Chris Baggott, CEO/Co-Founder of Compendium, shares his presentation slides from OMS (2011).

1. Using Social Media Marketing to Drive New Customer Acquisition Chris Baggott CEO/Co-Founder, Compendium @chrisbaggott 2/08/2011

3. © 2010 Compendium, All Rights Reserved

4. Content From Anywhere To Anywhere

5. Primary Social Media Objectives Source: 2010 COLLOQUY & DMA Social Media Study

6. I wish to use social for search…

10. Search’s Demand Curve © 2010 Compendium, All Rights Reserved

12. Dunbar Circle “Put differently, people who are members of online social networks are not so much networking as they arebroadcasting their lives to an outer tier of acquaintances who aren’t necessarily inside the Dunbar circle. Humans may be advertising themselves more efficiently. But they still have the same small circles of intimacy as ever."

13. “Any page can be the entry page. . . . We have to rethink our approach to site design and user interaction based on the new world” —Vanessa Fox

14. Old Web

15. New Web

18. So How Do We Get The Content?

19. Don’t trust any media over 10!

20. Hey, look! I’m a thought leader.

22. Marketing Communications Specialist

23. Content Coordination Specialist

26. Thousands of Categories

30. 29,000 Facebook Likes 27,000,000 Monthly Google Searchers

31. Udi’s uses their Facebook page to invite 29,000 fans to be guest bloggers and win Udi’s merchandise. © 2010 Compendium, All Rights Reserved

