0
social media strategy & execution
introductions
introductions




            i love bacon
introductions




            i love bacon

            created and managed brands at nike
introductions




            i love bacon

            created and managed brands at nike
            key member of rebra...
introductions




            i love bacon

            created and managed brands at nike
            key member of rebra...
introductions




            i love bacon

            created and managed brands at nike
            key member of rebra...
introductions




            i love bacon

            created and managed brands at nike
            key member of rebra...
From the Hubspot Inbound marketing brief
rethinking marketing




    OUTBOUND MARKETING                                  ...
From the Hubspot Inbound marketing brief
rethinking marketing




    OUTBOUND MARKETING                                  ...
From the Hubspot Inbound marketing brief
rethinking marketing




    OUTBOUND MARKETING                                  ...
the way it was




      In the 1990’s (web 1.0) consumers would visit one website
      at a time and interact with the i...
the way it
is




         With web 2.0 consumers don’t access information on one
       site only. Information is posted,...
the way it
is




         With web 2.0 consumers don’t access information on one
       site only. Information is posted,...
the power of word of mouth




                                 +




       Let’s suppose Larry has a BLT sandwich and lo...
the power of word of mouth




                                   +




       Let’s suppose Larry has a BLT sandwich and ...
Those 10 people rebroadcast Larry’s bacon-y goodness to
   their social connections of about 300 friends each.
Those 10 people rebroadcast Larry’s bacon-y goodness to
   their social connections of about 300 friends each.
Before you know it, Larry’s love of BLT has reached 3,000
             sets of eyeballs within minutes.
all from a single broadcast message*




         *via influencers
online influence




                  Influence =
via @micah
online influence




   Influence = Reach(Brand x    Expertise x Trust)




                                   *r...
Nielsen 3/09
social web stats


                                  worldwide internet users use social media
              ...
a good example of #socialbranding:
a good example of #socialbranding:




    March 1, 2009 Skittles redirected their homepage to a Twitter
                 ...
a poor example of #socialbranding:
a poor example of #socialbranding:




    March 1, 2009 Skittles redirected their homepage to a Twitter
                 ...
a successful viral campaign
a successful viral campaign




              Murphy-Goode winery - A Really Goode Job
a successful viral campaign




              Murphy-Goode winery - A Really Goode Job
a successful viral campaign




              Murphy-Goode winery - A Really Goode Job
a successful viral campaign




              Murphy-Goode winery - A Really Goode Job
                              Over ...
live search-find conversations




     Google’s search model giving way to live search results and
      the ability to tr...
live search-find conversations




     Google’s search model giving way to live search results and
      the ability to tr...
the power of live search




      On March 30th I sent out a tweet criticizing Splenda. Within 5
      minutes, their com...
the power of live search




      On March 30th I sent out a tweet criticizing Splenda. Within 5
      minutes, their com...
HOW DOES
THIS APPLY
TO RETAIL?
in-store, #tags & mobile
in-store, #tags & mobile
in-store, #tags & mobile
in-store, #tags & mobile
in-store, #tags & mobile
in-store, #tags & mobile
branding for the lizard brain
branding for the lizard brain




                     (




       a decent brand will
     register on the front of
    ...
branding for the lizard brain




                     (


                                (
       a decent brand will   ...
ideas for integer
ideas for integer



              (user-generated) content is king

              + Polaris sickest ride
              + ...
connect



          text ‘rickbakas’ to 50500
          justbrand.me iPhone, iPod Touch, Storm & Android friendly
       ...
connect



          text ‘rickbakas’ to 50500
          justbrand.me iPhone, iPod Touch, Storm & Android friendly
       ...
thank you for your time. i hope this was helpful.
SocialBranding via Influence
SocialBranding via Influence
SocialBranding via Influence
SocialBranding via Influence
SocialBranding via Influence
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SocialBranding via Influence

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Transcript of "SocialBranding via Influence"

