CaesarStone Social Media Presentation


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BROEKMAN communications is bidding agency for CaesarStone's Social Media 2011-2012 campaign work.

Social Media Campaign Development + Moderation:

 Brand Management & Online Marketing
 Online PR & Publicity
 Social Media Campaign Development
 Networking & Moderation
 Community Engagement Marketing
 Leadership/Staff Consulting

For more information, contact Jeremy Broekman of BROEKMAN communications at 818-212-9201 or email

TWITTER: @broekman
FACEBOOK: jeremybroekman
LINKEDIN: JeremyBroekman

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CaesarStone Social Media Presentation

  1. 1. Social Media Campaign Development + Moderation  Brand Management & Online Marketing  Online PR & Publicity  Social Media Campaign Development  Networking & Moderation  Community Engagement Marketing  Leadership/Staff Consulting Presented to by Jeremy Broekman BROEKMAN communications October 2011
  2. 2. <ul><li>13+ years in Marketing, Brand Management & PR </li></ul><ul><li>Founded in August 2000 (after 2 year stint / 48 feature film promotions with Universal Television PPV/VOD) </li></ul><ul><li>Marketing + Social Media + Creative + Consultant in ONE </li></ul><ul><li>Specialized niche in working with Real Estate & Shelter Industry </li></ul><ul><li>Services include: </li></ul><ul><ul><li>Brand Management - Identity Campaigns & Rebranding </li></ul></ul><ul><ul><li>Marketing, Publicity & PR Campaigns </li></ul></ul><ul><ul><li>Website Development / Content Management Solutions {CMS} – 300 sites+ </li></ul></ul><ul><ul><li>Social Media Campaign Development & Moderation </li></ul></ul><ul><ul><li>Search Engine Optimization {SEO} </li></ul></ul><ul><ul><li>Advertising – Traditional Print & Online (Banner Ads, Google PPC, Facebook) </li></ul></ul><ul><ul><li>Leadership Consulting & Staff Training </li></ul></ul>Page 1 Experience.
  3. 3. <ul><li>The Sliding Door Company - Social Media Director Launched extensive nationwide campaign </li></ul><ul><li>Kalia Living – Social Media/Creative Director Four (4) master plan communities of Luxury homes in Costa Rica – 1500+ acres. Rebrand company.. Extensive social media, blogging, + affiliate campaigns WW. </li></ul><ul><li>Weintraub Real Estate Group / Malibu Lumber Yard Creative Director for luxury shopping center development. Freelance marketing/pr/social media in-house Private Consulting – “supplementary” to ad/pr agencies. </li></ul><ul><li>Consensus Inc. Land Use/Entitlement PR Firm – Community Relations for John Laing Homes, Home Depot, John Laing Homes, M. David Paul, Standard Pacific Homes, J.h Snyder, BNSF, OCTA and numerous others. Extensive web, blog, development, social media and pr experience. </li></ul><ul><li>Pinnacle Estate Properties Inc. Trained 900+ agents across 8 offices on using Social Media. Creative/Marketing Director for 7 years. 500+ direct mail campaigns. Corporate identity. PR for 5 office openings + 20 th Anniversary Campaign. Partnership since 2005. </li></ul><ul><li>Coldwell Banker 100 th Anniversary Campaign in 2006 for PR. Freelance for social media. </li></ul>Page 2 Real Estate.
  4. 4. <ul><li>DEEP Jewish Community non-profit experience with over 30 synagogues, 15 day schools, 3 Jewish Community Centers, 2 universities and 15+ foundations. #1 in Google, Bing & Yahoo for “Jewish Marketing”, “Jewish Community Marketing” and “Marketing to the Jewish Community” </li></ul><ul><li>The Oscar Litwak Foundation Re-Packaged Foundation. New Website. Board Leadership Training. Ran successful $35K Rock of Ages Fundraiser. Launched capital campaign (12,121 kites by 12/12/12 with $30k Zevia sponsor). </li></ul><ul><li>NA ’AMAT USA Pending Mayim Bialik celebrity endorsement. Repackaged organization. New website. Board Leadership Training. Launched 85 th Anniversary Campaign. Donor Relations and Membership Campaigns. </li></ul><ul><li>International Coaches Federation Launched new website. Extensive Board training (over 2 years). Oversee pieces of campaign. Heavy Blogging. LinkedIn. Facebook. Twitter. </li></ul><ul><li>Screen Actors Guild Foundation. Premiere. $5M Actors Resource Center Campaign. Successful Celebrity solicitation. Event production. PR + Social Media. </li></ul>Page 3 Other Social Media + PR Experience.
