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Singley + Mackie
Services and Capabilities
Fall 2011

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Introduction
Overview
• Illustration of the social media ecosystem…what turns a casual user into a
committed fan that spends money?
• About Singley + Mackie
• Strategic Development and Consulting
• Community Management and Moderation
• Analytics, Monitoring and Reporting
• In-House Facebook Application Development
• Sweepstakes, Contests and Promotions
• Video Production and Syndication
• Influencer Outreach
• Channel Design

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Social Media Ecosystem
•Growth in social media is attained through
acquisition-centric programs and contests, as well •Increase size of
as “social peer pressure”. As friends and online Growth
marketable base
influencers discuss brands, their peers and
followers are more likely to join the communities
over a purely organic “search and like” approach.
•Create1:1
•One-to-one and one-to-many conversations Engagement conversations with
customers
must happen with channel-appropriate tone and
frequency so as to keep the consumer feeling
engaged and appreciated.
•Inform and
•Only after trust has developed between the Conversion educate consumer,
drive to purchase
consumer and the brand can they be converted
to consider purchasing goods or services.

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About Singley + Mackie
Principals. Singley + Mackie, Inc. was founded in 2010 by Matt Singley and Alison Mackie. Veterans in the
business and marketing communities, each has focused on different areas of Social Media Optimization
prior to “social media” even being a recognized term. Matt’s areas of expertise include strategic
development, social marketing optimization (both video and copy writing) and community management
within earned and owned media. Alison’s history of media development and purchasing has earned her
the position of thought-leader and best-in-class with paid and owned media. Singley + Mackie is based in
Los Angeles but is maintained as a virtual agency, with associates around the world.
About Matt Singley. Now a world-class speaker on the subject of Social Media Marketing and
Optimization, Matt started his first company as a senior in college and within 18 months controlled the
majority of the market share in the industry. Since that time he has studied consumer socioeconomic
behavior and marketing strategy and advised many Fortune 100 companies regarding consumer
engagement, experiential brand marketing and online reputation management. Matt’s Twitter feed
(@mattsingley) is ranked in the top 0.0005% in the world in terms of influence and his blog
(mattsingley.com) is listed as one of the best social media sources available.

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About Singley + Mackie
We are thought leaders. It is said that imitation is the sincerest form of flattery, and we tend to agree. That
is why the strategies and campaigns that we implement for companies around the globe are studied,
disseminated and repeated in the social space over and over again by our peers, fans and competitors.
We are a virtual agency. We care about the world we live in, and the people that work for us. Although we
have a central office, we are global and without constraint. By connecting the best and brightest strategic
and tactical minds in the industry through technology and not requiring them to meet in an office because
“that’s the way it’s always done”, we save countless hours of commuting and increase the quality of life for
all involved. We hire only the best and most responsible; and by encouraging them to work remotely we
achieve maximum output with minimum infrastructure. Although we get together regularly throughout the
year, we will always be a virtual agency.
We loathe agency double-speak. The phrase “leverage existing communities” will never be written, spoken
or tweeted by any of our associates. We are real people that create real strategies, campaigns and
executions. We are experts in what we do, so we can give it to you straight without fluffing it up with
meaningless buzzwords.

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Community Management and
Moderation
Grow. It’s important to increase the size of your marketable
base with consumers that are likely to convert to purchase. Our
core offering is community management and moderation…we
want to add quality people to your social media communities,
not just quantity. We build content calendars with your
marketing and communication objectives in mind. What will
cause people to react, comment, retweet or Like your posts?
Engage. We don’t stop at posting content; we follow through
with engagement and interaction. We feel that social media is
not a one-way platform, but a two-way conversation. By
reaching out and responding to questions and comments we
help to solidify long-term consumer relationships. This decreases
the cost-per-acquisition and increases the likelihood of
conversion to purchase.

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Analytics, Monitoring and Reporting
KPIs. Tracking terms and properties in social media is critical
to measuring the success of a campaign as well as identifying
individuals and communities that would likely want to view
and interact with your company. In addition to watching
community growth (e.g. the follower base) we perform
Boolean searches to identify conversations around key terms
that would be associated with specific products or services.
Reporting. We typically condense this information into weekly “flash”
reports and monthly summary reports. From tens or hundreds of
thousands of data points in a spreadsheet, we create reports that are
easy to read and provide a quick snapshot of progress to date,
including recommendations based upon that information.

