White Paper Elit Ad

ELITAD SEPTEMBER 09

W hite Pa p er
ElitAd.com
There´s no good idea that can´t be improved on. (Michael Eisner)

1.0 Executive Summary
A man may die, nations may rise and marketing and
fall, but an idea lives on. (John F.
communications and has
TABLE OF CONTENTS Kennedy)
1.0.1 Objetives become the modern
1.0 objective of forward looking
EXECUTIVE SUMMARY ElitAd provides internet companies.
1.0.1 Objetives services. Our plan of action
1.0.2 Mission is directed to medium/large
1.0.3 Keys to success organizations, business
leaders, politicians or any
other personality in need of
2.0
BUSINESS MODEL public representation or for
transmitting a message
within a community or
3.0 specific groups of people.
MARKET OPPORTUNITY We develop strategies to Our objective is to capture
reach public opinion and large accounts on a
specific groups through new worldwide basis, including
4.0
PRODUCT channels of communication people, corporations and
and broadcasting like organizations aspiring to get
internet, mobile phones, tv, their message across to
5.0 social networks, web 2.0
EXECUTIVE TEAM influence public opinion. One
and social media. of our company´s main
objectives is to provide
6.0 platform for information on
Within this context, ElitAd´s
SERVICES
objective is to become a social media , personal
dominant company in this branding, marketing 2.0, PR
7.0 new market, which despite and social web. All this
REPUTATIONAL RISK information is available free
its infancy, is becoming one
of the most promising global on www.ElitAd.com.
8.0 markets as a result of the
LOCATION To turn really interesting ideas and
changes in modern fledding technologies into a
business, through new company that can continue to
technology which is innovate for years, it requires a lot of
disciplines. (Steve Jobs)
transforming numerous
aspects of our society. This
new market is becoming the
succesor of current PR,
A PERSONAL BRANDING FIRM www.elitad.com

BOLETÍN DEL INVERSOR NÚMERO 3
ELITAD OTOÑO 2009
SEPTEMBER 09

Own your personal medium
IT´S TIME FOR YOU
We create exclusive and specially adapted media in line
with our clients´ needs so they can own their personal
medium. We use the most advanced platforms, easy to
manage so they can write and transmit ideas, opinions and
interests in a matter of minutes irrespective of where they
are at the time.

We create exclusive We do not only provide written
information efficiently, we also enable our clients to share
images, photos and messages through videos. Our
specialists advise on personal image and the best ways of
reaching people. We also employ experts in video editing to
achieve professional results in improving presence and
image of individuals and the organisations they represent.
We use tools such as photoshop to enhance images..

from http://www.elitad.com/services

In spite of your fear, do what you have to do. (Chin-Ning major reference in an industry which,
Chu)
inevitably, is already taking off.
1.0.2 Mission

ElitAd specialises in management of
Technology is always envolving, and companies.. not just
marketing, social media and personal search companies... can´t be afraid to take advantage of
branding on the internet, web 2.0, social change. (Eric Schmidt)
networks and web interfaces. We expand
image, influence and resources for our clients, 2.0 Business Model
helping them to reach specific audiences.
ElitAd´s principal business model consists of
To succeed in life in today´s world you must have the will offering internet services to politicians,
and tenacity to finish the job. (Chin-Ning Chu)
executives, personalities, companies and
1.0.3 Keys to success
organizations. The main source of generating
income will be monthly maintenance fees of
Thanks to the latest technologies,
each application developed by our technical
especially internet, the change in
and artistic teams. On top of this, all new
market trends like communication
clients will pay a subscription fee to facilitate
agencies, PR or marketing opens doors
the up and running and configuration services
to a multimillion market which isn´t yet
we give. Through our Premium Service, we
properly covered by any group or
will generate income flow through
company.
communication services, marketing and
consulting for people, organizations and
To establish ourselves as leaders in this
companies.
market, we have to move at great speed
and with extreme flexibility, not only in
For the development of our distribution
attracting the first major clients, but in
channels, we foresee the implementation of a
creating a unique brand, opening up this
s t r a t e g i c c o m m e rc i a l p l a n i n c l u d i n g
market and also becoming an information
agreements already initiated with external
reference centre. We aspire to become a


