FULL DIGITAL MARKETING STRATEGY

BERKSHIRE HATHAWAY

THE BIG IDEA

Bring Berkshire into the 21st Century Update the website, social media pages, blogs, possible display

advertising / SEO

Information-Based Exposure No need to “sell” a product, sell the company Become a hub for entertainment and insight for our vertical

Recruitment Best use of marketing is to bring in new, fresh talent

TARGET AUDIENCE

The Established Investor

The Movers and Shakers that can make an immediate difference

40- & 50-somethings with experience

The Young Talent

The best & brightest from universities and 1st jobs

Top recruits to build Berkshire Hathaway for the future

Easily molded to what they need to become

SPECIFICS

• Website

• Social Media

• Blogging

• Things We Don’t Need

WEBSITE

Current Website (screenshot from previous slide) The design and layout have not been updated. Ever. So bland to look at that it is almost a deterrent Makes those newcomers ask “Is this the real official site?”

New Website Simple, with updated navigation and a proper format & design Informational, with links to owned assets, social media, blogs, etc. More immersive and engaging content

SOCIAL MEDIA

Create/update presence across all platform Facebook, Twitter, LinkedIn, Instagram, YouTube, etc.

Compare Below

BLOGGING

The Reason: Offers an easy way to bring people into our attention with engaging

content that can also display our prowess as a company Very high engagement for those who are actively subscribed

The Benefits: Reaches out to a much younger

crowd, the young talent we need Doesn’t feel like typical, “you

should buy this good” advertising Brings in only the audience that is

relevant to us

THINGS WE DON’T NEED

SEO/SEM We’re big enough that we don’t need to be “found”

Display Advertising Limited use if any, we’re not retargeting for a product

or good

Mobile App There isn’t much that can be accomplished besides

slightly better mobile optimization, not a priority

KPI / METRICS

Simple Metrics Simple measurements and tools like unique monthly visitors,

cookies that track website visitation frequency, log-in applications to improve engagement and track further metrics

Interpreting the Data These simple things will show us how engaged visitors are and how

much they’re coming back Gives us an idea of strong our strategy is

BUDGET

Our net income for 2014 was $20B

Most established companies use 5-10% of net income of Marketing/Advertising Budget

We could use 0.00025% of our net income to create a $5M budget and more than accomplish this