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Thursday, October 28, 2010

Social Media Marketing Strategy Optimization

AIDA /><i>Josh Peters is a <a href=Written by Josh Peters

There's nothing like the basics to help bring things back into focus when you feel lost. In "Marketing 101," the acronym AIDA stands for Awareness, Interest, Desire and Action. This is the most simple and rudimentary of sales and marketing funnels and is still incredibly relevant today when it comes to social media and Internet marketing strategies.

Each section of AIDA represents a section of your sales and marketing process and can help you set your expectations, decide what to monitor, and visualize the relationships between each part. Understanding the flow of the tools and tactics will also help you get your measurements and analytics in line with your goals.

Here's a closer look at the breakdown of this marketing funnel, some tips on how to apply it to your social media strategy, and a look at how the model is evolving in the social media age.


Awareness is social media's bread and butter. TwitterLinkedInFacebookYouTube and other networks are built for this. You can't easily display your inventory via Twitter, set up a shopping cart on LinkedIn, or fill orders through YouTube. These networks are not going to be your point of sale. Instead, they are your communication and outreach tools — the spokes that lead back to your hub (sales page, blog, site, etc.) where you will be making your conversions.

Awareness can take many forms, but its main goal is getting people to know you exist and that you can solve a problem they might have. At this level, conversations, interaction and content are king. A few metrics you might want to measure around your brand are conversation frequency, increased mentions and sentiment.


Now that you have their attention, you need to get customers interested in your product. You can bolster interest with offers and compelling reasons why you're better than the competition, and how you can solve customers' problems. Features and benefits weigh heavily in this level, and social media can help you kick their interest into high gear.

If you're running a pay-per-click (PPC) campaign and have some targeted landing pages set up for your products or services, those are what you want to link to — not your homepage. Even if you're not utilizing paid ads, the same strategy of linking to targeted pages through social media is applicable. A few of the metrics you will want to look at here are CTR (click through rate), retweets (of deals and links), and conversations about specific products.


Social media can help bolster desire through communication and engagement, but to fully satisfy someone's desire to buy, you need to have a site that is streamlined and optimized. Recently, I tried using a popular car rental site to make a reservation, but it was so difficult to navigate that I gave up, despite having a great discount code. The unmanageable user interface killed my desire in two minutes flat, and my business went straight to the competition. Your site makes a huge impression, and people will judge your company by it.

Take the time to go through your site and optimize the presentation and the shopping cart experience. Testimonials gathered from linkable social profiles are a great asset.

Take the customer from interest to desire with a clean, easy to navigate, info rich, and functional site. Some of the metrics that matter at this level are bounce rate, time on site, pages viewed and incoming links.


Now that your customers are itching to buy your product, and their money is burning a hole in their PayPal pocket, you need to seal the deal. At this point, your site is your number one tool, and while social media can influence the action through the previous levels, it's not going to have the same influence here. You need to make it easy and obvious for your customer to complete your desired action (purchase, sign up, lead form, etc.).

The action is also where you can finally calculate some of your end metrics, like conversion rate and ROI. This is where you can see how everything is performing and the final impact your work is having. Often, these are the metrics that your boss (and your boss's boss) are looking for.

New Additions to the Marketing Funnel

Over the years, the traditional AIDA has evolved and added two extra levels. These levels represent not only a shift in the technology and methods that are used to market, but the people behind it.


How are you getting your customers to buy from you again? One very simple way to stave off any buyer's remorse is to follow up via the same social media you used to get customers in the first place. If you know they purchased via a link on Facebook, send them a Facebook message saying "thanks," and provide them with your customer service contact info. 

Perform customer service on Twitter. Monitor the online conversations around people who are already using your product and see if they have any questions or problems that you can resolve quickly. You can build social loyalty programs and use the communities you create to keep customers coming back. This is where CRM (Customer Relationship Management) can play a leading role, and many social CRM solutions are emerging to fill that need. A few things you might want to monitor here are repeat buyers, the use of loyalty codes, sentiment of mentions post-purchase and sentiment of specific products.


Advocacy is the dream of any marketer. It's the "sweet spot," where your customers do your marketing for you. It's when customers love your products, brand, services and people so much that they can't help but talk about you. This is why you want to make it easy for people to share your brand. Any hindrance to this — be it a bad website interface or an anti-social company ethic — will really discourage this extremely valuable source of traffic and interest.

