North Salt Lake, UT

Progrexion Marketing

A little about us

Progrexion Marketing is a leading marketing and information services business in the consumer credit information sector.

•Lexington Law•CreditRepair.com•efolks•CreditAttorney.com

A little about us

We currently have 4 locations with nearly 1400 employees:

•North Salt Lake – Headquarters•West Valley, UT•Provo, UT•Rexburg, ID

•1 - 2 expansion locations being discussed

A little about us

We focus on all available methods of marketing, communication, and sales.

A little about us

Facebook 101

1. Setting Up Your Page

2. Let ‘Em Know You’re There

3. Define Audience

4. Content That Works

5. Scheduling Content

@pinonatalie

#ubsocial

@pinonatalie

Setting Up Your Page: Who Are You?

http://www.facebook.com/pages/create.php

Setting Up Your Page: Profile Picture

Logo:

Blending:

• Don’t skimp on quality!

• Width & Height: 180 X 180

pixels

• Company logo is best

• If not logo – then create a

design that blends with cover

photo

VS.

@pinonatalie

@pinonatalie

Setting Up Your Page: Cover Image

• 851 pixels wide X 351 pixels high• Quality is KEY!

Setting Up Your Page: Cover Image

@pinonatalie

Setting Up Your Page: About Section

Small Businesses Corporation

@pinonatalie

Setting Up Your Page: Content

@pinonatalie

Would YOU be more likely to Seek Out a Brand?

ORBecome a if the Brand

Presented Itself to You?Fan

Let ‘Em Know You’re Here

@pinonatalie

Let ‘Em Know You’re Here

Page Post Ad: Sponsored Story: Targeted Ad:

Page Post Like:

@pinonatalie

Let ‘Em Know You’re Here

www.YourWebsite.com/AmazingOffe

r

@pinonatalie

Likes ClicksBoth (but expensive)

Use Full Size

Let ‘Em Know You’re Here

@pinonatalie

Let ‘Em Know You’re Here

Don’t put all ads in the same campaign.

Gauge when your audience is

online & advertise then.

@pinonatalie

De

Define Your Audience

Define Your Audience

@pinonatalie

Define Your Audience

Targeting Posts:

@pinonatalie

@pinonatalie

Define Your Audience

Highlight posts w/

high engagemen

t!

@pinonatalie

@pinonatalie

@pinonatalie

Content That WorksHighlighted Post

@pinonatalie

@pinonatalie

@pinonatalie

Content That Works

@pinonatalie

Content That Works

@pinonatalie

@pinonatalie

You’re busy. We get it.

Don’t let this

happen to you

@pinonatalie

@pinonatalie

Scheduling Content

step1

step2

step3

Done!

@pinonatalie

@pinonatalie

Quick Wins

Social Coordinators

Clean up time!

Check-ins

Pictures vs. Articles

@pinonatalie

Final Takeaway

There is NOT one way right way to do

Facebook Marketing…

Study Your Audience for Best Results.

@pinonatalie@pinonatalie

Why Social Media?

1 - Be where the consumer is choosing / naturally communicating or interacting

2 - Dominate where the consumer is searching

3 – Build awareness

#ubsocial @joshaston

What is integrated marketing?

SimultaneousCoordinated

StrategicIntegration

...of all marketing

communication tools

and sources within a

company@joshaston

The “old” brand landscape

WebsiteBrick-and-Mortar

Marketing Materials

@joshaston

The “new” brand landscape

@joshaston

SocialSocialPaidPaid

Effort Coordination

SEOSEO

BlogsBlogs

BannerAds

BannerAds

Text AdsText Ads

Video CreationVideo

Creation

Client Complaint Escalation

Client Complaint Escalation

Client InquiriesClient

Inquiries

News ArticlesNews

Articles

EventsEvents

Client FeedbackClient

FeedbackPRPR

@joshaston

SocialSocial

PaidPaid

Effort Coordination

SEOSEO

BlogsBlogs

BannerAds

BannerAds

Text AdsText Ads

Video CreationVideo

Creation

Client Complaint Escalation

Client Complaint Escalation

Client InquiriesClient

InquiriesNews

ArticlesNews

Articles

EventsEvents Client FeedbackClient

Feedback

PRPR

@joshaston

What is the potential of Social?

Facebook: 750,000,000 monthly unique users Twitter: 250,000,000LinkedIn: 110,000,000MySpace: 70,500,000Google+: 65,000,000

*Estimates range up to 1 billion on Facebook (as of Oct 4, 2012.

