Presented by Michael Gorman of Acxiom at DMA 2009 in conjunction with Alterian’s thought leadership forum.

1. Engaging
Influencers,
The Social
Challenge

2. 75% of US online adults participate
in social media every month!
Source: North American and European B2B Social Technographics Online Survey, Q4 2008 // Forrester Research, Inc.
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3. $3 Billion Dollars
Projected 2012 Market for Social Media Marketing
3

4. What’s the Newest Thing in Internet Advertising?
It s
It’s You!
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5. Trust the source?
Recommendations from People I Know 90%
Consumer Opinions Posted Online 70%
Brand Websites 70%
Editorial Content 70%
Television 61%
Emails I Signed Up For 54%
Search Engine Ads 41%
Banners 33%
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6. Social Conversations Inform Purchase Decisions
Social Networks Video uploads
Blogs Ratings & Reviews
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7. Social media sites reach large numbers of internet users each
month, and represent a large share of total internet usage
Monthly Usage of Leading Social Media Sites in the US 15% of
comScore, July 2009
US Internet
Unique Monthly Visitors, Millions
Visitors Minutes of Use, Billions Usage
YouTube 98.1 21.9
Facebook 87.7 15.8
mySpace 68.5 16.5
Flickr 24.7 0.2
Twitter 21.2 05
0.5
LinkedIn 8.0 0.1
Plaxo 2.0 0.02
Note: Total internet users for July were approximately 195 million, total minutes of use were 350 billion

8. Integrated social media marketing – The Gap
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9. Four steps to social media marketing success
Get
Give
Connect
Sh
Show up
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10. Step one: Commit to be present in social media
“80 percent of success is showing up”
p g p
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11. Dunkin’ Donuts has a million Facebook fans
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12. ‘Life is Good’ focuses on events and virtual gifts
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13. Step Two: Connect
• Find your Advocates
• Sell your Value Proposition
• Incent Adoption
p
• Leverage Relationships in other channels
• Different Site, Different Tactics
– Facebook fan pages
– Twitter feeds
– Linked-In events and groups
g p
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14. ScotTrade is incenting people to join on Twitter

15. This spring, Target let it’s Facebook fans vote on
allocating $3 million in charitable giving
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16. Step Three: Give:
To best promote engagement, social media content must:
engagement
• Be Timely
• Promote Personal Expression
p
• Be Portable
• Be Meaningful
Make it easy to act!
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17. Starbucks solicits input from customers
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18. Automotive: Ford Fiesta
• 100 young trendsetters will test drive and “live” with a Fiesta for six months,
y g ,
traveling as “agents” on special “missions,” who will then relate their
experiences through a variety of social media sites.
• The missions are designed to take the agents to new places all while driving
the
th new European Ford Fiesta and providing f db k t F d on th product
E F d Fi t d idi feedback to Ford the d t
• The agents applied online, posting short videos on YouTube explaining why
they would be the best representative agents for the Fiesta. Many are
automotive enthusiasts; all are extremely comfortable sharing their opinions
online.
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19. Give: Estee Lauder Social Photo Campaign
• Estee Lauder recently launched
a social media make-over
promotion.
• At Bloomingdales in New York,
Estee offered a free makeover
and professional-quality p
p q y profile
picture for your social network.
• Photo’s included re-touching and
nice E t /Bl
i Estee /Bloomingdale l
i d l logo’s ’
in background.
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20. Step Four: Get
Transform Social Engagement into Value
• Promotions
• Sampling
p g
• Buzz
• Product Research
• Customer Service
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21. Dell Outlet has sold millions via Twitter
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22. Baja Fresh drives restaurant visits via Facebook
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23. Professional Social Network Opportunity
• Job changes offers an opportunity to promote IRAs and 401K rollovers for
an investment management company.
• Social Communities are in part driven by people wanting to help others.
• A 401K rollover webinar that identified highly social can share with their
A 401K rollover webinar that identified highly social can share with their
LinkedIn network.
1 Select a sub-set of 2 Design email campaign Company’s Webinar Event is
customers who are around 401K webinar event
3 posted to event section
LinkedIn members that can be posted to LinkedIn
Copy example:
Many people today need
information regarding 401Ks.
Share this 401K webinar with
your LinkedIn network and
help others…. 23

24. Del Monte created a new product with help
from dog owners
Del Monte recruited 300
owners who believe dogs
are people too!
too!.
– They learned dogs love
Bacon and eggs for
breakfast, and...
,
– ...Dog owners worry about
nutrition and would buy
treats with vitamins
– So they launched
– Snausage Breakfast Bites ,
bacon’n’eggs-flavored
snacks with amino acids and
fish oil

25. Customer Service and Social
• Twitter and blog monitoring
Many companies are monitoring
social media, (Twitter, blogs, or
social networking sites) for mentions
sites),
of their company name, when
necessary they will respond to
customer service issues.
• Comcast - Internet outage for 36
hours is finally fixed because of a
complaint on Twitter.
J.Morgan Marketing blog post
J Morgan
• Dell Computers has several
customer service people on Twitter
who find complaints and address
them.
them
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26. Making money in social media is easy! Just...
• Show up
• Connect
• Give
• Get
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27. Tools that can help
• Listening to the Collective Conversation about your Brand
• Mapping Social Relationships
• Targeting y
g g your Communications
• Measuring Response
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28. Acxiom’s Social Influencer Solution
Imagine that you cou d identify soc a y ac e influencers a d e gage
ag e a could de y socially active ue ce s and engage
those influencers to stimulate positive buzz, behavior and conversations.
Wide
Netters
Selectively
Social
Your Brand
Social
Placeholders
Getting
Started
Acxiom provides marketers with a unique, data-driven and measured approach to
data driven
social media marketing, allowing them to identify, recruit and activate social
customers and prospects within online communities.
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29. Social Influencer at a Glance
1. Benchmark customer and brand 2. Converse with people to catalyze
p p y 3. Measure and report direct
social activity brand participation via social response to messaging as well as
channels changes in social activity
Acxiom Conversation Stimulation
& Client
Data
Data collected:
• Memberships • User
• Friendships Generated
• Conversations Content
Social Influencer
Dataset 29

30. Insight: Social Network Distribution
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31. Segments file by degree of
Insight: Social Segmentation social activity
8.0
ks
Average Network
7.0
6.0 Social
Placeholders Wide N tt
Wid Netters
5.0
4.0
Getting Started
3.0
Selectively
2.0 Social
1.0
10
-
(40.0) (20.0) - 20.0 40.0 60.0 80.0 100.0 120.0 140.0 160.0 180.0
( )
(1.0)
Average Friends
Undeclared
(2.0)
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32. Yes we can...
• Commit to create social media content that promotes
connection and participation by customers with our brands
• Establish lightweight connections with customers who are
‘fans’
• Deliver value to connected customers as people, beyond
just selling and delivering our products and services
• Encourage our customers to show their advocacy
• Drive real value from our social media campaigns – leads,
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site and store visits, purchases, referrals
• Measure it and prove it
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