Context Optional Delivering Scalable Solutions for Brand Marketing on Social NetworksJune 18, 2009

AgendaAbout Context OptionalSocial Marketing EnvironmentSocial Marketing StrategyCase Studies

AboutContext Optional

About Context OptionalContext Optional leads globalbrands, agencies and publishers inengaging customers through thepower of social networks

Leading Brands in Social MarketingBrandsPublishersAgencies

History of Innovation

SocialMarketing Environment

Social Network Marketing Overview

Social Network AdvantagesViral SharingAdvocacyScaleTargeting

Social Marketing Engagement OptionsLess Complexity and Engagement MoreApplicationInteractive branded application engages usersViral channels drive growthSocial API’sBrand PageIndependent presence on Facebook etc.Users become brand fansSponsorshipBuild on existing audienceBrand integrationAdvertisingBanner and rich media ads targeted by demo, geo and/or interests

Interactive branded application engages users

Viral channels drive growth

Social API’s

Independent presence on Facebook etc.

Users become brand fans

Build on existing audience

Brand integration

Banner and rich media ads targeted by demo, geo and/or interests

Social Marketing Strategy

Social Marketing Strategy

Social Marketing ProcessDefine and DesignDefine vision, goals, and objectives of campaignAgree on project components and road mapUnderstand goals, assets, and targetsDesign toward target audienceIntegrate viral application flowDesign marketing components and page specificationsDevelop and DeployBuild initial prototypeCollect feedback on design and flowIterateFinal build and sign-offDeploy on platformsMarket using viral channelsScale technology infrastructureAnalyze and OptimizeCollect data performance and monitor campaign and Viral metricsTweak creative and design based on user actions >> Iterate and TestDetailed usage reporting and tracking >> Measure metrics against campaign goalsEnhance and Improve

Define vision, goals, and objectives of campaign

Agree on project components and road map

Understand goals, assets, and targets

Design toward target audience

Integrate viral application flow

Design marketing components and page specifications

Build initial prototype

Collect feedback on design and flow

Iterate

Final build and sign-off

Deploy on platforms

Market using viral channels

Scale technology infrastructure

Collect data performance and monitor campaign and Viral metrics

Tweak creative and design based on user actions >> Iterate and Test

Detailed usage reporting and tracking >> Measure metrics against campaign goals

Enhance and Improve

Social Media Engagement CycleFacebook PagesEngagement ApplicationsEngageShareInteractTargeted Impressions put content in context earn attention convert to interactionOrganic Impressions extend reach & response leverage relationships connect communities

put content in context

earn attention

convert to interaction

extend reach & response

leverage relationships

connect communities

Consumer Promotion Engagement Apps

Case Studies

Case: Page EnhancementContext Targets Social Responsibility With Bullseye GivesObjective Publicize information about Target’s corporate social responsibility activities, particularly its community outreach programs. Increase engagement with and knowledge of Target’s initiatives by soliciting consumer participation.Solution Create an interactive voting application that lives on Target’s Facebook page. Allow all page visitors to: Submit a vote for their favorite charitySee how their vote directly influences the amount of funds given to their chosen charitySend out news feed items announcing their participation and soliciting more votersSupport voting activity with regular status updates to fans and strong paid media outreach to drive page traffic.Result Within three weeks of the campaign launch, more than 260,000 people submitted their vote for which charity deserves the largest share of Target’s $3 million dollar donation. More than 600,000 people visited the voting page (including more than 190,000 from newsfeed items alone), resulting in an increase of more than 70,000 fans for Target.Interaction occurs on Target’s Facebook pageWall posts and newsfeed items increase message distribution and viral spread

Submit a vote for their favorite charity

See how their vote directly influences the amount of funds given to their chosen charity

Send out news feed items announcing their participation and soliciting more voters

