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Rajiv Parikh, CEO, Position 2 , Inc [email_address] 800-725-5507 www.Position2.com

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Need Search Consider Buy 12 months ago

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Need Search Consider Buy Today

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How do you keep your customer engaged at every touchpoint of the buying process?

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An approach that maximizes customer response through a data-driven understanding of online behavior that predicts intent and drives action through a dynamic combination of search and social media marketing . Surround & Intent Marketing

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Surround & Intent Marketing Solutions to Common Marketing Challenges in Online Brand Management & Customer Acquisition

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<ul><li>24x7 brand reputation tracking and management system </li></ul>Brand Defender TM <ul><li>Manages customer interactions across multiple online channels </li></ul>Brand Touchpoint Manager TM <ul><li>Optimizes press releases for maximum ROI and coverage </li></ul>PR Maximizer TM <ul><li>39-point diagnostic website audit for search & marketing effectiveness </li></ul>Website Calibrator TM

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<ul><li>Leads from search & display channels optimized for price, volume & quality </li></ul>Performance Leads TM <ul><li>Leads from social & display channels optimized for price, volume & quality </li></ul>Social Leads TM <ul><li>Calibrates online acquisition parameters for new programs </li></ul>Trial Calibrator TM <ul><li>Optimizes & tracks your website for organic leads or lead-driven goals </li></ul>Organic Rank Optimizer TM

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<ul><li>Brands masked, and data indexed </li></ul><ul><li>All examples during 2008 & 2009 </li></ul><ul><li>Laptop manufacturer </li></ul><ul><li>Online travel/vacation service </li></ul><ul><li>Financial services </li></ul><ul><li>B2B marketing services & software provider </li></ul>

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<ul><li>Our client: a leading brand in the laptop/notebooks market </li></ul><ul><li>Crowded market with no/low brand differentiation </li></ul><ul><li>Diminishing returns from search marketing </li></ul><ul><li>Customers seeking ‘brand assurance’ from other non-commercial channels </li></ul>

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<ul><li>For both individual as well as business buyers, we conducted research to </li></ul><ul><ul><li>Understand keywords used in search/evaluation </li></ul></ul><ul><ul><li>Understand sites visited when considering a purchase </li></ul></ul>

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<ul><li>12 key laptop/technology review sites </li></ul><ul><li>Social networking – Twitter, Orkut, YouTube, Facebook </li></ul><ul><li>Custom Facebook application </li></ul><ul><li>Two sets of keywords for business & consumer segments </li></ul><ul><li>Keywords aligned around new product features </li></ul><ul><li>Creative/messaging developed around these venues, with separate bidding strategies </li></ul><ul><li>Primarily focused around consumer segment </li></ul><ul><li>Integrated Facebook and online video with a viral seeding effort </li></ul>Brand Touchpoint Manager Performance Leads Social Leads

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Web Traffic: +19% Leads: +74% Social Media share of voice: +236% Costs: -39%

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<ul><li>Our client: a large travel operator who had launched a new online service </li></ul><ul><li>Late entrant, unknown online brand, competing against giants in a crowded market </li></ul><ul><li>Key issues </li></ul><ul><ul><li>Need to build brand presence </li></ul></ul><ul><ul><li>Negative publicity as a result of a previous promotion </li></ul></ul><ul><ul><li>Expensive search marketing as result of massive overbids by competitors </li></ul></ul>

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<ul><li>Mapped purchase cycle to keywords & costs over a statistically significant period </li></ul><ul><li>High-performance keywords generated unprofitable leads </li></ul><ul><li>No feedback mechanism in their marketing-communications strategy </li></ul><ul><ul><li>Search results & blogs were filled with negative results </li></ul></ul>

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<ul><li>Rapid-response system was set up to </li></ul><ul><ul><ul><li>(a) deal with negative comments in real time, and </li></ul></ul></ul><ul><ul><ul><li>(b) highlight positive comments </li></ul></ul></ul><ul><li>Focused budgets on a newly generated set of keywords associated with higher value conversion probability </li></ul><ul><li>Re-architected site based on high margin contributors </li></ul>Brand Defender Performance Leads Website Calibrator

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Direct Web Traffic: +164% Leads: +368% Cost per lead: -62% SE Web Traffic: +750%

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<ul><li>Our client: a consumer finance firm that specializes in debt consolidation and restructuring delivered solely as an online service. </li></ul><ul><li>Competition from large banks & financial institutions with a retail presence and existing customer relationships </li></ul><ul><li>Exploding CPLs, and rapid sales cycle (2 weeks) </li></ul><ul><li>Role for customer acquisition: </li></ul><ul><ul><li>build trust </li></ul></ul><ul><ul><li>create a dialog </li></ul></ul><ul><ul><li>start a new relationship. </li></ul></ul>

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<ul><li>Negative comments lead to almost instant disqualification from the considered set </li></ul><ul><li>Massive reliance on trusted review sites – with direct impact on the sales cycle </li></ul><ul><li>Lots of unqualified ‘tire-kickers’ also in the market – and needed to be identified early in the process </li></ul>

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<ul><li>Strategically addressed negative comments posted by competitors </li></ul><ul><li>Proliferated brand content through major social media : Twitter, Facebook, LinkedIn, Scribd, Yahoo Answers </li></ul><ul><li>Supported the client’s PR/article placement efforts with a distribution strategy that accelerated coverage across key channels </li></ul><ul><li>Deployed AutoBid Recommendations Engine to manage bids and acquire high-quality leads calibrated to the client’s target profile. </li></ul>Brand Defender PR Maximizer Performance Leads Brand Touchpoint Manager

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Web Traffic: +136% Share of voice: +380% Cost per lead: -14% Press mentions: +262%

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<ul><li>Clutter of brands </li></ul><ul><li>No perceived or real differentiation </li></ul><ul><li>No presence in critical “objective” touchpoints </li></ul><ul><li>Unable to drive cost-effective leads </li></ul>

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<ul><li>Buyers, especially in this segment, seek education and practical solutions - not just branding and awareness </li></ul><ul><li>Active users of social media sites </li></ul><ul><li>Multiple stakeholders in the buying process </li></ul><ul><li>New model developed for forecasting lead-to-customer cycle </li></ul>

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<ul><li>Launched campaigns across email, newsletters, banner, CPA, search, sponsorships </li></ul><ul><li>On and off-site optimization for 10 golden keywords </li></ul><ul><li>Engaged with top review and whitepaper sites for product review </li></ul>Trial Calibrator Organic Rank Optimizer Brand Touchpoint Manager

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Web Traffic: +244% Leads: +621% Cost per lead: -74%

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<ul><li>Continues to generate growth by identifying customer intent, and keeping them engaged through the buying process </li></ul><ul><li>Improves the overall productivity of your online marketing </li></ul>

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<ul><li>US Toll-Free: +1 (800) 725-5507 </li></ul><ul><li>[email_address] </li></ul><ul><li>www.Position2.com </li></ul>