Social Media & Conversion

• Companies typically spend $92 to bring customers to their site (92:1)…but only $1 to convert them.• Pressure is on to monetize % of marketing budget spent on SM• Amazon.com: “Don’t spend on advertising; rather put those funds into service.” (customer service, items arrive early/on-time, web/user experience)• Tin Man’s 3 voices of SM: - Conversation (UGC, relationships, sharing content) - Commercial Speech (listening to learn/for service, Groupon) - Advertisements (contextual ads, Facebook ads)

Social Media Metrics

Metrics

• “Listen Before You Measure” is the new “Think Before You Speak”

• What to listen for…

• ROC is the new ROI

14 Facebook Metrics

1. Impressions 11. Spent 2. Clicks 12. Unique Impressions3. CTR 13. Unique Clicks4. Actions 14. Unique Clicks Rate5. Actions Rate6. CPC7. CPM8. Social Impressions *User Insights…pay 9. Social % attention to this!10. Social CTR

Twitter

• Regular vs. Promoted - Promoted Tweets - Promoted Trends - Promoted Accounts

• Regular: RTs, Replies, Clicks, Followers, Lists

• Promoted: Impressions, Clicks, RTs, Replies, Engagement (%)

5 Best Practices

1. Employ effective metrics

2. Always use multiple metrics

3. KPIs are a great place to begin

4. Track the hell out of it!

5. Do something with the data

Internet Marketing Tools

Social Media

1. http://twitturly.com/

2. http://topsy.com/

3. http://socialmention.com/

4. http://monitor.wildfireapp.com/

5. http://www.quarkbase.com/

Analytics

Raven Tools- Tool to help manage several marketing efforts.

SWOT Analysis

Competit ive Analysis

Competitors

What are our competitors doing marketing-wise…

and what does that mean for Mahaffey?

Sprung Instant Structures:• Blog? NO• Twitter? NO• Facebook? NO• YouTube? NO (someone posts on behalf of them here)• LinkedIn? YES

Cover-All/Norseman Structures• Blog? NO• Twitter? NO (but they do have a 4square account)• Facebook? YES (not updated)• YouTube? NO• LinkedIn? NO

Karl’s Event Services:• Blog? YES (but not maintained)• Twitter? NO• Facebook? YES• YouTube? NO• LinkedIn? YES

Universal Fabric Structures• Blog? NO• Twitter? YES• Facebook? YES (but not updated)• YouTube? YES• LinkedIn? YES

Classic Party Rentals (Corporate)• Blog? YES• Twitter? NO• Facebook? YES• YouTube? NO• LinkedIn? YES

Chattanooga Tent Company• Blog? NO• Twitter? NO• Facebook? YES• YouTube? NO• LinkedIn? YES

Big Top Shelters/Big Top Military• None…

PR

Industrial:• Commercial Construction• Fleet Equipment• Power Engineering• Pipeline & Gas Journal (if we have a job to submit?)

Special Events:• Catersource & Event Solutions• Club & Resort Business• Sports Business Journal• Scene Magazine (New Orleans)• Golf Week (I have a contact at Racquet Club of Memphis!)

Military, Aviation (opportunities?):• DRG, Overhaul & Maintenance, Aviation Maintenance

Social & Mobile Media

Opportunit ies5

Competitors are doing next to

NOTHINGwith social media. . .

… and, overall, through

their marketing programs,

they’re all

saying the

SAMEthings.

What doesthat

meanfor

Mahaffey’sMarketing?

Their lack of innovation gives Mahaffey a

BIGOPPORTUNITY

!

To gain attention and market share…

Through smart, savvy

social media(and mobile)

marketing programs.

But our marketing programs must produce value through…

f i l l ing gaps, solving problems, and extending new benefits to our various

markets.

Instead of creating a series of Twitter and Facebook accounts

l ike every other company…

we’l l create UNIQUE programs that no one else is doing.

Our social media programs wil ll ink to and heavi ly promote the content of inf luencers who we want to promote us…

and in the process provide us FREE content.

Instead of only using text, we’l l use dynamic

medial ike VIDEO and MOBILE.

Our programs wil lleverage the content we’re

ALREADY creating for our lead nurturing and management

init iatives so that our content is MAXIMIZED

across various properties.

All marketing content wil lleverage keywords

to optimize our search-engineRankings to “pul l” more

traff ic to our sites.

Mahaffey’s Marketing Differentiation

Our Markets

Which Markets Do We Want To Reach?

