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Background•Rob Stretch•Mizzou graduate•Marketing team began work on VAMC 5 employees    • Some web exposure    • Generatin...
It all started with search marketing…
The Veterans United Process            Customer         Customer fills                                              VAMC c...
This worked great… but what aresome of the problems with this?
Lead Cost                      Not all charts that are up and to the right are goodLead expenses for our main sourcehave m...
Diversification… Not just for FinanceVAMortgageCenter.com                     PortfoliosVeteransUnited.com
Beyond Search …VUHL Searches for newOnline Marketing ChannelsLead Buying/PartnershipsAffiliate MarketingContent MarketingE...
Affiliate Marketing
Email Marketing
Display & Retargeting“I see you guys EVERYWHERE online now!”1. User comes to one of our   web properties2. User gets “cook...
Content Marketing
Relationship Building/ Partnerships
Social Media
Social Media is a _________ platform.What function does social media serve within acompany?
Social Media is a _________ platform.“Social Media is a Public Relations, ReputationManagement, Customer Relations, andMar...
Veterans United Invests in Social  Since 2010 at this time, Veterans United Home Loans has:  • Increased its social networ...
Why invest in Social?• Competitive advantages   – Large Scale Publishing platform   – Social Media for SEO benefits   – Ne...
Why invest in Social?• Competitive advantages   – Large Scale Publishing platform   – Social Media for SEO benefits   – Ne...
Large Scale Publishing Platform• Push out our content to an audience of  2,000,000+• Key for securing blog traffic, email ...
Large Scale Publishing Platform
Why invest in Social?• Competitive advantages   – Large Scale Publishing platform   – Social Media for SEO benefits   – Ne...
Social for SEO BenefitsGoogle                  Bing
Why invest in Social?• Competitive advantages   – Large Scale Publishing platform   – Social Media for SEO benefits   – Ne...
New Ways to TargetCan now target ads by:•   Location              •   Interests•   Age                   •   Languages•   ...
Why invest in Social?• Competitive advantages   – Large Scale Publishing platform   – Social Media for SEO benefits   – Ne...
Branding Benefits• 2,000,000+ social subscribers• 300,000,000+ friends of fans of our Network pages• 1.8 billion ad impres...
Why invest in Social?• Competitive advantages   – Large Scale Publishing platform   – Social Media for SEO benefits   – Ne...
Legitimacy, Reputability• We use our large social presence as leverage  in a variety of marketing aspects:  – On the websi...
Why invest in Social?• Competitive advantages   – Large Scale Publishing platform   – Social Media for SEO benefits   – Ne...
Lead Cost                      Not all charts that are up and to the right are goodLead expenses for our main sourcehave m...
Competitive Advantage• Ads are cheap, relatively speaking• We want to bury the competition before  prices rise and competi...
Competition• Our largest pages:   – Veterans United Network – 678,000 likes   – Veterans United Home Loans – 420,000 likes...
Why invest in Social?• Competitive advantages   – Large Scale Publishing platform   – Social Media for SEO benefits   – Ne...
The Purchase Funnel
The Veterans United Funnel
Widening the Funnel with Social
One last benefit…
A New Engine for Leads!!!• So far in 2012…   –   1505 organic social leads   –   3856 paid social leads   –   Total of 536...
Some stats to leave with…• Avg. 168,000 likes per month in 2012• Averaging 10,000 followers per month on Twitter• In Augus...
Questions, Comments?
Veterans United Social Media Presentation
Veterans United Social Media Presentation
Veterans United Social Media Presentation
Veterans United Social Media Presentation
Veterans United Social Media Presentation
Veterans United Social Media Presentation
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Veterans United Social Media Presentation

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Veterans United Home Loans has grown from a company of 250 to over 1000 in just three short years. This brand growth has been spear-headed by social media efforts.

