Are you leveraging customer conversations in social media to inform strategies and guide the creation of marketing programs? Learn how in our webinar “How to Create a Cultural Model for Effective Social Media Management.” See how the largest brands in the world work across their organization to develop a communications and an engagement framework that incorporates their audience and their brand identity. Join us to hear how marketing professionals can interact with brand advocates, create an environment that inspires dialogue, and build a brand narrative through shared stories and customer interactions. Social media marketing programs excel when marketers create experiences that capture and reinforce the positive relationship—and feelings—customers already have with their brands. In this compelling, 60-minute webinar, we’ll show you how to: Create a social presence that resembles your customers’ real world experience with your brand Develop customer connections based on shared interests and passions Integrate your brand’s marketing objectives into social media programs Discover the right balance of brand or product content vs. user generated content And more

1. How to Create a Cultural
Model for Effective Social
Media Management
#SMTLive

2. #SMTLive
Thank
You
to
Our
Sponsor
@LiveWorld

3. #SMTLive
Join
the
Conversa:on…
Follow
along
and
share
your
thoughts
on
Twi3er
at
#SMTLive
Submit
your
ques<ons
in
the
GoToWebinar
Presenta<on
window

4. #SMTLive
Our
Speakers
Paul
Dunay
is
an
award-­‐winning
B2B
marke<ng
expert
with
more
than
20
years’
success
in
genera<ng
demand
and
crea<ng
buzz
for
leading
technology,
consumer
products,
financial
services
and
professional
services
organiza<ons.
Paul
is
the
author
of
five
“Dummies”
books
including
Facebook
Adver-sing
for
Dummies
(Wiley
2010),
and
Facebook
Marke-ng
for
Dummies
3rd
Edi<on
(Wiley
2012).
@PaulDunay
Peter
Friedman
is
a
social
media
visionary
and
veteran
with
30
years
of
online
community
and
social
media
experience
helping
companies
engage
1:1
with
customers
at
scale.
He
is
the
founder,
Chairman,
and
CEO
of
LiveWorld,
a
trusted
social
media
partner
to
the
world’s
largest
brands,
including
the
number-­‐one
companies
in
retail,
CPG,
pharmaceu<cal,
and
financial/travel
services.
Prior
to
founding
LiveWorld,
Peter
was
the
Vice
President
and
General
Manager
of
Apple’s
Internet
Services
Division,
overseeing
the
crea<on
and
management
of
AppleLink,
eWorld,
AOL,
and
Salon.
Peter’s
life-­‐long
mission
is
to
help
people
create
more
value
together
than
they
can
alone,
through
collabora<ve
rela<onships.
@PeterFriedman
Augie
Ray
is
a
Customer
Experience,
digital
and
social
business
leader
with
over
20
years'
experience
in
agencies,
research
firms
&
Fortune
200
companies.
He
ran
the
B2C
side
of
a
mid-­‐sized
Midwestern
agency,
was
Forrester's
lead
analyst
in
the
Bay
Area
covering
social
media
marke<ng
and
managed
USAA's
social
customer
care
and
social
business
team.
More
recently,
Augie
led
a
team
at
a
financial
services
firm
to
develop
the
firm's
first
social
business
strategy,
a
vision
for
how
social
commerce
and
collabora<ve
economy
models
will
present
opportuni<es
and
challenges
for
financial
services
in
the
coming
decade.
Augie
blogs
at
ExperienceTheBlog.com.
@augieray
Jason
Moriber,
Execu<ve
Director
at
Verizon
Wireless.
Jason
is
a
crea<ve
professional
who
fell
into
the
digital
revolu<on.
With
the
ini<al
goal
of
teaching
cultural
economics
to
Phd
students,
the
immense
poten<al
of
the
Internet
was
too
hard
a
power
to
ignore.
Aber
embarking
on
a
digital
career
within
start-­‐ups,
Jason
grew
to
become
a
specialist
in
social/digital
strategy,
opera<ons
and
collabora<ve
team
building.
With
over
a
decade
of
experience
from
working
within
agencies
both
large
and
small,
and
servicing
a
range
of
clients
from
Microsob
to
The
Michael
and
Susan
Dell
Founda<on
to
SCA
Americas,
he
recently
launched
and
leads
the
in-­‐house
Digital
Communica<ons
team
for
Verizon
Wireless.
@JasonMoriber

5. 5

6. 6
Social Media Is A Party
What Kind of Party is Your Brand?

