iMedia Brand Summit - Sept 2010 You’ve advocated and convinced your team to invest in your branded social media strategy. You’ve got the community up and running and fully recruited with eager and enthusiastic customers. So what do you do now? We all know that social media is here to stay and is fast becoming a crucial part of how brands develop and calibrate their online (and offline) presence. However, there is still confusion as to how to convert their community from a “cool project" to something far more valuable – a tool that can serve to inform the overall business strategy and a place where the brand can engage with the customer and get relevant and valuable feedback on everything from marketing to R&D. Passenger’s CEO Steve Howe, along with DirecTV’s Director of Product Management and Marketing, David Elgas, will discuss: * How social market research is on the rise and making a real difference in how brands connect with consumers * Best practices for getting various areas of the business involved in the social research strategy * How to market the ROI to the rest of the company for better integration * How to turn insights/listening into action

1. DIRECTV & Passenger Steve Howe, CEO Passenger Inc.

2. Where are we heading? Vehicles for marketing and customer relations are rapidly changing.

3. Traditional Media -> Web Global internet penetration has doubled since 2005. In 2010, internet penetration is growing twice as fast as in 2007. Current internet penetration rate in the United States: 78% Time spent on the internet in American households increased by 117% from 2005-2009.

4. Broadcast -> Social 79% Social media is becoming the norm Fortune 100 companies with a social media strategy 80% $4.8B Americans who use social media monthly B2B social media marketing spending by 2012 Source: Burson-Marsteller 500M Source: Forrester Source: Forrester Number of active Facebook users 50M Number of Tweets created per day Source: Facebook Source: Twitter

5. Talking -> Listening Top-down models of brand-consumer interaction are dramatically shifting. Traditional top-down model TALK -Brands-Companies-Investors-Regulators-CEOs Sweet Spot ENGAGE -Bloggers-Consumers-Employees-Reviewers-Influencers Sweet Spot: Not only talking , but also listening to create engagement Horizontal peer-to-peer model

7. Authenticity of human interaction

8. Scaling intimacy

9. Targeting brand advocates

11. Private Online Community Top brands use online community for three distinct purposes...

12. Case Study: Mercedes-Benz Creating a brand movement through customer intimacy... Two communities that bring together a select group of owners and potential owners to help shape the future products, technologies, marketing, and dealership experiences of Mercedes-Benz. In the two years they have been in use, their communities have fundamentally transformed the way they interact and understand their customers.

13. Case Study: Mountain Dew Customer collaboration and co-creation Challenge: Create a forum for product and marketing innovation using a co-creation strategy in conjunction with the DEWmocracy campaign. Passenger Solution: Mountain Dew selected 4,000 of its most passionate members from their DEWmocracy campaign and invited them into a Passenger community called “DEWLabs”. DEWLabs community members were asked to give input on new soft drink flavors, colors and marketing concepts. Members responded to polls in the ACTIVITIES feature, submitted user generated content including video and graphic art to ALBUMS and participated in live SESSIONS with Mountain Dew Product Development executives to drive innovation. Results: Feedback from DEWlabs community members created a new beverage, influencing everything from the new recipe to the beverage name and marketing collateral.

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