The document outlines the evolution and strategies of Grupo Lacomunidad, a marketing agency focused on leveraging social media and consumer engagement. It emphasizes a shift from traditional advertising to content-driven, interactive approaches and highlights the importance of understanding brand loyalty through social media marketing campaigns. Several case studies illustrate successful engagement strategies and the fusion of social media with various marketing tactics such as social commerce and online gaming.

1. 1Hola!Madrid, 23 November 2010

2. 2Below the Social Surface

3. 3Let’s Take a Deep Dive

4. Today’s TopicsCompany Profile Vision, Mission, ActionWhat About BrandsSome Social Cases & Trends Q&A4

5. Today’s TopicsCompany Profile Vision, Mission, ActionWhat About BrandsSome Social Cases & TrendsQ&A5

6. Grupo LaComunidadBrand Engagement Triple Play PropositionLaComunidaddigital marketing agency ViralTrackeronline video metrics company SocialMedia8social media marketing agencyGrupo LC was born in a garage. It’s now part of the WPP network. 6

7. 7SocialMedia8SocialMedia8 Amsterdam - HQSocialMedia8 LondonSocialMedia8 MilanSocialMedia8 Madrid

8. Our Domains8Strategy & Insights Research, Insights, Social Media Monitoring, Brand Engagement Strategy, Social Commerce, Social TV, Social Gaming and Social CRM StrategiesDigital PR & Buzz Digital PR, Natural Seeding, Social Media Optimization, Digital PR Clippings, Influencer Identification and Outreach ProgramsMedia & Advertising Strategic Social Media Planning and Buying, Paid Seeding, Social Media Advertising, Facebook, YouTube, Twitter, Online Video campaigns and Blogvertsing Content & Communities Content creation, Branded Social Pages, Widgets, Virals, Branded Blogs, Fan & Brand Ambassador programs, Community Management and moderation Tracking & ROI Online video tracking with ViralTracker (virals, movie trailers, game trailers, video clips, TV exclusives), Buzz Tracking, Social ROI measurement, Brand Patrol programs

9. Today’s TopicsCompany Profile Vision, Mission, ActionWhat About BrandsSome Social Cases & TrendsQ&A9

10. Visionadvertising neverstarted a movementpowered by the social web, not advertised on it.

11. Mission To move brands away from traditional advertising, towards a model which is more content-driven, engaged and focused on consumer dialogue11

12. The arena of our creative process12

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15. Some Brands in Social Media? 15

16. Why are Brands connecting to Fans?16

17. How to createloyal fans withsocial?Create the appropriatestrategyforyour brand.Long term goes best for fans and lovebrands. SMM Campaign 3Q4 Promotion Short term strategy:Short term social advertising SMM Campaign 2Brand AwarenessSMM Campaign 1Product PromotionLong term social media marketing programs needsa long term theme / topic: Running – Nike Long term strategy:Long term fan programOngoing social media monitoring & KPI measurement17Digital CRM

18. We understand that “Paid” media is not the main priority in today’s eventPaidmediaOwnedmediaEarnedmedia18

19. How do we drive branding, engagement, loyalty and sales in a social media world? Listen EngageDistributePREngagement strategyBig IdeaReason to EngageBrand BenefitePRSocialRelevant ConversationsActionable ConversationsAll ConversationsMobileMediaEventPOS19

20. Listen EngageDistributeSocial media monitoring programs gain deeper analyses and insightsSentimentAuthorSiteVolume20

21. Listen EngageDistributeSocial monitoring can help all brand stakeholdersProduct Marketers Product & InnovationPR & Media AgenciesDigital Natives Employees & HRCRM Dpt.InfluencersFullfilment AgenciesSalesDpt. PRDpt. Retailers Lovers & FansHelpdesk & Care Research Dpt. Shows & EventsMedia Dpt. AdvertisingDpt. Bloggers & Media21

22. Listen EngageDistributeIdentification of key influencers and fans 22

23. Listen EngageDistributeHow can we engage these key influencers?Step 3: Launch advocacy programStep 2: Develop relationshipStep 1: Identify influencers Rafe All About Symbian community Teo Bartulovic Symbian Freak community Steve Garfield Godfather of Videoblogging Delon Ho Howard forums superuser Darla Mack Mobile Diva blogger23

24. Listen EngageDistributeHow can we distribute and amplify our story through Owned, Earned and Paid Media? OwnedmediaPREngagement strategyBig IdeaReason to EngageBrand BenefitePREarnedmediaSocialDigital Content OptimizationMobileMediaPaidmediaEventPOS24

25. Since most brands like social campaigning, here are some behind the scenes tricks 3 Online Videosfor Heineken25

26. First we create a strategic social media plan SocialMedia Planning*Global & LocalBlogs / ForumsGlobal & LocalVideo PortalsGlobal & LocalSocial Networks26* Thisis anexample

27. Uploadto portalsViral Incubation Periodis 21 daysSuper Influencers & Heineken Fans TIMEInfluencersModeratorsUsersNext, we seed story and content to influencers* Thisis anexample27

28. We ignite the buzz with our buzz toolkit (but please, don’t tell the PR agency )28

29. Viral RoadmapYESViral Incubation Period is 21 daysREPORTREALLYVIRAL?SOCIAL MEDIAPLANNINGNATURALSEEDINGVIRALSPOTNOPAID SEEDING29

30. How can we optimize viral marketing ROI and improve digital content strategies?30

31. What online video fails among your fans? Which one has the “Touch of Gold”? 31

32. Today’s TopicsCompany Profile Vision, Mission, ActionWhat About BrandsSome Social Cases & TrendsQ&A32

33. 33What about brands?

34. 34Open and share more

35. 35Really wish CRM and Customer Loyalty now

36. 36Looking for new marketing places

37. 37Activating sponsorships with Fan hubs

38. 38Understanding the benefits of Fans

39. 39Listening, observing and changing

40. 40DNA to keep listening and interacting

41. 41Showing digital thought leadership

42. Today’s TopicsCompany Profile Vision, Mission, ActionWhat About BrandsSome Social Cases & TrendsQ&A42

43. 43Case Dodge NitroCreate buzz among male car lovers for Dodge Nitro5,000,000 video views, +400 blog posts, 159 test drives

44. 44Case Heineken Know The SignsEngage a global male audience for Heineken International6,000,000 Engagements- Awareness+11% Brand TrackingbyMetrixLab

45. 45No TV or Print but Social Program for Windows7 IntroductionROI 5x higher than Vista, with 10% of the Vista Budget

46. Case Skittles90,000,000 free impressionsPaidMediaEarnedMediaOwnedMedia€ 276,000€ 90,000fan programEarning attention for Skittles with compelling content gives us € 3 Earned Media for each € on Paid Media46

47. 47Case Tourism Tuscany Changing Region Tuscany from landmark to lovemarkIncreasing tourism by 7% with a social SWAT team

48. What could be the Next Social Trends?48

49. Social Commerce 49The fusion of eCommerce and Social Media

50. Social Gaming 50The mash-up of Online Games and Social Networks

51. Social CRM 51The mix of Traditional CRM and Social Media

52. Social TV 52Where Online TelevisionmeetsSocial Media

53. Social… …might just be the new ‘normal’ soon53

54. Muchas Gracias!!!54Please connect to: Igor BeukerFounder Grupo LaComunidadigor@socialmedia8.comwww.socialmedia8.comOr follow some viral ideas and social trends onwww.viralblog.com