Social Media For Marketers

Social Media For Marketers School of Visual Concepts August 26, 2009

What is the Buzz about? • Facebook has grown from 100 million to 200 million users in less than 8 months. Traffic to Facebook has grown 314% in a year. • Social Networking is now more popular than email, according to Nielsen Online’s latest research. 66.8% of Internet users have social networks, while only 65.1% have used email. • YouTube reached 100 million monthly viewers in the US in March 2009, 6.3 billion videos were viewed on the site. • YouTube will serve 75 billion video streams to 375 million unique visitors in 2009. © 2009 Spring Creek Group, Content Rights Reserved

More Background Info • Twitter’s yearly growth rate is 1,382%. According to Nielsen Twitter currently has 7 million unique visitors. If it keeps grown at this rate, it’ll have 100 million visitor same time next year. • LinkedIn has more than doubled size in the past year, reaching more than 15.8 million people in the US, ranking third, behind facebook & myspace. • Digg has 36 million unique visits in March 2009 and is still growing. © 2009 Spring Creek Group, Content Rights Reserved

Why Is Social Media Important to Businesses? The Blogosphere is a wealth of product and marketing information, both for consumers, and marketers. Page 5 © 2009 Spring Creek Group, Content Rights Reserved

Skittles: “Taking the Red Pill…” • Skittles (or, more likely, their AOR) had a good idea: “Let’s completely give over our website to our community!” Key Questions: • Were They “True Believers”? • Or Were They Just Seeking the Truth? • Or was it a Marketing Gimmick? • Who Knows. • Here’s How it Went…. © 2009 Spring Creek Group, Content Rights Reserved Page 25

If There is No “Home Base”, How Do You Know if You’ve Scored a Run? Bookmarking, Blogs, Spaces, Answers / Social Sharing, UGC & Rich Forums, & QnA + Networks & Crowdsourcin Media Sharing Niche Community Networking g & Content Sites Communities Cust. Sppt. Tools Aggregation Sites Answers Skittles’ Happy Place © 2009 Spring Creek Group, Content Rights Reserved Page 30

Domino’s lesson: Building your reputation for the long tail • Social networks are similar to real networks: it takes time to build rapport and trust • Don’t wait for a crisis or PR event to build your networks- Like Domino’s Pizza you could seem behind in a crisis • Build, maintain and be flexible in your Social Media Strategy (as you realize the tools change rapidly- the rules of engagement don’t) • Add value with your social media presence- keep your networks active, so if anything happens, you have evangelists ready to work for your brand Page 32 © 2009 Spring Creek Group, Content Rights Reserved

Fact: • Social media is changing the way people interact with each other… • … and the way customers interact with companies. • And therefore the way companies can interact with their customers. If they want to spend a little time on it. Page 34 © 2009 Spring Creek Group, Content Rights Reserved

Fallacies, Falsehoods and Fiction: • Social media marketing is… ▫ A panacea (i.e. “magical solution to all problems”) ▫ A great performance marketing (i.e. direct response) channel ▫ “Free” ▫ A replacement for good PR ▫ Easy ▫ Able to create nearly immediate 20% site traffic lift ▫ “…the next big thing…” Page 35 © 2009 Spring Creek Group, Content Rights Reserved

The Social Media Engagement Spectrum • Social Media Engagement means more than just building sites. It means understanding where your customers are, and going to them. Ignore Watch React Engage Leverage Drive •Let anyone write •Keep an eye on •Respond to •Provide •Push stories to •Run message anything customers negative attacks resources for influencers and and comment •Don’t track •Track changes in •Correct factual bloggers to get fans boards for metrics customer errors data images and •Keep content customer groups •Allow comps to perception •Stop comps from quotes current with news •Maintain and post nasty •Monitor comps gaining share of •Identify and info grow thought- comments in space voice influencers •Let community leadership •Don’t identify •Use social media •Compare •Create active have first look at presence where influencers to understand competitors and competitive commercials and it matters most landscape analyze partners analysis strategy other creative •Develop & drive •Utilize a blog to •Reach out to key industry blogs complement bloggers that put “traditional” PR & company in Comm efforts positive light Page 38 © 2009 Spring Creek Group, Content Rights Reserved

