This is the presentation that we gave on 7/25/16 to Columbia University

1. RED ROCK
BRAND BUILDING
UNIFYSIMPLIFYAMPLIFY
SOCIAL
MEDIA
MARKETING
@redrockbranding
linkedin.com/in/glenmcdermott
Glen McDermott
redrockbranding.com

2. YOU WILL LEARN WHY USE SOCIAL MEDIA AS A MARKETING TOOL
WHEN WE ARE DONE
YOU WILL
UNDERSTAND WHY SOCIAL MEDIA IS A POWERFUL
MARKETING TOOL THAT IS LARGELY MISUSED AND
MISUNDERSTOOD
BIG TAKEAWAYS HOW TO APPLY TARGETING TO ANY COMMUNICATION
STRATEGY

3. WAYS THAT SOCIAL MEDIA HELPS BUSINESS
Increases digital exposure
Boosts traffic and SEO
Showcases and validates your brand
Develops a loyal brand community
Provides customers a way to share (User Generated Content)
Provides a 24/7 customer service & focus group
Reach new audiences and expand sales
Cut marketing costs
8

4. SOCIAL MEDIA MARKETING
"A Facebook page with no Fans can drive greater
visibility with $500 of investment than a page can
achieve organically with 90 Million+ Fans."
Wes Finley (Coca-Cola's global digital operations)

5. COMPONENTS OF SUCCESSFUL SOCIAL CONTENT
1. ITS VISUAL
90% of information transmitted to the brain is visual.
3

6. COMPONENTS OF SUCCESSFUL SOCIAL CONTENT
2. ITS RELEVANT
Relevance is critical for success when using SOCIAL. If you're showing content
that isn’t relevant to your target audience, then you're wasting your time.
3

7. COMPONENTS OF SUCCESSFUL SOCIAL CONTENT
3. IT INCLUDES AN ENTICING VALUE PROPOSITION
A value proposition tells the reader why they should click on
your content to learn more about your product and usually
ends in a Call To Action (CTA)
3

8. REFERAL SITES
GOOGLE KNOWS WHAT YOU
WANT, BUT
FACE-BOOK KNOWS WHO
YOU ARE

9. QUALITY TIME

10. buyer journey
(sales funnel)

11. What kind of
content can you
deliver
consistently
• Blog posts
• Expert round-ups/interviews
• Webinars
• Video content – tutorials, guides, webinar records
• Case studies
• Industry researches and presentations
• Contests/Giveaways
• Infographics
• Resource libraries
• Online communities/forums/Q&A platforms
• Guest posting, outreach campaigns
• Podcasts/audio clips

12. Engagement
Strategies
Establish an emotional connection with consumers
Co-create marketing and engagement strategies with consumers
Execute strategies aimed for a long-term consumer engagement
Maintain engagement by constantly rewarding consumers
Communicate success stories that are meaningful to consumer’s lives.

13. approach
unify A good logo does some heavy lifting for a brand, and symbols
are the fastest form of communication known
simplify
amplify
Simplicity is about subtracting the obvious and adding the
meaningful.
When its clear that these massages will move people to
action, deliver it to market on every screen.

14. Services
Design
Identity systems - Brochures - Direct mail - Billboards
Content creation - Copy writing - Environmental
Media
online
offline
Graphics - Photography - Video production - Animation
Social Media - Community engagement - Email marketing -
B2B & B2C marketing - SEO - SEM
Special events - Direct mail - Transit marketing - Billboards
Public relations - Campaign design & production

15. methodology
LISTEN
Listen to what content the client & audience wants.
Use insights to detect preferences on content, format and consumption
habits across every screen
CREATE
Valuable content by communication experts
Use skilled, multimedia professionals to produce your persuasion
architecture
CONNECT
Your content to your audience, where ever that are
Tap into our expertise with strategies to match your content to the right
person at the right place at the right time
optimize
Your content performance
Our analytics team constantly monitors content engagement metrics and
measure performance agains KPI’s and goal conversions

16. ONLINE ECOSYSTEM (persuasion architecture)
WEBSITE
PAID
EARNED
OWNED

17. customer targeting

18. CASE STUDIES5
iris

19. 3 year NIH funded trial to build a brand that creates awareness
around psychosis and the benefits of early treatment.
Compare outcomes with Harvard control group
OUTLINE
GOALS Education on symptoms and treatment of Psychosis
Reduce Duration of Untreated Psychosis (DUP)
Target youth 18 -25 in ten towns (400,000)

