Value 2.0 marketing in a recession

1. Value 2.0
Marketing In A Recession
Why Social Marketing?
MarketingWorks

2. Value 2.0 Value 2.0
Marketing In a Recession: Why Social Media? Marketing In a Recession: Consumer Impact
MEDIA CONSUMPTION TOTAL US ADVERTISING SPEND
“Over 90% of consumers say WOM
influenced their purchases.” DoubleClick
75% of Internet users participate in some
The Opportunity
6% Online
22% TV
“Over 90% of consumers say WOM
form of social media, up from 56% in 2007....
Online
41%
influenced their purchases.”
14 hours wk
20% Direct Mail DoubleClick
“…50% the US adult population will
be on a social network by 2011.” TV
14 hours wk 14% Newspapers
Trust in "a person like me" has tripled
5% Yellow Pages
to 68% in 2 years 4% Magazines Now more than ever, consumers will validate
The most recommended brand online Radio 4 hours wk
7% Radio
purchase decisions via online peer opinion
in its category grows 21% Other
the category average
2.5x Magazines, 2 hours Media
Newspapers, 1 hour
$303 Billion (2007E)
Internet &
More measurable than traditional media……. improves accountability
CMOs shifts budget mix… improves budget allocation & optimization
80% Personal Sources
Are The Best
Precision targeting by lifecycle and decision stage….improves effectiveness Information sources
Consumers trust each other first………improves impact -Morgan Stanley
It’s where your customers spend most of their time………improves efficiency
People Aren’t going to stop talking
“In the recession of 2009, marketers will
be making cuts almost across the board,
and will seek cost-efficient alternatives.”
Value 2.0 October 2008
Value 2.0
Marketing In a Recession: Budget Allocation Marketing In a Recession: Return On Investment
Social Marketing Activation Benefits
• Cost Effective • Rapid Deployment
• Precision Targeting • Scalable
• Legacy Effect • Accountable
• Measurable
ROI
DR PR SR IR IMPACT
Direct Marketing Results Blogger Outreach Search Results
Customer Acquisition Influence the Influentials SEO+SMO Insight Results
Lead Generation In bound Marketing Engagement Feedback
Conversion Impact
PLUS, Brand Impact
Makes your dollars work harder!
CMO’s give it priority
4 5
C O N F I D E N T I A L C O N F I D E N T I A L

3. MWKS
seeds, leads
& ignites conversations
activating results

4. Escada Moon Sparkle – Rihanna’s Girls Night Out
Duration
Four Weeks
Demographic
Women, ages 16-30
Objectives
Promoting awareness of the launch of Escada’s new fragrance Moon Sparkle
and the exclusive Rihanna concerts sponsored by Escada Moon Sparkle.
Strategy
Awareness: Approached women, 16-30, in communities of Rihanna fans, hip
hop/R&B and fashionistas.
Consumer purchase: Drove consumer in-store to purchase perfume
Online PR: Reached out directly to entertainment bloggers, fashion bloggers
and online taste makers.
Geo-targeted: Pushed exclusive concerts and in-store events
Sweepstakes entry: drove consumers to enter online sweepstakes
Mobile: Encouraged ring tone downloads
Results
All three exclusive concerts sold out
ez
Online columnists and bloggers enthusiastically picked up on story (Perez
Hilton mentioned the promotion in his blog, 2MM unique daily visitors)
Increased sales; exceeded client’s expectations at in-store events.
Online sweepstakes goal was exceeded by 600%
Awareness
Case Studies
Campaign
Skins
Duration
Five Weeks
Objectives
• Creating awareness of BBC America’s Brit-crossover,ver,
• Skins among current and potential fans
• Increasing viewer tune-in
• Building fan networks and creating evangelists
• Increasing SEO vs. British Skins (E4) material already online
ady
Strategy
• Target online communities of current US-based Skins fans, early-adopters,
artist/indie groups & television addicts.
• Position Skins against known-hits during the major fall network ad-campaigns
(e.g. Gossip Girl, 90210)
• Messaging: Premiere time/date with weekly updates on new episodes
• Social technographics of demo reveal high usage of Twitter, so MWKS used
to spread WOM Buzz effectively
• Dynamic engagement strategy with multiple digital assets via YouTube
(videos) and Flickr (images)
• Provide new digital materials, including an immense YouTube video library
• Link backs to landing pages using strategic tag words within multiple social
bookmarking utilities (e.g. Del.icio.us, StumbleUpon) to ensure US viewers
Activation
found BBC America Skins content vs. Britain’s E4
Results
• Exceeded client’s rating expectations (.08) for premiere tune-in with a .1
• 60,000+ video views over 5-week campaign Awareness
• Built groundwork for client to sustain viral efforts using YouTube/Twitter
• accounts after campaign end; client maintaining these accounts due to their
success.
5
© 2009, MWKS. All Rights Reserved.

