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Gerris Capabilities Deck (Kitchen Sink Version)

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i [email protected] +1 202-351-1235 Capabilities Deck
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[email protected] +1 202-351-1235

Services

• Internet forensics

• Influencer marketing and outreach

• Blogger outreach

• Social media and message board marketing & strategy

• Community, blog, social media, and Wikipedia management

• Online brand amplification

• Book promotion

• Search engine marketing

• Online reputation and identity management

• Content marketing

• Inbound marketing

• Training & consulting

• Search engine optimization

[email protected] +1 202-351-1235

Internet Forensics

• Uncover anonymous online identities

• Reveal owners of privately registered domains

• Track down sources of anonymous posts

• Discover sources of anonymized attacks or

negative reviews

• Find out if your critics are real or if they are

your competitors

• Combine with online reputation management

to combat online crises

[email protected] +1 202-351-1235

FedEx Case Study

• FedEx Guy Throwing My Computer Monitorvideo went viral on YouTube

• Client wanted the identity of the anonymous person behind a viral video depicting a FedEx driver throwing a computer monitor over the wall of a residence

• We tracked down the original post (reddit) and followed breadcrumbs to the original source

• Following digital trails, we found his real name, contact info, address, and biographical information (air show photographer, husband, and owner of two labs)

[email protected] +1 202-351-1235

Influencer Marketing

• We can research, identify, and engage the most influential people in your space no matter how niche

• We find people in their communities and engage and influence them thereWe routinely get them to blog, tweet, pin, review, Facebook, Google+, and post on your behalf

• Most influencers share across multiple platforms

• We have been doing earned media influencer marketing since 2003

• Influencers often include bloggers, reporters, trade writers, journalists, YouTubers, forum members, tweeters, passion players, hobbyists, Facebookers, list owners, redditors, and plussers

[email protected] +1 202-351-1235

Halyard Health Case Study

• Halyard Health (formerly Kimberly-Clark Health Care) needed

help promoting their health care–associated infection microsite in

the English, Latin American Portuguese, and Spanish-speaking

market

• Through a combined social media and blogger outreach

campaign, Gerris doubled traffic and a first page, number 4,

placement when searching for “health care–associated infection”

on Google

• Gerris discovered all the relevant blogs and influencers germane

to the issue of HAIs, immunodeficiency, and infection and

engaged them, earning their posts, tweets, and likes across both

the US and Latin American market

[email protected] +1 202-351-1235

Multilingual Capabilities

• Blogger and influencer outreach works outside the

United States and in other languages than English

• We have been doing blogger outreach, influencer

marketing, content marketing, online community

management, and social media marketing since 2007

• Language is not enough, each country is both made up

of language and culture– Languages have included Latin American Spanish, Brazilian

Portuguese, Polish, German, Russian, French, Spanish

– Cultures have included Polish, Portugal, Argentinian, Colombian,

Australian, New Zealand, English, Welsh, Scottish, German, Austrian,

Swiss, French, Mexican, Hispanic, Chicano, Brazilian, Puerto Rican,

and others

[email protected] +1 202-351-1235

Blogger Outreach

• We identify and engage all the germane blogs on

behalf of our clients with three immediate goals– Secure earned media mentions on hundreds of blogs, online media

