1. The power of Social Intelligence
Gravity Thinking, 185 Park Street, London SE1 9DY
T 0207 654 7693 E info@gravitythinking.com W gravitythinking.com
F http://facebook.com/gravitymarketing T http://twitter.com/gravitythinking L http://linkedin.com/company/gravitythinking

2. How we think
“We don’t have a choice in
whether we do social media
the question is how well we
do it.”
Erik Qualman, Author Socialnomics

3. Our way of working
Insight Ideas
Impact Implementation
A traditional disciplined approach applied to the
new world of marketing
Insight

4. We leverage the largest research group in the world
An intelligent approach to social media

5. Social
Intelligence
Reports &
Uses
Our Approach
to Social
Marketing
Social
Marketing in
Action
Listening
Platforms &
Processes
What are you looking to get out of today?
Influencer
Outreach
An Exclusive
Offer
Community
and Network
Management

6. Applied Learning
and Benchmarking
Measurement
Infrastructures
Data Analysis and
Evaluation
Asset and Content
Development
Community
Management
Influencer
Outreach
Specific Campaign
Development
Ongoing Social
Platforms
Tactics and
Opportunities
Our approach to Social Marketing
Enterprise Listening
Platforms
Research
Methodologies
Strategy and
Planning
Insight Ideas ImpactImplementation
Underpinned by our IP and proven ways of working
Insight Ideas Implementation Impact

7. 7
Listening Platforms and Processes
EFFORT
COSTHIGH
LOW
HIGHLOW
End-to-End
Enterprise
Free/
Near-Free
BUSINESS APPLICATIONS
VALUE
 Informs
• Measures
• Executes
 Informs
 Measures
• Executes
 Informs
 Measures
 Executes
Enterprise tools provide a complete and relevant data set which is
consolidated and normalized

8. What do we want to say?
Who do we say it to?
Where do we say it?
Keywords Analysis
Reporting
Strategy
Listening Platforms and Processes
A powerful way to listen, understand, plan and
most importantly act
Evaluation
Activity
Campaigns & Platforms
Influencer Outreach
Network Management
Benchmarking
Infrastructures
Analysis
Brand Associations
Competitors Brands
Category Themes
Keywords
Networks & Communities
Blogs & Forums
Websites & Microsites1
Analysis
Centres of Influence
Share of Voice
Themes & Sentiment
Reporting
StrategyActivity
Evaluation

9. Social Intelligence Reports and Usage
A detailed ANALYSIS of the conversations
Volume
Sentiment
Influence
Socio-demographics
Platforms
Domains
Clusters
Themes

10. Social Intelligence Reports and Usage
A detailed VIEW of the conversations
Reviews
Ratings
Conversations
Debates
Complaints
Statements
Video
Pictures

11. TACTICS STRATEGY
Campaign
Planning
Search
Consumer
Insight
Product
Innovation
A multitude of opportunities driving both tactical and
strategic activity
Media
Buying
Brand
Positioning
Market
Insight
Network /
Commun-
ity
Content
Viral
Outreach
Social
Platforms
Campaign
Govern-
ance
Social Intelligence Reports and Usage

12. 5 simple steps to a considered community and network management
activation plan
Community and Network Management
21 4 53
Content
Audit and
Collation
Creation of
an Activity
Calendar
Master
Content Plan
Creation
Implement
Master
Content Plan
Ongoing
Management
of Plan

13. Meet with people within the organisation to review content and
focus on areas of interest
Community and Network Management
Brand
Concept
Stores
Other
content
Dealers
Bikes
Events
Athletes

14. Development of a content plan aids interaction
Community and Network Management
JAN
MAR
MAY
JUL
SEPT
NOV
DEC
Big Idea
EVENTS
Tab Apps
BIG PROMOTION
ONGOING PROMOTION
QUIZ 1
QUIZ 2
QUIZ 3
QUIZ 4
QUIZ 5
QUIZ 6
QUIZ 7
Stream apps
ONGOING TAB EXPERIENCES
POLL 1
POLL 2
POLL 3
POLL 4
POLL 5
POLL 6
POLL 7
Text posts
Sponsored
stories
TOUR DE
FRANCE

