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The document outlines SocialMedia8's vision of moving brands away from traditional advertising towards more engaged, content-driven social media strategies. It describes their services such as social media strategy, digital PR, media buying, content creation, and social media tracking. Key aspects of their approach include natural and paid social seeding to spread branded content virally, targeting influencers at different adoption stages, and using the ViralTracker tool to measure content performance and ROI across social networks and video sites. They aim to follow ethical principles of honesty and transparency in all engagements.

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1 Amsterdam, February 2011
Our Vision advertising never started a movement powered by the social web, not only advertised on it.
Our Mission To move brands away from traditional marketing, towards a model which is more content-driven, engaged and focused on consumer dialogue 3
Our Domains Strategy & Insights Research, Insights, Social Media Monitoring, Fatting, Engagement Strategies, Social Commerce, Social TV, Social Gaming and Social CRM Digital PR & Buzz Digital PR, Natural Seeding, Social Media Optimization, Digital PR Clippings, Influencer Identification and Outreach Programs Media & Advertising Strategic Social Media Planning and Buying, Paid Seeding, Social Media Advertising, Facebook, YouTube and Twitter campaigns, Blog Advertorials and more Content & Communities Content creation, Branded Social Pages, Widgets, Virals, Branded Blogs, Fan & Brand Ambassador programs, Communities and Community Management Tracking & ROI Online video tracking with ViralTracker (virals, movie trailers, game trailers, video clips, TV exclusives), Buzz tracking, Social ROI measurement, Brand Patrol programs 4
About Natural Seeding & Paid Seeding 5
Within Seeding We Define Two Methods Natural Seeding Natural seeding is earning attention, almost like digital PR: the uptake and reach depend on the creativity of your content. Success can be estimated upfront, but not guaranteed. The benefits of natural seeding? The content is embedded - so your awareness and Google results will keep growing organically - for many months or much longer. Paid Seeding Paid seeding is buying attention, like media buying: your reach is guaranteed within a period. Examples: video views or blogvertorial. The benefits of paid seeding? It will speed up and guarantee your reach. Our embed tactics ensure organic growth. So even when your media budget is used, your social and Google 6 awareness will keep growing.
Social Media Spaces for Seeding Social Networks Widgets RSS Video Portals Micro Key Blogging Social Media Podcasts Spaces Review Blogging Sites Photo Message Portals Boards 7
Seeding Step By Step In stage 1 our social specialists will benchmark and rate the content with a viral score between 0 and 10. At low rated content, we advice to use paid seeding as well. At high rated content, we will estimate your ROI based on natural seeding efforts only. In stage 2 we create a targeted social media strategy in which we wrap your content in compelling stories that will connect to influencers, fans and their followers. To create extra buzz, we might also propose to create a buzz toolkit. In stage 3 we create you a smart social media plan, by using our golden asset: our social media planning database. It contains not only the ComScore top 10 - but over 350,000 social sites ranked by: country, theme, topic and passion. In stage 4 we create the relevant meta data for your content: title, descriptions tags and link to your site. In stage 5 we start to upload and seed the content to: local and global video portals (YouTube, DailyMotion etc)., influential bloggers and micro bloggers (Twitter etc), forums and communities, social networks (Facebook, MySpace etc) , social bookmarking sites (Digg, del.icio.us etc), RSS, E-mail and more. In stage 6 the ViralTracker dashboard will show the growth, reach, impact and spread of your content for a period of 3, 6 or 12 months. Warning: watching your results in ViralTracker might be addictive Social seeding is like growing and nurturing plants: they will need water, attention and time to grow. So please bear in mind that the viral incubation period for seeding can be 21 days. 8
Seeding Focus Conversation Advocacy Our seeding efforts focus on the following to make sure our clients gets the attention they deserve: 0. Smart meta data and keywords 1. Eyeballs 2. Advocacy 3. Conversation And what do our clients get in return? Eyeballs 4. Proof of ROI with ViralTracker 9
Driving Awareness with Seeding Extract of Social Media Planning * Global & Local Global & Local Global & Local Blogs / Forums Video Portals Social Networks * This overview is just an example and extract 10
Seeding Steps & Viral Incubation Time SocialMedia8 divides reaching influencers and seeding the message over several stages. Below and overview of our bottom-up approach. Viral Incubation Period Upload to video portals = 21 days Super Influencers & Brand Fans TIME Influencers Moderators Followers * This is an example 11