Our 5 Core Principals for Social Media Campaigns 1. Value – Don’t “Market”, Instead Publish Content that Helps Those Important 2. Ethics – Never Bend “The Rules”… and First Understand Them By Community and Site 3. Transparency – Personal and Professional Openness 4. Authenticity – Be Consistent, Passionate, and Committed to Your Industry (not just your brand) 5. Focus – Do The Right Things Well Page 39 © 2009 Spring Creek Group, Content Rights Reserved

Leveraging Social Marketing The real value of marketing through social media is a three-fold process: 1. Initial buzz about your brand, viral spread, major site traffic in the first 24 hours 2. Mentions and links in major news media, influencers, leaders of your market segment 3. Authority back links that will increase your search engine ranking © 2009 Spring Creek Group, Content Rights Reserved

The Basics: Social Media for Discoverability • Managing “discoverability” – making sure those looking for you or your business can find you where they are most frequently looking ▫ Personal / professional Profile sites ▫ Relevant social networks ▫ Google Directories (for Google search results) ▫ Live Search Directories (for Live Search results) • “PR through Self Publishing” ▫ Power of your own Blog ▫ Power of commenting on other people’s blogs ▫ Maintaining shared / bookmarked content of relevance Page 41 © 2009 Spring Creek Group, Content Rights Reserved

Competitive Analysis: Go beyond your brand Once you have taken a close look at your visibility online consider: • Looking at your competitors • How your product and brand is positioned • Using analytic tools to estimate success and gaps Page 43 © 2009 Spring Creek Group, Content Rights Reserved

Social Media Works With Your Existing Marketing Connecting Traditional Customer Touchpoints Leveraging PR coverage Public and extending details to Maximizing an ad campaign Relations customers and fans by extending the content to channels not covered by paid media Searching for external opportunities to service customer related issues, Outbound Customer Advertising Support Page 46 © 2009 Spring Creek Group, Content Rights Reserved

Our view – Keep it Simple • There are three components to successful Social Media Marketing: ▫ Analyze ▫ Choose your channels wisely ▫ Engage in the channel effectively • You have content – you want others to hear, see, view, experience it ▫ Blogs  Company, Industry, Personal, Executive ▫ Social networks  Facebook, MySpace ▫ Video Syndication Page 47 © 2009 Spring Creek Group, Content Rights Reserved

Anyway, Here’s What We Use… Bookmarking, Blogs, Spaces, Answers / QnA Sharing, Social Networks & UGC & Rich Media Forums, & Niche + Community Crowdsourcing & Networking Tools Sharing Sites Communities Cust. Sppt. Content Aggregation Sites Answers © 2009 Spring Creek Group, Content Rights Reserved

“Reactive” Strategies • Set up Google Alerts for your + competitor brand names ▫ Pay attention daily to where in news and blogs your market is covered ▫ Where relevant and valuable, add a comment to a post or story in comment thread • Do the Research / Benchmark and Improve Brand ▫ Investigate your and competitor brand presence across the Web ▫ Evaluate volume and quality of brand presence in social networks ▫ Evaluate volume and quality of valuable, authentic, passionate self-published content online relevant to your industry, market, customers ▫ Improve as above, where possible and high-probability of success Page 54 © 2009 Spring Creek Group, Content Rights Reserved

Key Questions: Social Networking • How does information flow in my industry? • Where do people get their information? • Does information flow in a centralized way? • How do consumers interact in my industry? • Do they hangout in networks? • How big are these networks? • Is my industry conservative? • What influences my customers? • Who influences my customers? • Is my product risky? Page 55 © 2009 Spring Creek Group, Content Rights Reserved

