1. Unify your Marketing
Channels and get
Measureable Results
Presented by:
Myles Bristowe
Chief Marketing Officer

3. What is Unified Marketing
Unified Marketing is providing the right message
at the right time to the right audience through
the channel they prefer.

4. What is Unified Marketing
Unified Marketing is providing the right message
at the right time to the right audience through
the channel they prefer.

5. Relevance Driven Marketing
Understand
• Data Collection • Campaign Design
• Keyword volume • Segmentation • Communicate
• Behavior/Activity • Context • Interact
• Contacts
Listen Engage
Benchmarking Measurement

6. Context Analysis
CONTEXT NETWORKS VOLUME TARGETS
• Groups, Fan Pages
• Friend Count
Users
Keywords • Groups, Affiliations
• Questions Behavior
Segmentation
• Tweets, Hash Tags
• Profiles, Followers
• Profile Content
• Friends
• Groups, Affiliations Groups
• Profiles, Connections

7. Monitoring Process
Monitoring
Keywords Dashboard Analysis
Tools
Brand Keywords Measurement
Content Generation
Recommendations
Competitor Keywords Measurement
Customer Keywords Measurement

8. Competitive Keyword Analysis
41
2
114
67 3 1
1,626 119 87 988
162
93
231 91 1,154
3,323 59
2,247

9. What is Unified Marketing
Unified Marketing is providing the right message
at the right time to the right audience through
the channel they prefer.

10. Social Media Dashboard

11. What is Unified Marketing
Unified Marketing is providing the right message
at the right time to the right audience through
the channel they prefer.

12. Contacts Analysis
CONTACTS NETWORKS INTERESTS/ACTIVITY INTELIGENCE
• Groups, Fan Pages
• Friend Count
Contacts
Email
Name • Groups, Affiliations
• Questions Interests
Segmentation
State Behaviors
Networks
• Tweets, Hash Tags
• Profile, Followers
• Profile
• Friends
• Groups, Affiliations
• Profiles, Connections

13. Audience Activity Segmentation
Wide
Netters
Selectively
Social
Your
Company
Social
Placeholders
Getting
Started
Undeclared

14. Social Segmentation
Wide Netter
Social Placeholder
Number of Networks
Selectively Social
Getting Started
Undeclared
Number of Friends

15. Social Media Portrait
71% using top Social Networks

16. What is Unified Marketing
Unified Marketing is providing the right message
at the right time to the right audience through
the channel they prefer.

17. Multichannel Content Marketing
Social Direct Broadcast Search Display Mobile
Campaign Pages Context Pages Theme Pages Mobile Site
Syndication Content and Enrollment Platform

18. Social Media Engagement
Social Networking Social Media
Sharing Conversation Sharing Content
Build Communities
Googleable Educate & Inform Build Credibility Communicate
Be Found Share Value Know, Like, Trust Engage
Call to Action

19. Lead Nurture Program
Lead Source
• Social
• Direct • Search
• Search Context • Posts
• Display • Interest
• Mobile
• Response
Behavior • Activity
• Frequency
Channel Evaluation
Contacts
• Social
Communication • Email
Preference • SMS

20. Lead Nurture Workflow
Lead Source
• Social Email was opened! 2nd Email was opened!
• Direct Step 2A Step 3A
• Search Push them and Sweeten Sweeten the offer, provide a
• Display the offer. personalized live demo or
Webinar.
SALES
• Mobile
Email was opened! 2nd Email was opened! 3rd Email was opened!
Step 2b Step 3b Step 4b
Give them more educational Give them more educational Ready for sales oriented
materials. Maintain original material. Insert testimonial material. Send product info and
offer. and maintain original offer. reassure credibility.
Step 1A
Welcome Email was NOT opened! Email was NOT opened!
Message
Step 2c Step 3c Step 4c
Education email Sales email Repeat education emails
until opt out

21. What is Unified Marketing
Unified Marketing is providing the right message
at the right time to the right audience through
the channel they prefer…
and get measureable results.

22. Monthly Visits
120,000
100,000
Ultimate Goal
New site [ 83,333 ]
80,000 launches
60,000 All-time high
2010 [ 51,544 ]
2009
2009
40,000
20,000 Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
2009 48,247 45,815 51,544 49,021 41,598 43,244 45,453 46,013 47,203 47,813 46,697 44,324
22

23. Monthly Visits
120,000
100,000
Ultimate Goal
New site [ 83,333 ]
80,000 launches
Call CommCreative
Previous all-time high
[ 61,420 ]
60,000
2010
2009
40,000 2009
20,000 Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
2009 48,247 45,815 51,544 49,021 41,598 43,244 45,453 46,013 47,203 47,813 46,697 44,324
2010 52,057 50,505 61,420 55,668 49,361 51,274 50,741 50,828 50,615 62,004 65,656 64,675
23

24. Digital Content Syndication - Structure
Repurposed
Website Content
24

25. Facebook Fans
8,729 Fans
25

26. Twitter Followers
5,128 Followers
Aug
26

27. Digital Content Syndication - Results
Visits to Website
for Deeper Content
27

28. Monthly Visits
120,000
2011
100,000
Ultimate Goal
[ 83,333 ]
80,000
Projected 2011
Call CommCreative
Previous all-time high
[ 61,420 ]
60,000
2010
2009
40,000
20,000 Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
2009 48,247 45,815 51,544 49,021 41,598 43,244 45,453 46,013 47,203 47,813 46,697 44,324
2010 52,057 50,505 61,420 55,668 49,361 51,274 50,741 50,828 50,615 62,004 65,656 64,675
28

29. What is Unified Marketing
Unified Marketing is providing the right message
at the right time to the right audience through
the channel they prefer.

30. Questions?
Myles Bristowe
Chief Marketing Officer
@MylesBristowe
mylesb@commcreative.com
508 – 620 – 0791 x13