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  Guide to Key Performance Indicators (KPIs)

Guide to Key Performance Indicators (KPIs)

Metrics for Return on investment + Return on Engagement.

In the past 3-4 years, marketing has evolved exponentially beyond hits, visitors and referral traffic. (Note, if you don’t know what these terms are, click here to see “guide to website visitor tracking.”). Today, a successful marketer needs to be aware and gather intelligence from multiple business units to truly get the full picture.

Return on Investment (ROI) is permanently engrained in the brains of all marketers and sales mavens. The term Return on Engagement (ROE) surfaced to help measure investment of time and the return from inbound marketing, outbound marketing, lead generation, social media and other online marketing tactics. Both are equally important, and both have a place in a marketing intelligence report to upper management.

KPIs are the Key Performance Indicators that represent your company’s digital footprint & online success.

Below is our TOP TEN list of KPIs we track.

1. Sales Revenue

To determine how effective your inbound marketing campaigns are performing, you must understand how much revenue your inbound marketing campaign has brought in. Gaining access to your sales revenue reports will give you a thorough understanding of what activities are working and see the differences between inbound and outbound marketing & sales.

2. Cost Per Lead

Understanding what your cost is to acquire a customer will give you a true measurement of your online success. Being able to differentiate between your inbound and outbound marketing and being able to determine which ads, emails, marketing automation or PR campaigns led to the lead will give you an informed outlook. When determining the true cost, don’t forget to include relevant costs including technology/software, CRM platforms, advertising, marketing distribution and overhead.

3. Customer Value

Keeping tabs on your customers is a natural part of any good customer retention cycle (and winback program). Managing outreach programs to current customers on a monthly and/or quarterly basis helps measure happiness, solicit satisfaction and find feedback.  Plan out your touch points carefully and strategically. In the Buyers-focused sales cycle, building rapport and nurturing relationships is key.

4. Inbound Marketing ROI

Measuring the success of advertising spend against sales will absolutely help you determine if you want to continue said advertising campaign. Return on investment means more than just measuring budgets, it is about determining which marketing functions and activities are working and, with some proper forecasting, should dictate future opportunities.

5. Traffic-to-Lead Ratio

Website traffic is one key factor in measuring differences between organic vs paid traffic, social media driven vs referral traffic, and backlinks vs SEO-based campaigns. By tracking traffic-to-lead ratio, one can see the relationship between a low ratio and missing or bad on-page SEO content or where bad campaigns are leading people to the wrong places. With a good strategist behind you and focus on conversion rate optimization, you can control the situation and CHANGE your website text, layout, UI design, forms, theme, etc.

6. Lead-to-Customer Ratio

Do you know how well your sales team is performing? We as marketers have to find ways to attribute sales success to our campaigns. Measuring qualified vs accepted leads will help track what business a rep would have gotten already (repeat business, walk-in traffic or past referral) versus genuine NEW lead (landing page, social media form conversion, etc.). Real campaigns are measured in real time and have REAL sales measurement tools in process to track and follow. You can go old school with good team communication and an Excel spreadsheet or via daily/weekly production meetings or you can deploy CRM software that all are inputting into the central repository. Interpreting that data – you as a marketing professional have to step up!

7. Landing Page Conversion Rates

As a WordPress maven, we’ve been preaching about utilizing landing pages and A/B testing to determine what content is leading your Calls to action – Your CTAs). It’s one thing to get a beautiful landing page and it’s another to design it to leapfrog ahead of your competitors or to meet the UI tastes & preferences of your intended audience.

Measuring the conversion rate will help you find out what landing pages are successful and which ones are underperforming. Form there, you can do A/B testing to see how changes affect sales. From redesign to copywriting to applying advertising methodologies (celebrity endorsement, testimonials, reviews, awards, etc.), managing is key to improving foot traffic and manipulating your lead ratio.

8. Organic Traffic

Organic traffic is your website’s natural “resting face” in search and how people naturally find you when searching without an actual inbound marketing campaign, pay-per-click ad, referral article, etc. In other words, no SEO-induced or paid online marketing tactical traffic, but just good old fashioned word of mouth or I stumbled on you. Every site wants to achieve this status. How we monitor, manage and maintain this MUST be part of your long-term SEO strategy/PR game.

9. Social Media Traffic (and Conversion Rates)

Having a strategic social media platform is vital in today’s marketing. Every client we consultant, we make sure to educate on the direct relationship with the DNA of our intended customer(s) and matching social media tools that reach those individuals or groups. For the author, Linkedin plus Pulse plus Slideshare have been proven tools. Whereas the average artist or retail outlet, Facebook plus Pinterest plus Instagram plus Twitter have been invaluable tools. The goal is to determine what your Return on Engagement (ROE) is. We do this through tracking referral traffic from social media, tracking social media channel lead conversions and through ASKING customers how they found us! At times there are opportunities to source that referral.

10. Mobile Traffic, Leads, and Conversion Rates

Optimizing your website for mobile is key. In fact, every new website we design, we START with designing in mobile and tablet view and FIGHT focusing just on desktop/laptop perspectives. Nearly 60-70% of foot traffic for most websites are first from a mobile device. Optimizing for this is no longer an option; it’s a priority.

Google Analytics, Statcounter and other website traffic tools all offer mobile vs desktop statistics. Marketing must have the finger on the pulse of tracking bounce rates from mobile devices, conversion rates, traffic per device/browser, errors and dead links, etc.  If you know what content isn’t working, you can improve the copy/content and user experience/design, which, with proper SEO and optimization work, will help with future mobile conversions.