  5. 5. <ul><li>DreamWorks Animation Repped for 3 years (2003-2006) – ‘Shrek’, ‘Shrek2’, ‘Spirit’, ‘SharkTale’, ‘Madagascar’ </li></ul><ul><li>New Line Cinema ‘The New World’ Benefit Premiere for First Americans of The Arts (Native Americans) </li></ul><ul><li>Screen Actors Guild & SAG Foundation Managed PR for 30+ events and parties including nearly every studio (1 year contract) </li></ul><ul><li>J. Paul Getty Center ‘Coming of Age’ Exhibit Launched first and only community event with 3000 people (produced w/ CARS) </li></ul><ul><li>Fiesta Broadway PR for 3 stages ranging from music to health; 1million latinos in Downtown LA </li></ul><ul><li>North Hollywood Theatre & Arts Festival Sponsorship, PR for 2-3 years, 250K people </li></ul><ul><li>Focus Features ‘Brokeback Mountain’ Premiere benefitting SAG Foundation </li></ul><ul><li>Columbia Pictures - Baby Geniuses 1, 2 </li></ul><ul><li>Sony Pictures Screenblast Digital Video/Audio Software launch </li></ul><ul><li>Storypopolis Handled business affairs for acquisition from Paul Allen/Vulcan Ventures. 40 book launches for major publishers. </li></ul><ul><li>High profile work with Celebrity Book Launches. Launched Duchess of York ’s first children’s book, Jamie Lee Curtis ‘It’s Hard to Be Five’, and Brendon Fraiser’s collaboration with ‘Dragonheart’. </li></ul>Page 4 Entertainment Publicity Experience.
  6. 6. By developing comprehensive, strategic Social Media & Online Marketing plan, we will be in a better position to: <ul><li>Capture greater market share through effectively marketing and promotion via social networks, online efforts and local programming; </li></ul><ul><li>Initiate community involvement, sponsorship, outreach programs and other acts of good will to gain local recognition in key core markets; </li></ul><ul><li>Distinguish from our competitors by Developing strategic partnerships with key industry leaders & organizations that compliment our mission; </li></ul><ul><li>Promote unpublicized success and capitalize/leverage experience </li></ul><ul><li>“ Tell The Story” more effectively to clients and media as well as Garner greater coverage of key news stories; </li></ul><ul><li>Showcase CaesarStone prominent leadership as thought leaders in the Industry; </li></ul><ul><li>Engage prospective clients through more targeted promotions; and, </li></ul><ul><li>Enhance referral sources and trade partner relationships and collaborate in a more meaningful way for mutual publicity </li></ul>Interest to take Brand to next level. Page 5
  7. 7. Enhancing Your Brand. We have features for every step of the way Page 6 Develop Social Media & Online Marketing Plan Execute & Moderate Modify as we go! Measure Results & ROI with Campaign Goals.
  8. 8. Author Social Media Plan <ul><li>From Situation Assessment & Analysis to Development </li></ul>Page 7 Develop Social Media & Online Marketing Plan
  9. 9. <ul><li>Situation Assessment & Social Media Audit: </li></ul><ul><li>Reconnaissance mission to collect everything about CaesarStone (Company History, Competitive Analysis, Products, Sales, PR, Style Guides, Annual Reports, Brochures, Marketing Collateral, etc.). SWOT analysis. Present Findings. </li></ul><ul><li>Evaluation of online brand, existing SEO programs (back link report determines where site is listed or mentioned online), and existing social media campaigns. </li></ul><ul><li>Profiles. Gather all Profiles. Analysis of online branding. Audit is opportunity to ensure brand security (own brand name/domain). Level of completion on 100+ sites. Analysis of Landing pages. </li></ul><ul><li>Branding. Make sure identity campaign is consistent. Ensure proper use of style guide (if one doesn ’t exist, we create). Voice - see past communication messaging documents if any (will develop moving forward). </li></ul><ul><li>Blogging. Collect logins. Analyze existing posts and content. Evaluate comments and methodology to response. Existing Editorial Calendar? How we publish information. </li></ul><ul><li>Social Elements. Reviews. Ratings. Yelp. Forums. Sharing Mechanisms. Evaluation of likes, tweets, shares, Linkedin statuses, etc. </li></ul><ul><li>Content. What type of content is shared? Company driven? Product specific info? Industry News? Schedule or Plan? Messaging document? Style Guide? </li></ul><ul><li>Promotions. Evaluate past campaigns. Schedule or Calendar? Terms of Service in place? Wrap-up? Reporting? </li></ul><ul><li>Tracking. Site Analytics. Traffic visitation statistics (bounce rate, length, page views, referring links, entry/exit links, keywords, etc.). Collaboration between Web Development, SEO and Social Media Manager? ROI highly dependent on this. </li></ul><ul><li>Marketing Tools & Resources. Wibiya? Bookmarklets? Sharing tools? Online Chat? We ’ll evaluate what’s missing and what can be done to improve. </li></ul>Page 8
