Client adp-socialmrktngreputationmgmnt-v6-091018155253-phpapp02

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ADP Digital Dealer Solutions – Social Marketing & Reputation Management
Social Marketing &
Reputation Management
A Managed Solution from
ADP Digital Advertising

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Social Marketing &
1. Why should I consider it? Value Proposition
2. What is it? Solution Components
3. How does it work? Tactical Delivery Points
4. What does it cost? Components and Costs
Introducing a Dealer Solution from the ADP Digital Marketing
team that provides the services and technology needed to
grow a dealership’s overall volume of business opportunities
by tapping into the power of Social Networks and online
Reputation Management...
This presentation will outline the following:

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Dealers currently see
the Social and UGC
Online Landscape as
a bewildering array of
brands and sites!

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1. It’s as Easy as ADP to leverage the overwhelming growth in consumer
use of Social Networks and User Generated Content (UGC) sites.
2. Develop your Social Marketing and Reputation Management Strategy
utilizing “Positive Word of Mouth” amplified with the power of the
Internet to enhance your good reputation.
3. Create top of mind awareness and elevate your dealership’s brand in a
more cost effective manner than either CRM or advertising alone.
4. Tap into consumer adoption of Social Networking and User Content
Creation by creating your own online community of customers,
employees and suppliers.
5. Update your community daily with high quality content such as Videos,
Photos, the Latest Reviews, Road Tests, Interviews, Articles and
content supplied by OEM, enthusiast publications and your customers!
Dealer Value Propositions

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6. ADP will build your dealership sponsored online community using the most
powerful social networking platform technology available to make it easy, fun
and rewarding for your customers to participate.
7. Using a combination of OEM and enthusiast publication content , ADP will
incorporate highly desirable content which is automatically updated daily to
create an engaging and rich experience for people in your local market area.
8. ADP Social Marketers will publish blogs, forum discussions, photos and
videos that will stimulate your community members to respond and create
their own content, triggering others to join in!
9. ADP will build and deploy a comprehensive content distribution 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, such as:

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Your dealership will achieve a highly positive presence
within today’s most popular sites where customers spend
hours and hours of their online time. Your dealership
sponsored content syndication will grab people’s attention
and pull them into your online community. ADP will use
your online community’s syndication power to connect your
dealership to the millions of people using sites such as:
Social & Pro
Networks
UGC Sites Video &
Photo
SMS &
Favorites
Reputation
Facebook Blogger YouTube Twitter DealerRater
MySpace TypePad Flickr Digg Edmunds
LinkedIn Wordpress Vimeo Delicious Yelp

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Why use ADP Digital Solutions?
1. ADP has a staff of Social Marketing Analysts who stay on top of which sites
are the most effective. We know where to get the best content to keep your
online community and syndication fresh and relevant to your customers
2. ADP uses DMS, Lead Management and CRM data to invite customers to
your community, an important part of creating high quality sales opportunities
3. ADP has access to OEM and independent sourced data feeds that leverage
information, photo and video content to update your online community daily
4. ADP knows how to take advantage of powerful social network platforms as
an online magnet to pull in and engage car shoppers, along with your current
sales and service customers with your involvement and participation
5. ADP is the only dealership supplier that knows how to guide your community
towards reaching critical mass needed to achieve the Web 2.0 alchemy that
drives dealership opportunities to do business
Social Marketing &

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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
Social Marketing/Reputation Management Strategy
ADP Organizes into Solution Component Categories

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SM/RM Solution Components by Category

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ADP connects and manages components to deliver
turn-key Social Marketing/Reputation Management …
Social Marketing & RM
Component Integration = Value

Dealership
Community.com
Facebo
ok
My
Spa
ce
LinkedIn
WordPress
YouTube
Flickr
Photobucket
Blogger
DealerRat
er
Edm
unds
Kudzu
Twitte
r
Digg
Del.cio.us
Technorati
ADP SM/RM Solution Component Deployment Example
www.Ford-Community.com
Dealer Sponsored Online Community

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Social Marketing & Reputation Management
Value Added ADP Solution Components

