PowerPoint Presentation

Social Influencer InsightsPresented by: Cogent 2014 Interns

Social Media Platforms:

MAKE CLEANHelpful links? -http://www.ebizmba.com/articles/social-networking-websites-https://vine.co/

TwitterWhat is Twitter?Social networking and microblogging service where users send and read short 140-character text messages, called tweets, that has been around since 2006.Details:When others subscribe to your Twitter they are known as your followers.Users can group posts together using hashtags (words or phrases prefixed with a "#" sign)The "@" sign followed by a username is used for mentioning or replying to other users. To Retweet a message from another Twitter user, is to share it with one's own followers.

Fit double space - space details down - so its clear --- fastest news source in the world, share something in real time, quoting people, BEST use forWhere you want to make announcementshttp://en.wikipedia.org/wiki/Twitter

TwitterWhat is Twitter best used for:Source for news, information and emotional release. Why would a brand use it: Announce news or join relevant timely conversationsProduct information/promotionsGet ahead of customer feedbackTop Followed:Katy Perry (54.4MM), Justin Bieber (52.8MM), Barack Obama (44.07 MM), YouTube (43.6MM), Lady Gaga (41.6MM), Taylor Swift (41.8MM), Britney Spears (38.05MM), Rihanna (36.4MM) and Instagram (33.8MM).

For measurement run it by Michael and Lauren, what tools does Cogent use -- How does Cogent track?http://en.wikipedia.org/wiki/Twitter

Case Studies:Twitter Handle: @OreoFollowers: 376K Company: OreoWhat: Free PR stunt with Oreos digital voice during the Super Bowl black out. 36% of viewers intended to use a second screen when viewing the game.

Twitter Handle: @TheEllenShowFollowers: 29.7MMCompany: SamsungWhat: According to CEO of Publicis, the selfie was worth between $800MM-$1B to Samsung. Most RT and Favorited tweet of all-time.

Case Studies:

Twitter as a tool for Cogent:Drive trafficInformational voice of different brands managedCelebrity seeding, as is already being doneListening and speaking tool

VineWhat is Vine?A free mobile app owned by Twitter.Released in January 2013 and already has an estimated 60 Million usersUsers create and post short looping video clips that can be shared to Vine, Twitter and Facebook.These clips are only a maximum of six seconds long.

Top 10 most followed Viners: Nash Grier (8.8MM),King Bach (7.4MM),Brittney Furlan (6.7MM),Jerome Jarre (6.6MM),Curtis Lepore (5.3MM),Josh Peck (5MM),Marcus Johns (5MM),Rudy Mancuso (5MM),Jerry Purpdrank (5MM),Nicholas Megalis (4.3MM)

Helpful Vine Tips and TermsTips: Use a TripodUse headphones with built in mic for better soundCreate how to video contentAlways use hash tags to join topicsBe Creative

Terms:Re-Vine: Sharing the video to your friends (like a retweet)Loop: Total number of viewsViner: A person who shares vinesChannels: Different types of vine genres

Ghost feature- The most recent version of Vine gives you the ability to apply a ghost layer when you film. Just click the small ghost icon in the bottom right corner to view your last shot, which will be lightly overlaid on top of your current view. If you want your video to complete a smooth loop, take a screenshot when you start filming so you know at which point you should stop your video.

How to Use Vine:Download the App Create a profileRecord your first vine video (only on mobile devices)Share it to Vine, Instagram, Twitter and Facebook

Uses/FactsWhat is Vine best used for:As a quick effective way to leverage video.Humor/Comedy, Sports, Special effects tend to be the most popular Vines.Why do brands use Vine:Brands use vine to creatively build brand awareness through short video clips.

Facts:In 2013 mobile devices exceeded the entire worlds human population.In April 2013 vine was the most downloaded app in the apple store.By 2017 video will be two-thirds of the worlds dataA branded vine is 4x more likely to be seen than a branded video.

