Spring Creek Group is a Seattle-based social marketing agency that helps organizations of all sizes increase awareness, build relationships, and drive growth through online engagement. Our core offerings include strategic planning, analytics, research, community management, influencer outreach, campaign creation, application development, and digital design. Since our founding in 2006, we’ve worked with some of the world’s leading brands, including Microsoft, HTC, Best Buy, and U.S. Bank, as well as in partnership with a portfolio of best-of-breed digital agencies and technology platform providers. Spring Creek Group operates as a subsidiary of the Mediabrands Audience Platform division of Interpublic Group.

1. Welcome to
Spring Creek Group:
the social marketing
agency for today’s
leading brands
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2. social media today…
…is human
human nature is social, social media is merely the next step in making
interacting with one another effortless, regardless of distance (or time)
…is ubiquitous
nearly 25% of all internet traffic is social. Facebook alone has 800M users
(Twitter: 200M; YouTube: 300M), and is the most popular website online
with >45% reach to all web traffic (870BB unique visitors)
…is a connector
with billions of participants and an estimated engagement rate of 2% per
month, there are over 15 billion digital social interactions a month, and an
astounding 3 trillion digital impressions per month via social sites*
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…is only just beginning!
96% of those 18-35 are on a social network. Overall Facebook usage is up 40%
(100% on mobile). We now share everything digitally: 3.5 bn pieces of content
each week ; 17 hours of video & 50k photos a minute; 95m tweets a day*
*Research shows the Top 50 pages have about a 1.5% engagement per month, Users tend to have multiple pages they interact with so 2% is used as a benchmark. Our research shows mature sites
garner around 200 impressions to interaction. 800*.02*200 = 3tn impressions per month.** Flicker 3,500 per minute with estimated 7% market share

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4. scale, strategy, and leadership in
social media marketing
 founded in 2006, an early leader
 40+ social marketing experts
 joined the Mediabrands Audience
Platform digital agency portfolio in
2011 [Interpublic Group]
c
 Inc500 fastest-growing company
honors in 2011
 Seattle HQ, offices in New York, Los
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Angeles, and San Francisco

5. deep experience with leading brands
client strategy, analytics, and campaign experience working with:
`
our team members bring deep consumer marketing experience:
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6. we are the social media practice of
mediabrands audience platform
`
Mediabrands Audience Platform
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Targeted Display Search Mobile Social

7. we are a full-service agency ready to
activate your social marketing goals
social media social analytics community creative &
strategy & & research management campaigns
consulting
identifying where & measuring the who, providing active creating engaging
how you should what, where of the community interactive content;
invest in a managed online conversation moderation & driving social
c
brand presence in relevant to your brand engagement on marketing
social; implementing and campaigns; owned and third-party campaigns for
scalable sCRM identifying key channels; social brand impact; social
platforms influencers & core voice development application
communities development &
execution
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`
we offer deep social technology expertise

9. we partner with you to develop unique
answers to the key strategic questions
we’ve got a large what social
community, but how do i train channels should
where do we start
need results- so our staff on how we be on?
with setting a
social strategy & now what? to effectively use
goals? social?
how do we
how do we track integrate social
how do we get how do i make so it’s central to
our success and social the best
more “likes” that ROI? the company?
stick around? ROI program?
what are my
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how do we best competitors
what sort of social
leverage our how do we use doing? is it
listening, CRM, c
strongest fans social media to working? can we
CMS tools best fit
and customers? be proactive with be doing better?
our needs?
our PR tactics?

10. our core client services solutions
brand strategy brand account social measurement
& planning management & analytics
c
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campaigns & influencer customer social technology
interactive identification, communities & process
content outreach, management enablement
activation

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thought-leadership

12. policy & standards leadership
• Governing Member since 2009, member since 2007
c
• Lead Strategist serves on Ethics Advisory Panel
• Managing Director serves on Board of Directors’ Innovation Committee
• Presented Case Studies 2x at Annual Members+Brands Conference
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• SCG Client Content Publishing Policies fully compliant with WOMMA-
lead and FTC-adopted social media marketing ethics guidelines

13. publishing & thought-leadership
c
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+ More Than 40 More By-Lines, POV’s, and Perspectives in Industry Press

14. accolades
c
#325 Fastest Growing Private Company
in the United States [2011 List]
 Tops in Social Media Agencies
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our unique methodology

16. social media program management
methodology focused on client goals
DISCOVERY
Audit of client and top competitor
programs (SWOT framework)
c
EVALUATION DEVELOPMENT
Track performance, optimize, and Team structure/process, strategy,
share insights with client team planning, and tech tool setup
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EXECUTION
Community engagement,
campaigns, and creative initiatives

17. phase I – discovery
Social Media
Audit
• Share of Voice
• Sentiment
Analysis
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• Topic SWOT
• Community &
Competitor
Analysis
• Audience
identification

18. phase II – development
Develop Social Media Social Media
Strategic Policy Guide Playbook
Framework
• Program • Internal • Channel by
strategy Roles & channel
Responsibility tactics
• Brand voice
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• External • Engagement
• Editorial
employee guidelines
calendar
guidelines
• 12 month
• Objectives &
• Integration roadmap for
KPIs
with HR policy
• Process
planning
• Listening tool
selection

