Reprise Media Socialmedia Bootcamp 05.13.09 Draft

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

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Reprise Media Socialmedia Bootcamp 05.13.09 Draft

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Reprise Media Socialmedia Bootcamp 05.13.09 Draft Presentation Transcript