Singley + mackie capabilities and services april 2011

Confidential singley + mackie, inc. updated 04/15/11

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singley + mackiesocial media optimization

Capabilities and Services


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Introduction

Overview

• Illustration of the social media ecosystem…what turns a casual user into a committed fan that spends money?

• About singley + mackie

• Guiding Principles at singley + mackie

• Guiding principles in Social Media

• Overview of Strategic Development and Consulting

• Analytics, Monitoring and Reporting

• Case study (community management): Microsoft Zune

• Case study (video syndication): DJ Hero 2

• Case study (Facebook application): Hasbro Supercharge Your Gift Card

• Other Capabilities


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Introduction

Moving Through The Ecosystem• Growth in social media is attained through

acquisition-centric programs and contests, as well as “social peer pressure”. As friends and online influencers discuss brands, their peers and followers are more likely to join the communities over a purely organic “search and like” approach.

• One-to-one and one-to-many conversations must happen with channel-appropriate tone and frequency so as to keep the consumer feelings engaged and appreciated.

• Only after trust has developed between the consumer and the brand can they be converted to consider purchasing goods or services.


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About singley + mackiePrincipals. singley + mackie was founded in 2010 by Matt Singley and Alison Mackie. Veterans in the business and marketing communities, each has focused on different areas of Social Media Optimization prior to “social media” even being a recognized term. Matt’s areas of expertise include strategic development, social marketing optimization (both video and copy writing) and community management within earned and owned media. Alison’s history of media development and purchasing has earned her the position of thought-leader and best-in-class with paid and owned media. singley + mackie is based in Los Angeles, California but is maintained as a virtual agency, with associates around the world.

About Matt Singley. Now a world-class speaker on the subject of Social Media Marketing and Optimization, Matt started his first company as a senior in college and within 18 months controlled the majority of the market share in the industry. Since that time he has studied consumer socioeconomic behavior and marketing strategy and advised many Fortune 100 companies regarding consumer engagement, experiential brand marketing and online reputation management. Matt’s Twitter feed (@mattsingley) is ranked in the top 0.0005% in the world in terms of influence and his blog (mattsingley.com) is listed as one of the best social media sources available.


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About singley + mackie“With Matt Singley and his team at Singley + Mackie at the helm of some of our most visible brands, I feel completely confident that the community management aspects of our social media are in great hands. After working with them for over a year, it’s clear to me that they understand our brand guidelines, voice and tone and even our legal and PR needs. They have done full service management for us, from content creation to moderation to promotions, and it gives me great peace of mind to know that they are on the job. I would not hesitate to recommend them to any company that needs the best and the brightest social media thought leaders in the market today”

-Mary Renouf

Global Brand Director of Marketing, Xbox and Zune


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Guiding Principles at singley + mackieWe are thought leaders. It is said that imitation is the sincerest form of flattery, and we tend to agree. That is why the strategies and campaigns that we implement for companies around the globe are studied, disseminated and repeated in the social space over and over again by our peers, fans and competitors. We don’t report the news, we make it.

We are a virtual agency. We care about the world we live in, and the people that work for us. Although we have a central office, we are global and without constraint. By connecting the best and brightest strategic and tactical minds in the industry through technology and not requiring them to meet in an office because “that’s the way it’s always done”, we save countless hours of commuting and increase the quality of life for all involved. We hire only the best and most responsible; and by encouraging them to work remotely we achieve maximum output with minimum infrastructure. Although we get together regularly throughout the year, we will always be a virtual agency.

We loathe agency double-speak. The phrase “leverage existing communities” will never be written, spoken or tweeted by any of our associates. We are real people that create real strategies, campaigns and executions. We are experts in what we do, so we can give it to you straight without fluffing it up with meaningless buzzwords.


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Guiding Principles at singley + mackieWe are on the leading edge of information technology. Our company is structured to allow and encourage our associates to spend a good portion of their time reading about the latest trends and technologies, as well as thinking, creating and dreaming up their own.

We are human. We love our work, and we love our lives outside of work. We value family and friends, and put guidelines in place so that associates and clients may enjoy theirs. We encourage a work/life balance. We laugh. We produce the best ideas in digital promotion by encouraging and supporting, not threatening and carrot dangling. We believe that happy and well-balanced associates will put more thought and care into their work; client satisfaction and retention prove this to be true.

We help those that need help. We were born of entrepreneurs and boot strappers, and will always support the dreams and visions of others, no matter how small the organization (or individual) or how extraordinary their ideas. We know that many start-ups cannot afford the professional services of an agency like singley + mackie, so we created a way to make it available to them. Our startup program was designed with consultants and entrepreneurs in mind: our sliding-scale fees allow practically any person or organization to access our associates and principals at a price they can afford.


