A lot of content for this slideshow is taken from our website and will give you in-depth information about our service areas and our client projects. Introducing our agency including showcases starting at slide 34. Enjoy! NOTE: Due to the amount of text on some slides you might want to switch to full screen mode.

1. 1.0) Marketing Delicacies
Made in Germany and the USA
1

2. 1. Form a versatile team by mixing creative guerilla
thinkers with writers, word-of-mouth specialists,
designers, programming experts and other talents.
2. Take the latest trends and ideas from around the world
and blend them together until something new and unique
emerges.
3. Carefully add many years of experience in walking the
walk, not just talking the talk, until a solid strategy dough
forms.
4. This is the foundation for ideas mixed until a concept
turns into a campaign and a story develops into a
conversation topic that stays in people’s minds.
5. Finally, our enthusiastic bakers push this into the
oven and serve up a true marketing delicacy with lots of
passion and fun.
Our Recipe 2

3. Founded: September 2002
Location: Denver (USA) / Cologne (Germany)
Specialty: creativity + technical know-how = marketing
delicacies
Team: 18 (and counting) in-house + ~10 freelancers +
worldwide contractor network
Legal Status: LLC (USA) / GmbH & Co. KG (Germany)
Ownership: Felix Holzapfel and Klaus Holzapfel
Management: Felix Holzapfel (Germany) / Klaus
Holzapfel (USA)
First large Client: Early 2003 (E-Plus, German
telecommunications provider, building an online and
mobile community, guerilla marketing on the web and
mobile)
Funding: Completely self-funded, no external investors,
loans, etc.
In Zahlen 3

4. Our bakeries are both located in unassuming places.
You’ll find us in the always-bustling Cologne, Germany,
as well as the residential oasis of Westminster, CO,
USA, in the green and outdoorsy world between Denver
& Boulder.
All the things we need to inspire us are right at our
doorsteps. We would never bother with the monotony of
cubicles.
Our offices are perfect settings to brainstorm and develop
only the finest marketing delicacies.
Sounds interesting? Why don’t you swing by and pay us a
visit? Coffee, tea and friendly faces, plus maybe some
freshly baked cookies, will await you :)
Bakeries
4

5. 2.0) Ingredients
Everything from one source
5

6. EVERYTHING FROM ONE SOURCE
As master bakers at a full-service social media agency,
we only use the finest ingredients. Some of them are
known to bakers at any level, but others are of more
exotic nature.
We know how to blend the perfect mix of ingredients at
the right time and place, bake it to perfection and serve it
fresh, just out of the oven. Our recipe box includes some
classics, common basics and our own original creations.
We use them for clients, and ourselves.
Of course we also offer our ingredients separately. But
you only get tasty baked goodies by combining them
together.
Ingredients 6

7. 2.1) Tools
Our best helpers
7

8. OUR LITTLE HELPERS
The best ingredients are fairly useless if the right tools are
missing or someone doesn't know how to properly use
them. Only countless experiments and hard training will
teach someone to not only use but master the tools at
their fingertips.
Developing and discovering newly available tools early
ensures conceptbakery produces delicious baked goods
that turns heads whenever they’re presented to the
public.
Many times, we’re able to answer questions that haven't
even been asked and provide solutions to problems you
aren't even aware of yet.
As a cross-Atlantic marketing agency, we constantly
implement the latest trends and techniques for a global
audience. The world of Facebook, YouTube, Twitter,
Foursquare, Blogs, etc. is changing daily and we make
sure our clients are able to use all these playgrounds to
their fullest potential.
Ultimately, we provide our clients with a custom recipe
Tools
developed exclusively for them.
8

9. THE DRAWER
You can’t bake without your special drawer of tools, and
you can't communicate professionally without social
media. This is the area where the techniques of our daily
work are being stored.
Need more information? We could bombard you with
countless statistics in order to raise your appetite for
social media. But in this technologically-based world,
those numbers change too fast to be relevant for very
long.
However, the underlying message is the same: humans
love to communicate with each other. While that's not a
new phenomenon, the new technology for today's
conversation is the main game changer. It has and is still
evolving at a speed that is stunning even the leading
futurists of our times. With our help, you won't just keep
up. You'll be at the forefront of the movement.
Social Web 9