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  • Transcript of "Veterans United Social Media Presentation"

    1. 1. Background•Rob Stretch•Mizzou graduate•Marketing team began work on VAMC 5 employees • Some web exposure • Generating roughly 20 online leads per weekEnter Search Marketing & Lead Generation• Drive traffic to the Website• How to Convert Visitors on your WebsiteFast Forward 5 Years … • Veterans United Home Loans • Number 1 dedicated provider of VA Loans Nationwide • 1,050+ employees in 15 states (18 locations) • 2,000,000+ social subscriptions • 350 closed homes per week
    2. 2. It all started with search marketing…
    3. 3. The Veterans United Process Customer Customer fills VAMC calls back searches for key out form online within two phrase like “VA for more minutes Loans” information
    4. 4. This worked great… but what aresome of the problems with this?
    5. 5. Lead Cost Not all charts that are up and to the right are goodLead expenses for our main sourcehave more than doubled in the pastyear.At $15 per lead, click costs per closedloan is $678. At $30 per lead thatcomes to $1355, per closed loan.For every hundred leads we will closed 2.2 loansbased on our current funnel.
    6. 6. Diversification… Not just for FinanceVAMortgageCenter.com PortfoliosVeteransUnited.com
    7. 7. Beyond Search …VUHL Searches for newOnline Marketing ChannelsLead Buying/PartnershipsAffiliate MarketingContent MarketingEmail MarketingSocial Media
    8. 8. Affiliate Marketing
    9. 9. Email Marketing
    10. 10. Display & Retargeting“I see you guys EVERYWHERE online now!”1. User comes to one of our web properties2. User gets “cookied” by an invisible browser cookie3. User sees our ads. EVERYWHERE.4. User comes back to our website.
    11. 11. Content Marketing
    12. 12. Relationship Building/ Partnerships
    13. 13. Social Media
    14. 14. Social Media is a _________ platform.What function does social media serve within acompany?
    15. 15. Social Media is a _________ platform.“Social Media is a Public Relations, ReputationManagement, Customer Relations, andMarketing platform all rolled up in one.”
    16. 16. Veterans United Invests in Social Since 2010 at this time, Veterans United Home Loans has: • Increased its social network from <500 subscribers to over 2 million • Increased staff from one intern to a Staff of over 30 full time employees and interns • Exponentially increased ad spend on platforms such as Facebook and Twitter But why the investment?
    17. 17. Why invest in Social?• Competitive advantages – Large Scale Publishing platform – Social Media for SEO benefits – New way to target specific segments – Branding benefits (strengthened conversions, brand awareness) – Legitimacy, reputability – Get while the getting is good – bury competition while it’s still affordable! – Extending the funnel – We know the ebbs and flows of internet marketing, and we know the time is NOW to invest in social!
    18. 18. Why invest in Social?• Competitive advantages – Large Scale Publishing platform – Social Media for SEO benefits – New way to target specific segments – Branding benefits (strengthened conversions, brand awareness) – Legitimacy, reputability – Get while the getting is good – bury competition while it’s still affordable! – Extending the funnel – We know the ebbs and flows of internet marketing, and we know the time is NOW to invest in social!
    19. 19. Large Scale Publishing Platform• Push out our content to an audience of 2,000,000+• Key for securing blog traffic, email sign- ups, promotional campaigns, awareness of events, and anything other materials we want to push
    20. 20. Large Scale Publishing Platform
    21. 21. Why invest in Social?• Competitive advantages – Large Scale Publishing platform – Social Media for SEO benefits – New way to target specific segments – Branding benefits (strengthened conversions, brand awareness) – Legitimacy, reputability – Get while the getting is good – bury competition while it’s still affordable! – Extending the funnel – We know the ebbs and flows of internet marketing, and we know the time is NOW to invest in social!
    22. 22. Social for SEO BenefitsGoogle Bing
    23. 23. Why invest in Social?• Competitive advantages – Large Scale Publishing platform – Social Media for SEO benefits – New way to target specific segments – Branding benefits (strengthened conversions, brand awareness) – Legitimacy, reputability – Get while the getting is good – bury competition while it’s still affordable! – Extending the funnel – We know the ebbs and flows of internet marketing, and we know the time is NOW to invest in social!
