General Motors SFE Social Media Marketing Webinar Presentation by Ralph Paglia
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On Friday November 6, 2009 Ralph Paglia facilitated a national GM webinar on Social Media Marketing and Reputation Management Best Practices for Car Dealers. The presentation was prepared and delivered under contract, and as requested by the General Motors Standards For Excellence (SFE) Dealer Facilitators Team... Ralph Paglia has previously trained General Motors SFE Dealer Facilitators on Internet Sales Management and Digital Marketing best practices in 2006 and 2007.
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General Motors SFE Social Media Marketing Webinar Presentation by Ralph Paglia
- 1. Social Media Marketing for GM Dealers
- 2. Social Media Marketing for GM Dealers “Ralph Paglia will showcase actual dealership implementations of social media marketing and reputation management strategies… learn how to measure performance and track the results required for increases in sales and profits. Learn how to create and sustain ongoing competitive advantages by building a foundation that positions GM dealers as the place to do business! Use customer engagement models that have become more effective than conventional interruption based advertising alone. Ralph will review online access to step-by-step tactical blueprints that make it easy to use a combination of low cost dealer sponsored communities that are automatically updated daily using free GM supplied assets. See how to engage a GM dealership’s employees within an online community, then syndicate video, photo, blogs and discussion forums into the most popular social media, such as Facebook, Twitter, MySpace, YouTube, Digg, Blogger, Wordpress and others to create a powerful social marketing and reputation management network that generates real-world sales and profits.”
- 4. Executed Digital Marketing and Sales Strategy that generated 144,000+ leads to single-point Chevy dealer in 2 years
- 5. Built dealer ISS team that sold 4,000+ Units to Web Leads in 2006
- 6. Worked w/Ford in 2007-2008 to develop first fully integrated multi-publisher Tier 3 Digital Marketing Consulting & Advertising program
- 7. First retail automotive Behavioral Targeting Digital Advertising program while at Courtesy Chevrolet in 2005, 2006 and 2007
- 8. Internet Sales & Marketing Consultant to Ford, Mercedes-Benz, GM, Honda, Toyota, Mercedes-Benz, Hyundai and 250+ dealers & groups
- 9. Started generating Internet leads in 1988 using CompuServe ISP access and vehicle listings on defense contractor BBS’s in SoCal Cell: 505.301.6369 ralph_paglia@adp.com www.ADMPC.com
- 10. THE PROBLEM: Many Dealers see the “Social Networks” and “Consumer Reviews” Landscape as a jungle of weird names and brands with little to no value…
- 12. Value Proposition to GM Dealers: Social Marketing/Reputation Management Strategy Increased traffic to the GM dealer’s primary eCommerce websites Increased “Top Of Mind” Brand Awareness of the dealership in their local area with automotive customers who are in market Improved Search Engine Rankings for the dealer’s primary eCommerce site for relevant search terms An effective and proactive Reputation Management strategy that alerts dealers to what is being published and guides satisfied customers towards posting positive reviews about dealership Employee engagement with Social Media that is guided, advantageous to the dealership, controlled and monitored Dealer establishes a “Thought Leadership” position in their local community with a customer segment that is difficult to reach Increased sales of Vehicles, Service and Parts
- 13. www.ADMPC.com Over 2,800 Automotive ProfessionalsRely on ADM for a Competitive Advantage
- 15. www.ADMPC.com Click to Zoom
- 18. Measuring Social Network Sites
- 19. Measuring Forum & Chat Provider Sites
- 20. Measuring Social Networks & Online Community Sites
- 23. Social Marketing Strategy Example: Ancira Auto Group
- 24. Employee Participation; “Secret Sauce” Over 200 Ancira Employees participate in community…
