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NCM Hyundai Auto Dealer 20 Group Social Media ROI Presentation - Ralph Paglia
NCM Hyundai Auto Dealer 20 Group Social Media ROI Presentation - Ralph Paglia
Ralph Paglia; Automotive Digital Marketing Professional Community Automotive Digital Marketing Professional Community @ www.ADMPC.com www.ADMPC.com
earn to debunk many of the fallacies surrounding
social media by applying measurement and tracking
systems to eliminate mysteries surrounding social
media marketing and reputation management ROI.
Despite a never-ending supply of new social media
sites such as Facebook, YouTube, Twitter, Google,
DealerRater and hundreds of others, there has been
little effort to supply dealers with tools to measure
and report results. Yet, dealers are being inundated with various spins on
social/digital media made during new vendor pitches for dealer dollars.
Much like the 18th century question, "How many angels can dance on the
head of a pin?" too many social media pundits dance around each dealer
inquiry concerning tracking, results measurement and ROI analysis.
Measuring ResuIts from SociaI Media Measuring ResuIts from SociaI Media
Reputation Management Investments Reputation Management Investments
Measuring ResuIts from SociaI Media Measuring ResuIts from SociaI Media
Reputation Management Investments Reputation Management Investments
"How do you get past sociaI media gurus responding to ROI questions
by dancing around objective measurements used in ROI anaIysis for
sociaI media marketing initiatives."
Director Director - - DigitaI DigitaI Marketing SoIutions Marketing SoIutions
DeaIer DeaIer Services Services
Designed solution, built prototypes and created ADP/ASU
Joint Venture at www.SkySongCenter.comin Scottsdale for
2010 launch of ADP Social Media Reputation Management
Operations Center providing "Strategic mplementation of
professionally managed Social Media Marketing for Dealers...
Generated 144,000+ leads in 22 months while working for Courtesy Chevrolet.
Managed Courtesy Chevy nternet Sales team that sold 4,000+ Units in 2006.
Worked w/Ford in 2007-2009 to develop first fully integrated multi-publisher
Tier 3 Digital Marketing Consulting and Co-Op supported Advertising program.
Ran 1
st
retail automotive "Behavioral Targeting Digital Advertising program.
Developed concept, created 1
st
Dealer Microsite strategy/campaigns in 2001/2002.
nternet Sales and Marketing Consultant to Ford, Mercedes-Benz, GM,
Honda, Toyota, Mercedes-Benz, Hyundai, Kia, Mazda and 250+ dealers/groups.
Pioneered development of "nternet Leads 1986-1988 using CompuServe SP access
to post new/used vehicle listings on defense contractor BBS's in San Diego, CA.
Introduction and Background:
Ralph Paglia Ralph Paglia
Cell: .3.6369 raIph_pagIia@adp.com www.RaIphPagIia.com RaIphPagIia.com
www.ADMPC.com www.ADMPC.com www.ADMPC.com www.ADMPC.com
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Ralph Paglia; Automotive Digital Marketing Professional Community Automotive Digital Marketing Professional Community @ www.ADMPC.com www.ADMPC.com
Join the social media revolutionl Join the social media revolutionl
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Ralph Paglia; Automotive Digital Marketing Professional Community Automotive Digital Marketing Professional Community @ www.ADMPC.com www.ADMPC.com
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ADP has Verified Five Return On Investment (ROI) ADP has Verified Five Return On Investment (ROI)
Areas of Opportunity for DeaIers who ImpIement a Areas of Opportunity for DeaIers who ImpIement a
SociaI Media Reputation Management Strategy SociaI Media Reputation Management Strategy
irst things irst irst things irst - - What About Return on Investment? What About Return on Investment?
"Do not confuse the ubiIity to truck und meusure resuIts
with whether or not it generutes u Return On Investment,
Your ROI is reuIized whether or not you huve the ubiIity to
correctIy meusure the resuIts|"
- Red McCombs
(FACTOID: McCombs is # financiaIIy successfuI car deaIer in history)
Return On !nvestment (RO!):
A performance measure used to evaluate the efficiency of an investment or to
compare the efficiency of a number of different investments. To calculate RO!,
the benefit (return) of an investment is divided by the cost of the investment,
the result is expressed as a percentage or a ratio.
