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

Saturday, November 27, 2010

FIAT 500 spot USA Automobilismo

Fiat for USA video on YouTube:

I disagree with any assertion that this Fiat video which will be used to provide footage for TV Commercials and online Video marketing is either bland or without inspiration... I find it to be captivating and communicating the essence if what the Fiat brand has become in many other countries.

Fiat does not need to advertise the Fiat 500 as a product, similar to what other car companies do when they roll a new model out in the format of the now traditional "Product Launch".

Before any of their products stand a chance to succeed in the North American market for new cars, Fiat must build a brand from virtually scratch. Those of us old enough to have ever bought a new Fiat in the USA (like me) are not in their targeted demographics. As a brand building message, this video is brilliant, well conceived and visually delicious.

Between 30 and 25 years ago I experienced adventure and joy in the two Fiats I owned and drove. Despite their reputation for poor quality at the time, neither my two door Brava, nor my mid-engine X1/9 "Baby Ferrari" Fiats ever let me down. The X1/9 became a Sunday Amusement Park ride for me and my youngest daughter on Sundays through the twisty canyon roads of Southern California... My 4 YO daughter called her "Toney" after the Bertone coach builder plaque on the door sill.

I hope that Fiat is successful enough in the USA to assist in the survival of Chrysler, and inject some more variety and entrepreneurial spirit into the more established auto industry.

[Sent from Ralph Paglia's iPhone]

Ralph Paglia
cell: 505-301-6369

Wednesday, November 24, 2010

How Do Marketers Use Social Media?

When you ask enough experienced professional Marketers how they use Social Media to enhance their campaigns and improve results, you get a wide range of fascinating answers.

Social media has accelerated relationships and knowledge sharing, and it has given marketers a new channel for communicating with current and potential customers — it personalizes the "brand" and helps companies spread their message in a relaxed and conversational way.

But how exactly are marketers leveraging social media? Social Media Examiner set out to answer some questions: How much time do my peers invest in social media marketing? What benefits are they achieving? Where will they focus their efforts in the future?

The free Social Media Marketing Industry Report for 2010 (PDF) offers some great insights into the growth of the social Web and the specific tools marketers are using to spread their messages. SaidMichael Stelzner, the founder of Social Media Examiner: "Social media is hot. And for businesses it represents a marketing opportunity that transcends the traditional middleman and connects companies directly with customers. This is why nearly every business on the planet — from giants like Starbucks and IBM to the local ice cream shop — are exploring social media marketing initiatives."

Major findings in the report include:

  • Top three questions marketers want answered: (1) How do I measure social media return on investment? (2) What are the social media best practices? and (3) How do I best manage my time with social media?
  • Marketers are mostly new to social media:A significant 65% of marketers surveyed have only been involved with social media marketing for a few months or less.
  • How much time does this take? The majority of marketers (56%) are using social media for 6 hours or more each week, and nearly one in three invest 11 or more hours weekly.
  • The top benefits of social media marketing:The number-one advantage of social media marketing (by a long shot) is generating exposure for the business, say 85% of all marketers, followed by increasing traffic (63%) and building new business partnerships (56%).
  • The top social media tools: Twitter, Facebook, LinkedIn. and blogs were the top four social media tools used by marketers, in that order.
  • Blogging on the rise and MySpace shrinking: A significant 81% of marketers plan to increase their use of blogs, while 72% have no plans to use MySpace and 9% will actually decrease their use of MySpace.
  • Social media tools marketers most want to learn about: Social bookmarking, Twitter, and Facebook were the networks and tools marketers most want to learn more about.
  • Social media outsourcing underemployed:Only 14% of businesses are outsourcing any aspect of their social media marketing.

Download the free Social Media Marketing Industry Report for 2010 (PDF).

Having trouble downloading?This is a large file (9.65 MB) and may not display properly in some browsers. Try right clicking (or control + click on Mac) to save it to your hard drive.

The great folks at Flowtown created this infographic based on the data from the report. Click on the image to see the full-sized version:

2010 social media marketing How are Marketers Using Social Media?

 How are Marketers Using Social Media?

[Sent from Ralph Paglia's iPhone]

Ralph Paglia
cell: 505-301-6369 

Can Car Dealers Improve Results By Looking Outside Automotive?

Leveraging Best Practices from other types of Businesses to Improve Automotive Social Media Marketing Results for Car Dealers

Achieving social media marketing goals, whatever your level of participation is a shared objective for all businesses, even those that don't move metal!

Brands and marketers have different levels of participation in the social media space, but many have similar goals and strategies. The "2010 Social Media Benchmarking Study" from Ketchum and FedEx found when looking at 62 study participants from a variety of industries that 100% had some degree of social media presence.

