Singley + Mackie Services and Capabilities 2012 Q2


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Grow. Engage. Convert.™ Digital and social media agency making magic for Microsoft, AT&Ti, Samsung, Electronic Arts, Hasbro, Time Life & others.
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  • Google+ Launch Referral Traffic in Top 3 Social Sites
  • Singley + Mackie Services and Capabilities 2012 Q2

    1. 1. Singley + MackieServices and CapabilitiesA Full Service Digital Agency2012 | Q2
    2. 2. 2 We have the pleasure of working with companies like these (and many others)!
    3. 3. 3 From Our CEO Social Media is nothing, if not constantly evolving. As I look back over the past several years, it’s amazing to me how much has changed within social and how we as marketers use it. At this time last year Google+ wasn’t even a consideration for brand strategy because it had not yet launched. Although Pinterest has been around for a couple of years, until recently most people had not heard of it. Now it is considered to be the fastest growing social network ever, and has recently been reported to drive more inbound traffic to online publishers than Twitter! As social changes, so do the needs of companies and brands. We do not believe there is such a thing as a “one size fits all” social media approach. You have worked hard to differentiate yourself from your competition and I think we should work hard to differentiate your social media programs, engagement and promotion as well. Everything we do for our clients is in-house so that we can respond quickly and efficiently to your needs, your timelines and your budgets. We would love the opportunity to work with you. Please look over the amazing work we are capable of producing for you and your company, then get in touch with us. Since we do unique things for unique people, what you read in this deck cannot compare to what we can dream up together. Cheers! Matt Singley, CEO, Singley + Mackie @mattsingley
    4. 4. 4 “With Matt Singley and his team at Singley + Mackie at the helm of some of our most visible brands, I feel completely confident that the community management aspects of our social media are in great GROW hands. After working with them for over a year, it’s clear to me that they understand our brand guidelines, voice and tone and even our legal and PR needs. They have done full-service management for us, from content creation to moderation to promotions, and it gives me great peace of mind to know that they are on the job. I would not hesitate to recommend them to any company that needs the best and the brightest social media thought leaders in the market today.” -Mary Renouf, Global Brand Director of Marketing, Xbox and Zune
    5. 5. 5 In-House Facebook Application Development What You Need. The marketplace is full of third- party Facebook application developers that allow companies to publish sign-up pages, contact forms and sweepstakes. However, most of these are either restrictively rigid with design and legal shortcomings or unable to scale to meet your needs. We build everything in-house, so if you can dream it, we can build it. • API integration (3rd party or yours) • Store locators and maps • Sweepstakes and contests • Social sharing integration • Video carousels
    6. 6. 6 In-House Video Production and Syndication Ideation. Creativity. Distribution. We produce world-class videos that are optimized for online viewing and sharing. YouTube serves up more than 3 billion videos every day to 800MM unique visitors each month. It is the second largest search engine in the world. This is a community that should be included and embraced in a corporate social media strategy. Singley + Mackie employs some of the most talented and prominent producers and technical artisans in the entertainment industry. From scripting to seeding, we create videos that are funny, poignant and likely to be shared. We can create a series of spots or an individual video to share across the web.
    7. 7. 7 Channel Design and Creative Refresh First Impressions. They still matter. What do your existing customers think when they go to your Facebook, YouTube or Twitter page? As important, what do potential customers feel when they land on one of these channels? Design Matters. We create pages that not only appeal to consumers aesthetically, but also drive them to action or provide important information visually. Our in-house designers work with your creative and brand assets to develop pages that are as functional as they are visually appealing. We understand the different design restrictions for the various social media communities and optimize accordingly.