- 32. Dear April Ancira,Thank you so much for your response to my recent service from Ancira Kia. I am absolutely blown away that you not only responded to my dissatisfaction by offering a complimentary return visit, but that you use social media outlets to further your customer reach. I never expected to achieve anything by tweeting my rant earlier today, I was just trying to kill some time in the waiting room (lol). But wow, I am totally floored, I have to say.To tell you the truth I was actually going to email your company tonight to inform you all of my visit. I was mailed a flyer for the discounted oil change and decided to take you all up on it since it was so much cheaper than my normal oil change place...had a bit of trouble setting up the initial appointment…after a transfer and several rings I was eventually routed to…a man who scheduled me for a 4:30 PM appointment…Thursday, October 8th.Fast forward to today and…the man in the red shirt told me that he didn't have any appointments scheduled for me. That was quite unfortunate due to my busy week, and add to the fact that I was already well past my previous oil change expiration (my fault, I know). The red-shirted man understood my frustration and scheduled an oil change for me tonight anyway, but did give me a heads-up about the 2 hour wait.Thankfully (or not?), I had Twitter and a phone full of music, so the wait was bearable. And it was actually less than an-hour-and-a-half wait, so that made it even better.So to wrap up this novel (sorry!), I just wanted to let you know how I came to the situation…and what transpired afterward. I did get my discount and the free car wash that was included with the flyer. Also, I consider myself to be a mostly patient person and am very much one to notice customer service; whether or not my visit was tended to with prompt diligence, every person I spoke to from earlier this week to today was very cheerful and willing to help (especially the man in the red shirt). That being said, I would feel like I'm stealing from you by accepting your complimentary offer…I will be happy to explain to everyone the fantastic service I received after today's mishap, and am very happy that I chose to purchase my Kia from you all [Ancira]. Many thanks and sincerity, J.R. Moreno
- 33. Syndication by employees and customers is key! 1
- 34. 2
- 35. 3
- 36. Ancira Auto Group Social Marketing & Reputation Management What about Search Engines? Will Social Network pages, blogs, etc. be indexed by Google? Is there any value to references made about our dealership and the anchor text links that we put into our profile pages? NEXT: Ancira Social Media Profiles in Search Engine Results Pages (SERP)…
- 37. SERP #1
- 38. SERP #1.5
- 39. SERP #1.75
- 40. 100% Ancira Auto Group controlled or Owned sites SERP #2
- 41. 100% Ancira Auto Group controlled or Owned sites SERP #3
- 42. 100% Ancira Auto Group controlled or Owned sites SERP #4
- 43. 100% Ancira Auto Group controlled or Owned sites SERP #5
- 44. 100% Ancira Auto Group controlled or Owned sites SERP #6
- 45. 100% Ancira Auto Group controlled or Owned sites SERP #7
- 46. 100% Ancira Auto Group controlled or Owned sites SERP #8
- 47. 100% Ancira Auto Group controlled or Owned sites SERP #9
- 48. 100% Ancira Auto Group controlled or Owned sites SERP #10
- 49. Twitter messages (Tweets) are now indexed by Google and show up in search results…
- 57. 120 Social Media Site Enrollments Completed for the Dealer’s Name/Domain
- 58. 120 Social Media Site Enrollments Completed for the Dealer’s Name/Domain
- 59. 120 Social Media Site Enrollments Completed for the Dealer’s Name/Domain
- 60. 120 Social Media site enrollments completed by Humans to get past CAPTCHA filters and register the Dealer’s Name/Domain with Links back to the dealer’s “Community” site from ADP for SEO back-link value… <5 days.
- 62. Set Up a “Profile” for the Dealer/Owner Create a “Group” for your Franchise/Brand Create a “Fan Page” for your Community
- 63. Click to Zoom
- 64. 1 2 3 4
- 65. 1 2 3 4
- 66. 1 2 3 4
- 67. 1 2 3 4
- 68. 1 2 3 4
- 69. 1 3 2
- 70. 1 2 3 4
- 74. Ads were seen 7,201,334 times in October by Facebook members who live near the two dealerships in this case study… 1,730 of those Facebook members clicked on one the two dealer advertisements… Since we spent $1,595.25 for the Facebook Ad Campaigns, each click customer visit to our community site, or Fan page cost 92 cents. To show Facebook members our dealership ads 1,000 times, it cost 22 cents…
- 76. Listening to What Customers are Saying About your GM Dealerships in the Social media World How do you do it? How much does it cost? What do you do when you hear something?
- 79. What about Twitter? Listen for comments Attract Followers Take action when appropriate Provide valuable tweet streams
- 81. Social Media Provides Mass Monitoring Power to Dealers
- 82. Social Media Provides Mass Monitoring Power to Dealers
- 85. Embed selected dealer website content (inventory, specials, etc.)
