RALPH PAGLIA

ADP DEALER SERVICES

DIRECTOR – DIGITAL MARKETING
SOCIAL MEDIA REPUTATION MANAGEMENT
ADP/ASU SKYSONG OPERATIONS CENTER

What Sets The Stage For Positive Social Media?

SM
 About ADP
Automatic Data Processing, Inc. [NASDAQ: ADP]
Outsourced Human Resources, payroll, tax and benefits
administration
 $9 billion in revenue
 Over 585,000 clients
 Fortune 300 company
 One of Fortune’s “Most Admired”
 1 of only 3 U.S. companies with AAA-ratings from
both Moody’s and Standard & Poor’s

ADP Dealer Services Division

Dealer management systems and layered applications
such as Digital Marketing, CRM, and IP Telephony
 $1.50 billion (F*) in revenue
 Over 30 years of experience
 7,600 associates worldwide
 3,100+ dedicated to client services and
support ADP Dealer Services
Corporate Headquarters
Hoffman Estates, IL

2 *FY’10 Forecast
 North American Dealer Segments

Auto and Light Branded:

Truck

Truck (buses, Branded:

semi’s)

Agriculture and Currently Branded:

Heavy Construction Equipment, Farming/
Equipment Ag. Caterpillar, John Deere etc.

Marine, RV
(mobile/trailer), Currently Branded:
Motorcycle

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 Other Companies/Brands ADP-DS Markets

Improve Improve
Marketing Marketing
Effectivenes Effectivenes
s s

Open Dealer Digital Computer Vehicle Dealer Office

Exchange: MotorWorks: Registration: Xpress:
Joint Venture with our Provides data and Joint Venture with our Joint Venture with
main DMS competitor, solutions to OEMs main DMS competitor, ADP and Standard
Reynolds: and Third Parties. Reynolds: Register.
(Laser, forms, tags
etc.)

Branded: ODE Branded: DMi Branded: CVR Branded: DOX

Front end Consultants 20 Groups, Stats

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 ADP Dealer Services – Breadth of Solutions

 Focused on helping dealers and manufacturers use technology to increase

efficiency and driving results throughout every area of the dealership

Key Solutions

Dealer Digital IP Business Business

Mobile Networking
Mgmt Marketing Telephony Intelligence Process
Systems Social Media Outsourcing

Segments

Auto Heavy Truck PowerSports RV Marine Heavy Equip Agriculture

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 Sell Cars, Parts and Service Profitably – Front-End Solutions

GENERATE MANAGE
MANAGE TRANSACT
TRAFFIC
TRAFFIC CUSTOMERS BUSINESS
Desking Credit
YOU CRM Menu F&I
DO IT Campaigns Lead Mgmt BDC Digital Contracting
Vehicle Mgmt

Hosted Phone Business Online

WE Websites DataFresh Dir Mail Finance Online Service Online

HELP Digital Marketing Quotes Online Trade Online

Websites Lead Mgmt Marketing Vehicle Online

Social Media / Reputation Management

Managed Loyalty eNewsletter
WE Campaigns Virtual
Solutions
Live Chat
DO IT Mktg
Digital Rep Call
Advertising Tracking

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 Total Digital Solution (September 2009)

Sales Campaigns Finance Campaigns Service Campaigns SEM, SEO Social Media

Attract
Digital Advertising
Display, Behavioral,
SEM, SEO

Websites

Convert
Website Solutions
Websites, Mobile Sites,
Call Tracking, Chat

Mobile Site

Transact
Business Online Vehicle Finance Trade Quotes Service
Vehicle, Quotes, Trade, Online Online Online Online Online
Finance, Service

Retain
Customer Loyalty
BuzzTrack, BuzzMail,
eNewsletter

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 Total Digital Solution (September 2010

Sales Campaigns Finance Campaigns Service Campaigns SEM, SEO

Attract Social
Media
Digital Advertising
Display, Behavioral,
SEM, SEO

Websites

Convert
Website Solutions
Websites, Mobile Sites,
Call Tracking, Chat

Mobile Site

Transact
Business Online Vehicle Finance Trade Quotes Service
Vehicle, Quotes, Trade, Online Online Online Online Online
Finance, Service Social Media

Retain
Customer Loyalty
BuzzTrack, BuzzMail,
eNewsletter

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Business Changes Social Media Expectations

The only result that

exceeded small
business owner's
expectations is
reported as
"Staying Engaged
With Customers"

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Quantifiable Social Media Expectations

The measurable objectives that

small businesses have been able to
achieve through limited social media
marketing channels tells a story that
look remarkably similar to CRM
success stories of the past ten
years: Customers are connecting
with companies through sites like
Facebook and LinkedIn, but they are
customers who have already done
business with the company and
relatively few conquest sales leads
have been received through this
limited approach to using a relatively
small number of social media sites.

