Presented by Dan Bruns & Rusty Williams Marketing Communications In A Social World www.mzinga.com l June 2009

About The Presenters Rusty Williams Founder, Selfmade Media 20 years of social media industry experience Co-founder of Prospero Technologies VP New Internet Ventures, Individual, Inc. General Manager & VP, Delphi Internet [email_address] Twitter: @rustyw Dan Bruns Sr. Vice President & Director, Mzinga Labs Co-founder of Prospero Technologies Founder and CEO, Delphi Forums Former Director and Vice Chair, Interactive Services Association News Corporation – Technology Group [email_address]

Rusty Williams

Founder, Selfmade Media

20 years of social media industry experience

Co-founder of Prospero Technologies

VP New Internet Ventures, Individual, Inc.

General Manager & VP, Delphi Internet

[email_address]

Twitter: @rustyw

Dan Bruns

Sr. Vice President & Director, Mzinga Labs

Co-founder of Prospero Technologies

Founder and CEO, Delphi Forums

Former Director and Vice Chair, Interactive Services Association

News Corporation – Technology Group

[email_address]

Before we get started, let’s take a few moments to cover logistics & the agenda…

Session Follow-Up After the event, the following materials will be made available to all of you: Presentation slides Slidecast recording Chat transcript Social media and networking is about engaging each other & sharing ideas… so the best way to understand it, is to just do it! Don’t feel limited: Join in the chat & feel free to tweet about our discussion (#mzinga) We also know some of you will prefer to listen; that’s fine too We’d Love Your Participation

After the event, the following materials will be made available to all of you:

Presentation slides

Slidecast recording

Chat transcript

Social media and networking is about engaging each other & sharing ideas… so the best way to understand it, is to just do it!

Don’t feel limited: Join in the chat & feel free to tweet about our discussion (#mzinga)

We also know some of you will prefer to listen; that’s fine too

We’d Love Your Participation

Our Agenda Today Social Tools: Types, uses & online interactions Strategies for social marketing communications Use case examples: Putting it into practice Q&A

Social Tools: Types, uses & online interactions

Strategies for social marketing communications

Use case examples: Putting it into practice

Q&A

You’re likely somewhat familiar with many of these social tools… Ratings & Reviews Online Chat Discussion Forums Podcasts Blogs

But today, we want to examine how you can use them to enhance marketing communications…

Like all marketing tools, we first need to understand the type of interactions each tool enables with your audience…

Engaging in conversations Searching & finding people & information Publishing & sharing content Capturing feedback & input Connecting people to people Discussion forums Online Chat Commenting Ratings & Reviews Idea Sharing Podcasts Blogs Social Profiles Friend Lists

We can also look at this from a different perspective…

Publishing & sharing content Capturing feedback & input Roundtable Discussions Meet & Greets Podiums Suggestion Boxes Discussion forums Online Chat Commenting Ratings & Reviews Idea Sharing Podcasts Blogs Social Profiles Friend Lists

Now, let’s think about these tools in the context of marketing goals and processes…

How can social media & networking add more value? Examples of applicable social tools Reduce R&D costs and timelines Expand product uses Identify new market segments Capture customer insights and voice Commenting Idea Sharing Ratings & Reviews Brand building at a lower cost Extended market reach via viral/word of mouth Increased website traffic & “stickiness” Podcasts Blogs Discussions Extend user experience before and after launch Enable participants to network and meet with others (presenters, other attendees, etc.) Provide shared access to event resources Discussions Social Profiles Friend Lists Online Chat

Reduce R&D costs and timelines

Expand product uses

Identify new market segments

Capture customer insights and voice

Brand building at a lower cost

Extended market reach via viral/word of mouth

Increased website traffic & “stickiness”

Extend user experience before and after launch

Enable participants to network and meet with others (presenters, other attendees, etc.)

