Creating Market Leadership in the Social Age

Listening for actionable insights - 3 Strategic activation - 15 Flipping the switch - 23 Why choose us - 30 Appendix: Case Study - 33

Stage 1: Listen for Insights

At what point along their journey do your customers realize that they need you? When this realization occurs, how do they react -

and where do they go to look for answers and take action? !

What behaviors do they exhibit when they are ready to make a decision? Who and what influences their decision?

!What does your audience say before, during and after their

experience? How can we strategically influence what they share?

How can we find out?

What does your customer want?

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Their lifestyles, wants, & needs Your brand and your products & services Your competition

We start by listening…

Online conversations are abundant with your audience’s perceptions about:

Social listening tools are great at capturing that conversation. They tell you:

Sentiment index Conversation volume Trending conversations Top influencers Keyword trends

Often, however, these stats are “nice-to-know” but not necessarily actionably insightful.

1. Why is your brand struggling or succeeding? 2. How can you build deeper relationships with

your audience? 3. What are their preconceptions of your brand? 4. Where are the untapped opportunities that can

help you achieve your marketing objectives? 5. What kinds of campaigns should you be

considering to address these factors?

Through 100mph’s process, we tell you:

It comes from our unique approach.

We start by listening to you. Before we begin, we sit down with you and your team to understand

your brand, your business objectives, and your pain points. We create a

listening framework that describes your unique business situation.

And only then do we begin using the tools…

…yet we recognize their limitations. Tools cannot deliver crucial qualitative or

quantitative insight on their own. They only give us the raw material for the

insights - the actual conversations.

And through this process uncover deep insights on how best to connect your value proposition with your customers.

We review thousands of only the most relevant conversations, while applying the lens of your unique business situation.

We apply the listening framework to the raw conversations.

Comments

We gauge precisely when, where, and with what content to engage and influence your audience.

Mapping the audience journey

With a comprehensive overview of your audiences’ lifecycles, we identify themes & key contributors throughout their media journey.

We determine optimal channel, content, and budget prioritization by stage - across the customer lifecycle.

Building on our knowledge of the specific media habits and needs at progressing stages throughout the customer lifecycle, we determine

the highest-priority media opportunities and content gaps we should fill.

Media spend: 10% 20% 30%

Identifying customer segments and the stages of their cycle enables us to improve content relevance and ad focus,

more effectively responding to the needs of your audiences.

!  65%$male$!  50%$between$50.75$yrs$!  75%$of$�talking��is$on$Facebook$

!  60%$complain$of$bloa;ng,$20%$high$cost$

Audience Profiles$

!  75%$female$!  50%$between$30.50$yrs$!  50%$of$�talking�$is$on$Facebook$

!  60%$feel$�helpless�$

!  55%$female$!  50%$between$50.75$yrs$!  50%$of$�talking�$is$on$$YouTube,$20%$TwiCer$

!  60%$discuss$therapies,$$20%$upcoming$trials$

Patient $

Caregiver $

Healthcare Provider $

Relevant audience discussion volume:

Personas, their concerns, & their media habits emerge:

Finally, we inform keyword, content, and ad copy using deep audience insights.

Result: The roadmap needed to guide your brand through the Social Age

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Stage 2: Strategic Application

Proactively evolving marketing efforts toward stated audience concerns, you can

strategically & proactively influence them.

Customer Needs

Customer Media Habits

To enable you to adapt to the new media landscape, we carefully consider your audience.

Digital Brand Approach

We develop your Digital Identity

Social Listening Insights Competitive Audit

Stakeholder Interviews Brand Analysis

Digital Identity

..by combining listening outputs with deep research and analysis of brand objectives.

Easily Mimicked“____ delivers a quality experience at a fair price”

“____ is the right brand for me because they reflect who I am”

Unique and personal

Current Orientation:

Future Orientation:

to

Shifting to a deeper stakeholder orientation:

This approach leverages your brand’s assets to connect with stakeholders in a more meaningful way.

