Value 2.0Marketing In A RecessionWhy Social Marketing?             MarketingWorks
Value 2.0                                                                                                                 ...
MWKSseeds, leads& ignites conversationsactivating results
Escada Moon Sparkle – Rihanna’s Girls Night Out                                                         Duration          ...
Campaign                                                   Yaris versus Yaris                                             ...
Social Networks                                                 Nickelodeon Kids’ Choice                                  ...
Social Networks                                                 Nickelodeon Kids’ Choice                                  ...
MWKS MarketingWorks                            Corporate Overview  MarketingWorks MWKS is a social marketing agency that c...
MarketingworksCODE OF ETHICSCODE OF ETHICS     Consumer Protection & Respect Is Paramount: 1   MWKS respects and promotes ...
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Value 2.0 marketing in a recession

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Value 2.0 marketing in a recession

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Value 2.0 marketing in a recession

  1. 1. Value 2.0Marketing In A RecessionWhy Social Marketing? MarketingWorks
  2. 2. Value 2.0 Value 2.0 Marketing In a Recession: Why Social Media? Marketing In a Recession: Consumer Impact MEDIA CONSUMPTION TOTAL US ADVERTISING SPEND “Over 90% of consumers say WOM influenced their purchases.” DoubleClick 75% of Internet users participate in some The Opportunity 6% Online 22% TV “Over 90% of consumers say WOM form of social media, up from 56% in 2007.... Online 41% influenced their purchases.” 14 hours wk 20% Direct Mail DoubleClick “…50% the US adult population will be on a social network by 2011.” TV 14 hours wk 14% Newspapers Trust in "a person like me" has tripled 5% Yellow Pages to 68% in 2 years 4% Magazines Now more than ever, consumers will validate The most recommended brand online Radio 4 hours wk 7% Radio purchase decisions via online peer opinion in its category grows 21% Other the category average 2.5x Magazines, 2 hours Media Newspapers, 1 hour $303 Billion (2007E) Internet & More measurable than traditional media……. improves accountability CMOs shifts budget mix… improves budget allocation & optimization 80% Personal Sources Are The Best Precision targeting by lifecycle and decision stage….improves effectiveness Information sources Consumers trust each other first………improves impact -Morgan Stanley It’s where your customers spend most of their time………improves efficiency People Aren’t going to stop talking “In the recession of 2009, marketers will be making cuts almost across the board, and will seek cost-efficient alternatives.”Value 2.0 October 2008 Value 2.0 Marketing In a Recession: Budget Allocation Marketing In a Recession: Return On Investment Social Marketing Activation Benefits • Cost Effective • Rapid Deployment • Precision Targeting • Scalable • Legacy Effect • Accountable • Measurable ROI DR PR SR IR IMPACT Direct Marketing Results Blogger Outreach Search Results Customer Acquisition Influence the Influentials SEO+SMO Insight Results Lead Generation In bound Marketing Engagement Feedback Conversion Impact PLUS, Brand Impact Makes your dollars work harder! CMO’s give it priority 4 5 C O N F I D E N T I A L C O N F I D E N T I A L
  3. 3. MWKSseeds, leads& ignites conversationsactivating results
  4. 4. Escada Moon Sparkle – Rihanna’s Girls Night Out Duration Four Weeks Demographic Women, ages 16-30 Objectives Promoting awareness of the launch of Escada’s new fragrance Moon Sparkle and the exclusive Rihanna concerts sponsored by Escada Moon Sparkle. Strategy Awareness: Approached women, 16-30, in communities of Rihanna fans, hip hop/R&B and fashionistas. Consumer purchase: Drove consumer in-store to purchase perfume Online PR: Reached out directly to entertainment bloggers, fashion bloggers and online taste makers. Geo-targeted: Pushed exclusive concerts and in-store events Sweepstakes entry: drove consumers to enter online sweepstakes Mobile: Encouraged ring tone downloads Results All three exclusive concerts sold out ez Online columnists and bloggers enthusiastically picked up on story (Perez Hilton mentioned the promotion in his blog, 2MM unique daily visitors) Increased sales; exceeded client’s expectations at in-store events. Online sweepstakes goal was exceeded by 600% AwarenessCase Studies