How Google Wildfire is Recasting Digital Marketing Strategies for Auto Dealers. Brian Pasch, CEO PCG Consulting

Transcription

1 How Google Wildfire is Recasting Digital Marketing Strategies for Auto Dealers Brian Pasch, CEO PCG Consulting

2 Workshop Outline Where Social Media Marketing Fits in Google s ZMOT Understanding Today s Social Marketing Workflow Why Your Dealership Needs a Mobile First Strategy How Google Wildfire Increases Mobile Engagement Examples of Advertising Campaigns Using Wildfire Do Dealers Need Wildfire To Be Successful? Targeting Your Advertising Message with Polk Data How To Get Started with Social Media Advertising.

3 About PCG Digital Marketing Full Service Digital Agency started in Paschonate Professionals Dedicated To Car Dealers First agency to have a published case study by Google regarding the success of the Wildfire platform. First agency to co-present Wildfire Social Media Marketing strategies at an Automotive Conference We deliver customized social media strategies and avoid canned content replicated to hundreds of dealers.

4 Case Study Will Be Send to Members of DealersEdge.com

5

6 Traditional Marketing Was Centered Around Your Dealership Your Customers Marketing Marketing Marketing Your Company Your Dealership

7 Social Marketing Shifts the Focus to Buyer Conversations Your Dealership Your Customers Your Dealership Your Dealership Your Dealership

8 The Changing Nature of the Customer Journey 1 in 4 search results for the World s Top 20 largest brands are links to user-generated content SEARCH CHECK BLOGS STIMULUS PURCHASE The average U.S. shopper consults10.4 sources prior to purchase READ REVIEWS NETWORK 57% of people talk more online than they do in real life Source: Socialnomics, 2009; Google/ Shopper Sciences Zero Moment of Truth Study, 2011, Febuary 23, 2012; Alex Trimpe via Ogilvy February 21, 2011, ThinkQuarterly, Google SHARE VIDEOS

9 Affects the Auto Buyer 49% TV Online Dealership 28% 20% 20% 35% 35% 32% 31% 32% 30% 34% 33% 31% 28% 26% 38% 38% 22% 10% 12% 7% 8% 7% 6% 5% 4% 3% Prompted Purchase Interest Aided discovery of new makers Helped informed decision Purchase Funnel Modified Maker Choice Modified Model Choice Confirmed initial choice Influenced Option Choice Influenced Budget Modified dealer

10 Now, Online Content is as Impactful as Dealership 49% TV 7% Online 31% Dealership 31% TV Online Dealership 28% 20% 20% 35% 35% 32% 31% 32% 30% 34% 33% 31% 28% 26% 38% 38% 22% 10% 12% 7% 8% 7% 6% 5% 4% 3% Prompted Purchase Interest Aided discovery of new makers Helped informed decision Purchase Funnel Modified Maker Choice Modified Model Choice Confirmed initial choice Influenced Option Choice Influenced Budget Modified dealer

11 Why Should You Care? Digital Consumer Trend Auto Consumer Trend 2.0B internet Users 90% car buyers are online 4.1B mobile Users 75% start research online 2.1B searches daily 1.9B social network users 35h video uploaded each minute Auto videos positively impact 79% buyers 32% mobile users say video sites help drive their decision 46% buyers worldwide likely to make an auto purchase based on social sites Source: emarketer.com Constant Consideration: New Vehicle Path to Purchase, Compete/ Polk/ TNS September HHI $100k+ NetPop Research

12 Social Marketing Best Practices 2 1 GROW YOUR AUDIENCE ENGAGE, INTEREST, INCENTIVIZE GROW ENGAGE Control REPEAT MEASURE MEASURE 3 MEASURE & CONVERT

13 Best Practice 1: Grow a Community of Followers 1 GROW YOUR AUDIENCE GROW ENGAGE Control MEASURE MEASURE 3

14 Best Practice 1: Grow a Community of Followers Brickell Honda Objective: Build a relevant community of buyers Drive growth and traffic by targeting local HONDA owners! Results: Honda owners engage with a brand offer that relates to their vehicle. Two way communication established. Introduced Honda loyal customers to a new LOCAL service center.

15 Best Practice 2: Continuously Engage Followers 1 GROW YOUR AUDIENCE GROW GROW ENGAGE Control 2 ENGAGE, INTEREST, INCENTIVIZE MEASURE MEASURE 3

16 Best Practice 2: Continuously Engage Followers Jeff Wyler Auto Group Objective: Build a relevant community of buyers Drive growth and traffic throughout a monthly hyper-local campaign. Results: Fan base and reach increases Two way communication established Post entry actions can drive consumers to your website to connect them with your digital advertising: retargeting. Daily Campaign Visits

17 Best Practice 2: Continuously Engage Followers Naperville Infiniti Objective: Drive engagement with a popular hyperlocal event. Give local consumers an experience that they would remember! Results: Increased fan engagement Increased brand reach LOCAL consumers submitted their information showing the targeting was working.

