Honestly, Social Media Has Evolved
and Marketers Need to be Savvy about Brand Authenticity February 25, 2009 David Reis, President and CEO Over 85 million conversations conducted on behalf of our clients, including:

<ul><li>Formation of WOMMA (Word of
Mouth Marketing Association) </li></ul><ul><ul><li>Started in 2004 </li></ul></ul><ul><ul><li>100 members in first 6 months </li></ul></ul><ul><ul><li>Conferences standing room only, </li></ul></ul><ul><ul><li>no advertising, just word of mouth </li></ul></ul>It all began in a room just like like this . . . <ul><li>Development of the Ethics Code for WOMMA 2005 </li></ul><ul><ul><li>Co-Chaired WOMMA Ethics Council </li></ul></ul><ul><ul><ul><li>Avoid being spam </li></ul></ul></ul><ul><ul><ul><li>Commended by FTC </li></ul></ul></ul><ul><li>Word of Mouth Marketing (now called Social Media Marketing) $50 million industry in 2003 expected to grow to $1.3 billion in 2009, $3.7 billion by 2011 </li></ul><ul><li>Ethics Code has remained unchanged until today </li></ul><ul><ul><li>Current ethics are not stringent enough - Hold to an even higher standard. </li></ul></ul><ul><ul><li>FTC attempting to revise standards to include social media in “Guides Concerning the Use of Endorsements and Testimonials in Advertising” which WOMMA is reviewing and participating in the drafting process of as we speak </li></ul></ul>2004

<ul><li>Consumer protection and respect are
paramount </li></ul><ul><li>The Honesty ROI </li></ul><ul><ul><li>Honesty of Relationship: Say who you're speaking for </li></ul></ul><ul><ul><li>Honesty of Opinion: Say what you believe </li></ul></ul><ul><ul><li>Honesty of Identity: Never obscure your identity </li></ul></ul><ul><li>Respect the rules of the venue </li></ul><ul><li>Manage relationships with minors responsibly </li></ul><ul><li>Promote honest downstream communications </li></ul><ul><li>Protect privacy and permission </li></ul>The WOMMA Code of Ethics: a Baseline

Real World Authenticity “ Real
people talking to real people” “ When you engage the consumer and show them that you have done something that’s unedited, you humanize the brand and that’s invaluable.” Tyler Williamson Sr. Brand Manger, Kraft Foods

Crafting a compelling story you
can talk about honestly

The skinny on how Social
Media Marketing helped launch Kraft Food’s new 1/3 Less Fat Philadelphia Cream Cheese The Story . . . “ Adam and Tyler’s Big Idea ”

Adam and Tyler’s Big Idea
: Social Media Tells the Story . . . Social Media Engagement Platforms

Adam and Tyler’s Big Idea
: Social Media Tells the Story . . . Social Media Engagement Platforms

Adam and Tyler’s Big Idea
: Social Media Tells the Story . . . Social Media Engagement Platforms

Adam and Tyler’s Big Idea
: Social Media Tells the Story . . . Social Media Engagement Platforms

Adam and Tyler’s Big Idea
: Social Media Tells the Story . . . Social Media Engagement Platforms

“ Adam and Tyler’s Big
Idea”: An Honest Conversation Social Media Engagement Platforms Social Media Activation Tactics

Social Media Triggers Offline Media
Coverage (PR!)

Adam & Tyler 4-Week Campaign
Results Results <ul><li>Sales of Philly 1/3 Less Fat exceeds most optimistic projections in 2008 </li></ul><ul><li>535,088 direct online conversations via chat rooms, instant messenger apps and message board forums </li></ul><ul><li>50,000 + Blog views </li></ul><ul><li>8,000+ views of the viral video on YouTube </li></ul><ul><li>Over 1,000 ‘friends’ added on social networks </li></ul><ul><li>56% expressed intent to visit the website </li></ul><ul><li>National Press Coverage </li></ul><ul><li>90% felt Adam and Tyler should get a promotion </li></ul><ul><li>Website traffic increased almost 400% over previous year in typically slowest period Q1 </li></ul><ul><li>Extended 1 week program to over a month </li></ul><ul><li>Adam and Tyler both got promoted </li></ul><ul><li>Everything we said was true </li></ul>Creamcheese.com

What Kraft Learned - Lessons
For All of Us <ul><li>Be authentic. Tell the truth. </li></ul><ul><li>Accept some risk ; you will not be able to control everything. </li></ul><ul><li>Conversations are happening whether you are there or not. If you’re not talking about your product online, others are, and they’re controlling the conversation. </li></ul><ul><li>Be where people are getting their information, don’t expect them to come to you </li></ul><ul><li>Don’t assume people will come. They probably won’t. Don’t build a Web Shrine </li></ul><ul><li>Social Media is not free </li></ul><ul><ul><li>People want to feel like they’re being heard. This is not a one-way conversation. When you open the dialogue, commit to keep it going (respond to emails, comments, friend requests, etc.) </li></ul></ul><ul><ul><li>Ground support is critical – reach out with real people engaging in real conversations, and stay in the mix. </li></ul></ul><ul><ul><li>Commit more of your budget to outreach than development. </li></ul></ul><ul><li>Make sure you have a strong social media partner , not just someone who says that they can (or even an agency that never did this before, but all of a sudden, does). Don’t be afraid to ask for real examples and case studies. </li></ul>

Some New Tools <ul><li>Twitter for
sharing weekly specials, coupon links, products launches, responding to recalls etc </li></ul><ul><li>Micro Blogging </li></ul><ul><li>Short form gaming </li></ul><ul><li>Contextual Search </li></ul><ul><li>User Generated Content – allowing consumers to rate and review products/services (home delivery), forums, recipe sharing etc </li></ul>

Be Strategic: Know your Customer
Source: Forrester Research Where are they online? Source: DEIworldwide.com (OTX Research) Where are they going for information leading to a product purchase? Social Media Analyzer Technographic Profile

Don’t Forget! <ul><li>It’s not about
technology, it’s about authenticity </li></ul><ul><li>It’s about the story </li></ul><ul><li>It’s about real people talking to real people </li></ul>Making the right choices.