Test deck

Test

Transcript

1. CONTENT MARKETING VIA SMART SOCIAL MEDIA Friday, September 7, 12
2. WHO WE ARE • Turnkey social media PLUS: • Content marketing that sells • Promotions that drive sales • Every client a media company Friday, September 7, 12
3. WHY CONTENT MARKETING? • Two-way conversation without overtly selling • Invest in message rather than in breaking through clutter • Oldest, most tested form of marketing • Relevant, valuable information is news to customers • Drives SEO • Leverages new leads brought in by ads to create repeat visitors -- and customers Friday, September 7, 12
4. WHY SOCIAL MEDIA? • Where the customers are (<70% of adults) • Amplifies valuable word-of-mouth • Reaches everywhere • Control message; participate in conversation • Encourages action • On-demand when you need it • Your competitors are there Friday, September 7, 12
5. WHY SOCIAL FOR AUTO • 70% of consumers use social nets when buying a car • 90% of dealers handling own social media don’t respond to reviews, highlighting good or addressing bad • Top social dealers can move a car a month per 5,000 FB fans • Works well on social– two of top three brands for engagement on Facebook are Audi and Mercedes • Can focus on models, service or promotions • 26% of users of DealerRater say they want to see more promotions on dealer social media • Solicit reviews and referrals • Leverage national campaigns locally • Listen for locals talking about needs (low volume / super-high quality) Friday, September 7, 12
6. WHY SPEAKEASY? • Special relationship with DMN • Leverage 125-year archive of quality content • Social + Advertising synergies • “Likes are good; Sales are better.” • “Marketing so engaging they’d pay to read it” • Turnkey flexibility Friday, September 7, 12
7. OUR TEAM • Slingshot • Top agency recognized by AdAge 2011-2012 • First HTML banner ad • Fuses digital and traditional • Team Speakeasy • Mike Orren: Founder Pegasus News; exec at ALM and D Magazine • Building dreamteam of seasoned marketers who know how to drive business and social media experts Friday, September 7, 12
8. SPEAKEASY OFFERINGS • Social media strategy and execution • Promotions strategy and execution • Blogs • Video • Reputation management • Newsletters • Contesting • SMS • White label deals • Data mining • Referral programs • Multi-location programs Friday, September 7, 12
9. OUR TOOLS Friday, September 7, 12
10. DEALERNAME ON SOCIAL • Core brand active, but with little engagement; sub-brands less active • Little done to “harvest” followers into customers • Lots of Twitter followers, but very poor quality – mostly fake and nonlocal • Blog is generic and mostly non-specific to dealer; not optimized • Videos good, but few views Friday, September 7, 12
11. RECOMMENDATIONS • Hybrid strategy of focus on individual brand presences; replicating their posts on overall DEALERNAME presences • Can start by testing those in need (Jaguar, Volvo, Boutique brands) • Don’t just be a DEALERNAME presence – be a hub for local enthusiasts, and then harvest them with promotions • Quality over volume (2,500 Volvo-lovers; 7,700 Jaguar; 2,000 Rolls) • Blogs / video focus on real locals either buying or test-driving • Promotions for service departments, upgrades, VIP service, etc. • Listening campaign for locals mentioning brands • Metrics and competitive analysis versus peers locally and nationally • Use to refine plan Friday, September 7, 12
12. PLAN • Multi-location package • Parent and each location/brand involved get: • Dedicated account manager • Optimization/management of FB, Twitter, YouTube, Google+ • A separate blog for each location with two posts per week of locally generated content and two from DMN archive or brand-focused • Minimum 50 monthly social media engagements per location • Includes highly-targeted FB ads as needed • Two promotions each per quarter. Includes coupon, contest management, lead capture and e-commerce • Reputation management • Listening campaign with push offer • Deep metrics and competitor reports • Monthly: $2,995 for parent (or first location), plus $1,200 for each additional location/brand • 6 month minimum; 10% discount for 12 month commitment • With minimum three locations, will add Foursquare and Pinterest for free Friday, September 7, 12
13. Useful links: http://bit.ly/MtXHh9 http://bit.ly/MtXL0w http://bit.ly/MtXOJK http://bit.ly/OsIS07 http://bit.ly/OsJ13v http://usat.ly/MtXQBo Friday, September 7, 12
14. LET’S RIDE Mike Orren mikeo@yourspeakeasy.com 214-810-4242 Calendar: http://tungle.me/mikeorren Friday, September 7, 12