The document discusses Adreka's approach to social media marketing and listening. They aim to immerse themselves in online conversations to understand sentiment, then influence opinions through participatory relationships. Their goal is to drive revenue through better execution of integrated online and offline campaigns that reach the right audiences with the right messages. The document provides several case studies as examples.

1. Connecting the Dots to Promote Brands and Revenue

8. Product Lifecycle Chart Development Sales Volume Extension Decline Maturity Introduction Time

9. Preferred Product Lifecycle Chart Development Sales Volume Extension Decline Maturity Introduction Time Shift Lift Extend

10. Many drivers produce results? What are people saying? Where are they saying it?

11. Where is the conversation happening?

13. It’s a fundamental shift in the way we communicate with each other. Only 18% of TV ad campaigns generate positive. ROI 90% of people who can skip TV ads, do. The average person is exposed to over 3000 advertising messages/day. Only 14% of people trust advertisements. 78% of people trust recommendations from other consumers. It’s Not Just a FAD ?

14. Winning Through Better Execution Independent Silo Based Decisions Integrated Campaigns Greater reach + the right audience + the right message + the right time = MORE REVENUE Standard Approach Best In Class Traditional Media Adreka DR TV, Radio, Outdoor, Print Traditional Website Design Adreka Socially Enabled Website Design Internet Direct Response Internet Social Media Adreka Integrated Social Media Mobile Adreka Integrated Mobile Phone Campaign Adreka Integrated Phone Campaign

15. 1. Listen Immerse yourself in the online conversations. Keep in mind that “messages” are not “conversations.” 2. Participate Social > media (share stuff) Remember: it’s a dialogue. 3. Give Up Control The goal is to enable, inspire, influence and engage. Create opportunities for people to feel ownership of the brand. Give them something to talk about. OPEN – HONEST – AUTHENTIC DIALOGUE How to approach?

16. Listening …we don’t make your data, we make it smarter! Symantec Capture Engine Agency CRM Digital Tele Direct Media POS Event Capture Engine Organic Customer Conversations Sentiment & 360 Insights “ Smarthousing” Mkt Mix Analysis Interactive Dashboard Digital SEM/SEO/SMO Traditional Media Predict Sensitivity Analysis Engage Direct Tele

19. Proactively Managing Relevant Brand Conversations OlympicBrand Baseball Track sportsmkthannel.com Brand based sub-domains Brand oriented conversations across social media sites Sports Marketing’s social media relationships and connections Independent sites with shared interest Brand Interest Brand Sports Marketing Related Sites Relationships Tennis Football

24. Adreka Secret Sauce

25. Adreka Case Studies

32. Case Study 2: Race Data

40. Consideration Matrix Economic Brand Affinity Packaging Market Voice Soft Drinks X X X Energy Drinks X X X Water X X Juice Drinks X X X Teas X X RtD Coffee X X New Age/Innovation X X