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&amplifyit

Individuals=producer,distributor&consumer

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CaseStudy:HondaFury

7 

SeedingInterest:Teasercampaign

Distributedunbrandedviralvideos7edtoposters,Furyteasersitethroughthe“FuryIsUnleashed”tagline

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Influenceroutreach

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Builtanetworkoftrustedmotorcyclebloggers/websitestodistributeFurycontentto

Suppor7ngthelaunch

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Distributedbrandmessaging

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Letpeopleengagewiththebrandontheirownterms

Usingsocialmediaasabranddes7na7on

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Engagingwithconsumersviasocialprofiles

Ledtogreaterpageinterac7on,raisingitsoverallvalue

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No Comments or  Fan ParJcipaJon 

CampaignResults:

SteadyincreaseinFacebookengagement

10,000+ comments 

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“Fury”brandedmen7onsoutpacedgeneric“chopper”2:1

0

200

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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

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NEED SITE DATA

BuildingSocialMediaContentIncreasesChancestoRank

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SOCIAL MEDIA RESULTS

SOCIAL MEDIA RESULTS

CORP SITE

CORP SITE

CORP SITE

Con7nuingtheconversa7onpost‐launch

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Rulesforlaunchingabrandthroughsocialmedia

1.  Beforeyoudoanything,listen2.  Iden7fyyouraudience3.  Bringyourwebsite&contenttothem

4.  Op7mizeallyourassets

5.  Beauthen7candprovidevalue

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ThankYoujosh@reprisemedia.com@jstylman