Keep in mind that the calculation for return on investment and, therefore the
definition, can be modified to suit the situation it all depends on what you
include as returns and costs. The definition of the term in the broadest sense
just attempts to measure the profitability of an investment and, as such, there
is no one right" calculation.
For example, a marketer may compare two different products by dividing
the revenue that each product has generated by its respective marketing
expenses. A financial analyst, however, may compare the same two products
using an entirely different RO! calculation, perhaps by dividing the net income
of an investment by the total value of all resources that have been employed to
make and sell the product.
This flexibility has a downside, as RO! calculations can be easily manipulated to
suit the user's purposes, and the result can be expressed in many different
ways. When using this metric, make sure you understand what inputs are
being used.
&ocial Nedia:
&ocial Nedia is media designed to be disseminated through social
interaction, created using highly accessible and scalable
publishing techniques. &ocial media uses !nternet and webbased
technologies to transform broadcast media monologues (one to
many) into social media dialogues (many to many). !t supports
the democratization of knowledge and information, transforming
people from content consumers into content producers.
Andreas Kaplan and Nichael Haenlein define social media as a
group of !nternetbased applications that build on the ideological
and technological foundations of Web 2.0, and that allow the
creation and exchange of usergenerated content. Businesses also
refer to social media as usergenerated content (UCC) or
consumergenerated media (CCN).
&ocial media utilization is believed to be a driving factor in the
idea that the current period in time will be defined as the
Attention Age.
Registration / PubIication
Site Registered in SociaI Venues
Web based consoIe manages aII accounts
WiII you be my Facebook friend?
Subscribe to our YouTube channeI
FoIIow Us on Twitter
DeaIer Information
Ancira Crafts Their Message
EmpIoyees engage discussions
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Syndicated Content
Interviews with Civic Ieaders
ReIevant Info From Other Sources
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LocaI Interest
HighIight Ancira Civic Leadership
Become IocaI sociaI media Ieader
User Content
Fun Stuff For Customers
Road tests, reviews & how to's
"Canine Romance BIooms."
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Case Study: Ancira Auto Group - San Antonio
$ocial Media Reputation Management Results
#I am abso|ute|y b|own away #I am abso|ute|y b|own away
that you not on|y responded that you not on|y responded
but that you use soc|a| med|a" but that you use soc|a| med|a"
#I w||| be happy to exp|a|n #I w||| be happy to exp|a|n
to everyone the fantast|c to everyone the fantast|c
serv|ce I rece|ved" serv|ce I rece|ved"
Positive
customer
feedback
"Heaters
Become
Raving
Fans
Search
Engine
Results
SERP)
Branded Search
SERP Returns
pages of
Ancira SociaI
Media content
Consumer
Response to
Social Media
Advertising
ancira dodge san antonio
ancira auto group
ancira chevrolet
ancira kia san antonio
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Ralph Paglia; Automotive Digital Marketing Professional Community Automotive Digital Marketing Professional Community @ www.ADMPC.com www.ADMPC.com
,9 PeopIe Visited
AnciraCommunity.com
,34 Visits
,9 AbsoIute Unique Visitors
9, Pageviews
4.94 Average Pageviews
:4:3 Time on Site
4.% Bounce Rate
6.36% ew Visits
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Ralph Paglia; Automotive Digital Marketing Professional Community Automotive Digital Marketing Professional Community @ www.ADMPC.com www.ADMPC.com
What is the DispIay Advertising Media EquivaIent
VaIue of AnciraCommunity.com Impressions?
,34 Visits
,9 AbsoIute Unique Visitors
9, Pageviews
The aggregate average Cost Per Thousand Impressions
(CPM) for "Automotive Intender" websites geotargeted
within the San Antonio market area is $. CPM.
