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“People have become relatively immune to messages targeted at them. The way to reach
your customers is to create an experience within them”

-James Gilmore & Joe Pine

THE EXPERIENCE ECONOMY

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 We help brands become contagious on social media by
empowering their audience, engaging their users, and providing
unique and authentic experiences.
VULPINE INTERACTIVE
I S A B O U T C R E AT I N G B R A N D E X P E R I E N C E S O N S O C I A L
We create passionate fans, brand advocates, and customer
MEDIA.
loyalty.

Vulpine Interactive is a social media marketing agency that

We turn your client’s brand equity into website traffic, leads, and
builds and maintains online communities for exciting brands.
revenue.

We are a team of highly skilled Social Brand Managers that plan

and execute goal-oriented social campaigns in order to raise
awareness and build brand trust through targeted audience
interactions.

Our services include high-level strategy development, day-to-

day management of various social media platforms, social
advertising and content promotion.

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PROBLEMS WE SOLVE
“What everyone wants to have is a dialogue with a
brand. And a dialogue happens because you’re
engaged with your customers, you’re not marketing at
your customers.”
-Greg Creed
NO SOCIAL PRESENCE
We have worked with dozens of startups and new
accounts to begin growing social media from the
ground up.
NOT ENOUGH TRAFFIC
Does your client have a decent social media following
but aren’t getting the business they’re looking for? That’s
probably because they aren’t providing enough value
and unique experiences for anyone to give a damn. We
solve that.
BRAND EXPERIENCE AND ENGAGEMENT
If your client is getting decent traction but not seeing
enough of a response from your audience, that’s
because they aren’t asking the right questions. People
love answering questions, so we help craft unique ways
to engage them and test how they respond.
CUSTOMER SERVICE AND MANAGEMENT
Are people asking your client questions on social
media, but they don’t have the resources in place to
respond and engage appropriately? Leaving one
question unanswered is a costly missed opportunity.
We never miss opportunities like that. Page 4
GREAT SOCIAL
MEDIA IS…

What makes a great social media strategy and why is

it important?

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CONTENT
High-quality, unique, and compelling content that
provides immense value to the audience.

BRANDING
Ensuring our brand voice, message and presence
is heard throughout the content.

ENGAGEMENT
Likes, shares, virality, and conversations. Having 1-1
conversations at scale. Giving advice and getting
feedback.

ANALYTICS
Being able to track successes and failures all the
way through the marketing and sales funnel. THE 4 PILLARS
OF GREAT SOCIAL MEDIA MARKETING

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How social media effects all
stages of the AARRR funnel.

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 OUR
SERVICES
Our offerings, in a nutshell.

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 SOCIAL MEDIA MANAGEMENT

ACCOUNT GROWTH

SOCIAL ADVERTISING

CONTENT PROMOTION
SERVICE CATEGORIES
“Social Media is nothing but a set of
technologies that enhances our social
nature”
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-Lars Silberbauer
 SOCIAL MEDIA MANAGEMENT
AND GROWTH

 Engagement, responding, listening.  Targeted following / liking / sharing of

Posting content regularly. key users
 Distributing website content through
 Influencer outreach
social channels on an ongoing basis
 Pulling out content, quotes, and  Instilling virality in content
influencers from within content or  Social contests and promotions
events to exemplify on social media
 Share for Share
 Social “PR”
 Optimizing on-site and email marketing
strategies for growth
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 67 %
30
Social Media Updates
This includes curated
content and original content
meant to drive traffic back to
your website, blog, sales
page, you name it.
40%
Social Listening and Responding
We actively listen for
mentions of their brand,
build campaigns around their
community’s favorite topics,
and respond on their behalf
when people reach out.
20%%
50
Targeted Engagements
We ask questions, post
quotes, and share viral
content that has been
meticulously crafted or
curated in order to enhance
their followers’ experience of
your client’s brand.
87
10%%
Influencer Outreach
Reaching out to influencers,
building lists of potential
partners and creating
audiences off of their
existing networks is a part of
what we do.
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GROWTH TACTICS
We use a special set of tools and tactics in order to grow
accounts. We never buy fake followers and only believe in
methods that bring in targeted / relevant followers who have
something to gain from interacting with your client’s brand.

