Social Media Marketing

and Reputation Management

Attract

Engage

Convert

Transact

Retain

RALPH PAGLIA
Director - Digital Marketing

www.ADPsocial.com

Dealer Services
20+ Years of Automotive Digital Marketing, Internet Sales Management, BDC,
CRM and Dealership Process Implementation, OEM Strategy and Program
Design, Solution Development and Dealership Management Experience
2009 2010; Led Design, development and delivery of ADP/BZ Social Media
Reputation Management services and technology for dealers
2007 2010; Led concept development, scope of work definitions, hiring and
deployment of 23 Regional Ford Digital Marketing Consultants and FLM Digital
Advertising Program for Dealers with Ford Motor Company
2010; Proposed and created ADP/ASU Joint Venture to develop Automotive Social Media Reputation
Management Ops Center www.SkySongCenter.com, the new home of ADPs Social Media Reputation
Management Team of Social Marketers (SoMars)

BACKGROUND:
1.
2.

For 18 months, the ADP / BZ Digital Marketing team has been identifying the most productive
social media marketing and reputation management strategies.
Insights leveraged by refining, documenting and Productizing detailed dealer solution blueprints.

BUSINESS CASE:
3.
4.

Field Trials and Dealer Pilots have proven our strategy and multiple tactical utilizations of social media
marketing and reputation management processes as being effective in several valuable categories within
marketing, communications, CRM and profit building objectives
Selling Cars By Accident has been an unanticipated outcome at FT dealers in Seattle, Phoenix, Denver,
San Antonio, New York, Indianapolis, etc.

Cell:
505.301.6369
2

ralph_paglia@adp.com

www.RalphRPaglia.com

Balise Auto Group Social Media Review Objectives

What is it? How ADP Serves Dealers with SMM & RM

Open Discussion: ADP Listens to Holman Auto Group
Insights: Kelly Auto Group SMRM Implementation
Insights: Ancira Auto Group SMRM Implementation

How Do We Win?

7 New Social Marketers Join ADP Skysong SoMar Team

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What is Holman Team awareness of

The volume and significance of consumer use
of Social Media today?

How Social Media Marketing can or should be

part of the marketing mix of a retail business?

The effects of Social Media usage on brand

reputation and how to manage it?

Question:
How many sales presentations have you had in
the past year from suppliers pitching some
form of Social Media?

Social Media Marketing; Reach, Frequency & Demographics

Remove Top 10% Income

Twitter users, remaining 90%
has average annual income:

$188,264

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Fords Commitment to Social Media Impacts Market Share

OEM with most commitment and investment in social media gained more
market share and profits during 2008-09 recession than during any other
same time period in past 32 years

First things First What About Return on Investment?

To date, weve found

Areas for repeatable
ROI Opportunity for dealers
Do not confuse the ability to track
and measure results with generating
a Return On Investment
Your ROI is realized (or not)
whether or not you have the ability
to correctly measure outcomes!
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Red McCombs

ROI in Social Media Marketing / Reputation Management

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Holman is engaged in Social Media Marketing activities

What benefits have you experienced?

How long did it take to achieve any
significant impact?

Have you been able to quantify them?

Have there been any downsides?

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Five Areas of Social Media ROI Opportunity

Marketing Communications & Lead Capture

Reputation Management
Traffic Generation
Improved SEO Strategies
Reduce Network Bandwidth Load

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Social Media ROI

1. Marketing Communications and Lead Capture

Create and Publish content that attracts consumer
attention, captures mindshare within demographics
targeted by dealers marketing strategy
Use Social Media based Apps to engage, interact,
convert into lead or gain permission based
messaging capability

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Kelly Car Community Dashboard

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Kelly Car Community Dashboard

10,055 Minutes in the

Kelly Car Community
168 Hours

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Kelly Car Community Dashboard

When we get them
there, they look at
a lot of pages
within the
community
Need More
Visitors

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Kelly Car Community Dashboard

We get a high
percentage of new
visitors, and they
spend the time in the
community
Need More Visitors