20. OUTREACHCASE STUDY

21. FACE BOOK TARGETINGCASE STUDY

22. FACE BOOK TARGETINGCASE STUDY

23. TWITTER TARGETINGCASE STUDY

24. YOUTUBE TARGETINGCASE STUDY
Views 51,000
CPV $0.02c

25. Social media
impressions
SCOREBOARDCLIENT
Website visits
Completed quiz
2,980,000
13,962
582
Clients Enrolled 37
Clients Eligible 137
65%
INCREASE
ON 2014

26. OUTLINE Rebrand existing organization with youth facing image
and content to promote health lifestyles
GOAL Create and build online assets that would be youth centric
Partner with business leaders to co-sponsor awareness campaigns
Create online content that resonates with target market
Spotlight the benefits of health focused activities

27. every dollar invested in research based
prevention programs can save $10 in
treatment costs
Lost productivity and crime related costs in health care
THE COST OF SUBSTANCE ABUSE TO SOCIETY
$224
BILLION
ALCOHOL
$193
BILLION
TOBACCO
$193
BILLION
ILLICIT DRUGS
Source: CADCA- Cost Benefit Analysis of Drug Prevention 2014

28. community (growth)
Facebook
Twitter
Linkedin
Instagram
E-Mails
TOTAL
MEDIA 2012 2013
138
67
27
21
75
328
418
349
248
300
2109
3424
1044%
% Growth
Source: Red Rock Social Media Audience - Sprout Social
2014
654
549
523
550
4120
6396

29. community (impressions)
Billboard Impressions
Social Media Impressions
TOTALS
MEDIA 2012 2013
600K
156K
756K
1,740K
498K
2,238K
294 %
% Growth
Source: CBS Outdoor & Red Rock Social Media Audience - Sprout Social
2014
2,100K
675K
2,775K

30. 44 42
37 38
24
13
ALCOHOL
MILFORD
USE % 2009 2011 2013
ALCOHOL
STATE
30 dAY USE RATES 2009-2013 MILFORD VS. STATE
22 24 26
17 17
10
MARIJUANA
MILFORD
MARIJUANA
STATE
18 16 14 9 6 5
CIGARETTES
MILFORD
CIGARETTES
STATE
*Youth Risk Behavior Survey, State Department of Public Health
**Search Institute Survey, Profiles of Student Life: Attitudes and Behaviors, 2009
***VSAAC’s 2009 Survey: High School Students & VSAAC’s 2009 Survey: Middle School Students (modified)
****Milford Youth Survey, 2013 (the Milford Youth Survey was derived from the Connecticut Governor’s
Prevention Initiative for Youth survey and modified by several regional prevention coalitions across CT.)
results (behavior change)

31. Billboards
E-mail Campaigns
TOTAL
MEDIA
2012 2013
600,000
457
1,740,000
11,439
Social Media Impressions
Includes Facebook, Twitter, Linked in
156,000 486,000
2014
251,000
15,100
591,000
2009-2014
64%DECREASE IN
ALCOHOL USE
29%DECREASE IN
MaRIJUANA USE407,457 1,097,439 2,346,100
Case study - BILLBOARDS

32. Billboards
E-mail Campaigns
TOTAL
MEDIA
2012 2013
600,000
457
1,740,000
11,439
Social Media Impressions
Includes Facebook, Twitter, Linked in
156,000 486,000
2014
251,000
15,100
591,000
2009-2014
64%DECREASE IN
ALCOHOL USE
29%DECREASE IN
MaRIJUANA USE407,457 1,097,439 2,346,100
Case study - special events

33. Billboards
E-mail Campaigns
TOTAL
MEDIA 2012 2013
600,000
457
1,740,000
11,439
Social Media Impressions
Includes Facebook, Twitter, Linked in
156,000 486,000
2014
251,000
15,100
591,000
2009-2014
64%DECREASE IN
ALCOHOL USE
29%DECREASE IN
MaRIJUANA USE407,457 1,097,439 2,346,100
CLIENT SCOREBAORD

