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RALPH PAGLA
ADP DEALER SERVCES
DRECTOR DGTAL MARKETNG
SOCAL MEDA REPUTATON MANAGEMENT
ADP/ASU SKYSONG OPERATONS CENTER
What Sets The Stage For Positive Social Media?

About ADP
Automatic Data Processing, Inc. NASDAQ: ADP]
Outsourced Human Resources, payroll, tax and benefits
administration
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 DeaIer Services Division
ealer management systems and layered applications
such as igital 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
orecast
AP ealer Services
Corporate Headquarters
Hoffman Estates, IL
3
Truck (buses,
semi's)
Agriculture and
Heavy
Equipment
Marine, RV
(mobile/trailer),
Motorcycle
orth American DeaIer Segments
randed:
randed:
Auto and Light
Truck
Construction Equipment, Farming/
Ag. Caterpillar, John Deere etc.
Currently randed:
Currently randed:

ther Companies/Brands ADP-DS Markets

Front end ConsuItants
20 Groups, Stats
pen DeaIer
Exchange:
Joint Venture with our
main DMS competitor,
Reynolds:
Branded: DE
0|g|ta| Hotorworks:
Prov|des dala ard
so|ul|ors lo 0EVs ard
Tr|rd Parl|es.
randed: 0H|
Improve
Marketing
Effectivenes
s
Computer VehicIe
Registration:
Joint Venture with our
main DMS competitor,
Reynolds:
randed: 6VR
Improve
Marketing
Effectivenes
s
DeaIer ffice
Xpress:
Joint Venture with
ADP and Standard
Register.
aser, lorrs, lags elc.)
randed: 00X
5
ADP DeaIer Services - Breadth of SoIutions
Focused on helping dealers and manufacturers use technology to increase
efficiency and driving results throughout every area of the dealership
Segments
Auto
Marine PowerSports
Heavy Truck RV
Heavy Equip Agriculture
Dealer
Mgmt
Systems
Digital
Marketing
Social Media
Mobile
P
Telephony
Networking
Business
ntelligence
Business
Process
Outsourcing
Key SoIutions
6
GENERATE
TRAFFIC
GENERATE
TRAFFIC
MANAGE
CUSTOMERS
MANAGE
CUSTOMERS
TRANSACT
BUSINESS
TRANSACT
BUSINESS
YOU
DO T
WE
HELP
Desking
Menu F&I
Credit
DigitaI Contracting
CRM
Campaigns BDC Lead Mgmt
VehicIe Mgmt
Websites
DigitaI Marketing
Websites Marketing Lead Mgmt
Hosted Phone
Dir MaiI DataFresh
VehicIe nIine
Business nIine
Finance nIine Service nIine
Quotes nIine Trade nIine
Managed
Campaigns
LoyaIty
SoIutions
DigitaI
Advertising
CaII
Tracking
VirtuaI
Mktg
Rep
eewsIetter
Live Chat
SociaI Media / SociaI Media / Reputation Management Reputation Management
WE
DO T
SeII Cars, Parts and Service ProfitabIy - Front-End SoIutions
7
SaIes Campaigns
MobiIe Site
Service Campaigns Finance Campaigns SEM, SE SociaI Media
TotaI DigitaI SoIution (September 00)
Attract
igital Advertising
isplay, ehavioral,
SEM, SEO
Convert
Website Solutions
Websites, Mobile Sites,
Call Tracking, Chat
Transact
usiness Online
Vehicle, Quotes, Trade,
inance, Service
Retain
Customer Loyalty
uzzTrack, uzzMail,
eNewsletter
VehicIe
nIine
Finance
nIine
Trade
nIine
Quotes
nIine
Service
nIine
Websites
8
SaIes Campaigns
MobiIe Site
Service Campaigns Finance Campaigns SEM, SE
SociaI Media
TotaI DigitaI SoIution (September 010
Attract
igital Advertising
isplay, ehavioral,
SEM, SEO
Convert
Website Solutions
Websites, Mobile Sites,
Call Tracking, Chat
Transact
usiness Online
Vehicle, Quotes, Trade,
inance, Service
Retain
Customer Loyalty
uzzTrack, uzzMail,
eNewsletter
VehicIe
nIine
Finance
nIine
Trade
nIine
Quotes
nIine
Service
nIine
Websites
SociaI
Media

