This document outlines a social media marketing blueprint created by Social2B. It discusses how social media has changed the rules of engagement and marketing funnels. The Social2B methodology is a 5 phase process for developing a social media strategy and ongoing management. It uses a "Social Value Chain" approach to analyze how social media impacts each department in a company and how departments can leverage social communities. The goal is to improve operations, create strategic alliances, and increase social media ROI.

1. Social Media Marketing Blueprint Executive Overview Ytzik Aranov Consulting Advisor Social2B February 2010

2. Table of Contents What is the Social Web? The New Rules of Social Media Engagement The Social2B Methodology Social2B Value Chain Strategy Q&A

3. What Is The Social Web An online place where people with a common interest can gather to share thoughts, comments and opinions A new world of unpaid media created by individuals or enterprises on the web

4. Doing Social Media Right… Then, numbers and opportunity 346,000,000 number of people globally who read blogs 700,000,000 number of photos added to Facebook monthly 273.1 minutestime on average spent watching online video each month 55% internet users who have uploaded and shared photos 57% internet users who have joined a social network 93% Americans online expect companies to have a social media presence

5. Leveraging Social Media Marketing Brand Building Lead Generation Research and Development Product or Service Launch (Media) Customer Retention Partner and Channel Communications Thought Leadership Internal Communications Media Relations Crisis Management

6. Social Media ROI: how do you measure it and compare it? Traditional Measurement: Marketing Investment = $30,000 # of Leads Generated = 1000 Cost per Lead = $30 Social Media Measurement: Blog Comments + Conversation + LinkedIn x Twitter = Success (quantitative) + Loyalty + Increased Sales + Decreased Returns

7. New Rules of Engagement Old Marketing New Marketing Brand is dialogue Customers determine brand value Group customers by behavior Enterprise + user-generated content Virality based on content Amazon: user reviews Publishers build relationships Bottom-up strategy Information on demand Invest for growth – Measurable ROI One-way communication Brand recall is holy grail Group customers by demographics Content controlled by marketers Virality driven by flash Michelin Guide: expert reviews Publishers control channels Top-down strategy Information hierarchy Emphasis on cost – CPM

8. Step 1: Observe the Conversations Blogs and Communities

10. New insights

12. Step 4a: Engage Communities in ConversationTake it to the Consumer: Address needs and inspire viral perpetuation Digital Media Marketing XML, Embed Code, Viral distribution

13. Step 4b: Engage Communities in ConversationsTake it to the Influencers: Build content that facilitates a conversation Digital Media Relations discussion

14. lower value higher value Prospects and Customers Customers The Sales and Marketing Funnel – Traditional Prospect Awareness TV Radio Newspaper Magazines Outdoor Cinema Events Interest Consideration Preference Direct & digital media Traditional ad & branding media Purchase Upsell Direct Mail Email Search & Web Social Media Web 2.0 Mobile/SMS DRTV DR Print CPC Games Cross Sell Loyalty

15. lower value higher value Prospects and Customers Customers The Sales and Marketing Funnel - New Prospect Awareness TV Radio Newspaper Magazines Outdoor Cinema Events Interest Consideration Preference Direct & digital media Traditional ad & branding media Purchase Upsell Direct Mail Email Search & Web Social Media Web 2.0 Mobile/SMS DRTV DR Print CPC Games Cross Sell Loyalty

16. lower value higher value Prospects and Customers Customers The Sales and Marketing Funnel – New Integrated Funnel Prospect TV Radio Newspaper Magazines Outdoor Cinema Events Email $ eRFP request Pass link Research a product Direct & digital media Traditional ad & branding media Info request Click email Transact M commerce Interact with ad $ Rate a Product Direct Mail Email Search & Web Social Media Web 2.0 Mobile/SMS DRTV DR Print CPC Games Select Partner Register account View Facebook Search brand Qualify Lead Write a review Social bookmark Register account Nurture lead Close lead Blog entry View ad

17. A Social Media Platform: How Do You Build It? To build an effective Social Media Strategy & Platform that produces quantifiable results impacting, Sales, Operations & Performance, you need a: Social Media Strategy Blueprint Industrial-grade Social Media Platform Roadmap to manage the ongoing Social Media Landscape

18. The Social2B Methodology Overview A proven, robust Methodology – core IP has been implemented at a number of firms Track record of successes & measurable results NOT a lengthy “analysis-build-implement” approach Fast-track Component Rollout, then allow the community to fine-tune Relevant Content is again, King Proactive & Responsive Listening to the Community

19. Social2B Methodology Overview, cont. A proven, robust Methodology – core IP has been implemented at a number of firms Track record of successes & measurable results NOT a lengthy “analysis-build-implement” approach Fast-track Component Rollout, then allow the community to fine-tune Relevant Content is again, King Proactive & Responsive Listening to the Community

20. The Social2B Methodology The Social Media Strategy Blueprint Ongoing Social Media Management Roadmap

21. Phase I

22. Phase II

23. Phase III

24. Phase IV

25. Phase V

26. Ongoing Social Media Management

29. The external world directly impacts each Department

30. Every Business Processes has a Social Media impact

31. Cross-Departmental inter-dependencies exist

32. Social Media by Department finds its Community organically

34. Map Operational Department to their respective Social Communities

35. Establish Social Community Value Chain Index

36. Project Value Chain increase of Social Community

37. Map cross-Departmental Social value

38. Implement internal, external & B2B Social linkages28

39. Contact YtzikAranov Consulting Advisor Social2B 212.658.9744 (Direct)646.808.6045 (Mobile) 646.619.4405 (V-Fax) ytzik@aranov.com