Let’s Make it Simple… Bookmarking, Blogs, Spaces, Answers / Social Sharing, UGC & Rich Forums, & QnA + Networks & Crowdsourcin Media Sharing Niche Communities Community Cust. Sppt. Networking Tools g & Content Aggregation Sites Sites Your Web Answers Site Page 56 © 2009 Spring Creek Group, Content Rights Reserved

Developing a strategy: • Where do my customers and competitors spend their time online… For fun… and to find info? • Where do I want my brand – and my name – to have “presence” and be personally managed? • Where is it unsavory, irrelevant, or not valuable to maintain and invest in brand presence online? • What are the least expensive and time-consuming ways I can “amplify” and extend the reach of my existing marketing campaigns and activities? Page 57 © 2009 Spring Creek Group, Content Rights Reserved

Social Media Marketing Strategy: Priority Setting My business is… B2C Products / Services: • Small/Local: Business Review & Directories; Personal Blogging or “Spaces”; Customer-focused private community leveraging social network (Ning, etc.) • Medium/Regional: Corporate Blogging & Commenting; Bookmarking and Sharing; User- Generated Media • Large/National-Int’l: Rich & User-Generated Media; Social Networks; Corporate Blogging; Enabling Customers to Commune on Your Site (often requires software + dev) B2B Products / Services: • Small/Local: Business Review & Directories; Corporate and Executive Profiles; Integrated Bookmarking and Sharing Tools on your site • Medium/Regional: Corporate and Executive Profiles; Corporate Blogging; Industry Blogging; Integrated Bookmarking and Sharing on your site • Large/National-Int’l: Corporate Blogging (to complement / extend PR); On-site Community Building; Social Media Optimized PR + On-Site Newsroom © 2009 Spring Creek Group, Content Rights Reserved

Additional SM Marketing Campaign and Program Development Resources • Social Media Marketing Playbook (2009, 360i) ▫ http://playbook.360i.com • Fluent Social Influence Marketing Report (2009, Razorfish) ▫ http://fluent.razorfish.com … + numerous useful presentations on Slideshare.net via WOMMA and related… Page 59 © 2009 Spring Creek Group, Content Rights Reserved

Blogs and Forums Going to the conversation

Channel Background • 133,000,000 – number of blogs indexed by Technorati since 2002 • 346,000,000 – number of people globally who read blogs (comScore March 2008) • 900,000 – average number of blog posts in a 24 hour period • 77% - percentage of active Internet users who read blogs • Whether it’s large or small, there’s a conversation venue out there talking about your brand or about your space Source: http://thefuturebuzz.com/2009/01/12/social-media-web-20-internet-numbers-stats/ © 2009 Spring Creek Group, Content Rights Reserved

Strengths and Weaknesses • Blog and Forum strengths ▫ Equally balanced between messaging and listening ▫ Measurability is enhanced through listening tools ▫ Ability to create and cultivate a brand culture ▫ Die-hard groups already dedicated to your brand or space • Blog and Forum weaknesses ▫ Die-hard groups opposed to your brand or space ▫ The blogosphere grows exponentially (hard to contain) ▫ Once your message is out there, it’s out there © 2009 Spring Creek Group, Content Rights Reserved

Best Practices – Windows • Dedicated Windows Outreach Team involved in major blog networks and forums • Teaching and helping, not pushing and marketing • Customer support/news disseminator hybrid • Trusted source for info © 2009 Spring Creek Group, Content Rights Reserved

Not-so-best Practices – Walmart • Interesting blog pops up with seemingly “normal” RVing couple. ▫ Turns out they’re being paid by Walmart and the husband is a WaPo writer • Backlash came quickly as people learned who was really behind the blog ▫ The PR company of record ended up taking the blame for the debacle © 2009 Spring Creek Group, Content Rights Reserved

Facebook

Channel Background Founded in February 2004, Facebook is a social utility that helps people communicate more efficiently with their friends, family and coworkers. The company develops technologies that facilitate the sharing of information through the social graph, the digital mapping of people's real-world social connections. Anyone can sign up for Facebook and interact with the people they know in a trusted environment. • More than 250 million active users • More than 120 million users log on to Facebook at least once each day • More than two-thirds of Facebook users are outside of college • The fastest growing demographic is those 35 years old and older • The average Facebook user has 120 "friends" on the site. • Primary use of channel • Goals and objectives • Screenshot: Traffic trend since Jan 2007 © 2009 Spring Creek Group, Content Rights Reserved

