Social Marketing – Insights & Action

Winter 2009

What is Brief?

Brief Attention Span Communications is an award-winning new breed of marketing agency… Social Marketing that is. Social Marketing helps spread your message by “assisted virality” and gives you the opportunity to make connections and begin “conversations” with potential customers.

 Brief creates social media campaign strategies, delivers breakthrough creative, and offers affordable social media distribution.  Brief Attention Span's campaigns help to facilitate meaningful social interactions between brands and highly-desired target customers.  

Brief consistently creates interesting and entertaining Social Marketing content that attracts attention and inspires action – content with your value proposition built into the DNA of the campaign.

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A Brief Bio

In this brave new viral marketing world, many will enter, few will win. Many of those few are using Brief Attention Span Communications. 

Brief Attention Span’s founder Greg Gotts and his veteran partners are the creative sparks behind 25 years of highly-successful, integrated marketing campaigns to diverse global audiences. From both the client and agency sides, Greg has developed award-winning creative for many of the world's best consumer and tech brands, including Trend Micro, AT&T, Salesforce.com, Serena Software, Microsoft, Nintendo, McDonald's, Anheuser-Busch, AOL, Oracle, Symantec, and many more. 

So Be Brief. And watch your brief attention span audiences pay attention.

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Why “Be Brief?”

“The (Brief) campaign for Serena Software’s Business Mashups does everything right…” - 2008 OMMA Award Winner - B2B

“Greg and the Brief Attention Span team delivered real viral value to the Bix.com brand.”

- Mike Speiser, founder & CEO Bix.com

“I absolutely love working with Brief Attention Span.  Because of Brief, Trend is in the thick of the social media scene… They are my most trusted advisors on social, video and coolness.”

-Frank Mong, VP Consumer Mktg, Trend Micro

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Brief Clients – Past and Present

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• Are You “Doing” Social Media?• Social Marketing – a “Conversation”• Process and Payoff• How We Measure Results• Building a Social Marketing Strategy and ROI• Social Marketing Packages/Costs• Brief Case Studies

Social Marketing - A Brief Overview

Are You “Doing” Social Media?

Social Marketing – it’s a “Conversation”

Display Search Social

Social Marketing Continuum

Social Bookmarks

Video Communities

Networking Sites & Message Boards

Wikis & Social Search

Semantic Web

Blogs & MicroblogsPhoto

Communities

Social Ranking Sites

Sharing Media

People Talking About Each other

and Themselves

Connectingthe Dots

Sharing Links to New Content

Does Social Marketing Actually Work?

75% of Fortune 1000 companies are using social media tactics to support brand objectives.

But more than 50% of these efforts could be classified as failures

Source: CNET 10/08

Effective Social Marketing

How We Benchmark Engagement

Establish the Competitors with Client

Check Every Platform

Identify Influencers

Create A Benchmark on a Per Tool Basis

Give Each Competitor a Score

Look for “Low Hanging Fruit”

Qualitative social measurement completes the picture

A data driven approach to social media measurement correlates action metrics, outcomes, and qualitative insights to expose psychographic synergies

Building A Social Marketing Strategy & ROI

Projecting and Measuring ROI

Projecting and Measuring ROI

Core Metrics of Social Marketing:

1. CMP (Cost Per Thousand) = $ per 1,000 impressions2. CPC (Cost Per Click) = $ per 1 click3. CPA (Cost Per Acquisition) = $ per 1 completed

registration4. CPF (Cost Per Fan) = $ per 1 fan added on Facebook /

Twitter5. CPI (Cost Per Interaction) = $ per viewer action taken6. CPS (Cost Per Sale) = Revenue Achieved / Tactic Used7. ROI (Return on Investment) = Total Revenue/Total

Marketing

Projecting and Measuring ROI

Example:If the brand blog costs $20M annually…And we find: 480M referrals • 50% Register = 240,000 registrants$20M/240M= $.08 CPA

Monetizing Social Marketing

Brief Attention Span Communications is dedicated to shortening the sales cycle, and we believe that social marketing provides an amazing platform to do just that.

You monetize social marketing by driving sales. You drive sales by effectively converting leads. And you generate leads by understanding and motivating consumer behavior. This is what it truly means to monetize social marketing – by understanding and motivating consumer behavior where your customers work and play online.

The most effective way to do this is by adapting “tried and true” sales promotion methodologies to the social networking space. Leverage the social media platforms to generate awareness, deliver compelling, viral content to build up buzz and interest, and then convert leads to sales and “brand fans” through offers and incentives.

While each individual business has its own marketing objectives, brand attributes and messaging platform, the overall approach to generating leads, nurturing opportunities and closing sales is a time-tested approach that continues to be effective even as the mediums continue to change and evolve.

Social Marketing Packages

Social Marketing: Starter Package

For $10,000 you can begin harnessing Social Marketing:

– Pre-Launch Snap Shot. We will research and provide specific examples around the amount and type of conversation that is happening in the social media space specific to your desired brand, product or service.

– Strategy for Top Social Media Sites. We will provide a recommended strategy for leveraging the top social media sites including Facebook, Twitter, & YouTube.

– Basic Set-up of Key Accounts. We will ensure that your brand is correctly established across the key social media sites and set-up initial accounts where your brand is currently absent.

– Creative Assets. We will create a custom design for your site and provide you with 5 articles to leverage across your blog and social media sites.