ELITAD OTOÑO 2009
SEPTEMBER 09

agents and joint ventures in each particular including social media. According to the latest
line of business. This will re-commercialise our Forrester Report on the impact of social
products through our own branding or networks on marketing strategies, 53% of
assigned brands, or will facilitate these departments envisage an increase in
commercialisation in other markets. their social media budgets, while 42% will
maintain their previous budgets.
Alternative business models will be taken into
account and tested within our ElitAd Lab This data indicates that 95% of marketing
department. executives are extremely optimistic regarding
investment in social media through social
We have developed a strategy which allows networks. The reason being the simplicity and
for the management of our resources, task capacity of new social tools in connecting
planning, promotion and advertising design, with the general public or specific clients, the
with a view to achieve our objectives and major impact of campaigns, the hard
increase value to our clients in an optimum penetration into markets and the possibility of
way. strategic implementation of segmentation
never before possible through traditional
marketing.

Better to light a candle than to curse the darkness. Another study (Global Enterprise Web 2.0
(Chinese proverbs)
Market Forecast: 2007 To 2013) suggests
3.0 Market opportunity that the growth predictions of sales of
companies providing technology and web 2.0
The difficult economic and financial crisis we services, for the next 5 years and in relative
find ourselves in worldwide, has led to terms, surpass the majority of highly qualified
reductions in company budgets for marketing industrial sectors. If in 2007 it was estimated
and communications. Most entities find that expenses in technology web 2.0 would
themselves obliged to find new, cheaper be 455 million $, for 2013 a figure of 4,646
alternatives with better development potential

Forrester predicts interactive
marketing will hit $55 B on 2014
THE MARKET FOR THE NEXT YEARS IS REAL
The latest forecast from Forrester Research predicts that
interactive marketing in the US will hit nearly $55 billion by
2014 and will grow - at a compound annual growth rate of
17% - from 12% of overall ad spend in 2009 to 21% over
the next five years.

Social media marketing and mobile marketing will
experience the highest growth rates among the digital
tactics, the report stated. Social media, which represents
only $716M today, is expected to balloon to $3.1B by
2014, and grow at the highest compound annual rate,
34%. Forrester noted that owned social media assets
(such as internal blogs, community sites) are currently the
only emerging media getting traction in today’s economic
climate.

from http://seekingalpha.com/article/148255-forrester-


ELITAD OTOÑO 2009
SEPTEMBER 09

The world has changed, we
must change with it
BRIGHT IDEAS FOR DARK TIMES
We live in an evolving world where everything is in constant
change, improving and transforming. We have to learn to
enjoy this transformation.
These circumstances occurred because things were not
being done properly. This brings about the self criticism of
the affected areas and at this moment in time when
humanity is evolving at a faster rate.

Politicians and top executives in multinationals interact with
the man in the street. This was unthinkable a few months
ago (without going much further) and it now looks as it will
not come to an end in the next few years. People are now
more important and have better opportunities than ever
before. Certain users of social networks are acquiring vital
importance thanks to the expertise of these channels. This
is extremely valued knowadays and this is logical since they
have to operate efﬁciently to reach so many people and
create interest.
from http://elitad.com/news

All lasting business is built on friendship. (Alfred A.
Montapert)
I don´t design clothes, I design dreams. (Ralph Lauren)
5.0 Executive team
4.0 Product
EliAd´s executive team is composed of
We offer a very specialised online presence specialists and technicians with experience in
with exclusive tools together with the use of multinational and technology companies in
existing ones. We also work on different countries like the UK, USA, Russia
communication strategies, opening channels and Spain. CEO Alex DC.(Alejandro del
of communication and capturing audiences Castillo) has more than 14 years experience in
for politicians, executives or any personality the internet sector, (not forgetting that the
wishing to increase their messages including WWW is only 20 years old), as applications
companies and organizations. We are designer (design strategy marketing), is
specialists in the management of new media responsable for previous succesful start-ups
and communication channels, developing in Spain from the technological bubble of the
web tools, creating personal designs, beginning of the decade (2000-2006), (As
introductions into social networks and the independant reference, please view this video
creation and distribution of multimedia of Alex DC. on CNN):
material, videos and photos, for our clients in http://www.youtube.com/watch?v=4RoFK2R876k

these platforms. We also manage assesment
in style and tendencies. Our product
philosophy converts our clients in their own
efﬁcient communications medium, with the
capacity to reach a global audience.


