Harnessing Influence How Savvy Brands are Unleashing the New Power of Blogs and Social Media February 28, 2008

Introducing the Presenter Jim Nail Chief Strategy & Marketing Officer TNS Media Intelligence/Cymfony

Influence 2.0 TM Webinar Series This webinar is the latest in a series of educational webinars with to help companies harness Influence 2.0 TM Consumers are openly sharing opinions and experiences about your product causing a complex interplay of traditional and social media Cymfony helps brands and companies understand and manage the people, issues and trends in this new dynamic of consumer communication

This webinar is the latest in a series of educational webinars with to help companies harness Influence 2.0 TM

Consumers are openly sharing opinions and experiences about your product causing a complex interplay of traditional and social media

Cymfony helps brands and companies understand and manage the people, issues and trends in this new dynamic of consumer communication

Please submit your questions in the Q&A area in lower right corner of your Webex interface Q&A

Please submit your questions in the Q&A area in lower right corner of your Webex interface

How Savvy Brands are Unleashing the Power of Social Media Consumers are now controlling brands in social media, but has the business world adapted? Has the business world figured out how to use blogs, discussion boards, social networks and video sites? What roles do social media have in marketing strategy? TNS asked marketing executives from large companies located in four countries around the world to discuss the current state and future direction of social media in their business

About the Study 71 personal telephone interviews Senior level marketing executives United States, Canada, United Kingdom, and France Conducted in the late 2007

71 personal telephone interviews

Senior level marketing executives

United States, Canada, United Kingdom, and France

Conducted in the late 2007

Integration with TNS Around the World TNS Media Intelligence Cymfony TNS Canadian Facts TNS Media Intelligence France TNS UK TNS Global

Social Media is Not a Passing Fad Which of the following statements most closely matches your personal point of view on the potential impact social media will have on business?

Which of the following statements most closely matches your personal point of view on the potential impact social media will have on business?

Social Media Will Continue to be Important How significant will social media be for companies five years from now? Very significant Some significance Little significance 56% 39% 0%

How significant will social media be for companies five years from now?

Social Media Will Continue to be Important Johnson & Johnson “ Social media is just the beginning of a much more significant shift in how people gather and use information. I don’t think this fundamental shift has been fully appreciated.”

What TNS Says… Social media has moved beyond a buzzword to become serious topic of planning and evaluation We are seeing increased coordinated corporate-level strategy Marketers must learn and adapt to the new characteristics of social media

Social media has moved beyond a buzzword to become serious topic of planning and evaluation

We are seeing increased coordinated corporate-level strategy

Marketers must learn and adapt to the new characteristics of social media

It’s Greatest Potential is for Gaining Consumer Insights For which one of the following objectives does social media offer the greatest potential?

For which one of the following objectives does social media offer the greatest potential?

It’s Greatest Potential is for Gaining Consumer Insights Suzuki “ You have to listen to your customers and social media is no more than a bulletin board for the voice of the customer. If you don’t listen to your customer, you don’t win.”

Future Impact is with Gaining Insights and Viral Marketing Please rate each of the following social media resources or opportunities on their future potential to impact your business.

Please rate each of the following social media resources or opportunities on their future potential to impact your business.

Future Impact is with Gaining Insights and Viral Marketing Abbott Laboratories “ Now you are getting to a point where audiences are looking for communication resources that are specific to their interests so it is harder to reach them traditionally. You can still connect with them through social media and viral marketing”

What Separates Early Adopters from the More Cautious? We zeroed in on two groups to see the differences in opinions Wait-and-Sees: “Worth monitoring, but not with significant resources” Revolutionaries: “Revolutionary opportunity that must be grasped with urgency”

We zeroed in on two groups to see the differences in opinions

Wait-and-Sees: “Worth monitoring, but not with significant resources”

Revolutionaries: “Revolutionary opportunity that must be grasped with urgency”

What TNS Says… This “listen first” approach is the right way for brands to successfully engage their audiences Marketers’ first efforts reflect mass marketing approaches Giving up control to consumers is hard for companies to embrace “ Never Ending Friending” study shows how to approach marketing on social networks

This “listen first” approach is the right way for brands to successfully engage their audiences

Marketers’ first efforts reflect mass marketing approaches

Giving up control to consumers is hard for companies to embrace

“ Never Ending Friending” study shows how to approach marketing on social networks

Most Companies are at the Experimentation Stage Which of the following statements best describes the stage of development of social media efforts at your company?

Which of the following statements best describes the stage of development of social media efforts at your company?

Most Companies are at the Experimentation Stage Hewlett-Packard I think that getting a deep understanding of the social media can only be possible through personal experimentation.

What TNS Says… The market is divided – early adopters have leapt ahead Fast followers are expanding experiments The mainstream who have held back and now experimenting

The market is divided – early adopters have leapt ahead

Fast followers are expanding experiments

The mainstream who have held back and now experimenting

Blogger Relations are Key to a Successful Product Launch How effective do you feel blogs and social media options can be if used as an integral part of the formal launch of a new service or product brand?