Strengths and Weaknesses Strengths: •Free to build: Facebook accounts are free to set up and there is no subscription fees to kept the page live. •Facebook Pages are indexed in search engines: increasing the likelihood of folks finding your organization through a Google search. •A Page can have multiple administrators: This means maintaining a page can be shared by many people both internal and external. •Analyze Traffic: Facebook Insights track data on visitors. •No Fan Limits: There are no limits to the number of fans you can have on a page. •Ability to send messages and updates to all your fans at once: Fans receiving those messages can easily forward the message OR post the message to their Facebook Wall. •Tabs have their own URL: You can set a tab as the default landing page for when users find your Facebook Page. You may also choose any tab to be the landing Page for off-site promotion. © 2009 Spring Creek Group, Content Rights Reserved

Strengths and Weaknesses Weakness: •Limitations to customizing: Facebook limits the changes to addition of modules and applications but does not allow modification to page structure. •Pages cannot post to fan Profiles: Although they can post updates or send email to fans the profile cannot directly post to a fans wall. •Membership has its privileges: User have to be a Member of Facebook to be able to interact with page. © 2009 Spring Creek Group, Content Rights Reserved

YouTube The Art of Video Syndication

Channel Background • YouTube is the 4th largest website in the world. • #2 largest search engine. • YouTube is the largest of the video syndication channels, accounting for 40% of video views • Broadcast, Engagement © 2009 Spring Creek Group, Content Rights Reserved Page 71

Strengths and Weaknesses • Channel strengths ▫ Video content allows for you to tell a story about your brand that can’t be conveyed as easily with other mediums. ▫ Customer support is taken to a new level with proactive content that makes product ownership more valuable. ▫ Built in sharing tools and insight to track how customers are engaging. • Channel weaknesses ▫ Lack of control of how your content is being used. ▫ Limited traffic statistics. © 2009 Spring Creek Group, Content Rights Reserved Page 72

Keys to a Successful Campaign • Create realistic expectations. ▫ Don’t think your campaign has failed if you don’t achieve a viral sensation. ▫ Work on reaching your target market. • Create compelling content ▫ With UGC sites, content is king ▫ Production value doesn’t need to be high, but concentrate on good sound. ▫ Think ADDED VALUE to your viewer. • Build out your network ▫ Friend and subscribe to relevant channels in your industry and market. ▫ Interact with users on your videos and on other channels and videos. © 2009 Spring Creek Group, Content Rights Reserved Page 73

Keys to a Successful Campaign (Cont.) • Make your content discoverable ▫ Work on relevant titles, tags, and descriptions.  YouTube search relies heavily on titles, so make sure your keywords are included.  Make sure your tags also include topically relevant terms. Think what your audience might search for to reach this content. ▫ Create playlists of your videos and videos from other channels.  This increases search relevance and will capture users searching for other content.  This helps build out your network in your channel. • Share your video ▫ Reach out to your network and look for sharing opportunities. ▫ Syndicate out through your link sharing channels. ▫ Cross promote with other social media channels you manage. © 2009 Spring Creek Group, Content Rights Reserved Page 74

Best Practices – REI What they do well… •Ties in content from their website •Great content that balances product demos and useful lifestyle tips •Favorite videos from other relevant channels •Branded background and enhanced profile Where they can improve… •Social buttons to connect other channels •Direct outreach and engagement with customers through comments and video •Contests to get customers involved responses © 2009 Spring Creek Group, Content Rights Reserved Page 75

