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Ces 2.11

  1. 1. +
  2. 2. Boston – HQ New York Pittsburgh North Carolina Detroit San Francisco $1+billion in billings 650 employees across 6 offices + Brand Planning / Creative Content Development / Technology and Digital Production / User Experience Design Design / mediahub / Social Influence & PR / Performance Analytics / Direct Marketing/CRM 2
  3. 3. A Hyperbundled Agency Creative Strategy Media Analytics Digital HIGHER-VALUE IDEAS COME FROM DIVERSE PR/Social Marketing to Women COLLABORATION CRM Mobile POP Experiential Design
  4. 4. our clients
  5. 5. OUR MISSION: TO BE THE MOST INNOVATIVE AND CREATIVE AGENCY IN THE WORLD “ An early adopter of social media, the agency successfully implemented a bundled integrated “For an internal transformation that model that helped it land helped it win new business from such ‘on-trend’ clients as “ progressive social-media-savvy Zappos, JetBlue, and clients such as JetBlue and Zappos” Google in recent years.
  6. 6. WHAT MULLEN DOES BEST: LAUNCH CHALLENGER PRODUCTS
  7. 7. What Our Consumers Really Want Proof that our products deliver amazing results from reading media reviews Direct experience with our products through events Interaction via social media with a brand that acts human and transparent to build trust
  8. 8. How We Surround the Consumer read product reviews 31% or endorsements online MEDIA RELATIONS 49% talked with friends/family Social SAMPLING about the product Activations EVENTS 19% tried a sample/experie 18% nced the became a product friend/follower of a brand
  9. 9. A FEW THINGS WE’VE NOTICED ABOUT CHALLENGERS
  10. 10. CHALLENGERS KNOW THEY’LL BE JUDGED BY THE COMPANY THEY KEEP 40 NEW CLIENTS SINCE 2009
  11. 11. CHALLENGERS HATE LOSING MORE THAN THEY LOVE WINNING +1.5M tablets sold in weeks directly +18,000 online ticket sales within +11 .6% gross adds, first positive +71% in Q2 revenue following launch two weeks of launch growth at retail in two years +29% in iRobot brand awareness +6.2M YouTube views in two +18% YOY revenue +177% in social mentions compared to pre-campaign levels months +$1.3B, Q2’12 highest revenue +26% online conversion 800K Y ouTube views in less than quarter in JetBlue history two months.
  12. 12. unflinching champion OF SCHOOLYARD UNDERDOGS
  13. 13. CHALLENGERS HIJACK CULTURAL CONVERSATIONS
  14. 14. CHALLENGERS NEVER FORGET WHY THEIR BRAND EXISTS
  15. 15. CHALLENGERS ARE MOTHERS OF REINVENTION
  16. 16. CHALLENGERS KNOW TARGETS AREN’T TARGETS THEY ARE YOUR MEDIA CHANNEL QuickTime™ and a MPEG-4 Video decompressor are needed to see this picture.
  17. 17. CHALLENGERS KNOW IF THEY’RE NOT THE MARKET LEADER THEY HAVE TO BE THE THOUGHT LEADER QuickTime™ and a decompressor are needed to see this picture.
  18. 18. CHALLENGERS KNOW IF THEIR PRODUCT IS TRULY DIFFERENT TELL THE WORLD ABOUT IT! QuickTime™ and a decompressor are needed to see this picture.
  19. 19. CHALLENGERS BELIEVE THE WORLD IS A BETTER PLACE BECAUSE THEIR BRAND IS IN IT QuickTime™ and a H.264 decompressor are needed to see this picture.
  20. 20. CHALLENGERS BELIEVE LIKABILITY>PERSUASION QuickTime™ and a decompressor are needed to see this picture.
  21. 21. CHALLENGERS KNOW YOU CAN’T JUST SHOW AND TELL YOU MUST DO
  22. 22. WE DO A LOT OF THINGS, BUT WE DON’T do SOCIAL
  23. 23. We Help Brands Be Social, Not Just Do Social Social isn’t a department at Mullen — it’s the force that binds us all Social is a Rorschach test, and what value you see depends on your perspective…and we have a lot of perspectives, because we attack client problems from all directions The tools of social are just the means, not the end, and we know how to use them — but you wouldn’t hire a plumber to build your house We’re not just making clients famous, we’re helping to solve their business problems Now and for the future, we want to help build social brands, not just by running campaigns or chasing shiny objects, but by finding a unified voice across all communication platforms
  24. 24. NAVIGATING THE FUTURE: BEYOND TOOLS TO ENCOMPASSING BEHAVIORS Facebook posts Genuine utility Twitter updates Programs that inspire Social graphs Interest graphs SOCIAL SOCIAL BEHAVIOR Campaigns Projects/platforms MEDIA Messages that touch Becoming embedded in users’ lives Scheduled updates Real-time interaction Communicating the brand Becoming a media brand Earned media Scaling through integration with paid
  25. 25. DRUMBEATS, NOT JUST GUITAR SOLOS
  26. 26. What Is a Drumbeat? A multidisciplinary team that creates planned and spontaneous short-form content for publication on social properties
  27. 27. What Is ITS RHYTHM? Telling continuous stories to keep the community engaged
  28. 28. HOW DOES IT MOVE PEOPLE? By creating surprising and shareable moments
  29. 29. How does it keep time? By optimizing content based on performance
  30. 30. Our drumbeats beat competitors Facebook: “People Talking About This”
  31. 31. always think like a challenger

Hinweis der Redaktion

  • Source: “Winning the Zero Moment of Truth” by Jim Lecinski, the managing director, U.S. Sales & Service for Google. Copyright © 2011
  • Michael B
  • Michael B

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