Unleashing a New Brand Through Social Media Marke7ng Joshua Stylman, co‐CEO, Managing Partner May 19, 2009
Jun 27, 2015
UnleashingaNewBrandThroughSocialMediaMarke7ng
JoshuaStylman,co‐CEO,ManagingPartner
May19,2009
ResearchforProducts
Howdopeopleexplorenewbrands
online?
GatewaytotheInternet
80%ofallonlinesessionsbeginwithsearch
3 SOURCE:HarrisInterac7veStudy
Search1.0PAGE
ByDISTRIBUTINGcontenttositeswherecustomersareinterac7ng
Search3.0DISTRIBUTION
Search2.0AUTHORITY
Howdomarketersgettheirpagestorankinsearch?
4
Marketerswieldlesspowerthaninthepast
5
Then:Marketers controlcrea7on&distribu7on
Now: Community takewhatthey’regiven&lifyit
Individuals=producer,distributor&consumer
6
CaseStudy:HondaFury
7
SeedingInterest:Teasercampaign
Distributedunbrandedviralvideos7edtoposters,Furyteasersitethroughthe“FuryIsUnleashed”tagline
8
Influenceroutreach
9
Builtanetworkoftrustedmotorcyclebloggers/websitestodistributeFurycontentto
Suppor7ngthelaunch
10
Distributedbrandmessaging
11
Letpeopleengagewiththebrandontheirownterms
Usingsocialmediaasabranddes7na7on
12
Engagingwithconsumersviasocialprofiles
Ledtogreaterpageinterac7on,raisingitsoverallvalue
13
No Comments or Fan ParJcipaJon
CampaignResults:
SteadyincreaseinFacebookengagement
10,000+ comments
14
“Fury”brandedmen7onsoutpacedgeneric“chopper”2:1
0
200
400
600
800
1000
1200
1400
1600
1800
1/16/09 2/6/09 2/27/09 3/20/09 4/10/09 5/1/09
Facebook Fans
NEED SITE DATA
GoogleTrends–HondaFury
15
NEED SITE DATA
BuildingSocialMediaContentIncreasesChancestoRank
16
SOCIAL MEDIA RESULTS
SOCIAL MEDIA RESULTS
CORP SITE
CORP SITE
CORP SITE
Con7nuingtheconversa7onpost‐launch
17
Rulesforlaunchingabrandthroughsocialmedia
1. Beforeyoudoanything,listen2. Iden7fyyouraudience3. Bringyourwebsite&contenttothem
4. Op7mizeallyourassets
5. Beauthen7candprovidevalue
18
19
[email protected]@jstylman