Digital Dealer Web 2.0 Guerrilla Marketing

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 2008 as part of a 2009 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. -- SeeLastSlide.com --

INTRODUCTION: Ralph Paglia Director - Digital Marketing ADP Dealer Services ,[object Object]

Executed Digital Marketing strategy that generated144,000+ 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

Web 2.0 is typically used to describe UGC sites and Social Networks available in a “Heinz 57” range of varieties Social Networks Professional Networks Video Hosting Sites Photo Hosting Sites DIY Publishing (Blogs) Consumer Reviews & Ratings Status, SMS & Bookmarking DIY Network Creation Platforms

Dealer Community Hub & Feed Sources DigitalRalph says: “Use a network of interconnected Web 2.0 sites for dealership social marketing strategy”

DigitalRalph.com says: “Use your network of connected Web 2.0 sites for push-pull syndication of OEM supplied and User Generated Content assets. Leverage your car company’s daily updates and get your customers to create content for most of updating the work!”

Dealership Web 2.0 Social Marketing Strategy Example

Dealership Web 2.0 Social Marketing Strategy Example Content drives traffic and customer engagement: Consumer user/members of the Dealer Community RSS Feeds from OEM’s – Articles, Photos & Video RSS Feeds from Enthusiast sites Video Feeds from multiple sources Widgets and Gadgets from Multiple Source Dealership Employees Suppliers You

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

http://ford.digitalsnippets.com

“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. “ AlinSturekJ. D. Power and Associates

It’s fairly easy to see that in the Social Networking space, the three Dominant sites are a minimum Requirement for a dealer’s social marketing Strategy, and dealership profile pages and accounts On each can be a valuable source of traffic

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. ,[object Object]

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…

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?

Edmunds.com as a dealer sales tool According 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.

USER-GENERATED CONTENT DRIVES HALF OF U.S. TOP 10 FASTEST GROWING WEB BRANDS, ACCORDING TO NIELSEN//NETRATINGS “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. “

Perspective on Social Networks: Do Something! – DealerRater.com Web 2.0 Strategy DealerRater.com Certification Benefits Build Your Online Reputation, Get Certified!

Perspective on Social Networks: DealerRater.com Web 2.0 Strategy - Marketing

Social Network Platforms: www.ADMPC.com

Has the AutoDigitalMarketing.com Experiment in Social/Professional Networking been successful? 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.”

When it came time to select a platform for creating dealership communities, the ADM experience…

Digital Dealer Web 2.0 Guerrilla Marketing

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