  10. 10. Execute Social Media Plan Develop Code Book, Pre-Flight Arrangements, Terms of Service, Style Guide and Messaging Documents to allow flexibility in engagement. Page 18
  11. 11. <ul><li>Flexibility. Engagement. Empowerment. </li></ul><ul><li>Develop Code Book. Develop code book with a detailed plan of what we are doing, what we agree to execute and where we want to be. Need certain level of flexibility to make lateral and vertical moves quickly. While prioritizing the plan, sometimes window are created that we can capitalize if we have prior approval and can run with the ball. Determine Kosher and not-Kosher parameters. </li></ul><ul><li>Develop Pre-Flight Arrangements. Green may mean go, but there are levels of approval we agree on for certain agenda items and other layers of approval for social media profile development to work smoothly (at all hours of the night). </li></ul><ul><li>Terms of Service. Agreed upon terms for how we handle giveaways, how we handle negative feedback. How we handle positive feedback, how we go back to management with critical action items, etc. Ultimately business & legal affairs sets this agenda, but there is a negotiation to get best terms possible for SM. </li></ul><ul><li>Style Guide. Use of logo. Use of fonts. Colors. Monikers. Taglines. All the obvious stuff. How we position and brand. Must keep this consistent throughout. And correct those places where errors may exist. </li></ul><ul><li>Messaging Documents. Ideally, we ’ll go week to week with a concerted effort ensuring that messaging/content used for our Advertising and PR is being utilized and leveraged strategically with social media & online marketing. </li></ul><ul><li>Success linked to Internal Coordination. Strong desire to coordinate with Brand Manager, VP of Marketing, Web Developer, Key programmers, SEO manager, PR Manager, and Sales Manager. Ideal team will work closely together. Can work independently, but have seen most success when it ’s collaboration. </li></ul>Page 19
  12. 12. <ul><li>Promotions is key. </li></ul><ul><li>Develop key promotions that provide framework to launch key messages across ALL social networks. </li></ul><ul><li>Strategic & Collaborative Campaigns that can actually LEAD our print & TV media and tie everything together under ONE umbrella. </li></ul><ul><li>Assist with getting publicity to garner more media attention and coverage . Seek out endorsements and Create tie-ins that seek to cross promote . </li></ul><ul><li>Build awareness in targeted DMA markets nationwide.  </li></ul><ul><li>Turn Trade Partners into Ambassadors with social networking referral power. Passing on discounts. Creating traditional affiliate benefit/reward program to get gadgets and money into their hands for using CaesarStone. </li></ul><ul><li>Virtual Open House parties where we broadcast from key showrooms and headquarters!! Open to media. Starbucks and iTunes digital gift cards for registering and attending. </li></ul><ul><li>WEBINARS with Jeff Lewis showcasing Live Installations </li></ul><ul><li>Self Produced CRIBS-like Tour of successful locations with Jeff Lewis CRIBS Style; Celebrity endorsements in exchange for “free” or “sponsored” installation. </li></ul><ul><li>Product placement in key shows like EXTREME MAKEOVER with my plan of action to spin. </li></ul><ul><li>PhotoBooth from your kitchen . Post your favorite picture of you and your family in your new kitchen using CaesarStone for a chance to win our Holiday Giveaway, BluRay Theater, top of the line coffee machines, etc. </li></ul><ul><li>Trip to beautiful Casaesaria, ISRAEL (Corporate Headerquarters) Internal competition component as incentive for US Nationwide Sales. Would make amazing AD campaign!!! </li></ul>Page 20
  13. 13. Extreme Makeover Actual Promotion. Donated and Provided product for upcoming episode; films 30-45 days in advance! 1) Dedicated blast email to 70000 peeps with core message of STAY TUNED for {Company Name} on Extreme Makeover in January 2012!!! 2) Tweet campaign - the value of saying we are on-air on such an amazing show even if there are no on-air mentions is still extremely valueable!!! 3) Facebook campaign - to be seen on Extreme Makeover!!!! 4) Website promotion through the holidays. 5) Banner Ads rotating on strategic buys with and key Shelter blogs 6) Postcard campaign to 6k people that I designed, printed and mailed!! ABC includes: (January 2012 promotion) * A listing of your company on the “As Featured On” of website * Inclusion of your company ’s logo and hyperlink on our other website,{project} * US - Use the EMHE logo on your website ’s homepage * US - Use photos of the completed home on your website (we ’ll send you those photos and a dvd copy of the show after it has aired) * US - Publicize your involvement in the show in a press release, on your website, blog, facebook page, twitter, etc. Page 21
