FINAL Movable Content Presentation 10.26.11 V7

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THE FOUR PILLARS OF MOVABLE CONTENT 4

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DIGITAL PR SOCIAL MEDIA CONTENT SEO

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WHY FOCUS ON CONTENT ?

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*Source: Nielsen 22% social networks 42% viewing content 36% email, commerce, search

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Content drives links, sharing and word of mouth.

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53% Social Network users follow a brand 32% Social Network users follow a celebrity *Source: Nielsen

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More than 1.5 billion pieces of content ( web links, news stories, blog posts, notes, photos, etc .) are shared on Facebook … daily . 48% of Facebook users between 18-25 use Facebook as the main source of news.

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Content is the NEW Marketing Spend

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And … it is only projected to grow with the rise of the organic web ….

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The other reason for content: SALES ?

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How things used to be sold … Then, it was newspapers. Now it’s the web.

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SOME MARketers still sell this way

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? THE PROCESS OF SELLING HASN’T CHANGED, BUT THE WAY THE CONSUMER BUYS HAS

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88% Buyers conduct online research before buying a product or service 66% of media influencing purchase decisions comes from consumer generated content - i.e. product reviews & recommendations

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Realize a need

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Investigate options

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Ask friends

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Seek out an expert

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Leverage q&A Forums

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DIG INTO EVERY DETAIL AVAILABLE

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Convert

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SEARCH IS BECOMING MORE LOCAL … AND CRITICAL FOR OFFLINE SALES

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LOCAL SEARCH DRIVES SALES

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WHY DIGITAL PR ?

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E stablish relationships with key blogger communities in your verticals C reate links to like-minded influencers and avid fans T arget other content platforms for high-level brand campaigns CRM – Customer Relationship Management Digital PR is about online brand relationships and link building Reach beyond your own website and impact your search results

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CRITICAL COMPONENTS OF GREAT CONTENT 4

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1. Content Creation & Curation 2. SCO/SEO 3. Social Content Marketing 4. Engagement

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Content is the hub. Social is the distribution channel.

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SOCIAL NETWORKS Users for each network: 30MM 800MM 200MM 120MM 10MM 14MM MILLIONS 14MM 6.5MM

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Content Marketing is NOT about Interruption Advertising!

CONTENT marketing vs. interruption marketing: 

Organic Search Marketing Social Networks (Facebook, Twitter, LinkedIn) Inclusion in Universal Search Results Blogs + New Sites Links from Partners + Friends Opt-in email newsletters Forums + Discussion Sites Viral Content Q+A Answers w/a link Users Profiles + Comments Paid Search Ads Display Advertising Contextual Ad Networks (Ad Sense) Buying Email Lists Site Sponsorships Video Ads Demographic Targeting Facebook Ads Affiliate Marketing CONTENT marketing vs. interruption marketing

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Our goal is to turn campaigns into lasting brand communities through great content.

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? How do you socialize your campaigns

Two sides of social: 

Influencers vs. Advocates Reputation Direct MARKETING Two sides of social

REPUTATION VS. DIRECT MARKETING: 

REPUTATION VS. DIRECT MARKETING Reputation Marketing Analytics on brand Analytics on Influence Identifying Influencers Easy response mechanisms Influencing Influencers Building positive brand Direct Marketing Marrying email and social Building of loyalty Activating customers Increasing reach of brand Capturing new sales leads

Content creates loyalty and triggers advocates …: 

Content creates loyalty and triggers advocates … Contact + Trigger + Shout Out = Increased Sales Advocate: A customer who is a fan of the company, and will represent it well Influencer: An analysts who talks about companies in your area Goal: Trigger advocates to be your sales people

Client Campaign Results: 

Client Campaign Results Campaign delivered via email 1,687 people posted promotion to Facebook Reaching over 600,000 new people Created 3,520 Leads

Melissa & Doug: 

Melissa & Doug Objective: Build out their email lists Contest: The ultimate playdate Get 4 friends to register with you and you can be entered to win the “Ultimate Play Date” Tactics Contact customers – email, web-site, Facebook, twitter etc. Share the contest with friends on Facebook Facebook share has a registration page to capture all participants The application measures the number of spots available per person. All slots filled? Then get your own play group! Duration Monthly, integrated with fun and rewarding content

microsoft: 

microsoft 90 partners registered for the service 60 partners are using the service 97,790: Followers of branded content 6,773,269: Impressions 274,262: New impressions based on re-tweets and Facebook forwards New sales opportunities delivered to each partner

Publishing page: 

Publishing page

Create campaigns: 

Create campaigns

Set the conditions: 

Set the conditions

Contact your audience with a promotion: Use Facebook, email, Twitter, LinkedIn: 

Contact your audience with a promotion : Use Facebook , email, Twitter, LinkedIn

The Audience is triggered to share: 

