THINK LIKE A MARKETING

MACHINE

MarTech Conference

Christopher S. Penn

Vice President, Marketing Technology

#MarTech14

For Slides & Notes:

www.shiftcomm.com/martech14

HOW DO MACHINES THINK?

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else

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If web traffic declines

by more than 5% (week over week)

for 3 consecutive days in a row

Tweet 5 times a day

with 2 links back to the site

while($variable1 < $1000)

{

echo “Variable 1 is less

than 1,000.”;

}

While the number of people

following us on Twitter

is less than 1,000

Follow influential people

on Twitter, one at a time

for ($i = 1; $i <= 10; $i++)

{

echo “Doing something”;

}

For the next 4 weeks, 1/per week

Send an email with some

marketing content to your

prospects

HOW WILL THIS BENEFIT YOU?

HOW TO TEACH AND TRAIN

LEARN MORE

www.shiftcomm.com/subscribe

THANK YOU!

THANK YOU:

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AGENCY OVERVIEW

BOSTON NEW YORK SAN FRANCISCO

SHIFT is among the top 5

firms that “will feature

heavily in a future where

PR is at the hub of a new

era of brand

communications that

transcends marketing.”

ESOP EMPLOYEE STOCK

OWNERSHIP PLAN

100 PROFESSIONALS

TECH & CONSUMER

VOTED “SAVVIEST

SOCIAL PR AGENCY” BY 500+ B2C AND

B2B MARKETERS

SMALL AGENCY

OF THE YEAR

DIGITAL/SOCIAL

AGENCY OF THE YEAR

2013

2012

STRATEGIC APPROACH

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SERVICES

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Digital

Properties

Management

Media

Outreach

INTEGRATED MARKETING STRATEGY

Marketing

& PR ROI

Analysis

ENGAGEMENT

Launch & Event

Execution

Digital & PR

Technology

Auditing

Crisis Strategy

Brand

Messaging

Creative

Development

& Production

Paid

Advertising

Thought

Leadership

Programs

Discovery &

Research

RESEARCH & ANALYTICS

CONTENT CREATION

Digital/Social

Communications

ANALYTICS

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ANALYTICS

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SHARED VIA INTERNAL

CHANNELS like corporate email,

so employees see 3rd party

endorsements

POSTED TO INTRANET

for offsite teams to share in business

meetings

PROMOTED BY INVESTING

in best hits with Tweets and Facebook posts

POSTED ACROSS SOCIAL

NETWORKS Referencing the

author

EARNED MEDIA

• VALUE OF INTEGRATED

APPROACH

We believe it is our fundamental job to

position corporate messaging among

audiences that will perpetuate positive

discussion, earning credibility across any

channel and leveraging success into new,

earned opportunities. The new news cycle

works like a roadmap of relevant content,

and we work to extend the use of coverage

and develop new opportunities as a result.

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ANALYTICS

• HOW WE MEASURE SUCCESS

SHIFT’s marketing technology team is

specifically designed to identify the

measures which will define success for

you, and we are able to set clear

benchmarks that will translate into

metrics for the team to meet and exceed

as well as make it easy to develop KPIs

for your efforts. When we measure, we

do it with an eye on setting goals that will

drive strategy. With access to internal

systems and data, SHIFT can drive

measurement and engage processes

and tools along the entire program chain.

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may be revised for your needs

Bolster growth with data-

Driven marketing

Mitigate weakness

Enhance earned media

Technologies & systems

Strategies & methods

Baseline performance

What to fix/improve

Identify areas of growth

Identify weaknesses

YOUR TEAM

PROPOSED SHIFT TEAM

VICE PRESIDENT

VICE PRESIDENT

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JOEL RICHMAN

VICE PRESIDENT

High level strategy

Total account ownership

Client satisfaction

DAN BRENNAN

ACCOUNT DIRECTOR

Strategy

Account direction

Initiative execution

ALICIA CERASULOU

ACCOUNT EXECUTIVE

Media – proactive & reactive opportunities

Social media execution

EMILY ADAMS

ACCOUNT COORDINATOR

Media

Social

Speaking / awards discovery

SCOTT BALDWIN

ACCOUNT MANAGER

Primary contact

Strategy/tactics

High level media & social

ACCOUNT MANAGEMENT

TRUE PARTNERSHIP Proactively provide well-conceived ideas, recommendations and counsel

Work as an extension of your team

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OPTIMUM PERFORMANCE Dedicated team with no “anchor” accounts

Day-to-day team members work on the same 3-4 accounts

Monthly retainer billing versus hourly/time-and materials

SEAMLESS One team email address – reach everyone at once, we’re all in the loop!