- 88. Dealer Social Marketing Content Strategy Content drives traffic and customer engagement: You RSS Feeds from OEM’s – Articles, Photos & Video RSS Feeds from Enthusiast sites Videos from multiple sources (Google Video Search) Photos from multiple sources (Google Image Search) Widgets and Gadgets from Multiple Source Dealership Employees Suppliers Consumer user/members of the Dealer Community List of OEM supplied Social Marketing Content feeds and tools: www.MySpaceAutomotive.com
- 89. Perspective on Social Networks: DealerRater.com DealerRater.com Certification Benefits Build Your Social Media Reputation; Syndication!
- 92. Ralph Paglia ADP Digital Marketing Solutions www.ADPdigitaladvertising.com ralph_paglia@adp.com Cell: 505-301-6369 www.DigitalRalph.com Presentations available at: www.AutoDigitalMarketing.com1. Join ADM 2. Go to “ADM Forum” 3. Use Search: “Presentation File Exchange” Detailed Case Study: www.Ralphertising.com http://www.automotivedigitalmarketing.com/forum/topics/oem-provided-rss-data-feeds
- 93. Example of an ADP Dealer Community Social Marketing Content Syndication Push An experiment in ease of use validation using the 6thDigital Dealer Conference in Las Vegas as the source of content…
- 94. 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…
- 95. 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.
- 96. Total time = 02:48 (not inlcuding photo upload time)
- 97. Back in Facebook, the Community platform hosted photo slide show stands tall and proud within my Wall.
- 98. 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…
- 99. 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.
- 100. Looks like I have a lot of relatives in the Boston area…
Editor's Notes
- SmartArt custom animation effects: basic radial(Intermediate)To reproduce the SmartArt on this slide, do the following:On the Home tab, in the Slides group, click Layout, and then clickBlank. On the Insert tab, in the Illustrations group, click SmartArt. In the Choose a SmartArt Graphic dialog box, in the left pane, click Relationship. In the Relationship pane, click Basic Radial (sixth row, second option from the left), and then click OK to insert the graphic into the slide.On the slide, select the SmartArtgraphic, and then click one of the arrows on the left border. In the Type your text here dialog box, in the top level bullet, enter the text for the center circle of the graphic. In the second-level bullets, enter the text for all the other shapes in the SmartArt graphic. With the SmartArt graphic still selected, on the Design tab, in the Themes group, click Colors, and then select Median. Under SmartArtTools, on the Format tab, in the Size group, do the following:In the ShapeHeight box, enter 5”.In the ShapeWidth box, enter 7.5”.Under SmartArtTools, on the Design tab, in the SmartArtStyles group, click SmartArtStyles, and then under Best Match for Document select IntenseEffect (fifth option from the left).On the Home tab, in the Font group, click the button next to FontColor, and then under ThemeColors select Black, Text 1 (first row, second option from the left). On the Home tab, in the bottom right corner of the Drawing group, click the FormatShape dialog box launcher. In the FormatShape dialog box, click 3-D Format in the left pane, and in the 3-D Format pane, under Surface, do the following:In the Material list, under SpecialEffect, select SoftEdge (first row, second option from the left).In the Lighting list, under Neutral, select Harsh (first row, fourth option from the left).In the Angle box, enter 30°.Press and hold CTRL, and select all five shapes in the SmartArt graphic. On the Home tab, in the bottom right corner of the Drawing group, click the FormatShape dialog box launcher. In the FormatShape dialog box, click Shadow in the left pane. In the Shadow pane, in the Presets list, under Outer select OffsetBottom (first row, second option from the left), and then do the following:In the Transparency box, enter 65%.In the Size box, enter 103%.In the Blur box, enter 9 pt.In the Angle box, enter 90°.In the Distance box, enter 3 pt.To reproduce the SmartArt effects on this slide, do the following:On the slide, select the center circle in the SmartArt graphic, and then on the Home tab, in the bottom right corner of the Drawing group, click the FormatShape dialog box launcher. In the FormatShape dialog box, click 3-D Format in the left pane, and in the 3-D Format pane do the following:Under Bevel, in the Top list, under Bevel, select Circle (first row, first option from the left).Also under Bevel, to the right of the Top list, in the Width box, enter 24 pt. Also under Bevel, to the right of the