34. OUTLINE
Rebrand existing organization and update all online
assets to support refugees and immigration causes
GOAL Create and build online assets that would educate general public on
the social and economic benefits of refugee immigration
Spotlight the fundraising aspect of the website and many other ways
community can get involved to support the refugee community
irisINTERGRATED IMMIGRATION
& REFUGEE SERVICES

35. CASE STUDY - SPECIAL EVENT iris

36. CASE STUDY - Facebook targeting iris
44%INCREASE IN NUMBER
OF RUNNERS
55%INCREASE IN DOLLARS
RAISED

37. CASE STUDY - Facebook targeting iris
64%INCREASE IN NUMBER
OF DONORS
65%INCREASE IN DOLLARS
RAISED

38. OUTLINE Rebrand and update all customer communication and
online assets
GOAL Create a sense of community around a variety of outdoor equipment
brands in semi-rural Connecticut region
Increase sales revenue and margin
Spotlight the value of customer support areas of service and parts
Show commitment to community participation and development

39. 19%REVENUE
INCREASE
2014-2015
CASE STUDY - Facebook targeting
GOAL = PAGE LIKES
BUDGET = $50
CLICKS = 42
CPC = $1.19
GOAL = SITE CLICKS
BUDGET = $100
CLICKS = 126
CPC = $0.79
GOAL = STORE VISITS
BUDGET = $150
ENTRIES = 135
CPC = $1.11

40. 19%REVENUE
INCREASE
2014-2015
CASE STUDY - Video targeting
GOAL = VIDEO VIEWS
BUDGET = $60
VIEWS = 5434
CPV = $0.01

41. 19%REVENUE
INCREASE
2014-2015
CASE STUDY - special events
EVENT = ST Patricks Day Parade
GOAL = BRAND AWARENESS
BUDGET = $1000
VIEWS = 300,000 +
CPV = $0.033

42. 19%REVENUE
INCREASE
2014-2015
E-mail Campaigns
YouTube Views
Website Visits
TOTAL
MEDIA 2012 2013
1,500
279
2,507
214,673
20,657
6,550
8,006
697,122
Social Media Impressions
Google AdWords
4,673
205,714
171,000
484,000
Includes Facebook, Twitter, Linked in
Facebook Ads 0 6,909
2014
24,600
94,000
11,000
1,258,600
565,000
537,000
27,000
Client SCOREBAORD
2015
27,900
368,000
112,000
16,156
768,000
868,000
2,160,056

43. OUTLINE
Rebrand and update all customer communication and
online assets
GOAL Create a sense of community around a variety of construction
equipment brands in southern Connecticut
Increase sales revenue and margin
Spotlight the value of customer support areas of service and parts
Show commitment to community participation and development

44. Facebook ads
ATTACHMENTS
GOAL = LANDING PAGE
BUDGET = $5-DAY
CLICKS = 2155
CPC = $0.39
CASE STUDY - Facebook targeting
Facebook ads
NEW SSV65:
GOAL = LANDING PAGE
BUDGET = $3-DAY
CLICKS = 27
CPC = $0.25

45. Facebook ads
RENT 2 OWN
GOAL = LANDING PAGE
BUDGET = $5-DAY
CLICKS = 4453
CPC = $0.34
Facebook ads
POSITIONS VACANT
GOAL = LANDING PAGE
BUDGET = $3-DAY
CLICKS = 34
CPC = $0.24
CASE STUDY - Facebook targeting

46. Postcards
E-mail Campaigns
Website Visits
TOTAL
MEDIA 2012 2013
13,100
3,489
N/A
16,878
15,200
8,953
10,617
93,698
Social Media Impressions
Google AdWords
N/A
0
36,900
0
Includes Facebook, Twitter, Linked in
YouTube Views 279 5,150
2014
12,300
12,100
22,800
427,200
121,000
122,000
137,000 31%REVENUE
INCREASE
2015
7,500
24,000
55,923
1,183,423
574,000
312,000
210,000
Client SCOREBAORD
2014-2015

47. Brands We Have Built

48. Giulia
Gouge
George
Vasilopoulos
Mason
Rabinowitz
Brian
Monahan
Matt
DeColla
Glen
McDermott
redrockbranding.com
203 295 4882
EMPOWER ORGANIZATIONS AND CONNECT THEM WITH THOSE THAT MATTER
HELP BRANDS TELL THE STORY OF THEIR GOOD WORK
GUIDE THEM THROUGH THE CUSTOMER JOURNEY