All Media by Nature is Social. What we have begun to refer to as Social Media is better described as: Computer Assisted Social Interactions. This Presentation provides an overview into the need to practice Planning as a discipline and the ways that Magazines and publishing can leverage such thinking. This was presented to the City and Regional Magazine Association (CRMA) at their annual conference.

1. Computer Assisted Social Interactions: Social Media 101, Building A Presence May 2nd 9:00am-10:15am Chicago, 2011 Benjamin J. Weisman, [email_address] twitter.com/buckyben facbook.com/buckyben flickr.com/buckyben1 Senior Vice President, Director of Innovations, MRM Worldwide – Princeton Office, an InterPublic Group company

7. CASI Is Simplicity & Relevancy for Publications CONVERSATION ENGAGE & EDUCATE EXPERIENCE PUBLICATION & BRAND ENGAGEMENT, AFFINITY & OVER TIME PRODUCT PURCHASE & USAGE MOTIVATE SOCIAL NETWORK USERS

14. Fish Where the Fish Are: consider your fishing hole with care to catch some

15. Data Source: http://www.bethehurricane.com

16. Data Source: Mullen

19. Some Data: do people really use social media?

25. News & Editorial Have Content: cnn early on got experimental with social content

26. CNN

27. CNN

28. CNN

30. CNN Twitter Profiles

32. FACEBOOK: a place to organize study groups & talk to consumers

33. Welcome to Facebook

37. Applebee ’s

40. Roger Federer

41. Facebook Studio

43. TWITTER: It ’s a place to find out which conference session is best & to talk to consumers

44. Twitter in Plain English http://www.youtube.com/watch?v=ddO9idmax0o

45. The Power of the Crowd The moment of now is a rising aspect of Twitter. The crowd sourcing factor. Example, mass transit. People can share information on transit issues and it's a service by the people for the people = Instant community Clear differentiation of Facebook and Twitter is that Twitter is about direct engagement always and mass engagement in the public sphere, and about customer service relationship management and the user ’s voice , and less about being a 'fan'-Consumers are becoming the new voice of Brand The political abilities. Example: Iran. When users made their icons green to support Iranians. The ability of now.

46. Welcome to Twitter!

58. TALKING TO USERS: building conversations & planning

62. Content Calendar Template- Year-long Execute Content Q4 Q1 Q2 Q3 Q4 Execute Content Execute Content Connect Execute Content Execute Content Execute Content Execute Content Execute Content Execute Content Execute Content Execute Content Execute Content Execute Content Execute Content Execute Content Execute Content Execute Content TBC TBC Execute Content Execute Content Execute Content Execute Content Execute Content Goal #5 Goal #3 Goal #4 Goal #5 Goal #2 Goal #1 Execute Content Partnership Execute Content Execute Content Engagement Execute Content

63. Content Calendar Template- Monthly

64. Content Calendar Template- Content Oriented Events & Holidays. Halloween, CMJ (20-24) Main Visual CMJ Featured band Photo Album Celebrity Sightings, Fan Galleries, Product Galleries, Seasonal Events (Live or Virtual) Trunk Shows, In-store events E-Commerce Promotion Sales, Free Shipping, Free Gift, Coupons Brand Specific Campaign tie-in Content Wallpapers, Quizzes, Pollings, Memos Fan Update Week 1 Fan Update Week 2 Fan Update Week 3 Fan Update Week 4 Engagements Become a fan giveaway, contest, UGC

66. Facebook Events

68. EXTENDING YOUR SOCIAL PROFILES: build custom experiences & enhance

70. Fan Widget Embed

73. Sharing Content

75. MEASURE: planning & insight fuels your goals

78. Measurement & Monitoring Post Insights is being rolled out across pages – it calculates number of impressions and percentage of feedback each post generates. Bit.ly is a URL shortener that tracks the number of clicks each shortened link generates. Bit.ly is a great way to share URLs and track them in your Facebook & Twitter posts. Google Analytics if you are building an application, it is useful to add analytics into your code for tracking. Google Analytics (among other web analytic tools) is also useful for viewing sources of traffic to your site.

80. Expression/Awareness Internal Validation Role in Society Problem Solving Socializing/Friends Career Dating Travel/Culture Arts/Aesthetics Discovery Simplicity Inspiration Authenticity Experience Tech Enabled Video Photo Sharing Dating/Social Networks Blogger Outreach EMAIL Micro-Blogging Music Captivation Insight Active Channels Activation INSIGHT LED VIRAL ACTIVATION IDEAS Engagement Channels Social Media Comms App/Hub Experience PR Owned Media Paid Media Local Motivation News Beyond Facebook & Twitter- What Users Are Doing and Engaging In

82. That ’s all folks! Benjamin J. Weisman Thanks for attending today.

83. Q & A Discussion What ’s up!

84. Benjamin J. Weisman , Senior Vice President, Director of Innovations, MRM Worldwide – Princeton Office, an InterPublic Group company In his role at MRM Princeton, Ben is equal parts Creative Director, Digital Strategist, Product Developer and Motion Theorist. Ben continually seeks out new and innovative ways to approach digital brand marketing in both physical and synthetic social spaces. His work embodies a respect for, and a focus on, direct marketing and social media integration. As new social media platforms emerge identifying methods that enable marketers to connect and collaborate with audiences and consumers is critical. As the marketing approaches change so too must engagement methods shift. Ben is hyper focused on adding utility to peoples lives by producing work with his clients and teams that are experiential, authentic and in sync with this dynamic marketing environment. Having honed his skills at top digital shops including Iris, Deep Focus, and Tribal DDB, Benjamin possesses an entrepreneurial curiosity that has earned him a reputation as an industry ‘trailblazer’. By employing social media tools with keen proficiency Ben helps migrate consumers to new and pre-commoditized landscapes. Ultimately, assisting consumers in best determining opportunities for his clients. Past clients have included adidas, Office Depot, COTY, HBO, Nike, Sony Ericsson, Vitamin Water, Hertz, AVIS, Applebee’s, Cuervo, Dewars, Russian Standard Vodka, BMS, Sunovion, Orencia, Plavix, Lunesta, Humira and the NRDC. Ben currently lives in Central New Jersey with his wife Elise, and daughters Rose & Violet. He is a News Hound and a Naturalist who finds inspiration in Humanities roots, and Science Fiction. Instructor Bio Benjamin.Weisman@MRMWorldwide.com twitter.com/buckyben facbook.com/buckyben flickr.com/buckyben1

85. Appendix The other stuff.

87. A Twitter search engine. You can run a RSS feed on your query too and filter tweets by sentiment, geographic location, dates, and tweets containing links. This is a great way to gather real time consumer insight! search.twitter.com

88. A real-time geographic visualization of posts to Twitter, can be viewed by language. TwitPic lets you share photos on Twitter You can post pictures to TwitPic from your phone, our API , or through the site itself. There are also popular Twitter clients that have built-in support for TwitPic. twittervision & twitpic http://twittervision.com/ http://www.twitpic.com/