Top list, in the Height box, enter 12 pt.On the slide, select the top circle in the SmartArt graphic, and then on the Home tab, in the bottom right corner of the Drawing group, click the FormatShape dialog box launcher. In the FormatShape dialog box, click Fill in the left pane, and in the Fill pane do the following:Click Solidfill.Click the button next to Color, and then under ThemeColors select Orange, Accent 2 (first row, sixth option from the left).Also in the FormatShape dialog box, click 3-D Format in the left pane, and in the 3-D Format pane do the following:Under Bevel, in the Top list, under Bevel, select Circle (first row, first option from the left).Also under Bevel, to the right of the Top list, in the Width box, enter 20 pt. Also under Bevel, to the right of the Top list, in the Height box, enter 15 pt.Press and hold SHIFT, and then on the top circle, drag a corner adjustment handle toward the center to decrease the size.On the Home tab, in the Font group, in the Font Size box, enter 20.Drag the top circle approximately 0.5” to the right.Select the right circle in the SmartArt graphic, and then on the Home tab, in the bottom right corner of the Drawing group, click the FormatShape dialog box launcher. In the FormatShape dialog box, click Fill in the left pane, and in the Fill pane do the following:Click Solidfill.Click the button next to Color, and then under ThemeColors click Gold, Accent 4 (first row, eighth option from the left).Also in the FormatShape dialog box, click 3-D Format in the left pane, and in the 3-D Format pane do the following:Under Bevel, in the Top list, under Bevel, select Circle (first row, first option from the left).Also under Bevel, to the right of the Top list, in the Width box, enter 24 pt. Also under Bevel, to the right of the Top list, in the Height box, enter 12 pt.Press and hold SHIFT, and then on the right circle, drag a corner adjustment handle toward the center to decrease the size.On the Home tab, in the Font group, in the Font Size box, enter 28 pt.Drag the right circle slightly toward the right corner of the slide.One the slide, select the bottom circle in the SmartArt graphic, and then on the Home tab, in the bottom right corner of the Drawing group, click the FormatShape dialog box launcher. In the FormatShape dialog box, click Fill in the left pane, and in the Fill pane do the following:Click Solidfill.Click the button next to Color, and then under ThemeColors click Green, Accent 5 (first row, ninth option from the left)Also in the FormatShape dialog box, click 3-D Format in the left pane, and in the 3-D Format pane do the following:Under Bevel, in the Top list, select Circle (first row, first option from the left).Also under Bevel, to the right of the Top list, in the Width box enter 24 pt. Also under Bevel, to the right of the Top list, in the Height box enter 12 pt.Press and hold SHIFT, and then on the bottom circle, drag a corner adjustment handle away from the center to increase the size.On the Home tab, in the Font group, in the Font Size box, enter 28.On the slide, select the left circle in the SmartArt graphic, and then on the Home tab, in the bottom right corner of the Drawing group, click the FormatShape dialog box launcher. In the FormatShape dialog box, click Fill in the left pane, and in the Fill pane do the following:Click Solidfill.In the Color list, under ThemeColors select Olive Green, Accent 3 (first row, seventh option from the left).Also in the FormatShape dialog box, click 3-D Format in the left pane, and in the 3-D Format pane do the following:Under Bevel, in the Top list, under Bevel, select Circle (first row, first option from the left).Also under Bevel, to the right of the Top list, in the Width box, enter 30 pt. Also under Bevel, to the right of the Top list, in the Height box, enter 30 pt.Press and hold SHIFT, and then on the left circle, drag a corner adjustment handle toward the center to decrease the size.On the Home tab, in the Font group, in the Font Size box, enter 40, and then click Bold.Drag the top circle slightly toward the bottom of the slide.To reproduce the line effects on this slide, do the following:Press and hold CTRL, and then select each of the four lines connecting the circles in the SmartArt graphic. On the Home tab, in the bottom right corner of the Drawing group, click the FormatShape dialog box launcher. In the FormatShape dialog box, click Line Color in the left pane, select Gradient line in the Line Color pane, and then do the following:In the Type list, select Linear.In the Direction list, select Linear Right (first row, fourth option from the left).Under Gradient stops, click Add or Remove