ELITAD OTOÑO 2009
SEPTEMBER 09

The other members of the co-founding team - Creation, design and configuration of
include Jose A. Fernandez, Brendan Golt, online platforms adequate for each specific
Raimundo Burguera, Pavel Volitskiy and Abel profile, to be able to diffuse messages
Castosa. Together they provide ample whether by written form or audiovisual, in an
experience in sectors which include company optimum way to reach the required audience.
management, audiovisual,commercial sales, - Put these "Leaders" in contact with
creative design, PR, financing and politics/ opinion groups, clients (active and
current affairs. potential) and with workers within their
organizations.
ElitAd also has at its disposal an important - Improve the image or brand in social
group of international advisors including networks and web 2.0 through more
prominent journalists, politicians, capable persons, in most cases the executive
entrepreneurs and multinational executives. managers/manageress.
- Open new routes of external and
I have no special talents. I am only passionately internal communication with clients and
curious. (Albert Einstein)
company employees.
6.0 Services - Our users or clients already exist in social
networks and if we do not take the
Our basic objectives are: opportunity, our competitors or opposition will
- I m p ro v e i n t e r n a l p re s e n c e a n d be delighted to do so.
communication of any organization. - Establish strategies to capture Early
Adopters.
- Introduce leaders of companies and
- Incentivate innovation and productivity
organizations into social media.
within the group
- Increase Networking capacity of these
leaders opening new communications routes - Web Site (Design and Maintanance):
News, actions, donations, community,...
towards potential partners, business, clients
and audiences.
- Increase transparency and credibility

THE MARKET FOR NEXT YEARS IS REAL Twitter’s Financial Forecast
Shows First Revenue In Q3, 1
billion users in 2013
TWITTER GROWTH
This internal Twitter financial forecast from February 2009.
Twitter has told us that this was never an official document
and it certainly is no longer accurate. But it gives an
interesting glimpse into the company’s financial targets
nonetheless. The projections go forward to 2013.

The most interesting data point - As of February, Twitter
expected their first revenue to come in Q3 2009 (which is
now). A modest $400,000 was expected, followed by a
more robust $4 million in Q4. The document also shows
Twitter’s projected user growth (25 million by the end of
2009), which it has absolutely blown through already. By the
end of 2010, Twitter expected to be at a $140 million
revenue run rate.

from http://www.techcrunch.com/2009/07/15/twitters-


ELITAD OTOÑO 2009
SEPTEMBER 09

some interesting links
ABOUT SOCIAL MEDIA

7 Ways to Become a Twitter
Analyst

The Importance of a Strong Online Presence [The Zed
Shaw Case]

20 SEO Tips That Every Web
Developer Should Follow

15 Useful Twitter Tools For Web Worker

from http://delicious.com/joseafernandez

- Personal Blog. Design and Maintenance.
- Management of reputational risk Exclusive, connected to the best widgets,
analysis, via identiﬁcation and evaluation of easy publication platform, optimized for
potential risk factors, internal or external, the search engines...
implementation of a strategic online - Feedbacks & Support channel.
presence (SEO) that positions all positive Suggestions, community, participation.
factors of our clients in the ﬁrst results of - User capture actions. Events and mailings.
search engine searches. In this way, we - Lifestreaming. Photos, opinions, articles,
create an entry barrier that prevents public videos, microblogging, etc...
and anonymous critics from featuring before - Press Release: Presentation.
us. - Back-up on communication crisis.
- Diminish reputational risk on the internet. - Recompiling of data base.
Establish a strong online presence - CEO and SEO actions (Optimazation and
strategy so our candidates or Positioning in search engines).
representatives end up being excellent - Monitor actions in social media.
references when searching for their company, - The Development of applications to carry
political party or product. out feedback from our users.These services
- Video Difusion. At least 2 monthly videos are very useful for political parties to the
with ideas, experiences, opinions on current degree that they allow online voting on
affairs, etc. determined proposals, policies and measures.
- Microblogging.
- Formation - For technological optimization
resources.
- Image Material - Photos, images that
people can identify with, styling, etc.
- Recording and video editing.
- Social Networks. Presence in the main
and most effective ones adapted to each
candidate or client.


