connecting the dots to promote brands and revenue

Connecting the Dots to Promote Brands and Revenue

Why Listen to These Guys?!

• ROI Evangelist • Mom say I'm special • Raised $1MM+ using social

media• I hang with some good

guys• Serial media entrepreneur• Average customer positive

ROI in 120 days.

• ROI Evangelist• John’s mom told me I’m

really more special• Deep experience with F10 –

SMB Market• Zen Master at value-based

selling• Committed to demystifying

marketing complexity through insight

Contact Info www.adreka.com

John Cataldi404-849-0065jcataldi@adreka.com

Blog: Johncataldi.com

Initial Vision

To listen to conversations within the social

sphere, understand current sentiment,

then influence opinions via participatory

relationships.

Augmented Reality

Facilitate the convergence of all media to

grow audiences and engage with them in

meaningful ways to create loyal

participatory relationships that Drives

Revenue!

.

What is Truth? Reality?

“History is written by the victors.”

“Anybody can make history; only a great man can write it”

- Winston Churchhill

Living to a standard or Suffer Market Correction

• Amplified perception must live up to reality

• Discourse must me addressed

• Open honest communication breeds loyality

Product Lifecycle Chart

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Preferred Product Lifecycle Chart

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Shift

Lift

Extend

Many drivers produce results?

What are people saying? Where are they saying it?

Where is the conversation happening?

Additional add in a dash of…

• Search engines (SEO) • News Services (Text &

Video)• Specialty news wires• Wikis• Financial Feeds (Level II)• Industry research reports • Mirrored Competitive Data• Custom Spiders

It’s a fundamental shift in the way we communicate with each other.

Only 18% of TV ad campaigns generate positive. ROI

90% of people who can skip TV ads, do.

The average person is exposed to over 3000 advertising messages/day.

Only 14% of people trust advertisements.

78% of people trust recommendations from other consumers.

It’s Not Just a FAD?

Winning Through Better Execution

Standard Approach Best In ClassTraditional Media Adreka DR TV, Radio, Outdoor, Print

Traditional Website Design Adreka Socially Enabled Website Design

Internet Direct Response Internet

Social Media Adreka Integrated Social Media

Mobile Adreka Integrated Mobile

Phone Campaign Adreka Integrated Phone Campaign

Inde

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Greater reach + the right audience + the right message + the right time = MORE REVENUE

Greater reach + the right audience + the right message + the right time = MORE REVENUE

1. ListenImmerse yourself in the online conversations.

Keep in mind that “messages” are not “conversations.”

2. ParticipateSocial > media (share stuff)Remember: it’s a dialogue.

3. Give Up ControlThe goal is to enable, inspire, influence and engage.

Create opportunities for people to feel ownership of the brand.Give them something to talk about.

OPEN – HONEST – AUTHENTIC DIALOGUE

How to approach?

Listening…we don’t make your data, we make it smarter!

SymantecCaptureEngine

Agency

CRM

Digital

Tele

Direct

Media POS

Sentiment &360 Insights

“Smarthousing”

Mkt MixAnalysis

InteractiveDashboard

DigitalSEM/SEO/SMO

TraditionalMedia

PredictSensitivity Analysis

Engage

Direct

Tele

Event CaptureEngine

Organic Customer Conversations

Watch Discourse Happen(National/Regional/State/Local)

• Sentiment• Influencers & Multiplier Effect• Understand what is driving discourse• Where discourse is happening

– Volume metrics– Where influence is driven from– How do communities interact (message propagation)

• Conversational inflection points - the point at which change happens

Intellectual Property of David R. Johnson, Suwanee, GA

So What?

• What does this tell us?– Channel effectiveness– Isolate the effect of marketing

stim or in-market events– Message effectiveness– PR Effectiveness– Brand “power” metrics– Perception/attitude/behavior– Promotion effectiveness– Loyalty– Enables highly targeted

“precision marketing”– Real-time profiling

− Predictive - based on message patterns and sequencing

− What should we do?– Engagement

• Who• What• When • Where• Why

Proactively Managing Relevant Brand Conversations

OlympicBrand

Baseball

Track

sportsmkthannel.com

Brand based sub-domains

Brand oriented conversations across social media sites

Sports Marketing’s social media relationships and connections

Independent sites with shared interest

BrandInterest

Brand Sports MarketingRelated Sites

Relationships

Tennis

Football

Feeding the Conversation and Mobilization Engine

AwareEducatedInspiredMotivatedLoyalAdvocates

Mobilized Constituency

What We Do

Identify targeted audiences

Locate where they are

Stimulate or engage in “relevant” dialogue

Enable and control P2P communication

Establish trust

Syndicate published influencer advocacy

Brand call to action

Augment reality to a desired outcome

Rev

enue

What We Offer

Social Media Communication Engine• Social Listening• Website Design and Development• Socially Enable Website• Feeder/Sub-domain Site Development• Social Media Syndication Development

What We Offer

Integrated Traditional Communication• Media Buying and Optimization• DR Email and Print• Integrated Internet Campaigns• Integrated Mobile Communication Campaigns• Integrated Tele (in-bound/out-bound)