The Audience is triggered to share

Rewarded with a coupon: 

Rewarded with a coupon

Message is posted on the newsfeeds of your friends: 

Message is posted on the newsfeeds of your friends

Example in action: 

Example in action

Create the sharing messages: 

Create the sharing messages

The campaign Delivered via: email, web, Facebook, twitter …: 

The campaign Delivered via: email, web, Facebook, twitter … Landing Page for Share

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Web Site FACEBOOK

Sample Results: Reach of brand is increased: 

Sample Results: Reach of brand is increased Original reach = 6,948 Extended to = 27,801

Capture sales leads: know your influencers: 

Capture sales leads: know your influencers

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MOVABLE CONTENT TEAM

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CHRIS MOLINARI, Partner Chris Molinari brings more than 25 years of public relations and strategic marketing experience to Movable Content. Specializing in branding, public relations, launching new brands, and re-energizing established brands, Chris works with traditional, digital and social media to reach consumers and company stakeholders in her communications initiatives. She recently worked with Green Seal, the longest standing environmental certification and standards for green products and services, to re-brand Green Seal to make it more relevant and modern for today’s consumer. Her recent work in the beauty industry includes launching the latest market entry by the founder of Aveda, Horst Rechelbacher. Formerly Vice President of Global Communications at Aveda, she spearheaded all public relations and communications programs for the brand. She was the primary force behind Aveda’s re-entry into fashion and solidifying environmental initiatives in order to differentiate the brand from its competition. Her programs are still being implemented today. Before joining Aveda, she owned and managed her own PR agency and represented upscale beauty and fashion clients including Aveda, Manuel Canovas, Zac Posen, Fendi, Clearasil, Clinique, NV Perricone Cosmetics, Maidenform and Origins. Chris holds bachelor degrees in both international relations and journalism from the University of Southern California. LEAH RAMELLA, Partner Leah is passionate about new media and entertainment, and has spent the past twelve years working in strategy and business development for the internet, publishing and film. Prior to her work at Movable Content, Leah worked at Mutopo, a creative lab where she focused on building communities and devising content and web strategy for both large and small companies. During her time in the film and entertainment world, Leah worked with acclaimed Broadway director, Susan Stroman, to realize the film version of The Producers. As well, she worked for producer John Penotti at the Tribeca-based GreeneStreet Films (Swimfan, In the Bedroom, Uptown Girls), reviewing incoming film proposals, and building and executing business plans that included the launch of a horror-film division. Before her foray into the film and new media, Leah worked in in Mergers & Acquisitions and Business Planning for Time Warner, during which time she completed a number of business transactions, including the sale of Columbia House and Time Inc.’s acquisition of London-based publisher Synapse. Leah holds a B.A. in Economics from Harvard, and lives in New York City with her husband Carlos and daughters Veronica and Julia. Chris Molinari Leah ramella Meena khera JEFFREY mESNIK SYLvia o’hagan Ashley ako Sherrell dorsey

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MEENA KHERA, Partner and Founder MKPR UK Meena Khera Public Relations, founded and directed by Meena Khera, is one of the leading PR consultants with a focus on event management, launching and establishing luxury and leisure brands as well as delivering high impact, creative campaigns for beauty, celebrity, travel, fashion and interiors clients. She has recently brought her expertise stateside to join Movable Content and head up Digital PR. Meena has been the pre-eminent events and celebrity publicist in the UK for over fifteen years. She has organized events and coordinated special projects for major media houses and publications such as Conde Nast and Visionaire, brands such as Dom, Perignon for Moet Hennessy, Aveda, Sony Playstation, W Hotels and also celebrities such as Madonna, Quentin Tarantino, Karl Lagerfeld, Sarah Jessica Parker, Jude Law,Kate Moss, Daniel Day Lewis, Gwyneth Paltrow, Jennifer Lopez, Clive Owen, Jennifer Aniston and Gorillaz. Meena Khera also represented Jude Law as his publicist for over five years. Her agency has created events, coordinated PR and celebrity guest lists for the Cannes Film Festival, Wimbledon Tennis Championships, British and German GQ Man of the Year Awards, Liberatum cultural & literary festivals in India, Russia, Morocco and international film screenings for global film series Grand Classics. Meena has been personally profiled in Harpers Bazaar, Elle, Sunday Times and The Times of India. She has also been a contributor to the BBC’s Asian Radio Network. Her charitable work extends to Amnesty International, Amend and anti-poverty charity Ctrl.Alt.Shift. Jeffrey Mesnik , Analytics and Founder of Socialize Your Stuff Jeff Mesnik is Founder and President of Socialize Your Stuff, a company supporting leading brands by facilitating and maximizing their complete web presence management. From Facebook to Twitter and YouTube, to sites like Flickr, Slideshare and WordPress, Socialize Your Stuff helps promote your brand in places where customers are exchanging information and ideas about you and your competitors. They help manage these interactions and craft your online identity, facilitating and providing measurable results for immediate opportunities to sell and grow your business. Jeff has over 18 years of sales, sales management and business development experience. Jeff and his brother, Peter Mesnik, are the founders of iMakeNews, Inc.(http://www.imakenews.com), an e‐newsletter service provider they started in their basement back in 1999. iMakeNews eventually grew to provide e‐newsletter services to thousands of companies, organizations, and individuals. Prior to iMakeNews, Jeff’s previous positions include Global Product Marketing Manager for Axis Communications, where he was responsible for the launch of the Axis Web Camera Product Line and ParentNet applications. Jeff built the Web Camera line of business to a $5 million annual revenue stream in two years. As Business Development Manager and Product Marketing Manager for Spirit Technologies, Jeff introduced new business opportunities and product lines which resulted in $10 Million in new annual revenue. Jeff received his B.A. from Brandeis. Movable content team

