Sample of a

Social Media Marketing AssessmentFor the Debt Settlement Industry

Agenda1. How inbound marketing works (5 min)2. Overview of the social media opportunity (3 min)3. Campaign structure and objectives (12 min)4. Recommendations (10 min)

How Inbound Marketing Works (5 min)

The Difference Between Outbound and Inbound Marketing

Outbound Marketing• Inside Sales• Telemarketing• Tradeshows• Seminars• Print Advertising• Direct mail/email

Inbound Marketing• SEO• Pay per click• Blogging / Blogosphere• Social Media / Buzz• Targeted Landing Pages• Marketing Analytics

Why Companies Are Focusing on Inbound Marketing

Outbound Marketing• Low response rate (1-5%)• Expensive / Inefficient• Becoming more difficult• “Interruption” based•Message is “Did you know you have a problem?”

Inbound Marketing• High response rate (20-50%)• Efficient use of cash• Limited by volume• “Permission” based• Message is “This is why you should pick us to solve your problem.”

Companies choose inbound or outbound marketing to hit customers at different points in their buying cycle.

Inbound PPC Often Gets to the Sale Quickly

I have to find a solution for my credit card debt

right now!

+ Google Search

Buy me now!

A lot of paid inbound marketing is focused on making a sale because of the high PPC cost

Outbound Marketing Hits Customers When They’re Not Prepared

I’m going to update my

Facebook profile photo…

Hey you, uploading your photo…Did you know you’ll be in debt until you’re 72

years old?

Many successful ads start with a question and say something provocative. Must use a call to action “Start Your Search Now”

Overview of Social Media (3 min)

Who’s Out There for Social Networking?

There are more “channels” out there than you can count. The question is: Which channels

make sense for OUR customer?

Pay Per Click Options in Large Social Media Venues

Average age

Average income

MySpace72mPPC

Plaxo2.6m

YouTube72m

PPC, channels

Technorati3m

Yammer93k

Digg35mPPC

Hulu4m

LinkedIn11mPPC, CPM

Twitter6m

Reddit4.8m

Flickr26mPPC

Facebook47mPPC,

pages

We can target different clusters for different DMB

customer groups

Campaign Structure and Objectives (12 min)

1. Create sales leads in short term2. Start building quantitative performance data for new marketing

channels and campaigns3. Explore social media as a tool for DMB

How Do We Build a Successful Ad Campaign?

Develop Customer Profiles

Pick channels where our customers congregate

Determine action we want customers to take, set timeline & budget

Pick ad type(s), develop 10-20 ads

Develop 1-3 landing pages, measure results, and adapt or cancel

Age 35-55, $95,000 income, recent job

change…

LinkedIn, Plaxo, Doostang…

Call us, sign up for eblast newsletter

Mix of high CTR/selling, same

ads across channels

Mix of hard/soft sell, design, text

How Can You Advertise on a Social Network?

1. Pay Per Click (PPC) ads• Instant results, costs money, no loyalty from viewers

2. Build a focused following and broadcast to them• Long lead time, slow sales cycle, must give value for free, loyal

3. Spam them• Instant results, short duration, negative karma

4. Bait and Advertise• Challenging to continuously come up with “super cool” stuff

5. Banner Ads & Sponsorship• Many pricing models to negotiate – instant results, requires flash banner ad

creation

6. Use them for PR• EMC w/SecondLife – got $1 million in press for <$50,000

Sample Facebook Ads

An Outbound PPC Ad Can Take a High Purchase or High Click Thru Strategy, But Not Both

In a perfect world, High Purchase Strategy would be successful, but may need to use High Click Thru to meet CTR hurdle rates.

Drowning in Credit Card Debt?

We negotiate big discounts with your credit card company. Click for a free estimate.

Go Debt Free and Get All the Ladies!

Chicks dig guys with cash. Find out how to trash your debt and roll with cash!

High Purchase Strategy High Click Thru Rate

Landing Pages Drive Customer Actions

Long sales cycle, but captures more visitors as “customers”

Landing Pages Drive Customer Actions

RecommendationsOptions A. Young shopaholics B. Older job-changers C. Big-venue canvass

Objective Find young 20-somethings who “made some mistakes” with credit

Grab older job-changers and strugglers

Conduct a statistically valid test of top 9 social media sites

Channels (all PPC)

MySpace, Facebook LinkedIn, Plaxo MySpace, Facebook, LinkedIn, Plaxo, Hulu, YouTube, Flickr, Digg, Technorati,

Ad mix 10 ads, 2 strategies, 2 landing pages

10 ads, 2 strategies, 2 landing pages

20 ads, 2 strategies, 2 landing pages

Budget $2,000 $2,000 $9,000

Duration 4 weeks 4 weeks 4-8 weeks

Pros Very active online, easy to find, segment, lots of volume

More debt, more decisive Get a better sense of the whole social media space, economies of scale at DMB

Cons Lower debt, indecisive A little harder to target on these sites, CPM model

Not all sites are well set up for small biz advertising

“Perfect World” ROI (revenue)

$28,800*13.9x

$1,9660x

$120,00012.3x

RecommendationsOptions A. Young shopaholics B. Older job-changers C. Big-venue canvass

Channels (all PPC)

MySpace, Facebook LinkedIn, Plaxo MySpace, Facebook, LinkedIn, Plaxo, Hulu, YouTube, Flickr, Digg, Technorati,

Cost $2,000 $2,000 $9,000+

Audience 9 million 117,000 25 million

CTR 0.08% 0.07%** 0.03%

LP conversions 1% 3% 2%**

Avg Revenue per client

$400 $800 $800

“Perfect World” ROI (revenue)

$28,800*13.9x

$1,9660x

$120,00012.3x

Key Metric Landing page conversionsLevel of debt

CTR Landing page conversions

** A CTR of 2% for Option B is equivalent ROI to current Option A.

Backup Slides

When Is a DMB Customer Ready to Buy?

Their whole life

During a month

During a week

Time of day

birth death

start end

sat/sun

9am-9pm

PPC OptionsOutbound Marketing Inbound Marketing

Facebook PPC MySpace PPC Google PPC Yahoo PPC MSN PPC Ask.com PPC

Segmentation Geo, age, sex, keyword (limited)

Geo to city, age, sex, interests, relationship status

Keyword – very specific “get out of credit card debt”, + negative keywords

“” “” “”

Monthly population

~47 million ~72 million ~90+ million/day ~47 million/day 40 million/mo 59 million/mo

Reputation A little sleazy. 20-something but growing older.

Very sleazy. Very young.

Excellent. All ages, demographics.

Good“”“”

2nd tier“”“”

2nd tier“”“”

Estimated CTR 0.07% unk 2.00%

Approximate CPC $0.50 $0.50 $0.95-$1.95 $0.85-$1.85 $0.55-$1.95 $0.20-$1.30

Estimated landing page conversion

LOW LOW MEDIUM MEDIUM MEDIUM MEDIUM

Sample MySpace Ads