Kelsey V02


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Presentation used at Kelsey Marketplaces 2010.

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Kelsey V02

  1. 1. NCI & Digital Sherpa BIA/Kelsey – San Diego March 2010
  2. 2. About NCI <ul><li>Key Company Facts </li></ul><ul><li>We serve 400+ local, vertical markets in: </li></ul><ul><ul><li>apartment rental </li></ul></ul><ul><ul><li>residential real estate </li></ul></ul><ul><ul><li>home design </li></ul></ul><ul><li>NCI financial summary in the last quarter Revenue $148MM EBITDA $24MM </li></ul><ul><li>We have been at this a long, long time… </li></ul><ul><ul><li>The Real Estate Book launched in 1978, serving the local market of Albany, GA </li></ul></ul><ul><ul><li>The Apartment Blue Book launched in 1979 </li></ul></ul>
  3. 3. How we serve local verticals ~25 markets ~400 markets 120 markets Markets Design Sherpa New Product, launching this spring Community Sherpa Social Media Many, many..,, etc. ~1mm UV per month Distribute our listings to Google, Yahoo, Trulia, HomeGain, Zillow, etc. ~ 1.5mm UV per month, Distribute our listings to Oodle, Google, Yahoo, etc. Online Brands Home Design / Home Improvement Residential Real Estate Apartment Rental
  4. 4. Digital Sherpa History <ul><li>Began training NCI employees and customers on social media marketing tactics in Q1 2009 </li></ul><ul><li>Released our first product, Community Sherpa, in June of 2009. </li></ul><ul><ul><li>First customer went live in September, 2009 </li></ul></ul><ul><li>Released our second product, Design Sherpa, in September of 2009 </li></ul><ul><ul><li>First customer went live in November, 2009 </li></ul></ul><ul><li>Signed our first Digital Sherpa customer in December of 2009 </li></ul><ul><ul><li>Customer went live in January, 2010 </li></ul></ul><ul><li>At last count – we have about 1,000 customers across the 2 actively sold products </li></ul>
  5. 5. What is Digital Sherpa? <ul><li>Turn-key social media marketing solution for local businesses </li></ul><ul><li>The service is designed to: </li></ul><ul><ul><li>Improve social media and search visibility </li></ul></ul><ul><ul><li>Drive traffic in new ways </li></ul></ul><ul><ul><li>Create community engagement </li></ul></ul><ul><ul><li>Unearth new clients </li></ul></ul><ul><ul><li>Enhance client retention </li></ul></ul><ul><ul><li>Turbo-charge word of mouth and referrals </li></ul></ul><ul><ul><li>Build brand and online visibility </li></ul></ul><ul><li>The product includes </li></ul><ul><ul><li>Creation of social identities for our customers including blog, Facebook and Twitter </li></ul></ul><ul><ul><li>Content curation and creation for all of the platforms </li></ul></ul><ul><ul><li>Recruiting and development of social network connections among our customers clients and prospects </li></ul></ul><ul><ul><li>Monitoring of the social network activity for problematic or sensitive issues and dialogue </li></ul></ul>
  6. 6. What resonates with our customers <ul><li>Our customers understand </li></ul><ul><ul><li>Having an active website with current, relevant content is better than having a static page </li></ul></ul><ul><ul><li>Participating on Facebook is probably worthwhile </li></ul></ul><ul><ul><ul><li>Creating fan pages and developing relationships with some of their customers should drive referral business </li></ul></ul></ul><ul><ul><ul><li>For the Communtiy Sherpa customers, supporting and encouraging friendships among residents will likely drive retention </li></ul></ul></ul><ul><ul><ul><li>Some customers may be searching for commercial relationships on Facebook </li></ul></ul></ul><ul><ul><li>Having a Twitter account seems to make sense </li></ul></ul><ul><ul><ul><li>Some of their customers and residents look to Twitter for news and information </li></ul></ul></ul><ul><ul><ul><li>Prospective customers are searching Twitter for places to live, and what is happening locally </li></ul></ul></ul><ul><li>Our service makes sense to our customers, if they had the time and the skills they would do it themselves </li></ul><ul><li>For $300 - $400 a month, they would rather we do that work </li></ul>
  7. 7. Some Examples
  8. 8. Some Examples
  9. 9. Some stats for The Preserve
  10. 10. Some Examples
  11. 11. Some Stats from Beth Davis
  12. 12. Our Perspective <ul><li>Local media is a high-touch business </li></ul><ul><ul><li>It can be as much about making media easy and accessible as it is driving business activity </li></ul></ul><ul><ul><li>While many of the tasks are the same, the output and outcomes and experiences for each of our customers is different </li></ul></ul><ul><ul><li>We have taken that perspective with our clients in print, online and now in social media </li></ul></ul><ul><li>Good social media presence requires </li></ul><ul><ul><li>Good content curation </li></ul></ul><ul><ul><li>Good recruitment of a community of interest </li></ul></ul><ul><ul><li>Constant effort </li></ul></ul><ul><li>The Sherpa product line has been developed to do the heavy lifting </li></ul><ul><ul><li>High touch customer service </li></ul></ul><ul><ul><li>Good content curation & recruitment of a community </li></ul></ul><ul><ul><li>Makes the local businesses participation in social media marketing easy </li></ul></ul>
  13. 13. Me <ul><li>Email [email_address] </li></ul><ul><li>Blog </li></ul>