WHERE WORD OF MOUTH MEETS SOCIAL MEDIA Presented by: Mark Silva, Founder and Managing Director Real Branding December 18, 2008

INTRODUCTION “ Markets are conversations.” The Cluetrain Manifesto: The End of Business as Usual Copyright © 1999, 2001 Levine, Locke, Searls & Weinberger

“ Markets are conversations.”

The Cluetrain Manifesto: The End of Business as Usual

Copyright © 1999, 2001 Levine, Locke, Searls & Weinberger

AGENDA What is Social Media? Why does Social Media matter? Case Studies Best Practices Insights

What is Social Media?

Why does Social Media matter?

Case Studies

Best Practices

Insights

DEFINITION Unleashing “… a trend in which people use technologies to get the things they need from each other instead of from companies.” - Groundswell, Charlene Li & Josh Bernoff, Forrester Research 2008

Internet + Personal Sources = Most Important Sources Of Information WHY DOES IT MATTER? Source: USC Annenberg School: Digital Future Report 2007

Internet + Personal Sources = Most Important Sources Of Information

WHY DOES IT MATTER? In 2008 Consumer IP traffic surpassed Business traffic Source: Cisco Systems, Global IP Traffic Forecast and Methodology; Mobility segment (0.1% of traffic in 2007) not displayed

In 2008 Consumer IP traffic surpassed Business traffic

WHY DOES IT MATTER? Wikipedia.org Alexa Global Traffic Rankings 12/31/05; 3/12/08, Morgan Stanley Research 1 2 3 4 5 6 7 8 9 10 2005 (U.K.) 2008 1 2 3 4 5 6 7 8 9 10

WHY DOES IT MATTER? Source: The Nielsen Company, Custom Analysis (September 2008).

SOCIAL MEDIA AND AMPLIFICATION COST VALUE LEVERAGE AMPLIFY

WHAT DOES IT MEAN TO CONTENT CREATION? OLD CONTENT MODEL

WHAT DOES IT MEAN TO CONTENT CREATION? OLD CONTENT MODEL NEW CONTENT MODEL

WHAT DOES IT MEAN TO CONTENT DISTRIBUTION? TRAD DISTRIBUTION MODEL

WHAT DOES IT MEAN TO CONTENT DISTRIBUTION? TRAD DISTRIBUTION MODEL NEW DISTRIBUTION MODEL

WHAT DOES IT MEAN TO BRAND LOYALTY? Changes the loyalty funnel and branding Thinking Saying Researching Doing Watching New Verbs for Loyalty? Buying Reviewing Tagging Rating

Changes the loyalty funnel and branding

CREATE A SOCIAL MAP

WEB 2.0 BRAND IMPLICATIONS Source: David Armano (http://darmano.typepad.com/logic_emotion/2008/06/brand-stairway.html)

White Tea Activation – Ayye.com, YouTube, Ads, Emails Goal of slide: Brand Channel Gadgets Videos NBC Rewind NBC Homepage Newsletter Sweepstakes and Social Sharing Facebook RealAge RealAge Newsletter

Goal of slide:

MICHELOB CASE STUDY

BEST PRACTICES Listen Build A Social Map Design It Feed It Connect It Distribute It Participate In It

Listen

Build A Social Map

Design It

Feed It

Connect It

Distribute It

Participate In It

INSIGHTS Social media is not one thing Consider: the action is reaction Capitalize on all your assets Endorse others to reward Be Authentic Golden Rule of 2.0: the more you give the more you get in return

Social media is not one thing

Consider: the action is reaction

Capitalize on all your assets

Endorse others to reward

Be Authentic

Golden Rule of 2.0: the more you give the more you get in return

THANK YOU Let’s keep the conversation going FACEBOOK: Search Mark.Silva at RealBranding.com to Friend TWITTER: Follow www.twitter.com/marksilva FRIENDFEED: Join me at www.friendfeed.com/marksilva BOOKMARKING: www.delicious.com/marksilva BLOG: www.marksilva.com YOUTUBE: www.youtube.com/realbranding SLIDES: www.slideshare.net/realbranding WEB: www.RealBranding.com

Let’s keep the conversation going

FACEBOOK: Search Mark.Silva at RealBranding.com to Friend

TWITTER: Follow www.twitter.com/marksilva

FRIENDFEED: Join me at www.friendfeed.com/marksilva

BOOKMARKING: www.delicious.com/marksilva

BLOG: www.marksilva.com

YOUTUBE: www.youtube.com/realbranding

SLIDES: www.slideshare.net/realbranding

WEB: www.RealBranding.com