Text of Social Media Reputation Management by Ralph Paglia to SAB
1. Social Media and Reputation Management AttractConvertTransactRetain
2. Introduction www.ADPsocial.com RALPH PAGLIA Director - Digital Marketing Dealer Services Currently
Directing operations of ADP/BZ Social Media & Reputation Management solutions for dealers
3. Establishing ADP/ASU venture in Scottsdale, AZ at www.SkySongCenter.com -new home of expandedSocial Media Reputation Management Team
BACKGROUND: 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: [email protected] www.RalphRPaglia.com
4. Objectives Share Insights From Social Media Implementations Gather Your Feedback and Recommendations Put Insight to Work in Social Media Solutions
5. 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?
6. Dealers Committed to Social Media Improve Sales Rank OEM 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
7. First things First What About Return on Investment? To date, weve found 5Areas for repeatable ROI Opportunity for dealers Do not confuse the ability to track and measure results with generating a Return On Investment Your ROI is realized (or not) whether or not you have the ability to correctly measure outcomes! - Red McCombs
8. ROI in Social Media Marketing / Reputation Management
9. 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?
10. Five Areas of Social Media ROI Opportunity Marketing Communications & Lead Capture Reputation Management Traffic Generation Improved SEO Strategies Reduce Network Bandwidth Load
11. Social Media ROI Marketing Communications and Lead Capture Create and Publish content that attracts consumer attention, captures mindshare within demographics targeted by dealers marketing strategy Use Social Media based Apps to engage, interact, convert into lead or gain permission based messaging capability
12. Social Media ROI Reputation Management Monitor social web in dealers PMA for content posted containing dealership brand. 911 Fast Response Process for negative content posted. Notify dealer POCs 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 mentions Promptly 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
13. Social Media ROI Traffic Generation Drive targeted traffic from social media sites to dealers Social assets and websites Inbound calls to social media assigned numbers Showroom traffic Techniques Anchor text Embedded links Stories and content
14. Social Media ROI Improved Search Optimization Strategies
Quickly increase the dealership SEO footprint
15. Multiple SERP listings from dealers Social Media accounts and profile subdomains
16. Back links from hundreds of Social Media sites to dealers eCommerce site
17. Boost authority and rank with search engines
Social Media ROI Reduce Network Bandwidth Load Utilize video and applications designed for low user bandwidth loads Reduce bandwidth load from public sites such as YouTube and Facebook. Increased employee interactivity & collaboration across multiple rooftops
18. Have you documented or implemented policies regarding access to employee access to social media? Access & Security Acceptable Use Content & Interaction Commentary & Proprietary Info Control & Review What role have you assigned to manage social media initiatives and operations?
19. 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
20. Continual optimization
21. Continual Time v Benefit evaluation
Social 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!
22. Thinking Strategically Amplify the Positive
Processes that generate positive reviews, ratings & consumer commentary
23. Respond and mitigate negative reviews and comments.
Monitor What People Are Saying About Your Dealership
Target your PMA
24. Raise awareness with key stakeholders; provide detailed information
25. Detailed information - when, where and by who
Timeliness, Visibility and Transparency
Promptly create and post appropriate responses to all dealership mentions
26. Tangibly demonstrate that your store cares, pays attention, responds, appreciates compliments and resolves customer concern issues
Drive Targeted Traffic to Optimal Destinations
Leverage anchor text, social media mentions, UGC, positive reviews
Leverage Search Strategies
Create multiple SERP listings for positive dealership reviews, consumer generated content and Social Media accounts
Automotive Social Media Platform Strategy
27. Stories Sell: a single play in theViral MarketingPlaybook
28. Time and Money Often Thought of as Similar Resources of Similar Value Striking the balance between social media marketing objectives and associate productivity
How much attention do your social media sites demand?
29. How much are they getting?
30. Are you interacting with Blogs, Forums or Communities?
31. Are you leveraging visual content Photos, Video?
32. 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?
33. Social Media MarketingIs it a Black Hole for Employee Productivity?
34. Establishing and Sustaining Social Media Marketing Reputation Management
35. Social Media / Reputation ManagementComplete Social Marketing Team Social Marketing Representative (SoMAR)
ADP Social Marketing Professional
36. Dedicated to your account
SoMARs role: Execute Report Adjust Plan SoMAR
37. Social Media / Reputation ManagementComplete Social Marketing Team Complete Social Marketing Team
Professional Execution
38. Social Marketing skill set
Execute Report Adjust Plan SoMAR Design Configuration Sales Training
39. Social Media / Reputation ManagementFive Phase Deployment Model TRANSITION MILESTONE DEPLOYMENT PHASE SoMAR ASSIGNED TO PROJECT Phase I Initial Data Collection & AnalysisTarget Duration: 4 weeks Dealer Sign-off onbuild-out strategy Phase II Build-Out of Social EnvironmentTarget Duration: 3 weeks Review of finalinstall config & accesscompleted w/ Dealer Phase III Onsite ConsultingTarget Duration: 2 weeks Training complete;outstanding itemsidentified Phase IV Transition Install to MaintenanceTarget Duration: 2 weeks Maintenance transitionmeeting w/ Dealer SoMAR Phase V MaintenanceTarget Duration: Ongoing Account teamworks w/ Dealer;Contract renewal Design Configuration Sales Training
40. Content SyndicationSharing The Good Stuff User Generated Dealer Sponsored
