This document discusses best practices for brand management and protecting brands in the social media age. It notes that most people don't trust companies' marketing and communications and instead trust recommendations from other people. It emphasizes the importance of listening to online conversations, acting on what you learn, and being prepared to quickly respond to any online crises. It also stresses that offline experiences impact online reputation and brands are built from the inside-out through employee communications and engagement.

1. Protect Your Brand in the Conversation Age Triangle AMA Social Media Boot Camp Cord Silverstein, EVP, Capstrat

2. 76% don’t believe companies tell the truth in their marketing and communications. - Yankelovich 2009

3. 68% trust other people “like themselves” up from 22% in 2003 - Edelman Trust Barometer

4. We’re human – We need to connect People want to connect with other people People want to connect with brands

7. Opposite ends of the spectrum

10. Don’t just listen - act

11. Learn to Triage SearchStatus ConvoTrack Compete

13. Offline experience drives online reputation Match the response to the situation Be nimble, be quick Showing up is half the battle What happens on the web stays on the web

14. Power to the People

19. Crumbgate “ So Good It Makes Fat People Cry”

20. Training and Practice Begin by listening Final Thoughts Let go and gain more People are talking whether you like it or not Understand we live in a new day with new rules and expectations We live in very exciting times

21. Thank you! Questions? Cord Silverstein [email_address] Twitter: @cord LinkedIn: cordsilverstein