RED ROCKBRAND BUILDINGUNIFYSIMPLIFYAMPLIFY

SOCIAL MEDIA

MARKETING@redrockbranding

linkedin.com/in/glenmcdermott

Glen McDermott redrockbranding.com

YOU WILL LEARN WHY USE SOCIAL MEDIA AS A MARKETING TOOL

WHEN WE ARE DONE YOU WILL

UNDERSTAND WHY SOCIAL MEDIA IS A POWERFUL MARKETING TOOL THAT IS LARGELY MISUSED AND

MISUNDERSTOOD

BIG TAKEAWAYS HOW TO APPLY TARGETING TO ANY COMMUNICATION STRATEGY

WAYS THAT SOCIAL MEDIA HELPS BUSINESS

Increases digital exposure Boosts traffic and SEO

Showcases and validates your brand Develops a loyal brand community

Provides customers a way to share (User Generated Content) Provides a 24/7 customer service & focus group

Reach new audiences and expand sales Cut marketing costs

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SOCIAL MEDIA MARKETING

"A Facebook page with no Fans can drive greater visibility with $500 of investment than a page can

achieve organically with 90 Million+ Fans."

Wes Finley (Coca-Cola's global digital operations)

COMPONENTS OF SUCCESSFUL SOCIAL CONTENT1. ITS VISUAL

90% of information transmitted to the brain is visual.

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COMPONENTS OF SUCCESSFUL SOCIAL CONTENT

2. ITS RELEVANT

Relevance is critical for success when using SOCIAL. If you're showing content that isn’t relevant to your target audience, then you're wasting your time.

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COMPONENTS OF SUCCESSFUL SOCIAL CONTENT

3. IT INCLUDES AN ENTICING VALUE PROPOSITION

A value proposition tells the reader why they should click on your content to learn more about your product and usually

ends in a Call To Action (CTA)

3

REFERAL SITES

GOOGLE KNOWS WHAT YOU WANT, BUT

FACE-BOOK KNOWS WHO YOU ARE

QUALITY TIME

buyer journey (sales funnel)

What kind of content can you

deliver consistently

• Blog posts

• Expert round-ups/interviews

• Webinars

• Video content – tutorials, guides, webinar records

• Case studies

• Industry researches and presentations

• Contests/Giveaways

• Infographics

• Resource libraries

• Online communities/forums/Q&A platforms

• Guest posting, outreach campaigns

• Podcasts/audio clips

Engagement Strategies

Establish an emotional connection with consumers

Co-create marketing and engagement strategies with consumers

Execute strategies aimed for a long-term consumer engagement

Maintain engagement by constantly rewarding consumers

Communicate success stories that are meaningful to consumer’s lives.

approach

unify A good logo does some heavy lifting for a brand, and symbols are the fastest form of communication known

simplify

amplify

Simplicity is about subtracting the obvious and adding the meaningful.

When its clear that these massages will move people to action, deliver it to market on every screen.

Services

Design Identity systems - Brochures - Direct mail - Billboards

Content creation - Copy writing - Environmental

Media

online

offline

Graphics - Photography - Video production - Animation

Social Media - Community engagement - Email marketing - B2B & B2C marketing - SEO - SEM

Special events - Direct mail - Transit marketing - Billboards

Public relations - Campaign design & production

methodology

LISTENListen to what content the client & audience wants. Use insights to detect preferences on content, format and consumption habits across every screen

CREATEValuable content by communication experts Use skilled, multimedia professionals to produce your persuasion architecture

CONNECTYour content to your audience, where ever that are Tap into our expertise with strategies to match your content to the right person at the right place at the right time

optimizeYour content performance Our analytics team constantly monitors content engagement metrics and measure performance agains KPI’s and goal conversions

ONLINE ECOSYSTEM (persuasion architecture)

WEBSITEPAID

EARNEDOWNED

customer targeting

CASE STUDIES 5iris

3 year NIH funded trial to build a brand that creates awareness around psychosis and the benefits of early treatment. Compare outcomes with Harvard control group

OUTLINE

GOALS Education on symptoms and treatment of Psychosis Reduce Duration of Untreated Psychosis (DUP) Target youth 18 -25 in ten towns (400,000)

