Social Media Presentation

Taking the Mystery Out of Social Media
How to Build a Pragmatic Game Plan to Improve
Your Mortgage Business

Jerry Goldstein, Vice President, William Mills Agency
Lenders One 2012 Summer Conference
August 7, 2012 - Chicago

©2012 William Mills Agency

Agenda

What is social media marketing and why is it
important?
The importance of keywords
Examples of social media
Game plan for implementing social media

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.


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.


How do people learn about your company?

They can ask about it
…either face-to-face
or through their social networks

They can read about it

Regardless, they will always
search for it on the Web


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

How do you make your website
stand out?

There are
644M+
Websites!


Ten Most Visited Websites in America
# Monthly
Visitors
1. Google 185M
2. YouTube 160M
3. Facebook 149M
4. Amazon 99M
5. Yahoo 95M
6. Twitter 91M
7. MSN 78M
8. Wikipedia 77M
9. WordPress 64M
10.Microsoft 62M

Social Media sites are critical for raising
your online visibility

Press Release Postings

Web Site
Branch Offices

Online Directories


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


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”


What are Keywords?

A word or phrase used in a performing a
search on the Internet
Keywords are used by web surfers to describe
what they hope to find when performing a web
search


Types of Keywords

Company name
Product name
Product category
Related product or service
Product feature, industry issue


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 found
Adding words or qualifiers to keywords can
increase effectiveness
– Home mortgage lender vs. best home
mortgage lender vs. atlanta home mortgage
lender


Local Search

Keyword Atlanta Dallas St. Louis

“city” 9,900 18,100 5,400
mortgage

“city” 880 2,900 590
mortgage
lenders

“city” 480 1,300 590
refinance


Hyperlinks


No Listing?


10 Step Pragmatic Game Plan

STRATEGY CALENDAR & SOCIAL SOCIAL BUZZ REPORT &
ORGANIZE OPTIMIZE SOCIAL PR BLOG
DEVELOPMENT GUIDELINES MEDIA NEWSLETTERS MONITORING ADJUST


Organize


Single geographic footprint vs. multi-city/state
Must have centralized resources and control
over local branches
Identify resources: internal vs. outside
Must have social media policies for controlling
how employees interact with social media on
the job
– Push company approved content
– Restrict personal use


Strategy Development


Set realistic objectives for lead generation
Commit to social media platforms
– Google Places
– Facebook
– Blog
– YouTube
– LinkedIn
– Twitter
– Local yellow pages and select search directories
Create a content strategy

Calendar & Guidelines


2012 August September October
Press Releases New Website FinTech 100
9-11: BAI-RDS
14-17: AFP Annual
12-13: Finovate Fall Conference
Events - Trade 16-18 AFT Fall Conference 21-24: MBA's 99th Annual
Shows (Scott) Convention
6-8 Lenders One- Jerry
Events - WMA speaking 10: FinTech 100
1) Is Public Relations an In-
House Function or Should You 7 tips for surviving 2012
Utilize and Agency? 9th Financial Industry Tradeshows Make Your Company Stand
Blog -Tuesdays 2)Williams speech at CBAA - 4th Out! -2nd
LinkedIn- 1) Start discussion on PR 1) Start discussion on PR 1) Start discussion on PR
Thursdays topic topic topic

1) Post Pictures from
Facebook post pics. From deming BAI_RDS 2) Post pictures
Monday: meeting Post Pictures from Finovate from AFP Annual Conference


Optimize


Do your keyword research
Identify a short list of priority keywords
Where to use: everywhere!
– Web page content and meta data (page
titles, descriptions, keywords, image titles)
– Press releases
– Blog postings
– Social media sites


Use Google Keyword Search Tool


Embed Keywords Everywhere!


Social PR



Embed keywords in your press releases
and hyperlink to your website

Press Release Postings

Web Site
Inbound links are Other Referral Sites
critical for
achieving a high
page rank


Blog



Social Media


Re-purpose content
to social media sites
Leverage keywords in
descriptions, image
titles, etc.
Hyperlink keywords
back to appropriate
pages of your website


Twitter feed posted on Linkedin,
promoting a blog post

Social Newsletters


75% of Gen Y prefers email to receive
financial services & account information
90% of online customers receive
permission-based email
Video in email increases click through rates
2X – 3X

Buzz Monitoring


Google Analytics for website traffic
– Monitor keywords being used to find you
Google Alerts
Top 3 free monitoring platforms for Social
Media
– Hootesuite
– Tweetdeck
– MarketMeSuite


Report & Adjust


Monitor and report on traffic
Track inbound leads and source
Report on number of new customers
originating from inbound and social
media platforms
Continually adjust
– Keywords
– Expectations and goals


Visit us @ williammills.com
Follow us @ twitter.com/wmagency
Read our blog @ fintechmarketing.com
Connect with us @ www.linkedin.com/company/william-mills-agency
Sign up for our “In Context” newsletter @ williammills.com/resources


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