C+M Digital Education - Social Media Marketing

Digital Education December 17, 2008

C+M In tr a n e t & Fa c e b ook Pa g e D ig it a l E d u c a ti on Upd a te S pea k e r In t r odu c tio n AGENDA Co nsu m er Fo otp r in t s i n S oci a l M e di a S oc ial M e di a P la n n in g & E x e cu ti on D is c u s s i on

C+M Intranet & Facebook Page

The New C+M Intranet is Now Live! Feed Your Brain at intranet.collemcvoy.com • Mindshare - Share thoughts, opinions, examples, news and more • C+M Lookbook - Individual proﬁle pages (upload your agency photo!) • Agency news - Client work, what’s going on around the agency • Videos - Pie eating contest highlights (available now!) - All digital education sessions

Huge Round of Applause for the C+M Intranet Team! • Paul Lammert • Alison Beattie • Ashley Vaness • Adam Kmiec • Will Pierce • Jason Striegel • Aaron Clark • Bill Hansen

Check Out the New C+M Group Facebook Page Search for “Colle+McVoy” at Facebook • Encourage all of you to join the C+M group - Create a Facebook page if you have not already • All future C+M event invites via Facebook

Digital Education Update

Feed Your Brain Digital Education Series 2009 Digital Education Topics • Emerging digital trends • Measurement & analytics • User experience (UX) • Mobile marketing • Branded entertainment • Online advertising • E-mail marketing

Feed Your Brain Digital Education Series We Want Your Feedback • Your feedback is critical to the success of this program - Ideas for digital education session topics - Immediate feedback via survey & check-ins with individual departments - Contact the digital education team anytime • Relevant training to your department - “Working sessions” ‣ Hands-on training between monthly digital education sessions ‣ Ideas for working sessions include • How to write for the Web • Interactive process training

Social Media Marketing

Twitter is the fastest- growing social networking site @ 343% YOY

Twitter is the fastest- growing social MySpace still networking site @ dominates at 343% YOY 59 MM monthly unique visitors

Twitter is the fastest- growing social MySpace still networking site @ dominates at 343% YOY 59 MM monthly unique visitors Advertisers spent $1.3 billion at social networking sites in 2008

Twitter is the fastest- growing social MySpace still networking site @ dominates at 343% YOY 59 MM monthly unique visitors Advertisers spent $1.3 billion at social networking Welcome sites in 2008 Tagged Ning Last.fm Bebo

Twitter is the fastest- growing social MySpace still networking site @ dominates at 343% YOY 59 MM monthly unique visitors Advertisers spent $1.3 billion at social networking Welcome sites in 2008 Tagged Total number of Ning unique users at top 10 social networking sites Last.fm 160 MM Bebo

Social Media Marketing is Moving Fast.

Social Media Marketing is Moving Fast. How Do We Keep Up?

Social Media Marketing is Moving Fast. How Do We Keep Up? Learning and Doing.

Social Media Marketing is Moving Fast. How Do We Keep Up? Learning and Doing. Today We Learn, Then We Do.

Speaker Introductions

Joel Jewitt, VP Business Development at RapLeaf Consumer Footprints in Social Media • Co-founder of Palm Computing & Adaptive Media • Pioneer in handheld devices & streaming media • Ran business development for Yahoo! communications properties sector • Co-founded Good Technology (e-mail software for cell phones), sold to Motorola in 2007

Jake Fisher, Partner & Director of Media Intelligence at ATTENTION! PR Social Media Marketing Planning & Execution • Online grassroots organizer • Political campaigns & issue advocacy groups • Entrepreneur and innovator in social media • Managing & measuring hundreds of campaigns • Partner at ATTENTION! PR, employee #2

Consumer Footprints Joel Jewitt VP, Business Development in Social Media RapLeaf

Social Network Footprint Joel Jewitt VP, Business Development

Agenda - US Social Networking numbers - Rapleaf search service - Use cases and beneﬁts Rapleaf, Inc. Conﬁdential 2

Rapleaf, Inc. Conﬁdential 3

Stats Our study in June 08 found young people dominated membership numbers Rapleaf, Inc. Conﬁdential 4

Stats In our searches, women are the dominant gender on social networks Site Men % Women % Facebook 45% 55% MySpace 40% 60% Friendster 42% 58% Hi5 42% 58% LinkedIn 61% 38% Rapleaf, Inc. Conﬁdential 5

