This document discusses moving a conservative organization towards adopting digital media. It notes the organization's initial reluctance to embrace social media and questions around strategy, such as whether to lead, follow, or observe other companies. The document outlines objectives like increasing buyer access and awareness through a narrative targeted at executive concerns. It compares the traditional, limited access approach using tools like collateral to a digital/social media approach that enables unprecedented, unlimited interaction with targeted buyers at decreased expense through thought leadership and improved relationships.

1. Moving a hesitant conservative organization towards digital media adoption Return on Zero Joel A. Capperella @joelcapperella

2. 2 At the Beginning of the Journey A reluctance to ‘go social’ Should we lead, follow or observe? Where to focus Should SEO be included? Single or multi-faceted strategy? Too consumer oriented? Risk

3. 3 Gears of Social Broad applicability Tool only Printing press PRODUCT MANAGEMENT- CUSTOMER SERVICE ACCOUNT MANAGEMENT – COMMUNITY RELATIONS – PUBLIC RELATIONS – MARKETING ADVERTISING – BUSINESS DEVELOPMENT. . . . .

5. Commoditized market landscape

6. Buyer access limited

7. Driven to price concession

8. Shrinking marketing budget

9. Entirely new sales force

11. Broader coverage

12. Value based sale

13. Drive thought

14. Increase access

15. Increase awareness

16. Expand existing accounts

17. Establish Credibility

19. Gain sponsorship down into organization

20. Communicate tangible pragmatic benefitsDIRECTOR STAFFING/ RECRUITMENT SVP HR DIRECTOR PROCUREMENT HIRING MANAGER CPO CFO COO LOB LEADERSHIP Sales Force Desired State

22. Static not ‘social’

23. Poor ‘applicability reach’

24. Labor intensive

25. Cost ineffective

26. Long content production cycles

27. Short shelf life

28. Trend disconnectedHR MANAGER CPO DIRECTOR Collateral

29. Traditional Access: Best Case 7 X A X X X X SVP HR CFO LOB LEADERSHIP X X X X B Procurement X X X X C HR MANAGER CPO DIRECTOR

30. Digital / Social Media: Unprecedented Access to Drive the Positioning Narrative 8 CEO Manager PROCUREMENT Director HR CPO CFO COO LOB Prospect

31. 9 Digital / Social Media: Unlimited Unique Interaction with Targeted Buyers Increased Awareness Increased Media Placement Theme by Buyer Decreased Expense Thought Leadership Deeper relationships Improved SEO Exponentially greater reach

32. Moving a hesitant conservative organization towards digital media adoption Return on Zero Joel A. Capperella @joelcapperella