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1
Super Bowl 47

Jim Harbaugh

                         John Harbaugh
Ravens Won




             3
Blackout




           4
Oreo’s Slam Dunk




                   5
Session Framework
                   Consumers who engage with
                   companies via social media:
                   •Spend 20-40% more money with
                   those companies
                   •Are 33% more loyal
                         http://www.bain.com/publications/articles/putting-social-media-to-work.aspx


  Lora Ullerich
 Digital Media     •5 ways to reach online consumers.
   Specialist
Cole Information
                   •Five action points.
Then and Now
Cole Directory
    • Published in 1947
    • “Blue Book”
    • Crisscross directory of addresses and phone
     numbers
Invaluable information for a number of
industries:
        • Telemarketing
        • Debt collection
        • Law enforcement
Today, web-based lead generation for
business
5 Ways to Engage with Online Consumers
Features:
  • Webinars
  • Playbook
    download
  • Articles
  • Buddy’s Blog
  • Resources
Engage Visually




• Let me tell you how I can
  help you find new
  customers!
Engage Visually
Local level:
•Highlight store
employees
•Partners
•In-store specials
•New products
•Customers




                                       11
Video


  Videos should be:
  •Interesting
  •Short
  •How to
  •Testimonial
  •National ads




                      12
Pinterest
    1. Figure out how much bandwidth you will need
Pin:/Repin on the size of your office/needs.
    based
•Interesting Features
•Videos 2 different Internet providers.
    2. Get
•Articles
    3. Identify the best vendor for your VoIP package.
•Pictures

   4. Tie your sales process & lead nurturing process
   into your VoIP package.

   5. Tie your marketing efforts into your VoIP
   package.
                                                         13
Bandwidth




            14
What’s Your Relevance?




                    15
Engage Relevantly
Engage Relevantly

Keep Relevant:
•Time of year
•Frequently asked
questions
•Weather
•Life events
Future Focus
“Focus on promoting what’s next. Lead
the way as opposed to following.”

                   ~Frank Eliason
                   Runs Citigroup Social Media




                                                 18
Be a Good Listener
•Search.twitter.com
•Google Alerts
•Think outside the
box




                                           19
Industry Triggers
•Interruption vs. time of need?
      •Insurance: x-dates/age triggers
      •Real estate: just listed/just sold, expired
      •Home Services: roof damage, fallen tree




                                                     20
Bridge the Gap
•Use a QR Code on direct mail
                                 Practical uses:
                         •Email address
                         •Additional information
                         •Promotional video
                         •Landing page
                         •Coupon/registration
                                 How:
                             •http://bitly.com/
                             •http://qrcode.kaywa.com/
                             •http://qr.net/
                             •http://qreateandtrack.com/

                                                           21
Direct Mail
Direct Mail
•Add a QR Code
•Link to mobile
website or video or
both!
•Add a QR Code
•Link to mobile
website or video or
both!
Articulate Your Value


 •Being local is a huge asset!
    •You live and work in the
    community.
    •You understand the needs of
    your neighbors.
 •Harness your power.
 •Customers’ needs come first!
Market Hyper Locally
Trade Show Campaign
•Captured emails during
show
•Emailed deal next day
•Response: 29.7% open
rate & 19.7% CTR
Be sure to:
•Use a permission-based
email-marketing platform.
•Keep lists up-to-date.

                                          27
App Ads
•Become a Living
Social/Daily Deal
Groupon Merchant
•Builds brand
awareness
•Find new
customers
•Make more money




                              28
App Ads




          29
Location! Location! Location!
                                                             TM




Drive traffic using location-based
applications
  What is foursquare:
    •Location based marketing using a cell phone

  Why it’s important:
     • Both foursquare and smart-phone use are on the rise
     • More buzz = More traffic = More sales
     • Foster customer loyalty
  How:
     • foursquare.com/add_venue
     • Choose appropriate “badge”
     • Implement loyalty rewards program
Reward
customers
who
“check in”
Drive Online Reviews Via DM



