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Brandsclub Private Sales Club Social Media Strategy
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  1. Brandsclub Private Sales Club Social Media Strategy A global social media marketing & PR company 5 Continents, 12 Countries, 11 Languages, 1 Internet Abraham & Harrison Global Word-of-Mouth Brand Promotion, Crisis Management & Reputation Defense

  2. Abraham & Harrison Challenge: Directly increase sales and elevate brand awareness through social media engagement strategies. Case Study: Promotion of BrandsClub Abraham & Harrison Challenge: Directly increase sales and elevate brand awareness through social media engagement strategies. Case Study: Promotion of BrandsClub

  3. Abraham & Harrison <ul><li>Strategy: </li></ul><ul><li>Leverage the Influence of Bloggers </li></ul><ul><li>Research, manage, create content and engage on Twitter </li></ul><ul><li>Create, manage, develop content and engage on Facebook fan page </li></ul><ul><li>Over 4,000 eCommerce-related bloggers were contacted and presented the opportunity to get to know BrandsClub and spread the word to their readers. </li></ul><ul><li>Took over Twitter account. </li></ul><ul><li>Created a Facebook Page. </li></ul> Abraham & Harrison <ul><li>Strategy: </li></ul><ul><li>Leverage the Influence of Bloggers </li></ul><ul><li>Research, manage, create content and engage on Twitter </li></ul><ul><li>Create, manage, develop content and engage on Facebook fan page </li></ul><ul><li>Over 4,000 eCommerce-related bloggers were contacted and presented the opportunity to get to know BrandsClub and spread the word to their readers. </li></ul><ul><li>Took over Twitter account. </li></ul><ul><li>Created a Facebook Page. </li></ul>

  4. Abraham & Harrison Tactics: Targeted and Appropriate Messaging <ul><li>Identified blogger communities </li></ul><ul><li>Assessed their interests </li></ul><ul><li>Crafted effective message models </li></ul><ul><li>Developed a social media news release (SMNR) * </li></ul> Abraham & Harrison Tactics: Targeted and Appropriate Messaging <ul><li>Identified blogger communities </li></ul><ul><li>Assessed their interests </li></ul><ul><li>Crafted effective message models </li></ul><ul><li>Developed a social media news release (SMNR) * </li></ul>

  5. Abraham & Harrison Tactics: Targeted and Appropriate Messaging Cont. <ul><li>Expanded the number of Twitter followers through networking tools </li></ul><ul><li>Created a unique and authentic voice for BrandsClub on Twitter by getting directly involved in conversations happening there </li></ul><ul><li>Applied new tools to improve appearance of Facebook page </li></ul><ul><li>Attracted new fans by using direct engagement tactics (posts), importing contacts from client lists and Facebook ads </li></ul> Abraham & Harrison Tactics: Targeted and Appropriate Messaging Cont. <ul><li>Expanded the number of Twitter followers through networking tools </li></ul><ul><li>Created a unique and authentic voice for BrandsClub on Twitter by getting directly involved in conversations happening there </li></ul><ul><li>Applied new tools to improve appearance of Facebook page </li></ul><ul><li>Attracted new fans by using direct engagement tactics (posts), importing contacts from client lists and Facebook ads </li></ul>

  6. Abraham & Harrison Blogger Outreach Tactics: Personalized Approach <ul><li>Personal and immediate responses </li></ul><ul><li>Continual follow-up with timely and friendly responsiveness ensured widespread coverage </li></ul>Sample exchange with a blogger Abraham & Harrison Blogger Outreach Tactics: Personalized Approach <ul><li>Personal and immediate responses </li></ul><ul><li>Continual follow-up with timely and friendly responsiveness ensured widespread coverage </li></ul>Sample exchange with a blogger

  7. Abraham & Harrison Twitter Tactics: Find the conversation and control it <ul><li>Constant research and engagement </li></ul><ul><li>Provide content in interesting manner </li></ul><ul><li>Follow up on members’ concerns and mentions </li></ul>Twitter Samples Abraham & Harrison Twitter Tactics: Find the conversation and control it <ul><li>Constant research and engagement </li></ul><ul><li>Provide content in interesting manner </li></ul><ul><li>Follow up on members’ concerns and mentions </li></ul>Twitter Samples

