Transcript
An
In
tro
du
ctio
n T
o M
y W
ork
By
An
tho
ny
Pe
rez
WH
AT
WE
’LL
RE
VIE
WW
HA
T W
E’L
L R
EV
IEW
•M
y d
igit
al m
ark
eti
ng
ph
ilo
sop
hy
•Id
ea
tio
n a
nd
str
ate
gy
exa
mp
les
•C
am
pa
ign
s a
nd
re
sult
s
•R
ese
arc
h a
nd
an
aly
sis
exa
mp
les
•C
on
tact
in
form
ati
on
Anthony Perez | pg 2
MY
DIG
ITA
L M
AR
KE
TIN
G P
HIL
OS
OP
HY
MY
DIG
ITA
L M
AR
KE
TIN
G P
HIL
OS
OP
HY
Inte
rest
ing
win
s.
In a
n e
ve
r-co
nn
ect
ed
wo
rld
of
e-m
ail,
text
me
ssa
ge
s, a
nd
“Li
ke
”b
utt
on
s, t
he
re i
s n
o
sho
rta
ge
of
op
po
rtu
nit
ies
for
pe
op
le t
o s
ha
re id
ea
s th
ey
fin
d in
tere
stin
g w
ith
fri
en
ds.
Wit
h d
igit
al
too
ls,
tho
se id
ea
s ca
n s
pre
ad
fa
rth
er
an
d f
ast
er
tha
n e
ve
r b
efo
re.
It is
the
ou
r jo
b t
o f
ind
wh
at
tho
se id
ea
s a
re a
nd
art
icu
late
th
em
in
a w
ay
th
at
cap
ture
s
pe
op
le’s
att
en
tio
n.
Wh
ile
it
is im
po
rta
nt
to k
no
w h
ow
to
ma
nip
ula
te p
latf
orm
s to
he
lp f
aci
lita
te s
ha
rin
g,
it’s
mo
re im
po
rta
nt
to f
ind
th
e i
nsi
gh
ts t
ha
t b
rin
g t
ho
se id
ea
s to
th
e f
ore
fro
nt.
Th
e n
ee
d t
o s
ha
re is
hu
ma
n n
atu
re,
we
ne
ed
on
ly g
ive
th
em
so
me
thin
g w
ort
h s
ha
rin
g.
Anthony Perez | pg 3
IDE
AT
ION
& B
RA
ND
ST
RA
TE
GY
EX
AM
PLE
SID
EA
TIO
N &
BR
AN
D S
TR
AT
EG
Y E
XA
MP
LES
Bra
nd
G
am
er
2.0
Bri
ef O
ne
of
the
be
tte
r in
de
pe
nd
en
t g
am
ing
we
bsi
tes,
Ga
me
r 2
.0 n
ee
de
d a
wa
y t
o
cap
ture
att
en
tio
n d
uri
ng
E3
20
09
, th
e l
arg
est
ga
min
g in
du
stry
ev
en
t o
f th
e y
ea
r,
an
d d
riv
e p
eo
ple
to
th
e c
ov
era
ge
.
Pro
po
sed
Str
ate
gy
Ra
the
r th
an
be
com
e o
ne
ce
ntr
al-
hu
b f
or
E3
ne
ws,
Ga
me
r 2
.0 f
ocu
sed
on
de
liv
eri
ng
th
e s
ho
w t
o g
am
ers
in
re
al-
tim
e t
hro
ug
h T
wit
ter.
Ex
ecu
tio
n
Re
al-
tim
e t
we
ets
of
the
pre
ss c
on
fere
nce
s a
nd
dir
ect
th
ou
gh
ts a
bo
ut
ga
me
s
thro
ug
h T
wit
ter,
all l
ea
din
g t
o d
eta
ile
d a
rtic
les
wit
h im
ag
es
an
d m
ore
.
Re
sult
s
31
2%
lif
t in
sit
e t
raff
ic d
uri
ng
E3
1,1
00
ne
w T
wit
ter
follo
we
rs g
ain
ed
.