Paid advertising can amplify our growth efforts, but other

tactics we use include:
• Analyzing relevant 3rd party accounts
• Targeted messaging and outreach
• On-point curated content strategies
• Participation in groups

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 SOCIAL ADVERTISING
We typically don’t take advertising only clients unless they clearly have a long
term interest in launching organic social and brand strengthening strategies.

 Retargeting - nearly mandatory for all clients, if they aren’t already running it.
 Social / branded / video / engagement content amplification
 Contest promotion
 Cold and warm traffic ad campaigns
 Driving traffic and sales.
 Promoting events
 Lead generation
 White paper downloads

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 AD SPEND NOT INCLUDED:

RETARGETING

Always recommended - $500+ setup, $250+/month

Advertising campaigns - $900+ setup, $500+/month

ADVERTISING CAMPAIGNS
$900+ setup, $500+/month optimization/maintenance

CONTENT PROMOTION

Used to amplify reach and jump-start growth -

$500/month. Adding channels adds cost. Adding
complexity or large budget adds cost.

CHANNELS:
Facebook / Instagram
ADVERTISING PRICES •
• Twitter
• Pinterest
“If your not running Facebook Ads, forget
YouTube
Facebook.” •
• AdWords/GDN
-Paul O’Mahoney
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 CONTENT / EVENT PROMOTION
We have worked with several companies and organizations to plan, promote and run
events of various sizes. Our own Meetup collective in San Diego is 10,000+ members
strong.

If your event is local and matches our audience, we can post it to our groups for
additional reach.

We also specialize in promoting blog content in order to drive visitors to your website.

 Joining and posting in social media groups and on industry sites like Inbound.org
 Amplifying on-site content to drive awareness
 Link retargeting combined with advertising
 Influencer outreach
 Targeted social media engagements
 Social contests
 Real-time event social media
 Strategically designed partner promotions and campaigns
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TYPES OF CONTENT:
• Blog Posts
• Books
• Podcasts
• Events
• Videos
• Artwork / Imagery

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CHANNELS WE
WORK WITH:

• Facebook
• Instagram
• Twitter
• LinkedIn
• Pinterest
• Google Plus
• YouTube
• Slack
• Quora

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WHAT
Content Creation – such as blog posts,
high-quality photos, or in-house video
production (we do have partners for this though,
and can discuss additional pricing for video

WE
services). We create social content only. All
other content must be approved for quality and
provided to us.

DON’T
Inbound Marketing Funnels – We will not
build funnels for your clients. We manage social
media-related projects only. If a client needs
consulting or funnel creation, we have partners

DO
for this as well.

Social Without a Strategy – We only post

with a purpose. If there is no strategy, we can’t
measure success.
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 OUR
WHITE LABEL
POLICIES
We can seamlessly integrate with your agency to
become your social media team.

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 POLICIES AND PROMISES
Aside from the first meeting and some early client interactions, all client communication goes
through you save:
• Any image/video/file collaboration,
• And any social media tasks we need to assign to their team to answer that we cannot.

We remove labelling from our proposal and monthly reports, and we operate and can be
referred to as "your social media team" when speaking with the client.

Each client will have their own custom reporting dashboard which can be branded under your
name and shared with them.

We create our own private channels for them in our Slack, and projects in Asana. We can use
any communication or project management tools you'd like as well. The key is that we have a
great level of communication between our agencies to keep both of our time costs low and
efficiency high.

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 HOW IT WORKS
Internally, we assign you a social media manager, and they will be the point of
contact for services and integration.

We work with you to integrate strategy on content, advertising, email and anything
else.

