Automotive Digital Marketing Professional Community (ADM)

Car Dealers, Internet Sales Managers and Interactive Marketing Professionals

Ralph Paglia
  • 49, Male
  • Phoenix
  • United States
  • ADP Dealer Services
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Ralph, Sounds great... We can talk more when you get here. Have a safe trip. Jimmy
1 hour ago
Jerry, Great idea for a #2010NADA discussion thread... I am still stuck in Philly after 9 days on the road, been stranded here since last Thursday and ornery as hell! Anyways, I was supposed to arrive in Orlando tomorrow, but changed my flight to g…
2 hours ago
Amanda - You are experiencing what so many of us have found... Being the "One Man Band" for a dealership or dealer group's online presence is just about impossible. And, if you are managing sales, or worse yet, doing demo drives and working deals, t…
4 hours ago
Nick Amado and Ralph Paglia are now friends
5 hours ago
Ralph Paglia added a discussion
For the many social media super stars on ADM this may be a regular occurrence, but it was the first time I have personally experienced getting a message from Facebook that somebody has too many "Friends" and so Facebook was shutting them off from n…
8 hours ago
Jimmy, Thank you for the post and the helpful link to a valuable training and education resource... I would like to talk with you about possibly incorporating some of your training materials within the ADM Community on a "native" basis... Maybe eve…
9 hours ago
Ralph Paglia added 2 blog posts
10 hours ago
Ralph, This is a great list of suggestions. Can't wait to see you at NADA. If anyone is interested in How to promote and sell in social media without getting kicked out of the hive... last year Travis and I made a 45 minute training on the topic. I…
11 hours ago
 

Ralph Paglia's Automotive Digital Marketing Professional Community Page

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At 9:54pm on February 6, 2010, aaron kominsky said…
Ralph I really like the new design it's great and it's viewer friendly See you in Orlando!
At 8:23pm on February 6, 2010, Grant Cardone said…
Ralph are you having something at the Ritz on Friday night? grant
At 3:09pm on February 4, 2010, Chuck Dapoz said…
Ralph, the redesign looks fab. Look forward to seeing you in Orlando.
At 2:10pm on February 4, 2010, Mike Barbara said…
Awesome upgrade your website!
At 1:55pm on February 4, 2010, Mike Barbara said…
Thanks... for the Fast Company refera !!!!!!
At 11:04am on February 2, 2010, Mark Dubis said…
Ralph, the new site looks great. See ya in Orlando.
At 8:49am on January 31, 2010, Jimmy Vee said…
Ralph,

Hey man glad I finally got my act together and got on here. Looking forward to connecting with you this year. We got lots going on and I'm sure there are ways we can work together to bring massive value to our industry.

Jimmy
At 10:40pm on January 28, 2010, James Stayton said…
Ralph,
Great to meet up with you again. I look forward to seeing what you post.
James
At 8:29am on January 27, 2010, Clarence U Romero said…
Hey Ralph, love the music on your page. LOL very unexpected. Hey giving you a heads up. Stacy Torres is a spam bot. She has been friending a bunch of people. I did see were you left her a message, and then I saw her picture on plaxo with a different name asking to connect.
At 6:28am on January 27, 2010, Don Deener said…
Hey Ralph, Here is a copy/paste of a spam message I received yesterday. Wanted to share it with you so you could react. Thanks and have an Awesome Day!

Conte Veronica added a comment to your profile on Automotive Digital Marketing Professional Community (ADM):

Hello dear

My name is Veronica Conte, I wish to ask for your true friendship.I have important reasons to request your interest. Write me here: veronicacontee@hotmail.com Thanks, Veronica.