 

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  Website Development with WordPress

Website Development with WordPress

BROEKMAN communications has a 15-year track record of developing websites with branding, marketing, business development, social media, SEO and PR front-and-center! Our core offering now is website development using WordPress. From helping translate your vision to acting as your art director/creative director, BROEKMAN communications builds amazing high-end websites as YOUR dedicated programmer.

We enable our clients to:
• Raise their profile and enhance site design with better content restructure home page; introduce headers & sliders; and more;
• Make site more dynamic with great calls to action pushing b2b and b2c initiatives;
• Promote company services more effectively for prospective clients and business development purposes;
• Create new portals and evolve old websites to be warmer, more inviting, dynamic and interactive;
• Empower staff to easily make changes and are NOT reliant on busy & backed-up IT department (or expensive guys like us!);
• Create platform for future expansion including blast email integration, salesforce/CRM integration, SEO and other desirable / needed modules; and,
• Effectively brand website as a community home to make current clients proud of their association helping improve retention.

Did you know that 17% of all sites online now use WORDPRESS?

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  Brand / Marketing Coach?

Brand / Marketing Coach?

Want to hire a marketing consultant, but feel you can’t afford it?
Ready to rebrand, but first want someone to soundboard your ideas?

HIRE BROEKMAN FOR A 1-2 HOUR COACHING CONSULTATION.

Broekman will make everything accessible and attainable.

Having offered 100s of past clients business development, branding, publicity, marketing, PR, advertising, social media and IT advice, BROEKMAN has a wealth of knowledge to share including best practices, industry benchmarks, what’s working, and pure gut instinct tailored for you.

INTERESTED in something more serious like a BRAND AUDIT?
SWOT ANALYSIS?
BIZDEV Plan? yes, that’s cool talk for Business Development Plan 😉
Tailored Marketing Plan?

HIRE BROEKMAN for a SHORT TERM HOURLY ENGAGEMENT

to help you get off the ground, execute the thought process and take you to the 50% marker
without spending your entire budget!!

Let BROEKMAN know where you want to go, and we’ll work HARD to get you there.

branding-request

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  Search Engine Optimization

Search Engine Optimization

SEO is real strength of ours. We have a proven track record with SEO basics as part of our WordPress Website Development projects. We follow many benchmark best practices, but also have successful experience with deploying plugins to strengthen site content, communicate better with bots, yield better search engine results and get 1st page ranking quickly. We offer a number of ways to do “after market” SEO basics to pick up where other wordpress installations have left off with those inexperienced. Our core focus is to yield some natural great ‘organic search’ strength in the short term and, with some real investment in search engine optimization / SEO programs, we can let the “science” lead us through the long haul!

The best way for me to demonstrate my success in achieving results is to have you search literally in Google, Bing or Yahoo any of the below mentioned key words. Strength depends on the zip code and state, but generally speaking I have been on 1st page guaranteed for ANY of these words, if not top position! Please feel free to ping me or email me if that’s not the case in your area! (Within a week of getting your challenge, we’ll hopefully move up!).

CORE SERVICES

  • Customer base / DNA analysis
  • Key Word Analysis (research, reconnaissance, recommendations)
  • Comprehensive Website Analysis & Audit
  • Analysis of Statistics (tracking visitors) and marketing intelligence reports
  • Competitive Analysis
  • Website Optimization – content, copy, keywords and images
  • Basic SEO new website best practices
  • Search Engine submittals
  • Link Building programs / back-link creation
  • Social Media SEO Strategies & Profile Development
  • Online PR Optimization
  • Blog Development & Thought Leadership
  • Target audience / channel marketing & SEO

MARKETING, BRANDING & CORPORATE IDENTITY

SOCIAL MEDIA,  COMMUNICATION & TOOLS

REAL ESTATE

JEWISH COMMUNITY

  • Synagogue Branding – #1
  • Jewish community marketing – #1, #2 and #4   (#1 for 4 years)
  • Marketing to the jewish community – #1, #5, #6  (#1 for 4 years)
  • Jewish Marketing Agency – #1, #3
  • Jewish marketing – #2
  • Jewish marketing consultant – #2
  • marketing strategy jewish clients – #2
  • jewish community grants – #7
  • jewish marketing plan – #6 and #7

RANDOM ONES

  • Google “communications websites” – #1
  • Google “b.c.” or “bc” –
  • Google “broekman partner”
  • Google “godaddy email on iphone” – #6 along with ONLY godaddy links
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  PR & publicity

PR & publicity

Over 15 years experience with studios, entertainment companies, film festival, consumer products, corporations, non-profits, start-ups, entrepreneurs and executives starting their freelance operations.

We stand as strong PR agency because of OUR impact.
We unleash YOUR creativity.
We truly empower people.
We walk YOU through the process with transparency and giving you ALL our secrets.
Finally, we balance brand management with effective initiatives, appropriate short term tactics and long term strategic campaigns with visionary eyes.
Services include:
* Originate tailored branding and public relations campaigns;
* Design identity, rebranding and anniversary campaigns,
* Oversee advertising campaigns including strategy, messaging, copywriting, design and deployment;
* Design custom creative and see thru to implementation;
* Produce events, product launches, premiers and conference presence;
* We coordinate sponsorship and celebrity talent programs;
* Manage media relations for events;
* Initiate corporate product placement/sampling;
* Manage constituency relations;
* Consult and coach leadership on strategies;
* Manage and moderate social media campaigns;
and so much more.

