Prepared for IABC & Presented by Dale Edman March 19, 2009 Social Media Overview

agenda Consumer Shift and the Social Web Introduction to The OPEN Brand Social Media Overview

Consumer Shift and the Social Web

Introduction to The OPEN Brand

Social Media Overview

Top independent digital marketing agency Privately held, WBEN certified Founded in 1981 220 associates Recently named Top Workplace by WSJ Headquartered in Columbus, OH Clients: Fortune 500 Retailers, CPG, Branded Manufacturers resource interactive

Top independent digital marketing agency

Privately held, WBEN certified

Founded in 1981

220 associates

Recently named Top Workplace by WSJ

Headquartered in Columbus, OH

Clients: Fortune 500 Retailers, CPG, Branded Manufacturers

digital footprint

Consumer Shift and the Social Web

More than 25% of the search results on Google for the world’s 20 largest brands, are consumer generated content. — Nielsen Buzz Metrics The number of text messages sent and received each day exceed the population of Earth . — m-metrics, 2007 Mobile Commerce Landscape 77% of Internet shoppers read online product reviews. — JupiterResearch, August 2007 86+ million social network users in the U.S. — eMarketer, 2008 1.4 blogs created every second of every day. — Technorati 2007 The average U.S. citizen will spend 5.4 years per lifetime online. — Nielsen Online Stats, 2007 Over 8 million twitter users in the U.S. — Twitdir, 2009

“ President Obama is committed to creating the most open and accessible administration in American history.” — www.whitehouse.gov, January 20, 2009

“ We have to strike the right balance between being in touch, and being in control. The irony is, the more in control we are, the more out of touch we become.” Procter & Gamble CEO A.G. Lafley at the ANA Annual Conference in Orlando, October 2006

LISTEN & LEARN BUILD AWARENESS FACILITATE PARTICIPATION SUPPORT PURCHASE REENGAGE & EMPOWER

A NEW CONSUMER JOURNEY LISTEN & LEARN BUILD AWARENESS FACILITATE PARTICIPATION SUPPORT PURCHASE REENGAGE & EMPOWER

An introduction to THE OPEN BRAND

… is for On-Demand Delivers accessible, self-directed and instantly gratifying experiences. … is for Personal Facilitates meaningful interaction with many markets of one. … is for Engaging Deepens attachment through relevant emotional experiences. … is for Networked Taps the exponential potential of individual consumers and online niche communities. Facilitates Relevant Customer Experiences an open brand

Social Media OVERVIEW

social web social networking social tagging create share influence Web 2.0 Wiki Mobile Facebook microblogging web made world open source Podcasts RSS IDK You Tube Flickr social media Blogs Twitter bebo kaboodle

MARKETING EVOLUTION Micro blogging 3D Niche Networks mCommerce User Customized Apps Social Navigation Social commerce TODAY FUTURE/EMERGING YESTERDAY Blogs Social Networking Mobile Widget Social Bookmarking Multi-channel commerce Letter from CEO/Pres Hanging out at mall Pay Phones Off the shelf software Search eCommerce

SOCIAL MEDIA OVERVIEW Blogs Micro-blogging Internal blogs Major Social Networks Niche Social Networks Consumer Generated Content Widgets/Apps Mobile

Blogs

Micro-blogging

Internal blogs

Major Social Networks

Niche Social Networks

Consumer Generated Content

Widgets/Apps

Mobile

BLOGS Do I need the text telling what blog it is? What about drop shadows.? Kelly Mooney’s “ Mooney Thinks” Brand engagement Loyalty Community building WOM/Influence GOALS Corporate, Corporate Evangelist, Personal, News, Aggregated TYPES Information can be published easily and spread rapidly through RSS HOW A frequently updated, self-publishing platform that promotes conversations with consumers WHAT Nike’s “Nike Running”

Blog Examples

Sharpie’s Official Blog Sony’s PSP flog “All I want for Xmas is a PSP” BLOGS HIT EXAMPLE BLOGS MISS EXAMPLE

