Just a few of the nice things people have to say about working with Brief… thanks Michael and Mike!
Let’s take a tour of Social Marketing, show you how it can help your brand, and then walk you through what Brief Attention Span can do for you…
Are you “doing” Social Media? How is your Social Media marketing presence? Are you effectively reaching and connecting to millions of potential customers? Every brand should have a strategy for reaching and interacting with the millions of the people in Social Media – especially to the target customers that you SHOULD be connected to.
If Display drives awareness, and Search Optimization zeros in active seekers, Social Marketing provides the means to reach out and actively engage and interact with a desired audience. In conjunction with traditional online media buys and search optimization, Social Marketing reaches people where they work and play on the web with an engaging proposition , an "aha, these people UNDERSTAND me" outreach - a means to generate conversations and meaningful social interaction between a brand and a target consumer.
The Social Media Web is a rapidly evolving extension of the World Wide Web in which people interact, share, and create virtual friendships, connections and interactions.
The Social Media web is exploding, spreading like wildfire with new sites, tools, and communities created every day. Facebook alone has grown to over 210 million people worldwide, and added significantly older demographics. It is an ideal place to meet and engage in a soft-site, 2-way interaction with your customers. And, because of the nature of the information that people post on their profiles, the Social Media web is a marketers dream for targeting and creating meaningful interactions with potential new fans of your brand.
Active participants in the Social Web are sharing more content and more varied types of content than ever before. Active Sharing is your opportunity to “join the conversation” and create viral sharing – by leveraging your fans to share your content and offers with their friends.
The lesson here is to make sure you get it right before you jump in...
To maximize the potential of social marketing, you need to measure and develop a strategy that meets your objectives before you jump in
More to come from the Facebook Era, Twitter Power & Facebook Marketing books
Here are a few examples of some our favorite Brief Social Marketing campaigns.
Right now, you have a weekly chance to win an Acer Netbook laptop when you create a free email address at att.net. We’re conducting this ongoing weekly sweepstakes for AT&T. They want to have a promotional presence constantly throughout the year, so when this weekly sweepstakes ends, another one follows it seamlessly.
In closing, we want to stress that we’re all about partnership. We see ourselves as an extension of your team. We’ll puzzle-piece ourselves in with you however it works best for your clients. In essence, we’d like you to think of us as Westwood One’s “go to” promotional resource. We’re really excited to be working with all of you & look forward to the next steps on your clients‘ upcoming media campaigns.
Social Marketing – Insights & Action Winter 2009
What is Brief? Brief Attention Span Communications is an award-winning new breed of marketing agency… Social Marketing that is. Social Marketing helps spread your message by “assisted virality” and gives you the opportunity to make connections and begin “conversations” with potential customers. Brief creates social media campaign strategies, delivers breakthrough creative, and offers affordable social media distribution. Brief Attention Span's campaigns help to facilitate meaningful social interactions between brands and highly-desired target customers. Brief consistently creates interesting and entertaining Social Marketing content that attracts attention and inspires action – content with your value proposition built into the DNA of the campaign. 2
A Brief Bio In this brave new viral marketing world, many will enter, few will win. Many of those few are using Brief Attention Span Communications. Brief Attention Span’s founder Greg Gotts and his veteran partners are the creative sparks behind 25 years of highly-successful, integrated marketing campaigns to diverse global audiences. From both the client and agency sides, Greg has developed award-winning creative for many of the world's best consumer and tech brands, including Trend Micro, AT&T, Salesforce.com, Serena Software, Microsoft, Nintendo, McDonald's, Anheuser-Busch, AOL, Oracle, Symantec, and many more. So Be Brief. And watch your brief attention span audiences pay attention. 3
