Digital Dealer October2008 Ugc Social Net V1 (2)

#213 - Social Networking and BloggingHow to leverage User Generated Content (UGC) sites to drive car buyers and service customers from popular destinations on the Internet to your web site without spending additional money… How to leverage User Generated Content (UGC) sites such as MySpace, Facebook, Blogger and Ning to drive car buyers, enthusiasts and those that influence buying decisions from several of the most popular destinations on the Internet to your dealership’s website. This session will share proven tactics that provide dealers with the know-how to execute a strategy that blends web-based reputation and information management with “word of mouth” that is more powerful than ever before, to generate incremental sales opportunities. Attendees will leave this session with a list of action items that they can use to generate showroom, phone and web site traffic without spending any additional money on marketing services or advertising media.

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

Responsible for driving 144,000+ leads to single-point dealer in 2 years and developinga team that sold 4,000+ Vehicles to Internet Leads in 2006.

Strategic marketing planner and consultant to car companies, dealer groups and national enterprise automotive organizations

Deep history of developing Digital Marketing strategies and tactical CRM implementation blueprints for dealers and car companies

Managed first retail automotive pilot program for Google Audio while in beta testing 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 SoCalCell: 505.301.6369 ralph_paglia@adp.com

User Generated Content (UGC) Sites, also known as Web 2.0 are available in a variety of flavors Social Networks Professional Networks Consumer Reviews & Ratings Video Hosting Sites Photo Hosting Sites Do-It-Yourself Publishing (Blogs)

Executive Summary – UGC Web 2.0 in 2008 In 2008, if you’re not on a social networking site, you’re not on the Internet. It’s as true for advertisers (dealers) as it is for consumers (car buyers). Social networking is the ultimate manifestation of User Generated Content (UGC), and as such, holds more potential for growth than any other form of content on the Web today. DigitalRalph.com says: “What’s not to love about using UGC sites for your dealership’s marketing objectives... Let someone else do most of the work!”

Executive Summary – UGC Web 2.0 in 2008 User Generated Content (UGC) and Social Networks are transforming the media ecosystem. ,[object Object]

Gone are the days when marketers controlled the communication and path between advertisement and consumer.

Today’s model is collaborative, collective, customized and shared. It’s a world in which the consumer is the creator, consumer and distributor of content. The proliferation of quality, affordable technology and the popularity of social networks and UGC sites have forever changed the media landscape.

What is User Generated Content (UGC)? User Generated Content (UGC), also known as consumer-generated media (CGM), refers to any material created and uploaded to the Internet by non-media professionals, whether it’s a comment left on Amazon.com, a video uploaded to YouTube, or a student’s profile on Facebook.

What is User Generated Content (UGC)? UGC is fundamentally altering how audiences interact with the Internet, and how advertisers reach those audiences. ,[object Object]

In 2007, UGC sites generated $1 billion in advertising revenue.

By 2011, UGC sites are projected to attract 101 million users in the U.S. and earn $4.3 billion in advertising revenue. Still, obstacles remain that prevent dealers (tier 3), car companies (tier 1) and dealer ad associations (tier 2) from taking advantage of this dynamic communication medium.

Edmunds.com - one of first Automotive UGC sites Edmunds follows a product review model for automobiles. The editors of Edmunds post their own auto reviews, as well as pictures and specifications (see Fig 2). 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.

Edmunds.com as a dealer sales tool According to a 2007 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.

UGC Web 2.0 DRIVES 50%OF TOP 10 FASTEST GROWING WEB BRANDS, ACCORDING TO NIELSEN//NETRATINGS MySpace Is Fastest Growing among Top Web Brands, Google Maintains Double Digit Growth NEW YORK – August 10, 2008 – Nielsen//NetRatings, global leader Internet media and market research, announced today that user-generated content sites, platforms for photo sharing, video sharing and blogging, comprised five out of the top 10 fastest growing Web brands in July 2008.

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: Andrew Frank - Vice President of Research at Gartner As vice president of research at Gartner, Andrew Frank is on top of how media companies and marketers use technology. He has directed tech strategy at companies such as Omnicom-owned Organic, Viant and Ogilvy & Mather, and has a shelf full of awards. eMarketer spoke with him about marketing with social networks and misconceptions about the medium. eMarketer: How are content providers and marketers using social networks? Andrew Frank: “There are still no clear best practices for applying social networks to marketing or media strategy in general. It's been difficult to generalize how this is going due to different strategies, outside of the extremes of success and failure.”

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

Perspective on Social Networks: DealerRater.com UGC Strategy - Marketing

Professional Networks: www.ADMPC.com

UGC UGC Search Advertising UGC UGC .com UGC .com

Digital Dealer October2008 Ugc Social Net V1 (2)

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Digital Dealer October2008 Ugc Social Net V1 (2)

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