Top 7 Types of Brand Integration1. Celebrities2. Use Your Logo3. Animation4. Infinite Looping5. Candid Camera6. Let the Influencers Do the Work7. Hire a Director

1- Take advantage of Vine with a quick video of a celebrity spokesperson and see just how quickly you get thousands if not millions of viewers watching your clip.2- This idea seems simple enough. Your logo can create the best brand awareness possible if you utilize it in a clever, creative way.3-Vine is the ideal place to take advantage of stop-motion animation. This can be a creative and unique way to build awareness about your brand that is both fun and young.4-By default, Vine videos continuously loop and this is something that you should definitely take advantage of.5-Candid Camera-Surprise people in your business, ask them questions about your brand out in the street. Create odd situations that incorporate your brand for people to walk into.6-Controversy Sells- Find a way to make fun of controversial Vine videos and add fun and cheekiness to your plain old marketing plan.7-Let Them Do The Work- Having your consumers create videos will help with brand awareness and visibility with total community engagement. Make them an equal part of the process and they will stay interested.8-Really. Popular Vegas showmen are big hits on TV, and Vine can be an ideal platform to make a stunning impression.Why magic? Users will expect nothing less when it comes to this Video-sharing platform. The app uses quick cuts and looping that can work well with magicians and illusions.9-Then, use audio that builds suspense for your viewers. Make them use their imagination with some outlandish sounds, screams, or laughter. Create a series of sound only videos that culminate into a great visual later.10- Not everyone is a marketer or technical professional. Fortunately, creative professionals are everywhere and you dont even have to spend a lot of money to hire one.

Vine Stars:Vine Handle: Lauren GiraldoFollowers: 2.8M FollowersLoops: 2,211,577MMA 16-year-old social media Star who makes about $2,000 per sponsored Vine. Her videos are mainly just random acts of comedy throughout her daily life.

top viners

Vine Stars:Vine Handle: Pinot W. IchwandardiFollowers: 288K FollowersLoops: 142,904KCompany: Mountain DewHis trademark is animated sketchvideos. Pinot answers that he getsaround $1,000 to $2,000 for eachbranded video.

Case Study:

Vine Handle: Nicholas Megalis and Rudy MancusoFollowers: 4.3MM Followers and 4.8MM FollowersLoops: 716,655KCompany: Trident

Vine as a tool for iSmoke:Vine Handle: @Smoketricks206Followers: 22,221k

get videos

InstagramWhat is Instagram?An online mobile photo-sharing, video-sharing and social networking serviceShare to other platforms200 million monthly active usersBrands post on average of 5.5 posts by top brands a week75 million active users daily43% of top brands post dailyOne-third of instagram users are between 18 - 24

Why would a brand use it? Share visuals, photos establish brand equity, http://en.wikipedia.org/wiki/Instagram

InstagramWhat is used best for:Best used for sharing visuals, creating brand equity, reaching the consumers, products, showing new products, public events, sales, etc.Why do brands use Instagram:Brand equity/Cool factorPromotional contentTop Followed:Instagram (56MM), Kylie Jenner (10MM), Khloe Kardashian (10MM), Ariana Grande (13MM), Justin Bieber (17MM), TheFatJewish (568K)

Case Studies:Instagram Handle: Michael Oneill (Professional Photographer)Followers: 550,000 Company: VogueWhat: Did an instagram photoshoot withcampaign with his iphone in places likeGrand Central.

Instagram Handle: Christine Hsu* @kkarmaloveFollowers: 170,000Company: Fossil WatchesWhat: She got paid $75 per branded image photo

FACTS: Levis and Charity Water were two of the first to use paid sponsorship on instagramProfesional shot advertising is a way brands have been using product endorsement

Case Studies:Instagram Handle: Swopes Followers: 214KCompany: CasamigosWhat: Photo-contestInstagram Handle: ChrisozerFollowers: 561KCompany: Mercedes Benz What: Hired photographers for a competition to shoot the the Mercedes-Benz CLA. (17.5K)Likes)

Kuiper averages 13,000 engagements per post, and hes also creating the content,that aint cheap. -Kuiper has 775,000 followers and is a part of a brand activation for Michael Kohrs in Shanghai-Campaigns must feel organic to a user's feed

Instagram as a tool for Cogent:Spyder Giveaway: Dan Bilzerian, professional poker player with 3.2 million followers. Average pictureover 140,000 likes. Loan him a Spyder in return for him taking a couple instagrams with it. Also theinstagram post goes to 3.8 million facebook fans.