Stats Social network users have on average 2.7 online profiles Site Avg Number of Online Profiles Facebook 2.9 MySpace 2.4 Friendster 3.0 Hi5 2.8 LinkedIn 3.2 Rapleaf, Inc. Confidential 8

Rapleaf: a search tool used to learn about a client’s consumers, and their footprint on the social web Rapleaf, Inc. Conﬁdential 9

Begins with a consumer email list provided by the client Rapleaf, Inc. Conﬁdential 10

logowen5@aol.com melinddsmith24@yahoo.com ctaylor427571@sbc.net colinfa56gan@sbc.net kjfet67ty@aol.com techi9000@sbc.com juliay34ang916@hotmail.com max32oliva1@hotmail.com sluc45idi@yahoo.com erickales7746dro456@hotmail.com sur66lid@yahoo.com dinonnif@yahoo.com budo43rﬂy@hotmail.com tjcl23423ean@hotmail.com apate23423lmo@hotmail.com gladiol667us_13@hotmail.com je_jijjje@hotmail.com daviddq32uiles@yahoo.com bj_we324ston@yahoo.com motochi_7@yahoo.com Rapleaf, Inc. Conﬁdential 11

Walks each email through social web sites, commerce sites, blogs, and discussion groups to find out if it is a member or not, and if so what is publicly available in the profile logowen5@aol.com hi5 Rapleaf, Inc. Confidential 12

Finds: logowen5@aol.com Social site memberships Urls of proﬁles Number of friends Name, age, location, gender Who friends are within the list *Job / company *University *Interests Rapleaf, Inc. Conﬁdential 13

Scale: 325 million email addresses searched 1 million new searches per day Rapleaf, Inc. Conﬁdential 14

Summary Report Summary Report Stats, charts and graphs about client consumer group as a whole Rapleaf, Inc. Conﬁdential 15

Carz Analysis Sample analysis for auto manufacturing sector Car OWN/HR Soc Site% MS/FB% Myspace Facebook Friends fr/prsn Ave Age Female/Male car1HR HR 50.6 35.9 25.2 20.9 358,480 105.6 29.5 52/47 car1OWN OWN 42.4 29.6 20.5 17.2 230,604 80.2 31.8 60/40 car2HR HR 44.0 28.6 17.3 18.4 247,603 83.5 29.5 45/55 car3HR HR 38.2 28.3 20.6 15.2 256,873 104.3 30.3 40/59 car4HR HR 43.9 28.1 18.7 17.0 262,267 89.0 31.4 43/57 car5HR HR 42.0 27.1 17.5 16.3 207,112 75.9 33.2 32/67 car6HR HR 39.4 26.4 18.6 13.6 173,672 71.0 30.8 23/76 car7HR HR 42.4 25.6 15.8 15.8 204,242 79.5 31.3 44/55 car8HR HR 41.4 25.5 15.0 16.1 209,163 77.9 32.1 48/51 car9HR HR 45.2 25.4 14.0 17.6 221,020 74.0 33.8 34/65 car8OWN OWN 29.3 16.0 8.9 10.0 98,717 58.4 35.0 50/49 car10OWN OWN 31.7 15.9 8.0 10.2 107,828 58.0 34.9 45/54 car11OWN OWN 31.2 15.4 6.5 11.2 98,791 51.3 36.5 42/57 car11OWN OWN 29.1 14.6 6.9 9.9 93,500 54.1 36.7 51/48 car13OWN OWN 31.6 14.6 6.0 10.8 128,236 69.5 36.7 35/64 car14OWN OWN 22.1 9.5 4.8 6.7 51,117 44.4 40.0 43/56 Rapleaf, Inc. Conﬁdential 17

Individual Report EmailAddress Name Age Location Gender Friends SocialNets ActivityDate y765@aol.com John Smith 31Covington, GA male 46 3 8/9/2007 Jane@sbc.net Jane Lowe 39La Vergne, TENNESSEE female 1 1 2/22/2008 Jill@aol.com Jill Smith 31FAYETTEVILLE, Georgia female 213 5 12/21/2006 d654@msn.com David Sachs 43Fort George G Meade, MD male 20 2 4/12/2003 Style@msn.com John Style 49TUCSON, Arizona male 7 1 9/3/2006 G54@sbc.net Greta Gold 65VA female 2 3 8/24/2007 Sally@aol.com Sally Bing 61CLARKSVILLE, Tennessee female 22 3 10/15/2006 Bills@msn.com Bill Swift 50TULSA, Oklahoma male 11 1 12/17/2007 tdunn@aol.com Tom Dunn 42LOUISVILLE, KENTUCKY male 345 2 5/18/2007 Atm@msn.com Alana Tam 33Alton, NH female 1 2 4/20/2005 Speciﬁc data about each of the consumers Rapleaf, Inc. Conﬁdential 18