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Social Media ROI

2. Reputation Management
A. Monitor social web in dealers PMA for content
posted containing dealership brand.
B. 911 Fast Response Process for negative content
posted. Notify dealer POCs of what was posted,
when and by who. Send POC copy, including
response published and actions/due dates required
C. Social Rewards strategy for positive posts,
comments and mentions
D. Promptly create and post appropriate responses to
all dealership mentions so people see your store
cares, pays attention, responds, appreciates
compliments and resolves customer concern issues
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Social Marketing Dashboard

Client Name

Login

Notes

Kelly Auto Group

KellyAutoGroup

Kelly Auto Group located in Easton and Emmaus, PA

operates their eCommerce site at
http://www.KellyCar.com and their online automotive
community for Kelly Auto Group employees and vehicle
owners in Pe...

Kelly Buick GMC

kellybuickgmc

Alerts

Kelly Buick GMC is a part of the Kelly Auto Group. We

are creating this profile to better serve the Kelly Buick
GMC Store. ...
Kelly Cadillac
kellycadillac
Kelly Cadillac is a part of the Kelly Auto Group. We are
creating this profile to better serve the Kelly Cadillac
Store. ...
Kelly Chrysler Dodge Jeep kellychryslerdodgejeep Kelly Chrysler Dodge Jeep is a part of the Kelly Auto
Group. We are creating this profile to better serve the
Kelly Chrysler Dodge Jeep Store. ...

Kelly Ford

kellyford

Kelly Mitsubishi

kellymitsubishi

Kelly Nissan

kellynissan

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Kelly Ford is part of the Kelly Auto Group. We are

creating this profile to better serve the Kelly Ford
Store....
Kelly Mitsubishi is part of the Kelly Auto Group. We are
creating this profile to better serve the Kelly Mitsubishi
Store....
Kelly Nissan is part of the Kelly Auto Group. We are
creating this profile to better serve the Kelly Nissan
Store....

Social Marketing Dashboard

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Social Marketing Dashboard

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Social Marketing Dashboard

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Social Marketing Dashboard

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Social Media ROI

3. Traffic Generation
Drive targeted traffic from social media sites to
dealers
Social assets and websites
Inbound calls to social media assigned numbers
Showroom traffic

Techniques
Anchor text
Embedded links
Stories and content
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Kelly Auto Group Social Media Domain Examples

Kelly Mitsubishi Fan Page:
http://www.facebook.com/pages/Kelly-Mitsubishi/121959034508163
Kelly Buick GMC Fan Page:
http://www.facebook.com/pages/Kelly-Chrysler-Dodge-Jeep/127489540609129?v=wall
Kelly Chrysler Dodge Jeep Fan Page:
http://www.facebook.com/pages/Kelly-Chrysler-Dodge-Jeep/127489540609129?v=wall
Kelly Ford Fan Page:
http://www.facebook.com/pages/Kelly-Ford/105257696188382?ref=ts&v=wall
* Kelly Car Community Fan Page: http://www.facebook.com/KellyCommunity
* Kelly Auto Group Facebook Profile:
http://www.facebook.com/KellyAutomotiveGroup
* Kelly Car Community: http://www.KellyCarCommunity.com/
* Kelly Car Twitter: http://twitter.com/KellyCarNews
* Kelly Auto YouTube: http://www.youtube.com/user/KellyCommunity
* Kelly Auto Blogspot: http://KellyAuto.blogspot.com/
* Kelly Auto Flickr: http://www.flickr.com/photos/KellyAutomotiveGroup/
* Kelly Auto Wordpress: http://KellyAuto.wordpress.com/
*Domains Designated by/on Kellys behalf
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Social Media ROI

4. Improved Search Optimization Strategies

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Quickly increase the dealership SEO footprint

Multiple SERP listings from dealers Social Media

accounts and profile subdomains

Back links from hundreds of Social Media sites to

dealers eCommerce site

Boost authority and rank with search engines

Social Media ROI

5. Reduce Network Bandwidth Load

Utilize video and applications designed for low user
bandwidth loads
Reduce bandwidth load from public sites such as
YouTube and Facebook.
Increased employee interactivity & collaboration
across multiple rooftops

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 Have you documented or implemented

policies regarding access to employee
access to social media?
Access & Security
Acceptable Use
Content & Interaction
Commentary & Proprietary Info
Control & Review

What role have you assigned to manage

social media initiatives and operations?

