CreativeMMS Villanova Colloquium 2/28/2012

Twitter: #NovaCreative
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Ben LeDonni

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Why CreativeMMS?
 Started in 2004
 Multimedia” is a word you will start to become synonymous with
home-based technology, as technology in our homes will take a
fascinating course over the next couple of years. Eventually, all the
technology we use in our homes, such as Computers, Televisions,
Phones, Digital Cameras, Music Players, DVD Players, Home
Security Systems, and even more will all come together to form our
home “multimedia” station. While this seems like something out of
a fantasy movie, the internet and current technologies have
brought this futuristic idea within the realm of this decade. “
 Ben LeDonni, 2003

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Whois CreativeMMS?
 Eastern PA based
 Web savvy
 Experts in respective fields
 Virtually located
 Connected through
technology
We believe in marketing the best
our clients have to offer to their
audience, in a way their audience
will want to see it, using the most
effective tools to maximize return
on investment.

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What We Do
 Brand Identity
 Website Design & Development
 Website Maintenance
 Social Media Strategy
 Online Marketing
 Programming Services
 Consulting

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How We Do It

 Identify project objectives
 Identify target audience
 Discuss required website features
 Plan deliverables and timeline
 Note special requirements
 Set time/cost expectations

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Brand Identity: Messina Lawn

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Brand Identity: Messina Lawn

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Brand Identity: Business Logos

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Creative Process:
Discussion of current site
Before

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Creative Process:
Pre-Creative Planning
Site Map

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Creative Process:
Wireframe layout and concepts
Wireframe

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Creative Process:
Website Concept and Design
Concept

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Creative Process:
Feedback and Collaboration
Creative MMS uses state of the art collaboration tools for
feedback and project management.

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Creative Process:
Feedback Integration
Final Design

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Website Design & Development
Before After

The #1 reason people abandon a website
is poor design.
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Online Marketing:
Organic, Paid and Social
Social

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Website Maintenance:
Learn and Adapt

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Social Media Strategy
 Identify goals of social media
 Profile your audience
 Get a pulse on your online
presence
 Find relevant online outlets
 Innovate with these new tools
 Identify your voice
 Deliver a plan

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Social Media Execution
 Social page design and setup

 Social applications

 Landing pages (Facebook)

 Connection management

 Content creation and posting

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Consider these facts about the quality of
your website design:
Your Web Site has 7 Seconds to Create Trust, Value and
Credibility.

 Over 90% of prospective customers will visit your website
before considering doing business with you.

 A high-quality website design markedly improves your ability
to convert a prospect into a customer.

 46% of Web sales are lost on web sites that lack the critical
elements that build value and trust with website visitors.

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What’s the difference between
Conversion and Marketing?
 If you build it...
 They might come

 If they come…
 They might buy

 If they buy…
 They might come back
 They might tell a friend

 The ideal situation is…
 They come
 They buy
 They rave to a friend about you publically
 They come back

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On Location: Conversion

Where will I go? What will I buy? Will I enjoy the experience?
Who will serve me? How will I choose? 23

Traditional Business: Marketing
 Local Ad (Newspaper, Radio, etc)

 Magazine

 Billboards

 Direct Mail

 Yellow Pages

Metro Area Estimated Advertising Costs per Year
Twitter: #NovaCreative (via ClosetPages.com)
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Online: Conversion

Where will I go? What will I buy? Will I enjoy the experience?
Who will serve me? How will I choose? 25

Online Business: Marketing
 Search Engine Optimization

 Newsletter

 Social Media

 Pay Per Click

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How word spreads

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The world we live in
 The internet is in almost
everyone’s hands

 People share their experiences
online

 Buyers research before they
buy

 Communication is cheap

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How does a business get ahead?
 Identifying a unique product/service offering

 Identifying the audience

 Using the right technology to solve custom
problems

 Figuring out a strategy to market themselves

 And maybe…hiring the right team/person to
put it all together

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The right technology
 Often open source
 Many tools exist to make the solution possible, inexpensive and
effective.