18 Best Practice 3: Translate Marketing Goals Into Metrics 1 GROW YOUR AUDIENCE GROW ENGAGE Control 2 ENGAGE, INTEREST, INCENTIVIZE MEASURE MEASURE 3 MEASURE & CONVERT

19 Best Practice 3: Translate Marketing Goals Into Metrics Campaign Started Here No Joke.

20 Best Practice 3: Translate Marketing Goals Into Metrics Good Place To Be.

21 Best Practice 3: Translate Marketing Goals Into Metrics Strong Engagement Rates

22 Best Practice 3: Translate Marketing Goals Into Metrics Look at the Engagement of Every Post

23 Old School PPC Rates!!

24

25

26

27 First Time I Witnessed 50+% Of Traffic Coming From Mobile 19,682

28 April Was Their Inflection Point

29 Your Content Team Creates an Attractive Page On Your Website

30 No Device Independent Pages

31

32 DEVICE INDEPENDENT PAGES

33 Broken Experience

34 Wildfire Social Marketing Suite Pages Messages Promotions Analytics

35

36 What Google WildFire Does Create Device Independent Landing Pages Enables More Interactive Posts & Grows Fan Base Faster Data Collection and Engagement Can Drive Post Form clicks to your website Connects Social Media & Digital Marketing Puts Your Where Your Competitors are NOT!

37

38

39

40 Create Local Contests And Promotions To Build Fan Base & Reach

41

42 Wildfire Tools to create amazing engagement pages.

43 Sweepstakes Google Places Recommendations

44 5 Ways Integrated Marketing Impacts Your Business Reach & Build the Right Audience Maximize Engagement Capture Leads & Data Amplify Reach Across All Channels & Devices Social Media Marketing Drive Sales Wildfire Customers Achieve 2.5x faster fan growth than average brand 30% more engagement than average brand 264% more earned media impressions than average brand 60% cost reduction on custom application deployment 10% increase is time efficiency of community management 70% decrease in turn around time of campaign deployment

45 Sidebar Advertising is Weak Multiple Targeting Options inside Facebook Retargeting Outside of Facebook

46 Newsfeed Advertising - Desktop

47 Newsfeed Advertising - Desktop

48 Newsfeed Advertising - Mobile The MAJORITY Of the Screen Is The Promotion!

49 Engage Your Fans Sharing galleries YouTube videos Quiz Playlists

50 Engage Your Fans Sharing galleries YouTube videos

51 Service Coupons Clicks Tracking numbers

52 Do You Need Wildfire? If You Have A Responsive/Adaptive Maybe If you don t have the tools to build engaging landing pages and social metrics Yes. Do you need Wildfire to be successful in social media advertising? You need Wildfire or an equivalent tool set. You need clear analytics and measurement tools.

53 Ad Targeting?

54

55 Comparing Advertising Google Adwords Facebook Advertising Keyword Targeting Intent Targeting Retargeting Video Pre-Roll Other Factors Location based on IP Crowded Marketplace Demographic Targeting Relationship Targeting Car Ownership Targeting Buying Intent Targeting Credit Card Targeting Retargeting* Other Factors Targeting based on zip Not dealer crowded

56 Very Cost Effective Advertising

57 Creating An Targeted Ad Each Offer Will Have a Different Radius

58 Creating An Targeted Ad

62 Creating An Targeted Ad Choose between CPC or CPM

63 October Rollout For 10 Auto Dealers

64 Join PCG & Wildfire in October Post original content for social engagement Create contests and promotions Create targeted ad campaigns Create videos and graphics to increase engagement Leverage Wildfire Analytics and Tools to grow your local fan base, influence, and reach.

65 Recommended: $500 Facebook Advertising Your Facebook ad budget will be directly billed to your credit card for transparency. You can increase your ad budget for high performing campaigns without any additional fees from us. Additional landing pages for expanded ad campaigns are included in monthly fee.

66 One Last Thing The correct social media engagement can also drive traffic to your website However, the landing pages on your website should be optimized for a social follower Invest in testing which landing page decisions produce the right behavior to meet your sales goals.

67 Landing Pages Will Be Designed to Convert Website Header & Navigation Video or Photo 2. Explanation of Offer 3. Supporting Evidence 4. Call To action 5. Store Locator 6. Lead Form 7. Custom Video 4 7 Design will be subject to the limitations of the current website platform.

68 Don t Forget Retargeting Yearly Visibility

69 Isn't This What We Have Been Asking For?

70