Carnivor or Gascon Professional Photographer Campaign: Pair up with 10 popular/professionalPhotographers and havethem run a campaign where they each post 5-10 pictures with Gascon or Carnivor.Photographers like Kuiper whoaverages 13,000 engagements per post. Incentive for winner. Winner is chosen by most comments, likes, etc.

PinterestWhat is Pinterest?A visual discovery tool used to collect ideas for different projects and interests.Launched in 2010Details:The Pins Pins can be almost anythinga gift, recipe, or even a quote. Little bookmarks people add to Pinterest that always point back to popular sites.Beautiful boardsBoards where people collect and organize their Pins. Connecting interests Pinterest connects people through shared interests. Simple discoveryPinterest helps people discover things in a simple, visual way.

All information found on their website. https://business.pinterest.com/en/whats-pinterest

PinterestWhat is Pinterest best used for? Sharing content (images, videos, quotes..etc.) creating social engagement, sales, advertisementetc.Why would a brand use it?As a marketing tool to drive targeted engagement.Top Followed:Jane Wang (2.3MM), Lowes (3.4MM), Christine Martinez, Ben Silbermann, Jennifer Chong, Joy Cho, Evan Sharp.

How to use Pinterest:Sign up or linking your FB/Twitter profile.Give it a name and shoot for a style that you like. Follow those who influence your brand.Then you should pin content onto your board or upload your own original content.

Case Studies:Pinterest Handle: WSJFollowers: 47, 873 Company: The Wall Street JournalWhat: Realized that pictures werent their strengths, so they used their board as a way of posting noteworthy quotes from their articles.

Pinterest Handle: NordstromFollowers: 197,950Company: NordstromWhat: Nordstrom started using the service as a way to inspire customers and tell a visual trend story. Help customers create a big wish list.

Whole Foods Market: Created community boards and partnered with popular food and health experts on Pinterest (iVillage, Joy Bauer and Jessica Smith) to broaden their reach. (193,508 followers)Case Four: Sephora: Sephora noticed an emerging beauty trendPinterest users were regularly saving their favorite beauty products and inspiration onto Pinterest boards, and many of those images were from Sephora.

Case Studies:Pinterest Handle: WholeFoodsFollowers: 194,441 Company: Whole Market FoodsWhat: Created community boards and partnered with popular food and health experts on Pinterest (iVillage, Joy Bauer and Jessica Smith) to broaden their reach.

Pinterest Handle: SephoraFollowers: 310,741Company: SephoraWhat: Pinterest users were regularly saving their favorite beauty products and inspiration onto Pinterest boards, and many of those images were from Sephora

Whole Foods Market: Created community boards and partnered with popular food and health experts on Pinterest (iVillage, Joy Bauer and Jessica Smith) to broaden their reach. (193,508 followers)Case Four: Sephora: Sephora noticed an emerging beauty trendPinterest users were regularly saving their favorite beauty products and inspiration onto Pinterest boards, and many of those images were from Sephora.

Pros:Create inspiration boards (using the style of the clients) Create neutral spaces for all the same content. One main board for LDV, then different boards for (Corso Coffee, Lugo Caffe...etc)Able to see what people like from the brand as they pin your content. Staying organized, categories of seasons, trends, clients Cons:More of a female-orientated social site (might not work for all clients)

Pinterest as a tool for LDV:

YouTubeWhat is YouTube?A video-sharing website where users canUpload, view, and share videos.Created in 2005 and owned by Google since late 2006More than 1 billion users visit YouTube every month. 100 hours of video uploaded per minuteYouTube reaches more U.S. adults aged 1834 than any cable network.

Great tool because you get to see the reach in real time

YouTube

What is YouTube best used for: As a search engine for videos.Why would a brand use it: As a platform to host all videos without having to pay for it.Easy to follow reachConnect with large audiences through popular YouTubersTop Followed:PewDiePie (28MM), Smosh (18MM), Hola Soy German, VEVO (Rihanna, One Direction, Katy Perry, Eminem), nigahiga, Machinima, SkyDoesMinecraft, ERB, TheEllenShow and TheFineBros.