15. Community and Network Management
EARNED
BOUGHT
OWNED
FacebookNew Recruits New Recruits
Drives
‘Likes’ to
create
critical
mass
Create
engage-
ment and
sharing

16. We utilise the unique attributes of each platform to match your
specific goals
Influencer Outreach
Blogs and Wikis
Social Networks and Communities
Forums and Social Bookmarking
Twitter and Podcasts

17. Understanding social platforms leads to more effective and efficient
activity
Influencer Outreach
Message
Boards
Blogs Networks Micro Blogs
• Best for
amplification of
blog content /
pay it back
• Works for “right
now” CTA
• Highest post rate
%
• Messaging may
be shared via
status updates
and email
• Works well for
direct response
Call To Action
(CTA)
• Content must be
compelling and
create a story
• Best SEO
• Permission-based
commenting
• Highest bar to
posting
• Large and
engaged reach
• Must engage as
part of an
ongoing strategy
• Unless the
content is
perfectly
appropriate

18. Highly targeted influencer outreach lists
Influencer Outreach
We have access to tens of
thousands of sites in our
outreach management
database, organized by
platforms, tags and
previous campaigns
Using our social media
listening tools we
dynamically search for
current relevant
conversations on key
themes, products,
competitors and more.
Propietary
Database
Dynamic Site
Selection

19. Social Marketing in Action

20. The dental health innovators
Having observed their biggest competitor Oral B achieve high levels
of engagement within social media Philips wanted to understand
what the opportunity was for themselves

21. Creating a buzzzzzz
1. Dental health is mentioned frequently and
is highly discussed – Oral B are the
predominant player
2. Three key areas came through strongly in
terms of volume and levels of engagement -
beauty, gadgets and dental professionals
3. Product reviews from trusted sources are
highly influential within the purchase
process
4. Mid tail centres of influence gain significant
cut through and give high levels of reach
How can we use these insights to launch Diamond Clean and Air Floss?

22. Campaign in progress however sign up to free
trials is already oversubscribed
Let influencers play
Get beauty and gadget bloggers to trial, review and get a buzz
going about the innovative Diamond Clean and Air Floss
1. Product Trials for 80 top beauty and gadget
bloggers - free product and incentives to
review
2. Content Creation – development of a website
destination with dynamic content (video,
research…) and linking directly to blogger
reviews
3. Outreach to 250 mid level beauty and gadget
bloggers including reviews from their peers,
content and incentives to blog

23. The original coffee machine manufacturer
Having recently bought the Gaggia brand Philips wanted to
understand what the state of play was within the category

24. Connecting with coffee lovers
1. Generally the category of
coffee is mentioned
frequently and is highly
discussed – Gaggia constitute
a small % of conversations
2. Technical ability to choose
and use a machine are
predominant conversations
3. Clear segments materialise
from ‘Aficionado’s’ who are
highly skilled to ‘Newbies’
who struggle to make the
perfect cup
4. Top to mid tail centres of
influence gain significant cut
through and give high levels
of reach
How do we connect with segments with such diverse needs?

25. Campaign in progress however 9 in-depth
responses to initial outreach (30% response rate)
By coffee lovers for coffee lovers
Two online tools developed by ‘Aficionado's’ for ‘Newbies’; how
to select a machine and how to make the perfect cup
Initial Outreach to 30 ‘Aficionado’s’
requesting input in to a coffee lovers
application
App Creation using feedback directly
from outreach
Beta Launch to original 30 ‘Aficionado’s’
as well as seeding for launch
Launch – outreach to a further 100
centres of influence – top to mid tail

26. Best in class online tutoring
With a modest budget and an innovative online product we
recommended social media as an opportunity to launch the brand

27. Launching a new product via social media
1. Supplementary learning and tutoring are
well discussed and extremely emotive
subjects – struggling and exam based
2. Traditional home tutoring is fraught with
issues – annoying teachers, limited local
resources, cost…
3. Resources to supplement schooling and /
or tutoring and learning from home are
deemed valuable and shared
4. Message boards and forums lead the
volume of discussion with free trials and
recommendations playing a key role
How do we create engagement and give parents confidence in the
product?