  14. 14. Social Networking. Define & Launch. Drive traffic. Position brand. Improve visibility and marketing. Increase sales! Page 22
  15. 15. <ul><li>1. Launch Blog: Destination to make competitors jealous! </li></ul><ul><li>Launch Wordpress Blog to act as central repisitory for everything about CaesarStone Take beginnings of and treat blog as if it is in direct communication with every customer CaesarStone has ever had. Constant engagement with our blog, increase our SEO as well! </li></ul><ul><li>Commercial/Trade Campaigns providing direct line of communication, visuals with your partners. </li></ul><ul><li>Showcase commercial sales and benchmarks, product news, new features, new clients, new product development, etc. </li></ul><ul><li>Promote top architects + interior designers! </li></ul><ul><li>Promote successful coverage in media!!! </li></ul><ul><li>Residential Campaign providing consumer driven campaigns, promotions, sweepstakes, inspiration galleries, installations, product used around the world! Highlight all testimonials and reviews! Top Ten Reasons to choose CaesarStone. </li></ul><ul><li>Showcases . Really create a destination that other competitors are jealous of… it ’s bsicaly a stand alone website with constant interaction, comments, discussion, links to magazines/trade publications, links coming from interior decorators/designers/general contractors… Make it be a destination. Can develop a designer’s BLOG destination that TV shows will want to cover and pull information from because it is so thought provoking. Let’s GO WIN AN AWARD for best blog! </li></ul><ul><li>Editorial Calendar. Develop calendar of how we publish content so that we can manage like a magazine production! </li></ul>Page 23
  16. 16. <ul><li>2. Enhance Facebook FanPage: </li></ul><ul><li>Launch Facebook Breakout Site inside Facebook is potential option. Changing priority. </li></ul><ul><li>Moderate the page daily! Response time looks good overall and feedback is encouraging. Definitely at a 5-6 out of ten with engagement. Each client oppty can be carefully weighted as being seen by all 3,000+ folks. Sometimes “selling” in the message. Others, modestly managing communication back. </li></ul><ul><li>PROMOTIONS! Consumer focused enticement with gadgets works (ipod touch, ipad2, etc.). Let ’s think OUT OF THE BOX. Mid level partnerships with third parties to promote items that go on or near your counters - Keurig Coffee Makers , Electrolux ovens , kitchenware , etc. Cross promote existing On-AIR - Extreme Makeover, HDtv, etc. </li></ul><ul><li>Expand galleries , product catalog, and promote calls to action </li></ul><ul><li>Facebook Advertising: Drive traffic to page by deploying blast email program and ADVERTISING internally within Facebook. </li></ul><ul><li>Moderate Business Development opportunities . </li></ul><ul><li>TRADE FANS: Key focus on attracting major TRADE folks to FAN US. Invite key folks to ADD US with active Business Development campaign (FB blast email) targeting Architects, Developers, Interior Designers, Interior Decorators, General Contractors, Building Managers, etc. </li></ul><ul><li>Introduce Discussions and moderate the program! Get answers geared towards answers that HIGHLIGHT us! </li></ul><ul><li>Train SALES staff on how to use Facebook Profile account and How to link our Facebook Fanpage to their account. That interlinking will drive traffic! </li></ul><ul><li>Linking up with site - use of badges to have that news feed in places on the site! </li></ul>Page 24
  17. 17. <ul><li>Facebook IIDA & ASID Campaigns: </li></ul><ul><li>Launch Facebook breakout promotion with International Interior Design Association . Design competition that incorporates HD Expo, key media trade partner. FACEBOOK: - 17,473 fans </li></ul><ul><li>TWITTER:!/IIDA_HQ - 8,443 followers </li></ul><ul><li>Launch Facebook breakout promotion with American Society of Interior Designers . Love ASID ’s Student Day/Career Exchange Forum. May be a good will opportunity and one that provides positive engagement. Imagine if you created design competition where you gave away a kitchen to the best kitchen design!!! Get Jeff Lewis to go ON-AIR with it. Promo potential. </li></ul><ul><li>FACEBOOK: - 8,979 fans </li></ul><ul><li>TWITTER:!/ASID - 12,711 followers </li></ul>Page 25
