Awareness Solution Overview © 2008 Awareness

Awareness

What's Driving Social Media Marketing? © 2008 Awareness CONFIDENTIAL

Social Media Marketing: Making Marketing Social © 2008 Awareness

Awareness: Complete Social Media Marketing Solution

Social Media Marketing: Keys to Success

Top 8 Social Media Marketing Use Cases

Best Practice Communities: Proven, Fast Results

Best Practice Communities: Ready to Measure Success

Awareness: Broad Spectrum of Customer Needs

Awareness Custom Assembly: Pixel-Perfect LINKS Awareness Google MAPS RECENT WIKIS No Wikis

Awareness

Google

Community Growth: Leveraging Content and Profiles

Social Media Marketing: Keys to Success Leverage Content & Profiles

Leverage Content and Profiles: Maximize Value © 2008 Awareness CONFIDENTIAL

Separate Social Media Tools: Fragmented Content ? ?

Awareness: Actionable, Measurable Content & Profiles tagging categories permissions search voting

tagging

categories

permissions

search

voting

Awareness Content Triggers: Take Action on Content

Uniform Content: Benefits Many Audiences

Social Media Marketing: Keys to Success Maximize Participation

Awareness: Multiple Points of Participation

Social Media Marketing: Keys to Success

Awareness: Social Media Marketing

Awareness Best Practice Communities © 2008 Awareness

Corporate Voice BPC: Converse With Your Market Use Cases Executive dialogue: CEO, CTO, CMO, etc. Product or service teams Corporate topics and issues Success Metrics Page views trend Number of comments against post dates Number of registered users trend Net promoter score

Use Cases

Executive dialogue: CEO, CTO, CMO, etc.

Product or service teams

Corporate topics and issues

Success Metrics

Page views trend

Number of comments against post dates

Number of registered users trend

Net promoter score

User-Generated Content Campaign BPC: Create Excitement Use Cases Branding campaign Product launch or major new release Lead generation program Launch of new company or division PR event or campaign Success Metrics Number of contributions vs. Viewers trend Number of registered users ($’s amount per user option) Most recent contributors Net promoter score

Use Cases

Branding campaign

Product launch or major new release

Lead generation program

Launch of new company or division

PR event or campaign

Success Metrics

Number of contributions vs. Viewers trend

Number of registered users ($’s amount per user option)

Most recent contributors

Net promoter score

Enthusiasts BPC: Stimulate a Passion Use Cases Users who are passionate about a topic, activity, or issue Photography Fitness Politics Family/children Current topics Etc. Success Metrics Number of registered users vs. participation Page view trend Profile completeness Net promoter score

Use Cases

Users who are passionate about a topic, activity, or issue

Photography

Fitness

Politics

Family/children

Current topics

Etc.

Success Metrics

Number of registered users vs. participation

Page view trend

Profile completeness

Net promoter score

Associations/Subscribers BPC: Engage With Members Use Cases Any business with a formal membership or subscriber base can form an Associations/Subscriber community Success Metrics Number of members vs. member activity chart New members this month Most active members Net promoter score

Use Cases

Any business with a formal membership or subscriber base can form an Associations/Subscriber community

Success Metrics

Number of members vs. member activity chart

New members this month

Most active members

Net promoter score

Loyalty BPC: Build and Reward Loyalty Use Cases Loyal base of customers you want to engage and reward Formal loyalty program you want to leverage Success Metrics Number of members vs. member participation graph Number of page views trend Top contributing members Net promoter score

Use Cases

Loyal base of customers you want to engage and reward

Formal loyalty program you want to leverage

Success Metrics

Number of members vs. member participation graph

Number of page views trend

Top contributing members

Net promoter score

Innovation BPC: Generate Ideas Use Cases Solicit input for creation or updating of product, service or program New product, service or program Major changes/update Market research Success Metrics Number of members vs. number of ideas trend graph Number of acted on ideas trend ($ value per accepted idea) Latest ideas Net promoter score

Use Cases

Solicit input for creation or updating of product, service or program

New product, service or program

Major changes/update

Market research

Success Metrics

Number of members vs. number of ideas trend graph

Number of acted on ideas trend ($ value per accepted idea)

Latest ideas

Net promoter score

Peer Support: Help Each Other Use Cases Any organization with a substantial, active user base can benefit from a Peer Support community Success Metrics Questions vs. answers trend graph Total questions vs. open Total answers ($ amount per answer option) Top supporters Net promoter score

Use Cases

Any organization with a substantial, active user base can benefit from a Peer Support community

Success Metrics

Questions vs. answers trend graph

Total questions vs. open

Total answers ($ amount per answer option)

Top supporters

Net promoter score

Events: Build and Sustain Buzz Use Cases You can form an Event community around any significant type of event: Industry or market event Corporate event Corporate or product launch event Local community event Social event Success Metrics Registrants vs. participation graph Top participants Most active registrants Net promoter score

Use Cases

You can form an Event community around any significant type of event:

Industry or market event

Corporate event

Corporate or product launch event

Local community event

Social event

Success Metrics

Registrants vs. participation graph

Top participants

Most active registrants

Net promoter score

Customer Examples

Marriott International: Corporate Voice Community Additional community Original community Two-way dialog with market Builds brand Incremental revenue Often cited as excellent example

Two-way dialog with market

Builds brand

Incremental revenue

Often cited as excellent example

Kodak: Corporate Voice Community Additional community Original community For “every day people” Positive impact on brand Called one of the “top 5 corporate blogs”

For “every day people”

Positive impact on brand

Called one of the “top 5 corporate blogs”

McDonald’s: Corporate Voice Community

New York Times: Enthusiasts Communities --15 Sites + 9 others

Boston.com: Enthusiasts Community © 2008 Awareness CONFIDENTIAL

Flight Centre: Enthusiasts Community

P&G: Innovation Community

P&G: Innovation Community

Natura: Innovation Community © 2008 Awareness CONFIDENTIAL

Staples : Loyalty Community

Constant Contact: Peer Support © 2008 Awareness CONFIDENTIAL

Oracle Applications Users Group: Peer Support © 2008 Awareness CONFIDENTIAL

Hershey's: User-Generated Content Campaign/Microsite Multiple points of participation

CVS: User-Generated Content Campaign/Microsite Key element of a national branding campaign

Key element of a national branding campaign

American Heart Association: User-Generated Content Campaign/Microsite © 2008 Awareness CONFIDENTIAL

Earth Knowledge: Associations/Subscribers Community

Sg2: Associations/Subscribers Community © 2008 Awareness CONFIDENTIAL

Sony: A Uniform Approach Business goals: Corporate voice (Sony Electronics blog) Drive revenue thru ratings and reviews Spark product innovation Help customers help each others Leverage community information (content and profiles) for marketing campaigns

Business goals:

Corporate voice (Sony Electronics blog)

Drive revenue thru ratings and reviews

Spark product innovation

Help customers help each others

Leverage community information (content and profiles) for marketing campaigns

ASOS.com: Leverage Community to Drive Marketplace Success Business goals: Leverage community to engage members to drive traffic and participation in the marketplace Drive revenue thru ratings and reviews Spark product innovation Help customers help each others Leverage community information (content and profiles) for marketing campaigns

Business goals:

Leverage community to engage members to drive traffic and participation in the marketplace

Drive revenue thru ratings and reviews

Spark product innovation

Help customers help each others

Leverage community information (content and profiles) for marketing campaigns