Social Media Presentation

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See the corresponding blog post here: http://www.williammills.com/blog/10-steps-to-improve-your-online-marketing/

Presentation to Lenders One 2012 Summer Conference by Jerry Goldstein

Taking the Mystery Out of Social Media . How to Build a Pragmatic Gameplan to Improve Your Mortgage Business.

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Social Media Presentation

  1. 1. Taking the Mystery Out of Social MediaHow to Build a Pragmatic Game Plan to Improve Your Mortgage Business Jerry Goldstein, Vice President, William Mills Agency Lenders One 2012 Summer Conference August 7, 2012 - Chicago©2012 William Mills Agency
  2. 2. AgendaWhat is social media marketing and why is itimportant?The importance of keywordsExamples of social mediaGame plan for implementing social media
  3. 3. Social Media Definition from Wikipedia Social media includes web- and mobile-based technologies which are used to turn communication into interactive dialogue among organizations, communities, and individuals.©2012 William Mills Agency
  4. 4. Social Media Marketing Definition from Wikipedia Social media marketing refers to the process of gaining website traffic or attention through social media sites. – Social media marketing programs usually center on efforts to create content that attracts attention and encourages readers to share it with their social networks. – A corporate message spreads from user to user and presumably resonates because it appears to come from a trusted, third-party source, as opposed to the brand or company itself. Hence, this form of marketing is driven by word-of-mouth.©2012 William Mills Agency
  5. 5. How do people learn about your company? They can ask about it …either face-to-face or through their social networks They can read about it Regardless, they will always search for it on the Web ©2012 William Mills Agency
  6. 6. More people use the Internet to search for information than ever before 89% of Internet users use search engines 81% of consumers use the Internet to research a product or service before buying 73% of Internet users get their news on the Web ©2012 William Mills Agency
  7. 7. How do you make your website stand out?There are644M+Websites!©2012 William Mills Agency
  8. 8. Ten Most Visited Websites in America # Monthly Visitors 1. Google 185M 2. YouTube 160M 3. Facebook 149M 4. Amazon 99M 5. Yahoo 95M 6. Twitter 91M 7. MSN 78M 8. Wikipedia 77M 9. WordPress 64M 10.Microsoft 62M©2012 William Mills Agency
  9. 9. Social Media sites are critical for raising your online visibilityPress Release Postings Web Site Branch Offices Online Directories ©2012 William Mills Agency
  10. 10. What are your objectives? Increase qualified Webvisitors/traffic to your website Increase qualified visitorsto your Social Media sites Increase new businessleads ©2012 William Mills Agency
  11. 11. Your Goal: Get your company listed on page 1 search results Social media is a tool tohelp you optimize your pagerank Social media is a tool tohelp you expand your “TotalOnline Presence” ©2012 William Mills Agency
  12. 12. The Importance of Keywords
  13. 13. What are Keywords? A word or phrase used in a performing a search on the Internet Keywords are used by web surfers to describe what they hope to find when performing a web search©2012 William Mills Agency
  14. 14. Types of Keywords Company name Product name Product category Related product or service Product feature, industry issue©2012 William Mills Agency
  15. 15. Some Keywords are more effective than others Requires research into what words are actually being searched on the Internet and how your site is being found Adding words or qualifiers to keywords can increase effectiveness – Home mortgage lender vs. best home mortgage lender vs. atlanta home mortgage lender©2012 William Mills Agency
  16. 16. ©2012 William Mills Agency
  17. 17. Local Search Keyword Atlanta Dallas St. Louis “city” 9,900 18,100 5,400 mortgage “city” 880 2,900 590 mortgage lenders “city” 480 1,300 590 refinance©2012 William Mills Agency
  18. 18. Hyperlinks©2012 William Mills Agency
  19. 19. ©2012 William Mills Agency
  20. 20. Examples of Social Media
  21. 21. ©2012 William Mills Agency
  22. 22. ©2012 William Mills Agency
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  24. 24. ©2012 William Mills Agency
  25. 25. No Listing?©2012 William Mills Agency
  26. 26. ©2012 William Mills Agency
  27. 27. ©2012 William Mills Agency
  28. 28. ©2012 William Mills Agency
  29. 29. ©2012 William Mills Agency
  30. 30. 10 Step Pragmatic Game Plan STRATEGY CALENDAR & SOCIAL SOCIAL BUZZ REPORT &ORGANIZE OPTIMIZE SOCIAL PR BLOG DEVELOPMENT GUIDELINES MEDIA NEWSLETTERS MONITORING ADJUST ©2012 William Mills Agency
