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©2012 William Mills Agency
Taking the Mystery Out of Social MediaHow to Build a Pragmatic Game Plan to Improve
Your Mortgage Business
Jerry Goldstein, Vice President, William Mills AgencyLenders One 2012 Summer Conference
August 7, 2012 - Chicago
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Agenda
What is social media marketing and why is it important?The importance of keywordsExamples of social mediaGame plan for implementing social media
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©2012 William Mills Agency
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.
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©2012 William Mills Agency
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.
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©2012 William Mills Agency
How do people learn about your company?
They can read about it
They can ask about it
…either face-to-face
or through their social networks
Regardless, they will always search for it on the Web
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©2012 William Mills Agency
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
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©2012 William Mills Agency
How do you make your websitestand out?
There are
644M+
Websites!
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©2012 William Mills Agency
Ten Most Visited Websites in America
# MonthlyVisitors
1. Google 185M2. YouTube 160M3. Facebook 149M4. Amazon 99M5. Yahoo 95M6. Twitter 91M7. MSN 78M8. Wikipedia 77M9. WordPress 64M10.Microsoft 62M
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©2012 William Mills Agency
Social Media sites are critical for raising your online visibility
Web Site
Press Release Postings
Online Directories
Branch Offices
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©2012 William Mills Agency
What are your objectives?
Increase qualified Web visitors/traffic to your web site
Increase qualified visitors to your Social Media sites
Increase new business leads
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©2012 William Mills Agency
Your Goal: Get your company listed on page 1 search results
Social media is a tool to help you optimize your page rank
Social media is a tool to help you expand your “Total Online Presence”
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The Importance of Keywords
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©2012 William Mills Agency
What are Keywords?
A word or phrase used in a performing a search on the InternetKeywords are used by web surfers to describe what they hope to find when performing a web search
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©2012 William Mills Agency
Types of Keywords
Company nameProduct nameProduct categoryRelated product or service Product feature, industry issue
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©2012 William Mills Agency
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 foundAdding words or qualifiers to keywords can increase effectiveness– Home mortgage lender vs. best home
mortgage lender vs. atlanta home mortgage lender
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©2012 William Mills Agency
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©2012 William Mills Agency
Local Search
5901,300480“city”refinance
5902,900880“city”mortgage lenders
5,40018,1009,900“city”mortgage
St. LouisDallasAtlantaKeyword
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©2012 William Mills Agency
Hyperlinks
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©2012 William Mills Agency
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Examples of Social Media
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©2012 William Mills Agency
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©2012 William Mills Agency
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©2012 William Mills Agency
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©2012 William Mills Agency
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©2012 William Mills Agency
No Listing?
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©2012 William Mills Agency
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©2012 William Mills Agency
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©2012 William Mills Agency
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©2012 William Mills Agency
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©2012 William Mills Agency
10 Step Pragmatic Game Plan
ORGANIZE SOCIAL PR SOCIALNEWSLETTERS
STRATEGYDEVELOPMENT
CALENDAR &GUIDELINES OPTIMIZE BLOG SOCIAL
MEDIABUZZ
MONITORINGREPORT &ADJUST
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©2012 William Mills Agency
Organize
Single geographic footprint vs. multi-city/stateMust have centralized resources and control over local branchesIdentify resources: internal vs. outsideMust have social media policies for controlling how employees interact with social media on the job– Push company approved content– Restrict personal use
