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

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

Personal Introduction Dan Levin – Founder President & COO Page 3 | 10/3/2013 Prepared For: David McFarlane, UMB

Client Roster ViralGains seeds for these brands (all logos are clickable) Page 4 | 10/3/2013 Prepared For: David McFarlane, UMB

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

Market Overview • Advertisers spent $4.7 billion on SMM in 2012 • Predicted to increase to $11 billion in 2017 Page 20 | 10/3/2013 Prepared For: David McFarlane, UMB

Now They’re Catching Up Source: Kleiner Perkins Caufield & Byers Page 21 | 10/3/2013 Prepared For: David McFarlane, UMB

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

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

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

Automation • Tools for automation – Buddy Media – Marketo – Sprout Social – HubSpot – Wildfire App – Crowdbooster – Vertical Response – Buffer – HootSuite – SocialOomph Page 27 | 10/3/2013 Prepared For: David McFarlane, UMB

Tracking • Social Listening – Radian6 – Sysomos – Crimson Hexagon – Attensity360 – Converseon – Alterian SM2 – Lithium – Spredfast – Collective Intellect – Webtrends • Understanding the response from the customers to adjust your strategy Page 28 | 10/3/2013 Prepared For: David McFarlane, UMB

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

Execution & Follow Up • Implementation – Free & Paid SMM Strategies • Automation – Tools • Tracking – Social Listening, Monitoring, Measuring • Retention & Momentum Page 24 | 10/3/2013 Prepared For: David McFarlane, UMB

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

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

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

*Creative* SMM In Action: Party Crashing Page 29 | 10/3/2013 Prepared For: David McFarlane, UMB

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

Phase 1: Plan Identify demographics and vertical markets Page 9 | 10/3/2013 Prepared For: David McFarlane, UMB

Phase 2: Socialize Viral technology that maximizes Earned Media Page 10 | 10/3/2013 Prepared For: David McFarlane, UMB

Phase 3: Distribute Reach: 19K publishers, 1.5 billion visitors, 3.5 million influencers Page 22 | 10/3/2013 Prepared For: David McFarlane, UMB

Phase 4: Track Real time paid media, social metrics, conversations, and sentiment analysis Page 14 | 10/3/2013 Prepared For: David McFarlane, UMB

ViralGains Tracker™

Value Proposition: ViralGains built a video marketing platform that maximizes ROI on ad dollars by increasing the social behaviors on video ad campaigns. Life is good generated an additional 45,796 views through 4,655 social shares the future of online video marketing 25

Contact Information 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 (14 th floor), Boston MA 02210 Page 30 | 10/3/2013 Prepared For: David McFarlane, UMB

THANK YOU