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 Fortunes Most Admired
1 of only 3 U.S. companies with AAA-ratings from both Moodys
and Standard & Poors
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

*FY10 Forecast

North American Dealer Segments

Auto and Light

Truck

Truck (buses,
semis)

Agriculture and
Heavy
Equipment
Marine, RV
(mobile/trailer),
Motorcycle
3

Branded:

Branded:

Currently Branded:
Construction Equipment, Farming/
Ag. Caterpillar, John Deere etc.

Currently Branded:

Other Companies/Brands ADP-DS Markets

Improve
Marketing
Effectivenes
s

Open Dealer
Exchange:
Joint Venture with our
main DMS competitor,
Reynolds:

Digital
MotorWorks:
Provides data and
solutions to OEMs
and Third Parties.

Computer Vehicle
Registration:
Joint Venture with our
main DMS competitor,
Reynolds:

Dealer Office
Xpress:
Joint Venture with
ADP and Standard
Register.
(Laser, forms, tags
etc.)

Branded: ODE

Branded: DMi

Branded: CVR

Branded: DOX

Front end Consultants

4

Improve
Marketing
Effectivenes
s

20 Groups, Stats

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
Mgmt
Systems

Digital
Marketing

Mobile

IP
Telephony

Networking

Social Media

Business
Intelligence

Business
Process
Outsourcing

Segments

Auto

Heavy Truck PowerSports

RV

Marine

Heavy Equip

Agriculture

Sell Cars, Parts and Service Profitably Front-End Solutions

GENERATE
TRAFFIC
TRAFFIC

YOU
DO IT

Campaigns

MANAGE
MANAGE
CUSTOMERS
CUSTOMERS
CRM
Lead Mgmt

BDC

TRANSACT
TRANSACT
BUSINESS
Desking

Credit

Menu

F&I

Digital Contracting
Vehicle Mgmt

Hosted Phone

WE
HELP

Websites

DataFresh

Business Online

Dir Mail

Digital Marketing
Websites
Lead Mgmt
Marketing

Finance Online Service Online

Quotes Online

Vehicle Online

Social Media / Reputation Management

WE
DO IT

Managed
Campaigns
Digital
Advertising

Virtual
Mktg
Rep

Loyalty
Solutions
Call
Tracking

eNewsletter
Live Chat

Trade Online

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, Quotes, Trade,
Finance, Service

Retain
Customer Loyalty
BuzzTrack, BuzzMail,
eNewsletter

Vehicle
Online

Finance
Online

Trade
Online

Quotes
Online

Service
Online

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, Quotes, Trade,
Finance, Service

Retain
Customer Loyalty
BuzzTrack, BuzzMail,
eNewsletter

Vehicle
Online

Finance
Online

Trade
Online

Quotes
Online

Service
Online
Social Media

Business Changes Social Media Expectations

The only result that

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

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

whether
or not you choose
using it every day
to participate

rs on Facebook

lish-speaking

s social content

E
by auto buyers in July 09?
11

Hispanic populations are

fast growing user segments

Complements eMail & Search Marketing

was Facebook

SO
WHATS
YOUR
STRATEGY?

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

12

Comprehensive Social Media Strategy

Social is Different

13

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

Theres a whole universe of social

sites and more emerging all the
time
a single page is hardly
enough

Social Media / Reputation Management

Complete Social Marketing Team

Social Marketing Representative (SoMAR)

Social Marketing Professional
Dedicated to your objectives

SoMARs role:
Plan

SoMAR

14

Execute

Report

Adjust

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
15

Configuration

Writing

Sales

Social Media Marketing Community Strategy

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

Business
Business Sponsored
Sponsored
Social
Social Network
Network Site
Site

16

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
17

Employee Participation

Dealer Message Dealer Control

Civic activities

Local interests

Vehicle discussions

Dealership happenings
RSS Feeds
Managed Placements
OEMs
Enthusiast sites
Video / photo feeds

Over 200 Ancira Employees participate in community

18

Positive UGC

Systemic process

Lots of positive UGC

Content analysis & syndication

Brand Monitoring

Amplify The Positive Consumer Feedback

DealerRater Certification
Encourage / solicit
consumer feedback at time
of delivery
Post positive reviews to
Dealers 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

Dealer personnel set-up profiles

Get engaged

Registration / Publication
Site Registered in 120 Social Venues

Will you be my Facebook friend?

20

Dealer Information
Ancira Crafts Their Message

Syndicated Content
Relevant Info From Other Sources

Local Interest
Highlight Anciras Civic Leadership

User Content
Fun Stuff For Customers

Case Study: Ancira Auto Group Stellar Results

I am absolutely blown away that
you not only responded but that
you use social media

Positive
customer
feedback

Search
Engine
Results

I will be happy to explain to

everyone the fantastic service I
received

Brand Name Search

Consumer
response

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ResultsMadeEasy

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ancira dodge san antonio

Returns
10 pages of
Ancira content

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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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ResultsMadeEasy

SM

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

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ResultsMadeEasy

SM