Unify your Marketing Channels and get Measureable Results

Presented by: Myles Bristowe Chief Marketing Officer

Unify your Marketing Channels and get

Measureable Results

What is Unified Marketing

Unified Marketing is providing the right message at the right time to the right audience through the channel they prefer.

What is Unified Marketing

Unified Marketing is providing the right message at the right time to the right audience through the channel they prefer.

Relevance Driven Marketing

• Data Collection

• Keyword volume

• Behavior/Activity

Listen

• Segmentation

• Context

• Contacts

Understand • Campaign Design

• Communicate

• Interact

Engage

Benchmarking Measurement

Context Analysis

• Groups, Fan Pages • Friend Count

• Groups, Affiliations • Questions

• Tweets, Hash Tags • Profiles, Followers

• Profile • Friends

• Groups, Affiliations • Profiles, Connections

VOLUME NETWORKS

Keywords

CONTEXT

Users

Behavior

Content

Groups

Segm

enta

tio

n

TARGETS

Brand Keywords Measurement

Competitor Keywords Measurement

Customer Keywords Measurement

Keywords Monitoring

Tools Dashboard Analysis

Co

nten

t Gen

eration

Reco

mm

end

ation

s

Monitoring Process

2,247

3,323 1,154

114 1

2

988

3

41

67

231

162

87 119

91

93

59

Competitive Keyword Analysis

1,626

What is Unified Marketing

Unified Marketing is providing the right message at the right time to the right audience through the channel they prefer.

Social Media Dashboard

What is Unified Marketing

Unified Marketing is providing the right message at the right time to the right audience through the channel they prefer.

Contacts Analysis

• Groups, Fan Pages • Friend Count

• Groups, Affiliations • Questions

• Tweets, Hash Tags • Profile, Followers

• Profile • Friends

• Groups, Affiliations • Profiles, Connections

INTERESTS/ACTIVITY NETWORKS

Email Name State

CONTACTS

Contacts

Interests Behaviors Networks

Segm

enta

tio

n

INTELIGENCE

Your Company

Audience Activity Segmentation

Selectively Social

Social Placeholders

Getting Started

Wide Netters

Undeclared

Social Segmentation

Social Placeholder

Getting Started

Wide Netter

Selectively Social

Undeclared

Number of Friends

Nu

mb

er of N

etwo

rks

Social Media Portrait

71% using top Social Networks

What is Unified Marketing

Unified Marketing is providing the right message at the right time to the right audience through the channel they prefer.

Content and Enrollment Platform

Social

Multichannel Content Marketing

Context Pages Theme Pages Campaign Pages Mobile Site

Search Display Direct Broadcast Mobile

Syndication

Call to Action

Social Media Engagement

Communicate

Engage

Social Networking

Sharing Conversation

Social Media

Sharing Content

Build Communities

Build Credibility

Know, Like, Trust

Educate & Inform

Share Value

Googleable

Be Found

Communication Preference

• Social • Email • SMS

Channel Evaluation

Lead Nurture Program

Contacts

• Social • Direct • Search • Display • Mobile

Lead Source

• Search • Posts • Interest

Context

Behavior

• Response • Activity • Frequency

Lead Nurture Workflow

Step 1A

Welcome Message

Step 2A Push them and Sweeten the offer.

Email was opened!

Step 3A Sweeten the offer, provide a personalized live demo or Webinar.

SALES

2nd Email was opened!

Step 2b Give them more educational materials. Maintain original offer.

Step 4b Ready for sales oriented material. Send product info and reassure credibility.

Step 3b Give them more educational material. Insert testimonial and maintain original offer.

Email was opened! 2nd Email was opened! 3rd Email was opened!

Step 2c Education email

Step 3c Sales email

Step 4c Repeat education emails until opt out

Email was NOT opened! Email was NOT opened!

• Social • Direct • Search • Display • Mobile

Lead Source

What is Unified Marketing

Unified Marketing is providing the right message at the right time to the right audience through the channel they prefer… and get measureable results.

Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec

2009 48,247 45,815 51,544 49,021 41,598 43,244 45,453 46,013 47,203 47,813 46,697 44,324

20,000

40,000

60,000

80,000

100,000

120,000

2009 [ 51,544 ]

All-time high

22

2009

[ 83,333 ] Ultimate Goal

2010

New site launches

Monthly Visits

Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec

2009 48,247 45,815 51,544 49,021 41,598 43,244 45,453 46,013 47,203 47,813 46,697 44,324

2010 52,057 50,505 61,420 55,668 49,361 51,274 50,741 50,828 50,615 62,004 65,656 64,675

20,000

40,000

60,000

80,000

100,000

120,000

2010 2009

[ 61,420 ] Previous all-time high

23

2009

[ 83,333 ] Ultimate Goal

New site launches

Call CommCreative

Monthly Visits

Digital Content Syndication - Structure

24

Repurposed Website Content

Facebook Fans

8,729 Fans

25

Twitter Followers

26

Aug

5,128 Followers

Digital Content Syndication - Results

27

Visits to Website for Deeper Content

Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec

2009 48,247 45,815 51,544 49,021 41,598 43,244 45,453 46,013 47,203 47,813 46,697 44,324

2010 52,057 50,505 61,420 55,668 49,361 51,274 50,741 50,828 50,615 62,004 65,656 64,675

20,000

40,000

60,000

80,000

100,000

120,000

2010 2009

[ 61,420 ] Previous all-time high

28

[ 83,333 ] Ultimate Goal

Call CommCreative

Monthly Visits

2011

Projected 2011

What is Unified Marketing

Unified Marketing is providing the right message at the right time to the right audience through the channel they prefer.

Questions?

Myles Bristowe Chief Marketing Officer @MylesBristowe mylesb@commcreative.com 508 – 620 – 0791 x13