DETAILS COVERED Weekly action documents & status calls

Metrics-driven quarterly plans and recap reports

RELEVANT EXPERIENCE

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CLIENTS

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CLIENT LOGOS:

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sizing equal for all

CASE STUDIES

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RAISING THE BAR

OBJECTIVES

Build pre-show hype via photoshoot with Instagram influencer

Host live “reveal” press event to secure top-tier media coverage

Introduce social influencers to the 2014 Highlander via intimate events at the show

Host street team events to build buzz & social media engagement

Host LIVE “REVEAL” press event to secure top-tier media coverage

Secured 25 UNIQUE pieces of feature coverage

WSJ, CNBC, USA TODAY, NEW YORK TIMES

150M total media impressions

10M total social media impressions

Set new standard for auto show event support

STRATEGIES

RESULTS

Drive awareness of Toyota’s presence at the New York International

Auto Show to unveil the new 2014 HIGHLANDER

CASE STUDIES:

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STARTING UP

OBJECTIVES

Drive content and relevance for increased social sharing

Target keywords for improved search results

Test site design to push conversion above current 3%

Test social framework to push midrange conversions

Weekly email program to attract weekend audience

Conversion increase to 4.2% from mid 3%

10+% increase in net new audience

15 lagging keywords now listed in the top 10 ranking

Mashable contributed article based on leveraging existing content

New York Times reposting of blog content

STRATEGIES

RESULTS

Lead Gen acquisition against deep pocketed Legal Zoom

Leverage pre-existing library of out of date content

Reinvigorate dormant community and drive additional engagement and conversions

OBJECTIVES

Content needed

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LAUNCHING OUT OF STEALTH

OBJECTIVES

Thought leadership campaign built on educating organizations and users about the

dangerous behaviors of mobile apps

Content-focused approach where a single piece of content could be leveraged across

multiple channels

Strong focus on Twitter as a mechanism to engage with IT and security professionals

More than 130 articles in Q4 2012, including 40+ business press placements

Regular camera interviews with Bay Area press on mobile app security

52 million impressions via online, print and broadcast media

5x increase in Twitter followers

STRATEGIES

RESULTS

Create strong brand awareness for new company in mobile/app security

Build a social fan base from scratch, focused on IT, security and developers

WHAT IF…

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•ON-PACK CREDENTIALS A CHANCE FOR A CLEAN SLATE

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Nina Leigh Krueger with her dog at her home. The tone

is conversational, genuine and uplifting

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SAMPLE SCRIPT

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My dogs are part of my family and, like you, I go to great

lengths to make sure they are happy and healthy. I’d never

want to give them any product that could put them in harm’s

way and as a manufacturer of dog treats, I would never want

you to either. Earlier this year, we at Nestle Purina decided to

pull Waggin’ Train products from all store shelves after finding

out some of our chicken treats contained traces of an

antibiotic that we, of course, don’t want in our pets’ food. We

couldn’t sit and wait to see if our products were the cause of

any harm. We needed to take action.

I would be devastated if one of my pups become sick. And I

am truly sorry for anyone who has experienced the illness or

death of a pet.

We’ve taken these months to get back to basics. We’ve

reformulated all Waggin’ Train treats, stopped sourcing our

chicken from China, and got our products to a place where we

can say, with certainty, that they are healthy, natural treats for

your dogs.

We hope you and your pets enjoy the new and improved

Waggin’ Train.

Nina feeds a Waggin’ Train treat to her dog. Video ends.

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•LOOK-A-LIKE

SWEEPSTAKES DOG/CELEBRITY MATCHING

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Does your dog look like a

famous rock star or reality

show diva? If so, we’d love

your video or photo

submissions. Upload to

Waggin’ Train’s Facebook

page with your dog’s name

and who he/she looks like.

The submission with the most

likes wins a year’s supply of

Waggin’ Train and other

Nestle Purina foods.

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