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Dealer Internet Battle Plan – Ralph Paglia

How to Use Web 2.0

in a High Powered Guerrilla Marketing StrategyLeverage Web 2.0 sites using OEM supplied content and your

customer lists to create business opportunities that will help you sell

cars and prosper at a time when dealers are cutting expenses.

Leverage Web 2.0 sites using OEM supplied content and your existing customer databases to

create high quality sales opportunities at little or no cost. Use access to new sources of OEM

supplied information, image, video and rich media content that is updated daily, along with other

data resources, to enrich online dealership communities. Use multiple email lists and SEO to

take advantage of low or no cost web site platforms as an online magnet that pulls in and

engages prospects in your area, along with previous sales and service customers. How do you

reach critical mass, to achieve the Web 2.0 alchemy needed to drive dealership opportunities to

do business? No dealer or manager should miss this unique opportunity to see how their

dealership can use new tools and emerging capabilities that did not exist in 2009 as part of a

2011 Guerrilla Marketing Strategy to generate business without spending more money!

Attendees will receive free access to online resources they can use to gain competitive

advantage in their local markets. -- NinjaDealer.com --

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INTRODUCTION: Ralph Paglia

Director - Digital Marketing

ADP Dealer Services

• 20+ year automotive industry leader in Digital

Marketing, Advertising, Lead Management and

dealership CRM process design and execution.

• Executed Digital Marketing strategy that generated

144,000+ leads to single-point Chevy dealer in 2 years.

• Built dealer team that sold 4,000+ Vehicles to Web Leads in 2006.

• Worked with Ford in 2007 to develop first Tier 3 Digital Advertising

program providing dealers with geotargeted Tier 1 marketing assets

• Managed first retail automotive Behavioral Targeting Digital Ad pilot

program while at Courtesy Chevrolet in 2005, 2006 and 2007

• Started generating Internet leads in 1988 using CompuServe ISP

access and vehicle listings on defense contractor BBS’s in SoCal

• Internet Sales & Marketing Consultant to Ford, Mercedes-Benz, GM,

Honda, Toyota, Mercedes-Benz, Hyundai and over 200 dealers.

Cell: 505.301.6369 ralph_paglia@adp.com www.ADMPC.com

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Dealer Resource Sites

• www.DealerInternetBattlePlan.com

Jim Ziegler Internet workshops

• www.ADPsocial.comRalph Paglia’s team network

• www.DealerKnows.comJoe Webb

• www.TomSparks.comTim Jennings

• http://YouTube.com/user/SparksBuickTim Jennings

• www.SocialAutoSales.comRalph Paglia’s dealer services

• www.AutomotiveInternet.comDigital Advertising web presentation

• www.NinjaDealer.comAccess Restricted to Dealer Internet Battle Plan Attendees

• www.ADMPC.comAutomotive Digital Marketing Professional Community is #1

• www.DealerRefresh.comPopular Internet Sales Manager Blog and Forum

• www.DrivingSales.comJared Hamilton’s response to ADM Professional Community

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Dealer Resource Sites

• www.FordCommunity.com

• www.ToyotaCommunity.com

• www.ChevyCommunity.com

• www.KiaCommunity.com

• www.InternetSalesManagers.org

• www.AutomotiveInternet.com

• www.ADPdigitaladvertising.com

• www.DigitalDealerConference.org

• www.AskPatty.com

• www.Automotive-SEO.com

• www.DealerConversion.com

• www.AutoDealerPeople.com

• www.DealerElite.com

• www.Dealer-SEO.com• www.OnlineAutomotiveReview.com• KainAutomotiveIdeaExchange.ning.com

• www.DealerRater.comGet Certified for $85 a month, use tools to push reviews everywhere!