CLIENTS

See PR & PUBLICITY CLIENTS For More Information

RECENT CLIENTS INCLUDE:
* International Franchise Consultants Network (IFCN)
* Software Management Consultants, Inc. (SMCI)
* Kleinman & Associates
* Conscious Recovery by CLARE Foundation
* Marcus & Millchap
* Mesmerize Clothing
• International Family Film Festival
• Zula International – children’s tv show & science education merchandising
• Spark Unlimited – launch of Lost Planet 3, corporate website
• Storyopolis Art, Dallas, Texas
• William Brice Gallery, Los Angeles, CA
• American-Israel Bi-national Science Foundation, Friends of (AFBSF)
• Jewish Big Brothers Big Sisters of Los Angeles
• Cedars-Sinai and Hebrew Union College/Kalsman Institute
• Carl Terzian Associates
* TDG corp
* RJ Feder Commercial Real Estate
* Rodin Marketing
* Concord Real Estate
* Veestro
• Malibu Lumber Yard
* Pinnacle Estate Properties, Inc. – retainer since 2005 (8 years+)
* NA’AMAT USA – retainer since 2011 (2+ years)
* Multi Medical Eduipment
* Friends of Sheba Medical Center
* Rodeo Capital
* Allied Collections Services of California
* VaporBerry
* Tandem Mortgage
* Rosano & Partners
* Childers & Partners
* In Touch LIfe Coaching
* Diana Danielle PR
* Mike Fava
* Leadwizard
* Allied Exhibits
* Los Angeles Hospitality Training Academy
* Temple Isaiah
* Kehillat Ma’arav
* Valley Beth Shalom

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  Corporate Identity Campaigns

Corporate Identity Campaigns

Delivering marketing firepower, brand strategy and promotional might for CORPORATE IDENTITY PROGRAMS.

Since 2000, we’ve successfully created  brand management programs, identity campaigns, creative platforms and style guides.“broekman

We understand that our clients sometimes need guidance, copy, messaging & direction – the plan; and others, they need the deliverables and marketing collateral.

We listen to what you want and deliver what you need.

Producing top notch design work and execute campaign concepts is just part of the big picture. We just make things happen with our infectious enthusiasm, our will to to immediate action and our passion to serve. We Tap creativity and Export identity while Manifesting brand strategy & marketing initiatives.

IDENTITY CAMPAIGN DELIVERABLES:

  • Discuss Business Development.
  • Who are we targeting? Who are our customers? Past? Present? Who do we want our customer to be? What’s the DNA of that individual?
  • Discuss strategies and marketing avenues.
  • Develop Logo and style guide with different variations and uses ranging from email, web, print, social media, powerpoints, badgets and more!
  • Develop Business Collateral. Business cards, letterhead, envelopes and website landing page.
  • Business Development Collateral. Listing Presentation. Download Example. PowerPoint Presentation Download Example. SlideShare account & presentation Download example. Online Brochures. Sales collateral.
  • New Website or rebranding.
  • Develop social media campaigns – FACEBOOK fanpage, Pinterest, Linkedin, etc. We’ll find the right mix of tools that fit your approach to your target audience.
  • Marketing Collateral – Brochures, Postcards, Sell sheets, Flyers, Catalogs, CD/DVD artwork.
  • Develop Direct Mail program.
  • Develop Blast Email campaigns.
  • Develop PR Collateral – Press Kits, EPKs, PR campaigns.RodeoCapital  Screen Shot 2013-01-29 at 10.43.06 AM  TDGcorpNew

Advantages of working with me?

  • It’s RARE when you can get someone who can do BOTH web and print design… let alone someone with sales, publicity, communications and marketing background in one. 
  • People work with me because of my personality.
  • People work with me because they KNOW I am talented (execution just validates)
  • People work with me because they know that I follow through and can help them execute things that take them so long to accomplish
  • Marketing guy first along with creative guy
  • People work with me because I have a track record
  • I have a toolbox and skills that are flexible with any industry, company – I morph and adjust myself to their needs
  • People work with me because of my top 10 values
  • Traditional business man with out of the box creative mix
  • Balance between Integrity/Hard-working and Creative
  • Loyalty/Respect… they know they will be taken care of “Got your back”
  • Confidence/Charisma/Humor – in addition to being very real (New York tough, LA cool, good values, chill guy, yet professional)
  • Help people create their legacies and their legends
  • Knowledge/Intellect – got a really great toolbox
  • Connection – I survey them and I get them, I tap into what they want, Sometimes takes time to nurture, but when I build, I build….
  • Comfort – Easy to work with
  • Responsible – very. Work long on underpromising and overdelivering
  • Worth – establishing value for clients

RATES & PROGRAMS – Please contact us and we’ll be happy to do a free consultation and give you a proposal based on your preliminary scope of work!

 

broekman corporate identity campaigns

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  Consulting & Business Development

Consulting & Business Development

BROEKMAN communications brings an incredible impact to start-ups, small businesses and non-profits we assist. For over 12 years, BROEKMAN communications has been one of the leading providers of consulting and coaching services to small and medium sized businesses. We help people and organizations unleash their creativity; we empower people and walk them through the process.

  • Assessment

    We assess a prospect’s issues and opportunities, and deliver a roadmap for the improvement of the business’ performance and profitability.

  • Marketing Plan

    We see the big picture and we apply our best marketing plan and the best foot forward.