But they demonstrated different engagement levels, including observers who are determining how to best use social media and leaders who push boundaries and innovate.

Level of Social Media Engagement Among Companies Worldwide, Oct 2010 (% of respondents)

Yet objectives for social media were uniform across the industries and engagement levels. Some common goals were to generate word-of-mouth advocacy, develop brand loyalty and close relationships with customers, manage customer service issues, and educate the media and public about company-related issues. This supports data from SmartBriefand Summus, which found that 94% of brands hoped to increase awareness and interaction with consumers by using social media.

Leading Social Media Goals of US Companies, June 2010 (% of respondents)

The Ketchum-FedEx study discussed how companies could still achieve their social media objectives, whatever their engagement levels, noting that it was not necessary to always be a leader in the social media space. Companies should look at their goals and figure out if being a close follower or even an observer for a bit would be better suited to help its business.

One element that helps achieve social media goals discussed by both studies is integration of social media strategy into an overall communications and marketing plan. Thanks to the transparency, interactivity and informality of social media, collaboration between communications, IT, legal and marketing is a necessity to make a holistic plan work and bear fruit.

For more information about social media's place at the marketing table, stay tuned for the forthcoming eMarketer report, "Social Media in the Marketing Mix."

[Sent from Ralph Paglia's iPhone]

Ralph Paglia
cell: 505-301-6369 

Classic Car Spa on Yelp

Classic Car Spa
2297 S Val Vista Dr
Gilbert, AZ 85295
(480) 821-7100

Effective SEO Now Requires Social Media Strategy

Why Social Media Is Top Priority for Automotive Search Marketers

Robust Social Media content creation and placement strategies will be key criteria at the center of all effective Automotive SEO and PPC campaigns

Will 2011 be the "year of Facebook," among automotive search marketers? Based on what US based auto industry advertisers told search marketing agency Covario, 2011 will definitely be the year of Social Media Search Marketing.

Search marketers have discovered how social media marketing can help build their search engine optimization "Footprint", and many of the respondents to the Covario survey said their No. 1 priority for SEO next year was integration with social media programs. According to the report, "leveraging social media for scalable link building efforts is a major initiative for advertisers."

Top SEO Priorities for US Advertisers in 2011 (% of respondents)

Automotive Social Media Marketing initiatives will also play an important part in paid search efforts next year. Search ad campaigns on sites like Facebook, Yelp and LinkedIn were top of mind for nearly half of advertisers surveyed—far ahead of priorities like local search or dealing with recent changes to major search engines, such as Google Instant and the Yahoo!-Bing partnership and integration.

Top Paid Search Priorities for US Advertisers in 2011 (% of respondents)

The report noted that major spending increases on Facebook search advertising are planned for 2011 by all three tiers (OEM, Associations and Dealers) of Automotive Advertising.  Covario estimates that many auto industry advertisers will be adjusting advertising budgets and making changes to their mix of service providers to reflect a shift to spending at least 10% to as much as 20% of their total pay-per-click (PPC) budgets on Facebook next year, giving the social networking site a major share of the automotive digital marketing market. 

The statistically validated Covario report also indicated that rather than pulling dollars away from other paid search spending areas, these budget shifts would be additions to the existing search budget coming from lead providers or offline advertising budgets instead.

For car companies and dealers who have been ahead of the curve with their social media marketing strategies, there is an opportunity to accelerate and secure a competitive advantage. Established social media accounts and content placements consistently command greater ranking authority and SERP positioning from Google Search.  

[Sent from Ralph Paglia's iPhone]

Ralph Paglia
cell: 505-301-6369 

Does J. D. Power Study Indicate Coming Shift in Automotive Marketing?


Let's take a look at a few conclusions we gleaned from an analysis of the recently released "New-vehicle sales experience study" by J. D. Power and Associates:

• 52% of new-vehicle buyers cite dealer treatment (salesperson) as a reason to purchase their new vehicle from a specific dealer...  

• 38 percent of buyers cite vehicle price or the deal offered as the reason for selecting their dealer...

• 60% of new-vehicle buyers visit more than one dealership during the shopping process.

• 18% of buyers "end showroom visits primarily due to poor customer treatment by the dealer's salespeople" (salesperson). The proportion of complaints about too much sales pressure equals those about receiving insufficient attention from salespeople.

Customers are now placing more value on how they are treated during the new-car buying experience. This is diametrically opposed to what many Internet sales channel pundits have predicted over the past 10 years... Which has been the "vending machine" concept of online automotive marketing with full web based vehicle purchase capabilities... I should know, since I am one of those Automotive Internet Sales pundits!  

