automotive social media reputation management solutions for car dealers from adp dealer services and...
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Complete Digital Advertising Solution
Complete Digital Advertising Solution
ComprehensiveSocial Media Strategy
ComprehensiveSocial Media Strategy
Managed CampaignsManaged Campaigns
Comprehensive SocialMedia Strategy
Comprehensive SocialMedia Strategy
Social Media – Most Relevant Channel Today Social Media – Most Relevant Channel Today
40 million Twitter users 50 million LinkedIn users 200 million people with blogs 350 million Facebook users
IT’S HUGE>> Over 300 million users on Facebook alone
…many use it every day
INCREASINGLY DIVERSE >> Mothers & English-speaking
Hispanic populations arefast growing user segments
IT’S RELEVANT >> Google indexes social content
Complements eMail & Search Marketing
IT’S WHERE BUYERS ARE >> #1 site visited by auto buyers in July ‘09?
…was Facebook
So… What’s YourStrategy?
Social Media & Reputation ManagementSocial Media & Reputation Management
It’s not what YOU say about youthat matters…
It’s what THEY’RE saying about you that counts !
Your brandis alreadyout there
…whether or notyou choose to
participate
TAKE MORE CONTROLOF YOUR ONLINE BRAND
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Social MarketingSocial Marketing
Reputation ManagementReputation Management
Create a Wider Network of Trusted RelationshipsCreate a Wider Network of Trusted Relationships
Social Media Strategy
Social Media Strategy
Is There A Dealer Value Proposition ?Is There A Dealer Value Proposition ?
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ESTABLISHING TRUSTACROSS A
WIDER COMMUNITYOF PEOPLE
COMMUNICATIONS BROADENand EXTEND ACROSS theEXPANDED COMMUNITY
DEALER
CUSTOMERS
COMMUNICATIONS BROADENand EXTEND ACROSS theEXPANDED COMMUNITY
within which an Automotive Retailercan be a participating member
and have a valued presence
PRIMARY GOAL: EXPAND THE COMMUNITY
Which produces…
INCREASED TRAFFIC
MORE BUSINESS
GROWING CUSTOMER BASE
HIGHER CUSTOMER RETENTIONDEALER
CUSTOMERS
This is… “Friends & Family Word-of-Mouth” for the Digital Age
They EXPECT It
• 93% of social media users in U.S. expect companies to have social media presence
• 85% want companies to interact with consumers via social media
Cone, Inc. Sept 2008
The ChallengesThe Challenges
1) Lots of Sites Keeping up with all the Social Sites
Knowledge: New sites always pop up. How many should I use? Which ones?
Productivity: How do I effectively participate without affecting productivity?
2) Lots of Content Producing enough quality content in all of the Social Sites
Quality: Stale or irrelevant content turns off users. How do I get good content and control quality?
Productivity: How do I create good content regularly without an impact on employee productivity?
3) Two-Edged Sword Awareness and managing of negative commentary
Awareness: How will I know when negative content is posted?
Skill Set: What should I do when negative content appears?
Companies cite “Lack of Knowledgeable Staff” as #1 impediment to using Social Media more effectively as part of their advertising mix Marketing Sherpa, Dec 2008
Social is Different… Social users turn away from a site in
droves if they perceive their just being marketed to
Social users are looking for relevant information and engagement
Simply putting inventory listings on your social site page does little to truly engage social users …and it may turn them off entirely
There’s a whole universe of social sites and more emerging all the time …a single page is hardly enough
Comprehensive Social Media StrategyComprehensive Social Media Strategy
DealershipSocial
Network Site
Dealership Community StrategyDealership Community Strategy
Centralized Content Creation and Tactical Control Point in a “Hub & Spoke” Social Media Marketing Strategy
DealerRater Certification
Encourage / solicit consumer feedback at time of delivery
Post positive reviews to Dealer’s Community Site
Amplify the message by publishing to all social sites
Any negative reviews send alert to dealer and your social media pro
10-day hold on posting enabling dealer to engage and rectify
BZ Social Media Pro provides Brand Monitoring service of dealer brand on all social sites to raise dealer awareness
Reputation Management
Drive Traffic
To
eCommerce Sites: Deliver Dealer Developed Content Designed to Convert shoppers to buyers
Social Marketing Sites: Leverage User Generated Content Create excitement Provoke interest in Dealers’ business Increases awareness and leads
Social Media Marketing Complements eCommerceSocial Media Marketing Complements eCommerce
Birth of a CommunityADP Builds Ancira Auto Community Site
Dealer personnel set-up profilesGet engaged
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Case Study: Ancira Auto GroupCase Study: Ancira Auto Group
Registration / PublicationSite Registered in 120 Social Venues
Will you be my Facebook friend?