  • Methodologies

    We work with local entrepreneurs to address their own specific needs, using proven methodologies to identify problem areas and uncover opportunities for the client company.

  • Local, Regional Focus

    While the majority of our clients are in close proximity to Southern California, we have numerous regional, national and internationally clients that we learn from.

  • Industries

    While we have served a broad cross-section of industries, we’ve really honed in on helping start-ups, retail, real estate, entertainment, education, financial services, professional services, technology and non-profits.

  • Next Level Ready?

    To find out how BROEKMAN communications can help your company/organization move to the next level, CLICK BELOW for
    Logo and Identity Campaigns or Photography Booking

    hire-us  photoshoot

Requirements

  • Ideal clients will be open to exploring collaboration in a team environment throughout the brief assessment process.
  • BROEKMAN will bring their professional experience and client will bring their best listening / hearing game to explore ALL elements of a SWOT analysis (exploring Strengths, Weaknesses, Opportunities, Threats).
  • Possess good communication skills so that we can work through the push and pull of the development of our approach, and ultimately of a tailored marketing/branding plan for your organization.
  • Be open to new ideas and creativity. Some new paths open new doors. AND, revisiting tried paths, sometimes yields different (and often better) results when done right.
  • Position requires limited travel to a computer, Skype, email, cell, text and/or telephone, but BROEKMAN is open to building physical meetings into our process.
  • Collaboration is 100% performance based. What you put in is what you get out. Energy invested, creativity/marketing power earned. 🙂
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  Jewish Community Marketing

Jewish Community Marketing

We draw on over 14 years experience in collaborating as a partner to the Jewish Community including engagement with:

  • Partnership between Cedars-Sinai, Hebrew Union College and the Kalsman Institute of the HUC-JIR
    Jewish Wisdom & Wellness: Week of Learning – April 21-27, 2013 –
    CHECK OUT our LEGACY WEBSITE
    www.JewishWisdomandWellness.com
    Responsible for IDENTITY development, BRANDING, LOGO development, WEBSITE, SEO and SOCIAL media and more!
    READ MORE: CLICK IMAGE BELOW
    jewishwisdom2
  • 2 universities including American Jewish University/University of Judaism and Hebrew Union College
  • 20+ Jewish-owned non-profit foundations including The Oscar Litwak Foundation
  • 45+ synagogues – rebranding/revamping websites + membership & donor relations campaigns
    Stephen Wise Temple (Los Angeles, CA); Temple Beth Hillel – (Valley Village)Congregation Kehillat Ma’arav (Santa Monica, CA); Beth Yeshurun Day School (Houston, TX); Abraham Joshua Heschel Day School (Northridge, CA); Valley Beth Shalom (Encino, CA); Temple Israel (Minn, MN); Temple Beth Sholom (Tustin, CA); Temple Isaiah (West Los Angeles, CA); Congregation Beth Am (Los Altos, CA); Anshe Emet (Chicago,IL); University Synagogue (Brentwood, CA); Congregation Beth Torah (Torrance, CA); Congregation Beth Israel (Vancouver, BC); Beth Tzedec (Toronto, Canada)
  • Day School Marketing
    Beth Hillel Elementary School; National Day School Foundation, Abraham Joshua Heschel Day School, Valley Beth Shalom Day School & Preschool, Beth Yeshurun Day School, OurSpace Los Angeles, University Synagogue Early Childhood Center and 20+ Day Schools
  • 3 Jewish community centers including West Side JCC and the now-defunct Valley Cities Jewish Community Center
  • Jewish Youth Organizations including B’nai Brith Youth Organization (raised over $50k targeting California Jews in 8-month capital campaign)
  • Camp Marketing:  Woodcrest Preschools, Woodcrest Elementary School, Valley Trails, VT Sports Camp, Cottontail, Active Minds Active Bodies Summer Day Camp, JCC Camps
  • Israel Technology & Science – American Friends of the Binational Science Foundation
  • Jewish Health – Friends of Sheba Medical Center, Tel HaShomer
  • Membership Management Services – User Interface Graphic Design for Membership & Donor Relations software
  • Zimmer Children’s Museum
  • Kabbalah Centers International
  • Our Space LA – Special Needs collaboration between Temple Aliyah and VBS and countless others.
  • CLICK HERE FOR RESUME

I have been in the top 3 in Google, Bing & Yahoo for “Jewish Marketing Agency”, “Jewish Marketing”, “Jewish Community Marketing” and “Marketing to the Jewish Community” because of that.

Talented Jewish Community Brand Strategist, Marketing Director, Creative Director, Web Developer, Social Marketer, Schmoozer and Kibbitzer with over 14+ years

CORE COMPETENCIES:

Brand Management & Identity Campaigns
Marketing Plan Development & Implementation
Website / Content Management System Development {CMS}
Search Engine Optimization {SEO} & Online PR
Social Media Campaigns & Moderation
Online Advertising, Pay-Per-Click & Facebook
Donor Relations Campaign Development
Community Engagement Marketing
Leadership & Board Consulting
Event Production & Sponsorship