10. EASY, EASY, EASY...
Our Facebook CMS Lite is tailored for smaller businesses
and Facebook Pages.
• Setup of a landing page, including a fan and no-fan
section
• Selection of templates and switching text and
background colors (custom layouts available at
additional cost)
• Use of pre-built modules (sweepstakes, polls, image
galleries, RSS feeds, news ticker, videos, etc.)
• Easy to manage (no programming knowledge
required)
We also use this system for larger organizations. It could
not only just be used for the main brand page, but for all
branches (store or agency networks, franchises, etc.).
The system can guarantee a unified look, updated
product info across all pages, legal stability and more.
CMS Lite 10

11. FOR FACEBOOK PROS
This system is for companies that are looking for a highly
professional, state-of-the-art Facebook Page.
• Setup of a landing page with unlimited sub-pages
• Multi-User System, including rights management
• Use of pre-built modules (sweepstakes, polls, image
galleries, RSS feeds, news ticker, videos, etc.) +
individually programmed modules
• International Facebook Page possible (automatically
displaying language versions)
• Knowledge of other CMS is helpful (no programming
knowledge required)
We will take care of the entire setup. The ongoing
maintenance can then be done by us or our client.
CMS Pro 11

12. TASTY BITES 2 GO
Our shop would not be the same without our little helpers,
aka "apps". They make our job easier and are fun to work
with. A far cry from uniform-shaped cookie cutters, they
provide discussion material and are tailor-made for
special purposes.
Apps can be tailored to the flavor and the requirements of
a select target audience or can be build for a to have wide
spread appeal. The look and feel as well as the
functionality of an app will always be unique.
Apps are special tasty bites, for us and our clients.
Apps & Co. 12

13. 2.2) Strategy
Analysis, Goals, Positioning, ROI & Co.
13

14. ASKING THE RIGHT QUESTIONS...
We start by deciding what we’re doing and who we’re
serving. Are we baking bread, rolls, pies or cookies? For
whom? Who is doing what? Where and when are the
goods going to be served?
People shouldn’t just eat and leave, they should want to
talk about what their experience was like. What needs to
be done for the finished product to be perceived as
something special and memorable? How do you hook
your audience so they tell their friends about their
experience?
We can never forget who is always the center of all of our
efforts: people, consumers, clients, employees, and the
needs of all of those. One key success factor is to keep it
simple (let’s skip the stupid) rather than to complicate
them.
Strategy 14

15. SOCIAL WEB MONITORING & CONTROLLING
How is a company, product or service being perceived by
our clients' consumers or customers? What’re the
benefits? How about the weaknesses? What does the
overall market situation look like? What's the existing
conversation like? These are just some of the questions
we explore during this process.
We use various social web monitoring tools to gather
information from a wide range of sources. They help us
learn what’s being discussed, when, where and by whom.
This process serves us in three ways:
1. Creating a pool of data as a foundation to develop an
effective strategy.
2. Acts as a before and after study so we can gauge how
many people nibbled at our goodies and occurred
because of that.
3. Ongoing control during a campaign.
Analysis 15

16. ROI ON THE SOCIAL WEB
It's a fairly common approach in the social web to heat up
the oven prior to thinking about what to bake. That’s the
wrong way to achieve a goal.
We prefer to clearly define our quantitative and qualitative
goals prior to deciding which goodies will be served:
when, where, by whom and for whom.
This is essential for planning and executing a social
media marketing program and measure its success.
Despite public belief, it’s possible to create social media
campaigns with clearly defined and measured ROI.
Alternative Key Performance Indicators (KPI) are one way
to illustrate the effectiveness of your program. What are
your best options to measure your success? We’ll find
out!
Goals 16

17. SOCIAL MEDIA STORYTELLING
Why should anyone try your tasty goods and not the ones
in the window across the street?
Why should a user show interest with your brand and let
you talk to them?
How do you get your point across within seconds?
To retain and grow an audience, the answer in many
cases is careful targeting and a clear definition of your
position.
We are working with our clients on positioning that
creates appetite. Only a tasty story makes an audience
hungry for more.
Positioning 17

