Path to Digital Dominance

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Path to Digital Dominance
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Social, Interactive, and Emerging Media

• TAKE HOLD OF YOUR MESSAGE LIKE NEVER BEFORE. AT
  THE EPICENTER OF TODAY'S DIGITAL LIFESTYLE.
• With dynamic content that entertains and rallies.
  That encourages talk back and pass along. That
  grabs attention where it counts most. Across the
  displays and devicesthe pervasive screenswe
  cant live without.

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Survey Says!
First of Many Proprietary Research Reports
The Screening of America

• Looked at 3 key demographics and their screen
  usage patterns
• Share of Influence - which screen do you trust
  the most
• Share of Screen - what is the amount of time you
  interact with each screen

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Moms are Pro-Creative Moms are into digital
scrapbooking and content creation, creating and
enjoying others work.
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Oh the games boomers playon multi-screens every
day Boomers are gaming everywhere they are and
everywhere they go. And the when theyre going
they get gaming, judging from the use of handheld
devices.
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Our Global Team
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Key Partners
Monitoring
Execution
Blog Networks
Media Lab
Mom-centric
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Approach
Landscape Analysis
Proprietary Researchand Indices
Integrated Measurement
Dynamic Scorecard
Competitive Benchmarking Site Review
Tracks 3 key demographics and their screen usage
patterns. Provides insight into share of screen
and screen influence
Online Discussion Analysis
Search and User Tasks
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Search Space Advocacy
Search is the new digital news stand
95 of all users start their experience with the
internet at a search engine
We create opportunities to have your brand,
messages and content included on the additional
results using a blend of

• Social media
• Online/blog outreach
• Partnerships
• Content syndication

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Digital AdvocacyThe Power of Passion

• B. Bonin Bough

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Chalk Talks
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Lessons I Learned on My First Day

• The value of customer conversations needs to be
  ingrained in the culture
• Conversations need to occur with customers and
  people knowledgeable about the brand
• Speak with customers frequently and often
• Distill issues into their simplest form
• Discuss as a collective

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What is Social Media or Web 2.0
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What is 2.0 and what was 1.0?

• Web 1.0
• Develop a ubiquitous language that can traverse
  devices and logical characteristics
• Separate content from presentation

• Web 2.0
• Placing the power and voice of the community at
  the pinnacle of applications
• Ensure ease-of-use for the most novice of users

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Blogs have been around since the beginning of
Internet time

• Web 1.0
• Guys like this were the only people who knew how
  to create them
• Because it required knowing HTML

• Web 2.0
• Anyone can create due to simple WYSIWYG
  interfaces
• In fact the entire family can participate

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Ease-of-use has driven mass participation

• Web 1.0
• Instead of needing to enter in lines of code to
  create a blog

Web 2.0 all you have to do is follow a series of
simple screens which are in many cases more
powerful than code.
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So What?
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How likely is it that you would recommend us to a
friend?
ExtremelyLikely
Promoter
9-10
Promoters generate 80 to 90 of the positive
word of mouth they generate the growth in your
business they make your employees proud to work
there
Passive
7- 8
Detractor
0- 6
ExtremelyUnlikely
Source Bain Co.
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Welcome to A Brave New World

• Arises the
• Alpha Dogs
• Ultra Influencers
• Prosumers

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Knowledgeable, connected and passionate,
advocates possess a colossal power to convince
others. Advocacy is more than just word-of-mouth
awareness. Its a recommendation or referral
from a credible source about a brand, product, or
service. It is a conversation. It is a dialogue.
Its the most trusted form of communication and
best source for ideas and information about
products and services. For the first time we can
identify, monitor and participate.
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What know?
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Google search results on the worlds 20 largest
brands that come from consumer-generated sources
such as blogs and product reviews.
Less than 20 of search results were linked to
the companies themselves about 50 were related
to experts, the media and other sources.
Source Forrester
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Consumers are focused on a new imperative
Create
Socialize
Share
Simplify
Search
Mobilize
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The Digital Landscape, Where Are the Advocates?
User generated content
Forums
Blogs
Digital video
Websites
Instant messaging
Conventional media online
Podcasts
Social networks
Microblogging
Social bookmarking
Intranets/Extranets
Citizen journalism
RSS communities
Virtual worlds
E-commerce sites
Mobile
Content sharing sites
E-mail
Wikis
Online offline
Gaming
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The new face of influence
Do You Know These People?