Types of Brand Integration:Brand inspired contentProduct placement/integrationChannel SponsorshipsOn screen annotations and on screen video annotationsAdvertisementBefore, during, or after video

Brand inspired content- Allow a Youtuber to use their unique style of video to promote a brand.Product placement- Product placed in videoChannel sponsorships- Sponsor a Youtuber or his/her channel, with or without deals for viewers.On screen annotations- on screen picture or video links to websites or social media platformsAdvertisements- video or picture adds before during or after youtube video. Paid per 1,000 views.

Video Point 0:07-0:20, 1:00-end

What is a YouTuber?Philip DeFrancoCEO of DeFranco inc.Owns and Runs 5 youtube channelsPhilip DeFranco (3,261,000+ subscribers)PhillyD (879,000+ subscribers)SourceFed (1,376,000+ subscribers)SourceFedNERD (669,000+ subscribers)ForHumanPeoples (182,000+ subscribers)Owns and runs a clothing/ products company (ForHumanPeoples.com)Social MediaFacebook- 540,900+ likesTwitter- 502,000+ followersInstagram- 261,000+ followers

Noted Partnerships-Gamefly -Dollar Shave Club-Netflix -Full Sail University-Ting -Samsung

An influencer that created a following through YouTube; usually relevant on other social media sites as well.

Youtuber- A person who has become famous from content created on youtube. Often are relevant outside youtube as well as within the youtube community.

Philip Defranco owns 5 youtube channels totaling over 6 million subscribers and his videos generally rack up 400-700k views within a week of being posted.

Philip DeFranco Sponsorships

Choosing the Right YouTuber for Your BrandDo the researchFind a brand that is in-line with a YouTubers identityMatch the YouTubers demographic to that of the brand.

How to get in contact with Youtubers:YouTube Networks:FullScreenRevision3BigFrameStyleHaulMachinimaMaker

Talent Managers & YouTube Networks:Linking with brandsFinding brand dealsHelp Channel Growth

Case Study:Method: JackThreads worked closely with Revision3 to integrate both the brand and "invite-only" messaging into a roster of Revision3 shows. Due to the unique, in-show messaging model, JackThreads customized messaging to each individual show, making it more relevant to viewers.

Objective:JackThreads was looking to target young, male, web savvy consumers to increase signups, drive sales, and build awareness for their daily sample sale shopping service.

Results:50%: Sign-up conversion rate for select Revision3 shows (5x industry average).12%: Overall purchase conversion rate for Revision3 users (2x industry average).Users who have signed up for a JackThreads account through Revision3 purchase products more often than any other lead generator.

discoverydn.com/advertise

YouTube as a tool for EOS:EOS Lip Balm Youtube Channel

-Currently no official EOS YouTube channel

-My Eos Collection videos reach up to 499K views

-Showcase collection and rare EOS scents

-Product giveaways and promotions

-Eventually move into Brand inspired content with large YouTubers

Examples:EOS lip balm collection!99Choca -168K views____________________EOS Lip Balm Review + Collection Brookexbeauty -346K views____________________My EOS lip balm collection ..:)Kayla ann -499K views

Social Influencer InsightsPresented by: Cogent 2014 Interns

Index:Links used for Research on Pinterest:http://business.pinterest.com/en/success-stories/sephorahttp://www.socialmediaexaminer.com/pinterest-tips-for-your-business/https://business.pinterest.com/en/whats-pinteresthttps://www.pinterest.com/wsjhttps://www.pinterest.com/wholefoodshttps://www.pinterest.com/http://expandedramblings.com/index.php/pinterest-stats/#.U7HDQI1dXidhttp://motivequest.com/2012/06/06/the-pros-and-cons-of-pinterest/http://smartblogs.com/social-media/2012/03/09/everything-you-always-wanted-to-know-about-pinterest-but-were-afraid-to-ask/

Links used for Research on Twitter: Links used for Research on Vine:Links used for Research on Tumlr:Links used for Research on Instagram: