Pandemic Labs Services


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We’ve created this overview of services to provide agencies and clients with a go-to document to reference when deciding how to use Pandemic Labs as a targeted addition to their marketing, advertising and PR efforts.

The strategies described here are most often used in concert as part of a comprehensive marketing campaign, but, for clarity, we’ve outlined them as individual options. We’re capable of and have experience designing and implementing all services in an integrated campaign as well as delivering services a la carte.

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Pandemic Labs Services

  1. 1. An Overview of Services Viral and Social Media Marketing
  2. 2. Overview We’ve created this overview of services to provide agencies and clients with a go-to document to reference when deciding how to use Pandemic Labs as a targeted addition to their marketing, advertising and PR efforts. The strategies described here are most often used in concert as part of a comprehensive marketing campaign, but, for clarity, we’ve outlined them as individual options. We’re capable of and have experience designing and implementing all services in an integrated campaign as well as delivering services a la carte.
  3. 3. Some of our Clients
  4. 4. Section 1: Online Reputation Management Services <ul><li>Brand Tracking </li></ul><ul><li>Active Brand Management – Digital PR </li></ul><ul><li>Interactive Reputation and Identity Solution – i.r.i.s. </li></ul>
  5. 5. Brand Tracking Discovering and Monitoring Your Digital Footprint <ul><ul><li>Work with Pandemic Labs to determine the topics, brands and ideas that are most relevant to your business – keyword exploration </li></ul></ul><ul><ul><li>Use Pandemic Labs’ tracking service to track nearly all mentions of your keywords across the entire internet – social networks, microblogs, blogs, social media, etc. </li></ul></ul><ul><ul><li>Receive weekly, monthly or custom tracking reports to see and understand: </li></ul></ul><ul><ul><ul><li>The size of your company or brand’s digital footprint </li></ul></ul></ul><ul><ul><ul><li>The size of your competitors’ footprint(s) </li></ul></ul></ul><ul><ul><ul><li>Where people are (or aren’t) talking about you </li></ul></ul></ul><ul><ul><ul><li>The sentiment regarding you, your competitors and your industry </li></ul></ul></ul>
  6. 6. Active Brand Management (Digital PR) Influencing the Online Conversations <ul><ul><li>Use the data from your Brand Tracking efforts to decide which conversations about your brand are most valuable or harmful </li></ul></ul><ul><ul><li>Join the discussions that are taking place in two ways: </li></ul></ul><ul><ul><ul><li>Branded interactions on blogs, forums and sites can be used when an “official” message is necessary </li></ul></ul></ul><ul><ul><ul><li>Non-branded interactions can be used when grass roots efforts will more effectively influence the conversation </li></ul></ul></ul><ul><ul><li>Influence the discussions already taking place to clarify and control your branding </li></ul></ul><ul><ul><li>Use the results of your first few conversations to inform your future community-outreach efforts - listening to the community’s feedback to evolve your strategy </li></ul></ul>
  7. 7. i.r.i.s. The Complete I nteractive R eputation and I dentity S olution <ul><ul><li>Use the data from your Brand Tracking efforts to locate areas where your online reputation is lacking </li></ul></ul><ul><ul><li>Start new conversations on the most relevant sites to your business that do not already have your message </li></ul></ul><ul><ul><li>Reach out to your customers to create buzz where they already spend time online – “fish where the fish are” </li></ul></ul><ul><ul><li>Target the top 20 online influencers in your industry and get digital PR mentions </li></ul></ul><ul><ul><li>Use mentions of your brand found via Brand Tracking as ammunition to get more mentions on the most influential blogs, forums and social networks and start the viral spread </li></ul></ul><ul><ul><li>All in all: be proactive, reactive, and interactive! </li></ul></ul>
  8. 8. Section 2: Social Media Marketing <ul><li>Strategy Consulting </li></ul><ul><li>Web Outreach and Digital PR </li></ul><ul><li>Social Network Management </li></ul><ul><li>Social Network PPC </li></ul>
  9. 9. Social Media Strategy Designing Your Comprehensive Online Strategy <ul><ul><li>Work with Pandemic Labs to determine the best way for your brand to enter the social media space – viral videos and Facebook pages are not the answer for everyone </li></ul></ul><ul><ul><li>Speak to our experienced team about best practices when implementing online news releases, social network campaigns, viral videos and the like </li></ul></ul><ul><ul><li>Design a campaign that utilizes hundreds of sites and dozens of strategies to reach your target audience </li></ul></ul><ul><ul><li>Craft custom success metrics to your business and your campaign – video views and registered users to your site are likely not showing the true ROI </li></ul></ul><ul><ul><li>Implement social media strategies of all types – one-off efforts, series, comprehensive efforts </li></ul></ul><ul><ul><li>Get feedback on efforts you’ve already undertaken or as they’re in progress </li></ul></ul>