Case: Branded Community BuildingContext Dials Up Engagement With The PhoneObjective Distribute information about MTV’s new television show, “The Phone” to the Facebook audience. Engage current viewers and gain new ones. Provide fans with a way to interact directly with the program and distribute their interest to friends.Solution Create a contest application that lives on The Phone’s Facebook page. Allow fans to: Enter their number for a chance to be calledSend out news feed items announcing their participationEncourage friends to learn more about The Phone and enter the contest.Support contest activity with regular status updates to fans suggesting contest submission and requesting comments.Result On the day of the show’s premier, more than 60,000 people interacted with the application and more than 20,000 became fans of The Phone- actions which distributed news feed items to hundreds of thousands of friends. Frequent status updates by administrators of The Phone’s page kept users coming back, resulting in more than 100,000 application visits and 35,000 in 3 only days.Status messages distributed to fans promote signupInteraction occurs directly on MTV’s page

Enter their number for a chance to be called

Send out news feed items announcing their participation

Encourage friends to learn more about The Phone and enter the contest.

Case: Branded Social GameContext helps Travel Channel kidnap 12M usersObjective Engage Facebook users in an interactive campaign to build brand awareness and drive traffic to TravelChannel.com.Solution Create a viral application building on Travel Channel’s unique travel content. Users kidnap friends to exotic locations, and users escape by correctly answering trivia questions (answers can be found on TravelChannel.com).Result Within 3 months of launch the application grew to over 2,500,000 users, making it the most popular branded app on Facebook and a top 10 game.Users kidnap friends over 35,000,000 times – virally spreading the branded game to friends.Within 3 months the application delivered an order-of-magnitude more engagement than Travel Channel expected as well as 70,000 users to TravelChannel.com every day.Requests sent by friends draw users into the gameCheat sheet takes users to TravelChannel.com to escape

Case: Page EnhancementContext Helps 60,000 Users Get HappyObjective Distribute tens of thousands of samples of Clinique Happy through Facebook in advance of the holiday shopping season.Solution Create an application that resides on the Clinique “fan” page that allows users to request samples, invite their friends to participate, and even send them a virtual gift of Clinique Happy. Coordinate with an advertising push that drives consumers to the Clinique page and encourages them to become fans of the brand, generating news feed items and multiplying marketing spend.Result More than 60,000 samples were requested by consumers prior to the holiday season. Many of those requests were from friend referrals, with over 50,000 invitations distributed. Additionally, more than 15,000 virtual gifts were sent to users' walls.Significant brand exposure was achieved through a combination of advertising, distributed samples, virtual goods, invitations, and news feed items. On-page applications keep users on brand PageSend-to-a-friend functionality encourages viral distribution

Case: Integrated CampaignContext helps Palm Centro’s Claus gain 90,000 fansObjective Introduce the Palm Centro brand to a new generation of consumers in preparation for the holidays. Emphasize the attributes of the Palm Centro in a fun, creative, engaging manner.Solution Santa’s gone Centro, and with all the free time he has thanks to his new smart phone, he’s updated his image and rebranded himself as “Claus.” Of course, Claus likes to use social networks to communicate, and Context was there to develop and manage his social network presence.As part of a large-scale integrated campaign, Context created a social network page to act as a hub for Claus’s online activities and to serve as a landing site for all social network advertising. On and off page applications, including music and video players, games, and social utilities, further supported Claus’s presence, reinforcing both character and brand.Result Within 2 months of launch, Claus’s social network page had over 90,000 fans. More than 400,000 people visited the page and interacted with Claus’s applications, including hundreds of thousands video and song plays and tens of thousands of audio player downloads and branded application installations.A “fan” page provides an on-line hub to Claus’ activities, and a landing site for adsOn and off page applications enable additional branded activity

Best PracticesIs the desired action clear?Is it entertaining? Helpful? Self-expressive?Is the application better with friends?Why would I come back?Does it foster communication?Is the right audience engaged?Is there a way to share brand advocacy?Does the program leverage existing programs?SimpleAppealSocial AddictiveConversationalTargetedAdvocacyConsistency

Is the desired action clear?

Is it entertaining? Helpful? Self-expressive?

Is the application better with friends?

Why would I come back?

Does it foster communication?

Is the right audience engaged?

Is there a way to share brand advocacy?

Does the program leverage existing programs?