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Social	  Brand	  Advocates	  &	  Marke4ng	  Solu4ons	     COMPANY	  &	  SOLUTIONS	  OVERVIEW	                     Prepared...
 BrandFolium is a technology                                            and services company that                         ...
The BrandFolium Platform !BrandFolium	  PlaForm	  	                                                                       ...
Sample Brand Advocate User Flow! Sources	                 Opt-­‐in	  Email	  DB	           Website	           Social	  Med...
Identify Advocates!                                                         The	  BrandFolium	  PlaVorm	  provides	  brand...
Communicate with Advocates!                                                         The	  BrandFolium	  PlaVorm	  offers	  ...
Energize Advocates!                                                         The	  BrandFolium	  PlaVorm	  offers	  a	  comp...
Reward Advocates!                                                         The	  BrandFolium	  PlaVorm	  helps	  marketers	...
Monitor Advocates!                                                         The	  BrandFolium	  PlaVorm	  delivers	  in	  d...
Business Model!BrandFolium	  PlaForm	  	                                   	  Self	  Service	  Tools	                     ...
Application Example: !                                                    hNp://navid.brandfolium.com	  BrandFolium	  PlaF...
Application Example: !                                                        hNp://branddna.brandfolium.com	  BrandFolium...
Introducing 
                                           Social Advocacy Marketing!	  37%	  increase	  in	  loyalty	  when	...
Contact!                                                                                        Guillaume Dumortier       ...
APPENDIX!
The Power of Brand Advocates!  	  20%	  of	  consumers	  are	  key	  influencers	  in	   the	  purchasing	  decision	  of	...
The Social Media 
            Marketing Shift!Marke4ng	  Budgets	  Spent	  	  shihing	  to	  Social	  Media…	     …	  whil...
Social Media Redefines 
Customer Expectations!                  ©BrandFolium	  Corpora5on	  2011.	  
Let’s	  Discuss!	  Guillaume	  Dumor5er	  guillaume@brandfolium.com	  +1	  (408)	  702	  2290	                            ...
Social Advocacy with BrandFolium
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Social Advocacy with BrandFolium

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  • Social Media 2011 = Search 2002Bridge the gap between online brand endorsement and offline purchasing behaviorCurrently there is no connection between the relationships between brands and users.We establish … we make it strong … we establish the connection
  • Transcript of "Social Advocacy with BrandFolium"

    1. 1. Social  Brand  Advocates  &  Marke4ng  Solu4ons   COMPANY  &  SOLUTIONS  OVERVIEW   Prepared  by  BrandFolium  Team   ©BrandFolium  Corpora5on  2011.  
    2. 2.  BrandFolium is a technology and services company that connects brands and users across the social web!Our  Mission  Help  brands  and  businesses  to  effec5vely  integrate  social  media  into   overall  business  and  marke5ng  strategies    Our  Angle      A  social  marke4ng  plaForm  focused  on  Brand  Advocates,  covering  iden5fica5on  to  rewarded  advocacy  campaigns.  Our  Value  Proposi4on  Provide  marketers  the  ability  to  build,  organize  and    engage  with  highly  relevant  social  media  advocate  groups  thus  enabling  rewarded  social  endorsement  campaigns  at  scale.   ©BrandFolium  Corpora5on  2011.  
    3. 3. The BrandFolium Platform !BrandFolium  PlaForm     Branded  Web   Advocate  NavID   Applica5ons   Advocate   Branded  Mobile   Communica5on   Applica5ons   Advocate   Branded     Campaigns   NewleNers  /  Mailing   Advocate   Branded     Rewards   Social  Experiences   Advocate   Self  Service  Apps   Analy5cs   ©BrandFolium  Corpora5on  2011.  
    4. 4. Sample Brand Advocate User Flow! Sources   Opt-­‐in  Email  DB   Website   Social  Media  Targe4ng   Advocate  NavID   Advocate  Analy5cs   Advocate   Advocate  Ac4va4on   Campaigns   Communica5on   Share  on  Social  Networks   Reward   Advocate  Rewards   ©BrandFolium  Corpora5on  2011.  
    5. 5. Identify Advocates! The  BrandFolium  PlaVorm  provides  brands  with  unique,  BrandFolium  PlaForm     Advocate  NavID   ac5onable  insights  about  their  Advocates,  giving  a  360-­‐ degree  view  of  their  most  valuable  customers:     •  Name  and  email  address     Advocate   •  Geographic  loca5on     Communica5on   •  Brands  and  products  affinity   •   Purchase  Intent  and  Brand  Interest  Graph   Advocate   •  Most  ac5ve  Advocates   Campaigns   •  Advocate  influence   •  Advocate’s  Interest  Graph  Segmenta5on   Advocate   Rewards   Advocate   Analy5cs   ©BrandFolium  Corpora5on  2011.  
