Compendium Slides: Power of eMarketing Conference

Leverage Content Marketing New Customer Acquisition
Blogs, Email & Social Media to Acquire New Customers
Chris Baggott
CEO/Co-founder of Compendium
chris@compenidum.com
317-345-3099
@ChrisBaggott

2
National customer base of over 300 clients

Respondents’ Primary Social Media Objectives
Source: 2010 COLLOQUY & DMA Social Media Study

I Wish to use social for search….

The Search Demand Curve
© 2010 Compendium, All Rights Reserved

Blog Reality: What Percentage of Visitors are Brand New?

“Any page can be the entry page. . . . We have to rethink our approach to site design and user interaction based on the new world”
—Vanessa Fox

Old Web

New Web

So How Do We Get The Content?

Dunbar Circle
“Put differently, people who are members of online social networks are not so much networking as they arebroadcasting their lives to an outer tier of acquaintances who aren’t necessarily inside the Dunbar circle. Humans may be advertising themselves more efficiently. But they still have the same small circles of intimacy as ever."

Marketing
Communications
Specialist

Content
Coordination
Specialist

150,000 Facebook Likes
27,000,000 Monthly Google Searchers

Udi’s uses their Facebook page to invite 29,000 fans to be guest bloggers and win Udi’s merchandise.

Stories are shared through a Web-to-Post form on Udi’s website.

Customer stories get published to Udi’s blog
and can be promoted via Facebook and Twitter.

Outlook Email

Employee Blogging & Stories

Volume / Traffic Correlation

500 landing pages built for SEO and conversion with
dynamic CTA’s
33,700 visits in past 60 days
82% First Time Visitors
7% CTR

Tweet directs people to page where they can share what they’re excited about.

Web-to-Post form collects
stories and facilitates engagement.

Maui on a Budget
Maui Travel Tips
Hawaii Honeymoon Hotel
Hawaii Hotel Honeymoon
Hotel in Big Island
Lahaina Cheap Hotels
Map Honolulu Hotels
Maui Family Resorts
Maui Hotel Package
Oahu Discount Hotels
Oahu Motels
Where to Stay in Kauai
Cheap Flight Maui
Cheap Maui Flight
Los Angeles to Maui
Maui Airfare Deals
Packages to Honolulu
Sacramento to Hawaii
All Inclusive Hawaiian Vacation Packages
Best Maui Vacation
Big Island Honeymoon
Cheap Hawaiian Packages
Cheap Maui Deals
Discount Maui Vacation
Hawaii Travel Tourism
Hawaii Vacation Tour
Hawaiian Family Vacation
Hawaiian Islands Maui
Hawaiian Islands Vacation
Honolulu Hawaii Activities
Kailua Kona Big Island Hawaii
Kauai Golf Deals
Maui Golf Packages
Maui Package Deals
Romantic Hawaii Honeymoon
Cheap Hotels Maui Hawaii
Cheap Hotels Oahu Hawaii
Kona Hawaii Lodging
Oahu Hotels And Resorts
Airline Tickets to Honolulu
Cheapest Flights to Honolulu
Direct Flights to Honolulu
Flights to Hawaii from California
Travel to Kona Hawaii
Cheap Cruises to Hawaii
Cheap Hawaiian Vacation Packages
Discount Hawaiian Vacation
Honolulu Travel Tips
Last Minute Maui Deals
Oahu Specials
Vacation Spots in Hawaii
Vacations Packages to Hawaii
Downtown Honolulu Hotels
Family Hotels in Hawaii
Hawaii Hotel Suites
Maui Hotels Reviews
Maui Vacation Resorts
Best Flights to Hawaii
Cheapest Flights to Maui
Flights to Hawaii from Los Angeles
Flights to Hawaii from San Francisco
Flights to Hawaii from Seattle
Honolulu Air Tickets
Maui Plane Tickets
Sacramento to Maui
Activities in Honolulu Hawaii
Activities in Maui Hawaii
Cheap Maui Packages
Hawaii Honeymoon Destinations
Hawaii Package Tours
Honeymoon Destinations Hawaii
Honolulu Vacation Deals
Maui Family Activities
Maui Island Tours
Maui Travel Info
Maui Vacations Packages
Vacation in Honolulu Hawaii
Cheap Motel Hawaii
Honolulu All Inclusive Hotels
Honolulu Boutique Hotels
Maui Honeymoon Resorts
Air Ticket to Hawaii
Air Travel to Honolulu
California to Maui
Cheap Hawaiian Airfares
Cheap Ticket to Honolulu
Discount Maui Airfare
Hawaiian Air Tickets
Honolulu Airfare Deals
Sacramento to Honolulu
All Inclusive Hawaiian Honeymoon
Cheap Hawaii Travel Packages
Hawaii Big Island Honeymoon
Hawaii Budget Vacations
Hawaii Islands Vacation
Hawaii Vacation Activities
Honolulu Package Deals
Honolulu Tourist Information
Honolulu Travel Package
Kahana Reef Maui
Kauai Honeymoon Package
Kauai Travel Packages
Accommodations in Kauai
Cheapest Honolulu Hotels
Kauai Vacation Resorts
Kona Hawaii Accommodations
Kona Resort Big Island Hawaii
Maui Honeymoon Hotel
Motel in Hawaii
Where to Stay in Oahu
Air Flights to Honolulu
Direct Flights to Kauai
Kauai Airfares
Phoenix to Maui
Big Island Hawaii Vacation Packages
Cheap Maui Activities
Cheapest Hawaii Vacations
Cruising to Hawaii
Hawaii Travel Reviews
Hawaii Vacation Reviews
Honolulu Hawaii Vacation Packages
Kauai Honeymoon Vacation
Last Minute Hawaii Vacation Packages
Maui Honeymoon Vacations
Maui Vacation Guide
Oahu Hawaii Honeymoon
Romantic Hawaii Vacations
Targeting 17,065,560 Monthly Searches
Honolulu Package Deals
Honolulu Tourist Information
Honolulu Travel Package
Kahana Reef Maui
Kauai Honeymoon Package
Kauai Travel Packages
Accommodations in Kauai
Cheapest Honolulu Hotels
Kauai Vacation Resorts
Kona Hawaii Accommodations
Kona Resort Big Island Hawaii
Maui Honeymoon Hotel
Motel in Hawaii

Expedia began
Receiving stories
from customers
within 1 minute
of sending email.
Customer is taken
to a landing page where they can share their story via Compendium’s Web-to-Post form.

The story can be edited, approved, or declined in Compendium’s administrative layer.

The story is published to Expedia’s Organic Landing Page Network.

An email is sent, notifying the customer that their story is publishing. The customer is then encouraged to share the good news on Facebook.

Average Click Through Rate of 16%

Traffic Following Reminder Email

Add on Bonus: Customers also posted on Trip Advisor

“What has Compendium done for you?”
“I would simply say we have had over 700,000 people to our blogs in the last 18 months and 85% of them came from search engines. We get leads from these pages every day and we close business from it every month.”
—Eric Eden, VP of Marketing at CVent

there are 1,088 keywords that we are targeting
Those keywords are searched 13,865,700 times/month

Atlanta Focus

REFERRING TRAFFIC - FACEBOOK

16%
12%
11%
9%
30%
15%
18%
16%
15%

No Content Stands Alone!
Chris Baggott
CEO/Co-founder of Compendium
chris@compenidum.com
317-345-3099
@ChrisBaggott

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