    8. 8. 8 "More than anything else, I am pleased with the speed and attention Singley + Mackie is giving to our ENGAGE customers. They are creating a lot of activity by talking with our fans and engaging them in a big way. From what Ive seen from our Twitter, YouTube and Facebook reach stats, our exposure to a larger audience has increased immensely in a very short time after working with their team." -John Bonfield, VP, eCommerce at Direct Holdings Americas (Time Life)
    9. 9. 9 Sweepstakes, Contests and Promotions Promotions. In a recent poll by the Google Retail Team, 85% of consumers reported that they will initially follow a brand’s social media activity because of the opportunity to win something. Singley + Mackie can handle every aspect of your promotion including official rules creation, application development, database management, email list integration, prizing and fulfillment. Above and Beyond. We believe that all promotions should be designed to provide maximum awareness for the brand and provide the consumer with several opportunities to convert to a paying customer. Because of this, we design all promotions to include several touch-points that drive entrants to view or purchase the products and services offered by your company. Do you want to grow your email CRM list? Our sweepstakes average an email opt-in rate of over 75%. The details are important to us, from working with your legal department on official rules to including a well-branded thank you note with a call-to-action in the fulfillment packaging.
    10. 10. 10 Community Management and Moderation Grow. It’s important to increase the size of your marketable base with consumers that are likely to convert to purchase. Our core offering is community management and moderation; we want to add quality people to your social media communities, not just quantity. We build content calendars with your marketing and communication objectives in mind: What will cause people to react, comment, pin, retweet or Like your posts? Engage. We don’t stop at posting content; we follow through with one-on-one consumer engagement and interaction. We feel that social media is not a one-way platform, but a two-way conversation. By reaching out and responding to questions and comments we help to solidify long-term consumer relationships. This decreases the cost-per-acquisition and increases the likelihood of conversion to purchase.
    11. 11. 11 Digital Connections Influence. Every company wants to be discussed in a positive manner by people that have large online audiences. Unfortunately, it’s not as simple as just having a Twitter or Facebook account. The adage “if you build it, they will come” doesn’t always apply to online communities. Outreach. We have spent years building long-lasting and trusted relationships with some of the most prominent personalities online in practically every market. Singley + Mackie is known and trusted among bloggers, tweeters and pinners alike. Content producers know that we only work with companies that offer exceptional products and services, and because of this they are usually open to pitches, reviews and product mentions in their areas of influence.
    12. 12. 12 “Singley + Mackie has done an excellent job in working collaboratively with us to develop strategies, campaigns, and applications that not only CONVERT reach our audience on key social platforms, but also engage users to establish long-term relationships and increase the value proposition for our products. They recommend programs and solutions that are in direct alignment with our key business goals and objectives, and continuously monitor and optimize our efforts to ensure that the strongest ROI can be achieved.” -Peter Kisich, Executive Director of Marketing, AT&T Interactive
    13. 13. 13 Twitter Advertising Authority. Singley + Mackie is 1 of only ~25,000 “Verified” accounts among the 140MM+ on Twitter. We aren’t just authoritative, we have the privilege of being a part of the invitation-only Twitter Advertising Program. Reach Your Audience. Twitter’s advertising products, including Sponsored Tweets, search insertion and Promoted Profiles are placements that are integrated into the user’s Tweet-streams, making them appear less ad-like. The result? Ad performance that will outpace traditional banner and display advertising across the board. Let’s Get Started. We consider Twitter’s Promoted Products to be some of the best advertising solutions available. We will work with you to set a budget and timeline for your Promoted Tweets, then set about launching a campaign that will grow your user base, engage your customers and convert them to purchase.
    14. 14. 14 Facebook Advertising Not just Click-through rate…Connections. As Facebook approaches 1 billion users there is no doubt that it is the dominate social media channel. Everybody on Facebook sees ads displayed in their profile and News Feed constantly, but what makes an ad clickable? More importantly, what makes a user want to connect? Our recent ad flights boast an impressive 38.1% connection rate, showing that people aren’t just clicking our clients’ ads, they are staying and engaging. We know that CPA matters and we can work with most budgets to produce excellent results. Reach. Frequency. ROI. Singley + Mackie has the experience and insight to launch Facebook ads that will produce results for you. Sponsored videos, promoted stories, Page Like Stories…we know how to write copy and syndicate them all.
