How to Harness the Power of Social Media For You and Your Brand Julie Hall Executive Vice President / Partner April 16, 2009

About Schneider Associates Boston-based, independently-owned full-service public relations/marketing firm Successfully launching products, services, companies & communities since 1980 Specialize in Launch Public Relations SM - Authored New Product Launch: 10 Proven Strategies Conduct consumer Most Memorable New Product Launch survey annually with Mintel and IRI Partner in WorldCom , largest group of leading independent PR firms “ Expertise” in social media/digital influence/ citizen journalism

Boston-based, independently-owned full-service public relations/marketing firm

Successfully launching products, services, companies & communities since 1980

Specialize in Launch Public Relations SM - Authored New Product Launch: 10 Proven Strategies

Conduct consumer Most Memorable New Product Launch survey annually with Mintel and IRI

Partner in WorldCom , largest group of leading independent PR firms

“ Expertise” in social media/digital influence/ citizen journalism

Brand Experience

SA and Social Media/Digital Influence/Citizen Journalism 2004 Democratic National Convention in Boston Bloggers put the PUBLIC back in PUBLIC RELATIONS Started practice area in 2005 Integrated bloggers relations into media relations practices in 2006 Launched Mommies Clique in 2008

2004 Democratic National Convention in Boston

Bloggers put the PUBLIC back in PUBLIC RELATIONS

Started practice area in 2005

Integrated bloggers relations into media relations practices in 2006

Launched Mommies Clique in 2008

The time to join the dialogue is now . Every day a new generation is born— and previous ones are reborn digital.

SA’s Immersion Marketing TM Surrounding the Consumer Over Time Traditional Advertising - Print - Broadcast - Direct Mail Word Of Mouth - High Impact Launch Events - Sampling - Ongoing Public Events - “Tell A Friend” Campaigns - Buzz Programs One to One Marketing - Guerilla Marketing - Sampling - Mobile Marketing and Signage - Creative Community Marketing PR … PR … PR - Launch Events - Media Relations - Influencer Outreach Product Seeding - Surveys - Product Placement - Sampling - Expert Spokesperson - Ongoing Special Events Impact at Retail - Coupons - Sampling - POP - Circulars - Instore Marketing Digital Marketing - AdverGames - Contests - Podcasts - Product Tips - Online Communities - Blog or Vlog - Viral Marketing Measurement Retail Partnerships - Present Programs with PR - Manufacturers Align with Retailers - Demonstrate How Immersion Marketing™ Surrounds the Customer Alliances - Sponsorships - Cause Related Marketing - Non-profit Partnership - Third-party Spokespeople ©2009 Schneider Associates Social Networking - YouTube - Facebook - MySpace - Twitter - Flikr - StumbleUpon - Virtual Worlds

PR … PR … PR

- Launch Events

- Media Relations

- Influencer Outreach

Product Seeding

- Surveys

- Product Placement

- Sampling

- Expert Spokesperson

- Ongoing Special Events

Social Media Universe

What We’ve Learned About Social Marketing and Conversational Influence Listening, creating and participating in conversations Power is shifting from corporations and institutions to individuals and communities Talk to customers one-on-one Leverage the power of social media to build long-term relationships Credible and authentic Social networks, news & social bookmarking, blogs, microblogging (Twitter), video sharing, photo sharing, message boards, wikis, podcasts, RSS feeds and social media press releases

Listening, creating and participating in conversations

Power is shifting from corporations and institutions to individuals and communities

Talk to customers one-on-one

Leverage the power of social media to build long-term relationships

Credible and authentic

Social networks, news & social bookmarking, blogs, microblogging (Twitter), video sharing, photo sharing, message boards, wikis, podcasts, RSS feeds and social media press releases

Digital Integrity/ Reputation Management in a Web 2.0 World Control is released into the hands of citizen marketers Sixty-seven percent of executives surveyed saw their brands as vulnerable in this environment* Digital integrity/reputation management is a new discipline Convergence of customer service and PR/reputation management/marketing *Weber Shandwick

Control is released into the hands of citizen marketers

Sixty-seven percent of executives surveyed saw their brands as vulnerable in this environment*

Digital integrity/reputation management is a new discipline

Convergence of customer service and PR/reputation management/marketing

*Weber Shandwick

B2B B2C Social Media Universe B2E Business – to – Everyone

The Changing Media Environment— Social TV www.whitehouse.gov January 20, 2009--The introduction of Social TV with the CNN.com and Facebook integration New media consumption paradigm allows consumers to engage directly with news outlets, news figures, properties and other like-minded consumers Social Media allows companies to engage in direct dialog with their consumers

www.whitehouse.gov

January 20, 2009--The introduction of Social TV with the CNN.com and Facebook integration

New media consumption paradigm allows consumers to engage directly with news outlets, news figures, properties and other like-minded consumers

Social Media allows companies to engage in direct dialog with their consumers

The Changing Newspaper Death of the newspaper is largely reported “ Hyper Local” news Customized news if the wave of the future Time, Inc.

Death of the newspaper is largely reported

“ Hyper Local” news

Customized news if the wave of the future

Time, Inc.

