Bryant Shea, Building Online Communities

Building Online Communities Through User Generated Content and Social Networking Bryant Shea, Director Content Management

We’ve Embraced the Interaction Skype has 180 million users worldwide 100 million videos viewed daily online 26% of internet users rate and review 30% of Americans with internet access read blogs Copyright © 2007 Molecular, Inc. | www.molecular.com | Linked by Isobar 6

People spend most time online, Hours per week during leisure time (global average) Under 18 Aged 18-35 Aged 35-54 55 and over 16% 16% 16% 13% 14% 12% 11% 8% 8% 8% 7% 6% 5% 3% 2% 2% 3% 2% 2% 2% 2% 1% 1% 1% TV Radio Newspapers Magazines Cinema Online Source: “Surveying the Digital Future”, Jeffrey Cole, 28 countries, 2005 Copyright © 2007 Molecular, Inc. | www.molecular.com | Linked by Isobar 7

The Question of Negative Contributions “Early on we made the decision that if we were to hold this contest,…we would be summarily destroyed in the blogosphere if we censored the ads based on their viewpoint. So, we adopted a position of openness and transparency, and decided that we would welcome the debate…. The overwhelming majority of the 22,000 submissions thus far have been earnest attempts at creating positive advertisements…. Anyway, it sure got people talking about the Tahoe. Which was the whole idea, after all.” Ed Peper, Chevrolet’s General Manager Copyright © 2007 Molecular, Inc. | www.molecular.com | Linked by Isobar 15

The Question of Negative Contributions “By losing that control over the brand experience, Chevy actually brought more people into it.… If you're going to participate as a marketer in the social computing arena, you’ve got to have thick skin and be ready to engage in the messy world of your customer’s opinions. Marketers that have the guts to turn over their brand to the public will in the end win over their customers.” Charlene Li, Forrester Research Copyright © 2007 Molecular, Inc. | www.molecular.com | Linked by Isobar 16

So Why Create an Interactive Community Build brand awareness • Gain customer Insight • Quickly reach your customers • Increase brand loyalty • Increase Sales • Reduce Costs • Copyright © 2007 Molecular, Inc. | www.molecular.com | Linked by Isobar 17

Rebook - Approach Create an integrated campaign that combines Web, TV, • mobile, print and outdoor media to encourage consumer to speak to and through the brand in a meaningful way Create a “hub”, www.goruneasy.com, that fosters • community-building through user-generated content Leverage exhibiting tools and behaviors to create a running • experience where visitors can share running routes, post snap shots, upload music and join discussion groups Create and aggressive online and offline media campaign • including, home executions, digital advertising and TV Intregrate a mobile component to outdoor advertising • Copyright © 2007 Molecular, Inc. | www.molecular.com | Linked by Isobar 28

Key Take-a-Ways Understand what your users want • This is all new…don’t be afraid to try something • Leverage what has already been created • Promote cross-channel • Participate! Not just on your own site • Set expectation with your users up front • Have a plan for negative contributions • Copyright © 2007 Molecular, Inc. | www.molecular.com | Linked by Isobar 47

Bryant Shea, Building Online Communities

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