guerilla PR designs, builds and manages social movements.

1. Social Impact Capabilities

2. Michael Leifer, Cultural Anthropologist
• Founding Member, UCLA World Arts & Cultures (Anthropology / Folklore)
• Live Chat Producer, IXL (Blair Witch Project, WebMD, Blockbuster)
• CMO, The Brentwood Bla Bla Magazine (Sold in 1997)
• Co-Founder & Exec Dir Emeritus, Erin Brokovitch’s Cancer411.org
• Co-Founder, C3Live, a Webcasting, Content Syndication & Distribution
Company (Sold 1999)
• Chairman & CEO of guerilla PR, Inc. (13 year old co – 100% Shareholder)
• Advisory Board Member of Ex’Pression College of the Arts (9 years)
• Co-Founder & President of ecodads.org (3 years)

3. Carrying
Capacity
Diffusion
Pathways
& Personas
Acculturation
& Exchange
Mapping
Music
Dance,
Language,
Food
Ethnography
Trend
Analysis &
Forecasting
Cultural
Value
Constructs
Beliefs,
Folklore,
Myths
Cultural
Anthro
Tools
Topics &
Tag Clouds
Influencer
Identification
Stakeholder
Identification
Trend
Indications
Meme
Distribution
Media
Channel
Analysis
SM2 ToolsIdentify
Intersections
Review
Historical
Discussions
& Posts
TRANSLATING INSIGHT INTO ACTION by:
Blending Cultural Anthropology with Social Media & Other Data Sets

4. • Established 2000.
• Delivering 18 years of award-winning and strategic integrative
campaigns, offline and online, across multiple sectors.
• We build cultural movements, product markets and technology.
• Cultural-Anthropologically-based & purpose-driven.
• We help Clients unify their cross-sector IP, brands, missions,
partnerships, advocates, employees, customers, communities &
channels across their enterprise.

5. Tailoring Social Media for Social Missions

6. For Brands, Causes and Government in a Multi-Phased Approach

7. Behavior
Science
Social
Media
+
Blending Service, Insight and Know-How
Agency +

8. IP & Technology Networks
Together with Technologies, Relationships and Analytics.
Tracking & Metrics++
Influencer
Identification

9. We Help Clients refine their Social Media Relations and Strategies.

10. Offline to Online.
PHOTO & VIDEO WALL

11. To Build Movement and Market Activation.

14. Producing Sharable and Integrated Channels.
Helped Louie Schwartzberg to
acquire 24 million views of
“The beauty of pollination”

15. Producing Sharable Content and Tools.

18. Sample Case Studies

19. Objective:
To help Napster to exponentially increase their user base of monthly
paying subscribers.
Case Study

20. Case Study
Process:
• Performed a robust online listening & monitoring audit.
• Designed & produced integrated communications campaign (with
multiple programs and phases) to reposition the Napster brand to
target Males 25-45 years old, who wanted & were willing to pay for a
rock-based subscription-service vs downloads on itunes.
• Offered a 90 day trialer vs a 15 day trialer of the Napster service.
• Built out and dimensionalized the NapsterGirl brand using custom
creative assets (videos, electronic press kit, rock based trivia game
affiliate engine, behind the scenes casting couch interviews, photos,
posters, tshirts, giveaways, cancer-based non-profit partnerships,
auctions of Napstergirl apparel, myspace profiles, banners & more.)
• Mapped, trained & conducted: direct to influencer outreach, direct to
consumer outreach, director to channel & affiliate partner outreach.
• Gathered & analyzed campaign data & refined outreach efforts &
engagement strategies in a fluid & real time process.

21. Results:
• Acquired 7.5 million+ US views of the
1ST NapsterGirl video & 6 million+
views of the 2nd video.
• Drove exponential click thrus & traffic
to Napster s website.
• Increased Napster service
subscription trialer conversion from
4% to 40%.
• Built Affiliate Network to 4K members.
• Helped Napster to become backend
ASP for Radio Free Virgin and AOL
Music, making them the largest music
subscription service online, which
made Napster appealing to the
acquisition marketplace & assisted in
Case Study

22. Objective:
To Help Coca-Cola to grow and build their subsidiary RocketCash.
Case Study
RocketCash was a tween & teen
online club, panel and network.
RocketCash enabled parents to
provide their kids an allowance of
online script, so that their children
could acquire approved items via a
safe and trackable mall of products.