OUTREACHCASE STUDY

FACE BOOK TARGETINGCASE STUDY

FACE BOOK TARGETINGCASE STUDY

TWITTER TARGETINGCASE STUDY

YOUTUBE TARGETINGCASE STUDY

Views 51,000CPV $0.02c

Social media impressions

SCOREBOARDCLIENT

Website visits

Completed quiz

2,980,000

13,962

582

Clients Enrolled 37

Clients Eligible 137

65% INCREASE ON 2014

OUTLINE Rebrand existing organization with youth facing image and content to promote health lifestyles

GOAL Create and build online assets that would be youth centric Partner with business leaders to co-sponsor awareness campaigns Create online content that resonates with target market Spotlight the benefits of health focused activities

every dollar invested in research based prevention programs can save $10 in treatment costs

Lost productivity and crime related costs in health care

THE COST OF SUBSTANCE ABUSE TO SOCIETY

$224BILLION

ALCOHOL

$193BILLION

TOBACCO

$193BILLION

ILLICIT DRUGS

Source: CADCA- Cost Benefit Analysis of Drug Prevention 2014

community (growth)

Facebook

Twitter

Linkedin

Instagram

E-Mails

TOTAL

MEDIA 2012 2013138

67

27

21

75

328

418

349

248

300

2109

3424

1044%% Growth

Source: Red Rock Social Media Audience - Sprout Social

2014654

549

523

550

4120

6396

community (impressions)

Billboard Impressions

Social Media Impressions

TOTALS

MEDIA 2012 2013600K

156K

756K

1,740K

498K

2,238K

294 %% Growth

Source: CBS Outdoor & Red Rock Social Media Audience - Sprout Social

20142,100K

675K

2,775K

44 4237 38

24

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ALCOHOL MILFORD

USE % 2009 2011 2013

ALCOHOL STATE

30 dAY USE RATES 2009-2013 MILFORD VS. STATE

22 24 2617 17

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MARIJUANA MILFORD

MARIJUANA STATE

18 16 14 9 6 5

CIGARETTES MILFORD

CIGARETTES STATE

*Youth Risk Behavior Survey, State Department of Public Health **Search Institute Survey, Profiles of Student Life:  Attitudes and Behaviors, 2009 ***VSAAC’s 2009 Survey: High School Students & VSAAC’s 2009 Survey: Middle School Students (modified) ****Milford Youth Survey, 2013 (the Milford Youth Survey was derived from the Connecticut Governor’s Prevention Initiative for Youth survey and modified by several regional prevention coalitions across CT.)  

results (behavior change)

Billboards

E-mail Campaigns

TOTAL

MEDIA2012 2013

600,000

457

1,740,000

11,439

Social Media ImpressionsIncludes Facebook, Twitter, Linked in

156,000 486,000

2014

251,000

15,100

591,000

2009-2014

64%DECREASE IN ALCOHOL USE

29%DECREASE IN

MaRIJUANA USE407,457 1,097,439 2,346,100

Case study - BILLBOARDS

Billboards

E-mail Campaigns

TOTAL

MEDIA2012 2013

600,000

457

1,740,000

11,439

Social Media ImpressionsIncludes Facebook, Twitter, Linked in

156,000 486,000

2014

251,000

15,100

591,000

2009-2014

64%DECREASE IN ALCOHOL USE

29%DECREASE IN

MaRIJUANA USE407,457 1,097,439 2,346,100

Case study - special events

Billboards

E-mail Campaigns

TOTAL

MEDIA 2012 2013

600,000

457

1,740,000

11,439

Social Media ImpressionsIncludes Facebook, Twitter, Linked in 156,000 486,000

2014

251,000

15,100

591,000

2009-2014

64%DECREASE IN ALCOHOL USE

29%DECREASE IN

MaRIJUANA USE407,457 1,097,439 2,346,100

CLIENT SCOREBAORD

OUTLINE Rebrand existing organization and update all online assets to support refugees and immigration causes

