The document discusses a social media marketing webinar presented by an experienced digital marketing expert. The webinar covered the growth of social media and how it is changing marketing from one-way communication to two-way engagement. Examples were provided of how companies like The Gap, Ford, Starbucks, and Volkswagen are using social platforms like Facebook, Twitter, and mobile apps to better engage customers at a lower cost. The presenter emphasized that social media marketing can be measurable using metrics like number of fans, comments, new visitors, and online surveys to track awareness, advocacy, and purchase intent.

1. Social Media Marketing Webinar
November 11, 2009
Think Innovation © 2009 Regalix Inc. Confidential, All Rights Reserved
REGALIX INC. - US REGALIX - Bangalore REGALIX - Chandigarh REGALIX - New Delhi
2600 EAST BAYSHORE ROAD 2nd FLOOR, ZAM ZAM CENTRE SCO 415, 2nd FLOOR 18 SUNDAR NAGAR WWW.REGALIX.COM
PALO ALTO CA 94303 USA #26, INFANTRY ROAD SECTOR 8 NEW DELHI 110 003 INDIA INFO@REGALIX-INC.COM
BANGALORE 56 001 INDIA PANCHKULA 134 109 INDIA 888-REGALIX

2. About the Presenter
Group Account Director at Regalix
Extensive experience in digital marketing
Managed creative and strategic teams at global agencies Ogilvy, and
Hill & Knowlton
Works with Fortune 100 and emerging businesses
Has written and spoken on the importance of innovative digital
marketing
Think Innovation © 2009 Regalix Inc. Confidential, All Rights Reserved 2

3. Agenda
Introduction
Brief Review of Past Topics
What’s New?
How Social Media is Changing Marketing
Case Studies
Questions and Answers
Think Innovation © 2009 Regalix Inc. Confidential, All Rights Reserved 3

4. Social Media Landscape: Explosive Growth
Think Innovation © 2009 Regalix Inc. Confidential, All Rights Reserved

5. Marketing Landscape is Changing
Advertise spending worldwide for television, newspapers, magazines and radio
dropped 7.2% in the first quarter of 2009 – Nielsen Research
Think Innovation © 2009 Regalix Inc. Confidential, All Rights Reserved 5

6. Brand Interaction is Changing
Traditional/Offline Marketing Web 2.0 Marketing/Social Media
Marketing
“I have a need”
“Please make a purchase”
“Let’s collaborate”
One-way communication
Two-way communication
Consumer doesn’t have a voice
Interact, engage and listen to customer
No interaction with customer
Listening to consumer
Think Innovation © 2009 Regalix Inc. Confidential, All Rights Reserved 6

7. Brand Interaction is Changing
Traditional/Offline Marketing Web 2.0 Marketing/Social Media
Marketing
“I have a
need”
“We have an
offer. Please
make a
purchase”
“Let’s collaborate”
One-way communication Two-way communication
Consumer doesn’t have a voice Interact, engage and listen to customer
No interaction with customer No interaction with customer
Think Innovation © 2009 Regalix Inc. Confidential, All Rights Reserved 7

8. Mass Media Consumption and Communication
Non-personal One-to-Many Interactive
Communication
Not targeted or segmented
Not easily accessible Real-Time
Easy Access
Low Cost
Think Innovation © 2009 Regalix Inc. Confidential, All Rights Reserved 8

9. One-to-
What is One-to-Many Communication?
Personal
Direct
Viral
Think Innovation © 2009 Regalix Inc. Confidential, All Rights Reserved 9

10. Facebook Fan Page Basics
Your Wall
Fans
Videos
Think Innovation © 2009 Regalix Inc. Confidential, All Rights Reserved 10

11. Twitter Overview
Feed Similar to FB Wall
Summary of
Following/Followers
Number of Tweets
Think Innovation © 2009 Regalix Inc. Confidential, All Rights Reserved 11