28. Providing peer reviews and recommendations
Beta usage commenced September with the main campaign
due to launch in January 2012 – strong initial reviews
Product trials offered within key centres of influence along with
the development of the 5 MyTutor little stars – seeing is believing
Recruitment of 5 children who’s progress we’ll follow
through a 10 week programme – publish child’s, tutors and
parents feedback via diaries and video content
Blogger Outreach to 150 centres of influence identified
within the intelligence phase – tech and education
Community Engagement within Mumsnet driving
awareness and conversion to trial (free trials for some)
Network Advertising tightly targeting core audiences on
Facebook
Social Search – using keyword analysis and content
development to drive paid and earned search results

29. The worlds leading oral beauty brand
The beauty category is highly active in both digital and social media
and Imedeen wanted to get a piece of the action

30. Connecting beauty with a healthy lifestyle
1. The beauty category and more specifically
skin aging and wrinkles are highly
discussed and emotive subjects
2. Big brands inside and outside the oral
skincare category are involved and
dominate conversations
3. Lifestyle and health are well discussed
however beauty brands are not present
4. Conversations permeate all aspects of the
digital and social space – blogs,
microblogs, websites and networks
5. New products, product reviews, facts and
figures, help and advice all feature heavily
within beauty and lifestyle conversations
How do we engage users with the brand in a competitive category?

31. A virtual lifestyle skin assessment
9,125 women have used the tool and received a free lifestyle skin
assessment with associated product recommendation
A focus on how lifestyle impacts your skin health (aging, wrinkles,
beauty) with the a focus on the development of a Lifestyle Skin
Assessment tool with a personalised online consultation
Blogger Outreach to 100 centres of influence
identified within the intelligence phase –
beauty and health focus
Network Engagement via Facebook group
access to tool with share functionality
Social PR to general on and offline media
companies and website destinations including
launch events
Call to action through all media as part of 2010
international Diagnostics campaigns - TTL

32. The UK’s leading sports nutrition brand
Maximuscle realised that there were issues with their products
perception within social media however needed to understand the
extent of the issue and what they could do about it

33. Addressing efficacy in the social space
1. Sports nutrition is a well discussed
category with highly engaged consumer
groups – body building, vanity and sports
2. Maximuscle was part of the conversation
however for the wrong reasons – price,
effectiveness and taste were issues
3. Centres of influence focused within
specialist message boards and forums –
not generalist destinations
4. Users seek advice and recommendations
from peers and trusted sources –
skepticism about brands involvement
within this space
How do we overcome negative issues and drive positive
recommendations?

34. Tackle the issues head on
Over 4,000 users registered for the challenge with 25% buying a
months supply directly (200% ROI)
Development of a 30 day challenge with a money back guarantee
at its heart. Administered via an online destination including
tracking tools, meal planners and training guides.
Blogger Outreach to 50 centres of influence with
selected centres invited to an exclusive event
Social Influencer activity using advocates with high
social influence to engage and sway sentiment
within key forums and message boards
Online Advertising targeted based on social
intelligence influencer list
Network Management – promotion of and access to
the challenge via Facebook group
Call to action with all other media including email,
direct mail, advertising, PR…

35. The world’s leading bike brand
Specialized dominate the road and mountain bike sector however
wanted to understand how they could achieve the same position in
the commuter bike market

36. Extending market leadership
1. The commuting category is extremely well
discussed with the perils, the kit and the
routes featuring heavily along with hints
at tips
2. Conversations and content tend to be led
by hardcore specialists individuals and
destinations – the fixie and brompton
crews
3. Website forums and message boards
dictate conversations with brands playing
a limited role in the dialogue
4. Specialized feature in some conversations
however mainly for their Road and MTB
products not their Commuting bikes
How do we get the commuting range of bikes on the radar?

