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Sewell Automotive Companies Dallas, Texas Dealer Services - Digital Marketing Solutions Group Proposal for Managed Services and Technologies for Automotive Social Media Marketing and Reputation Management Strategy and Tactical Implementation Proposal and Scope of Work Presented to: Sewell Automotive Companies Dallas, Texas Thursday, September 02, 2010 Prepared and Submitted by: Ralph Paglia Ray Loo Jac Alvarez Director – Digital Account Executive Director Marketing Digital Marketing National Accounts ADP Dealer Services ADP Dealer Services ADP Dealer Services Cell: 1-505-301-6369 Cell: 303-525-4279 Cell: [email protected] [email protected] [email protected] ADP Digital Marketing – Social Media Reputation Management SkySong Social Media Operations Center; 1475 N Scottsdale Rd., Scottsdale Arizona 85257 Sewell Automotive Companies – ADP Social Marketing and Reputation Management Proposal Table of Contents Table of Contents I. Executive Summary ............................................................................................................... 4 1. Phase 1; Professional Consulting and Program Development Services ............. 5 2. Phase 2; Installation Build-Out of Sewell Social Media Configurations .............. 5 3. Phase 3; Sewell Associate and Supplier Orientation and Training ...................... 5 4. Phase 4; Ongoing Social Marketing, Content Creation and Management ........... 5 5. ADP supplied professional writers ......................................................................... 6 6. ADP Social Marketers publish 10 “Unique Content Items” each month ............. 6 7. ADP will build, deploy and manage an extensive content distribution system .. 6 II. Statement of Work .................................................................................................................. 7 1. Social Media Advertising ........................................................................................ 7 2. Search Engine Advertising (see Appendix G) ........................................................ 8 3. Social Media Display Advertising............................................................................ 8 4. Social Video Advertising .......................................................................................... 8 5. Social Media Channel Targeting Tactics ................................................................ 8 1. Social Microsites ...................................................................................................... 8 2. Sewell Social Network. ............................................................................................. 8 3. Reputation Management ........................................................................................ 8 4. Campaign Management and Reporting. ................................................................. 8 5. Social Media Marketing and Reputation Management Focus ............................... 9 6. Targeting Strategy and Tactics ............................................................................... 9 III. Recommended Sewell Automotive Social Media Marketing Objectives ............ 10 1. Account Management ............................................................................................ 11 2. Copywriting ............................................................................................................. 11 3. Regional Targeting ................................................................................................. 11 4. Reporting and Analysis .......................................................................................... 11 5. Sewell Automotive Communities .......................................................................... 11 6. Social Media Reputation Management ................................................................. 12 VI. ADP Social Media Marketing Portal Dashboard; www.ADP-SmRm.com ........... 13 7. Information Used by ADP to Set Up New Social Media Accounts...................... 15 Single Franchise Social Media Portal RSS Feed Example: ....................................... 15 8. Social Media Profiles Created and Claimed ......................................................... 24 9. Daily Social Mentions Trending............................................................................. 26 2 Sewell Automotive Companies – ADP Social Marketing and Reputation Management Proposal 10. Evaluating Relevance, Rank and Authority of Social Media Sites ..................... 27 11. Relevance Metrics on Each Social Media Site Tracked ....................................... 29 12. Social Media Account Administration .................................................................. 31 ADP Digital Marketing Team will create ”Social Media Dashboard” ....................... 31 A. Yelp.com enhanced business listing premium package ................................. 31 B. BlogCatalog.com registration and category sponsorship .............................. 31 C. Flickr Professional Account system and application upgrade ...................... 31 D. Network Solutions domain hosting and 6 URL registrations ........................ 31 E. Ning Professional Enterprise class Premium Services Bundle .................... 31 F. DealerRater.com Certification ................................................................................ 31 G. TubeMogul Video Syndication ................................................................................ 31 H. Contest and Polling Applications .......................................................................... 31 I. Widgetbox. ....................................................................................................................... 31 J. ADP Social Media Marketing Portal Dashboard. ............................................... 31 7. Social Media Advertising Campaigns .................................................................... 32 Reporting ...................................................................................................................... 32 Social Media Reputation Management Project Plan Example ......................................... 33 Suggested Best Practices for Advertising on Facebook ................................................... 48 3 Sewell Automotive Companies – ADP Social Marketing and Reputation Management Proposal I. Executive Summary ADP Digital Marketing Solutions Group proposes to assign resources and leverage the use of ADP Social Media applications and technology systems to assist in the design, set up, ongoing management and tactical fulfillment of a Social Media Marketing and online Reputation Management strategy for the Sewell Automotive Companies. The structure of our proposed engagement is designed to increase customer engagement with Sewell branded social media assets, including event marketing, widespread distribution of news reports, articles, videos, images, consumer generated content and other marketing communication assets as directed by authorized Sewell Managers. Although ADP has built our systems and processes around leveraging social media for the generation of incremental volumes of business opportunities, showroom traffic, website visitors and incoming phone calls, we understand that the relationship between people living in the communities served by Sewell Automotive Companies is unique to the Sewell brand and the promise that the Sewell brand represents. For this and other reasons, if this proposal is accepted and supported by the revenue requested for this program, the ADP Social Media Reputation Management team will assign a Sewell Automotive dedicated Social Marketer (SoMar) who will manage the program and associated ADP resources exclusively for Sewell Automotive. The Sewell SoMar will also be available for two days of monthly review and planning meetings at Sewell Automotive headquarters in Dalls. Additionally, we propose to supply ADP Social Marketing content creation, graphic art, video editing specialists along with social media advertising analysts who will work in close coordination with Sewell staff to design, create, set up, launch and maintain a Sewell Automotive branded online community social network that provides a platform ideally suited for engaging with Sewell customers, dealership employees, suppliers, and socially engaged, civic minded consumers living in the areas served by the Sewell Automotive Companies. Although we do not intend to violate the mores and standards of most social networks with blatant “sales pitches”, our proposed services will provide business benefits to the Sewell organization by attracting both new and repeat business opportunities. We propose to coordinate a Social Media Marketing and Reputation Management strategy coordinated with both internal and external Sewell campaigns to drive traffic, membership growth, consumer and employee engagement, as well as supplement the existing Sewell website visitor traffic to and from the Dallas and San Antonio regional markets served by Sewell Automotive Companies. This proposal is designed to provide Sewell with significant levels of social network, user generated content (UGC) and Web 2.0 types of social media website presence within the Dallas and San Antonio areas, but also extending the Sewell brand throughout Texas as a whole. Because of the positive output from our ongoing content creation and rich social web activity levels produced by the ADP Social Media strategy supported by our proprietary syndication technology enabled tactical deployment, the overall positive Search
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