Provide shared access to event resources

How can social media & networking add more value? Examples of applicable social tools Enable buyers make more informed purchasing decisions Reduce sales cycles Capture customer feedback and satisfaction rates Commenting Ratings & Reviews Reduce costs with peer support Improve support response time More direct access to product research and feedback Discussions Social Profiles Online Chat Idea Sharing Establish enhanced market credibility More easily and rapidly educate prospects about your offerings Reduce sales cycles Podcasts Blogs Discussions

Enable buyers make more informed purchasing decisions

Reduce sales cycles

Capture customer feedback and satisfaction rates

Reduce costs with peer support

Improve support response time

More direct access to product research and feedback

Establish enhanced market credibility

More easily and rapidly educate prospects about your offerings

Reduce sales cycles

As always, it’s about building better relationships…

Forrester’s Social Technographics Ladder

And it’s also important to understand why social tools are now so essential to your marketing strategy…

For one, consumers want to interact with your brand…

For one, consumers want to interact with your brand…

And, you need to stay competitive with other leading brands in your industry… Gartner predicts “that by 2010, more than 60% of Fortune 1000 companies will have some form of community for marketing purposes.”

And, you need to stay competitive with other leading brands in your industry…

Now, let’s take a look at how some of those leading brands are using social marketing today…

Royal Caribbean Live Chat Target Audience: Royal Caribbean customers & prospects, press & media Purpose: Increase brand visibility for new product launch, and derive research for target marketing Business Benefits: Increased press coverage Increased search engine optimization Direct access to market research & business intelligence

Live Chat

Target Audience: Royal Caribbean customers & prospects, press & media

Purpose: Increase brand visibility for new product launch, and derive research for target marketing

Business Benefits:

Increased press coverage

Increased search engine optimization

Direct access to market research & business intelligence

ABC News Article Commenting Target Audience: ABC News readers Purpose: Allow readers to post comments on news articles, and engage in discussions with writers and other readers Business Benefits: Enhanced brand visibility Increased readership and site traffic Improved audience engagement and user experience Increased ad revenue

Article Commenting

Target Audience:

ABC News readers

Purpose: Allow readers to post comments on news articles, and engage in discussions with writers and other readers

Business Benefits:

Enhanced brand visibility

Increased readership and site traffic

Improved audience engagement and user experience

Increased ad revenue

Vitamin Shoppe Ratings & Reviews, Social Profiles Target Audience: Vitamin Shoppe consumers, health enthusiasts Purpose: To enable potential consumers to read product reviews to help make purchasing decisions about Vitamin Shoppe products Business Benefits: Enhance brand and product credibility Improve brand exposure through word of mouth marketing Enhance site traffic & user experience Increase online sales

Ratings & Reviews, Social Profiles

Target Audience:

Vitamin Shoppe consumers, health enthusiasts

Purpose: To enable potential consumers to read product reviews to help make purchasing decisions about Vitamin Shoppe products

Business Benefits:

Enhance brand and product credibility

Improve brand exposure through word of mouth marketing

Enhance site traffic & user experience

Increase online sales

Ford SyncMyRide.com Discussions & Ratings with Member Avatars Target Audience: Sync product customers Purpose: Provide more efficient customer support and product research Results & Business Benefits: Membership growth to more than 10k users in 1 year More than 1M message views Reduced customer response times Decrease in Sync support costs Direct access to product research

Discussions & Ratings with Member Avatars

Target Audience: Sync product customers

Purpose: Provide more efficient customer support and product research

Results & Business Benefits:

Membership growth to more than 10k users in 1 year

More than 1M message views

Reduced customer response times

Decrease in Sync support costs

Direct access to product research

Ciena Partner Community Online Community Target Audience: Ciena BizConnect Partners Purpose: Enable better collaboration and communication with partners to enhance satisfaction Social Technologies & Services: Blogs Message Boards Profiles IdeaShare File Repository Polls Results & Business Benefits: Increase partner satisfaction Improved partner education Increased competitive advantage

Online Community

Target Audience:

Ciena BizConnect Partners

Purpose: Enable better collaboration and communication with partners to enhance satisfaction

Social Technologies & Services:

Blogs

Message Boards

Profiles

IdeaShare

File Repository

Polls

Results & Business Benefits:

Increase partner satisfaction

Improved partner education

Increased competitive advantage

Any questions?

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Thank You! www.mzinga.com l 888.MZINGA.8