connecting the dots to promote brands and revenue
DESCRIPTION
Facilitate the convergence of all media to grow audiences and engage with them in meaningful ways to create loyal participatory relationships that Drives Revenue!TRANSCRIPT
Connecting the Dots to Promote Brands and Revenue
Why Listen to These Guys?!
• ROI Evangelist • Mom say I'm special • Raised $1MM+ using social
media• I hang with some good
guys• Serial media entrepreneur• Average customer positive
ROI in 120 days.
• ROI Evangelist• John’s mom told me I’m
really more special• Deep experience with F10 –
SMB Market• Zen Master at value-based
selling• Committed to demystifying
marketing complexity through insight
Initial Vision
To listen to conversations within the social
sphere, understand current sentiment,
then influence opinions via participatory
relationships.
Augmented Reality
Facilitate the convergence of all media to
grow audiences and engage with them in
meaningful ways to create loyal
participatory relationships that Drives
Revenue!
.
What is Truth? Reality?
“History is written by the victors.”
“Anybody can make history; only a great man can write it”
- Winston Churchhill
Living to a standard or Suffer Market Correction
• Amplified perception must live up to reality
• Discourse must me addressed
• Open honest communication breeds loyality
Product Lifecycle Chart
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Preferred Product Lifecycle Chart
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Many drivers produce results?
What are people saying? Where are they saying it?
Where is the conversation happening?
Additional add in a dash of…
• Search engines (SEO) • News Services (Text &
Video)• Specialty news wires• Wikis• Financial Feeds (Level II)• Industry research reports • Mirrored Competitive Data• Custom Spiders
It’s a fundamental shift in the way we communicate with each other.
Only 18% of TV ad campaigns generate positive. ROI
90% of people who can skip TV ads, do.
The average person is exposed to over 3000 advertising messages/day.
Only 14% of people trust advertisements.
78% of people trust recommendations from other consumers.
It’s Not Just a FAD?
Winning Through Better Execution
Standard Approach Best In ClassTraditional Media Adreka DR TV, Radio, Outdoor, Print
Traditional Website Design Adreka Socially Enabled Website Design
Internet Direct Response Internet
Social Media Adreka Integrated Social Media
Mobile Adreka Integrated Mobile
Phone Campaign Adreka Integrated Phone Campaign
Inde
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Greater reach + the right audience + the right message + the right time = MORE REVENUE
Greater reach + the right audience + the right message + the right time = MORE REVENUE
1. ListenImmerse yourself in the online conversations.
Keep in mind that “messages” are not “conversations.”
2. ParticipateSocial > media (share stuff)Remember: it’s a dialogue.
3. Give Up ControlThe goal is to enable, inspire, influence and engage.
Create opportunities for people to feel ownership of the brand.Give them something to talk about.
OPEN – HONEST – AUTHENTIC DIALOGUE
How to approach?
Listening…we don’t make your data, we make it smarter!
SymantecCaptureEngine
Agency
CRM
Digital
Tele
Direct
Media POS
Sentiment &360 Insights
“Smarthousing”
Mkt MixAnalysis
InteractiveDashboard
DigitalSEM/SEO/SMO
TraditionalMedia
PredictSensitivity Analysis
Engage
Direct
Tele
Event CaptureEngine
Organic Customer Conversations
Watch Discourse Happen(National/Regional/State/Local)
• Sentiment• Influencers & Multiplier Effect• Understand what is driving discourse• Where discourse is happening
– Volume metrics– Where influence is driven from– How do communities interact (message propagation)
• Conversational inflection points - the point at which change happens
Intellectual Property of David R. Johnson, Suwanee, GA
So What?
• What does this tell us?– Channel effectiveness– Isolate the effect of marketing
stim or in-market events– Message effectiveness– PR Effectiveness– Brand “power” metrics– Perception/attitude/behavior– Promotion effectiveness– Loyalty– Enables highly targeted
“precision marketing”– Real-time profiling
− Predictive - based on message patterns and sequencing
− What should we do?– Engagement
• Who• What• When • Where• Why
Proactively Managing Relevant Brand Conversations
OlympicBrand
Baseball
Track
sportsmkthannel.com
Brand based sub-domains
Brand oriented conversations across social media sites
Sports Marketing’s social media relationships and connections
Independent sites with shared interest
BrandInterest
Brand Sports MarketingRelated Sites
Relationships
Tennis
Football
Feeding the Conversation and Mobilization Engine
AwareEducatedInspiredMotivatedLoyalAdvocates
Mobilized Constituency
What We Do
Identify targeted audiences
Locate where they are
Stimulate or engage in “relevant” dialogue
Enable and control P2P communication
Establish trust
Syndicate published influencer advocacy
Brand call to action
Augment reality to a desired outcome
Rev
enue
What We Offer
Social Media Communication Engine• Social Listening• Website Design and Development• Socially Enable Website• Feeder/Sub-domain Site Development• Social Media Syndication Development
What We Offer
Integrated Traditional Communication• Media Buying and Optimization• DR Email and Print• Integrated Internet Campaigns• Integrated Mobile Communication Campaigns• Integrated Tele (in-bound/out-bound)
– Human – Automated
Adreka Secret Sauce
Adreka Case Studies