18. 2.3) Viral & WOM
Don’t just stand around!
18

19. OUR WORD-OF-MOUTH-SPECIALS
Viral marketing and WOM aren't just sprinkles on top of
frosting any longer. They’re key ingredients for any
successful project.
A plain marketing message is as uninspiring as an
undecorated cupcake sitting on a counter of intricately-
decorated multi-tier cakes.
You want your customer to see your message, grab their
phone and start a call with "OMG!" or tweet about you,
take a picture, post on Facebook, etc.
We usually refer to our creations as "word-of-mouth
specials". They’re meant to trigger participation and
conversation and are the icing on the cake of our projects.
Note: Our forefathers already used the same ingredients
to spread their word. Interesting stories are always a
successful vehicle to get your point across. We’re merely
adapting this philosophy to our modern communication
landscape.
Viral & WOM 19

20. 2.4) Social Web
Your audience is there! Are you?
20

21. HAVING THAT PERFECT MIX
The best recipes used to be top-secret and were passed
down from generation to generation within families. Today,
all of these family treasures and more are easily
accessible on the Internet.
Each plan must be uniquely tailored and baked to
perfection with only relevant variables and precise
attention to detail. That’s the difference between novice
and master bakers. If you’re sloppy, you could set the
oven on fire. Your project could become talk of the town in
a completely different way.
There are some pre-mixed products available, such as
our Facebook CMS Lite and Facebook CMS Pro, that
make the job a little easier. But those alone will only lead
you to good results, not great. For great, you’ll need fresh
add-ons created specifically for this product or your
project.
Tip: The sooner you involve your social media agency in
the planning process for your campaigns the better. That
can start as early as product development.
Social Web 21

22. COMMUNITY MANAGEMENT
Once a consumer has developed a taste for your
creations, we recommend to continue reaching out to
them on an ongoing base. This will turn one-time visitors
into regulars.
The management effort of your social media program will
increase with a growing number of daily visitors to your
destinations. That's when it makes sense to use
monitoring tools that aggregate information including
statistics from multiple platforms and make it easier to
work as a team.
What's the impact of a particular post? Who said what to
whom? What is the social media clout of the people you
are talking to? How big and relevant is their network to
you? It is important to measure what works and what
doesn't and to know whom you are talking to.
This is key information in order to satisfy the needs and
requirement of the people you want to communicate with.
Management 22

23. BUILDING REACH THAT MATTERS
Baking an amazing pie is one thing. Making sure that
others know about it and stand in line to savor it is the
other part of your success story. Unlike many others,
we’ve mastered both disciplines.
The initial steps of this process happen in the design and
the making of your pie. It’s important to add some show-
stopping ingredients to ensure you become talk of the
town. We call these word-of-mouth specials.
Afterwards, we set the pie in the window to tempt
passers-by and highlight it with online media to reach
your target audience. Are they male or female? Younger
or older? What are their specific interests? We know how
to maximize marketing and public relations to get you the
maximum benefits with the budget at hand.
Ready to serve your pie? We recommend integrating it
with your website and all your other communication
channels. A smart cross-media strategy avoids any dead
ends and uses the enticing smell of your activities to stir
interest and care for immediate distribution.
Promotion 23

24. 2.5) Social Commerce
Online Shopping 2.0 - Sales meets Social Web
24

25. ONLINE SHOPPING 2.0
The social web isn’t just the place to spread the word
about your gourmet products. It’s also a way for your
audience to get their hands on it. Selling products ala
online shopping 1.0 is being turned into an stimulating,
interactive 2.0 experience.
This starts with a client’s website. First we analyze the
pre-sales, sales and after-sales processes. Next we
optimize them, using apps and social plugins, etc. to
“socialize” them.
We already did many successful product tests on the
social web for larger brands as well as small businesses.
The result is, always, a very efficient creation of WOM for
brands, products and businesses.
It is relatively easy to integrate an online store into
Facebook. This alone doesn’t do the trick though. We can
help you to create exclusive social-web taste bites that
will benefit you as well as your audience. That’s when
things get yummy - for you and your customers.
sCommerce 25

