Zoo loo proposal.final

Public Relations and Social Media RecommendationsJune 3, 2010

The TeamGeorge – A hands-on PR/social media pro with more than 15 years developing creative, high-impact programs for a wide range of tech, web, and consumer electronic companies

Cheryl– With us for more than 6 years, she’s one of our “go to” consumer media placement experts, having worked on consumer and IT programs

Allie – Here for 3+ years, she’s a card-carrying gen-y’er with a lifetime of digital experience. When not engaging with social media, she can be found somewhere in the Bay Area listening to live music.

Merritt– A consumer marketing/PR expert, she has extensive experience working with a wide range of bloggers, social networks, old school print and broadcast journalists reaching virtually every consumer market segment

Bob – Strategist, counselor, coach and pinch hitterAbout UsResearchPlanningPutting ZooLoo on the MapBudget RecommendationsWhy Us? Agenda

Builds marketplace value for companies marketing technology products and servicesConsumer technologyEnterprise technologyGreen information technologyWorks closely with all social/traditional media channels Delivers high-impact, cost-efficient programs to generate target market awareness and actionEmploys outstanding, experienced staffBelieves in service, results, integrity About Walt & Company

Facebook the most popular for 15-25 year oldsTwitter / MySpace are distant 2nd / 3rd Top Social NetworksDo you use any of the following frequently?

Social Network BehaviorWhy do you use social networking sites? #1 – Stay in touch with my friends#2 – Share photos/videos#3 – Follow things that I like#4 – Because everyone is doing it#5 – Track fashion, music, celebrities, news, etc.

Limited Custom Domain InterestWould you like your own site with a personalized address, like “yourname.com”?YesNoNot sure40.3%30.6%29.0%

Personalization Not A PriorityMySpace allows you to personalize your page design; Facebook doesn’t. How important is the ability to personalize the design of your page?67.8%Very importantSomewhat importantA little importantNot important at all5.1%15.3%11.9%

Top privacy issue: control of information Key IssuesIs online privacy an important issue for you, and if so, why?

Vast majority (90%) don’t blog; top reasons:I don’t know what toblog about (41%)Facebook/MySpace is good enough (39%)Takes too much time/too difficult (12%)Findings underscoredby recent PEW studyOf those who blog, most use WordPressor BlogSpot To Blog or Not to BlogDo you currently blog or plan to blog, and if so, why?89.7%Express my personality; share my thoughts/ideasFacebook/MySpace limit my ability to say what I want Gives me opportunity to create custom online presenceMight help me get into good school/find job/prep for careerI don’t blog

Our Teens Get Their News:#1 – Online news sites#2 – TV news#3 – Magazines#4 – Newspapers#5 – Radio

Mixed bag: it’s “cool,” but not sure if/how I’d use it“I think it's pretty cool. Allows you to go one place for all of your updates rather than each site.”“Not into blogging. Waste of time in my opinion. I can tell my friends what I want them to know in person or via Facebook.”“Probably not. Not interested in joining another social network.”“It looks user friendly and fun, I would consider using it.”“I would use it, it just might be difficult to convert people from Facebook. But it has a cool layout and design and has a lot of cool options.”“I would be interested in using it if there was a large majority of my friends on it.” ZooLoo First Impressions

Millennials/Generation Y – born between 1980-2000Sweet spot: 16-24 years oldsHigh school upper classesCollege studentsM/GY VerticalsBands/musicCelebritiesFashionGamersSports enthusiasts TechiesYoung professionals Target AudienceExplore opportunities with additional target groups

ZooLoo’s key differentiators aren’t resonatingThe ZooLoo value proposition is eclipsed The “Facebook effect”The “blog problem”Noisy, dynamic spaceTumblr has head startThere isn’t a ZooLoo positioning silver bullet…at least, not yetSocial positioning evolves with increased user participationFacebook, Twitter and MySpace are positioned/ perceived differently today than in the beginningPerception is the reality…literally The ChallengeTumblr Makes Blogging Blissfully Easy - New York Times