– Human – Automated

Adreka Secret Sauce

Adreka Case Studies

In Prospective, Social Media...Case Study 1: GBraves Challenge

• Much negative press on $27 MM over run on stadium cost

• Limited budget to market a team • Atlanta Braves felt Minor League team was in

competition with parent• Expectation was low on franchise success

within the first 3-5 years

In Prospective, Social Media...Case Study 1: GBraves Process

• Much negative cost over runs

• Limited budget to market a team

• Atlanta Braves in competition with Gwinnett

• Expectation was low on franchise success within the first 3-5 years

• Use Anti-SMO to mute negative conversations

• Use media convergence to amply dollars spent

• Monitor Atlanta vs Gwinnett Chatter to determine truth

• Create a B2B sponsorship strategy to create additional revenues

Gwinnett Braves Recap - 2009

• Facebook – dedicated fans, 50,000+ fan posts, 18 discussion groups

• Twitter – dedicated followers, 3,210 tweets, 36 twitter fan sites

• YouTube – 112 associated videos, with over 100,000 cumulative views

• AJC Senior Editor Muted & Changed his Cell #WON MiLB Best In Class Performance

In Prospective, Social Media...GBraves - Net Adreka Result

For Adreka• Multi-year signing as

AOR with GBraves• Multi-year signing as

social and digital agency for the Atlanta Braves

• Creation of MALL Syndication engine

• Partnership talks with top sports agency

For G Braves• $2M profit Y1• $$ Sold naming

sponsorship• Atlanta determined

GBraves name extended their identity

• Senior Staff all retired and got higher paying jobs

Case Study 2: 2010 Governors Race

• Monitored ALL media• Monitored ALL web

traffic• Monitor campaign &

competitive sentiment• Determine party

influencers • Monitor issues• Determine influencers

Case Study 2: 2010 Governors Race

• Monitored Social and Media Sphere – Near Real-time, 1,000x of traditional sample

• Monitored Search Engine Traffic and URL registrations

• Connected issues with party leadership• Sought Anti-SEO / SMO advantage• Planned media production based upon social

trending

Case Study 2: Race Data

Case Study 2: Race Data C1

Determine Influencers

• Misleading Wiki Edits • Campaign financing • Sunday Sales• Stereotypical Politician /

Not strong leader • Blame Game

Case Study 2: 2010 Politics Race –Trends / Influence

• INFLUENCER: Peach Pundit INFLUENCE SCORE: 100 On Topic Posts: 42 | Total Comment Count: 1830 | Total Commenter Count: 1377 | Total Vote Count: 1 | Average Engagement: 4 | On Topic Inbound Links: 8 | Total Inbound Links: 2 | On Topic Forum Replies: 0 | On Topic Comments: 30

• INFLUENCER: Political Insider INFLUENCE SCORE: 59 On Topic Posts: 37 | Total Comment Count: 1006 | Total Commenter Count: 760 | Total Vote Count: 0 | Average Engagement: 2 | On Topic Inbound Links: 5 | Total Inbound Links: 0 | On Topic Forum Replies: 0 | On Topic Comments: 0

Case Study 2: Result – C1 Predictive Attacks

Sunday sales Campaign financing Lifetime politician / master of political talk – double talk Hartsfield Jackson focus as soul economic development

– Need concentration on 2 Georgia's (metro and rural) one goal. Non-separation of church and state with heavy concentration on

Judeo-Christian beliefs. Abortion, rights of state vs. rights of the individual Education vs. religion (Family values vs. core curriculum) Gay marriage Misuse of state funds for crown vics Misuse of emergency equipment

Case study #3: Leading Medicare BPO – Crisis PR

BPO subject to social attacks of inability to execute costing the state $20 MM+

Excepts of social content was being used as references in traditional medium

Lead to a public inquiry by government officials

Information use by competitive forces to put $1 BB state contract at risk

Case study #3: Leading Medicare BPO – Investigation

• Tracked attack articles to specific websites

• Used reverse IP lookup to determine ownership

• Used social sphere to connect ownership of cast of characters

• Mashed cast of agendas

Case study #3: Leading Medicare BPO – Discovery

• Website owned by 3rd party associated with Acorn• Supporters of campaign linked to Washington

Lobbyist firm • Made social connections between BPO insider and

Washington Lobbyist firm • Linked cast of characters to State level politicians • Linked Politician to BPO competitor

Trends

Simultaneous TV and Internet usage increased 34.5% in Dec.

13% of Super Bowl viewers simultaneously used the internet

9% of Academy Award viewers simultaneously used the internet

13% of Olympic viewers of the opening ceremonies simultaneously used:

Facebook – 40.9% - 16.1 minutes per person Google – 40.9% - 16.1 minutes per person Yahoo – 40.9% - 16.1 minutes per person

Mobile Social Growth Facebook +112% Change MySpace -7% Change Twitter +347% Change

Consideration Matrix

Economic Brand Affinity Packaging Market Voice

Soft Drinks X X X

Energy Drinks X X X

Water X X

Juice Drinks X X X

Teas X X

RtD Coffee X X

New Age/Innovation X X

What we heard• Recession drove 2 yrs of increasing demand for soft drinks - unforeseen• Energy – growing but not as fast still double digit• Ready to drink coffees – caffeine infused the next big thing• Move toward to health and wellness• Packaging options to create line extensions and negotiate self space –

almost immediately copied• Regional demand patterns – SW trend toward enhanced water, SE re-

emergence of teas, New Orleans preference for Fuze and SoBe• Juice flat to negative – perceived as not healthy due to sugar content

Contact Info www.adreka.com

John Cataldi404-849-0065jcataldi@adreka.com

Blog: Johncataldi.com

David Johnson678-761-5395davidj@adreka.com

Blog: Ubermarketingnow.com