23. Process:
• Performed audit & market research.
• Setup listening and monitoring of
public tween & teen conversations
of Influencers across the web,
• Delivered design, platform, contest,
influencer outreach, partnerships &
comprehensive reporting.
• Designed & hosted viral creative.
• Launched a set of influencer &
consumer outreach campaigns for
Coca-Cola brands.
Case Study

24. Results:
• Increased RocketCash teen &
tween influencer-panel
membership substantially.
• Obtained millions of teen & tween
views, clicks, registrations, game
play & engagements.
• Placed creative and ran contests
on 100s of Influencer-based sites.
• Partnered with clubs, associations,
guilds and organizations.
Case Study

25. Objective:
To help current TV to build a syndication network of relevant online
influencers & outlets thru whom current could share their content &
setup mutually beneficial exchange.
Case Study

26. Process:
• Conducted audit, listening &
marketing research.
• Organized current TV video into a
content deliver & syndication
engine.
• Designed, built, licensed & hosted
a platform which enabled site
owners & influencers to easily
customize & place current’s entire
catalog upon their pages.
• Conducted direct to influencer &
channel partnership outreach.
• Tracked, monitored, provided
feedback, analytics & insight to
Current TV to retain partners.
Case Study

27. Results:
• Acquired 3K+ key influencer
sites & communities.
• Drastically increased traffic to
current.TV & views of current
video content.
• Momentum & syndication
partnerships gave current
added value which they
leveraged in the marketplace to
help acquire their deals with
Comcast & Yahoo!
…positively amplified the
Current TV brand and
directly connected us with
the right decision makers at
important sites.
Karl Carter, VP of Marketing
Current TV
Case Study

28. Objective:
Help Fox to launch their new show The OC and drive audience tune in.
Case Study

29. Process:
• Listened & monitored relevant
target-focused conversations across
the web.
• Conducted audit of OC content
assets & built electronic press kit
containing widgets, images,
slideshows, screensavers, audio
interviews, video players,
newsletters & discussion points.
• Conducted direct to influencer,
consumer and partnership channel
outreach.
• Formed & managed Fan Club
communities.
Case Study

30. Results:
• The OC became the number 1
show on television.
• Drove insane & sustained traffic to
The OC s website & communities.
• Obtained millions of views for the
creative GPR syndicated.
• Acquired 100K+ newsletter
subscribers.
• Built a database of 10K+
influencers.
Case Study

31. Objective:
To co-create (with the Alliance Network Group), conversational &
cultural movements for Konami video game titles (Dance Dance
Revolution (DDR), Ultimate Club Promoter, Karaoke Revolution
American Idol, Coded Arms, Metal Gear Solid, Silent Hill, Death Jr. &
Death Jr. II) by building interest & celebration, driving sales, creating
marketing ambassadorships & generating thriving communities.
Case Study

32. Process:
• Performed comprehensive audit of Konami content assets, per video
game title & centralized all content into an easy to use Webmaster
set of Electronic Press Kits (images, press releases, cheat sheets,
videos, interactive games, banners, slideshows, screensavers,
rewards, turn key contest engines, developer interviews, scripts).
• Conducted ecosystem, trend & meme research, setup
conversational listening & monitoring across the web for Dance,
Board Games, American Idol, FPS Games, Comic Books & Anime.
• Designed integrated online & offline communication experiential
programs, contests, activities and events to deepen the connection
& generate excitement for each title with potential consumers.
• Conducted online & offline direct to influencer, consumer and cross-
promotional channel partnership outreach.
• Created & delivered comprehensive tracking and monitoring
analytics to enable each campaign to become refined & optimized.
Case Study

33. Case Study

34. Results:
• All titles for all games
surpassed Konami’s initial
online sales projections.
• DDR in particular became a
national pastime & flourishing
cultural movement as the new
electronic twister.
• Built a thriving network,
relationships & database of
video game influencers.
• Helped Konami to establish
themselves as a high quality
1st mover in the innovative
gaming space.
Case Study

35. Objective:
To help Sony to reposition, create demand for and increase sales of
multiple Sony brands and divisions amongst the Generation Y target.
Case Study

36. Process:
• Conducted audit & marketing research.
• Delivered a social (nodal) map of target
consumers, trends, conversations &
lifestyle intersect points & aligned those
to specific Sony products & brands.
• Designed & produced an online &
offline integrated campaign
engagement strategy & programs for
the different Gen Y target segments:
fashionista, urban, extreme, college &
geek.
• Generated target & channel-specific
creative: electronic press kits, websites,
banners, videos, audio players, posters,
flyers, projections, murals & car wraps.
Case Study

37. Results:
• Increased Walkman Mini-Disc
Player sales over 600% from
previous year in 1 quarter.
• Created an engaged & active super
network & community of car club
tuners for Sony Xplod.
• Drove 3Xs the amount of traffic to
Sony website from previous year.
• Directly connected with 100K+
consumers and 1000s of
stakeholders & influencers.
• Provided comprehensive online
quantification of sales via a stand-
alone website URL.
Case Study

38. Case Study
Objective:
To build a set of engaged mother-focused communities (with rich
resources, content, activities, discussions and events), which would
address the needs of, offer added value to & build relationships with
moms across their evolving motherhood-based life stages.