ORGANIZE SOCIAL PR SOCIALNEWSLETTERS
STRATEGYDEVELOPMENT
CALENDAR &GUIDELINES OPTIMIZE BLOG SOCIAL
MEDIABUZZ
MONITORINGREPORT &ADJUST
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©2012 William Mills Agency
Strategy Development
Set realistic objectives for lead generationCommit to social media platforms– Google Places – Facebook– Blog– YouTube– LinkedIn– Twitter– Local yellow pages and select search directories
Create a content strategy
ORGANIZE SOCIAL PR SOCIALNEWSLETTERS
STRATEGYDEVELOPMENT
CALENDAR &GUIDELINES OPTIMIZE BLOG SOCIAL
MEDIABUZZ
MONITORINGREPORT &ADJUST
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©2012 William Mills Agency
Calendar & Guidelines
ORGANIZE SOCIAL PR SOCIALNEWSLETTERS
STRATEGYDEVELOPMENT
CALENDAR &GUIDELINES OPTIMIZE BLOG SOCIAL
MEDIABUZZ
MONITORINGREPORT &ADJUST
2012 August September October
Press Releases New Website FinTech 100
Events - Trade Shows
12-13: Finovate Fall 16-18 AFT Fall Conference (Scott)
9-11: BAI-RDS 14-17: AFP Annual Conference 21-24: MBA's 99th Annual Convention
Events - WMA6-8 Lenders One- Jerry speaking 10: FinTech 100
Blog -Tuesdays
1) Is Public Relations an In-House Function or Should You Utilize and Agency? 9th 2)Williams speech at CBAA
7 tips for surviving 2012 Financial Industry Tradeshows - 4th
Make Your Company Stand Out! -2nd
LinkedIn-Thursdays
1) Start discussion on PR topic
1) Start discussion on PR topic
1) Start discussion on PR topic
Facebook Monday:
post pics. From deming meeting Post Pictures from Finovate
1) Post Pictures from BAI_RDS 2) Post pictures from AFP Annual Conference
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©2012 William Mills Agency
Optimize
Do your keyword researchIdentify a short list of priority keywordsWhere to use: everywhere!– Web page content and meta data (page
titles, descriptions, keywords, image titles)– Press releases– Blog postings– Social media sites
ORGANIZE SOCIAL PR SOCIALNEWSLETTERS
STRATEGYDEVELOPMENT
CALENDAR &GUIDELINES OPTIMIZE BLOG SOCIAL
MEDIABUZZ
MONITORINGREPORT &ADJUST
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©2012 William Mills Agency
Use Google Keyword Search Tool
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©2012 William Mills Agency
Embed Keywords Everywhere!
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©2012 William Mills Agency
Social PR
ORGANIZE SOCIAL PR SOCIALNEWSLETTERS
STRATEGYDEVELOPMENT
CALENDAR &GUIDELINES OPTIMIZE BLOG SOCIAL
MEDIABUZZ
MONITORINGREPORT &ADJUST
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©2012 William Mills Agency
Embed keywords in your press releases and hyperlink to your website
Web Site
Press Release Postings
Inbound links are critical for
achieving a high page rank
Other Referral Sites
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©2012 William Mills Agency
Blog
ORGANIZE SOCIAL PR SOCIALNEWSLETTERS
STRATEGYDEVELOPMENT
CALENDAR &GUIDELINES OPTIMIZE BLOG SOCIAL
MEDIABUZZ
MONITORINGREPORT &ADJUST
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©2012 William Mills Agency
Social Media
Re-purpose content to social media sitesLeverage keywords in descriptions, image titles, etc.Hyperlink keywords back to appropriate pages of your website
ORGANIZE SOCIAL PR SOCIALNEWSLETTERS
STRATEGYDEVELOPMENT
CALENDAR &GUIDELINES OPTIMIZE BLOG SOCIAL
MEDIABUZZ
MONITORINGREPORT &ADJUST
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Twitter feed posted on Linkedin, promoting a blog post
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Social Newsletters
75% of Gen Y prefers email to receive financial services & account information90% of online customers receive permission-based emailVideo in email increases click through rates 2X – 3X
ORGANIZE SOCIAL PR SOCIALNEWSLETTERS
STRATEGYDEVELOPMENT
CALENDAR &GUIDELINES OPTIMIZE BLOG SOCIAL
MEDIABUZZ
MONITORINGREPORT &ADJUST
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©2012 William Mills Agency
Buzz Monitoring
Google Analytics for website traffic– Monitor keywords being used to find you
Google AlertsTop 3 free monitoring platforms for Social Media– Hootesuite– Tweetdeck– MarketMeSuite
ORGANIZE SOCIAL PR SOCIALNEWSLETTERS
STRATEGYDEVELOPMENT
CALENDAR &GUIDELINES OPTIMIZE BLOG SOCIAL
MEDIABUZZ
MONITORINGREPORT &ADJUST
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©2012 William Mills Agency
Report & Adjust
Monitor and report on trafficTrack inbound leads and sourceReport on number of new customers originating from inbound and social media platformsContinually adjust– Keywords– Expectations and goals
ORGANIZE SOCIAL PR SOCIALNEWSLETTERS
STRATEGYDEVELOPMENT
CALENDAR &GUIDELINES OPTIMIZE BLOG SOCIAL
MEDIABUZZ
MONITORINGREPORT &ADJUST
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©2012 William Mills Agency
Visit us @ williammills.comFollow 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