• The top 4 content creators across social networks
  generate
• 18.9m viewers
• 230k subscribers
• As e-Idols and Micro celebrities emerge every day
  we identify, leverage and engage them
• We help to harness their creative power for your
  brand with unique partners that provide platforms
  for expression

LonelyGirl15 Viewed 8,971,701 Subscribers 87,501
Smosh Viewed 3,693,607 Subscribers 63,373
Brookers Viewed 4,742,903 Subscribers 40,256

Viewership
geriatric1927 Viewed 1,590,601 Subscribers
38,875
29.8m
18.3m
18.5m
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The Tools
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DIGITAL ADVOCACY
Social Media Outreach
Online PR Tools
Interactive Development and Marketing
Emerging Media Technologies
Leverage years of experience through
out-of-the-box thinking and innovative
communications strategies
Traditional PR and Online Tools
Bringing social media strategies to life through
micro development, design, social architecture,
user experience and technologies
Digital Advocacy
Drive awareness of and uptake of new technologies
such as mobile, and emerging interfaces
Interactive eMarketing
Emerging Technologies
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Social Media Methodology
DIGITAL ADVOCACY
IDENTIFY
MONITOR
PARTICIPATE
TUNE
MEASURE
PRODUCE

• Snap Shot
• Landscape Analysis
• Conversations
• Search
• Competitive
• Trends
• Advocates

Radian 6 Plug Play
Messaging POV Success Metrics
Customer Reviews Blogs Groups Discussions
Social Architecture
Score Card

• Social Network Pages Apps
• Widgets
• Interactive
• Tools
• Emerging

• Buzz Logic
• Buzz Metrics
• Biz360

PLANNING
ARROW
Powerful tools guide the development and
implementation of idea-driven integrated
communications campaigns
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Show me, dont tell me!
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GM I GOT SHOTGUN
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Immersing GM Into SOCIAL MEDIA
Immersing GM into Social Media
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REACH THIRD PARTY SITES VS IGOTSHOTGUN.COM
SITES LINK TO CONTENT
CONTENT POSTED TO YOUTUBE
VIDEOS EMBEDDED IN FAT SITE
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Generating Buzz OnlineKFC Teriyaki Boneless
Wings Launch

• OUR MISSION
• Launch KFCs new Teriyaki Boneless Wings and
  announce the arrival of this new product in a
  fashion as unique as its flavor

• STRATEGIC CAMPAIGN
• Challenged experiential artist Phil Hansen to
  create a one-of-a-kind mural of Colonel Sanders
  employing his 'karate-painting technique by
  coating his hands and feet in a teriyaki
  sauce-based paint and karate chopping, kicking
  and head butting a wall-sized canvass
• Videotaped the mural's eight-hour creation and
  edited it into a high-speed one-minute clip
  uploaded to YouTube
• Reached out to social media outlets (i.e., blogs,
  video-sharing portals, networks, etc.) and online
  communities in an effort to circulate the YouTube
  clip and create online buzz 
• Also, tapped the artist and KFC's existing fan
  bases with inclusion in a member email newsletter
  and the artist's blog on his latest projects

• RESULTS
• Generated 3.3 MM impressions (more than 2/3
  online) and more than 8,000 YouTube views in its
  first week 16,000 views to date

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Driving Awareness Online and OffDiGiorno Dick
Vitale Viral Campaign

• OUR MISSION
• Create a viral program to activate DiGiornos
  NCAA college basketball sponsorship that could
  generate consumer interaction as well as both
  online and offline media coverage

• STRATEGIC CAMPAIGN
• Created a viral campaign that allowed consumers
  to create and send personalized voice messages
  by legendary sportscaster Dick Vitale
• Leveraged unique online effort to generate
  coverage by Web-based and traditional print and
  broadcast media

• RESULTS
• Generated more than 35MM media impressions,
  exceeding media impression goal by 80 percent
• Secured 51 print, online and broadcast placements
  and 600 radio stories
• Program CPM was 50-90 more efficient than
  program goals

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Milk at a Glance
18K MySpace Friends with Hundreds of comments
and 500K brand interactions
Milk consumption is up
In-School Posters and Print Ads Drive
Offline Awareness
BodybyMilk.com
232 stories/reports reaching 80 MM people
Drink Milk Win Stuff in the Auction
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Milk in MySpace
Vince Carter 2007
Beyonce / Solange (2/07)
Super Bowl 2007
Launch in conjunction with 06 program
USING MYSPACE AS A TEEN DRIVER FOR SOCIAL MEDIA
ACTIVIVTY
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The Berry Brothers Rudd Podcask

• Berry Bros. Rudd is the Queens wine merchant,
  founded over 308 years ago and still trading from
  the same shop in the heart of Londons St
  Jamess.  Not the kind of brand youd associate
  with cutting edge technology.  But WS has worked
  with BBR to produce a series of audio podcasts
  featuring interviews with some of the wine
  worlds greatest characters, from Bordelais
  chateau owners to FT wine columnists all hosted
  and presented by the Berrys team.  The BBR
  podcasts reached the number 1 slot in the iTunes
  charts for the arts category.

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