@BOBBYISAACSON

@bobbyisaacson

#APNAsocial

@BOBBYISAACSON

In The Nanny Game Since…

1986

@BOBBYISAACSON

@BOBBYISAACSON

@BOBBYISAACSON

@BOBBYISAACSON

@BOBBYISAACSON

@BOBBYISAACSON

@BOBBYISAACSON

We’re #33!!!

@BOBBYISAACSON

@BOBBYISAACSON

@BOBBYISAACSON

240 Million

@BOBBYISAACSON

99.26%

@BOBBYISAACSON

238 Million

@BOBBYISAACSON

@BOBBYISAACSON

@BOBBYISAACSON

@BOBBYISAACSON

@BOBBYISAACSON

@BOBBYISAACSON

We’re… Nowhere to be found…

@BOBBYISAACSON

314 Million

@BOBBYISAACSON

91% of all U.S. citizens have their mobile device within

reach 24/7

@BOBBYISAACSON

285 Million

@BOBBYISAACSON

@BOBBYISAACSON

@BOBBYISAACSON

1.1 Billion

@BOBBYISAACSON

78%

@BOBBYISAACSON

780+ Million

@BOBBYISAACSON

Who’s on Facebook?

• 230 Million 18-24 year-olds

• 260 Million 25-35 year-olds

• 330 Million 35-54 year-olds

@BOBBYISAACSON

@BOBBYISAACSON

554 Million

@BOBBYISAACSON

1,400

@BOBBYISAACSON

Most of the cool kids are doing it…

@BOBBYISAACSON

But not everyone…

@BOBBYISAACSON

Not a Fortune 500 Brand?

@BOBBYISAACSON

Why should you care?

@BOBBYISAACSON

Video Link: http://www.youtube.com/watch?v=QUCfFcchw1w

@BOBBYISAACSON

TRUST!

@BOBBYISAACSON

@BOBBYISAACSON

@BOBBYISAACSON

“Trust me with your child!

@BOBBYISAACSON

@BOBBYISAACSON

1,700

@BOBBYISAACSON

@BOBBYISAACSON

@BOBBYISAACSON

@BOBBYISAACSON

@BOBBYISAACSON

@BOBBYISAACSON

Mommy

Nanny

Friend

@BOBBYISAACSON

51

Peet’s Coffee – Give A Cup• 203 Advocates

• 105,000 Social Actions

• 3M Impressions

Drive voting to microsite, to decide where Peet’s should hold social sampling events

Spread awareness about the launch of Peet’s Single Cups to spark product trial

Build foundation of an always-on blogger and customer advocate network for Peet’s Coffee and Tea

@BOBBYISAACSON

@BOBBYISAACSON

@BOBBYISAACSON

of consumers worldwide TRUST recommendations from friends and family more than any form of advertising

-Nielsen, 2013

92%

@BOBBYISAACSON

Video Link: http://vimeo.com/67257576

@BOBBYISAACSON

But how do I get people talking?

@BOBBYISAACSON

58

Target Weddings – ‘Be Yourself Together’• 120 Advocates

• 24,000 Social Actions

• $112K Earned Media Value

Identify influencers, especially in wedding & DIY verticals

Build awareness of Target’s Wedding Registry (traditional and untraditional items)

Drive authentic influencer and audience conversations around the “Be Yourself, Together” theme

@BOBBYISAACSON

5 Tips + 1 Free!

@BOBBYISAACSON

#1 - Get Graphical With It

@BOBBYISAACSON

@BOBBYISAACSON

@BOBBYISAACSON

@BOBBYISAACSON

No likes

@BOBBYISAACSON

Facebook suggests:

• Min = 560×292 pixels

• Max = 1200×627 pixels

@BOBBYISAACSON

#2 – Be SOCIAL!

@BOBBYISAACSON

@BOBBYISAACSON

@BOBBYISAACSON

@BOBBYISAACSON

@BOBBYISAACSON

@BOBBYISAACSON

Video Link: http://www.youtube.com/watch?v=ZUG9qYTJMsI

@BOBBYISAACSON

$4,500

@BOBBYISAACSON

11 Million

@BOBBYISAACSON

#3 – Power Your Advocates

@BOBBYISAACSON

Advocate = Happy Customer

@BOBBYISAACSON

Advocate content receives 10x more engagement than

branded content

@BOBBYISAACSON

What to do:

• Retweet your advocates

• Share your advocates content • (i.e. pictures)

• Share testimonials/referrals

@BOBBYISAACSON

of consumers are more likely to buy a product when they hear about it from someone else77%

@BOBBYISAACSON

#4 – Download & Use Apps

@BOBBYISAACSON

Tool Use CostBuffer App – Bufferapp.com Schedule posts across multiple

networks through out the day.Free basic (premium available)

Flipboard App Curate, read and share the best news relevant to you.

Free

Viralheat – Viralheat.com Measure the reach, engagement and sentiment of your posts.

Free (premium available)

Find relevant influencers online to talk about your agency.

Free (premium available)

Rapportive – Rapportive.com Plug-in for gmail, allows you to see all social info in your inbox.

Free

@BOBBYISAACSON

#5 - Listen

@BOBBYISAACSON

@BOBBYISAACSON

• Learn

• Participate in conversations

• Leverage insights to improve

@BOBBYISAACSON

#6 – Just Do It (Yourself)

@BOBBYISAACSON

@BOBBYISAACSON

• No one knows your brand better than you

• More authentic and engaging

• Learn from your audience (clients)

88

3M – Scotch Colors & Patterns Tape• 60 Advocates

• 188,000 Social Actions

• 17M Impressions

Identified DIY, fashion & design advocates

Created DIY projects using the new Scotch Colors and Patterns duct tape

Drove 90-day sweepstakes to distribute over 34K product samples

@BOBBYISAACSON

Do’s & Don’ts

@BOBBYISAACSON

DO: Be where your audience is.

Facebook? Probably Tinder? Probably not.

@BOBBYISAACSON

DO: Right Content, Right Channel

Job Description = Facebook/blog Job Description ≠ Twitter

@BOBBYISAACSON

DO: Post regularly – create a cadence, stick

to it and your audience will follow

@BOBBYISAACSON

Buffer App HOOTSUITE

@BOBBYISAACSON

DON’T Try and be everywhere – it will

backfire.

@BOBBYISAACSON

DON’T

Try to take advantage of irrelevant trends.

@BOBBYISAACSON

#Tacky

#Gross

“Wrong time for product placement”

@BOBBYISAACSON

@BOBBYISAACSON

Don’t Just talk about

yourself – provide value

@BOBBYISAACSON

Closing…• Have patience• Build – trust, relationships• Help first, sell second (if at all)• Uncover• JUST DO IT

@BOBBYISAACSON

@bobbyisaacson

#APNAsocial