MacGyver Your Marketing with Web 2.0

“Ralphertising” All of the FREE and NEAR FREE Resources, Tools and Ideas to “MacGyver” your Internet or Business Development Department For less than $500 a month your dealership can have a full scale Digital Marketing Strategy implementation that produces results and positions your team with a competitive advantage. But, are you ready to make the investment in learning, time to set it up and then manage and maintain it? Are you ready for “Ralphertising”? http://www.Ralphertising.com

THE PROBLEM: Dealers currently see the Internet and the Web 2.0 Landscape as a bewildering array of brands and sites!

“MacGyver” your Internet and/or BDC Departments Increased traffic to the 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 Increased sales of Vehicles, Service and Parts Dealer establishes a Thought Leadership position in their local community with a customer segment that is difficult to reach Employee engagement with Social Media that is guided, advantageous to the dealership, controlled and monitored

“MacGyver” your Internet and/or BDC Departments 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 dealership’s brand in a more cost effective manner than either CRM or advertising alone. Tap into consumer adoption of Social Networking and User Content Creation by creating your 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 car companies, enthusiast publications and consumers.

“MacGyver” your Internet and/or BDC Departments Build your dealership sponsored online community using the most powerful social networking platform technology available to make it easy and fun for your customers to participate… Using a combination of OEM and enthusiast publication content , incorporate highly desirable content which is automatically updated daily to create an engaging and rich experience for people in your local market area. 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! 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.

“MacGyver” your Internet and/or BDC Departments Your dealership will achieve a highly positive presence within today’s most popular social networks where customers spend hours of their daily online time. Your “Home-Built” social network’s inbound content feeds and potent SEO power will grab people’s attention and pull them into your online community... Use your online community’s powerful outbound syndication technology to connect your social network to customers by setting up your accounts, managing profiles and leveraging partnerships and technologies such as:

“MacGyver” your Internet and/or BDC Departments Transform your team into Web 2.0 Marketing Ninjas who stay on top of which sites are the most effective at yielding access to car buying customers. Know where to get and how to use the best OEM supplied free content feeds that keep your online community and syndication fresh and relevant to car buyers and influencers. Use your existing DMS, Lead Management Tool and CRM applications to invite customers to join your community, creating high quality sales opportunities at no cost. Know how to take advantage of powerful Social Media and other sites as online magnets to attract and engage key influencers and car buyersin your area, along with engaging your previous sales and service customers. With an investment of time and effort, you can guide your community towards reaching the critical mass needed to achieve the Web 2.0 alchemy that drives viral marketing.

“MacGyver” your Internet and/or BDC Departments ,[object Object]

Put your online resources where today’s customers spend their time… It is critically important to effectively position your dealership within social media and online consumer rating sites… Then, use the right strategies, tactics, tools and processes to establish trust based relationships with your customers.

Deliver a steady stream of engaging content and provide consumer desired information. Engage today’s car buyers who are social network members with content and capabilities that create “Pull” rather than only having “Push” tactics to communicate the latest deals, rebates or incentives. ,[object Object]

“MacGyver” your Internet and/or BDC Departments MacGyverStrategy (part 2): Get your customer communication, lead management process and accountability in place, before starting! Effectiveness is enhanced with online advertising support using Social Media site placements. Value includes; Employee Benefits, Supplier Enhancement and Customer Services Requires Dealer employee participation and dealership management enforced processes to generate ROI Social Media Marketing includes the exposure of the dealer management team to uncensored comments and feedback from customers, so requires an effective concern resolution process

“MacGyver” your Internet and/or BDC Departments MacGyver Strategy (Part 3): Establishing a system for sorting and categorizing Web 2.0 sites, dealership profiles and applications into segments based on features and functions Determining which categories are most useful and what level of utilization will benefit dealership the most Streamline processes to ensure cost effectiveness based on using employees and time as a resource Establish measurement points and reporting systems that indicate value received Use Web 2.0 solutions as enhancement to overall digital marketing system and effective ROI

Web 2.0 Categories Social & Professional Networks Facebook MySpace LinkedIn Publishing Sites (Blogs) Blogger.com WordPress TypePad Photo Hosting Sites Flickr Photobucket Picassa Audio iTunes Podcast.net Podbean Video Hosting Sites YouTube Viddler Gawkk

Web 2.0 Categories Microblogging Twitter Plurk Twitxr Livecasting BlogTalkRadio Justin.TV Live 365 Virtual Worlds SecondLife ActiveWorlds ViOS Gaming Halo3 World of Warcraft Everquest

Web 2.0 Categories Productivity Applications Google Docs Yahoo! VOX Aggregators Digg FriendFeed Reddit RSS Feeds FeedBurner Atom RSS 2.0 Search Google Search Technorati Yahoo! Search

Web 2.0 Categories Mobile Gumiyo AOL Mobile SMS.ac Interpersonal AOL Instant Messenger MSN Messenger Google Chat Consumer Reviews & Ratings Edmunds DealerRater CarDealerCheck Social Network Platform Tools Joomla Ning BuddyPress

www.SandersonCommunity.com Dealer Sponsored Online Community“Social Media Hub” “Usenetwork of Web 2.0 sites connected to your online community as a MacGyver Marketing Strategy”

Web 2.0 Component Integration = Dealer Value Connect and manage components to deliver Viral Marketing generated opportunities to do business… “Use a network of connected sites for push-pull syndication of OEM supplied and User Generated Content and Assets. Leverage car company daily updates and engage customers for content creation that provides most of the work needed to keep your Web 2.0 network and community sites timely and relevant!”

