"Maximizing the value of your most Valuable Assets" presented by Demandforce's Chris Brubaker at CDA Presents San Francisco August 17, 2013.

1. Maximizing the
value of your
most Valuable
Assets
CHRIS BRUBAKER

2. Housekeeping
• Pragmatic & Practical
• Listen to the lawyers…then…listen to
Chris
• Let’s talk!

3. 3
The Business
C C C

4. 4
• Order of operations
• Retention vs. Acquisition
• Most businesses have enough customers
in
their database already
• Automated vs. Manual
Communications 101

5. 5
Order of Operations

6. 6
• 7 times cheaper
to keep a customer
than find a new one
Retention vs.
Acquisition

7. 7
You have enough
customers

8. 8
Automated vs. Manual

9. Social Media

10. The Players
• Facebook: 1b
• Twitter: 550m
• Instagram: 100m
• Pinterest: 40m
• Foursquare: 20m
• Google+: ???
3 Factors
• Audience
• Engagement
• Noise
10

11. Research
On
Social Media

12. Liking Brands
12
Source: Lab42

13. Why?
13
Source: Lab42

14. How fans interact
14
Source: Chadwick Martin Bailey

15. More likely to recommend
15
Source: Chadwick Martin Bailey

16. How they spend their time
16Source: Chadwick Martin Bailey

17. Research
On
Email

18. 18
Everyone is on email
Everyone has a cell
• 92% use email
• 94% of online adults (Radicati Group)
• To compare: 92% use search

19. 19
Everyone is on email
Everyone has a cell
• 85% have a cell phone
• 45% have a smart phone
• 66% 18-29 years old
• 68% > $75k annual
household income
• 25% have a tablet

20. 20
Email still growing
• 2.9 billion email accounts.
Projected to grow to 3.8
billion by 2014.
• 80% check personal email
at least once per day, still
increasing

21. 21
People prefer email and text
• 74% of people prefer
email for commercial
communication
• Over 30% of online
adults have opted into
commercial text and it
is growing
• >65 still opts in at over
20%

22. 22
Preference by Age

23. 23
Email is profitable
• DMA research puts the ROI of email
marketing in 2010 at US$42.08, almost
double that of search advertising and better
than any other direct marketing channel

24. Putting it all
Together

25. 25
The Basics
• Your Goal
• Communicate
• Monitor
• Engage

26. 26
Your Goal:
Stay Top of Mind
• Channels
• Frequency
• Content
• Tone

27. 27
Tone

28. Content
• Content is King
• Every communication should have a
purpose or a goal
28

29. Goal: Facebook
Shares
• Photos
• Photo Albums
• Videos
• Humor
29

30. Goal: Facebook Likes
• Include call-to-actions
For example: “Like this post if you’re excited
about…”
• Be topical: keep up with the times.
Examples include holidays, festivals, important
events.
• Share success
stories, achievements, awards, etc.
• Educate
30

31. Goal: Facebook Likes
• Humanize
• Humor
• Ask to be liked
31

32. Goal: Facebook
Comments
• Include a call-to-action
such as a question or poll.
32

33. Goal: Increase Twitter
Followers
• Hashtags
• Know thy
neighbor
• Know thy
neighbor, Part II
• Twinkle
• Chirp City
• Use Tools
• Twitter Grader
• Who follows
whom
• Listorious
33

34. Goal: Twitter Retweets
• Great content
• Leave room
• Grab their attention
• Ask to be retweeted
34

35. Facebook vs. Twitter
• Pictures increase likelihood of share,
but not retweet
• Shorter increases likelihood of retweet,
but not share
35

36. 36
• To include social links in your email
communications and website
Don’t forget...

37. 37
• Less noise
• Show expertise
• Shows up high in ranking
• Set up at YouTube channel
• Doesn’t need to be expensive
YouTube

38. • 100m users
• Very high engagement
• Less noise
• Facebook benefit
38

39. Your Website
• Demographics
• SEO benefit
• Technology
• Tie to your social channels
39

40. 40
• Postcards
• Phone calls
Offline

41. 41
• Be proactive
• Ask for what you want!
• Prioritize
The Three Keys

42. 42
• Online
• Offline – Word of Mouth
• Offline – Public
What is reputation?

43. 43
• Reviews
• Business Information
• Endorsements / Affiliations
• Web Presence
– Professional appearance
– Do you accept feedback?
– Are you easy to do business with?
• Social Media
• Links to your website
Online Reputation

44. Research
On
Reputation

45. 45
US Consumers
• of U.S. consumers trust advertising.
Only 8% trust what businesses say about
themselves.
• of U.S. consumers consulted
friends/family, professional reviews and
online reviews when looking to research a
product or service
Source: Alterian
6%
87%

46. 46
Trust
Source: Lightspeed Research, US
data
Base: All respondents
• Please rate how much trust you place in reviews
of products/services from each of these sources

47. 47
Service Response
Restaurant 79%
Hotels 87%
Travel 84%
Automotive 78%
Home 73%
Legal 79%
• 97% percent of those surveyed who said they made a purchase based on an
online review said they found the review to have been accurate.
• Review users also noted that reviews generated by fellow consumers had a
greater influence than those generated by professionals.
Percent of Review Viewers
Identifying Review as Having a
Significant Influence on their
Purchase
Source: ComScore & Kelsey
Group
Medical 76%

48. 48
Service Percent Increase
Restaurant 45%
Hotels 38%
Travel 22%
Legal 99%
“With such a large percentage of review users subsequently purchasing, it’s
vital that local service providers have a positive presence on these review
sites,” said Steve Marshall, research director for The Kelsey Group.
“This study underscores the importance of providing not just good, but excellent,
service if a business hopes to generate positive consumer reviews which will
result in greater sales,” said Brian Jurutka, senior director, comScore Marketing Solutions.
Amount Consumers Willing to
Spend for 5-Star Service
Medical 26%
Source: ComScore & Kelsey
Group

49. 49
• Travel
• Video Games
• Product Purchases on Amazon
Other Research

50. 50
3rd Party Sites

51. 51
Which 3rd Party Review Sites
Are Important to Dentists?
Unique Monthly Users
172
166
152
106
34
27
18
11
9
5
Unique Monthly Users
5
2
1
1
630k
700k
600k
136k
Source: Compete.com
Numbers in Millions

52. 52
Sites that aren’t important
Unique Monthly
Users
6
4.2
9k
6k
1k
8k
Source: Compete.com
Numbers in Millions

53. The Key to Reputation
53
The Middle

54. Role of Reviews in Search

55. 55
Signs of a Fake
Review
• New account / incomplete profile
• Only 1 review
• Same IP address
• Review spike
• Location
Important Note: Flags
good AND bad review

56. 56
5 Factors
• Volume
• Velocity
• Sentiment
• Recency
• Keywords

57. 57
What about
Mobile?

58. 58
• Mobile really is local
• Local apps are
becoming more
important than search
engines
• Role of advertising
is changing
Mobile

59. 59
Negative Feedback

60. 60
•Determine if accurate (illegal, against TOS)
•Acknowledge and respond
– Apologize if necessary (“I’m sorry you had a bad
experience”)
– Turn a positive into a negative
– New potential customers can see how you respond to
negative feedback
•Don’t be defensive
•Be a real person
•Remember, some negative feedback
makes your good reviews more legitimate
Dealing with Negative Feedback

61. 61
Approach to boost
reviews
• Email campaigns to help with problem
areas
• But don’t send everyone!

62. 62
•Understand your full reputation
•Own your reviews
•Engage your users
•Syndication is powerful
Summary

63. 63
Q & A
Chris Brubaker
Head of Marketing