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Dealer InformationAncira Crafts Their Message
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Syndicated ContentRelevant Info From Other Sources
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Local InterestHighlight Ancira’s Civic Leadership
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User ContentFun Stuff For Customers
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Case Study: Ancira Auto Group – Stellar ResultsCase Study: Ancira Auto Group – Stellar Results
“I am absolutely blown away that you not only responded… but that you use social media”
“I will be happy to explain to everyone the fantastic service I received…”
Positive customer feedback
Search Engine Results
Brand Name Search Returns10 pages of
Ancira content
Consumer response
Social Media / Reputation Management Team (03-14-2010)Social Media / Reputation Management Team (03-14-2010)
Ralph PagliaDirector - Digital Marketing SM/RM Program Executive
Strategic PartnersComponent Suppliers
SM/RM Program
Dealer RaterRM & AdvertisingDealerRater.com
Knowem LLC (ITSC)SM Account SetupADPSMRM.com
Ning, Inc.Dealer CommunityNetwork Platform
TubeMogul (?)Video SyndicationTubeMogul.com
FacebookSM & AdvertisingFacebook.com
Tom DiSantoSupervisor
SM/RM Operations
Maureen CondonStaff Writer
TBACampaign Specialist
InternSocial Media Account & Content Specialist
InternContent Syndication
Specialist
InternRep Management & Response Specialist
InternSM/RM Graphics & Illustration Specialist
David MungaiManager
SM/RM Program
Workflow Process
Program Documentation
Contract Validation Catalog Codes
Invoicing and Revenue
Realization
Reporting & Tracking
Micah BirkholzConsultant
SM/RM Program
In-Dealership Consulting
Dealership Process
Implementation
Dealer Buy-In and Support
Dealership Employee
Participation
SM/RM SetupDealer Validation
Jim JensenDirector - Digital Marketing STC Consulting Executive
Dean BerganDirector - Technology
R&D Executive
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Social Media / Reputation Management TeamSocial Media / Reputation Management Team
Ralph PagliaDirector - Digital Marketing SM/RM Program Executive
Strategic PartnersComponent Suppliers
SM/RM Program
Dealer R
aterR
M &
Advertising D
ealerRater.com
Kn
ow
em L
LC
(ITS
C)
SM
Account S
etup AD
PS
MR
M.com
Nin
g, In
c.D
ealer Com
munity N
etwork P
latform
Tub
eMo
gu
l (?)
