Social Media Reputation Management SAB Presentation by Ralph Paglia

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    Social Media and

    Reputation Management

    Attract Convert Transact Retain

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    Introduction

    RALPH PAGLIA

    DirectorDirector -- Digital MarketingDigital MarketingDealer ServicesDealer Services

    Currently

    Directing operations of ADP/BZ Social Media & Reputation

    Management solutions for dealers

    Establishing ADP/ASU venture in Scottsdale, AZ atwww.SkySongCenter.com - new home of expanded

    Social Media Reputation Management Team

    Cell: 505.301.6369 [email protected] www.RalphRPaglia.comRalphRPaglia.com

    www.ADPsocial.comwww.ADPsocial.comwww.ADPsocial.comwww.ADPsocial.com

    BACKGROUND:1. For 18 months, the ADP / BZ Digital Marketing team has been identifying the most productive

    social media marketing and reputation management strategies.

    2. Insights gained have been leveraged by refining, documenting and Productizing a series of

    detailed dealer solution blueprints.

    BUSINESS CASE:1. 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

    2. Selling Cars By Accident has been an unanticipated outcome at FT dealers in Seattle,

    Phoenix, Denver, San Antonio, New York, Indianapolis, etc.

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    Objectives

    Gather Your Feedback and Recommendations

    Put Insight to Work in Social Media Solutions

    Share Insights From Social Media Implementations

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    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 aretail 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?

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    To date, weve found 5Areas for repeatableROI Opportunity for dealers

    To date, weve found 5Areas for repeatableROI Opportunity for dealers

    First things First What About Return on Investment?

    Do not confuse the ability to trackand measure results with generating

    a Return On Investment

    Your ROI is realized (or not)whether or not you have the abilityto correctly measure outcomes!

    - Red McCombs

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    If your organization is engaged in socialmedia 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?

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    Improved SEO Strategies

    Five Areas of Social Media ROI Opportunity

    Reputation Management

    Reduce Network Bandwidth Load

    Traffic Generation

    Marketing Communications & Lead Capture

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    Social Media ROI

    1. 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

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    2. Reputation Management

    A. Monitor social web in dealers PMA for content

    posted containing dealership brand.

    B. 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

    C. Social Rewards strategy for positive posts,

    comments and mentions

    D. 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

    Social Media ROI

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    3.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

    Social Media ROI

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    4. Improved Search Optimization Strategies

    uickly increase the dealership SEO footprint

    Multiple SERP listings from dealers Social Media

    accounts and profile subdomains

    Back links from hundreds of Social Media sites todealers eCommerce site

    Boost authority and rank with search engines

    Social Media ROI

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    5. 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

    Social Media ROI

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    Have you documented or implemented

    policies regarding access to employeeaccess 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?

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    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!

    Unlimited Social Media and Digital

    Marketing Opportunities are availableat little to no direct cost

    Significant time and attention Continual optimization Continual Time v Benefit evaluation

    Prevailing Notion Social Media Is Free Marketing

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    Thinking Strategically

    1. Amplify the Positive

    Processes that generate positive reviews, ratings & consumer commentary Respond and mitigate negative reviews and comments.

    2. Monitor What People Are Saying About Your Dealership

    Target your PMA

    Raise awareness with key stakeholders; provide detailed information

    Detailed information - when, where and by who

    3. Timeliness, Visibility and Transparency

    Promptly create and post appropriate responses to all dealership mentions

    Tangibly demonstrate that your store cares, pays attention, responds,

    appreciates compliments and resolves customer concern issues

    4. Drive Targeted Traffic to Optimal Destinations

    Leverage anchor text, social media mentions, UGC, positive reviews

    5. Leverage Search Strategies

    Create multiple SERP listings for positive dealership reviews, consumer

    generated content and Social Media accounts

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    Automotive Social Media Platform Strategy

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    Stories Sell:a single play in the

    Viral Marketing

    Playbook

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    Time and MoneyOften Thought of as Similar Resources of Similar Value

    Striking the balance between social mediamarketing objectives and associate productivity

    How much attention do your social media sites demand?

    How much are they getting?

    Are you interacting with Blogs, Forums or Communities?

    Are you leveraging visual content Photos, Video?

    What other User

    Generated Content do

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