Campaign Skins Duration Five Weeks Objectives • Creating awareness of BBC America’s Brit-crossover,ver, • Skins among current and potential fans • Increasing viewer tune-in • Building fan networks and creating evangelists • Increasing SEO vs. British Skins (E4) material already online ady Strategy • Target online communities of current US-based Skins fans, early-adopters, artist/indie groups & television addicts. • Position Skins against known-hits during the major fall network ad-campaigns (e.g. Gossip Girl, 90210) • Messaging: Premiere time/date with weekly updates on new episodes • Social technographics of demo reveal high usage of Twitter, so MWKS used to spread WOM Buzz effectively • Dynamic engagement strategy with multiple digital assets via YouTube (videos) and Flickr (images) • Provide new digital materials, including an immense YouTube video library • Link backs to landing pages using strategic tag words within multiple social bookmarking utilities (e.g. Del.icio.us, StumbleUpon) to ensure US viewers Activation found BBC America Skins content vs. Britain’s E4 Results • Exceeded client’s rating expectations (.08) for premiere tune-in with a .1 • 60,000+ video views over 5-week campaign Awareness • Built groundwork for client to sustain viral efforts using YouTube/Twitter • accounts after campaign end; client maintaining these accounts due to their success. 5 © 2009, MWKS. All Rights Reserved.
  5. 5. Campaign Yaris versus Yaris Duration Three months Objective • Creating awareness and driving attendance of live-events: Houston, Atlanta, Washington DC and Chicago • Driving online voting and registration Strategy • Activated online communications with DJ’s and their fans, hip hop communities, rap culture and passionate fans of movies/sports/urban culture • Promoted Yaris-brand and encouraged attendance at the four e live-events where music artists performed and vehicle test-drives st-drives occurred Results • Built a network of evangelists around the Yaris brand; this his pped, direct engagement proved successful in reaching untapped, niche communities Automotive/ M/F 18-24 • Created a positive relationship between the Yaris brand and d target consumer. • Attendance of four live events exceeded client’s expectations tations ActivationCase Studies Progressive “Sturgis Promotion” Duration 3 Weeks Target Bikers and Motorcycle Enthusiasts. Objectives ƒ Create awareness of Progressive’s presence at Sturgis, the largest Bike Rally of the year ƒ Create interest in accompanying promotions ƒ Engage Bikers with the brand Strategy ƒ Approached Bloggers, groups within Social Networks and Message Boards to spread the word about Sturgis and the promotions (Custom Bike Giveaway and T-Shirt Giveaway) ƒ Drive consumers to landing page. ƒ Speak honestly to Bikers on behalf of the brand, creating a dialog and an understanding that Progressive understands Bikers. Results Bikers & Motorcycle Enthusiasts ƒ Over 600,000 Engagements. ƒ Bike Bloggers enthusiastically passed the word along in their Blogs. ƒ Raised the profile of Progressive Motorcycle Insurance in Google Activation Search. ƒ Client impressed by the careful way in which Bikers were engaged. Financial Services Awareness ƒ Authenticity is key with this group. Activation
  6. 6. Social Networks Nickelodeon Kids’ Choice Awards Duration Four Weeks Target Demographic Children, ages 12-17 Objectives ƒ Creating awareness and excitement for Nick’s Kids’ Choice Awards ƒ Encouraging and driving tune-in of KCA time/date ƒ Encouraging engagement by driving online voting ƒ Promoting asset downloads on-site and use of KCA widget Strategies ƒ Entered thriving online communities, created awareness of KCA time/date f i /d e ƒ Engaged Tweens and Teens in the online communities where they hive togethergether ƒ Leveraged the popularity of the nominees as well as the host, Jack Black, to spark conversations online adding to a compelling call-to-action ƒ Overlaid our internal site-lists/media strategy against Nick’s site-list ƒ Scrubbed the master file addressing concerns selecting only family-friendly sites ƒ Authored the “talking points” and integrated call-to-action digital elements Results ƒ Highest rating ever for the Nick KCA’s (#1 show for kids and Tweens that week) ƒ Achieved 136,000+ engagements within influential communities ƒ Built a network of evangelists that ignited pass-along ƒ 88 MILLION votes were cast online ƒ 2x greater volume than 2007 votes ƒ Generated highest TV ratings in the history of the program ƒ 89.3 Million votes cast. An increase of 