Attorney creative pdf

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Presentation to Attorney's Creative Roundtable 7/9/10

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<ul><li> 1. Online Marketing Overview </li></ul> <p> 2. Online Marketing OverviewJB CHICAGO Strategic MarketingJB Chicago is an integrated marketing agency built Creative Services on providing sound marketing solutions, creativity and strategies to make your marketing dollars workCommunications and PR toward your bottom line. Media Planning We have specialized in online marketing for over 15 years by targeting consumers, conducting B2B Direct Marketing outreach, changing perceptions, increasing visibility and making a splash. Sales Promotions Online Marketing 2 3. Online Marketing OverviewYOUR TARGET MARKET IS ONLINE Facebook: There are more than 400 million active users Over 60% are 35+ 1.5 million businesses have FB pages Twitter: Third largest (largest growth) social network almost 65% are 35 + Linked In: 80% have at least a college education almost 80% are 35+3 4. Online Marketing OverviewTHE MOVE TOWARD DIGITAL Marketers are shifting their budgets away from traditional marketing channels and toward digital marketing channels.While 46% of companies plan to increase their overall marketing budgets in 2010, 66% will increase their investments in digital marketing.Digital channels make up the top five tactics in which marketers are investing. 4 5. Online Marketing Overview THE APPROACHThe strategy is simple but effective; it involves seeding, converting and sneezing.Put the message in the hands of influencers, which you can seed with our message.Then drive consumers to a conversion point and create a methodology to sneeze the message along to their friends. 5 6. Online Marketing Overview 6 7. Online Marketing Overview CONVERSION CONVERSION 7 8. Online Marketing Overview CONVERSIONIn order to achieve the ultimate goal (conversion), you need a vehicle that can get you there: a great Web site. 8 9. Online Marketing Overview CONVERSION: F-FormatWith every click you lose an estimated 60% ofyour traffic.A recent eye tracking study shows readers scan Web pages in an F-shaped format.A successful conversion-based Web site isdesigned and populated accordingly. 9 10. Online Marketing OverviewStrong B2Cexample: Call Call to Action SAVE $$$ Free Form http://www.lawyersgroup.com/10 11. Online Marketing OverviewStrong B2Bexample: Same approachJust less impulse http://www.bbklaw.com/11 12. Online Marketing OverviewWeakexample: http://thefirsttwenty.com/ Mission statement and other about us info; does not address client needs 12 13. Online Marketing Overview SEEDINGCONVERSIO N 13 14. Online Marketing OverviewSEEDING SEO PPC Social networking Banner and other paid advertising Traditional advertising 14 15. Online Marketing OverviewSEEDINGSEEDING: Search Engine Marketing (SEO) 15 16. Online Marketing OverviewSEEDING: Search Engine Marketing (PPC) 16 17. Online Marketing OverviewCONVERSION: PPC Case Study Skilled Nursing - Four State Campaign: Pay Per Click (5 months) Over 2 million impressions 7.5% of clicks make a phone call 22% visit the facility page 1 : 112 ROI 17 18. Online Marketing OverviewSEO and PPC: BUYING LEADS (DONT DO IT) Lots of ppl buy leads in addition to SEO and PPC services. But how do you thinkproviders get those leads? Through PPC And SEOand they are giving those sameresults to other clients. When you are using SEO and PPC and buying leads, you are basically peeing in yourown pool. Our neighbors (InsuranceAgent.com) sell leads, and we compete with themfor our clients, Insureonthespot.com. We get our lead for $20, whereas our neighborswould sell us one for $20 (and then sell that same lead to 4 other guys). Moral of the story? Dont do both. 18 19. Online Marketing OverviewSEEDING: Social NetworkingSocial networking will be put into place to support the companys other onlinestrategies. We have provided a breakdown of all the activities that could supportdriving traffic to the site as well as building the presence of social networking profiles.These are to be used after SEO, PPC and affiliate programs are put in action. Profile development Influencer outreach Paid outreach 19 20. Online Marketing OverviewMEDIUM FACEBOOK TWITTER LINKEDINWEBDIRECT MAILFB PageTwitter Profiles LinkedIn Profiles Viral Vehicle PURLs tailored to VEHICLES FB Profiles Blogtarget audiencesInfluencersInfluencersInfluencers Influencer- Pages- 10K-20K- Groups- Blogs SEEDING- Groups - Sneezers - Sites- Networks Paid advertising PPCFacebook Ads DRIVE TO Web siteSNEEZE Contest 20 21. Online Marketing OverviewFacebookProfile 21 22. Online Marketing OverviewFacebookPage 22 23. Online Marketing OverviewTwitterProfile 23 24. Online Marketing OverviewTwitterCompanyProfiles 24 25. Online Marketing OverviewLinkedInProfilePage 25 26. Online Marketing OverviewLinkedInCompanyPage 26 27. Online Marketing OverviewSEEDING: Social Networking: Blogs BLOGS (These are really like short white papers.) Become a Thought Leader Gain an audience Create channels 27 28. Online Marketing OverviewBlog 28 29. Online Marketing OverviewOther blogs 29 30. Online Marketing OverviewSEEDING: Traditional Advertising Direct mail Tradeshows Vertical/Trade advertising Just say NO to mass media (TV and radio). Its very expensive and yields low return. Everything should have1) A call to action2) A sense of urgency 30 31. Online Marketing Overview