Social Graph Report logowen5@aol.com melinddsmith24@yahoo.com ctaylor427571@sbc.net colinfa56gan@sbc.net kjfet67ty@aol.com techi9000@sbc.com juliay34ang916@hotmail.com max32oliva1@hotmail.com sluc45idi@yahoo.com erickales7746dro456@hotmail.com sur66lid@yahoo.com dinonnif@yahoo.com budo43rﬂy@hotmail.com For each email, a list tjcl23423ean@hotmail.com of friends within the apate23423lmo@hotmail.com consumer list gladiol667us_13@hotmail.com je_jijjje@hotmail.com daviddq32uiles@yahoo.com bj_we324ston@yahoo.com motochi_7@yahoo.com Rapleaf, Inc. Conﬁdential 19

Using the Social Graph Credit card companies: - sort offers by friend behavior - credit decisions Brand marketers: - send offers to friends of current customers Rapleaf, Inc. Conﬁdential 20

What You Need to Know Social networks have a large and growing population of enthusiastic users These users tend to be attractive targets for brands because of their enthusiasm and buying power Social network users are directly measurable and identifiable using tools such as the RapLeaf search service Rapleaf, Inc. Conﬁdential 20

Jake Fisher Social Media Marketing Director of Media Intelligence Planning & Execution ATTENTION! PR

In the past month there have been more than conversations about ESPN online

In the past month there have been more than 122,679 conversations about ESPN online

Reach W at ch vid eo cl Re ip ad s bl on og lin s/ e we Re bl ad og pe s rs “Thinking about using the Internet, which of the on al following have you ever done?” Active Internet Users Vi bl sit og a s/ w ph eb ot o lo gs M sh an a rin ag g e we a bs pr ite Le oﬁ le Global snapshot: Wave 3 av on e a an co ex m U m ist in pl en to g oa so d n c ia m a ln y bl og et ph wo Le ot r av os k e to a a co ph m Social Media is a m ot o Do en sh wn to a lo n rin ad a g ed ne we a ws bs mainstream phenomenon St po sit ite ar tm dc e y as ow t n U bl pl og vid oad /w eo a eb lo sh vid g ar eo Su in c bs g lip cr we t ib bs o a e ite to an RS S fe ed

BLOGS Develop relationships with bloggers to reach their niche communities

BLOGS Develop relationships with bloggers to reach their niche communities Seed content online for RICH MEDIA sharing within video, photo and audio communities

SOCIAL BLOGS NETWORKS Develop relationships with Inspire conversations within bloggers to reach their social networks by niche communities delivering something of value. Seed content online for RICH MEDIA sharing within video, photo and audio communities

SOCIAL NETWORKS There has been an explosion of social networks; from niche to hundred million user mega-sites. Identifying the right community and inﬂuencers inside those communities is essential.

SOCIAL NETWORKS There has been an explosion of social networks; from niche to hundred million user mega-sites. Identifying the right community and inﬂuencers inside those communities is essential. Community The internet is self-organizing around common interests

SOCIAL NETWORKS There has been an explosion of social networks; from niche to hundred million user mega-sites. Identifying the right community and inﬂuencers inside those communities is essential. Community The internet is self-organizing around common interests Authenticity Communicate as an individual, not a brand/company

SOCIAL NETWORKS There has been an explosion of social networks; from niche to hundred million user mega-sites. Identifying the right community and inﬂuencers inside those communities is essential. Community The internet is self-organizing around common interests Authenticity Communicate as an individual, not a brand/company Transparency Always be honest about the purpose or goals of communications

SOCIAL NETWORKS

BLOGS The new town-hall, soapbox, and diary. Bloggers are not reporters and cannot be treated as such.

