1. Justice Mitchell
Creative | Social | Content
˙© 2014 . All Rights Reserved, Big Block Studios, Inc. . 407-929-8918 . justice@bigblockstudios.com . @justicemitchell - Twitter/Skype
CLIENT REDACTED

2. A Snapshot.
Say “Cheese.”

3. • Introductions
• Review goals
• Share Expertise
Proposals:
• Event Activation
• Sales
Closing
Q&A
Agenda

4. Darwin’s Inbound Clover
PAID
EARNED
SOCIAL
OWNED
INTELLIGENCE
ADVERTISING
Online
SEO/SEM
Traditional
Endorsements
In-Content Messaging
CONTENT
UGC
Created
Curated
Location-Based
Ranks & Reviews
Articles
INFLUENCER
Responsive
Recruitment
Retention
Outreach
PARTNERSHIPS
Custom IP
Co-Branding
White Labeling
INTELLIGENCE
Testing
Sentiment
Monitoring
Optimization
Analysis
Crisis
PROPERTIES
Content: Blogs
Websites
Data & Lists
Mobile/Tablet
Applicational
Product
Email
Custom IP
CHANNELS
Facebook
Twitter
YouTube
LinkedIn
Google+
Instagram
Alt. Channels
COMMUNITY
Subscribers
Forums
Groups
Boards
Live Events
IRT Chats
AFFILIATES
Partnerships
Sponsorships
Ambassadors
CONTENT

5. Two Stories.
Event Activation and Sales — A Coming-of-Age Tale

6. Act One: The Rendezvous
Event Activation

7. Constructing a holistic plan of social and content marketing around the live event is a
lesson in multitasking. Beyond simply the goals and objectives of the campaign, there
are countless micro-directives that must be incorporated to maximize effectiveness:
• A solid pre, during, and post messaging calendar
• A defined daily timetable, outlining channel objectives and content collection
• Integration of key CTA messaging with seamless sponsor/affiliate messaging
• Light-speed task management for “in the moment” optimization
• Serendipitous content creation
Social & Content Marketing: Event Activation

8. Often you’ll see a very large social footprint when it comes to life of a deployment. In this
case we deployed a liberal set of channels that would cover the vast majority of
demographics. Admittedly the cross-fertilization of content within these channels would
amount to some redundancy. Nevertheless, with in a campaign of this type, the
distribution of high-volume content will also act as a positive perception of size.
Not all aggregated content should be utilized. In many instances, you can redistribute the
content from an event over a much longer period of time if you put it in the can for post-
event publication.
Social Graph: Footprint

9. When it comes to a deployment calendar for a live event, it should be seen as a best practice to
develop as much content as possible prior to deployment. In a pre-, during- and post-event
initiative, we should make tactical decisions as to where content can be constructed beforehand
and rolled out when appropriate.
The best success in planning and initiative of this type is by developing the calendar in stages:
• The campaign as a whole
• The campaign by the week
• The channel by the week
• Daily deployment initiatives
Social Graph: Deployment

10. CHANNELS PRE WEEK: 3 PRE WEEK: 2 PRE WEEK: 1 EVENT POST WEEK: 1 POST WEEK: 2 POST WEEK: 3
Website
Email
Facebook
Twitter
Blog(s)
Video
Instagram
Google+
Street Team
Location-based
Pre, During & Post: Calendar: Full
Planned Content Deployment (PCD) 1-3 PPW 1-3 PPD 3-5 PPD 5-12 PPD 20+ PPD Organic (HV) Optimized PPD

11. CHANNELS PRE WEEK: 1 MESSAGING
Website Supporting “countdown” graphics integrated into micro-site and leave pages
Email Deploy email outlining event specific calendar and agenda dates and messaging
Facebook Create heavy pre-tease conversation about calendar specifics
Twitter Create heavy pre-tease conversation about calendar specifics
Blog(s) Drop roll-out video and repurpose devious years imagery to create urgency around “limited ticketing” messaging
Video Drop mood reel to setup contest offer and pushed to all channels; recut for :60 :30 & :15
Instagram Create setup with “man on the street” content with video; deploy to touch points
Google+ Create heavy pre-tease conversation about calendar specifics
Street Team Send out all educational materials; dress code; legal forms; swag prep
Location-based Fill channel with ambassador chatter
Calendar: Channels by Week
Planned Content Deployment (PCD) 1-3 PPW 1-3 PPD 3-5 PPD 5-12 PPD 20+ PPD Organic (HV) Optimized PPD

