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Public Relations and Social Media Recommendations<br />June 3, 2010<br />
    The  Team<br /><ul><li>George – A hands-on PR/social media pro with more than 15 years developing creative, high-impac...
Cheryl– With us for more than 6 years, she’s one of our “go to” consumer media placement experts, having worked on consume...
Allie – Here for 3+ years, she’s a card-carrying gen-y’er with a  lifetime of digital experience. When not engaging with s...
Merritt– A consumer marketing/PR expert, she has extensive experience working with a wide range of bloggers, social networ...
Bob – Strategist, counselor, coach and pinch hitter</li></li></ul><li>About Us<br />Research<br />Planning<br />Putting Zo...
Builds marketplace value for companies marketing technology products and services<br />Consumer technology<br />Enterprise...
Building Influence <br />
Making Waves<br />
Engaging Consumers<br />
Driving Conversations<br />
             What do they think?  <br />
Facebook the most popular for 15-25 year olds<br />Twitter / MySpace are distant 2nd / 3rd<br />    Top Social Networks<br...
    Social Network Behavior<br />Why do you use social networking sites? <br />#1 – Stay in touch with my friends<br />#2 ...
    Limited Custom Domain Interest<br />Would you like your own site with a <br />personalized address, like “yourname.com...
    Personalization Not A Priority<br />MySpace allows you to personalize your page design; Facebook doesn’t. How importan...
Top privacy issue: control of information<br />    Key Issues<br />Is online privacy an important issue for you, and if so...
Vast majority (90%) don’t blog; top reasons:<br />I don’t know what toblog about (41%)<br />Facebook/MySpace is good enoug...
    Our Teens Get Their News:<br />#1 – Online news sites<br />#2 – TV news<br />#3 – Magazines<br />#4 – Newspapers<br />...
Mixed bag: it’s “cool,” but not sure if/how I’d use it<br />“I think it's pretty cool. Allows you to go one place for all ...
Planning <br />
Millennials/Generation Y – born between 1980-2000<br />Sweet spot:  16-24 years olds<br />High school upper classes<br />C...
ZooLoo’s key differentiators aren’t resonating<br />The ZooLoo value proposition is eclipsed <br />The “Facebook effect”<b...
Facebook's Privacy Woes Make Little Impact on Growth – BusinessWeek
Tumblr: 'We're pretty opposed to advertising‘ – Los Angeles Times
Why MySpace Can Still Win as a Music Destination
Facebook Obliterates Rivals in Google List of Top Sites – PCMag.com</li></ul>‎<br /><ul><li>Facebook privacy? Who cares? –...
“Social networking overload”</li></ul>1,020,000 Google results<br />
Building critical mass fast, is critical<br />ZooLoo must be viewed as fun, cool and providing immediate, real “benefits”<...
Use PR/social media programs to build a critical mass of ZooLoo users<br />200,000 ZooLoo pages in 12 months<br />Work wit...
     Push/Pull Communications<br />Drive ZooLoo awareness<br />via traditional media and<br />marketing channels to<br />“...
    Strategic Approach<br />
Putting ZooLoo on the Map<br />
1. ZooLoo Communications Offensive<br />
1:1 meetings with consumer/tech media, bloggers in August<br />Strategic direction<br />Underscore ZooLoo differentiators/...
    Hands-on ZooLoo<br />Build Relationships<br />Give journalists/bloggers free ZooLoo                   upgraded account...
 Proactive News<br />Drive ZooLooAwareness<br />Initiatives leveraging timely issues<br />Privacy<br />Decline of MySpace<...
    ZooLoo “eclipse”<br />Leverage Pop Culture<br />Leverage eclipse debut to attract new members<br />Create and promote ...
Released just prior to eclipse opening, June 30</li></ul>Drive communications through social networks<br />Twilight saga f...
    Creative Content<br />Leverage Pop Culture<br />Regular creative sessions with ZooLoo team to drive ongoing, retention...