• www.MerchantCircle.com

• www.Yelp.com

• www.Insider Pages.com

• www.CarDealerCheck.com

• www.MyDealerReport.com

• www.CarDealerReviews.org

• www.PrestoReviews.com

• www.DealershipRatings.com

• www.Edmunds.com

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Web 2.0 is typically used to describe UGC sites and Social

Networks available in a “Heinz 57” range of varieties

1. Social Networks2. Professional Networks3. Video Hosting Sites4. Photo Hosting Sites5. DIY Publishing (Blogs)6. Consumer Reviews & Ratings7. Status, SMS & Bookmarking 8. DIY Network Creation Platforms

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Dealership Community.com

Facebook

MySpace

LinkedIn

WordPress

YouTube

Flickr

Photobucket

Blogger

DealerRater

Edmunds

Kudzu

Twitter

Digg

Del.cio.us

Technorati

Dealership Web 2.0 Social Marketing Strategy Example

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Dealership Web 2.0 Social Marketing Strategy Example

Content drives traffic and customer engagement:

1. Consumer user/members of the Dealer Community

2. RSS Feeds from OEM’s – Articles, Photos & Video

3. RSS Feeds from Enthusiast sites

4. Video Feeds from multiple sources

5. Widgets and Gadgets from Multiple Source

6. Dealership Employees

7. Suppliers

8. You

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http://www.dealerrater.com/login.aspx

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http://ford.digitalsnippets.com

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“In today’s social media

dominated world, online

consumer generated content,

such as reviews and ratings,

is prevailing as a key influence

in shoppers’ decision to

ultimately purchase a product

or use a service. This trend

can be recognized by the

increase in popularity of Web sites

built on business models providing just this

type of information. A positive consequence of such

review sites is that businesses work hard to avoid getting

low scores and more effort is put into satisfying customers. “

Alin Sturek

J. D. Power and Associates

18 months have

brought dramatic

shifts in the Social

Networking space.

The Dominant sites

are a minimum

requirement for car

dealer social

marketing Strategy,

including dealership

profile pages and

accounts on each as a

valuable source of

traffic

Who will

be the

next hot

Internet

property?

Who will

be the

next hot

Video

Viewing

property?

Where do

you go with

Video

Advertising

as the Web

replaces

TV?

Which car

companies

are getting

the most

traffic to their

consumer

facing

websites?

Which

automotive

inventory

listing sites are

getting the

most traffic?

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Why Bother with Web 2.0 Marketing Strategy?

Web 2.0 is fundamentally altering how customers interact

with the Internet, and how businesses reach them.

• In 2007, Web 2.0 sites attracted 69 million

users in the United States alone.

• In 2008, Web 2.0 sites generated $1 billion

in advertising revenue.

• By 2011, Web 2.0 sites are projected to

attract 101 million users in the U.S. and

earn $4.3 billion in advertising revenue.

We need to overcome obstacles that prevent dealers and

dealer ad associations from utilizing this dynamic

communication medium in an effective manner…

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Edmunds.com - first Automotive review site

Edmunds follows a product review model for automobiles.

Meanwhile, a separate link takes readers to its “community

areas,” where users share their automotive ownership and

purchasing experiences. Edmunds has maintained

this online community

since 1996, and it is

moderated. All content

posted to the site is

reviewed by Edmunds’

staff within 24 hours,

and offending material

is immediately removed.

Is it time for dealers to

Create online communities for employees and customers?

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Edmunds.com as a dealer sales toolAccording to a recent

CapGemini study, 29%

of car buyers use

consumer-to-

consumer (C2C) sites

such as Edmunds,

blogs or Internet

discussion groups

when researching

information during the

vehicle shopping

process, up from 21%

in 2006.

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Top 25 Web 2.0/UGC Sites

Shown below are the 3 Most Popular User Generated Content (UGC)

Websites ranked by a combination of Inbound Links, Google Page Rank,

Alexa Rank, and U.S. traffic data from Compete and Quantcast.

1 | myspace.com 92,285,806 - Inbound Links | 68,285,849 -

Compete Monthly Visitors | 53,000,000 - Quantcast Monthly Visitors | 6 - Alexa Ranking.

| Page Rank: 8 eBusiness News | Top 25 Web 2.0 Sites |

2 | Wikipedia.org 75,539,411 - Inbound Links | 41,422,790 -

Compete Monthly Visitors | 43,000,000 - Quantcast Monthly Visitors | 9 - Alexa Ranking.

| Page Rank: 8 eBusiness News | Top 25 Web 2.0 Sites |

3 | YouTube.com 52,375,050 - Inbound Links | 23,825,526 -

Compete Monthly Visitors | 32,000,000 - Quantcast Monthly Visitors | 4 - Alexa Ranking.