How effective do you feel blogs and social media options can be if used as an integral part of the formal launch of a new service or product brand?

What TNS Says… Newness gives people a reason to talk about a product Obtaining direct consumer feedback is the top way social media contributes to success

Newness gives people a reason to talk about a product

Obtaining direct consumer feedback is the top way social media contributes to success

Social Media’s Immaturity is a Barrier to Acceptance What is the greatest barrier to acceptance/implementation of social media in your organization?

What is the greatest barrier to acceptance/implementation of social media in your organization?

Sr. Management is Holding the “Wait-and-Sees” Back What is the greatest barrier to acceptance/implementation of social media in your organization? 19% 27% 13% 14% 20% 24% 5% 19% 19% 0% 0% 13% 20% 7% Revolutionaries Wait-and-Sees

What is the greatest barrier to acceptance/implementation of social media in your organization?

Social Media’s Immaturity is a Barrier to Acceptance Hyundai “ I think we need to get the staff to go ahead and actually engage into this new avenue. There has to be an understanding of what to go ahead and act on. That just comes from experience.”

What TNS Says… This is a function of market maturity Many outside US seeing same barriers US had in the past Other countries will have similar evolution and will reach expansion in 1-2 years

This is a function of market maturity

Many outside US seeing same barriers US had in the past

Other countries will have similar evolution and will reach expansion in 1-2 years

Marketing Agencies are Lagging Client Needs GlaxoSmithKline “ They’re not doing a very good job at all. At the moment most agencies still view social media tools as just another vehicle for driving their messages.” How well are marketing services suppliers helping companies understand and exploit blogs and social networks? What do they need to improve?

How well are marketing services suppliers helping companies understand and exploit blogs and social networks? What do they need to improve?

Marketing Agencies are Lagging Client Needs GlaxoSmithKline “ They’re not doing a very good job at all. At the moment most agencies still view social media tools as just another vehicle for driving their messages.” How well are marketing services suppliers helping companies understand and exploit blogs and social networks? What do they need to improve? Suzuki “ The existing marketing partners do not understand the ins and outs of the social media space. They can do more harm than good if they apply old models.”

How well are marketing services suppliers helping companies understand and exploit blogs and social networks? What do they need to improve?

Marketing Agencies are Lagging Client Needs GlaxoSmithKline “ They’re not doing a very good job at all. At the moment most agencies still view social media tools as just another vehicle for driving their messages.” How well are marketing services suppliers helping companies understand and exploit blogs and social networks? What do they need to improve? Suzuki “ The existing marketing partners do not understand the ins and outs of the social media space. They can do more harm than good if they apply old models.” Hewlett-Packard “ I think they are somewhat helping. But they need to show how social media has helped them further their own agenda. So if an ad agency comes to me, I’d ask if they have their own page on a social network site? Are they posting videos on YouTube? Do they have their own blog? And how has it helped them in their own business?”

How well are marketing services suppliers helping companies understand and exploit blogs and social networks? What do they need to improve?

What TNS Says… It is a challenge for agencies to stay on top of the rapid growth and evaluation of many social media tools They have been slow to change mass marketing models They must either acquire or organically develop these skills

It is a challenge for agencies to stay on top of the rapid growth and evaluation of many social media tools

They have been slow to change mass marketing models

They must either acquire or organically develop these skills

Defining an Executive Job Function for Social Media Head of Social Media Director of Consumer Generated Media Head of Online Brand Equity Consumer Insights Manager Director of Social Media Director of Social Media Analysis Voice of the Customer Director of Social Networking Head of Interactive Content If a company specifically created a senior position to manage the long-term business opportunities afforded by social media, what would be the title of the new position? Director of Online Customer Relations Chief Networking Officer Director of Social Marketing Chief Relationship Officer Marketing Director Emerging Media Chief Media Officer Social Media Officer Manager of Online Contact User Created Content Guru Suggested Job Titles:

If a company specifically created a senior position to manage the long-term business opportunities afforded by social media, what would be the title of the new position?

Defining an Executive Job Function for Social Media NYC and Company “ The title should have something that speaks to the interactivity, the social networking component, and the content of the editorial pieces. The thing that is important here is that this new media is not one dimensional like a television ad.”

What TNS Says… Interesting split between director and chief titles Unclear if social media is seen as a new discipline requiring a new skillset Unclear if it should be at the executive level to share knowledge across the organization

Interesting split between director and chief titles

Unclear if social media is seen as a new discipline requiring a new skillset

Unclear if it should be at the executive level to share knowledge across the organization

Key Takeaways Revolutionaries understand that listening is a higher priority than pushing more messages Wait-and-Sees are stuck in mass marketing thinking, they are viewing this as just another channel Best practices are crucial to the integration of social media

Revolutionaries understand that listening is a higher priority than pushing more messages

Wait-and-Sees are stuck in mass marketing thinking, they are viewing this as just another channel

Best practices are crucial to the integration of social media

Please submit your questions in the Q&A area in lower right corner of your Webex interface Q&A

Please submit your questions in the Q&A area in lower right corner of your Webex interface

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