Natural Seeding, Paid Seeding, SMO, SMA and SMM Explained

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Amsterdam, February 2011

Our Vision
advertising never
started a movement
powered by the social web,
not only advertised on it.

Our Mission
To move brands away from traditional
marketing, towards a model which is
more content-driven, engaged and
focused on consumer dialogue
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OurDomains
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Strategy & Insights
Research, Insights, Social Media Monitoring, Fatting, Engagement Strategies,
Social Commerce, Social TV, Social Gaming and Social CRM
Digital PR & Buzz
Digital PR, Natural Seeding, Social Media Optimization, Digital PR Clippings, Influencer Identification and Outreach Programs
Media & Advertising
Strategic Social Media Planning and Buying, Paid Seeding, Social Media Advertising,
Facebook, YouTube and Twitter campaigns, Blog Advertorials and more
Content & Communities
Content creation, Branded Social Pages, Widgets, Virals, Branded Blogs, Fan & Brand Ambassador programs, Communities and Community Management
Tracking & ROI
Online video tracking with ViralTracker (virals, movie trailers, game trailers, video
clips, TV exclusives), Buzz tracking, Social ROI measurement, Brand Patrol programs

AboutNatural Seeding & Paid Social Seeding
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Within Seeding We Define Two Methods
Natural Seeding
Natural seeding is earning attention, almost like digital PR: the uptake and reach depend on the creativity of your content. Success can be estimated upfront, but not guaranteed.
The benefits of natural seeding? The content is embedded - so your awareness and Google results will keep growing organically - for many months or much longer.
Paid Seeding
Paid seeding is buying attention, like media buying: your reach is guaranteed within a period. Examples: video views or blogvertorial.
The benefits of paid seeding? It will speed up and guarantee your reach. Our embed tactics ensure organic growth. So even when your media budget is used, your social and Google awareness will keep growing.
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Social Media Spaces for Seeding
Social
Networks
Widgets
RSS
Video
Portals
Key
Social Media
Spaces
MicroBlogging
Podcasts
Review
Sites
Blogging
Photo
Portals
MessageBoards
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In stage 1 our social specialists will benchmark and rate the content with a viral score between 0 and 10. At low rated content, we advice to use paid seeding as well. At high rated content, we will estimate your ROI based on natural seeding efforts only.
In stage 2 we create a targeted social media strategy in which we wrap your content in compelling stories that will connect to influencers, fans and their followers. To create extra buzz, we might also propose to create a buzz toolkit.
In stage 3 we create you a smart social media plan, by using our golden asset: our social media planning database. It contains not only the ComScore top 10 - but over 350,000 social sites ranked by: country, theme, topic and passion.
In stage 4 we create the relevant meta data foryour content: title, descriptions tags and link to your site.
In stage 5 we start to upload and seed the content to: local and global video portals (YouTube, DailyMotion etc)., influential bloggers and micro bloggers (Twitter etc), forums and communities, social networks (Facebook, MySpace etc) , social bookmarking sites (Digg, del.icio.us etc), RSS, E-mail and more.
In stage 6 the ViralTracker dashboard will show the growth, reach, impact and spread of your content for a period of 3, 6 or 12 months. Warning: watching your results in ViralTracker might be addictive 
Social seeding is like growing and nurturing plants: they will need water, attention and time to grow. So please bear in mind that the viral incubation period for seeding can be 21 days.
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Seeding Step By Step

Seeding Focus
Conversation
Advocacy
Our seedingefforts focus on the following to make sure our clients gets the attention they deserve:
0. Smart meta data and keywords
Eyeballs
Advocacy
Conversation
Andwhat do our clients get in return?
4. Proof of ROI with ViralTracker
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Eyeballs

Driving Awareness with Seeding
Extract of Social Media Planning *
Global & Local
Blogs / Forums
Global & Local
Video Portals
Global & Local
Social Networks
* Thisoverview is justanexample and extract
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Uploadto video portals
Viral Incubation Period = 21 days
Super Influencers & Brand Fans
TIME
Influencers
Moderators
Followers
Seeding Steps & Viral Incubation Time
SocialMedia8 divides reaching influencers and seeding the message over several stages. Below and overview of our bottom-up approach.
* Thisis anexample
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Targeting & Timing
Target
Influencers within target audience
Early Adopters & Innovators
The Masses & Followers
Timing
21 days
90 days
45 days
Activate people in niche environments where they have an interest in the subject matter
Seed the content on 100’s of sites instead of a few big sites where it will disappear in the clutter
Use word-of-mouth and buzz tactis to ignite talks among influencers, early adopters and the masses
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Buzz Toolkit
A Buzz Toolkit will help to earn attention of the press, social influencers, share determining bloggers and forum moderators, during our social seeding efforts.
A Buzz Toolkit (in plain English: Online PR Multi Media Toolkit) can increase the seeding results with 50% or more
A Buzz Toolkit can contain assets like: story, cliffhangers, videos, behind the scenes, visuals, logo, hyperlinks, product information and more.
(but please don’t tell your PR agency )
This is the buzz toolkit for Heineken International
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Viral Roadmap
YES
REPORT
REALLY
VIRAL?
SOCIAL PLANNING
NATURAL
SEEDING
VIRALSPOT
NO
PAID SEEDING
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Tracking & ROI by ViralTracker
SocialMedia8 uses ViralTracker to monitor the reach, impact and engagement online videos and trailers across millions of social sites and over 400 video portals around the globe.
The ViralTracker video performance technology proofs the efforts of our seeding skills and shows the brand if the creativity of the online video has the “touch of gold”.
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Tracking & ROI by ViralTracker
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AboutSocial Media Optimization (SMO) & Social Media Advertising (SMO)
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Within Social We Define Two Methods
Social Media Optimization- SMO
Social Media Optimization (SMO) is improving the visibility of a website or fanpage via the natural or un-paid (organic) social media results. Like i.e. blogging, photos, videos, social interactions, sharing buttons etc.
The benefits of SMO? The content is embedded in social sites, so your online awareness and Google results will keep growing organically.
Social Media Advertising- SMA
Social Media Advertising (SMA) is improving the visibility of a website or social fanpagevia paid social media advertising. I.e.: Facebook Ads or other ads on social sites.
The benefits of SMA? Highly targeted advertising on social sites on social networks. It will speed up and guarantee your reach. But, when budget is used, the ads will disappear.
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Guiding Principles of Social Seeding
SocialMedia8 is a member of the IAB (Interactive Advertising Bureau) and WOMMA (Word Of Mouth Marketing Association) and will always act compliant to the WOMMA code of ethics.
The WOMMA code is a first step in the complicated process of building an industry based on consumer respect and fundamental ethical principles.The essence of the WOMMA Ethics Code comes down to the Honesty ROI
Honesty of Relationship: You say who you're speaking for
Honesty of Opinion: You say what you believe
Honesty of Identity: You never obscure your identity
For more information, please read the Ethics code
Nothing in any agreement can force SocialMedia8 to execute its services contra dictionary to the WOMMA Ethics Code (the right of refusal).
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Connect to one of our following specialists:
Neil Draper
Account Director
neil@socialmedia8.com
+31 20 575 74 55
Paul Braat
Account Director
paul@socialmedia8.com
+31 20 575 74 55
Daan Jansonius
Account Manager
daan@socialmedia8.com
+44 755 436 22 51
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Thank you!
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Natural Seeding, Paid Seeding, SMO, SMA and SMM Explained

by SocialMedia8 on Feb 14, 2011

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Natural Seeding, Paid Seeding, SMO, SMA and SMM Explained Presentation Transcript