Brands across all industries are increasingly seeing the relevance and value in building a Knowledge Center – a dedicated channel (Blog, Facebook, YouTube, etc.) filled with up-to-date, entertaining and meaningful content targeted to your core and secondary audiences. Knowledge Centers have proven to be capable of solving many of today's common business challenges such as strengthening customer service, improving your brand's value, enhancing public perception and sentiment and generating new customer interest. In this webinar, we will explore how a diversity of organizations – from large Fortune 500 corporations to small non-profits – are publishing powerful content to establish an empowered and dynamic community of loyal customers.

1. Using Social Content to Build and Empower an Online Community Presented by Damien S. Navarro, CVO, Managing Partner Twitter @damiennavarro Follow @EMGtheagency

2. What You’ll Learn What are the values of branded content and earned media Determine if a “Knowledge Center” might be a good approach Learn what forms and directions businesses are taking How to develop a content creation and promotional strategy Getting started

3. Setting the Context & Relevance 3

4. 4 9 out of every 10 Internet users now visit a social networking site every month. (The comScore 2010 U.S. Digital Year in Review)

5. 5 Portals, Social Networking & Entertainment sites make up 47.2% most visited content destinations – email has dropped to 11% Facebook now accounts for 12.3% of time spent online in US (2010) comScore 2010 U.S. Digital Year in Review

6. Setting the Context (March 2010 Pew Research)

8. Nearly 75% have at least one cause they support or participate in

9. Black, Hispanic, and Asian students tend to be more involved

10. Students have a better of opinion of brands involved in causes that matter to them, and they prefer to buy products that give back to charitable organizations.1. Chasing Youth Culture And Getting It Right, Tina Wells, 2011 All Others: The Ypulse Report – Social Causes, Ypulse Research, 2011

12. Facebook & Twitter garner 1MM new users daily

13. 66% of all adult internet users watch YouTube videos

14. News and Education are #2 and #3 most watched

15. Demographics between 26 – 44 are 60% of Facebook user base

16. 77% of internet users read blogs(March 2010 Pew Research)

17. Content is Influence | Setting the Context 9 Over 1.2 Billion YouTube videos viewed per day 20 hours of video uploaded to YouTube every minute 13,000,000+ articles available on Wikipedia 50 million Tweets per day, 600 Tweets per second on Twitter.com 8 billion minutes spent on Facebook daily Over 20 billion photos on Facebook 2 billion pieces of content (web links, news stories, blog posts, notes, photos, etc.) are shared each week on Facebook

18. Mobile & Tablets May Change Everything (March 2010 Pew Research)

20. Better access to knowledge

21. Increased marketing effectiveness

22. Insight for developing more innovative products and services

23. Higher revenue McKinsey Report 2010

24. Social Content Can Fuel … 12 Branded Entertainment Cause Marketing Public Relations Customer Service Loyalty Programs Networking Thought-Leadership …and yes, Customer Acquisition too

25. Paid, Shared & Owned vs. Earned Media (Social) PERFORMANCE-DRIVEN MARKETING (Paid Media) EXPERIENCE-DRIVEN MARKETING (Earned Media) Channels that Brands pay to leverage Traditional, Digital, Mobile Advertising The community drives the channel Social Content Contributors integrated with Brand hosted platforms STRATEGY & INTELLIGENCE BRAND CHANNELS (Shared & Owned Media) Channels powered by partnerships or brick and mortar / physical collateral and visibiltiy

