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Door to Door Storage, Inc. Presented by Creative Media Alliance

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About CMA <ul><li>Creative Media Alliance is an interactive marketing agency specializing in leading edge, client driven, marketing and communication initiatives, covering branding, print, web, social media, email, video and interactive. </li></ul><ul><li>Presenting today are Ryan Fansler, Gary Hurley and Jai Suh </li></ul><ul><li>creativemediaalliance.com </li></ul>

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About CMA <ul><li>Founded in 2001 </li></ul><ul><li>Full Service Marketing Firm grounded in creative, production and execution </li></ul><ul><li>Exceed client expectations </li></ul><ul><li>Offering of wide variety of services equals brand continuity </li></ul>

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Creative Brief

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Define Project Goals <ul><li>Establish brand personality </li></ul><ul><li>Engage customers through that defined personality/profile </li></ul><ul><li>Develop a social media platform using video as a branding tool, tying web social media, print and broadcast </li></ul><ul><li>Execute programs, measure success </li></ul>

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Develop Brand Personality <ul><li>Develop a campaign that gives the consumer something to identify with </li></ul><ul><li>Personality attributes of value, convenience and experience </li></ul><ul><li>Combine the identification-centric approach with “brand stories” </li></ul><ul><li>Connect consumers to the product through shared experience </li></ul>

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Define Your Target Audience <ul><li>Gender </li></ul><ul><li>Age </li></ul><ul><li>Location </li></ul><ul><li>Income </li></ul><ul><li>Needs </li></ul><ul><li>Motivation </li></ul>

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Implement Campaigns <ul><li>Multi-Channel Campaigns </li></ul><ul><li>Spread Budget </li></ul><ul><li>Right Tools </li></ul><ul><li>Stay on Point </li></ul><ul><li>Maximize Momentum </li></ul><ul><li>Repeat! </li></ul>

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Monitor & Measure <ul><li>Define Metrics </li></ul><ul><li>Choose Tools </li></ul><ul><li>Set Alerts </li></ul><ul><li>Monitor Reports </li></ul>

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Using Video as a Branding and Marketing Tool

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Video as a Conversion Strategy <ul><li>Offering – Give your online prospective customer more than just text and pictures. </li></ul><ul><li>Engagement – People want information fast and concise. This is your chance to capture their attention. </li></ul><ul><li>Differentiator – Video will allow your company, product or services to stand out among your competitors. </li></ul><ul><li>Memorable – People will remember a good story than a slick sales pitch. </li></ul><ul><li>Time on Site – The longer a person stays on your website, the more like he/she will turn into a customer. </li></ul>

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Online Video Best Practices <ul><li>Storytelling – The most important part of any video is good storytelling. Everyone loves a good story. </li></ul><ul><li>Show Them, Don't Tell Them – Use music, narration, and good visuals to keep their attention. </li></ul><ul><li>Educate – If you can teach something useful or informative to your customer, they will start to trust you. </li></ul><ul><li>Keep it Short – A good length for website videos is usually 1 to 2 minutes. Case study videos can be up to 5 to 6 minutes. </li></ul>

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Online Video Best Practices <ul><li>Video Syndication – Post it on YouTube and other high traffic video platforms like Yahoo Video </li></ul><ul><li>Website – Place videos prominently on the home page. We want them to engage with this offering </li></ul><ul><li>Measure – Watch the view count grow. You'll be surprised at how many times it's been viewed </li></ul>

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Video Examples Minor & James Medical – Click to launch example Swedish Medical Center - Click to launch example Wings Airways – Click to launch example Neighborhood Grills - Click to launch example Regence - Click to launch example

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Blogs Facebook Twitter eMail Marketing

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Blogs 101 <ul><li>Blogs began in late 90s </li></ul><ul><li>Today there are over 130 million blogs </li></ul><ul><li>Everybody has a voice </li></ul><ul><li>Blogs are very, very search-friendly </li></ul><ul><li>Simple to maintain </li></ul>

