compendium slides: power of emarketing conference
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Blogs, Email & Social Media to Acquire New Customers
Leverage Content Marketing New Customer Acquisition
Chris BaggottCEO/Co-founder of [email protected]@ChrisBaggott
2
National customer base of over 300 clients
Source: 2010 COLLOQUY & DMA Social Media Study
Respondents’ Primary Social Media Objectives
I Wish to use social for search….
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The Search Demand Curve
Blog Reality: What Percentage of Visitors are Brand New?
“Any page can be the entry page. . . . We have to rethink our approach to site design and user interaction based on the new world”
—Vanessa Fox
Old Web
New Web
So How Do We Get The Content?
“Put differently, people who are members of online social networks are not so much networking as they are broadcasting their lives to an outer tier of acquaintances who aren’t necessarily inside the Dunbar circle. Humans may be advertising themselves more efficiently. But they still have the same small circles of intimacy as ever."
Dunbar Circle
Marketing Communications Specialist
ContentCoordination
Specialist
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150,000 Facebook Likes
27,000,000 Monthly Google
Searchers
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Udi’s uses their Facebook page to invite 29,000 fans to be guest bloggers and win Udi’s merchandise.
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Stories are shared through a Web-to-Post form on Udi’s website.
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Customer stories get published to Udi’s blog and can be promoted via Facebook and Twitter.
Outlook Email
Employee Blogging & Stories
Volume / Traffic Correlation
500 landing pages built for SEO and conversion with dynamic CTA’s
• 33,700 visits in past 60 days• 82% First Time Visitors• 7% CTR
Tweet directs people to
page where they can share what they’re
excited about.
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Web-to-Post form collectsstories and facilitates
engagement.
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Honolulu Package DealsHonolulu Tourist InformationHonolulu Travel PackageKahana Reef MauiKauai Honeymoon PackageKauai Travel PackagesAccommodations in KauaiCheapest Honolulu HotelsKauai Vacation ResortsKona Hawaii AccommodationsKona Resort Big Island HawaiiMaui Honeymoon HotelMotel in HawaiiWhere to Stay in OahuAir Flights to HonoluluDirect Flights to KauaiKauai AirfaresPhoenix to MauiBig Island Hawaii Vacation PackagesCheap Maui ActivitiesCheapest Hawaii VacationsCruising to Hawaii
Hawaii Travel ReviewsHawaii Vacation ReviewsHonolulu Hawaii Vacation PackagesKauai Honeymoon VacationLast Minute Hawaii Vacation PackagesMaui Honeymoon VacationsMaui Vacation GuideOahu Hawaii HoneymoonRomantic Hawaii VacationsHonolulu Package DealsHonolulu Tourist InformationHonolulu Travel PackageKahana Reef MauiKauai Honeymoon PackageKauai Travel PackagesAccommodations in KauaiCheapest Honolulu HotelsKauai Vacation ResortsKona Hawaii AccommodationsKona Resort Big Island HawaiiMaui Honeymoon HotelMotel in Hawaii
Targeting 17,065,560 Monthly Searches
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Expedia beganReceiving storiesfrom customerswithin 1 minuteof sending email.
Customer is taken to a landing page where they can share their story via Compendium’s Web-to-Post form.
The story can be edited, approved, or declined in Compendium’s administrative layer.
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The story is published to Expedia’s Organic Landing Page Network.
An email is sent, notifying the customer that their story is publishing. The customer is then encouraged to share the good news on Facebook.
Average Click Through Rate of 16%
Traffic Following Reminder Email
Add on Bonus: Customers also posted on Trip Advisor
“What has Compendium done for you?”
“I would simply say we have had over 700,000 people to our blogs in the last 18 months and 85% of them came from search engines. We get leads from these pages every day and we close
business from it every month.”
—Eric Eden, VP of Marketing at CVent
there are 1,088 keywords that we are targeting
Those keywords are searched
13,865,700 times/month
Atlanta Focus
REFERRING TRAFFIC - FACEBOOK
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16%
9%
12%
18%
15%
16%
11%
30%
15%
