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1 Amsterdam, February 2011
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Page 1: Seedingsmosmasteps2011 kopie-110214103233-phpapp02

1Amsterdam, February 2011

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advertising neverstarted a movement

Our Vision

powered by the social web, not only advertised on it.

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Our Mission

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To move brands away from traditional marketing, towards a model which is more content-driven, engaged and

focused on consumer dialogue

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Our Domains

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Strategy & Insights Research, Insights, Social Media Monitoring, Fatting, Engagement

Strategies, Social Commerce, Social TV, Social Gaming and Social CRM

Digital PR & Buzz Digital PR, Natural Seeding, Social Media Optimization, Digital PR Clippings, Influencer Identification and Outreach Programs

Media & Advertising Strategic Social Media Planning and Buying, Paid Seeding, Social Media

Advertising, Facebook, YouTube and Twitter campaigns, Blog Advertorials and more

Content & Communities Content creation, Branded Social Pages, Widgets, Virals, Branded Blogs, Fan & Brand Ambassador programs, Communities and Community Management

Tracking & ROI Online video tracking with ViralTracker (virals, movie trailers, game trailers,

video clips, TV exclusives), Buzz tracking, Social ROI measurement, Brand Patrol

programs

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About

Natural Seeding & Paid Seeding

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Natural SeedingNatural seeding is earning attention, almost like digital PR: the uptake and reach depend on the creativity of your content. Success can be estimated upfront, but not guaranteed.

The benefits of natural seeding? The content is embedded - so your awareness and Google results will keep growing organically - for many months or much longer.

Paid SeedingPaid seeding is buying attention, like media buying: your reach is guaranteed within a period. Examples: video views or blogvertorial.

The benefits of paid seeding? It will speed up and guarantee your reach. Our embed tactics ensure organic growth. So even when your media budget is used, your social and Google awareness will keep growing.

Within Seeding We Define Two Methods

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Social Media Spaces for Seeding

Podcasts

Review Sites

Micro Bloggin

g

Blogging

KeySocial Media

Spaces

SocialNetwork

sWidgets

PhotoPortals

Message

Boards

VideoPortals

RSS

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In stage 1 our social specialists will benchmark and rate the content with a viral score between 0 and 10. At low rated content, we advice to use paid seeding as well. At high rated content, we will estimate your ROI based on natural seeding efforts only.

In stage 2 we create a targeted social media strategy in which we wrap your content in compelling stories that will connect to influencers, fans and their followers. To create extra buzz, we might also propose to create a buzz toolkit.

In stage 3 we create you a smart social media plan, by using our golden asset: our social media planning database. It contains not only the ComScore top 10 - but over 350,000 social sites ranked by: country, theme, topic and passion.

In stage 4 we create the relevant meta data for your content: title, descriptions tags and link to your site.

In stage 5 we start to upload and seed the content to: local and global video portals (YouTube, DailyMotion etc)., influential bloggers and micro bloggers (Twitter etc), forums and communities, social networks (Facebook, MySpace etc) , social bookmarking sites (Digg, del.icio.us etc), RSS, E-mail and more.

In stage 6 the ViralTracker dashboard will show the growth, reach, impact and spread of your content for a period of 3, 6 or 12 months. Warning: watching your results in ViralTracker might be addictive

Social seeding is like growing and nurturing plants: they will need water, attention and time to grow. So please bear in mind that the viral incubation period for seeding can be 21 days.

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Seeding Step By Step

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Seeding Focus

Our seeding efforts focus on the following to make sure our clients gets the attention they deserve:

0. Smart meta data and keywords 1. Eyeballs2. Advocacy3. Conversation

And what do our clients get in return?

4. Proof of ROI with ViralTracker

Eyeballs

Conversation

Advocacy

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Extract of Social Media Planning *

Global & Local Blogs / Forums

Global & LocalVideo Portals

Global & LocalSocial Networks

* This overview is just an example and extract

Driving Awareness with Seeding

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* This is an example

Upload to video portals

Super Influencers & Brand Fans

Influencers

Moderators

Followers

TIM

E

Viral Incubation Period = 21 days

SocialMedia8 divides reaching influencers and seeding the message over several stages. Below and overview of our bottom-up approach.

Seeding Steps & Viral Incubation Time

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Target

Timing

Influencers within target

audience

Early Adopters & Innovators

The Masses & Followers

21 days 45 days 90 days

Activate people in niche environments where they have an interest in the subject matter

Seed the content on 100’s of sites instead of a few big sites where it will disappear in the clutter

Use word-of-mouth and buzz tactis to ignite talks among influencers, early adopters and the masses

Targeting & Timing

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Buzz Toolkit

A Buzz Toolkit will help to earn attention of the press, social influencers, share determining bloggers and forum moderators, during our social seeding efforts.

A Buzz Toolkit (in plain English: Online PR Multi Media Toolkit) can increase the seeding results with 50% or more

A Buzz Toolkit can contain assets like: story, cliffhangers, videos, behind the scenes, visuals, logo, hyperlinks, product information and more.

(but please don’t tell your PR agency )

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This is the buzz toolkit for Heineken International

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VIRALSPOT

SOCIAL PLANNING

NATURALSEEDING

REALLYVIRAL? REPORT

NO

YES

PAID SEEDING

Viral Roadmap

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Tracking & ROI by ViralTracker

SocialMedia8 uses ViralTracker to monitor the reach, impact and engagement online videos and trailers across millions of social sites and over 400 video portals around the globe.

The ViralTracker video performance technology proofs the efforts of our seeding skills and shows the brand if the creativity of the online video has the “touch of gold”.

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Tracking & ROI by ViralTracker

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About

Social Media Optimization (SMO) & Social Media

Advertising (SMA)

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Social Media Optimization- SMO Social Media Optimization (SMO) is improving the visibility of a website or fanpage via the natural or un-paid (organic) social media results. Like i.e. blogging, photos, videos, social interactions, sharing buttons etc.

The benefits of SMO? The content is embedded in social sites, so your online awareness and Google results will keep growing organically.

Social Media Advertising- SMASocial Media Advertising (SMA) is improving the visibility of a website or social fanpage via paid social media advertising. I.e.: Facebook Ads or other ads on social sites.

The benefits of SMA? Highly targeted advertising on social sites on social networks. It will speed up and guarantee your reach. But, when budget is used, the ads will disappear.

Within Social We Define Two Methods

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SocialMedia8 is a member of the IAB (Interactive Advertising Bureau) and WOMMA (Word Of Mouth Marketing Association) and will always act compliant to the WOMMA code of ethics.

The WOMMA code is a first step in the complicated process of building an industry based on consumer respect and fundamental ethical principles.

The essence of the WOMMA Ethics Code comes down to the Honesty ROI

•Honesty of Relationship: You say who you're speaking for•Honesty of Opinion: You say what you believe•Honesty of Identity: You never obscure your identity

For more information, please read the Ethics code

Nothing in any agreement can force SocialMedia8 to execute its services contra dictionary to the WOMMA Ethics Code (the right of refusal).

Guiding Principles of Social Seeding

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Connect to one of our following specialists:

Neil DraperAccount [email protected]+31 20 575 74 55

Paul BraatAccount [email protected]+31 20 575 74 55

Daan JansoniusAccount [email protected]+44 755 436 22 51

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Thank you!


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