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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 [email protected] 508 – 620 – 0791 x13