The document discusses various digital marketing strategies and case studies, including: 1. Using existing user behavior on Facebook to target passive and active users, gaining over 90,000 comments and 243,259 new fans. 2. Partnering with a digital artist to create an open content exhibition that reached 1.75 million unique visitors and over £500,000 in profit. 3. Helping BP transition from spending $57,000/month on Google ads to $3.6 million in one month through search optimization.

8. Behavioural-led campaigns

10. E4 created a campaign
based on existing
Facebook user behaviour.
Passive fans - high snackable
content that allowed older
fans to fill in the gaps.
90,000 comments in under 3
months.
Active users - preview content
but only viewable when shared
reach extended by 133 users
per view.
243,259 fans in 80 days.

13. Influencer vs. Evangelist

17. Truly open content

22. £40,000 budget.
Engaged with one ‘digital artist’ and to
create a work and then made
the code accessible to all.
Reached out to 200 key influencers
to start the ball rolling.
As a result, had 4,600 pieces
submitted to exhibition and
1.75m unique visitors to the website.
The exhibition saw its footfall
target smashed by 235% and create
over £500,000 of clear profit.

23. Product feedback and
development

28. Search as a snapshot

30. 1.5m page
Impressions
£45k spend
At 0.003ppc

31. In two months, BP went from spending $57,000 a
month to becoming one of Google’s top advertisers,
dropping nearly $3.6 million in the month of June alone.

32. Branded content

37. Social commerce

39. Zuckerberg: "if I had to guess
social commerce is the next area
to really blow up" (in a good way)”

43. Speed

49. Disillusionment

55. Pro bloggers

57. “Bloggers care deeply about product
reputation. One third of all bloggers would
boycott products based on a bad
reputation, asking readers to do same.”
Richard Jalinchandra, president & CEO of Technorati.

60. • Behavioural-led campaigns
• Influencer vs. Evangelist
• Truly open content
• Product feedback & development
• Search as a snapshot
• Branded content
• Social commerce
• Speed
• Disillusionment
• Pro bloggers