The document summarizes a presentation about using social media and networking for marketing communications. It discusses different types of social tools, how they can be used to engage audiences and achieve marketing goals, and provides examples of how some leading brands are utilizing social media. The presentation agenda includes discussing social tool types and interactions, social marketing strategies, use case examples, and a Q&A session.

1. Presented by Dan Bruns & Rusty Williams Marketing Communications In A Social World www.mzinga.com l June 2009

2. About The Presenters Rusty Williams Founder, Selfmade Media 20 years of social media industry experience Co-founder of Prospero Technologies VP New Internet Ventures, Individual, Inc. General Manager & VP, Delphi Internet [email_address] Twitter: @rustyw Dan Bruns Sr. Vice President & Director, Mzinga Labs Co-founder of Prospero Technologies Founder and CEO, Delphi Forums Former Director and Vice Chair, Interactive Services Association News Corporation – Technology Group [email_address]

3. Before we get started, let’s take a few moments to cover logistics & the agenda…

4. Session Follow-Up After the event, the following materials will be made available to all of you: Presentation slides Slidecast recording Chat transcript Social media and networking is about engaging each other & sharing ideas… so the best way to understand it, is to just do it! Don’t feel limited: Join in the chat & feel free to tweet about our discussion (#mzinga) We also know some of you will prefer to listen; that’s fine too We’d Love Your Participation

5. Our Agenda Today Social Tools: Types, uses & online interactions Strategies for social marketing communications Use case examples: Putting it into practice Q&A

6. You’re likely somewhat familiar with many of these social tools… Ratings & Reviews Online Chat Discussion Forums Podcasts Blogs

7. But today, we want to examine how you can use them to enhance marketing communications…

8. Like all marketing tools, we first need to understand the type of interactions each tool enables with your audience…

9. Engaging in conversations Searching & finding people & information Publishing & sharing content Capturing feedback & input Connecting people to people Discussion forums Online Chat Commenting Ratings & Reviews Idea Sharing Podcasts Blogs Social Profiles Friend Lists

10. We can also look at this from a different perspective…

11. Publishing & sharing content Capturing feedback & input Roundtable Discussions Meet & Greets Podiums Suggestion Boxes Discussion forums Online Chat Commenting Ratings & Reviews Idea Sharing Podcasts Blogs Social Profiles Friend Lists

12. Now, let’s think about these tools in the context of marketing goals and processes…

13. How can social media & networking add more value? Examples of applicable social tools Reduce R&D costs and timelines Expand product uses Identify new market segments Capture customer insights and voice Commenting Idea Sharing Ratings & Reviews Brand building at a lower cost Extended market reach via viral/word of mouth Increased website traffic & “stickiness” Podcasts Blogs Discussions Extend user experience before and after launch Enable participants to network and meet with others (presenters, other attendees, etc.) Provide shared access to event resources Discussions Social Profiles Friend Lists Online Chat

14. How can social media & networking add more value? Examples of applicable social tools Enable buyers make more informed purchasing decisions Reduce sales cycles Capture customer feedback and satisfaction rates Commenting Ratings & Reviews Reduce costs with peer support Improve support response time More direct access to product research and feedback Discussions Social Profiles Online Chat Idea Sharing Establish enhanced market credibility More easily and rapidly educate prospects about your offerings Reduce sales cycles Podcasts Blogs Discussions

15. As always, it’s about building better relationships…

16. Forrester’s Social Technographics Ladder

17. And it’s also important to understand why social tools are now so essential to your marketing strategy…

18. For one, consumers want to interact with your brand…

20. And, you need to stay competitive with other leading brands in your industry… Gartner predicts “that by 2010, more than 60% of Fortune 1000 companies will have some form of community for marketing purposes.”

21. Now, let’s take a look at how some of those leading brands are using social marketing today…

22. Royal Caribbean Live Chat Target Audience: Royal Caribbean customers & prospects, press & media Purpose: Increase brand visibility for new product launch, and derive research for target marketing Business Benefits: Increased press coverage Increased search engine optimization Direct access to market research & business intelligence

23. ABC News Article Commenting Target Audience: ABC News readers Purpose: Allow readers to post comments on news articles, and engage in discussions with writers and other readers Business Benefits: Enhanced brand visibility Increased readership and site traffic Improved audience engagement and user experience Increased ad revenue

24. Vitamin Shoppe Ratings & Reviews, Social Profiles Target Audience: Vitamin Shoppe consumers, health enthusiasts Purpose: To enable potential consumers to read product reviews to help make purchasing decisions about Vitamin Shoppe products Business Benefits: Enhance brand and product credibility Improve brand exposure through word of mouth marketing Enhance site traffic & user experience Increase online sales

25. Ford SyncMyRide.com Discussions & Ratings with Member Avatars Target Audience: Sync product customers Purpose: Provide more efficient customer support and product research Results & Business Benefits: Membership growth to more than 10k users in 1 year More than 1M message views Reduced customer response times Decrease in Sync support costs Direct access to product research

26. Ciena Partner Community Online Community Target Audience: Ciena BizConnect Partners Purpose: Enable better collaboration and communication with partners to enhance satisfaction Social Technologies & Services: Blogs Message Boards Profiles IdeaShare File Repository Polls Results & Business Benefits: Increase partner satisfaction Improved partner education Increased competitive advantage

27. Any questions?

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29. Thank You! www.mzinga.com l 888.MZINGA.8