U.S. = 166.1 million members (US population = 313 million people)

http://www.ebizmba.com @joshaston

The Worldwide reach of Social

@joshaston

Is social a viable option to connect with consumers?

According to December ’11 comScore report:

•Social networking sites now reach 82 percent of the world’s Internet population age 15

•Social networking accounted for nearly 1 in every 5 minutes spent online globally in October 2011

http://www.comscore.com/Press_Events/Presentations_Whitepapers/2011/it_is_a_social_world_top_10_need-to-knows_about_social_networking

The Worldwide reach of Social

@joshaston

The Influence of Social

Earned Media = Recommendations from family or friends

Nielsen, April '12 Study

• 92% of consumers say they trust earned media, such as word-of-mouth and recommendations from friends and family, above all other forms of advertising

• 70% of global consumers say online consumer reviews are the second most trusted form of advertising

• 47% of consumers around the world say they trust paid television, magazine and newspaper ads

@joshaston

Google has shifted the SERP (Search Engine Result Page) to be more holistic.

“Credit Repair” example to the right

Social integration | Google

Social Integration

Paid Results

Natural Results

Local ResultsDepending on the personalized view you see, often times will have videos and images as well

@joshaston

Google has integrated social into resultsNon-brand example - “Credit Repair”

Indicates who in your “Circles” have results

If your friends have posted a related post, it shows in your search results (indicated by blue icon/person)

Social integration | Google

@joshaston

Google has integrated social into resultsBrand example - “Lexington Law”

Indicates those in circle that have liked the item for both Paid and Natural search

Shows in videos below

Social integration | Google

@joshaston

Bing has formed a deal with Facebook and has integrated social into search

MSN is also making moves to take a holistic approach, similar to Google

Bing = Bing/Yahoo

Social integration | Bing

@joshaston

Own the Awareness & Interest portions of funnel

Moving up the funnel to “actively” build

Awareness and Interest will position us for

sustained growth and increased market share

1 - Generate awareness2 - Invite/encourage/assist in the progress of interest3 - Build relationship and direct consumers down “our” path to Desire/Action @joshaston

Own the Awareness & Interest portions of funnel

• Facebook users have 190 average friends

• Social users spend 12 minutes 26 seconds on social networks a day (on average, not including mobile!)

• Facebook users dig deep into their timeline to see what they’ve missed

http://www.facebook.com/note.php?note_id=10150388519243859

@joshaston

Final Takeaway

• Social Media impacts your business

• You can have a strategic influence on whether it impacts you positively or negatively

@joshaston

Public Relations = Human Relations

Both inside and outside of the organization.

@celesteedmunds

Efficient

Relevant

Targeted

Productive

Effective

Social

Traditional

Merging Traditional to Social – Where influencers and customers interact with the content = friends and followers = more exposure to your brand

@celesteedmunds

The history of traditional media

• In 2009, we saw traditional media’s big shift. Newspapers and magazines dropped in droves. Broadcast entities struggled to produce news reports with minimal staff. Digital had begun to dominate. Those news entities slow to adapt were left picking up the pieces.

• As a result, 2010 became the year of adapting, reviving and surviving.

• 2011 brought a lot of change. Google Analytics and Algorithims, Creating Facebook accts for businesses, tracking website visits.

• 2012 has brought large opportunities to companies that are willing to take advantage of the new platforms available.

@celesteedmunds

Is all about human relations. The question is how to reach your target audience. One size does NOT fit all.

Public Relations = “personalized” relations

Social Media Social Media

SEO SEO

Website Content

Website Content You Tube /

Video You Tube /

Video

Blogs Blogs

Community Events

Community Events

Public Relations:

Communicating news, information &

events

@celesteedmunds

Build & foster brand advocates!!!

Goal: Find, Identify, Direct

• Leverage traditional networks by building

relationships with the media

• Corporate events such as food drives & community awareness opportunities

• Build online communities through

social media

• Client / Employee Relationships

@celesteedmunds

11 Presentation filmedPresentation filmed

22 Post to YouTubePost to YouTube

33 Syndicate press releaseSyndicate press release

44 Post release and video on websitePost release and video on website

55 Socialize!!! Post to all of your social platformsSocialize!!! Post to all of your social platforms

Bringing it all together…

Press Release Links

Press ReleasesFast 50 – 166 (September 06, 2012 )

Corporate Giving – 130 (August 14, 2012)=296 Press release pickups

= How many Links? = 26.38% increase in web traffic

Takeaways1. Multimedia is key

2. PR 3 C’s: Content clear, concise, and compelling

3. A news release is still valuable

4. Become a part of the community and the conversation

5. Engage

@celesteedmunds