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Welcome & Introductions Research Digital Marketing Strategy SEM SEO Yahoo! Facebook Ad Networks Retargeting Website Packages Advertising Packages Questions Meeting Agenda

The Media Landscape is Changing Drastically… THEN

Countless ways to consume media today NOW

Online Spending Projections

How can your company best reach your own competitive market? A Few Questions to Consider:  Who are the competitors in your market?  Who are you trying to reach?  What makes you stand out from the rest?  How does your website stack up?  What is your web footprint?  What is your social media strategy?  What is your SEO strategy?

How does Hearst Help You Manage the Internet? Website Evaluation Optimize Current Website for SEO Build custom keywords and ads for search engine marketing Run SEM campaigns to drive traffic and increase leads Utilize other marketing tools such as Yahoo!, ad networks and Facebook to drive traffic and increase awareness

SEO and SEM What do these acronyms mean to me? SEO: Search Engine Optimization This process improves the volume or quality of traffic to a website from search engines via “natural” or “organic” search results. The SEO process can deliver more targeted traffic & provide cost-effective leads. 4 Types are: Managed SEO Keyword/Landing Page SEO Directory SEO Content SEO SEM: Search Engine Optimization SEM: Search Engine Marketing This process involves PPC (Pay Per Click) advertising. Customers are led to your website through targeted ads and keywords. The best part is that you only pay when they click!

Organic / Natural Results Position is determined by search algorithms which assess relevancy Sponsored / Paid Results Paid advertising containing a 2–5 word title (call to action) and 2 short lines of text SEO & SEM Are you targeting Searchers on both sides of the page?

SEM Analysis Horizon Bay Terrace Living – Currently capturing 38% of clicks within the Houston market ImpressionsClicksCost Top 20 Keyword Performance - August ,999611$2, Estimated Click Traffic - August ,590$3, % Share of Voice 38%85% retirement senior living senior apartments senior housing houston independent living senior apartments houston retirement houston retirement home senior housing senior living houston houston retirement retirement planning retirement homes houston retirement living houston retirement communities horizon bay senior retirement communities senior homes senior homes houston retirement housing houston houston senior living retirement living houston retirement housing senior living south texas retirement home houston Please note this report is looking at the Top 20 Keywords and not all of their keywords so the total costs shown here are less than their total monthly click budget. With that said, these 20 keywords make up 70-80% of the overall click activity.

Amber Park- Currently capturing 53% of the clicks in the Cincinnati, OH market Impre ssions ClicksCost Top 20 Keyword Performance - August ,927237$ Estimated Click Traffic - August $ % Share of Voice 53% amber park retirement Cincinnati senior living assisted living nursing home senior living where to retire senior apartment Cincinnati senior home Cincinnati retirement planning Cincinnati senior housing Cincinnati senior apartment retirement communities independent living horizon bay senior living apartments senior apts senior independent living horizon bay senior living retirement community Cincinnati retirement residence Cincinnati memory care community Cincinnati retirement locations Cincinnati senior apartments Cincinnati senior community SEM Analysis Amber Park Please note this report is looking at the Top 20 Keywords and not all of their keywords so the total costs shown here are less than their total monthly click budget. With that said, these 20 keywords make up 70-80% of the overall click activity.

Custom Reporting for Horizon Bay Can build a detailed custom weekly report with top line and detailed performance in one excel document Campaign Summary – Can build a custom summary report showing performance for each campaign (geo targeted vs. geo modified. Also showing ad group level performance Weekly Summary – Can build a easy to compare week on week campaign performance

Different Kinds of SEO Search Engine Optimization Managed SEO Keyword/Landing Page SEO Content SEO Directory SEO

The Power of the SWARM

Website Evaluation Your website is your most persistent communication vehicle with customers and prospects. Having a successful website is key to driving traffic and creating quality leads. To a consumer your website is a reflection of you as a company.

SEO KEYWORDS What Is Swarm Marketing? It is Not Conventional SEO The big problem with SEO, even when it is done effectively, is its limited ability to significantly improve your overall visibility in search. True SEO requires that each existing web page be optimized for a single keyword, two at most. Trying to “optimize” a page for more keywords merely compromises the optimization for all the targeted keywords on that page. A large corporate site may be limited to a few hundred optimized keywords. It’s likely that there are hundreds, thousands—possibly even tens of thousands—of keywords that could deliver qualified prospects to your products or services. Certainly many more than several hundred! But to rank high for all these keywords would require an optimized page dedicated to each one. Thousands of web pages? This is the core practice of Swarm Marketing, which eclipses the competition with a swarm of highly targeted, highly optimized “landing pages” to deliver an astonishing volume of qualified prospects.

PPC KEYWORDS SEO KEYWORDS Swarm Marketing Swarm Marketing is not SEO. It’s not PPC. It’s something new and different. Swarm Marketing brings you qualified prospects from the keywords you are now using for both SEO and PPC. But then it also covers the enormous unexploited keyword territory between them as well. Swarm Marketing is a method of interactive marketing that creates and manages a literal swarm of thousands—or tens of thousands—of highly targeted web pages that rank high in Google for virtually every search term your prospects might use to find your products or services. Not spam pages, but real marketing content pages. Think about it. Swarm Marketing is the only way you can BE EVERYWHERE in search. In every search engine. For every search term you need (and there may be thousands!) Every second of the day.