Traditionally, our industry has been far more willing to bet on price versus process. I believe this is due to our industry's relative inability to effectively manage the customer experience at the dealership level... Plus, implementing anything across a franchise network of independent retailers can be a daunting undertaking.  Combine that with the prevailing wisdom of "Blow and Go" inventory focused marketing strategies driven by production centric manufacturing systems and we get the "What? Me worry?" auto industry personae of the past 50 years. 

Of course, for auto executives sitting in Detroit and Torrance located office, incentives, stair-step dealer cash, zone and district sales manager pressure is simpler to implement, requires only the most rudimentary business skills, and seems to have a direct impact in "Push" marketing effectiveness. 

This type of "Push" versus "Pull" marketing strategy has made the auto industry more cyclical than necessary, and if the time period measured is extended out far enough, has rarely produced an actual increase in sales beyond the "pull ahead" effect. With the automotive industry's recent near-death experience, I find myself wondering if we are  at the inflection point where there is an opportunity to dramatically improve retail sales management processes in a major share on dealership showrooms. 

Or, is now the window of opportunity for new  car companies to enter the North American market? (ie; Fiat) Their appearance and impact on the automotive scene happening in a manner that will require adaptation by the more established competition... Could these adaptations be manifested in significant new mechanisms for vehicle ordering, sales opportunity management, and retail operating systems?

Yes, it is an interesting time to be in the auto industry... An even more interesting time to leave the constraints imposed by the largess of current corporate environments for the opportunity to become more of a leader in the car business adaptation and transformations to come!

[Sent from Ralph Paglia's iPhone]

Ralph Paglia
cell: 505-301-6369 

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Ford Motor Company has named Jonny Moseley, World Cup and Olympic Gold Medal winner, as the host of Focus Rally: America, a five-week interactive reality show featuring the 2012 Ford Focus. Moseley, the 35-year-old skiing champion, said this reality show is right up his alley.

Are YOU a Social Marketer?

[Sent from Ralph Paglia's iPhone]

Ralph Paglia
cell: 505-301-6369

Why Do People Become Fans of Facebook

social media researchHave you ever wondered why people decide to become fans of Facebook pages?  Understanding the reasons people become fans can help your business or brand develop better strategies.

In this article, I take a look at two studies.

The first reveals why consumers fan businesses on Facebook. The second one examines how marketers are keeping up with the ever-changing world of social media.

    #1: Nearly 40% of Consumers "Like" Companies on Facebook to Publicly Display Their Brand Affiliation to Friends

    As Facebook grows, we're able to learn even more about the behaviors and preferences of its users. As Facebook continues to change, new stats surface to give us an even better idea of how consumers on Facebook prefer to interact with brands and companies. A new report released by ExactTarget and CoTweet found that discounts and "social badging" were the primary reasons consumers Like brands on Facebook.

    Nearly 40% of Facebook users who become fans do so to receive discounts and promotions and 39% become fans to show their support for a brand to their friends. Just as interesting is how these stats compare to Twitter and email marketing. Only 23% of respondents said they follow brands on Twitter and about 10% say they subscribe to email notifications for the same reasons.

    Here are some other interesting facts from the report:

    • 43% of the Facebook users surveyed said they Like, or are fans of, at least one brand on Facebook.
    • 34% of Facebook users say they Like brands in order to stay informed about company activities.
    • 33% say they Like brands to get updates on future products.
    • Among Facebook users who Like at least one brand, only 17% say they're more likely to buy after Liking that brand on Facebook.

    "Consumers use Facebook to interact with friends, be entertained and express themselves through their public affiliation with brands—factors that combine to create a potent viral marketing platform," said Jeff Rohrs, principal, ExactTarget's research and education group. "By engaging consumers on Facebook in a way that keeps them entertained, brands have an unprecedented opportunity to mobilize Fans and get introduced to their friends."

    #2: Marketers Are Challenged to Stay Up-to-Date on the Latest Social Media Developments

    It's no surprise that marketers are struggling to stay current with the constantly fluctuating social media trends.

    In a recent survey by The Creative Group, 65% of U.S. marketing executives considered it at least somewhat challenging to keep up.

    The graph above shows the breakdown of how challenging respondents viewed staying current with social media trends.

    In addition, 23% of respondents cited the best resource for staying up-to-speed on social media is conferences or seminars. Surprisingly, and coming in second at 18%, was attending networking events or industry association meetings.

    Only 14% cited Twitter, Facebook and LinkedIn posts as their resource of choice for staying current, while a low 7% cited blog posts as their main resource.

    The chart above shows the leading resources marketers cited for staying current with social media trends. Notice how social media sites were less popular than in-person events as key resources.