SNEEZINGCONVERSIO N 31 32. Online Marketing OverviewSNEEZINGThe sneezing component of your site is the element that compels users to visit in the first place, then share it with others. The best way to achieve this is by giving people an incentive to share. You can accomplish this by: Adding Add This, Facebook connect and Twitter oauth functionality to the site A contest or promotion tied to campaign creates incentive for referrals Tweets: People will RT sneeze-worthy info 32 33. Online Marketing OverviewSNEEZINGThese additional steps can bring in more site viewers. Add repurposed articles and press releases to: StumbleUpon: This site can bring in some big traffic. Users interested in your message will stumble upon your site, then are able to share it with others. Reddit: The site aims to have whats new and popular on the web. Users customize what theyre interested in then their votes train a filter, so the site only shows users things they might like. Add these same articles to sites such as pitchengine.com, a social platform that enables PR to effectively package stories and share them with journalists, bloggers, and influencers worldwide via the social Web. 33 34. Online Marketing Overview SNEEZING: Traditional Advertising vs. SoNet Traditional/print advertising is based on a one-to-one model. The social networking approach allows for more of an outreach methodology. If you are able to convert one person, then they can recruit 20 of their friends, who can recruit 20 of their friends, etc broadening your network. 34 35. Online Marketing Overview SNEEZING: Traditional Advertising: PURLS and Direct Mail 35 36. Online Marketing Overview SNEEZING 36 37. Online Marketing Overview CASE STUDYStrategic Marketing TETRA PAK [with Hersheys and Organic Valley] June 2009 Nov 2009 Creative ServicesSCENERIO:Communications and PRTetra Pak wanted to get word out about healthy snacks for kids namely,chocolate milk served in cartons, which are also better for the environment.The campaign was kicked off just prior to Halloween, so moms we Media Planningencouraged to hand out single serve cartons instead of the typical junk.Games (in the form of applications) were created on Facebook, Twitter and Direct Marketingthe Web. The kicker? Each time someone played the game or sent aHalloween-related e-mail, 10 cents was donated to World Wildlife Fund. Sales PromotionsAlso incorporated into the campaign were downloadable coupons forHersheys and Organic Valley chocolate milk. Online MarketingGOALS: Encourage parents to distribute chocolate milk in cartons this Halloween Inform parents of the benefits for both their kids health and the environment Create fun ways for users to engage with the brand while donating to WWF37 38. Online Marketing Overview 38 39. Online Marketing Overview RESULTS 112 million impressions in just a month and a half Over 40 million came from #chocolate milk (trended for over 28 hours) Over 90,000 coupon printouts 109,116 quality clicks (defined as clicks with a qualified action) Over 100 blog posts written about the campaign 39 40. Online Marketing Overview CASE STUDYCARDINAL FITNESS and CHARTER FITNESS July 2009 presentSCENARIO:JB Chicago has worked with Cardinal Fitness since 2003, serving as its full servicemarketing agency. In line with the companys aggressive growth plan, JB Chicagodeveloped a social networking outreach program and Web site redesign for both CardinalFitness and Charter Fitness, another brand of health clubs they launched in 2008. The plan, which went into effect in early 2010, began with a redesign of both homepages while keeping the Cardinal Fitness and Charter Fitness identity consistent.The new sites are search engine optimized and custom-made, each with strong callsto action for potential and returning customers, namely coupons. Upon completion of site redesign, JB Chicago implemented a social networkingprogram for both Cardinal Fitness and Charter Fitness. Using Facebook, Twitter,blogs and Web sites, we reached out to those interested in health and fitness.Those influencers were driven to the Web site, where they were compelled to sharethe coupons with others. This created the viral elements necessary for thecampaign to spread across all social media outlets.40 41. Online Marketing OverviewWeb siteredesign 41 42. Online Marketing OverviewCardinal Fitness Twitter profile Cardinal Fitness Facebook profile 42 43. Online Marketing Overview CASE STUDYCATALYST EXHIBITSNovember 2009 presentSCENARIO:Catalyst Exhibits offers a full-service approach to meeting its clients' trade show needs through in-house design, fabrication, implementation of exhibit programs and display elements. The company already had a Web site with strong SEO and PPC capabilities, so JB Chicago came onboard to concept and develop three industry- specific blogs, then increase visibility through online promotion. Using Twitter outreach, users were driven these retention points, thus increasing Catalyst visibility as well as conversion. In less than three months nearly 16,000 qualified clicks have been made on Catalystblog links, and Catalyst Exhibits has asked JB Chicago to continue the blogpromotion beyond the initial phase. 43 44. Online Marketing Overview Catalyst blogsCatalyst Twitter profile44 45. Online Marketing Overview STEVE GAITHER l JB CHICAGO WEBjbchicago.comPHONE312.447.7223E-MAIL steve@jbchicago.com TWITTER@jbgrafxFACEBOOK facebook.com/jbchicago 45 </p>