Digital Dealer Web 2.0 Guerrilla Marketing

1

1

Ralph Paglia; Digital Dealer 6 – Las Vegas, NV – April 19-21, 2008

How to Use Web 2.0 in a High Powered Guerrilla Marketing Strategy Leverage Web 2.0 sites using OEM supplied content and your customer lists to create business opportunities that will help you sell cars and prosper at a time when dealers are cutting expenses.

Leverage Web 2.0 sites using OEM supplied content and your existing customer databases to create high quality sales opportunities at little or no cost. Use access to new sources of OEM supplied information, image, video and rich media content that is updated daily, along with other data resources, to enrich online dealership communities. Use multiple email lists and SEO to take advantage of low or no cost web site platforms as an online magnet that pulls in and engages prospects in your area, along with previous sales and service customers. How do you reach critical mass, to achieve the Web 2.0 alchemy needed to drive dealership opportunities to do business? No dealer or manager should miss this unique opportunity to see how their dealership can use new tools and emerging capabilities that did not exist in 2008 as part of a 2009 Guerrilla Marketing Strategy to generate business without spending more money!

Attendees will receive free access to online resources they can use to gain competitive

advantage in their local markets. -- SeeLastSlide.com --

2

2


INTRODUCTION: Ralph Paglia Director - Digital Marketing ADP Dealer Services

• 20+ year automotive industry leader in Digital Marketing, Advertising, Lead Management and dealership CRM process design and execution.

• Executed Digital Marketing strategy that generated144,000+ leads to single-point Chevy dealer in 2 years.

• Built dealer team that sold 4,000+ Vehicles to Web Leads in 2006. • Worked with Ford in 2007 to develop first Tier 3 Digital Advertising

program providing dealers with geotargeted Tier 1 marketing assets• Managed first retail automotive Behavioral Targeting Digital Ad pilot

program while at Courtesy Chevrolet in 2005, 2006 and 2007• Started generating Internet leads in 1988 using CompuServe ISP

access and vehicle listings on defense contractor BBS’s in SoCal • Internet Sales & Marketing Consultant to Ford, Mercedes-Benz, GM,

Honda, Toyota, Mercedes-Benz, Hyundai and over 200 dealers.

Cell: 505.301.6369 [email protected] www.ADMPC.com

3

3


4

4


Web 2.0 is typically used to describe UGC sites and Social Networks available in a “Heinz 57” range of varieties

1. Social Networks2. Professional Networks3. Video Hosting Sites4. Photo Hosting Sites5. DIY Publishing (Blogs)6. Consumer Reviews & Ratings7. Status, SMS & Bookmarking 8. DIY Network Creation Platforms

http://youtube.com/

http://www.dealerrater.com/

http://www.wikipedia.org/

http://www.photobucket.com/

http://www.craigslist.org/

http://www.digg.com/

http://www.wordpress.com/

http://www.technorati.com/

http://del.icio.us/

http://www.friendster.com/

5

5


Dealer CommunityHub & Feed Sources

Social &

Professional Networks

(Groups)

Article &

Content Publishing

Blogs(microsites)

UGC

Video & Photo Servers

(Video-Photo SEO)

Consumer Reviews &

User

Rating Site

s

Social Book

marking &

SMS

Sites

DigitalRalph says:

“Use a network of interconnected Web 2.0 sites for dealership social marketing strategy”

6

6


DigitalRalph.com says:

“Use your network of connected Web 2.0 sites for push-pull syndication of OEM supplied and User Generated Content assets. Leverage your car company’s daily updates and get your customers to create content for most of updating the work!”

Dealership Community.com

Facebook

MySpace

LinkedIn

WordPress

YouTube

Flickr

Photobucket

Blogger

DealerRater

Edmunds

Kudzu

Twitter

Digg

Del.cio.us

Technorati

Dealership Web 2.0 Social Marketing Strategy Example

http://youtube.com/





http://del.icio.us/

8

8


9

9


10

10


11

11


12

12


13

13


14

14


15

15


16

16


17

17


18

18


19

19


20

20


21

21


22

22


23

23


24

24


25

25


26

26


Dealership Web 2.0 Social Marketing Strategy Example

Content drives traffic and customer engagement:1. Consumer user/members of the Dealer Community2. RSS Feeds from OEM’s – Articles, Photos & Video3. RSS Feeds from Enthusiast sites4. Video Feeds from multiple sources5. Widgets and Gadgets from Multiple Source6. Dealership Employees7. Suppliers8. You