19. phase III – execution
Social Community Content
Channel Management Creation &
Revamp & Activation Campaigns
• Redesign • Activate • Creation of
managed team of engaging
social community content
channels managers audience
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• Employ • Begin • Design
new social engaging timely
media with your social
strategy audience campaigns
• Maximize • Connect • Manage
integration with editorial
across all influencers calendar
social
properties

20. phase IV – evaluation
Ongoing Social Media
Social Analytics &
Listening Campaign
Optimization
• Deploy • Regular
sCRM for reporting –
managed weekly/monthly
channel
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tracking • Track
effectiveness of
• Ongoing overall program
Listening and tactics
for 3rd
party blogs • Insights help
& forums optimize
strategy
• Maximize paid
media spend

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our work…

22. aor social strategy, analytics, execution
goal
 build preference of and create evangelists for HTC
tactics
 develop social playbook and trainings for staff in 35
countries
 dedicated staff leads the global and north american
facebook and twitter communities
 robust analytics monitoring and reporting to show
performance vs. goals and competitors
 develop and implement crisis and escalation model
integrating PR-customer service, product and
marketing
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res ults
 community growth was double that of nearest
competitor
 industry leading facebook edge rank, with over 20% of
fans seeing each post
 total engagement and participation with the audience
was over 100% above goal

23. strategy-based community
rebranding & implementation
goal
• assist newly-branded company with design, development of
strategy, market audit, and various social channel
implementation
tactics
• strategy and planning team performs brand audit in order to
evaluate and provide guidance for channel development
• creative optimization of design on newly created social
channels under the style guidelines of recent brand redesign
• conversation mining to inform PR/comms planning and go-
to-market programs
• communities launches social channels & provides initial
messaging
results
• consistent launch across all social channels
• supported a strong PR push announcing new brand
• steady growth and development of new social channels

24. influencer identification & outreach + activation
goal
 build awareness & increased viewership for live developer
chats
tactics
 influencer identification and outreach
 community outreach
 virtual attendee coordination
 custom ustream channel creation
results
50% response rate from call of duty influencer outreach
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
 average view time of chats was 25-35 min
 world of warcraft stream beat viewership goals by 600%
 fallout:: new vegas stream had 3,000+ ustream views (in
addition to 2,000+ for Best Buy chat widget)

25. social listening & measurement
goal
 measure managed channel performance
tactics
 identify key drivers in conversation/sentiment
 track fan growth
 identify drivers in fan acquisition
 measure effectiveness of outbound content
results
able to make strategic recommendations based on:
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 m-o-m change in volume/sentiment per topic
 competitive SWOT analysis
 managed channel KPI’s
 sentiment analysis
 conversation trending

26. community engagement & activation
goal
 integrate social media to help extend the bumbershoot
experience
tactics
 provide community management and engagement pre, during,
and post-event
 connect attendees in real-time to customer service/marketing
teams
 highlight bumbershoot artists pre-event by developing a
turntable.fm station
results
 twitter volume was 50x the daily average
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 facebook fan activity increased during the fest
 engagement activity focused primarily on twitter, fielding fan
requests and attempting to generate discussion through @
replies

27. social community management & engagement
goal
 develop a social strategy for microsoft office brand to drive
awareness, purchase intent, usage, and advocacy
tactics
 engage in consumer outreach for key microsoft office scenarios
 analytics to track, monitor, analyze, and report on social media
(blogs, file sharing, forums, etc.) activity and sentiment
results
 office facebook page had over 58 million impressions
 @office fan base increased by 152% (+28,303); also 36,288 @
replies & 8,443 retweets
 linkedin office group generated 294 user-generated discussions on
key feature sets

28. Example: HTC community engagement
process
content plan content posting results
link analytics creation engagement tracker

29. Example: windows 7 launch YouTube brand
channel + broad-reach video syndication
• with the launch of windows 7, spring creek group
executed a twitter #winwin7 hashtag campaign and
syndicated windows 7 ad campaigns across multiple
social channels impacting their overall audience reach Windows 7 I’m a PC - Kylie
• the campaign generated 30k+ new twitter followers in 7
weeks

30. parting thought: earned media can
be more effective & impactful
earned media is more cost- EARNED PURCHASE INTENT : x4*
effective at driving reach and
encouraging engagement Ad Recall
and purchase intent Homepage Ad -
Social advocay
Awareness
Homepage Ad
Exposure
Purchase
~$1CPM
TWITTER Intent
0% 10% 20%
FACEBOOK
~$4CPM
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~$15CPM
DIGITAL MEDIA
~$20CPM
TV
*http://blog.nielsen.com/nielsenwire/online_mobile/nielsenfacebook-ad-report/

31. thank you!
Clay McDaniel
Managing Director
clay@springcreekgroup.com
Kevin Urie
Director, Client Account Services www.springcreekgroup.com
kurie@springcreekgroup.com www.springcreekgroup.com/blog
www.facebook.com/springcreekgroup
www.twitter.com/springcreekgrp
www.foursquare.com/venue/173046
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