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Sherrell Dorsey , Social Media Specialist She has spent the past four years a managing brand content, developing effective social media campaign strategies and helping start-up beauty and lifestyle brands find their “voice” in the complicated world of social media. Prior to joining the Movable Content team, Sherrell worked on public relations campaigns for Sixx Design, Stephen Burks, Kushy Foot, TheNewark Symphony Hall and Capezio, as well as serving as director of marketing for the Norma Kamali Wellness Cafe, bringing an eclectic understanding of how to market a diverse array of products and services. In 2007, Sherrell was promoted from marketing intern to public relations consultant at news organization Women’s eNews for their 2008 “21 Leaders for the 21st Century” awards gala. Within a four week time frame, she helped garner the attention of major news and consumer publications, exposing the ceremony to over 5 million readers. The following year, Sherrell was asked to manage the public relations campaign for the 2009 ceremony. Sherrell holds a B.S. in International Trade and Marketing for the Fashion Industries and an A.A. in Advertising and Marketing Communications from the Fashion Institute of Technology in New York City. You can follow Sherrell on Twitter @organicvixen and read her blog, Organic Beauty Vixen. Movable content team Sylvia O’Hagan , Public Relations Consultant, Media Specialist Media Specialist, public relations veteran and published writer Sylvia O’Hagan finds creativity to be her strongest asset. Sylvia knows how to grab the attention of the media, and establish great relationships with them that results in great ink for her clients. In her twenty five years doing public relations, Sylvia has secured hits in outlets including Good Morning America, The Rachael Ray Show, The New York Times, Vogue, Parade, Prevention and many other top magazines, newspapers, broadcast venues and websites. Sylvia O’Hagan’s career in public relations began in-house as the public relations manager for Clarins, a global cosmetics company, as it first launched in the United States. After leaving Clarins in 1996, Sylvia became the Director of Community / Public Relations of the Alzheimer’s Association Westchester / Putnam Chapter at Burke Rehabilitation Hospital in White Plains, New York. At the same time, she remained immersed in consumer goods public relations through freelance assignments with public relations agencies including Cairns & Associates, Behrman and Tractenberg and Marina Maher where she did media work and writing for accounts including Elizabeth Arden, Pond’s, Helene Curtis, Cutex and Vaseline Intensive Care. Sylvia then worked at the boutique health and beauty PR firm Chris Molinari Communications, where as Senior Media Director she directed media efforts for a variety of clients, including Aveda, Maidenform, Clearasil, Portico, La Perla, Fendi and the launch of N.V. Perricone Cosmeceuticals. In 2005, Sylvia became an independent public relations consultant and writer. She specializes in consumer products. Sylvia holds a Bachelor Degree in Marketing Communications from the Fashion Institute of Technology, SUNY, New York.

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Movable content team Ashley Ako , Social Media Specialist Ashley is a former newspaper designer who transitioned into the field of marketing and brings more than four years of experience in journalism, video production and design. She held previous internships at The Honolulu Advertiser, Hawaii’s daily newspaper and Makaha Studios, one of the state’s up-and-coming production houses. Originally, Ashley received her start in media during high school at Searider Productions. Widely known as the premier media program in Hawaii, Ashley was a writer for various projects that included public service announcements and promotional videos for non-profit organizations such as National Bone Marrow Registry, MADD-Hawaii, Hawaii Meals on Wheels and Hawaii Medical Service Association. She also wrote a 40-minute documentary on the state of Hawaii’s trade mission to China in 2005 that was an official selection at the Hawaii International Film Festival. Ashley majored in Journalism with a concentration in Integrated Marketing Communications and a minor in Art History at the University of Nevada, Las Vegas. www.movablecontent.com twitter.com/@MovableContent linkedin.com/company/movable-content facebook.com/movablecontent FIND US ON