27

27


28

28


http://www.dealerrater.com/login.aspx

29

29


30

30


31

31


32

32


33

33


34

34


35

35


36

36


37

37


38

38


39

39


40

40


http://ford.digitalsnippets.com

41

41


42

42


43

43


44

44


45

45


46

46


47

47


“In today’s social media dominated world, online consumer generated content, such as reviews and ratings, is prevailing as a key influence in shoppers’ decision to ultimately purchase a product or use a service. This trend can be recognized by the increase in popularity of Web sites built on business models providing just this type of information. A positive consequence of such review sites is that businesses work hard to avoid getting low scores and more effort is put into satisfying customers. “

Alin Sturek J. D. Power and Associates

It’s fairly easy to see that in the

Social Networking space, the three

Dominant sites are a minimum Requirement

for a dealer’s social marketing Strategy,

and dealership profile pages and accounts

On each can be a valuable source of traffic

49

49


Why Bother with Web 2.0 Marketing Strategy?

Web 2.0 is fundamentally altering how customers interact with the Internet, and how businesses reach them.

• In 2007, Web 2.0 sites attracted 69 million users in the United States alone.

• In 2008, Web 2.0 sites generated $1 billion in advertising revenue.

• By 2011, Web 2.0 sites are projected to attract 101 million users in the U.S. and earn $4.3 billion in advertising revenue.

We need to overcome obstacles that prevent dealers and dealer ad associations from utilizing this dynamic communication medium in an effective manner…

50

50


Edmunds.com - first Automotive review site

Edmunds follows a product review model for automobiles. Meanwhile, a separate link takes readers to its “community areas,” where users share their automotive ownership and purchasing experiences. Edmunds has maintained this online community since 1996, and it is moderated. All content posted to the site is reviewed by Edmunds’ staff within 24 hours, and offending material is immediately removed.

Is it time for dealers toCreate online communities for employees and customers?

51

51


Edmunds.com as a dealer sales tool

According to a recent CapGemini study, 29% of car buyers use consumer-to-consumer (C2C) sites such as Edmunds, blogs or Internet discussion groups when researching information during the vehicle shopping process, up from 21% in 2006.

52

52


Top 25 Web 2.0/UGC Sites

Shown below are the 3 Most Popular User Generated Content (UGC) Websites ranked by a combination of Inbound Links, Google Page Rank, Alexa Rank, and U.S. traffic data from Compete and Quantcast.

1 | myspace.com 92,285,806 - Inbound Links | 68,285,849 -

Compete Monthly Visitors | 53,000,000 - Quantcast Monthly Visitors | 6 - Alexa Ranking. | Page Rank: 8 eBusiness News | Top 25 Web 2.0 Sites |

2 | Wikipedia.org 75,539,411 - Inbound Links | 41,422,790 -


3 | YouTube.com 52,375,050 - Inbound Links | 23,825,526 -


http://www.myspace.com/




http://siteexplorer.search.yahoo.com/advsearch?p=http://myspace.com&bwm=i&bwmo=d&bwmf=s

http://snapshot.compete.com/myspace.com

http://quantcast.com/myspace.com

http://www.alexa.com/data/details/traffic_details?q=myspace.com&url=myspace.com/






http://siteexplorer.search.yahoo.com/advsearch?p=http://wikipedia.org&bwm=i&bwmo=d&bwmf=s

http://snapshot.compete.com/wikipedia.org

http://quantcast.com/wikipedia.org

http://www.alexa.com/data/details/traffic_details?q=wikipedia.org&url=wikipedia.org/

http://www.youtube.com/





http://siteexplorer.search.yahoo.com/advsearch?p=http://youtube.com&bwm=i&bwmo=d&bwmf=s

http://snapshot.compete.com/youtube.com

http://quantcast.com/youtube.com

http://www.alexa.com/data/details/traffic_details?q=youtube.com&url=youtube.com/




53

53


4th to 7th Most Popular Web 2.0 Sites

4 | facebook.com 18,261,829 - Inbound Links | 22,541,770 -

Compete Monthly Visitors | 25,000,000 - Quantcast Monthly Visitors | 12 - Alexa Ranking. | Page Rank: 8 eBusiness News | Top 25 Web 2.0

5 | photobucket.com 144,789,477 - Inbound Links | 25,548,801 -


6 | craigslist.org 2,218,413 - Inbound Links | 23,982,542 - Compete

Monthly Visitors | 15,000,000 - Quantcast Monthly Visitors | 46 - Alexa Ranking. | Page Rank: 8 eBusiness News | Top 25 Web 2.0 Sites