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SOCIAL MARKETING SOLUTION
COMPONENT COSTS AS SHOWN
1. Automotive Community Ning Premium services bundle - $195 a month
2. DealerRater Certification and Advertising- $295 a month
3. Network Solutions Domains & DNS Hosting (5) $35 a month
4. Facebook - $500 a month for business profile account and PPC advertising
5. MySpace - $500 a month for profile, blog and CPM advertising
6. YouTube - $500 a month for Dealer Channel and CPM advertising
7. Flickr - $25 a month (premium business package)
8. Video Syndication Service - $295 a month
9. BMI commercial music fair use licensing - $35 a month
10.Rebate and Incentives iFrame web service - $50 a month
11.Member Rewards Program plug in app - $50 a month
12. Google Analytics (Premium) in community site - $25 a month
Supplier List above = $2,505 monthly “Subscription & Advertising Costs”,
plus additional ADP resource costs of providing :
• 32 Hours Initial Setup Labor (4 days of Social Marketing Analyst)
• 16 hours monthly maintenance (4 hours/week ADP analyst )
• 4 hours monthly report creation, metrics review and analysis
• 1 hour monthly conference call w/dealer to review results/reports
Dealer Cost : $4,995 a month @ 12 month term...

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Dealership Communities
Dealership
Community
Social
Network
Your Dealership Community “Social Network” site is the hub
of your Hub-and-Spoke Social Marketing and Reputation
Management Strategy

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www.Ford-Community.com
Created and Managed by ADP & Dealer

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www.Ford-Community.com/video
be
replaced
by ADP
Ad
Network
Space

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www.Ford-Community.com/photo
be
replaced
by ADP
Ad
Network
Space

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www.Ford-Community.com/members

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www.SandersonCommunity.com

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www.SandersonCommunity.com

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www.MyJeepCommunity.com

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www.Boston-Honda.com
Honda Owners/Employees/OEM Community
Created and Managed by ADP

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www.Boston-Honda.com
Honda Owners/Employees/OEM Community
Created and Managed by ADP

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www.San-Tan-Ford.com
Ford Owners/Employees/OEM
Community Created by ADP

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www.San-Tan-Ford.com

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www.FordCommunity.com

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www.FordCommunity.com/profiles/members/
Ford Owners/Employees/OEM Community Created by ADP

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www.FordCommunity.com/video
Ford Owners/Employees/OEM Community Created by ADP

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www.FordCommunity.com/photo/alan-mulalley-ford-ceo-and

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www.FordCommunity.com/photo

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ADP’s Social Marketing and Reputation Management Solutions focus on obtaining
and serving up highly desirable relevant content.
1. Consumer members of Dealership Community
• Customer Contests and Incentives (UCN example)
• Advertise syndication brands to attract consumers
2. RSS Feeds from OEM’s and Enthusiast sites
• ADP library of feeds catalogued by brand
3. Video & Photo Feeds from multiple sources
• ADP library of Media feeds by brand
4. Widgets/Gadgets from multiple sources
• DealerRater.com reseller agreement
• Embed selected dealer website content (inventory, specials, etc.)
• Over 100 Widget Apps available from platform provider
5. Dealership Employees
• Fixed Operations
• Civic Activities, Fund Raisers, Local Sponsorships,
6. Suppliers
• Every supplier required to have a profile within community
7. OEM associates - Car Companies are HIGHLY supportive
Content Drives Traffic
and Customer Engagement

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Customized Content Feeds deliver
higher levels of automated content

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www.dealerrater.com/login.aspx
During ADP Dealer Community Pilots, we worked
with multiple Consumer Rating UGC sites…
DealerRater.com has provided the filtered feeds,
Google Reviews rankings, and supporting code
needed to empower Dealership Communities.

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Included within ADP’s SM/RM Solution Delivery
is the posting of positive news stories, letters,
accolades and awards that each dealer
receives and supplies to their ADP DA Analyst…

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Let’s walk through an example of using the
predetermined number of HTML code blocks
and Syndication feeds to confiure an element
of a dealer’s ADP managed community…

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Here, we are selecting a Ford OEM supplied
graphic as the header image to display above
the Ford OEM supplied content which is
updated daily… Automatically, without effort.

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We will use the Community site platform
tooks to configure the image HTML code to
create a pop-up page when selected….

