Social Media: A little more conversation. A lot more action.

Social Media: A little more conversation. A lot more action.

AYZENBERG GROUP

Social Media: A little more conversation. A lot more action.

EVERYONE’S TALKING ABOUT SOCIAL MEDIA.WE’RE MAKING IT WORK…

INTRODUCTION

Social Media: A little more conversation. A lot more action.

“ EXECUTIVES CERTAINLY KNOW WHAT SOCIAL MEDIA IS. BUT FEW HAVE A DEEP UNDERSTANDING OF EXACTLY HOW IT INTERACTS WITH CONSUMERS TO EXPAND PRODUCT AND BRAND RECOGNITION, DRIVE SALES AND PROFITABILITY, AND ENGENDER LOYALTY”–McKinsey Quarterly – May 1st, 2012

INTRODUCTION

Social Media: A little more conversation. A lot more action.

INTRODUCTION

HOW SOCIAL MEDIA INTERACTS WITH CONSUMERS

Step

s in

the

cons

umer

dec

isio

n jo

urne

y

Consider Brand Monitoring Referrals and Recommendations

Fostering Communities

Brand Advocay

Brand Content Awareness

Customer Input

Product Launches

Target Deals, Offers

Crisis Management

Customer Service

Evaluate

Buy

Experience

Advocate

Bond

1. MONITOR social channels for trends/insight

2. RESPOND to consumers’ comments

3. AMPLIFY current positive activity/tone

4. LEAD Changes in sentiment or behavior

Source: McKinsey Quarterly “Demystifying social media” 1st May 2012

Social Media: A little more conversation. A lot more action.

MAKING IT WORK

Social Media: A little more conversation. A lot more action.

Rebecca Markarian Executive Director Social Media

15 years communication, social & PR experience including leading

the social presence for Land Rover, Seneca Foods and mor

Keith Pape VP Social and Mobile Media

16 years experience in digital, mobile and social media including

programs for Electronic Arts, Sony and Cisco

Simon WardDirector of Marketing

20 years experience in branding, marketing, PR and digital/social and author of ‘5 ways to get Agile

with Social and Content Marketing’

Ayzenberg Team

55 social media specialists, analysts and operatives within

a 100+ strong agency that’s pioneered digital advertising and

branded content

THE TEAM

INTRODUCTION

Social Media: A little more conversation. A lot more action.

THE RIGHT SERVICES

1. BRAND MODERATION = MONITOR AND RESPOND With community on Facebook, Twitter, YouTube, LinkedIn, Blogs, Forums & more

2. CAMPAIGN AMPLIFICATION = AMPLIFY AND LEADTargeted outreach to select bloggers and key community outreach members to amplify content, initiatives and campaigns

3. ANALYTICS…and sentiment reporting to build learning, reporting, measurement and ‘real time’ daily feedback

4. TRAINING & CONSULTING Establish the right strategy and train to help equip the organization for success

INTRODUCTION

Social Media: A little more conversation. A lot more action.

CLIENTS

INTRODUCTION

Social Media: A little more conversation. A lot more action.

1. BRAND MODERATION

Social Media: A little more conversation. A lot more action.

1. BRAND MODERATION | IN ACTION

MODERATION OUTCOMES

Social Media: A little more conversation. A lot more action.

1. BRAND MODERATION | OUR ACTION

AN OPPORTUNITY FOR AGILE MARKETING We’re early champions of the power of Agile Marketing, ‘Test-Learn-Commit’ loops based on actual behavior, easy in theory, hard in practice, but…

Social Brand Moderation Listening Platforms unlock the potential. Listen, feed back, then adapt marketing (small adjustments = big impact)

Here are two of our real world client examples…

Jayzee trailer Flashlight patch

Social Media: A little more conversation. A lot more action.

2. CAMPAIGN AMPLIFICATION

Social Media: A little more conversation. A lot more action.

2. CAMPAIGN AMPLIFICATION | IN ACTION

MICROSOFT XBOXThe program that launched the two highest grossing day-one sales in XBox Live arcade history.

Social Media: A little more conversation. A lot more action.

2. CAMPAIGN AMPLIFICATION | OUR ACTION

PLANNING • Identify the influencers • Understand their behaviors, motivations and triggers • Identify their platforms, media and channels • Develop the amplification strategy and influence journey

CREATION • Create conversation. Conversation people can’t resist being a part of • Create content to drive the conversation - engaging, contextually relevant and shareable • E.g. video, UGC, series, advergame, podcast, ad trailers • Develop the influence journey assets required, e.g. microsites, landing pages, Facebook sites, YouTube channels, media

ACTION • Production, Distribution and Monitoring… • Pre-launch seeding and communication • 360 degree activities • Maximize and amplify each asset, each message, each activity

Social Media: A little more conversation. A lot more action.

3. ANALYTICS

Social Media: A little more conversation. A lot more action.

3. ANALYTICS | IN ACTION

Social Media: A little more conversation. A lot more action.

4. TRAINING & CONSULTANCY

Social Media: A little more conversation. A lot more action.

4. TRAINING & CONSULTANCY | OUR ACTION

Working together, we help clients form a long term social methodology for effective ongoing engagement, which can be implemented and maintained by your team.

We help you create a program custom designed to:

• Create a cohesive engagement marketing strategy with measurable objectives • Establish a system to monitor online reputation and identify actionable opportunities • Develop social network channels to deliver against objectives • Implement a detailed results reporting system • Train your team to action opportunities, and provide ongoing strategic assistance

Social Media: A little more conversation. A lot more action.

Simon Wardsward@ayzenberg.com+1.626.327.5575www.ayzenberg.com

THANK YOU