  18. 18. <ul><li>Facebook Media: Shelter Campaigns: </li></ul><ul><li>Create Partnership with key media including buying dedicated posts and shoutouts and do key advertising on their pages. All ABOUT FACEBOOK ADVERTISING to generate publicity for us when folks are searching for KEY SHELTER / REMODEL / HOME DÉCOR terms!!! </li></ul><ul><li>With this many FANS, we must bridge better presence!!!! </li></ul><ul><li>INTERIOR DESIGN MAGAZINE 71,866 LIKES </li></ul><ul><li>ARCHITECTURAL DIGEST 42,386 LIKES </li></ul><ul><li>Dwell 33,725 LIKES </li></ul><ul><li>Elle Décor 34,205 LIKES </li></ul><ul><li>Country Living 36,849 LIKES </li></ul><ul><li>Sunset 45,048 LIKES </li></ul><ul><li>DWELL is amazing at putting together promotions that make sense for everyone. Would love to coordinate with our Ad Agency in this regard!!!!! Bartering Social Media along with our Media BUY IS POSSIBLE!!!!! </li></ul>Page 26
  19. 19. <ul><li>3. Profile Development across board: </li></ul><ul><li>Branding. Make sure identity campaign is consistent. Ensure proper use of style guide (if one doesn ’t exist, we create). Voice - see past communication messaging documents if any (will develop moving forward). </li></ul><ul><li>Create about ONE HUNDRED Profiles of CaesarStone on strategic social sites . Will strategically ‘copy and paste’ content from our approved code book and style guide essentially seemingly like duplication information however we are in a GAME OF KEYWORDS + LINKING DIFFERENT SITES back to us from DIFFERENT destinations. </li></ul><ul><li>In addition place emphasis on 10-15 key PHOTOGRAPHY/GALLERY SITES. Great Start on Flickr and Picasa! Build off existing campaigns and expand! </li></ul>Page 27
  20. 20. <ul><li>4. Twitter Campaigns: @CaesarStone  779 Tweets  1,956 Following  3,135 Followers  135 Listed = GOOD RATIO </li></ul><ul><li>Goal: Get 1000+ followers in 1-2 months time; 5000+ in 3-4 months. Grows exponentially from there if done right. :) </li></ul><ul><li>We do this through managing our adding of followers with strategic sources that empower and encourage adding of us across the board. Reciprocity is not the key here. Getting fans and those that become fans to have their networks add us! </li></ul><ul><li>Moderate every few hours / daily! More tweets the better. </li></ul><ul><li>Followers - need more active dialogue. Discussions. - answer folks, start discussions. Promote calls to action to specific people!!! Successful campaigns are engaging. </li></ul><ul><li>Strategic Followers. Key focus on attracting different market channels. Just like you have segments of database/direct mail driven marketing… that approach needs to be incorporated into a tiered campaign. </li></ul><ul><ul><li>TRADE partners only. Interior Designers. Interior Decorators. General Contractors. Space Planners. Developers. </li></ul></ul><ul><ul><li>Architects. Design Community. </li></ul></ul><ul><ul><li>Multi-Unit approach - Building Managers, Building Owners </li></ul></ul><ul><ul><li>Hospitality industry approach. </li></ul></ul><ul><ul><li>Consumer DMA-driven campaigns. Showroom-focused. As well as Sales-driven pools of customers. </li></ul></ul><ul><li>Shout outs to great Designers </li></ul><ul><li>Constant mentions of magazines, industry home & shelter news, and even complimentary services/products when makes sense. </li></ul><ul><li>Upload images. Another source for our galleries!!! Supplemenatry. Things get RETWEETED and easily shared FROM TWITTER!!! </li></ul>Page 28
  21. 21. <ul><li>5. PowerPoints to Slideshare.Net: </li></ul><ul><li>Asset collection of every powerpoint. Develop strategic powerpoint brochures for company, products, for each sales representative. </li></ul><ul><li>Develop new creative master presentation using our style guide and approved content. Approval of course by staff! </li></ul><ul><li>Upload to and 5 other key PPT upload websites/social networks. </li></ul><ul><li>This single activity has the power to generate ownership of key words over time. </li></ul><ul><li>In just under 3 months and for the past 2+ years, I have owned “Jewish Marketing”, “Jewish Community Marketing” and “Marketing to the Jewish Community” by the results of ONE POWERPOINT for one meeting in Chicago. :) Google, Yahoo, Bing. :) </li></ul>Page 29
  22. 22. 6. Hosting Marketing Collateral on other free & fee-based websites/social networks: Page 30