Targeting & Timing Target Influencers within Early Adopters & The Masses target audience Innovators & Followers Timing 21 days 45 days 90 days Activate people in niche Seed the content on 100s Use word-of-mouth and environments where they of sites instead of a few buzz tactis to ignite talks have an interest in the big sites where it will among influencers, early subject matter disappear in the clutter adopters and the masses 12
Buzz Toolkit A Buzz Toolkit will help to earn attention of the press, social influencers, share determining bloggers and forum moderators, during our social seeding efforts. A Buzz Toolkit (in plain English: Online PR Multi Media Toolkit) can increase the seeding results with 50% or more A Buzz Toolkit can contain assets like: story, cliffhangers, videos, behind the scenes, visuals, logo, hyperlinks, product information and more. (but please dont tell your PR agency ) This is the buzz toolkit for Heineken International 13
Viral Roadmap YES REALLY VIRAL SOCIAL NATURAL VIRAL? REPORT SPOT PLANNING SEEDING NO PAID SEEDING 14
Tracking & ROI by ViralTracker SocialMedia8 uses ViralTracker to monitor the reach, impact and engagement online videos and trailers across millions of social sites and over 400 video portals around the globe. The ViralTracker video performance technology proofs the efforts of our seeding skills and shows the brand if the creativity of the online video has the touch of gold. 15
Tracking & ROI by ViralTracker 16
About Social Media Optimization (SMO) & Social Media Advertising (SMA) 17
Within Social We Define Two Methods Social Media Optimization- SMO Social Media Optimization (SMO) is improving the visibility of a website or fanpage via the natural or un-paid (organic) social media results. Like i.e. blogging, photos, videos, social interactions, sharing buttons etc. The benefits of SMO? The content is embedded in social sites, so your online awareness and Google results will keep growing organically. Social Media Advertising- SMA Social Media Advertising (SMA) is improving the visibility of a website or social fanpage via paid social media advertising. I.e.: Facebook Ads or other ads on social sites. The benefits of SMA? Highly targeted advertising on social sites on social networks. It will speed up and guarantee your reach. But, when budget is used, the ads will disappear. 18
Guiding Principles of Social Seeding SocialMedia8 is a member of the IAB (Interactive Advertising Bureau) and WOMMA (Word Of Mouth Marketing Association) and will always act compliant to the WOMMA code of ethics. The WOMMA code is a first step in the complicated process of building an industry based on consumer respect and fundamental ethical principles. The essence of the WOMMA Ethics Code comes down to the Honesty ROI Honesty of Relationship: You say who you're speaking for Honesty of Opinion: You say what you believe Honesty of Identity: You never obscure your identity For more information, please read the Ethics code Nothing in any agreement can force SocialMedia8 to execute its services contra dictionary to the WOMMA Ethics Code (the right of refusal). 19
Thank you! Connect to one of our following specialists: Neil Draper Account Director neil@socialmedia8.com +31 20 575 74 55 Paul Braat Account Director paul@socialmedia8.com +31 20 575 74 55 Daan Jansonius Account Manager daan@socialmedia8.com +44 755 436 22 51 20

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Seedingsmosmasteps2011 kopie-110214103233-phpapp02

  • 2. Our Vision advertising never started a movement powered by the social web, not only advertised on it.
  • 3. Our Mission To move brands away from traditional marketing, towards a model which is more content-driven, engaged and focused on consumer dialogue 3
  • 4. Our Domains Strategy & Insights Research, Insights, Social Media Monitoring, Fatting, Engagement Strategies, Social Commerce, Social TV, Social Gaming and Social CRM Digital PR & Buzz Digital PR, Natural Seeding, Social Media Optimization, Digital PR Clippings, Influencer Identification and Outreach Programs Media & Advertising Strategic Social Media Planning and Buying, Paid Seeding, Social Media Advertising, Facebook, YouTube and Twitter campaigns, Blog Advertorials and more Content & Communities Content creation, Branded Social Pages, Widgets, Virals, Branded Blogs, Fan & Brand Ambassador programs, Communities and Community Management Tracking & ROI Online video tracking with ViralTracker (virals, movie trailers, game trailers, video clips, TV exclusives), Buzz tracking, Social ROI measurement, Brand Patrol programs 4
  • 5. About Natural Seeding & Paid Seeding 5
  • 6. Within Seeding We Define Two Methods Natural Seeding Natural seeding is earning attention, almost like digital PR: the uptake and reach depend on the creativity of your content. Success can be estimated upfront, but not guaranteed. The benefits of natural seeding? The content is embedded - so your awareness and Google results will keep growing organically - for many months or much longer. Paid Seeding Paid seeding is buying attention, like media buying: your reach is guaranteed within a period. Examples: video views or blogvertorial. The benefits of paid seeding? It will speed up and guarantee your reach. Our embed tactics ensure organic growth. So even when your media budget is used, your social and Google 6 awareness will keep growing.
