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1/20/2011
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Launching the First National Bail Bond BrandKey questions to answer…if we had time
• What is a bail bond?• How does the bail bond process works?• How do you become a bail bondsman?• Who regulates the bail bond industry?• What is collateral?• How much does it cost to get a bail bond?• How do you get a bail bond?• What is an indemnitor?• What happens if someone doesn’t show up for court?• What is a bail bond forfeiture?• What is a bail bond judgment?• Are there other types of pretrial release?• Are all bail agents bounty hunters (fugitive recovery agents)?
1/20/2011
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Launching the First National Bail Bond BrandKey questions to answer…if we had time
• What is a bail bond?• How does the bail bond process works?• How do you become a bail bondsman?• Who regulates the bail bond industry?• What is collateral?• How much does it cost to get a bail bond?• How do you get a bail bond?• What is an indemnitor?• What happens if someone doesn’t show up for court?• What is a bail bond forfeiture?• What is a bail bond judgment?• Are there other types of pretrial release?• Are all bail agents bounty hunters (fugitive recovery agents)?
......But the one question I will answer…..
Launching the First National Bail Bond BrandKey questions to answer…if we had time
No! I do not know
Dog the Bounty hunter!
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Launching the First National Bail Bond BrandImportant facts to start
• General lack of understanding and misperception of bail that is perpetuated by the media
Launching the First National Bail Bond BrandImportant facts to start
• A major shift on how people find information
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Launching the First National Bail Bond BrandImportant facts to start
• Bail Bonds live by the Yellow Pages!
Launching the First National Bail Bond BrandImportant facts to start
• How to make the shift?
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Launching the First National Bail Bond BrandImportant facts to start
• How to make the shift?
Launching the First National Bail Bond BrandImportant facts to start
• How to make the shift?
1/20/2011
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Launching the First National Bail Bond BrandOur response
Sit back and hope our agents figure it out, or create a way for them to take
advantage of these new communications channels available to them
Launching the First National Bail Bond BrandWhat we did
• Research• Consumers• Bail agents• Other brands
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Launching the First National Bail Bond BrandWhat we did
• Research• Consumers• Agents• Other brands
• Created and Launched ExpertBail
Launching the First National Bail Bond BrandWhat we did
• Research• Consumers• Agents• Other brands
• Created ExpertBail• Launched ExpertBail.com
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Launching the First National Bail Bond BrandObjectives
• Had to be the most comprehensive resource for anyone looking for a bail bond• Had to be the most reliable source for anything “bail related”• Had to show up in broad search….several hundred thousand searches related to bail
• Bail Bonds • Bail Bond• Bails Bond• Bails Bonds• Bail Bondsman
• Had to show up in local search• “City” Bail Bonds
Launching the First National Bail Bond BrandObjectives – Local/Places
• No such thing as a national broad search anymore• Everything is local
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Launching the First National Bail Bond BrandObjectives – Local/Places
• Google real estate is shrinking
Launching the First National Bail Bond BrandObjectives
• Had to be easily accessible and just as useful from a mobile device• We developed a mobile optimized version of the site (Google’s separate crawler)• Each phone search uses built in GPS capabilities of phone
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Launching the First National Bail Bond BrandThe site…
• Structure of site• Fully optimized
• “Mega” menus
Launching the First National Bail Bond BrandThe site…
• Structure of site• Fully optimized
• XHTML site structure• Title tags, H1, H2…tags, Meta description, Geo meta tags• Friendly Urls
• California/LosAngeles/bailbonds/… • 35,000 search optimized pages• Site speed (97 percentile)
• Caching each page on server• Making use of image sprites
• The site is 100% W3C valid
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Launching the First National Bail Bond BrandThe site…
• Content• Key words• Agent profile pages• New, relevant and interesting content
• Press releases• Articles• Video
Launching the First National Bail Bond BrandThe site…
• Backlinks• Bail directories• Bail associations• Legal directories• Law enforcement directories• Victim advocate relationships• ExpertBail Widget
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Launching the First National Bail Bond BrandBut we needed to be more than just a search result on a search engine…
• Social Media• We needed to create an engaging, informative, relevant and meaningful set of
communications to deliver via these channels
Launching the First National Bail Bond BrandBut we needed to be more than just a search result on a search engine…
“Yes I can confirm this. We do use Twitter and Facebook Links in ranking as we always have in our search rankings. In addition, we are also trying to figure out the reputation of an author or creator on Twitter or Facebook.”
Matt Cutts, GoogleDecember 17, 2010
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Launching the First National Bail Bond BrandBut we needed to be more than just a search result on a search engine…
• Agents making a difference• Events and activities• Questions and surveys• Announcements and milestones
Launching the First National Bail Bond BrandBut we needed to be more than just a search result on a search engine…
• Information and guidance
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Launching the First National Bail Bond BrandBut most of all we wanted to have fun…
Amateur vs. Expert
Launching the First National Bail Bond BrandAmateur vs. Expert
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Launching the First National Bail Bond BrandTying everything together…social and reality
Launching the First National Bail Bond BrandTying everything together…outdoor and print
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Launching the First National Bail Bond BrandThe results…in 5 months
• Search• First page for most key words
• Bail bond• Bail bonds• Bails bond• Bails bonds• Bail bondsman
• Site traffic has improved consistently month over month• Phone calls have increased at double digit rates month over month…last month received
close to 400 bail related phone calls• Averaging over 100 mobile calls and month…and over 250 mobile visits
Launching the First National Bail Bond BrandThe results…in 5 months
• Social Media• Over 2000 Facebook fans…and growing• Building partnerships with sites to create more legitimacy• Use information from Facebook interactions to help in marketing decisions