GOAL Create and build online assets that would educate general public on the social and economic benefits of refugee immigration Spotlight the fundraising aspect of the website and many other ways community can get involved to support the refugee community

irisINTERGRATED IMMIGRATION

& REFUGEE SERVICES

CASE STUDY - SPECIAL EVENT iris

CASE STUDY - Facebook targeting iris

44% INCREASE IN NUMBER

OF RUNNERS

55% INCREASE IN DOLLARS

RAISED

CASE STUDY - Facebook targeting iris

64% INCREASE IN NUMBER

OF DONORS

65% INCREASE IN DOLLARS

RAISED

OUTLINE Rebrand and update all customer communication and online assets

GOAL Create a sense of community around a variety of outdoor equipment brands in semi-rural Connecticut region Increase sales revenue and margin Spotlight the value of customer support areas of service and parts Show commitment to community participation and development

19% REVENUEINCREASE

2014-2015

CASE STUDY - Facebook targeting

GOAL = PAGE LIKES

BUDGET = $50

CLICKS = 42

CPC = $1.19

GOAL = SITE CLICKS

BUDGET = $100

CLICKS = 126

CPC = $0.79

GOAL = STORE VISITS

BUDGET = $150

ENTRIES = 135

CPC = $1.11

19% REVENUEINCREASE

2014-2015

CASE STUDY - Video targeting

GOAL = VIDEO VIEWS

BUDGET = $60

VIEWS = 5434

CPV = $0.01

19% REVENUEINCREASE

2014-2015

CASE STUDY - special events

EVENT = ST Patricks Day Parade

GOAL = BRAND AWARENESS

BUDGET = $1000

VIEWS = 300,000 +

CPV = $0.033

19% REVENUEINCREASE

2014-2015

E-mail Campaigns

YouTube Views

Website Visits

TOTAL

MEDIA 2012 2013

1,500

279

2,507

214,673

20,657

6,550

8,006

697,122

Social Media Impressions

Google AdWords

4,673

205,714

171,000

484,000

Includes Facebook, Twitter, Linked in

Facebook Ads 0 6,909

2014

24,600

94,000

11,000

1,258,600

565,000

537,000

27,000

Client SCOREBAORD

2015

27,900

368,000

112,000

16,156

768,000

868,000

2,160,056

OUTLINE Rebrand and update all customer communication and online assets

GOAL Create a sense of community around a variety of construction equipment brands in southern Connecticut Increase sales revenue and margin Spotlight the value of customer support areas of service and parts Show commitment to community participation and development

Facebook adsATTACHMENTSGOAL = LANDING PAGEBUDGET = $5-DAY

CLICKS = 2155

CPC = $0.39

CASE STUDY - Facebook targeting

Facebook adsNEW SSV65:GOAL = LANDING PAGEBUDGET = $3-DAY

CLICKS = 27

CPC = $0.25

Facebook adsRENT 2 OWNGOAL = LANDING PAGEBUDGET = $5-DAY

CLICKS = 4453

CPC = $0.34

Facebook adsPOSITIONS VACANTGOAL = LANDING PAGEBUDGET = $3-DAY

CLICKS = 34

CPC = $0.24

CASE STUDY - Facebook targeting

Postcards

E-mail Campaigns

Website Visits

TOTAL

MEDIA 2012 2013

13,100

3,489

N/A

16,878

15,200

8,953

10,617

93,698

Social Media Impressions

Google AdWords

N/A

0

36,900

0

Includes Facebook, Twitter, Linked in

YouTube Views 279 5,150

2014

12,300

12,100

22,800

427,200

121,000

122,000

137,000 31% REVENUEINCREASE

2015

7,500

24,000

55,923

1,183,423

574,000

312,000

210,000

Client SCOREBAORD

2014-2015

Brands We Have Built

GiuliaGouge

GeorgeVasilopoulos

MasonRabinowitz

BrianMonahan

MattDeColla

GlenMcDermott

redrockbranding.com203 295 4882

EMPOWER ORGANIZATIONS AND CONNECT THEM WITH THOSE THAT MATTERHELP BRANDS TELL THE STORY OF THEIR GOOD WORKGUIDE THEM THROUGH THE CUSTOMER JOURNEY