  23. 23. <ul><li>7. Develop/Expand YouTube Channel: - </li></ul><ul><li>Consumer Video Promotion - Best Ad Campaign - winner gets on air!!! </li></ul><ul><li>Creation of one or more vidcasts showcasing product with moderator or voiceover. Use on our website, blog, and social network pages. Rather see 10 consumers representing different voices than ONE celebrity that may or may not be working. </li></ul><ul><li>Build off the existing videos we've got online, do better editing, tighter scripts, highlight features more immediately (have only first 5-10 seconds in most cases). </li></ul><ul><li>Better content = more views. </li></ul><ul><li>More content = better SEO. </li></ul><ul><li>Use 15-20 other prominent video sites to link to help drive traffic back! Using, we can upload a video ONCE and have it automatically added to 15+ sites. </li></ul><ul><li>Video channels used for content and for SEO. Vimeo Plus + Bing + MySpace + Brightcove + Facebook are next channels to create. </li></ul><ul><ul><li>MetaCafe, Aol Videos, DailyMotion: MySpace: Metacafe: Veoh: Brightcove: Viddler: Vimeo Plus: Sevenload: IFoodTV: Facebook: Flickr: Photobucket: Bing: GrindTV: SportPost: StreetFire: CarDomain: etc. </li></ul></ul>Page 31
  24. 24. <ul><li>8. LinkedIn - Build upon great start! </li></ul><ul><li>o Key to success with any and all social media is to empower staff to use! Can define blurry lines. Empower staff to get training and get involved as success of social media is ALWAYS the sum of the parts of engagement across the company </li></ul><ul><li>o Train staff on use of LInkedI </li></ul><ul><li>How to set up account and profile creation to help marketing for company. </li></ul><ul><li>Managing Status Updates </li></ul><ul><li>How to use for business development purposes i.e. researching architects, developers, designers, realtors, brokers, referral services, real estate pros, etc. </li></ul><ul><li>How to add clients as friends. Ask for endorsements (aka reviews) </li></ul><ul><li>Using for PR, promotions, and marketing </li></ul><ul><li>Adding right recommendations from past & current clients! </li></ul><ul><li>Upgrading individual accounts - Instruction on how the executive leverages his or her personal website or blog for maximal business exposure. </li></ul><ul><li>o LinkedIn Company Page </li></ul><ul><li>- Enchance LinkedIn campaign for professional staff </li></ul><ul><li>- Increase number of followers </li></ul><ul><li>- Start discussions + Engage in online discussion boards to network and for SEO purposes </li></ul><ul><li>o LinkedIn </li></ul><ul><li>- LinkedIn ads PPC is a viable option </li></ul>Page 32
  25. 25. <ul><li>9. Online PR Optimization: </li></ul><ul><li>Manage placement of our company in strategic directories and manage online voice </li></ul><ul><li>Create landing pages for press releases, using our content management system, dating back to all NEWSWORTHY Events and News. </li></ul><ul><li>Create online Electronic Press Kit with downloadable content for media and key visitors to download. Backgrounder includes about us, bios on founders, biographies, major news stories, image gallery and fact sheets. Digital PDF version. </li></ul><ul><li>Online Media guide development . Position staff and founders as thought leaders in Shelter community. Speaker Bureau plugs and submissions. Plug our press on strategic high profile sites. </li></ul><ul><li>Find strategic, targeted websites to include our information </li></ul><ul><li>Direct outreach to &quot;Opinion Thought Leaders&quot; in architecture/builder/interior design blogger-web space. </li></ul><ul><li>Develop celebrity and entertainment initiatives - soliciting key strategic players whose purchase power is great and whose network potential (word of mouth direct and indirectimpact/PR) should yield results (i.e. key shows targeting moms as the decision maker for residentialsales). </li></ul><ul><li>Focus on Key Trade/Media and getting placement of us in Local, Regional & National Print media as well as Online Architecture, Building Industry, Designers, Interior Decorators and Real Estate Publications. </li></ul><ul><li>Identify best opportunities for linking with Complementary Organizations . Plant our news stories with key bloggers to publish our story, getting key outlets to cover us, and getting content linking with reviewers, potential vendors, directories, online articles, etc. </li></ul><ul><li>Monitoring - will teach you tricks to getting coverage as soon as it hits the internet! </li></ul>Page 33
  26. 26. <ul><li>10. Reviews & Ratings: </li></ul><ul><li>PARTICIPIATE IN THE ONLINE VOICE happening often times without you there moderating. </li></ul><ul><li>YELP! Will audit officially. Numerous mentions. Will collect and publish together! </li></ul><ul><li>WikiPedia and other great sources for plugging us in. </li></ul><ul><li> - BEST COUNTERTOPS ONLY COMPETITOR MENTIONED - Dupont “There's an app for that. Download DuPont's free mySurface app to an iPhone or iPod Touch to view screen-sized swatches of their solid surfacing and quartz products and to order samples. DuPont also has an online design guide. Match quartz countertops to paints at; mix surfaces and cabinets at </li></ul><ul><li> and are great sources for us to submit!!! Finding that CounterTop Comparison and Pricing is often searched… Going to build out section for that for us!!! </li></ul>Page 34
