The document outlines SocialMedia8's vision of moving brands away from traditional advertising towards more engaged, content-driven social media strategies. It describes their services such as social media strategy, digital PR, media buying, content creation, and social media tracking. Key aspects of their approach include natural and paid social seeding to spread branded content virally, targeting influencers at different adoption stages, and using the ViralTracker tool to measure content performance and ROI across social networks and video sites. They aim to follow ethical principles of honesty and transparency in all engagements.

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Amsterdam, February 2011

2. Our Vision
advertising never
started a movement
powered by the social web,
not only advertised on it.

3. Our Mission
To move brands away from traditional
marketing, towards a model which is
more content-driven, engaged and
focused on consumer dialogue
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4. Our Domains
Strategy & Insights
Research, Insights, Social Media Monitoring, Fatting, Engagement Strategies,
Social Commerce, Social TV, Social Gaming and Social CRM
Digital PR & Buzz
Digital PR, Natural Seeding, Social Media Optimization, Digital PR Clippings,
Influencer Identification and Outreach Programs
Media & Advertising
Strategic Social Media Planning and Buying, Paid Seeding, Social Media Advertising,
Facebook, YouTube and Twitter campaigns, Blog Advertorials and more
Content & Communities
Content creation, Branded Social Pages, Widgets, Virals, Branded Blogs, Fan & Brand
Ambassador programs, Communities and Community Management
Tracking & ROI
Online video tracking with ViralTracker (virals, movie trailers, game trailers, video
clips, TV exclusives), Buzz tracking, Social ROI measurement, Brand Patrol programs
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5. About
Natural Seeding & Paid Seeding
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6. Within Seeding We Define Two Methods
Natural Seeding
Natural seeding is earning attention, almost
like digital PR: the uptake and reach depend on
the creativity of your content. Success can be
estimated upfront, but not guaranteed.
The benefits of natural seeding? The content
is embedded - so your awareness and Google
results will keep growing organically - for many
months or much longer.
Paid Seeding
Paid seeding is buying attention, like media
buying: your reach is guaranteed within a
period. Examples: video views or blogvertorial.
The benefits of paid seeding? It will speed up
and guarantee your reach. Our embed tactics
ensure organic growth. So even when your
media budget is used, your social and Google
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awareness will keep growing.

7. Social Media Spaces for Seeding
Social
Networks
Widgets
RSS Video
Portals
Micro
Key
Blogging Social Media Podcasts
Spaces
Review
Blogging Sites
Photo Message
Portals Boards
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8. Seeding Step By Step
In stage 1 our social specialists will benchmark and rate the content with a viral score between 0 and
10. At low rated content, we advice to use paid seeding as well. At high rated content, we will estimate
your ROI based on natural seeding efforts only.
In stage 2 we create a targeted social media strategy in which we wrap your content in compelling
stories that will connect to influencers, fans and their followers. To create extra buzz, we might also
propose to create a buzz toolkit.
In stage 3 we create you a smart social media plan, by using our golden asset: our social media
planning database. It contains not only the ComScore top 10 - but over 350,000 social sites ranked
by: country, theme, topic and passion.
In stage 4 we create the relevant meta data for your content: title, descriptions tags and link to your site.
In stage 5 we start to upload and seed the content to: local and global video portals (YouTube,
DailyMotion etc)., influential bloggers and micro bloggers (Twitter etc), forums and communities, social
networks (Facebook, MySpace etc) , social bookmarking sites (Digg, del.icio.us etc), RSS, E-mail and more.
In stage 6 the ViralTracker dashboard will show the growth, reach, impact and spread of your content
for a period of 3, 6 or 12 months. Warning: watching your results in ViralTracker might be addictive 
Social seeding is like growing and nurturing plants: they will need water, attention and time to grow.
So please bear in mind that the viral incubation period for seeding can be 21 days.
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9. Seeding Focus
Conversation
Advocacy
Our seeding efforts focus on the following
to make sure our clients gets the
attention they deserve:
0. Smart meta data and keywords
1. Eyeballs
2. Advocacy
3. Conversation
And what do our clients get in return?
Eyeballs 4. Proof of ROI with ViralTracker 9

