2. at a glance
NEW YORK
600
PEOPLE
ATLANTA
6
CITIES
CHICAGO
LONDON
TORONTO
SÃO PAULO
3. We are an integrated agency of creative storytellers
+ analytical thinkers powered by curiosity.
Insights & Analytics
Strategy
• Online Listening
• Brand Strategy & Planning
• Brand & Competitive Analysis
• Consumer Journey Mapping
• Digital Architecture
• Content Strategy
Creative
Media Planning & Buying
Social Marketing
• Social & Mobile Strategy
Search Marketing
• Brand Voice Development
• Cross-Channel Media Strategy
Mobile Marketing
Web Development
Measurement & Analytics
PROPRIETARY & CONFIDENTIAL
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4. We help iconic brands think of digital as
a mindset beyond channel or campaign.
PROPRIETARY & CONFIDENTIAL
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5. We build relationships that fuel
advocacy at scale.
We engage 275MM
consumers every day.
We’ve built hundreds of
communities, including
the #1 brand Facebook
page in the world.
PROPRIETARY & CONFIDENTIAL
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6. What we have in common: Content.
We make content we hope
you’ll
f
PROPRIETARY & CONFIDENTIAL
You make
“Content You May Like.”
6
9. We use data to inspire content
creation.
Blending superior analysis with raw social data to uncover insights
PROPRIETARY & CONFIDENTIAL
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10. We have a diverse tool kit to get us
there
PROPRIETARY & CONFIDENTIAL
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11. We begin the content creation
process by defining the currency…
Conversation
Access
Utility
Authenticity
Entertainment
Social Currency
What Brands
Offer Consumers
Product
Advocacy
WOM
More consumers
What Consumers
Give Back To You
…but success hinges on something else.
PROPRIETARY & CONFIDENTIAL
11
12. Our filter is a strategic lens.
A
B
C
D
E
Applicable
Breakthrough
Cross-Platform
Discoverable
Exchange
PROPRIETARY & CONFIDENTIAL
F
Flexible
12
13. We leverage the right content to
connect consumers and brands
AWARENESS
RESEARCH
ENGAGEMENT
ADVOCACY
Consumers discover
the product/brand
through paid or
earned content.
Consumers search for
content: info about a
product, visit a web site
or read online reviews.
Consumers develop a
relationship with the
brand content created
for them in social.
Consumers advocate
for the product using
with their own content
in their own networks.
PROPRIETARY & CONFIDENTIAL
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18. 19 hubs; no context, no
connectivity
Kraftrecipes
Search: Category
Search: Brand
OscarMayer.com
OM Facebook
@OscarMayer
Oscar Mayer
CRM Facebook
HD Facebook
@Wienermobile
Wienermobile
.com
UNBRANDED
TERRITORY
BIT OF THE OLD
AND NEW
UTILITARIAN
CONTENT
Minimal paid search and
un-optimized SEO with
varying results dependent
on category, but overall
lack of virtual shelf space
mix of old and new
content, creating
differing brand
impressions
product content
that’s adding ties to
social extensions
PROPRIETARY & CONFIDENTIAL
x2
UTILITARIAN
CONTENT
Inspiring meal
ideas and recipe
content
ACTIVE
COMMUNITY
gathering place for
coupon-seekers and
Wienermobile lovers
x2
LOTS OF TALK,
SOME SHARING
a mirror of other
social channels
Hotdogger blog
Wienermobile
TALES FROM THE
ROAD
IT’S THE
WIENERMOBILE
x2
WHAT’S NEW?
minimal ties back to
archive for tv spots
and past promotions hot dogs or the brand
(not much activity)
stagnant photo
album from the
brand
18
19. So we architected our brand
house.…literally
Content & Utility Creation
The Kitchen – Findable Brand Assets
• The room that feeds the house with function.
• All food-related utility flows from the kitchen,
but isn’t necessarily experienced there.
Content Types:
• Food-specific utility:
- Recipes
- Food-related media sponsorships
IS
• The food-related content that is relevant
for the brand.
• The way to keep utility current and “table
stakes” or better vs. the competition (can’t be
a food brand without some recipes).
IS NOT
• A brand-owned content destination
• Always on
PROPRIETARY & CONFIDENTIAL
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23. Content development
(CREATION AND CURATION OF):
STOCK
“Stock is the durable stuff.
It’s the content you
produce that’s as interesting
in two months (or two years)
as it is today.”
+
FLOW
“Flow is the feed.
It’s the posts and the tweets.
It’s the stream of daily and
sub-daily updates that remind
people that you exist.”
WHAT DOES THIS MEAN FOR YOUR BRAND?
DEVELOP A CONTENT MARKETING FRAMEWORK.
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24. We create stock content that is
social by design
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27. The Flow: Change in tone and
publishing = better engagement
Before
After
FACEBOOK ENGAGEMENT
+455%
COMPARED TO 6 MONTHS PRIOR
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28. How do we measure it?
Measuring digital through the lens of brand & business goals
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30. How we did it for Oreo
From product icon to brand Icon
PROPRIETARY & CONFIDENTIAL
31. Our social listening uncovered
Millennials as an untapped target for Oreo.
Millennial
Influencers
Millennials
(18-34)
Moms
with Kids
6-12
Millennial Moms
(Women 27-34)
Insights
Strategy
Social Tone of Voice
Content Creation
Measurement
Optimizations
PROPRIETARY & CONFIDENTIAL
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34. The Oreo blackout tweet
20K social shares – most coming less
than an hour after posting
525 MILLION earned media impressions
(5X number of Super Bowl XLVII viewers)
4X Cannes Lion Winner
3X CLIO Winner
Named Best Social Media Invention
of 2013 by Adweek
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35. Key Takeaway: Act like a media company
“No One Ever”
Beyond the Cookie Jar
Snack Hacks
Editorial calendar: New content series optimized regularly
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36. Amplification: Tapping into
relationships
To drive organic buzz and shares
We have built a network of
10,000+ influentials…
Once we establish relationships, we can
collect, manage and share valuable
information through 360iRMS
And with 360TIGER, we can go behind-thescenes to capture social analytics
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38. Thank you!
P R O P R I E TA RY & C O N F I D E N T I A L
Matt W urst
@ m wu r s t
Editor's Notes
Who we are – what we do, how we think… What an agency like ours is all aboutOur approach – the tools we use and the process we’ve createdContent: Two examples of how work comes to life
Discover Differentiate Deploy
We offer simplification without the loss of specialization. #1 in search and #1 in social
We also have strong social practice, which oversees many of the top brand pages on FB, including #1 page (Coca Cola)Scale and depth of expertise in social communities is unmatched
You may or may not be familiar with who we are and what we do…But there’s something very important that we have in common with you… CONTENT
If content is like fire… social media amplification is like gasoline.
(if you want to talk specifically about how we do what we do…)360iRMS is our proprietary tool that allows us to track our influencers, their social footprints and all of our conversations. A robust, searchable and ever-expanding database with more than 10,000 contacts.
