Unleashing a New Brand
Through Social Media Marke7ng
Joshua Stylman, co‐CEO, Managing Partner
May 19, 2009

Research for Products
How do people
explore new brands
online?

Gateway to the Internet
80%
of all online sessions
begin with search
SOURCE: Harris Interac7ve Study 3

How do marketers get their pages to rank in search?
Search 1.0
PAGE
Search 2.0
AUTHORITY
Search 3.0 By DISTRIBUTING
content to sites
DISTRIBUTION
where customers are
interac7ng
4

Marketers wield less power than in the past
Then:
Now:
Marketers Community
control crea7on take what they’re
& distribu7on given & amplify it
5

Individuals = producer, distributor & consumer
6

Case Study: Honda Fury
7

Seeding Interest: Teaser campaign
Distributed unbranded viral videos 7ed to posters,
Fury teaser site through the “Fury Is Unleashed” tagline
8

Influencer outreach
Built a network
of trusted
motorcycle
bloggers/
websites to
distribute Fury
content to
9

Suppor7ng the launch
10

Distributed brand messaging
Let people engage with the brand on their own terms
11

Using social media as a brand des7na7on
12

Engaging with consumers via social profiles
Led to greater page interac7on, raising its overall value
No Comments or
Fan ParJcipaJon
13

Campaign Results:
Facebook Fans
Steady increase in 1800
1600
Facebook engagement 1400
1200
1000
EED SI TE DATA
800
600
N
10,000+ comments 400
200
0
1/16/09 2/6/09 2/27/09 3/20/09 4/10/09 5/1/09
“Fury” branded
men7ons outpaced
generic “chopper” 2:1
14

Google Trends – Honda Fury
A
EED S ITE DAT
N
15

Building Social Media Content Increases Chances to Rank
CORP SITE
SOCIAL MEDIA
RESULTS
CORP SITE
CORP SITE
SOCIAL MEDIA
RESULTS
16

Con7nuing the conversa7on post‐launch
17

Rules for launching a brand through social media
1. Before you do anything, listen
2. Iden7fy your audience
3. Bring your website & content to them
4. Op7mize all your assets
5. Be authen7c and provide value
18

Thank You
josh@reprisemedia.com
@jstylman
19