If it's an option, I'm far more inclined to click on a "Tweet This" or "Like" button than I am to take the link, shorten it in, and post it to my various social networks. Remove any barriers to advocacy and then both encourage and reward it. Some metrics to look at here are mentions, conversations and referrals.

The problem with AIDA

As you can see, the levels of our old friend AIDA can get a bit muddy, especially when it comes to the areas of awareness and interest. This has given birth to dozens, probably even hundreds, of fresh interpretations. The main thing to remember is how the funnels flow and to set your measurement and expectations accordingly.

You also don't need to live and die by this funnel. People can easily skip a level or go through multiple levels at once. It's not a perfect model, but then nothing is. But keep AIDA in mind as you shape your social marketing strategy. It should help you focus and prioritize your goals for success.

About the Author: Josh Peters is a social media and Internet marketing consultant and the co-author of Twittfaced. He blogs at Shuaism and can usually be found hanging out onTwitterFacebook or LinkedIn.

More Business Resources from Mashable:

Social Media Marketing 101: In-House Team, Agency or Consultant?
Why Social Media Is Perfect for Brand Ambassador Campaigns
4 Winning Strategies for Social Media Optimization
Why Twitter Is a Big Win for Small Businesses
Should Your Company Have a Chief Marketing 

[Sent from Ralph Paglia's iPhone]

Ralph Paglia
Director - Digital Marketing
ADP Dealer Services
cell: 505-301-6369 
office: 480-421-5005

Recommended Ralph Links: 

Wednesday, October 27, 2010

Social Media Marketing Secrets of the Superstars

Success Secrets of Social Media Marketing Superstars

by Mitch Meyerson

About the Book*
Online marketing expert Mitch Meyerson presents you with an unmatched advantage into the world of social media – the priceless secrets, strategies, tactics and insights of more than 20 of today's social media elite. Handpicked to cover almost every aspect of social media marketing, Meyerson and this distinguished team of experts open their playbooks and teach you how to create effective social media campaigns to cut through the clutter, reach out to millions and grow your business.


* Proven tips and tactics from 20+ top social media marketers
* The biggest mistakes businesses make with social media and how to fix them
* Actionable plans for all areas including social networks, blogs, web TV and mobile marketing
* Real-world case studies, best practices and proven techniques from the experts
* Detailed list of resources

Contributions from World-Class Social Media Experts:

* Keith Ferrazi & Tahl Raz: Relationship Strategy
* Brian Clark: Psychology of Social Media
* Mitch Meyerson: Online Marketing
* Ann Handley: Creating Content
* Gary Vaynerchuk: Building Mega-Followings
* Andy Willbes: Personality
* Chris Brogan: Building Communities
* Joel Comm: Success Qualities
* Craig Valentine: Communicate with Impact
* Starr Hall: Building Profits
* Dan Janal: PR Strategies
* Michael Stelzner: Go Viral
* Denise Wakeman: Business Blogs
* Mari Smith: Facebook
* Deborah Cole Micek: Twitter
* Barbara Rozgonyi: LinkedIn
* Julie Perry: YouTube
* Paul Colligan: Podcasting
* Chris Garrett: Social Bookmarking
* Kim Dushinski: Mobile Marketing
* Shama Kabani: Online Video
* Dave Evans: One Hour a Day

About Mitch Meyerson*:

Mitch Meyerson is a speaker, trainer, and the author of 9 books including Mastering Online Marketing, Guerrilla Marketing on the Internet, and Six Keys to Creating the Life You Desire. He has been a featured expert on Oprah and is the Founder of the Guerrilla Marketing Coach Certification Program. For more information, visit:

*courtesy of book website and Amazon

You can purchase a copy of 'Success Secrets of Social Media Superstars' on Amazon or on his website Mitch Meyerson.