With this new differentiating identity, we develop a strategy that addresses specific business objectives.

Digital Identity

Awareness Retention Conversion

Content Strategy

Digital Programs

We uncover the path, develop the content, & build the brand assets that meet audience needs.

Customer Education Path:

Brand Marketing Opportunities:

Join Groups

Content Ranking

Search Results

Problem Product

Service

Search

Social

Inquiry

Content Posted / Shared

Brand Site: •  Relevant Content •  Landing Pages •  Assets

Problem

Service

Inquiry

Search Results

Sponsored Content

Content Ranking

Display Ad

SMO

Social Ads

Join Groups

Forum Answers

Content Posted / Shared

SEO & SEM

Product

will take this precise marketing strategy and apply it expertly through program execution.

Content Strategy

Digital Programs

๏ Describes how content will support each business objective

๏ Identifies content themes for each channel (e.g., website vs. social media site)

๏ Identifies content to be developed for each channel

๏ Lead creative brainstorming sessions to create marketing ideas that align with content strategy

๏ Develop ideas into full programs across multiple channels

๏ Develop creative executions to support programs ๏ Project manage and execute programs

Stage 3: Generating Demand

amplifies your impact through targeted digital media programs.

We work to identify your audience’s specific demographic (e.g., age, employment, and geographic location) and psychographic (e.g., online

behavior, attitudes and values) tendencies. !

We do not waste ad messaging and dollars on the wrong audience; we will find the people most likely to fit our client’s prospect’s

characteristics, and we will market only to these people. !

Upon engaging them, we “re-target” ads to them throughout their decision cycle, ensuring they see our messaging as they

hit key points along their journey.

1: Awareness Develop a targeted audience

based on educated assumptions.

3: Acquisition Close the conversion efficiently

with an interested prospect looking to take action.

2: Prospecting Grow the population of the qualified audience

who have shown intent.

The Demand Generation Cycle

New Clients

Targeted Audience

We start with a focus on efficiently converting prospects actively searching for your product or service.

Leads

Awareness

Leads

Desired Audience

New Customers

Then we layer in targeted media campaigns to attract your specific audiences where research has determined

we’re most likely to find them.

Prospecting

Desired Audience

New Clients

We target audiences whose behavior suggests that they are in market for your product or service.

Building Awareness

Prospecting

Search data Billions of search engine (e.g., Google) queries help us understand the search terms prospective audiences are using

Browsing behavior Data from the websites hundreds of millions of individuals’ are visiting helps us build the prospect pool

Contextual data Terabytes per day of relevant site visit data helps us identify your audience

Behavioral & historical data Thousands of audience segments with characteristics that fit prospects from key publishers enable us to narrow the target

New Clients

Desired Audience

Who is ?

We are passionate professionals who left senior-level big agency jobs

to do the work we believe in.

And why should you choose us?

Because we care about making a meaningful difference for your business. And we have

the experience, knowledge, agility, and motivation to do it.

Contact us: brent@100mph.us

Thank you for listening.

Appendix: Case Study

Existing websites lacked basic information about a very important topic for our client’s audience.

The need existed for a digital resource “hub” for this audience.

!Providing information to parents could motivate a qualified group

to ask our client for help.

!ParentsAgainstToxins.org answers questions parents have

about what happened to their children. !

Call to Action

Interactive Toxic Map

Common Toxins &

Birth Defects

Resources

Parent Forum

!The interactive map enables parents to

find all toxic sites in their local area: !

!Upon realizing that a toxic site might have influenced their child’s birth defect, parents take the next step.

100mph developed a hyper-targeted marketing campaign which we proved profitable within 30 days of launch.

!We then rolled out 25 targeted campaigns,

optimizing each for performance. !

8-months after launch, program ROI had jumped to 20:1, converted customers had increased by 700%, and

cost per lead had dropped by 62%. !

To date, our program has generated millions of dollars in value for our client.

client spotlight: