Professional Documents
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Digital Dealer Conference Automotive Social Marketing Best Practices
Digital Dealer Conference Automotive Social Marketing Best Practices
“Ralph Paglia will showcase actual dealership implementations of social media marketing and
reputation management strategies… learn how to measure performance and track the results
required for increases in sales and profits. Learn how to create and sustain ongoing
competitive advantages by building a foundation that position your dealership as the place to
do business! Use customer engagement models that have become more effective than
conventional interruption based advertising alone. Attendees will receive online access to
step-by-step tactical blueprints that make it easy to use a combination of low cost dealer
sponsored communities that are automatically updated daily using free OEM supplied assets.
See how to engage your dealership’s employees within your community, then syndicate
video, photo, blogs and discussion forums into the most popular social media, such as
Facebook, Twitter, MySpace, YouTube, Digg, Blogger, Wordpress and others to create a
powerful and automated social marketing and reputation management network that generates
real-world sales and profits.”
Ralph Paglia
Director - Digital Marketing
Dealer Services
•20+ year automotive industry leader in Digital
Marketing, Advertising, Lead Management, BDC
and dealership CRM process design and execution
•Executed Digital Marketing and Sales Strategy that generated
144,000+ leads to single-point Chevy dealer in 2 years
•Built dealer ISS team that sold 4,000+ Units to Web Leads in 2006
•Worked w/Ford in 2007-2008 to develop first fully integrated multi-
publisher Tier 3 Digital Marketing Consulting & Advertising program
•First retail automotive Behavioral Targeting Digital Advertising
program while at Courtesy Chevrolet in 2005, 2006 and 2007
•Internet Sales & Marketing Consultant to Ford, Mercedes-Benz, GM,
Honda, Toyota, Mercedes-Benz, Hyundai and 250+ dealers &
groups
•Started generating Internet leads in 1988 using CompuServe ISP
access and vehicle listings on defense contractor BBS’s in SoCal
Cell: 505.301.6369
Ralph Paglia; ralph_paglia@adp.com
NADA 2010 – Orlando, FL – February 13-15, 2010 www.www.ADMPC.com
ADPsocial.com 3
s” and “Consumer Reviews” Landscape as a jungle of weird name
ks”
Click to Zoom
Ralph Paglia; NADA 2010 – Orlando, FL – February 13-15, 2010 www.ADPsocial.com 7
Measuring Blogging Sites
Thank you so much for your response to my recent service from Ancira Kia. I am absolutely blown away that you
not only responded to my dissatisfaction by offering a complimentary return visit, but that you use social media
outlets to further your customer reach. I never expected to achieve anything by tweeting my rant earlier today, I
was just trying to kill some time in the waiting room (lol). But wow, I am totally floored, I have to say.
To tell you the truth I was actually going to email your company tonight to inform you all of my visit. I was mailed a
flyer for the discounted oil change and decided to take you all up on it since it was so much cheaper than my
normal oil change place...had a bit of trouble setting up the initial appointment…after a transfer and several rings
I was eventually routed to…a man who scheduled me for a 4:30 PM appointment…Thursday, October 8th.
Fast forward to today and…the man in the red shirt told me that he didn't have any appointments scheduled for
me. That was quite unfortunate due to my busy week, and add to the fact that I was already well past my
previous oil change expiration (my fault, I know). The red-shirted man understood my frustration and scheduled
an oil change for me tonight anyway, but did give me a heads-up about the 2 hour wait.
Thankfully (or not?), I had Twitter and a phone full of music, so the wait was bearable. And it was actually less
than an-hour-and-a-half wait, so that made it even better.
So to wrap up this novel (sorry!), I just wanted to let you know how I came to the situation…and what transpired
afterward. I did get my discount and the free car wash that was included with the flyer. Also, I consider
myself to be a mostly patient person and am very much one to notice customer service;
whether or not my visit was tended to with prompt diligence, every person I spoke to from
earlier this week to today was very cheerful and willing to help (especially the man in the red
shirt). That being said, I would feel like I'm stealing from you by accepting your
complimentary offer…I will be happy to explain to everyone the fantastic service I received
after today's mishap, and am very happy that I chose to purchase my Kia from you all
[Ancira].
Many thanks and sincerity, J.R. Moreno
SERP #2
Ralph Paglia; NADA 2010 – Orlando, FL – February 13-15, 2010 www.ADPsocial.com 29
100% Ancira Auto Group controlled or
SERP #3
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100% Ancira Auto Group controlled or
SERP #4
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100% Ancira Auto Group controlled or
SERP #5
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100% Ancira Auto Group controlled or
SERP #6
Ralph Paglia; NADA 2010 – Orlando, FL – February 13-15, 2010 www.ADPsocial.com 33
100% Ancira Auto Group controlled or
SERP #7
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100% Ancira Auto Group controlled or
SERP #8
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100% Ancira Auto Group controlled or
SERP #9
Ralph Paglia; NADA 2010 – Orlando, FL – February 13-15, 2010 www.ADPsocial.com 36
100% Ancira Auto Group controlled or
SERP #10
Ralph Paglia; NADA 2010 – Orlando, FL – February 13-15, 2010 www.ADPsocial.com 37
weets) are now indexed by Google and show up in search results…
everyone on Facebook
becomes everyone else’s
friend on Facebook.”
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ctober by Facebook members who live near the two dealerships
•
Point URL to your rating page: www.RateAutoAves.com
1.www.AnciraCommunity.com
2.www.Automotive-Avenues.com
3.www.MazdaCommunity.org
4.www.FordCommunity.com
5.www.MyJeepCommunity.com
6.www.SandersonCommunity.com
7.www.Boston-Volkswagen.com
8.www.Boston-Honda.com
9.www.Boston-BMW.com
10.www.Ford-Community.com