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Social Marketing: Builder Upgrades

The following are add-on components to help fuel growth:

– Viral Video Creation. Deliver a high impact video around your products and services on your website, blog, YouTube, Facebook and other sites. $25k/video

– “Assisted Viral” Video Deployment. Get 100k guaranteed video views via proprietary “viral assist” deployment. Get your message seen at $0.35/view. $35k

– Fan Page Sweepstakes. Increase sign-ups for your Facebook Fan and Twitter pages by incentivizing your target audience with a turnkey sweepstakes. $15k

– 100 Articles Package. Deliver custom high-impact content across all of your social marketing initiatives. Articles provided within 2 to 3 months. $10k

– Hired Gun. Need a social marketing expert to help you solve a particular issue or problem? We can help with all your custom requirements. $175/hr

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Social Marketing: Advanced Package

For $35,000 you can maximize your Social Marketing with any one of the following Advanced packages:

– Lead Generation Track: Combining your existing social network with our online promotions expertise, we will develop a sizable database of interested prospects that you can nurture and convert to sales. (Length of Campaign: 6 to 8 weeks).

– Lead Nurturing / Sales Conversion Track: Using your existing database of prospects, we will manage ongoing email and social networking communication to continue to nurture these leads into a sale. (Length of Campaign: 6 months).

– Mobile / Drive to Retail Track: Using your existing social marketing efforts we will drive targeted consumers into preferred retailers of your choosing. Using the mobile phone platform, we will help you track and measure your offline efforts.

– Product Launch / Awareness Track: Using your existing social marketing platform, we will drive awareness of your product or service via viral video, blog outreach and other relevant program elements. (Length of Campaign: 3 months).

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Brief Cases (Case Studies)

Brief Case – Trend Micro “Fearless Web”

Pilot Campaign – Custom Facebook Fan Page  

http://www.Facebook.com/FearlessWeb

• Created “Fearless Web” Theme• Integrated with YouTube/Twitter• Grew from 0 to 6,400 Fans in 60 Days• 3x results over Norton/Facebook• 10x results over McAfee/Facebook• Engaging Sweepstakes Overlay• YouTube Guru “Kipkay” Sweeps Ad• Custom Tabs for Sweeps, Trial, Polls, etc.• Showcase for top Trend Gurus and Content• Content Aggregation Site for Trend Globally

Brief Case – Trend Micro “Fearless Web”Pilot Campaign – Custom YouTube Channel #2 Video Campaign in the World per AdAge! 

http://www.YouTube.com/FearlessWeb

• Created “Fearless Web” Theme• Launched w/Kipkay vid - 123,791 views• Kipkay drove 2,500 fans in 1st week• 2nd Phase – Viral Video Creation/Push• “Parental Controls: FAIL” videos generate

over 250,000 highly-rated views in only 1 week• Lead video “AirbagKid” tops 1.3 Million

Views• 7x results over Norton/100x over McAfee• #2 Viral Video in the World per AdAge Chart• http://adage.com/digital/article?article_id=139666

Brief Case – Trend Micro “Fearless Web” Pilot Campaign – Custom Twitter Channel  

http://www.Twitter.com/FearlessWeb

• Grown to 1285 Followers in just 60 days• Gave free sweeps entry for a “follow”• Mirrors Facebook content pushes• Gives additional channel for topical

promotion• 2x results over Norton/Twitter• 3x results over McAfee/Twitter

Brief Case - Serena Software “Just @#$% It”

Phase 1 – YouTube 

http://www.YouTube.com/user/mistermashup

• 1.2 million total views, #1 Most Viewed Video on YouTube 3/25-3/27

• Tripled website traffic to Serena.com• Major press attention, including NY Times,

Infoweek, and various blogs• Winner – 2008 OMMA “B2B Campaign” • Finalist – 2008 OMMA “Viral Campaign”

Brief Case - Serena Software “Just @#$% It”

Phase 2 – Facebook

http://apps.facebook.com/supermashercampaign_memberships/home

• 2 million+ total views• 9000 clickthroughs to Serena.com• Major press attention, including

NY Times, Infoweek, and blogs

• Winner – 2008 OMMA “B2B Campaign”

• http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=89190

Brief Case - Serena Software “Just @#$% It”OMMA Awards 2008 Winner “Integrated Online Campaign – B2B”

Brief Case - AT&T Mobility “The Stonewood Crew”

Phase 1 – YouTube

AT&T’s YouTube phase generated 4 million+ views:

• 1.686 million views for “Backwards Sunday – Intro!”

• 4 million + total views for Stonewood site

• 72 Honors incl. #1 Most Viewed of Day(s) and Week

http://www.YouTube.com/user/thestonewoodcrew

Brief Case - AT&T Mobility “The Stonewood Crew”

Phase 2 – Facebook

Facebook Phase generated:• 101% of targeted views

(goal: 500,000)• 77% of targeted clickthroughs to

ATT.com (goal: 5,000 ) • Total Video Views: 505,144 • Total Clicks to

ATT.com/videoshare: 3,836

• Social Engagement/Viral Sharing 2,719

Brief Case – Symantec “Hal the IT Admin”

http://youtube.com/watch?v=Auigfj06aQE

This unique video launched Symantec BESR…

and created an IT marketing phenomenon. • The SYMC sales force clamored for “Hal”

as a hugely effective sales tool. • Traffic to SYMC/BE website increased 93%. • Partners embedded “Hal” in emails and

raised response rates over 100%. • “Hal” became an ongoing video series.• The Marketing Leadership Council called it

“a textbook example of how to run a viral marketing campaign.”

© 2009 AlterSeekers. All Rights Reserved.

We’re all about partnership.

See More Stuff:www.BriefWorld.com

Contact Us:Gregory Gottsfounder/CEOBrief Attention Span Communications, Inc.gottstogo@briefworld.com415.272.0747