Social media activation is a creative approach to how we bring experiences to our target audiences and bring our target audiences into our experiences. In today's digital age, marketers must move beyond the traditional approach and create a valuable, customized social media experience that will engage a brand's key constituents and build lasting relationships. Larry Weber of W2 Group, Dennis Haugan of T-Mobile and Brian Babineau of Digital Influence Group discuss how effective social media activation can help marketers: 1 - Build a rich brand experience for target audiences 2 - Develop a fluid model for content distribution and sharing 3 - Create new opportunities for engagement through partnerships 4 - Sustain and enhance engagement over time

1. Social Media Activation Webinar
March 4, 2010
#SMActivation
Social Media Activation

2. Today’s Speakers
Moderator
Brian Babineau
VP, Media
Digital Influence Group
Larry Weber
Dennis Haugan
Chairman
Senior Director
Digital Influence Group and
Interactive Marketing
RacepointGroup
T-Mobile
@thelarryweber
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3. About Us
Full service digital agency that is social media
at its core
A global public relations agency that helps clients
harness the power of both traditional and social media
to build and protect reputation and drive business
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4. Introducing Larry Weber
Chairman
@thelarryweber
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5. Social Media: Move beyond toe-dipping to full-body immersion
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6. But it’s not a field of dreams. If you build it, they won’t
necessarily come.
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7. Be strategic. It’s about engagement and
building relationships over time.
Influence through Your Customer’s It’s an on-going
Meaningful Experiences experience is your Brand relationship
Attract Engage Bond
Create Advocates
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8. Introducing Brian Babineau
Brian Babineau
VP Director, Media
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9. Social Media Activation is our term for how we bring experiences to our
target audiences and bring our target audiences into our experiences.
Activating social media effectively involves drawing on the best from a
multitude of marketing disciplines - public relations, digital media planning,
creative and technology.
It’s a creative approach for which there is a roadmap and a strategy, but not
a template; effective activation requires custom solutions, unique
campaigns built for each social media experience.
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10. Show, Don’t Tell
Traditional Model New Model
Online
Media
Blogs Distribution Events
Partners
Content
Search Brand Hub Email Social Social
Experts
Hub Tools Hub
Meetings Media Forums
Partners
Offline
Media
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11. Core Elements
Influencer Identification Content Media
& Outreach Distribution Partnerships
Prioritizing social media’s Allowing the brand’s most Using media budget and
most important element: valuable assets to be the content to create and
people. conversation opener. opportunities for engagement.
Key Steps & Principles Key Steps & Principles Key Steps & Principles
Research Asset audit Go deep on research
Prioritize Create, edit, format Negotiate differently
Determine the ask Identify distribution channels Spend differently
More research Maximize relevancy Push for innovation
Reach out Release it Do more with less
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12. After the build the program has just started.
Getting the core elements in place is only the starting point. Sustaining and
enhancing that engagement and continuing to broaden your community or
audience is the key to long term success. Planning for that requires:
1. Developing a sustainment plan
2. Developing and implementing a measurement plan
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13. Program Sustainment
Building a true relationship with a community or audience means planning for how to engage
them with new and relevant value over time. A good sustainment plan considers:
On and offline events
Seasonality of client business
Content publishing schedule
Relevant holidays or other dates
All of these elements are incorporated into an editorial calendar, guiding sustainment and
ongoing activation so that the audience/community is consistently engaged and encouraged
to grow.
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14. Social Media Measurement
Activation & Distribution Business Outcomes
Reach Engagement
Users Reached Content Attitudinal Behavioral
Visits downloads Brand Awareness • Coupon downloads
Unique visitors Content Product Awareness • Sales
views Brand Affinity • Market Share
Sentiment Content Brand Perception • Customer Satisfaction
Reviews / shares Purchase Intent • Program Loyalty
Comments Repeat • Category growth
Fans, Friends Visits
Ratings, Votes Participation
Time Spent
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16. CHALLENGE
Social media program that makes an emotional connection around the
product vs. focusing on the device
Create connections to reading, to content and to each other
Support launch of new products, create and own more mindshare,
category and product
Approach Results
Social media program focused on the love of reading 247% increase in dialogue volume – 7pp shift in
and sharing and the superiority of Sony reader devices positive sentiment
Leverage social media thinking in on- and offline worlds 45% of visitors browse ‘literary moments” AND
view product content; 17% click through to
Use earned media and social media outreach to build SonyStyle store for greater product details
word of mouth and press coverage
Blogger widget program: 20 widgets, 3,753
comments and 1,571 ‘literary moments’ to date
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17. Earned media outreach
Blogger contest widget
PROGRAM STRATEGY
Community destination
Women on the Web partnership
NYC Public Library Event
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18. Introducing Dennis Haugan
Dennis Haugan
Senior Director, Interactive Marketing
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19. Case Study: Collegiate Affinity
Activation
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20. CHALLENGE
Support the launch of the T-Mobile Motorola CLIQ with MOTOBLUR
Collaborate with a college marketing agency to target colleges universities
in major markets
Create a destination where the target audience will participate in a
promotion/challenge
Approach Results
Develop a Facebook application to manage the 184,264 registered Votes
promotion targeting college students, alums, and fans
300,308 Monthly Active Users
Provide multiple ways for users to promote/distribute
the application 856,993 Page Views
Integrate product touches throughout experience, The Cliq Challenge becomes Most Popular
emphasizing how this new device helps you stay Branded Application on FaceBook
connected socially
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PROPRIETARY & CONFIDENTIAL 20

21. MTV Alexa Chung Embed
Custom School Badge
PROGRAM STRATEGY
Community destination
School Ambassadors
Jimmy Kimmel Live Embed
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22. How do you integrate social media?
Advertising Social
Search
Media
PR
Email
Website
Events
Microsites
Media View
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23. For many, social media is fragmented with no
“conductor”
Many employees and multiple agencies in the social media space.
─ Reporting into silo groups with different missions.
─ Run “side of desk” lacking integration benefits with advertising, search, email, etc.
Resulting in multiple social sites carrying the company brand.
─ Social sites treated as independent destinations
─ Campaigns and products competing for same brand engagement
─ Engagement peaks and valleys based on campaign investments
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24. Balance business needs within official social
sites and define employee and agency roles
Business needs:
– Brand awareness / consideration
– Marketing campaign extension / engagement
– Product integration & extension
– Customer support
– Customer retention
Roles
– Employee: Site manager, moderator, editor, publisher, etc.
– Agency: Brand/advertising, PR, Social Media, Customer Mkt, etc.
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25. Integrate social with other digital content
using core experience design principles:
Include advertising, PR, search, events, email, etc.
Base experience on customer needs and span customer lifecycle
─ Awareness, Consideration, Purchase, Onboarding, Support, Retention
Focus on content - what information does the customer need when
and where in order to engage, decide, share, etc.
Continue the story with each click, don’t change it or repeat it!
Remain relevant with refreshed content driven by editorial calendar
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26. Social becomes woven with other content
throughout customer life cycle
Awareness Consideration Purchase
Social Social
Content Content
Onboarding Support Retention
Content View
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27. Questions from the Audience
Feel free to type in your questions for Larry, Brian and Dennis
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28. Additional Resources
1. To get a copy of our white paper on “Social Media for
Activation:”
Email: webinar@w2groupinc.com
2. To share the recording of this webinar
www.racepointgroup.com/digital/resources.cfm
www.digitalinfluencegroup.com
3. Other questions, contact:
Jackie Lustig at jlustig@w2groupinc.com
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