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Ralph Paglia's Blog

ADP Social Media Reputation Management Team in Scottsdale, AZ; 5 New SoMars

Posted on May 24, 2010 at 11:00am 1 Comment

The ADP Social Media Reputation Management Team based out of the SkySong Operations Center in Scottsdale, AZ is proud to introduce 5 New SoMars (Social Marketers) that started on May 17, 2010. Learn more about the services they provide at http://www.ADPsocial.com… Continue

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ADP Dealer Services
Director - Digital Marketing
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Biography/Work Summary
Director - Digital Marketing
ADP Dealer Services

Ralph Paglia is responsible for establishing ADP business partnerships and alliances with Automotive OEM's, enterprise class National Accounts and eBusiness organizations in the automotive vertical. Business development focused on defining and providing Digital Marketing solutions to car companies and dealers that accelerate and expand success in selling vehicles, parts and services using Internet based channels, strategies and tactics.

Ralph has over 20 years of leadership in information technology enabled automotive strategy and tactical implementation. He is a recognized expert at development requirements, CRM and Digital Marketing value propositions along with requisite performance measurements.

Experienced in using market research to improve results from people, business processes and the technology used to execute.

OEM and Retail Automotive organizational development guru. Industry leader in using B2C and B2B Web 2.0 interfaces as a differentiator. Creative problem solver with history of developing new techniques later adopted as industry best practices.

- 1986 San Diego: Ralph pioneered Internet lead generation by using dial-in access to Bulletin Board Systems (BBS) with a charter enrollment in the first public access ISP (CompuServe). Generated the auto industry's first Internet Leads by posting vehicle offers on multiple BBS's. News of his success with these early experiments in online lead generation helped inspire creation of automotive Internet Lead providers such as Autobytel.

- 1999 Philadelphia: Ralph was part of original start-up team that launched Cyber Car, an automotive consulting organization that implemented Internet Sales processes into Ford, Lincoln, Mercury, Volvo, Mercedes-Benz, Honda, Acura, Toyota, Nissan and Infiniti dealers thoughout North America.

- 2000 Houston: Led development of Toyota eCertified dealer development program for the Gulf States Toyota (GST) Region. Facilitated Toyota eCertified Dealer workshops for over 100 Toyota dealers.

- 2001 Torrance: Created seminar and in-dealership training program, led team of 25 consultants in national dealer orientation program for Honda's Interactive Network (iN) system roll-out all USA Honda and Acura dealers.

- 2002 Montvale: Proposed, designed and secured funding for in-dealership Internet Lead Management CRM implementation for 322 Mercedes-Benz dealers.

- 2003 Detroit: Ralph led development, wrote Scope of Work and trained over 50 RCS consultants to execute BDC driven CRM Implementations into 600 Ford dealerships.

- 2005 to 2007 Phoenix: Ralph develops, builds and leads a team that markets and sells more new and used cars using digital marketing strategies and tactics than ever before accomplished by a single point franchised dealership.

- 2008 Dearborn, MI: Ralph secures landmark agreement and purchase order from ford Motor Company to migrate 50% of all ford dealerships from conventional local marketing and advertising to more effective digital marketing strategies and tactics.

View Ralph Paglia (rpaglia@gmail.com)'s profile on LinkedIn
Favorite Quote
"If I have two vice presidents working for me that always agree on business matters, then i have one too many..." William Wrigley

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May 7

Automotive Digital Marketing Professional Community

Rob Hagen posted a video

Rob Hagen posted a video

Webinar Recording - Unlocking the Power of Facebook Ads

Facebook ads are going to be huge in 2015 and I dove into every aspect up them in this 1 hour webinar.

Mike Elliott posted a discussion

Mike Elliott posted a discussion

Are you selling Cars or iPads?