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In-House Facebook Application
Development
What You Need. The marketplace is full of good third-party
Facebook application developers that allow companies to publish
landing pages, contact forms and sweepstakes. However, most of
these are either restrictively rigid with design or prohibitively
expensive.
Custom Design. We employ designers and developers that can
work with your company’s art assets and creative elements to
publish amazing Facebook tabs and applications for your Fan Page.
As a standard feature, we include sharing and “Like This Page”
functions; these will not cost you thousands of dollars to include as
extras.

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Sweepstakes, Contests and Promotions
Promotions. In a recent poll by the Google Retail Team, 85% of
consumers reported that they will initially follow a brand’s social media
activity because of the opportunity to win something. We have
managed sweepstakes and contests for the biggest and most popular
companies, and take care of everything from official rules to prize
fulfillment.
Above and Beyond. We don’t like to give away prizes for the thrill of
it. We believe that all promotions should be designed to provide
maximum awareness for the brand and provide the consumer with
several opportunities to convert to a paying customer. Because of this,
we design all promotions to include several touch-points that drive
entrants to view or purchase the products and services offered by your
company. The details are important to us…from working with your
legal department with the official rules to including a well-branded
thank you note with a call-to-action in the fulfillment packaging.

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Video Production and Syndication
Ideation. Production. Syndication. We produce world-class
videos optimized for online viewing and sharing.
YouTube serves up more than 3 billion videos every day to
800MM unique visitors each month. This is a community that
should be included and embraced in a corporate social media
strategy.
Singley + Mackie employs some of the most talented and
prominent producers and technical crafts persons in the
entertainment industry. From scripting to seeding, we create
videos that are funny, poignant and likely to be shared from
consumer to consumer.
Best of all, they are within budget.

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Influencer Outreach
Influence. Every company wants to be discussed, in a positive
manner, by people that have large online audiences.
Unfortunately, it’s not as simple as just having a Twitter or
Facebook account. The adage “if you build it, they will come”
doesn’t apply to online communities…they often languish with
just a few hundred fans and can’t seem to break into the big
numbers.
We Can Help. We have spent years building long-lasting and
trusted relationships with some of the most prominent
personalities online in practically every market. Singley + Mackie
is known and trusted among bloggers and tweeters alike.
Content producers know that we only work with companies that
offer exceptional products and services, and because of this they
are willing to review or try them.

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Channel Design and Creative Refresh
First Impressions. They still matter. What do your existing
customers think when they go to your Facebook, YouTube or
Twitter page? As important, what do potential customers
feel when they land on one of these channels?
Design Matters. We create pages that not only appeal to
consumers aesthetically, but also drive them to action or
provide important information visually.
Our in-house team of designers work with your creative and
brand assets to develop pages that are as functional as they
are visually appealing. We understand the different design
restrictions for the various social media communities and
optimize accordingly.

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Strategic Development
First, let’s define “strategy”. Strategy is perhaps the single most abused and misunderstood term in
marketing. To be clear, strategy is a function of goals…without goals, nothing else can happen. We
understand that clearly defined goals are not easily attained. Therefore, when striking out on a strategic
mission, the first thing we do is help you develop goals based upon their existing vision and mission. This is
not a point to be overlooked; it is important that everyone involved knows where we are going before we try
to decide how to get there.
We work with your end-game in mind. It’s tempting to start a brainstorming session with tactics, and
business is frequently done this way. However, our development and consulting services help our clients
move through the business process in the proper order. It usually takes no more than an afternoon of white
boarding, talking, dreaming and defining to come up with a clear road map for social media success that
includes (in order) Vision, Mission, Strategy, Operations and Tactics.

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Thank You
We look forward to serving your needs. For more information, please contact:
Matt Singley
818-308-4552
http://singleymackie.com
matt.singley@singleymackie.com
http://twitter.com/mattsingley