BLOGS The new town-hall, soapbox, and diary. Bloggers are not reporters and cannot be treated as such. Seeding Compelling content is king Rich media must be embeddable, portable

BLOGS The new town-hall, soapbox, and diary. Bloggers are not reporters and cannot be treated as such. Seeding Compelling content is king Rich media must be embeddable, portable Sniping Injecting yourself into an ongoing conversation as a representative

BLOGS The new town-hall, soapbox, and diary. Bloggers are not reporters and cannot be treated as such. Seeding Compelling content is king Rich media must be embeddable, portable Sniping Injecting yourself into an ongoing conversation as a representative Sharing Providing uninformed bloggers with peer site links and comments

BLOGS

RICH MEDIA 100 million iPod users can’t be wrong.

RICH MEDIA 100 million iPod users can’t be wrong. Audio The largest podcasts can deliver an audience larger than CNBC

RICH MEDIA 100 million iPod users can’t be wrong. Audio The largest podcasts can deliver an audience larger than CNBC Photo Photo sharing is one of the most mature activities online with millions of people using email, Flickr, and other photos sharing sites

RICH MEDIA 100 million iPod users can’t be wrong. Audio The largest podcasts can deliver an audience larger than CNBC Photo Photo sharing is one of the most mature activities online with millions of people using email, Flickr, and other photos sharing sites Video While YouTube dominates in total videos, dozens of smaller video sharing sites offer specialized content to hungry viewers

RICH MEDIA

RESOURCES Don’t worry. The bloggers, podcasters, and social networkers have already given you all the tools you need.

RESOURCES Don’t worry. The bloggers, podcasters, and social networkers have already given you all the tools you need. Iconistan The garden of icons at the end of every blog post and traditional media are one click sharing consoles

RESOURCES Don’t worry. The bloggers, podcasters, and social networkers have already given you all the tools you need. Iconistan The garden of icons at the end of every blog post and traditional media are one click sharing consoles Widgets Rich media sharing sites like Flickr, YouTube, Odeo, and others give you all the code you need for an outlet to share your media

RESOURCES Don’t worry. The bloggers, podcasters, and social networkers have already given you all the tools you need. Iconistan The garden of icons at the end of every blog post and traditional media are one click sharing consoles Widgets Rich media sharing sites like Flickr, YouTube, Odeo, and others give you all the code you need for an outlet to share your media Top Sites The cream of the crop sites have larger readerships than every US newspaper

ICONISTAN Random Blog New York Times Washington Post

WIDGETS Web Facebook Desktop

Les so ns 1 Psychographics not Demographics. Web communities are built on psycho-graphics, organized around topics of conversation by people with mutual interests 2 Brand Control. When customers increasingly create and share their own media, they are effectively sharing control of your brand – with or without you. So, help them + engage. Authentic communication is the foundation for successful social media. It's the difference 3 between speaking with your customer and speaking at them. Not only are we completely Influence vs. Reach. You do not “reach” 1,000,000 to influence 100; Instead you “engage” 100 to influence 1,000,000 transparent in all communications, we are experts in the art and science of what works and what doesn't work online 4 Vital vs. Viral. Sustain outreach to generate word-of-mouth, rather than only generate episodic buzz 5 Production and Distribution. An audience will not just come if you build it, you need to be engaged with people where they are having those conversations

REPORTING Share of Voice Tonal Sentiment Trafﬁc 100 11% 75 150,000 11% 30% 112,500 75,000 50 37,500 0 25 Feb 1, 2008 Oct 1, 2007 Jun 1, 2007 Feb 1, 2007 47% 0 Brand 1 Brand 2 Brand 1 Brand 2 Positive Positive Brand 3 Brand 3 Brand 4 Neutral

REPORTING Client case study of how a Facebook Program increased overall social media footprint. Metric Benchmark Projection December % Change (October) Trafﬁc Blog Inbound Links 1,548 50% 5,101 +229% Total Inbound Links 20,697 10% 31,493 +52% Total Conversations (previous 3 206 400% 890 +332% months) Tonal Sentiment 75% positive 90% positive 89% positive +19% Social Bookmark Links 11 25% 16 +45% Sharability 1 4 6.3 +530% YouTube+Flickr+ Odeo to total posts Traffic Rank 106,823 2.5% 99,211 +7% Domain Name Visibility 43,200 20% 52,200 +21%

That’s why you must not only pitch media publish but also distribute post, tag share media a c r o s s blogs communities forums social networks

Jake Fisher tel: 212.204.9208 cell: 917.536.6360 email:jake_ﬁsher@attentionusa.com ATTENTION is limited. is a precious commodity. has only 24 hours in a day.

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C+M Digital Education - Social Media Marketing

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