Corporate Trends - Online Marketing Summit 2009

Corporate Trends in Social Media Mike Lewis @bostonmike http://blog.socialepisodes.com VP of Marketing, Awareness, Inc.

What is social media? Social media is information content created by people using highly accessible and scalable publishing technologies that is intended to facilitate communications, influence interactionwith peers and with public audiences, typically via the Internet and mobile communications networks. - (Wikipedia,2009)

The Business Goals have NOT changed Generate leads, awareness and buyers Improve customer experience

B2B companies are generally \"Anti-Social\" We like controlling conversations “One-Way” Dialogs have worked We define where, when and how customers interact with them So… why change???

Introducing:Generation You • Audience has changed > We are creating > We are publishing > We are selecting • Don’t want to listen to advertisers - Interruptive marketing is going away. • The audience is in control… they are linked, listening and informing

Social Media the Right Way: Salesforce.com – Dealing with Outages • The world leader in SaaS solutions • Over 1M users worldwide • The Problem: > January – April 2006 SFDC Experiences significant outages > Customers fight back on the blogosphere launching sites like Gripeforce.com (google it..) • The Resolution: > Trustforce.com

Social Media the Wrong Way: B2B Software Company – Dealing withAdvocates • Large B2B Software company • 20K+ Users worldwide • Traiditonal Thinking • The Problem: > User created groups on Facebook, Linkedin > Users adding company logo to profile > 500 tweets • The Resolution: > Cease and Desist © 2009 Awareness CONFIDENTIAL

85% Growth in 2008 150Musers 170countries 700M Photos uploaded monthly

Consumers have adopted social media. How are businesses adopting?

• Survey conducted and co-authored with Chirs Brogan (www.chrisbrogan.com) (author of Trust Agents, Coming soon) • Collected 628 total responses • Focus on Social Media in 2009 • eBook available at Awarenessnetworks.com © 2009 Awareness CONFIDENTIAL

Increase Spending in 2009: Search 50% Video 46.6% Social 46.6%

450 400 350 300 250 200 150 100 50 0 Participation and Brand image community Calculating ROI dynamics Legal Ethics and considerations integrity Intellectual property rights © 2009 Awareness CONFIDENTIAL

Social Media Baby Steps

Community Adoption

The Core of Social Media = Content & Profiles • Building a solid asset based on content and profiles • Living Social Data > Consistantly collecting implicit and explicit Data > Collect from ALL Profile and Content sources • Social Mining > Actionable uses of data > Drive and Influence marketing programs > Stimualte marketing activity and demand generation © 2008 Awareness CONFIDENTIAL

Mindshare Community Situation: • McDonald's conducted surveys after McDonald's Partner Conference • Survey results indicated that partners wanted continued collaboration, best practice sharing and networking all year round • McDonald's planned an online partner community to coincide with following year's Conference Results: • Seeded community with over a 10,000 profiles • Over 1,000 content responses collected • A response that saved McDonalds' millions of $$$s- window decals on entrance/exit doors

B2B Technology Company Situation: • Connect users to share best practices, transfer knowledge and resolve support issues • Only source of user interaction is annual customer conference; after the conversation dies • Want to build brand enthusiasm and increase loyalty Results: • Over 22K users sign-up • 10K support issues resolved in year 1 through peers (Est. $500K saved) • Multiple responses collected for user \"Tips & Tricks\" guide © 2009 Awareness CONFIDENTIAL

Marriott on the Move Situation: • Drive revenue to Marriott.com • Increase loyalty rewards memberships • Reach out to the over 3,000 properties • Develop a softer, positive image of a giant International corporation Results: • After one year, generated $5 million in room revenue • Increased loyalty rewards membership by 60% • Site traffic- 6,000 visitors per day and over 600,000 for the year • Media coverage- NBC Nightly News, Washington Post and several trade pubs

Research Credits • Forrester Research 2009, Social Technographic profile of US online users • Austin's New Media Lab, 2008 Social media Statistics, nmlab.com • Chrisbrogan.com © 2009 Awareness CONFIDENTIAL

Photo Credits • All photos taken from Flickr under Creative Commons Slide 4: Scott Beale / Laughing Squid, laughingsquid.com > Slide 5: My First Nikon D40 Picture, somefool (MatthewM) > Slide 6: Scoble's Tablet PC, penmachine > Slide 7, Wikipedia, quartermane > Slide 9, Yes, We Can Twitter, comicbase > Slide 11: Alone in the crowd, frielp > Slide 13: V No Budget, derekb > Slide 14: The Exploding Internet Flower, mrwilleeumm > Slide 16: Proceed with… , Nubian ∑agle ©™ > Slide 18: green light, Benimoto > Slide 24: Unity in Diversity, Untitled blue > Slide 30: Questions in the Dark, Matthew_Dutile > © 2009 Awareness CONFIDENTIAL

Corporate Trends - Online Marketing Summit 2009

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