32. © 2010 Compendium, All Rights Reserved

33. © 2010 Compendium, All Rights Reserved

34. Outlook Email

35. Employee Blogging & Stories

36. Volume / Traffic Correlation

38. 82% First Time Visitors

39. 7% CTR

41. Web-to-Post form collects stories and facilitates engagement. © 2010 Compendium, All Rights Reserved

42. © 2010 Compendium, All Rights Reserved

43. Maui on a Budget Maui Travel Tips Hawaii Honeymoon Hotel Hawaii Hotel Honeymoon Hotel in Big Island Lahaina Cheap Hotels Map Honolulu Hotels Maui Family Resorts Maui Hotel Package Oahu Discount Hotels Oahu Motels Where to Stay in Kauai Cheap Flight Maui Cheap Maui Flight Los Angeles to Maui Maui Airfare Deals Packages to Honolulu Sacramento to Hawaii All Inclusive Hawaiian Vacation Packages Best Maui Vacation Big Island Honeymoon Cheap Hawaiian Packages Cheap Maui Deals Discount Maui Vacation Hawaii Travel Tourism Hawaii Vacation Tour Hawaiian Family Vacation Hawaiian Islands Maui Hawaiian Islands Vacation Honolulu Hawaii Activities Kailua Kona Big Island Hawaii Kauai Golf Deals Maui Golf Packages Maui Package Deals Romantic Hawaii Honeymoon Cheap Hotels Maui Hawaii Cheap Hotels Oahu Hawaii Kona Hawaii Lodging Oahu Hotels And Resorts Airline Tickets to Honolulu Cheapest Flights to Honolulu Direct Flights to Honolulu Flights to Hawaii from California Travel to Kona Hawaii Cheap Cruises to Hawaii Cheap Hawaiian Vacation Packages Discount Hawaiian Vacation Honolulu Travel Tips Last Minute Maui Deals Oahu Specials Vacation Spots in Hawaii Vacations Packages to Hawaii Downtown Honolulu Hotels Family Hotels in Hawaii Hawaii Hotel Suites Maui Hotels Reviews Maui Vacation Resorts Best Flights to Hawaii Cheapest Flights to Maui Flights to Hawaii from Los Angeles Flights to Hawaii from San Francisco Flights to Hawaii from Seattle Honolulu Air Tickets Maui Plane Tickets Sacramento to Maui Activities in Honolulu Hawaii Activities in Maui Hawaii Cheap Maui Packages Hawaii Honeymoon Destinations Hawaii Package Tours Honeymoon Destinations Hawaii Honolulu Vacation Deals Maui Family Activities Maui Island Tours Maui Travel Info Maui Vacations Packages Vacation in Honolulu Hawaii Cheap Motel Hawaii Honolulu All Inclusive Hotels Honolulu Boutique Hotels Maui Honeymoon Resorts Air Ticket to Hawaii Air Travel to Honolulu California to Maui Cheap Hawaiian Airfares Cheap Ticket to Honolulu Discount Maui Airfare Hawaiian Air Tickets Honolulu Airfare Deals Sacramento to Honolulu All Inclusive Hawaiian Honeymoon Cheap Hawaii Travel Packages Hawaii Big Island Honeymoon Hawaii Budget Vacations Hawaii Islands Vacation Hawaii Vacation Activities Honolulu Package Deals Honolulu Tourist Information Honolulu Travel Package Kahana Reef Maui Kauai Honeymoon Package Kauai Travel Packages Accommodations in Kauai Cheapest Honolulu Hotels Kauai Vacation Resorts Kona Hawaii Accommodations Kona Resort Big Island Hawaii Maui Honeymoon Hotel Motel in Hawaii Where to Stay in Oahu Air Flights to Honolulu Direct Flights to Kauai Kauai Airfares Phoenix to Maui Big Island Hawaii Vacation Packages Cheap Maui Activities Cheapest Hawaii Vacations Cruising to Hawaii Hawaii Travel Reviews Hawaii Vacation Reviews Honolulu Hawaii Vacation Packages Kauai Honeymoon Vacation Last Minute Hawaii Vacation Packages Maui Honeymoon Vacations Maui Vacation Guide Oahu Hawaii Honeymoon Romantic Hawaii Vacations Targeting 17,065,560 Monthly Searches Honolulu Package Deals Honolulu Tourist Information Honolulu Travel Package Kahana Reef Maui Kauai Honeymoon Package Kauai Travel Packages Accommodations in Kauai Cheapest Honolulu Hotels Kauai Vacation Resorts Kona Hawaii Accommodations Kona Resort Big Island Hawaii Maui Honeymoon Hotel Motel in Hawaii © 2010 Compendium, All Rights Reserved

44. © 2010 Compendium, All Rights Reserved

45. Expedia began Receiving stories from customers within 1 minute of sending email. Customer is taken to a landing page where they can share their story via Compendium’s Web-to-Post form.

46. The story can be edited, approved, or declined in Compendium’s administrative layer.

47. The story is published to Expedia’s Organic Landing Page Network. © 2010 Compendium, All Rights Reserved

48. An email is sent, notifying the customer that their story is publishing. The customer is then encouraged to share the good news on Facebook.

51. Content From Anywhere To Anywhere Consider this use-case: You sell trips to Hawaii. In your email database, you have the following categories: * Families with little kids * Families with big kids * Families with grown kids * Retired Couples * Business People * Bride & Groom * Girls Trip * Guys Trip * Luxury Travelers * Budget Travelers * Adventure Travelers * Spa Travelers

60. Average Click Through Rate of 16%

63. Add-on Bonus: Customers also posted on Trip Advisor

64. Total Campaign Traffic So Far

65. “What has Social Acquisition done for you?” “I would simply say we have had over 700,000 people to our blogs in the last 18 months and 85% of them came from search engines. We get leads from these pages every day and we close business from it every month.” —Eric Eden, VP of Marketing at CVent

66. 16% 12% 11% 9% 16% 15% 18% 16% 29% © 2010 Compendium, All Rights Reserved

67. Takeaway Points These Concepts Are Not New Content Is Valuable Social Is An Acquisition Tool

68. Thank You Chris Baggott CEO/Co-founder, Compendium chris@compenidum.com 317-345-3099 @ChrisBaggott Using Social Media Marketing to Drive New Customer Acquisition