scalable. digital. success

Scalable, Digital. Success. Taking the Next Step in Your Digital Presence

Presented by: Scott VanDeBurg

Web Services Division Manager

Introduction/Agenda

q  SERVPRO Overview q  Multi-Channel Optimization q  The Opportunity for Mobile q  The Perfect Online Marketing Program q  Developing the Digital Integrated Marketing Plan

SERVPRO Overview •  Privately-owned •  Est. 1967 in Sacramento, CA •  Capable of servicing residential losses to multi-

million dollar large-loss sites •  Headquarters located in the Nashville, TN area •  Over 1,600 Franchises in the United States and

Canada •  Relationships established with major insurance

companies and commercial clients.

Multi-Channel Optimization Understand, be less wrong…

What is a Conversion Anyway? Example Actions to Consider

-  Create Wish List -  Store Locator search -  Download Mobile App -  Subscribe to Email -  Viral Marketing / Friend Referrals -  Contact Us / More Information –> Corporate Referral -  Add items to Shopping Cart / Save for Later -  Complete Order -  Product review(s) submitted -  Affiliate Program Sign-up -  Phone Orders -  Transfer to local store

In order to really, really win, a successful marketer should look at Macro + Micro. Customers + Company, Short + Medium + Long-term

Helps to separate and visualize the complex connections between channels – earned, paid, owned as well as each channel’s power to influence bottom line

Picture Relationships

The Opportunity for Mobile Paradigm shift from an inconvenient interruption

to life as a participation activity…

20% of consumer content consumption is on mobile platforms. Main goal is to create abbreviated version of full site, or at least sort of !

30% of search queries are on mobile devices. Utilize unique ad extensions to deliver hyper relevant platform specific message

Creation of value added content to create brand affiliation using Utility Marketing to interrupt at the point of need to being a part of your customer’s life

Be Ready for Whatever Happens The SERVPRO Solution

•  Developed  Mobile  Applica/on  to  support  the  2012-­‐13  Na/onal  Adver/sing  Campaign  and  aid  Clients  in  Disaster  preparedness  

Home Screen

Emergency Ready Plan Mobile Application

•  Key  Features  –  Profile  management  – Web / mobile application

synchronization –  ERP sharing via designated

e-mail address(s) –  Assignment of ERP completion

to designated individuals –  Preferred  Franchise  selec/on  – Online  Claim  filing    

The Perfect Online Marketing Formula

How to get there from here…

Linear Conversion

It all starts with traffic

Developing the Digital Integrated Marketing Plan

Engaging Content + Links, Press and Exposure …Lets examine each of these more closely

How the Digital Integrated Marketing Plan Works

Engaging Content

“Targeted Niche” Blog Articles

Links, Press & Social Sharing •  Targeted outreach to webmaster, bloggers and

journalists. Highlight mutual value, try to relate and be sincere.

•  Research category experts through Twitter, industry blogs, conference speakers lists and real-time search engines such as Topsy

•  Ask professional contacts to link to your website •  Share on social media outlets, but engage, not just

post the article

Link Bait

Viral Content Best and Worst “Cheese declared best in world auctioned for $8400”   Scandal “Angry Birds imposter strikes Android Users”   Precious Things “Is the death of a prize-winning dog at the nation’s most prestigious dog show linked to debarking”   Money “The world’s least affordable cities”   Overcoming the odds “Grandpa wins a billion dollars in 20-year patent dispute”

Compendiums

Contests

Widgets

Conversion Optimization Use Videos and Pictures

•  Videos should be short and interesting •  Pictures should be original, high quality and

interesting to look at (i.e.: cool designs and human faces)

•  Convincing photos include: your team, your facility, your work product, happy customers

•  Convincing videos include: product demonstrations, press interviews, employee interviews

Humanize whenever possible

Questions ?