A good friend of mine recently shopped for a new car. He’s a pretty tech savvy person, but oddly enough, didn’t know much about the vehicle that he was thinking of buying. He said that he asked numerous questions of his salesperson regarding miles per gallon, safety features, and available options. Each time, the salesperson would try to find the answer on an iPad. My friend complained that he ended up leaving without ever getting a straight answer. He told me that he got the feeling that the salesperson was trying to sell him an iPad more than a car. In fact, the salesperson ended up showing him various apps, videos, and games that he liked that had nothing to do with selling cars. The salesperson rarely made eye contact, and struggled to get my friend’s name and email address entered into the iPad.My friend went home, did his own research and ended up buying the new car over the Internet from the same dealership. After a few weeks went by, he forwarded me the barrage of emails that he was getting; both from the first “live” salesperson and from the Internet Manager. Since he knew I was involved in automotive technology, he asked me what had gone wrong in our industry. I thought back to the times when things were simple and a salesperson knew the product they were selling. They came onto the lot armed with three things; an “up card” to record the customer info, a fact book that had specs about the various models, and a list of what was in stock. The up card had 2-3 parts; the top copy went to the receptionist to enter into the computer and the bottom card was for the salesperson to keep. There was a single customer database and the receptionist made it her mission to eliminate duplicates and to keep the progress of the deal updated. In fact, when customers called, the receptionist would often tell the salesperson, “Tom Andrews, the guy who was looking at the red pickup last week is holding on line five.” I realize this might sound like utopia, but I remember the days. These highly trained and qualified receptionists were paid well and cared about their salespeople. The salespeople in return made sure the receptionist was well fed.A true “sales receptionist” should be devoted to helping salespeople update their customer files and keeping the vehicle inventory database clean.Today many phones are being answered by the office staff or by a receptionist that is doing office work. I realize that when cutting expenses, it is easy to look at this person as someone who has plenty of time, but I believe the receptionist position should work for the sales department, and cashiers should work for the service manager. These are your first and last customer contact people and they should be friendly and personable. When we look for office staff we want accuracy and strict conformity to policies. This type of person is normally a quart low on friendly and often right in the middle of balancing something when the phone rings. Not the type of person you want greeting customers and answering your phones. A true “sales receptionist” should be devoted to helping salespeople update their customer files and keeping the vehicle inventory database clean. These two items are related to their frontline position. They should also be on a career track to sell vehicles and should be learning your product. If you have technology that helps you find the answers you need about your products, teach the sales receptionist learn how to use it and be a resource for the sales department when customers ask the tough questions – or even better, have them teach your sales force. I’m sure that the iPads are being used by some salespeople to greatly enhance the sales process, but there will always be some talented salespeople that would be better off with some help.Although I’m a true proponent of technology and one of the first to advocate change, there are some things that still need the human touch, and among those are the items closest to your customers. Send me an email if you’d like a job description of a sales receptionist.Link to ArticleSee More

