social media presentation

©2012 William Mills Agency

Taking the Mystery Out of Social MediaHow to Build a Pragmatic Game Plan to Improve

Your Mortgage Business

Jerry Goldstein, Vice President, William Mills AgencyLenders One 2012 Summer Conference

August 7, 2012 - Chicago

Agenda

What is social media marketing and why is it important?The importance of keywordsExamples of social mediaGame plan for implementing social media


Social Media Definition from Wikipedia

Social media includes web- and mobile-based technologies which are used to turn communication into interactive dialogue among organizations, communities, and individuals.


Social Media Marketing Definition from Wikipedia

Social media marketing refers to the process of gaining website traffic or attention through social media sites.– Social media marketing programs usually center on

efforts to create content that attracts attention and encourages readers to share it with their social networks.

– A corporate message spreads from user to user and presumably resonates because it appears to come from a trusted, third-party source, as opposed to the brand or company itself. Hence, this form of marketing is driven by word-of-mouth.


How do people learn about your company?

They can read about it

They can ask about it

…either face-to-face

or through their social networks

Regardless, they will always search for it on the Web


More people use the Internet to search for information than ever before

89% of Internet users use search engines

81% of consumers use the Internet to research a product or service before buying

73% of Internet users get their news on the Web


How do you make your websitestand out?

There are

644M+

Websites!


Ten Most Visited Websites in America

# MonthlyVisitors

1. Google 185M2. YouTube 160M3. Facebook 149M4. Amazon 99M5. Yahoo 95M6. Twitter 91M7. MSN 78M8. Wikipedia 77M9. WordPress 64M10.Microsoft 62M


Social Media sites are critical for raising your online visibility

Web Site

Press Release Postings

Online Directories

Branch Offices


What are your objectives?

Increase qualified Web visitors/traffic to your web site

Increase qualified visitors to your Social Media sites

Increase new business leads


Your Goal: Get your company listed on page 1 search results

Social media is a tool to help you optimize your page rank

Social media is a tool to help you expand your “Total Online Presence”

The Importance of Keywords


What are Keywords?

A word or phrase used in a performing a search on the InternetKeywords are used by web surfers to describe what they hope to find when performing a web search


Types of Keywords

Company nameProduct nameProduct categoryRelated product or service Product feature, industry issue


Some Keywords are more effective than others

Requires research into what words are actually being searched on the Internet and how your site is being foundAdding words or qualifiers to keywords can increase effectiveness– Home mortgage lender vs. best home

mortgage lender vs. atlanta home mortgage lender


Local Search

5901,300480“city”refinance

5902,900880“city”mortgage lenders

5,40018,1009,900“city”mortgage

St. LouisDallasAtlantaKeyword


Hyperlinks

Examples of Social Media


No Listing?


10 Step Pragmatic Game Plan

ORGANIZE SOCIAL PR SOCIALNEWSLETTERS

STRATEGYDEVELOPMENT

CALENDAR &GUIDELINES OPTIMIZE BLOG SOCIAL

MEDIABUZZ

MONITORINGREPORT &ADJUST


Organize

Single geographic footprint vs. multi-city/stateMust have centralized resources and control over local branchesIdentify resources: internal vs. outsideMust have social media policies for controlling how employees interact with social media on the job– Push company approved content– Restrict personal use


STRATEGYDEVELOPMENT


MEDIABUZZ



Strategy Development

Set realistic objectives for lead generationCommit to social media platforms– Google Places – Facebook– Blog– YouTube– LinkedIn– Twitter– Local yellow pages and select search directories

Create a content strategy


STRATEGYDEVELOPMENT


MEDIABUZZ



Calendar & Guidelines


STRATEGYDEVELOPMENT


MEDIABUZZ


2012 August September October

Press Releases New Website FinTech 100

Events - Trade Shows

12-13: Finovate Fall 16-18 AFT Fall Conference (Scott)

9-11: BAI-RDS 14-17: AFP Annual Conference 21-24: MBA's 99th Annual Convention

Events - WMA6-8 Lenders One- Jerry speaking 10: FinTech 100

Blog -Tuesdays

1) Is Public Relations an In-House Function or Should You Utilize and Agency? 9th 2)Williams speech at CBAA

7 tips for surviving 2012 Financial Industry Tradeshows - 4th

Make Your Company Stand Out! -2nd

LinkedIn-Thursdays

1) Start discussion on PR topic



Facebook Monday:

post pics. From deming meeting Post Pictures from Finovate

1) Post Pictures from BAI_RDS 2) Post pictures from AFP Annual Conference


Optimize

Do your keyword researchIdentify a short list of priority keywordsWhere to use: everywhere!– Web page content and meta data (page

titles, descriptions, keywords, image titles)– Press releases– Blog postings– Social media sites


STRATEGYDEVELOPMENT


MEDIABUZZ



Use Google Keyword Search Tool


Embed Keywords Everywhere!


Social PR


STRATEGYDEVELOPMENT


MEDIABUZZ



Embed keywords in your press releases and hyperlink to your website

Web Site

Press Release Postings

Inbound links are critical for

achieving a high page rank

Other Referral Sites


Blog


STRATEGYDEVELOPMENT


MEDIABUZZ



Social Media

Re-purpose content to social media sitesLeverage keywords in descriptions, image titles, etc.Hyperlink keywords back to appropriate pages of your website


STRATEGYDEVELOPMENT


MEDIABUZZ


Twitter feed posted on Linkedin, promoting a blog post

Social Newsletters

75% of Gen Y prefers email to receive financial services & account information90% of online customers receive permission-based emailVideo in email increases click through rates 2X – 3X


STRATEGYDEVELOPMENT


MEDIABUZZ



Buzz Monitoring

Google Analytics for website traffic– Monitor keywords being used to find you

Google AlertsTop 3 free monitoring platforms for Social Media– Hootesuite– Tweetdeck– MarketMeSuite


STRATEGYDEVELOPMENT


MEDIABUZZ



Report & Adjust

Monitor and report on trafficTrack inbound leads and sourceReport on number of new customers originating from inbound and social media platformsContinually adjust– Keywords– Expectations and goals


STRATEGYDEVELOPMENT


MEDIABUZZ



Visit us @ williammills.comFollow us @ twitter.com/wmagency

Read our blog @ fintechmarketing.comConnect with us @ www.linkedin.com/company/william-mills-agencySign up for our “In Context” newsletter @ williammills.com/resources

social media presentation

Documents

web2012 william mills

william mills agencylenders

social media sites

social mediahow

social mediadefinition

social networks

pagerank social media

social media policies