Presentation from Cone's seminar at Outdoor Retailer Summer Market, "Enlisting Brand Evangelists through Social Media."

1. #ConeOR @Alex20001 @ConeLLC

2. Cone: Communications & Marketing Three decades in the outdoors & recreation space 2

4. Brand Marketing and Public Relations

5. Corporate Responsibility

6. Nonprofit Marketing

7. Entertainment Marketing

8. Social Media

9. Crisis Prevention & Management

10. Passion

11. Integrity

12. Teamwork

13. Commitment to Excellence

15. Spent 3.5 years at USA TODAY

16. Current Director of New Media at Cone

17. Digital native

19. Facebook

20. Facebook 7 Use Facebook to connect directly with consumers and their lifestyles Create immediate incentives for purchase, and special offers for your fans Share new products and connect like-minded consumers on a social platform

22. Started being seen on celebrities and rock stars

23. Takes advantage of momentum – creating “Guide to Civilized Festival Attendance”

24. Solicits album of concert shots in Barbour apparel

26. Also run dog breeding and dog training program

27. Facebook page for core brand = 17k+ fans

28. Facebook page for Dog sub-brand = 11k+

30. Offers a limited collection through Facebook

32. Offer frequent fan giveaways to drive fan and build customer database

34. Make connections between product and lifestyle

35. Engage fans for feedback

36. Give them enough to feel special

38. Twitter 14 Use Twitter to create real-time content, both promotional and industry-based Use the platform as an opportunity to engage existing users of your product Look for opportunities to target new users

40. Taking advantage of a unique product “attribute”

41. #ChacoTan hashtag already commonly used

43. Reaches out proactively

45. Be fast

46. Treat Twitter as the new customer service line

47. Promote your partners

50. 338k fans on Facebook

54. Pulse during the year

55. Tie location to loyalty

57. Tools, Partnerships and Driving Buzz How do you equip your consumers with tools to tell their outdoor adventure story in a natural and authentic way? What kinds of partnership opportunities exist for you to connect your product with a different audience? How do consumer packaged goods brands use social media to drive buzz?

59. 68k YouTube subscribers

60. 480k fans on Facebook

61. Online sport-specific video channels with edited clips (Auto, Surf, Snow, Skate, Bike, Paddle, Flight)

62. Curation tied to sponsorships

63. Consumers in TV commercials

65. Timberland Helped launch Timberland’s Earthkeepers campaign Launched Earthkeepers Virtual Forest application, asking users to help plant 1 million trees in Haiti More than 1 million trees planted by over 180,000 application users Created the Hortiscope to continue the connection to trees and tree planting

66. Yoplait Light Virtual Launch Event Overview

67. Best Practices for Partnerships Be authentic in who you partner with Use a content expert to develop quality media placements Multi-channel digital integration will deepen your reach Create custom experiences for media and consumers 29

68. Reputation and Engagement

69. 23% of American new media users have switched brands or boycotted a company based on negative information they’ve learned about CR issues and business practices through new media 30% of American new media users have made a purchase based on positive informationthey’ve learned about a product, company or brand’s CR issues and business practices through new media 2009 Cone Consumer New Media Study

70. 2010 Cone Consumer New Media Study When deciding whether to engage with companies or brands via new media, users look for the following types of company/brand interactions:

71. 2010 Cone Consumer New Media Study Companies and brands can benefit from engaging with new media users:

72. 2010 Cone Consumer New Media Study New media users won’t hesitate to stop following companies via new media if they aren’t satisfied with their experiences. Reasons include:

73. Thank you! ConeInc.com ANicholson@ConeInc.com @Alex20001 @ConeLLC