TARGET

MARKETS

Challenges

What challenges do we face?

We want tolaunch unique,

high-impact programs…

but we must also

build around our

challenges.

Small marketing department: Must be mindful of how many activit ies we can manage…and how manageable our activit ies must be.

Marketing budget: Must be smart (and unique!) with marketing spend, as we don’t have a big-company budget.

Timetables of programs: Must priorit ize which programs launch for which markets and in what t imeframe.

Which opportunit ies can

we leverage?

Opportunities

MARKETING

OPPORTUNITIES

#1:Special Events

Blog

#3:Video

Stories

#2:Video Tents

(“EventCasts”)

#4:Mobile

MarketingPrograms

#5: Media

Relations & Publicity

OPPORTUNITY

Special Events

Blog

#1

While many of our marketing programs focus on “national accounts,” our Special Events blog serves our local market, and boosts our local reputation as top-t ier event partner.

SPECIAL

EVENTS

Content, promotion, and SEO on our Special Events Blog to increase awareness & SERPs.

BLOG

In 2011, we wil l place more focus on our Special Events Blog, and through our SEO resource, increase its rankings and exposure.

Special Events

Blog

HowTo

Improve

• Content Frequency: Post to the special events blog at least 1x/week.

• SEO: Optimize blog through SEO best practices.

• Content Topics: Leverage creative content topics that help event planners and customers (e.g. brides) in ways outside of tent rentals and give t ips and advice that focuses on improving the “entire experience.”

• Video Content: Aside from pure text posts, feature video and audio sl ideshows that center on our expanding universe of content topics.

• Promotion: More heavi ly promote the blog across Twitter and other onl ine outlets to drive more traffic and gain more fol lowers and subscribers to the blog.

OPPORTUNITY

Video TentsSponsor

#2

While so many companies would jump through a thousand hoops to have the opportunity to be featured at high-profi le events… Mahaffey has already solidif ied relationships and is featured at many of the nation’s most anticipated events!

VIDEOTENTS

A strategy to circulate buzz for our customersAND Mahaffey.

SPONSOR

Mahaffey can leverage these events to increase our own exposure AND provide customers with a tremendous new source of value.

Video Tents

Sponsor

Sponsoring Video Tents where event-goers can capture their experiences and record videos during the event…

… helps the event producers yield more buzz and for Mahaffey to be recognized in the social media

community.

HIGH

PROFILE

EVENTS

Possible events for this opportunity include:

HowIt

Works

• Mahaffey provides a free-of-charge tent (or pays for booth space) at the event, which provides a way for event-goers to permanently capture and share their experiences in a unique video-rich format.

• All videos carry the event producer’s logo and are “sponsored by Mahaffey.”

• Videos are uploaded to a YouTube channel created for that specif ic event.

• Links to videos are sent to event-goers to encourage them to share with their online networks.

• Mahaffey also promotes the program to

industry influencers and press/media outlets.

CustomerBenefits

Benefits to our customers…

• Free for event producers.

• Increased promotional content for the event/event producers.

• Hundreds of content assets for event producers created over a few days.

• Added value for event-goers.

• Increased “buzz” for the event through onl ine sharing.

• Turnkey for event producers (we handle everything).

Benefits for us…

• A program that creates MORE value around our core competency…and makes us a marketing partner (not just a tent provider).

• A wealth of promotional content created in a few days for Mahaffey to leverage through our marketing programs—and in sales pitches.

• Enhances relationships between Mahaffey and national customers/partners.

• Differentiator: Mahaffey is the ONLY company in the industry doing this = Leader & Innovator!

• Brings Mahaffey further into the 21st century through social media tools and technologies .

MahaffeyBenefits

©2009 Christina Kerley/ckEpiphany

All Rights Reserved

• Tent/booth materials

• Camera crew (create,edit, and launch al l videos)

• Create YouTube channel, upload videos

• Send video l inks to event-goers

• On-site tent/booth management

What We Provide…

Provide space at venue for 1 tent or booth

space

. . .What They Provide

Easy, hassle-free, added value for our

customers!

Let’s start with some “pilot customers”l ike…

OPPORTUNITY

ProjectVideos

#3

Another way to “tell” Mahaffey’s story of enabling business and providing mil itary housing (for example) is to “show” our stories through videos

PROJECT

Show vs. Tell : A strategy to tel l Mahaffey’s stories…through dynamic videos that are easily shared over the web.