CLIENT SUMMARY:
NA’AMAT USA CASE STUDY

RETAINER FOR 3+ YEARS with NA’AMAT USA to rebrand the organization including:
* Brand management, communication, public relations, donor relations, membership, website development and social media;
* Heavy re-positioning to various Jewish communities in top 30 “Jewish community” worldwide DMAs including segmented marketing campaigns (New York, Chicago, Miami, Boca Raton, Fort Lauderdale, Cleveland, Dallas, Houston, Austin, Atlanta, DC, Seattle, LA, SF, San Diego, etc.);
* Successful launch of celebrity endorsement with Mayim Bialik (Blossom, The Big Bang Theory) with production of several PSAs (youtube), Kveller Blog posts, Facebook campaigns and more;
* Resurrect site that was down for 2+ months; Launched new WordPress-driven website with content publishing/ management system in place (www.naamat.org);
* Successful launch of donor relations program raising over $100,000 to date;
* Relaunch of their membership organization including annual, renewals, and life memberships;
* Developed new creative for all their advertising (print, in some cases billboard, online);
* Created blast-email lead generation program to their 11,000 members in the US (opens and click thru rates is through the rough to internal feeders; externally well received);
* Extensive organization consulting, behaviour modification and collaboration/leadership development with national board and stakeholders; and
* Established NEW donor relations / membership database program. Managed database migration from their existing membership software (circa 1980) to new installation of DonorPerfect with over 70,000 records.  Management of Donor Perfect set-up, data mining/management, list development, extensive custom report development.

Active JEWISH COMMUNITY Websites we’ve Designed, Coded and Launched!

American Friends of the Binational Science Foundation
Jewish Big Brothers Big Sisters of Los Angeles
Friends of Sheba Medical Center, Tel HaShomer
* Cedars-Sinai
* Hebrew Union College / Kalsman Institute
Jewish Wisdom & Wellness 2013 Conference
* Kehillat Ma’arav
Active Minds Active Bodies Summer Day Camp – Heschel Day School, Northridge
Beth Yeshurun Day School (Houston, TX) NEW
NA’AMAT USA – National organization with 30,000 members worldwide, Pioneer Woman
Oscar Litwak Foundation
Valley Beth Shalom – Young Men’s Club
Congregation Beth Torah
Our Space Los Angeles
Temple Isaiah (West Los Angeles, CA) – – web developer, IT and branding 3+ years along with Rabbi Zoe Klein’s blog
Anshe Emet (Chicago,IL) – web developer, IT and branding 3+ years
University Synagogue – complete redesign of website – web developer/IT and Communications Director for 4 years
Membership Management Services – complete redesign

// Website Management & User Interface (UI) Implementation//
Backend for over twenty synagogues to date! List avail upon request.
Congregation Beth Torah (Torrance, CA);
Temple Israel (Minn, MN);
Temple Beth Sholom (Tustin, CA);
Temple Isaiah (West Los Angeles, CA);
Congregation Beth Israel (Vancouver, BC);
Congregation Beth Am (Los Altos, CA);
Anshe Emet (Chicago,IL);
University Synagogue (Brentwood, CA); and,
Beth Tzedec (Toronto, Canada).

HESCHEL DAY SCHOOL SUMMER CAMP

Developed online brand and camp registration enrollment website.
Archive of website here:  Home Page : FAQ webpage :
Graphic Design: Solid Promotional Flyer

BROEKMAN communications :: Marketing Agency to the Jewish Community
View more presentations from BROEKMAN communications

VOLUNTEERING & LEADERSHIP ROLES:

  • Men’s Club, Leo Baeck Temple
  • Founder of the University of Judaism Alumni Association of the Undergraduate and Graduate Schools – 2001 – Present
  • Founder of the Valley Beth Shalom Young Men’s Club – 2009 – Present
  • Heschel Day School, Marketing & Website Committee Board Member, 2009-2010
  • Valley Beth Shalom, Website/Marketing Committee, 2008 – 2010
  • B’nai B’rith Youth Organization, Speaker, 2008 – Present
  • Coro Southern California, Board Member, Alumni Association, 1999 – 2001
  • Anti-Defamation League, Salvin Leadership Alumnus, Board Member, 1998-1999
  • B’nai B’rith Youth Organization, Regional and International Leadership 1990-1995
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  Social Media Consulting

Social Media Consulting

SOCIAL MEDIA CAMPAIGN DEVELOPMENT + MODERATION.

 Brand Management & Online Marketing
 Online PR & Publicity
 Social Media Campaign Development
 Networking & Moderation
 Community Engagement Marketing
 Consulting

Want to see my PINTEREST Board approach to showing you things we care about?

pinterest.com/broekmancomm/social-media/

 

Author Social Media Plan.

From Situation Assessment & Analysis to Development.

Reconnaissance mission to collect everything about {INSERT ENTITY}
(Company History, Competitive Analysis, Products, Sales, PR, Style Guides,
Annual Reports, Brochures, Marketing Collateral, etc.). SWOT analysis. Present Findings.
Evaluation of online brand, existing SEO programs (back link report determines
where site is listed or mentioned online), and existing social media campaigns.
Profiles. Gather all Profiles. Analysis of online branding. Audit is opportunity to
ensure brand security (own brand name/domain). Level of completion on 100+ sites.
Analysis of Landing pages.
Branding. Make sure identity campaign is consistent. Ensure proper use of style
guide (if one doesnt exist, we create). Voice – see past communication messaging
documents if any (will develop moving forward).
Blogging. Collect logins. Analyze existing posts and content. Evaluate comments
and methodology to response. Existing Editorial Calendar? How we publish information.
Social Elements. Reviews. Ratings. Yelp. Forums. Sharing Mechanisms.
Evaluation of likes, tweets, shares, Linkedin statuses, etc.
Content. What type of content is shared? Company driven? Product specific info?
Industry News? Schedule or Plan? Messaging document? Style Guide?
Promotions. Evaluate past campaigns. Schedule or Calendar? Terms of Service
in place? Wrap-up?  Reporting?
Tracking. Site Analytics. Traffic visitation statistics (bounce rate, length, page
views, referring links, entry/exit links, keywords, etc.). Collaboration between
Web Development, SEO and Social Media Manager? ROI highly dependent on this.
Marketing Tools & Resources. Wibiya? Bookmarklets? Sharing tools?
Online Chat? We’ll evaluate what’s missing and what can be done to improve.