9, 9, Pageviews Pageviews = 9. = 9. CPM CPM Units Units
9. x $. = 9. x $. = $6,6.3 $6,6.3
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Ralph Paglia; Automotive Digital Marketing Professional Community Automotive Digital Marketing Professional Community @ www.ADMPC.com www.ADMPC.com
What is the GoogIe Adwords Pay Per CIick (PPC)
Search Advertising Media EquivaIent VaIue?
,34 Visits
,9 AbsoIute Unique Visitors
9, Pageviews
%he aggregate average Cost Per Click (CPC) for Google
Adwords campaigns for automotive relevant keywords
geotargeted within San Antonio Metro is $2.64 CPC.
,34 Community Visits = ,34 CIick ,34 Community Visits = ,34 CIick Throughs Throughs
,34 CIicks x $.64 CPC = ,34 CIicks x $.64 CPC = $4,.36 $4,.36
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Ralph Paglia; Automotive Digital Marketing Professional Community Automotive Digital Marketing Professional Community @ www.ADMPC.com www.ADMPC.com
What is the comparabIe Cost Per Unique Visitor
EquivaIent VaIue?
,34 Visits
,9 AbsoIute Unique Visitors
9, Pageviews
%he aggregate average Cost Per Unique Visitor (CPUV)
for all other Ancira Auto Group online campaigns focused
on driving traffic to Ancira Web Sites $2.12 CPUV.
,9 Unique Visitors ,9 Unique Visitors
X $. X $. CPUV CPUV
------------------------------------ ------------------------------------
$3,6. $3,6.
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Ralph Paglia; Automotive Digital Marketing Professional Community Automotive Digital Marketing Professional Community @ www.ADMPC.com www.ADMPC.com
What is the SociaI Media Aggregate EquivaIent
Media VaIue Average for AnciraCommunity.com
within the time period measured?
$6,6.3 $6,6.3 CPM CPM
$4,.36 $4,.36 PPC PPC
$3,6. $3,6. CPUV CPUV
------------------------ ------------------------
(9,3. / 3) = (9,3. / 3) = $6,343. $6,343.
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Ralph Paglia; Automotive Digital Marketing Professional Community Automotive Digital Marketing Professional Community @ www.ADMPC.com www.ADMPC.com
Automotive Avenues Community GoogIe AnaIytics
weeks of Facebook Advertising Campaign)
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Ralph Paglia; Automotive Digital Marketing Professional Community Automotive Digital Marketing Professional Community @ www.ADMPC.com www.ADMPC.com
(3 weeks of (3 weeks of acebook acebook Advertising Campaign) Advertising Campaign)
ROI ROI Lesson Learned: Lesson Learned: acebook acebook Advertising works best when Advertising works best when
used to drive traffic to, and promote used to drive traffic to, and promote acebook acebook Dealer Pages, Dealer Pages,
Groups and Special Offers hosted within acebook.com Groups and Special Offers hosted within acebook.com
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Ralph Paglia; Automotive Digital Marketing Professional Community Automotive Digital Marketing Professional Community @ www.ADMPC.com www.ADMPC.com
Automotive Avenues Community GoogIe AnaIytics
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Ralph Paglia; Automotive Digital Marketing Professional Community Automotive Digital Marketing Professional Community @ www.ADMPC.com www.ADMPC.com
Example of RO Report Generated by Spreadsheet Macros
based on calculated values of Fans, Followers, Subscribers,
mpressions, Click-Throughs, etc.
