Maximizing the value of your most Valuable AssetsCHRIS BRUBAKER

Housekeeping

• Pragmatic & Practical

• Listen to the lawyers…then…listen to Chris

• Let’s talk!

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The Business

C C C

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• Order of operations• Retention vs. Acquisition• Most businesses have enough

customers intheir database already

• Automated vs. Manual

Communications 101

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Order of Operations

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• 7 times cheaper to keep a customer than find a new one

Retention vs. Acquisition

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You have enough customers

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Automated vs. Manual

Social Media

The Players• Facebook: 1b

• Twitter: 550m

• Instagram: 100m

• Pinterest: 40m

• Foursquare: 20m

• Google+: ???

3 Factors

• Audience

• Engagement

• Noise

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ResearchOn

Social Media

Liking Brands

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Source: Lab42

Why?

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Source: Lab42

How fans interact

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Source: Chadwick Martin Bailey

More likely to recommend

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Source: Chadwick Martin Bailey

How they spend their time

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Source: Chadwick Martin Bailey

ResearchOn

Email

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Everyone is on emailEveryone has a cell• 92% use email• 94% of online adults (Radicati Group)• To compare: 92% use search

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Everyone is on emailEveryone has a cell• 85% have a cell phone• 45% have a smart phone• 66% 18-29 years old• 68% > $75k annual

household income• 25% have a tablet

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Email still growing

• 2.9 billion email accounts.Projected to grow to 3.8billion by 2014.

• 80% check personal emailat least once per day, stillincreasing

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People prefer email and text

• 74% of people preferemail for commercialcommunication

• Over 30% of onlineadults have opted intocommercial text and itis growing

• >65 still opts in at over20%

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Preference by Age

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Email is profitable

• DMA research puts the ROI of emailmarketing in 2010 at US$42.08, almostdouble that of search advertising and betterthan any other direct marketing channel

Putting it all Together

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The Basics

• Your Goal

• Communicate

• Monitor

• Engage

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Your Goal:Stay Top of Mind

• Channels• Frequency• Content• Tone

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Tone

Content

• Content is King

• Every communication should have a purpose or a goal

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Goal: Facebook Shares

• Photos

• Photo Albums

• Videos

• Humor

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Goal: Facebook Likes

• Include call-to-actionsFor example: “Like this post if you’re excited about…”

• Be topical: keep up with the times. Examples include holidays, festivals, important events.

• Share success stories, achievements, awards, etc.

• Educate

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Goal: Facebook Likes

• Humanize

• Humor

• Ask to be liked

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Goal: Facebook Comments

• Include a call-to-action such as a question or poll.

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Goal: Increase Twitter Followers

• Hashtags

• Know thy neighbor

• Know thy neighbor, Part II

• Twinkle

• Chirp City

• Use Tools

• Twitter Grader

• Who follows whom

• Listorious

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Goal: Twitter Retweets

• Great content

• Leave room

• Grab their attention

• Ask to be retweeted

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Facebook vs. Twitter

• Pictures increase likelihood of share, but not retweet

• Shorter increases likelihood of retweet, but not share

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• To include social links in your email communications and website

Don’t forget...

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• Less noise• Show expertise• Shows up high in ranking• Set up at YouTube channel• Doesn’t need to be expensive

YouTube

• 100m users

• Very high engagement

• Less noise

• Facebook benefit

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Your Website

• Demographics

• SEO benefit

• Technology

• Tie to your social channels

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• Postcards• Phone calls

Offline

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• Be proactive• Ask for what you want!• Prioritize

The Three Keys

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• Online• Offline – Word of Mouth• Offline – Public

What is reputation?

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• Reviews• Business Information• Endorsements / Affiliations• Web Presence– Professional appearance– Do you accept feedback?– Are you easy to do business with?• Social Media• Links to your website

Online Reputation

ResearchOn

Reputation

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US Consumers• of U.S. consumers trust advertising.

Only 8% trust what businesses say about themselves.

• of U.S. consumers consulted friends/family, professional reviews and online reviews when looking to research a product or service

Source: Alterian

6%

87%

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Trust

Source: Lightspeed Research, US data

Base: All respondents

• Please rate how much trust you place in reviewsof products/services from each of these sources

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Service Response

Restaurant 79%

Hotels 87%

Travel 84%

Automotive 78%

Home 73%

Legal 79%

• 97% percent of those surveyed who said they made a purchase based on an online review said they found the review to have been accurate.

• Review users also noted that reviews generated by fellow consumers had a greater influence than those generated by professionals.

Percent of Review Viewers Identifying Review as Having a Significant Influence on their

Purchase

Source: ComScore & Kelsey Group

Medical 76%

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Service Percent Increase

Restaurant 45%

Hotels 38%

Travel 22%

Legal 99%

“With such a large percentage of review users subsequently purchasing, it’s vital that local service providers have a positive presence on these review sites,” said Steve Marshall, research director for The Kelsey Group.

“This study underscores the importance of providing not just good, but excellent, service if a business hopes to generate positive consumer reviews which will result in greater sales,” said Brian Jurutka, senior director, comScore Marketing Solutions.

Amount Consumers Willing to Spend for 5-Star Service

Medical 26%

Source: ComScore & Kelsey Group

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• Travel

• Video Games

• Product Purchases on Amazon

Other Research

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3rd Party Sites

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Which 3rd Party Review Sites Are Important to Dentists?

Unique Monthly Users

172

166

152

106

34

27

18

11

9

5

Unique Monthly Users

5

2

1

1

630k

700k

600k

136kSource:

Compete.com

Numbers in Millions

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Sites that aren’t important

Unique Monthly Users

6

4.2

9k

6k

1k

8k

Source: Compete.com

Numbers in Millions

The Key to Reputation

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The Middle

Role of Reviews in Search

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Signs of a Fake Review

• New account / incomplete profile

• Only 1 review

• Same IP address

• Review spike

• Location

Important Note: Flags good AND bad review

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5 Factors

• Volume

• Velocity

• Sentiment

• Recency

• Keywords

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What aboutMobile?

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• Mobile really is local• Local apps are

becoming more important than search engines

• Role of advertising is changing

Mobile

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Negative Feedback

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•Determine if accurate (illegal, against TOS)•Acknowledge and respond– Apologize if necessary (“I’m sorry you had a bad

experience”)– Turn a positive into a negative– New potential customers can see how you

respond to negative feedback•Don’t be defensive•Be a real person•Remember, some negative feedback makes your good reviews more legitimate

Dealing with Negative Feedback

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Approach to boost reviews

• Email campaigns to help with problem areas

• But don’t send everyone!

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•Understand your full reputation•Own your reviews•Engage your users•Syndication is powerful

Summary

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Q & AChris Brubaker

Head of Marketing