To view and reply to the new comment, visit:
http://www.automotivedigitalmarketing.com/profiles/comment/list?attachedToType=User&attachedTo=2wxwq35nltndq&commentId=1970539%3AComment%3A181270&xgsi=1&xg_source=msg_com_profile

Profile Information

Enter Name of Your Dealership, Business or Employer:
ADP Dealer Services
Location
Gilbert, AZ
Auto Industry Business Segment or Affiliation:
Car Dealer, Dealership Manager, Dealership Sales Professional, Dealership Marketing Professional - Tier 3, Dealership Supplier, OEM Supplier, Marketing Services Provider, Consultant, Technology Professional, Media or Journalist, Dealership Solution Provider, Car Salesman Groupie, Car Salesman Wannabe
If a Dealer, OEM, Agency or Dealership Associate, please select the brands that you are affiliated with:
Audi, Chevrolet, Ford, Honda, Jeep, Lincoln, Mercury, Nissan, Porsche, Subaru, Toyota, Volkswagen, Mercedes Benz
OPTIONAL: Email for ADM Members to contact you (to avoid spambots, this will NOT be a live link):
rpaglia@gmail.com
Your Business Phone Number:
1-505-301-6369
Your Mobile Phone Number:
1-505-301-6369
Primary URL for YOUR Business, Professional or Blog Website (example = www.ADPdigitaladvertising.com)
http://www.ADPdigitaladvertising.com
Describe YOUR Value Proposition... Why should people do business with you? (this text box OK for HTML)

By DigitalRalph.com www.SEMDealer.com
www.AutomotiveGenius.com
www.Car-Guy.com
My Edmunds CarSpace Profile
Ralph Paglia Blogger Site 1
Ralph Paglia Blogger Site 2
Ralph Paglia Dealer Blogger Site 3
Ralph Paglia Typepad Website 1
Ralph Paglia Wordpress Website 1
Request Ralph Paglia Professional Services Form
Wards Dealer Article on Ralph Paglia
Ralph Paglia Geocities Website 1
First Dealix Interview with Ralph Paglia
Second Dealix Interview with Ralph Paglia
Digital Dealer Magazine with Ralph Paglia as Cover Story
J. D. Power Online Automotive Review with Ralph Paglia Suggestions ...
Ralph Paglia's MySpace Social Networking Site
Ralph Paglia's Flickr Web Addresses:
My Flickr Photostream
My Flickr Profile
My Facebook Profile

>
View Ralph Paglia (rpaglia@gmail.com)'s profile on LinkedIn
Describe your background, where you grew up, what you are passionate about, or who you REALLY are:
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 marketing and sales strategy, along with tactical operations implementation. He is a recognized expert at development requirements, CRM and Digital Marketing value propositions along with requisite performance measurements.

- 1986 San Diego: Ralph pioneered Internet lead generation by using 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.

- 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 training program, led 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 executed in-dealership Internet Lead Management "StarLeads" program for 322 Mercedes-Benz dealers.

- 2003 Detroit: Ralph led development and trained over 50 RCS consultants to execute BDC Implementations into 600 Ford dealerships.

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

- 2007; March, Hoffman Estates, IL: Ralph accepts position with ADP Dealer Services. As Director - Digital Marketing Solutions. His first initiative results in website and search engine dealer advertising offered collectively as ADP Digital Advertising Solutions.

- 2007; December, Detroit, MI: Ralph secures 50% of Regional Digital Marketing Consulting work from Ford Motor Company, taking half the business away from Reynolds Consulting Services.

- 2007; December, Coventry RI: Ralph develops and builds social network to launche the "Automotive Digital Marketing Professional Community" (ADM). By end of 2009, ADM is the most popular automotive professional network with over 10,000 Unique Visitors monthly.

- 2008; January, Dearborn, MI: Ralph secures agreement with Ford Motor Company to develop the Ford Lincoln Mercury Digital Advertising (FLMDA) Program for Dealers.

- 2008; June, Dearborn, MI: Ford Motor Company dealer communications officially announces the Ford Lincoln Mercury Digital Advertising Program for Dealers. Ralph secures development funds for Ford Social Marketing and Reputation Management dealer program.

- 2008; November, Dearborn, MI: Initial 5 Ford dealers complete implementation of Social Marketing and Reputation Management system.

- 2008; December, Dearborn, MI: Ralph presents Ford with FLMDA performance differential between 8 Ford regions with RCS and the 8 Ford regions with ADP to secure 100% of 2009 DMC contract for ADP.