37. Act like the category leader
Over 10,000 unique visitors to the website in the first 3 months
with 72% of traffic coming from partner destinations
Development of an online destination that positions the brand as
the leader within the commuting by bike market and specifically
targets new bike commuters
A dynamic destination with practical and useful
content including how to videos, hints and tips,
bike selection advice…
Partnership activity with key companies such as
Sustrans and CTC providing content,
endorsement and promotional opportunities
Network Management utilising the existing
Facebook group to promote, spread the word
and create a dialogue
New content planned for 2012 including
message boards and richer editorial content

38. The eco urban bike brand
Already established in the US Globe bikes wanted to understand how
that they could take launch and establish the brand in the UK

39. Selling outside of the usual channels
How can we tap into and infiltrate the niche communities and
conversations in order to get Globe on the map?
1. The UK bike market is dominated by big brands
and retailers selling mainstream bikes – road,
mountain, commuter…
2. Niche communities exist around specific genres
of cycling – single speeds, utility, personalised,
traditional, vintage…
3. Niche communities tend to exist and stretch
outside of core cycling related destinations –
design, homewares, travel…
4. Mid scale blogs and websites tend to get high
levels of engagement

40. Leverage partners to create a dialogue
Building strong relationships with a small but potent niche
audience – they share and spread the word
A database with over 5,000 urbanites on it
Development of a partnership marketing strategy where the
Globe brand could benefit from the association with the partner
and target niche audiences (all run via a Facebook hub)
Who’s Jack promotion – underground fremium
magazine targeting 22-35 year old urbanites
who are trend setters – into alternative film and
music
Boutique retail promotions – urban outfitters,
lavender rooms, top shop and pop stores – on
and offline store presence
Facebook promotions – UGC competitions and
promotions and ongoing management of
members. Proactive targeting niche interest
groups.

41. The Worlds leading spirits brands
William Grant wanted to better understand how their 5 core brands
were perceived within social media in order to inform strategic
commitment to social media for 2012

42. Global multi-brand listening
1. Brands such as Balvenie and Hendrick’s
were found to be ‘winning’ in the
category with a differentiating
positioning, good awareness and brand
engagement
2. Glenfiddich and Grant’s found to be
floating with no real core appeal to
consumers and a lack of understanding
of the brand
3. Sailor Jerry Rum was associated more
with the man, tattoos, music and
clothing than the rum itself
How can the brands leverage these insights on a global scale?

43. Global multi-brand listening
All 5 brands now have a global social media strategy and plan
along with processes and governance
All insights were present and discussed with each of the global
brand teams and were fed into the global brand planning process
with a view to defining specific social media strategies and plans
Victoriana positioning was retained and developed for
Hendrick’s – more engaging and entertaining content
Core focus on Single Malt drinkers was established for
Balvenie – more proactive in sharing existing activity
Follow up work undertaken for Sailor Jerry to
understand different conversations involving the
man, the music, tattoos, clothing and the rum –
recommended riding the coat tails
Campaigns such as “One Day” for Glenfiddich and
“True Tales” for Grant’s were created on the
recommendation to ally the brand to an audience
insight – communicate within social spaces

44. The World’s leading stationery company
ACCO Brands are the unsung leaders within the stationery category
and they wanted to better understand how they could ustilse social
media within the B2B sector

45. Social Media within the B2B Category
1. Review focused on Rexel brand the
competition and general areas of shredding,
office equipment and data security
2. Product and brand related conversations
were understandably low and very
promotionally driven with some negativity
3. Shredders were not referred to by brand and
product features were key to selection but
in general seen as a distress purchase
4. A hot spot of strong interest and high levels
of conversation was identified around data
protection and identity theft
How could we leverage identity theft in order to sell more
shredders?

46. Social Media within the B2B Category
1. EMEA online campaign focusing on product features to
address negatives – noise, reliability, time, and hassle
2. Shredder selector created to help efficient selection
3. Own identity theft – advice, help, support to include:
• Blog started by Rexel focused on issues surrounding
identity theft
• Blogger outreach to blogs targeted at business owners
• Target SME’s sharing info and providing collateral as
reminder for protecting company identity.
Global campaign tool kit distributed to resellers with campaign
activity kicking off Q4 2011 – resellers positive and allocating
more resources to marketing
Development of specific global campaigns focusing on the core
issue of identity theft and creating a dialogue with consumers
around the subject

47. The UK’s leading Exam Board
AQA wanted to understand how social media might help them
protect their core market share and grow in other areas

48. Defend and grow market share
.
1. Understand opportunity for Social
Influencer Marketing as part of the
GCSE Science campaign
2. 95% of conversations on TES
3. Teachers looking for support, trying
to keep up with constant changes and
challenge of dumb down vs concern
for students
4. Approx 9-18 month lead time
between indicating desire to move
boards and actually moving
How could we utilise these findings in order to build relationships
with existing and nurture relationships with new customers?

