Slide 1: Social Marketing / Reputation Management Workshop
For Dealers and Auto Groups – NADA Convention 2010
Slide 2: 2
Social Media Marketing
Strategy, Goals, ROI and case studies
Ralph Paglia Director – Digital Marketing Social Marketing / Reputation Management ADP Dealer Services 505-301-6369 ralph_paglia@adp.com www.RalphPaglia.com http://Facebook.com/RPaglia http://Twitter.com/RalphPaglia http://YouTube.com/RalphPaglia
ADP Digital Solutions – Social Marketing / Reputation Management NADA Workshop
2
Slide 3: 3
Social Media Marketing
Strategy, Goals, ROI and case studies
Ralph Paglia Director – Digital Marketing Social Marketing / Reputation Management ADP Dealer Services cell: 505-301-6369 ralph_paglia@adp.com ADM: www.RalphPaglia.com LinkedIn: www.RalphRPaglia.com http://Facebook.com/RPaglia http://Twitter.com/RalphPaglia http://YouTube.com/RalphPaglia http://
ADP Digital Solutions – Social Marketing / Reputation Management NADA Workshop
3
Slide 4: 4
Who's this chick?
Hall Web Services www.hallme.com • 10+ Years in Business
@Hall_Web
Amanda O'Brien Inbound Marketing Manager amanda@hallme.com
@amanda_pants
ADP Digital Solutions – Social Marketing / Reputation Management NADA Workshop
4
Slide 5: 5
Social Media Mania
ADP Digital Solutions – Social Marketing / Reputation Management NADA Workshop
5
Slide 6: 6
What is Social Media?
ADP Digital Solutions – Social Marketing / Reputation Management NADA Workshop
6
Slide 7: 7
Benefits of Social Media
• • • • • • • • • Corporate Transparency Build Trust with Customers Generate Inbound Links Reputation Management Promote your blog and website Inexpensive Build relationships before purchasing point Be a part of the conversation that is already going on Extend your events, seminars, webcasts, conventions
ADP Digital Solutions – Social Marketing / Reputation Management NADA Workshop
7
Slide 8: 8
I can't put all my information on the INTERNET?!
• • • Giving away all my secrets?!? They'll go to my competitors! People might leave nasty comments!
ADP Digital Solutions – Social Marketing / Reputation Management NADA Workshop
8
Slide 9: 9
Validation to Your Customers
• • • • Corporate Transparency Personalized Buying Lowering Risk Opening communication
People do business with PEOPLE!
ADP Digital Solutions – Social Marketing / Reputation Management NADA Workshop
9
Slide 10: 10
Time to Re-think Your Marketing Strategy!
Old/Outbound Marketing • • • • TV Radio Ads Print Ads Direct Mail Telemarketing An Interruption • • • • New/Inbound Marketing Social Media SEO/SEM Blogging Viral Videos An Interaction
ADP Digital Solutions – Social Marketing / Reputation Management NADA Workshop
10
Slide 11: 11
No Magic Bullet
• • • • • • Traditional Marketing is dying Thousands of Social Networking Sites Social Networking is one part of Inbound Marketing Have an Inbound Marketing Plan Part of your business communication efforts Don't tweet just to tweet, blog just to blog, plurk to plurk...
“Will Twitter bring in clients? Probably not. Will a combination of Twitter, Facebook and a good newsletter? Now you’re thinking.” - Wayne Shultz
“Use Social media as a tool and not as a fancy shiny object.” - Chris Brogan
ADP Digital Solutions – Social Marketing / Reputation Management NADA Workshop
11
Slide 12: 12
Business Tool
What do you need to accomplish with your efforts? – Contact Forms filled out? – Immediate Sales? – Getting the phone to ring? – Foot traffic in your store? – More people at your events? THAT is the direction we are trying to go in (always remember that)
ADP Digital Solutions – Social Marketing / Reputation Management NADA Workshop
12
Slide 13: 13
Developing Your Strategy
1. Set company policies 2. Set measurable goals 3. Listen before you talk 4. Find communities that matter 5. Create a content strategy 6. Choose the tools that will work best for you 7. Deliver engaging and interesting content 8. Measure results (repeat if necessary) 9. You have to give to get
ADP Digital Solutions – Social Marketing / Reputation Management NADA Workshop
13
Slide 14: 14
Set Company Policies
• BEFORE there is a question or problem – revamp if necessary
• WHO is going to be your company voice • WHO is going to follow up with online inquiries? • WHAT are you going to use for content? • WHAT communities have value for your company? • WHEN? How often are you going to participate? • WHERE? From work? Home? Vacation/sick backup plan? • WHY? Always keep your business goals in mind!
