The document provides a framework for establishing clear objectives and strategies for social media marketing. It emphasizes moving beyond checklists to evaluating opportunities and platforms, and encouraging two-way engagement with customers. Brands are advised to listen to conversations happening online to understand perceptions and inform strategies. Key aspects include developing the right messaging for each platform, integrating social media with traditional marketing, and measuring engagement metrics and returns on investment.

1. Digital Salon: Social Media Marketing October 23, 2009 Sarah Hofstetter Senior Vice President Emerging Media & Client Strategy 212.703.7220 [email_address] Twitter: @Pezmeister1

3. Jeff Bezos - Chairman, Amazon “ A brand is what people say about you when you're not in the room”

4. People talk about you when you’re not in the room Playground Water Cooler Bar Starbucks

5. What’s different now? There’s a newer bigger room

6. The Internet delivers tremendous scale to WOM Around the office: Linear Progression Around the Internet: One click = instant audience

7. Brands are online – with or without you Awareness Advocacy Loyalty Brands have an unprecedented opportunity to converse with their customers and drive deeper connections

8. So what are you going to do about it? OR Listen & Participate Cover Your Ears and Pretend It’s Not Happening

9. Social marketing playbook helps you figure it out Download at www.360i.com/playbook

10. Don’t fall into this trap!

11. Game plan for success in social marketing

12. Training to Win

15. Developing a Game Winning Strategy

16. Let’s evaluate opportunities by asking 4 questions SOCIAL MARKETING STRATEGIC LENS Does it meet our marketing objectives? Does it use our social media arsenal? Does it follow social media best practices? What is the value exchange between consumer & brand?

17. Establishing an architecture to tie communities together will maximize online conversations HUB & SPOKE APPROACH With new hub HUB & SPOKE APPROACH With your brand as hub MATRIX / INTERCONNECTED Without central destination Note: Example architectures for discussion purposes only Existing Asset Global Marketing New Asset Existing Asset New Asset Existing Asset New Asset

20. The Arenas

21. Social platforms command growing audiences Viewers Users Readers

22. Brands have harnessed the arenas Coca-Cola Super Bowl Ad Syndication Amplify Content via Video Syndication Nat Geo Channel on Twitter Sprite Step Off Social Program NBC across blogosphere

23. Adapting the execution to the objective Client: H&R Block Objective: CRM Client: National Geographic Objective: Tune-In

24. Building your fan base

25. Integrating with traditional marketing Integrate with Offline Digital Word of Mouth Igniting Distribution Branded Integration

26. Customized Outreach yield rich results

27. Social marketing can be used to promote offline initiatives TV Ads Events Petition Drive-to-Store

28. Firing up the Fans

29. Build deeper relationships Nurture Communities Co-Created Environments Branded Communities By the fans, for the fans

30. Preventing & Managing Social Marketing Fumbles

31. Motrin had quite the headache….

32. What could Motrin have done? Channel the Conversation Online buzz monitoring is different than focus groups Keep an ear close to the ground to understand brand perception, competitive landscape…

33. Case Study: Listening helped inform NBC and make quick decisions during crises April 19, 2007 April 26, 2007 How bad is the damage to 30 Rock? Only 9% of Alec Baldwin blog posts mention “30 Rock” … of that, only 12% said they’d never watch 30 Rock again Season Finale

34. Keeping Score

35. What to measure with social media ROI All can be tracked over time to gauge trends

37. Establish baselines of quality & quantity chatter & then measure regularly Source: 360i analysis of YouTube Insights, Facebook Insights & Blogosphere SOURCE OF VIEWS % OF TOTAL Embedded Player 77.0 Related Videos 6.1 YouTube Other 5.6 Viral/Other 3.6 Advertising 2.1 Promoted Video 1.8 External Links 1.6 YouTube Search 0.87 Google Search 0.13 Demographics Viral Sourcing Buzz Monitoring Daily active listening can highlight potential problems with escalation plan in place