outlets, Twitter, Facebook, G+, etc

– Touch thousands of people in both your current market space as well

as aspirational markets for current and future growth

– True white-hat SEO, powerfully effective even post-Panda and

Penguin Google algorithms

• We can identify bloggers based on demographic,

psychographic, or geographic requirements

• Our clients have been local, national, international, and

even global in many languages and across many

cultures

[email protected] +1 202-351-1235

A-List Blogger Outreach

• People are talking about you (and your product) no

matter how niche your vertical

• Discovering these influencers where they live and

engaging them with what they want is Gerris’ expertise

• We have over a decade of experience identifying,

befriending, and engaging top-level influencers on

behalf of clients

• Gerris specializes in earned media campaigns,

earning you the most authentic reputations based on

interest, engagement, and excitement

[email protected] +1 202-351-1235

Long-Tail Blogger Outreach

• Influence exists much deeper than just the top 25 journalists,

reporters, and bloggers—upward of 4,000+

– “We want you to take 50 million of us as seriously as you take one

reporter from The Wall Street Journal”—Cluetrain Manifesto

• There are thousands of influencers germane to your launch,

software, product, service, brand, book, app—no matter how

niche

• Gerris can identify and engage all the way down the long tail

into conversations and blogs that are deep in the conversation

• Clients include Mizuno, Sage, Kimberly-Clark, Alzheimer’s

Association, Fotolia, The Fresh Air Fund, Habitat for Humanity,

HSN, International Medical Corps, Mitsubishi, OLX, Brandsclub,

Sharp, Snapple, Snuggle, US Olympic Committee, AAFMAA,

Unity Productions, StockTouch, The Daily, NAHB, XYIENCE

[email protected] +1 202-351-1235

Mizuno Running Case Study

• Mizuno was virtually unknown in the US, with 7% brand

favorability and a $1.5 million marketing budget — just 1% of

category spend

• 80% of runners already know the brand and model of running

shoe they intend to buy before they shop

• Gerris identified both the top running bloggers and athletes as well

as anyone and everyone blogging about running

• Every blogger received a free pair of shoes to try, to give them the

Mezamashii “brilliant run” experience as well as shoes to share

with readers

• 133 earned media blog posts, 1,350 Tweets, 40 other earned

media mentions over 6 weeks

• Brand favorability grew 54%, from 7% to 10.8%, in the first 5

weeks

[email protected] +1 202-351-1235

Social Media Marketing

• From virtual online community management to modern social media,

we have been offering world-class online brand promotion since

1999

• We will help increase brand recognition, encourage interaction and

engagement, create content, share news and opportunities with

customers and prospects, help build a good online reputation,

promote your other social networking activities, respond to support

issues, improve engagement and accountability, and increase

awareness of your activities and culture

• We have helped companies put their best foot forward for

individuals, authors, celebrities, public figures, local, nonprofit,

corporate, national, and international brands with English, Spanish,

Portuguese, and others

[email protected] +1 202-351-1235

Message Board Marketing

• There’s a forum for everything

• Message boards and discussion forums are where conversations start

• A message board discusses a single topic, deeply, for decades

• It’s tricky to engage message boards but it’s possible and very powerful

• We’ve been engaging in brand promotion on forums since 2003

[email protected] +1 202-351-1235

Glock Case Study

• Bloomberg BusinessWeek reporter wrote a book about Gaston Glock and the History of the Glock pistol

• Paul M. Barrett reached out to Gerris to help promote Glock: The Rise of America's Gun to dozens of gun-centric message boards

• We were able to transparently get Paul engaged in ongoing conversations about his book and also involved in conversations about Glock

• Paul engaged in many admin-sanctioned “ask me anything” threads on Internet forums

• We were able to convert anti-Bloomberg sport shooting hobbyists into fans of the book

[email protected] +1 202-351-1235

Social Media Strategy

• We have been social media pathfinders for global brands since 2006

• We work with you on defining your goals and building a social media strategy that best manifests your vision

• We’ll develop your strategy based on what you’ve done, what your competitors are doing, and how you define success

• We’re happy to create the blueprints for you to build, we can work with you to build it, or we can be both architect and contractor

[email protected] +1 202-351-1235

Online Community Management

• Too many companies have put too much money into

their online events and communities and not enough

into their community managers

• Online communities are never self-policing or self-

moderating

• Online communities demand a strong leadership of

facilitators and activists to get and keep the

conversation started

• Gerris has been managing online communities since

1999

[email protected] +1 202-351-1235

Blog Management

The importance of having a good corporate blog has become increasingly pivotal over recent years and can really help boost your SEO results

We have trained bloggers on staff that can assist with running and promoting your corporate blog

• Design, create, and launch a corporate blog

• Create an editorial calendar to manage the posting of articles

• Create and write content for the company’s blog that’s geared toward creating buzz

• Generate traffic toward your site through relevant content and sharing

• Encourage participation from online communities

[email protected] +1 202-351-1235

Social Media Management

• Our team has set up and managed social media

profiles for national and global brands

• We have managed Facebook, Pinterest, Twitter,

Google+, and LinkedIn profiles in English, Latin

American Spanish and Portuguese.