7 | flickr.com 51,779,871 - Inbound Links | 23,643,614 - Compete

Monthly Visitors | 9,700,000 - Quantcast Monthly Visitors | 36 - Alexa Ranking. | Page Rank: 8 eBusiness News | Top 25 Web 2.0 Sites

http://www.facebook.com/




http://siteexplorer.search.yahoo.com/advsearch?p=http://facebook.com&bwm=i&bwmo=d&bwmf=s

http://snapshot.compete.com/facebook.com

http://quantcast.com/facebook.com

http://www.alexa.com/data/details/traffic_details?q=facebook.com&url=facebook.com/





http://siteexplorer.search.yahoo.com/advsearch?p=http://photobucket.com&bwm=i&bwmo=d&bwmf=s

http://snapshot.compete.com/photobucket.com

http://quantcast.com/photobucket.com

http://www.alexa.com/data/details/traffic_details?q=photobucket.com&url=photobucket.com/





http://siteexplorer.search.yahoo.com/advsearch?p=http://craigslist.org&bwm=i&bwmo=d&bwmf=s

http://snapshot.compete.com/craigslist.org

http://quantcast.com/craigslist.org

http://www.alexa.com/data/details/traffic_details?q=craigslist.org&url=craigslist.org/

http://www.flickr.com/




http://siteexplorer.search.yahoo.com/advsearch?p=http://flickr.com&bwm=i&bwmo=d&bwmf=s

http://snapshot.compete.com/flickr.com

http://quantcast.com/flickr.com

http://www.alexa.com/data/details/traffic_details?q=flickr.com&url=flickr.com/





54

54


8th to 12th Most Popular Web 2.0 Sites

8 | IMDB.com 22,521,797 - Inbound Links | 17,703,766 - Compete

Monthly Visitors | 11,000,000 - Quantcast Monthly Visitors | 32 - Alexa Ranking. | Page Rank: 8 eBusiness News | Top 25 Web 2.0

9 | digg.com 118,353,522 - Inbound Links | 16,964,445 - Compete

Monthly Visitors | 8,700,000 - Quantcast Monthly Visitors | 104 - Alexa Ranking. | Page Rank: 8eBusiness News | Top 25 Web 2.0

10 | WordPress.com 40,127,598 - Inbound Links | 6,373,166 -


11 | topix.com 12,338,857 - Inbound Links | 4,496,803 - Compete

Monthly Visitors | NA - Quantcast Monthly Visitors | 1,583 - Alexa Ranking. | Page Rank: 6 eBusiness News | Top 25 Web 2.0 Sites |

12 | Netscape.com 21,622,171 - Inbound Links | 4,855,232 -

Compete Monthly Visitors | 8,282,805 - Quantcast Monthly Visitors | 555 - Alexa Ranking. | Page Rank: 9 eBusiness News |

http://www.imdb.com/




http://siteexplorer.search.yahoo.com/advsearch?p=http://imdb.com&bwm=i&bwmo=d&bwmf=s

http://snapshot.compete.com/imdb.com

http://quantcast.com/imdb.com

http://www.alexa.com/data/details/traffic_details?q=imdb.com&url=imdb.com/





http://siteexplorer.search.yahoo.com/advsearch?p=http://digg.com&bwm=i&bwmo=d&bwmf=s

http://snapshot.compete.com/digg.com

http://quantcast.com/digg.com

http://www.alexa.com/data/details/traffic_details?q=digg.com&url=digg.com/





http://siteexplorer.search.yahoo.com/advsearch?p=http://wordpress.com&bwm=i&bwmo=d&bwmf=s

http://snapshot.compete.com/wordpress.com

http://quantcast.com/wordpress.com

http://www.alexa.com/data/details/traffic_details?q=wordpress.com&url=wordpress.com/

http://www.topix.com/




http://siteexplorer.search.yahoo.com/advsearch?p=http://topix.net&bwm=i&bwmo=d&bwmf=s

http://snapshot.compete.com/topix.net

http://quantcast.com/topix.net

http://www.alexa.com/data/details/traffic_details?q=topix.com&url=topix.net/

http://www.netscape.com/




http://siteexplorer.search.yahoo.com/advsearch?p=http://netscape.com&bwm=i&bwmo=d&bwmf=s

http://snapshot.compete.com/netscape.com

http://quantcast.com/netscape.com

http://www.alexa.com/data/details/traffic_details?q=netscape.com&url=netscape.com/






55

55


13th to 17th Most Popular Web 2.0 Sites | August 2008

13 | xanga.com 8,229,423 - Inbound Links | 3,494,603 - Compete Monthly

Visitors | 6,627,359 - Quantcast Monthly Visitors | 91 - Alexa Ranking. | Page Rank: 7 eBusiness News | Top 25 Web 2.0