26. 2.6) Mobile
Marketing 2 Go
26

27. MARKETING 2 GO
conceptbakery has many years of experience with mobile
marketing.
iPhone and iPad, Google Android, location based
services, Facebook Places and Deals, Foursquare and
QR codes are just some possible ingredients. The
behavior of users is dramatically changing and we'll make
sure you have smaller treats which still taste delicious at
any size.
The online presentation of your company can now be
easily accessed through multiple formats.
The mobile world offers us completely new ways to reach
out to users at any time and place. They can become an
active part of your marketing efforts.
We are happy to help you to cautiously blend these new
ingredients into your marketing mix and the processes
attached to it.
Mobile 27

28. 2.7) Cross-Media
Mix it Baby!
28

29. MIX IT BABY!
Some people use a fork to eat their pie. Others use a
spoon. Both are equally important target audiences, but
require different methods to get their attention. You don't
want to force your audience to adapt their habits to your
taste bud stimulant.
Some bakers are still using the same few ingredients over
and over again. We don’t believe in limiting ourselves this
way. There are also many ingredients in today’s
marketing mix that are unlike egg whites and yolk: you
can’t just easily separate them from each other.
Cross-media makes sure all single elements subtly form a
mix to stimulate the senses of your audience in whatever
way they prefer.
The results of cross-media done right will always greatly
exceed the effects of a number of standalone marketing
efforts. You audience will remember your delicacies. You
have automatically created appetite for more.
Crossmedia 29

30. 2.8) Cause Marketing
Campaign + Good Cause = Success
30

31. CAMPAIGN + GOOD CAUSE = SUCCESS
Baking for a good cause? We can show you how to
increase engagement with your audience, anchor your
message in the heads of your target groups and do some
good all at the same time.
Cause marketing, or corporate responsibility, has been
becoming increasingly important over the last couple of
years. If all your competitors are engaging in it ,you don't
really have to decide if you will try to make a difference.
It’s expected for you to do so. You will need to decide how
you’re going to do it and what your effort should look like.
We have long been engaging in cause marketing
ourselves. We supported a school in India, sponsored
global awareness videos and launched Ubuntu Now, a
501(c)(3) non-profit. Of course, your cause has to be
something you are passionate about. For example, we’re
using the power of World Cup soccer to support child
education and promote gender equality.
Cause Marketing 31

32. 2.9) Baking Classes
Bake social media yourself!
32

33. GETTING YOUR HANDS DIRTY
Does what you read and see at this site sound good to
you? Wouldn't you rather bake yourself than just nibble at
what we have to offer? Want to learn more about the
recipes and ingredients? How are the goods being
prepared?
Our baking seminars are geared towards beginners as
well as intermediates. We cover the underlying concepts
but emphasize practical training. We'll cover showcases,
talk about our first-hand experience and our daily work.
You will learn to bake your first social web cake. You'll
also analyze the market and the competition, develop
ideas and strategies, work on your own word-of-mouth
specials and develop strategies on how to let others know
about your new, tempting creation.
We’re offering our workshops to interested companies,
groups, small businesses, etc. We’ll also hold seminars at
various professional gatherings, schools and universities.
Want to learn our secret recipes? We’ll be happy to
discuss your needs and design a tailored agenda for you.
Baking Classes 33

34. 3.0) Showcases
Who do we bake for? And what?
34

35. 35

36. ROYAL CARIBBEAN INTERNATIONAL
Royal Caribbean is one of the leading providers of cruises
to international destinations.
Tasks: Increasing brand awareness on the social web,
image rejuvenation, reaching out to younger target
groups, creating additional ways of communicating with
existing customers, development of social web design
based on existing CD, as well as planning and execution
of original & interactive marketing activities.
Ingredients: Social web strategy creation, Facebook
Page makeover, apps (photo tool, sweepstakes, image
gallery, etc.), social plugins, YouTube brand channel, web
video production, Twitter profile, Flickr, media buys on
Facebook and YouTube, Word-Of-Mouth-Specials,
ongoing consulting and management of the
communication channels.
Results: Very well-received social web presence, high
rate of interaction with existing and new fans, building and
growing a loyal community, development of the “Seafari”
campaign (named for highlights at sea + adventures of a
safari). Though originally created for the social web,
Seafari’s success earned it growth into a lead campaign
(catalog, print ads, online advertising, etc.). It also
received large volumes of press coverage and resulted in
a happy and ongoing relationship with the client.
36