    "Networking becomes even more important during periods of rapid change," said Donna Farrugia, executive director of The Creative Group. "Many marketers are aware of broad social media trends, but they need nuts-and-bolts information on how to most effectively use new channels. That's where insight from peers on what worked and did not work for them can be most valuable."

    We want to hear from you! Do you agree with these findings? How do you stay current with all the social media changes, updates and new trends? Let us know your comments in the box below.

    [Sent from Ralph Paglia's iPhone]

    Ralph Paglia
    cell: 505-301-6369 

    Friday, November 19, 2010

    Automotive Digital Marketing Newsroom: Summary of Activity

    Here's what's happened in the Automotive Digital Marketing Newsroom in the past day.

    New posts:
    1.  Ken Beam added 2 blog posts:
    2.  ADM Professional Community commented on ADM Professional Community's blog post 'Calling Bullshit on Social Media':
    3.  Katie Urbain commented on ADM Professional Community's blog post 'Calling Bullshit on Social Media':
    4.  ADM Professional Community added 3 blog posts:
    5.  Philip Zelinger added a blog post:
    6.  ADM Professional Community commented on Larry Bruce's blog post 'THE SOCIAL MEDIA MANIFESTO':
    7.  Phil S. Dixon Jr. updated their profile:
    8.  Rob Melone commented on ADM Professional Community's blog post 'Calling Bullshit on Social Media':
    9.  David Johnson commented on ADM Professional Community's blog post 'Calling Bullshit on Social Media':
    10.  Anthony Lariscy commented on ADM Professional Community's blog post 'Calling Bullshit on Social Media':
    11.  Paul Potratz joined ADM Professional Community's group:
    12.  William J. Baierl commented on ADM Professional Community's blog post 'Calling Bullshit on Social Media':
    13.  Katie Urbain commented on ADM Professional Community's blog post 'Calling Bullshit on Social Media':
    14.  Josh Friedman commented on ADM Professional Community's blog post 'Calling Bullshit on Social Media':
    15.  Brian Siple left a comment for Eliana Raggio:
    16.  James L Keffer commented on ADM Professional Community's blog post 'Calling Bullshit on Social Media':
    17.  Brian Siple and Shawn Morse are now friends:
    18.  Anthony Lariscy commented on ADM Professional Community's blog post 'Calling Bullshit on Social Media':
    19.  John H. Isaac commented on ADM Professional Community's blog post 'Calling Bullshit on Social Media':
    20.  Amy Peck is now friends with Nicole J. Case and Aaron Bickart:
    21.  Paul Potratz added 2 blog posts:
    22.  ADM Professional Community commented on ADM Professional Community's blog post 'Calling Bullshit on Social Media':
    23.  Jason Manning commented on ADM Professional Community's blog post 'Calling Bullshit on Social Media':
    24.  Steve Stauning and Nicole J. Case are now friends:
    25.  Thomas Callaway replied to Thomas Callaway's discussion 'HELP in Starting a new BDC.':
    26.  Heath Shields and Dealer Synergy are now friends:
    27.  ADM Professional Community added 2 blog posts:
    28.  Chad Haas and Nicole J. Case are now friends:
    29.  Paul Kraetssch updated their profile:
    30.  Aj Maida left a comment for Eliana Raggio:
    31.  Larry Bruce commented on ADM Professional Community's blog post 'Calling Bullshit on Social Media':
    32.  Aj Maida updated their profile:
    33.  ADM Professional Community left a comment for Janice Jurgenson:
    34.  CJ Romig commented on ADM Professional Community's blog post 'Calling Bullshit on Social Media':
    35.  Penny Vettel was featured:
    36.  Top 5 Auto Industry Professional Targeted Blogs and Community Websites; Visitor Traffic Analysis:
    37.  Gary Weinberg added a photo:
    38.  7 members updated their profile photos:
    39.  CJ Romig updated their profile:
    40.  Amy M Moore commented on ADM Professional Community's blog post 'Calling Bullshit on Social Media':
    41.  Larry Bruce commented on ADM Professional Community's blog post 'Calling Bullshit on Social Media':
    42.  Gary Weinberg added a video:
    43.  Kelly Noble, Gwen Goodwin and Paul Kraetssch joined Automotive Digital Marketing Professional Community:
    44.  David Johnson added a blog post:
    45.  Deborah Anne Gibbs commented on ADM Professional Community's blog post 'Calling Bullshit on Social Media':
    46.  Gillon S. Johannson commented on ADM Professional Community's blog post 'Calling Bullshit on Social Media':
    Ralph Paglia
    cell: 505-301-6369