    Discussion Management<br />Drive ZooLooAwareness<br />Monitor relevant discussions and issues on key social networks a...
Incentivized viral contest to rapidly register large numbers of new ZooLoo members<br />Conduct U.S. search for ZooLoo “Zo...
Media/social media blitz announcing contest, then winners<br />Press releases <br />Social network posts<br />ZooLoo banne...
Click <br />Z<br />    ZooCrew Promotion<br />Think you have what it takes to be in the Crew?<br />     Are you cool and c...
Leverage power of demographically-focused radio to generate visibility for ZooLoo and ZooCrew<br />Immediate and minimal p...
“As part of the ZooLoo “ZooCrew” contest, ZooLoo, a cool new social networking site, is giving away two free tickets to th...
Click <br />    Summer Concert Tix Promotion<br />ZooLoo is giving away tickets to this             summer’s hottest conce...
Nationwide ZooLoo contest targeting seniors<br />$50,000 to the school with largest ZooLoo community <br />Goal:<br />Enga...
Individual or group of students to administer a school’s ZooLoo “Pimp My Prom Page”<br />Program kicks-off Sept. 15, 2010<...
Program announced via: <br />News release<br />Student blog push<br />ZooLoo communications<br />The American Student Gove...
Click <br />    Pimp My Prom Promotion<br />ZooLoo Wants to Pimp your Prom!<br />How would you like to help your school ho...
Introduce ZooLoo to 50,000 college students<br />Conduct tour of major college football games <br />80K+ stadium seating<b...
Upload photo to ZooLoo page wearing hat<br />Encourage creativity<br />Random drawings for scholarships<br />Work with uni...
Pre-Tour<br />College, local media the week before <br />Newspapers<br />Radio<br />websites<br />Highlight week’s game on...
Click <br />    Touchdown Tour – Alabama Page<br />
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Transcript of "Zoo loo proposal.final"

  1. 1. Public Relations and Social Media Recommendations<br />June 3, 2010<br />
  2. 2. The Team<br /><ul><li>George – A hands-on PR/social media pro with more than 15 years developing creative, high-impact programs for a wide range of tech, web, and consumer electronic companies
  3. 3. Cheryl– With us for more than 6 years, she’s one of our “go to” consumer media placement experts, having worked on consumer and IT programs
  4. 4. Allie – Here for 3+ years, she’s a card-carrying gen-y’er with a lifetime of digital experience. When not engaging with social media, she can be found somewhere in the Bay Area listening to live music.
  5. 5. Merritt– A consumer marketing/PR expert, she has extensive experience working with a wide range of bloggers, social networks, old school print and broadcast journalists reaching virtually every consumer market segment
  6. 6. Bob – Strategist, counselor, coach and pinch hitter</li></li></ul><li>About Us<br />Research<br />Planning<br />Putting ZooLoo on the Map<br />Budget Recommendations<br />Why Us?<br /> Agenda<br />
  7. 7. Builds marketplace value for companies marketing technology products and services<br />Consumer technology<br />Enterprise technology<br />Green information technology<br />Works closely with all social/traditional media channels <br />Delivers high-impact, cost-efficient programs to generate target market awareness and action<br />Employs outstanding, experienced staff<br />Believes in service, results, integrity<br /> About Walt & Company<br />
  8. 8. Building Influence <br />
  9. 9. Making Waves<br />
  10. 10. Engaging Consumers<br />
  11. 11. Driving Conversations<br />
  12. 12. What do they think? <br />
  13. 13. Facebook the most popular for 15-25 year olds<br />Twitter / MySpace are distant 2nd / 3rd<br /> Top Social Networks<br />Do you use any of the following frequently?<br />
