This is the presentation given by Joshua Stylman (co-CEO Reprise Media) at the May 2009 Social Media Boot Camp in New York.

1. Unleashing a New Brand
Through Social Media Marke7ng
Joshua Stylman, co‐CEO, Managing Partner
May 19, 2009

2. Research for Products
How do people
explore new brands
online?

3. Gateway to the Internet
80%
of all online sessions
begin with search
SOURCE: Harris Interac7ve Study 3

4. How do marketers get their pages to rank in search?
Search 1.0
PAGE
Search 2.0
AUTHORITY
Search 3.0 By DISTRIBUTING
content to sites
DISTRIBUTION
where customers are
interac7ng
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5. Marketers wield less power than in the past
Then:
Now:
Marketers Community
control crea7on take what they’re
& distribu7on given & amplify it
5

6. Individuals = producer, distributor & consumer
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7. Case Study: Honda Fury
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8. Seeding Interest: Teaser campaign
Distributed unbranded viral videos 7ed to posters,
Fury teaser site through the “Fury Is Unleashed” tagline
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9. Influencer outreach
Built a network
of trusted
motorcycle
bloggers/
websites to
distribute Fury
content to
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10. Suppor7ng the launch
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11. Distributed brand messaging
Let people engage with the brand on their own terms
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12. Using social media as a brand des7na7on
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13. Engaging with consumers via social profiles
Led to greater page interac7on, raising its overall value
No Comments or
Fan ParJcipaJon
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14. Campaign Results:
Facebook Fans
Steady increase in 1800
1600
Facebook engagement 1400
1200
1000
EED SI TE DATA
800
600
N
10,000+ comments 400
200
0
1/16/09 2/6/09 2/27/09 3/20/09 4/10/09 5/1/09
“Fury” branded
men7ons outpaced
generic “chopper” 2:1
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15. Google Trends – Honda Fury
A
EED S ITE DAT
N
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16. Building Social Media Content Increases Chances to Rank
CORP SITE
SOCIAL MEDIA
RESULTS
CORP SITE
CORP SITE
SOCIAL MEDIA
RESULTS
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17. Con7nuing the conversa7on post‐launch
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18. Rules for launching a brand through social media
1. Before you do anything, listen
2. Iden7fy your audience
3. Bring your website & content to them
4. Op7mize all your assets
5. Be authen7c and provide value
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19. Thank You
josh@reprisemedia.com
@jstylman
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