As brands seek to obtain better returns from their social media efforts, it is critical that conversations become more relevant for the consumer. This is far easier said than done. Altimeter’s Jeremiah Owyang will discuss the challenges today and steps required to prepare for more localized engagement and activation of your entire customer facing team. Expion’s Peter Heffring and Erica McClenny will join Jeremiah to explain the infrastructure and building blocks needed to be successful when moving to a localized model. This was Peter Heffrings deck from the call.

1. Social Media: National Brands with Local Engagement As brands seek to obtain better returns from their social media efforts, it is critical that conversations become more relevant for the consumer. This is far easier said than done. Altimeter’s Jeremiah Owyang will discuss the challenges today and steps required to prepare for more localized engagement and activation of your entire customer facing team. Expion’s Peter Heffring will explain the infrastructure and building blocks needed to be successful when moving to a localized model.

2. Prioritizing to Scale: Moving Engagement Closer to the Customer “Localized Engagement” May 24, 2011 Webinar with Jeremiah Owyang Peter Heffring, CEO Expion

3. FACEBOOK = COMMUNITIES OF INTEREST Most business have not fulfilled the value proposition of a social network

4. HUB AND SPOKE MODEL Must move to this model to maximizesthe value of customer connections HUB: National Brand or Chain SPOKE: Locations, Products, Departments Applebee’s with 2000 restaurants AE Television with 18 unique shows Georgia Tech with over 100 dept/clubs Kraft with over 80 brand products * * Not a customer

5. GETTING CLOSER FOR MORE ENGAGEMENT NATIONAL BRANDS (TOP 25) TOTAL FANS 77,000,000 Fans ACTIVE FANS 169,000 Fans .2% (0.1% to 1.0%) 50X MORE ENGAGEMENT LOCAL RESTAURANTS (150) TOTAL FANS 67,000 Fans ACTIVE FANS 6,831 Fans 10.1%(1% to 85%)

6. HUB AND SPOKE BENEFITS Higher active engagement which leads to improved frequency and loyalty Collaborate with employee andcustomers for more relevant marketing Get real time market intelligence onproduct and service issues Improved accountability when employeesown customer relationship

7. STRUCTURED SCALABLE HUB AND SPOKE Eliminate fragmentation while providing alignment, sharing, and guardrails GOVERNANCE ALIGNMENT SHARING REAL TIME INTELLIGENCE

8. CONSUMER BRAND HUB AND SPOKE Align Brand Products and Agencies to Scale GOVERNANCE ALIGNMENT SHARING Agency CTX Agency ZYS REAL TIME INTELLIGENCE

9. INDUSTRY CHALLENGE Fragmentation. Business units can either be coordinated in their efforts or fragmented. Lack of Accountability. Companies may have hundreds of social assets and difficulty tracking. Unable to Defend Brand. Companies needs processes and policies to handle negative situations and mitigate potential PR crises in social Inability to Scale. Without a guide to coordinate and support social business, companies will not be able to scale efforts to respond to increasing internal/external demands. Lack of Efficiency.The cost will only increase as more business units develop social efforts on their own without proper “guardrails.” . Jeremiah Owyang , Industry Analyst Altimeter April 2011

11. Store all conversations (included deleted )

12. Require employee photo/video to be approved

13. Provide pre-approved content to “spokes”

14. Customized user roles for permissions and access

15. Alerts to any level in the company from customer posts

16. Alerts with decision tree for triage response

18. Identify ‘hot spots’ in conversations for improved marketing and customer response

20. Discover most engaging posts in your industry so you stop guessing

21. Benchmark customer satisfaction by sentiment and response time

23. Ensure your guardrails and compliance are in place

24. Automated alert response system for customer triage

25. Use SMMS technology to scale to thousands of spokes

26. Use analytics to improve communication performance

27. Expion offers a social media solution that can SCALE to coordinate, align, govern, and protect businesses with potentially thousands of social connections WHILE empowering your customer facing employees

28. Q&A 15 Jeremiah Owyang jeremiah@altimetergroup.com web-strategist.com/blog Twitter: jowyang Peter Heffring pheffring@expion.com www.expion.com Twitter: expion