• We’re happy to hand over the reins after we get

you started, continue to assist you in social

media content-creation, or take over and

maintain, monitor, and engage your fans,

followers, and friends over time

[email protected] +1 202-351-1235

Facebook Management

• You need a vibrant, popular, and engaging Facebook Page (or pages) and we can help

• We’ll help you get started, we’ll guide you along the way, we’ll assist your work, or we’ll take the reins and become your social media manager

• Services in multiple languages and cultures

• We have been designing, developing, curating and producing Facebook Pages since late 2007

[email protected] +1 202-351-1235

YouTube Management

• YouTube is a community first, a video sharing

site second

• We’ll manage and promote your YouTube

channel or channels

• We’ll promote your content and channel

• We’ll engage your commenters

• We’ll optimize your channel for search

• We’ve produced for YouTube since 2005

[email protected] +1 202-351-1235

Twitter Management

• Twitter serves as a platform to interact with potential

customers, and a place for previous customers to sing

your praises

• Hand your Twitter profiles over to us and we’ll develop

content, increase followership, follow the right people,

engage with followers, answer questions and help with

issues

• We’ll work with you to integrate Twitter with the rest of

your brand so that we become a seamless part of your

marketing, PR, and support structure

• We’ve been engaging on Twitter since 2007

[email protected] +1 202-351-1235

Wikipedia Management

• Wikipedians since March 2005

• Nearly a decade of content creation, curation,

correction

• Clients include national brands, chains,

restaurants, celebrities, controversial figures,

and politicians

• Experience in Wikipedia crisis response

• Offer Wikipedia strategy and services

[email protected] +1 202-351-1235

Social Media Audit

• Assess the current status of your current social

media efforts

• Determine the current level and tone of buzz

about your company on social media

• Report on how your efforts compare to your

competitors

• Clients have included Strayer, Petsmart

Charities, Caliburger, Wells Fargo, Mitel, CIT

Energy, Beech-Nut, AAFMAA, Snikiddy, Purina

[email protected] +1 202-351-1235

Social Media News Release

• Web sites are terrible at storytelling

• Social media news releases (SMNR) offer easy-to-understand all-in-one information resources

• We develop next-generation press releases optimized for social media sharing

• Capable of localizing SMNRs specifically for any language and any culture

• SMNRs developed for Mizuno, The Daily, StockTouch, Fresh Air Fund, Kimberly-Clark, HSN, OLX, Habitat for Humanity, International Medical Corps, US Olympic Committee, and others

[email protected] +1 202-351-1235

Social Media Newsroom

• Every corporation needs to communicate with

the media, prospects, and investors

• Make it as easy for researchers, journalists,

reporters, and investors to learn all about you as

easily as possible

• We can integrate, design, populate, and update

your newsroom – or you can do it yourself

• We’ve been designing newsrooms for major

corporations since 2006

[email protected] +1 202-351-1235

Social Media Monitoring

• People are already talking about you

• We have been monitoring online conversation

since 2003

• Experience doing historical research,

competitive business research, and real-time

social media and mainstream media monitoring

and reporting

• Clients include Smuckers, Emergent

Biosolutions, Purina, Petsmart Charities, Wells

Fargo, Mitel, and others

[email protected] +1 202-351-1235

Online Brand Amplification

• Gerris has access to proprietary tools and networks that can powerfully amplify social sharing

• We can amplify your content marketing by sharing it across hundreds of real Twitter, Facebook, LinkedIn, and Google+ profiles

• Examples include getting our members to– Like your Facebook page

– Pin a product on Pinterest or follow a Pinterest board

– Follow you on Twitter

– Follow your company on LinkedIn

– Join a MailChimp list

– Post a review on Glassdoor

[email protected] +1 202-351-1235

Online Book Promotion

• Publishers have all but abandoned all but their top writers

• Winning a book contract is only the first step towards being a New York Times bestselling author

• Gerris can take over the pre- and post-publication heavy lifting of your online book promotion

• Access all the influencers before your book even hits the shelves

• We will set up, grow, populate, and promote your social media channels across Facebook, Twitter, Pinterest, LinkedIn, Google+ and others

• Shepherd influencers to write reviews both online, on blogs and social media, and on book review sites

[email protected] +1 202-351-1235

SEMInc Case Study

• Bill Hunt and Mike Moran contracted Gerris to promote the 3rd edition of their bestseller, Search Engine Marketing, Inc.