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Prevailing Notion Social Media Is Free Marketing

Unlimited Social Media and Digital
Marketing Opportunities are available
at little to no direct cost
Significant time and attention
Continual optimization
Continual Time v Benefit evaluation
Social Media sites should be evaluated based on objective criteria and the results
they deliver. The value of what the dealer gets back is then reduced by the cost of the
time (labor) required to manage various tasks and work flows. Dealers have access
to virtually unlimited Social Media Marketing Opportunities which are available without
direct media buying expense
But are they free? Only if your time has no value! When the true value of your time is
factored in, there are still many ROI positive opportunities, but there are also Social
Media sites that become Black Holes of Time and should be cut from the
maintenance roster!
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Thinking Strategically
1. Amplify the Positive
Processes that generate positive reviews, ratings & consumer commentary
Respond and mitigate negative reviews and comments.

2. Monitor What People Are Saying About Your Dealership

Target your PMA
Raise awareness with key stakeholders; provide detailed information
Detailed information - when, where and by who

3. Timeliness, Visibility and Transparency

Promptly create and post appropriate responses to all dealership mentions
Tangibly demonstrate that your store cares, pays attention, responds,
appreciates compliments and resolves customer concern issues

4. Drive Targeted Traffic to Optimal Destinations

Leverage anchor text, social media mentions, UGC, positive reviews

5. Leverage Search Strategies

Create multiple SERP listings for positive dealership reviews, consumer
generated content and Social Media accounts
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ADP Automotive Social Media Marketing Strategy

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Stories Sell:
a single play in
the
Viral Marketing
Playbook

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Time and Money

Often Thought of as Similar Resources of Similar Value
Striking the balance between social media
marketing objectives and employee productivity
How much attention do your social media sites demand?
How much are they getting?
Are you interacting with Blogs, Forums or Communities?
Are you leveraging visual content Photos, Video?
What other User Generated Content do you leverage?

Has your Internet Sales Mgr experienced any Job Description Creep
lately?

Was that because he had nothing to do otherwise?

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Social Media Marketing

Is it a Black Hole for Employee Productivity?

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Establishing and Sustaining

Social Media Marketing
Reputation Management

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Social Media / Reputation Management

Complete Social Marketing Team

Social Marketing Representative (SoMAR)

ADP Social Marketing Professional
Dedicated to your account

SoMARs role:
Plan

Execute

Report

SoMAR

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Adjust

Social Media / Reputation Management

Complete Social Marketing Team

Complete Social Marketing Team

Professional Execution
Social Marketing skill set

Plan

Execute

Report

Adjust

SoMAR

Design
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Configuration

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Training
SM

Sales

Social Media / Reputation Management

Five Phase Deployment Model
TRANSITION
MILESTONE

DEPLOYMENT PHASE
SoMAR ASSIGNED TO PROJECT

Phase I

Dealer Sign-off on
build-out strategy

Initial Data Collection & Analysis

Target Duration: 4 weeks

Phase II

Review of final
install config & access
completed w/ Dealer

Build-Out of Social Environment

Target Duration: 3 weeks

Phase III

Training complete;
outstanding items
identified

Onsite Consulting
Target Duration: 2 weeks

SoMAR

Phase IV

Maintenance transition
meeting w/ Dealer

Transition Install to Maintenance

Target Duration: 2 weeks

Phase V
Maintenance
Target Duration: Ongoing

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Design

Configuration

Training

Sales

Account team
works w/ Dealer;
Contract renewal

Content Syndication
Sharing The Good Stuff

User Generated
Dealer Sponsored

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Content Drives Traffic and Customer Engagement