5. Campaign
Yaris versus Yaris
Duration
Three months
Objective
• Creating awareness and driving attendance of live-events:
Houston, Atlanta, Washington DC and Chicago
• Driving online voting and registration
Strategy
• Activated online communications with DJ’s and their fans, hip hop
communities, rap culture and passionate fans of
movies/sports/urban culture
• Promoted Yaris-brand and encouraged attendance at the four
e
live-events where music artists performed and vehicle test-drives
st-drives
occurred
Results
• Built a network of evangelists around the Yaris brand; this
his
pped,
direct engagement proved successful in reaching untapped,
niche communities
Automotive/ M/F 18-24
• Created a positive relationship between the Yaris brand and
d
target consumer.
• Attendance of four live events exceeded client’s expectations
tations
Activation
Case Studies
Progressive “Sturgis Promotion”
Duration
3 Weeks
Target
Bikers and Motorcycle Enthusiasts.
Objectives
ƒ Create awareness of Progressive’s presence at Sturgis, the largest Bike
Rally of the year
ƒ Create interest in accompanying promotions
ƒ Engage Bikers with the brand
Strategy
ƒ Approached Bloggers, groups within Social Networks and Message
Boards to spread the word about Sturgis and the promotions (Custom
Bike Giveaway and T-Shirt Giveaway)
ƒ Drive consumers to landing page.
ƒ Speak honestly to Bikers on behalf of the brand, creating a dialog and an
understanding that Progressive understands Bikers.
Results
Bikers & Motorcycle Enthusiasts
ƒ Over 600,000 Engagements.
ƒ Bike Bloggers enthusiastically passed the word along in their Blogs.
ƒ Raised the profile of Progressive Motorcycle Insurance in Google
Activation
Search.
ƒ Client impressed by the careful way in which Bikers were engaged.
Financial Services
Awareness
ƒ Authenticity is key with this group. Activation

6. Social Networks
Nickelodeon Kids’ Choice
Awards
Duration
Four Weeks
Target Demographic
Children, ages 12-17
Objectives
ƒ Creating awareness and excitement for Nick’s Kids’ Choice Awards
ƒ Encouraging and driving tune-in of KCA time/date
ƒ Encouraging engagement by driving online voting
ƒ Promoting asset downloads on-site and use of KCA widget
Strategies
ƒ Entered thriving online communities, created awareness of KCA time/date
f i /d e
ƒ Engaged Tweens and Teens in the online communities where they hive togethergether
ƒ Leveraged the popularity of the nominees as well as the host, Jack Black, to spark
conversations online adding to a compelling call-to-action
ƒ Overlaid our internal site-lists/media strategy against Nick’s site-list
ƒ Scrubbed the master file addressing concerns selecting only family-friendly sites
ƒ Authored the “talking points” and integrated call-to-action digital elements
Results
ƒ Highest rating ever for the Nick KCA’s (#1 show for kids and Tweens that week)
ƒ Achieved 136,000+ engagements within influential communities
ƒ Built a network of evangelists that ignited pass-along
ƒ 88 MILLION votes were cast online
ƒ 2x greater volume than 2007 votes
ƒ Generated highest TV ratings in the history of the program
ƒ 89.3 Million votes cast. An increase of 119% over last year Awareness
ƒ Positive engagement between Brand and Consumer
Case Studies
Vision To Venture / Office Live Small Business
Duration
3 months
Target
Current/future female small business owners
Objectives
ƒ Drive awareness, registration & participation in Microsoft’s Vision to Venture Women’s Tour consisting
of (6) one-day live events in 6 DMAs
ƒ Encourage active, engaged discussion about Microsoft’s commitment
to women and small business owners via Office Live Small Business (“OLSB”)
ƒ Promote awareness and discussion surrounding Microsoft’s Vision To Venture Program
ƒ Build a database & network of evangelists to maximize dWOM & pass-along for all OLSB campaign
Strategy
Phase I: Contact influential bloggers within the targeted DMAs to ensure strong registration and
attendance of the V2V Women’s tour
Phase II: Post V2V tour within key communities to build awareness of OLSB and drive registrations
Deployment
ƒ Created ignition discussion topics designed to engage and maximize response
"Office Live Small Business (e.g. “What Are Your Best Tips for Starting a Business?”)
provides the flexibility I need by ƒ Strategically selected communities where the target market hived & outreach to key influencers,
allowing me to make updates to sharing relevant information, engaging in active conversations to influence and inspire pass-along
my Web site quickly and easily ƒ Tagged all postings within boosting organic SEO value
Activation
from any computer."
Results
ƒ Created 7.63 million engagements within the target demographic
ƒ Drove strong attendance to V2V Women’s Tour within 6 DMAs Awareness
ƒ Built a sustainable network of evangelists for Microsoft Activation