Source]Med|um V|s|ts
ages
]V|s|t
Avg 1|me
on S|te
New
V|s|ts
8ounce
kate
goog|e ] organ|c 2947 197 2034 87S1 743S
(d|rect) ] (none) 2822 247 1018 6867 6733
appsfacebookcom ] referra| 1S23 111 1S29 9S40 9120
facebookcom ] referra| S33 2S7 0S4 76SS 7430
autoavescom ] referra| 447 280 1116 S772 6264
yahoo ] organ|c 266 167 1027 9023 7293
b|ng ] organ|c 260 189 2147 8692 711S
goog|eadsgdoub|ec||cknet ] referra| 121 128 1118 9S87 8S12
goog|ecom ] referra| 119 1S2 1129 9748 S714
tw|ttercom ] referra| 9S S66 1S24 3S79 4000
search ] organ|c 77 16S 20S2 8S71 67S3
autod|g|ta|market|ngcom ] referra| 70 199 2013 8S71 6S71
youtubecom ] referra| S7 112 1444 9649 9123
c||gs ] referra| 46 16S0 10S7 000 2826
not|fyb|uecoatcom ] referra| 40 48S 900 2000 4S00
ao| ] organ|c 28 136 1800 9643 78S7
denverssecretcom ] referra| 23 196 21S4 870 S6S2
webma||ao|com ] referra| 22 214 1410 9S4S S4SS
automot|veavenuescom ] referra| 20 16S 1424 9S00 7000
usmg2ma||yahoocom ] referra| 19 342 2244 7368 31S8
qq829com ] referra| 18 100 000 10000 10000
webhe|pqwestnet ] referra| 18 133 2000 9444 8889
|magesgoog|ecom ] referra| 1S 3S3 2224 8667 2000
dogp||ecom ] referra| 14 164 1S2S 78S7 6429
||nked|ncom ] referra| 13 292 2018 10000 61S4
usmg2ma||yahoocom ] referra| 19 342 2244 7368 31S8
qq829com ] referra| 18 100 000 10000 10000
webhe|pqwestnet ] referra| 18 133 2000 9444 8889
|magesgoog|ecom ] referra| 1S 3S3 2224 8667 2000
dogp||ecom ] referra| 14 164 1S2S 78S7 6429
||nked|ncom ] referra| 13 292 2018 10000 61S4
pagead2goog|esynd|cat|oncom ] referra| 12 100 000 10000 10000
searchmywebsearchcom ] referra| 11 218 210 7273 S4SS
search3comcastcom ] referra| 11 164 421 8182 8182
goog|eca ] referra| 10 140 1200 9000 7000
goog|ecouk ] referra| 10 120 712 10000 8000
pubadsgdoub|ec||cknet ] referra| 9 100 000 10000 10000
usmg1ma||yahoocom ] referra| 9 1S6 S20 8889 SSS6
ask ] organ|c 8 113 000 10000 87S0
usmg4ma||yahoocom ] referra| 8 22S 000 87S0 37S0
conso|emx|og|ccom ] referra| 7 100 000 8S71 10000
webma||attnet ] referra| 7 243 000 7143 28S7
co123wco|123ma||||vecom ] referra| 6 167 800 8333 6667
sn118wsnt118ma||||vecom ] referra| 6 1S0 800 S000 6667
goog|ede ] referra| S 100 000 4000 10000
n|ngcom ] referra| S 340 1424 10000 6000
se|||ng|roncom ] referra| S 860 936 10000 000
sz0087evma||comcastnet ] referra| S 720 1424 8000 2000
tw|tterfeed ] p|ngfm S 180 1424 10000 4000
forumsh|p|n|oncom ] referra| 4 100 000 10000 10000
goog|eco|n ] referra| 4 12S 1800 10000 7S00
goog|ecombr ] referra| 4 12S 600 10000 7S00
sn111wsnt111ma||||vecom ] referra| 4 300 1800 10000 2S00
sn133wsnt133ma||||vecom ] referra| 4 62S 1800 10000 S000
swagbuckscom ] referra| 4 27S 1800 10000 S000
sz0076evma||comcastnet ] referra| 4 22S 1800 10000 000
1ota|s 9780 21S 316 8060 S260
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Ralph Paglia; rpaglia@gmail.com www.RalphPaglia.com www.ADMPC.com www.ADMPC.com
There is a group of professionals who argue that Social Media
RO can NOT be calculated. And there is an opposing group
that argues the point that Social Media Marketing RO can,
and must be calculated. This article is based on the blog posts
and argument put forth by Dag Holmboe that Social Media RO
can be calculated. We will use Holmboe's logic, explanation
and recommended tools to describe and outline several
different ways of caIcuIating the SociaI Media ROI.
SociaI Media Marketing - Debunking the ROI Myth