unbound social marketing 022709
TRANSCRIPT
Using Technology to Build CommunityUNBOUND’s Social Media Marketing Solutions
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Agenda
• Key trends and challenges
• Who we are
• Our technology and solutions
• How it all works
• Case studies
• Summary
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Key Trends Affecting Brand Marketing
On the way up…
• Social Networks
• Viral/Word of Mouth Marketing
• Friends/Influencers/Trend Spreaders
• Building Community
• Widgets/Widgads (replacing banner ads for Web 2.0)
On the way down…
• Banner Ads
• Email Campaigns
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Today’s Challenge
As a Brand or Agency, how do youleverage new social media technology to
identify, connect with, and engage your target audience so as to dramatically expand
awareness of—and build community around—your brand
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The UNBOUND Social Graph
• One of the world’s largest social graphs
• Built using proprietary social mapping technology
• 220MM+ Social Network users and growing− Demographics, psychographics,
affinities, locations− Social connections
• Millions of popular influencers− Bloggers, gamers, music artists,
videographers, comedians, athletes, super fans, etc.
• Can integrate data from any social network
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Marketing Services
Marketing Research
Technology& Data
Who Are We?
Proprietary Social Mapping Algorithm
Unparalleled understanding of target audience
Highly effective social network marketing campaigns
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UNBOUND Social AnalysisNumber of Friends, 21,976
Number of Artists, 1,649
Large numberof influencers
Vast number of friends to proliferate the Brand’s message
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Identifying Segmented Affinities
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Identifying Key Influencers
A Social CommunityAround One Affinity
CommunityMembers
Trend Spreaders –The most connected within this community
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UNBOUND’s U.I.: Mapping Email Addresses to Social Profiles
• Leverage existing email list
• Map addresses to social profiles
• Analyze profiles
• Connect with larger target community
Target Community Based on Mapped Profiles
Identified Consumers from Mapped Emails
Data FPO
UNBOUND’s U.I.: Facebook Fan Page SocialSearch Results
1. Brand “X” has 17,152" Fans” in our SocialGraph.
2. UNBOUND’s softwaredetermines the 2nd degreereach of these fan is 1.3million people and 3rd
degree is 8.7 million
3. Top Rank Users arelisted by FB Networkand by # of connectionsback to the Brand “X’’ FBfan page. (Networksinclude schools, locations,brands, etc.)
1.
2.
3.
Cross Connected Affinities
UNBOUND’s U.I.: The Social Search
UNBOUND’s U.I.: MySpace Social Analysis
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Engaging Target Consumers
• Used to ENGAGE your target audience
• Interactive widget functionality coupled with nano-targeted ad placement
• Integrated with YOUR Social Graph data – Highly targeted
• Patented viral functionality− Built-in Registration
− Contest facilitation
− Branded content syndication
− Personalization
Data-Driven Viral WidgAd Platform
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Viral WidgAd-Sharing Process
Branded WidgetPlaced on Influencer
Sites
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Fans copy/paste widgets
onto their profiles3
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Tracking Who Got the WidgAD
How we track the Widget and what we track
ParentID/Profile
5 total referrals 3 Deep
• Who shared with whom
• Number of referrals
• Media Downloads
• Streams
Child 1 degree
Child 2 degree
Child 2 degree
Child 3 degree
Child 3 degree
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UNBOUND’s WidgAd-Based “Network-within-a-Network”
FacebookMySpaceOther
Social Networks
Jim Sarah
Jill
Ed
Bill
Sally
Sue
Jim
EdEdEdEd
Bill
Social profiles that have widgets integrated with UNBOUND’s Social Graph APIUNBOUND’s Widget-based “Network-within-a-Network”
Friends
Friend analysis fed back to the UNBOUND Social Graph
Micro-Social Graphs Provide Intelligent Nano-Targeting for Ad Networks
Sanjay Ping
Trend Spreaders (Influencers)
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How It All Works
• Identify exact target audience based on Advertiser criteria− Matched to specific demographics, psychographics, affinities,
locations
• Determine target audience’s affinities – What are they into?− Music groups, sports, movies, books, TV, brands, etc.
• Identify Key Influencers within this community
• Incentivize Influencers to expose brand to their fan bases
• Wrap Brand messaging into interactive, shareable Widgets− Incentives matched to consumer affinities
• Viral Seeding / Word of Mouth− Influencers tell fans, fans tell friends, who tell their friends− Widgets distributed virally
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Achieving Viral Ignition
Target Influencers
EstablishCredibility
DeliverRelevant
Messages
ActivateConsumers
Spreadthe Word
Consumer Knowledge(Affinities + Influencers)
Consumer Engagement
ViralIgnition=+
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Case Study: VIBE Verses
VIBE Verses Rap Battle Talent Contest
Benefits:
• # of video streams increased by >100x (from 10K/mo to 1.2M/mo)
• 800% Return on Investment
• 60K new members
• 375K unique visitors
• 1.9M widget views
• 775K media views
• 5M monetized ad impressions
[Hear from John DeMarchi at http://www.youtube.com/watch?v=n56N-H9oSsg]
“This is the future of VIBE Media.”- John De Marchi, GM, VIBE Digital Media
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Example Customers
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Case Study: Lincoln Spotlight
Go to http://www.lincolnlounge.com/ and click on “Spotlight”
Ford’s Lincoln Spotlight Campaign
Target Demographic:• Affluent African-Americans, Ages 28-45
Campaign:• Contest targeted R&B/Soul/Jazz Fans
• 3-month campaign
• Exclusively WOM; no ad support
• Unique visitors' exposure to the Lincoln brand quadrupled
• Achieved a virtual reach of ~775,000 target consumers
"With Lincoln Spotlight, not only were we able to create a platform to celebrate music and music lovers, but we also successfully built a very targeted community of new lincolnlounge.com users who now can collaborate with existing users and interact socially around our brand.“
- Tom Grill, Lincoln Brand Manager
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Case Study: Saavn.com BollyPOPtv
Saavn• The worlds largest producer/
distributor of Bollywood content
• The “Hollywood of India”
Benefits• Exact targeting to East Indian
and Asian dance enthusiasts who are into Bollywood content
• Over 10,000+ social connections to Influencers in just over a month
• 400+ videos produced by influencers
• Sponsored by Verizon
www.bollypoptv.com
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UNBOUND Social Graph API
UNBOUND Social Graph
Widget Platforms
• Strategy to integrate UNBOUND’s Social Graph data with Widget Platforms and Vertical Social Networks
API Vertical Networks
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How We Work
Comprehensive Campaign Management− Social Analysis and Targeting− Influencer Engagement (Brand Ambassadors)− Viral Ignition and Cultivation− Conversational Management
Nuts and Bolts− Widget & Vertical Social Network Platform− Social Profile Creation / Maintenance− Content Licensing− Influencer Outreach Tools− Ongoing Reporting and Analysis
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Value That We Provide
With UNBOUND, you will…
• Access consumer social connections not found anywhere
• Utilize consumer behavior analysis otherwise not obtainable
• Achieve a competitive advantage in reaching your audience more efficiently
• Implement viral marketing campaigns that are 10 to 100 times more effective
• Build lasting community and awareness around your brand