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Replace HREF
After the Community Site Platform generates
the HTML code we will replace the string
indicating the full size image with the URL of the
Ford OEM asset we want to frame in….

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Copy Targeted Content URL
We copy the Ford OEM URL for the “Ford on
TV and Film” Social Marketing Snippet….

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We then paste the URL in place of the full size image
code from the platform image rendering app to generate
a pop-up framed in version of the OEM asset….

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Dealer Community Site looking
GREAT… Content Updated Daily!
During production, the various syndication
codes can be standardized by OEM to
streamline both Dealer Community launch
and ongoing maintenance….

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http://ford.digitalsnippets.com
OEM Support by creating easily
accessible syndication assets!
SMPR is Ford’s Acronym for
“Social Media Press Release”

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Ford Pilots were based
on ADP selected site
platform that has
application level
integration with Flickr…
Ford provides API
access so that
Consumers can access
high resolution glamour
photos from within Ford
Lincoln Mercury dealer
communities.

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ADP Social Marketing Dealer Solutions will have a
daily API updated supply of gorgeous high resolution,
commercial quality (expensive) photography that
consumers get access to via their membership in our
Ford Lincoln Mercury dealer communities.

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ADP Social Marketing Dealer Solutions will use API based embedded applications to
provide member exclusive advance access to images of future models which have
not yet been released to the public or press by Ford!

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Consumer Members of Ford Lincoln
Mercury Dealer Communities
supplied by ADP will be able to
“push” their Ford API based
embedded slideshows and videos
to their Facebook, MySpace, Twitter,
Blogger, Wordpress, etc. member
profiles and friend pages… Ford will
use separate apps for what is
exclusive and what can be shared
outside the dealer’s community.

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ADP Supplied Dealer Communities can control
whether members can distribute content or not,
by widget settings and membership status…

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on SandersonCommunity.com

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“In today’s social media dominated
world, online consumer generated
content, such as reviews and
ratings, is prevailing as a key
influence in shoppers’ decision to
ultimately purchase a vehicle or
use service. This trend can be
recognized by the increase in
popularity of Web sites built on
business models providing just
this type of information. A positive
consequence of such review sites is that
dealers now work harder to avoid getting low
scores and more effort is put into satisfying customers.“
Alin Sturek
J. D. Power and Associates
Does it work… does this
solution influence car buyers?

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It’s fairly easy to see that in the
Social Networking space, the three
dominant sites are a minimum Requirement
for a dealer’s social marketing Strategy. ADP uses
dealership business profile pages and accounts on the 3
biggest as syndication points to drive traffic into dealership
communities and engagement to content applications.

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Why Bother with a Dealer Community Based SM/RM Strategy?
Web 2.0 and UGC is fundamentally altering how customers
interact with the Internet, and how businesses reach them.
• In 2007, Consumer Generated Content sites
attracted 69 million users in the US.
• In 2008, Consumer Generated Content generated
$1 billion in advertising revenue.
• In 2009, Consumer Generated Content sites are
on track to attract 101 million users in the U.S.
and earn $3 billion in advertising revenue.
Overcome the obstacles preventing dealers from utilizing
this dynamic medium, and the revenue potential is great.
However, we already know that dealers need a solution
which is more effective than display advertising alone.

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Edmunds.com - first Automotive Community & Review site
Edmunds follows a product review model for automobiles.
Meanwhile, a separate link takes readers to its “community
areas,” where users share their automotive ownership and
purchasing experiences. Edmunds has maintained
this online community
since 1996, and it is
moderated. All content
posted to the site is
reviewed by Edmunds’
staff within 24 hours,
and offending material
is immediately removed.
Is it time for dealers to
create online communities for employees and customers?

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ADP could use Edmunds.com as an alternative to DealerRater for
Reputation Management consumer content generation…
But, Edmunds will not cooperate with filtered data feeds!

