Add logo here(remove orange box)WeissComm Group's Social Media Insights - Making It Work For You July 24, 2009

A Fully Integrated Approach

Paul DyereMedia Director WeissComm Group8 years in social media and web developmentMost recently Paul was Managing Director of Interactive at CarryOn Communication, where he led social media for a wide variety of consumer accounts including Symantec, Coors Brewing, New Balance, Nature Made Vitamins, Razor Scooter, and Hansen’s Soda.Principal at NewMediAwakeNew Media Specialist at MarketwireThought Leader and frequent speaker PRSA, AMA, NIRI, Bulldog Reporter, Communitelligence, PRNewsWeb Startup and Exit ExperienceMasterOfMischief.com (sold 2003)Sweemo.comSuitJunky.com3“Full employed because people are bored.”

Bob PearsonChief Technology & Media Officer WeissComm GroupPresident of Social Media Business Council25 years at three major Fortune 500 companies and major consultancyMost recently Bob was Vice President of Communities and Conversations at Dell Inc, where he was responsible for developing an industry-leading approach to the use of social media, as highlighted in GroundSwell. His team built and maintained 25 blogs, forums and wikis in 7 languages worldwide with 200 million page views of annual interaction and coordinated the company’s approach in Twitter, Facebook and other key sites.Head of Corporate Communications at NovartisPresident of Americas GCIThought Leader and International speakerExtensive Board experienceCancerCare, The Huntington’s Disease Society of AmericaDell Foundation, Association for Multiple Impaired and BlindDigital Advisory Board at P&G, Advisory Board UserVoiceVice Chair Emerging Technology Committee, State of Texas4

What is Important to You Plan for 10Areas of Online InfluenceAnalyze TrafficLeading to PlanOf ActionCreate New DistributionChannelsExpand News FlowCustomCommunityPlansProactiveIssues ManagementCreate Media &Influencer MemesLeverageExistingContentTraining,Education &PoliciesRoadmap forContent SyndicationImprove NaturalSearchBuild BrandValue

How Social Media Will Transform Today’s CompanyKey Trends & Important Next Steps

Social MediaIt’s about knowingWhere the conversations are happening?What’s your share of the conversations?What are the conversations that you could / should be in?Who are the key influencers who can help build your brand?It’s about expanding your news flowSimple syndication – distribute news via basic sharing tools (e.g., Twitter and Facebook)It’s about understanding CommunitiesWhich groups, forums and networks matter?Who drives Share of Voice in these communities?What are the next steps in driving relationships?It’s about leveraging existing content and improving your natural search

#1) Customers are co-shaping your reputation everydayAre you accidently outsourcing the building of your brand?

Customers Shape First Impressions

Customers Shape First ImpressionsWEBSITENEWS ARTICLEVIDEOSIMAGESRELATED SEARCHES

Perspective: The Difference Between a Trend & a Transformation2 out 3 world internet users are active in social networks or blogs (1)These are your customers.236 Million people visit Digg.com for news each year (2)The source of Authority is shifting14.8 Billion videos viewed during the month of January, 2009 (3)Consumption habits are changing12Nielsen Online – March 9, 2009Compete, IncComscore – March 4, 2009

These are your customers.

The source of Authority is shifting

Consumption habits are changing

Social Networks Growing (Still)13VISITORSThe ten largest Social Networks averaged 223.9% growth in visitors from 2008 to 2009.TIMEThe ten largest Social Networks averaged 116.8% growth in time spent on the site from 2008 to 2009.Nielsen Online February, 2009

Coming of Age for Social Media67% of Baby Boomers (43 – 52yr) were consuming social media in 2008 (1)62% of Baby Boomers (53 – 63yr): were consuming social media in 200814Seniors 55 and older - the fastest growing audience in Facebook(2)Pew Internet and American Life Project – March, 2009 InsideFacebook.com – February 2, 2009

Seniors 55 and older - the fastest growing audience in Facebook(2)

#2) Leaders will identify issues before they happenCustomers assume we are listening to their issues in real time