49. Baby steps. Ongoing meetings with departments to
help transition to social organisation
Start monitoring. Gain "product insights into what
teachers think (coursework, syllabi, marking) and be
active and respond accordingly
Strategic alliance with TES to develop mutually
beneficial activity and move from commercial to
strategic relationship
Use the portal as a voice. Ensure the Science Lab is
used as a hub to share the reams of content
available and publish updates, changes and new info
Act as market leader. Implement team to position
AQA as market leader and conduct altruistic info.
exchange to help teachers navigate system
Build capability and relationships with influencers
AQA have been monitoring for 6 months and have responded to an
average of 20 posts per week – in a place where they were
previously silent
A focused programme of activities to get AQA fit for social media
throughout the organisation. As well as building strategic
partnership with key partner (TES)

50. Leading innovation in baby feeding systems
Philips Avent were in a price war with main competitor Tommee
Tippee and wanted to see how they could gain some competitive
advantage within digital and social media

51. Building empathy with consumers
1. Brands are focused very much on practical
product related elements
2. Hugely emotive subject with a lot of
heartache, sadness, anxiety and pain with
(some) joy and lots of extreme opinions
3. Disparity between brands positive and clinical
language and mothers more down to earth
with emotional language
4. Recommendation is key in the sector with lots
of sharing and looking for stories, advice,
hints and tips
5. Frustration at product not working, breaking,
leaking etc. and large associated cost and
hassle
How could Avent create an empathy with the consumer and use this
as a basis for an ongoing dialogue?

52. Building empathy with consumers
1. Website - a non threatening, agenda-
free place for mums to openly discuss
concerns and issues and proffer advice
to others – away from the NCT
2. Expert advice and help delivered in a
understanding, caring and non
judgemental manner – limited focus on
the Avent brand and products
3. Blogger outreach to 200 ‘mummy
bloggers’ to provide reviews, advice
and vicarious blogging – driving to the
community to participate
Average weekly site traffic is 3,860 with page views at 25,144
Over 10k forum entries to date
Development of a safe haven for mums to discuss openly their
experiences and concerns with regards to feeding their babies

53. Leading the male grooming trend
Philips are a market leader within male grooming and wanted to
better understand how the could tap into the ‘Manscaping’
trend online

54. Tapping into the conversation
1. Split between traditional beard grooming and focus on
‘manscaping’
2. Lack of knowledge about grooming and shaving with
people looking for help and advice on how to groom
and shave properly
3. Debate around shaven/stubble or beard and
‘manscape’ vs not with partners joining the debate
4. Satisfaction and pride associated with results -
exhibitionism
5. High degree of power of influencers in this space from
grooming focused sites to more general style sites
referencing different ‘looks’
How could Philips use these insights in order to get involved in the
‘manscaping’ debate?

55. Riding a consumer trend
Campaign go live today
Development of ‘The Manscaping Challenge’ including style,
grooming, clothing, music… engaging and involving people in an
entertaining experience and dialogue
Development of microsite to support the
‘The Manscape’s Changing’ –including
shaving school
Competition encouraging group involvement
and sharing for datacapture
Integration with Facebook “Express
yourself” grooming page
Entire comms budget devoted to influencer
outreach to style leaders
Outreach to style bloggers to find 4-5
bloggers to write an ongoing blog for the
site

56. Get in touch
Gravity Thinking, 185 Park Street, London SE1 9DY
T 0207 654 7693 E info@gravitythinking.com W gravitythinking.com
F http://facebook.com/gravitymarketing T http://twitter.com/gravitythinking L http://linkedin.com/company/gravitythinking
Andrew Roberts
Managing Partner
07775 612 853
andrew@gravitythinking.com
Stephen Firth
Managing Partner
07880 735 974
stephen@gravitythinking.com