iNDELIBLE Media | iStrategy San Francisco 2011

In The Beginning

An Accidental Beginning:How Social Media Found Me

Ross GlickCEO & FounderPlaying with MatchesDespite MAC Cosmetics business exponential growth, they were a little tardy to the lip-primer party

MAC Cosmetics, a company that attacks the boundaries of fashion, art, film, music, is a pioneer in cause marketingand the boundaries always lose.

In 2006, MAC Cosmetics struck a match and started a social media firestorm.So what to do? Leverage Sandra Bernhards pouty lips tomake women everywhere want to push out theirsall we did was put Sandra in front of a camera and let her go

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And the Firestorm RagedHell. Broke. Loose.It spread through the right-wing blogosphere like a brushfire, causing tens of thousands of conservatives to get burned upRed states so offended they turned deep purpleThe French loved it thoughThe pressure was too much: MAC Cosmetics had to yank the video from their .comBut the clip had made it to YouTube. The cat was out of the bag. Pandemonium ensued.

The Drudge Report grabbed the lineIm not some thin-lipped Republican bitch4In the ChaosWe foresaw the making of something huge: an opportunity.We discovered the power of rapid deployment and amplification.MAC Leapt into the Category LeadTrue to their brand, They were committed to free expression

Sandras outrageous outrageousness perfectly fit MACs irreverent and unconventional take on beauty

The bad press disappeared in weeks

MAC Cosmetics = WinningTalking Point:

You have to capture the right strategy and voice for the right brand. There's no one size fits all. In the case of MAC, and outrageous irreverent message was on brand.6An Achievement Not by Design(Some things we learned about Social Media)So what does this all really meanThe key is to ignite and facilitate the consumers' points of passionTalking Point:

If you are successful, the spread of information happens at the speed of light

What starts online doesnt always stay online

In short, a majority of sales took place in-store.

The conversation can get out of control. Are you OK with that?What starts in line doesn't always stay in line

7The Ecosystem is the Platformthat must be viewed holistically. Talking Points:

View the ecosystem holistically

And from a marketing point of view, must be viewed in authenticity.it must be authentic, a genuine expression of the brand.

the ecosystem is a PLATFORM.

it's about how you play the ecosystem - what are you putting there that will be activated?many consumer touchpoints = ecosystem

you have to customize the campaign and its touchpoints depending on the particular instance.

8The execution isnt one-size-fits-all

Take Old Spice for instance: They jumped off a cliff. They took a risk, and when it turned out well, they brilliantly exploited every touchpoint. Mass amplification ensued.

The messages are fungible.Taming the EcosystemWhen you play the media ecosystem, the whole is greaterthan the sum of its parts. Thats what makes it so powerful.

Talking Point:

The weight of what is possible can drown a brand.

you must focus your approach to the ecosystem with an operational execution strategy old spice did all the touch points 100% appropriately with the ecosystem.

one central idea with an execution strategy that gives customized content to each touchpoint of the ecosystem they took a risk, and once it started to resonate they kept piling it on until it was too irresistible NOT to participate.

9Wait, Theres an Elephant in the RoomHow do we measure any of this social media mumbo jumbo?

Theres a jillion conversations and likes and fans and tweets occurring as a result of your campaign. But theyre impossible to measure, and attribute.Be very quiet. We dont want to startle it into stampeding.How do you know when youre succeeding?Talking Point:

The big question we face as marketers: how to we quantify our actions?If we have no way to track its behavior, whats the point?1. define what success looks like2. establish metrics according to those goals what are the wisest tactics to take? how to optimize in real time? BABYSITTING / RUNNING A DAYCAREharness the chaosThe big question we face as marketers: how to we quantify our actions?

If we have no way to track its behavior, whats the point?

1. define what success looks like2. establish metrics according to those goals what are the wisest tactics to take? how to optimize in real time? BABYSITTING / RUNNING A DAYCAREharness the chaos

10Is a campaign only as good as the thingsyou can measure? The Number of likes,click through rates, or sales?Obviously tracking is critical. That said,tracking is only as good as the data you canfind and what you can do with it.

The Measurement QuagmireTalking Points:

As you're monitoring and optimizing, Data must to tell a story that connects back to KPIs Data without an organizing principle is CHAOS

11How Do You Put a Price Ona conversation?a Like?a Share?a video view?a retweet?If you tunnel vision on the metrics, you wont see the larger picture: People are talking about your brand. Thats kind of the whole point. 12Success: If it Quacks like a Duckif you can see conversations happeningif you know perception is risingand if revenue is up..then its a duck! Success!

The next step: Strap rockets to its wingsand make that fowl soar.Talking Points:

Going back to original point about measurement Organized chaos Look at whats resonating in real time, war room style, and modifying accordingly.problem with traditional media: if the message is the medium, they are linear.

13PASSION!PASSION: PASSION PASSION PASSION PASSION, PASSION. PASSION PASSION (PASSION) PASSION, PASSION & PASSION. PASSION? PASSION. PASSION PASSION PASSION PASSION PASSION!

Finding your customers passion pointis the only thing that matters.Talking Points:

Tapping into the base passion. A great icebreaker that gets people stimulated and fired up and ideally, causes a series of desirable actions.It's a spark that starts the forest fire.

Being social - you need good contacts to maximize this ecosystem.

What is social at its core? it's what social has always been. Getting a conversation started.The good thing about social media is you get a faster, broader, exponential amplification of the message.peer influence IS important

14A Day in the Life of a BombshellWe were tasked with debutingThe Victorias Secret Bombshellfragrance on Facebook

Talking Points:

A simple premise that ties many people together to get action online and off:

Key is Victoria's Secret established social community. this is why success is achievable with the proper parts in play.-7 mill facebook fans-promotional appearances tied to a pr strategy -backed up by point of sale / in print they need to ignite the base, on facebook, with fragrance debut perfect delivery system: supermodels gave you talking points about how to feel and think about the bombshell fragrance (ingredients, fantasy, aspiration) -60,000 views within a couple hours -hundreds of comments -in the past 6 months they grew their fan base by 5 million - from 7 to 12 million this happened bc they are feeding the base.

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We were tasked with debuting theVictorias Secret Bombshell fragrance on Facebook

Talking Points:

A simple premise that ties many people together to get action online and off:

Key is Victoria's Secret established social community. this is why success is achievable with the proper parts in play.-7 mill facebook fans-promotional appearances tied to a pr strategy -backed up by point of sale / in print they need to ignite the base, on facebook, with fragrance debut perfect delivery system: supermodels gave you talking points about how to feel and think about the bombshell fragrance (ingredients, fantasy, aspiration) -60,000 views within a couple hours -hundreds of comments -in the past 6 months they grew their fan base by 5 million - from 7 to 12 million this happened bc they are feeding the base.

16A Biblical Flood of Customer PassionIt was a matter of finding our customers passion.We went with models + bombshell. Our consumers like that.Not exactly rocket science.

The Bombshell campaign rocked a pan-American rollout including in-person supermodel appearance and promotions and online coupons / contest that all danced together to inspire the customer to get involved online and point-of-sale.

Within a few hours: 60,000 new fansHundreds of comments

Within six months, Victorias Secret Facebook presence increased from 7 million to 12 million fans over campaign periodWe cant take credit for all 5 million fans. But we think the passion had a lot to do with it.17What happens online doesnt always stay online, and that is a good thing

Tap into the passion online and soon youll see it offline in bricks-and-mortar sales

Thats the Halo EffectJust to ReviewSo what exactly do we mean by the halo effect?Contact InformationRoss Glick

www.indelible.tv@[email protected]://www.facebook.com/IndelibleDigitalMarketing