[Sent from Ralph Paglia's iPhone]

Ralph Paglia
Director - Digital Marketing
ADP Dealer Services
cell: 505-301-6369 
office: 480-421-5005

Recommended Ralph Links: 

Tuesday, October 26, 2010

Social Media Specialist Job

Social Media Specialist Job

Date: Oct 20, 2010
Location: Scottsdale, AZ, US
Requisition #: DTEC31506
Job Title: Social Media Specialist
Country: United States

State: Arizona

City: Scottsdale

Employment Status: Full Time - Permanent

Division: DS - Technology Solutions

Job Responsibilities:

Social Marketing Specialist is responsible for execution of implementing predefined list of Social Media Marketing and Reputation Management account setups, managing content creation, and content implementation within a large number of social media accounts for each client. Writing and creating blog postings on behalf of clients, client branding through social media (Twitter/YouTube/Facebook, etc) syndicating content created by both client and yourself using multiple content syndication channels and tools. Monitor client reputation via multiple tools designed to alert you (and client) to client's name being mentioned, respond to all posts that mention client, then contacting client designated POC's. Staying aware and up to date on social media marketing trends, and applying knowledge to leverage social media activities effectively. Work with client via phone, web and email to create and manage their social media strategy. Seek and collect information from each client used for generating social media content.

Position location will be in Scottsdale, AZ office, remote candidates will not be considered.

Qualifications Required
(Experience, Skills, Academic):

Experience managing social media, excellent client communication and project management skills, strong writing, notation, and communication skills, ability to work under pressure in fast-paced dynamic work environment.

About ADP

Automatic Data Processing, Inc. is one of the largest providers of business outsourcing solutions to employers and vehicle dealerships around the world. We bring 60 years of unrivaled industry experience to the marketplace. Over 80% of the FORTUNE 500 companies and over 90% of the FORTUNE 100 companies use at least one of ADP's services. ADP serves more than 560,000 organizations in over 60 countries, including nearly 400,000 small business clients and about approximately 26,000 vehicle dealerships.

ADP is an Equal Opportunity/Affirmative Action Employer; M/F/D/V. ADP believes that diversity leads to strength.

Education: Bachelors

Job Category: Technology

Area of Interest: General Technology

Locations: Arizona, Scottsdale

Nearest Major Market: Phoenix 
Job Segments: Branding, Marketing, Media, Mid-Range, Project Manager, Social Media, Technology

[Sent from Ralph Paglia's iPhone]

Ralph Paglia
Director - Digital Marketing
ADP Dealer Services
cell: 505-301-6369 
office: 480-421-5005

Recommended Ralph Links: 

Monday, October 25, 2010

Taylor Hyundai Dealer Testimonial

Taylor Hyundai Dealer Testimonial recorded during NCM Hyundai 20 Group Meeting at The Ritz-Carlton Hotel in Phoenix.

Taylor Hyundai Dealer Testimonial

Taylor Hyundai Dealer Testimonial during NCM Hyundai 20 Group meeting at Ritz-Carlton Hotel in Phoenix Arizona.

Sunday, October 24, 2010

Jared Hamilton at NCM Hyundai Dealer 20 Group

Jared Hamilton addressing NCM Hyundai Dealer 20 Group at Ritz-Carlton Hotel in Phoenix on how to best implement Social Media Marketing in Car Dealerships.

@RalphPaglia: See Jared Hamilton of @DrivingSales speak to NCM Dealer 20 Group at PHX Ritz-Carlton Hotel about Car Dealers using #SocialMedia


Sent from HootSuite iPhone

[Sent from Ralph Paglia's iPhone]

Ralph Paglia
Director - Digital Marketing
ADP Dealer Services
cell: 505-301-6369
office: 480-421-5005

Recommended Ralph Links:

Jared Hamilton at Hyundai NCM 20 Group in Phoenix

Jared Hamilton at Hyundai NCM 20 Group in Phoenix

Friday, October 22, 2010

J. D. Power and Associates Automotive Internet Roundtable in

J. D. Power and Associates Automotive Internet Roundtable in Las Vegas.

Digital Dealer Conference Photos

Facebook Adoption Statistics

People on Facebook

  • More than 500 million active users
  • 50% of our active users log on to Facebook in any given day
  • Average user has 130 friends
  • People spend over 700 billion minutes per month on Facebook

Activity on Facebook

  • There are over 900 million objects that people interact with (pages, groups, events and community pages)
  • Average user is connected to 80 community pages, groups and events
  • Average user creates 90 pieces of content each month
  • More than 30 billion pieces of content (web links, news stories, blog posts, notes, photo albums, etc.) shared each month.

