Door to Door Storage, Inc.

Presented by Creative Media Alliance

About CMA

Creative Media Alliance is an interactive marketing agency specializing in leading edge, client driven, marketing and communication initiatives, covering branding, print, web, social media, email, video and interactive.

Presenting today are Ryan Fansler, Gary Hurley and Jai Suh

creativemediaalliance.com

About CMA

Founded in 2001Full Service Marketing Firm

grounded in creative, production and execution

Exceed client expectationsOffering of wide variety of services

equals brand continuity

Creative Brief

Define Project Goals

Establish brand personalityEngage customers through that

defined personality/profileDevelop a social media platform

using video as a branding tool, tying web social media, print and broadcast

Execute programs, measure success

Develop Brand Personality

Develop a campaign that gives the consumer something to identify with

Personality attributes of value, convenience and experience

Combine the identification-centric approach with “brand stories”

Connect consumers to the product through shared experience

Define Your Target Audience

GenderAgeLocationIncomeNeedsMotivation

Implement Campaigns

Multi-Channel Campaigns

Spread BudgetRight ToolsStay on PointMaximize MomentumRepeat!

Monitor & Measure

Define MetricsChoose ToolsSet AlertsMonitor Reports

Using Video as a Branding and

Marketing Tool

Video as aConversion Strategy

Offering – Give your online prospective customer more than just text and pictures.

Engagement – People want information fast and concise. This is your chance to capture their attention.

Differentiator – Video will allow your company, product or services to stand out among your competitors.

Memorable – People will remember a good story than a slick sales pitch.

Time on Site – The longer a person stays on your website, the more like he/she will turn into a customer.

Online Video Best Practices

Storytelling – The most important part of any video is good storytelling. Everyone loves a good story.

Show Them, Don't Tell Them – Use music, narration, and good visuals to keep their attention.

Educate – If you can teach something useful or informative to your customer, they will start to trust you.

Keep it Short – A good length for website videos is usually 1 to 2 minutes. Case study videos can be up to 5 to 6 minutes.

Online Video Best Practices

Video Syndication – Post it on YouTube and other high traffic video platforms like Yahoo Video

Website – Place videos prominently on the home page. We want them to engage with this offering

Measure – Watch the view count grow. You'll be surprised at how many times it's been viewed

Video Examples

Minor & James Medical – Click to launch example

Swedish Medical Center - Click to launch example

Wings Airways – Click to launch example

Neighborhood Grills - Click to launch example

Regence - Click to launch example

Blogs Facebook

Twitter eMail Marketing

Blogs 101

Blogs began in late 90sToday there are over

130 million blogsEverybody has a voiceBlogs are very, very

search-friendlySimple to maintain

Blogs Best Practices Nearly all B2C should create a blog Collocate on your website for search Use an open-source framework like

Wordpress Customize to match your site Wordpress can power an entire site Start posting! Use categories Engage your audience Be consistent Tie to your main website via RSS Monitor!!!

Facebook 101

Facebook, born 2004 Over 500 million users 50% log-in every day Most used social network

worldwide (after email) Extremely mobile-friendly Pages are very search-

friendly Great demographic

insights

Facebook Best Practices Nearly all B2C should create a

Facebook page Pages are hard-linked to profiles Choose your Page category carefully Choose your Page name very

carefully Customize, customize, customize Tabs and the default tab Start posting and liking! Engage your audience Be consistent Connect your Page to your site Monitor!!!

Twitter 101

Twitter, born 2006 “Texting of the Internet” Over 200 million users 50 million tweets per day Extremely mobile-friendly Tweets are very search-

friendly Great demographic insights

Twitter Best Practices If you have Facebook, you need

Twitter Option to auto-link to FB Dashboards like HootSuite and

TweetDeck simplify multi-platforms Choose your Twitter name carefully Customize with graphics Start tweeting and following! Engage your audience Be consistent Connect Twitter to your site Monitor!!! (TweetReach)

eMail 101

eMail, born 1982 Grand-daddy of “social media” Over 250 billion emails/day 80% spam Average B2C open rates 10-

20% Average B2C click rates 3-5% Thursday peak open/click rate Tried and true, not tired and

blue!

eMail Best Practices B2C email love affair cooler but still

strong! Stay consistent, don’t fall off the email

track Engage the largest audience of all social

channels Cross-pollinate with Facebook and Twitter Abandonment rates for new social

channels are high and email is fallback Hone your message Design for 600-700px width Call-to-action in top 300px Engaging subject line Segment lists by action with A/B testing Monitor!!!

Social Media Examples Continuity across all social media channels Keep messaging and tone consistent

Case Study #1 – Hotel ModeraLaunch case study

Case Study #2 – Pacific Market CenterLaunch case study

Questions &

Answers