7. Social Networks
Nickelodeon Kids’ Choice
Awards
Duration
Four Weeks
Target Demographic
Children, ages 12-17
Objectives
ƒ Creating awareness and excitement for Nick’s Kids’ Choice Awards
ƒ Encouraging and driving tune-in of KCA time/date
ƒ Encouraging engagement by driving online voting
ƒ Promoting asset downloads on-site and use of KCA widget
Strategies
ƒ Entered thriving online communities, created awareness of KCA time/date
f i /d e
ƒ Engaged Tweens and Teens in the online communities where they hive togethergether
ƒ Leveraged the popularity of the nominees as well as the host, Jack Black, to spark
conversations online adding to a compelling call-to-action
ƒ Overlaid our internal site-lists/media strategy against Nick’s site-list
ƒ Scrubbed the master file addressing concerns selecting only family-friendly sites
ƒ Authored the “talking points” and integrated call-to-action digital elements
Results
ƒ Highest rating ever for the Nick KCA’s (#1 show for kids and Tweens that week)
ƒ Achieved 136,000+ engagements within influential communities
ƒ Built a network of evangelists that ignited pass-along
ƒ 88 MILLION votes were cast online
ƒ 2x greater volume than 2007 votes
ƒ Generated highest TV ratings in the history of the program
ƒ 89.3 Million votes cast. An increase of 119% over last year Awareness
ƒ Positive engagement between Brand and Consumer
Case Studies
Vision To Venture / Office Live Small Business
Duration
3 months
Target
Current/future female small business owners
Objectives
ƒ Drive awareness, registration & participation in Microsoft’s Vision to Venture Women’s Tour consisting
of (6) one-day live events in 6 DMAs
ƒ Encourage active, engaged discussion about Microsoft’s commitment
to women and small business owners via Office Live Small Business (“OLSB”)
ƒ Promote awareness and discussion surrounding Microsoft’s Vision To Venture Program
ƒ Build a database & network of evangelists to maximize dWOM & pass-along for all OLSB campaign
Strategy
Phase I: Contact influential bloggers within the targeted DMAs to ensure strong registration and
attendance of the V2V Women’s tour
Phase II: Post V2V tour within key communities to build awareness of OLSB and drive registrations
Deployment
ƒ Created ignition discussion topics designed to engage and maximize response
"Office Live Small Business (e.g. “What Are Your Best Tips for Starting a Business?”)
provides the flexibility I need by ƒ Strategically selected communities where the target market hived & outreach to key influencers,
allowing me to make updates to sharing relevant information, engaging in active conversations to influence and inspire pass-along
my Web site quickly and easily ƒ Tagged all postings within boosting organic SEO value
Activation
from any computer."
Results
ƒ Created 7.63 million engagements within the target demographic
ƒ Drove strong attendance to V2V Women’s Tour within 6 DMAs Awareness
ƒ Built a sustainable network of evangelists for Microsoft Activation