  10. 10. Web Outreach and Digital PR Connecting with Online Influencers to Build Buzz <ul><ul><li>Use Pandemic Labs to locate the biggest actual influencers in your online space – the biggest users on social sites, the most shared blogs, etc. </li></ul></ul><ul><ul><li>Work with Pandemic Labs to plan PR events that bloggers will want to write about </li></ul></ul><ul><ul><li>Learn about online etiquette and how to improve your outreach efforts by 30% </li></ul></ul><ul><ul><li>Find the sites where your consumers spend their time and obtain prominent mentions </li></ul></ul><ul><ul><li>Create buzz on forums, blog comments and micro- blogging sites – have personal interactions with your consumers in a permanent, public forum </li></ul></ul>
  11. 11. Social Network Use “ Fish Where the Fish Are” <ul><ul><li>100+ million users on both Facebook and Myspace – rather than trying to get them to come to you, go to them </li></ul></ul><ul><ul><li>Work with Pandemic Labs to determine the best way for your brand to enter the social network space </li></ul></ul><ul><ul><li>Design social network pages that will attract targeted users and fans </li></ul></ul><ul><ul><li>Learn strategies to have people to share your page with their friends – make your evangelists work for you </li></ul></ul><ul><ul><li>Fill a void of useful business information on these sites </li></ul></ul><ul><ul><li>Create branded profiles on microblogging sites like Twitter and Plurk – put a personal face behind a brand, help the community, answer questions, monitor their sentiment </li></ul></ul>
  12. 12. Social Network PPC Pay-per-click Campaigns Based on Who You Want <ul><ul><li>Social Network PPC is great for reaching people based on who they are, not what they’ve just typed </li></ul></ul><ul><ul><li>Information on social networks is volunteered by the users rather than guessed at by the networks – you know with 100% certainty that your ads are being shown to the exact people that you want to reach </li></ul></ul><ul><ul><li>Leverage Pandemic Labs’ experience in this space to receive average conversion rates (visit-to-sale) of 3.8% </li></ul></ul><ul><ul><li>Design creative ads that will speak to your exact audience </li></ul></ul><ul><ul><li>Leverage the immediate and controlled investment of PPC </li></ul></ul><ul><ul><li>100% trackable results provide easy-to-calculate ROI </li></ul></ul>
  13. 13. Section 3: Viral Marketing <ul><li>Creative </li></ul><ul><li>Production </li></ul><ul><li>Seeding </li></ul><ul><li>Tracking </li></ul><ul><li>Games and Other Media </li></ul>
  14. 14. Creative Giving the Viral the Best Chance for Success <ul><ul><li>Viral media is 100% opt in – you cannot guarantee real views or user experiences </li></ul></ul><ul><ul><ul><li>Viral media must provide value to the user to be successful </li></ul></ul></ul><ul><ul><li>Design a viral that will appeal to your audience and still convey your brand, message or call to action </li></ul></ul><ul><ul><li>Create a viral that will begin the genuine viral spread – blogger mentions, 3 rd party uploads of the video </li></ul></ul><ul><ul><li>Learn when a viral is the right tool for your marketing issue – viral media isn’t always the right choice </li></ul></ul>
  15. 15. Production Production Quality as it Effects Viral Success <ul><ul><li>Make virals with little turn-around time to meet immediate demand </li></ul></ul><ul><ul><li>Use Pandemic Labs’ three production teams on both coasts to create a series of videos quickly </li></ul></ul><ul><ul><li>Leverage computer graphics (CG), high production value or even indie/handheld production quality to achieve the desired effect on your audience </li></ul></ul><ul><ul><li>Trust Pandemic Labs (a company founded by a Filmmaker and a Marketer) to run the entire video shoot and campaign seamlessly </li></ul></ul><ul><ul><li>Use a dedicated viral agency to keep costs in line with expectations - production costs have to make the uncertainty inherent in virals financially feasible </li></ul></ul><ul><ul><li>Tap into Pandemic Labs’ previous successes to make the best viral possible –average views to date/viral = 1.7 million </li></ul></ul>
  16. 16. Seeding Giving the Viral the Best Chance to Be Seen <ul><ul><li>Seed the viral to the most effective sites where your audience already spends time </li></ul></ul><ul><ul><li>Use Pandemic Labs’ experience seeding to over 60 sites to inform you of the best days and times to go live on each site </li></ul></ul><ul><ul><li>Determine whether shooting for the biggest sites or focusing on more niche sites will be the best strategy to meet your business needs </li></ul></ul><ul><ul><li>Set meaningful success metrics – conversions, viral spread, click-thru-rates, sales – “banner metrics” like views, are rarely the most business-meaningful </li></ul></ul><ul><ul><li>Learn from Pandemic Labs to understand how to reach positions of prominence on each site </li></ul></ul><ul><ul><li>Correct initial seeding will allow for “consumer self-selection” – if you hit the target audience correctly when you seed the video, they will pass the video along to their friends who will also be likely to like the video and continue the spread </li></ul></ul>