 Must fit the unique requirements of the business

 Should work hand in hand with the marketing initiatives

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Open Source Technology:
Wordpress
 What is Wordpress?
 Just a blog? I don’t think so.
 Key Components
 Theme
 Custom Post Types
 Plugins
 Blog

 An Example
 Independence Helicopters
 http://www.independenceheli.com

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Wordpress
 Technical benefits of Wordpress
 LAMP Stack means easy hosting and support
 Industry best practices
 URL – Permalinks
 Blog, RSS, Pingbacks
 User management built in
 Plugins that empower business
 Allinone SEO Pack
 Socialize
 NextGen Gallery
 WP e-commerce
 WP members
 …
 Becoming a standard

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Wordpress
 Difficulties with Wordpress
 Data management
 Versioning
 Backups
 Upgrades

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Marketing a Wordpress site
 Strategy, strategy, strategy
 Wordpress empowers marketing by
the tools we already discussed
 Tight integration points
 Engagement functionality
 Easy of use
 Example
 Independence Helicopters – My Flight
page
 http://www.independenceheli.com/fli
ghts/56546sdf

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Using free tools
 Once strategy is built
 Free tools empower the business to reach their
audience
 Facebook
 Twitter
 Linked In
 Youtube
 Pinterest
 Google Plus
 Vimeo
 Mailchimp
 Foursquare

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What is SoLoMo?
 Social
 The recent shift towards time spent on social networks has created a
shift in marketing.
 Businesses must be where people are, and people are discussing
things socially online.

 Local
 Internet advancements made it even easier for us to see what’s
going on around us.
 Groupon, Living Social and others bring discounts to local
consumers
 Location awareness helps businesses to know when and how often
consumers come in to their store, allowing them to offer incentives.

 Mobile
 What’s in your pocket?
 Mobile computing makes it even easier for businesses to connect
with people while on the go.

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Youtube: Success Example
 Old Spice
 Old Spice created a series of YouTube videos advertising
their product that quickly went viral, averaging over 23
million views.
 Their most successful video has over 32 million views, and
that number is growing on a daily basis.
 These videos present different versions of the “ideal” man,
with an amusing tag line that insinuates Old Spice can
“smell your man into a romantic millionaire.”
 Because of the humor, the videos led to a number of
spoofs, increasing their popularity even more. They even
received press coverage for their originality and success.
 http://youtu.be/owGykVbfgUE

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Facebook: Success Example
 American Express: Open
 American Express created a forum just for small
business owners and leaders.
 Through a strategic partnership with Facebook, they
created a massive contest for small businesses that
generated lots of interest and increased their fan
base.
 It helped that they offered a valuable prize
($20,000).
 https://www.facebook.com/Open

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FourSquare: Success Example
 Dominos
 “Mayors” get free pizza
 Domino’s pizza credited Foursquare with a 29
percent increase in their profits.
 By creating promotions that encourage customers to
“check-in,” they increased the mention of their
company across social media networks.

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Social Media: Failure Example
 Toyota
 The Toyota account @CamryEffect
was replying to users who used a
Super Bowl related hashtag like
#Giants or #Patriots with an offer
to win a car.
 What made this worse is that
Toyota set up verified accounts for
@CamryEffect alongside
@CamryEffect1, @CamryEffect2
and so on – in total 10 accounts.
 This allowed the company to
effectively spam their Twitter
campaign to every user who was
using Super Bowl related hashtags.

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Social Media: Failure Example
 Chrysler
 "I find it ironic that Detroit is known as the
#motorcity and yet no one here knows how to
(expletive) drive.”
 Stated by agency employee on Chrystler’s twitter
feed
 He was fired, as Chrysler has a huge presence in
Detroit and does not tolerate cursing on their social
account (obviously)
 Chrysler's decided not to renew its contract with his
employer. He single handedly lost the account.

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Key takeaways
 Social media changed and continues to change the
game for marketing
 Social media is about connecting, just like business
sales, and customer support
 Participate, add value, and build a rapport with people /
followers / friends

 Open Source technologies and SoLoMoempower
businesses
 If you build it they WILL NOT just come.
 If they come, you better hope you built it right.

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What’s next?
 My thoughts
 SoLoMo when combined and done properly allows
companies to do some cool stuff. People like cool
stuff.
 Internet shopping continues to rise. Add in coupon
websites being all the rage these days and new
social networks claiming space (Pinterest) and it
wont stop anytime soon. Eventually it will all be
combined into one experience.
 Businesses that do not figure out web conversion
and traffic will be left in the dust.

 What do you think?

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Lucky for you!
 You are in the right profession.
 You have the ability to choose your own destiny
and make your own future.

 You are invaluable to businesses trying to figure it
all out.

 You speak a language not many others can
speak.

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Thank You
 Connect with me
 Twitter: @wisemansay
 Facebook.com/bledonni
 Linkedin.com/in/bledonni
 bledonni@creativemms.com

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CreativeMMS Villanova Colloquium 2/28/2012

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