page contents Automotive Thought Leadership: Ralph Paglia: September 2010 My title page contents

Thursday, September 30, 2010

Measuring Performance and Tracking ROI in Social Media Marketing and Reputation Management

Automotive Digital Marketing Professional Community: ADM serves Car Dealers, Automotive Marketing Pros and Internet Sales Managers

Ralph Paglia has invited you to the ADM Professional Community event 'New Ideas on Measuring Performance and Tracking ROI in New Revenue Opportunities from Social Media Marketing and Reputation Management' on Automotive Digital Marketing Professional Community!

Location:Las Vegas, Nevada

Tuesday, September 28, 2010

5 Mistakes You Make When Writing A Blog Post

On Jul 11, 2010, at 3:01 PM, Ralph Paglia <> wrote:

5 Mistakes You Make When Writing A Blog Post

 Written By Suzannah Freeman in Blogging


Blogging is so common these days, everyone seems to want a piece of the action.

The problem is that newbies get the idea this blogging thing is a cinch–that you don't need any particular skills, structure, or game plan to write for the internet.

It's true to some extent; you can get your own domain and start up a blog with no experience whatsoever. However, creating a blog that people will want to read, and subscribe to, requires more than that.

There are limitless wrong turns one can make when writing a blog post, but here are 5 common mistakes and how to fix them:

1. You don't know who your audience is.

Who reads your blog? Can you describe your average audience member? Do you know what they want out of life? Do you know what they're searching for on your site? If you don't know your audience, you won't be focused on writing to meet their needs. And, if your blog doesn't provide ongoing benefits for your readers, they won't be around long.

2. You don't bother to outline.

For all you pantsers out there, even outlining a blog post might go against your natural tendencies. But, I've found the best way to keep your article focused is to write the headline and subtitles first. These might change as you write, but they give you a sense of where you need to go. When I get a few great ideas for posts all at once, I write my headlines and tentative points, plus find a suitable photo first, and simply leave the outlines in my WordPress editor for later. Once my posts are outlined, they get written relatively quickly.

3. You skip the introduction and conclusion.

Just like you remember from your high school days, your writing needs an introduction and a conclusion to be effective. For example, my article would appear less-than-professional if I'd begun with my headline, then launched straight into the list, and ended abruptly with the 6th point. Many readers wouldn't have bothered sticking around to find out what I have to say. Introductions and conclusions don't have to be long, but you should write them every time.

4. You don't use an effective photo.laptoppicture

Photos aren't necessary for good content, but they help visually attract your readers and reinforce your point. A poor or amateurish photo can be just as bad as no photo at all, so if you're going to choose one, choose wisely.Flickr has a huge directory of Creative Commons photos available for use with only the need to cite the owner. While it can be time consuming searching for photos and uploading them, it's time well spent.

5. You omit keywords and meta descriptions.

When I first started blogging, I had no idea what the 'keywords' and 'meta description' boxes in my WordPress editor were for. It was only once I'd been writing for a couple of weeks that I discovered those little boxes were for important for helping people find and read my articles. SEO Logic says on their FAQ page:

Both the meta keywords tag and the meta description tag contribute to your search engine ranking, and the meta description tag influences the liklihood [sic] that a person will actually click on the search engine results page and visit your site.

If you're not using these tags, you're missing out on potential readers.

Tips for Writing Better Blog Posts

How can you make your blog posts beneficial, focused, and clear?

  • Define your audience before you launch your blog.
  • Write your headlines first and get in the habit of outlining your posts.literarycat
  • Always write an introduction and conclusion, even if they are short.
  • Choose visually appealing photos that match either the particular post or the overall themes of your blog.
  • Learn to identify keywords and write effective meta descriptions for each post.
  • Don't try to make too many points in one post. Choose one and focus on it.
  • If you want your blog to be professional (as opposed to a diary-like venture) write your posts the same way you would write an article for a magazine.
  • Solve a reader's problem or include a benefit in each of your posts.
  • Proofread your posts at least 24 hours after writing them. Fresh eyes catch more mistakes.
  • Ask for reader participation. End your post with questions or invitations for your audience to contribute through commenting.

Learn the guidelines of professional blogging, and you'll soon find your posts more engaging, and your readership increasing.

What newbie mistakes did you make when you first started blogging? What bothers you the most in other blogs? What are your best tips for writing better blog posts?

Images courtesy of B RosenSteve Keys, SuziJane.

