2010 NADA Social Media Marketing Workshop by Ralph Paglia
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This document discusses social media marketing and reputation management for automotive dealerships. It provides background on the presenter and outlines key aspects of developing a social media strategy, including listening to customers, learning about their wants and needs, and launching an engagement plan. It also discusses measuring success and provides examples of how some dealerships have implemented successful social media programs.
![Introduction and Background: Ralph Paglia ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Cell: 505.301.6369 ralph_paglia@adp.com www.ADMPC.com](data:image/gif;base64,R0lGODlhAQABAIAAAAAAAP///yH5BAEAAAAALAAAAAABAAEAAAIBRAA7)
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2010 NADA Social Media Marketing Workshop by Ralph Paglia
- 1. Social Media Marketing & Reputation Management
- 3. Presentation and related files available for download at www.ADPsocial.com
- 7. Do you feel socially fatigued? Bring it back to the basics Listen | Learn | Launch
- 8. Social Media Strategy Listen Learn Launch
- 9. What do the Car Companies see in Social Media, and how will they deal with it?
- 10. Brochures Hooked on a Brand Dealer Showrooms Talking about cars Friend’s Review Family Recommendation 9 AM to 5 PM Showroom Request/Wait for a Quote Showroom Ups Driving From Dealer to Dealer Calling a Services Advisor Online Video Undecided and shopping multiple brands Virtual Showrooms Blogging about cars Online Reviews Social Media 24/7 Access to Information Mobile Web Access Digital Ready Dealers Local Map Search Researching/Buying Parts/ Service/Information Online Asian Car Company…
- 11. Asian Car Company #2…
- 23. More Every Day!
- 24. “ Relationship” Management Asian Car Company #3… (biggest)
- 25. Trust via “ Transparency ”
- 26. Another Car Company #4… Xxxxx Xxxxxx Xxxxxxx Xxxx Xxxxx
- 27. Another Car Company #4…
- 28. Another Car Company #4…
- 30. Social Media Strategy Listen Learn Launch
- 33. After You Define Your Social Media Marketing Strategy …Create A Tactical Action Plan Matrix What’s a Tactical Action Plan? Build a matrix that outlines the strategies, tactics, objectives and measures of success for each actionable item that will use dealership resources towards executing your social media strategy. Your TAP is the “Blueprint” for launching your social media initiative! (see example on next slide)
- 34. Tactical Action Plan Example
- 35. Where did Social Media come from? Web 1.0 Web 2.0
- 36. Why does Social Media Matter? Web 2.0 – What Happens Web 1.0 - What Can Happen
- 37. Why is Social Media Different? Web 2.0 Web 1.0
- 38. How is Social Media Perceived? Web 2.0 What Customers See Web 1.0 What Customers See
- 39. 1) Social Ecosystem Map Where are your dealership’s customers gathering to have conversations?
- 40. 1. LISTEN
- 41. LISTENING TOOLS
- 42. LISTENING TOOLS
- 43. LISTENING TOOLS How to use Google and Technorati Alerts Together http://www.youtube.com/watch?v=_okcOKUFBS8
- 44. 2. LEARN
- 46. 3. LAUNCH
- 54. STRATEGY SOURCE: Lauren DeLong www.InnerCircleCommunities.com Private | Trusted | Relevant 207.752.7298 [email_address] Inner Circle Communities
- 55. www. ADMPC .com
- 57. www.ADMPC.com Click to Zoom
- 59. Measuring Social Network Sites
- 60. Measuring Forum & Chat Provider Sites
- 61. Measuring Social Networks & Online Community Sites
- 62. Social Marketing Strategy Example: Ancira Auto Group
- 63. Employee Participation; “Secret Sauce” Over 200 Ancira Employees participate in community…
- 71. 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
- 76. SERP #1
- 77. SERP #1.5
- 78. SERP #1.75
- 79. SERP #2 100% Ancira Auto Group controlled or Owned sites
- 80. SERP #3 100% Ancira Auto Group controlled or Owned sites
- 81. SERP #4 100% Ancira Auto Group controlled or Owned sites
- 82. SERP #5 100% Ancira Auto Group controlled or Owned sites
- 83. SERP #6 100% Ancira Auto Group controlled or Owned sites
- 84. SERP #7 100% Ancira Auto Group controlled or Owned sites
- 85. SERP #8 100% Ancira Auto Group controlled or Owned sites
- 86. SERP #9 100% Ancira Auto Group controlled or Owned sites
- 87. SERP #10 100% Ancira Auto Group controlled or Owned sites
- 89. AnciraAutoGroup – Subdomain Secured
- 96. 120 Social Media Site Enrollments Completed for the Dealer’s Name/Domain
- 97. 120 Social Media Site Enrollments Completed for the Dealer’s Name/Domain
- 98. 120 Social Media Site Enrollments Completed for the Dealer’s Name/Domain
- 99. 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.
- 100. What About Facebook? “ Computers around the world simultaneously explode when everyone on Facebook becomes everyone else’s friend on Facebook.”
