search & social secrets with photos and video - state of search 2015

@giovanni | 469.682.6978 | www.gallucci.net | giovanni@gallucci.net

#StateOfSearch

@dfwsem

Search & Social Secrets with

Photos and VideoA Case Study

@giovanni | 469.682.6978 | www.gallucci.net | giovanni@gallucci.net

#StateOfSearch

@dfwsem

How We Used To Do…

@giovanni | 469.682.6978 | www.gallucci.net | giovanni@gallucci.net

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@dfwsem

What we do now…

★ A Case Study

@giovanni | 469.682.6978 | www.gallucci.net | giovanni@gallucci.net

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@dfwsem

What Are We “Selling”?

★ sparkling mineral water sourced and

bottled in Monterrey, Mexico since 1895.

★ 1980s expansion in the rest of the

Mexican market.

★ 1987 Entered U.S. Focusing on Mexican-

Americans.

★ 2013 Turned Focus on Anglo Market in

United States.

@giovanni | 469.682.6978 | www.gallucci.net | giovanni@gallucci.net

#StateOfSearch

@dfwsem

How We developed a plan with our

Goals in mind and a clear Direction.

Establishing Realistic Initial Goals

@giovanni | 469.682.6978 | www.gallucci.net | giovanni@gallucci.net

#StateOfSearch

@dfwsem

★ Develop a Lifestyle brand.

★ Focus on one social network at a time.

★ Focus On One Industry at a Time.

★ Playing The Long-Game.

★ NO conspicuous marketing.

★ Create demand through scarcity.

Establishing Realistic Initial Goals

@giovanni | 469.682.6978 | www.gallucci.net | giovanni@gallucci.net

#StateOfSearch

@dfwsem

★ FAN FOCUS

★ Build a rabid, Highly-engaged network.

★ Focus on one social network at a time.

★ Size does not equal success - engagement does!

★ Shun marketing “authentic” and embrace the sweat and time required

to REALLY be authentic.

★ Encourage fans to create content and reward them for it.

★ Collect email addresses.

Establishing Realistic Initial Goals

@giovanni | 469.682.6978 | www.gallucci.net | giovanni@gallucci.net

#StateOfSearch

@dfwsem

Establishing Realistic Initial Goals

★ MUSIC INDUSTRY FOCUS

★ Develop relationships with up and coming artists.

★ Collect email addresses from highly-connected industry insiders.

★ Be a brand that artists find value in being associated with - both

personally and professionally.

★ Brand Ambassador program.

@giovanni | 469.682.6978 | www.gallucci.net | giovanni@gallucci.net

#StateOfSearch

@dfwsem

★ My Personal Beef with Facebook: The Organic Algorithm

★ Facebook “OWNS” Social Media (Yesterday)

★ We’re playing the Long Game - What do we see as relevant in 2-3 years?

★ Do we start with Facebook or something else?