| Page Rank: 8 eBusiness News | Top 25 Web 2.0 Sites |

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4th

to 7th

Most Popular Web 2.0 Sites

4 | facebook.com 18,261,829 - Inbound Links | 22,541,770 -

Compete Monthly Visitors | 25,000,000 - Quantcast Monthly Visitors | 12 - Alexa

Ranking. | Page Rank: 8 eBusiness News | Top 25 Web 2.0

5 | photobucket.com 144,789,477 - Inbound Links | 25,548,801 -

Compete Monthly Visitors | 14,000,000 - Quantcast Monthly Visitors | 40 - Alexa

Ranking. | Page Rank: 8 eBusiness News | Top 25 Web 2.0

6 | craigslist.org 2,218,413 - Inbound Links | 23,982,542 - Compete

Monthly Visitors | 15,000,000 - Quantcast Monthly Visitors | 46 - Alexa Ranking. |

Page Rank: 8 eBusiness News | Top 25 Web 2.0 Sites

7 | flickr.com 51,779,871 - Inbound Links | 23,643,614 - Compete

Monthly Visitors | 9,700,000 - Quantcast Monthly Visitors | 36 - Alexa Ranking. |

Page Rank: 8 eBusiness News | Top 25 Web 2.0 Sites

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8th

to 12th

Most Popular Web 2.0 Sites

8 | IMDB.com 22,521,797 - Inbound Links | 17,703,766 - Compete

Monthly Visitors | 11,000,000 - Quantcast Monthly Visitors | 32 - Alexa

Ranking. | Page Rank: 8 eBusiness News | Top 25 Web 2.0

9 | digg.com 118,353,522 - Inbound Links | 16,964,445 - Compete

Monthly Visitors | 8,700,000 - Quantcast Monthly Visitors | 104 - Alexa

Ranking. | Page Rank: 8eBusiness News | Top 25 Web 2.0

10 | WordPress.com 40,127,598 - Inbound Links | 6,373,166 -

Compete Monthly Visitors | 16,040,392 - Quantcast Monthly Visitors | 79 -

Alexa Ranking. | Page Rank: 8 eBusiness News | Top 25 Web 2.0

11 | topix.com 12,338,857 - Inbound Links | 4,496,803 - Compete

Monthly Visitors | NA - Quantcast Monthly Visitors | 1,583 - Alexa Ranking.