8. MWKS MarketingWorks
Corporate Overview
MarketingWorks MWKS is a social marketing agency that combines best in
class engagement strategies with the ability to implement and activate
results. We target the right online conversations to deliver compelling
l h h l d l ll
brand content with calls to action designed to ignite digital WOM buzz,
brand advocacy and direct response results.
MWKS provides expertise in all areas of social marketing. Our strategic Los Angeles New York
value proposition is influencing the influencers.
value proposition is influencing the influencers Corporate Headquarters
Corporate Headquarters Sales & Client Services
We seed, lead & ignite
i h i fl l !
conversations that influence results!
csalmore@mworks‐inc.com
Randy F. Price
CONFIDENTIAL
rfprice@mworks‐inc.com
MWKS
Corporate Relationships
Leadership Brands
Innovative Agencies
I ti A i
Strategic Partners
CONFIDENTIAL

9. Marketingworks
CODE OF ETHICS
CODE OF ETHICS
Consumer Protection & Respect Is Paramount:
1 MWKS respects and promotes best‐practices that protect consumers at all times.
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Honesty ROI : Relationships, Opinions & Identity
Honesty “ROI”: Relationships Opinions & Identity
2 Honesty of Relationship ‐
MWKS practices openness about the relationship between consumers, our Brand Ambassadors and our clients. We stand against shill
and stealth marketing practices.
MWKS complies with FTC regulations that state: “When there exists a connection between the endorser and the seller of the advertiser
product which might materially affect the weight of credibility of the endorsement (i the connection i not reasonably expected b
d hi h i h i ll ff h i h f dibili f h d (i.e, h i is bl d by
the audience) such connection must be fully disclosed.”
Honesty of Opinion ‐
MWKS complies with FTC regulations regarding testimonials and endorsements, specifically: “Endorsements must always reflect the
honest opinions, findings, beliefs, or experience of the endorser. Furthermore, they may not contain any representations which would
be deceptive, or could not b substantiated, if made di tl b th advertiser.”
b d ti ld t be b t ti t d d directly by the d ti ”
Honesty of Identity ‐
MWKS complies with FTC regulations regarding identity in endorsements that state: “Advertisements presenting endorsements by what
are represented, directly of implication, to be “actual consumers” should utilize actual consumers, in both the audio and video or
clearly and conspicuously disclose that the persons in such advertisements are not actual consumers of the advertised product.”
3 Respect for Rules of the Venue:
MWKS respects the rights of any online or offline communications venue (such as a website, blog, social network, forum, chat‐
room, etc.) to create and enforce its rules as it sees fit. At MWKS we never create campaigns or encourage behavior that would
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violate or disrespect those rules.
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Marketingworks
CODE OF ETHICS
CODE OF ETHICS
Manage Relationships with Minors Responsibility:
4 MWKS believes that working with minors in online marketing programs carries important ethical
MWKS b li h ki ih i i
obligations, responsibilities and sensitivity.
li k i i i hi l
MWKS complies with all applicable laws dealing with minors and marketing, including COPPA, and
regulations regarding age restrictions for particular products and services.
regulations regarding age‐restrictions for particular products and services.
At MWKS we insure that all our campaigns comply with existing media‐specific rules regarding minors,
(such as day‐part restrictions) and full disclosure.
5 Honest Downstream Communications:
Honest Downstream Communications:
At MWKS we recognize that we cannot control what real people say or how a message will be presented
after multiple generations of conversations. Nevertheless, MWKS promotes Honesty ROI in any and all of
our downstream communications.
Protection of Privacy & Permission:
6 MWKS respects the privacy of consumers at all times. Every word‐of‐mouth online marketing program is
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structured using the highest privacy, opt‐in, and permission‐based standards. MWKS complies with all
relevant regulations. Any personal information gathered from consumers through their participation is
used only in the confines of that particular program, unless the consumer voluntarily gives MWKS
permission to use it for other purposes.