Social media has matured beyond early adopters to earn a place in mainstream marketing. Cymfony sponsored this Aberdeen Group study to learn how “best in class” companies are using social media monitoring and analysis to improve their business results.

1. Lessons from the "Best- in-Class“ Generating Business Results from Social Media March 12, 2008

2. Introducing the Presenters Jim Nail Chief Strategy & Marketing Officer TNS Media Intelligence/Cymfony Jeff Zabin Research Fellow, Customer Management Aberdeen Group

7. Social Media Monitoring and Analysis Influence the Influencers: The Role of PR Agencies in Social Media Mar 04, 2008, Chief Marketer, By Jeff Zabin Social Media Monitoring and Analysis: Call It What You Will Dec 18, 2007, Chief Marketer, By Jeff Zabin In Brand-Monitoring Solutions We Trust Nov. 29. 2007, CRM Buyer, By Jeff Zabin

8. Research Preview and Survey

9. Interviews Inherent in the power of Web 2.0, the emergence of online communities, and the transfer of power from big, centralized command-and-control structures like corporations to large groups of disseminated individuals like customers is the need to move from push information to pull information. Matt Smith, Vice President, Customer Insight Both the customer you serve well and the customer you underserve have the loudest voices in social media. Sean O'Driscoll, General Manager of Community Support Services We monitor social media because it provides unsolicited and unbiased consumer opinions about our products and brands in real time. A lot of social media tools do a great job of telling you what’s being said and who’s saying it. What we really want to know is who’s listening to the conversation and how does it permeate outwards. Christine Stasiw Lazarchuk Director, Global Market Research Online dialog is a good way to get feedback and understand how consumers feel about our brand and to get suggestions for our business. Adam Brown Director, Digital Communications Cathy Halligan, Chief Marketing Officer Social media monitoring enables us to track how our company is being portrayed. It’s a barometer we use to determine the viral spread of our messages and if our tactics are working. Ed Garsten, Manager, Electronic Media Communications

10. PACE Methodology

11. Top Pressures Source: Aberdeen Group, January 2008

12. Top Actions Source: Aberdeen Group, January 2008

13. Who Uses Social Media Insights Source: Aberdeen Group, January 2008

15. Maturity Class Findings

16. Top Capabilities (Process) Source: Aberdeen Group, January 2008

17. Top Capabilities (Organizational) Source: Aberdeen Group, January 2008

18. Top Capabilities (Performance Measurement) Source: Aberdeen Group, January 2008

19. Year-over-Year Improvement in Key Metrics Source: Aberdeen Group, January 2008

20. Active vs. Passive Engagement Source: Aberdeen Group, January 2008

21. Active Engagement Yields Improved Performance Percentages indicate the number of companies that improved performance in key metrics. Source: Aberdeen Group, January 2008

24. Keep the Discussion Going Join the Discussion On Facebook Discuss these issues with others marketers around the world in our new Facebook group Join Today! www.SocialMediaInBusiness.com Jim Nail [email_address] Jeff Zabin [email_address]