The Power of the SWARM

Missed Opportunities The Horizon Bay website currently has 42 keywords that rank on the first two pages of Google. (These do not include Horizon Bay brand names and community names, which are automatically optimized by Google.) These 42 keywords represent about 345,000 searches per month in Google. We have identified 343 keywords that we believe should rank on the first two pages of Google. These keywords represent about 2,560,000 searches per month in Google. Achieving rankings for these keywords would inprove your web visibility by nearly 750%! 345,000 searches/month 2,560,000 searches/month From to The Missing 2,115,000 Searches Website Evaluation

Using standard assumptions here are the expected leads generated by web marketing. 1% searches-to-visitors ratio 1% visitors-to-leads ratio Current Swarm <35 qualified leads per month >250 qualified leads per month

Online Display Advertising Ad Networks & Retargeting

Did you know: On an average day, the Yahoo! Homepage on reaches nearly 60 MILLION visitors, that’s nearly 3x the leading primetime shows. Yahoo! attracts users with engaging content

Yahoo! is ranked among the top 3 sites in 23 key categories Source: comScore Media Metrix, June 2010 | Base: P2+ U.S. data, Note: Homepages is not a traditional category in comScore’s service. Monthly figures unless otherwise indicated | Note: Rankings are based on unified data (hybrid)

Behavioral Targeting on Over 400 Behavior Categories to choose from!  Interest is determined by the users online activity during the time horizon for each specific category.  Activities include: Search Terms, Search Result Clicks, Relevant Page Views, and Advertising Clicks Examples of Behavioral Categories:  Lifestages – Senior Living  Finance – Retirement Planning  Real Estate – Home Buying Your Ads will appear to only those visitors who are shopping in your specific industry, in your local market.

Finance | Retirement Planning 6,300,000 planning for their golden years. Behavioral Targeting: Shoppers Social Security Medicare 401k Retirement Long Term Health Care Medicare.gov Retirement Planning area in Finance Investment Services section in Directory Includes users anywhere on the Yahoo! Network who actively seek information on planning their retirement. Interest is targeted through searches and clicks, relevant pages viewed and/or advertising clicked during the time horizon defined uniquely for this product category % Conv Lift Example search terms qualified for this target: Example Yahoo! Pages visited:

Life Stages | Seniors 1,700,000 looking forward to retiring % CTR Lift Behavioral Targeting: Shoppers aarp retirement assisted living over 50 elderly Senior services pages in Yellow Pages Aging topic in Health Seniors Personals and Dating in Directory Includes users anywhere on the Yahoo! Network who have demonstrated active interest in planning for their retirement years. Interest is targeted through searches and clicks, relevant pages viewed and/or advertising clicked during the time horizon defined uniquely for this product category. Example search terms qualified for this target: Example Yahoo! Pages visited:

Social Media

Source: Facebook internal data, March 2010, Compete.com, US 30 day active, Jan 2010 Facebook #1 in daily reach Over 50% daily percentage of all Internet users per day

Facebook Ads & Fan Pages Facebook and social media are strong branding tools. Facebook Ads and Fan Pages are able to reach your audience and make your brand known. Hearst will build custom fan pages and manage your targeted Facebook ad campaign.

Facebook Free Fan Page Applications Videos Photos Info Wall Anatomy of a Fan Page

Facebook Custom Developed Fan Pages Developed by any programmer or 3rd Party Design Firm such as Involver

Facebook Fan Pages Template Create a Welcome Page for your clients to market to loyal customers and gain new customers. Will add to a current customer’s Fan Page or create a brand new Fan Page if needed. (Client must have a personal Facebook account to build a Facebook Fan Page.)

Your Ad Here Targeting by Location, Age, Gender, Education, Relationships *Recommended targeting 100,000 uniques per campaign. Facebook Ads

Local Advertisers develop deep Relationships with their audience Build a Page Advertise to get fans Publish to your network *Advertiser’s see +25% lift in CTR when ad goes to a Fan Page

FACEBOOK THE POWER OF VIRAL MARKETING

FACEBOOK THE POWER OF VIRAL MARKETING In need of Family photography One of your friends “likes” this (Testimonial) Clicks on Like I’m now a fan of Raye Law Photography Raye Law Photography can market to me on a daily/ weekly basis.

FACEBOOK ADS REACH INFLUENCER’S THROUGH FACEBOOK 3,830,000 Influencers (Women Age 45-65) in Horizon Bay Markets CPC $1.25 Average

Ad Networks & Retargeting

Ad Networks LARGEST REACH ACROSS THE INTERNET Reach 6 out of 10 internet users - over 50 billion impressions per month-170 of the top 500 sites on the web. * All ad inventory including specific sites are NON guaranteed based on availability. Can target users by personas, behavior, demographic group, geo areas and household income and on sites like these:

*All ad inventory including specific Sites are NON-guaranteed based on availability. Step 1: Pixel your website w/ predefined audience, i.e. Houston DMA Step 2: Network identifies your target users across Network Marketplace and re- targets your campaign Retargeting Follow consumers as they navigate the web. Retarget users when they click on your ad or when visit your website.

We’ve got a map for that! Full coverage with Hearst Media Services. Ad Networks & Retargeting Direct Mail & Printing SEO & SEM

Questions?