  1. 1. social media strategy & execution
  2. 2. introductions
  3. 3. introductions i love bacon
  4. 4. introductions i love bacon created and managed brands at nike
  5. 5. introductions i love bacon created and managed brands at nike key member of rebranding for Denver Broncos, NY Giants, Oregon Ducks, Florida State, Portland State and Brand Jordan
  6. 6. introductions i love bacon created and managed brands at nike key member of rebranding for Denver Broncos, NY Giants, Oregon Ducks, Florida State, Portland State and Brand Jordan founder of a clothing line, dry cleaning service, mobile wine app, web sites
  7. 7. introductions i love bacon created and managed brands at nike key member of rebranding for Denver Broncos, NY Giants, Oregon Ducks, Florida State, Portland State and Brand Jordan founder of a clothing line, dry cleaning service, mobile wine app, web sites wine+food blogger
  8. 8. introductions i love bacon created and managed brands at nike key member of rebranding for Denver Broncos, NY Giants, Oregon Ducks, Florida State, Portland State and Brand Jordan founder of a clothing line, dry cleaning service, mobile wine app, web sites wine+food blogger interactive brand manager - iggli
  9. 9. From the Hubspot Inbound marketing brief rethinking marketing OUTBOUND MARKETING INBOUND MARKETING
  10. 10. From the Hubspot Inbound marketing brief rethinking marketing OUTBOUND MARKETING INBOUND MARKETING Telemarketing Trade Shows Direct Mail Print ads TV/Radio spots Email Blasts interruption (not disruption)
  11. 11. From the Hubspot Inbound marketing brief rethinking marketing OUTBOUND MARKETING INBOUND MARKETING Telemarketing SEO/SEM Trade Shows In-Store Promotion Direct Mail RSS Print ads Mobile TV/Radio spots Social Media Email Blasts Free Tools/Trials Viral Videos permission via engaging on a interruption (not disruption) personal level
  12. 12. the way it was In the 1990’s (web 1.0) consumers would visit one website at a time and interact with the information on that site only.
  13. 13. the way it is With web 2.0 consumers don’t access information on one site only. Information is posted, and can be reposted in other places. Information “gets in the way” of traffic on other sites via web 2.0 sharing tools, including on mobile web sites.
  14. 14. the way it is With web 2.0 consumers don’t access information on one site only. Information is posted, and can be reposted in other places. Information “gets in the way” of traffic on other sites via web 2.0 sharing tools, including on mobile web sites.
  15. 15. the power of word of mouth + Let’s suppose Larry has a BLT sandwich and loves it so much he decides to send out a tweet about it...
  16. 16. the power of word of mouth + Let’s suppose Larry has a BLT sandwich and loves it so much he decides to send out a tweet about it... ...ten of Larry’s friends see the tweet and are big fans of Larry’s experience with the BLT.....
  17. 17. Those 10 people rebroadcast Larry’s bacon-y goodness to their social connections of about 300 friends each.
  18. 18. Those 10 people rebroadcast Larry’s bacon-y goodness to their social connections of about 300 friends each.
  19. 19. Before you know it, Larry’s love of BLT has reached 3,000 sets of eyeballs within minutes.
  20. 20. all from a single broadcast message* *via influencers
  21. 21. online influence Influence =
  22. 22. via @micah online influence Influence = Reach(Brand x Expertise x Trust) *reach is a multiplier of influence
  23. 23. Nielsen 3/09 social web stats worldwide internet users use social media 68% as a way to communicate worldwide internet users use email as a 65% way to communicate users on Facebook. If Facebook were a country, 300,000,000 it would be about the size of the U.S. 100,000,000 monthly views on YouTube in U.S. hits on icanhascheezburger.com 1,000,000,000 blog in 23 months—more than CNN 99% of SMS Text messages get opened. 1382% Twitter’s growth rate in 2009
  24. 24. a good example of #socialbranding:
  25. 25. a good example of #socialbranding: March 1, 2009 Skittles redirected their homepage to a Twitter search term for #skittles.
  26. 26. a poor example of #socialbranding:
  27. 27. a poor example of #socialbranding: March 1, 2009 Skittles redirected their homepage to a Twitter search term for #skittles. People thought it was fun to post racial slurs and swearing. Didn’t engage influencers.
  28. 28. a successful viral campaign
  29. 29. a successful viral campaign Murphy-Goode winery - A Really Goode Job
  30. 30. a successful viral campaign Murphy-Goode winery - A Really Goode Job
  31. 31. a successful viral campaign Murphy-Goode winery - A Really Goode Job
  32. 32. a successful viral campaign Murphy-Goode winery - A Really Goode Job Over 300 million media hits since May 1
  33. 33. live search-find conversations Google’s search model giving way to live search results and the ability to track conversations about a brand real time.
  34. 34. live search-find conversations Google’s search model giving way to live search results and the ability to track conversations about a brand real time.
  35. 35. the power of live search On March 30th I sent out a tweet criticizing Splenda. Within 5 minutes, their competitor, Truvia sent an offer for a free sample.
  36. 36. the power of live search On March 30th I sent out a tweet criticizing Splenda. Within 5 minutes, their competitor, Truvia sent an offer for a free sample.
  37. 37. HOW DOES THIS APPLY TO RETAIL?
  38. 38. in-store, #tags & mobile
  39. 39. in-store, #tags & mobile
  40. 40. in-store, #tags & mobile
  41. 41. in-store, #tags & mobile
  42. 42. in-store, #tags & mobile
  43. 43. in-store, #tags & mobile
  44. 44. branding for the lizard brain
  45. 45. branding for the lizard brain ( a decent brand will register on the front of the brain in the eyeballs. #Ford & #americanidol
  46. 46. branding for the lizard brain ( ( a decent brand will a GREAT brand will register on the front of register deep down on the brain in the the lizard brain. eyeballs. #Coke & #americanidol #Ford & #americanidol
  47. 47. ideas for integer
  48. 48. ideas for integer (user-generated) content is king + Polaris sickest ride + Royal Caribbean best trip + Royal Caribbean biggest ship stories + Twitter Search wall + “10 ways to...” lists are highly viral + Find the Influencers and engage them + Find the conversations that are happening in the digital space and disrupt them
  49. 49. connect text ‘rickbakas’ to 50500 justbrand.me iPhone, iPod Touch, Storm & Android friendly rickbakas.com iPhone, iPod Touch, Storm & Android friendly twitter.com/rickbakas rbakas@mac.com
  50. 50. connect text ‘rickbakas’ to 50500 justbrand.me iPhone, iPod Touch, Storm & Android friendly rickbakas.com iPhone, iPod Touch, Storm & Android friendly twitter.com/rickbakas rbakas@mac.com Q&A
  51. 51. thank you for your time. i hope this was helpful.
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