Understanding The Digital Ecosystem - LazBro, Inc.
1 ® Relax. We’ve got this.!
2 Who is LazBro, Inc.
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LazBro, Inc. is a full service digital adver/sing agency • 
We offer a complete suite of crea/ve, web & mobile development, produc/on, public rela/ons and media solu/ons • 
We have extensive experience in both branding and direct response • 
“Big Agency” experience, “Bou/que Agency” execuAon • 
Exemplary service, up-­‐to-­‐date strategic thinking, and a complete understanding of the marke/ng ecosystem • 
The principals each have over 16 years each of digital & mobile markeAng experience 3 Digital Is Driven By Process
Research & Audience Analysis Planning & Needs Assessment Campaign Strategy Development, Goal SeTng & ExecuAon Strategy Development Concept, Design, Development & ProducAon Media Buying, Tagging & Trafficking Social Media ConversaAon Calendar, PosAng & Monitoring Detailed ReporAng & AnalyAcs OpAmize 4 Consider Everything
§  Editorial §  Reputa/on Management §  Facebook, TwiAer & YouTube Pages §  Daily Pos/ng §  Viral Facebook App: “I Commit To…” §  Integrated Contests Online PR Search §  Relevant Keywords §  Op/mized bidding §  There when the consumer is searching Social Media Email § 
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Pre, Mid & Post-­‐roll In-­‐Banner Inters//al iPhone & iPad Online Media Your Business (Video) Website § 
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Smartphone App Mobile Media SMS Alerts QR Codes FB Check-­‐in & Four Square Mobile § 
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Standard IAB Flash Rich Media Video Overlays Roadblocks & Takeovers Online Media (Non-­‐Video) Lead-­‐ Gen § 
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Relevant Content CAN-­‐SPAM Compliant Consistent Segmented Social Integra/on WOM Enabled Built On A Reliable ESP § 
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Social Network Interac/ve SEO Op/mized Unique Content UCG Content Contests & Promo/ons Vo/ng and STAF Built on a CMS Allows For Registra/on Allows For Viral Socially Integrated Smartphone Op/mized Analy/cs Lead Gen Partnerships Affiliate SMS Shortcode Opt-­‐in Contests & Promo/ons 5 Measure Everything
§  EFFICIENCY § 
Efficiency is the understanding of how the cost of your media is delivering against your key performance indicators. It sets up the opAmizaAon methodologies, and it makes sure we keep on budget and ROI is posiAve, through ROI and ROAS analysis. Understanding the goals is imperaAve, and selecAng the right buying methodology (CPM, CPC, CPL, CPA) to achieve those goals is as important. §  EXPOSURE § 
The amount of exposure your brand gets is measured against indices such as Ame spent on site, Ame spent with ad units, and amount of impressions generated. Other indices such as social graphs, keyword searches, conversaAons, share of voice, organic ranking and curated brand exposure studies provide a deeper understanding of brand exposure. §  ENGAGEMENT § 
Engaging with the consumer fosters a deeper emoAonal connecAon with the brand. We draw our learnings through comprehensive tracking across all the elements of the campaign. Tracking interacAons with rich media creaAve, the amount of videos viewed, comments, send-­‐to-­‐a-­‐friend programs, social media programs, downloads, mobile interacAons such as QR codes and SMS messages and online interacAve tools, to name just a few, gives us a firm understanding of our target consumer and helps opAmize campaign messaging and placements. §  EXPERIENCE § 
Learning how the target consumer experiences your brand helps idenAfy underlying issues that you may not have been aware of. Monitoring consumer feedback across social media channels and comment secAons helps idenAfy customer-­‐service issues. Focus groups, interacAve polls and online surveys provide important consumer feedback and helps guide markeAng and customer service efforts. TesAng of online and mobile environments ensures a hassle free consumer experience. 6 Google Analytics Is Awesome!
7 The Digital Ecosystem
AWARENESS Offline Ac/vi/es Packaging, Print, TV, POS, Call Centers, Events §  Content Syndica/on §  Video & Podcast Channels (online and mobile) §  Content Partnerships (syndicaAon, editorial, blogger) §  Online & Mobile Adver/sing §  Lead Genera/on §  Services §  SEM § 
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ACQUISITION Data Feeds SEO Lists QR and Shortcodes §  Website §  Contests & Offers §  eCommerce §  Promo/ons §  User Generated Content §  Online & Mobile Marke/ng §  Micro & Macro Bloggers §  Email, SMS §  Expert Advice §  Community Development §  Unique & Exclusive Content RETENTION Social Media 8 Word Of Mouth What About My Business?
9 Question Time
10 Thank You
For more informa/on: Evan Lazarus [email protected] tel: 310.279.5081 lazbro.com Facebook.com/lazbro TwiAer.com/lazbro 11