12. Twitter: What’s New?
Twitter Lists
Segment specific groups to follow
Private and public lists
Real-Time Search
Early stage
Inconsistent
Think Innovation © 2009 Regalix Inc. Confidential, All Rights Reserved 12

13. Facebook:
Facebook: What’s New?
Facebook as a
customer acquisition
platform
Custom applications to drive
engagement
Think Innovation © 2009 Regalix Inc. Confidential, All Rights Reserved 13

14. Participating in Social Media
Activities Outcomes
• Media monitoring • Consumer insights
Listening • Tracking discussions • Brand feedback
• Improves customer service
• Posting topics • Customer acquisition
Energizing • Starting conversations • Engages brand ambassadors
• Answering questions • Humanizes the brand
Supporting • Communicating directly with customers • Builds trust
• Running online promos
• Active community that • Viral promotion of brand
Embracing
promotes the brand • Customer support through the
community
• Distribute branded content across web • Affordable brand building
Spreading
• Incentivizing users to engage with brand • Scaling beyond traditional
advertising
Think Innovation © 2009 Regalix Inc. Confidential, All Rights Reserved 14

15. The Gap on Facebook
Typical seasonal promotions
include expensive TV
commercials
2009 Born To Fit Campaign: no
TV commercials; large FB
presence; Twitter Outreach;
YouTube Channel
Benefits:
Interact with audience
Consumers share ideas
Lower cost channel
Think Innovation © 2009 Regalix Inc. Confidential, All Rights Reserved 15

16. Re-
Ford Digital Re-Branding
Ford leverages social media for direct
communication
Campaigns to re-position the
company as “Green”
Benefits:
Personal communication
Customers see Ford as innovative
Reach brand ambassadors
Think Innovation © 2009 Regalix Inc. Confidential, All Rights Reserved 16

17. Starbucks Community
Online community to engage
coffee drinkers
Using social media for crowd-
sourced research
Benefits:
Directly engage customers
Inexpensive customer research
Think Innovation © 2009 Regalix Inc. Confidential, All Rights Reserved 17

18. Volkswagon GTI iPhone App
Volkswagon launches new car with
iPhone app
2010 GTI Campaign starts with
iPhone game application. Digital
media channels support. “Offline”
channels play a small, role
Benefits:
Position brand with target
audience
Measure reach
Reach audience through an
interactive application
Think Innovation © 2009 Regalix Inc. Confidential, All Rights Reserved 18

19. Social Media is Measureable
Goal Objectives Metrics
Strengthen • Achieve a critical mass of • # of brand advocates (fans, followers)
Relationship w/ audience • # of comments posted (blogs, forums)
customers • Encourage interaction
with brand
Increase brand • Discover common • New and returning visitors
awareness themes and trends • Brand awareness and loyalty
• Trends compared to competition
Drive purchase • Increase in-store • Track total sales numbers
intent purchases • Use online polls to ask about purchase
intent
Think Innovation © 2009 Regalix Inc. Confidential, All Rights Reserved 19

20. Tracking Social Media
Measure the total “reach” of your brand
Identify pages, sites and links your customers
visit and interact with most
Measure engagement by number of
interactions
Track influence by tracking product mentions
Track sentiment around the specific
conversations
Think Innovation © 2009 Regalix Inc. Confidential, All Rights Reserved
© 2006 Confidential | intelligent marketing & technology solutions

21. Opportunity
Do you have a comprehensive strategy?
The playing field has been leveled
No multi-million dollar advertising needed
Small barrier to entry
Smart companies are grabbing mind and market share from slow
moving companies
The window for first mover advantage is quickly closing
Your customers are online waiting to be engaged
Think Innovation © 2009 Regalix Inc. Confidential, All Rights Reserved
21

22. Company Overview
Full-Service: Digital Marketing & Technology
Talent: Leadership, Advisory, 150+ Team
Customers: Fortune 500 and Venture-Backed
Focus: B2B, B2C, C2C
Global: HQ in Silicon Valley, 4 Offices
Recognition:
Think Innovation © 2009 Regalix Inc. Confidential, All Rights Reserved 22