Social Media Revolution
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Transcript of Social Media Revolution
ThinkSocial Media
Monetization
ThinkConsumer
Profiling
ThinksCRMStrategy
trueAnthem
Media Kit – August 2009ThinkTechnology
Platform
trueAnthem’s model utilizes unique music & video content to:
Establish relationships with brandsEngage consumers within social mediaIdentify “Word of Mouth” influencers
Convert influencers into consumer based marketers
trueAnthem is… Leading the Social Media
Revolution trueAnthem is… Leading the Social Media
Revolution
trueAnthem Tracks The Social Influence Over Marketing Campaigns And The Products They Support!
@fli
ckr.
com
Key Influencers = WoM = ROI for brand - Have
The Highest Value Key Influencers = WoM = ROI for brand - Have
The Highest Value
4Source: peerFluence$200 $100 $50 $25
The Greater The Personal Influence ,
The More Revenue Value To The Brand
trueAnthem’s
model focuses
on $200
influencers
trueAnthem’s
model focuses
on $200
influencers
Peer Influence - The Future Of Social Commerce Peer Influence - The Future Of Social Commerce
5
“the goal is not just to establish a brand
presence on the social networks, but to
integrate the brand into the social
graph”. Bill Franchey, peerFluence
” word of mouth marketing is one
notable sector that has bucked the trend
and continued to grow..” Brandweek,
August 25, 2009
“Next-generation advertising will be
driven by the tastes and habits of 14-24
"millennials…reaching these young folks
is to use their social networks,,," Ed
Moran, Director of Product Innovation,
Deloitte
“Internet advertising must evolve from
displays and become integrated into the
content of websites.” Barry Diller, chief
executive of Web giant
IAC/InterActiveCorp,
“If you received
information about a
company/product from
these sources..
How credible would it
be?”
Social Media Facts:
-78% of consumers trust peer
recommendations
-Only 14% trust advertisements
The Social Consumer Is Inside The Door… The Social Consumer Is Inside The Door…
6
FreeMusic
Is The KeyTo Opening
The Door
trueAnthem Monetizes
It!
7
trueAnthem’s- Model Focus trueAnthem’s- Model Focus
1 Identify - The Individuals Brand’s Want to
Know
Nurture - The Audience Using Branded Content
2
Commerce - Artists Drive Fans to Commerce
3
Track Influence - trueAnthem Genome
Technology4
Combat “Banner Blindness” Combat “Banner Blindness”
trueAnthem Ads: front and center on “50 yard line” in Facebook news feed
Facebook Ads: ineffective & on the sidelines with paid for placement- “Banner Blindness”
Meaningful Engagements - trueAds Meaningful Engagements - trueAds
Often whimsical, audio trueAds are recorded
by each band, endorsing their devotion to the
brand for making their music free.
“Hi, I’m Matt Cusson. I
love Scullcandy
headphones because
my music sounds
great on them”
“Hi, I’m Matt Cusson. I
love Scullcandy
headphones because
my music sounds
great on them”
Meaningful Engagements - trueVideo Meaningful Engagements - trueVideo
trueVideo ads further enable the bands to
endorse their favorite brands.
“Hi, this is Lisa from
Killola. I want to thank
my good friends at
Skullcandy for providing my new
album for free. I love
your Scullcandy!”
“Hi, this is Lisa from
Killola. I want to thank
my good friends at
Skullcandy for providing my new
album for free. I love
your Scullcandy!”
•“Celebrity” Word of mouth marketing•Celebrity endorsement•Conversion rates = 10 times industry average
Wonka Re-Launch Campaign - $100,000 Case Study: Top-To-Bottom Results For Nestle Case Study: Top-To-Bottom Results For Nestle
Maven – 450 Total
15,000 Opt-In Emails,
8,100 Coupon Redemptions
187,000 Installed Viral Players
67,000 Clicks (21%)
11mm Engagements
3.9mm Uniques
32mm Impressions
43 Bands
2.6mm Friends
314 Free Songs
41 Free Videos
Influencers
Buyers
Familiarity
Awareness
“What I like is that over 30% of our impressions results in an
engagement. This is much higher than our standard 7% rich media
engagement rate.”
Frank Maguire, Moxie Interactive Huge Impact
Brian WilhiteChief Development
Officer
415.717.0424 Cell
415.694.5896 Direct
415.358.4455 Fax
3235 Fillmore St, 2nd Floor
San Francisco, CA 94123