Why “Be Brief?” “The (Brief) campaign for Serena Software’s Business Mashups does everything right…” - 2008 OMMA Award Winner - B2B “Greg and the Brief Attention Span team delivered real viral value to the Bix.com brand.” - Mike Speiser, founder & CEO Bix.com “I absolutely love working with Brief Attention Span. Because of Brief, Trend is in the thick of the social media scene… They are my most trusted advisors on social, video and coolness.” -Frank Mong, VP Consumer Mktg, Trend Micro 4
the Dots People Talking About Each other and Themselves
Does Social Marketing Actually Work? 75% of Fortune 1000 companies are using social media tacticsto support brand objectives. But more than 50% of these efforts could be classified as failures Source: CNET 10/08
How We Benchmark Engagement Establish the Competitors with Client Check Every Platform Identify Influencers Give Each Competitor a Score Create A Benchmark on a Per Tool Basis Look for “Low Hanging Fruit”
Qualitative social measurement completes the picture A data driven approach to social media measurement correlates action metrics, outcomes, and qualitative insights to expose psychographic synergies
Projecting and Measuring ROI Core Metrics of Social Marketing: CMP (Cost Per Thousand) = $ per 1,000 impressions CPC (Cost Per Click) = $ per 1 click CPA (Cost Per Acquisition) = $ per 1 completed registration CPF (Cost Per Fan) = $ per 1 fan added on Facebook / Twitter CPI (Cost Per Interaction) = $ per viewer action taken CPS (Cost Per Sale) = Revenue Achieved / Tactic Used ROI (Return on Investment) = Total Revenue/Total Marketing
Projecting and Measuring ROI Example: If the brand blog costs $20M annually… And we find: 480M referrals • 50% Register = 240,000 registrants $20M/240M= $.08 CPA
Monetizing Social Marketing Brief Attention Span Communications is dedicated to shortening the sales cycle, and we believe that social marketing provides an amazing platform to do just that. You monetize social marketing by driving sales. You drive sales by effectively converting leads. And you generate leads by understanding and motivating consumer behavior. This is what it truly means to monetize social marketing – byunderstanding and motivating consumer behavior where your customers work and play online. The most effective way to do this is by adapting “tried and true” sales promotion methodologies to the social networking space. Leverage the social media platforms to generate awareness, deliver compelling, viral content to build up buzz and interest, and then convert leads to sales and “brand fans” through offers and incentives. While each individual business has its own marketing objectives, brand attributes and messaging platform, the overall approach to generating leads, nurturing opportunities and closing sales is a time-tested approach that continues to be effective even as the mediums continue to change and evolve.
Social Marketing: Starter Package For $10,000 you can begin harnessing Social Marketing: Pre-Launch Snap Shot. We will research and provide specific examples around the amount and type of conversation that is happening in the social media space specific to your desired brand, product or service. Strategy for Top Social Media Sites. We will provide a recommended strategy for leveraging the top social media sites including Facebook, Twitter, & YouTube. Basic Set-up of Key Accounts. We will ensure that your brand is correctly established across the key social media sites and set-up initial accounts where your brand is currently absent. Creative Assets. We will create a custom design for your site and provide you with 5 articles to leverage across your blog and social media sites. 22
Social Marketing: Builder Upgrades The following are add-on components to help fuel growth: Viral Video Creation. Deliver a high impact video around your products and services on your website, blog, YouTube, Facebook and other sites. $25k/video “Assisted Viral” Video Deployment. Get 100k guaranteed video views via proprietary “viral assist” deployment. Get your message seen at $0.35/view. $35k Fan Page Sweepstakes. Increase sign-ups for your Facebook Fan and Twitter pages by incentivizing your target audience with a turnkey sweepstakes. $15k 100 Articles Package. Deliver custom high-impact content across all of your social marketing initiatives. Articles provided within 2 to 3 months. $10k Hired Gun. Need a social marketing expert to help you solve a particular issue or problem? We can help with all your custom requirements. $175/hr 23