  27. 27. <ul><li>11. Trade Show SOCIAL MEDIA CAMPAIGN: </li></ul><ul><li>Promote Facebook Check-Ins, Foursquare Check-Ins, and Tweets from the FLOOR of X Trade Show for chance to win 1 of 10 iPads!!!!! </li></ul><ul><li>Trade Only Promotion - Bring your clients to KBIS. Log onto Facebook / Become a Twitter Follower for chance to win 50% Discount off next KITCHEN INSTALLATION! Eblast goes to trade only. </li></ul><ul><li>Flip recording by executives at the trade shows. Broadcast live from headquarters. Imagine demand was there (ala launch of new Apple product). With proper collaboration, I can filter ideas to marketing department to build campaigns around. </li></ul><ul><li>Blogging from trade show booth . Common questions and answers. Vibe at Victoria Stone Fair in Brazil!!! What ’s the hottest items at KBIS in Chicago. </li></ul><ul><li>Missing the show? VISIT our online booth at . Take a tour of our breakout website gallery booth. Calls to action. FAN US, Follow Us, Subscribe to our email for a chance to win….. </li></ul><ul><li>Launch digital QR code campaign with specific discount cards given at tradeshows, but can only be redeemed through submissions via FACEBOOK, BLOG, TWITTER, etc. Test out. </li></ul><ul><li>TRADE SHOWS - PRESENCE </li></ul><ul><li> Ecobuild America 2011 December 5 - 9, 2011 Washington, DC StonExpo/Marmomacc Americas 2012 January 23 - 26, 2012 Las Vegas, NV Vitoria Stone Fair 2012 February 7 - 10, 2012 Espirito, Brazil 2012 NAHB INTERNATIONAL </li></ul><ul><li>BUILDERS' SHOW/next BUILD February 8 - 11, 2012 Orlando, Florida STONE XIAMEN FAIR 2012 March 6 - 9, 2012 Xiamen, China Kitchen and Bath - KBIS April 24-26, 2012, McCormick Place, Chicago The Center of Design & Innovation HD Expo - May 15-17 Sands Expo Center - Vegas </li></ul>Page 35
  28. 28. Analyze & Measure Results. Measure Results & ROI against CAMPAIGN GOALS Page 36
  29. 29. <ul><li>Tracking The Results: </li></ul><ul><li>Site Analytics. Traffic visitation statistics. Core visitors (uniques vs. returning), Bounce rate. Length of visit. Page view depth. Popular pages. Referring links. Entry/exit links. Keywords. Search engine programs. </li></ul><ul><li>Blast Email Tracking. Visitation track core statistics of delivery, bounces/errors, opens, click thrus, specific call to action links, etc. </li></ul><ul><li>SEM Tracking. </li></ul><ul><li>SEO Tracking. </li></ul><ul><li>Online Marketing Analysis. Collaboration between Web Development, SEO and Social Media Manager. </li></ul><ul><li>Create Baseline Report. Provide weekly/monthly updates on use of website and the above! ALL THE WHILE WITH THE GOAL OF MEASURING YOUR RETURN ON INVESTMENT - YOUR ROI!!! </li></ul>Page 37
  30. 30. Blast Email Campaigns <ul><li>Lead Generation Tool #1 </li></ul>4 BLAST EMAIL CAMPAIGNS LEAD GENERATION Page 38
  31. 31. <ul><li>Blast Email Campaigns </li></ul><ul><li>Enhance existing campaigns using either Constant Contact or MyEmma blast email program. </li></ul><ul><li>Develop email lists and scrape all resources. </li></ul><ul><li>Launch series of direct email campaigns with audience-targetd specific call-to-action items! </li></ul><ul><li>Develop new creative for email templates, online newsletter, announcements, breaking news, new products, TV spots, promotion of testimonials - client and media driven, etc. </li></ul><ul><li>Launch opt-in campaigns for all past folks who have provided us with their information. </li></ul><ul><li>Launch campaigns for past customers. Create a “friends and family” ambassador program enabling them to pass on discounts, special deals, and savings </li></ul><ul><li>Launch campaigns for past quotes that empower prospects to go to showrooms or to drive purchases. </li></ul><ul><li>Launch campaigns for those people who just frequented our site, but need call to actions. </li></ul><ul><li>Leverage social media in all blast emails…. </li></ul><ul><li>Create calls to action to promote: </li></ul><ul><ul><li>&quot;Become A Fan on Facebook&quot; or </li></ul></ul><ul><ul><li>&quot;Follow us on Twitter&quot;or </li></ul></ul><ul><ul><li>&quot;READ our blog&quot; or </li></ul></ul><ul><ul><li>&quot;Fill out our new Inquiry Form&quot; (using </li></ul></ul><ul><li>Manage the campaigns </li></ul><ul><li>Measure the results through tracking mechanisms (analytics, sales) </li></ul>Page 39