VIDEOS

that are easily posted and shared over the web (and through web-enabled mobile devices). In creating our own video channel, we ALSO promote our customers.

Project Videos

Storieswe

can promotethrough

videoinclude:

Assisting in the Gulf Region Clean-Up

Green Lantern Movie (Aviation & Movie Angles)

20 Years of Jazz (NOLA Jazz Fest)

St. Jude’s Target House Festival

“Green Since 1924” (Mahaffey’s History of Being Green)

Portfol io of Disasters We’ve Assisted With

Mahaffey’s Versatil ity Across Myriad Industries

Industrial Examples of Increasing Productivity and Enabling Business Growth (warehouse space…on-site lunch tent).

Portfol io of top-tier movies we’ve helped with during production.

Ice Show!

OPPORTUNITY

Mobile MarketingPrograms

#4

Busy business professionals are never without their mobile devices—and rely on them for helpful applications, information, and features that make their work tasks easier and more efficient. And mobile provides a ful l suite of tools to leverage (see next sl ide).

MARKETING

Another BIG opportunity is to leverage mobileapproaches in our marketing.

MOBILE

Mobile Marketing Programs

Mobile marketing programs workto increase exposure among exist ing AND potential customers… and secure Mahaffey a place on our prospects’ mobile phones.

MOBILE T

OOLS

MOBILE

TOOLS

Exponentially increase reach

Anytime-anywhere decision making

Wide variety of new marketing tools

Uniquely personal, “immediate” media

100% measurable

“First-Screen” brand impression

Lead-generation opportunities

Maximize existing investments and content

#1

#8

#7

#6

#5

#4

#3

#2

#9

#10

10Benefits

OfB2B

MobileMarketing

Brand presence in mobile world

Extend brand value across mobile media

TOP

Besides the first step of creating a Mobile website (as all companies must now create separate and optimized mobile sites for the small mobile environment), Mahaffey could create Apps for our business audiences to download—such as ROI calculators or other business-centric programs that streamline business activities and communications while they’re working remotely.

Additionally, we could create a subscription-based stream of SMS alerts (texts) that inform executives of stories and developments relevant to their industry sectors—and enable them to stay “in the know” when they’re away from their computers.

MobileNext

Steps

• Identify all mobile marketing opportunities for our various target industries.

• Prioritize and choose which mobile programs to develop in 2011.

• Set budgets and timetables for al l mobile programs.

• Promote mobile programs across our existing programs—including DRIP, websites, and direct mail efforts.

• Pitch story angles on our mobile init iatives to press outlets, as we wil l be the first in the industry to integrate mobile into our marketing.

OPPORTUNITY

Media Relations

& Publicity

#5

Mahaffey has created solid relationships with trade press outlets, and this focus wil l only grow stronger in 2011—especially given our innovative marketing programs across social and mobile media that give media outlets unique media stories.

Marketing wil l continue to focus on media relations and publicity in 2011.

MEDIA

RELATONS

Media Relations

& Publicity

We wil l introduce a breadth of stories to media targets on a regular basis, spanning many story angles, many of which are l isted on the fol lowing page.

StoryAngles

to Yield

MediaCoverag

efor

Mahaffey

Green Since 1924: How Mahaffey ensures eco-friendly events and ‘green’ structures.

High- Impact, Cost-Eff icient: Focus on Mahaffey’s Economic Value Proposition… and how that serves our customers.

Mahaffey as Driver of 21 st Century Marketer In Portable Structures Industry: Coverage of our Video Tent Program And How Mahaffey is bringing the fabric structure industry into the 21 st century.

Small Company, BIG Footprint: Marketing-focused story of how a small company targets, serves and promotes to vastly different industries.

Marketing Innovation: Story focused on our social media and mobile marketing programs—and how we’re moderniz ing an entire industry through our cutt ing-edge creativ ity.

*NOTE: Last two are more to promote Beth’s speaking engagements.

Tradeshows/Conferences

Tradeshows:• API Tent Committee Meeting – Houston, TX sometime in February• Catersource/Event Solutions (Video Tents) – Las Vegas February 27-March 3 (ARA going on here as well)

Educational Conferences:• MarketingProfs Digital Marketing Forum – Austin, TX February 1-4• Search Engine Strategies East – New York March 21-24• BMA B2B Marketing Conference – Boston, MA June 14-16

Miscellaneous:• Gulf Coast Bridal Show, February 14-15• 2-Day seminar in Knoxville, April 13-15 (tentative speaking engagement!)

2011 Budget