Social media marketing presentation by Igor Beuker, given on 23 November 2010 at the IAB Spain Event - Inspirational Wwwedding- in Madrid. Discover more case studies at www.socialmedia8.com

1. 1 Hola! Madrid, 23 November 2010

2. 2 Below the Social Surface

3. 3 Let’s Take a Deep Dive

4. Today’s Topics Company Profile Vision, Mission, Action What About Brands Some Social Cases & Trends Q&A 4

5. Today’s Topics Company Profile Vision, Mission, Action What About Brands Some Social Cases & Trends Q&A 5

6. Grupo LaComunidad Brand Engagement Triple Play Proposition LaComunidaddigital marketing agency ViralTrackeronline video metrics company SocialMedia8social media marketing agency Grupo LC was born in a garage. It’s now part of the WPP network. 6

7. 7 SocialMedia8 SocialMedia8 Amsterdam - HQ SocialMedia8 London SocialMedia8 Milan SocialMedia8 Madrid

8. Our Domains 8 Strategy & Insights Research, Insights, Social Media Monitoring, Brand Engagement Strategy, Social Commerce, Social TV, Social Gaming and Social CRM Strategies Digital PR & Buzz Digital PR, Natural Seeding, Social Media Optimization, Digital PR Clippings, Influencer Identification and Outreach Programs Media & Advertising Strategic Social Media Planning and Buying, Paid Seeding, Social Media Advertising, Facebook, YouTube, Twitter, Online Video campaigns and Blogvertsing Content & Communities Content creation, Branded Social Pages, Widgets, Virals, Branded Blogs, Fan & Brand Ambassador programs, Community Management and moderation Tracking & ROI Online video tracking with ViralTracker (virals, movie trailers, game trailers, video clips, TV exclusives), Buzz Tracking, Social ROI measurement, Brand Patrol programs

9. Today’s Topics Company Profile Vision, Mission, Action What About Brands Some Social Cases & Trends Q&A 9

10. Vision advertising never started a movement powered by the social web, not advertised on it.

11. Mission To move brands away from traditional advertising, towards a model which is more content-driven, engaged and focused on consumer dialogue 11

12. The arena of our creative process 12

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14. 14

15. Some Brands in Social Media? 15

16. Why are Brands connecting to Fans? 16

17. How to createloyal fans withsocial? Create the appropriatestrategyforyour brand. Long term goes best for fans and lovebrands. SMM Campaign 3 Q4 Promotion Short term strategy: Short term social advertising SMM Campaign 2 Brand Awareness SMM Campaign 1 Product Promotion Long term social media marketing programs needs a long term theme / topic: Running – Nike Long term strategy: Long term fan program Ongoing social media monitoring & KPI measurement 17 Digital CRM

18. We understand that “Paid” media is not the main priority in today’s event Paid media Owned media Earned media 18

19. How do we drive branding, engagement, loyalty and sales in a social media world? Listen  Engage  Distribute  PR Engagement strategy Big Idea Reason to Engage Brand Benefit ePR Social Relevant Conversations Actionable Conversations All Conversations Mobile Media Event POS 19

20. Listen  Engage  Distribute  Social media monitoring programs gain deeper analyses and insights Sentiment Author Site Volume 20

21. Listen  Engage  Distribute  Social monitoring can help all brand stakeholders Product Marketers Product & Innovation PR & Media Agencies Digital Natives Employees & HR CRM Dpt. Influencers Fullfilment Agencies SalesDpt. PR Dpt. Retailers Lovers & Fans Helpdesk & Care Research Dpt. Shows & Events Media Dpt. AdvertisingDpt. Bloggers & Media 21

22. Listen  Engage  Distribute  Identification of key influencers and fans 22

23. Listen  Engage  Distribute  How can we engage these key influencers? Step 3: Launch advocacy program Step 2: Develop relationship Step 1: Identify influencers Rafe All About Symbian community Teo Bartulovic Symbian Freak community Steve Garfield Godfather of Videoblogging Delon Ho Howard forums superuser Darla Mack Mobile Diva blogger 23

24. Listen  Engage  Distribute  How can we distribute and amplify our story through Owned, Earned and Paid Media? Owned media PR Engagement strategy Big Idea Reason to Engage Brand Benefit ePR Earned media Social Digital Content Optimization Mobile Media Paid media Event POS 24

25. Since most brands like social campaigning, here are some behind the scenes tricks 3 Online Videosfor Heineken 25

26. First we create a strategic social media plan SocialMedia Planning* Global & Local Blogs / Forums Global & Local Video Portals Global & Local Social Networks 26 * Thisis anexample

27. Uploadto portals Viral Incubation Period is 21 days Super Influencers & Heineken Fans TIME Influencers Moderators Users Next, we seed story and content to influencers * Thisis anexample 27

28. We ignite the buzz with our buzz toolkit (but please, don’t tell the PR agency ) 28

29. Viral Roadmap YES Viral Incubation Period is 21 days REPORT REALLY VIRAL? SOCIAL MEDIAPLANNING NATURAL SEEDING VIRALSPOT NO PAID SEEDING 29

30. How can we optimize viral marketing ROI and improve digital content strategies? 30

31. What online video fails among your fans? Which one has the “Touch of Gold”? 31

32. Today’s Topics Company Profile Vision, Mission, Action What About Brands Some Social Cases & Trends Q&A 32

33. 33 What about brands?

34. 34 Open and share more

35. 35 Really wish CRM and Customer Loyalty now

36. 36 Looking for new marketing places

37. 37 Activating sponsorships with Fan hubs

38. 38 Understanding the benefits of Fans

39. 39 Listening, observing and changing

40. 40 DNA to keep listening and interacting

41. 41 Showing digital thought leadership

42. Today’s Topics Company Profile Vision, Mission, Action What About Brands Some Social Cases & Trends Q&A 42

43. 43 Case Dodge Nitro Create buzz among male car lovers for Dodge Nitro 5,000,000 video views, +400 blog posts, 159 test drives

44. 44 Case Heineken Know The Signs Engage a global male audience for Heineken International 6,000,000 Engagements- Awareness+11% Brand TrackingbyMetrixLab

45. 45 No TV or Print but Social Program for Windows7 Introduction ROI 5x higher than Vista, with 10% of the Vista Budget

46. Case Skittles 90,000,000 free impressions Paid Media Earned Media Owned Media € 276,000 € 90,000 fan program Earning attention for Skittles with compelling content gives us € 3 Earned Media for each € on Paid Media 46

47. 47 Case Tourism Tuscany Changing Region Tuscany from landmark to lovemark Increasing tourism by 7% with a social SWAT team

48. What could be the Next Social Trends? 48

49. Social Commerce 49 The fusion of eCommerce and Social Media

50. Social Gaming 50 The mash-up of Online Games and Social Networks

51. Social CRM 51 The mix of Traditional CRM and Social Media

52. Social TV 52 Where Online TelevisionmeetsSocial Media

53. Social… …might just be the new ‘normal’ soon 53

54. Muchas Gracias!!! 54 Please connect to: Igor Beuker Founder Grupo LaComunidad igor@socialmedia8.com www.socialmedia8.com Or follow some viral ideas and social trends onwww.viralblog.com