We send you requests to pass to the client as appropriate and we include

suggestions or any budget proposals in our monthly reports which you can modify
and send out as you like.

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 CLIENT COMMUNICATIONS
There are times where we may want to communicate with the client directly, most
specifically we do a 2-hour kickoff meeting that does a deep dive into the clients brand
and voice, audience, business goals, targeting, content, etc.

We typically do 3-4 follow up calls after that, depending on the depth of the brand and the
extent of the services being provided.

From there we may want to participate in any Slack channel or basecamp the client may
be using to manage their team, and we may want to assign the client a role in Hootsuite
or another tool in order to occasionally assign them social media tasks that our team can
not accomplish.

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 OUR
PRICING
“Success is never owned; success is rented, and the rent is due
every day.”
- Rory Vaden

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 WHITE LABEL PRICING
We set our prices at 20% lower than our usual prices (it would be 10% for 1 year for a
referral, here you get 20% markup for life).

You can also propose any prices you'd like to your client on top of that, but we
recommend keeping it at 20% as raising their price but not ours will essentially
increase client expectations and can backfire.

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$2000 minimum – with some exceptions.
Price will be determined by:
• Number of Channels
• Depth of Strategy on each channel
• Number of followers on the account
• Strictness of brand guidelines
• Content marketing strategy
• How content will be coming to us
• Advertising / Content promotion
• Retargeting
No discounts. No revenue sharing. No equity.
We breakdown budget by channel and assign
our resources to tasks on those channels until
we’ve hit our budget.
If we go under budget, we lump those hours into
strategy and tactic sessions that we then explore
in the next cycle, if we hit budget or go over, we
recommend to the client a reallocation of budget
or increase of budget.
Flexibility of services is built in to what we do. If we
are asked to change strategy mid-month but
maintain budget, we will pull resources from other
channels/tasks to focus on new tasks.
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 PAYMENT POLICY
As an agency, we always expect payment ahead of services. However, we
understand that you need to get paid before paying us and will give a 10 day grace
period for payment.

We just ask that you have clear communication with your client and us for ensuring
proper flow of payment, or any need for change or cancelling of services.

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 OUR
PROCESS
“If you want engagement, be engaging.”
- Darren Rose

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 CONTENT
We’ll consult on the type(s) of content that align the client’s
business goals with audience objectives. If the content being
produced by the client is low quality, the bar must be raised in
order to see maximum results.

STRATEGY
We devise strategies for social media management,
account growth and content promotion in order to
deepen your client’s brand relationship with their
customers and hit our goals and KPIs.

TESTING
We then put everything into a testing framework and
begin testing our strategies. We look to optimize and
adjust as the strategies play out.

REPORTING
BRANDING
The first step is a deep dive into the brand so we can We report on our actions on a monthly basis,
match the brand and voice. showcasing tracked, correlated, and attributed KPIs

PERSONAS
Next we evaluate the core offer and take a look into the
market and personas. We need to know who we are talking to. Page 28
 “Gurus” who stay on the leading edge of the industry and dive into the depths of your client’s Business Strategists
project in order to develop and test the best social media tactics for their brand..

In charge of executing on the strategies, monitoring the progress of campaigns and

Social Media Brand Managers
knowing the client’s brand inside out. Your point of contact.

Assist the social media brand managers with implementation and understands the
core principles behind the brand, voice, goals and message.
Social Media Assistants

Handle most of the behind the scenes, non-customer facing tasks like
data collection and social post scheduling. Virtual Assistants

We have our own set of tools and tech

to implement our strategies, but we are also flexible and
Tools and Technology
can use whatever tools your agency provides as well.

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WHAT TO EXPECT FROM US:
Collaboration – We cannot do this alone, we require
working with your team and theirs to make an impact on social
media.

Tracking and Attribution – We pride ourselves

on being able to track our efforts so that you can tell your clients
exactly what is happening from a brand, revenue and traffic
perspective on social media.

