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Through social promotions, B2C brands are generating a rich stream of data and insight into customer demographics and desires that sales data and traditional research simply cannot offer. The success (or instructive failure) of social promotions is absolutely measurable in terms of ROI relative to reach and engagement, as well as correlatively to changes in expected product sales or product usage during the promotions period.By engaging hundreds, thousands, sometimes even tens of thousands of customers and prospects in the act of cooperative marketing via content creation, comments, votes, updates, tweets and blog posts, B2C brands are pointing a spotlight on digital consumers. When cycled, even at a modest pace, the light of social promotions can illuminate the darkness left by traditional data gathering and analysis techniques.In this presentation, Ronald Ladouceur, Executive Vice President and Executive Creative Director for Media Logic , will discuss:• First-hand research and experiences working with B2C brands in developing measurable social promotions• The early results of digital entertainment retailer FYE’s rapid test-and-learn promotions platform• How Media Logic enlisted customer and fan support to create a more relevant FYE brand for a digital age.

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Page 1: Buh-Bye Traditional Data Gathering: Step into the Spotlight with Cooperative Social Media Marketing

#SM2ROISERIES

Page 2: Buh-Bye Traditional Data Gathering: Step into the Spotlight with Cooperative Social Media Marketing
Page 3: Buh-Bye Traditional Data Gathering: Step into the Spotlight with Cooperative Social Media Marketing
Page 4: Buh-Bye Traditional Data Gathering: Step into the Spotlight with Cooperative Social Media Marketing
Page 5: Buh-Bye Traditional Data Gathering: Step into the Spotlight with Cooperative Social Media Marketing
Page 6: Buh-Bye Traditional Data Gathering: Step into the Spotlight with Cooperative Social Media Marketing
Page 7: Buh-Bye Traditional Data Gathering: Step into the Spotlight with Cooperative Social Media Marketing
Page 8: Buh-Bye Traditional Data Gathering: Step into the Spotlight with Cooperative Social Media Marketing
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Page 10: Buh-Bye Traditional Data Gathering: Step into the Spotlight with Cooperative Social Media Marketing
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,

Page 25: Buh-Bye Traditional Data Gathering: Step into the Spotlight with Cooperative Social Media Marketing
Page 26: Buh-Bye Traditional Data Gathering: Step into the Spotlight with Cooperative Social Media Marketing
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Page 28: Buh-Bye Traditional Data Gathering: Step into the Spotlight with Cooperative Social Media Marketing
Page 29: Buh-Bye Traditional Data Gathering: Step into the Spotlight with Cooperative Social Media Marketing
Page 30: Buh-Bye Traditional Data Gathering: Step into the Spotlight with Cooperative Social Media Marketing

DEPARTMENT 2 DEPARTMENT 1 DEPARTMENT 3

SEARCH TRADITIONAL SOCIAL MEDIA

MARKETING

Page 31: Buh-Bye Traditional Data Gathering: Step into the Spotlight with Cooperative Social Media Marketing

DEPARTMENT 2 DEPARTMENT 1 DEPARTMENT 3

PROMOTION

PROMOTION

PROMOTION

PROMOTION

PROMOTION

PROMOTION

MARKETING

PROMOTION PROMOTION

Page 32: Buh-Bye Traditional Data Gathering: Step into the Spotlight with Cooperative Social Media Marketing

COMMUNITY

RELATIONS

PRODUCT

DEVELOPMENT SALES

PROMOTION

PROMOTION

PROMOTION

PROMOTION

PROMOTION

PROMOTION

PROMOTION

PROMOTION

MARKETING

Page 33: Buh-Bye Traditional Data Gathering: Step into the Spotlight with Cooperative Social Media Marketing

MARKETING

COMMUNITY

RELATIONS

PRODUCT

DEVELOPMENT SALES

PROMOTION

PROMOTION

PROMOTION

PROMOTION

PROMOTION

PROMOTION

PROMOTION

PROMOTION

Page 34: Buh-Bye Traditional Data Gathering: Step into the Spotlight with Cooperative Social Media Marketing

MARKETING

COMMUNITY

RELATIONS

PRODUCT

DEVELOPMENT SALES

PROMOTION

PROMOTION

PROMOTION

PROMOTION

PROMOTION

PROMOTION

PROMOTION

PROMOTION

Page 35: Buh-Bye Traditional Data Gathering: Step into the Spotlight with Cooperative Social Media Marketing