3rd Party Tools • Tube Mogul ▫ Allows one upload to launch to the majority of the video sharing sites simultaneously. ▫ Keeps stats on each of your channels that allows you to measure historically. ▫ Limited plans are free and then paid plans offer increased reporting and site upload options. ▫ http://www.tubemogul.com • Visible Measures ▫ Manages onsite hosting and analytics. ▫ For larger campaigns. © 2009 Spring Creek Group, Content Rights Reserved Page 77

WillItBlend on YouTube • 8.7 MILLION Views • 12,233 Comments • Favorited 9,000 Times • And they have 64 other videos! • Close to 100 million more views • #24 - Most Subscribed (All Time) • #14 - Most Subscribed (All Time) – Directors • #38 - Most Viewed (All Time) Page 80 © 2009 Spring Creek Group, Content Rights Reserved

WillItBlend.com Traffic • WillItBlend.com traffic spikes to 225,000 unique visitors in July 2007 • BlendTec traffic jumps 500% to nearly 60,000 unique visitors • Revenue up 43% on $50 in marketing • Notice the sustainability factor ▫ With 3 months traffic to WillItBlend and BlendTec has fallen more than 80% ▫ BUT – That traffic is still at least 2x pre-promotion traffic. Page 81 © 2009 Spring Creek Group, Content Rights Reserved

Twitter

Channel Background • From Feb ‘08 – Feb ‘09, Twitter grew 1,382% During the same time Facebook grew 228% • 4 categories of Twitter accounts: ▫ Personal - “I’m eating a sandwich” ▫ Celebrity - “I’m Shaq, I’m big” ▫ Companies / customer service – “Product is available here…” ▫ News – “I-90 bridge closed for repairs” • Goals and objectives ▫ Define Twitter ▫ How to use Twitter (search, analytics…) ▫ How can you learn from Twitter ▫ Tweet © 2009 Spring Creek Group, Content Rights Reserved Page 85

Twitter on the Rise •Up 1,382% from a year ago worldwide •25-54 year old crowd that is actually driving this trend •In March Twitter jumped 131% to 9.3 million visitors © 2009 Spring Creek Group, Content Rights Reserved Page 86

Strengths and Weaknesses ▫ Channel strengths  Real time news  Customer loyalty and personal connection to brands  Able to disseminate information easily  Easy to use as a tool to find internet trends  140 character limit ▫ Channel weaknesses  140 character limit (do people want to say more)  Tech-savvy channel © 2009 Spring Creek Group, Content Rights Reserved Page 87

Strength: Companies and Brands • Zappos (@zappos) Comcast (@comcastcares) Google(@google) • Why do They Tweet? ▫ Monitor conversation around product ▫ Can directly engage with customers / resolve problems ▫ Gain and retain fans © 2009 Spring Creek Group, Content Rights Reserved Page 88

Strength: Source for News CNN (@cnn) King5(@King5seattle) WSDOT (@wsdot) • Why do they tweet? ▫ Social media presence ▫ Maintain reputation • Competition @scearley - Blocking signs are old tunnel ▫ Every user warning signs. Will remove once we are sure the new ones work. learn more: http://bit.ly/RAtlt  Direct, instant, unfiltered news • Hudson Plane Crash – First pictures were posted on twitter © 2009 Spring Creek Group, Content Rights Reserved Page 89

Strength: Instant Access • 3:26 pm photo was posted to Janis Krum’s (@jkrums) twitter profile • New York Times broke the news at 3:48 pm and didn’t post to the frontpage until 4:00 pm © 2009 Spring Creek Group, Content Rights Reserved Page 90

Search and API • Search ▫ All tweets (unless private) are searchable ▫ Search for a topic, brand, news... ▫ Dive into what people are saying right now. ▫ Top terms tweeted get categorized in a trending topic list. Easily access the most talked about tweets. • API ▫ Use tools to track information on twitter ▫ Want to create a tool for twitter? Make it! API is open. © 2009 Spring Creek Group, Content Rights Reserved Page 91

