The document summarizes a presentation given by Kyra Reed and Marjorie Kase, co-founders of MarKyr Media, about the evolution of influence from the "Cult of Personality" marketing approach to the "Cult of Conversation" approach. It uses case studies of Pepsi and Dell vs HP's social media strategies on Facebook to illustrate the differences between the two approaches and how brands can build connection, community and conversation through social media to engage customers.

1. Title © Markyr, Inc. 2010 Kyra Reed and Marjorie Kase Co-Founders, MarKyr Media GRAVITY SUMMIT 2/22/2010 The Cult of Personality vs. The Cult of Conversation: Exploring the evolution of influence and its effects on consumer outreach

2. Topic Overview About MarKyr Cult of Personality vs Cult of Conversation Case Study: Pepsi Defining a Successful Campaign Putting Theory into Action Case Study: Dell vs HP TALKING POINTS presentation hashtags: #gravitysummit #markyr #cultofpvc © Markyr, Inc. 2010

3. Cult Title The Cult of Personality vs. The Cult of Conversation © Markyr, Inc. 2010

4. Cult of personality 1800s-30s MARKETING TO CONSUMERS early ROOTS Direct to consumer sales Interactive buying experience © Markyr, Inc. 2010

5. Cult of personality 1900s Marketplace enters the home Catalogs create a broadcast mechanism for brands MARKETING TO CONSUMERS early ROOTS © Markyr, Inc. 2010

6. Cult Title The Cult of Personality © Markyr, Inc. 2010

7. Cult of personality 1940--50ss CULT OF PERSONALITY 1930s-1960s: MOMS RULE 1939–1950: "Twice as Much for a Nickel" 1958–1961: "Be Sociable, Have a Pepsi" © Markyr, Inc. 2010

8. Cult of personality 50s-80s CULT OF PERSONALITY 1960s-1970s: YOUTH is KING 1961-1963: "Now It's Pepsi for Those Who Think Young" 1963–1967: "Come Alive, You're in the Pepsi Generation" © Markyr, Inc. 2010

9. Cult of personality 80s CULT OF PERSONALITY 1980s - 2000s: CELEBRITY COOL 1984–1991: "Pepsi. The Choice of a New Generation" 1997–1998: "Generation Next" 1999–2000: "For Those Who Think Young" © Markyr, Inc. 2010

10. Cult Title The Cult of Conversation © Markyr, Inc. 2010

11. Cult of Convo - new Brand Ambass CULT OF CONVERSATION 2008: The new BRAND AMBASSADORS © Markyr, Inc. 2010

12. Cult of Convo - PEPSI speaks CULT OF CONVERSATION BRANDS SPEAK WITH CONSUMERS DIRECTLY, PUBLICLY 2008: "Something for Everyone" © Markyr, Inc. 2010

13. Cult of Convo - Refresh Everything CULT OF CONVERSATION COMBINING COMMUNITY AND CAMPAIGNING 2009 – present: "Refresh Everything"/"Every Generation Refreshes The World" © Markyr, Inc. 2010

14. Theory prac PUTTING THEORY INTO PRACTICE © Markyr, Inc. 2010

15. Defining ADVERTISING M ake publicity for; try to sell (a product); "The salesman is aggressively pushing the new computer model" wordnetweb . princeton . edu/perl/webwn Advertising is a form of communication that typically attempts to persuade potential customers to purchase or to consume more of a particular brand of product or service. en. wikipedia .org/wiki/Advertise Advertising - A paid , mediated , form of communication from an identifiable source, designed to persuade the receiver to take some action, now or in the future. www. nadbank .com/en/resource/glossary Advertising - Any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor. www. glencoe . com/sec/busadmin/marketing/dp/ad_serv/gloss .shtml AGGRESSIVE, PUSH, PAID, MEDIATED, NON-PERSONAL DEFINING ADVERTISING © Markyr, Inc. 2010

16. Defining SOCIAL MEDIA DEFINING SOCIAL MEDIA Social media is content created by people using highly accessible and scalable publishing technologies. http://en.wikipedia.org/wiki/Social_media A category of sites that is based on user participation and user-generated content…sites that are centered on user interaction . www.searchenginewatch.com/define Online technologies and practices that people use to share opinions , insights, experiences, and perspectives with each other. www.tvb.org/multiplatform/Multiplatform_Glossary.aspx Software tools that allow groups to generate content and engage in peer-to-peer conversations and exchange of content (examples are YouTube, Flickr, Facebook, MySpace etc) www.bottlepr.co.uk/glossary.html ACCESSIBLE, SCALABLE, PARTICIPATION, INTERACTION, SHARE © Markyr, Inc. 2010

17. The 3 C's About MarKyr Connection Community Conversation Listen Participate In the Conversation Engage Your Audience Build Community BEST PRACTICES THE THREE C's © Markyr, Inc. 2010

18. FACEBOOK CASE STUDY FACEBOOK CASE STUDY DELL vs. HP © Markyr, Inc. 2010

19. Case Study: Dell Encouraging fans to “step into” their community and “join the conversation” case study: DELL © Markyr, Inc. 2010

20. Case Study: Dell Missed opportunity for conversation with fans Ignoring complaints case study: DELL © Markyr, Inc. 2010

21. Case Study: Dell “ why such HORRIBLE HORRIBLE customer service?” “ Please, Dell Support?” case study: DELL © Markyr, Inc. 2010