Honest Reporting – we show you the results and tell

you whether or not we were worth the efforts. If not, we give you
recommendations as to when or how we will become an asset. Page 30
Images
Placeholders
Easy to use
Plumbing
We’ll need tracking and pixels in place before we begin.
Is your client’s website setup for success? This is the first
step we need to take in order to prove our social media
efforts come reporting time.
Strategy
We work with you and the client to formulate specific
social media goals, and work backward in order to
create our strategy. This will involve having clearly
defined personas and metrics for tracking success.
Roll out
We’ll create a custom reporting solution for your client’s
business and begin rolling out strategies, usually one
channel at a time.
Weekly phone calls
During the first month we expect high levels of
communication between our team and yours so that we
can fine-tune the voice and messaging for the brand
and create a seamless experience for the client.
Month end report
Baseline strategies and benchmarks are set.
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 QUALIFIED
BRANDS
Our agency is structured to work best with exciting brands who are
looking to build communities of passionate fans on social media.

Is your client a great fit for our services? Here’s how to qualify
a lead before our first conversation.

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 BUDGET

SOCIAL MEDIA

BRAND

CONTENT
HOW WE QUALIFY A LEAD
Not every brand will be a perfect match...

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 BUDGET
• Do they have the budget for $2,000+/month spent specifically on social media management?
• Are they willing to pay it?
• Do they understand the value and investment of doing so?

 $1mil+ revenue or at least $300,000 × Bootstrapped startups or people with

funding (for startups)
 Scalable sales and production
 Has spent money on content or other
digital marketing efforts prior.
ideas.
× Revenue share or equity, we don’t do it.
× Companies looking for internal roles…
They might be able to be convinced,
but typically they want internal for a
reason.
× Companies looking to swap services.

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 SOCIAL MEDIA
Not required, but if they have existing social media channels where they are getting traction but are not
managing particularly well, this is a huge bonus.
 Existing and organically growing social
channels is a strong indicator of a
company that can benefit from our
services, but is not required for our
services.
 They’ve seen that social media can
work and are looking to scale it.
× Companies that want to pump out very
low quality sales messages on their
social channels.
× Companies that just want someone to
“handle” social media.
× Companies that “just want the basics.”
× Companies that just need you to keep
the channels active.
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 BRAND
• Are they an exciting brand?
• Do they work to build relationships with customers and can they benefit from deepening their
relationship with their customer?
• Do they have a clearly defined brand and voice?
• Do they know their target audience?

 Well-defined brands. × Any small local services business.

 Customer-centric brands.
 Brands that have layers of virality built into
them. B2B and B2C doesn’t matter, it’s about
making sure they really want to brand
themselves as different than the rest of their
industry.
 Brands trying to make a difference/impact.
× A startup without a clear brand strategy.
× Religious or political brands.
× Brands that have a very low quality standard
(for content, customer service, and
otherwise).
× Bland/generic brands.

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 CONTENT
• Are they already producing content?
• Are they making content that matters or just pumping out crap?
 A clearly defined content marketing
strategy.
 Tons of images/videos on hand.
 Regularly scheduled content production.
 Engagement (shares/comments) on their
existing content.
× If they are hiring 3rd world freelancers
for crappy content creation.
× They have no content at all.
× Having a working website is preferred,
but if they don’t, they need great written
or visual content that can be shared on
social.
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OTHER THINGS WE LIKE

 They have month over month growing

website traffic.
 They have a digital marketing manager,
CMO, or otherwise digital savvy employee
that is your point of contact.
 They have a content marketing team in
place.
 They are already getting inbound leads.
 They have passionate fans hashtagging and
talking about them.
 They have many positive reviews.

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Is This What You’re Looking for?
Wanna talk about how to offer white-label social media services to your clients?
SAN DIEGO OFFICE
Drop us a line. Your point of contact is Derric Haynie. He can be reached here:
850 Beech St #209
San Diego, CA 92101

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SOCIAL MEDIA MARKETING
#LIKEAFOX.

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