• Identified and engaged more than 500 SEO, SEM, social media marketing, social media strategy, advertising, and digital influencers, offering them both digital and physical galleys of the book

• Offered interviews and exclusive access to the pre-release book and the book authors

• Followed up with requests for reviews, tweets, posts, and online book reviews

[email protected] +1 202-351-1235

Search Engine Marketing

• We’ve been improving the search results since 1997

• More than SEO, SEM includes site speed, optimization for

search, site architecture, keyword optimization, content-

creation, social media integration, site popularity, content

sharing, Google/Yahoo!/Bing-integration, organic content or

site mentions, etc.

• In 2015, organic search success demands technological

skill, generous quality creation, and a commitment to

persistent online engagement

• Social media and content marketing is the secret

• We posses the technological expertise and over a decade

in social media to get you to the top of organic search

[email protected] +1 202-351-1235

Online Reputation Management

• You are judged primarily by the first page of

search results

• 53% of users don’t go past the first two

results, 89% don’t go past Page 1, and 99%

of users don’t go past Page 2

• We can armor your reputation before a crisis

or repair negative search results after

• We’ve helped CEOs, tycoons, politicians,

financiers, public figures, high-wealth

individuals, corporations, and celebrities

[email protected] +1 202-351-1235

Online Identity Management

• We help people looking for you find you

• You are your online presence

• Dominate your brand in search, on social

media, via domain names

• Control the first page of search

• Control your brand online

• Influence your reputation on Wikipedia

• Armor yourself against online attacks

• Prepare and respond to crises online

[email protected] +1 202-351-1235

Content Marketing

• Content marketing is any marketing that involves the creation and

sharing of media and publishing content in order to acquire and

retain customers

• We work with you to create, distribute, and propagate relevant and

valuable content

• We are communicators, bloggers, writers

• We can distribute this content across social profiles through both

organic and placed shares

• We can place your articles into the trades, top websites, online

journals and blogs

• We work with you to attract, acquire and engage a clearly defined

target audience in order to drive profitable customer action

[email protected] +1 202-351-1235

Inbound Marketing

• Every organization needs to become a publisher,

especially in light of how Google is integrating social

sharing into organic search

• Inbound marketing focuses on creating quality content that

pulls people – and also search robots – toward your

company and products

• Blogs, podcasts, video, eBooks, newsletters, whitepapers,

SEO, and social media marketing are ways of creating

compelling content in order to woo search engine robots

and human visitors alike

• Sales and traditional marketing can greatly benefit from

committed and persistent inbound marketing

[email protected] +1 202-351-1235

Training & Consulting

• We’re happy to teach you to do everything we

do: we who can do, also teach

• We’re also available for consulting, by the hour,

day, or by project

• Anything that Gerris offers as a service, we also

offer in the form of classes, webinars, personal

coaching, process counsel, or as business

consultants

[email protected] +1 202-351-1235

Search Engine Optimization

• SEO is mandatory in today’s completive organic

search market

• SEO is much more than just keywords, meta

tags, and copywriting

• Google, Bing, and Yahoo! demand deep tech,

content creation, and social media integration

• We at Gerris know social, search the Internet,

technology, the web, hosting, and content

• Giving brand completive online tune-ups since

1997

[email protected] +1 202-351-1235

About Gerris digital

• Gerris digital is a full-service digital strategy consulting.

• Gerris digital's experience and skills cover digital PR, digital marketing,

social media marketing, influencer outreach, blogger outreach, online

engagement, online reputation management (ORM), search engine

optimization (SEO), online crisis management and response, online brand

promotion, online brand protection, online and social media storytelling,

online monitoring, social media staffing, social media training, blogging

training, social media best practices, and search engine marketing (SEM).

• Gerris is the brainchild of Chris Abraham, recognized master of blogger

outreach, social media strategy, content marketing, digital PR, online

reputation management, and search engine optimization.

• A pioneer in online social networks and publishing, with a natural facility for

anticipating the next big thing, Chris is an Internet analyst, social media

strategy consultant, and advisor to the industries' leading firms.


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