31. Traditional marketing had companies speak to
many to reach one. Today we speak to one to
reach many.
- Andy Sernovitz
#tribecon | Grasshopper | @JonathanCkay
57. Branded Search
30,000
22,500
15,000
7,500
0
2009 2011
* May Data #tribecon | Grasshopper | @JonathanCkay
58. Branded Search Terms Product Search Terms
ved:
Grasshopper Mo
ney Sa 800 Number
Grasshopper.com
14 4,600 Voicemail
Grasshopper Phone $ Virtual Phone System
Toll Free Number
Avg. Cost Per Click Avg. Cost Per Click
~ $0.87 ~$6.47 ‐ $7.32
59. Branded Search Terms Product Search Terms
ved:
Grasshopper Mo
ney Sa 800 Number
Grasshopper.com
14 4,600 Voicemail
Grasshopper Phone $ Virtual Phone System
Toll Free Number
Avg. Cost Per Click Avg. Cost Per Click
~ $0.87 ~$6.47 ‐ $7.32
120,000 Paid Clicks
60. Branded Search Terms Product Search Terms
ved:
Grasshopper Mo
ney Sa 800 Number
Grasshopper.com
14 4,600 Voicemail
Grasshopper Phone $ Virtual Phone System
Toll Free Number
Avg. Cost Per Click Avg. Cost Per Click
~ $0.87 ~$6.47 ‐ $7.32
120,000 Paid Clicks
90% Product Specific 10% Brand = Total cost of: $755,100
61. Branded Search Terms Product Search Terms
ved:
Grasshopper Mo
ney Sa 800 Number
Grasshopper.com
14 4,600 Voicemail
Grasshopper Phone $ Virtual Phone System
Toll Free Number
Avg. Cost Per Click Avg. Cost Per Click
~ $0.87 ~$6.47 ‐ $7.32
120,000 Paid Clicks
90% Product Specific 10% Brand = Total cost of: $755,100
70% Product Specific 30% Brand = Total cost of: $610,500
62. Branded Search Terms Product Search Terms
ved:
Grasshopper Mo
ney Sa 800 Number
Grasshopper.com
14 4,600 Voicemail
Grasshopper Phone $ Virtual Phone System
Toll Free Number
Avg. Cost Per Click Avg. Cost Per Click
~ $0.87 ~$6.47 ‐ $7.32
120,000 Paid Clicks
90% Product Specific 10% Brand = Total cost of: $755,100
70% Product Specific 30% Brand = Total cost of: $610,500
63. Subject: How can 360clean help?
The situaCon you guys are going through is I'm sure a nightmare. Obviously,
there will be PR work needed to be done when it's over.
How can we help? One part of me is definitely concerned, not as much about
the past 24 hours, but that this will not happen again. But the business owner
side of me realizes that nobody is perfect and unforeseen tragic events can
happen to any of us.
I am sure you guys have more important hurdles at this point, but we're here to
help if you need a "voice" when the dust seSles.
65. Testing
Word of Mouth
Press Releases are Dead
Partnerships
Customer Development
Community
Brand Loyalists
“New PR”
66.
67. Thank You.
I blog ---> http://jonathanckay.com
I tweet ---> @JonathanCkay
jkay@grasshopper.com
Editor's Notes
Mention - encourage you to use phones / tweet / technology - that is the day & age we live in its not rude.\nAsk a lot of questions - its better for you and more fun for me. Send them via Chat and Jason will moderate\n\n
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So…WHY listen to me? What is my “social proof”? Note those #’s only include things WE GOT…the 170 is from 5000 campaign (which we def helped get)…and the 192 # started being counted as of: Q3 2009, and there are no overlaps from 5000, and 192. So amount of mentions about company in general in 2 years is WAY over 400.\n
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Everyone needs help with something - everyone needs to be inspired by something its just a matter of what.\n\nEditor vs reporter - stack of press releases......need to inspire the Staff reporter and have them pitch their editor\n
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It’s the reason the buzz department is Community, Events, Customers, and Press right? Susie Jones may have a blog with 750 followers who are all passionate entrepreneurs….its worth us meeting susie and learning about her, seeing how we can help. Its part of the reason we do Manager Engagement calls. Its why we do care if we are wowing a customer, because that person probably knows 10 other people who could use our product. Might not be a bad time to loop back to original quote about traditional marketing vs now.\n
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mutually beneficial - help press contact\n\nGot an email from someone asking me to sponsor their Online interview show. Tried to find out other ways i could help. - Made an intro to two customers...customers are getting featured, not this guy is asking me hey what can i do to help you? sharing objectives etc.\nChargify example - Ryan smith\n
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“Refer an Entrepreneur”\nCost per acquisition (CPA)\n How did you hear about us?\n
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Branded sends MUCH more conversions\n
Branded sends MUCH more conversions\n
Branded sends MUCH more conversions\n
Branded sends MUCH more conversions\n
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1. Good things happen\n2. Press.\n
Happy to answer question about this, other things, now later, etc.\n