CVOX Social Media
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Transcript of CVOX Social Media
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IT’S TIME TO TRANSFORM!BANCO POPULAR’S!MARKETING
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Index
1. Consumer Behavior Has Changed
2. How We Market Our Products/Services Needs to Change
3. Proposed Transformation Plan
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1. Consumer Behavior Has Changed 2. How We Market Our Products/Services Needs to
Change
3. Proposed Transformation Plan
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…the Internet has turned what used to be a controlled, one-way message into �a real-time dialogue with millions.
DANIELLE SACKS THE FUTURE OF ADVERTISING
FAST COMPANY, NOVEMBER 17, 2010
“
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of adult Americans use the Internet."79% "
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78% "of Internet users conduct product research online."
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SOURCE: COMSCORE, AUGUST 2010
10.3 Billion"" "searches are conducted every month on Google."
"
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SOURCE: THE MEDIA AUDIT, OCTOBER 2010
1/3"of US consumers spend three or more hours "
online every day."
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SOURCE: THE NIELSEN COMPANY, NOVEMBER 2010
SOCIAL NETWORKS/BLOGS ONLINE "GAMES
EMAIL PORTALS VIDEOS/MOVIES
= 1 MINUTE
US Internet users spend �
3x more minutes on blogs �& social networks �
than on email.
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70% �of the links search users �
click on are organic—not paid.
SOURCE: MARKETING SHERPA, FEBRUARY 6, 2007"
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Companies that blog get � �
website visitors.
SOURCE: HUBSPOT, 2010
55% more
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57% of businesses have �
acquired a customer �through their �
company blog.
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Inbound marketing costs 62% less �per lead than traditional, outbound marketing.
�AVG COST/LEAD: $143
AVG COST/LEAD: $373
OUTBOUND INBOUND SOURCE: HUBSPOT, 2011
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1. Consumer Behavior Has Changed
2. How We Market Our Products/Services Needs to Change
3. Proposed Transformation Plan
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We need to stop interrupting what people are interested in &be what people are interested in.” "
CRAIG DAVIS"CHIEF CREATIVE OFFICER, WORLDWIDE"
J. WALTER THOMPSON (WORLD’S 4TH LARGEST AD AGENCY)"
“ Audiences everywhere are tough. They don’t have time to
be bored or brow beaten by orthodox,
old-fashioned advertising. "
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70% of millionaires
use Social Media
46% of them used
Facebook in 2011
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60% "of Wealth Management
firms have no presence on
major Social Networks"
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You need to be present and be part of the
conversation.
Social media is not going away.
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Financial Services on !Social Media
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Popular One in Search Engines
Search Term Monthly Searches
Can you find Popular One?
Popular One 110,000 no
Investment In Puerto Rico 1,000 no Invertir en Puerto Rico 260 no
70% of the links search users click on are organic - not paid.
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22"
The bad news:!We’re way behind.
The good news:!We can transform!
& WIN!
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1. Consumer Behavior Has Changed
2. How We Market Our Products/Services Needs to Change
3. Proposed Transformation Plan
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Google is our new business card
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This �should be our�new marketing �mix.
• “Permission”-based • Avg response rate 20-50%
• “Interruption”-based • Avg response rate: 1-5%
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6 Month Goals
+ Define Digital presence needs + Create SM platform and personality + Evaluate website content opportunities for
improvement + Ideate content action plan "
"
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DIGITAL PRESENCE PROPOSAL
DEVELOPMENT OF SOCIAL MEDIA PLATFORM AND CONTENT FOR POPULAR ONE
360 approach to content generation and conversations + Development of a Social Media content Calendar
+ Evaluation of Popular One’s online presence and branding needs
+ Development of differentiation approaches
+ Development and implementation of Social Media platforms
+ Content development, direction and production for Website and Social Media sharing
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DIGITAL PRESENCE PROPOSAL"
CONTRACT DURATION: 3 months
MONTHLY HOURS: 40
MONTHLY COST: $5,000
TOTAL COST: $15,000
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Who We Are Our past lives...
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"
Finance Portfolio