12. FACEBOOK EVENT WEEK:
SUNDAY Resort photos galleries; “Wednesday Free to Public offer”; blog post; resort map; evening mixer roll out
MONDAY* HOST Video — Street Teams; Video cut; Social Outpost convo; support; EDU; Pics (ref. shot-list) gallery, POST (front/bumper); RECAP
TUESDAY HOST Video — Street Teams; Video cut; Social Outpost convo; support; EDU; Pics (ref. shot-list) gallery, POST (front/bumper); RECAP
WEDNESDAY HOST Video — Street Teams; Video cut; Social Outpost convo; support; EDU; Pics (ref. shot-list) gallery, POST (front/bumper); RECAP
THURSDAY HOST Video — Feedback; Post-Program Calendar; Pics (ref. shot-list) gallery, POST (front/bumper); RECAP
FRIDAY Push Post-Program imagery (tag users/groups); pull/post slides-share decks 1-5; post session videos 1-5;
SATURDAY Push Post-Program imagery (tag users/groups); pull/post slides-share decks 5-10; post session videos 5-10;
Calendar: Week By Channel
Planned Content Deployment (PCD) 1-3 PPW 1-3 PPD 3-5 PPD 5-12 PPD 20+ PPD Organic (HV) Optimized PPD

13. Pre, During & Post: Calendar: Street / Support Team
6 — 8AM 8 — 12AM 12 — 1:30PM 1:30 — 3PM 3 — 6PM 6 — 8PM 8 — 10PM
Email - Host Video Morning Calendar Lunch Afternoon Programming 1 Afternoon Programming 2 Mixer; Dinner Evening Event
Event Alerts Live Stream Speakers Upload / Post PPT interstitials Live Post Board Support Edit / Post
Daily CTA Offer Messaging Support Messaging
• UStream
• Live blog content upload
• Presentation milestones to bullet
• Marker video on YT
• Upload imager to gallery
• Prep PPT side for interstitials
• Pull video clips for wrap video
• Pre audience question
• Monitor #Tweetchat
• Service Q&A
• Post in-content offers
• Pre audience question
• Monitor #Tweetchat
• Service Q&A
• Post in-content offers
• Push video content
• Deploy messaging
• Blog article of applicable
• Support

14. Budgetary efficiencies can easily be made to the following based on team size and hourly rate:
Budgetary Outline
Team Discription & Service Type Approx. Hours / Total
In-house strategy and planning 40: $5000*
In-house pre content development 40: $5000
In-house team (boots on the ground) 56 x 4: $28000
In-house team travel/expenses $7200
external street team 32 x 4: $16000
external street team travel/expenses $4800
local photographer 32 x 1: $3000
Sub total: $69,000
flex % for misc. fees and expenses 10%
Total: $75900
Assumptions:
» In-house team: four people
» external street team: four people (includes videographer)
» external photographer: single
» averaged travel exp.: booking; flight $400/PP
» disc lodging; $80/food per diem; transportation; $200/day
*Totals where based on a bended rate of $125/hour

15. Success measurements in a live event can be vastly different depending upon the
audience demographic, length of event and its core direction. Additionally, it can be
debated that how the event is constructed (entertainment, food and experience) and
deployed externally to the social and content initiatives can greatly influence the results.
Success measurements could include:
• Intensive increases in engagement of brand and products
• Greater willingness to engage in marketing messaging
• Increase in overall Web and social media traffic, engagement and content shares
• While a minor increase in recruitment of new followers, a live event is an injection of
influence to the retention of loyalists and active audience participants
• Secondary byproduct: A vast amount of content to be repurposed over the course of
the next year in advance of the next event
Success Measurement & Byproducts

16. Act Two: But wait, there’s more …
Sales

17. For the [CLIENT REDACTED} family of brands and properties (and internal marketing
team), the goals and objectives are many when utilizing social media and content
marketing:
• Construction of leads through relationship development
• Engagement and education with both a lien on retention and recruitment
• Spotlighting and empowering the “rental booking” services
Secondary initiatives should include the following:
• Dispelling the myths and history of “timeshare" sales and tactics
Social & Content Marketing: Sales Goals & Objectives

18. Blogger outreach is an effective tool in many marketing campaigns. However, there are a
few instances where you can innovate upon this tactic and turn it into an earned media
driver. So going forward, the construction of a branded influencer collective could be
seen as influencer incentivization v2.0.
Today, native advertising is not only an accepted practice but an increasingly accepted
form of getting to core content. Think of a program where influencers would register, pitch
and campaign content for money and bartered services. [CLIENT] ownership has an
opportunity to create a closed community of influencers that are incentivized with
concierge level service and rental points for their use and for their subscribers.
Native Influencer Collective Program

19. Native Influencer Collective Program
OTA
Content
eBookSEO
Influencer:
PHOTO
Influencer:
MOTHER
Influencer:
BOOMER
Influencer:
FOODIE
Influencer:
TRAVEL
Influencer:
AUTHOR
Influencer:
PLANNER
Influencer:
BUSINESS
Content Community
PR
Influencer
DESTINATION
Multi-Author
PROPERTIES
Integrated
OFFERINGS
Email / Newsletter
Brand Channel Content
Externally Branded
Subscriber
CLIENT REDACTED CLIENT REDACTED
CLIENT REDACTED

