Transcript
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Online Marketing Overview

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JB CHICAGO

JB Chicago is an integrated marketing agency built

on providing sound marketing solutions, creativity

and strategies to make your marketing dollars work

toward your bottom line.

We have specialized in online marketing for over 15

years by targeting consumers, conducting B2B

outreach, changing perceptions, increasing visibility

and making a splash.

Strategic Marketing

Creative Services

Communications and PR

Media Planning

Direct Marketing

Sales Promotions

Online Marketing

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YOUR 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+

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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.

THE MOVE TOWARD DIGITAL

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THE APPROACH

The 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.

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CONVERSIO

N

CONVERSION

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CONVERSION

In order to achieve the ultimate goal (conversion), you need a vehicle that can get you

there: a great Web site.

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CONVERSION: F-Format

With every click you lose an estimated 60% of

your traffic.

A recent eye tracking study shows readers scan

Web pages in an F-shaped format.

A successful conversion-based Web site is

designed and populated accordingly.

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http://www.lawyersgroup.com/

Strong B2C

example:

• Call

• Call to Action

SAVE $$$

• Free Form

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http://www.bbklaw.com/

Strong B2B

example:

Same approach

Just less impulse

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http://thefirsttwenty.com/

Mission statement and other “about us” info; does not address client needs

Weak

example:

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CONVERSIO

N

SEEDING

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SEEDING

• SEO

• PPC

• Social networking

• Banner and other paid advertising

• Traditional advertising

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SEEDING: Search Engine Marketing (SEO)SEEDING

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SEEDING: Search Engine Marketing (PPC)

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CONVERSION: 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

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SEO and PPC: BUYING LEADS (DON’T DO IT)

Lots of ppl buy leads in addition to SEO and PPC services. But how do you think

providers get those leads? Through PPC And SEO…and they are giving those same

results to other clients.

When you are using SEO and PPC and buying leads, you are basically “peeing in your

own pool.” Our neighbors (InsuranceAgent.com) sell leads, and we compete with them

for our clients, Insureonthespot.com. We get our lead for $20, whereas our neighbors

would sell us one for $20 (and then sell that same lead to 4 other guys).

Moral of the story? Don’t do both.

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Social networking will be put into place to support the company’s other online

strategies. We have provided a breakdown of all the activities that could support

driving 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

SEEDING: Social Networking

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FACEBOOK

Influencers

- Pages

- Groups

- Networks

Facebook Ads

FB Page

FB Profiles

TWITTER

Influencers

- 10K-20K

- Sneezers

Paid advertising

Twitter Profiles

WEB

Web site

Viral Vehicle

Blog

Influencer

- Blogs

- Sites

PPC

Contest

MEDIUM

VEHICLES

SEEDING

DRIVE TO

SNEEZE

LINKEDIN

LinkedIn Profiles

Influencers

- Groups

DIRECT MAIL

PURLs tailored to

target audiences

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Facebook

Profile

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Facebook

Page

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Twitter

Profile

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Twitter

Company

Profiles

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LinkedIn

Profile

Page

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LinkedIn

Company

Page

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SEEDING: Social Networking: Blogs

BLOGS (These are really like short white papers.)

• Become a Thought Leader

• Gain an audience

• Create channels

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Blog

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Other blogs

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SEEDING: Traditional Advertising

• Direct mail

• Tradeshows

• Vertical/Trade advertising

Just say NO to mass media (TV and radio). It’s very expensive and yields low return.

Everything should have

1) A call to action

2) A sense of urgency

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CONVERSIO

N

SNEEZING

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SNEEZING

The “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

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SNEEZING

These 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 what’s new and popular on the web. Users customize what they’re 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.

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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.

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SNEEZING: Traditional Advertising: PURLS and Direct Mail

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SNEEZING

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Strategic Marketing

Creative Services

Communications and PR

Media Planning

Direct Marketing

Sales Promotions

Online Marketing

CASE STUDY

TETRA PAK [with Hershey’s and Organic Valley] June 2009 – Nov 2009

SCENERIO:

Tetra 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

encouraged to hand out single serve cartons instead of the typical “junk.”

Games (in the form of applications) were created on Facebook, Twitter and

the Web. The kicker? Each time someone played the game or sent a

Halloween-related e-mail, 10 cents was donated to World Wildlife Fund.

Also incorporated into the campaign were downloadable coupons for

Hershey’s and Organic Valley chocolate milk.

GOALS:

• 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 WWF

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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

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CASE STUDY

CARDINAL FITNESS and CHARTER FITNESS July 2009 – present

SCENARIO:

JB Chicago has worked with Cardinal Fitness since 2003, serving as its full service

marketing agency. In line with the company’s aggressive growth plan, JB Chicago

developed a social networking outreach program and Web site redesign for both Cardinal

Fitness 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 home

pages while keeping the Cardinal Fitness and Charter Fitness identity consistent.

The new sites are search engine optimized and custom-made, each with strong calls

to action for potential and returning customers, namely coupons.

Upon completion of site redesign, JB Chicago implemented a social networking

program 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 share

the coupons with others. This created the viral elements necessary for the

campaign to spread across all social media outlets.

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Web site

redesign

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Cardinal Fitness Facebook profile

Cardinal Fitness Twitter profile

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CASE STUDY

CATALYST EXHIBITS

November 2009 – present

SCENARIO:

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 Catalyst

blog links, and Catalyst Exhibits has asked JB Chicago to continue the blog

promotion beyond the initial phase.

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Catalyst blogs

Catalyst Twitter profile

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STEVE GAITHER l JB CHICAGO

WEB jbchicago.com

PHONE 312.447.7223

E-MAIL [email protected]

TWITTER @jbgrafx

FACEBOOK facebook.com/jbchicago


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