strategy components
g. Primary Audience: Outside of department meetings, key stakeholders as well as Fiesta Champion
h. Timeline: To begin immediately after the first set of Regional Dealer Launch Meetings and end no later
than September 30th.
i. Cost: For dealers not included in the 400 dealers specified by Ford, the two day setup would be
facilitated by an ADP Digital Advertising Consultant. We propose that the pricing package includes:
Cost for the training be shared 50/50 between the dealer and Ford Motor Company
The dealer has the opportunity to earn back 50% of his/her share when its been documented by the
Regional DMC that the dealership has diligently managed their Social Media Campaigns for a
minimum of 90 days
IV.
ADP Dealer Services will supply Ford dealers with a solution from the ADP Digital Marketing team that
provides the managed services and technology needed to grow a dealerships overall volume of business
opportunities with the customer segment targeted for the Fiesta Dealer Readiness project by tapping into the
power of Social Media, Networks and online Reputation Management... This section of our proposal will
define and outline the following:
a. Value Proposition
b. Solution Components
c. Key Tactical Delivery Points
d. Cost Projections
Value Proposition to Dealers:
1. Its now possible to leverage the overwhelming growth in consumer use of Social Networks and User
Generated Content (Web 2.0) to develop your Social Marketing and Reputation Management Strategy
that utilizes Positive Word of Mouth amplified with the power of the Internet to enhance your good
reputation, create top of mind awareness and elevate your dealerships brand in a more cost effective
manner than either CRM or advertising alone.
2. ADP will train dealers to tap into consumer adoption of Social Networking and User Content Creation by
creating their own online community of customers, employees and suppliers filled with high quality
content such as Videos, Photos, the latest reviews and road tests, interviews and articles supplied by
Ford Motor Company, enthusiast publications, dealership employees and consumers.

Ford Confidential

Submitted by:

Dealer Services
1950 Hassell Road Suite 1000
Hoffman Estates, Illinois 60169-6308

ADP Response to Ford Request For Quote:

Fiesta Dealer Readiness RFQ 060409


Fiesta Dealer Movement Initiative
3. ADP will build each dealerships sponsored online community using the most powerful social networking
platform technology available to make it easy and fun for Ford customers to participate Using a
combination of Ford and enthusiast publication content, we incorporate highly desirable content which is
automatically updated several times daily to create an engaging and rich experience for people in the
dealers local market area.
4. ADP will build and deploy a comprehensive syndication strategy that uses Really Simple Syndication
(RSS) and embedded HTML code (Widgets) built into your dealership sponsored community to push
content and member activities out to the most popular sites on the web.
5. Each participating Ford dealership will achieve a highly positive presence within todays most popular
sites where customers spend hours and hours of their online time. Robust content syndication across
multiple social media sites will grab peoples attention and pull them into the dealers online community.
ADP will use these online community syndication powers to connect Ford dealerships to millions of
people using sites such as:
Facebook
LinkedIn
Digg
V.

Twitter
Blogger
Ning

MySpace
Wordpress
YouTube

Flickr
Typepad
Delicious

Social Media and Reputation Management Solution Components by Category


ADP will setup participating Ford dealers with accounts and profiles used to create a network of social media
sites. ADP connects and manages components to deliver a network of connected Social Media, UGC and
Web 2.0 sites using push-pull syndication to collect and redistribute Ford SMPR, Fiesta Movement Agent,
enthusiast supplied and User Generated Content. Our solution leverages Fords SMPR updates and
customer created content to do most of the work needed to keep the dealers community relevant!
1. Social Networks
2. Professional Networks
3. Video Hosting Sites
4. Photo Hosting Sites
5. DIY Publishing (Blogs)
6. Consumer Reviews & Ratings
7. SMS, Status & Bookmarking
8. Social Network Platform Tools

VI.

