The document discusses marketing trends in search, social, and mobile as presented by Bryan Hoeft from Thomson Reuters. It emphasizes the importance of evolving digital ecosystems, user-generated content, mobile experience, and the need for personalized customer engagement. Additionally, it highlights the necessity of measuring and strategizing key performance metrics in the digital space.

1. ANN ARBOR SPARK Marketing Roundtable - Search, Social, Mobile Marketing Trends BRYAN HOEFT MARKETING DIRECTOR, TAX & ACCOUNTING THOMSON REUTERS NOVEMBER 8, 2011

2. MY PERSPECTIVE Thomson Reuters $13.1 Billion (2010 Revenues) 55,000 Employees 100 Countries Tax & Accounting Part of the Professional Division Technology and information solutions and services to the accounting profession Oversee web properties and digital communication channels including social media

3. PERSPECTIVES TO CONSIDER

4. // DIGITAL ECOSYSTEM //

5. DIGITAL ECOSYSTEM EVOLVING Companies’ satellite sites on Facebook, Twitter, and YouTube will play a larger role Capturing and redirecting traffic (leads and customers) back to the primary website. Allowing these conversations to flourish in that remote environment.

6. DIGITAL ECOSYSTEM EVOLVING Increase participation with conversational dialogue in Facebook, Twitter, etc. with not only promotional information , but more customer service and support options. Increase staff participation outside of natural website boundaries. Engage more subject matter experts for content for blogs and social media posts. Funneling traffic back to the primary website to expose visitors to additional (marketing) information.

7. SEARCH & ADVERTISING Fight through the clutter Lots of competition Organic search performance Pay for performance Search Engine Marketing Strategy Dollars shifting from Print to Digital Advertising Measurable

8. POWER OF THE PEOPLE User Generated Content (UGC) Easy social sharing options Customer submitted photos and videos Provide real-time user feedback and ratings for products, services, and classes

9. MOBILE IS A GO “ Mobile Access” needs and expectations increase with more folks moving to smart phones and tablet devices Native, mobile website experience for our primary Targeted Apps (iOS, Android) Provide additional rich content options

10. GEO-LOCATION & BARCODES Geo-Location based services and QR codes Geo-location checkins for trade shows QR codes at trade shows and in ads

11. STAND APART WITH PERSONALIZATION Personalize the experience Self-service functionality Notifications Photos and videos of real customers to offer that peer-to-peer connection

12. VIDEO KILLED THE RADIO STAR Video provides another dimension to connect Rich medium Connections speeds increase Personalize you business Stand apart

13. PRIVATE SANCTUARY A safe environment where professionals can honestly and openly share opinions and answer questions without the fear of search bots, or clients, discovering these intimate conversations.

14. MEASUREMENT Monitor, Analyze, Strategize Lots of tools out there, but… Mapping of Web Key Performance Measurements to Business KPM