Most organizations typically lump themselves into one of two different business models – business-to-business or business-to-consumer – and thus follow a pretty traditional marketing plan that falls in line with their target audience. However, industries such as entertainment, education, healthcare, and even consumer products, are demonstrating how an unconventional approach of cross-pollinating brand promises and hyper-targeted messaging across both earned and paid media can reach a more diversified segment of consumers and businesses alike, regardless of who the “buyer” is. This demonstrates a pivotal shift in how they attract customers, culminating in huge results. We will explore how to challenge the traditional rules of thought in how you view your audience, how to identify cross-pollinating opportunities as well as how and when you can take advantage of your audiences’ online networks, communities, influencers and buying behaviors. From this webinar you will learn: 1. How to think unconventionally past your traditional marketing routine and audience 2. How to initiate and test cross-pollinated marketing opportunities 3. How to leverage your community and audience funnel to attract new customers 4. How to put a test plan together to experiment with diversifying the media mix without large risk

1. Cross-Pollinated Marketing: The Blurring of B2B & B2C Strategy Using Earned, Social & Mobile Media #EMGWebinar Presented by: Damien Navarro 08/23/2011

3. Webinar presentation will be recorded

4. Links to be sent to attendeesPresentation posted to EMG Knowledge Center

6. Headquartered in Los Angeles, CA

7. Established in 1999

9. Presenter Introduction 5 Background in cross-channel marketing, online advertising, enterprise technology, social media Focused on helping clients to think strategically and to maximize internal and external resources SME in technology innovations, marketing, and behavioral marketing trends Experienced industry thought leader, public speaker Works with clients in multiple verticals: Higher Education, Financial Services and Entertainment Damien Navarro, Managing Partner & CEO, EMG

10. Key Take Aways How to think unconventionally past your traditional marketing routine and audience How to initiate and test cross-pollinated marketing opportunities How to leverage your community and audience funnel to attract new customers How to put a test plan together to experiment with diversifying the media mix without large risk

11. Why a Different Approach? The audience eco-system is no longer black and white The digital touch point and access is everywhere The increasing cost of paid media The instant make or break of social media The increasing power, and make or break of crowdsourcing

14. (March 2010 Pew Research)

15. Today’s Media Mix PERFORMANCE-DRIVEN MARKETING (Paid Media) EXPERIENCE-DRIVEN MARKETING (Earned Media) Channels that Brands pay to leverage Traditional, Digital, Mobile Advertising The community drives the channel Social Content Contributors integrated with Brand hosted platforms STRATEGY & INTELLIGENCE BRAND CHANNELS (Shared & Owned Media) Channels powered by partnerships or brick and mortar / physical collateral and visibiltiy

17. Build stronger partnerships – “selling sideways”

18. Customer & Agent recruitment, acquisition and retention

19. “Customer Service” – overcoming objections, community selling, FAQ’s

20. Industry Visibility & Organic Search Result Rankings

21. Reputation management and positioning in the marketplace

22. Publicity (PR) and Brand Awareness (Digital Footprint)Global survey of 1,700 corporate executives found that 69% claim advantages of earned media. McKinsey Report 2010

23. The Business Case for Mixing Paid and Earned Media

24. The Cross-Pollinated Approach Simplified Natural Movement Marketing least amount of movement (tactics) with the most collective impact Blends marketing strategies to reach and influence direct customers and in-direct influencers alike Overlaps the Consumer vs. Customer lifecycle Leverages earned media and 24/7 access to engage new audiences

25. How the Revenue Models are Shifting

26. Pharma – Yesterday $ $

27. Pharma – Today (Mixing B2B & B2C) 17 $ $

28. TV – Yesterday – B2B $

29. TV – Today (B2B & B2C) $ $ $ $

30. Theatrical - Yesterday (B2B) $

31. Theatrical Today (B2B & B2C) $ $

32. Who’s Taking Advantage of the Shift?

33. Johnson & Johnson Goes Beyond Direct to Consumer They are leading the “health” of the industry

34. Scottrade Uses Influencers to Engage Conversation They are impacting the community, the marketplace

35. KofaxUsed Branded Content to Build Equity Influencers, influence buyers

36. StatefarmMakes Itself Accessible by Giving Back 26 Fans become customers through self-change

37. ZinchBecomes the Broker of Resources and Students Institutions are having to play by new rules

38. Defining a New Cross-Pollinated Tactical Approach

39. Decision Makers 29 What is the Complexity of Your Audience Influencers Users Advocates Consumers Media Community

40. Decision Makers 30 How are they all connected? Influencers Users Advocates Consumers Media Community

41. Evaluate Your Customer Lifecycle Framework Phase 1 Initiator or Follower Phase 2 Introduction to Idea & Awakening of Needs Phase 3 Research and Self Identification Phase 4 Self Assessed + Brand Search Phase 5 Deeper Research, Experience, Community Phase 6 Q & A, On-Site, Examination of Sentiment & Reputation Phase 7Final Decision, Seeking Influencer Opinion Cost, Payment Phase 8 Fan & Loyalty or Disengaged Adopt/ Yield Member / Retention Donate/ Conversion Opportunity Target Search Lead Qualif. Lead Educated and Influenced Vulnerable and Emotional

42. Determine How Customers Influence Your Lifecycle Phase 1 Initiator or Follower Phase 2 Introduction to Idea & Awakening of Needs Phase 3 Research and Self Identification Phase 4 Self Assessed + Brand Search Phase 5 Deeper Research, Experience, Community Phase 6 Q & A, On-Site, Examination of Sentiment & Reputation Phase 7Final Decision, Seeking Influencer Opinion Cost, Payment Phase 8 Fan & Loyalty or Disengaged Adopt/ Yield Member / Retention Donate/ Conversion Opportunity Target Search Lead Qualif. Lead Educated and Influenced Vulnerable and Emotional The flow of influence from “fans” and “friends” can be just as impactful.

43. Diagnosing Your Funnel– Where is There Crossover?

44. Assess and Craft YourEarnedMediaStrategy

46. 38 Strategic Approach: Sample Earned Media Eco-System

47. Sample Content Delivery Model Community & Influencers Social networks Influencers Mobile App OR Site (WAP) Branded Content & Media Owned Web Property Third Party & Partners

48. My Top Ten Identify your audience and business needs first (*it’s not you) Gain momentum through small, measurable, experiments Be honest when evaluating what you’re capable of sustaining Look across alternative industries Observe what the audience is watching, sharing and creating Leverage your resources – talent? Task and reward the community to promote Protect your users – protect your brand Continually monitor, measure and manage your community Silence the “Devil’s Advocate”

49. Questions? We’d love to hear from you. Let us know if you have any questions!

50. Q & A 42 Thank You! Contact us today to learn how EMG can apply its expertise in developing and implementing your institution’s persona to help you get started!Toll Free: (866) 62-EARTH www.visitemg.com FULL WEBINAR AVAILABLE TOMORROW AT: Youtube.com/earthboundmediagroup Earthboundmediagroup.com/emg/home/ knowledge-center/webinars.html STAY CONNECTED WITH EMG: Twitter.com/EMGtheAgency Facebook.com/earthboundmediagroup

51. Thank You For Your Time! Damien Navarro Managing Partner dnavarro@visitemg.com 949.857.4000 x 101