Tools We Use • What is the value of your twitter account? ▫ Twitter Grader ▫ TwitterCounter ▫ TweetStats • A Corporate way to Tweet ▫ CoTweet  Manage multiple accounts with one tool  Click Tracking – bit.ly • Desktop Applications ▫ TweetDeck ▫ Twhirl © 2009 Spring Creek Group, Content Rights Reserved Page 92

Best Practices – Extremely Personal • People relate to this brand because they can be fun and personal with it • Tony, the CEO of Zappos, tweets personal tweets as well as business tweets. • The TwitPic of their tweet stream here is off… ▫ This picture got 79 retweets! © 2009 Spring Creek Group, Content Rights Reserved Page 93

Who not to tweet like? • There are 3 levels of engagement in Twitter ▫ Content pusher (usually only works if you’re a news source like @CNNbrk) ▫ Content pusher + some fun pictures and more engaging tweets ▫ @reply people when a team member gets a chance + above categories ▫ Highly engaging tweets (questions and contests and content and pics) + @replying everone in a quick fashion © 2009 Spring Creek Group, Content Rights Reserved Page 94

Best Practices – Bing Behind the Scenes • Public facing ▫ Lots of @replies in a timely fashion ▫ Many tweeters resulting in varieties of personality ▫ Good use of pictures and leveraging their blog posts • Behind the scenes – CoTweet ▫ Throughout the day tweets get assigned to the Bing Twitter team ▫ If they don’t know the answer, they email the appropriate team ▫ When they get answer back, they @reply © 2009 Spring Creek Group, Content Rights Reserved Page 95

MySpace

MySpace Case Study: Stage 8 Locking Fasteners • A single MySpace page for this 4x4 specialty parts company increased revenues by 50% annually in 1 year • Key Takeaways: - It doesn’t have to be pretty, but it does need to be popular - If you are where your customers are, it will help your brand Page 98 © 2009 Spring Creek Group, Content Rights Reserved

Channel Background • LinkedIn is a professional network; individuals, organizations, companies and groups can use LinkedIn as an effective engagement tool. • This a great tool for boards and volunteers to organize, members to have discussion groups and a way for your organization to participate in a community of similar organizations by asking and answering questions about your programs or for industry-related issues. LinkedIn has very high Search Engine Optimization, so company and professional profiles show high results in Google or Bing search results. © 2009 Spring Creek Group, Content Rights Reserved Page 102

Channel Background • The channel is primarily used by professional individuals: creating profiles for career development, engaging in groups and discussions, posting question and answers and developing relationships through career advice. • LinkedIn works on a network- those who you know and are connected with are 1st degree, the people they know are 2nd degree and the people those people know are 3rd degree. The goal is to be connected, share and receive information © 2009 Spring Creek Group, Content Rights Reserved Page 103

Trends • LinkedIn is a global network of over 42 million professionals from every country around the world, with approximately half of the our member base outside the United States (http://blog.linkedin.com/page/2/) • Linkedin’s audience has shifted younger, with the 18-24, and 25-35 year old segments both growing by nearly 15%. This was also during a period of massive overall site growth driven at least partially by an influx of younger visitors. • Nearly 90% of all LinkedIn’s Traffic is 55 or younger. (Compete) • As of May 2009 LinkedIn has more than 40 million members and more than 300,000 user groups. (http://blog.linkedin.com) © 2009 Spring Creek Group, Content Rights Reserved Page 104

Strengths and Weaknesses • Channel strengths • Channel weaknesses ▫ Connect with professionals ▫ Weaknesses ▫ Have a sense of authority ▫ Standard page set up not open ▫ Highly transparent- to branding engagement is linked to ▫ Company profiles have limited professional profiles applications (compared to individual profiles) ▫ High search visibility ▫ Group profiles have limited ▫ Strong research tool applications (compared to ▫ Good for message promotion individual profiles) and listening and monitoring ▫ No built in measurement tools ▫ Vanity URL’s available © 2009 Spring Creek Group, Content Rights Reserved Page 105