Execute Social Media Plan.

Develop Code Book, Pre-Flight Arrangements, Terms of Service, Style Guide and Messaging Documents to allow flexibility in engagement.

Develop Code Book. Flexibility. Engagement. Empowerment.
Develop code book with a detailed plan of what we are doing, what we agree to execute and where we want to be. Need certain level of flexibility to make lateral and vertical moves quickly. While prioritizing the plan, sometimes window are created that we can capitalize if we have prior approval and can run with the ball. Determine LEGIT and not-legit parameters.
Develop Pre-Flight Arrangements.
Green may mean go, but there are levels of approval we agree on for certain agenda items and other layers of approval for social media profile development to work smoothly (at all hours of the night).
Terms of Service.
Agreed upon terms for how we handle giveaways, how we handle negative feedback. How we handle positive feedback, how we go back to management with critical action items, etc. Ultimately business & legal affairs sets this agenda, but there is a negotiation to get best terms possible for SM.
Style Guide.
Use of logo. Use of fonts. Colors. Monikers. Taglines. All the obvious stuff. How we position and brand. Must keep this consistent throughout. And correct those places where errors may exist.
Messaging Documents.
Ideally, we’ll go week to week with a concerted effort ensuring that messaging/content used for our Advertising and PR is being utilized and leveraged strategically with social media & online marketing.
Success linked to Internal Coordination.
Strong desire to coordinate with Brand Manager, VP of Marketing, Web Developer, Key programmers, SEO manager, PR Manager, and Sales Manager. Ideal team will work closely together. Can work independently, but have seen most success when it’s collaboration.

Social Media Consulting.

How do we drive traffic? Desired outcome? Position brand?

Big shout out Brian Solis & JESS3 who, since 2008, continues to develop The Conversation Prism, a visual map of the social media landscape. Find the latest version here: https://conversationprism.com/ click to enlarge! 

JESS3_BrianSolis_ConversationPrism4_WEB_2880x1800

 

Define & Launch.

:: Profile development, coaching and consulting
:: Facebook FanPage Strategy, Development, Campaigns and Execution
:: Twitter Strategy, Development, Campaigns and Execution
:: Advertising campaign development and management via social networks
:: Viral marketing campaigns
:: Content Management Systems (CMS) (developing editable websites using …WYSIWYG editors!)
:: Blog development and management (WordPress, MoveAble Type, Blogger, …Blogspot)
:: Social Video Consulting & Distribution (YouTube, MySpace, TubeMogul)
:: Search Engine Optimization – Organic and Paid!
:: Forums & Community Building

Track the Results.

Site Analytics.
Traffic visitation statistics. Core visitors (uniques vs. returning), Bounce rate. Length of visit. Page view depth. Popular pages. Referring links. Entry/exit links. Keywords. Search engine programs.
Blast Email Tracking.
Visitation track core statistics of delivery, bounces/errors, opens, click thrus, specific call to action links, etc.
SEM Tracking.
SEO Tracking.
Online Marketing Analysis.
Collaboration between Web Development, SEO and Social Media Manager.
Create Baseline Report.
Provide weekly/monthly updates on use of website and the above!

ALL THE WHILE WITH THE GOAL OF MEASURING
YOUR RETURN ON INVESTMENT– YOUR ROI!!!

Coaching & Training.
BROEKMAN communications would love to be your partner.

1. Short term &  long term engagement approaches.
3-6 months is average start.

2. Training Department, Team or One-on-one approach.
1-month is not uncommon.
Daily and Weekly rates available depending on hours

3. Speaker or Seminar approach
Example 1: recently did 1-Day Seminar for 14 employees
ALL-IN intensive teaching everything from Facebook,
Twitter, LinkedIn, Pinterest, WordPress Blog
Development to moderation strategy & tailored consulting

Example 2: Speaker Fee for 225-person staff retreat. Did 2.5 hour
Presentation through Lunch & Learn with intensive 1hr Q&A.

RATES DEPEND ON NEEDS & COMMITMENT.

Sample Strategic Statement.

By developing a comprehensive, strategic Social Media & Online Marketing plan, we will be in a better position to:
•Capture greater fan ‘market share’ through effective marketing and promotion via social networks, online efforts and events;
•Initiate community involvement, sponsorship, outreach programs and other acts of good will to gain local recognition in key core markets;
•Distinguish from your “competitors” by Developing strategic partnerships with key industry leaders & organizations that compliment our mission;
•Promote unpublicized success and capitalize/leverage experience
•“Tell The Story” more effectively to clients and media as well as Garner greater coverage of key news stories;
•Showcase YOU as cause-related thought leader in the Industry;
•Engage fans and prospective fans through more targeted promotions;
•Enhance referral fan sites and create partner relationships;
•Collaborate making public ambassadors in a more meaningful way for mutual publicity;
•Position you for more speaking engagements and guest appearances; and,
•Monetize your site and social networks with targeted opportunities

