The Digital Landscape: 347,000 Tweets sent per minute, 4.5 billion Likes on Facebook per day, 200 million LinkedIn users, over 6 billion hours of video watched on YouTube each month, and over 16 billion photos have been shared on Instagram.

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We have gotten really really good at creating and sharing content that is timely, relevant, and engaging for your target audience. The key is segmenting your audience and delivering content that speaks to them on an emotional level. After they connect with your brand, you need them to convert. Conversions strategies include driving traffic to your website, getting online users to organically tell their friends about your company, showing support for a cause, or getting them to tune in to a TV broadcast.

Case Study...

Challenge: The Breeders' Cup is the Super Bowl of horse racing. Our job was to build excitement during the off season and leading up to the World Championships, grow the Breeders' Cup social media platforms, increase TV Ratings on NBC, and help drive ticket sales.

Execution: We created and shared unique content that engaged horse racing fans, fashionistas, and equestrians. We drove online conversations about the sport. We live-tweeted and promoted Breeders' Cup events. We capitalized on trending topics, such as California Chrome's run at the Triple-Crown. We ran contests throughout the season. We worked with online influencers / bloggers to promote the 2014 World Championships and hosted a Tweet-up for them. We setup and managed a Tweet-Wall in order to encourage attendees to share their own unique Breeders' Cup experience.

Results: Breeders' Cup social media channels organically grew by over 35,000 fans/followers in 7 months - no paid promotion. The two-day World Championships garnered over 54,000 posts, over 101,000 likes/favorites, and nearly 24,000 retweets about the event. NBC TV Ratings during the World Championships increased by 33%. Attendance at the 2014 World Championships increased to 61,000 guests.