Global Reach

  • More than 70 translations available on the site
  • About 70% of Facebook users are outside the United States
  • Over 300,000 users helped translate the site through the translations application


  • More than one million developers and entrepreneurs from more than 180 countries
  • Every month, more than 70% of Facebook users engage with Platform applications
  • More than 550,000 active applications currently on Facebook Platform
  • More than one million websites have integrated with Facebook Platform
  • More than 150 million people engage with Facebook on external websites every month
  • Two-thirds of comScore's U.S. Top 100 websites and half of comScore's Global Top 100 websites have integrated with Facebook


  • There are more than 150 million active users currently accessing Facebook through their mobile devices.
  • People that use Facebook on their mobile devices are twice as active on Facebook than non-mobile users.
  • There are more than 200 mobile operators in 60 countries working to deploy and promote Facebook mobile product

Thursday, October 21, 2010

5 Superior Social Media Management Tools

5 Superior Social Media Management Tools

Written by Meghan Peters 

 [Mashable Awards]


Mashable Awards ImageAs part of the ongoing Mashable Awards, we're taking a closer look at each of thenomination categories. This is "Best Social Media Management Tool." Be sure tonominate your favorites and join us for the Gala in Las Vegas! Sponsorships are available. Please contact for more information.

social media management imageSo many statuses, so little time. As the popularity of social media continues to grow, so too do the number of networks to update and monitor. Whether you're keeping track of personal Facebook andLinkedIn profiles or juggling 25 company Twitter accounts, it's becoming tougher and tougher to keep up.

Luckily, tools to help you manage a growing social sphere are popping up just as frequently as new networks. Some work best for maintaining multiple accounts on one site while others consolidate your web presence across many networks. No matter what type of user you are, there's likely a tool (if not several) that can make your online social life a little easier.

Here are five social media management tools that can make your life easier. What do you use to keep track of multiple social accounts? Let us in the comments below.

1. One Person, Many Networks

TweetDeck is your best (and free) bet if you're looking to manage all your personal social media profiles. TweetDeck allows you to connect across Twitter, Facebook, MySpace, LinkedIn, Foursquare and Google Buzz. You can update all or just a few with the same status at one time.

The design is clean, user friendly and even makes some networks more fun. For example, it integrates Google Maps into your Foursquare feed, visualizing your friends' checkins. You can also view photos and videos from within the tool.

As you might have guessed from the name, TweetDeck is best at managing Twitter accounts. It makes the experience more customizable by organizing feeds, mentions, messages and searches across columns.

TweetDeck is probably best when dealing with four or five accounts at a time (whether that be all Twitter accounts or a mix of the other networks it supports). Though the dashboard is generally easy to use, it can get bogged down if your streams have a lot of activity, making it difficult to keep up with updates and engagement.

Also worth checking out: Seesmic

2. Personalize Business Replies

CoTweet is an excellent tool for small businesses or divisions of larger businesses that spread social media duties among team members and have a customer-service approach to engagement.

Like many SMM services, CoTweet allows updates and follow-up messages to be assigned to specific social media managers. This can make responses more relevant as team members with certain knowledge bases can handle appropriate questions and comments from followers. The responder's initials are included at the end of the tweet, letting the follower know there's a person behind the handle.

What's different about CoTweet is its OnDuty status, which notes who is responsible for social streams at a certain time. Aside from organizing your SMM schedule, it allows for more passive monitoring. The person on duty can receive e-mails when something needs to be acted on, freeing him or her up to go to meetings or take calls while remaining aware of social media activity.

CoTweet supports Twitter and Facebook and recently launched an iPhone app. The Standard edition is free and allows up to six Twitter accounts. The Enterprise version costs $1,500 a month but you can request a free demo.

Also worth checking out: Postling

3. All Monitoring, All the Time

Small to medium-sized businesses that have one or two dedicated social media managers should tryHootSuite. Its free version allows you to add five networks and supports Facebook, Twitter, LinkedIn, Foursquare, MySpace, PingFm and WordPress.

HootSuite is best for actively-managed accounts because its design focuses on streams, which are housed in customizable tabs. You have the flexibility to organize tabs by account, network or content, making it easier to monitor a specific type of feed more closely.