- 2009; October, Dearborn, MI: Ralph leads team effort at developing 2010 Ford Digital Marketing Consulting (DMC) and FLMDA Program administered by ADP. Regional DMC's grow from 16 to 23. Program includes Social Marketing and Reputation Management.
Enter URL of Your Favorite DEALER Website (example = http://www.SandersonFord.com):
http://www.AutoAves.com
Enter URL of Your Favorite Automotive Social Media example (example = www.AnciraCommunity.com):
http://www.AnciraCommunity.com
Enter URL of Your Favorite OEM site (example = www.FLMDigital.com):
http://www.FiestaMovement.com
Enter URL of Your Favorite Classified Inventory Listing site (example = www.Cars.com):
http://www.Cars.com
Enter URL of Your favorite TWITTER profile (example = www.twitter.com/ralphpaglia):
http://www.twitter.com/RalphPaglia
Enter URL of Your favorite FACEBOOK Profile or Fan page (example = www.facebook.com/RPaglia):
http://www.Facebook.com/RPaglia
Enter URL of Your favorite YOUTUBE Channel (example = www.youtube.com/AutoDigitalMarketing):
http://www.youtube.com/RalphPaglia
Select the Dealership Website providers you currently use, or have used in the past:
ADP Dynamic Websites, Automark, Reynolds Web Solutions, BZ Results, The Cobalt Group, Dealerskins, Izmocars, Fresh Start Studio, YourCarLot.com, Gumiyo, Clickmotive
Select the Internet Lead Providers You Currently Use, or have Used in the Past:
Dealix, Autobytel, AutoUSA, iMotors, Liquid Motors, Autotropolis, Reply, Automotive.com, Jumpstart, ACE, Auto Lead Exchange, AutoNetUSA, CaptainAutoQuote, CarLoans.com, CarPrices.com, CarPriceUSA.com, Cars.com NewLeadsPlus, CarsDirect.com, CarSmart, CUDL Autosmart, Customer Funding, DealerLink, DriverLoans, High Yield Leads, Ideal Auto Marketing, InvoiceDealers.com, MotorAlley, NewCars.com, Next Phase media, PriceWheels, Tiburon Media, United Auto Finance, OTHERS
Select the Dealer Management System (DMS) You Currently Use:
ADP
Select the Inventory Management or Optimization Solution You Use:
HomeNet, vAuto, vinSolutions, Liquid Motors, eCarList

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EDITOR'S

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Posted on February 8, 2010 at 8:00am —

Ralph Paglia

Social Media; 30 Tips for Car Dealers





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Posted on February 7, 2010 at 1:00pm — 3 Comments

Ralph Paglia

Social Networking; Do You Follow The Pope?


Social Networking Comes of Age: Is it Mainstream if the Pope Does It?

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Posted on February 6, 2010 at 6:30pm —

Ralph Paglia

4 Essential Traits for Social Media Success in Your Career

4 Essential Traits for Social Media Success in Your Career by… Continue

Posted on February 3, 2010 at 10:36pm —

Ralph Paglia

Profit Center Approach to BDC, Internet Sales Departments and CRM


In August 2005 I had the privilege of going to work for the largest sales volume and revenue Chevrolet dealership in the world, Courtesy Chevrolet in Phoenix, AZ. Based on my previous 24 years of experience in developing
"CRM Programs" for both dealerships and car companies, I knew that effectively… Continue

Posted on February 1, 2010 at 7:30am —

Scott Monty - Ford Social Marketing Czar

What's in a Name?


The iPad. Unless you were in a coma, you probably heard about the launch of Apple's new tablet. A larger version of the iPhone, at 0.5 inches thick, 1.5 pounds, $499 (base model) + a $29.99 unlimited data plan, it's pretty impressive. You can read all about the reveal and product specs over on Engadget, who covered it live.

There's an interesting subplot going on here, though. The hype around the event was palpable - even the Wall Street Journal noted "Last time there was this much excitement about a tablet, it had some commandments written on it." Indeed, everyone was speculating about the name of the new netbook from Apple - from the iTablet to iSlate. When it was revealed, it looked like nothing more than an oversize iPhone, but as the presentation went on, the functionality became more apparent.

Without a doubt, the tech community - which always gets in a tizzy whenever Apple releases a new product (or if Steve Jobs sneezes) - was so prolific in its buzz that it locked up Twitter for a bit. There's really something to be said about the power of the geeky masses, as words related to the presentation (including Amazon's Kindle, which was mentioned in Job's announcement) accounted for 8 of the 10 trending topics on Twitter at one point.