Sample Consulting Role.

o Asset & Advisory Role to Senior Staff, Admin & Marketing
o Be a soundboard to ideas and act as an advisor to marketing & PR team
o Play role of Creative Director or Brand Manager to help punch up collateral development, powerpoint presentations, DVD/movie presentations, websites, etc.
o Provide brainstorming and marketing plan development ideas to department heads
o Assign under-performing territories not covered actively by Sales and Showrooms…. Were little sales exist and let me drive Business Development in test markets!
o Creation of ambassador program (referral based program) through brokers and key managers

 

BROEKMAN communications PROFILES
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LinkedIn Linkedin
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FlickrPicasa (2006-2010/1 cutting room floor)

Skype

Google+

Wordpress Marketing Director + Creative Director + Principal

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  Real Estate Publicity

Real Estate Publicity

Delivering brand strategy consulting, marketing campaigns and PR for luxury real estate developers, brokers, realtors and investment companies throughout U.S., Europe, Costa Rica and Middle East for past 10 years.

Our expertise:

  • Brand Strategy & Marketing

  • Marketing Campaign Development

  • Traditional PR & Publicity – office grand openings, promotion of star realtors, and luxury home press

  • Lifestyle & Luxury Brand marketing

  • Celebrity-owned homes and entertainment industry publicity

  • Residential and commercial properties, mixed-use, shopping centers and restaurants

  • Logo Development & Identity Campaigns

  • Website development + SEO

  • Search Engine Marketing – Pay-Per-Click, Advertising, online PR

RECENT MARKETING CONSULTING CLIENTS

MALIBU LUMBER YARD – Creative Director
Creative Director for luxury shopping center development. Freelance marketing/pr/social media. In-house Private Consulting – “supplementary” to ad/pr agencies. www.themalibulumberyard.com 

1162 VIA DE LA PAZ, PACIFIC PALISADES  – Creative Director
Partnership collaboration with Structure Home, Green Builder Media’s Vision House LA and Prudential in Brentwood. Developed website and online brand. www.1162ViaDeLaPaz.com

THE PLAZA AT SANTA MONICA – Social Media Director, Project Manager, Art Director
Social media agency of record for Metropolitan Pacific, Clarett West Development and DLJ Real Estate Capital Partners for luxury real estate mixed-used city-owned shopping center in Santa Monica. Oversee all monitoring of online brand during early entitlement phase of city approval and permitting. Develop social media strategy for development team and oversee all social media and online PR initiatives in collaboration with The Garvey Group. Set-up, acquire handles, design user experience, develop calls to action and develop content/posts on dedicated Facebook, Twitter and other accounts. www.ThePlazaatSantaMonica.com | www.facebook.com/plazaatsm

THE SLIDING DOOR COMPANY – Social Media Director 
Developed online marketing strategy, including marketing intelligence, website audit, visitor tracking mechanisms, blast email campaigns and creative and resource allocation. Authored social media plan and launched social media platforms including: www.facebook.com/TheSlidingDoorCo ~ twitter.com/#!/SlidingDoorCo

KALIA LIVING  – Social Media/Creative Director
Develop company’s new brand online showcasing its luxury custom homes and vacation properties across four (4) master plan communities in Guanacaste, Costa Rica – 1500+ acres. Collaborated with CEO and leadership to develop new website and collateral. Served an on-going Business Development role. www.kalialiving.com

THE GOOD LANDLORD – Creative Director
Book launch, website development, brand activation and social media moderation for new real estate consulting practice. www.TheGoodlandlord.com

HARRY ROSS INDUSTRIES – Creative Director
Launch website and property branding for Commercial Brokerage.

PRENDAMEX (Mexico) – Creative Director
Launch US-based website for Mexico-based real estate & retail corporation.

QUEST REALTY GROUP – Creative Director
New website / branding for Commercial Broker

DELPHI PROPERTIES – Creative Director
Commercial Agent marketing support including blast email, flyer development and website management.

ABODE GLASSWELL PARK – Creative Director
Launch property website to support Entitlement process and community relations programs. 

3TEN Development – Creative Director
Establish all branding, Launch corporate website, Launch property microwebsites and support co-founders with marketing/PR advice. 

CASA DE LOS ANGELES – Creative Director
Establish all branding, Launch corporate website and support co-founders with marketing/PR advice. 

WEINTRAUB FINANCIAL SERVICES Creative Director
Started new Identity Campaign including rebranding to Weintraub Real Estate Group. Developed logos, business cards, letterhead/stationary & envelopes and other key collateral.  

CONSENSUS PLANNING GROUP – Marketing  Manager/Creative Director
Marketing Manager for Land Use/Entitlement PR Firm
Directed marketing for four-office firm that specializes in real estate and land use community, entitlement and development PR. Developed and executed multi-tiered marketing & PR plan, including developing new website. Managed all creative for client acquisitions and project fulfillment, including numerous notable real estate developers, public affairs contractors, city/county entities, and private parties seeking land use and transportation consultation.Community Relations for John Laing Homes, Home Depot, John Laing Homes, M. David Paul, Standard Pacific Homes, J.h Snyder, BNSF, OCTA and numerous others. Extensive web, blog, design, and pr experience.

RESCH POLSTER BERGER LLP
Web Developer/Marketing Manager
Developed and launched new brand identity and website for Sunset Blvd. Law Firm that specializes in Real Estate, Business Litigation, and Intellectual Property. Responsible for strategy, copywriting, graphic design, art direction, photography, user interface, coding/programming, and optimization. Developed CMS system using WordPress. View at www.RPBlaw.com.