7. 7
Make Sure Our Party Doesn’t End Up
Like This…
That’s What Pro-active Management &
Moderation Are There to Protect Us From!

8. 8
EQStable

9. 9
Cultural Model: What Kind of Party
Statement of Identity: BBQ at the Rodeo

10. 10
Top Posts & Social Focus
Introducing
Teena
Reach: 37,357
Engaged Users: 4,518
Talking About: 1,689
Reach: 43,176
Engaged Users: 4,741
Talking About: 534
Remember to consult
your veterinarian and
put together a first aid
kit when travelling
with your horse…
1,800 comments
2.5K shares
9K likes
If my horse could talk,
I'm sure he'd sound
just like Sam Elliott.
What voice would
your horse have?
Reach: 275,200
Engaged Users: 23,856
Talking About: 17,832
Reach: 66,568
Engaged Users: 5,407
Talking About: 3,486
Veterinarian Tip:
Foals should be
bright and alert…

11. 11
Measurements
49%
1%
50%
Q3 Sentiment
Positive
Negative
Neutral
Success Measures
! 119,003 Fans
! 18% Engaged
! 99% Positive/Neutral
! 73,490 Fan comments made
on EQStable
! 2,000,000+ Stories
(Interactions that make EQ Stable
show to a fan’s friends)
! More than 1,000 images shared
! Cost effective name
acquisition

12. 12
Scaling Social Culture: Volume, 24/7,
Countries: CPG Case Study
Simplified Chinese
English
English
English
English
French
French
Spanish
Portuguese
Spanish
Portuguese
Traditional Chinese
Japanese
Russian
Finnish
Turkish
Norwegian
German Polish
Arabic
Hindi
English
Czech
English
Hebrew Farsi
Arabic
French
Dutch
English
Spanish

13. 13
Human Driven Social Culture At Scale
Platform polls all
pages to pull content
into a single
integrated workflow
Global services
shares labor across
pages, but tailors by
brand, country, project
POWER MODERATION TOOLS
Templated startup
process cuts
140 hrs. to 40 hrs.
Objectives
Target Market
Guidelines
User Content
Streamlined Process, Integrated Workflow,
Timing
Budget
Shared Platform & Services Save $ Millions, Focuses Resources

14. SHARED OBJECTIVE
“LIFT”
FROM HERE… …TO HERE
Initiatives/Campaigns
Parallel Social/Digital
Awareness and Amplification
Confidential and proprietary materials for authorized Verizon personnel and outside agencies only. Use, disclosure or distribution of this material is not permitted to any unauthorized persons or third parties except by written agreement. 14

15. SHARED MAP
CHANGE PERCEPTION GAIN ATTENTION AMPLIFY VALUE
NEWS
PURCHASE
SPARK SUPPORT
SEED
SUSTAIN
Confidential and proprietary materials for authorized Verizon personnel and outside agencies only. Use, disclosure or distribution of this material is not permitted to any unauthorized persons or third parties except by written agreement. 15

16. SHARED ROLES
ANALYTICS
STRATEGY
CREATIVE/ENGANGEMENT
Confidential and proprietary materials for authorized Verizon personnel and outside agencies only. Use, disclosure or distribution of this material is not permitted to any unauthorized persons or third parties except by written agreement. 16

17. THANK YOU
Confidential and proprietary materials for authorized Verizon personnel and outside agencies only. Use, disclosure or distribution of this material is not permitted to any unauthorized persons or third parties except by written agreement. 17

18. Culture eats strategy for
breakfast.
- Peter Drucker

19. #SMTLive
1) Communicate Mission
USAA Serves Those Who Serve
Our
Mission
USAA's mission is to facilitate the financial security
of its members, associates, and their families
through provision of a full range of highly
competitive financial products and services; in so
doing, USAA seeks to be the provider of choice for
the military community.

