The document discusses a company's process for creating market leadership through social media. It involves 3 stages: 1) Listening to online conversations to identify insights about customers, competitors, and brands. 2) Developing a digital identity and strategic plan based on insights to address business objectives. 3) Generating demand through targeted digital media programs to attract specific audiences and convert prospects into customers. The goal is to proactively influence audiences by addressing their concerns learned through social listening. Case studies demonstrate how targeted campaigns can significantly improve ROI, conversions, and lower costs.

1. Creating Market Leadership
in the Social Age

2. Listening for actionable insights - 3
Strategic activation - 15
Flipping the switch - 23
Why choose us - 30
Appendix: Case Study - 33

3. Stage 1: Listen for Insights

4. What does your customer want?
At what point along their journey do your customers realize
that they need you? When this realization occurs, how do they react -
and where do they go to look for answers and take action?
!
What behaviors do they exhibit when they are ready to make a
decision? Who and what influences their decision?
!
What does your audience say before, during and after their
experience? How can we strategically influence what they share?
How can we find out?

5. We start by listening…
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Online conversations are abundant
with your audience’s perceptions about:
Their lifestyles, wants, & needs
Your brand and your products & services
Your competition

6. Social listening tools are great at capturing
that conversation. They tell you:
Sentiment index
Conversation volume
Trending conversations
Top influencers
Keyword trends
Often, however, these stats are “nice-to-know”
but not necessarily actionably insightful.

7. Through 100mph’s process, we tell you:
1. Why is your brand struggling or succeeding?
2. How can you build deeper relationships with
your audience?
3. What are their preconceptions of your brand?
4. Where are the untapped opportunities that can
help you achieve your marketing objectives?
5. What kinds of campaigns should you be
considering to address these factors?

8. It comes from our unique approach.
We start by listening to you.
Before we begin, we sit down with
you and your team to understand
your brand, your business objectives,
and your pain points. We create a
listening framework that describes
your unique business situation.

9. And only then do we begin using the tools…
…yet we recognize their limitations.
Tools cannot deliver crucial qualitative or
quantitative insight on their own.
They only give us the raw material for the
insights - the actual conversations.

10. We apply the listening framework
to the raw conversations.
We review thousands of only the most relevant conversations,
while applying the lens of your unique business situation.
And through this process uncover deep insights on how best to
connect your value proposition with your customers.

11. Comments
Mapping the audience journey
We gauge precisely when, where, and with what
content to engage and influence your audience.
With a comprehensive overview of your audiences’ lifecycles, we
identify themes & key contributors throughout their media journey.

12. We determine optimal channel, content, and budget
prioritization by stage - across the customer lifecycle.
Media spend: 10% 20% 30%
Building on our knowledge of the specific media habits and needs
at progressing stages throughout the customer lifecycle, we determine
the highest-priority media opportunities and content gaps we should fill.

13. Finally, we inform keyword, content, and ad copy
using deep audience insights.
Personas, their concerns, &
their media habits emerge:
Patient
$
! 65%$male$
! 50%$between$50.75$yrs$
! 75%$of$talkingis$on$
Facebook$
! 60%$complain$of$bloa;ng,$
20%$high$cost$
Audience Profiles$
Caregiver
$
! 75%$female$
! 50%$between$30.50$yrs$
! 50%$of$talking$is$on$
Facebook$
! 60%$feel$helpless$
Healthcare Provider
$
! 55%$female$
! 50%$between$50.75$yrs$
! 50%$of$talking$is$on$$
YouTube,$20%$TwiCer$
! 60%$discuss$therapies,$$
20%$upcoming$trials$
Relevant audience
discussion volume:
Identifying customer segments and the stages of their cycle
enables us to improve content relevance and ad focus,
more effectively responding to the needs of your audiences.

14. Result: The roadmap needed to guide
your brand through the Social Age
!

15. Stage 2: Strategic Application

16. Proactively evolving marketing efforts toward
stated audience concerns, you can
strategically proactively influence them.

17. To enable you to adapt to the new media landscape,
we carefully consider your audience.
Customer
Needs
Customer
Media
Habits
Digital Brand Approach

18. We develop your Digital Identity
..by combining listening outputs with deep
research and analysis of brand objectives.
Social Listening Insights
Competitive Audit
Stakeholder Interviews
Brand Analysis
Digital
Identity

19. Shifting to a deeper stakeholder orientation:
“____ delivers a quality experience Easily Mimicked
at a fair price”
“____ is the right brand for me because
they reflect who I am”
Unique and personal
Current
Orientation:
to
Future
Orientation:
This approach leverages your brand’s assets to
connect with stakeholders in a more meaningful way.

