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This marketing assessment was completed for a debt settlement company that wanted to get started advertising in social media. Provides an overview of the landscape, different kinds of ads, and calculating ROI for different test campaigns.
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Sample of a
Social Media Marketing AssessmentFor the Debt Settlement Industry
Agenda1. How inbound marketing works (5 min)2. Overview of the social media opportunity (3 min)3. Campaign structure and objectives (12 min)4. Recommendations (10 min)
How Inbound Marketing Works (5 min)
The Difference Between Outbound and Inbound Marketing
Outbound Marketing• Inside Sales• Telemarketing• Tradeshows• Seminars• Print Advertising• Direct mail/email
Inbound Marketing• SEO• Pay per click• Blogging / Blogosphere• Social Media / Buzz• Targeted Landing Pages• Marketing Analytics
Why Companies Are Focusing on Inbound Marketing
Outbound Marketing• Low response rate (1-5%)• Expensive / Inefficient• Becoming more difficult• “Interruption” based•Message is “Did you know you have a problem?”
Inbound Marketing• High response rate (20-50%)• Efficient use of cash• Limited by volume• “Permission” based• Message is “This is why you should pick us to solve your problem.”
Companies choose inbound or outbound marketing to hit customers at different points in their buying cycle.
Inbound PPC Often Gets to the Sale Quickly
I have to find a solution for my credit card debt
right now!
+ Google Search
Buy me now!
A lot of paid inbound marketing is focused on making a sale because of the high PPC cost
Outbound Marketing Hits Customers When They’re Not Prepared
I’m going to update my
Facebook profile photo…
Hey you, uploading your photo…Did you know you’ll be in debt until you’re 72
years old?
Many successful ads start with a question and say something provocative. Must use a call to action “Start Your Search Now”
Overview of Social Media (3 min)
Who’s Out There for Social Networking?
There are more “channels” out there than you can count. The question is: Which channels
make sense for OUR customer?
Pay Per Click Options in Large Social Media Venues
Average age
Average income
MySpace72mPPC
Plaxo2.6m
YouTube72m
PPC, channels
Technorati3m
Yammer93k
Digg35mPPC
Hulu4m
LinkedIn11mPPC, CPM
Twitter6m
Reddit4.8m
Flickr26mPPC
Facebook47mPPC,
pages
We can target different clusters for different DMB
customer groups
Campaign Structure and Objectives (12 min)
1. Create sales leads in short term2. Start building quantitative performance data for new marketing
channels and campaigns3. Explore social media as a tool for DMB
How Do We Build a Successful Ad Campaign?
Develop Customer Profiles
Pick channels where our customers congregate
Determine action we want customers to take, set timeline & budget
Pick ad type(s), develop 10-20 ads
Develop 1-3 landing pages, measure results, and adapt or cancel
Age 35-55, $95,000 income, recent job
change…
LinkedIn, Plaxo, Doostang…
Call us, sign up for eblast newsletter
Mix of high CTR/selling, same
ads across channels
Mix of hard/soft sell, design, text
How Can You Advertise on a Social Network?
1. Pay Per Click (PPC) ads• Instant results, costs money, no loyalty from viewers
2. Build a focused following and broadcast to them• Long lead time, slow sales cycle, must give value for free, loyal
3. Spam them• Instant results, short duration, negative karma
4. Bait and Advertise• Challenging to continuously come up with “super cool” stuff
5. Banner Ads & Sponsorship• Many pricing models to negotiate – instant results, requires flash banner ad
creation
6. Use them for PR• EMC w/SecondLife – got $1 million in press for <$50,000
Sample Facebook Ads
An Outbound PPC Ad Can Take a High Purchase or High Click Thru Strategy, But Not Both
In a perfect world, High Purchase Strategy would be successful, but may need to use High Click Thru to meet CTR hurdle rates.
Drowning in Credit Card Debt?
We negotiate big discounts with your credit card company. Click for a free estimate.
Go Debt Free and Get All the Ladies!
Chicks dig guys with cash. Find out how to trash your debt and roll with cash!
High Purchase Strategy High Click Thru Rate
Landing Pages Drive Customer Actions
Long sales cycle, but captures more visitors as “customers”
Landing Pages Drive Customer Actions
RecommendationsOptions A. Young shopaholics B. Older job-changers C. Big-venue canvass
Objective Find young 20-somethings who “made some mistakes” with credit
Grab older job-changers and strugglers
Conduct a statistically valid test of top 9 social media sites
Channels (all PPC)
MySpace, Facebook LinkedIn, Plaxo MySpace, Facebook, LinkedIn, Plaxo, Hulu, YouTube, Flickr, Digg, Technorati,
Ad mix 10 ads, 2 strategies, 2 landing pages
10 ads, 2 strategies, 2 landing pages
20 ads, 2 strategies, 2 landing pages
Budget $2,000 $2,000 $9,000
Duration 4 weeks 4 weeks 4-8 weeks
Pros Very active online, easy to find, segment, lots of volume
More debt, more decisive Get a better sense of the whole social media space, economies of scale at DMB
Cons Lower debt, indecisive A little harder to target on these sites, CPM model
Not all sites are well set up for small biz advertising
“Perfect World” ROI (revenue)
$28,800*13.9x
$1,9660x
$120,00012.3x
RecommendationsOptions A. Young shopaholics B. Older job-changers C. Big-venue canvass
Channels (all PPC)
MySpace, Facebook LinkedIn, Plaxo MySpace, Facebook, LinkedIn, Plaxo, Hulu, YouTube, Flickr, Digg, Technorati,
Cost $2,000 $2,000 $9,000+
Audience 9 million 117,000 25 million
CTR 0.08% 0.07%** 0.03%
LP conversions 1% 3% 2%**
Avg Revenue per client
$400 $800 $800
“Perfect World” ROI (revenue)
$28,800*13.9x
$1,9660x
$120,00012.3x
Key Metric Landing page conversionsLevel of debt
CTR Landing page conversions
** A CTR of 2% for Option B is equivalent ROI to current Option A.
Backup Slides
When Is a DMB Customer Ready to Buy?
Their whole life
During a month
During a week
Time of day
birth death
start end
sat/sun
9am-9pm
PPC OptionsOutbound Marketing Inbound Marketing
Facebook PPC MySpace PPC Google PPC Yahoo PPC MSN PPC Ask.com PPC
Segmentation Geo, age, sex, keyword (limited)
Geo to city, age, sex, interests, relationship status
Keyword – very specific “get out of credit card debt”, + negative keywords
“” “” “”
Monthly population
~47 million ~72 million ~90+ million/day ~47 million/day 40 million/mo 59 million/mo
Reputation A little sleazy. 20-something but growing older.
Very sleazy. Very young.
Excellent. All ages, demographics.
Good“”“”
2nd tier“”“”
2nd tier“”“”
Estimated CTR 0.07% unk 2.00%
Approximate CPC $0.50 $0.50 $0.95-$1.95 $0.85-$1.85 $0.55-$1.95 $0.20-$1.30
Estimated landing page conversion
LOW LOW MEDIUM MEDIUM MEDIUM MEDIUM
Sample MySpace Ads