ADP Digital Solutions – Social Marketing / Reputation Management NADA Workshop
14
Slide 15: “You like me, right now, you really like me...” - Sally Field 1985
Measurable Goals (easy)
15
• How many friends/followers/tweeps?
• How many views on YouTube? • How many comments on those videos? • How many blog posts? subscribers? • How many comments on your blog posts? • How many retweets? @replies?
Engaging! Building Trust and Relationships Top of Mind when your customers enter the buying cycle!
ADP Digital Solutions – Social Marketing / Reputation Management NADA Workshop
15
Slide 16: Measurable Goals (better)
• Google Analytics! Get it! Traffic Sources? • Unique Visitors
• Specific landing pages for separate SM accounts • User conversion on those landing pages (convert) • Actions taken? Downloads, purchases, forms • Customer Service calls lower? • Dang math! Rate of new subscribers?
16
ADP Digital Solutions – Social Marketing / Reputation Management NADA Workshop
16
Slide 17: More Metrics
• Unique Visitors
17
• Cost per unique visitor (time)
• Page Views • Return Visitors • Interaction Rate (blog to comment ratio) • Links back to your site
ADP Digital Solutions – Social Marketing / Reputation Management NADA Workshop
17
Slide 18: Time Consuming
• Set 3 times a day to dedicate 30 minutes • Applications: Tweetdeck, Splittweet, LinkedIn Apps • Tweet Later, Hootsuite • Measure results – maybe you are spending too much time in the wrong community • Relevant Email addresses for alerts • Take it offline
18
ADP Digital Solutions – Social Marketing / Reputation Management NADA Workshop
18
Slide 19: Participate
• Easy starts – Blog and LinkedIn
• Deliver good, interesting, valuable content for FREE • “Nobody cares about your products except you” - Seth Godin • Be yourself! Be a human! • Start small – niches are good! • Don't be afraid of negative feedback. Opportunity.
19
ADP Digital Solutions – Social Marketing / Reputation Management NADA Workshop
19
Slide 20: Participate (better)
• Twitter Search – company, clients, hobbies, products
• Google Alerts – respond swiftly • Be there before purchasing point – who are your buyer personas? – Who are your buyer personas in detail? – Speak to them where they are in their language (not yours)
20
“How do you measure it? You MEASURE it! You have to ask the questions!” - @CostaVidaFred
ADP Digital Solutions – Social Marketing / Reputation Management NADA Workshop
20
Slide 21: Schiavi Homes
• www.schiavihomes.com • SEO
• Blog • Newsletter – Segmented Lists
21
ADP Digital Solutions – Social Marketing / Reputation Management NADA Workshop
21
Slide 22: Au Bags
• www.au-inc.com • SEO
• Blog • Newsletter – Segmented lists • Facebook • Twitter @au_bags • Flickr • Events
22
ADP Digital Solutions – Social Marketing / Reputation Management NADA Workshop
22
Slide 23: Dresser and Associates
• www.dresserassociates.com
• Blog • Newsletter • Twitter @hr_software • LinkedIn – Groups – Alliance
23
ADP Digital Solutions – Social Marketing / Reputation Management NADA Workshop
23
Slide 24: 24
Don't
• • • •
Everything you say/write can be Not participate used against you in the court of personal opinion! Sell sell sell Give up right away Forget to think before you Blog, Alert, Plurk, Tweet
ADP Digital Solutions – Social Marketing / Reputation Management NADA Workshop
24
Slide 25: Social Marketing / Reputation Management Workshop
For Dealers and Auto Groups – NADA Convention 2010
Wrap Up
• • • • • • • • • •
Have a real plan Have company policies Measurable Goals Social Media is not a silver bullet Validating you, your products, services, thought leader Be yourself and be engaging Measure business goals not just SM metrics Use your time wisely Participate Like what someone is doing? Do it better not the same!