  17. 17. Tracking Making Sense of the Outcome <ul><ul><li>Track the important topline metrics of the virals in real time– views, comments, download, rating, etc </li></ul></ul><ul><ul><li>Receive reports of deep metrics that are custom for your business – view-to-sale, conversion rates, brand interaction, consumer sentiment </li></ul></ul><ul><ul><li>Manage the virals as they first interact with the online audience – avoid flagging, removal or other interference with the video spread as they happen </li></ul></ul><ul><ul><li>Receive visual reports that inform you at-a-glance how your virals are performing </li></ul></ul><ul><ul><li>Use the feedback from the community to inform future marketing or production efforts </li></ul></ul><ul><ul><li>Capitalize on any spikes in popularity immediately – use the real-time data to inform your integrated PR, marketing and advertising responses </li></ul></ul>
  18. 18. Promotion Taking Advantage of the 48-hour Window <ul><ul><li>Take advantage of the crucial 48-hour window after seeding the virals </li></ul></ul><ul><ul><li>Reach positions of prominence on the chosen sites such as the “most viewed this week”, “most emailed” or “most discussed” pages </li></ul></ul><ul><ul><li>Leverage your video success to win online PR buzz </li></ul></ul><ul><ul><li>Leverage the online PR from your video to reach out to more places in the community </li></ul></ul><ul><ul><li>Plan your strategy around which sites have the best chance of “blowing up” and utilize social news and social media sites to promote these sites first </li></ul></ul><ul><ul><li>Connect with powerusers on various sites like Digg, Mixx and StumbleUpon to drive targeted traffic to specific seeds of the video </li></ul></ul>
  19. 19. Games and Other Virals Fertile Ground for Fresh Ideas <ul><ul><li>‘ Virals’ are often thought of as only video – games, photos, music and others can also be distributed virally </li></ul></ul><ul><ul><li>There are over 100 popular online gaming sites that can be used to promote branded flash games and other media </li></ul></ul><ul><ul><li>Some of the most popular sites on the net like Flickr and Icanhascheezburger are 100% photo based and are great ways to promote static visual media </li></ul></ul><ul><ul><li>Leveraging the blogger and podcasting communities can yield great results if the viral is non-video – millions of podcasts, some in every topic </li></ul></ul>
  20. 20. Section 4: Blog Services <ul><li>Blog Creation and Management </li></ul><ul><li>Blog Promotion </li></ul>
  21. 21. Blog Creation and Management Informing Your Consumers – Building Community <ul><ul><li>Blogs have a very developed industry with dedicated rankings, search engines and their own etiquette </li></ul></ul><ul><ul><li>Create search engine optimized (SEO) blog content to increase organic search traffic to your brand’s site </li></ul></ul><ul><ul><li>Social media optimized (SMO) blogs are easier to find, share and have higher rankings than their competitors </li></ul></ul><ul><ul><ul><li>Create additional pages on social networks that require zero maintenance – additional ways for people to read your blog content and experience your brand on sites like Twitter, Facebook and Myspace </li></ul></ul></ul><ul><ul><li>Design your blog content strategy to connect with communities relevant to your business and have permanent online bridges linking back to your calls to action and information pages </li></ul></ul>
  22. 22. Blog Promotion & Optimization Plugging into the Blogosphere <ul><ul><li>99% of blogs grow slowly and organically – most are never found </li></ul></ul><ul><ul><li>Plug into the existing community - the fastest way to get on the map </li></ul></ul><ul><ul><li>Leverage the high-traffic social media sites to drive readers to the blog early on </li></ul></ul><ul><ul><li>Increase your subscriber count with easy widgets to improve subscribership </li></ul></ul><ul><ul><li>Implement SEO, sharing and cookie-based plugins to increase the percentage of your traffic that subscribes and shares your content </li></ul></ul><ul><ul><li>Develop an overall strategy of blog-as-marketing tool – integrate a blog into existing marketing </li></ul></ul><ul><ul><li>Maximize the ability for readers to connect personally with the corporate blog – become more than a corporate monolith or simple brand </li></ul></ul>
  23. 23. Notes Pandemic Labs was built with flexibility to adapt to agency needs at the forefront of our business. We are able to open offices (physical or virtual) at the drop of a hat as needed for larger clients. We can take on projects of nearly any scope and currently work for clients ranging from start-ups to International brands like Puma. Something to note, i.r.i.s. is our banner service and is a very useful addendum to current online efforts as well as a very successful stand alone service. All of these strategies are priced custom for each client. For ranges or specific quotes, please contact Brennan White, at 781.910.5245.