37. STABILO
German-based writing utensil maker STABILO is the
world’s largest maker of highlighters, as well as pens (for
writing and coloring) and markers for office use.
Tasks: Assisting with the development of an international
social web strategy, web and graphic design based on
existing branding, launching an overall Facebook Page,
as well as individual product Pages, increasing brand
awareness across the board.
Ingredients: Strategy consulting, developing numerous
Facebook Pages (content and design), use of our
Facebook CMS Pro, creating additional modules (e.g. for
running sweepstakes), social plugins, WordPress blog,
social web workshops, YouTube channel, web videos,
Twitter profile, media buys, ongoing consulting and
maintenance of the separate communication channels.
Results: Solid brand evangelist relationships developed
via central international brand page, users greeted in their
native language (on the landing page, the Wall, other
product pages and/or country specific pages), central
strategy and harmonized web presences, well-trained
employees included as part of the strategy development
and solid community management.
37

38. MANGAHELDEN (CARLSEN VERLAG)
Carlsen Verlag is a subsidiary of Danish company
Carlsen Copenhagen. Its division Carlsen Comics is one
of the three biggest comic publishers in Germany, and
was the first to introduce comics to the German market.
Tasks: Creating and executing a social web campaign,
celebrating the 20 year anniversary of manga (Japanese
graphic novels) in Germany, to act as a destination for
existing manga fans and introduce new audiences to the
books.
Ingredients: Setting up a Facebook Page, apps (photo
tool, quiz, sweepstakes), Word-Of-Mouth Specials, media
buys, offline guerilla outreach at cultural conventions,
ongoing management and consulting.
Results: Development of an engaged community,
creating a high interaction rate with users, receiving press
and blog coverage, and gaining another highly satisfied
client planning to expand the original agreement.
By the numbers: The Facebook Page reached 4,000
fans within weeks. Over 5,000 comments were posted by
an active, engaged community during the same period of
time.
38

39. SWR
Public broadcasting company SWR (Südwestrundfunk,
Southwest Broadcasting) is the second-largest television
company in Germany and reaches an estimated audience
of 14.7 million viewers in southwest states.
Tasks: Developing a distribution and interaction strategy
for the social web, as well as analyzing broadcasting
formats, editorial staff, market and competition. Setting up
required infrastructure and reaching new target groups
(digital natives).
Ingredients: Strategy, setup and maintenance of
Facebook Pages, YouTube Brand Channels, and Twitter
channels, social plugins, Word-Of-Mouth-Specials, media
buys, training and workshops, ongoing consulting.
Results: One of the first German Saturday-night
primetime TV shows with live Facebook integration,
creation of numerous, successful social web presences
on various platforms, cross-media concepts tying radio,
events, TV and social web together.
39

40. NIE WIEDER BOHREN AG
Niewiederbohren (German for ‘never drill again’) offers a
uniquely simple, durable but reversible attachment
system. It is quick, clean alternative to drilling for
attaching objects to high-quality surfaces.
Tasks: Planning and running an innovative product
testing in the social web, creating awareness and brand
recognition, reaching new target groups, creating
promotional content (advertisements and attention-
grabbing web videos).
Ingredients: Concept development for running the
product test (including triggers for users to share their
experience on Facebook, blogs and other online
platforms), developing Facebook Page, apps (sourcing
and qualifying testers during the application process),
web video production, social plugins, media buys,
ongoing consulting.
Results: Over 5,000 product testers and over 10,000
fans within weeks, over 10,000 web video views,
successful and highly efficient product test, successful
campaign run on a slim budget. Generated widespread
conversation of the product an, user generated content
incl. photos and new product use ideas.
40

41. KARSTADT
Karstadt is a 130-year-old retail company with 84
department stores, 26 sporting goods stores and an
online shop (www.karstadt.com). The company employs
more than 25,000.
Tasks: General strategy development, creating and
implementing original ideas in order to win new
employees via the social web. We also created a social
media newsroom.
Ingredients: Word-of-Mouth Special KarSTADT (“Stadt”
means city - we cast the company as an urban
destination looking for new citizens). Development of a
microsite and Facebook Page, apps (style check,
sweepstakes, etc.), use of our proprietary Facebook
CMS, social plugins, media buys, blog, training, ongoing
consulting.
Results: The project became one of the most successful
career sites on Facebook within weeks. Resulted in
abundant positive coverage and rejuvenated the brand
image within the target group. Earned an expanded
agreement with the client and inclusion into the list of
showcases at facebook-studio.com.
41

