4. OVERVIEW
The Social Underground connects brands with their ideal influencers through
integrated communications and a custom multimedia program.
In other words:
We filter through our network of 60,000 to find your ideal influencers.
We lead them through a custom multimedia experience.
They create original content and share it with their social networks.
5. BACKGROUND
in•flu•ence im•pre•ssion
An online mention, perspective and/or
recommendation that can influence a consumer’s
opinion of a brand.
90% of internet consumers trust recommendations from
people they know2
i•deal in•flu•en•cer
A member of a brand’s target segment, a
conversationalist and a creator. A coveted group
whose thoughts resonate throughout their networks.
15% of the US online population creates more than 200 billion
influence impressions per year1
6. DEFINING IDEAL INFLUENCERS
The consumers that fit within a brand’s
demographic and psychographic profile.
Social media users who create and publish video,
audio, photo, music and blog content.4
The select group of social media users who update their
status frequently and engage in conversations online.3
7. EARNED MEDIA STRATEGY
earned me•di•a– The media a brand earns, rather than paying for or building itself, that consumers
are motivated to create and distribute on their own.3
The custom multimedia program harnesses the potential of contributors and creators,
yielding significant earned media.
10. IDENTIFICATION
Using our PeopleTracker™ nationwide network and proprietary LiveOne™ technology, we leverage existing relationships
and identify the ideal influencers for any campaign. Candidates are screened, filtered and personally interviewed before
they are ultimately selected to participate.
11. ENGAGEMENT
Selected ideal influencers are then engaged in an custom multimedia program. This uniquely interactive
experience is tailored to meet these specific social media goals:
12. AMPLIFICATION
As the program progresses, we identify core advocates and
craft innovative ways to integrate their passion with
branded content, including specialty social media contests and live
events.
core ad•vo•cates – The most prolific conversationalists and
dynamic creators, identified based on the quantity, quality and
spirit of the earned media they generate.
Social Underground programs can be extended for long-tail impact.
Core advocates can connect to a new phase of influencers or seed
an additional round of the program, Social Underground managers
can develop and implement ongoing strategies, or Brands may
continue their relationship with core advocates on their own.
13. RESULTS
Throughout the custom multimedia program, Social Underground leverages the power of ideal influencers. We track and
report earned media through:
• Metrics dashboard
• Content archive
• Core Advocate long-tail
14. VALUE PROPOSITION
Social Media
Monitoring
Online
Advertising Live Events
Blogger
Outreach
Target Segment Listening
✓ ✓
Impressions
✓ ✓ ✓
Web Traffic
✓ ✓
Targeted SEO
✓
Social Media Contribution
Earned Media
✓ ✓
Long-tail Engagement
Consumer Generated Content
✓
✓
✓
✓
✓
✓
✓
✓
✓
15.
16. DRACULA IN LOVE
Challenge
Rare Bird Literary Promotions and author Karen Essex wanted to create authentic, online
buzz leading up to the release of her new book, Dracula in Love.
Identification
• 50 historical fiction & vampire literature enthusiasts
• Women 25 years of age and up
• Active social media habits (FB, Twitter, Blogs, etc.)
Strategy & Engagement
We created an online book club driven by immersive media. As advanced reading copies
were en route to participants, we brought on voice-over artists to set the stage with cryptic
welcome calls and questions from main character Mina Harker. Readers discussed the book
on a custom Facebook Fan Page and Twitter hashtag, while sharing links, opinions and
multimedia with their personal networks and interacting with “characters” and the author.
Amplification
• Core advocates were invited to a live online chat with the author
• Several advocates went on to hold their own book clubs to continue to promote the book
Results
All told, we gathered costumed photos, video reviews, and visits to the landing page from
more than 600 of our readers’ online connections. Click here to see and hear examples.
Influence Impressions: 53,550 via Facebook, Twitter, GoodReads, and Book Blogs.
17. iBALLZ
Challenge
iBallz, an emerging new iPad accessory, needed original content from online users showing
creative, innovative uses of the product in action.