    6. 6. Communicate with Advocates! The  BrandFolium  PlaVorm  offers  a  hosted  communica5on  BrandFolium  PlaForm     Advocate  NavID   solu5on  for  brands  to  internally  manage  social  media   inputs  and  invite  Advocates  to  par5cipate  directly  with  the   Marke5ng/Communica5on  teams  involved  with  the   Advocate  Program   Advocate   Communica5on   •  Public/Private  Management  of  conversa5on   •  Conversa5ons  created  under  topical  streams   •  Threaded  conversa5ons   Advocate   •  File  sharing  and  hos5ng   Campaigns   •  File  Annota5on  and  Feedback  Mode   •  Social  Ready  (connect  with  TwiNer  and  Facebook   Accounts)   Advocate   Rewards   Advocate   Analy5cs   ©BrandFolium  Corpora5on  2011.  
    7. 7. Energize Advocates! The  BrandFolium  PlaVorm  offers  a  complete  and  unique  BrandFolium  PlaForm     Advocate  NavID   social  endorsement  adver5sing  solu5on  for  brands  to  invite   their  advocates  to  support  their  cause  by  :   •  Pos5ng  a  sponsored  update/story/tweet     Advocate   •  Par5cipa5ng  in  product/brand/campaign  ra5ngs  and   Communica5on   reviews   •  Sharing  their  experiences  with  the  brand  /  product   •  Recrui5ng  new  advocates   Advocate   Campaigns   Advocate   Rewards   Advocate   Analy5cs   ©BrandFolium  Corpora5on  2011.  
    8. 8. Reward Advocates! The  BrandFolium  PlaVorm  helps  marketers  and  publishers  BrandFolium  PlaForm     to    drive  and  measure  engagement  and  user  behavior   Advocate  NavID   through  par5cipa5on  in  advocate  specific  campaigns  and   rewards  programs:   Advocate   •   $  Payout  (Paypal)   Communica5on   •   Loyalty  and  Achievement  Badges    (Badgeville)   •   Prepaid  debit  cards  (Visa  Upside  Cards)   •   Facebook  Credits   Advocate   •   Point/LeaderBoard   Campaigns   Advocate   Rewards   Advocate   Analy5cs   ©BrandFolium  Corpora5on  2011.  
    9. 9. Monitor Advocates! The  BrandFolium  PlaVorm  delivers  in  depth  reports  about  BrandFolium  PlaForm     Advocate  NavID   their  Advocate  Network  and  the  campaigns  created  with   them.   •   Total  #  Advocates     Advocate   •   Total  content  created     Communica5on   •   Total  content  published     •   Advocate  content  created  by  type   •   Advocate  content  published  by  channel   Advocate   •   Total  clicks     Campaigns   •   Total  number  Advocate  clicks  and  by  channel       •   Historical  tracking     Advocate   Rewards   Advocate   Analy5cs  
    10. 10. Business Model!BrandFolium  PlaForm      Self  Service  Tools   •   3rd  Party  API  integra5on  and  licensing  fee   Business  Services   •   Social  Advocate  Strategy  and  Exper5se   •   Advocate  Research  fee   Custom  Branded     Development   ©BrandFolium  Corpora5on  2011.  
    11. 11. Application Example: ! hNp://navid.brandfolium.com  BrandFolium  PlaForm     Selected  for  DEMO  10   Adver5sers  can  engage  and   create  sponsored  messages   and  can  dynamically  select   targeted  advocates  to   “[…] an online marketplace for social networking ads.” publish  the  message.   ads.” “[…] tries to make Twitter advertising palatable.” ©BrandFolium  Corpora5on  2011.  
    12. 12. Application Example: ! hNp://branddna.brandfolium.com  BrandFolium  PlaForm     Brand  Affinity  Scoring  Engine   Brand  Interest  Graph   Brand  Affinity  Matching  Algorithm   Purchase  Intent  Analysis   ©BrandFolium  Corpora5on  2011.  
    13. 13. Introducing 
 Social Advocacy Marketing!  37%  increase  in  loyalty  when  new  consumers  are  recommended  by  an  advocate  (DeloiSe)     Social Advocacy Individuals Create Demand! 1%  -­‐  3%  CTR  for  in-­‐stream  Social  Media  Adver5sing   Marketing"  (x5  efficient  vs.  tradi5onal  online  display)   Engagement Content Creates Demand! 77%  of  users  look  for  incen5ves  like  free  product,  coupons,   Marketing" exclusive  content  when  engaging  with  brands/companies   online  (Cone  Consumer)     Brand Stories Create Demand! 46%  of  users  look  for  product  or  service   Marketing" informa5on  when  engaging  with  brands/ % CTR" companies  online  (Cone  Consumer)     Target Audience Size" ©BrandFolium  Corpora5on  2011.  
