Agenda 1. Personal Introduction 2. Introduction to Social Media - - PowerPoint PPT Presentation

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Agenda 1. Personal Introduction 2. Introduction to Social Media - - PowerPoint PPT Presentation

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Agenda 1. Personal Introduction 2. Introduction to Social Media Marketing (SMM) 3. General Planning & Thought Process 4. General Execution & Follow Up 5. Introduction to ViralGains, a SMM approach to Video Marketing Page 2 |

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Agenda

  • 1. Personal Introduction
  • 2. Introduction to Social Media Marketing (SMM)
  • 3. General Planning & Thought Process
  • 4. General Execution & Follow Up
  • 5. Introduction to ViralGains, a SMM approach to

Video Marketing

Page 2 | 10/3/2013 Prepared For: David McFarlane, UMB

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Personal Introduction

Page 3 | 10/3/2013 Prepared For: David McFarlane, UMB

Dan Levin – Founder President & COO

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Client Roster

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ViralGains seeds for these brands (all logos are clickable)

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Introduction to SMM

  • Social Media Marketing refers to the process of

gaining consumer attention using social media platforms by creatively leveraging content

  • SMM is a two way conversation because customers

can talk back

  • Creativity is the name of the game - RESEARCH

Page 19 | 10/3/2013 Prepared For: David McFarlane, UMB

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Market Overview

  • Advertisers spent $4.7 billion on SMM in 2012
  • Predicted to increase to $11 billion in 2017

Prepared For: David McFarlane, UMB Page 20 | 10/3/2013

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Now They’re Catching Up

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Source: Kleiner Perkins Caufield & Byers

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SMM Landscape

Page 22 | 10/3/2013 Prepared For: David McFarlane, UMB

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Planning & Process

  • What’s the point?

– Awareness? Sales? Loyalty?

  • Who is Your Audience

– Demographics, Verticals, Psychographics, Behavioral

  • Messaging

– Offering value as opposed to overt selling – Content is king

  • Seeding is queen
  • Measurement: strong vs. weak metrics

Page 23 | 10/3/2013 Prepared For: David McFarlane, UMB

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Free & Paid SMM Strategies (Basic)

  • Offer value

– Social Bookmarking

  • Build a following or constantly interact with

existing customers and fans

– Customer service through Twitter – Lead generation through conversation

  • Contests, Discounts, Promotions
  • Media buying is available on most SM sites

– Sponsored FB stories, Sponsored Tweets, etc.

Page 25 | 10/3/2013 Prepared For: David McFarlane, UMB

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Automation

  • Tools for automation

– Buddy Media – Sprout Social – Wildfire App – Vertical Response – HootSuite

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– Marketo – HubSpot – Crowdbooster – Buffer – SocialOomph

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Tracking

  • Social Listening

– Radian6 – Crimson Hexagon – Converseon – Lithium – Collective Intellect

Prepared For: David McFarlane, UMB Page 28 | 10/3/2013

  • Understanding the response from the

customers to adjust your strategy

– Sysomos – Attensity360 – Alterian SM2 – Spredfast – Webtrends

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FREE TOOLS WE USE

  • Vsnap: a more personal alternative to email
  • YesWare: email tool for salespeople
  • Rapportive: shows everything about your

contacts right inside your inbox

  • FounderDating.com: Exactly what it sounds like
  • HelpaReporter.com: Free publicity

Prepared For: David McFarlane, UMB Page 28 | 10/3/2013

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Execution & Follow Up

  • Implementation

– Free & Paid SMM Strategies

  • Automation

– Tools

  • Tracking

– Social Listening, Monitoring, Measuring

  • Retention & Momentum

Prepared For: David McFarlane, UMB Page 24 | 10/3/2013

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SMM In Action: Sharpie

  • Relevance: Mixing background on Twitter (213,000 Followers)
  • Connection > Loyalty: Spotlighting consumers on Instagram (100,000 Followers)
  • Engagement: Challenging fans to create better Sharpie designs

Page 29 | 10/3/2013 Prepared For: David McFarlane, UMB

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SMM In Action: Presidential Campaign 2008

  • Relevance: Constantly updating social profiles with new information
  • Connection: Using Facebook, Twitter, Reddit to communicate with voters
  • Engagement: Targeted calling upon followers to vote & assemble

Page 29 | 10/3/2013 Prepared For: David McFarlane, UMB

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SMM In Action: Kony 2012

 High Quality Content  Emotionally Engaging  Strong Call to Action

  • Result: 40 million views in 24 hours; 100 million in 6 days;

– Fastest growing video in history.

Page 29 | 10/3/2013 Prepared For: David McFarlane, UMB

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*Creative* SMM In Action: Party Crashing

Page 29 | 10/3/2013 Prepared For: David McFarlane, UMB

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Process

Prepared For: David McFarlane, UMB Page 8 | 10/3/2013

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Phase 1: Plan

Identify demographics and vertical markets

Prepared For: David McFarlane, UMB Page 9 | 10/3/2013

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Phase 2: Socialize

Prepared For: David McFarlane, UMB

Viral technology that maximizes Earned Media

Page 10 | 10/3/2013

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Phase 3: Distribute

Reach: 19K publishers, 1.5 billion visitors, 3.5 million influencers

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Phase 4: Track

Prepared For: David McFarlane, UMB

Real time paid media, social metrics, conversations, and sentiment analysis

Page 14 | 10/3/2013

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ViralGains Tracker™

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Value Proposition: ViralGains built a video marketing platform that maximizes ROI on ad dollars by increasing the social behaviors on video ad campaigns.

the future of online video marketing

Life is good generated an additional 45,796 views through 4,655 social shares

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Contact Information

Prepared For: David McFarlane, UMB Page 30 | 10/3/2013

Dan Levin – Founder President & COO e: dlevin@viralgains.com w: 800.501.2763 x20 c: 617.750.3227 : Dan-Levin

Visit Me: 1 Marina Park Drive (14th floor), Boston MA 02210

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THANK YOU