  14. 14. Social Network Behavior<br />Why do you use social networking sites? <br />#1 – Stay in touch with my friends<br />#2 – Share photos/videos<br />#3 – Follow things that I like<br />#4 – Because everyone is doing it<br />#5 – Track fashion, music, celebrities, news, etc.<br />
  15. 15. Limited Custom Domain Interest<br />Would you like your own site with a <br />personalized address, like “yourname.com”?<br />Yes<br />No<br />Not sure<br />40.3%<br />30.6%<br />29.0%<br />
  16. 16. Personalization Not A Priority<br />MySpace allows you to personalize your page design; Facebook doesn’t. How important is the ability to personalize the design of your page?<br />67.8%<br />Very important<br />Somewhat important<br />A little important<br />Not important at all<br />5.1%<br />15.3%<br />11.9%<br />
  17. 17. Top privacy issue: control of information<br /> Key Issues<br />Is online privacy an important issue for you, and if so, why?<br />
  18. 18. Vast majority (90%) don’t blog; top reasons:<br />I don’t know what toblog about (41%)<br />Facebook/MySpace is good enough (39%)<br />Takes too much time/too difficult (12%)<br />Findings underscoredby recent PEW study<br />Of those who blog, most use WordPressor BlogSpot<br /> To Blog or Not to Blog<br />Do you currently blog or plan to blog, <br />and if so, why?<br />89.7%<br />Express my personality; share my thoughts/ideas<br />Facebook/MySpace limit my ability to say what I want <br />Gives me opportunity to create custom online presence<br />Might help me get into good school/find job/prep for career<br />I don’t blog<br />
  19. 19. Our Teens Get Their News:<br />#1 – Online news sites<br />#2 – TV news<br />#3 – Magazines<br />#4 – Newspapers<br />#5 – Radio<br />
  20. 20. Mixed bag: it’s “cool,” but not sure if/how I’d use it<br />“I think it's pretty cool. Allows you to go one place for all of your updates rather than each site.”<br />“Not into blogging. Waste of time in my opinion. I can tell my friends what I want them to know in person or via Facebook.”<br />“Probably not. Not interested in joining another social network.”<br />“It looks user friendly and fun, I would consider using it.”<br />“I would use it, it just might be difficult to convert people from Facebook. But it has a cool layout and design and has a lot of cool options.”<br />“I would be interested in using it if there was a large majority of my friends on it.”<br /> ZooLoo First Impressions<br />
  21. 21. Planning <br />
  22. 22. Millennials/Generation Y – born between 1980-2000<br />Sweet spot: 16-24 years olds<br />High school upper classes<br />College students<br />M/GY Verticals<br />Bands/music<br />Celebrities<br />Fashion<br />Gamers<br />Sports enthusiasts <br />Techies<br />Young professionals<br /> Target Audience<br />Explore opportunities with additional target groups<br />
  23. 23. ZooLoo’s key differentiators aren’t resonating<br />The ZooLoo value proposition is eclipsed <br />The “Facebook effect”<br />The “blog problem”<br />Noisy, dynamic space<br />Tumblr has head start<br />There isn’t a ZooLoo positioning silver bullet…at least, not yet<br />Social positioning evolves with increased user participation<br />Facebook, Twitter and MySpace are positioned/ perceived differently today than in the beginning<br />Perception is the reality…literally<br /> The Challenge<br /><ul><li>Tumblr Makes Blogging Blissfully Easy - New York Times
  24. 24. Facebook's Privacy Woes Make Little Impact on Growth – BusinessWeek
  25. 25. Tumblr: 'We're pretty opposed to advertising‘ – Los Angeles Times
  26. 26. Why MySpace Can Still Win as a Music Destination
  27. 27. Facebook Obliterates Rivals in Google List of Top Sites – PCMag.com</li></ul>‎<br /><ul><li>Facebook privacy? Who cares? – MSNBC.com
  28. 28. “Social networking overload”</li></ul>1,020,000 Google results<br />