    14. 14. Contact! Guillaume Dumortier Founder & CEO   International Brand and Product Academic Excellence   Management Experience   Bouygues  Telecom  US  Office  San  Jose,  CA  -­‐  R&D  Project  Manager   ESCP  Europe   Mobile,  TV  and  Social  Media  innova5on  scou5ng.  Facilitated  technological  and  service   Masters  in  Management.   partnerships  with  Google,  Apple,  TwiNer,  Qik,  Microsoi,  Samsung,  Intel,  Verizon,  Cisco,   Ranked  #1  by  Financial  Times  in  2010   Verizon.  Drama5cally  expanded  the  company’s  Silicon  Valley  corporate  network  (+400%).   Managed  special  pilot  projects  with  local  startups  along  with  the  French  teams.  Produced   Management  Development  Ins4tue   weekly  and  monthly  reviews,  insight  reports,  strategic  updates  to  200  Top  Execu5ves  of  the   MBA  Program   Bouygues  Group.   Stanford  University   Bouygues  Telecom  HQ  Paris,  France  -­‐  CRM  Performance  Analyst   Summer  Interna5onal  Honors  Program   Managed  and  Monitored  loyalty  and  reten5on  programs  ($3M  /year).  Established  historical  low   record  for  subscriber  churn  (1.1%).  Managed  6  Regional  Call  center  reporters.   Recommended  and  designed  an  internal  tool  to  help  Mul5media  agents  enhance  their  backoffice   rou5ne.  $200,000/year  in  performance  savings  .  Created  a  KPI  scorecard.   L’Oréal  (Laboratoires  Innéov)  Paris,  France  -­‐  Junior  Brand  Manager   Cross-­‐Func5onal  Marke5ng  support  to  12  EU  Countries.  Designed  and  implemented  an  internal   digital  marke5ng  content  plaVorm.  Managed  execu5on  of  channel  specific  marke5ng   campaigns.  Developed  and  managed  influencer  program.  Designed  and  supervised  brand   showcase  for  joint-­‐ventured  partner  Nestlé’s  annual  main  shareholder  mee5ng  in  Lausanne.   ReckiS  Benckiser  (Saint  Marc)  Paris,  France  -­‐  Junior  Product  Manager   Monitored  product  sales  and  promo5ons.  Worked  closely  with  clients  and  account  teams  on   the  development  of  marke5ng  programs  and  strategies.  Prepared  weekly  and  monthly  reports   analyzing  the  performance  of  marke5ng  programs  and  direct  sales.   RedBull  Paris,  France  -­‐  Student  Brand  Manager   Brought  the  Red  Bull  brand  to  life  in  the  world  of  all  things  college.  Provided  RedBull  for  par5es   guillaume@brandfolium.com   but  also  built  excitement  and  gepng  people  involved  in  Cliff  Diving,  Flugtag.  Spread  the  word   +1  (408)  702  2290   about  charity  programs  and  coordinated  street  marke5ng  teams.  Reached  out  to  20,000+   students.   440  N  Wolfe  Rd     Sunnyvale  CA,  94085  Copyright 2010 - CONFIDENTIAL - BrandFolium Corporation
    15. 15. APPENDIX!
    16. 16. The Power of Brand Advocates!    20%  of  consumers  are  key  influencers  in   the  purchasing  decision  of  74%  of  the   popula5on  (Gartner)        56  brands  are  men5oned  per  week  in   advocate’s  social  conversa5ons  (Keller  Fay)        Advocates  are  a  new      40%  express  weekly  their  opinions   valuable  frontline   directly  to  the  brand  (Yahoo!  |  ComScore)      37%  loyalty  increase  when  new      Sharing  is  the  new   consumers  are  recommended  by  an   Search   advocate  (DeloiNe)       Advocates  are  socially  well  connected        Word  of  Mouth  drives  with  an  average  of  190    friends/followers  (LBI)     higher  conversion     70%  of  social  conversa4ons  lead  to  a  recommenda5on  (Forrester)   ©BrandFolium  Corpora5on  2011.  
    17. 17. The Social Media 
 Marketing Shift!Marke4ng  Budgets  Spent    shihing  to  Social  Media…   …  while  Trusted  Sources  now   reside  on  the  Social  Web   ©BrandFolium  Corpora5on  2011.  
    18. 18. Social Media Redefines 
Customer Expectations! ©BrandFolium  Corpora5on  2011.  
    19. 19. Let’s  Discuss!  Guillaume  Dumor5er  guillaume@brandfolium.com  +1  (408)  702  2290   ©BrandFolium  Corpora5on  2011.  
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