Highest Value Sources of User Generated Content (UGC)
1. Dealership Customers
Dealer Reviews and Ratings
Customer Contests and Incentives (UCN example)
Social media syndication buttons on websites
2. Opinionated Influencers (the experts)
3. Dealership Employees
Contests, Bonuses and ongoing Incentives
Volunteers, Civic Activities, Fund Raisers, Local Sponsorships
4. Suppliers
Require suppliers to contribute content
Letter from Dealer in all mailed checks
5. Car Companies (OEM )
High quality content widgets, slideshows and RSS feeds
6. Videos from Online Sources; Google Video Search
7. Photos from Online Sources; Google Image Search
8. Content from Other sources (including YOU!)
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Content Drives Traffic and Customer Engagement

Syndicated, Placement/Distribution Tactics

Inbound Content Feeds

1. RSS Feeds from OEMs Articles, News, Photos, Videos

2. RSS Feeds from Enthusiast sites CarConnection, etc.
3. Syndication Apps Google Gadgets, Widgetbox,
Slideshare.net, etc.
Outbound Content Syndication

4. Centralized Content Placement sites for your sources

5. Outbound RSS Feed Placements employees and
suppliers
6. Embedded Video Feed Widgets and Apps
7. Embedded Photo Slideshows built from Albums
8. Content Integration Applications
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Access & Organization

Managing The Good Stuff

Social Media Networks, Profiles & Accounts

Dealership Control

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AnciraAutoGroup Sub-Domain Secured

48

AnciraAutoGroup Social Profiles Established

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AnciraAutoGroup Social Profiles Managed

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Awareness & Promotion

Flaunting The Good Stuff

Social Media Advertising

Media Mix

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Click to Zoom

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1
2
3

4
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1
2
3

4
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4
55

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57

Ads
Ads were
were seen
seen 7,201,334
7,201,334 times
times in
in October
October by
by
Facebook
Facebook members
members who
who live
live near
near the
the two
two
dealerships
dealerships in
in this
this case
case study
study
1,730
1,730 of
of those
those Facebook
Facebook members
members clicked
clicked on
on
one
one the
the two
two dealer
dealer advertisements
advertisements
Since
Since we
we spent
spent $1,595.25
$1,595.25 for
for the
the Facebook
Facebook Ad
Ad
Campaigns,
Campaigns, each
each click
click customer
customer visit
visit to
to our
our
community
community site,
site, or
or Fan
Fan page
page cost
cost 92
92 cents.
cents.
To
To show
show Facebook
Facebook members
members our
our dealership
dealership
ads
ads 1,000
1,000 times
times cost
cost 22
22 cents
cents
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Perspective on Social Networks:

DealerRater Social Media Syndication Apps

DealerRater.com Certification
Automated Customer Review Syndication Apps

Customer Review and Dealer Inventory

Syndication Tools:
Customer Reviews Widget for Blogs and Websites
Customer Reviews RSS Feeds for multiple uses
Dealer Inventory w/Photos Classified Ad Apps/Listings
feeds to display dealership reviews across social sites
Facebook proprietary Apps with content syndication

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Perspective on Social Networks:

Holman Auto Group Social Media Marketing Experience

What other ways are you promoting your

social presence?

Are you being impacted by local reviews

posted on the Internet?
What sites have had the most impact?
Are you actively soliciting and leveraging
dealer ratings or consumer commentary?

How can social media build relationship

beyond the sale?
Does the customer perceive a relationship
with the dealer brand or your employee?

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Ralph Paglia
ADP Digital Marketing Solutions
ralph_paglia@adp.com
cell: 505-301-6369
ADM Profile: www.RalphPaglia.com
LinkedIn: www.RalphRPaglia.com

Info and Reference sites:

www.SocialDealer.BZ
www.ADPsocial.com
http://www.slideshare.net/SocialMediaAutomotive

THANK YOU
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