Social Media Reputation Management SAB Presentation by Ralph Paglia

8/8/2019 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


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 you leverage?

Has yourInternet Sales Mgr experienced any Job Description Creep lately?

Was that because he had nothing to do otherwise?So, what had to give?


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Social Media MarketingSocial Media Marketing

Is it a Black Hole for Employee Productivity?Black Hole for Employee Productivity?


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Social Media Marketing


Establishing and Sustaining


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SM

Social Media / Reputation ManagementComplete Social Marketing Team

ADP Social Marketing Professional

Dedicated to your account

Social Marketing Representative (SoMAR)

SoMARs role:

AdjustPlan ReportExecute

SoMAR


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24Results Made Easy

SM

Social Media / Reputation ManagementComplete Social Marketing Team

Professional Execution

Social Marketing skill set

Complete Social Marketing Team

AdjustPlan ReportExecute

SoMAR

Design Configuration SalesTraining


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Social Media / Reputation ManagementFive Phase Deployment Model

DEPLOYMENT PHASETRANSITIONMILESTONE

Phase V

MaintenanceTarget Duration: Ongoing

Account teamworks w/ Dealer;Contract renewal

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 & access

completed w/ Dealer

Phase III

Onsite ConsultingTarget Duration: 2 weeks

Training complete;outstanding items

identified

Phase IVTransition Install to MaintenanceTarget Duration: 2 weeks

Maintenance transitionmeeting w/ Dealer

SoMAR ASSIGNED TO PROJECT

SoMAR

Design Configuration SalesTraining


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UserGenerated

Dealer Sponsored

Content SyndicationSharing The Good Stuff


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Highest Value Sources of User Generated Content (UGC)

1. Dealership Customers Dealer Reviews and Ratings Customer Contests and Incentives (UCN example)

Social media syndication buttons on websites

2. Opinionated Influencers (the experts)3. Dealership Employees

Contests, Bonuses and ongoing Incentives Volunteers, Civic Activities, Fund Raisers, Local Sponsorships

4. Suppliers Require suppliers to contribute content

Letter from Dealer in all mailed checks

5. Car Companies (OEM )

High quality content widgets, slideshows and RSS feeds

6. Videos from Online Sources;Google Video Search

7. Photos from Online Sources;Google Image Search

8. Content from Other sources (including YOU!)

Content Drives Traffic and Customer Engagement


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Syndicated, Placement/Distribution Tactics

Inbound Content Feeds

1. RSS Feeds from OEMs Articles, News, Photos, Videos2. RSS Feeds from Enthusiast sites CarConnection, etc.

3. Syndication Apps Google Gadgets, Widgetbox, Slideshare.net, etc.

Outbound Content Syndication

1. Centralized Content Placement sites for your sources2. Outbound RSS Feed Placements employees and suppliers

3. Embedded VideoF

eed Widgets and Apps4. Embedded Photo Slideshows built from Albums5. Content Integration Applications

Content Drives Traffic and Customer Engagement


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http://ford.digitalsnippets.comhttp://ford.digitalsnippets.com


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Syndication; UserInitiated


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Social Media Networks, Profiles & Accounts

Dealership Control

Access & OrganizationManaging The Good Stuff


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AnciraAutoGroup Sub-Domain Secured


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AnciraAutoGroup Social Profiles Established


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AnciraAutoGroup Social Profiles Managed


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Social Media Advertising

Media Mix

Awareness & PromotionFlaunting The Good Stuff


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Ads were seen 7,201,334 times in October byFacebook members who live near the twodealerships 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 AdCampaigns, each click customer visit to ourcommunity site, orFan page cost 92 cents.

To show Facebook members our dealershipads 1,000 times cost 22 cents

P ti S i l N t k


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Customer Review and Dealer InventoryCustomer Review and Dealer Inventory

Syndication Tools:Syndication Tools:

Customer Reviews Widget for Blogs and WebsitesCustomer Reviews Widget for Blogs and Websites Customer Reviews RSS Feeds for multiple usesCustomer Reviews RSS Feeds for multiple uses Dealer Inventory w/Photos Classified Ad Apps/ListingsDealer Inventory w/Photos Classified Ad Apps/Listings

feeds to display dealership reviews across social sitesfeeds to display dealership reviews across social sites Facebook proprietary Apps with content syndicationFacebook proprietary Apps with content syndication

DealerRater.com CertificationAutomated Customer Review Syndication Apps

Perspective on Social Networks:DealerRater Social Media Syndication Apps


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What other ways are you promoting your

social presence?

Are you being impacted by local reviews

posted on the Internet?

What sites have had the most impact?

Are you actively soliciting and leveraging

dealer ratings or consumer commentary?

How can social media build relationship

beyond the sale? Does the customer perceive a relationship

with the dealer brand or your employee?


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Ralph PagliaRalph Paglia

ADP Digital Marketing SolutionsADP Digital Marketing [email protected][email protected]: 505cell: 505--301301--63696369

Info and Reference sites:Info and Reference sites:www.SocialDealer.BZwww.SocialDealer.BZwww.ADPsocial.comwww.ADPsocial.comhttp://www.slideshare.net/SocialMediaAutomotivehttp://www.slideshare.net/SocialMediaAutomotive

THANK YOU

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Social Media Reputation Management SAB Presentation by Ralph Paglia