119% over last year Awareness ƒ Positive engagement between Brand and ConsumerCase Studies Vision To Venture / Office Live Small Business Duration 3 months Target Current/future female small business owners Objectives ƒ Drive awareness, registration & participation in Microsoft’s Vision to Venture Women’s Tour consisting of (6) one-day live events in 6 DMAs ƒ Encourage active, engaged discussion about Microsoft’s commitment to women and small business owners via Office Live Small Business (“OLSB”) ƒ Promote awareness and discussion surrounding Microsoft’s Vision To Venture Program ƒ Build a database & network of evangelists to maximize dWOM & pass-along for all OLSB campaign Strategy Phase I: Contact influential bloggers within the targeted DMAs to ensure strong registration and attendance of the V2V Women’s tour Phase II: Post V2V tour within key communities to build awareness of OLSB and drive registrations Deployment ƒ Created ignition discussion topics designed to engage and maximize response "Office Live Small Business (e.g. “What Are Your Best Tips for Starting a Business?”) provides the flexibility I need by ƒ Strategically selected communities where the target market hived & outreach to key influencers, allowing me to make updates to sharing relevant information, engaging in active conversations to influence and inspire pass-along my Web site quickly and easily ƒ Tagged all postings within boosting organic SEO value Activation from any computer." Results ƒ Created 7.63 million engagements within the target demographic ƒ Drove strong attendance to V2V Women’s Tour within 6 DMAs Awareness ƒ Built a sustainable network of evangelists for Microsoft Activation
  7. 7. Social Networks Nickelodeon Kids’ Choice Awards Duration Four Weeks Target Demographic Children, ages 12-17 Objectives ƒ Creating awareness and excitement for Nick’s Kids’ Choice Awards ƒ Encouraging and driving tune-in of KCA time/date ƒ Encouraging engagement by driving online voting ƒ Promoting asset downloads on-site and use of KCA widget Strategies ƒ Entered thriving online communities, created awareness of KCA time/date f i /d e ƒ Engaged Tweens and Teens in the online communities where they hive togethergether ƒ Leveraged the popularity of the nominees as well as the host, Jack Black, to spark conversations online adding to a compelling call-to-action ƒ Overlaid our internal site-lists/media strategy against Nick’s site-list ƒ Scrubbed the master file addressing concerns selecting only family-friendly sites ƒ Authored the “talking points” and integrated call-to-action digital elements Results ƒ Highest rating ever for the Nick KCA’s (#1 show for kids and Tweens that week) ƒ Achieved 136,000+ engagements within influential communities ƒ Built a network of evangelists that ignited pass-along ƒ 88 MILLION votes were cast online ƒ 2x greater volume than 2007 votes ƒ Generated highest TV ratings in the history of the program ƒ 89.3 Million votes cast. An increase of 119% over last year Awareness ƒ Positive engagement between Brand and ConsumerCase Studies Vision To Venture / Office Live Small Business Duration 3 months Target Current/future female small business owners Objectives ƒ Drive awareness, registration & participation in Microsoft’s Vision to Venture Women’s Tour consisting of (6) one-day live events in 6 DMAs ƒ Encourage active, engaged discussion about Microsoft’s commitment to women and small business owners via Office Live Small Business (“OLSB”) ƒ Promote awareness and discussion surrounding Microsoft’s Vision To Venture Program ƒ Build a database & network of evangelists to maximize dWOM & pass-along for all OLSB campaign Strategy Phase I: Contact influential bloggers within the targeted DMAs to ensure strong registration and attendance of the V2V Women’s tour Phase II: Post V2V tour within key communities to build awareness of OLSB and drive registrations Deployment ƒ Created ignition discussion topics designed to engage and maximize response "Office Live Small Business (e.g. “What Are Your Best Tips for Starting a Business?”) provides the flexibility I need by ƒ Strategically selected communities where the target market hived & outreach to key influencers, allowing me to make updates to sharing relevant information, engaging in active conversations to influence and inspire pass-along my Web site quickly and easily ƒ Tagged all postings within boosting organic SEO value Activation from any computer." Results ƒ Created 7.63 million engagements within the target demographic ƒ Drove strong attendance to V2V Women’s Tour within 6 DMAs Awareness ƒ Built a sustainable network of evangelists for Microsoft Activation
