U.S. Digital Practice Lead capabilities for the Emakina Group (circa 2012 thru 2016).

1. UNITED STATES DIGITAL
Capabilities Overview

2. O U R C L I E N T V A L U E P R O P O S I T I O N
 To bridge the potential European latency adoption gap with US social trends
 To be an added value resource for senior strategic & analytical support
o Strategic Online digital alignments with social media
o Research market intelligence, competitive landscapes, social best practices
o Conduct client brand audits with performance benchmarking
o Define metrics and KPIs for enhancing performance with ROI analysis
o Collaborate on sustainable methodologies, frameworks and processes
 To provide fresh, unbiased perspectives on direction, strategy and/or execution
 To be a resident resource for targeted US client initiatives
 To offer campaign support based on experience and exposure to US campaigns
 To be a conduit to a wider net of US seasoned strategic & tactical resources / skillsets

3. • Market Analyses: We have expertise in scanning the social ecosystem and finding the most
appropriate channels for target audiences and markets, while developing recommended best
practices.
• Strategic Development & Evolution: We’re able to bring strategies to life. From the
creative development through to shaping and defining strategic direction and execution, while
measuring conversion to provide intelligence for fine tuning campaigns to ensure the highest
levels of performance and ROI.
• Goals & Benchmarks Setting: We can align initiatives to ROI by helping to establish
campaign goals and benchmarks mapped back to measurable corporate goals and objectives.
• Influencer Marketing: We have experience researching and analyzing key influencers by
industry, market and geography to cultivate expanded relationships for greater reach and
influence, while developing the activation programs to engage the influencers.
C A P A B I L I T I E S & E X P E R T I S E

4. • Community Building: We can aid in developing programs and campaigns to activate
Brand and enthusiast communities to generate greater amplitudes of word of mouth
marketing via engagement strategies, campaigns and incentives.
• Content Marketing: We can aid in developing content marketing strategies that create
high levels of resonance with mass audiences based on eight proven pillars of execution
(education, branding, promotion, traffic generation, commerce building, incentives and
rewards, entertainment and engagement).
• Engagement & Facilitation: We have the ability to offer community mana-gement and
platform execution services to serve as the mechanism to steer and optimize social initiatives
per social platform for maximum ROI.
C A P A B I L I T I E S & E X P E R T I S E

5. C A P A B I L I T I E S & E X P E R T I S E
• Listening & Monitoring: We can architect listening and monitoring programs to manage
Brand reputations across the social ecosystem.
• Performance Tracking & Reporting: We are able to measure, benchmark and analyze
campaign and program performance to help strategies and tactics evolve for greater results.
• Ad Hoc Studies & Analyses: We are able to offer digital analyses based on special
needs to measure, benchmark, analyze and qualify the findings into actionable intelligence
for industry, market, competitive and inspirational requirements.

6. Workflow Optimization
Social Media Training
SMM Policies & Guidelines
Milestone Setting
KPI Identification
Measurement/Analytics
Reporting Frameworks
S T R A T E G I C S E R V I C E S
Goals & Objectives
Community Analysis
Campaign Strategy
Channel Strategy
Outreach & Activation
Content Planning
Program Maintenance
Resource Allocation
Digital Planning & Strategy

7. D I G I T A L I M P L E M E N T A T I O N S E R V I C E S
Social Media Profile Management
Campaign Execution
Content Management & Scheduling
Cross Platform Integration
Link Generation
Community Management
Reputation Management
Program Maintenance
Blogger Outreach
Execution & Engagement

8. D I G I T A L C A M P A I G N A N A L Y T I C S
Customized Data Analysis & Reporting
Owned, Earned and Paid
Performance Metrics
Milestone Analyses
KPI Analysis
Social Growth & Influence
Campaign Optimization
Performance & KPI Reviews

9. S O C I A L M E D I A M O N I T O R I N G & A N A L Y T I C S
• Social Media Brand Audits
- Social Platform Review
- Performance Analysis
- Community Building Analysis
• Brand & Market Studies
- Competitive Landscapes
- Industry & Market Adoption (Use)
- Products & Services
- Inspirational Brands
- Campaign Performance
- Best Social Practices
• Community Monitoring
- Community Listening
- Platform Management
- Community Reputation
Management
- Brand Tracking
- Sentiment Tracking
- Collaborative Response Systems
- Escalation Response Systems
- Digital Content Curation
- Media Content Planning
Social Business Intelligence

10. P A I D M E D I A V A L U E - A D D E D S E R V I C E S
Media Planning Support
Platform / Channel Selection:
Display, Search, Retargeting,
Mobile, FBX, Social, Video
DSP & RTB Media Buys
Ad Serving / Placement
Campaign Optimization
Tracking & Reporting
Digital Advertising

11. U . S . D I G I T A L P R A C T I C E L E A D E R
Thinker, doer, change agent.
A digital strategist and analyst focused on helping companies align their digital ecosystems to
business best practices and ROI.
As an accomplished senior U.S. digital marketing professional, Daniel’s role as Emakina’s
U.S. Digital Lead places an emphasis on helping our clients with integrating client brand
marketing initiatives across global digital ecosystems.
His expertise includes all things digital including the design of digital frameworks, strategic
campaign planning and management, and data methodologies, process and analysis for
digital transformation initiatives.
His motto is to make a difference each and every day to help clients realize greater business
performance and impact from the digital marketing efforts and client programs.
Daniel McKean

12. Arnaud Grobet
Managing Partner
agrobet@emakina.com
Quai du Seujet 18
1201 Geneva Switzerland
+41 (0)22 737 45 05
+41 (0)79 200 83 60
www.emakina.ch
THANK YOU