Listen to three leading experts in social marketing to discuss their real-world experiences in managing online communities and provide practical advice on how to build an effective business case and overall strategy for social marketing and community initiatives. Covered in these slides are ways to: - Create an effective community strategy that drives tangible business results - Move back to basics with community planning: focusing on the "why" vs. the "how" - Develop an engagement measurement framework that maps to your overall community objectives - Set the right expectations internally for your community initiative - Avoid common mistakes

1. Webinar: How to Build a Business Case for Social Marketing January 28 th , 2009 Find more webcast archives & good blog content at http://www.powered.com

3. Making the case for social marketing Bill Johnston Chief Community Officer

5. Ecosystem Diagram Corporate Site Mass Social Media (Facebook, You Tube, LinkedIn…) Independent Blogs Blogs Independent Communities Local User Groups Events Meetups Blogs Community Portal Idea Generation Discussion Groups

13. Finding and Engaging the Core Fanatics Regulars Passersby

15. Importance of Measurement Kate Niederhoffer Dachis Corporation