    15. 15. 15 Analytics, Monitoring and Reporting KPIs. Tracking terms and properties in social media is critical to measuring the success of a campaign as well as identifying individuals and communities that would likely want to view and interact with your company. In addition to watching community growth, we perform Boolean searches to identify conversations around key terms that would be associated with your specific products or services. Reporting. We condense this information into weekly “flash” reports and monthly summary reports. From tens or hundreds of thousands of data points in a spreadsheet, we create reports that are easy to read and provide a quick snapshot of progress to date, including recommendations based upon that information. All of our reports are built with you and your team in mind and contain summaries that can be distributed to all areas of your organization, providing just the right level of detail without drowning the reader in endless numbers.
    16. 16. 16 Strategic Development First, let’s define “strategy”. Strategy is the most abused term in marketing. To be clear, strategy is a function of goals; without goals, nothing else can happen. We understand that Growth • Increase size of marketable base clearly defined goals are not easily attained. Therefore, when striking out on a strategic mission, the first thing we do is help you develop goals based upon their existing vision and mission. This is not a point to be overlooked; it is important that • Create1:1 everyone involved knows where we are going before we try to Engagement conversations with customers decide how to get there. We work with your end-game in mind. It’s tempting to start a brainstorming session with tactics, and business is frequently • Inform and done this way. However, our development and consulting Conversion educate consumer, drive to purchase services help our clients move through the business process in the proper order. It usually takes no more than an afternoon of white boarding, talking, dreaming and defining to come up with a clear road map for social media success that includes (in order) Vision, Mission, Strategy, Operations and Tactics.
    17. 17. 17 About Singley + Mackie Principals. Singley + Mackie, Inc. was founded in 2010 by Matt Singley and Alison Mackie. Veterans in the business and marketing communities, each has focused on different areas of Social Media Optimization prior to “social media” even being a recognized term. Matt’s career history includes strategic development, social marketing optimization and community management within earned and owned media. His Twitter (@mattsingley) is ranked in the top 0.0005% in the world in terms of influence. Alison’s history of media development and purchasing has earned her the position of thought leader and best-in-class with paid and owned media. Her higher education Master’s work has included developmental and sociological analysis, helping her identify a brand’s key demographic behavior and purchase motivation. We are a virtual agency. We care about the world we live in and the people that work for us. Singley + Mackie is based in Los Angeles but is maintained as a virtual agency, with associates around the world. By connecting the best and brightest strategic and tactical minds in the industry through technology and not requiring them to meet in an office because “that’s the way it’s always done,” we save countless hours of commuting and increase the quality of life for all involved. We hire only the best and most responsible; and by encouraging them to work remotely we achieve maximum output with minimum infrastructure. Although we get together regularly throughout the year, we will always be a virtual agency.
    18. 18. 18 Engagement and Disclosure Singley + Mackie believes that all communication and outreach should be transparent, honest and not “spammy” in nature. It is for this reason that we strictly adhere to the FTC standards and guidelines for endorsement and testimonials. When creating a “material connection” with any blogger or personality on Twitter, Facebook, Google+ or any other social network, we clearly state that they should disclose the nature of our relationship to their audience. This is done with a variety of techniques including disclaimer hyperlinks and network-appropriate nomenclature such as “#ad” for Twitter. Additionally, we always take the time to get to know and understand the person or community that we are reaching out to, so as not to offend them with off-topic or irrelevant information that could create ill-will between the brand and the influencers.
    19. 19. 19 THANK YOU We would love the opportunity to work with you! For more information please contact us using one of the methods below: • • • If you would like to get to know even more about us, please visit (and if you have made it this far and are wondering what our background image is all about, visit to claim your social nesting doll!)