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Guiding Principles in Social Media

• Resources. Understand that while social marketing has a relatively low cost of entry as compared to traditional media, the real investment comes in educating and applying creative resources to build, maintain, and optimize social marketing programs.

• Customer Occupied Space. In Social Media marketing, the customer occupies the space. Brands can and should guide and inspire conversations. They never own them.

• Optimization is Ongoing. Change comes fast in social marketing, and as new trends emerge we will use data driven insights and experience to help maximize ROI.

• Authenticity. Authenticity and transparency should be established as cornerstones of any social media effort.

• Value for the Consumer. With so many brands now using social media to engage consumers, it’s important to offer value to our community so they don’t feel like targets, but rather participants. When activating any program or asking for any action, put yourself in the consumer’s position and ask, “what’s in it for me?”


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Strategic Development and ConsultingFirst, let’s define “strategy”. Strategy is perhaps the single most abused and misunderstood term in marketing. To be clear, strategy is a function of goals…without goals, nothing else can happen. We understand that clearly defined goals are not easily attained; therefore when striking out on a strategic mission, the first thing we do is help the client develop goals based upon their existing vision and mission. This is not a point to be overlooked; it is important that everyone involved knows where we are going before we try to decide how to get there.

We work with your end-game in mind. It’s tempting to start a brainstorming session with tactics, and business is frequently done this way. However, our development and consulting services help our clients move through the business process in the proper order. It usually takes no more than an afternoon of white boarding, talking, dreaming and defining to come up with a clear road map for social media success that includes (in order) Vision, Mission, Strategy, Operations, Tactics. The following page is an example of a social media roadmap that is measurable and attainable.


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Biz Objectives

Support BrandCommunity Growth

Grow Facebook community to 30,000 fans by end of 2010

Engage Brand Community

Reply to 75% of all Facebook and Twitter mentions that ask

“Who, What, Where, Why, When or How”

Convert Users to Purchase and Prizing Fulfillment

Increase social media referrals to yoursite.com to 5% of total referral traffic in

2011Strategies

Overtly produce programs and initiatives that give value to the consumer; covertly insure programs and initiatives encourage assimilation into brand social media channels

Apply both one-to-one and one-to-many communication strategies to keep consumers feeling engaged, relevant, educated and individual

Design channels with drive in mind. Create clear and easy-to-navigate buttons and links to purchase, strategically message drive efforts without overselling

Key Initiatives

• Monitoring and Reporting• Facebook Advertising• Product Facebook Giveaway• Facebook landing tab• Open Graph Protocol

integration on yoursite.com

• Facebook Customer Care• Facebook Moderation• Twitter Customer Service• Twitter Micro Contests• Aggressive Real-Time

Monitoring

• Facebook POS Coupon• Holiday Creative Refresh• Facebook Targeting

Advertising

Strategic Development (Example)


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Analytics, Monitoring and ReportingAnalytics are important. There are many KPIs in social media that can and should be monitored, beyond the typical fan base growth statistics. We take great care to listen, identify and reach out to influencers in social media that either mention or advocate client brands. Additionally, we monitor “conversation drivers” so we know what is valuable to the consumer, not just the client. This helps us modify content that is more likely to be viewed and shared.

Numbers represent money. You’ve heard the saying, “if a tree falls in the woods but nobody is around to hear it, does it make a sound?” In the same way within social media, “if you tweet but nobody follows, does it matter?” We monitor and analyze conversations so as to optimize efforts that will eventually lead to sales conversions.

Reporting structure. After years working with clients and agencies alike, it became evident that many reports are created, presented and passed around to justify billing cycles, but many of those reports contained little, if any, useful information. We prefer to create regular “flash” reports that summarize activity in short and easily-read formats. More in-depth monthly reports list greater detail and strategic suggestions. This structure allows us to stay current with goals and objectives.


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Analytics, Monitoring and Reporting (Example)


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Case Study (Community Management): Zune

Objective:• Build Facebook base to 100k and Twitter base to 40k in time for Holiday 2010.

Strategy:• Closely monitor consumer conversations, including likes and dislikes, and

write content based upon what will create sharing, engagement and retweets. Create a digital customer service branch that will reply to typical FAQs and inquiries.

Results:• Facebook goal reached 5 weeks early, Twitter goal reached 6 weeks early.

Customer service designed and implemented summer of 2010 (@ZuneSupport).

Timing: Ongoing 2010

Budget: $125k/year


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Case Study (Video Syndication): DJ Hero 2Objective:• Create a compelling video that would draw fans to the announcement of Tiesto with

the upcoming release of DJ Hero 2.

Strategy:• Instead of simply seeding a produced video segment, we developed a “hypervideo”

page that allowed visitors to watch the video while “Liking” the DJ Hero Facebook page, shopping “picture in picture” without pausing, and sharing the link with friends.

