An Overview of Services

Viral and Social Media Marketing

OverviewWe’ve created this overview of services to provide agencies and clients with a go-to document to reference when deciding how to use Pandemic Labs as a targeted addition to their marketing, advertising and PR efforts.

The strategies described here are most often used in concert as part of a comprehensive marketing campaign, but, for clarity, we’ve outlined them as individual options. We’re capable of and have experience designing and implementing all services in an integrated campaign as well as delivering services a la carte.

Some of our Clients

Section 1:

Online Reputation Management Services

• Brand Tracking• Active Brand Management – Digital PR

• Interactive Reputation and Identity Solution – i.r.i.s.

Brand TrackingDiscovering and Monitoring Your Digital Footprint

• Work with Pandemic Labs to determine the topics, brands and ideas that are most relevant to your busines

• Use Pandemic Labs’ tracking service to track nearly all mentions of your keywords across the entire internet – social networks, microblogs, blogs, social media, etc.

• Receive weekly, monthly or custom tracking reports to see and understand:• The size of your company or brand’s digital footprint• The size of your competitors’ footprint(s)• Where people are (or aren’t) talking about you • The sentiment regarding you, your competitors and your industry

Active Brand Management (Digital PR)Influencing the Online Conversations

• Use the data from your Brand Tracking efforts to decide which conversations about your brand are most valuable or harmful

• Join the discussions that are taking place in two ways:• Branded interactions on blogs, forums and sites can be used when an “official” message is necessary• Non-branded interactions can be used when grass roots efforts will more effectively influence the conversation

• Influence the discussions already taking place to clarify and control your branding

i.r.i.s.The Complete Interactive Reputation and Identity Solution

• Use the data from your Brand Tracking efforts to locate areas where your online reputation is lacking

• Start new conversations on the most relevant sites

• Reach out to your customers to create buzz where they already spend time online

• Use mentions of your brand found via Brand Tracking as ammunition to get more mentions

• All in all: be proactive, reactive, and interactive!

Section 2:

Social Media Marketing

• Strategy Consulting• Web Outreach and Digital PR• Social Network Management

• Social Network PPC

Social Media StrategyDesigning Your Comprehensive Online Strategy

• Work with Pandemic Labs to determine the best way for your brand to enter the social media space

• Speak to our experienced team about best practices

• Design a campaign that utilizes hundreds of sites and dozens of strategies to reach your target audience

• Craft custom success metrics for your business and your campaign

• Implement social media strategies of all types

• Get feedback on efforts you’ve already undertaken

Web Outreach and Digital PRConnecting with Online Influencers to Build Buzz

• Use Pandemic Labs to locate the biggest actual influencers in your online space

• Work with Pandemic Labs to plan PR events that bloggers will want to write about

• Find the sites where your consumers spend their time and obtain prominent mentions

• Create buzz on forums, blog comments and microblogging sites

Social Network Use“Fish Where the Fish Are”

• 170+ million users on both Facebook and Myspace

• Work with Pandemic Labs to determine the best way for your brand to enter the social network space

• Design social network pages that will attract targeted users and fans

• Learn strategies to have people to share your page with their friends

• Fill a void of useful business information on these sites

• Create branded profiles on microblogging sites like Twitter and Plurk

Social Network PPCPay-per-click Campaigns Based on Who You Want

• Social Network PPC is great for reaching people based on who they are, not what they’ve just typed

• Information on social networks is volunteered by the users

• Design creative ads that will speak to your exact audience

• Leverage the immediate and controlled investment of PPC

• 100% trackable results provide easy-to-calculate ROI

Section 3:

Viral Marketing

• Creative• Production

• Seeding• Tracking

• Games and Other Media

Creative Giving the Viral the Best Chance for Success

• Viral media is 100% opt in – you cannot guarantee real views or user experiences• Viral media must provide value to the user to be successful

• Design a viral that will appeal to your audience and still convey your brand, message or call to action

• Create a viral that will begin the genuine viral spread

• Learn when a viral is the right tool for your marketing needs

ProductionProduction Quality as it Effects Viral Success

• Make virals with short turn-around time to meet immediate demand

• Use Pandemic Labs’ three production teams on both coasts to create a series of videos quickly

• Leverage computer graphics (CG), high production value or even indie/handheld production quality to achieve the desired effect

• Use a dedicated viral agency to keep costs in line with expectations

• Tap into Pandemic Labs’ previous successes to make the best viral possible

SeedingGiving the Viral the Best Chance to Be Seen

• Seed the viral to the most effective sites where your audience already spends time

• Use Pandemic Labs’ experience seeding to over 60 sites

• Determine whether shooting for the biggest sites or focusing on more niche sites will be the best strategy to meet your business needs

• Set meaningful success metrics

• Learn from Pandemic Labs to understand how to reach positions of prominence on each site

TrackingMaking Sense of the Outcome

• Track the important topline metrics of the virals in real time

• Receive reports of deep metrics that are custom for your business

• Receive reports that inform you at-a-glance how your virals are performing

• Use the feedback from the community to inform future marketing or production efforts

• Capitalize on any spikes in popularity immediately

PromotionTaking Advantage of the 48-hour Window

• Take advantage of the crucial 48-hour window after seeding the virals

• Reach positions of prominence on the chosen sites

• Leverage your video success to win online PR buzz

• Plan your strategy around which sites have the best chance of “blowing up”

• Connect with “Power Users” on various sites like Digg, Mixx and StumbleUpon

Games and Other ViralsFertile Ground for Fresh Ideas

• ‘Virals’ are often thought of as only video – games, photos, music and others can also be distributed virally

• There are over 100 popular online gaming sites that can be used to promote branded flash games and other media

• Some of the most popular sites on the net like Flickr and Icanhascheezburger are 100% photo based and are great ways to promote static visual media

• Leveraging the blogger and podcasting communities can yield great results if the viral is non-video

Section 4:

Blog Services

• Blog Creation and Management• Blog Promotion

Blog Creation and ManagementInforming Your Consumers – Building Community

• Blogs have a very developed industry with dedicated rankings, search engines and their own etiquette

• Create search engine optimized (SEO) blog content to increase organic search traffic to your brand’s site

• Social media optimized (SMO) blogs are easier to find, share, and have higher rankings than their competitors

• Design your blog content strategy to connect with communities relevant to your business

Blog Promotion & OptimizationPlugging into the Blogosphere

• 99% of blogs grow slowly and organically – most are never found

• Plug into the existing community - the fastest way to get on the map

• Leverage the high-traffic social media sites to drive readers to the blog early on

• Increase your subscriber count with easy widgets

• Develop an overall strategy of blog-as-marketing tool – integrate a blog into existing marketing

• Maximize the ability for readers to connect personally with the corporate blog – become more than a corporate monolith or simple brand

In Conclusion

PowerPoint does a great job breaking things down into manageable parts, but it does a bad job expressing the power and excitement of a unique, integrated new-media campaign.

This is the frontier of marketing and web 2.0 provides each brand an unprecedented ability to create completely customized initiatives.

The goal of this presentation is not to place boundaries on what we will do, but to explain a few of the things we can do.

Above all else, remember that the elements detailed here can be used alone, but work best when used together in an innovative, integrated campaign. Each piece amplifies the effect of the whole.

The BIG Idea