  8. 8. MWKS MarketingWorks Corporate Overview MarketingWorks MWKS is a social marketing agency that combines best in  class engagement strategies with the ability to implement and activate  results. We target the right online conversations to deliver compelling  l h h l d l ll brand content with calls to action designed to ignite digital WOM buzz,  brand advocacy and direct response results. MWKS provides expertise in all areas of social marketing. Our strategic  Los Angeles New York value proposition is influencing the influencers.  value proposition is influencing the influencers Corporate Headquarters Corporate Headquarters Sales & Client ServicesWe seed, lead & ignite  i h i fl l !conversations that influence results! csalmore@mworks‐inc.com Randy F. Price CONFIDENTIAL rfprice@mworks‐inc.com MWKS Corporate Relationships Leadership Brands Innovative Agencies I ti A i Strategic Partners CONFIDENTIAL
  9. 9. MarketingworksCODE OF ETHICSCODE OF ETHICS Consumer Protection & Respect Is Paramount: 1 MWKS respects and promotes best‐practices that protect consumers at all times. p p p p Honesty  ROI : Relationships, Opinions & Identity Honesty “ROI”: Relationships Opinions & Identity 2 Honesty of Relationship ‐ MWKS practices openness about the relationship between consumers, our Brand Ambassadors and our clients. We stand against shill  and stealth marketing practices. MWKS complies with FTC regulations that state: “When there exists a connection between the endorser and the seller of the advertiser product which might materially affect the weight of credibility of the endorsement (i the connection i not reasonably expected b d hi h i h i ll ff h i h f dibili f h d (i.e, h i is bl d by the audience) such connection must be fully disclosed.” Honesty of Opinion ‐ MWKS complies with FTC regulations regarding testimonials and endorsements, specifically: “Endorsements must always reflect the honest opinions, findings, beliefs, or experience of the endorser. Furthermore, they may not contain any representations which would be deceptive, or could not b substantiated, if made di tl b th advertiser.” b d ti ld t be b t ti t d d directly by the d ti ” Honesty of Identity ‐ MWKS complies with FTC regulations regarding identity in endorsements that state: “Advertisements presenting endorsements by what  are represented, directly of implication, to be “actual consumers” should utilize actual consumers, in both the audio and video or  clearly and conspicuously disclose that the persons in such advertisements are not actual consumers of the advertised product.” 3 Respect for Rules of the Venue: MWKS respects the rights of any online or offline communications venue (such as a website, blog, social network, forum, chat‐ room, etc.) to create and enforce its rules as it sees fit.  At MWKS we never create campaigns or encourage behavior that would  , ) violate or disrespect those rules. p g g MarketingworksCODE OF ETHICSCODE OF ETHICS Manage Relationships with Minors Responsibility: 4 MWKS believes that working with minors in online marketing programs carries important ethical  MWKS b li h ki ih i i obligations, responsibilities and sensitivity.  li k i i i hi l MWKS complies with all applicable laws dealing with minors and marketing, including COPPA, and  regulations regarding age restrictions for particular products and services. regulations regarding age‐restrictions for particular products and services. At MWKS we insure that all our campaigns comply with existing media‐specific rules regarding minors,  (such as day‐part restrictions) and full disclosure. 5 Honest Downstream Communications: Honest Downstream Communications: At MWKS we recognize that we cannot control what real people say or how a message will be presented  after multiple generations of conversations.  Nevertheless, MWKS promotes Honesty ROI in any and all of  our downstream communications. Protection of Privacy & Permission: 6 MWKS respects the privacy of consumers at all times.  Every word‐of‐mouth online marketing program is   g g p y, p , p p structured using the highest privacy, opt‐in, and permission‐based standards. MWKS complies with all  relevant regulations.  Any personal information gathered from consumers through their participation is  used only in the confines of that particular program, unless the consumer voluntarily gives MWKS  permission to use it for other purposes.
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