20. With this new differentiating identity, we develop a
strategy that addresses specific business objectives.
Digital
Identity
Awareness Retention Conversion
Content Strategy
Digital Programs

21. We uncover the path, develop the content,
build the brand assets that meet audience needs.
Customer Education Path:
Brand Marketing Opportunities:
Join
Groups
Content
Ranking
Search
Results
Problem
Product
Service
Search
Social
Inquiry
Content
Posted /
Shared
Inquiry
Problem
Service
Brand Site:
• Relevant Content
• Landing Pages
• Assets
Search
Results
Content
Ranking
Display Ad
Sponsored
Content
Content
Posted /
Shared
SMO
Join
Groups
Forum Answers
Social Ads
SEO
SEM
Product

22. will take this precise marketing strategy
and apply it expertly through program execution.
Content Strategy
Digital Programs
๏ Describes how content will support each business
objective
๏ Identifies content themes for each channel (e.g., website
vs. social media site)
๏ Identifies content to be developed for each channel
๏ Lead creative brainstorming sessions to create
marketing ideas that align with content strategy
๏ Develop ideas into full programs across multiple
channels
๏ Develop creative executions to support programs
๏ Project manage and execute programs

23. Stage 3: Generating Demand

24. amplifies your impact through
targeted digital media programs.
We work to identify your audience’s specific demographic (e.g., age,
employment, and geographic location) and psychographic (e.g., online
behavior, attitudes and values) tendencies.
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We do not waste ad messaging and dollars on the wrong audience;
we will find the people most likely to fit our client’s prospect’s
characteristics, and we will market only to these people.
!
Upon engaging them, we “re-target” ads to them throughout their
decision cycle, ensuring they see our messaging as they
hit key points along their journey.

25. The Demand Generation Cycle
1: Awareness
Develop a targeted audience
based on educated assumptions.
2: Prospecting
Grow the population of
the qualified audience
who have shown intent.
3: Acquisition
Close the conversion efficiently
with an interested prospect
looking to take action.
Targeted Audience
New Clients

26. We start with a focus on efficiently converting prospects
actively searching for your product or service.
Awareness
Leads
Desired Audience
Leads
New Customers

27. Then we layer in targeted media campaigns to attract your
specific audiences where research has determined
we’re most likely to find them.
Desired Audience
Prospecting
New Clients

28. We target audiences whose behavior suggests that
they are in market for your product or service.
Desired Audience
Building Awareness
Prospecting
Search data
Billions of search engine (e.g., Google)
queries help us understand the search terms
prospective audiences are using
Contextual data
Terabytes per day of relevant site visit data
helps us identify your audience
Browsing behavior
Data from the websites hundreds of
millions of individuals’ are visiting
helps us build the prospect pool
Behavioral historical data
Thousands of audience segments with
characteristics that fit prospects from
key publishers enable us to narrow the target
New Clients

29. Who is ?
We are passionate professionals
who left senior-level big agency jobs
to do the work we believe in.

30. And why should you choose us?

31. Because we care about making a meaningful
difference for your business. And we have
the experience, knowledge, agility, and
motivation to do it.

32. Thank you for listening.
Contact us:
brent@100mph.us

33. Appendix: Case Study

34. Existing websites lacked basic information
about a very important topic for our client’s audience.
The need existed for a digital
resource “hub” for this audience.
!
Providing information to parents
could motivate a qualified group
to ask our client for help.

35. !
ParentsAgainstToxins.org answers questions parents have
about what happened to their children.
!
Call to
Action
Interactive
Toxic Map
Common
Toxins
Birth
Defects
Resources
Parent
Forum

36. !
The interactive map enables parents to
find all toxic sites in their local area:
!

37. !
Upon realizing that a toxic site might have influenced
their child’s birth defect, parents take the next step.

38. client spotlight:
100mph developed a hyper-targeted marketing campaign
which we proved profitable within 30 days of launch.
!
We then rolled out 25 targeted campaigns,
optimizing each for performance.
!
8-months after launch, program ROI had jumped to 20:1,
converted customers had increased by 700%, and
cost per lead had dropped by 62%.
!
To date, our program has generated
millions of dollars in value for our client.