PEITZMAN WEG & KEMPINSKY
Web Developer/Marketing Manager
Revamped and relaunched firm website for Century City-based law firm specializing in Bankruptcy, Restructuring and Real Estate. Worked with senior partners to design and launch new user interface, give facelift to entire website, and completely restructure content management system. Responsible for strategy, graphic design, art direction, new user interface, coding/programming (coldfusion), and extensive backend database work. View at www.PWKllp.com.

ROSANO & PARTNERS
Marketing Director & Creative Director
Support launch of Rosano Partners (Residential & Commercial), Rosano Property Management and Roman Group LLC (Investment property) companies. Extensive collateral & marketing campaign development including logo development, letterhead and business cards, direct mail campaigns, website support and printing & fulfillment.

PINNACLE ESTATE PROPERTIES INC. – Creative Director/Marketing Director
10 year partnership since June 2005.

  • Oversee Creative, Graphic Design & printing for 9-office 900+ real estate agency
  • Corporate identity for company including corporate and individual agent listing presentations.
  • PR for 4 office openings + 20th Anniversary Campaign.
  • Developed Estate Division brand
  • Established 2016 new logo and style guide. 
  • Established new 2016 corporate signage program. 
  • Developed monthly company-wide training of online marketing, social networks, and company initiatives.
  • Developed corporate and individual agent listing presentations, including recent 2016
    new listing presentation.
  • 1000+ direct mail campaigns.
  • Handled all business cards for 500+ agents including design (100s of variations) plus printing.
  • Responsible for 45 recruitment campaigns re-branding Pinnacle.
  • Managed 20th Anniversary campaign plus grand opening of 2 offices.

COLDWELL BANKER – Publicist/Marketing Manager
Developed 100th Anniversary Campaign for Valley-based franchise offices of Coldwell Banker.

CASE STUDY: LUXURY SHOPPING CENTER

Creative Director for Malibu Lumber Yard.

Responsible for managing all marketing and creative for new luxury shopping center off Pacific Coast Highway and Cross Creek Road.
* Designed shopping center logo and identity program.
* Developed way-finding and graphics & signage program, including getting City of Malibu approval. Designed Monument, Pylon and Directory Signage.
* Supported grand opening with marketing collateral & PR services.
* Managed numerous freelance marketing / pr / social media projects. In-house Private Consulting – “supplementary” to ad/pr agencies.
* Collaborated with numerous players over the years including real estate companies managing Tenant Representation as well as Retailers.

PROJECT HISTORY

* Initially hired by Brett Thornton of TDGcorp as Project/Construction Manager and General Contractor.
* Then hired by Weintraub Real Estate Group to expand role.

ABOUT MLY

Malibu Lumber Yard is a 32,000 sq.ft. upscale boutique outdoor lifestyle retail shopping enter Located in the beautiful beach community of Malibu California That features a mix of national, regional and local upscale retail and restaurant tenants. Opened May 2009. Tenant list includes •James Perse •Intermix •Maxfield •Alice and Olivia•J Crew •Ever •Tory Burch •Theory •Adriana Shamaris •Chip & Pepper •Crumbs •A Tropical Affair •Il Cono Gelato •Bernie Saffire Salon and •Insurrection.
www.malibulumberyard.com

2016 Pinnacle Estate Properties Listing Presentation

2016 Pinnacle Signage Identity

Creative Director for Champion Real Estate Company

Develop new corporate identity starting with investor corporate brochure.

EXTENSIVE WEBSITE + IDENTITY DEVELOPMENT

1162ViaDeLaPaz.com – $4M Luxury Green Home in Pacific Palisades
Rodeo Capital – Real Estate Investment & Loan Firm
Casa de Los Angeles – Luxury vacation rental house in Punta Leona, Costa Rica 
Kalia Living – Four master-planned communities made of Luxury Green/Eco Homes in Guanacoste, Costa Rica 
Costa Rica Luxury Homes– Brochure Website 
TDG Corporation – Shopping Center Developer Identity Program (logo, website, project websites)
Pacific Trust Escrow
StephaniePayab.com – Stephanie Payab, Prudential Realtor Website 
Stephanie & Marlene – partnership of two agents, tied to promotion!
MichaelGalieote.com – REALTOR website
Advanced Builder LA / Elite Home Builder – New website and marketing for two+ year
OwenSells.com – ‘Celebrity’ Rockstar Realtor
Chateau de Soleil – Affordable Housing project – logo and website
Lightning Modification – Loan Modification identity + website
Wealthpoint Equity Ventures – Investment Firm
$50M confidential real estate investment fund with four partners – buying ‘tape’ from banks for large dbase of foreclosures
SJA Strategies (public affairs) – Public Affairs/PR Firm specializing in Real Estate Entitlement – company logo and website
3-B’z Painting Co. – Residential/Commercial Painting Company
Roman Group LLC – Identity campaign – logo/bcards/letterhead + website
Debibi Strategic Partners – founding partner

REAL ESTATE LAW FIRMS

Margulies Faith Law – New merger between two real estate/bankruptcy law firms
Landsberg & Associates – Developed 2 corporate brand identity campaigns in 4 years.
Resch Polster Berger LLP – developed new WordPress-based website
Margulies Law Firm – New 2009/2010-launched WordPress-based website
Peitzman Kempinsky Weg LLC (budgeted facelift prior to new launch)

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