  29. 29. Building critical mass fast, is critical<br />ZooLoo must be viewed as fun, cool and providing immediate, real “benefits”<br />Users need a reason to test drive <br />An aggressive, multi-tiered, interlacing PR, social media and marketing strategy is required<br />Must be flexible to adjust on the fly<br />Promoting ZooLoo isn’t exclusively about de-positioning others<br />Positioning will be developed in parallel…and will evolve over time<br />Initiatives will illuminate user interests<br />Gather real-time feedback<br />Customer/consumer research<br /> Our Take<br />
  30. 30. Use PR/social media programs to build a critical mass of ZooLoo users<br />200,000 ZooLoo pages in 12 months<br />Work with ZooLoo to keep users committed<br />Increase current retention rate through ongoing communications activities<br /> Objectives<br />
  31. 31. Push/Pull Communications<br />Drive ZooLoo awareness<br />via traditional media and<br />marketing channels to<br />“prime the pump”<br />Leverage social media<br />capabilities and pop <br />culture/real-time issues<br />to spur excitement<br />
  32. 32. Strategic Approach<br />
  33. 33. Putting ZooLoo on the Map<br />
  34. 34. 1. ZooLoo Communications Offensive<br />
  35. 35. 1:1 meetings with consumer/tech media, bloggers in August<br />Strategic direction<br />Underscore ZooLoo differentiators/benefits<br />Initiate relationships with key influencers<br />Leverage trends/issues impacting space<br />Sample target media:<br />About.com, BusinessWeek, Chip Chick Blog, CNET, Computer Shopper, Consumer Reports, Engadget, Esquire, Gizmodo, O Magazine, Mac|Life, Macworld, Maxim, New York Times, PCMag.com, PC World, Real Simple, USA Today, Wall Street Journal<br /> ZooLoo On The Road<br />Introduce ZooLoo<br />
  36. 36. Hands-on ZooLoo<br />Build Relationships<br />Give journalists/bloggers free ZooLoo upgraded accounts<br />Underscore ZooLoo differentiators<br />Generate “reviews” ranging from complete testing to user-generated comment<br />Develop user tip sheet highlighting key ZooLoo benefits<br />Grow ZooLoo network through positive WOM<br />
  37. 37. Proactive News<br />Drive ZooLooAwareness<br />Initiatives leveraging timely issues<br />Privacy<br />Decline of MySpace<br />Track calendar opportunities<br />Graduation: push online portfolio benefits and value-adds<br />Ed cal – Profnet/HARO<br />Company news releases<br />ZooLoo “meter”<br />Poll ZooLoo community regarding unusual/fun topics<br />
  38. 38. ZooLoo “eclipse”<br />Leverage Pop Culture<br />Leverage eclipse debut to attract new members<br />Create and promote vampire templates<br /><ul><li>Twilight-themed templates
  39. 39. Released just prior to eclipse opening, June 30</li></ul>Drive communications through social networks<br />Twilight saga fan groups <br />Facebook, Twitter, MySpace <br />
  40. 40. Creative Content<br />Leverage Pop Culture<br />Regular creative sessions with ZooLoo team to drive ongoing, retention-oriented content/activities<br />“Funniest summer photo” contest<br />“Best-of ZooLoo” blog posts<br />“Embarrass your friends” photos/videos<br />“My playlists are better than your playlists”<br />ZooLoo-er of the month<br />ZooLoo “BS Meter”<br />Publicize on ZooLoo home page, blog<br />Create dedicated pages, where appropriate<br />
  41. 41. Discussion Management<br />Drive ZooLooAwareness<br />Monitor relevant discussions and issues on key social networks and blogs<br />ZooLoo, competitive sites, issues, e.g., privacy<br />Identify response opportunities<br />Establish ZooLoo response team <br />Develop database of messages addressing key issues<br />Track impact/results of ZooLoo participation<br />Analyze comments to determine program priorities<br />