Video S
yndicationTubeM
ogul.com
Faceb
oo
kS
M &
Advertising F
acebook.com
Tom DiSantoSupervisor
SM/RM Operations
Mau
reen C
on
do
nS
taff Writer
TB
AC
ampaign S
pecialist
Intern
Social M
edia Account &
Content S
pecialist
Intern
Content S
yndication Specialist
Intern
Rep M
anagement &
Response S
pecialist
Intern
SM
/RM
Graphics &
Illustration Specialist
David MungaiManager
SM/RM Program
Wo
rkflow
Pro
cess
Pro
gram
Do
cum
entatio
n
Co
ntract V
alidatio
n C
atalog
Co
des
Invo
icing
and
Reven
ue R
ealization
Rep
ortin
g &
Tracking
Micah BirkholzDealer ConsultantSM/RM Program
In-D
ealership
Co
nsu
lting
Dealersh
ip P
rocess Im
plem
entatio
n
Dealer B
uy-In
and
Su
pp
ort
Dealersh
ip E
mp
loyee P
articipatio
n
SM
/RM
Setu
p D
ealer Valid
ation
Jim Jen
senD
irector - Digital M
arketing ST
C C
onsulting Executive
Dean
Berg
anD
irector – Technology R&
D E
xecutive
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Social Media / Reputation Management TeamSocial Media / Reputation Management Team
Ralph PagliaDirector - Digital Marketing SM/RM Program Executive
Strategic PartnersComponent Suppliers
SM/RM Program
Dealer RaterRM & AdvertisingDealerRater.com
Knowem LLC (ITSC)SM Account SetupADPSMRM.com
Ning, Inc.Dealer CommunityNetwork Platform
TubeMogul (?)Video SyndicationTubeMogul.com
FacebookSM & AdvertisingFacebook.com
Tom DiSantoSupervisor
SM/RM Operations
Maureen CondonStaff Writer
TBACampaign Specialist
InternSocial Media Account & Content Specialist
InternContent Syndication
Specialist
InternRep Management & Response Specialist
InternSM/RM Graphics & Illustration Specialist
David MungaiManager
SM/RM Program
Workflow Process
Program Documentation
Contract Validation Catalog Codes
Invoicing and Revenue
Realization
Reporting & Tracking
Micah BirkholzConsultant
SM/RM Program
In-Dealership Consulting
Dealership Process
Implementation
Dealer Buy-In and Support
Dealership Employee
Participation
SM/RM SetupDealer Validation
Jim JensenDirector - Digital Marketing STC Consulting ExecutiveDean Bergan
Director - Technology R&D Executive
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Social Media / Reputation Management TeamSocial Media / Reputation Management Team
Ralph PagliaDirector - Digital Marketing SM/RM Program Executive
Strategic PartnersComponent Suppliers
SM/RM Program
Dealer RaterRM & AdvertisingDealerRater.com
Knowem LLC (ITSC)SM Account SetupADPSMRM.com
Ning, Inc.Dealer CommunityNetwork Platform
TubeMogul (?)Video SyndicationTubeMogul.com
FacebookSM & AdvertisingFacebook.com
Tom DiSantoSupervisor
SM/RM Operations
Maureen CondonStaff Writer
TBACampaign Specialist
InternSocial Media Account & Content Specialist
InternContent Syndication
Specialist
InternRep Management & Response Specialist
InternSM/RM Graphics & Illustration Specialist
David MungaiManager
SM/RM Program
Workflow Process
Program Documentation
Contract Validation Catalog Codes
Invoicing and Revenue
Realization
Reporting & Tracking
Micah BirkholzConsultant
SM/RM Program
In-Dealership Consulting
Dealership Process
Implementation
Dealer Buy-In and Support
Dealership Employee
Participation
SM/RM SetupDealer Validation
Jim JensenDirector - Digital Marketing STC Consulting Executive
Dean BerganDirector - Technology
R&D Executive
17
Social Media / Reputation Management TeamSocial Media / Reputation Management Team
Ralph PagliaDirector - Digital Marketing SM/RM Program Executive
Strategic PartnersComponent Suppliers
SM/RM Program
Dealer RaterRM & AdvertisingDealerRater.com
Knowem LLC (ITSC)SM Account SetupADPSMRM.com
Ning, Inc.Dealer CommunityNetwork Platform
TubeMogul (?)Video SyndicationTubeMogul.com
FacebookSM & AdvertisingFacebook.com
Tom DiSantoSupervisor
SM/RM Operations
Maureen CondonStaff Writer
TBACampaign Specialist
InternSocial Media Account & Content Specialist
InternContent Syndication
Specialist
InternRep Management & Response Specialist
InternSM/RM Graphics & Illustration Specialist
David MungaiManager
SM/RM Program
Workflow Process
Program Documentation
Contract Validation Catalog Codes
Invoicing and Revenue
Realization
Reporting & Tracking
Micah BirkholzConsultant
SM/RM Program
In-Dealership Consulting
Dealership Process
Implementation
Dealer Buy-In and Support
Dealership Employee
Participation
SM/RM SetupDealer Validation
Jim JensenDirector - Digital Marketing STC Consulting Executive
Dean BerganDirector - Technology
R&D Executive
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