39. Process:
• Conducted audit & target research.
• Setup listening & monitoring of mom
conversations across the web.
• Provided actionable strategic insight.
• Co-designed engagement programs,
messaging & content & editorial calendar
for the multiple online resources of:
VeryBestBaby.com, VeryBestKids.com,
VeryBestBaking.com & VeryBestMeals.com.
• Conducted direct to influencer, consumer
& channel partner outreach.
• Provided comprehensive analytics,
reporting & optimization insights.
Case Study

40. Case Study

41. Results:
• Reached and directly engaged and
conversed with 150K+ mom
consumers & gathered insights.
• Reached and directly engaged 3K+
mom, baby, kid, youth, education &
food targeted influencers, who cross
promoted Nestle communities.
• Obtained 3Xs the amount of desired
traffic to communities.
• Acquired 4Xs the amount of desired
eCRM membership registrations (for
downloading recipes & signing up for
activities, events & coupons).
Guerilla PR were very
insightful, well-informed
and knowledgeable, as well
as being a pleasure to work
with collaboratively.
Ken Crites, Nestle,
Ebusiness Manager
Case Study

42. Objectives:
• To introduce & build product demand for Red Bull amongst Los
Angeles influencers & trend-setters to help create a new market.
• To increase Microsoft Windows Media downloads & adoption.
Case Study

43. Process:
• Conceived & produced Denim Art
• A star-studded fashion show / art
competition / Webcast / auction /
fundraiser / DJ music event.
• Obtained MTV, Microsoft, Yahoo!,
Adriana Goldschmied, Ordenim, Du
Pont Registry & Gen Art as Partners.
• Acquire A-list celebrity models, actors,
designers, photographers to attend &
drink Red Bull.
• Conducted a targeted & integrated
offline & online Influencer & consumer
direct engagement campaign.
Case Study

44. Results:
• Sold out Event!
• Documented Celebrities drinking Red Bull
and syndicated content online.
• Exponentially increased Windows Media
Player downloads of broadcast.
• Acquired millions of views and set record
high number of users tuning into the live
Yahoo! Broadcast.
• Syndicated webcast to 25+ sites with
large networks users.
• Provided enormous ROI via product
placement & order demand for Red Bull.
The overwhelming attendance was
due to the very effective strategies of
guerilla PR.”
Goffrey Tollman, CEO, Miahaus
Case Study

45. Objective:
To design & build a new market for the Wacom Bamboo consumer pen
tablet peripheral computer accessory.
Winner of the ad:tech
Best Social Media Campaign
Case Study

46. Process:
• Performed audit & research.
• Partnered with facebook
application providers and their
communities.
• Designed, built & managed
Bamboo communities.
• Conducted influencer and
consumer outreach.
• Created and ran 3 drawing
contests.
• Trans-coded animations into
videos and re-syndicated them
to other sites.
Case Study

47. Case Study
Results:
• Helped to sell out all Bamboo product
manufactured that year.
• Acquired 20,000 unique drawing
submissions over 6 weeks.
• Generated 6 million+ outreach messages
from facebook app partners.
• Obtained 2 million+ individual votes.
• The Graffiti facebook app obtained 7+
million downloads and installs.
• Helped to obtain an estimated 150+ million
news feed impressions and over 1000s of
wall postings.
• Built self-sustaining relationships with
community leaders and members of the
Wacom community of influencers.
Case Study

48. Objective:
To help plant more trees in regions of the world where they are disappearing
and also dramatically increase sales of iChapters Online eBooks and
eChapters.
Case Study

49. Process:
• Designed the iChapters Plant a Tree Program targeting College-based
influencers, parents, teachers, TAs, students, librarians, head s of
environmental college clubs and non-profit organizations, and others.
• Convinced iChapters to fund the planting of a tree for each eBook and
eChapter purchased funded via the affiliate commissions.
• GPR researched and acquired Paso Pacifico.org, as the Tree Planting
NPO Partner, and negotiated a per tree planting fee down to $0.55.
• Acquired ChangingthePresent.org as an additional Partner to manage and
handle the donation transactions between iChapter purchases and Paso
Pacifico. CTP was so enthusiastic that they refused to take a handling or
management fee like iGive or NetworkforGood, and also provided quality
integration resources.
• Co-managed the Cengage communities and worked directly with their
other small business units and companies to help create a holistic 360
design of impact and influence that would produce long term results.
Case Study