  42. 42. Incentivized viral contest to rapidly register large numbers of new ZooLoo members<br />Conduct U.S. search for ZooLoo “ZooCrew”<br />Five winners receive $10,000 college scholarship<br />Encourage contestants to bring friends, families, networks to ZooLoo<br />Goal: <br />Engage .0005% of the 70 million Millennials/G-Y, 30K – 40K active ZooCrew users<br />Each candidate to enlist the support of 5 others, generating 150 – 200K ZooLoo pages<br />2. The ZooLoo “ZooCrew”<br />
  43. 43. Media/social media blitz announcing contest, then winners<br />Press releases <br />Social network posts<br />ZooLoo banners<br />ZooCrew page to issue daily updates<br />Consider social media application/game<br />Leverage all media channels<br />www.collegescholarship.com<br />High school/higher ed trade media<br />Create ZooCrew widget/icon for winner Graffiti pages/personal social networks<br /> Media/Social Media Blitz<br />Z<br />
  44. 44. Click <br />Z<br /> ZooCrew Promotion<br />Think you have what it takes to be in the Crew?<br /> Are you cool and connected? Do you lead…or just lag? Do <br /> move fast, have fun and like to leave your mark? If you do…<br />Join the ZooCrew – and get a chance to win a$10,000 scholarship!<br />Enter or Vote Now!<br />
  45. 45. Leverage power of demographically-focused radio to generate visibility for ZooLoo and ZooCrew<br />Immediate and minimal production required<br />Give away tickets to summer concerts in major markets<br />Black Eyed Peas<br />Carrie Underwood<br />Jonas Brothers<br />Lady Gaga<br />Rihanna<br />Taylor Swift<br /> ZooCrew Radio Promo<br />
  46. 46. “As part of the ZooLoo “ZooCrew” contest, ZooLoo, a cool new social networking site, is giving away two free tickets to the Lady Gaga concert next Wednesday to lucky caller number seventeen. Even better, five ZooCrew finalists will each win a ten thousand dollar college scholarship. If you’re interested, check ‘em out at www.zooloo.com.”<br />“And we’ve got a winner for the ZooLoo ZooCrew Lady Gaga tickets. It’s XX YY from ZZ. <br />DJ – “XX, you’re going to see Lady Gaga.”<br />XX – “Excellent! I can’t wait!”<br />DJ – “XX do you use sites like Facebook, Twitter, MySpace?”<br />XX – “Yes, all the time.”<br />DJ – “Well if you haven’t already, check out ZooLoo at www.zooloo.com. It makes it easy to manage everything that you’re currently using in a free, personalized and secure site on the web under your own name.”<br /> ZooCrew Radio Promo<br />
  47. 47. Click <br /> Summer Concert Tix Promotion<br />ZooLoo is giving away tickets to this summer’s hottest concerts! <br /> Stay tuned to MOViN 99.7 to win! <br />
  48. 48. Nationwide ZooLoo contest targeting seniors<br />$50,000 to the school with largest ZooLoo community <br />Goal:<br />Engage 1,500 – 2,000 high schools in the Pimp My Prom program; 5% of 37,100 US high schools <br />Each participating school to enlist an average of 500 students and affiliated supporters<br />Goal of 750K – 1.5 million new ZooLoo pages<br />3. Pimp my Prom <br />
  49. 49. Individual or group of students to administer a school’s ZooLoo “Pimp My Prom Page”<br />Program kicks-off Sept. 15, 2010<br />The administrators to encourage other students and affinity organizations to set up their own ZooLoo pages and link to the school’s Pimp My Prom page<br />School with the largest ZooLoo community wins<br />Program winner announced Jan. 15, 2011<br /> Pimp My Prom Logistics<br />
  50. 50. Program announced via: <br />News release<br />Student blog push<br />ZooLoo communications<br />The American Student Government Association database<br />Interviews with school newspaper editors<br />Tab/button tracking participating schools<br />ZooLoo page issuing daily updates<br />Leveraging Facebook, Twitter, MySpace<br /> Winners announced/publicized<br /> Pimp My Prom PR<br />