Facebook's Privacy Woes Make Little Impact on Growth – BusinessWeek

Tumblr: 'We're pretty opposed to advertising‘ – Los Angeles Times

Why MySpace Can Still Win as a Music Destination

Facebook Obliterates Rivals in Google List of Top Sites – PCMag.com‎Facebook privacy? Who cares? – MSNBC.com

“Social networking overload”1,020,000 Google results

Building critical mass fast, is criticalZooLoo must be viewed as fun, cool and providing immediate, real “benefits”Users need a reason to test drive An aggressive, multi-tiered, interlacing PR, social media and marketing strategy is requiredMust be flexible to adjust on the flyPromoting ZooLoo isn’t exclusively about de-positioning othersPositioning will be developed in parallel…and will evolve over timeInitiatives will illuminate user interestsGather real-time feedbackCustomer/consumer research Our Take

Use PR/social media programs to build a critical mass of ZooLoo users200,000 ZooLoo pages in 12 monthsWork with ZooLoo to keep users committedIncrease current retention rate through ongoing communications activities Objectives

Push/Pull CommunicationsDrive ZooLoo awarenessvia traditional media andmarketing channels to“prime the pump”Leverage social mediacapabilities and pop culture/real-time issuesto spur excitement

1. ZooLoo Communications Offensive

1:1 meetings with consumer/tech media, bloggers in AugustStrategic directionUnderscore ZooLoo differentiators/benefitsInitiate relationships with key influencersLeverage trends/issues impacting spaceSample target media:About.com, BusinessWeek, Chip Chick Blog, CNET, Computer Shopper, Consumer Reports, Engadget, Esquire, Gizmodo, O Magazine, Mac|Life, Macworld, Maxim, New York Times, PCMag.com, PC World, Real Simple, USA Today, Wall Street Journal ZooLoo On The RoadIntroduce ZooLoo

Hands-on ZooLooBuild RelationshipsGive journalists/bloggers free ZooLoo upgraded accountsUnderscore ZooLoo differentiatorsGenerate “reviews” ranging from complete testing to user-generated commentDevelop user tip sheet highlighting key ZooLoo benefitsGrow ZooLoo network through positive WOM

Proactive NewsDrive ZooLooAwarenessInitiatives leveraging timely issuesPrivacyDecline of MySpaceTrack calendar opportunitiesGraduation: push online portfolio benefits and value-addsEd cal – Profnet/HAROCompany news releasesZooLoo “meter”Poll ZooLoo community regarding unusual/fun topics

ZooLoo “eclipse”Leverage Pop CultureLeverage eclipse debut to attract new membersCreate and promote vampire templatesTwilight-themed templates

Released just prior to eclipse opening, June 30Drive communications through social networksTwilight saga fan groups Facebook, Twitter, MySpace

Creative ContentLeverage Pop CultureRegular creative sessions with ZooLoo team to drive ongoing, retention-oriented content/activities“Funniest summer photo” contest“Best-of ZooLoo” blog posts“Embarrass your friends” photos/videos“My playlists are better than your playlists”ZooLoo-er of the monthZooLoo “BS Meter”Publicize on ZooLoo home page, blogCreate dedicated pages, where appropriate

Discussion ManagementDrive ZooLooAwarenessMonitor relevant discussions and issues on key social networks and blogsZooLoo, competitive sites, issues, e.g., privacyIdentify response opportunitiesEstablish ZooLoo response team Develop database of messages addressing key issuesTrack impact/results of ZooLoo participationAnalyze comments to determine program priorities

Incentivized viral contest to rapidly register large numbers of new ZooLoo membersConduct U.S. search for ZooLoo “ZooCrew”Five winners receive $10,000 college scholarshipEncourage contestants to bring friends, families, networks to ZooLooGoal: Engage .0005% of the 70 million Millennials/G-Y, 30K – 40K active ZooCrew usersEach candidate to enlist the support of 5 others, generating 150 – 200K ZooLoo pages2. The ZooLoo “ZooCrew”

Media/social media blitz announcing contest, then winnersPress releases Social network postsZooLoo bannersZooCrew page to issue daily updatesConsider social media application/gameLeverage all media channelswww.collegescholarship.comHigh school/higher ed trade mediaCreate ZooCrew widget/icon for winner Graffiti pages/personal social networks Media/Social Media BlitzZ

Click Z ZooCrew PromotionThink you have what it takes to be in the Crew? Are you cool and connected? Do you lead…or just lag? Do move fast, have fun and like to leave your mark? If you do…Join the ZooCrew – and get a chance to win a$10,000 scholarship!Enter or Vote Now!

