kelsey v02

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NCI & Digital Sherpa BIA/Kelsey – San Diego March 2010

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Presentation used at Kelsey Marketplaces 2010.

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Page 1: Kelsey V02

NCI & Digital Sherpa

BIA/Kelsey – San Diego

March 2010

Page 2: Kelsey V02

About NCI

Key Company Facts

• We serve 400+ local, vertical markets in: – apartment rental

– residential real estate

– home design

• NCI financial summary in the last quarterRevenue $148MMEBITDA $24MM

• We have been at this a long, long time…– The Real Estate Book launched in 1978, serving the local market of Albany, GA

– The Apartment Blue Book launched in 1979

Page 3: Kelsey V02

How we serve local verticals

Apartment Rental

Residential Real Estate

Home Design / Home Improvement

Brands

Markets120 markets ~400 markets ~25 markets

Online

ApartmentFinder.com

~ 1.5mm UV per month,

Distribute our listings to Oodle, Google, Yahoo, etc.

RealEstateBook.com

~1mm UV per month

Distribute our listings to Google, Yahoo, Trulia, HomeGain, Zillow, etc.

Many, many.. NEHomeMag.com, mountainliving.com, etc.

Social Media

Community Sherpa New Product, launching this spring

Design Sherpa

Page 4: Kelsey V02

Digital Sherpa History

• Began training NCI employees and customers on social media marketing tactics in Q1 2009

• Released our first product, Community Sherpa, in June of 2009.– First customer went live in September, 2009

• Released our second product, Design Sherpa, in September of 2009– First customer went live in November, 2009

• Signed our first Digital Sherpa customer in December of 2009– Customer went live in January, 2010

• At last count – we have about 1,000 customers across the 2 actively sold products

Page 5: Kelsey V02

What is Digital Sherpa?

• Turn-key social media marketing solution for local businesses

• The service is designed to:– Improve social media and search visibility

– Drive traffic in new ways

– Create community engagement

– Unearth new clients

– Enhance client retention

– Turbo-charge word of mouth and referrals

– Build brand and online visibility

• The product includes– Creation of social identities for our customers including blog, Facebook and Twitter

– Content curation and creation for all of the platforms

– Recruiting and development of social network connections among our customers clients and prospects

– Monitoring of the social network activity for problematic or sensitive issues and dialogue

Page 6: Kelsey V02

What resonates with our customers

• Our customers understand– Having an active website with current, relevant content is better than having a static

page

– Participating on Facebook is probably worthwhile • Creating fan pages and developing relationships with some of their customers should drive

referral business• For the Communtiy Sherpa customers, supporting and encouraging friendships among

residents will likely drive retention• Some customers may be searching for commercial relationships on Facebook

– Having a Twitter account seems to make sense• Some of their customers and residents look to Twitter for news and information• Prospective customers are searching Twitter for places to live, and what is happening locally

• Our service makes sense to our customers, if they had the time and the skills they would do it themselves

• For $300 - $400 a month, they would rather we do that work

Page 7: Kelsey V02

Some Examples

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Some Examples

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Some stats for The Preserve

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Some Examples

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Some Stats from Beth Davis

Page 12: Kelsey V02

Our Perspective

• Local media is a high-touch business– It can be as much about making media easy and accessible as it is driving business

activity

– While many of the tasks are the same, the output and outcomes and experiences for each of our customers is different

– We have taken that perspective with our clients in print, online and now in social media

• Good social media presence requires– Good content curation

– Good recruitment of a community of interest

– Constant effort

• The Sherpa product line has been developed to do the heavy lifting– High touch customer service

– Good content curation & recruitment of a community

– Makes the local businesses participation in social media marketing easy

Page 13: Kelsey V02

Me

• Email [email protected]

• Blog www.tdubner.com