Social Media Reputation Management by Ralph Paglia to SAB

Social Media andReputation ManagementAttract Convert Transact Retain

Introductionwww.ADPsocial.comRALPH PAGLIA Director - Digital MarketingDealer ServicesCurrentlyDirecting operations of ADP/BZ Social Media & Reputation Management solutions for dealers

Establishing ADP/ASU venture in Scottsdale, AZ at www.SkySongCenter.com - new home of expanded Social Media Reputation Management TeamBACKGROUND:For 18 months, the ADP / BZ Digital Marketing team has been identifying the most productive social media marketing and reputation management strategies. Insights gained have been leveraged by refining, documenting and “Productizing” a series of detailed dealer solution blueprints. BUSINESS CASE:Field Trials and Dealer Pilots have proven our strategy and multiple tactical utilizations of social media marketing and reputation management processes as being effective in several valuable categories within marketing, communications, CRM and profit building objectives…“Selling Cars By Accident” has been an unanticipated outcome at FT dealers in Seattle, Phoenix, Denver, San Antonio, New York, Indianapolis, etc.Cell: 505.301.6369 ralph_paglia@adp.com www.RalphRPaglia.com

ObjectivesShare Insights From Social Media ImplementationsGather Your Feedback and RecommendationsPut Insight to Work in Social Media Solutions

What is your level of awareness of… The volume and significance of consumer use of Social Media today?How Social Media Marketing can or should be part of the marketing mix of a retail business?The effects of Social Media usage on brand reputation and how to manage it?How many sales presentations have you had in the past year for Social Media solutions?

Dealers Committed to Social Media Improve Sales RankOEM with most commitment and investment in social mediagained more market share & profits during 2008-09 recessionthan during any other same time period in past 32 years

First things First – What About Return on Investment?To date, we’ve found 5 Areas for repeatable ROI Opportunity for dealers“Do not confuse the ability to track and measure results with generating a Return On InvestmentYour ROI is realized (or not) whether or not you have the ability to correctly measure outcomes!”–- Red McCombs

ROI in Social Media Marketing / Reputation Management

If your organization is engaged in social media or reputation management activities…What benefits have you experienced?How long did it take to achieve any significant impact?Have you been able to quantify them?Any downsides?

Five Areas of Social Media ROI OpportunityMarketing Communications & Lead CaptureReputation ManagementTraffic GenerationImproved SEO StrategiesReduce Network Bandwidth Load

Social Media ROIMarketing Communications and Lead CaptureCreate and Publish content that attracts consumer attention, captures mindshare within demographics targeted by dealer’s marketing strategyUse Social Media based Apps to engage, interact, convert into lead or gain permission based messaging capability

Social Media ROIReputation ManagementMonitor social web in dealer’s PMA for content posted containing dealership brand. 911 Fast Response Process for negative content posted. Notify dealer POC’s of what was posted, when and by who. Send POC copy, including response published and actions/due dates required“Social Rewards” strategy for positive posts, comments and mentionsPromptly create and post appropriate responses to all dealership mentions so people see your store cares, pays attention, responds, appreciates compliments and resolves customer concern issues

Social Media ROITraffic GenerationDrive targeted traffic from social media sites to dealer’s…Social assets and websitesInbound calls to social media assigned numbersShowroom trafficTechniquesAnchor textEmbedded linksStories and content

Social Media ROIImproved Search Optimization StrategiesQuickly increase the dealership SEO “footprint”

Multiple SERP listings from dealer’s Social Media accounts and profile subdomains

Back links from hundreds of Social Media sites to dealer’s eCommerce site

Boost authority and rank with search enginesSocial Media ROIReduce Network Bandwidth LoadUtilize video and applications designed for low user bandwidth loadsReduce bandwidth load from public sites such as YouTube and Facebook. Increased employee interactivity & collaboration across multiple rooftops

Have you documented or implemented policies regarding access to employee access to social media?Access & SecurityAcceptable UseContent & InteractionCommentary & Proprietary InfoControl & ReviewWhat role have you assigned to manage social media initiatives and operations?

Prevailing Notion  Social Media Is “Free” Marketing“Unlimited Social Media and Digital Marketing Opportunities are available at little to no direct cost…”Significant time and attention

Continual Time v Benefit evaluationSocial Media sites should be evaluated based on objective criteria and the results they deliver. The value of what the dealer gets back is then reduced by the cost of the time (labor) required to manage various tasks and work flows. Dealers have access to virtually unlimited Social Media Marketing Opportunities which are available without direct media buying expense… But are they free? Only if your time has no value! When the true value of your time is factored in, there are still many ROI positive opportunities, but there are also Social Media sites that become “Black Holes of Time” and should be cut from the maintenance roster!”