Patterns are Clues Waiting to Be Found Patterns emerge before public awareness A common problem emerges in a forum in Beijing, a blog in the UK and a mention on Twitter in the U.S.Your multi-function hot issues team springs in to action to analyze what is happening and prepare When the issue becomes public, you are ready with answersCustomers trust us to be smarter on identifying issuesYou decide if a hot issue is defined, it must be solvedYour company continuously integrates online learnings into key parts of your company (institutional memory)

#3) You Realize that Your Customer Does Not Care Where You Want Them To GoCustomers are part of their own liquid networkBecome a friend who can be trustedFocus on Content Syndication

Language – customers speak online in their first language (10 reach 95%)Location – Facebook, Twitter, ForumsTime of Day – Ex/low volume during day, high volume in eveningsWhere do your customers like to hang-out, learn and share?A Tectonic Shift is Occurring Where Conversations Occur

Top 23 Online Countries(source: Internet World Stats)China – 298MM Italy – 28MMU.S. – 220MM Mexico – 27MMJapan – 94MM Spain – 27MMIndia – 81MM Turkey – 26MMBrazil – 67MM Indonesia – 25MMGermany – 55MM Argentina – 20MMUK – 43MM Poland – 20MMFrance – 41MM Philippines – 20MMRussia – 38MM Vietnam – 20MMKorea – 36MM Australia – 17MMCanada – 28MM (&Colombia & Pakistan )

10 Languages Reach 95%Hindi & Russian are Next

Facebook growth – 513% increase in ages 55+ (source: Istrategylabs.com)21

#4) You Know that <1% of a Customer’s Time is Spent Purchasing a Product99% of time is spent browsing and socializingYou build trust by being there when you are needed, not when you need the customer

E-Commerce Will BecomeE-CommunityReality – <1% of time is spent buying online; 99% is spent browsing & socializingPeer Influence – 3 of 4 customers look to their peers for advice on a purchaseIntegration – why would we ask a customer to go to multiple sites? The value is…….?Convergence is led by convenience

#5) You Focus on How People Consume Content & Understand How it is ChangingCustomers decide where they will learnIt is not via advertising……

The Media World isn’t Changing…..it ChangedMedia Outlets – 74 of top 100 outlets for Techmeme are blogs/online sitesBloggers – 3 of 4 look to each other for their next storyCustomers – 3 of 4 look to each other for purchase adviceConversations – Are the driver of SOV, influence and recommendationsDon’t define it as offline or online. It’s all one media world. Just know which conversations are defining your brand.

The New Media26

Your Broadcast StationIncreasingly, the 1st choice for learning

Why YouTube is ImportantScope -- #3 website in worldTraffic -- 489,059 links to siteConsumption Patterns -- average viewing time is 22.5 minutes per dayGlobal Presence -- 20% of global internet users surf YouTube Mainstream -- Up to age 44, users mirror average person on internetSkewing Older with Time -- 44 to 65+, less people on YouTube, on average, but expected to trend up

How does your customer discuss your brand? Do you know with precision?WHAT DOES THIS TELL ME?Top 50 most mentioned words in conversations surrounding “Pharmaceutical” over the past 30 days.

#6) Your Customer is Discussing Your Brand EverydayDo you know where they are occurring?Are you a participant or observer or are you absent?

Patients Search for Info 1st,Groups 2ndAmerican Academy of Neurology – 618kSusan G. Komen Breast Cancer Foundation – 343kCaP Cure – 311kAmerican Diabetes Association – 4.32MMOrBrain issues – 68.3MMBreast cancer treatment – 17.5MMProstrate cancer treatments – 38.4MMDiabetes – 86.3MM

#7) There Isn’t a Destination for a CustomerVisiting your site is not their goal, no matter how pretty it looksWe are expected to just sort of “be there” when needed

Syndication of Content MattersMore than Site TrafficMicro-Communities – The social media world grows & fragments, simultaneously.Customer-Driven Preference – “I want what I want where I want it”. Stop “spamming me.” Participation is a Choice – If companies don’t listen, customers vote via lack of traffic and participation.What is your content syndication plan?