  32. 32. Coaching & Training <ul><li>Development on use of social media that CAESARSTONE and staff need to employ! </li></ul>5 COACHING AND TRAINING Page 40
  33. 33. Coaching & Training leads to empowerment! The More Participation, The Better the Engagement. Train staff on how to manage all social network activities Empower staff to get training and get involved as success of social media is ALWAYS the sum of the parts of engagement across the company IDEAL SITUATION: Social Media Package #1 Example of how we can utilize internal staff for small pieces of the pie. CEO Arik Tendler - Thought leader on VP Karen Schakarov - Facebook, YouTube Jeremy Broekman - Manager, WP Blogs, and Twitter exclusively Maggie Amir - Galleries on Flickr, Picasa, etc. PR Manager - Online Press Optimization Marketing Coordinator - LinkedIn, Profiles SEO Manager - Website Landing Pages Page 41
  34. 34. Advisory Role <ul><li>Optional </li></ul>6 ASSET TO SENIOR STAFF, ADMIN & MARKETING Page 42
  35. 35. <ul><li>Asset to Senior Staff, Admin & Marketing </li></ul><ul><li>Advisory role online (unless otherwise requested) </li></ul><ul><li>Be a soundboard to ideas and act as an advisor to Karen Scharov and Maggie Amir and marketing team </li></ul><ul><li>Play role of Creative Director or Brand Manager to help punch up collateral development, powerpoint presentations, DVD/movie presentations, websites, etc. </li></ul><ul><li>Provide brainstorming and marketing plan development ideas to department heads </li></ul><ul><li>Assign territory not covered actively by Sales and Showrooms …. Were little sales exist and let me drive Business Development in test markets! </li></ul><ul><li>Opportunity - Internationally have experience in Benelux (The Netherlands, Sweden, Denmark, Norway) </li></ul><ul><li>Creation of ambassador program (referral based program) through brokers and key managers to sell CasesarStone. Adjacent to PR Manager or soundboard :) </li></ul>Page 43
  36. 36. Website Management <ul><li>Optional </li></ul>7 MANAGING THE WEBSITE Page 44
  37. 37. <ul><li>Optional: Website Management </li></ul><ul><li>Post-Reconnaissance mission about CaesarStone (Company History, Competitive Analysis, Products, Sales, PR, Style Guides, Annual Reports, Brochures, Marketing Collateral, etc.). SWOT analysis. Present Findings. </li></ul><ul><li>Make recommendations and Oversee home page improvement including links to social media,  new blog, reviews, etc. </li></ul><ul><li>Add on to our new key CALL TO ACTION buttons and install more social networking tools!! </li></ul><ul><li>Manage website content development to help us improve site </li></ul><ul><li>See potential role to evaluate improvements to website and potential help you make design changes and improvements over time. </li></ul><ul><li>Review what's currently being employed from our list of organic SEO options </li></ul><ul><li>Potential role to help SEO Manager to take to next level. Review what's currently being employed from our list of organic SEO options. </li></ul><ul><li>Make recommendations including links to social media, new blog, reviews, etc. Content Management System optimization, SEO plug-ins, offline software, etc. </li></ul><ul><li>Create subdomain webpages for breakout campaigns </li></ul><ul><li>Evaluate and make recommendations to SEO company </li></ul>Page 45
  38. 38. Terms of Collaboration BROEKMAN communications would love to be your partner. Short term & long term engagement approaches. Training Department, Team or One-on-one approach. Speaker or Seminar approach. Page 46
  39. 39. Short 3 months minimum to show results honeymoon month 1 1 month only Train individual Individual Approach with Karen + Maggie + SEO Manager $1,500- per day $7,500- per week Choose Specific Programs 2-day Seminar up to 10 individuals $4,250- OPTIONS TO COLLABORATE Page 47
  40. 40. “ Until you are committed, there is hesitancy, the chance to draw back, ineffectiveness. It is true: the moment one definitely commits oneself, then Providence moves. All sorts of things begin to happen to help you that would never otherwise have occurred. A whole stream of events issues from that decision, raising in your favor all manner of unforeseen incidents, meetings and material assistance, which you couldn't have dreamt would come your way. I have learned a deep respect for one of Goethe's couplets, which bears repeating: &quot;Are you in earnest? Seize this very minute. What you can do, or dream you can, begin it. Boldness has genius, power and magic in it.&quot; -- W.H. Murray, Scottish Mountaineer THANK YOU FOR YOUR CONSIDERATION Page 50