Tips • Use professional communication etiquette • Use individual profiles to broadcast blogs, reflect brand, conduct outreach • Post questions, answer questions and update your discussion regularly- by being active you will be considered knowledgeable • Be authentic – this site requires more transparency than most due to the professional relationship of the connections, be authentic • Build your profile to the fullest capacity- it will rank high in Search © 2009 Spring Creek Group, Content Rights Reserved Page 106

Brand Presence and Engagement Measurement Methodology: KeyMetrics for Social Media Brand Measurement and Engagement Programs: 1.Brand/Campaign Mention Volume & Velocity Metrics 2.Brand/Campaign Perception & Sentiment Metrics 3.Brand/Campaign Engagement 4.ROI / Financial Metrics Page 109 © 2009 Spring Creek Group, Content Rights Reserved

Tools for Insight and Leverage • New technology tools allow for tracking sentiment, referrers, pass alongs, re-tweets, brand monitoring, blog posts, comment threads and more. 111 © 2009 Spring Creek Group, Content Rights Reserved

Analyzing Presence: Tools Bookmarking, Blogs, Spaces, Answers / QnA Sharing, Social Networks & UGC & Rich Media Forums, & Niche + Community Crowdsourcing & Networking Tools Sharing Sites Communities Cust. Sppt. Content Aggregation Sites Paid: *Notable exceptions: Facebook, LinkedIn pages and content behind “authentication wall” Free: Page 112 © 2009 Spring Creek Group, Content Rights Reserved

SM Listening & Monitoring Tools • Essential Social Media Listening & Monitoring Tools for Marketers (Spring Creek Group, 2009) ▫ Webinar Slidedeck – Slideshare ▫ http://www.slideshare.net/SpringCreekGroup/essentia l-tools-for-social-media-womma-webinar • Measuring Social Media Marketing Effectively (Eyetraffic Media, 2009) ▫ Webinar Slidedeck – Slideshare ▫ http://www.slideshare.net/WOMMAssociation/measu ring-social-media-effectively-1776492 © 2009 Spring Creek Group, Content Rights Reserved Page 113

Technology Partner: Radian 6 Radian6 helps companies understand what the influencers are saying and sharing about Listening Measuring Engaging their brand. Radian6 provides a self-serve and real-time platform for monitoring, measuring and engaging in conversations online. Workflow module enables companies to engage directly with influencers, route assignments internally, and tag conversations. Radian6 only requires a web browser and your data is displayed in an easily configurable dashboard that is updated in real-time. Page 114 © 2009 Spring Creek Group, Content Rights Reserved

Technology Partner Visible Technologies The platform is being TruCast® is a 1. 2. used by PR firms, media, technology interactive, and creative platform and agencies, to help manage service that their clients’ online helps brands marketing needs, including: monitor, measure, and • Social media monitoring Benchmark buzz around their brands Identify key influencers and groups participate in & associated topics and interact directly with them • & engagement social media • Media planning conversations • Word of mouth marketing about their 3. 4. • Research company, • Campaign evaluation product and • Brand assessment services • New product/feature identification • Customer service • Audience & influencer Uncover insights relevant to NPD, Brands can join the conversations identification strategy, and creative online Page 115 © 2009 Spring Creek Group, Content Rights Reserved

Technology Partner: Meteor Technologies Technology to Measure and Drive Pass-Along and Earned Media • Analytics - Quantify and Track In Real-Time the Visits and Actions Generated by Your Word of Mouth • Actions – Target, Reward, and Increase Pass-Along on High Energy Sites and Among Influential Users Companies and Brands Using Meteor Include © 2009 Spring Creek Group, Content Rights Reserved Page 116

Thank You. 1700 Westlake Avenue North Suite 410 Seattle, WA 98109 p: 206.453.1120 | w: www.SpringCreekGroup.com …or Join / Follow / Read at… http://tinyurl.com/SCG-FB http://www.twitter.com/SpringCreekGrp http://www.SpringCreekGroup.com/blog September 1, 2009 Page 119 © 2009 Spring Creek Group, Content Rights Reserved

Social Media For Marketers

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Notes on slide 1

14 Favorites & 1 Group