14 | TypePad.com 39,468,446 - Inbound Links | 6,431,095 - Compete


15 | cafepress.com 39,894,526 - Inbound Links | 3,423,757 - Compete


16 | feedburner.com 100,244,672 - Inbound Links | 5,478,321 - Compete

Monthly Visitors | 592,976 - Quantcast Monthly Visitors | 323 - Alexa Ranking. | Page Rank: 8 eBusiness News | Top 25 Web 2.0

17 | LiveJournal.com 33,451,748 - Inbound Links | 3,660,684 - Compete


http://www.xanga.com/



http://siteexplorer.search.yahoo.com/advsearch?p=http://xanga.com&bwm=i&bwmo=d&bwmf=s

http://snapshot.compete.com/xanga.com

http://quantcast.com/xanga.com

http://www.alexa.com/data/details/traffic_details?q=xanga.com&url=xanga.com/

http://www.typepad.com/



http://siteexplorer.search.yahoo.com/advsearch?p=http://typepad.com&bwm=i&bwmo=d&bwmf=s

http://snapshot.compete.com/typepad.com

http://quantcast.com/typepad.com

http://www.alexa.com/data/details/traffic_details?q=typepad.com&url=typepad.com/

http://www.cafepress.com/



http://siteexplorer.search.yahoo.com/advsearch?p=http://cafepress.com&bwm=i&bwmo=d&bwmf=s

http://snapshot.compete.com/cafepress.com

http://quantcast.com/cafepress.com

http://www.alexa.com/data/details/traffic_details?q=cafepress.com&url=cafepress.com/

http://www.feedburner.com/



http://siteexplorer.search.yahoo.com/advsearch?p=http://feedburner.com&bwm=i&bwmo=d&bwmf=s

http://snapshot.compete.com/feedburner.com

http://quantcast.com/feedburner.com

http://www.alexa.com/data/details/traffic_details?q=feedburner.com&url=feedburner.com/

http://www.livejournal.com/



http://siteexplorer.search.yahoo.com/advsearch?p=http://livejournal.com&bwm=i&bwmo=d&bwmf=s

http://snapshot.compete.com/livejournal.com

http://quantcast.com/livejournal.com

http://www.alexa.com/data/details/traffic_details?q=livejournal.com&url=livejournal.com/






56

56


18th to 22nd Most Popular Web 2.0 Sites | August 2008

18 | Technorati.com 75,264,240 - Inbound Links | 3,231,709 - Compete

Monthly Visitors | 1,400,000 - Quantcast Monthly Visitors | 216 - Alexa Ranking. | Page Rank: 8 eBusiness News |

19 | linkedin.com 2,850,378 - Inbound Links | 2,390,529 - Compete


20 | del.icio.us 171,905,738 - Inbound Links | 1,699,128 - Compete


21 | dailymotion.com 3,376,702 - Inbound Links | 1,962,777 - Compete

Monthly Visitors | 853,305 - Quantcast Monthly Visitors | 51 - Alexa Ranking. | Page Rank: 7 eBusiness News |

22 | friendster.com 3,275,127 - Inbound Links | 1,521,905 - Compete

Monthly Visitors | 808,926 - Quantcast Monthly Visitors | 19 - Alexa Ranking. | Page Rank: 7 eBusiness News |




http://siteexplorer.search.yahoo.com/advsearch?p=http://technorati.com&bwm=i&bwmo=d&bwmf=s

http://snapshot.compete.com/technorati.com

http://quantcast.com/technorati.com

http://www.alexa.com/data/details/traffic_details?q=technorati.com&url=technorati.com/

http://www.linkedin.com/



http://siteexplorer.search.yahoo.com/advsearch?p=http://linkedin.com&bwm=i&bwmo=d&bwmf=s

http://snapshot.compete.com/linkedin.com

http://quantcast.com/linkedin.com

http://www.alexa.com/data/details/traffic_details?q=linkedin.com&url=linkedin.com/

http://del.icio.us/

http://del.icio.us/

http://del.icio.us/

http://siteexplorer.search.yahoo.com/advsearch?p=http://del.icio.us&bwm=i&bwmo=d&bwmf=s

http://snapshot.compete.com/del.icio.us

http://quantcast.com/del.icio.us

http://www.alexa.com/data/details/traffic_details?q=del.icio.us&url=del.icio.us/

http://www.dailymotion.com/



http://siteexplorer.search.yahoo.com/advsearch?p=http://dailymotion.com&bwm=i&bwmo=d&bwmf=s