Rebecca Kon posted a blog post

Rebecca Kon posted a blog post

Emotion + Information = Expert Selling

It is said that people buy with their emotions. However, what really happens is a mix between influential information and emotional cues.MarketingProfs provides some great insight about the different degrees of emotion and logic in the buying process. In this article, they discuss how the beginning and aftermarket stages of the buying cycle are the highest in emotion, and once a shopper gets closer to the sale, they start to become more logical and evaluate the information they have received.Shoppers need a mix between getting the information they need to make a decision on a vehicle or service, as well as a positive experience at every touchpoint of their research and aftermarket communication.So how does your dealership effectively deliver this balance between information and emotion to your shoppers throughout their research process, buying cycle, and your aftermarket communications?Tips for Creating the Balance Between Informational and Emotional Selling:Review your video advertising campaigns. Does your advertising give people the warm and fuzzies? Does it make them laugh? Or is it purely informational? You want a mix to draw the most shoppers to your website and your store.​Oak Lawn Toyota’s viral video, which could be slightly more informational, definitely hits on emotional selling - and it also answers 3 questions for shoppers:“Whose advertising is it?” (Oak Lawn Toyota).​“What can I do there?” (Buy a car for someone special for the holiday season).​“Why should I do it?” (Because research says Toyota is top-notch, because I like parody videos that make me smile better than standard commercials, and the people at Oak Lawn Toyota are probably awesome to work with).Check your social media personality. What kind of information are you providing? Are you including both fun and informational details? Remember that people will interact with your social site at any point in the relationship with your store, so you have to have content that is relevant, helpful, and emotionally stimulating for both shoppers and current customers alike.​As a good example, check out Longo Toyota’s Facebook Page!Assess your website’s design. Is your website easy to navigate and find information? Having a unified layout with clear call-to-actions and directional cues can be very helpful for the logical shopper to find the information they need.​Also, what kind of colors are you using? Color and website clutter can have an emotional impact on the shopper, so it’s wise to pay attention to how you setup the aesthetics of your website to ensure you are delivering a positive emotional message.Personalize your staff page. Your website’s staff page is a place where you can start showing the different personalities of your team. You can make it fun while still professional, and start to connect emotionally with your shoppers by discussing your team’s personal interests and what makes them each unique to work with.​For an example of an awesome staff page, check out Hagerstown Honda. When you move your mouse over the staff images, they reveal something personal about each team member!Use an expert live chat service on your website. Live chat can provide the emotional support that someone is “there for me” on your website, while also being helpful by answering the questions a shopper needs quickly.​*Note: Be careful about who you choose to represent your dealership on your website. If your live chat reps don’t have the right amount of information and emotion in their conversations, your sales could suffer rather than grow.Get personal with your emails. People love when you relate to them on a personal level and its emotionally positive to get a personalized email. It shows you took the time to make someone feel special, while also ensuring they get the information they need.Train your staff about the importance of tone. The tone of your emails, phone calls, and conversations in person affects the emotional impact you have on your shoppers.Emotional and Informational Needs Are Not 50/50It’s also important to realize that every shopper is different. Some shoppers are more emotional and others are more logical when it comes to their purchase and you have to paying attention to what they say and how they interact in your communications.For shoppers who would rather talk a lot and give you their life story about why they need a new car (for their ten kids, two dogs, and all their ski gear) or what exactly happened to their bumper (and how sad they are that their life long partner-on-wheels is injured), you are going to appeal more to their emotions.For example - you would encourage their good decision on a new vehicle, sympathize with them about the bumper and assure them that their vehicle is in good hands, tell them more about who you are and about your certified staff, and relate to them on a personal level in your communications.For the shoppers who just want information to make a decision, you need to get that information to them as quickly as possible and don’t waste time with any extraneous details. Be as “to the point” as they are, and you’re sure to win their favor.When you have the right balance between emotion and information in your automotive marketing and sales process, your shoppers will love buying from you - and they’ll refer more friends and family to your store!--Can you think of any additional ways to accomplish this balance between emotional and informational selling at your dealership? Let us know your thoughts in the comments below!Related Blog: “Why Your Dealership’s Live Chat Team Needs Emotional Intelligence”See More

Richard Holland posted a blog post

Richard Holland posted a blog post

Video Games: Using Employee Interests To Train

Despite the many tools available and the best of intentions, many dealerships struggle with providing ongoing professional development for their staff. Whether it’s because of the volume of customers that need handling; lack of time; or worry about taking a technician or salesperson out of commission – even for a short period of time – training presents many challenges to dealership management. A recent article in Automotive News reported that Chrysler thinks they have found a potential solution – video games. According to the article, Chrysler has developed “four video games to help salespeople learn the fine points of Chrysler, Jeep, Dodge and RAM vehicles.” The goal is to provide interesting product knowledge exercises to the sales staff that can be studied at their convenience. The staff can quickly review the exercises on their own smartphones and mobile devices during periods of low activity, without any large time commitment. A salesperson could be waiting for their next customer while playing quiz-style video games on their smartphone; a medium that many of us enjoy as entertainment. This innovative mode of training could certainly be expanded to other areas of dealerships outside of sales. Imagine technicians learning new features and technology for new models in the same fashion. If Chrysler deems this experiment successful, it’s certainly a possibility. Let’s face it, many staff now entering our industry grew up on video games. This is a medium they know and love.  And training is that much more effective when the student is engaged with it, enjoys the process and participates because they want to, rather than because they are forced to. It’s great to see manufacturers utilizing new and innovative ways to bring product knowledge to sales staff. As technology and resources become more innovative, there’s little doubt that salespeople and service staff will be better equipped to provide a better and more informed buying and service process for customers. Rather than the customer leaving to “think about it,” your staff could be better equipped with the knowledge they need to help customers make buying decisions immediately. And that is a great thing.See More

