6/22 Matrix meeting presentation.

2. social media strategy & execution

3. introductions

4. introductions
i love bacon

5. introductions
i love bacon
created and managed brands at nike

6. introductions
i love bacon
created and managed brands at nike
key member of rebranding for Denver
Broncos, NY Giants, Oregon Ducks, Florida
State, Portland State and Brand Jordan

7. introductions
i love bacon
created and managed brands at nike
key member of rebranding for Denver
Broncos, NY Giants, Oregon Ducks, Florida
State, Portland State and Brand Jordan
founder of a clothing line, dry cleaning service,
mobile wine app, web sites

8. introductions
i love bacon
created and managed brands at nike
key member of rebranding for Denver
Broncos, NY Giants, Oregon Ducks, Florida
State, Portland State and Brand Jordan
founder of a clothing line, dry cleaning service,
mobile wine app, web sites
wine+food blogger

9. introductions
i love bacon
created and managed brands at nike
key member of rebranding for Denver
Broncos, NY Giants, Oregon Ducks, Florida
State, Portland State and Brand Jordan
founder of a clothing line, dry cleaning service,
mobile wine app, web sites
wine+food blogger
interactive brand manager - iggli

10. From the Hubspot Inbound marketing brief
rethinking marketing
OUTBOUND MARKETING INBOUND MARKETING

11. From the Hubspot Inbound marketing brief
rethinking marketing
OUTBOUND MARKETING INBOUND MARKETING
Telemarketing
Trade Shows
Direct Mail
Print ads
TV/Radio spots
Email Blasts
interruption (not disruption)

12. From the Hubspot Inbound marketing brief
rethinking marketing
OUTBOUND MARKETING INBOUND MARKETING
Telemarketing SEO/SEM
Trade Shows In-Store Promotion
Direct Mail RSS
Print ads Mobile
TV/Radio spots Social Media
Email Blasts Free Tools/Trials
Viral Videos
permission via engaging on a
interruption (not disruption)
personal level

13. the way it was
In the 1990’s (web 1.0) consumers would visit one website
at a time and interact with the information on that site only.

14. the way it
is
With web 2.0 consumers don’t access information on one
site only. Information is posted, and can be reposted in other
places. Information “gets in the way” of traffic on other sites
via web 2.0 sharing tools, including on mobile web sites.

15. the way it
is
With web 2.0 consumers don’t access information on one
site only. Information is posted, and can be reposted in other
places. Information “gets in the way” of traffic on other sites
via web 2.0 sharing tools, including on mobile web sites.

16. the power of word of mouth
+
Let’s suppose Larry has a BLT sandwich and loves it so
much he decides to send out a tweet about it...

17. the power of word of mouth
+
Let’s suppose Larry has a BLT sandwich and loves it so
much he decides to send out a tweet about it...
...ten of Larry’s friends see the tweet and are big fans of
Larry’s experience with the BLT.....

18. Those 10 people rebroadcast Larry’s bacon-y goodness to
their social connections of about 300 friends each.

19. Those 10 people rebroadcast Larry’s bacon-y goodness to
their social connections of about 300 friends each.

21. Before you know it, Larry’s love of BLT has reached 3,000
sets of eyeballs within minutes.

23. all from a single broadcast message*
*via influencers

24. online influence
Influence =

25. via @micah
online influence
Influence = Reach(Brand x Expertise x Trust)
*reach is a multiplier of influence

26. Nielsen 3/09
social web stats
worldwide internet users use social media
68% as a way to communicate
worldwide internet users use email as a
65% way to communicate
users on Facebook. If Facebook were a country,
300,000,000 it would be about the size of the U.S.
100,000,000 monthly views on YouTube in U.S.
hits on icanhascheezburger.com
1,000,000,000 blog in 23 months—more than CNN
99% of SMS Text messages get opened.
1382% Twitter’s growth rate in 2009

27. a good example of #socialbranding:

28. a good example of #socialbranding:
March 1, 2009 Skittles redirected their homepage to a Twitter
search term for #skittles.

29. a poor example of #socialbranding:

30. a poor example of #socialbranding:
March 1, 2009 Skittles redirected their homepage to a Twitter
search term for #skittles.
People thought it was fun to post racial slurs and swearing.
Didn’t engage influencers.

31. a successful viral campaign

32. a successful viral campaign
Murphy-Goode winery - A Really Goode Job

33. a successful viral campaign
Murphy-Goode winery - A Really Goode Job

34. a successful viral campaign
Murphy-Goode winery - A Really Goode Job

35. a successful viral campaign
Murphy-Goode winery - A Really Goode Job
Over 300 million media hits since May 1

36. live search-find conversations
Google’s search model giving way to live search results and
the ability to track conversations about a brand real time.

37. live search-find conversations
Google’s search model giving way to live search results and
the ability to track conversations about a brand real time.

38. the power of live search
On March 30th I sent out a tweet criticizing Splenda. Within 5
minutes, their competitor, Truvia sent an offer for a free sample.

39. the power of live search
On March 30th I sent out a tweet criticizing Splenda. Within 5
minutes, their competitor, Truvia sent an offer for a free sample.

41. HOW DOES
THIS APPLY
TO RETAIL?

42. in-store, #tags & mobile

43. in-store, #tags & mobile

44. in-store, #tags & mobile

45. in-store, #tags & mobile

46. in-store, #tags & mobile

47. in-store, #tags & mobile

48. branding for the lizard brain

49. branding for the lizard brain
(
a decent brand will
register on the front of
the brain in the
eyeballs.
#Ford & #americanidol

50. branding for the lizard brain
(
(
a decent brand will a GREAT brand will
register on the front of register deep down on
the brain in the the lizard brain.
eyeballs. #Coke & #americanidol
#Ford & #americanidol

51. ideas for integer

52. ideas for integer
(user-generated) content is king
+ Polaris sickest ride
+ Royal Caribbean best trip
+ Royal Caribbean biggest ship stories
+ Twitter Search wall
+ “10 ways to...” lists are highly viral
+ Find the Influencers and engage them
+ Find the conversations that are happening
in the digital space and disrupt them

53. connect
text ‘rickbakas’ to 50500
justbrand.me iPhone, iPod Touch, Storm & Android friendly
rickbakas.com iPhone, iPod Touch, Storm & Android friendly
twitter.com/rickbakas
rbakas@mac.com

54. connect
text ‘rickbakas’ to 50500
justbrand.me iPhone, iPod Touch, Storm & Android friendly
rickbakas.com iPhone, iPod Touch, Storm & Android friendly
twitter.com/rickbakas
rbakas@mac.com
Q&A

56. thank you for your time. i hope this was helpful.