The New Media Universe

More than 200 million active users More than 100 million users log on to Facebook at least once each day More than two-thirds of Facebook users are outside of college The fastest growing demographic is those 35 years old and older Average user has 120 friends on the site More than 20 million users update their statuses at least once each day Facebook Statistics

More than 200 million active users

More than 100 million users log on to Facebook at least once each day

More than two-thirds of Facebook users are outside of college

The fastest growing demographic is those 35 years old and older

Average user has 120 friends on the site

More than 20 million users update their statuses at least once each day

Worldwide visitors to Twitter approached 10 million in February, up an impressive 700% vs. year ago The past two months have seen worldwide visitors climb more than 5 million visitors. U.S. traffic growth reached 4 million visitors in February, up more than 1,000% from a year ago. Twitter Statistics

Worldwide visitors to Twitter approached 10 million in February, up an impressive 700% vs. year ago

The past two months have seen worldwide visitors climb more than 5 million visitors.

U.S. traffic growth reached 4 million visitors in February, up more than 1,000% from a year ago.

What is LinkedIn

• LinkedIn has over 38 Million members in over 200 countries around the world • A new member joins LinkedIn approximately every second, and about half of the members are outside the U.S. • Executives from all Fortune 500 companies are LinkedIn members. • More than 2.25 Million Unique Monthly Visitors in March 2009 LinkedIn Statistics

• LinkedIn has over 38 Million members in over 200 countries around the world

• A new member joins LinkedIn approximately every second, and about half of the members are outside the U.S.

• Executives from all Fortune 500 companies are LinkedIn members.

• More than 2.25 Million Unique Monthly Visitors in March 2009

• Popular sites include: Digg, Delicious, StumbleUpon and Reddit • A method of storing, organizing, searching for and managing web pages with the help of tags • Tags allow collaboration and aggregation of the websites • Great for Search Engine Optimization Social Bookmarking

• Popular sites include: Digg, Delicious, StumbleUpon and Reddit

• A method of storing, organizing, searching for and managing web pages with the help of tags

• Tags allow collaboration and aggregation of the websites

• Great for Search Engine Optimization

“ Regardless of age, regardless of position, regardless of the business we happen to be in, all of us need to realize the importance of branding. We are the CEOs of our own companies: Me, Inc. to be in business today, our most important job is to be head marketer for the brand called you.” - Tom Peters, Management Guru Personal Branding Origins

“ Regardless of age, regardless of position, regardless of the business we happen to be in, all of us need to realize the importance of branding. We are the CEOs of our own companies: Me, Inc. to be in business today, our most important job is to be head marketer for the brand called you.”

- Tom Peters,

Management Guru

• If you don’t brand yourself, Google will brand you • Be aware of the content online about you and/or your brand • Create content so you are satisfied with Google results and impact Search Engine Optimization • Highlight your expertise - What is you unique selling point? • Emphasize your achievements • Build your community • Watch your competitors and go above and beyond Branding “You” and Branding “Clients” 7 Axioms on Social Branding

• If you don’t brand yourself, Google will brand you

• Be aware of the content online about you and/or your brand

• Create content so you are satisfied with Google results and impact Search Engine Optimization

• Highlight your expertise - What is you unique selling point?

• Emphasize your achievements

• Build your community

• Watch your competitors and go above and beyond

• Only what you say about yourself...it’s also what others say • An extension of your employer’s brand...and vice versa • Differing in situations...or act different in different media • A way to create an identity or persona that’s not authentic • Something someone can give or create for you • About power or expertise (no experts in the space) • Permanent or Guaranteed Things to avoid in social branding 7 Axioms on what a social brand is NOT

• Only what you say about yourself...it’s also what others say

• An extension of your employer’s brand...and vice versa

• Differing in situations...or act different in different media

• A way to create an identity or persona that’s not authentic

• Something someone can give or create for you

• About power or expertise (no experts in the space)

• Permanent or Guaranteed

Conversation Go where conversations take place Facebook, Twitter, YouTube, etc. Community Add value by participating in conversations Commenting Track all comments, blog posts, Tweets etc. to stay engaged Collaboration Friend and follow brand ambassadors Contribution Create creative content that is engaging, unique and news worthy. The 5 C’s of Social Media

Conversation

Go where conversations take place

Facebook, Twitter, YouTube, etc.

Community

Add value by participating in conversations

Commenting

Track all comments, blog posts, Tweets etc. to stay engaged

Collaboration

Friend and follow brand ambassadors

Contribution

Create creative content that is engaging, unique and news worthy.

Key Takeaways • Social media is all about listening, creating and participating in conversations • Huge opportunity to leverage the power of social media to build long-term relationships with customers • It’s not B2B, It’s not B2C...it’s B2E • Social networks extend a personality and identity in new mediums

• Social media is all about listening, creating and participating in conversations

• Huge opportunity to leverage the power of social media to build long-term relationships with customers

• It’s not B2B, It’s not B2C...it’s B2E

• Social networks extend a personality and identity in new mediums

• If you don’t brand yourself, Google will brand you • Create content so you are satisfied with Google results and impact Search Engine Optimization • A personal brand doesn’t differ in different situations...or act different in different media • 5 C’s of Social Media: Conversation, Community, Commenting, Collaboration and Contribution • A social brand is not Permanent or Guaranteed Key Takeaways

• If you don’t brand yourself, Google will brand you

• Create content so you are satisfied with Google results and impact Search Engine Optimization

• A personal brand doesn’t differ in different situations...or act different in different media

• 5 C’s of Social Media: Conversation, Community, Commenting, Collaboration and Contribution

• A social brand is not Permanent or Guaranteed

Questions/Comments Julie Hall Executive Vice President / Partner [email_address] Twitter: @JulieHallBoston Office: (617) 536-3300 http://www.mommiesclique.com http://www.launchpr.com http ://www.mmnpl.com