Suzannah Windsor Freeman writes and teaches in Canada and Australia (but never at the same time). Pop over toWrite It Sideways for more great writing tips, or follow her on Twitter.


[Sent from Ralph Paglia's iPhone]

Ralph Paglia
Director - Digital Marketing
ADP Dealer Services
cell: 505-301-6369 

Optimizing Automotive Social Media Advertising Campaigns is announcing today the release of (, a multivariate text and image online advertising optimization platform which allows car dealers and their marketing partners to quickly and efficiently test hundreds of ad variations via a single interface. allows automotive advertisers to optimize by clicks or conversions, utilizing either full factorial or fractional factorial multivariate testing. Fractional factorial testing allows for car dealers and their advertising partners to test many ad components with far fewer impressions required – allowing dealers and their marketing resources to determine winning combinations of image and word elements far more quickly than if they ran every possible combination. Some benefits to dealership advertisers include:
  • Facebook Ads API Beta partner. Full integration into Facebook's proprietary and highly targetable ad system.
  • Test more ads for less money. Multivariate ad creation and optimization gets answers quickly, requiring fewer impressions to be effective while spending less money getting to optimal results.
  • Optimization automation. Car Dealers get reporting on the most statistically significant advertising offers and their elements at any time.
  • Store and reuse. Save automotive advertising campaigns and the promotional images (of any size) in your image library for later re-use
  • More Wordsmithing. Get copy suggestions via BoostCTR integration.
  • Integrate. Reporting interfaces with's existing CPMatic system, which allows for self-service website display ad campaign management, retargeting, adserving, social media engagement tracking and optimization.
To sign up for visit and enter the invitation code NEWS01, and your contact information, or contact us with questions. - Finding Favorable Frequency
September 27 - Rob Leathern writes a column for discussing how difficult it is to determine and optimize for frequency in online automotive advertising today:

Myth 1: "Frequency is one of the few controllable or targetable parts of a campaign.": That's very difficult, and the evidence is all around you in those retargeting campaigns plastered all over many sites "following you." more here

Myth 2: "Since frequency can be better controlled, publishers can price and deliver frequency better.": ...most website and social media publishers also have legacy ad serving systems that serve the automotive marketer's ad tags and do not have "awareness" of how often ads are being shown to a particular user. more here
Read the full article at
Facebook Audience Gets Older and Savvier (?)
In May 2009, 70% of all Facebook users in the US were under the age of 35 – that dropped to just 59% this month (September 2010). Learn about the age and gender trends shaping the addressable Facebook population.

See the data on's blog
As a reminder, to sign up for visit and enter the invitation code NEWS01, and your contact information, or contact us with questions.

Thanks and have a great end of the quarter!
the Team
<Sent from Ralph Paglia's iPad>

Ralph Paglia
Cell: 505-301-6369

Sunday, September 26, 2010

Flex Magazine Bikini Model Search Video

Ralph Paglia, the Automotive Marketing Internet Sales Manager posted videos from Flex Magazine Bikini Model competition at 2010 Mr. Olympia Body Building and Fitness Convention and Expo in Las Vegas on September 23 through 25, 2010. 

Seventh from last clip of Flex Magazine Bikini Model Search Champions
Posted By Ralph Paglia to Ralph Paglia; Automotive Marketing Internet Sales Manager at 9/25/2010 06:14:00 PM

ADP Social Marketing Daily News is out!

The ADP Social Marketing Daily News publication is out! 

Sunday Edition, Sep. 26, 2010

The ADP Social Marketing Daily has just been updated, and you can view it at 

Be sure to sign up for email notices when new editions are published...

Learn about ADP and BZ Social Media Marketing and Reputation Management services for car dealer's at and then join our social network of auto industry professionals at to connect with hundreds of people in the car business sharing the best of what's working in the area of earned media.

Saturday, September 25, 2010

Flex Magazine Bikini Model Search Champions 7

Seventh from last clip of Flex Magazine Bikini Model Search Champions

Flex Magazine Bikini Model Search Champions 6

Sixth clip from end of Flex Magazine Bikini Model Search Champions in Las Vegas at Mr. Olympia Expo...

Flex Magazine Bikini Model Search Champions 5

Fifth Flex Magazine Bikini Model Search Champions clip for Mr. Olympia in Las Vegas on Saturday 9/24/2010.