Identification
• iPad owners
• College students based in major metropolitan areas
• Multimedia content creators
Strategy & Engagement
To collect original content, we sent influencers a collection of iBallz cases and gave them a
week’s worth of interactive challenges. We relied on their existing creativity as they
integrated the product into their unique lifestyles and provided us with videos, photos and
posts. The most enthusiastic advocates hosted their own contests, generating more
exposure on Facebook and YouTube.
Amplification
• Core advocate connected with iBallz owners at the SF MacWorld.
• Advocates streamed live interviews online during the conference with people seeing iBallz
being used for the first time!
Results
The program delivered a vault of photos and videos which were repurposed on the iBallz
Facebook Fan Page, blog and website.
Influence Impressions: 27,800 via Facebook, YouTube and Twitter.
18. HEADLINE SHIRTS
Challenge
Headline Shirts, an online retailer of intellectually, funny t-shirts, needed to drive traffic to a
holiday promotion and raise their page rank.
Identification
• 50 active Facebook users
• 5 key urban markets reached
• Intellectually humorous and comical personalities
Strategy & Engagement
We invited 50 influencers to be the first in the country to try out the Headline Shirts “Gift
Finder” – a tongue in cheek online quiz that matches shirts to personalities. After taking the
quiz, they posted a link and their thoughts to Facebook. When shirts arrived, participants
posted creative pictures, blog reviews and status updates. For those who wanted to hook up
their networks, we provided a special discount code.
Amplification
• Core advocates invited for an insiders’ tour at the Headline Shirts warehouse in SF
• Tour included: choice of shirt, beer at the handmade bar and marketing strategy
brainstorms with the founder of Headline Shirt
Results
13 new inbound blog links that helped raise their page-rank 2 pages for specific keyword.
Facebook photo sharing and links helped drive a 200x rise in sales during the holiday
season.
Influence Impressions: 127,800 via Facebook and personal blogs.
19. HERE’S WHAT THEY’RE SAYING
"The Social Underground connected us with targeted,
active online users that created original content, social
buzz and (most importantly) had fun with our product. The
response was phenomenal!”
– Lee Doerr, CEO/Co-Founder of iBallz™ for iPad
“I expected success, but I have been blown away by the
way Social Underground organized the campaign and
elicited a wholly genuine response from the participants.
Their innovative ideas brought freshness and excitement
to the experience, and the readers have moved beyond
being promoters to being true fans. I will never launch a
book again without Social Underground!”
– Karen Essex, Doubleday Author of Dracula in Love
“Being involved with social underground is an excellent
way to connect with a company on a personal level, and I
enjoyed better understanding their culture and personality
when I wrote about them.”
– George, San Francisco
“The Social Underground experience was lots of fun, from
posting links to touring to the company.”
– Katie, San Francisco
“I felt that I was an informed reader, watching the
reactions from my fellow book clubbers as well as getting
phone calls from the character herself. Getting the inside
scoop was fun because I could get excited about telling
my friends about an up and coming new read!”
– Lauren, Houston
20. THANK YOU!
Please contact us here for additional information:
Scott James
Social Media Manager
scott@attackmarketing.com
(415) 433-1499 x228
www.socialunderground.com
Andrew Loos
Managing Partner
andrew@attackmarketing.com
(323) 454-4472 x224
www.attackmarketing.com
Christian Jurinka
Managing Partner
christian@attackmarketing.com
(415) 433-2499
www.attackmarketing.com
21. APPENDIX
influence impression – An online mention, perspective and/or recommendation that can influence a consumer’s opinion
of a brand.
ideal influencer – A member of a brand’s target segment, a conversationalist and a creator.
earned media – Media a brand earns, rather than paying for or building itself, that is created and distributed by
consumers.
immersive media – a combination of technologies and social networks that creates a moment/series of moments of
delight and is designed to catalyze earned media, content and influence impressions.
core advocates – The most influential conversationalists and dynamic creators, identified based on the quantity, quality
and spirit of the earned media they generate.
1. http://forrester.typepad.com/groundswell/2010/04/introducing-peer-influence-analysis.html
2. Nielsen via http://blog.searchenginewatch.com/090714-161738
3. http://forrester.typepad.com/groundswell/2010/04/introducing-peer-influence-analysis.html
4. http://influencers.typepad.com/my_weblog/2010/09/forresters-social-ladder-2010.html