You've got to wonder about the naming decision on this product. It's certainly in line with the "iP" naming convention of the other two wildly successful product lines, the iPod and iPhone. So from a brand extension, it makes sense. But my first inclination was that "iPad" was too close to "iPod." Surely iTablet or iSlate would have worked from a descriptive standpoint. It led me to wonder if there was something more going on here...

Look carefully at the trending topics for a clue - in addition to phrases like Apple, iBooks, Steve Jobs, Kindle, iPhone, iWork and iSlate, there was as single outlier: iTampon. Check that again - iPad doesn't even show up on the trending topics!

"What's in a name? That which we call a rose / By any other name would smell as sweet."
Romeo and Juliet (II, ii, 1-2)


Did Apple anticipate such a viral phenomenon that they intentionally named the product as they did? Or were they completely naive about the implications? Either way, it's lighting up the web as we speak. And it didn't take long for someone to photoshop it, either:



What do you think? Marketing savvy, stunt or stupidity?

UPDATE: @brennanMKE sent me this video - an old iPad commercial:



Photo credits: Engadget, @Katmanalac


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2010 Digital Marketing Outlook


The Society of Digital Agencies - a group that serves as a worldwide voice of digital marketing professionals with a mission to advance the industry through best practices, education, and advocacy - recently sent me the results of a large survey they conducted. SoDA solicited feedback from over 1,000 digital marketing executives from agency and client-side worldwide and captured some solid insights worth sharing here.

There is no question that digital marketing continues its upward trend. Certainly, when a company like Ford - from the historically lethargic automotive industry - spends 25% of our marketing budget on digital and social media, you know there's a significant movement afoot. And across all industries in 2009, budgets were impacted by the economy, forcing marketers to be more ruthless about seeking efficient results. It should be no surprise to anyone that the rise of digital is a sure thing.

The 2010 Digital Marketing Outlook contains some 70 pages of particularly poignant facts for the U.S. and abroad (Russia, South America and Mexico), emerging trends, changing platforms, social media and more. Here are some key takeaways worth calling out:

Online Marketing Spending
  • In 2010, two-thirds expect to spend the same or more than in 2009.
  • Approximately 70% plan to increase (1-30%) or significantly increase (30%+) their unpaid/earned/proprietary media.
  • The top priorities in 2010 will be social networks/applications and digital infrastructure.

Emerging Trends
  • Customer experience will be more important than ever.
  • Storytelling will evolve - location will become a key component; the speed at which stories are developed is crucial; and above all, emotional connections matter.
  • The beginning of the end of the banner ad.
  • Branded content syndication will replace some paid media.
  • 40% of opportunity is mobile


Social Media
  • Social is becoming increasingly mobile.
  • Measurement will be more important than ever.
  • Real-time search is inextricably linked to the "statusphere."
  • Forms of content consumption will continue to be fractured; the nimble marketer will need to be in as many places as possible.


If you're a regular reader of this blog, I think you'll recognize a number of the themes mentioned in the report. But there's also much more - not to mention really smart - stuff in the entire report. Take a look for yourself.







Two Thousand and Ten Digital Marketing Outlook




Photo credit: Will Lion


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Have You Got an App for That?

It seems that app development is where it's at in social. According to a recent eMarketer article, mobile apps for social networks - in addition to phones - are under consideration by more marketers than ever before. As you can see in the graphic below, the leading platform for an app (unsurprisingly) was Facebook, followed by the iPhone.


Fewer than half invested in mobile or social apps last year, but most plan to create one this year. Lest you think that this is simply marketers chasing the latest shiny object, or the boss claiming G.M.O.O.T. ("get me one of those!"), there's some solid reasoning behind the choice to move more resources to mobile.

The strategy: create more opportunity for engagement with customers. On social networks, we'll see a greater opportunity for reach, targeting and sharing, but with mobile there's more creative control and the ability to have a message stick with the recipient longer.

And let's face it: we are increasingly moving to a mobile society. As smartphones - the iPhone, Android, Nexus One and others - become more affordable and widely available, we'll see an explosion in mobile access of the web. And with that, customers will require more custom interaction with the sites and brands they're passionate about - in many cases having news and product information come to them directly.

Enter the app. Or, more appropriately, the hundreds of thousands of additional apps we're about to see.


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