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An introduction to my work


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An introduction to my work

  1. 1. An Introduction To My Work By Anthony Perez
  2. 2. WHAT WE’LL REVIEW • My digital marketing philosophy • Ideation and strategy examples • Campaigns and results • Research and analysis examples • Contact information Anthony Perez | pg 2
  3. 3. MY DIGITAL MARKETING PHILOSOPHY Interesting wins. In an ever-connected world of e-mail, text messages, and “Like” buttons, there is no shortage of opportunities for people to share ideas they find interesting with friends. With digital tools, those ideas can spread farther and faster than ever before. It is the our job to find what those ideas are and articulate them in a way that captures people’s attention. While it is important to know how to manipulate platforms to help facilitate sharing, it’s more important to find the insights that bring those ideas to the forefront. The need to share is human nature, we need only give them something worth sharing. Anthony Perez | pg 3
  4. 4. IDEATION & BRAND STRATEGY EXAMPLES Brand Gamer 2.0 Brief One of the better independent gaming websites, Gamer 2.0 needed a way to capture attention during E3 2009, the largest gaming industry event of the year, and drive people to the coverage. Proposed Strategy Rather than become one central-hub for E3 news, Gamer 2.0 focused on delivering the show to gamers in real-time through Twitter. Execution Real-time tweets of the press conferences and direct thoughts about games through Twitter, all leading to detailed articles with images and more. Results 312% lift in site traffic during E3 1,100 new Twitter followers gained. Anthony Perez | pg 4
  5. 5. IDEATION & BRAND STRATEGY EXAMPLES Brand Conversation Brief As a new social media agency, Conversation needed to gain visibility and credibility in order to attract clients. Insight Cryptic services like “Imagining Viral Mechanisms” from competitors and Forbes’ articles about “Social Media Snake Oil” scared prospects away from social media. Proposed Strategy Use social media to attract new business, thus demonstrating value first-hand. Execution Short videos easily explaining how social media benefits clients. Brevity was necessary to legitimize Conversation’s knowledge and ease fears. Reach out through social media channels to marketing managers with relevant questions in order to develop leads and demonstrate social media’s power. Anthony Perez | pg 5
  6. 6. IDEATION & BRAND STRATEGY EXAMPLES Brand Food & Beverage Brand Brief New business pitch for digitally-focused “social good campaign” Insight The recession set record highs for homeless children. They were suffering at school due to the financial unrest of their families. Proposed Strategy A fed student is a focused student, so create a social campaign to fund student lunches. Interact and provide for families, generating long-term brand loyalty. Execution Like the (RED) campaign, sales generated funds to serve luncheons for homeless school children. Branded in-school events like career workshops for out-of-work parents. Microsite to track funds donated, events held, and registration for consumers who’ve supported the campaign. Anthony Perez | pg 6
  7. 7. IDEATION & BRAND STRATEGY EXAMPLES Brand Snack Foods Brand Brief Needed to help reach potential new customers Insight The brand had innate talkability due to its quality, similar to brands like Apple. Proposed Strategy Use love for the brand to help propagate it throughout the social web. Execution Use Facebook page (with 120,000+ fans) to start a social advocacy & loyalty program Fans would earn points for sharing photos with brand, bag numbers, and recipes. Fans could earn badges and rewards for their points If only 5% of fans shared 3 actions each month, the program would generate 14 million impressions to 801,000 Facebook users. Anthony Perez | pg 7
  8. 8. CAMPAIGN RESULTS AND MANAGEMENT Below are some snapshots of my work as a community manager where I was responsible for strategic and tactical communications development and day-to-day community management. BRANDS STRATEGY TACTICS RESULTS Focus on hydration and health • Highlight hydration benefits • Facebook engagement +283% benefits with health-minded • Participate in relevant • Twitter engagement +755% consumers on social media conversation and with •Twitter monthly follower growth platforms. influencers on Twitter +529% Highlight children’s style and • Share relevant content from • Facebook engagement +1,035% focus on sharing relevant other parents • Facebook fan growth +360% content with fans of the brand. • Encourage sharing of photos • Grew online sales by 5% directly of fans’ kids wearing new from Facebook Children’s Place clothing Steer conversation toward • Let fans name new flavor • 10,000+ new Facebook fans taste and recipe suggestions • Encourage fans to share party • Facebook engagement +74% with fans photos • More engagement on Facebook • Highlight fans of the week than SunChips and Doritos and great fan recipes Anthony Perez | pg 8
  9. 9. COMMUNITY MANAGEMENT HIGHLIGHTS Brand Stacy’s Fans responded to encouragement to post more than they intentionally, such as this example in which I asked this fan to post party photos which reached other fans and her 383 friends. Anthony Perez | pg 9
  10. 10. COMMUNITY MANAGEMENT HIGHLIGHTS Brand Propel I interacted with Twitter users by monitoring relevant keywords and brand keywords. In some occasions, as pictured, it lead to opportunities to drive offline sales. Anthony Perez | pg 10
  11. 11. RESEARCH AND ANALYSIS EXAMPLES Auto Insurer – Snapshot of competitor brand Anthony Perez | pg 11
  12. 12. RESEARCH AND ANALYSIS EXAMPLES Auto Insurer – Market overview of demographics & competitor communications Anthony Perez | pg 12
  13. 13. RESEARCH AND ANALYSIS EXAMPLES Starbucks – Proving Social ROI Anthony Perez | pg 13
  14. 14. RESEARCH AND ANALYSIS EXAMPLES Starbucks – Proving Social ROI Anthony Perez | pg 14
  15. 15. RESEARCH AND ANALYSIS EXAMPLES Case Study Example Anthony Perez | pg 15
  16. 16. CONTACT INFORMATION Anthony Perez 27 Gray St. Apt. #5 Jersey City, NJ 07302 Email: Phone: (516) 974-1609 Blog: Twitter: Anthony Perez | pg 16