  31. 31. Organize STRATEGY CALENDAR & SOCIAL SOCIAL BUZZ REPORT &ORGANIZE OPTIMIZE SOCIAL PR BLOG DEVELOPMENT GUIDELINES MEDIA NEWSLETTERS MONITORING ADJUST Single geographic footprint vs. multi-city/state Must have centralized resources and control over local branches Identify resources: internal vs. outside Must have social media policies for controlling how employees interact with social media on the job – Push company approved content – Restrict personal use ©2012 William Mills Agency
  32. 32. Strategy Development STRATEGY CALENDAR & SOCIAL SOCIAL BUZZ REPORT &ORGANIZE OPTIMIZE SOCIAL PR BLOG DEVELOPMENT GUIDELINES MEDIA NEWSLETTERS MONITORING ADJUST Set realistic objectives for lead generation Commit to social media platforms – Google Places – Facebook – Blog – YouTube – LinkedIn – Twitter – Local yellow pages and select search directories Create a content strategy ©2012 William Mills Agency
  33. 33. Calendar & Guidelines STRATEGY CALENDAR & SOCIAL SOCIAL BUZZ REPORT &ORGANIZE OPTIMIZE SOCIAL PR BLOG DEVELOPMENT GUIDELINES MEDIA NEWSLETTERS MONITORING ADJUST 2012 August September October Press Releases New Website FinTech 100 9-11: BAI-RDS 14-17: AFP Annual 12-13: Finovate Fall Conference Events - Trade 16-18 AFT Fall Conference 21-24: MBAs 99th Annual Shows (Scott) Convention 6-8 Lenders One- Jerry Events - WMA speaking 10: FinTech 100 1) Is Public Relations an In- House Function or Should You 7 tips for surviving 2012 Utilize and Agency? 9th Financial Industry Tradeshows Make Your Company Stand Blog -Tuesdays 2)Williams speech at CBAA - 4th Out! -2nd LinkedIn- 1) Start discussion on PR 1) Start discussion on PR 1) Start discussion on PR Thursdays topic topic topic 1) Post Pictures from Facebook post pics. From deming BAI_RDS 2) Post pictures Monday: meeting Post Pictures from Finovate from AFP Annual Conference ©2012 William Mills Agency
  34. 34. Optimize STRATEGY CALENDAR & SOCIAL SOCIAL BUZZ REPORT &ORGANIZE OPTIMIZE SOCIAL PR BLOG DEVELOPMENT GUIDELINES MEDIA NEWSLETTERS MONITORING ADJUST Do your keyword research Identify a short list of priority keywords Where to use: everywhere! – Web page content and meta data (page titles, descriptions, keywords, image titles) – Press releases – Blog postings – Social media sites ©2012 William Mills Agency
  35. 35. Use Google Keyword Search Tool©2012 William Mills Agency
  36. 36. Embed Keywords Everywhere!©2012 William Mills Agency
  37. 37. Social PR STRATEGY CALENDAR & SOCIAL SOCIAL BUZZ REPORT &ORGANIZE OPTIMIZE SOCIAL PR BLOG DEVELOPMENT GUIDELINES MEDIA NEWSLETTERS MONITORING ADJUST ©2012 William Mills Agency
  38. 38. Embed keywords in your press releases and hyperlink to your websitePress Release Postings Web SiteInbound links are Other Referral Sites critical for achieving a high page rank ©2012 William Mills Agency
  39. 39. Blog STRATEGY CALENDAR & SOCIAL SOCIAL BUZZ REPORT &ORGANIZE OPTIMIZE SOCIAL PR BLOG DEVELOPMENT GUIDELINES MEDIA NEWSLETTERS MONITORING ADJUST ©2012 William Mills Agency
  40. 40. Social Media STRATEGY CALENDAR & SOCIAL SOCIAL BUZZ REPORT &ORGANIZE OPTIMIZE SOCIAL PR BLOG DEVELOPMENT GUIDELINES MEDIA NEWSLETTERS MONITORING ADJUST Re-purpose content to social media sites Leverage keywords in descriptions, image titles, etc. Hyperlink keywords back to appropriate pages of your website ©2012 William Mills Agency
  41. 41. Twitter feed posted on Linkedin,promoting a blog post
  42. 42. Social Newsletters STRATEGY CALENDAR & SOCIAL SOCIAL BUZZ REPORT &ORGANIZE OPTIMIZE SOCIAL PR BLOG DEVELOPMENT GUIDELINES MEDIA NEWSLETTERS MONITORING ADJUST 75% of Gen Y prefers email to receive financial services & account information 90% of online customers receive permission-based email Video in email increases click through rates 2X – 3X
  43. 43. Buzz Monitoring STRATEGY CALENDAR & SOCIAL SOCIAL BUZZ REPORT &ORGANIZE OPTIMIZE SOCIAL PR BLOG DEVELOPMENT GUIDELINES MEDIA NEWSLETTERS MONITORING ADJUST Google Analytics for website traffic – Monitor keywords being used to find you Google Alerts Top 3 free monitoring platforms for Social Media – Hootesuite – Tweetdeck – MarketMeSuite ©2012 William Mills Agency
  44. 44. Report & Adjust STRATEGY CALENDAR & SOCIAL SOCIAL BUZZ REPORT &ORGANIZE OPTIMIZE SOCIAL PR BLOG DEVELOPMENT GUIDELINES MEDIA NEWSLETTERS MONITORING ADJUST Monitor and report on traffic Track inbound leads and source Report on number of new customers originating from inbound and social media platforms Continually adjust – Keywords – Expectations and goals ©2012 William Mills Agency
  45. 45. Visit us @ williammills.com Follow us @ twitter.com/wmagency Read our blog @ fintechmarketing.comConnect with us @ www.linkedin.com/company/william-mills-agencySign up for our “In Context” newsletter @ williammills.com/resources ©2012 William Mills Agency

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