Anthony Perez | pg 4
IDE
AT
ION
& B
RA
ND
ST
RA
TE
GY
EX
AM
PLE
SID
EA
TIO
N &
BR
AN
D S
TR
AT
EG
Y E
XA
MP
LES
Bra
nd
C
on
ve
rsa
tio
n
Bri
ef A
s a
ne
w s
oci
al
me
dia
ag
en
cy,
Co
nv
ers
ati
on
ne
ed
ed
to
ga
in v
isib
ilit
y a
nd
cre
dib
ilit
y in
ord
er
to a
ttra
ct c
lie
nts
.
Insi
gh
t
Cry
pti
c se
rvic
es
lik
e “
Ima
gin
ing
Vir
al M
ech
an
ism
s”fr
om
co
mp
eti
tors
an
d F
orb
es’
art
icle
s a
bo
ut
“So
cia
l M
ed
ia S
na
ke
Oil”
sca
red
pro
spe
cts
aw
ay
fro
m s
oci
al m
ed
ia.
Pro
po
sed
Str
ate
gy
Use
so
cia
l m
ed
ia t
o a
ttra
ct n
ew
bu
sin
ess
, th
us
de
mo
nst
rati
ng
va
lue
fir
st-h
an
d.
Ex
ecu
tio
n
Sh
ort
vid
eo
s e
asi
ly e
xpla
inin
g h
ow
so
cia
l m
ed
ia b
en
efi
ts c
lie
nts
. B
rev
ity
wa
s
ne
cess
ary
to
le
git
imiz
e C
on
ve
rsa
tio
n’s
kn
ow
led
ge
an
d e
ase
fe
ars
.
Re
ach
ou
t th
rou
gh
so
cia
l m
ed
ia c
ha
nn
els
to
ma
rke
tin
g m
an
ag
ers
wit
h r
ele
va
nt
qu
est
ion
s in
ord
er
to d
ev
elo
p le
ad
s a
nd
de
mo
nst
rate
so
cia
l m
ed
ia’s
po
we
r. Anthony Perez | pg 5
IDE
AT
ION
& B
RA
ND
ST
RA
TE
GY
EX
AM
PLE
SID
EA
TIO
N &
BR
AN
D S
TR
AT
EG
Y E
XA
MP
LES
Bra
nd
F
oo
d &
Be
ve
rag
e B
ran
d
Bri
ef N
ew
bu
sin
ess
pit
ch f
or
dig
ita
lly
-fo
cuse
d “
soci
al g
oo
d c
am
pa
ign
”
Insi
gh
t
Th
e r
ece
ssio
n s
et
reco
rd h
igh
s fo
r h
om
ele
ss c
hil
dre
n.
Th
ey
we
re s
uff
eri
ng
at
sch
oo
l d
ue
to
th
e f
ina
nci
al u
nre
st o
f th
eir
fa
milie
s.
Pro
po
sed
Str
ate
gy
A f
ed
stu
de
nt
is a
fo
cuse
d s
tud
en
t, s
o c
rea
te a
so
cia
l ca
mp
aig
n t
o f
un
d s
tud
en
t
lun
che
s. I
nte
ract
an
d p
rov
ide
fo
r fa
milie
s, g
en
era
tin
g lo
ng
-te
rm b
ran
d lo
ya
lty
.
Ex
ecu
tio
n
Lik
e t
he
(R
ED
) ca
mp
aig
n,
sale
s g
en
era
ted
fu
nd
s to
se
rve
lu
nch
eo
ns
for
ho
me
less
sch
oo
l ch
ild
ren
.
Bra
nd
ed
in
-sch
oo
l e
ve
nts
lik
e c
are
er
wo
rksh
op
s fo
r o
ut-
of-
wo
rk p
are
nts
.
Mic
rosi
teto
tra
ck f
un
ds
do
na
ted
, e
ve
nts
he
ld,
an
d r
eg
istr
ati
on
fo
r co
nsu
me
rs
wh
o’v
e s
up
po
rte
d t
he
ca
mp
aig
n.