50. Process:
• Additionally, designed, wrote and created: the initiative, the live 1 month
drive, the Press Release and messaging, the Xtranet Electronic Press Kit
containing the branded video player, logos, banner ads, slide shows,
screensavers, Facebook widgets, non-Facebook widgets (which both
contained a real feed of the number of trees planted), badges, flyers for the
librarians to print and post, stickers, posters, html emails, posts and tweets
for iChapters, PasoPacifico, ecodads and ChangingthePresent.
• Designed, created, integrated and ran a Tree Drawing Facebook Contest
that had over 3000 trees drawn and submitted in less than 1 week,
leveraging the Wacom, Developer and other Facebook communities from
previous campaigns.
• Transcoded all Tree Drawing animations into videos for syndication with a
video branded player to blogs and partners.
• Trained staff at both organizations in best social media, community and
sharing practices, editorial design and message framing.
Case Study

51. Results:
• Over 57,000 trees were planted and tagged
by Paso Pacifico from this short 1 month
outreach portion of the campaign, which
was funded directly from the affiliate
commissions of student purchases.
• eSales increased 25% over the previous
year’s January and February sales.
• The internal enthusiasm amongst
consumers, iChapters / Cengage
employees and the media was very
positive.
• Positively positioned both brands and
increased their equity amongst their target
donors, customers, supporters and channel
partners.
Case Study

52. Sample Unabridged
Case Studies

53. Assignment:
To help ShoreBank to increase awareness about and funding
of their Online High Yield Savings Account Product using the
GPR's Partner Co-Operative 3.0 Partnership Product.
Tactics:
Obtained, defined and executed deal terms, timeline and value
exchange for ShoreBank, GreenforAll.org and Van Jones (a
relevant, popular and quality celebrity Green Collar advocate
and speaker).
Conducted research, launched and managed an Influencer
and Consumer-based Online Outreach and Engagement
Campaign.
Results:
Obtained an enormous amount of online coverage of over
22,000 website and blog placements with trackable click-
through links to ShoreBank.
Acquired over $257,000 in new accounts for Co-Op 3.0
Initiative.
Overall ShoreBank High Yield Savings Accounts went from $1
million when campaign started to $30 million average monthly
deposits during entire campaign.
Van Jones, President, GreenForAll.org & NY Times Best
Selling Author of The Green Collar Economy
Well-known Relevant
Authority / Celebrity
Corporate Client
Partner (Non-Profit)
With Active Base
Case Study – Shorebank – Co-Opportunity 3.0

54. Case Study – Shorebank – Original Website before GPR

55. Case Study – Shorebank – Original Website after GPR Redesign

56. Case Study – Shorebank – Editorial – Van Jones Video & Book

57. 40
Portal with unique code appeared on each
page of GreenforAll.org site
Case Study – Shorebank – Green For All Cross-Promotion

58. Designed, Built and Updated a
ShoreBank Direct Electronic Press Kit,
as their online media locker, which
contained:
Company, News, Stories, Banners,
Feeds, Embed Codes, Videos, Audio
Clips and Interviews, Images,
Promotions, Press Releases, Links to
other Social Network Links and more.
Case Study – Shorebank – Electronic Press Kit for Influencers

59. GPR's Partner Setup, Designed, Built, Trained,
Hosted and helped Manage the ShoreBank Blog.
Trained 7 Bank Senior Managers to blog on a
regular basis, which is quite ground breaking in
Financial Services.
Case Study – Shorebank – The Bank Management Team Blog

60. Case Study – Shorebank – Sample Coverage - MNN.com

61. BoingBoing.net is a Tier 1 Blog with millions of
readers. GPR's Partner reached out to them and
obtained video and article coverage upon their
home page and facilitated a book giveaway.
Backend Page for Boing Boing readers to obtain Van
Jones books via ShoreBank.
Case Study – Shorebank – Sample Coverage - BoingBoing

62. Alternet.org is a News Syndicate Site with 1000s of sites that link to
and place stories from it.
Case Study – Shorebank – Syndication of Opt-In Articles to Networks

63. Case Study – Shorebank – Sample Influencer Coverage - GreenDig

64. Assignment:
Help Dwell to drive ticket sales and attendance to
their Dwell on Design LA 08 Conference, Panels,
Exhibition, Salons and Parties.
Tactics:
Built 100s of unique digital assets, co-branded
emails, an Electronic Press Kit, and a Dwell on
Design Directory of the Speakers and Exhibitors.
Conducted an Influencer and Consumer Online
Outreach Campaign.
Syndicated 1000s of widgets, screensavers, RSS
feeds, drawings, photos, banners, press releases,
invitations, digital magazine subscriptions, and
more.
Designed and produced the “2D Rendering Design
Challenge” with the top LA design and architecture
schools at MOCA.
Results:
Sold out all events!
Obtained millions of dollars worth of media
coverage on 1000s of sites.
Built and solidified relationships between LA Design
and Architecture Networks and Dwell.
Case Study – Dwell

65. Case Study – Dwell – Electronic Press Kit

66. Case Study – Dwell – Eco-Design 2D Rendering Contest at MOCA