42. CARBONA
Carbona is the oldest household cleaning product
manufacturer in the US.
Tasks: Social media audit, developing of overall strategy
and original ideas to increase overall brand awareness,
social media workshop for entire organization, constant
social web program optimization, management and
consulting.
Ingredients: Setup of social media program StainTalk -
Cleaning Heroes United, Word-Of-Mouth Specials.
Facebook Page, Twitter, Youtube, Flickr channels, apps
(sweepstakes, sample giveaways, etc.), cross-media
promotion, developing and launching an online store,
creating newsletters and press releases, blog networking,
giveaways and other promotions, website redesign,
various microsites, WordPress blog, web videos, social
plugins, cause marketing, product samplings on the social
web, designing product packaging, ongoing management
and consulting.
Results: Building a loyal and active community and
establishing StainTalk as a premier resource for
household cleaning tips. Being invited by mom bloggers
to join their conversations and hosted chats, long-term
relationship with client, expansion of activities into
Canada.
42

43. CELEBRITY CRUISES
Founded by Greece-based Chandris Group, Celebrity
Cruises is well-known as an upscale leader. The 10-ship
line was acquired by Royal Caribbean in 1997 and now
operates as its sister cruise line.
Tasks: After the launch of the first successful Royal
Caribbean project, we were asked to work on increasing
awareness on the social web for Celebrity Cruises. We
opened new communication channels with existing
clients, created a social web design (based on existing
corporate branding) and developed and maintained user
participation campaigns.
Ingredients: Social Web Strategy, optimization of
Facebook Page, apps (photo tool, sweepstakes, image
gallery, etc.), social plugins, YouTube Brand Channel,
Twitter profile, media buys on Facebook and YouTube,
Word-Of-Mouth Specials, covering a ship launch via
livestream on Facebook, ongoing consulting and
management of communication channels.
Results: Successful social web presence, had growth of
4,000 fans within a month, experienced a high rate of
interaction with existing and new fans of the brand,
developed a loyal community. One sweepstakes
promotion required on-the-fly programming adjustments
since the user participation exceeded all expectations.
Resulted in an expanded agreement with the client.
43

44. TÜV RHEINLAND
An internationally recognized symbol for quality and
reliability, TÜV Rheinland stands for Technical
Inspections Organization. The company employs more
than 12,000 people in 360 locations in 62 countries.
Tasks: Development and implementation of a social web
strategy, original marketing concepts and cross-media
concepts for events. Building a car-tuning fan community,
setting up and managing social web accounts, providing
cross-media support for offline events.
Ingredients: Facebook Page, YouTube channel, Flickr,
Twitter, apps (photo tool, sweepstakes, image gallery,
etc.), integration of social web content into tuv.com, social
plugins, custom programming of an interactive car
community, media buys, web videos, Word-Of-Mouth
Specials (e.g. election of tuning minister, car love),
workshops, creating social media guide, ongoing
consulting and management of social web accounts.
Results: TÜV Rheinland’s establishment as a leader in
the social web surprised the tuning fans and other
stakeholders. The program launch and many subsequent
activities generated plenty of positive WOM and media
coverage. The TÜV was one of the first large German
organizations with far reaching social web integration into
their corporate website. Our work with the client is
ongoing and constantly expanded.
44

45. 4.0) Final Words
Why conceptbakery...
45

46. WHY US?
Experience: We are social media pioneers and
trendsetters since 2002.
One-stop shop for the social web: strategy, campaign
development and implementation, management and
consulting.
Passion for our work: We are going the extra mile for all
of our clients, no matter if small business or global brands.
We practice what we offer to our clients ourselves.
Custom solutions: We are able to use our in-house tools
like our Facebook CMS Lite or Pro in order to best match a
clients needs.
Our team: Lots of talent assembled in two potent teams.
We are combining creativity with in-depth know-how of
user behavior and technology.
Of course we would be very pleased if we created some
appetite for more :)
Final Words
46

47. 47

48. 5.0) Many Thanks...
for your attention!
48