The latest statistics say that 92% of consumers trust recommendations from friends and family over branded messages. In this word-of-mouth economy, how can marketers be effective? Luckily, using social content in such a way that it encourages persuasive consumer conversation can drive serious tangible results. Leveraging the social conversation has proven to be more powerful than traditional advertising because of the way it spurs and mimics word-of-mouth recommendations and earns the trust of customers. If your brand is used to shouting its message on every social channel and wary of joining the digital customer exchange, this webinar is for you. Learn from our panel of experts in the field: -How to activate and participate in conversations that can drive everything from brand interest to traffic to transaction to loyalty. -How to leverage social conversation in an organic, creative, and brand-authentic way. -How to integrate audience-driven social content across other areas of marketing. -Inspiration for your own social content that can energize your following for greater buzz.

1. Authentic Advertising: How
Marketers are Leveraging Social
Content to Persuade and
Engage
#SMTLive

2. #SMTLive
Thank you to our sponsor
@Wayin

3. #SMTLive
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Our Speakers
Frank Eliason has been described as the “most famous customer service manager in the U.S., possibly the world.”
By expanding the reach of customer service via social media, and taking the simple approach of asking "Can we
help?” he repositioned the relationship between Comcast and its customers. He is author of @YourService
published by Wiley. Frank became well known in social media for the Customer Service outreach function that his
team at Comcast was involved with. This work has been recognized by many news organizations such as ABC News,
New York Times, Business Week, among many others. @FrankEliason
Jordan Slabaugh has spent the past decade building global brands. In her role as Vice President of Marketing at
Wayin, Jordan leads all aspects of brand marketing, corporate communications and digital activation initiatives to
further develop the Wayin brand and leadership in the marketing industry. @jordanv
Robin Carey. In 2007, Robin Carey founded Social Media Today, LLC, one of the first companies to manage online
B2B communities that connect large organizations with people they want to influence. As traditional media went
digital, and the internet went social, Robin was one of the first to realize that the emerging social media platforms
offered huge promise to corporations seeking to interact directly with, and learn from, their customers, their
employees, and experts. @RobinCarey
Dan Moriarty is currently the Director of Social at Hyatt Hotels, where he has worked for just over four years. His focus
in the role is making social work for the business, and includes bringing the brands to life in social, overseeing social
customer care & making sure that Hyatt's 95k person workforce understand the power of social media. When he's not
working, you'll normally find him playing with his four year old boy, or playing football. @Iamdanmoriarty

5. #SMTLive
Traditional Advertising
is dying

6. PAGE 6
We are in the midst of an
authentic advertising
revolution

7. PAGE 7
63%
of consumers report
trusting “a person like
yourself”
92%
cite word-of-mouth as
main buying influence of
product or service
Sources: Edelman Trust Barometer & Nielsen Trust in Advertising
Consumers Persuade Other Consumers

8. PAGE 8
Consumers are Now Your Best Digital Marketers

9. PAGE 9
Their Content is Now The Most Persuasive Marketing

10. PAGE 10

11. SOCIAL MEDIA TODAY
WEBINAR
AUTHENTIC ADVERTISING: HOW
MARKETERS ARE LEVERAGING
SOCIAL CONTENT TO PERSUADE AND
ENGAGE

12. 12
USING SOCIAL CONTENT TO
PERSUADE

13. 13
USING SOCIAL CONTENT TO ENGAGE

14. Marketing: Yesterday, Today
and Beyond
@FrankEliason, Speaker, Author
@YourService (Wiley)

15. #SMTLive
Definition of Engagement
Engagement is the level of involvement, interaction,
intimacy, and influence an individual has with a brand over
time.
-August, 2007

16. PAGE 16
Social Media Circa 2008

17. #SMTLive
They were one of us!

18. #SMTLive
The Birth of Real Time

19. #SMTLive
Is it Really Working?

20. #SMTLive
The Challenges Ahead

21. #SMTLive
Lets Look at Engagement from a Customer’s View
• Level of Involvement – As a Customer, I do not want to
be involved with your brand, I just want you to deliver
what you promise
• Interaction – Less is more! Keep it simple and make my
life easier.
• Influence – I know you survey me and you say you
listen to me, but do you? Too often we prove we don’t
hear what is said
• Intimacy – Sorry, I am not brand sexual (not that there is
anything wrong with that)
Engagement is the level of involvement, interaction, intimacy, and
influence an individual has with a brand over time.

22. #SMTLive
As Your Customer, Here is What I Want…
• Trust – I want your product
and company to live up to
the promises you have made
• Make it Simple – I want it to
be easy for me so I can do
what is really important
• Transparency – Stop using
me as a pawn in your game
Maybe we should measure less engagement
and see if it delivers more!

23. #SMTLive
Our Speakers
Frank Eliason has been described as the “most famous customer service manager in the U.S., possibly the world.”
By expanding the reach of customer service via social media, and taking the simple approach of asking "Can we
help?” he repositioned the relationship between Comcast and its customers. He is author of @YourService
published by Wiley. Frank became well known in social media for the Customer Service outreach function that his
team at Comcast was involved with. This work has been recognized by many news organizations such as ABC News,
New York Times, Business Week, among many others. @FrankEliason
Jordan Slabaugh has spent the past decade building global brands. In her role as Vice President of Marketing at
Wayin, Jordan leads all aspects of brand marketing, corporate communications and digital activation initiatives to
further develop the Wayin brand and leadership in the marketing industry. @jordanv
Robin Carey. In 2007, Robin Carey founded Social Media Today, LLC, one of the first companies to manage online
B2B communities that connect large organizations with people they want to influence. As traditional media went
digital, and the internet went social, Robin was one of the first to realize that the emerging social media platforms
offered huge promise to corporations seeking to interact directly with, and learn from, their customers, their
employees, and experts. @RobinCarey
Dan Moriarty is currently the Director of Social at Hyatt Hotels, where he has worked for just over four years. His focus
in the role is making social work for the business, and includes bringing the brands to life in social, overseeing social
customer care & making sure that Hyatt's 95k person workforce understand the power of social media. When he's not
working, you'll normally find him playing with his four year old boy, or playing football. @Iamdanmoriarty

24. #SMTLive
Thank you to our sponsor
@Wayin

25. #SMTLive
Upcoming Webinar
September 9th
Making the Complex Simple: Using Analytics to
Solve Telecom Problems