10. Driving Awareness with Seeding
Extract of Social Media Planning *
Global & Local Global & Local Global & Local
Blogs / Forums Video Portals Social Networks
* This overview is just an example and extract
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11. Seeding Steps & Viral Incubation Time
SocialMedia8 divides reaching influencers and seeding the message over several stages.
Below and overview of our bottom-up approach.
Viral Incubation Period Upload to video portals
= 21 days
Super Influencers & Brand Fans
TIME
Influencers
Moderators
Followers
* This is an example
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12. Targeting & Timing
Target Influencers within Early Adopters & The Masses
target audience Innovators & Followers
Timing 21 days 45 days 90 days
Activate people in niche Seed the content on 100’s Use word-of-mouth and
environments where they of sites instead of a few buzz tactis to ignite talks
have an interest in the big sites where it will among influencers, early
subject matter disappear in the clutter adopters and the masses
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13. Buzz Toolkit
A Buzz Toolkit will help to earn
attention of the press, social
influencers, share determining bloggers
and forum moderators, during our
social seeding efforts.
A Buzz Toolkit (in plain English: Online
PR Multi Media Toolkit) can increase
the seeding results with 50% or more
A Buzz Toolkit can contain assets like:
story, cliffhangers, videos, behind the
scenes, visuals, logo, hyperlinks,
product information and more.
(but please don’t tell your PR agency )
This is the buzz toolkit for Heineken International
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14. Viral Roadmap
YES
REALLY
VIRAL SOCIAL NATURAL
VIRAL? REPORT
SPOT PLANNING SEEDING
NO
PAID
SEEDING
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15. Tracking & ROI by ViralTracker
SocialMedia8 uses ViralTracker to
monitor the reach, impact and
engagement online videos and trailers
across millions of social sites and over
400 video portals around the globe.
The ViralTracker video performance
technology proofs the efforts of our
seeding skills and shows the brand if the
creativity of the online video has the
“touch of gold”.
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16. Tracking & ROI by ViralTracker
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17. About
Social Media Optimization (SMO)
& Social Media Advertising (SMA)
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18. Within Social We Define Two Methods
Social Media Optimization- SMO
Social Media Optimization (SMO) is improving
the visibility of a website or fanpage via the
natural or un-paid (organic) social media
results. Like i.e. blogging, photos, videos,
social interactions, sharing buttons etc.
The benefits of SMO? The content is embedded
in social sites, so your online awareness and
Google results will keep growing organically.
Social Media Advertising- SMA
Social Media Advertising (SMA) is improving the
visibility of a website or social fanpage via paid
social media advertising. I.e.: Facebook Ads or
other ads on social sites.
The benefits of SMA? Highly targeted
advertising on social sites on social networks.
It will speed up and guarantee your reach. But,
when budget is used, the ads will disappear. 18

19. Guiding Principles of Social Seeding
SocialMedia8 is a member of the IAB (Interactive Advertising Bureau) and WOMMA (Word
Of Mouth Marketing Association) and will always act compliant to the WOMMA code of ethics.
The WOMMA code is a first step in the complicated process of building an industry based
on consumer respect and fundamental ethical principles.
The essence of the WOMMA Ethics Code comes down to the Honesty ROI
• Honesty of Relationship: You say who you're speaking for
• Honesty of Opinion: You say what you believe
• Honesty of Identity: You never obscure your identity
For more information, please read the Ethics code
Nothing in any agreement can force SocialMedia8 to execute its services contra dictionary
to the WOMMA Ethics Code (the right of refusal).
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20. Thank you!
Connect to one of our following specialists:
Neil Draper
Account Director
neil@socialmedia8.com
+31 20 575 74 55
Paul Braat
Account Director
paul@socialmedia8.com
+31 20 575 74 55
Daan Jansonius
Account Manager
daan@socialmedia8.com
+44 755 436 22 51
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