One of the greatest benefits of social media is finding out more about your audience. HootSuite takes this to the next level by providing a follower's bio and Klout score along with links to his or her social media profiles. You can also create lists of followers you want to keep a closer eye on and increase engagement with.

Stats in the free version don't give you much information, but paid subscriptions offer Google Analytics integration and unlimited insights. Pricing starts at $5.99 a month and maxes out at $1,998.99 a month for the Enterprise package plus vanity URL service.

Also worth checking out: ScroonBuddy Media

Disclosure: Mashable is a Hootsuite Pro Partner

4. Analyze That

spredfast image

For agencies managing social media for several companies with high ROI demands, SpredFast has everything you need.

Its biggest advantage over other SMM tools is analytics. Measurement is determined by the amount of content distributed, how many people were reached and whether the intended audience was engaged. Spredfast integrates analytics from clicks by tracking links as well as data from each social network. This information is formatted in presentation-ready graphs, which is ideal for agencies bringing clients up to speed on outreach progress.

Most useful is Spredfast's benchmarking feature. Managers can compare social campaigns to other strategies in the industry or to the same type of campaign as it was run in another industry. As businesses continue to experiment with social media as an outreach tool, this context answers key questions about how to best leverage each network.

These first class analytics come with a hefty price tag; Plans range from $12,000 to $1 million a year.

Spredfast began as an in-house tool and went public in January 2010, then made a name for itself at Microsoft BizSpark Accelerator at SXSW. The latest version launched on Friday. Though the Austin, Texas startup has some big endorsements, it's always good to be wary of the risks that come with investing in a newer company.

Also worth checking out: Radian 6Objective Marketer

5. Big Business Made Easy

engage121 image

Franchise companies looking to maintain consistent messaging while giving local branches a hand in social media strategy should give Engage121 a shot. Though its competitors are few, Engage121 is best in its class at encompassing monitoring, broadcasting and engagement.

The tool is incredibly customizable and can support just about any site with a social presence. Corporate managers can create a company-wide promotion message and use mail merge to broadcast it with a local store's name and address. Permissions may be set to allow a branch to approve a message from corporate before it is distributed to area followers, maintaining a local voice and brand consistency at the same time.

With the amount of buzz around big-name brands, monitoring and engagement are particularly challenging. Engage121 simplifies these with customized filters, giving managers total control over what types of messages they see. Just underneath each message is an engagement button. When clicked, a very user-friendly interface pops up where managers can easily respond to followers' messages or start conversations with social media influencers.

Engage121 CEO Jon Victor said the analytics component measures social media in about 100 ways, depending on the different stats useful to corporate divisions and local branches. Pricing also varies with business needs. Individual stores generally pay $25 per month with a separate charge to corporate. If the company incurs the total cost, the price tag ranges in the thousands, depending on the number of outlets, Victor said.

Because virtually every aspect of the tool is customizable, you should have a strategy in place before jumping into Engage121. Its functionality seems endless and could be overwhelming without a set social media objective.

Also worth checking out: Valuevine

What's Your Take?

Which of the above tools has worked for you? Are there any social media management tools that you could recommend for personal use? Business?

Let us know in the comments or nominate them for the Mashable Awards.

The Mashable Awards Gala at Cirque du Soleil Zumanity (Vegas)

In partnership with Cirque du Soleil, The Mashable Awards Gala event will bring together the winners and nominees, the Mashable community, partners, media, the marketing community, consumer electronics and technology brands and attendees from the 2011 International CES Convention to Las Vegas on Thursday, January 6, 2011. Together, we will celebrate the winners and the community of the Mashable Awards at the Cirque du Soleil Zumanity stage in the beautiful New York New York Hotel. The event will include acts and performances from our partner Cirque du Soleil Zumanity. In addition, there will be special guest presenters and appearances.

Date: Thursday, January 6th, 2011 (during International CES Convention week)
Time: 7:00 – 10:00 pm PT
Location: Cirque du Soleil Zumanity, New York New York Hotel, Las Vegas
Agenda: Networking, Open Bars, Acts, Surprises and the Mashable Awards Gala presentations
SocializeFacebookFoursquareMeetupPlancastTwitter (Hashtag: #MashableAwards)

<Sent from Ralph Paglia's iPad>

Ralph Paglia
Cell: 505-301-6369