Micro-blogging WHAT A constantly updated, short-form, self-publishing platform that promotes conversations with consumers HOW Information can be published easily and spread rapidly. Accessed via a variety of methods TYPES Personal, Corporate GOALS Brand engagement Community building Customer Support

Micro-blogging Examples Zappos Home Depot Starbucks Jet Blue Ford Whole Foods

MICRO-BLOGGING HIT EXAMPLE MICRO-BLOGGING MISS EXAMPLE Dell “ My wife just went through a totally rude customer service experience with our local UHaul rep. Downright rude. Do they want the business?” Whole Foods Uhaul

Internal Blogging Communication Dialogue Centralized Information GOALS Corporate TYPES Information can be published easily and spread rapidly through RSS HOW A frequently updated, self-publishing platform that promotes conversations with employees WHAT

Internal Blogging Examples

Social Networking Sites Examples of SN sites: Brand engagement Community building WOM/Influence GOALS Brand sponsored, user-generated fan/group pages, consumer generated TYPES Consumers network with each other through comments and images HOW Community based service where users can connect with other like-minded users and or groups WHAT

Major Social Network Examples Coca-Cola Nike Sony PSP

SOCIAL NETWORKING HIT EXAMPLE SOCIAL NETWORKING MISS EXAMPLE Wal-Mart’s “The Hub” in 2006 VS Pink’s MySpace Page RI Client American Eagle Facebook Page

Niche Social Networks WHAT Community based service where users can connect with other like-minded users and or groups HOW Consumers network with each other through comments and images TYPES Brand sponsored, user-generated fan/group pages, consumer generated GOALS Brand engagement Community building Customer Support WOM/Influence

Niche Social Network Examples

Niche Social Network Examples

CONSUMER GENERATED MULTI-MEDIA VS PINK “World’s Largest PJ Party” RI Client Improve brand perception Identify brand advocates Influence GOALS Digital media technologies: digital video, mobile phone photography, mash-ups, etc. TYPES Provides consumers with richer experiences that result in a broader appeal and access to information HOW Multi-media content produced and shared by consumers WHAT

H&M “Fashion Runway” Wet Seal “Fashion Community” Wal-Mart “Wal-Marting Across America” CGM HIT EXAMPLE CGM MISS EXAMPLE

WIDGETS Sears Desktop Widget Brand engagement Word of mouth / Influence GOALS Desktop, mobile, other site-ready (e.g. Google, Facebook) TYPES Delivers real time information to consumers HOW Self contained brand experience off site WHAT People’s Choice Awards RI Client

JC Penney’s Desktop Widget VS Pink MySpace Widget RI Client WIDGET HIT EXAMPLE WIDGET MISS EXAMPLE American Apparel iGoogle Gadget Twitter iGoogle Gadget

MOBILE Resource Interactive Mobile Web Site Target Brand engagement WOM/Influence On-demand GOALS Messaging (e.g. sms-text messaging, wap-mobile web, mms picture & video messaging), in-venue events, mobile advertising, search, downloadables and mCommerce TYPES Communicating relevant and timely information HOW Connect with consumers anytime or anyplace WHAT

Wal-Mart Promotional Alerts Pizza Hut order by mobile Starbucks Store Locator Amazon Mobile App MOBILE HIT EXAMPLE MOBILE MISS EXAMPLE

Identify staff Listen & learn Reserve your brand name Develop Social Media plan Define strategy Develop voice, tone & guidelines Find & follow your audience Engage Measure Repeat Getting Started

Identify staff

Listen & learn

Reserve your brand name

Develop Social Media plan

Define strategy

Develop voice, tone & guidelines

Find & follow your audience

Engage

Measure

Repeat

“ We have to strike the right balance between being in touch, and being in control. The irony is, the more in control we are, the more out of touch we become.” Procter & Gamble CEO A.G. Lafley at the ANA Annual Conference in Orlando, October 2006

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