  • 7. Social Media Spaces for Seeding Social Networks Widgets RSS Video Portals Micro Key Blogging Social Media Podcasts Spaces Review Blogging Sites Photo Message Portals Boards 7
  • 8. Seeding Step By Step In stage 1 our social specialists will benchmark and rate the content with a viral score between 0 and 10. At low rated content, we advice to use paid seeding as well. At high rated content, we will estimate your ROI based on natural seeding efforts only. In stage 2 we create a targeted social media strategy in which we wrap your content in compelling stories that will connect to influencers, fans and their followers. To create extra buzz, we might also propose to create a buzz toolkit. In stage 3 we create you a smart social media plan, by using our golden asset: our social media planning database. It contains not only the ComScore top 10 - but over 350,000 social sites ranked by: country, theme, topic and passion. In stage 4 we create the relevant meta data for your content: title, descriptions tags and link to your site. In stage 5 we start to upload and seed the content to: local and global video portals (YouTube, DailyMotion etc)., influential bloggers and micro bloggers (Twitter etc), forums and communities, social networks (Facebook, MySpace etc) , social bookmarking sites (Digg, del.icio.us etc), RSS, E-mail and more. In stage 6 the ViralTracker dashboard will show the growth, reach, impact and spread of your content for a period of 3, 6 or 12 months. Warning: watching your results in ViralTracker might be addictive Social seeding is like growing and nurturing plants: they will need water, attention and time to grow. So please bear in mind that the viral incubation period for seeding can be 21 days. 8
  • 9. Seeding Focus Conversation Advocacy Our seeding efforts focus on the following to make sure our clients gets the attention they deserve: 0. Smart meta data and keywords 1. Eyeballs 2. Advocacy 3. Conversation And what do our clients get in return? Eyeballs 4. Proof of ROI with ViralTracker 9
  • 10. Driving Awareness with Seeding Extract of Social Media Planning * Global & Local Global & Local Global & Local Blogs / Forums Video Portals Social Networks * This overview is just an example and extract 10
  • 11. Seeding Steps & Viral Incubation Time SocialMedia8 divides reaching influencers and seeding the message over several stages. Below and overview of our bottom-up approach. Viral Incubation Period Upload to video portals = 21 days Super Influencers & Brand Fans TIME Influencers Moderators Followers * This is an example 11
  • 12. Targeting & Timing Target Influencers within Early Adopters & The Masses target audience Innovators & Followers Timing 21 days 45 days 90 days Activate people in niche Seed the content on 100s Use word-of-mouth and environments where they of sites instead of a few buzz tactis to ignite talks have an interest in the big sites where it will among influencers, early subject matter disappear in the clutter adopters and the masses 12
  • 13. Buzz Toolkit A Buzz Toolkit will help to earn attention of the press, social influencers, share determining bloggers and forum moderators, during our social seeding efforts. A Buzz Toolkit (in plain English: Online PR Multi Media Toolkit) can increase the seeding results with 50% or more A Buzz Toolkit can contain assets like: story, cliffhangers, videos, behind the scenes, visuals, logo, hyperlinks, product information and more. (but please dont tell your PR agency ) This is the buzz toolkit for Heineken International 13
  • 14. Viral Roadmap YES REALLY VIRAL SOCIAL NATURAL VIRAL? REPORT SPOT PLANNING SEEDING NO PAID SEEDING 14
  • 15. Tracking & ROI by ViralTracker SocialMedia8 uses ViralTracker to monitor the reach, impact and engagement online videos and trailers across millions of social sites and over 400 video portals around the globe. The ViralTracker video performance technology proofs the efforts of our seeding skills and shows the brand if the creativity of the online video has the touch of gold. 15
  • 16. Tracking & ROI by ViralTracker 16
  • 17. About Social Media Optimization (SMO) & Social Media Advertising (SMA) 17
  • 18. Within Social We Define Two Methods Social Media Optimization- SMO Social Media Optimization (SMO) is improving the visibility of a website or fanpage via the natural or un-paid (organic) social media results. Like i.e. blogging, photos, videos, social interactions, sharing buttons etc. The benefits of SMO? The content is embedded in social sites, so your online awareness and Google results will keep growing organically. Social Media Advertising- SMA Social Media Advertising (SMA) is improving the visibility of a website or social fanpage via paid social media advertising. I.e.: Facebook Ads or other ads on social sites. The benefits of SMA? Highly targeted advertising on social sites on social networks. It will speed up and guarantee your reach. But, when budget is used, the ads will disappear. 18
  • 19. Guiding Principles of Social Seeding SocialMedia8 is a member of the IAB (Interactive Advertising Bureau) and WOMMA (Word Of Mouth Marketing Association) and will always act compliant to the WOMMA code of ethics. The WOMMA code is a first step in the complicated process of building an industry based on consumer respect and fundamental ethical principles. The essence of the WOMMA Ethics Code comes down to the Honesty ROI Honesty of Relationship: You say who you're speaking for Honesty of Opinion: You say what you believe Honesty of Identity: You never obscure your identity For more information, please read the Ethics code Nothing in any agreement can force SocialMedia8 to execute its services contra dictionary to the WOMMA Ethics Code (the right of refusal). 19
  • 20. Thank you! Connect to one of our following specialists: Neil Draper Account Director neil@socialmedia8.com +31 20 575 74 55 Paul Braat Account Director paul@socialmedia8.com +31 20 575 74 55 Daan Jansonius Account Manager daan@socialmedia8.com +44 755 436 22 51 20