FAULKINGHAM MERCHANT SERVICES

SOCIAL MEDIA AND MARKETING STRATEGY

Kelly Giles | September 20, 2012

GOALS
Our goal is twofold. 1) Get more business for Faulkingham Merchant Services (FMS)! Specifically, we want to use the web to
increase inbound leads to FMS in the DR and association markets, as well as find prospects with an existing need. 2) Provide
additional channels for relationship maintenance with existing clients.
Currently, Mike goes directly after prospects via cold calling. We want to create a system where prospects can find, learn about and
contact FMS online. A Google search of Mike Faulkingham or Faulkingham Merchant Services returns the following. We want to
fill those results with relevant, lead-generating content.
Lastly, we want to use Mikes personality to position him as a trusted friend in the industry.

COMPETITIVE ANALYSIS
Although there are numerous competitors in the merchant services space, there is relatively low social media competition. Litle & Co.
is the biggest social media player, with a significant Twitter following and active blog. It is important to note that no competitor has a
strong video presence, and only Litle & Co. has a strong blog.
Facebook

LinkedIn

Twitter

500+ (personal,
president)

1,699 followers

277 fans

57 (group)

29 followers

Litle & Co.

124 fans

611 followers
(company page)

1,776 followers

PacNet
Services

61 fans

TransFirst

184 fans

Cambridge
Commerce
Card Not
Present
Datapak
Services
Corporation

PowerPay
Elavon

Video

Yes, active

Yes, semiactive (Vimeo)

484 followers
1,339 followers
(company page)

Affinipay
Merchant
Services, Inc.

Blog

340 followers

Yes, but not

integrated

126 followers
246 fans

500+ (personal,
CEO)

1,890 followers
(CEO)

Yes, but not

industry
relevant

STRATEGY
General Web Strategy
Social media are part of a hub-and-spoke model1, with each medium (Twitter, Facebook,
LinkedIn, etc.) being a spoke. The hub is the organizations website and blog. The goal of
social media marketing and engagement is to attract the right audience back to your website
where they can be converted to sales. That means the organizations website must be salesready in terms of design, copy, and analytics. The website must also alert visitors to FMSs
social presence. Social media widens the top part of the marketing funnel, but an
organizations website generates opportunities and clients.
Our Approach: Objectives Meet Opportunity
FMS has several objectives in each market: 1) create content that attracts new clients; 2) position Mike as a friendly expert; 3)
improve relationships with existing customers and prospects; 4) find clients while theyre searching for a solution. Competitive
advantages combined with new technology can help achieve each of those objectives.
Personality-infused video content Any form of quality content can attract potential customers, but video has several
special advantages. First, competitive analysis reveals it is an untapped space in the merchant services industry. Second,
video conveys far more personality than written content. Third, research shows that it can be easier to search engine optimize
video than written content2. Mike is able to use his dynamic personality, establish himself as a friendly expert, attract new
clients, and literally stay in front of existing customers, even when he cant be there in person.
Multiple touch points The end goal is to get a prospect to our website or on the phone, but we can use various touch
points to get their attention and stay top of mind. Individuals may discover our brand on these networks. Equally important,
these networks give prospects that arent yet ready to sign a way to stay in touch and follow the company. When they are
ready to buy, FMS will be the first company that comes to mind. FMS will integrate these touch points into day-to-day activities
(connecting with prospects each week) and even offline marketing (using Twitter hashtags at conferences and events). Plus,
each touch point offers a way to stay connected to current clients without picking up the phone.
Data monitoring The web gives us completely new access to customer conversations. Twenty years ago, the discussion
over which merchant service to choose happened at chambers of commerce or around the office. Today, its just as likely to
take place in a LinkedIn group or on Twitter. The most exciting part is that we have tools to monitor many of these
conversations, so FMS can listen and reply when the moment is right.
1
2

Most Companies Organize in Hub and Spoke for Social Business. http://www.web-strategist.com/blog/2010/11/09/research-most-companies-organize-in-hub-and-spoke-formation/e

Use Video SEO to Jump to the top of Google Search Results. http://techcrunch.com/2010/03/10/video-seo-top-google-search/
Photo credit: http://www.social4business.com/social-media-training-programs/social-media-magnet-strategy-sessions

THE HOW: CHANNELS

While there are many networks and tools, only a few are relevant for us, and each of them has their own application(s) within the
strategy. Because FMS wants to speak directly to both association and DR consumers via separate websites, each brand will have
its own presence on channels that have company (versus individually) branded pages; those channels are highlighted in green.
Create content & get found
Blog

Video

LinkedIn

Twitter

Facebook

Maintain relationships

Write a weekly blog post; look for

opportunities to guest blog and
cross-promote content

Create Google alert for keywords

Record and post videos twice

monthly
Optimize your personal profile with
keywords and apps

Connect with clients and prospects

on a regular basis; join relevant
groups; update status regularly

Search LinkedIn Answers weekly and

monitor group emails for
opportunities to comment and
answer questions

Create optimized Twitter profile;

participate in relevant chats

Follow clients and prospects on a

regular basis; tweet and use
hashtags at conferences; tweet daily

Create ongoing Twitter alert for

keywords

Revamp FMSs existing Facebook

page

Like clients and prospects business

pages; post daily
Search for and answer relevant
questions

Quora
SlideShare
Newsletter
HARO

Listen and respond

Post presentations and marketing

materials
Send bi-weekly newsletter to clients
and prospects
Respond to relevant media inquiries
to establish thought leadership