In Prospective, Social Media...Case Study 1: GBraves Challenge
• Much negative press on $27 MM over run on stadium cost
• Limited budget to market a team • Atlanta Braves felt Minor League team was in
competition with parent• Expectation was low on franchise success
within the first 3-5 years
In Prospective, Social Media...Case Study 1: GBraves Process
• Much negative cost over runs
• Limited budget to market a team
• Atlanta Braves in competition with Gwinnett
• Expectation was low on franchise success within the first 3-5 years
• Use Anti-SMO to mute negative conversations
• Use media convergence to amply dollars spent
• Monitor Atlanta vs Gwinnett Chatter to determine truth
• Create a B2B sponsorship strategy to create additional revenues
Gwinnett Braves Recap - 2009
• Facebook – dedicated fans, 50,000+ fan posts, 18 discussion groups
• Twitter – dedicated followers, 3,210 tweets, 36 twitter fan sites
• YouTube – 112 associated videos, with over 100,000 cumulative views
• AJC Senior Editor Muted & Changed his Cell #WON MiLB Best In Class Performance
In Prospective, Social Media...GBraves - Net Adreka Result
For Adreka• Multi-year signing as
AOR with GBraves• Multi-year signing as
social and digital agency for the Atlanta Braves
• Creation of MALL Syndication engine
• Partnership talks with top sports agency
For G Braves• $2M profit Y1• $$ Sold naming
sponsorship• Atlanta determined
GBraves name extended their identity
• Senior Staff all retired and got higher paying jobs
Case Study 2: 2010 Governors Race
• Monitored ALL media• Monitored ALL web
traffic• Monitor campaign &
competitive sentiment• Determine party
influencers • Monitor issues• Determine influencers
Case Study 2: 2010 Governors Race
• Monitored Social and Media Sphere – Near Real-time, 1,000x of traditional sample
• Monitored Search Engine Traffic and URL registrations
• Connected issues with party leadership• Sought Anti-SEO / SMO advantage• Planned media production based upon social
trending
Case Study 2: Race Data
Case Study 2: Race Data C1
Determine Influencers
• Misleading Wiki Edits • Campaign financing • Sunday Sales• Stereotypical Politician /
Not strong leader • Blame Game
Case Study 2: 2010 Politics Race –Trends / Influence
• INFLUENCER: Peach Pundit INFLUENCE SCORE: 100 On Topic Posts: 42 | Total Comment Count: 1830 | Total Commenter Count: 1377 | Total Vote Count: 1 | Average Engagement: 4 | On Topic Inbound Links: 8 | Total Inbound Links: 2 | On Topic Forum Replies: 0 | On Topic Comments: 30
• INFLUENCER: Political Insider INFLUENCE SCORE: 59 On Topic Posts: 37 | Total Comment Count: 1006 | Total Commenter Count: 760 | Total Vote Count: 0 | Average Engagement: 2 | On Topic Inbound Links: 5 | Total Inbound Links: 0 | On Topic Forum Replies: 0 | On Topic Comments: 0
Case Study 2: Result – C1 Predictive Attacks
Sunday sales Campaign financing Lifetime politician / master of political talk – double talk Hartsfield Jackson focus as soul economic development
– Need concentration on 2 Georgia's (metro and rural) one goal. Non-separation of church and state with heavy concentration on
Judeo-Christian beliefs. Abortion, rights of state vs. rights of the individual Education vs. religion (Family values vs. core curriculum) Gay marriage Misuse of state funds for crown vics Misuse of emergency equipment
Case study #3: Leading Medicare BPO – Crisis PR
BPO subject to social attacks of inability to execute costing the state $20 MM+
Excepts of social content was being used as references in traditional medium
Lead to a public inquiry by government officials
Information use by competitive forces to put $1 BB state contract at risk
Case study #3: Leading Medicare BPO – Investigation
• Tracked attack articles to specific websites
• Used reverse IP lookup to determine ownership
• Used social sphere to connect ownership of cast of characters
• Mashed cast of agendas
Case study #3: Leading Medicare BPO – Discovery
• Website owned by 3rd party associated with Acorn• Supporters of campaign linked to Washington
Lobbyist firm • Made social connections between BPO insider and
Washington Lobbyist firm • Linked cast of characters to State level politicians • Linked Politician to BPO competitor
Trends
Simultaneous TV and Internet usage increased 34.5% in Dec.
13% of Super Bowl viewers simultaneously used the internet
9% of Academy Award viewers simultaneously used the internet
13% of Olympic viewers of the opening ceremonies simultaneously used:
Facebook – 40.9% - 16.1 minutes per person Google – 40.9% - 16.1 minutes per person Yahoo – 40.9% - 16.1 minutes per person
Mobile Social Growth Facebook +112% Change MySpace -7% Change Twitter +347% Change
Consideration Matrix
Economic Brand Affinity Packaging Market Voice
Soft Drinks X X X
Energy Drinks X X X
Water X X
Juice Drinks X X X
Teas X X
RtD Coffee X X
New Age/Innovation X X
What we heard• Recession drove 2 yrs of increasing demand for soft drinks - unforeseen• Energy – growing but not as fast still double digit• Ready to drink coffees – caffeine infused the next big thing• Move toward to health and wellness• Packaging options to create line extensions and negotiate self space –
almost immediately copied• Regional demand patterns – SW trend toward enhanced water, SE re-
emergence of teas, New Orleans preference for Fuze and SoBe• Juice flat to negative – perceived as not healthy due to sugar content
Contact Info www.adreka.com
John [email protected]
Blog: Johncataldi.com
David [email protected]
Blog: Ubermarketingnow.com