Business Changes SociaI Media Expectations

The onIy resuIt that
exceeded smaII
business owner's
expectations is
reported as
"Staying Engaged
With Customers"
10
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 Linkedn, 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.
QuantifiabIe SociaI Media Expectations
11
our brand is aIready out there
.whether or not you choose
to participate
IT'S HUGE
>> Over 400 million users on Facebook
.using it every day
INCREASINGLY DIVERSE
>> Mothers & English-speaking
Hispanic populations are
fast growing user segments
IT'S RELEVANT
>> Google indexes social content
Complements eMail & Search Marketing
IT'S WHERE BUYERS ARE
>> #1 site visited by auto buyers in July '09?
.was Facebook
S.
WHAT'S
&R
STRATEG
SociaI Media / Reputation Management
1
Lots of Sites Keeping up with aII the SociaI Sites
KnowIedge: 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 quaIity content in aII of the SociaI Sites
QuaIity: 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?
SkiII Set: What should I do when negative content appears?
The ChaIIenges
Companies cite Lack of KnowIedgeabIe Staff" as #1 impediment to using Social Media more
effectively as part of their advertising mix Marketing Sherpa, ec 2
13
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
entireIy
There's a whole universe of social
sites and more emerging all the
time
.a singIe page is hardIy
enough
Comprehensive SociaI Media Strategy
1
SociaI Media / Reputation Management
CompIete SociaI Marketing Team
Social Marketing Professional
Dedicated to your objectives
SociaI Marketing Representative (SoMAR
SoMAR's roIe:
Adjust Plan Report Execute
SoMAR
15
SociaI Marketing / Reputation Management
CompIete SociaI Marketing SkiII Sets
Content Creation
Placement Execution
Social Marketing skill set
Customer Communications
Concern Resolution Management
SociaI Marketing SkiII Sets eeded
Adjust Plan Report Execute
SoMAR
Design Configuration SaIes Writing
16
Business Sponsored Business Sponsored
SociaI etwork SociaI etwork Site Site
SociaI Media Marketing Community Strategy
The hub of a Hub-&-Spoke SM/RM Strategy
17
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
SociaI etwork Account and ProfiIe Management
18
DeaIer Message - DeaIer ControI
Civic activities
Local interests
Vehicle discussions
Dealership happenings
RSS Feeds
Managed Placements
OEMs
Enthusiast sites
Video / photo feeds
Positive &GC
Systemic process
Lots of positive UGC
Content analysis & syndication
Brand Monitoring
Over 2 Ancira Employees participate in community
EmpIoyee Participation
1
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
AmpIify The Positive - Consumer Feedback
1
0
Birth of a Community
ADP BuiIds Ancira Auto Community Site
DeaIer personneI set-up profiIes
Get engaged

Case Study: Ancira Auto Group

Registration / PubIication
Site Registered in 20 SociaI Venues
WiII you be my Facebook friend
2
DeaIer Information
Ancira Crafts Their Message
3
Syndicated Content
ReIevant Info From ther Sources
4
LocaI Interest
HighIight Ancira's Civic Leadership
5
&ser Content
Fun Stuff For Customers
6
1
Results ,/e E,sy
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Case Study: Ancira Auto Group - SteIIar ResuIts
"I am abso|ute|y b|own away that you not on|y
responded but that you use soc|a| med|a"
"I w||| be happy to exp|a|n to everyone the
fantast|c serv|ce I rece|ved"
Positive
customer
feedback
Search
Engine
Results
Brand Name Search
Returns
0 pages of
Ancira content
Consumer
response
ancira dodge san antonio
5
7
Results ,/e E,sy
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Automotive Avenues Before Investing in SociaI Media
2,383 2,383
Lead Submitted AnnuaIIy Lead Submitted AnnuaIIy
(Above the National Average (Above the National Average
for metro car dealers of 68) for metro car dealers of 68)
8
6,340 6,340
Lead Submitted AnnuaIIy Lead Submitted AnnuaIIy
66% Increase 66% Increase
During Worst Economic During Worst Economic
CIimate in 30 ears! CIimate in 30 ears!
Automotive Avenues After Investing in SociaI Media

Results ,/e E,sy

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Thank ou
RaIph_PagIia@adp.com
twitter.com/RaIphPagIia