Anthony Perez | pg 6
IDE
AT
ION
& B
RA
ND
ST
RA
TE
GY
EX
AM
PLE
SID
EA
TIO
N &
BR
AN
D S
TR
AT
EG
Y E
XA
MP
LES
Bra
nd
S
na
ck F
oo
ds
Bra
nd
Bri
ef N
ee
de
d t
o h
elp
re
ach
po
ten
tia
l n
ew
cu
sto
me
rs
Insi
gh
t
Th
e b
ran
d h
ad
in
na
te t
alk
ab
ilit
yd
ue
to
its
qu
ality
, si
mila
r to
bra
nd
s lik
e A
pp
le.
Pro
po
sed
Str
ate
gy
Use
lo
ve
fo
r th
e b
ran
d t
o h
elp
pro
pa
ga
te it
thro
ug
ho
ut
the
so
cia
l w
eb
.
Ex
ecu
tio
n
Use
Fa
ceb
oo
k p
ag
e (
wit
h 1
20
,00
0+
fa
ns)
to
sta
rt a
so
cia
l a
dv
oca
cy &
lo
ya
lty
pro
gra
m
Fa
ns
wo
uld
ea
rn p
oin
ts f
or
sha
rin
g p
ho
tos
wit
h b
ran
d,
ba
g n
um
be
rs,
an
d r
eci
pe
s.
Fa
ns
cou
ld e
arn
ba
dg
es
an
d r
ew
ard
s fo
r th
eir
po
ints
If o
nly
5%
of
fan
s sh
are
d 3
act
ion
s e
ach
mo
nth
, th
e p
rog
ram
wo
uld
ge
ne
rate
14
millio
n im
pre
ssio
ns
to 8
01
,00
0 F
ace
bo
ok
use
rs.
Anthony Perez | pg 7
CAMPAIGN RESULTS AND MANAGEMENT
CAMPAIGN RESULTS AND MANAGEMENT •
10
,00
0+
ne
w F
ace
bo
ok f
an
s
•F
ace
bo
ok e
ng
ag
em
en
t +
74
%
•M
ore
en
ga
ge
me
nt
on
Fa
ceb
oo
k
tha
n S
un
Ch
ips
an
d D
ori
tos
•Le
t fa
ns
na
me
ne
w f
lavo
r
•E
nco
ura
ge
fa
ns
to s
ha
re p
art
y
ph
oto
s
•H
igh
lig
ht
fan
s o
f th
e w
ee
k
an
d g
rea
t fa
n r
eci
pe
s
Ste
er
con
ve
rsa
tio
n t
ow
ard
tast
e a
nd
re
cip
e s
ug
ge
stio
ns
wit
h f
an
s
•F
ace
bo
ok e
ng
ag
em
en
t +
1,0
35
%
•F
ace
bo
ok f
an
gro
wth
+3
60
%
•G
rew
on
lin
e s
ale
s b
y 5
% d
ire
ctly
fro
m F
ace
bo
ok
•S
ha
re r
ele
va
nt
con
ten
t fr
om
oth
er
pa
ren
ts
•E
nco
ura
ge
sh
ari
ng
of
ph
oto
s
of
fan
s’kid
s w
ea
rin
g n
ew
Ch
ild
ren
’s P
lace
clo
thin
g
Hig
hli
gh
t ch
ild
ren
’s s
tyle
an
d
focu
s o
n s
ha
rin
g r
ele
van
t
con
ten
t w
ith
fa
ns
of
the
bra
nd
.
•F
ace
bo
ok e
ng
ag
em
en
t +
28
3%
•T
wit
ter
en
ga
ge
me
nt
+7
55
%
•Tw
itte
r m
on
thly
fo
llo
we
r g
row
th
+5
29
%
•H
igh
lig
ht
hyd
rati
on
be
ne
fits
•P
art
icip
ate
in
re
leva
nt
con
ve
rsa
tio
n a
nd
wit
h
infl
ue
nce
rs o
n T
wit
ter
Fo
cus
on
hyd
rati
on
an
d h
ea
lth
be
ne
fits
wit
h h
ea
lth
-min
de
d
con
sum
ers
on
so
cia
l m
ed
ia
pla
tfo
rms.