    24. 24. New Ways to TargetCan now target ads by:• Location • Interests• Age • Languages• Gender • Education• Relationship status • Workplace
    25. 25. Why invest in Social?• Competitive advantages – Large Scale Publishing platform – Social Media for SEO benefits – New way to target specific segments – Branding benefits (strengthened conversions, brand awareness) – Legitimacy, reputability – Get while the getting is good – bury competition while it’s still affordable! – Extending the funnel – We know the ebbs and flows of internet marketing, and we know the time is NOW to invest in social!
    26. 26. Branding Benefits• 2,000,000+ social subscribers• 300,000,000+ friends of fans of our Network pages• 1.8 billion ad impressions in 2011, over 5 billion in 2012• 5B/ 100mm = potential saturation = 500 times per user
    27. 27. Why invest in Social?• Competitive advantages – Large Scale Publishing platform – Social Media for SEO benefits – New way to target specific segments – Branding benefits (strengthened conversions, brand awareness) – Legitimacy, reputability – Get while the getting is good – bury competition while it’s still affordable! – Extending the funnel – We know the ebbs and flows of internet marketing, and we know the time is NOW to invest in social!
    28. 28. Legitimacy, Reputability• We use our large social presence as leverage in a variety of marketing aspects: – On the website for CRO purposes – In the magazines and print materials – In the on-boarding process for new branches – In local branch markets for customers and real estate agents
    29. 29. Why invest in Social?• Competitive advantages – Large Scale Publishing platform – Social Media for SEO benefits – New way to target specific segments – Branding benefits (strengthened conversions, brand awareness) – Legitimacy, reputability – Get while the getting is good – bury competition while it’s still affordable! – Extending the funnel – We know the ebbs and flows of internet marketing, and we know the time is NOW to invest in social!
    30. 30. Lead Cost Not all charts that are up and to the right are goodLead expenses for our main sourcehave more than doubled in the pastyear.At $15 per lead, click costs per closedloan is $678. At $30 per lead thatcomes to $1355, per closed loan.For every hundred leads we will closed 2.2 loansbased on our current funnel.
    31. 31. Competitive Advantage• Ads are cheap, relatively speaking• We want to bury the competition before prices rise and competitors have a tough time replicating• Right now a connection on Facebook is just under $1• On Twitter, a connection is $3.00 - $4.00
    32. 32. Competition• Our largest pages: – Veterans United Network – 678,000 likes – Veterans United Home Loans – 420,000 likes – VA Mortgage Center – 167,000 likes• Our Three Largest Competitors: – USAA – 279,000 likes – Quicken Loans – 52,000 likes – Direct VA Loans – 4,000 likes
    33. 33. Why invest in Social?• Competitive advantages – Large Scale Publishing platform – Social Media for SEO benefits – New way to target specific segments – Branding benefits (strengthened conversions, brand awareness) – Legitimacy, reputability – Get while the getting is good – bury competition while it’s still affordable! – Extending the funnel – We know the ebbs and flows of internet marketing, and we know the time is NOW to invest in social!
    34. 34. The Purchase Funnel
    35. 35. The Veterans United Funnel
    36. 36. Widening the Funnel with Social
    37. 37. One last benefit…
    38. 38. A New Engine for Leads!!!• So far in 2012… – 1505 organic social leads – 3856 paid social leads – Total of 5361 leads – 30 total home closings – Not counting the call-ins (thousands)• And that’s without really flexing our lead generation muscles!• Big things to come from social…
    39. 39. Some stats to leave with…• Avg. 168,000 likes per month in 2012• Averaging 10,000 followers per month on Twitter• In August, 44,000 people came to blogs from social (203,000 for 2012)• 40 – 60 pieces of blog content put out each month• Over 175 hours of our video consumed in last two months (growth area)• 461,000 organic impressions on Facebook last week!
    40. 40. Questions, Comments?
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