  51. 51. Click <br /> Pimp My Prom Promotion<br />ZooLoo Wants to Pimp your Prom!<br />How would you like to help your school host a Senior Prom that will go down in the record books? Well, ZooLoo wants to help. That’s why were giving away $50,000 to help one U.S. high school do just that. Our new “Pimp My Prom” contest will provide everything needed to help your school design the coolest prom around. <br />You want a red carpet? No problem. Searchlights? Done. Limo service for all guests? Yep.<br />
  52. 52. Introduce ZooLoo to 50,000 college students<br />Conduct tour of major college football games <br />80K+ stadium seating<br />5K ZooLoo caps per game to promote brand/contest<br />Award five $10K scholarships to students whoparticipate in the ZooLoo Touchdown Tour contest<br />ZooLoo wrapped car/van and canopy in high-traffic site<br />10-20 students/school to assist<br />Create ZooLoo pages for each schoolvisited to track entrants and award winners<br />Real-time updates, videos photos of games, entrants and contest status<br />Goal: <br />50K new ZooLoo pages<br />4. ZooLoo Touchdown Tour & Scholarship Contest<br />
  53. 53. Upload photo to ZooLoo page wearing hat<br />Encourage creativity<br />Random drawings for scholarships<br />Work with universities to secure priority stadium location<br /> Contest Logistics<br />
  54. 54. Pre-Tour<br />College, local media the week before <br />Newspapers<br />Radio<br />websites<br />Highlight week’s game on ZooLoo home page<br />Banner ads<br />Images of SUV on road/on campus<br />Visit campus early<br />Post flyers<br />Coordinate with student hires<br />Set up dedicated school pages<br /> Tour Promotion<br />
  55. 55. Click <br /> Touchdown Tour – Alabama Page<br />
  56. 56. Pre-Tour<br />College, local media the week before game<br />Newspapers<br />Radio<br />websites<br />Highlight week’s game on ZooLoo home page<br />Banner ads<br />Images of SUV on road/on campus<br />Arrive on campus on Thurs.<br />Post flyers<br />Coordinate with student hires<br />Set up dedicated school pages<br /> Tour Promotion<br />Game Day<br /><ul><li>Promotion at SUV/canopy site(s)
  57. 57. Hat giveaways
  58. 58. Flyers
  59. 59. Student engagement
  60. 60. Media coverage breaks
  61. 61. Multimedia blitz
  62. 62. See, scan, text, talk, TV, visit</li></li></ul><li> Scholarship Contestant Page<br />
  63. 63. Pre-Tour<br />College, local media the week before game<br />Newspapers<br />Radio<br />websites<br />Highlight week’s game on ZooLoo home page<br />Banner ads<br />Images of SUV on road/on campus<br />Arrive on campus on Thurs.<br />Post flyers<br />Coordinate with student hires<br />Set up dedicated school pages<br /> Tour Promotion<br />Game Day<br /><ul><li>Promotion at SUV/canopy site(s)
  64. 64. Hat giveaways
  65. 65. Flyers
  66. 66. Student engagement
  67. 67. Media coverage breaks
  68. 68. Multimedia blitz
  69. 69. See, scan, text, talk, TV, visit</li></ul>Post-Tour<br /><ul><li>Follow-on push to universities and local media
  70. 70. Photos/videos
  71. 71. Winners release
  72. 72. Daily blog on individual school pages
  73. 73. Links to photos/blogs on school member pages
  74. 74. Publicize winners/ program
  75. 75. ZooLoo home page
  76. 76. Social/traditional media</li></li></ul><li>Program Measurement & Budget Recommendations<br />
  77. 77. Track ZooLoo user/page growth with PR program implementation<br />Leverage ZooLoo site analytics<br />Monthly snapshot of high-level metrics<br />Quantity and tonality of posts/placements<br />Sound bites, awards, and accolades<br /> Metrics and Reporting<br />
  78. 78. Budget<br />
  79. 79. Budget<br />
  80. 80. Why Walt & Company?<br />Creativity<br />Strategy<br />Results<br />Efficiency<br />Execution<br />
  81. 81. and<br />
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