Social Media and
Reputation Management
Attract Convert Transact Retain
Introduction
www.ADPsocial.com
RALPH PAGLIA
Director - Digital Marketing
Dealer Services
Currently
Directing 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 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: 505.301.6369 [email protected]
www.RalphRPaglia.com
Objectives
Share Insights From Social Media Implementations
Gather Your Feedback and Recommendations
Put 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 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
First things First What About Return on Investment?
To date, weve found 5 Areas 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
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 Opportunity
Marketing Communications & Lead Capture
Reputation Management
Traffic Generation
Improved SEO Strategies
Reduce Network Bandwidth Load
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
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
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
Social Media ROI
Improved Search Optimization Strategies
Quickly increase the dealership SEO footprint
Multiple SERP listings from dealers Social Media accounts and
profile subdomains
Back links from hundreds of Social Media sites to dealers
eCommerce site