22. Case Study: Dell “ If I were to treat my customers the way DELL has treated me, I am confident that I would not be in business as we speak. Good luck to everyone with their Dell woes. Chin up, everyone. If nothing else, if we all post our disgust, it WILL have a negative impact on DELL, and we just might be able to save other innocent victims from making the costly mistake of investing in Dell.” “ I swear, I will NEVER buy another thing from Dell.” “ I think I've spoken to about 20 different reps, been hung up on 3x, been called a liar...it's a nightmare. The last guy told me he was throwing my laptop in the trash and I would never see it again.” case study: DELL © Markyr, Inc. 2010

23. Case Study: Dell  Conversation  Connection  Community case study: DELL © Markyr, Inc. 2010

24. Join HP Encourages fans to join the “Customer Support” conversation case study: HP © Markyr, Inc. 2010

25. Conversation: HP on Facebook  Conversation case study: HP “ A Face and a Name! Officially Introducing Your HP Facebook Community Contact. My name is Bryna, I'm the community manager across HP's Facebook pages...I am the bridge between company an…” Thank you everyone for your warm welcome! Mostafa, I don't have finite details just yet …If you're looking for an immediate buy - let me see what I can find out tomorrow when I get back in the office about our upcoming deals for this week. © Markyr, Inc. 2010

26. Community : HP on Facebook  Community case study: HP “ yeah... am very excited abt the same.... am sure it will do a lot better than Vista…” “ Compared to the gap between xp and vista. The distance between Vista and windows 7 is not enough for me to change software. Well, At least not at the moment.” “ go with 64bit, esply if you have your laptop/pc purchased this year, it's definitely worth the change.” © Markyr, Inc. 2010

27. Connection: HP on Facebook  Connection case study: HP “ HP has been listening to your valued comments and feedback over the last few months on our Facebook pages and so we are happy to announce the launch of the new “Support” tab which will be updated frequently…” © Markyr, Inc. 2010

28. Wrap-up HP  Conversation  Connection  Community case study: HP © Markyr, Inc. 2010

29. HOW DO YOU KNOW? HOW DO YOU KNOW IF YOU ARE GETTING IT RIGHT ? © Markyr, Inc. 2010

30. Getting it right  Listen to their audience  Support their community  Address customer issues  Offer value in conversation  Use feedback to drive new products BRANDS WHO GET IT RIGHT © Markyr, Inc. 2010

31. Bio - Marjorie Kase About MarKyr ABOUT Marjorie Kase Co-Founder of MarKyr Media Marjorie Kase holds close to 15 years experience in online marketing, publicity, and content production in the entertainment and tech space. Prior to co-founding Markyr Media, Marjorie founded Blogger Reps, a Blogger Relations firm located in San Francisco and Los Angeles, working with clients such as Fast Company, FX Networks and eSmart Tax. The Blogger Reps Network, comprised of top entertainment and tech sites, possesses a collective reach of over 44 million unique monthly visitors and 420 million monthly page views. Marjorie was the Managing Editor of TV with MeeVee, where she oversaw editorial and marketing efforts, blogger relations, TV network relations, and red carpet reporting. She has also held promotions project management positions at Yahoo, Red Bull GmbH, and Yoyodyne Entertainment. Marjorie holds a B.A. in American History and Film from Oberlin College, and an M.A. in Media Studies from the University of Texas at Austin. She has guest lectured at UCLA, USC, and UT Austin and has spoken at a number of social media conferences including, BlogWorld Expo, BloggerCon, the 2009 Women in Technology International (WITI) Social Media Conference and will be presenting at SXSW Interactive 2010 .

32. Bio - Marjorie Kase About MarKyr ABOUT Kyra Reed Kyra Reed has been involved with Marketing and Social Media for over 15 years. In the early days of her career, Kyra’s passion for music and natural ability to organize and promote led her to managing artists Stars of Track and Field and The Upsidedown and event production for Turn Events. After three years of navigating the rocky terrain of the music industry she made the leap to New Media Consulting as the sign of the times was pointing toward the dominance of Web 2.0 in marketing strategy. With Kyra Reed Productions she consulted on branding and media strategy with clients such as The Roxy Theatre, Little Radio, The Monterey Pop Festival, and MoPo Productions. Prior to her days in music Kyra was the Director of Business Development for Amp Studios, Director of Marketing for Playback Systems and the co-founder of a monthly film festival “Ground Floor Cinema.” Today, Kyra is dedicated to bringing the philosophy of Social Media into the mainstream. Always one to look ahead, much of her focus is on future trends and changes in the business landscape. Her passionate writings about Social Media philosophy can be found on MarKyr’s blog. In 2006 Kyra authored the book Blog 101, The Beginners Guide to Blogging. She has guest lectured at UCLA and USC and has spoken at a number of conferences including Digital Music Forum: West, Blog World, ASCAP Expo. Her upcoming panels include Canadian Music Week, Gravity Summit, SXSW Interactive and SXSW Music .

33. Contact Markyr About MarKyr CONTACT MARJORIE KASE [email_address] .com http://www.markyr.com skype: marjoriekase twitter: @marjoriekase facebook: http://www.facebook.com/marjoriekase linkedin: http://www.linkedin.com/in/marjoriekase

34. About Markyr About MarKyr ABOUT MARKYR MEDIA Based in Los Angeles, MarKyr Media is a Social Media consulting firm that provides leading-edge Social Media services for the Tech, Entertainment, and Consumer Product industries. MarKyr’s services include Social Media Strategy, Coaching, Education, Consulting, and Social Profile Design. Our extensive experience in Social Media and core values of community , radical transparency , innovation , and education are what drives the firm’s unique ability to deliver customized solutions that are authentic and results-driven.