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According to Ralph Paglia, a respected automotive digital
marketing consultant: “Dealers benefit from the cost-
effectiveness ADP provides by leveraging a steady stream of
OEM, enthusiast publication, employee and customer updated
content that is practically free.”
Ralph Paglia continues, “Notably, most dealers using the ADP
Social Media Solution stand out as a more traditional business
seeking to innovate and keep up with information sources that
their customers have adopted… This is an especially valuable
perception of a dealer by more affluent tech-savvy car buyers.“
Paglia also likes to point out; “The ADP managed solution helps
Dealers syndicate OEM and their own video offerings that drive
increased traffic to their commercial sites as car buyers seek
video content to complement other information gathered while
shopping for new and used cars.”
USER-GENERATED CONTENT DRIVES HALF OF U.S. TOP 10 FASTEST
GROWING WEB BRANDS, ACCORDING TO NIELSEN//NETRATINGS…
Why Implement a Social Media Strategy?

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Dealership Reputation Management

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ADP Social Marketing/Reputation Management
strategy uses DealerRater.com as the preferred
Customer Review content supplier and partner

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• Certification Seal - Official Certification Seal
to display ALL your dealership websites
• Seal is displayed on your DR review page
• Certification Seals link to your review page
• Monitor reviews via email alerts
• 2 week reconciliation period to work with
customers who have issues with dealership.
• Lets potential buyers know you're serious
about customer service
• Blacklisted dealerships are not eligible
DealerRater.com Certification Benefits
Build Your Online Reputation, Get Certified!
ADP Reputation Management:
DealerRater.com Filtered Review Integration

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ADP Reputation Management Solution:
DealerRater.com positive review generation
• Customer Rating Cards
Rating cards to hand out to
your raving fan customers
• Easy way to increase your rating
• Helpful reminder for your best
customers to post a review
• Good for both sales and service
department consumer reviews
• Use the back side to promote sales & service specials
• Works pre sale AND post sale
• Direct community members to your good ratings
• ADP assigns a URL: www.RateABCMotors.com
• Dealer Community topic for Forums and Blogs

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• Dealer Directory Certification Icon
Certification icon displays next to listing
• Lets buyers know immediately of your status
• Attracts more clicks
• Free Vehicle Leads
Receive and track vehicle leads
• Optional - receive leads from distant buyers
• Optional - receive leads for competing makes
• Free Classified Ads
Unlimited Listings – New & Used Inventory
• Up to 36 photos per car
• Inventory data via DMS or 3rd party provider
• Ad runs until car is sold
ADP Reputation Management Solution:
Additional DealerRater.com features for dealers

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DealerRater Certification costs are included in the ADP
Social Marketing & Reputation Management solution fees

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SEO for Community Platform: www.ADMPC.com

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Reply by Ted Frazier 5 hours ago
Send Message
“Every now and then I google myself for
fun to see what comes up. I did this just
the other day I noticed my ADM profile
page was #1, and I haven't even tried to
SEO my profile. Now that I see I can get
google's attention here I think I'll start
using it to build content on other key
words and point to my other sites.”
Has the AutoDigitalMarketing.com Experiment in
Social/Professional Networking been successful?

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When it came time to select a platform for creating
ADP dealership communities, the ADM experience…

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When it came time to select a platform for creating
dealership communities, the ADM experience…

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Finding and Harvesting
Automated Content Feeds for
Dealer Community Sites
An experiment in testing the effectiveness of an
online community in collecting information…
ADM asked the user community to find and
submit syndicated OEM content feeds that
could be used in building dealership
sponsored online automotive communities…
How Does It Work?

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Example of an ADP Dealer Community
Content Syndication Push as part of a
Social Media Marketing Strategy
An experiment in “speed to market” and
capability validation using the recent 6th
Digital Dealer Conference in Las Vegas
as the source of content…
How Does It Work?

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Using the ADP community platform supplier, created Flash photo slide
show taken at ADM Reception sponsored by ADP… selected “share” to
push Flash object and content into Facebook…

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Facebook application opens per Community platform trigger, automatically
populates object tile and pulls over description, tags, title… I enter a
comment and select “Post” to insert into my Facebook Profile Wall for 2,000
of my best Facebook friends to see and use.

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Total time = 02:48
(not inlcuding photo
upload time)

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Back in Facebook, the Community
platform hosted photo slide show
stands tall and proud within my Wall.