Links for 2012-10-07 [del.icio.us]

  • Wall Clutter and Pushy Sales Efforts Discourage Customers from Liking Dealer Facebook Pages - Automotive Digital Marketing Professional Community
    Dealership Discounts, Service Coupons and Promotional Offers Drive Likes More Than Customer Loyalty - They drive customers to Like a Car Dealer's Facebook Page! Overall, the Lab42 study finds that 87% of the social media users surveyed like business pages on Facebook. When asked their biggest motivator for doing so, these respondents cited promotions and discounts most often (34%), followed by free giveaways (21%). Loyalty and business trust were cited by 14% and 11% respectively. 77% of respondents who liked businesses on Facebook reported having saved money as a result of their likes. Use the link provided to view the entire article and access the data charts... Please leave a comment on the ADM blog page where this article is posted.

Links for 2012-09-30 [del.icio.us]

Links for 2012-05-08 [del.icio.us]

  • The 4 Fundamentals of Writing a Good Press Release
    Many thanks to Sara Callahan for a really great tutorial on how to write press releases... I have read many articles about the subject, some of them rather lengthy in nature, but Sara's is one of the most practical, easy to understand and clearly constructed guides in a compact piece that I have ever seen. Use the link provided to read Sara's full article and please leave her a comment...

Links for 2012-04-22 [del.icio.us]

  • Are You Listening?
    Katie Colihan writes: "If you don’t listen to your customer you won’t be able to react accurately. For example, if you have a smile pasted on your face as you write a credit application thinking it will make you look friendly, but your customer is talking about a terrible event in his/her life that landed them in the credit situation that they are in, how does this make you look? If you aren’t listening, then you aren’t hearing, if you aren’t hearing, the you run the risk of missing some very important information that a customer could give you..." Use the link provided to read the rest of Katie's article, and please leave a comment for her!

Links for 2011-08-14 [del.icio.us]

Links for 2011-08-09 [del.icio.us]

  • Google +1: Now in PPC Ads and Affecting Search Engine Ranking - Automotive Digital Marketing Professional Community
    Google makes it clear that the +1 button does have an impact on your organic rankings, regardless of whether they come from a PPC ad or your organic listing. As long as the URL of your PPC ad matches the URL of the organic listing, +1’s will show on both results. The company also notes that while +1’s will affect your organic search ranking, they will not change Quality Score or ad ranking. However, the most important component of Quality Score is Click-Through Rate (CTR) and I suspect that the primary reason that Google is testing this functionality in PPC ads is that they believe (as I do) that when a user sees a +1 from a trusted source, they will be more likely to click on the ad—increasing CTR, Quality Score, and Google’s ad revenue.
  • DealerDefender August 2011
    The inimitable James A. Ziegler shares his perspective on a variety of topics that are what is current and relevant in the automotive industry today!
  • Every Time You Google an Angel Gets Its Wings - Automotive Digital Marketing Professional Community
    However, I looked in my pocket today, and I found "Zuzu's petals" . . . and so think about this, all you professionals, and let me say "Hat's off to you all!". You are the best and the brightest here on ADM, and I'm very proud to be a part of this, the best online community for Automotive Marketing Professionals in existence. When I look at our roster of 5k members, I see names from those who minted this marketplace, to those who lead the way to online success like no others. I've added both great knowledge and great friends by being here.

Links for 2011-08-08 [del.icio.us]

  • Are Car Dealers Apathetic About Social Media Marketing? - Automotive Digital Marketing Professional Community
    Reputation Management is Primary Objective - While offline forms of word-of-mouth remain critical for all automotive franchise brands, and certainly for small or locally based independent car dealers and businesses of all kinds, social media also plays a valuable role by giving a wider voice for their dealership experience reviews, product and dealer recommendations and helping to amplify that voice beyond their immediate circle of friends, family and colleagues.

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