Thinking StrategicallyAmplify the PositiveProcesses that generate positive reviews, ratings & consumer commentary

Respond and mitigate negative reviews and comments.Monitor What People Are Saying About Your DealershipTarget your PMA

Raise awareness with key stakeholders; provide detailed information

Detailed information - when, where and by whoTimeliness, Visibility and TransparencyPromptly create and post appropriate responses to all dealership mentions

Tangibly demonstrate that your store cares, pays attention, responds, appreciates compliments and resolves customer concern issuesDrive Targeted Traffic to Optimal DestinationsLeverage anchor text, social media mentions, UGC, positive reviewsLeverage Search StrategiesCreate multiple SERP listings for positive dealership reviews, consumer generated content and Social Media accountsAutomotive Social Media Platform Strategy

Stories Sell:a single play in theViral MarketingPlaybook

Time and Money Often Thought of as Similar Resources of Similar ValueStriking the balance between social media marketing objectives and associate productivityHow much attention do your social media sites demand?

Are you interacting with Blogs, Forums or Communities?

Are you leveraging visual content – Photos, Video?

What other User Generated Content do you leverage?Has your Internet Sales Mgr experienced any “Job Description Creep” lately?Was that because he had nothing to do otherwise?So, what had to give?

Social Media Marketing…Is it a “Black Hole” for Employee Productivity?

Establishing and SustainingSocial Media MarketingReputation Management

Social Media / Reputation ManagementComplete Social Marketing TeamSocial Marketing Representative (SoMAR)ADP Social Marketing Professional

Dedicated to your accountSoMAR’s role:ExecuteReportAdjustPlanSoMAR

Social Media / Reputation ManagementComplete Social Marketing TeamComplete Social Marketing TeamProfessional Execution

Social Marketing skill setExecuteReportAdjustPlanSoMARDesignConfigurationSalesTraining

Social Media / Reputation ManagementFive Phase Deployment ModelTRANSITIONMILESTONEDEPLOYMENT PHASESoMAR ASSIGNED TO PROJECTPhase IInitial Data Collection & AnalysisTarget Duration: 4 weeksDealer Sign-off onbuild-out strategyPhase IIBuild-Out of Social EnvironmentTarget Duration: 3 weeksReview of finalinstall config & accesscompleted w/ DealerPhase IIIOnsite ConsultingTarget Duration: 2 weeksTraining complete;outstanding itemsidentifiedPhase IVTransition Install to MaintenanceTarget Duration: 2 weeksMaintenance transitionmeeting w/ DealerSoMARPhase VMaintenanceTarget Duration: OngoingAccount teamworks w/ Dealer;Contract renewalDesignConfigurationSalesTraining

Content Syndication“Sharing The Good Stuff”User GeneratedDealer Sponsored

Content  Drives Traffic and Customer EngagementHighest Value Sources of User Generated Content (UGC)Dealership CustomersDealer Reviews and Ratings

Customer Contests and Incentives (UCN example)

Social media syndication buttons on websites Opinionated Influencers (the experts)Dealership EmployeesContests, Bonuses and ongoing Incentives

Volunteers, Civic Activities, Fund Raisers, Local SponsorshipsSuppliersRequire suppliers to contribute content

Letter from Dealer in all mailed checksCar Companies (OEM )High quality content widgets, slideshows and RSS feedsVideos from Online Sources; Google Video SearchPhotos from Online Sources; Google Image SearchContent from Other sources (including YOU!)

Content  Drives Traffic and Customer EngagementSyndicated, Placement/Distribution TacticsInbound Content FeedsRSS Feeds from OEM’s Articles, News, Photos, VideosRSS Feeds from Enthusiast sites CarConnection, etc.Syndication Apps Google Gadgets, Widgetbox, Slideshare.net, etc.Outbound Content SyndicationCentralized Content Placement sites for your sourcesOutbound RSS Feed Placements employees and suppliersEmbedded Video Feed Widgets and AppsEmbedded Photo Slideshows built from AlbumsContent Integration Applications

http://ford.digitalsnippets.com

Syndication; User InitiatedSyndication; User Initiated

Social Media Reputation Management by Ralph Paglia to SAB

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