ELITAD OTOÑO 2009
SEPTEMBER 09

person involved, the political party
It takes many good deeds to build a or the company. We are committed
good reputation, and only one bad to develop and use a series of tools
one to lose it. (Benjamin Franklin) (centralization of most relevant

7.0 RSS, Netvibes, Google Reader,
Yahoo, Bloglines, Feedreader.net,

Reputational risk amongst others) that permit us to
locate and analyse information
immediately. Speed and agility are
fundamental for the management of SOME TOOLS TO
Online information on specific image. READ YOUR
products or persons is increasingly
abundant, although not properly Once we have located, classified REPUTATION ONLINE
managed. Many companies are (through source and content) and
spending exhorbitant amounts of analysed all public information of RSS
money improving their image our prospective clients, we proceed REALLY SIMPLE
through traditional communication to manage it, creating a SYNDICATION
platforms, while at the same time constructive dialogue with those
neglecting major growth potential. more critical opinions. We do this SOCIAL NETWORKS
by positioning positive factors FACEBOOK, TWITTER
Reputational risk management ahead of negative ones. This DIGG, DELICIOUS...
constitutes the basic foundations of creates new channels of
our product services while communication with more up-to- TECHNORATI
improving the image and date information so that our clients INTERNET SEARCH ENGINE
communication services offered to users are fully informed. FOR BLOGS
our clients. We strive to develop a
specialised location procedure, Creation and development of a new GOOGLE INSIGHTS
analysis and management of all form of communication, adapted to SEARCH TERMS ABOUT
information published online of the new channels (Development PEOPLE ENTERED INTO
potential clients. and blog design, selection of most THE GOOGLE SEARCH
influential blogs for the specific ENGINE
In our opinion, a rigorous and sector of our client, assesment and
optimum online presence, is the editing in press releases to blog BLOGPULSE
prime element required and the key community and selected fora and INTERNET SEARCH ENGINE
to obtaining a positive reputation. It formation of communication FOR BLOGS
also prevents potential crisis, if departments to adapt internal and
management is inadequate. external policies to all the social KEOTAG
media requirements). SOCIAL BOOKMARK LINK
A good design and interactivity of
GENERATOR
our web and strong social media
Implementation of the most
presence, will increase visibility of
advanced positioning systems, BOARDTRACKER
our comments, but also entails
SEO and SEM, with the objective FORUM DISCUSSION
management of a larger area of
that contents we wish to publish SEARCH
information.
are better placed than their negative
critics, not only in the search SWOTTI
The second phase in managing
engines but in all the social media SEARCH, RATE AND
reputational risk is the search and
universe. COMPARE
analysis to locate ideas and
commentaries by users in the
The way to gain a good reputation is OTHERS
blogs, wikis and social networks,
to endeavor to be what you desire to TWITTERVERSE,
analyse the information and
appear. (Socrates) COMPAREBLOGS,
counteract any attempts to
COMMENTS.COM...
undermine the reputation of the


ELITAD OTOÑO 2009
SEPTEMBER 09

Opportunity is missed by most people because it is dressed in overalls and
CONTACT looks like work. (Thomas Edison)
ALEX DC
alexdc@elitad.com
ALEX DC 8.0 Location
technological centres in
@alex_dc
JOSÉ A. FERNÁNDEZ In this moment, our centre of Europe.
jose@elitad.com
alexdc@elitad.com operations is based in
Madrid. Some members of http://www.malagavalley.com/
RAIMUNDO BURGUERA
JOSÉ A. FERNÁNDEZ
the executive team operate
rai@elitad.com
@joseafernandez in the south of Spain and
BRENDAN GOLT
jose@elitad.com Gibraltar from their own In today's knowledge-based
brendan@elitad.com ofﬁces. economy, what you earn depends on
what you learn. Jobs in the
RAIMUNDO BURGUERA information technology sector, for
PAVEL VOLITSKIY Our objective for the near example, pay 85 percent more than
@raibur
pavel@elitad.com future is to set-up the head the private sector average. (Bill
rai@elitad.com ofﬁce in Malaga, given that Clinton)

we are involved in the
BRENDAN GOLT Malaga Valley project, and
@brendangolt we wish to contribute to the
development of this area as
brendan@elitad.com
one of the most important

ElitAd operates under the strictest guidelines to obtain the highest levels of design and
development, and offer an exceptional service to our clients. We are never complacent in offering our
services and always strive to ensure our clients stand out in relation to their competitors.

The information contained in this document represents the current view of ElitAd on the issues
discussed as of the date of publication. ElitAd must respond to changing market conditions and
ElitAd cannot guarantee the accuracy of any information presented after the date of publication.

© 2009 ElitAd. All rights reserved.

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