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 Social Media / Reputation Management

Your brand is already out there

rs on Facebook …whether or not you choose
…using it every day
to participate
ish-speaking
Hispanic populations are
fast growing user segments SO…
WHAT’S
s social content YOUR
Complements eMail & Search Marketing STRATEGY?
E
by auto buyers in July ‘09?
…was Facebook

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 The Challenges

1) Lots of Sites  Keeping up with all the Social Sites

Knowledge: New sites always pop up. How many should I use? Which ones?

Productivity: How do I effectively participate without affecting productivity?

2) Lots of Content  Producing enough quality content in all of the Social Sites
Quality: Stale or irrelevant content turns off users. How do I get good content and control quality?

Productivity: How do I create good content regularly without an impact on employee productivity?

3) Two-Edged Sword  Awareness and managing of negative commentary

Awareness: How will I know when negative content is posted?

Skill Set: What should I do when negative content appears?

Companies cite “Lack of Knowledgeable Staff” as #1 impediment to using Social Media more
effectively as part of their advertising mix Marketing Sherpa, Dec 2008

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 Comprehensive Social Media Strategy

Social is Different…
 Social users turn away from a site
in droves if they perceive their just
being marketed to
 Social users are looking for
relevant information and
engagement
 Simply putting inventory listings on
your social site page does little to
truly engage social users
…and it may turn them off
entirely
 There’s a whole universe of social
sites and more emerging all the
time
…a single page is hardly
enough

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 Social Media / Reputation Management
Complete Social Marketing Team

Social Marketing Representative (SoMAR)

 Social Marketing Professional
 Dedicated to your objectives

SoMAR’s role:

Plan Execute Report Adjust

SoMAR

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 Social Marketing / Reputation Management
Complete Social Marketing Skill Sets

Social Marketing Skill Sets Needed

 Content Creation
 Placement Execution
 Social Marketing skill set
 Customer Communications
 Concern Resolution Management

Plan Execute Report Adjust

SoMAR

Design Configuration Writing Sales

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 Social Media Marketing Community Strategy

The hub of a Hub-&-Spoke SM/RM Strategy

Business
Business Sponsored
Sponsored
Social
Social Network
Network Site
Site

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 Social Network Account and Profile Management

Social Media Related

Services That Must
Be Actively Managed

 Brand registration services

 Managing social profiles

 Brand monitoring

 Social relevancy
monitoring

 Reporting and alerts

multiple times per day

 100s of social networks

 Driving Customer Reviews

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 Employee Participation

Dealer Message – Dealer Control

 Civic activities
 Local interests
 Vehicle discussions
 Dealership happenings

RSS Feeds
 Managed Placements
 OEMs
 Enthusiast sites
 Video / photo feeds

Positive UGC
 Systemic process
 Lots of positive UGC
 Content analysis & syndication
 Brand Monitoring
Over 200 Ancira Employees participate in community

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 Amplify The Positive – Consumer Feedback

 DealerRater Certification
 Encourage / solicit
consumer feedback at time
of delivery
 Post positive reviews to
Dealer’s Community Site
 Amplify the message by
publishing to all social sites
 Any negative reviews send
alert to dealer and your
social media pro
 10-day hold on posting
enabling dealer to engage
and rectify
 BZ Social Media Pro
provides Brand Monitoring
service of dealer brand on
all social sites to raise
dealer awareness

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 Case Study: Ancira Auto Group
1 Birth of a Community
ADP Builds Ancira Auto Community Site

3 Dealer Information
Ancira Crafts Their Message

4 Syndicated Content
Dealer personnel set-up profiles Relevant Info From Other Sources
Get engaged

5 Local Interest
2 Registration / Publication Highlight Ancira’s Civic Leadership
Site Registered in 120 Social Venues

6 User Content
Fun Stuff For Customers

Will you be my Facebook friend?

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 Case Study: Ancira Auto Group – Stellar Results

“I am absolutely blown away that you not only

Positive responded… but that you use social media”
customer
feedback
“I will be happy to explain to everyone the
fantastic service I received…”

Brand Name Search ancira dodge san antonio Returns

Search 10 pages of
Engine Ancira content
Results

Consumer
response

SM

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Results Made Easy
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 Automotive Avenues Before Investing in Social Media

2,383
Lead Submitted Annually
(Above the National Average
for metro car dealers of 968)
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Results Made Easy
 Automotive Avenues After Investing in Social Media

6,340
Lead Submitted Annually
166% Increase
During Worst Economic
Climate in 30 Years!

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 Thank You
Ralph_Paglia@adp.com
twitter.com/RalphPaglia

SM

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Results Made Easy