  8. Abraham & Harrison Facebook Tactics: Engage and grow <ul><li>Increase page appeal </li></ul><ul><li>Encourage participation and openness </li></ul><ul><li>Daily Invites </li></ul><ul><li>Daily Posts </li></ul><ul><li>Regular posting of photos and videos </li></ul><ul><li>Participate, acknowledge and help </li></ul><ul><li>Direct invitations to BrandsClub members to become Facebook fans </li></ul>Facebook Samples Abraham & Harrison Facebook Tactics: Engage and grow <ul><li>Increase page appeal </li></ul><ul><li>Encourage participation and openness </li></ul><ul><li>Daily Invites </li></ul><ul><li>Daily Posts </li></ul><ul><li>Regular posting of photos and videos </li></ul><ul><li>Participate, acknowledge and help </li></ul><ul><li>Direct invitations to BrandsClub members to become Facebook fans </li></ul>Facebook Samples

  9. Abraham & Harrison Blogger Outreach Results <ul><li>Over 500 earned media mentions, to date, with more still coming in </li></ul><ul><li>Conservatively estimated, over 2.3 million impressions achieved through blogger outreach </li></ul><ul><li>SEO: 500 social media mentions from legitimate and reputable blogs results in a powerful white hat “link farming” effect, resulting in very high-ranking organic search results, expanding the power of current SEM and performance marketing campaigns and influencing general brand perception. </li></ul> Abraham & Harrison Blogger Outreach Results <ul><li>Over 500 earned media mentions, to date, with more still coming in </li></ul><ul><li>Conservatively estimated, over 2.3 million impressions achieved through blogger outreach </li></ul><ul><li>SEO: 500 social media mentions from legitimate and reputable blogs results in a powerful white hat “link farming” effect, resulting in very high-ranking organic search results, expanding the power of current SEM and performance marketing campaigns and influencing general brand perception. </li></ul>

  10. . Abraham & Harrison List of Earned Mentions Results: 500+ posts and est. 2.3 million impressions

  11. . Sample Post Abraham & Harrison

  12. . Abraham & Harrison Results: Search Results per Day

  13. . Abraham & Harrison Results: Facebook

  14. . Abraham & Harrison Results: Twitter <ul><li>AH took over Twitter account in October of 2009 with fewer than 500 followers. It has grown 11-fold since. </li></ul><ul><li>Largest Twitter following and the strongest active Twitter engagement of all the world's Private Sales Clubs </li></ul>

  15. . <ul><li>Website Visitors </li></ul><ul><li>Positive word of mouth </li></ul><ul><li>Impressions </li></ul><ul><li>Captured sales contacts </li></ul><ul><li>Online bolstering of your reputation </li></ul><ul><li>Click-throughs </li></ul><ul><li>Twitter Followers, Retweets </li></ul><ul><li>Positive press </li></ul><ul><li>Views of YouTube videos </li></ul><ul><li>Individual responses to emails </li></ul><ul><li>Facebook Fans </li></ul><ul><li>Offers/Coupons distributed beyond usual channels </li></ul><ul><li>Newsletter subscribers </li></ul>Abraham & Harrison Results You Us Sales!

  16. . Abraham & Harrison <ul><li>Target fashion, tech, entrepreneurship, discounts online and specific products in Blogs, Forums, Newsgroups, etc. to promote BrandsClub products directly </li></ul><ul><li>Our capability in several languages means we can easily and cost-effectively reproduce these campaigns in other global regions </li></ul><ul><li>Use BrandsClub’s Facebook Fan Page as a hub for fashion suggestions, discussions and a continuing medium to advertise promotions </li></ul>Other Possibilities for Brandsclub

  17. . Abraham & Harrison <ul><li>Strengthen relationships with current “Positive Responders” to earn their support across all BrandsClub efforts </li></ul><ul><li>Utilize Twitter’s awesome reach to test new ideas, ask opinions and create teasers for upcoming events </li></ul><ul><li>Online Engagement: get more attention for your brand by engaging with people discussing related issues online – going out and joining the conversation where it is happening </li></ul>Other Possibilities for BrandsClub, Cont.

  18. . Abraham & Harrison <ul><li>YouTube Video Asset Promotion: BrandsClub How-to’s, behind the scenes and user-generated content </li></ul><ul><li>Get positive brand exposure for BrandsClub in other media (radio, TV, print) as bloggers either influence those media producers OR have other media in which they work </li></ul><ul><li>Competitive Analysis: what are your competitors saying/doing in social media? Then improve BrandsClub competitive position </li></ul>Other Possibilities for BrandsClub, Cont.

  19. . Please Contact Us: Please Visit Our Blog & Our Site: http://marketingconversation.com http://www.abrahamharrison .com Abraham & Harrison Abraham & Harrison +1.202.657.4769 (global) Chris Abraham, President & COO [email_address] Mark Harrison, CEO [email_address] Thank you!