Results:• DJ Hero Facebook page increased fan base by 300% over the

course of 6 weeks and the launch of DJ Hero 2 exceeded projections.

Timing: 6 weeks

Budget: $20k


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Case Study (Facebook App): Hasbro

Objective:• Within a very short time frame, build a Facebook tab

application that would allow consumers to understand the Hasbro “Supercharge Your Gift Card” promotion and drive users to download form.

Strategy:• Combine video with text and sharing so that users could

quickly see what they needed to do to get a free gift. Customize tab for each individual brand so as to keep look and feel of that particular line (e.g. Nerf, My Little Pony, Play-Doh, etc.).

Results:• With only organic efforts, we drove 2,000+ consumers to the

redemption form for fulfillment. Brand expectations were exceeded.

Timing: 3 weeks

Budget: $10k


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Case Study (PR): Zune Rumors

Challenge:• One March 14, 2011 Bloomerberg News ran a story declaring “Zune is Dead”, adding fuel to the long-

running speculation within the tech world that the music device would be retired. The social media chatter increased 20x almost immediately, most of it negative.

Approach:• In less than 5 minutes after its publication, a community director as singley + mackie became aware of

the article. Our team was pulled together within 15 minutes and we began to collect community data and write possible execution scenarios. We contacted Microsoft PR immediately, and 30 minutes later we had a recommended statement submitted to them. Microsoft PR set up an emergency phone conference which we were a part of. Later that day they released an official statement that was based upon our initial recommendation, and we published it on all Zune social media channels.

Results:• The quick alert and response time combined with the

metrics, analysis and sample copy that we provided to Microsoft PR resulted in a same-day response that was mostly well-received by the community. Major outlets (like Techcrunch and Mashable shared the press release with their readers by linking to our Facebook page.


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Case Study (PR): Audi Green Police

Challenge:• Two weeks prior to the Superbowl premiere of the new Audi USA campaign “The

Green Police”, a blogger broke the story that The Green Police was the name of a Nazi faction responsible for horrible war crimes, and tied the story back to the German company Audi. The post started to get traction and angry responses shortly after being published.

Approach:• Our team began to research the history of The Green Police, the blogger, the

history of inception inside Audi, and general consumer conversation drivers and sentiment. We discovered that most consumers that received the “news” from secondary or tertiary sources were not associating the campaign with Nazis, rather lack of “earth friendly” initiatives from Audi. Our recommendation to the USA and Global PR teams within Audi was to reach out to the original blogger directly and explain the thinking behind the campaign (e.g. “it is earth-friendly”) but not to make any official statements on our channels so as to not lend any credibility to the post.

Results:• By not contributing to the Nazi conversation, the idea never got a large enough

audience to be considered harmful to the brand, and the discussion instead turned to whether or not Audi was environmentally conscious enough. The ad was one of the most well-received commercial spots for Superbowl 2010, and the majority of sentiment online afterward was very favorable.


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Case Study (PR): Microsoft Xbox 360 Kinect Product LeakChallenge:• As the chief architects of the social media product launch of the

Kinect for Xbox in 2010, we had to deal with the official name being leaked to the press hours before it was revealed at the E show in Los Angeles.

Approach:• As with all brand IP, we brought the leak to the attention of

Microsoft PR immediately, then followed up with in depth analysis and recommendations for proceeding. Microsoft PR instructed us to continue publishing content as planned, and to not ackowledge or response to the leak on any of our social media channels.

Results:• The quick alert and response time combined with the metrics,

analysis and sample copy that we provided to Microsoft PR resulted in a same-day response that was mostly well-received by the community. Major outlets (like Techcrunch and Mashable) shared the press release with their readers by linking to our Facebook page.


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Case Study (IP): TransformersVanity URL AcquisitionChallenge:• Acquire official /transformers vanity URLs on

Facebook, Twitter and YouTube.

Approach:• Work with internal Hasbro legal and brand teams

to acquire Trademark and Copyright information (including registration numbers). We then went through official channels on Twitter, YouTube and Facebook to secure the vanity URL and when appropriate roll-up violating pages

Results:• Persistence and know-how allowed us to acquire

the vanity URLs in question and roll-up pages (upon brand approval) into the official channels


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Other Capabilities

• Facebook Tab Development

• 24/7 Community Moderation

• International Community Management

• Multilingual Support

• Sweepstakes Design and Fulfillment (including legal)

• Twitter Creative Design

• YouTube Skinning

• Facebook Ad Purchases

• Live Video Streaming/Broadcasting and Syndication

• Location Based Services Purchase and Development

• Blogger and Influencer Outreach

• Public Speaking

• Corporate Training


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Thank YouFor more informationMatt Singley818-308-4552 [email protected]://twitter.com/mattsingley

Technology

Singley + mackie capabilities and services april 2011