Flex Magazine Bikini Model Search Champions 4

Flex Magazine Bikini Model Search Champions fourth from last clip

Flex Magazine Bikini Model Search Champions 3

Flex Magazine Bikini Model Search Champions 3rd from last clip

Flex Magazine Bikini Model Search Champions

Flex Magazine Bikini Model Search Champions

Flex Magazine Bikini Model Search Champions

Mr. Olympia Expo in Las Vegas featured many contests, including Flex Magazine's Bikini Model Search for their 2010 Cover Model. This clip shows award presentation to this year's champion and her runner-up.

Friday, September 17, 2010

Are Dealership Twitter Followers More Valuable Than Facebook Fans?

<Sent from Ralph Paglia's iPad>

Ralph Paglia
Cell: 505-301-6369

Ford Fiesta App Brings 2011 Ford Fiesta to Life!

Ford Fiesta App Brings 2011 Ford Fiesta to Life for Ford Dealerships and Their Customers!

Ford Fiesta iPad App Showcases How Interactive Marketing Drives Automotive Consumer Engagement
  • New Ford Fiesta is adding an app for the Apple iPad to its list of technology offerings, providing users with interactive product information, photos, videos and available custom offerings
  • Fiesta is the first Ford vehicle to use an app to deliver a one-of-a-kind interactive brochure experience
  • The now available Fiesta App for iPad offers an interactive perspective on the vehicle’s 15 class-exclusive features, 40 mpg story, connectivity and accessories

Fiesta interactive sales brochure
DEARBORN, Mich., Sept. 17, 2010 – Fiesta fans have something to cheer about with the debut of a new interactive sales brochure that brings the features and attributes of Ford’s widely acclaimed new small car to iPad. In launching the Fiesta App in the App store, Ford is reaching out to customers in a brand-new and interactive way.
With more than 3 million Apple iPads sold, this is the perfect opportunity for Ford to reach out to customers, by creating an interactive sales brochure that provides a depth of information not found in a typical dealer brochure.
Fiesta target consumers are heavily digitally inclined and often lead the way with new technology adoption. The Fiesta App gives these customers the information they want, in a format they expect,” said Thomais Zaremba, Ford car marketing communications manager. “It’s another way for us to reach out to customers in the digital and social media space.”
Interactive information at your fingertipsThe Fiesta App gives customers interested in a Fiesta a rich experience with Ford’s newest small car, providing a depth of information that couldn’t be achieved in a typical sales brochure.
This app is purpose built for the iPad to deliver information in a way that iPad users are accustomed to receiving information. It’s very interactive, yet very educational at the same time,” said Zaremba. “It brings together the gratification of holding a brochure while sharing interactive content like videos that are typically found on websites.”
App users will be able to check out all of Fiesta’s 15 class-exclusive features, including keyless entry and available push-button start. The screen lets viewers scroll down to each of the features, where a description and short video then shows how the technology works.
One screen also details all of the available tattoos and graphics, with viewers able to scroll through to see the choices for themselves. The app also describes how the Ford Fiesta with the six-speed PowerShift automatic transmission achieves an EPA rating of 40 mpg highway, delivering class-leading fuel economy.
Additional Fiesta App information includes:
Quality: Informs app users about how Fiesta achieved quality through strength and quietness
Safety: Details how Fiesta features seven standard airbags, including a new driver’s knee airbag specifically developed to help reduce injuries in frontal collisions
Connectivity: Includes information on how the latest version of Ford SYNC® with turn-by-turn navigation, a standard audio input jack and an available audio upgrade will keep Fiesta drivers connected
Available accessories: Lets viewers see how they can personalize their Fiesta, with accessories like an illuminated gear indicator shift knob, rear spoiler, even a kayak carrier to haul outdoor gear
Standard and available features: Details the number of standard and available features that increase convenience and add connectivity on Fiesta
Colors: Shows off the choice of nine vivid new colors, from Bright Magenta to Lime Squeeze to Blue Flame
The Fiesta App is available for free in the App Store for iPad or at
# # #
About Ford Motor Company
Ford Motor Company, a global automotive industry leader based in Dearborn, Mich., manufactures or distributes automobiles across six continents. With about 159,000 employees and about 70 plants worldwide, the company’s automotive brands include Ford, Lincoln and Mercury, production of which has been announced by the company to be ending in the fourth quarter of 2010. The company provides financial services through Ford Motor Credit Company. For more information regarding Ford’s products, please visit