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http://HondaGallery.ning.com

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American Honda was so intrigued by the Branded
Community concept, they sponsored the creation of
the Boston Honda Community located at
http://HondaGallery.ning.com an ADP dealer, the
VP of Marketing was more interested in finding a
way to tap into Social Networks and Web 2.o than
hearing about any other new ADP solutions…

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ADP created Boston Honda Community at American
Honda’s request to demonstrate the use of popular
social network site capabilities to tie into a dealership
community platform… Here you see the Facebook
“Group” site titled “Boston Hnda Community”… Content
from the ADP created Boston Honda Community
platform outside of Facebook is fed into the Facebook
Group, and linked back into the ADP built community.
This content feed updates every 15 minutes with new
activity within the community platform. 61 new members
joined the Facebook Group extension of Boston Honda
Community in the first week.

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Looks like I have a lot of relatives in the Boston area…

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Ralph Paglia
ADP Digital Marketing Solutions
www.ADPdigitaladvertising.com
ralph_paglia@adp.com
Cell: 505-301-6369 www.DigitalRalph.com
Presentation available at: AutoDigitalMarketing.com
1. Join ADM
2. Go to “ADM Forum”
3. Use Search: “Presentation File Exchange”
Attendees will receive free access to online resources they can use
to gain competitive advantage in their local markets. RSS Feed Resources:
www.MySpaceAutomotive.com

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Web 2.0 Site Rankings
The next few slides show the relative ranking
of the top 25 Web 2.0 category consumer and
professional sites based on an index of
several independant reporting services…

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Top 25 Web 2.0/UGC Sites
Shown below are the 3 Most Popular User Generated Content (UGC)
Websites ranked by a combination of Inbound Links, Google Page Rank,
Alexa Rank, and U.S. traffic data from Compete and Quantcast.
1| Facebook.com 92,285,806 - Inbound Links | 68,285,849 -
Compete Monthly Visitors | 53,000,000 - Quantcast Monthly Visitors | 6 - Alexa Ranking.
| Page Rank: 8 eBusiness News | Top 25 Web 2.0 Sites |
2 | Wikipedia.org 75,539,411 - Inbound Links | 41,422,790 -
3 | YouTube.com 52,375,050 - Inbound Links | 23,825,526 -

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Dealer Community
Music-for-Members
Licensing through BMI

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4. LICENSE FEES:
A. In consideration of the license granted in this Agreement, you will calculate and pay License Fees to BMI using
either of the following License Fee Calculations at your option:
i. Gross Revenue Calculation: License Fee = Gross Revenue x 1.75%
ii. Music Revenue Calculation: License Fee = the greater of (a) Music Revenue x 2.5%; and (b) (Music
Page Impressions / 1,000) x $0.12
B. License Fees are due when you file your Statement(s) of Account.
5. ANNUAL MINIMUM LICENSE FEE:
A. An Annual Minimum License Fee is due upon signing the Agreement, and by January 30 (for customers filing
annual Statements of Account) or April 30 (for customers filing quarterly Statements of Account) of each calendar
year (or any part of a calendar year) of the Term thereafter. Annual Minimum License Fees paid for a calendar
year of the Term are credited against any License Fees you may owe for that year. In the event that BMI does not
receive the Annual Minimum License Fee by January 30 of any calendar year of the Agreement, BMI may, in
addition to any other remedies it may have available to it, cancel this Agreement retroactive to the end of the last
calendar year for which an Annual Minimum License Fee was received.
10 Music Square East, Nashville, Tennessee 37203-4399 BMI® and Broadcast Music, Inc®. are registered
trademarks of Broadcast Music, Inc. - 3 - 10 Music Square East, Nashville, Tennessee 37203-4399 BMI® and
Broadcast Music, Inc®. are registered trademarks of Broadcast Music, Inc.
B. You may prorate the Annual Minimum License Fee due for the initial calendar year of the Agreement based on
the number of months (or portion thereof) of the initial calendar year that will be covered under the Agreement
(e.g., if the start date of your license is August 20, 2009, the Annual Minimum License Fee for 2009 would be
$124.58 to cover the period from August through December 31st, 2009)
C. The Annual Minimum License Fee for 2009 is $299.00. For each year of the Agreement after 2009, the
Annual Minimum License Fee will be adjusted to reflect the percentage change in the United States Consumer
Price Index (All Urban Consumers, All Items) between October of the preceding year and October of the next
preceding year, rounded to the nearest dollar amount.
240,000 Annual
Community Visits = $288

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