26. 14 Credit V. Miemis

27. 15 Traditional .edu and media targets here

28. 16 Branded Content and Earned Media Targets Here

29. Getting Started – The Eco System

31. Build stronger partnerships – “selling sideways”

32. Customer & Agent recruitment, acquisition and retention

33. “Customer Service” – overcoming objections, community selling, FAQ’s

34. Industry Visibility & Organic Search Result Rankings

35. Reputation management and positioning in the marketplace

38. Have an active voice?

39. Have a fan base who creates content FOR it?

40. Take advantage of positive PR and battle negative PR?

41. Support a cause?

43. Having trouble creating engaging content?

44. Struggling from the “silo” effect?

45. Suffering from brand confusion or lack of awareness?

47. Increases visibility and relevancy online

48. Authenticity and transparency is critical

49. Put power in sub-groups/chapters/niches

50. Harvest ideas and popular trendsWhat we measure Traffic Search results Content Sharing & Downloads

52. Webinars

53. Images

54. Videos

55. Podcasts

56. Whitepapers

57. Studies

58. Which niche market could you experiment with

59. Mom’s

60. Seniors

61. Parent

62. Hispanic

63. Asian

64. GLBT

66. PR

67. Blog / Photos / Video

68. Resources

71. Monitor “search” trends to create more relevant content

72. Challenge the community to engage – Create Milestones & Benchmarks

73. Make content “valuable” and “sharable”

74. Reward great content and ideas (scholarships, memberships)26

76. Enable the members to battle the naysayers

77. Grow digital real-estate and brand equity

78. Sharing tools (marketing) extends the reach further*

79. YouTube gives accessibility to national audience

80. Mobile integration and sharing What we measure Awareness / Footprint Sharing of Content Engagement Chatter & Buzz

82. Can allow for mobile content sharing and creation

83. Supports critical decision timeframes

84. Give choices on formats and media type

86. Huge multidisciplinary opportunity

87. Challenge the community to create and share

91. Democratize your brand

92. Brace yourself – be prepared to respond

93. Lead by example

94. Spread the word – go beyond digital

95. Target key voices32

96. Content Creation, Delivery & Syndication Community Social networks Mobile Optimized Site / App (Future) Branded Content Main Site URL Third Party & Partners

97. Personalizing Dynamic Content - Video Learn more about Everest Programs

98. Personalizing Dynamic Content - Video

99. Personalizing Dynamic Content - Video

100. Opportunities – Our Findings Communicate “sideways” to strengthen the relationship with the consumer Paid media (e.g., search, display ad) is highly competitive. Original and sponsored dynamic content in a strong community presence can help monetize ad budgets and create long term value. Potential Tactics Maximize momentum of brand awareness around press/news releases Sustain presence in between press releases via active participation Actively counter-act negative sentiment where appropriate Build brand reputation, trust and credibility through original content Intercept the consumer at vulnerable decision points 37

101. Measuring Success 38

103. Anticipate and predict performance

104. Identify valuable partners and loyalists

105. Launch into the marketplace at greater speed / lower cost

106. Respond to immediate events and trends

108. Revenue – Either direct (PPV) or in-direct (memberships)

109. Quality of Audience – How does social media traffic rank in terms of quality compared to others sources of traffic?

111. “Customer Service” Metrics – How do you measure the success of other customer service or reduction in FAQ’s, e-mail, etc.?

114. How much should we budget? ($, Time & Resources)

115. Feasible goals

116. How far should we experiment?

117. Key Performance Indicators

119. Getting Started – Workshop Ideas AWARENESS & PR NEEDS/PLANNING How will you reward? Incentivize? How will you promote? --- E-mail? PPC? WOM? USC? TECHNOLOGY, INSIGHT & INNOVATION Custom, 3rd Party or Integrated Platform Social Intelligence – What are you looking for? SUSTAINABILITY & GROWTH PROJECTIONS What happens if this takes off? How will roles transition? Prepare for the best and the worst…

120. Q&A 46

121. My Top Ten Identify your audience and business needs first (*it’s not you) Gain momentum through small, measurable, experiments Be honest when evaluating what you’re capable of sustaining Look across alternative industries Observe what the audience is watching, sharing and creating Leverage your resources – talent? Task and reward the community to promote Protect your users – protect your brand Continually monitor, measure and manage your community Silence the “Devil’s Advocate”

122. 48 Thank You! Contact us today to learn how EMG can apply it’s expertise in building and branding knowledge centers and more to a number of your campaigns!Toll Free: (866) 62-EARTH www.visitemg.com FULL WEBINAR AVAILABLE TOMORROW AT: Earthboundmediagroup.com/emg/home/ knowledge-center/webinars.html Youtube.com/earthboundmediagroup Slideshare.net/EarthboundMediaGroup Vimeo.com/channels/earthboundmediagroup STAY CONNECTED WITH EMG: Twitter.com/EMGtheAgency Facebook.com/earthboundmediagroup Linkedin.com/company/40574