A Look at Healthcare

A Look Outside Healthcare

Q&As Matter

#8) Customers Want to Do Three Things to Help Each OtherYou build trust by being part of this process

Ideas, Knowledge, SolutionsShare ideas – Let’s improve the next product or service togetherShare product knowledge – Here is what I know…hope it helps youHelp peers with problems – I had the same problem, here is what I did

Over 11,000 Ideas & 325+ Implemented

#9) We Don’t Have to Measure Trust Internally, We Live ItOur employees feel free to help each other and, as a result, our companyLeverage the world’s greatest operating system – the web

Employees Don’t Change WhenThey Arrive for WorkThey prefer blogsThey like to share ideas and commentsThey want real-life video, not canned productionsThey want to help each other, not be polite to senior management and hold in their thoughts

#10) We Judge a Person on How They Interact With UsGuess what….customers do the same thing when they shop with us online

Shopping is Changing PermanentlyRatings & Reviews – Your peers define the brand and experience for youCo-Browsing – Your peers help you shopContextual Content – Info you want appears when you discuss itIndividuals in companies can have the respect of peers. How many “company peers” do you have?

#11) We Listen to our Customers, So We Create New CommunitiesThink outside the box, then get rid of the box

WIFFM

Partnering with CustomersFree Recycling add $0Support Reforestation: “Plant A Tree for Me” [add $2]Recycling Kit and “Plant A Tree for Me” [add $2]

#12) We Know Preparing for Yesterday is IneffectiveOld models and habits hold back innovationWatch for “antibodies”

Improve Clinical Trial Enrollment via Innovative Use of Super Widgets Build a unique distribution channel direct to your clinical trial centersThink of a widget as a “portable community site”Provide content to help patients decide on enrollment & participate in trialEmpower clinicians to be part of the solutionHave ability to update content in real-time across all sites with minimal effort

SUPER WIDGETABC’S ROTATEALLERGY, COLD & SINUS FAQsALLERGY, COLD & SINUS FAQsALLERGY, COLD & SINUS FAQsALLERGY, COLD & SINUS FAQsALLERGY TRACKERALLERGY TRACKERALLERGY TRACKERTHE HEALTHY BLOGTHE HEALTHY BLOGTHE HEALTHY BLOGTHE HEALTHY TWEETThis Weeks Most Popular BlogsPHARMACY LOCATORCOUPONSALLERGY TRACKERE-MAIL / MOBILE OFFERSTHE HEALTHY BLOGTHE HEALTHY BLOGTHE HEALTHY TWEETTHE HEALTHY TWEETTHE HEALTHY TWEETPHARMACY LOCATORPHARMACY LOCATORPHARMACY LOCATORCOUPONSCOUPONSCOUPONSE-MAIL / MOBILE OFFERSE-MAIL / MOBILE OFFERSE-MAIL / MOBILE OFFERSA platform for custom content to be uploaded by multiple thought leaders in allergy, cold, cough and sinus categories. Each thought leader will be provided unique logins.Quick facts about the ABC’S and an exercise for all four similar to the one shown above. Feed from the allergy tracker, to provide up-to-the-minute allergy forecasts, weather forecasts, relative humidity levels and more, based on geography.

#13) We Understand Ethical Behavior is a Key Part of Maintaining TrustWe don’t support Flogs or SplogsWe would never create a fake ad, so why a fake blog post?

#14) We know that Leaders will Enter andBecome Relevant in Conversationsthat Occur Everyday in Every Language All Around the World in Communitiesof Importance to our CustomersCompanies that cling to the past may not realize it, but they will lose relevance

Stepping Back:5 Steps to Getting Started52Step 1: Monitor with a purposeWho is influential? What topics interest them? How can you deliver value?Step 2: Develop a realistic strategyOptimize your resources. Build for sustainable growth.Step 3: Leverage existing contentCollect and catalogue videos, images, slides, news.Step 4: Nail the fundamentalsHyperlink, tag, and syndicate content.Step 5: Build your Influencer MemeConnect with top influencers, build relationships, and deliver reliable value.

MESSAGEEXPERIENCECONVERSATION RELATIONSHIPSAFFINITY&TRUSTWE BECOME CONVERSATION ARCHITECTS