until two stops appear in the drop-down list.Also under Gradient stops, customize the gradient stops as follows:Select Stop 1 from the list, and then do the following:In the Stop position box, enter 0%.Click the button next to Color, and then under Theme Colors click Black, Text 1 (first row, second option from the left). Select Stop 2 from the list, and then do the following: In the Stop position box, enter 100%.Click the button next to Color, and then under Theme Colors click Black, Text 1 (first row, second option from the left). In the Transparency box, enter 100%.Also in the FormatShape dialog box, clickLineStyle in the left pane, and in the LineStyle pane do the following:In the Width box, enter 3.5 pt.In the Dashtype list, select RoundDot (second option from the top).To reproduce the animation effects on this slide, do the following:On the Animation tab, in the Animations group, click CustomAnimation. On the slide, select the SmartArt graphic, and then in the CustomAnimation task pane, to the following:Click AddEffect, point to Entrance, and select MoreEffects. In the AddEntranceEffect dialog box, under Moderate, select Zoom.Click the arrow to the right of the zoom entrance effect, and then select EffectOptions. In the Zoom dialog box, do the following:On the Effect tab, in the Zoom list, select In from ScreenCenter.On the Timing tab, in the Speed list, select 1 seconds (Fast). On the SmartArtAnimation tab, in the Group graphic list, select From center one by one. In the CustomAnimation task pane, expand the contents of the list by clicking the double arrow under the zoom entrance effect, and then do the following:Select the first effect (zoom entrance effect), and under Modify: Zoom, in the Start list, select WithPrevious.Select the second effect (zoom entrance effect), click Change, point to Entrance, and then select MoreEffects. In the ChangeEntranceEffect dialog box, under Basic, select Wipe.Click the arrow to the right of the second effect (now wipe effect) and select Effect Options, and then in the Wipe dialog box dothe following:On the Effect tab, in the Direction list, select FromBottom.On the Timing tab, in the Delay box, enter 0.5.On the Timing tab, in the Speed list, select 0.5 seconds (VeryFast).Select the fourth effect (zoom entrance effect), click Change, point to Entrance, and select MoreEffects. In the ChangeEntranceEffect dialog box, under Basic, select Wipe.Click the arrow to the right of the fourth effect (now wipe effect) and select Effect Options, and then in the Wipe dialog box, dothe following:On the Effect tab, in the Direction list, select FromLeft.On the Timing tab, in the Delay box, enter 0.5.On the Timing tab, in the Speed list, select 0.5 seconds (VeryFast).Select the sixth effect (zoom entrance effect), click Change, point to Entrance, and select MoreEffects. In the ChangeEntranceEffect dialog box, under Basic, select Wipe.Click the arrow to the right of the sixth effect (now wipe effect) and select Effect Options, and then in the Wipe dialog box, dothe following:On the Effect tab, in the Direction list, select FromLeft.On the Timing tab, in the Delay box, enter 0.5.On the Timing tab, in the Speed list, select 0.5 seconds (VeryFast).Select the eighth effect (zoom entrance effect), click Change, point to Entrance, and then select MoreEffects. In the ChangeEntranceEffect dialog box, under Basic, select Wipe.Click the arrow to the right of the eighth effect (now wipe effect) and select Effect Options, and then in the Wipe dialog box, dothe following:On the Effect tab, in the Direction list, select FromRight.On the Timing tab, in the Delay box, enter 0.5.On the Timing tab, in the Speed list, select 0.5 seconds (VeryFast).To reproduce the background on this slide, do the following:Right-click the slide background area, and then click Format Background. In the Format Background dialog box, click Fill in the left pane, select Gradient fill in the Fill pane, and then do the following:In the Type list, select Radial.In the Direction, list click From Center (third option from the left).Under Gradient stops, click Add or Remove until two stops appear in the drop-down list.Also under Gradient stops, customize the gradient stops as follows:Select Stop 1 from the list, and then do the following:In the Stop position box, enter 0%.Click the button next to Color, and then under Theme Colors click Black, Text 1, Lighter 35% (third row, second option from the left). Select Stop 2 from the list, and then do the following: In the Stop position box, enter 100%.Click the button next to Color, and then under Theme Colors clickBlack, Text 1 (first row, second option from the left).