| Page Rank: 6 eBusiness News | Top 25 Web 2.0 Sites |

12 | Netscape.com 21,622,171 - Inbound Links | 4,855,232 -

Compete Monthly Visitors | 8,282,805 - Quantcast Monthly Visitors | 555 -

Alexa Ranking. | Page Rank: 9 eBusiness News |

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13th

to 17th

Most Popular Web 2.0 Sites | August 2008

13 | xanga.com 8,229,423 - Inbound Links | 3,494,603 - Compete Monthly

Visitors | 6,627,359 - Quantcast Monthly Visitors | 91 - Alexa Ranking. |

Page Rank: 7 eBusiness News | Top 25 Web 2.0

14 | TypePad.com 39,468,446 - Inbound Links | 6,431,095 - Compete

Monthly Visitors | 4,400,000 - Quantcast Monthly Visitors | 190 - Alexa

Ranking. | Page Rank: 8 eBusiness News | Top 25 Web 2.0

15 | cafepress.com 39,894,526 - Inbound Links | 3,423,757 - Compete

Monthly Visitors | 3,400,000 - Quantcast Monthly Visitors | 824 - Alexa

Ranking. | Page Rank: 8 eBusiness News | Top 25 Web 2.0

16 | feedburner.com 100,244,672 - Inbound Links | 5,478,321 - Compete

Monthly Visitors | 592,976 - Quantcast Monthly Visitors | 323 - Alexa

Ranking. | Page Rank: 8 eBusiness News | Top 25 Web 2.0

17 | LiveJournal.com 33,451,748 - Inbound Links | 3,660,684 - Compete

Monthly Visitors | 1,900,000 - Quantcast Monthly Visitors | 63 - Alexa

Ranking. | Page Rank: 8 eBusiness News | Top 25 Web 2.0

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18th

to 22nd

Most Popular Web 2.0 Sites | August 2008

18 | Technorati.com 75,264,240 - Inbound Links | 3,231,709 - Compete

Monthly Visitors | 1,400,000 - Quantcast Monthly Visitors | 216 - Alexa

Ranking. | Page Rank: 8 eBusiness News |

19 | linkedin.com 2,850,378 - Inbound Links | 2,390,529 - Compete

Monthly Visitors | 1,300,000 - Quantcast Monthly Visitors | 151 - Alexa

Ranking. | Page Rank: 7 eBusiness News |

20 | del.icio.us 171,905,738 - Inbound Links | 1,699,128 - Compete

Monthly Visitors | 1,300,000 - Quantcast Monthly Visitors | 248 - Alexa

Ranking. | Page Rank: 8 eBusiness News |

21 | dailymotion.com 3,376,702 - Inbound Links | 1,962,777 - Compete

Monthly Visitors | 853,305 - Quantcast Monthly Visitors | 51 - Alexa

Ranking. | Page Rank: 7 eBusiness News |

22 | friendster.com 3,275,127 - Inbound Links | 1,521,905 - Compete

Monthly Visitors | 808,926 - Quantcast Monthly Visitors | 19 - Alexa

Ranking. | Page Rank: 7 eBusiness News |

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“They also benefit from their cost-effectiveness -

the content is practically free.” Gibs continued,

“Notably, the Associated Press also stands out,

as a more traditional outlet innovating to keep

pace with technology. The launch of its video

offering earlier this year has driven

significant growth as consumers seek

streaming content to complement online and

print news. “

USER-GENERATED CONTENT DRIVES HALF OF U.S. TOP 10 FASTEST

GROWING WEB BRANDS, ACCORDING TO NIELSEN//NETRATINGS

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• Certification Seal - Official Certification Seal

to display on your dealership websites

• Certification Seal is displayed on your review

page

• Links to your review page

• Monitor reviews via email alerts

• 2 week reconciliation period to work with

customers who presented any issues with their

experience.

• Lets potential buyers know you're serious

about customer service

• Blacklisted dealerships are not eligible

DealerRater.com Certification BenefitsBuild Your Online Reputation, Get Certified!

Perspective on Social Networks:

Do Something! – DealerRater.com Web 2.0 Strategy

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Perspective on Social Networks:

DealerRater.com Web 2.0 Strategy - Marketing

• Customer Rating Cards

Rating cards to hand out to

your raving fan customers

• Easy way to increase your rating

• Helpful reminder for your best

customers to post a review

• Good for both sales and service

department consumer reviews

• Use the back side to promote sales & service specials

• Works pre sale AND post sale

• Direct potential customers to your good ratings

• Assign custom URL to rating page:

www.ABCMotorsRateUs.com

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Perspective on Social Networks:

DealerRater.com Web 2.0 Strategy - Marketing

• Dealer Directory Certification Icon

Certification icon displays next to listing

• Lets buyers know immediately of your status

• Attracts more clicks

• Free Vehicle Leads

Receive and track vehicle leads

• Optional - receive leads from distant buyers

• Optional - receive leads for competing makes

• Free Classified Ads

Unlimited Listings – New & Used Inventory

• Up to 36 photos per car

• Inventory data via DMS or 3rd party provider

• Ad runs until car is sold

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Social Network Platforms: www.ADMPC.com

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Reply by Ted Frazier 5 hours ago

Send Message

“Every now and then I google myself for

fun to see what comes up. I did this just

the other day I noticed my ADM profile

page was #1, and I haven't even tried to

SEO my profile. Now that I see I can get

google's attention here I think I'll start

using it to build content on other key

words and point to my other sites.”

Has the AutoDigitalMarketing.com Experiment in

Social/Professional Networking been successful?

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When it came time to select a platform for creating

dealership communities, the ADM experience…

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When it came time to select a platform for creating

dealership communities, the ADM experience…

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Ralph PagliaADP Digital Marketing Solutionswww.ADPdigitaladvertising.comralph_paglia@adp.comCell: 505-301-6369 www.DigitalRalph.com

Presentation available at: AutoDigitalMarketing.com

1. Join ADM

2. Go to “ADM Forum”

3. Use Search: “Presentation File Exchange”

Attendees will receive free access to online resources they can use

to gain competitive advantage in their local markets. RSS Feed Resources:

www.MySpaceAutomotive.comhttp://www.automotivedigitalmarketing.com/forum/topics/oem-provided-rss-data-feeds

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Byron McDuffee

Vice President, Global Strategy

ADP Dealer Services

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