Presentation by Michael Martin of MusicMatters, on how they've used social media to build the brands of their music and product clients.

1. Social Media and Brand Building
April 2009

2. How to Effect Change…
Action
Awareness
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3. Align consumer purchase decisions
and socially responsible behavior
Causes Companies
Shared
values
Effect
Marketing™
Consumers
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4. Effect Marketing ™
Create social impact to build brands

5. Non-traditional marketing capabilities that engage
consumers at a personal level.
Engagement Marketing Tools
Campaign Experiential Music Social Change Tool Social Media/PR
Development & Marketing Integration Developers
Management
Created or CoCreated web, email, mobile,
•Enviro-Rider social networking
Award-winning 1,200+ Almost 20 years of
•CO2offsets for music (Facebook, Twitter,
cooperative and hand-selected blending music
Industry MySpace, etc) and
customized programs Brand Activists™ into programs
•Brand as campaign, Public Relations
drive both across the country. that activate
campaign as a brand
profitability and social On-the-ground consumers and
•Climate Counts
change expertise with build brands
•Native Energy
events, mobile,
•So Much to Save
college, guerilla and
•ONE
retail executions
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6. MusicMatters works with organizations motivated to
act on the ideals of social responsibility.
Causes Companies
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Representation of current clients (not a complete list)

7. The Challenge
National organic awareness was low and industry growth was facing
significant mainstream hurdles. The major organic brands did not
have individual critical mass to overcome these hurdles.
Our Answer
Develop a cooperative marketing campaign to increase awareness and
education about organics while driving sales. This award-winning
campaign is sponsored by organic manufacturers, supported by
grocery retailers across the country and employs public relations,
in-store and social media and online components.
Results
The campaign is in its fifth year.
Raised national awareness of organic products by 8% nationally
(nearly 25 million consumers) in the first two years of the
campaign, according to Natural Marketing Institute.
2008 Results (single year)
3,599 retailers and 23 organic manufacturers participated
2.7 million coupon books and almost 300,000 POS were distributed to
participating retailers
Over 31 million media impressions
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13. 13
Proprietary and Confidential

16. NOTE: Date/Time/Venue can have pull down options if there are multiple dates

19. 19

20. All at Once.
“An individual action multiplied by millions creates global change”
Community based social marketing
1. Educate
2. Ask for simple action
3. Reward for simple action
4. Provide tools for ongoing
action

21. Effect Marketing Social Media
Campaign Components
– Jack Johnson website
– All At Once website andCommunity
– MySpace
– FaceBook
– iLike
– Imeem
– Mobile Platform
– Twitter
– Website
– Action Kit
– Song downloads
– Non-profit partner links
– Corporate partner links
– Video booth

22. • ShareExplore
| 2008 World Tour &All At Once Impact Results 22

23. Fan Actions
At Jack Johnson’s shows or on
AllAtOnce.org members were able to
make environmental commitments via
Capture Your Commitment*
• 24,804 volunteer hours committed
• 373,415 shopping bags saved
• 212,245 water bottles saved
• $10.6 million sustainable spending
dollars committed
*as of December 10, 2008
| 2008 World Tour &All At Once Impact Results 23

24. Effect Marketing Campaign Impact
• Social Change
– $1 million raised for charity
– Over 100,000 actions taken for environment
– 2,500 new environmental group members
– 184 non-profits worldwide
– A model other artists are now following
• Social Media impact
– Social Network Referring Links to Website - 1,100,000+ (1 year)
– MySpace Friends - 545,000+
– MySpace Song Plays - 68,000,000+
– MySpace Daily Song Plays - 45,000+
– All At Once: 50,000 members
– FaceBook Fans - 542,000+
– iLike Individual Blog Views - 500,000+
– imeem Media Hits - 768,000+
• #1 downloaded record in I-tunes history

25. Thank you, Fans
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26. How to Effect Change…
Connection Awareness Action EFFECT!
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