MARKETING

COMMUNITY

RELATIONS

PRODUCT

DEVELOPMENT SALES

PROMOTION

PROMOTION

PROMOTION

PROMOTION

PROMOTION

PROMOTION

PROMOTION

PROMOTION

Page 36: Buh-Bye Traditional Data Gathering: Step into the Spotlight with Cooperative Social Media Marketing

MARKETING

COMMUNITY

RELATIONS

PRODUCT

DEVELOPMENT SALES

PROMOTION

PROMOTION

PROMOTION

PROMOTION

PROMOTION

PROMOTION

PROMOTION

PROMOTION

Page 37: Buh-Bye Traditional Data Gathering: Step into the Spotlight with Cooperative Social Media Marketing

MARKETING

COMMUNITY

RELATIONS

PRODUCT

DEVELOPMENT SALES

PROMOTION

PROMOTION

PROMOTION

PROMOTION

PROMOTION

PROMOTION

PROMOTION

PROMOTION

Page 38: Buh-Bye Traditional Data Gathering: Step into the Spotlight with Cooperative Social Media Marketing

MARKETING

COMMUNITY

RELATIONS

PRODUCT

DEVELOPMENT SALES

PROMOTION

PROMOTION

PROMOTION

PROMOTION

PROMOTION

PROMOTION

PROMOTION

PROMOTION

Page 39: Buh-Bye Traditional Data Gathering: Step into the Spotlight with Cooperative Social Media Marketing

MARKETING

COMMUNITY

RELATIONS

PRODUCT

DEVELOPMENT SALES

PROMOTION

PROMOTION

PROMOTION

PROMOTION

PROMOTION

PROMOTION

PROMOTION

PROMOTION

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Page 43: Buh-Bye Traditional Data Gathering: Step into the Spotlight with Cooperative Social Media Marketing

INFLUENCER

FYE

FYE

FYE

MEDIA LOGIC MEDIA LOGIC

INFLUENCER

MEDIA LOGIC INFLUENCER

Page 44: Buh-Bye Traditional Data Gathering: Step into the Spotlight with Cooperative Social Media Marketing
Page 45: Buh-Bye Traditional Data Gathering: Step into the Spotlight with Cooperative Social Media Marketing

keep it simple

Page 46: Buh-Bye Traditional Data Gathering: Step into the Spotlight with Cooperative Social Media Marketing

keep it simple

provide structure

Page 47: Buh-Bye Traditional Data Gathering: Step into the Spotlight with Cooperative Social Media Marketing

keep it simple

provide structure

identify influencers

Page 48: Buh-Bye Traditional Data Gathering: Step into the Spotlight with Cooperative Social Media Marketing

keep it simple

provide structure

identify influencers

more zombies

Page 49: Buh-Bye Traditional Data Gathering: Step into the Spotlight with Cooperative Social Media Marketing

keep it simple

provide structure

identify influencers

more zombies

more rock

Page 50: Buh-Bye Traditional Data Gathering: Step into the Spotlight with Cooperative Social Media Marketing

keep it simple

provide structure

identify influencers

more zombies

more rock

more mainstream

Page 51: Buh-Bye Traditional Data Gathering: Step into the Spotlight with Cooperative Social Media Marketing

keep it simple

provide structure

identify influencers

more zombies

more rock

more mainstream

think families

Page 52: Buh-Bye Traditional Data Gathering: Step into the Spotlight with Cooperative Social Media Marketing

keep it simple

provide structure

identify influencers

more zombies

more rock

more mainstream

think families

connect stores and sites

into an “owned” whole

Page 53: Buh-Bye Traditional Data Gathering: Step into the Spotlight with Cooperative Social Media Marketing

marketing can drive social adoption

business wide

monitoring is key to the study of

behaviors and interests

open social upsets business hierarchies

ROI is measurable, but only correlatively

relative to sales

promotions require an audience –

B2B will have to buy

Page 54: Buh-Bye Traditional Data Gathering: Step into the Spotlight with Cooperative Social Media Marketing

t: 518.456.3015

f: 518.456.2479

www.mlinc.com

www.facebook.com/medialogic

twitter: @Media Logic

Ronald Ladouceur

Executive Vice President /

Executive Creative Director

Media Logic

[email protected]


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