MacGyver Marketing Strategy Example

MacGyver Marketing Strategy COST ANALYSIS Ning Premium services bundle - $85 a month (includes site support) DealerRater - $85 a month ($1,000 annual) Network Solutions Domains (6) - $24 a month ($288 annual) Facebook - $10 a month for professional account Flickr - $9 a month ($99 annual for Pro Account) Video Syndication Service - $10 a month BMI commercial music fair use licensing - $25 a month (community music player) Rebate and Incentives iFrame web service - $55 a month Member Rewards Program plug in app - $25 a month Knowem.com Web 2.0 Profile/Domain Service - $70 x 1, $20/monthly The List above results in a $70 one time fee and $348 monthly “Recurring Cost”, plus additional internal resource costs of providing : ,[object Object]

24 to 48 hours monthly maintenance (admin level resource)ROI Projection: ,[object Object]

20 to 80 Web 2.0 Generated Leads at a 25% Overall Close Rate

$200 to $800 Above Average Gross on Web 2.0 Generated Leads,[object Object]

www.SandersonCommunity.com Dealer Sponsored Online Community Created and Managed by ADP & Dealer

www.MyJeepCommunity.com Dealer Sponsored Online Community Created and Managed by ADP & Dealer

www.FordCommunity.com Online Dealer Community Created by ADP to close DA Contract

www.FordCommunity.com/profiles/members/ Online Dealer Community Created by ADP to close DA Contract First new members are the ADP team working with the dealership!

www.FordCommunity.com/video Online Dealer Community Created by ADP to close DA Contract Same Videos used in ADP DA Video Ads uploaded to Community

www.FordCommunity.com/photo/alan-mulalley-ford-ceo-and Online Dealer Community Created by ADP to close DA Contract. Same Videos used in ADP DA Video Ads uploaded to Community

www.FordCommunity.com/photo Online Dealer Community Created by ADP to close DA Contract. Same Videos used in ADP DA Video Ads uploaded to Community

Content Drives Traffic and Customer Engagement MacGyver Marketing and Reputation Management Solutions focus on obtaining and serving up highly desirable relevant content. Consumer members of Dealership Community ,[object Object]

Advertise syndication brands to attract consumers RSS Feeds from OEM’s and Enthusiast sites ,[object Object],Video & Photo Feeds from multiple sources ,[object Object],Widgets/Gadgets from multiple sources ,[object Object]

Embed selected dealer website content (inventory, specials, etc.)

Over 100 Widget Apps available from platform providerDealership Employees ,[object Object]

Civic Activities, Fund Raisers, Local Sponsorships,Suppliers ,[object Object],OEM associates - Car Companies are HIGHLY supportive

www.dealerrater.com/login.aspx DealerRater.com provides filtered feeds, Google Review rankings, and Web 2.0 widgets needed to push positive reviews AND VEHICLE INVENTORY to your Dealership Community and other Web 2.0 sites.

Dealer Community Site looking GREAT… Content Updated Daily!

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

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

Does it work… does this solution influence car buyers? “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 onbusiness 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.“ AlinSturekJ. D. Power and Associates

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.

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?

Edmunds.com is an alternative to DealerRater for Reputation Management consumer content generation… According to a recent CapGemini study, 29% of car buyers use consumer-to-consumer (C2C) sites such as blogs, Edmunds or Internet discussion groups when researching information during the vehicle shopping process, up from 21% in 2006.

DealerRater.com Certification Benefits Build Your Online Reputation, Get Certified! DealerRater.com

Has the AutoDigitalMarketing.com Experiment in Social/Professional Networking been successful? 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.”

When it is time to select a Web 2.0 platform for creating dealership communities, the ADM experience…

ADM asked the user community to find and submit syndicated OEM content feeds that could be used in buildintg dealership sponsored online automotive communities… Finding and Harvesting Dealer Community Content Feeds An experiment in testing the effectiveness of an online community in collecting information…

Using the ADM community platform, created Flash photo slide show… Selected “share” to push Flash object and content into Facebook…

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.

Total Time = 02:48 Total Cost = $0.00

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

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 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.

ADP / BZ Results Digital Marketing Integrated with Social Marketing Case Study eCommerce site: www.AutoAves.com Social Marketing site: www.Automotive-Avenues.com

www.Automotive-Avenues.com ADP created Community site w/full Social Network features, syndication and integration…

Dealer Community Platform Shell from Ning

Dealer Community Platform Site from ADP

www.Automotive-Avenues.com Community site w/full Social Network features, syndication and integration…

MacGyver Your Marketing with Web 2.0

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