Social Media and Reputation Management Solution Component Cost Projections


1. Ning Social Network Platform - $75 per month, 1 month term
2. DealerRater - $85 per month with 12 month term
3. Network Solutions URL Registration and DNS Hosting - $4 per month, 12 month term
4. Facebook Business Profile - $10 per month, 1 month term
5. Video Syndication Services - $10 per month, 1 month term
6. BMI commercial music fair use licensing - $20 per month, 12 month term
7. Ford Contest and Incentives iFrame web service - $15 per month, 12 month term
8. Dealer Community Member Rewards Program - $15 per month, 1 month term
9. Flickr - $9 a month ($99 annual)
The ADP external supplier list above results in a $243 monthly cost total for outsourced components within
our proposed Social Media and Reputation Management solution. ADPs internal resources applied to the
off-site Ford dealership implementation of the solution components include providing:
1.
2.
3.
4.

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 Response to Ford Request For Quote:

Fiesta Dealer Readiness RFQ 060409


Fiesta Dealer Movement Initiative
VII.

Social Media Marketing Tactical Examples


a. ADP has created and assists in the management of an online dealer community at:
www.KennyRossCommunity.com
b. ADP has created and assists in management of a dealer micro-blogging account at:
http://twitter.com/kennyross
c.

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.

Reputation Management - DealerRater.com Certified Dealer Program


The DealerRater.com Certified Ford Dealership Program is included in the each dealers implementation of
the ADP Social Marketing and Reputation Management solution.
Dealerships that qualify for this program must be in good standing with DealerRater.com and must be
committed to quality customer service. Certified Dealers have the opportunity to actively engage
DealerRater.com reviews and potential customers. DealerRater.com visitors can feel confident in knowing
that a Certified Dealer is dedicated to providing a high level of customer attention and in the event of a
disappointing experience, will work with the reviewer to rectify the situation.
DealerRater.com Certified Ford Dealer Program offers multiple benefits:
1. Certified Dealer Seal
Informs customers that dealer is an Active member committed to quality service
Certified logo appears on dealer's state directory and on dealership review page
Certified dealers receive 400% more click-through than non-certified dealers
Certified Dealer Seal may be added to the dealership's Web Site
2. Two Week Reconciliation Period
Dealership will receive email alerts whenever a new review has been posted
Dealer has a two week reconciliation period to work with the customer and may communicate with
unsatisfied customers through a private website panel before negative reviews are publicly posted
Provides the opportunity to save relationships and change opinions of dealer
Customer can update his or her review prior to it being posted
3. Unlimited Vehicle Leads
Each Certified Ford dealer will receive all leads generated for their brand from their assigned zip
codes
Leads can be fed directly into SalesPoint and/or provided via ALM routing email in ADF format
4. Unlimited New & Used Vehicle Classified Ads
Ads appear on DealerRater.com and AutoSpies.com, as well as in organic Google search results
Customers can submit requests on Ford Dealer inventory shown in DealerRater.com
ADP sets up the inventory data feed and DealerRater displays up to 36 photos per vehicle
5. Customer Rating Reminder Postcards
ADP supplies Dealer with reminder cards for new or existing Sales and Services customers
ADP supplies Postcards for easy mailing to customers without email addresses
6. Reviews Are Integrated on Google Local and Google Maps
DealerRater.com Reviews are also picked up by Google Local and Google Maps
Reviews will have high organic placement and strong SEO value
Dealer inventory listings in DealerRater will appear in Google's organic search results
7. Dealer Best Practices Training
ADP incorporates DealerRater.com Best Practices in dealership training materials.

Ford Confidential

Submitted by:

Dealer Services
1950 Hassell Road Suite 1000
Hoffman Estates, Illinois 60169-6308

10

ADP Response to Ford Request For Quote:

Fiesta Dealer Readiness RFQ 060409


Fiesta Dealer Movement Initiative

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:

Previously supplied Appendix B contains descriptions of personnel by their Fiesta Dealer


Readiness Project role. For efficiency, we have not resubmitted these pages.
Each project role category has been assigned an hourly rate
Each project role has had the hours required to deliver the project
Each component of our proposed project has been segmented by function:
(i.e., Web Site development, Maintenance, Creative, Merchandise, Program Management/HQ's,
WBT, Video Production, Curriculum Design, Curriculum Development, Training Delivery, etc...
Within Appendix A, the proposed ADP supplied trainer monthly and day rates have been broken
down into their relevant initiative hourly rates and number of hours.

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