Social Marketing: Advanced Package For $35,000 you can maximize your Social Marketing with any one of the following Advanced packages: Lead Generation Track: Combining your existing social network with our online promotions expertise, we will develop a sizable database of interested prospects that you can nurture and convert to sales. (Length of Campaign: 6 to 8 weeks). Lead Nurturing / Sales Conversion Track: Using your existing database of prospects, we will manage ongoing email and social networking communication to continue to nurture these leads into a sale. (Length of Campaign: 6 months). Mobile / Drive to RetailTrack: Using your existing social marketing efforts we will drive targeted consumers into preferred retailers of your choosing. Using the mobile phone platform, we will help you track and measure your offline efforts. Product Launch / Awareness Track: Using your existing social marketing platform, we will drive awareness of your product or service via viral video, blog outreach and other relevant program elements. (Length of Campaign: 3 months). 24
Brief Case – Trend Micro “Fearless Web”Pilot Campaign – Custom Facebook Fan Page http://www.Facebook.com/FearlessWeb Created “Fearless Web” Theme Integrated with YouTube/Twitter Grew from 0 to 6,400 Fans in 60 Days 3x results over Norton/Facebook 10x results over McAfee/Facebook Engaging Sweepstakes Overlay YouTube Guru “Kipkay” Sweeps Ad Custom Tabs for Sweeps, Trial, Polls, etc. Showcase for top Trend Gurus and Content Content Aggregation Site for Trend Globally
Brief Case – Trend Micro “Fearless Web”Pilot Campaign – Custom YouTube Channel #2 Video Campaign in the World per AdAge! http://www.YouTube.com/FearlessWeb Created “Fearless Web” Theme Launched w/Kipkayvid - 123,791 views Kipkay drove 2,500 fans in 1st week 2nd Phase – Viral Video Creation/Push “Parental Controls: FAIL” videos generate over 250,000 highly-rated views in only 1 week Lead video “AirbagKid” tops 1.3 Million Views 7x results over Norton/100x over McAfee #2 Viral Video in the World per AdAge Chart http://adage.com/digital/article?article_id=139666
Brief Case – Trend Micro “Fearless Web”Pilot Campaign – Custom Twitter Channel http://www.Twitter.com/FearlessWeb Grown to 1285 Followers in just 60 days Gave free sweeps entry for a “follow” Mirrors Facebook content pushes Gives additional channel for topical promotion 2x results over Norton/Twitter 3x results over McAfee/Twitter
Brief Case - Serena Software “Just @#$% It” Phase 1 – YouTube http://www.YouTube.com/user/mistermashup 1.2 million total views, #1 Most Viewed Video on YouTube 3/25-3/27 Tripled website traffic to Serena.com Major press attention, including NY Times, Infoweek, and various blogs Winner – 2008 OMMA “B2B Campaign” Finalist – 2008 OMMA “Viral Campaign”
Brief Case - Serena Software “Just @#$% It” Phase 2 – Facebook http://apps.facebook.com/supermashercampaign_memberships/home 2 million+ total views 9000 clickthroughs to Serena.com Major press attention, including NY Times, Infoweek, and blogs Winner – 2008 OMMA “B2B Campaign” http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=89190
Brief Case - AT&T Mobility “The Stonewood Crew”Phase 1 – YouTube AT&T’s YouTube phase generated 4 million+ views: 1.686 million views for “Backwards Sunday – Intro!” 4 million + total views for Stonewood site 72 Honors incl. #1 Most Viewed of Day(s) and Week http://www.YouTube.com/user/thestonewoodcrew
Brief Case - AT&T Mobility “The Stonewood Crew”Phase 2 – Facebook Facebook Phase generated:
101% of targeted views (goal: 500,000)
77% of targeted clickthroughs to ATT.com (goal: 5,000 )
Brief Case – Symantec “Hal the IT Admin” http://youtube.com/watch?v=Auigfj06aQE This unique video launched Symantec BESR… and created an IT marketing phenomenon. The SYMC sales force clamored for “Hal” as a hugely effective sales tool. Traffic to SYMC/BE website increased 93%. Partners embedded “Hal” in emails and raised response rates over 100%. “Hal” became an ongoing video series. The Marketing Leadership Council called it “a textbook example of how to run a viral marketing campaign.”