RE
SU
LTS
TA
CT
ICS
ST
RA
TE
GY
BR
AN
DS
Be
low
are
so
me
sn
ap
sho
ts o
f m
y w
ork
as
a c
om
mu
nit
y m
an
ag
er
wh
ere
I w
as
resp
on
sib
le f
or
stra
teg
ic a
nd
ta
ctic
al
com
mu
nic
ati
on
s d
ev
elo
pm
en
t a
nd
da
y-t
o-d
ay
com
mu
nit
y m
an
ag
em
en
t.
Anthony Perez | pg 8
CO
MM
UN
ITY
MA
NA
GE
ME
NT
HIG
HLI
GH
TS
CO
MM
UN
ITY
MA
NA
GE
ME
NT
HIG
HLI
GH
TS
Bra
nd
S
tacy
’s
Fa
ns
resp
on
de
d t
o e
nco
ura
ge
me
nt
to p
ost
mo
re t
ha
n t
he
y in
ten
tio
na
lly
, su
ch a
s th
is
exa
mp
le in
wh
ich
I a
ske
d t
his
fa
n t
o p
ost
pa
rty
ph
oto
s w
hic
h r
ea
che
d o
the
r fa
ns
an
d
he
r 3
83
fri
en
ds.
Anthony Perez | pg 9
CO
MM
UN
ITY
MA
NA
GE
ME
NT
HIG
HLI
GH
TS
CO
MM
UN
ITY
MA
NA
GE
ME
NT
HIG
HLI
GH
TS
Bra
nd
P
rop
el
I in
tera
cte
d w
ith
Tw
itte
r u
sers
by
mo
nit
ori
ng
re
lev
an
t k
ey
wo
rds
an
d b
ran
d k
ey
wo
rds.
In s
om
e o
cca
sio
ns,
as
pic
ture
d,
it le
ad
to
op
po
rtu
nit
ies
to d
riv
e o
fflin
e s
ale
s.
Anthony Perez | pg 10
RE
SE
AR
CH
AN
D A
NA
LYS
IS E
XA
MP
LES
RE
SE
AR
CH
AN
D A
NA
LYS
IS E
XA
MP
LES
Au
to I
nsu
rer
–S
na
psh
ot
of
com
pe
tito
r b
ran
d
Anthony Perez | pg 11
RE
SE
AR
CH
AN
D A
NA
LYS
IS E
XA
MP
LES
RE
SE
AR
CH
AN
D A
NA
LYS
IS E
XA
MP
LES
Au
to I
nsu
rer
–M
ark
et
ov
erv
iew
of
de
mo
gra
ph
ics
& c
om
pe
tito
r co
mm
un
ica
tio
ns Anthony Perez | pg 12
RE
SE
AR
CH
AN
D A
NA
LYS
IS E
XA
MP
LES
RE
SE
AR
CH
AN
D A
NA
LYS
IS E
XA
MP
LES
Sta
rbu
cks
–P
rov
ing
So
cia
l R
OI
Anthony Perez | pg 13
RE
SE
AR
CH
AN
D A
NA
LYS
IS E
XA
MP
LES
RE
SE
AR
CH
AN
D A
NA
LYS
IS E
XA
MP
LES
Sta
rbu
cks
–P
rov
ing
So
cia
l R
OI
Anthony Perez | pg 14
RE
SE
AR
CH
AN
D A
NA
LYS
IS E
XA
MP
LES
RE
SE
AR
CH
AN
D A
NA
LYS
IS E
XA
MP
LES
Ca
se S
tud
y E
xam
ple
Anthony Perez | pg 15
CO
NT
AC
T I
NF
OR
MA
TIO
NC
ON
TA
CT
IN
FO
RM
AT
ION
Anthony Perez | pg 16
An
tho
ny
Pe
rez
27
Gra
y S
t. A
pt.
#5
Jers
ey
Cit
y,
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07
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