The document discusses how social media has empowered consumers and changed marketing strategies. It notes that consumers now trust peer recommendations over corporate messaging and use multiple media simultaneously. It recommends that companies listen to social media conversations, measure engagement, and actively engage consumers. It also provides examples of how social media monitoring can help with tasks like identifying influencers, tracking brand sentiment, and guiding successful campaigns.

1. Leveraging Social Media A new addition to your marketing mix and overall business strategy Jim Schwab VP Business Development, Alterian Sept 9, 2009

5. Consumers view marketing as irrelevant

6. Consumers are overwhelmed

8. Twitter “ i was just talking about this the other day - how ineffective/lame the new tropicana packaging is…” Blog “ if you really want to stretch your dollars you can use your registered starbucks card to buy an iced coffee and get a free refill….” YouTube “ just got my new toshiba netbook. seems to be working reat. will be nice to use this rather then lugging around my big dell….” What can we do? Listen, measure & engage

17. Client Case Studies Robert JK Gibbs, President [email_address] +1 312 608 7985 Wendy Scherer, Founder Partner [email_address] +1 202 715 3884 Chris Abraham, President and COO [email_address] +1 202 352 5051

20. The payback Increase in volume, across languages

21. Abraham & Harrison tapped into SM2’s historical database to compare 2009 to 2008 The payback Year on year increase in the US

23. A leading fast food company wanted to gain deeper insights into the consumer response received from its nationwide launch of a variety of coffee products. The brief Client situation #2

24. How this Could be Interpreted author: supereen I am having a skim latte from McDonalds that is better than Starbucks. And it cost me $3 for the medium. Yeah, they’re delicious and a quarter of the price eww I dont like them. The only one I like is iced hazelnut I had an iced mocha there this morning. So worth $3. I get the iced sugar free vanilla whenever I take Peter there for lunch Such a bargain! And good coffee to boot They are really good. hmmmmm Must try I'll have to try one next time. I LOVE iced coffee. Residual Comments Influence Sales Loyalty Price Opinion

25. Custom Metrics to Identify Trends Example Discussion Cluster: McCafé Taste + Strength Brands Value Analyze Emotion & Sentiment Sub-Cluster Reporting Product Size Service

29. Segmentations & Profile Their Views: “ ..recent concerns about excessive dairy consumption and the possible effects on health.” Their Profile: “ They heavily reference the writings of Michael Pollan, who advocates natural food production ……..generally recommend choosing foods from a variety of food groups.” Favorite web sites Most used social media channels