Leverage power of demographically-focused radio to generate visibility for ZooLoo and ZooCrewImmediate and minimal production requiredGive away tickets to summer concerts in major marketsBlack Eyed PeasCarrie UnderwoodJonas BrothersLady GagaRihannaTaylor Swift ZooCrew Radio Promo

“As part of the ZooLoo “ZooCrew” contest, ZooLoo, a cool new social networking site, is giving away two free tickets to the Lady Gaga concert next Wednesday to lucky caller number seventeen. Even better, five ZooCrew finalists will each win a ten thousand dollar college scholarship. If you’re interested, check ‘em out at www.zooloo.com.”“And we’ve got a winner for the ZooLoo ZooCrew Lady Gaga tickets. It’s XX YY from ZZ. DJ – “XX, you’re going to see Lady Gaga.”XX – “Excellent! I can’t wait!”DJ – “XX do you use sites like Facebook, Twitter, MySpace?”XX – “Yes, all the time.”DJ – “Well if you haven’t already, check out ZooLoo at www.zooloo.com. It makes it easy to manage everything that you’re currently using in a free, personalized and secure site on the web under your own name.” ZooCrew Radio Promo

Click Summer Concert Tix PromotionZooLoo is giving away tickets to this summer’s hottest concerts! Stay tuned to MOViN 99.7 to win!

Nationwide ZooLoo contest targeting seniors$50,000 to the school with largest ZooLoo community Goal:Engage 1,500 – 2,000 high schools in the Pimp My Prom program; 5% of 37,100 US high schools Each participating school to enlist an average of 500 students and affiliated supportersGoal of 750K – 1.5 million new ZooLoo pages3. Pimp my Prom

Individual or group of students to administer a school’s ZooLoo “Pimp My Prom Page”Program kicks-off Sept. 15, 2010The administrators to encourage other students and affinity organizations to set up their own ZooLoo pages and link to the school’s Pimp My Prom pageSchool with the largest ZooLoo community winsProgram winner announced Jan. 15, 2011 Pimp My Prom Logistics

Program announced via: News releaseStudent blog pushZooLoo communicationsThe American Student Government Association databaseInterviews with school newspaper editorsTab/button tracking participating schoolsZooLoo page issuing daily updatesLeveraging Facebook, Twitter, MySpace Winners announced/publicized Pimp My Prom PR

Click Pimp My Prom PromotionZooLoo Wants to Pimp your Prom!How would you like to help your school host a Senior Prom that will go down in the record books? Well, ZooLoo wants to help. That’s why were giving away $50,000 to help one U.S. high school do just that. Our new “Pimp My Prom” contest will provide everything needed to help your school design the coolest prom around. You want a red carpet? No problem. Searchlights? Done. Limo service for all guests? Yep.

Introduce ZooLoo to 50,000 college studentsConduct tour of major college football games 80K+ stadium seating5K ZooLoo caps per game to promote brand/contestAward five $10K scholarships to students whoparticipate in the ZooLoo Touchdown Tour contestZooLoo wrapped car/van and canopy in high-traffic site10-20 students/school to assistCreate ZooLoo pages for each schoolvisited to track entrants and award winnersReal-time updates, videos photos of games, entrants and contest statusGoal: 50K new ZooLoo pages4. ZooLoo Touchdown Tour & Scholarship Contest

Upload photo to ZooLoo page wearing hatEncourage creativityRandom drawings for scholarshipsWork with universities to secure priority stadium location Contest Logistics

Pre-TourCollege, local media the week before NewspapersRadiowebsitesHighlight week’s game on ZooLoo home pageBanner adsImages of SUV on road/on campusVisit campus earlyPost flyersCoordinate with student hiresSet up dedicated school pages Tour Promotion

Click Touchdown Tour – Alabama Page

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Zoo loo proposal.final