20. Once the program has been developed and the community started, the next step would
be to tap into pre-existing vacation ownership influencers. With more than 900,000 happy
advocates at our disposal, pooling and incentivizing would make for very warm leads.
The key here is exclusivity. There’s a great deal of importance psychologically as well as
professionally to maintain this program "within the walls.”
Leads from the Inside Out

21. Once an external influencer has been
connected to the collective, we would profile
their social graph within the registration process.
This will give us greater insight as to the
influencer’s activities as well as reach. Once this
has been established, an internal hierarchy of
influence can also be correlated.
Social Graph: Footprint, Demo & Value
Influencer:
PHOTO
Influencer:
MOTHER
Influencer:
BOOMER
Influencer:
FOODIE
Influencer:
TRAVEL
Influencer:
AUTHOR
Influencer:
PLANNER
Influencer:
BUSINESS
Content Community
Influencer:
BOOMER
Follower Base: 240000
Activity: 2PPW
Website Traffic: 74,000
Klout Ranking: 67
Category Value: 3
Blog Post Value: $400
Collective Points: 81
CLIENT REDACTED

22. Deployment & Branding: Travel Photography
CLIENT REDACTED

23. Deployment & Branding: Food & Couples
CLIENT REDACTED

24. Deployment & Branding: Business & Luxury
CLIENT REDACTED

25. Deployment & Branding: Family & Reviews
CLIENT REDACTED

26. Deployment & Branding: Travel
CLIENT REDACTED

27. Alignment with a white label third-party solution, or multi-author blog software, may prove to be exponentially
more cost-effective than a proprietary build. Additionally, varying rates and amount of influencers would create
discounts and would adjust numbers radically.
Budgetary Outline
Team Discription & Service Type Approx. Hours / Total
In-house strategy and planning 240: $5000*
In-house proprietary development 800: $100000
Training Materials 80: $10000
FT Conceirge to Program $30000
Community Management* 12 / week*
Outreach to Community* 12 / week
Monthly content allocation for collective** $50000
Sub total: $195000
Yearly content allocation for collective $600000
Total: $795000
Assumptions:
» In-house community management & outreach would be absorbed departmentally
» Based on 50 influencers varying rates
*Totals where based on a bended rate of $125/hour

28. With this particular business approach, there are countless ways to show success other
than the standard “heads in beds:”
• Being able to tap into verticals that are external to travel but related in a secondary or
tertiary way.
• Being able to sympathetically have authentic conversations about dispelling
preconceived notions to vacation ownership and timeshare.
• Coming from the voice of trust authorities and influential digital celebrities brings with it
unprecedented trust from their audiences and willingness to connect with brands and
services that they might not have previously considered.
• With branded relationships, you have a long term brand impression play that will
coexist with newly constructed article-based content and imagery. this “twofer" is
highly impactful in that transient audiences will always be interrelating with the brand.
• Content that falls inside of this native influence collective would also have the ability to
be repurposed throughout [CLIENT] social brand hierarchy.
Success Measurement

29. Sharing & Caring.
Case Study: [REDACTED] Theme Park Road Tour & App Program

30. • 62m » Social media impressions
• 524k » In-person event attendees
• 32k » New e-mail registrants
• 251k » Sweepstakes entries with a 99.8% e-mail opt-in rate
Results

31. Why Justice Mitchell?
WIIF[CLIENT]?

32. Multiple Disciplinarian
CONTENT
CREATOR
CAMPAIGN
STRATEGIST
TRAINER
SPEAKER
WRITER
BLOGGER
DESIGNER
PHOTOGRAPHER

33. Content Marketing SME

34. Social / Content Marketing EDU

35. Social Influencer
Twitter: 14.5K+ » Facebook 4.5K+ » Google+ 4.4K+ » Instagram 7.2K+ » LinkedIn 4K+ » Pinterest 2.8K+

36. Portfolio Diversification

37. Noted Speaker & Teacher
University of Central Florida: Capstone Course “Campaigns”
Experience (selects):
• iSummit 2012, 2013, 2014
• Florida Blog Con 2012, 2013, 2014
• Sign Biz International - Keynote
• Public Relations Society of America
• Phi Delta Theta Fraternity - Alumni President
• Starmark International "eTips" presentation tour
• University Of Central Florida - Instructor/Speaker
• Florida Vacation Rental Managers Association - Keynote
• South Florida Hospital & Health Care Association - Keynote
• Las Vegas, Ft. Lauderdale, Panama City Beach, CVB
• Chicago Tribune / Tribune Interactive - Keynote
• Alabama Department of Tourism

38. Award Winning Blogger

39. Designer, Photographer & Artist

40. Justice Mitchell
Creative | Social | Content
˙© 2014 . All Rights Reserved, Big Block Studios, Inc. . 407-929-8918 . justice@bigblockstudios.com . @justicemitchell - Twitter/Skype