- 102. Click to Zoom
- 103. 1 2 3 4
- 104. 1 2 3 4
- 105. 1 2 3 4
- 106. 1 2 3 4
- 107. 1 2 3 4
- 108. 1 2 3
- 109. 1 2 3 4
- 113. 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…
- 114. First 4 Days…
- 115. After 30 Days…
- 116. After 60 Days…
- 117. Listening to What Customers are Saying About your Dealership in the Social media World… How do you do it? How much does it cost? What do you do when you hear something?
- 123. Social Media Provides Mass Monitoring Power to Dealers
- 124. Social Media Provides Mass Monitoring Power to Dealers
- 134. Ralph Paglia ADP Digital Marketing Solutions www.ADPdigitaladvertising.com [email_address] Cell: 505-301-6369 www.DigitalRalph.com Presentation available at: www.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. Detailed Case Study: www.Ralphertising.com http://www.automotivedigitalmarketing.com/forum/topics/oem-provided-rss-data-feeds
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 click Blank . 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 SmartArt graphic, 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 SmartArt Tools , on the Format tab, in the Size group, do the following: In the Shape Height box, enter 5” . In the Shape Width box, enter 7.5” . Under SmartArt Tools , on the Design tab, in the SmartArt Styles group, click SmartArt Styles , and then under Best Match for Document select Intense Effect (fifth option from the left). On the Home tab, in the Font group, click the button next to Font Color , and then under Theme Colors 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 Format Shape dialog box launcher. In the Format Shape 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 Special Effect , select Soft Edge (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 Format Shape dialog box launcher. In the Format Shape dialog box, click Shadow in the left pane. In the Shadow pane, in the Presets list, under Outer select Offset Bottom (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 Format Shape dialog box launcher. In the Format Shape 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 Format Shape dialog box launcher. In the Format Shape dialog box, click Fill in the left pane, and in the Fill pane do the following: Click Solid fill . Click the button next to Color , and then under Theme Colors select Orange, Accent 2 (first row, sixth option from the left). Also in the Format Shape 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 Format Shape dialog box launcher. In the Format Shape dialog box, click Fill in the left pane, and in the Fill pane do the following: Click Solid fill . Click the button next to Color , and then under Theme Colors click Gold, Accent 4 (first row, eighth option from the left). Also in the Format Shape 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 Format Shape dialog box launcher. In the Format Shape dialog box, click Fill in the left pane, and in the Fill pane do the following: Click Solid fill . Click the button next to Color , and then under Theme Colors click Green, Accent 5 (first row, ninth option from the left) Also in the Format Shape 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 Format Shape dialog box launcher. In the Format Shape dialog box, click Fill in the left pane, and in the Fill pane do the following: Click Solid fill . In the Color list, under Theme Colors select Olive Green, Accent 3 (first row, seventh option from the left). Also in the Format Shape 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 Format Shape dialog box launcher. In the Format Shape 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 Format Shape dialog box, click Line Style in the left pane, and in the Line Style pane do the following: In the Width box, enter 3.5 pt . In the Dash type list, select Round Dot (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 Custom Animation . On the slide, select the SmartArt graphic, and then in the Custom Animation task pane, to the following: Click Add Effect , point to Entrance , and select More Effects . In the Add Entrance Effect dialog box, under Moderate , select Zoom . Click the arrow to the right of the zoom entrance effect, and then select Effect Options . In the Zoom dialog box, do the following: On the Effect tab, in the Zoom list, select In from Screen Center . On the Timing tab, in the Speed list, select 1 seconds (Fast) . On the SmartArt Animation tab, in the Group graphic list, select From center one by one . In the Custom Animation 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 With Previous . Select the second effect (zoom entrance effect), click Change , point to Entrance , and then select More Effects . In the Change Entrance Effect 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 do the following: On the Effect tab, in the Direction list, select From Bottom . On the Timing tab, in the Delay box, enter 0.5 . On the Timing tab, in the Speed list, select 0.5 seconds ( Very Fast) . Select the fourth effect (zoom entrance effect), click Change , point to Entrance, and select More Effects . In the Change Entrance Effect 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, do the following: On the Effect tab, in the Direction list, select From Left . On the Timing tab, in the Delay box, enter 0.5 . On the Timing tab, in the Speed list, select 0.5 seconds ( Very Fast) . Select the sixth effect (zoom entrance effect), click Change , point to Entrance , and select More Effects . In the Change Entrance Effect 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, do the following: On the Effect tab, in the Direction list, select From Left . On the Timing tab, in the Delay box, enter 0.5 . On the Timing tab, in the Speed list, select 0.5 seconds ( Very Fast) . Select the eighth effect (zoom entrance effect), click Change , point to Entrance , and then select More Effects . In the Change Entrance Effect 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, do the following: On the Effect tab, in the Direction list, select From Right . On the Timing tab, in the Delay box, enter 0.5 . On the Timing tab, in the Speed list, select 0.5 seconds ( Very Fast) . 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 click Black, Text 1 (first row, second option from the left).