Instagram is the new Facebook

@giovanni | 469.682.6978 | www.gallucci.net | giovanni@gallucci.net

#StateOfSearch

@dfwsem

Instagram is the new Facebook

@giovanni | 469.682.6978 | www.gallucci.net | giovanni@gallucci.net

#StateOfSearch

@dfwsem

Instagram is the new Facebook

@giovanni | 469.682.6978 | www.gallucci.net | giovanni@gallucci.net

#StateOfSearch

@dfwsem

Instagram is the new Facebook

@giovanni | 469.682.6978 | www.gallucci.net | giovanni@gallucci.net

#StateOfSearch

@dfwsem

Visual Content Drives Traffic

@giovanni | 469.682.6978 | www.gallucci.net | giovanni@gallucci.net

#StateOfSearch

@dfwsem

You Never Know…

@giovanni | 469.682.6978 | www.gallucci.net | giovanni@gallucci.net

#StateOfSearch

@dfwsem

You Never Know…

@giovanni | 469.682.6978 | www.gallucci.net | giovanni@gallucci.net

#StateOfSearch

@dfwsem

You Never Know…

@giovanni | 469.682.6978 | www.gallucci.net | giovanni@gallucci.net

#StateOfSearch

@dfwsem

You Never Know…

@giovanni | 469.682.6978 | www.gallucci.net | giovanni@gallucci.net

#StateOfSearch

@dfwsem

You Never Know…

@giovanni | 469.682.6978 | www.gallucci.net | giovanni@gallucci.net

#StateOfSearch

@dfwsem

You Never Know…

@giovanni | 469.682.6978 | www.gallucci.net | giovanni@gallucci.net

#StateOfSearch

@dfwsem

Consistency is more important than frequency

@giovanni | 469.682.6978 | www.gallucci.net | giovanni@gallucci.net

#StateOfSearch

@dfwsem

Post like a fan, not a marketer

@giovanni | 469.682.6978 | www.gallucci.net | giovanni@gallucci.net

#StateOfSearch

@dfwsem

Post like a fan, not a marketer

@giovanni | 469.682.6978 | www.gallucci.net | giovanni@gallucci.net

#StateOfSearch

@dfwsem

Post like a fan, not a marketer

@giovanni | 469.682.6978 | www.gallucci.net | giovanni@gallucci.net

#StateOfSearch

@dfwsem

Post like a fan, not a marketer

@giovanni | 469.682.6978 | www.gallucci.net | giovanni@gallucci.net

#StateOfSearch

@dfwsem

Post like a fan, not a marketer

@giovanni | 469.682.6978 | www.gallucci.net | giovanni@gallucci.net

#StateOfSearch

@dfwsem

Post like a fan, not a marketer

@giovanni | 469.682.6978 | www.gallucci.net | giovanni@gallucci.net

#StateOfSearch

@dfwsem

Include your fans and their content

everywhere you can

@giovanni | 469.682.6978 | www.gallucci.net | giovanni@gallucci.net

#StateOfSearch

@dfwsem

Online marketing is most effective when you spend

time offline and in the field

@giovanni | 469.682.6978 | www.gallucci.net | giovanni@gallucci.net

#StateOfSearch

@dfwsem

Online marketing is most effective when you spend

time offline and in the field

@giovanni | 469.682.6978 | www.gallucci.net | giovanni@gallucci.net

#StateOfSearch

@dfwsem

Staying just out of reach of the consumer

creates high demand

@giovanni | 469.682.6978 | www.gallucci.net | giovanni@gallucci.net

#StateOfSearch

@dfwsem

Viral marketing is alive and Well If You Nurture it

@giovanni | 469.682.6978 | www.gallucci.net | giovanni@gallucci.net

#StateOfSearch

@dfwsem

Viral marketing is alive and Well If You Nurture it

@giovanni | 469.682.6978 | www.gallucci.net | giovanni@gallucci.net

#StateOfSearch

@dfwsem

You CAN measure engagement on Instagram

@giovanni | 469.682.6978 | www.gallucci.net | giovanni@gallucci.net

#StateOfSearch

@dfwsem

You CAN measure engagement on Instagram

@giovanni | 469.682.6978 | www.gallucci.net | giovanni@gallucci.net

#StateOfSearch

@dfwsem

You CAN measure engagement on Instagram

@giovanni | 469.682.6978 | www.gallucci.net | giovanni@gallucci.net

#StateOfSearch

@dfwsem

Who is Watching?

@giovanni | 469.682.6978 | www.gallucci.net | giovanni@gallucci.net

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@dfwsem

Who is Watching?

@giovanni | 469.682.6978 | www.gallucci.net | giovanni@gallucci.net

#StateOfSearch

@dfwsem

RESULTS

★ 20% growth in U.S. Sales in 2 years

★ Will Have 10,000 instagram followers well before end of 2nd full year of program

★ Will have 0ver 11,000 opt in email addresses from brand fans

@giovanni | 469.682.6978 | www.gallucci.net | giovanni@gallucci.net

#StateOfSearch

@dfwsem

Next Steps

★ Grow Brand Evangelist Program

★ Fashion, Film, Food, & Fitness

★ More consistency with content

★ Bi-weekly Email Marketing

★ Video content developed

★ Expand to Snapchat, Vine, Tumblr, & YouTube

@giovanni | 469.682.6978 | www.gallucci.net | giovanni@gallucci.net

#StateOfSearch

@dfwsem

Takeaways★ Visual Content Drives Traffic

★ Consistency is more important than frequency

★ Viral marketing is alive and Well - If you nurture it

★ Instagram is the new Facebook

★ Post like a fan, not a marketer

★ Staying just out of reach of the consumer creates high demand

★ Include your fans and their content everywhere you can

★ Online marketing is most effective when you spend time offline and in the field

★ You CAN measure engagement on Instagram

@giovanni | 469.682.6978 | www.gallucci.net | giovanni@gallucci.net

#StateOfSearch

@dfwsem

Thank Yougiovanni gallucci

469.682.6978

instagram.com/giovanni.gallucci

twitter.com/giovanni

giovanni@Gallucci.net

http://gallucci.net