•Offer a Discount
for rate user
experience.
•Make sure you
can track the
response.
Reward Reviews
Five Action Points

• Be consistent in look and feel.
• Set up Google Alerts.
• Create CTAs that are clear and concise.
• Determine relevance prior to posting.
• Track to see what’s working. Do more of that.
8

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5 Ways to Engage with Online Consumers

  • 1. 1
  • 2. Super Bowl 47 Jim Harbaugh John Harbaugh
  • 6. Session Framework Consumers who engage with companies via social media: •Spend 20-40% more money with those companies •Are 33% more loyal http://www.bain.com/publications/articles/putting-social-media-to-work.aspx Lora Ullerich Digital Media •5 ways to reach online consumers. Specialist Cole Information •Five action points.
  • 7. Then and Now Cole Directory • Published in 1947 • “Blue Book” • Crisscross directory of addresses and phone numbers Invaluable information for a number of industries: • Telemarketing • Debt collection • Law enforcement Today, web-based lead generation for business
  • 9. Features: • Webinars • Playbook download • Articles • Buddy’s Blog • Resources
  • 10. Engage Visually • Let me tell you how I can help you find new customers!
  • 11. Engage Visually Local level: •Highlight store employees •Partners •In-store specials •New products •Customers 11
  • 12. Video Videos should be: •Interesting •Short •How to •Testimonial •National ads 12
  • 13. Pinterest 1. Figure out how much bandwidth you will need Pin:/Repin on the size of your office/needs. based •Interesting Features •Videos 2 different Internet providers. 2. Get •Articles 3. Identify the best vendor for your VoIP package. •Pictures 4. Tie your sales process & lead nurturing process into your VoIP package. 5. Tie your marketing efforts into your VoIP package. 13
  • 14. Bandwidth 14
  • 17. Engage Relevantly Keep Relevant: •Time of year •Frequently asked questions •Weather •Life events
  • 18. Future Focus “Focus on promoting what’s next. Lead the way as opposed to following.” ~Frank Eliason Runs Citigroup Social Media 18
  • 19. Be a Good Listener •Search.twitter.com •Google Alerts •Think outside the box 19
  • 20. Industry Triggers •Interruption vs. time of need? •Insurance: x-dates/age triggers •Real estate: just listed/just sold, expired •Home Services: roof damage, fallen tree 20
  • 21. Bridge the Gap •Use a QR Code on direct mail Practical uses: •Email address •Additional information •Promotional video •Landing page •Coupon/registration How: •http://bitly.com/ •http://qrcode.kaywa.com/ •http://qr.net/ •http://qreateandtrack.com/ 21
  • 24. •Add a QR Code •Link to mobile website or video or both!
  • 25. •Add a QR Code •Link to mobile website or video or both!
  • 26. Articulate Your Value •Being local is a huge asset! •You live and work in the community. •You understand the needs of your neighbors. •Harness your power. •Customers’ needs come first!
  • 27. Market Hyper Locally Trade Show Campaign •Captured emails during show •Emailed deal next day •Response: 29.7% open rate & 19.7% CTR Be sure to: •Use a permission-based email-marketing platform. •Keep lists up-to-date. 27
  • 28. App Ads •Become a Living Social/Daily Deal Groupon Merchant •Builds brand awareness •Find new customers •Make more money 28
  • 29. App Ads 29
  • 30. Location! Location! Location! TM Drive traffic using location-based applications What is foursquare: •Location based marketing using a cell phone Why it’s important: • Both foursquare and smart-phone use are on the rise • More buzz = More traffic = More sales • Foster customer loyalty How: • foursquare.com/add_venue • Choose appropriate “badge” • Implement loyalty rewards program
  • 32. Drive Online Reviews Via DM •Offer a Discount for rate user experience. •Make sure you can track the response.
  • 34. Five Action Points • Be consistent in look and feel. • Set up Google Alerts. • Create CTAs that are clear and concise. • Determine relevance prior to posting. • Track to see what’s working. Do more of that.
  • 35. 8