http://snapshot.compete.com/dailymotion.com

http://quantcast.com/dailymotion.com

http://www.alexa.com/data/details/traffic_details?q=dailymotion.com&url=dailymotion.com/




http://siteexplorer.search.yahoo.com/advsearch?p=http://friendster.com&bwm=i&bwmo=d&bwmf=s

http://snapshot.compete.com/friendster.com

http://quantcast.com/friendster.com

http://www.alexa.com/data/details/traffic_details?q=friendster.com&url=friendster.com/



http://del.icio.us/



57

57


“They also benefit from their cost-effectiveness - the content is practically free.” Gibs continued, “Notably, the Associated Press also stands out, as a more traditional outlet innovating to keep pace with technology. The launch of its video offering earlier this year has driven significant growth as consumers seek streaming content to complement online and print news. “

USER-GENERATED CONTENT DRIVES HALF OF U.S. TOP 10 FASTEST GROWING WEB BRANDS, ACCORDING TO NIELSEN//NETRATINGS

58

58


59

59


• Certification Seal - Official Certification Seal to display on your dealership websites • Certification Seal is displayed on your review page • Links to your review page • Monitor reviews via email alerts • 2 week reconciliation period to work with customers who presented any issues with their

experience. • Lets potential buyers know you're serious about customer service • Blacklisted dealerships are not eligible

DealerRater.com Certification BenefitsBuild Your Online Reputation, Get Certified!

Perspective on Social Networks: Do Something! – DealerRater.com Web 2.0 Strategy

https://www.dealerrater.com/company/cert1.aspx

60

60


Perspective on Social Networks: DealerRater.com Web 2.0 Strategy - Marketing

• Customer Rating Cards Rating cards to hand out to your raving fan customers • Easy way to increase your rating • Helpful reminder for your best customers to post a review• Good for both sales and service department consumer reviews

• Use the back side to promote sales & service specials• Works pre sale AND post sale • Direct potential customers to your good ratings • Assign custom URL to rating page: www.ABCMotorsRateUs.com

http://www.abcmotorsrateus.com/

61

61


Perspective on Social Networks: DealerRater.com Web 2.0 Strategy - Marketing

• Dealer Directory Certification Icon Certification icon displays next to listing • Lets buyers know immediately of your status • Attracts more clicks

• Free Vehicle Leads Receive and track vehicle leads • Optional - receive leads from distant buyers • Optional - receive leads for competing makes

• Free Classified Ads Unlimited Listings – New & Used Inventory • Up to 36 photos per car • Inventory data via DMS or 3rd party provider • Ad runs until car is sold

62

62


63

63


Social Network Platforms: www.ADMPC.com

64

64


Reply by Ted Frazier 5 hours ago Send Message

“Every now and then I google myself for fun to see what comes up. I did this just the other day I noticed my ADM profile page was #1, and I haven't even tried to SEO my profile. Now that I see I can get google's attention here I think I'll start using it to build content on other key words and point to my other sites.”

Has the AutoDigitalMarketing.com Experiment in Social/Professional Networking been successful?

http://www.automotivedigitalmarketing.com/forum/topic/listForContributor?user=1icentb55guzf

http://www.automotivedigitalmarketing.com/profiles/message/newFromProfile?screenName=1icentb55guzf&target=http://www.automotivedigitalmarketing.com/forum/topic/show?id=1970539:Topic:61695&page=1&commentId=1970539:Comment:61937&x=1

http://www.automotivedigitalmarketing.com/xn/detail/u_1icentb55guzf

65

65


When it came time to select a platform for creating dealership communities, the ADM experience…

66

66


When it came time to select a platform for creating dealership communities, the ADM experience…

67

67


68

68


69

69


70

70


71

71


72

72


73

73


74

74


75

75


76

76


77

77


78

78


79

79


Ralph PagliaADP Digital Marketing Solutionswww.ADPdigitaladvertising.com [email protected]: 505-301-6369 www.DigitalRalph.com

Presentation available at: AutoDigitalMarketing.com1. Join ADM2. Go to “ADM Forum” 3. Use Search: “Presentation File Exchange”

Attendees will receive free access to online resources they can use to gain competitive advantage in their local markets. RSS Feed Resources:

www.MySpaceAutomotive.comhttp://www.automotivedigitalmarketing.com/forum/topics/oem-provided-rss-data-feeds

http://www.adpdigitaladvertising.com/

Digital Dealer Web 2.0 Guerrilla Marketing

Automotive

dealership web

web leads

digital marketing strategy

marketing assets

dealership opportunities

network of interconnected

network of connected

use access