Singley + Mackie Services and Capabilities Fall 2011
11 Singley + Mackie Services and Capabilities Fall 2011
22 Introduction Overview • Illustration of the social media ecosystem…what turns a casual user into a committed fan that spends money? • About Singley + Mackie • Strategic Development and Consulting • Community Management and Moderation • Analytics, Monitoring and Reporting • In-House Facebook Application Development • Sweepstakes, Contests and Promotions • Video Production and Syndication • Influencer Outreach • Channel Design
33 Social Media Ecosystem •Growth in social media is attained through acquisition-centric programs and contests, as well •Increase size of as “social peer pressure”. As friends and online Growth marketable base influencers discuss brands, their peers and followers are more likely to join the communities over a purely organic “search and like” approach. •Create1:1 •One-to-one and one-to-many conversations Engagement conversations with customers must happen with channel-appropriate tone and frequency so as to keep the consumer feeling engaged and appreciated. •Inform and •Only after trust has developed between the Conversion educate consumer, drive to purchase consumer and the brand can they be converted to consider purchasing goods or services.
44 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 areas of expertise include strategic development, social marketing optimization (both video and copy writing) and community management within earned and owned media. 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. Singley + Mackie is based in Los Angeles but is maintained as a virtual agency, with associates around the world. About Matt Singley. Now a world-class speaker on the subject of Social Media Marketing and Optimization, Matt started his first company as a senior in college and within 18 months controlled the majority of the market share in the industry. Since that time he has studied consumer socioeconomic behavior and marketing strategy and advised many Fortune 100 companies regarding consumer engagement, experiential brand marketing and online reputation management. Matt’s Twitter feed (@mattsingley) is ranked in the top 0.0005% in the world in terms of influence and his blog (mattsingley.com) is listed as one of the best social media sources available.
66 About Singley + Mackie We are thought leaders. It is said that imitation is the sincerest form of flattery, and we tend to agree. That is why the strategies and campaigns that we implement for companies around the globe are studied, disseminated and repeated in the social space over and over again by our peers, fans and competitors. We are a virtual agency. We care about the world we live in, and the people that work for us. Although we have a central office, we are global and without constraint. 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. We loathe agency double-speak. The phrase “leverage existing communities” will never be written, spoken or tweeted by any of our associates. We are real people that create real strategies, campaigns and executions. We are experts in what we do, so we can give it to you straight without fluffing it up with meaningless buzzwords.
77 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, retweet or Like your posts? Engage. We don’t stop at posting content; we follow through with 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.
88 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 (e.g. the follower base) we perform Boolean searches to identify conversations around key terms that would be associated with specific products or services. Reporting. We typically 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.
99 In-House Facebook Application Development What You Need. The marketplace is full of good third-party Facebook application developers that allow companies to publish landing pages, contact forms and sweepstakes. However, most of these are either restrictively rigid with design or prohibitively expensive. Custom Design. We employ designers and developers that can work with your company’s art assets and creative elements to publish amazing Facebook tabs and applications for your Fan Page. As a standard feature, we include sharing and “Like This Page” functions; these will not cost you thousands of dollars to include as extras.
1111 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. We have managed sweepstakes and contests for the biggest and most popular companies, and take care of everything from official rules to prize fulfillment. Above and Beyond. We don’t like to give away prizes for the thrill of it. 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. The details are important to us…from working with your legal department with the official rules to including a well-branded thank you note with a call-to-action in the fulfillment packaging.
1212 Video Production and Syndication Ideation. Production. Syndication. We produce world-class videos optimized for online viewing and sharing. YouTube serves up more than 3 billion videos every day to 800MM unique visitors each month. 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 crafts persons in the entertainment industry. From scripting to seeding, we create videos that are funny, poignant and likely to be shared from consumer to consumer. Best of all, they are within budget.
1313 Influencer Outreach 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 apply to online communities…they often languish with just a few hundred fans and can’t seem to break into the big numbers. We Can Help. 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 and tweeters alike. Content producers know that we only work with companies that offer exceptional products and services, and because of this they are willing to review or try them.
1414 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 team of 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.
1515 Strategic Development First, let’s define “strategy”. Strategy is perhaps the single most abused and misunderstood term in marketing. To be clear, strategy is a function of goals…without goals, nothing else can happen. We understand that 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 everyone involved knows where we are going before we try to 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 done this way. However, our development and consulting 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.
1616 Thank You We look forward to serving your needs. For more information, please contact: Matt Singley 818-308-4552 http://singleymackie.com firstname.lastname@example.org http://twitter.com/mattsingley