From the MarTech Conference in Boston, Massachusetts, August 19-20, 2014. SESSION: Algorithmic Thinking: The Foundation of Marketing Technology. PRESENTATION: How To Think Like a Marketing Machine - Given by Christopher Penn, @CSPenn - VP of Marketing Technology, SHIFT Communications
27. AGENCY OVERVIEW
BOSTON NEW YORK SAN FRANCISCO
SHIFT is among the top 5
firms that “will feature
heavily in a future where
PR is at the hub of a new
era of brand
communications that
transcends marketing.”
ESOPEMPLOYEE STOCK
OWNERSHIP PLAN
100PROFESSIONALS
TECH&
CONSUMER
VOTED “SAVVIEST
SOCIAL PR AGENCY”
BY 500+ B2C AND
B2B MARKETERS
SMALL AGENCY
OF THE YEAR
DIGITAL/SOCIAL
AGENCY OF THE YEAR
2013
2012
32. SHARED
VIA INTERNAL
CHANNELS
like corporate email,
so employees
see 3rd party
endorsements
POSTED
TO INTRANET
for offsite teams to
share in business
meetings
PROMOTED
BY INVESTING
in best hits
with Tweets and
Facebook posts
POSTED
ACROSS SOCIAL
NETWORKS
Referencing the
author
EARNED MEDIA
• VALUE OF INTEGRATED
APPROACH
We believe it is our fundamental job to
position corporate messaging among
audiences that will perpetuate positive
discussion, earning credibility across any
channel and leveraging success into new,
earned opportunities. The new news cycle
works like a roadmap of relevant content,
and we work to extend the use of coverage
and develop new opportunities as a result.
32
33. ANALYTICS
• HOW WE MEASURE SUCCESS
SHIFT’s marketing technology team is
specifically designed to identify the
measures which will define success for
you, and we are able to set clear
benchmarks that will translate into
metrics for the team to meet and exceed
as well as make it easy to develop KPIs
for your efforts. When we measure, we
do it with an eye on setting goals that will
drive strategy. With access to internal
systems and data, SHIFT can drive
measurement and engage processes
and tools along the entire program chain.
33
Bolster growth with data-
Driven marketing
Mitigate weakness
Enhance earned media
Technologies & systems
Strategies & methods
Baseline performance
What to fix/improve
Identify areas of growth
Identify weaknesses
35. PROPOSED SHIFT TEAM
VICE PRESIDENT
VICE PRESIDENT
3
5
JOEL RICHMAN
VICE PRESIDENT
High level strategy
Total account ownership
Client satisfaction
DAN BRENNAN
ACCOUNT DIRECTOR
Strategy
Account direction
Initiative execution
ALICIA CERASULOU
ACCOUNT EXECUTIVE
Media – proactive &
reactive opportunities
Social media execution
EMILY ADAMS
ACCOUNT COORDINATOR
Media
Social
Speaking / awards discovery
SCOTT BALDWIN
ACCOUNT MANAGER
Primary contact
Strategy/tactics
High level media & social
36. ACCOUNT MANAGEMENT
TRUE PARTNERSHIP
Proactively provide well-conceived ideas, recommendations and counsel
Work as an extension of your team
3
6
OPTIMUM PERFORMANCE
Dedicated team with no “anchor” accounts
Day-to-day team members work on the same 3-4 accounts
Monthly retainer billing versus hourly/time-and materials
SEAMLESS
One team email address – reach everyone at once, we’re all in the loop!
DETAILS COVERED
Weekly action documents & status calls
Metrics-driven quarterly plans and recap reports
40. Click to edit Master text styles
RAISING THE BAR
OBJECTIVES
Build pre-show hype via photoshoot with Instagram influencer
Host live “reveal” press event to secure top-tier media coverage
Introduce social influencers to the 2014 Highlander via intimate events at the show
Host street team events to build buzz & social media engagement
Host LIVE “REVEAL” press event to secure top-tier media coverage
Secured 25 UNIQUE pieces of feature coverage
WSJ, CNBC, USA TODAY, NEW YORK TIMES
150M total media impressions
10M total social media impressions
Set new standard for auto show event support
STRATEGIES
RESULTS
Drive awareness of Toyota’s presence at the New York International
Auto Show to unveil the new 2014 HIGHLANDER
41. Click to edit Master text styles
STARTING UP
OBJECTIVES
Drive content and relevance for increased social sharing
Target keywords for improved search results
Test site design to push conversion above current 3%
Test social framework to push midrange conversions
Weekly email program to attract weekend audience
Conversion increase to 4.2% from mid 3%
10+% increase in net new audience
15 lagging keywords now listed in the top 10 ranking
Mashable contributed article based on leveraging existing content
New York Times reposting of blog content
STRATEGIES
RESULTS
Lead Gen acquisition against deep pocketed Legal Zoom
Leverage pre-existing library of out of date content
Reinvigorate dormant community and drive additional engagement and conversions
OBJECTIVES
Content needed
42. Click to edit Master text styles
LAUNCHING OUT OF STEALTH
OBJECTIVES
Thought leadership campaign built on educating organizations and users about the
dangerous behaviors of mobile apps
Content-focused approach where a single piece of content could be leveraged across
multiple channels
Strong focus on Twitter as a mechanism to engage with IT and security professionals
More than 130 articles in Q4 2012, including 40+ business press placements
Regular camera interviews with Bay Area press on mobile app security
52 million impressions via online, print and broadcast media
5x increase in Twitter followers
STRATEGIES
RESULTS
Create strong brand awareness for new company in mobile/app security
Build a social fan base from scratch, focused on IT, security and developers
44. •ON-PACK CREDENTIALS
A CHANCE FOR A CLEAN SLATE
44
Nina Leigh Krueger with her dog at her home. The tone
is conversational, genuine and uplifting
45. SAMPLE SCRIPT
45
My dogs are part of my family and, like you, I go to great
lengths to make sure they are happy and healthy. I’d never
want to give them any product that could put them in harm’s
way and as a manufacturer of dog treats, I would never want
you to either. Earlier this year, we at Nestle Purina decided to
pull Waggin’ Train products from all store shelves after finding
out some of our chicken treats contained traces of an
antibiotic that we, of course, don’t want in our pets’ food. We
couldn’t sit and wait to see if our products were the cause of
any harm. We needed to take action.
I would be devastated if one of my pups become sick. And I
am truly sorry for anyone who has experienced the illness or
death of a pet.
We’ve taken these months to get back to basics. We’ve
reformulated all Waggin’ Train treats, stopped sourcing our
chicken from China, and got our products to a place where we
can say, with certainty, that they are healthy, natural treats for
your dogs.
We hope you and your pets enjoy the new and improved
Waggin’ Train.
Nina feeds a Waggin’ Train treat to her dog. Video ends.
46. •LOOK-A-LIKE
SWEEPSTAKES
DOG/CELEBRITY
MATCHING
46
Does your dog look like a
famous rock star or reality
show diva? If so, we’d love
your video or photo
submissions. Upload to
Waggin’ Train’s Facebook
page with your dog’s name
and who he/she looks like.
The submission with the most
likes wins a year’s supply of
Waggin’ Train and other
Nestle Purina foods.