Scott is a seasoned eCommerce & Digital Marketing professional with a career spanning over 15 years building eCommerce systems and managing the Digital presence for Fortune 500 companies and currently is the Web Services Division Manager at SERVPRO Industries, Inc. To learn more about the Insight Summit Series please visit http://www.insightsummitseries.com

1. Scalable, Digital. Success.
Taking the Next Step in Your Digital Presence
Presented by:
Scott VanDeBurg
Web Services Division Manager

2. Introduction/Agenda
q SERVPRO Overview
q Multi-Channel Optimization
q The Opportunity for Mobile
q The Perfect Online Marketing Program
q Developing the Digital Integrated Marketing
Plan

3. SERVPRO Overview
• Privately-owned
• Est. 1967 in Sacramento, CA
• Capable of servicing residential losses to multi-
million dollar large-loss sites
• Headquarters located in the Nashville, TN area
• Over 1,600 Franchises in the United States and
Canada
• Relationships established with major insurance
companies and commercial clients.

4. Multi-Channel Optimization
Understand, be less wrong…

5. What is a Conversion Anyway?
Example Actions to Consider
- Create Wish List
- Store Locator search
- Download Mobile App
- Subscribe to Email
- Viral Marketing / Friend Referrals
- Contact Us / More Information –> Corporate Referral
- Add items to Shopping Cart / Save for Later
- Complete Order
- Product review(s) submitted
- Affiliate Program Sign-up
- Phone Orders
- Transfer to local store
In order to really, really win, a successful marketer should
look at Macro + Micro. Customers + Company, Short +
Medium + Long-term

6. Picture Relationships
Helps to separate and visualize the complex connections
between channels – earned, paid, owned as well as each
channel’s power to influence bottom line

7. The Opportunity for Mobile
Paradigm shift from an inconvenient interruption
to life as a participation activity…

8. 20% of consumer content consumption is on mobile
platforms. Main goal is to create abbreviated version of
full site, or at least sort of !

9. 30% of search queries are on mobile devices. Utilize
unique ad extensions to deliver hyper relevant platform
specific message

10. Creation of value added content to create brand
affiliation using Utility Marketing to interrupt at the
point of need to being a part of your customer’s life

11. Be Ready for Whatever Happens
The SERVPRO Solution
• Developed
Mobile
Applica/on
to
support
the
2012-­‐13
Na/onal
Adver/sing
Campaign
and
aid
Clients
in
Disaster
preparedness

12. Emergency Ready Plan
Mobile Application
• Key
Features
– Profile
management
– Web / mobile application
synchronization
– ERP sharing via designated
e-mail address(s)
– Assignment of ERP completion
to designated individuals
– Preferred
Franchise
selec/on
– Online
Claim
filing
Home Screen

13. The Perfect Online
Marketing Formula
How to get there from here…

14. Linear Conversion

15. It all starts with traffic

16. Developing the Digital
Integrated Marketing Plan
Engaging Content + Links, Press and Exposure
…Lets examine each of these more closely

17. How the Digital Integrated
Marketing Plan Works

18. Engaging Content

19. “Targeted Niche” Blog Articles

20. Links, Press & Social Sharing
• Targeted outreach to webmaster, bloggers and
journalists. Highlight mutual value, try to relate and
be sincere.
• Research category experts through Twitter, industry
blogs, conference speakers lists and real-time
search engines such as Topsy
• Ask professional contacts to link to your website
• Share on social media outlets, but engage, not just
post the article

21. Link Bait

22. Viral Content
Best and Worst
“Cheese declared best in world auctioned for $8400”
Scandal
“Angry Birds imposter strikes Android Users”
Precious Things
“Is the death of a prize-winning dog at the nation’s most prestigious dog
show linked to debarking”
Money
“The world’s least affordable cities”
Overcoming the odds
“Grandpa wins a billion dollars in 20-year patent dispute”

23. Compendiums

24. Contests

25. Widgets

26. Conversion Optimization
Use Videos and Pictures
• Videos should be short and interesting
• Pictures should be original, high quality and
interesting to look at (i.e.: cool designs and human
faces)
• Convincing photos include: your team, your facility,
your work product, happy customers
• Convincing videos include: product demonstrations,
press interviews, employee interviews
Humanize whenever possible

27. Questions ?