THE WHO: OUR AUDIENCES

Each community has their own personality, hangout spots, and influencers. Our goal is to find where our audiences spend their time,
the people they listen to, and how to engage them.
Direct Response

Blogs

LinkedIn Groups

Twitter Chats

Influencers

People
Commenting and
Searching

Very few blogs for this market

http://drtvmedia.blogspot.com/

Direct Response Mercenaries

Electronic Retailing & Direct Response
Pay-Per-Call Advertising
Direct Marketing Questions & Answers
Direct Response Forum
DRTV As Seen on TV
DRTV Professionals
TV Infomercial Networks
As Sold on TV
Also other niche groups, like Pet Product
Marketing

Associations

http://membershipmarketing.blogspot.com/
http://blog.memberclicks.com/
http://jeffhurtblog.com/
http://affiniscapeblog.com/

ASAE: The Center for Association Leadership

Certified Association Executives (CAEs)
Member ROI for Associations and Societies
Association Resource
Member Engagement For Online Community &
Membership Professionals

#drtv, used somewhat

conference hashtags

#assnchat, every Tuesday at 2pm ET

#asae used anytime
conference hashtags

http://www.responsemagazine.com/. No discernable
non-traditional influencers, though maybe
opportunities to cross-promote with marketing
companies.

Jamie Notter, @jamienotter

Deirdre Reid, @deirdrereid
Jeff Hurt, @jeffhurt
Jeffrey Cufaude, @jcufaude

Search Twitter, LinkedIn Answers and Quora for

terms like, high risk merchant account, DR
merchant services, infomercial credit card
processing and various combinations

Search Twitter, LinkedIn Answers and Quora for

terms like, merchant services for associations,
credit card processing for associations and similar

SAMPLE EDITORIAL CALENDAR

An editorial calendar will help you plan. Some people find it helpful to give each month a theme, whereas others like more openness.
Sunday

Monday

Tuesday

OCTOBER 2012
Wednesday

Thursday

Friday

1
Video post to
both sites
Share post on
Tw, LI, FB

2
Share one
helpful article on
LI, FB + Tw
Check #assnchat
at 2pm

3
Share one
helpful article on
LI, FB +Tw

4
Share one
helpful article on
LI , FB + Tw
Send newsletter

8
Thought
leadership post
to both sites
Share post

9
Share one
helpful article on
LI, FB + Tw
Check #assnchat
at 2pm

11
Share one
helpful article on
LI, FB + Tw

14

15
FAQ video for
both sites
Share post

16
Share one
helpful article on
LI, FB + Tw
Check #assnchat
at 2pm

10
Share one
helpful article on
LI, FB + Tw
Email influencer
about guest
posting
17
Share one
helpful article on
LI, FB + Tw

21

22
Industry trend
post for both
sites
Share post

23
Share one
helpful article on
LI, FB + Tw
Check #assnchat
at 2pm

25
Share one
helpful article on
LI, FB + Tw

28

29
Minute Lesson
video for both
sites
Share post

30
Share one
helpful article on
LI, FB + Tw
Check #assnchat
at 2pm

24
Share one
helpful article on
LI, FB + Tw
Email influencer
about guest
posting
31
Share one
helpful article on
LI, FB + Tw

5
Share one
helpful article on
LI, FB + Tw
Check LI
Answers and
Quora
12
Share one
helpful article on
LI, FB + Tw
Check LI
Answers and
Quora
19
Share one
helpful article on
LI, FB + Tw
Check LI
Answers and
Quora
26
Share one
helpful article on
LI, FB + Tw
Check LI
Answers and
Quora
DAILY
Look at Google,
LI groups, HARO
and Twitter
alerts; respond
where helpful

18
Share one
helpful article on
LI, FB + Tw
Send newsletter

Saturday
6
Prep the next
week
Connect with
new contacts
13
Prep the next
week
Connect with
new contacts
20
Prep the next
week
Connect with
new contacts
27
Prep the next
week
Connect with
new contacts
AS NEEDED
Upload new
material to
SlideShare
Monitor
conference and
event hashtags

EVALUATION AND METRICS

As with all marketing plans, but especially with social media, evaluation and
adaptation is critical. We need to see where we are getting the most return on
our investment, as well as consider if there are emerging technologies that we
need to incorporate into our plan. Well-defined metrics, like the ones below, will
help us evaluate our strategies. It is important to note that the most important
metrics those directly tying social media to lead generation require
Google Analytics on the website.
1.
2.
3.
4.

Number of information requests sent via the website

Social media sites as contributors to overall site traffic
Volume of activity (likes, followers, views) across channels
Website conversion funnel ratios visitors :: information requests ::
sales

NEXT STEPS
Thank you for letting me put together this plan! But its only that a plan. Now we need to implement. Heres how we get started:
1. Lets meet and discuss this document, make any changes, and discuss how we want to move forward.
2. Develop content ideas (topics) and discuss video logistics.
3. If necessary, have Kelly, Rocco and Mike on a call to discuss website requirements
a. If it makes sense, Kelly can also draft website requirements.
4. Investigate and purchase newsletter tool.
5. Create the necessary profiles for both websites (Twitter, Facebook, SlideShare, YouTube).
6. Create and optimize Mikes personal profiles (LinkedIn, Quora).
7. Create and sign up for monitoring services (Google Alerts, HARO, Twitter alerts).