The document discusses social media and web 2.0, including what they are, why companies should care about them, and things to consider when developing a social media strategy. Some key points include: social media allows for two-way dialogue rather than one-way broadcasts; over 80% of social media success depends on understanding customers and having a clear strategy; and social media provides opportunities to build communities and boost customer loyalty if companies embrace it. The presentation provides advice on conducting an audit, setting objectives, engaging audiences, and measuring social media performance.

1. NEOUPA Meeting: Social Media and Web 2.0 August 19, 2009 8/19/2009 1

2. Metrics Marketing Group Analytical services / database & interactive marketing firm Founded 1998 Stable, consistent growth Locations: Cleveland, San Francisco, Portland, OR and Boston Business focus: leverage data, analysis and marketing automation to deliver superior Marketing Return on Investment (MROI) Guiding principles: Business case focus / Simplest possible solution / Client advocacy perspective / Technology neutral 2

3. Partial Client List KeyBank 3

4. Capabilities Overview 8/19/2009

5. Web 2.0 & Social Media 8/19/2009 5

6. What is Web 2.0? "Web 2.0" refers to the second generation of web development and web design that facilitates information sharing, interoperability, user-centered design and collaboration on the World Wide Web. The advent of Web 2.0 led to the development and evolution of web-based communities, hosted services, and web applications. Examples include social-networking sites, video-sharing sites, wikis, blogs, mashups and folksonomies. 8/19/2009 6

7. What is Social Media? Social Media is an encompassing term that defines the various activities that integrate technology and social interaction, including creating, sharing and interacting with online content for others to participate. Social media transforms broadcast media monologues (one to many) into social media dialogues (many to many). 8/19/2009 7

8. What is Social Media? Social Media really is… game changing not a closed system is not just another media is transparent is more than blogs is decentralized and real-time is measurable 8/19/2009 8

9. File sharing sites Social networks Social bookmarking Communication Blogs and RSS Collaboration (c) C4LPT, 2009 9

11. 46% of marketers have already built social media applications; 22% more will be the end of 2009

12. Time spent on social networks is growing at 3x the overall internet rate, accounting for about 10% of ALL internet timeSource: Forester Research, Nielsen

14. 93% of social media users believe a company should have a presence in social media

15. 85% of social media users believe that a company should go further than just having a presence on social and should also interact with its customersSource: Forester Research, Cane

16. 8/19/2009 12 Resistance if futile? “Marketers who embrace social media will outdistance competition, build community following and boost loyalty.” Forrester Research, 2009 “For companies, resistance to social media is futile. Millions of people are creating content for the social web. Your competitors are already there. Your customers have been there a long time. If your business isn’t putting itself out there, it ought to be.” B.L. Ochman, Business Week, February 2009 Source: Forester Research, Cane,

17. Barriers to Social Media Adoption 8/19/2009 13 Source: Marketing Sherpa

18. 8/19/2009 14 Food for Thought “If Facebook were a country, it would be the 8th most populated in the world, just ahead of Japan” –Mark Zuckerberg Source: Forester Research, Cane,

19. 8/19/2009 15 Marketing Channels with Great Potential Social Media ranks #1 with the most potential to increase in effectiveness over the next 3 years

20. Where do you start? First, listen. Company audit/readiness Internal organization structure Policy and procedures Target audience analysis Social monitoring Competitive review/industry best practices Develop a business case Develop an engagement strategy 8/19/2009 16

21. Engagement Strategy Define what you want Objectives Success Metrics Who you target Motivations Conversations Where influencers are Vehicles Communities What are you offering Brand story/service Continuous brand participation How you deliver Platform Leverage existing functionality 8/19/2009 17

22. Social Media is Measurable Measure to your objectives and your audience Set your priorities Analyze the discussion Coverage Depth Interaction Discussion Tonality Subject 8/19/2009 18