20. #SMTLive
2) Make It Real For Employees
USAA Inspires Employees

21. 3) Make It Real Across All Channels
USAA Brings Its Culture Into Social
• USAA earns the most
trust from its customers
across 246 companies in
19 industries - Temkin
Trust Ratings.
• USAA Bank's Net
Promoter Score of 83%
is the highest score
among more than 200
brands across 22
sectors.
#SMTLive

22. #SMTLive
Our
Speakers
Paul
Dunay
is
an
award-­‐winning
B2B
marke<ng
expert
with
more
than
20
years’
success
in
genera<ng
demand
and
crea<ng
buzz
for
leading
technology,
consumer
products,
financial
services
and
professional
services
organiza<ons.
Paul
is
the
author
of
five
“Dummies”
books
including
Facebook
Adver-sing
for
Dummies
(Wiley
2010),
and
Facebook
Marke-ng
for
Dummies
3rd
Edi<on
(Wiley
2012).
@PaulDunay
Peter
Friedman
is
a
social
media
visionary
and
veteran
with
30
years
of
online
community
and
social
media
experience
helping
companies
engage
1:1
with
customers
at
scale.
He
is
the
founder,
Chairman,
and
CEO
of
LiveWorld,
a
trusted
social
media
partner
to
the
world’s
largest
brands,
including
the
number-­‐one
companies
in
retail,
CPG,
pharmaceu<cal,
and
financial/travel
services.
Prior
to
founding
LiveWorld,
Peter
was
the
Vice
President
and
General
Manager
of
Apple’s
Internet
Services
Division,
overseeing
the
crea<on
and
management
of
AppleLink,
eWorld,
AOL,
and
Salon.
Peter’s
life-­‐long
mission
is
to
help
people
create
more
value
together
than
they
can
alone,
through
collabora<ve
rela<onships.
@PeterFriedman
Augie
Ray
is
a
Customer
Experience,
digital
and
social
business
leader
with
over
20
years'
experience
in
agencies,
research
firms
&
Fortune
200
companies.
He
ran
the
B2C
side
of
a
mid-­‐sized
Midwestern
agency,
was
Forrester's
lead
analyst
in
the
Bay
Area
covering
social
media
marke<ng
and
managed
USAA's
social
customer
care
and
social
business
team.
More
recently,
Augie
led
a
team
at
a
financial
services
firm
to
develop
the
firm's
first
social
business
strategy,
a
vision
for
how
social
commerce
and
collabora<ve
economy
models
will
present
opportuni<es
and
challenges
for
financial
services
in
the
coming
decade.
Augie
blogs
at
ExperienceTheBlog.com.
@augieray
Jason
Moriber,
Execu<ve
Director
at
Verizon
Wireless.
Jason
is
a
crea<ve
professional
who
fell
into
the
digital
revolu<on.
With
the
ini<al
goal
of
teaching
cultural
economics
to
Phd
students,
the
immense
poten<al
of
the
Internet
was
too
hard
a
power
to
ignore.
Aber
embarking
on
a
digital
career
within
start-­‐ups,
Jason
grew
to
become
a
specialist
in
social/digital
strategy,
opera<ons
and
collabora<ve
team
building.
With
over
a
decade
of
experience
from
working
within
agencies
both
large
and
small,
and
servicing
a
range
of
clients
from
Microsob
to
The
Michael
and
Susan
Dell
Founda<on
to
SCA
Americas,
he
recently
launched
and
leads
the
in-­‐house
Digital
Communica<ons
team
for
Verizon
Wireless.
@JasonMoriber

23. #SMTLive
Thank
You
to
Our
Sponsor
@LiveWorld

24. #SMTLive
Upcoming Webinar
December 11th
Real Talk about Real-Time Marketing
Featuring: Jeff Baker of Arby’s, Brian Ryerson of USTA, Chris Kerns of Spredfast and Paul
Dunay of PwC