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.

1. Sample of aSocial Media Marketing Assessment For the Debt Settlement Industry

2. Agenda How inbound marketing works (5 min) Overview of the social media opportunity (3 min) Campaign structure and objectives (12 min) Recommendations (10 min)

3. How Inbound Marketing Works (5 min)

5. Telemarketing

6. Tradeshows

7. Seminars

8. Print Advertising

10. Pay per click

11. Blogging / Blogosphere

12. Social Media / Buzz

13. Targeted Landing Pages

15. Expensive / Inefficient

16. Becoming more difficult

17. “Interruption” based

19. Efficient use of cash

20. Limited by volume

21. “Permission” based

22. 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.

23. 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

24. Outbound Marketing Hits Customers When They’re Not Prepared Hey you, uploading your photo…Did you know you’ll be in debt until you’re 72 years old? I’m going to update my Facebook profile photo… Many successful ads start with a question and say something provocative. Must use a call to action “Start Your Search Now”

25. Overview of Social Media (3 min)

26. 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?

27. Pay Per Click Options in Large Social Media Venues LinkedIn 11m PPC, CPM Digg 35m PPC Plaxo 2.6m Technorati 3m Hulu 4m Average income Flickr 26m PPC Yammer 93k YouTube 72m PPC, channels Facebook 47m PPC, pages MySpace 72m PPC We can target different clusters for different DMB customer groups Twitter 6m Reddit 4.8m Average age

28. Campaign Structure and Objectives (12 min) Create sales leads in short term Start building quantitative performance data for new marketing channels and campaigns Explore social media as a tool for DMB

29. How Do We Build a Successful Ad Campaign? 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

31. An Outbound PPC Ad Can Take a High Purchase or High Click Thru Strategy, But Not Both High Purchase Strategy High Click Thru Rate 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! In a perfect world, High Purchase Strategy would be successful, but may need to use High Click Thru to meet CTR hurdle rates.

32. Landing Pages Drive Customer Actions Long sales cycle, but captures more visitors as “customers”

33. Landing Pages Drive Customer Actions

34. Recommendations

35. Recommendations ** A CTR of 2% for Option B is equivalent ROI to current Option A.

36. Backup Slides

37. When Is a DMB Customer Ready to Buy? Their whole life birth death During a month start end During a week sat/sun Time of day 9am-9pm

38. PPC Options

39. Sample MySpace Ads