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Blogs Best Practices <ul><li>Nearly all B2C should create a blog </li></ul><ul><li>Collocate on your website for search </li></ul><ul><li>Use an open-source framework like Wordpress </li></ul><ul><li>Customize to match your site </li></ul><ul><li>Wordpress can power an entire site </li></ul><ul><li>Start posting! </li></ul><ul><li>Use categories </li></ul><ul><li>Engage your audience </li></ul><ul><li>Be consistent </li></ul><ul><li>Tie to your main website via RSS </li></ul><ul><li>Monitor!!! </li></ul>

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Facebook 101 <ul><li>Facebook, born 2004 </li></ul><ul><li>Over 500 million users </li></ul><ul><li>50% log-in every day </li></ul><ul><li>Most used social network worldwide (after email) </li></ul><ul><li>Extremely mobile-friendly </li></ul><ul><li>Pages are very search-friendly </li></ul><ul><li>Great demographic insights </li></ul>

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Facebook Best Practices <ul><li>Nearly all B2C should create a Facebook page </li></ul><ul><li>Pages are hard-linked to profiles </li></ul><ul><li>Choose your Page category carefully </li></ul><ul><li>Choose your Page name very carefully </li></ul><ul><li>Customize, customize, customize </li></ul><ul><li>Tabs and the default tab </li></ul><ul><li>Start posting and liking! </li></ul><ul><li>Engage your audience </li></ul><ul><li>Be consistent </li></ul><ul><li>Connect your Page to your site </li></ul><ul><li>Monitor!!! </li></ul>

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Twitter 101 <ul><li>Twitter, born 2006 </li></ul><ul><li>“ Texting of the Internet” </li></ul><ul><li>Over 200 million users </li></ul><ul><li>50 million tweets per day </li></ul><ul><li>Extremely mobile-friendly </li></ul><ul><li>Tweets are very search-friendly </li></ul><ul><li>Great demographic insights </li></ul>

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Twitter Best Practices <ul><li>If you have Facebook, you need Twitter </li></ul><ul><li>Option to auto-link to FB </li></ul><ul><li>Dashboards like HootSuite and TweetDeck simplify multi-platforms </li></ul><ul><li>Choose your Twitter name carefully </li></ul><ul><li>Customize with graphics </li></ul><ul><li>Start tweeting and following! </li></ul><ul><li>Engage your audience </li></ul><ul><li>Be consistent </li></ul><ul><li>Connect Twitter to your site </li></ul><ul><li>Monitor!!! (TweetReach) </li></ul>

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eMail 101 <ul><li>eMail, born 1982 </li></ul><ul><li>Grand-daddy of “social media” </li></ul><ul><li>Over 250 billion emails/day </li></ul><ul><li>80% spam </li></ul><ul><li>Average B2C open rates 10-20% </li></ul><ul><li>Average B2C click rates 3-5% </li></ul><ul><li>Thursday peak open/click rate </li></ul><ul><li>Tried and true, not tired and blue! </li></ul>

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eMail Best Practices <ul><li>B2C email love affair cooler but still strong! </li></ul><ul><li>Stay consistent, don’t fall off the email track </li></ul><ul><li>Engage the largest audience of all social channels </li></ul><ul><li>Cross-pollinate with Facebook and Twitter </li></ul><ul><li>Abandonment rates for new social channels are high and email is fallback </li></ul><ul><li>Hone your message </li></ul><ul><li>Design for 600-700px width </li></ul><ul><li>Call-to-action in top 300px </li></ul><ul><li>Engaging subject line </li></ul><ul><li>Segment lists by action with A/B testing </li></ul><ul><li>Monitor!!! </li></ul>

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Social Media Examples <ul><li>Continuity across all social media channels </li></ul><ul><li>Keep messaging and tone consistent </li></ul>Case Study #1 – Hotel Modera Launch case study Case Study #2 – Pacific Market Center Launch case study

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Questions & Answers