A brief summary of how three brands are approaching their own Social Media: Cirque du Soleil, JetBlue, & Zappos with guest cartoon appearances from gapingvoid.com

1. SOCIAL MEDIA FROM THE INSIDE
Presented to the SVAMA Emerging Media Breakfast
June 23, 2009
Bill Sanders
Vice President, Project Management
Real Branding
San Francisco: 2325 Third Street | Suite 108 | San Francisco | CA 94107 | 415.522.1045 New York: 275 Madison Avenue | Suite 628 | New York | NY 10016 | 212.878.8825
solutions@realbranding.com ©2009 Real Branding. Confidential. All rights reserved. www.realbranding.com

2. SOCIAL MEDIA?
www.despair.com
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3. SOCIAL MEDIA SPECIALIST?
www.gapingvoid.com
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4. Creative Concepts
THREE BRANDS USING SOCIAL MEDIA
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5. CIRQUE DU SOLEIL
Jessica Berlin
Social Media Manager
Cirque du Soleil
@cirquelasvegas
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6. CIRQUE DU SOLEIL
Blogger Outreach - Mid 2007
Full Time Position – 6 months later
Key’s to success:
Listened first – identified the sentiment of the conversation
Objective was to join in the conversation that was already taking place
Created a Social Media Policy for employees
Focused on marketing/special offers
Advice:
Listen first! (For what & where)
Don’t start without proper resources to respond
Once you are part of the conversation, you have to remain a part of the
conversation
6 ©2009 Real Branding. Confidential. All rights reserved. www.realbranding.com

7. JETBLUE AIRWAYS
Morgan Johnston
Manager Corporate
Communication
jetBlue Airways
@jetblue
7 ©2009 Real Branding. Confidential. All rights reserved. www.realbranding.com

8. JETBLUE AIRWAYS
First day of work: Feb 14, 2007
March of 2007: SXSW
@jetblue: May 2007
Dec 2008: 100,000 Followers
Key’s to success:
Listened first – identified the sentiment of the conversation
Objective was to join in the conversation that was already taking place
Focused on customer service
Daily Media Report
Build the corporate brand
Advice:
Listen first! (For what & where)
Be transparent at all times
Change indefensible policies fast
Set up Twitter/TweetDeck on executives computer
Retain a personality!
8 ©2009 Real Branding. Confidential. All rights reserved. www.realbranding.com

9. ZAPPOS
Aaron Magness
Manager, Business
Development
Zappos.com
@macknuttie (Aaron)
@zappos (Tony – CEO)
9 ©2009 Real Branding. Confidential. All rights reserved. www.realbranding.com

10. ZAPPOS
March of 2007: 20 Employees at SXSW
Began between employees
Encouraged everyone to join: 400 of 1400 Twitter
Key’s to success:
Started Internal – growth was customer driven
Guidelines? “Be real and use your best judgment.”
Focused on building relationships, not marketing
ROI? What is the ROI on a hug?
Proactive communication, customer service, and relationship building
Advice:
Treat SM as a natural extension of communication, not marketing
Focus on building relationships
Measuring will cause you to loose focus on the relationship
Google “businesses that twitter” and create a case study
Truly engage
10 ©2009 Real Branding. Confidential. All rights reserved. www.realbranding.com

11. SUMMARY
Tips for Execution:
• Listen first – constant monitoring
• Always be transparent
• Keep a personality
• Ask your followers what your role should be – they’ll tell you
• Be prepared to change indefensible policies fast
• Don’t start without being committed
Tips for “Selling it to the C-Suite”
• The value of listening can not be overrated
• Track the impact (lower call volume, critics to advocates, etc…)
• Set up a tab on your executive’s browser with a twitter search of the company
• Read, track, and stay abreast of corporate case studies in the media – and
share them
11 ©2009 Real Branding. Confidential. All rights reserved. www.realbranding.com

12. TWO POINTS - TWO QUESTIONS
POINT ONE: There are no rules
POINT TWO: Your customers are talking about you whether you
are a part of the conversation or not.
QUESTION ONE: Are you going to join the conversation?
QUESTION TWO: Are you going to join the conversation before
your competition does?
12 ©2009 Real Branding. Confidential. All rights reserved. www.realbranding.com

13. JEREMIAH OYWANG
Practical Tips? Develop a
business case starting with
customer behaviors, a
competitive matrix, and a
clear and concise plan how
you’ll meet the needs of
customers. Do all of this
without ever saying
“Twitter," "Facebook," or
"blogs.”
13 ©2009 Real Branding. Confidential. All rights reserved. www.realbranding.com

14. Creative Concepts
RESOURCES
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15. THE WEB 2.0 MARKETING LANDSCAPE HAS CHANGED
That was then This is now
Images courtesy of Forrester, Inc.: “Marketing’s New Metric: Engagement” by Brian Haven
15 ©2009 Real Branding. Confidential. All rights reserved. www.realbranding.com

16. GROUNDSWELL
As defined by Forrester, today’s groundswell is:
“A social trend in which people use technologies to get the things they need
from each other, rather than from traditional institutions like corporations”
Why brands should care:
Customers are redefining your brand
It is to your corporate advantage to harness and leverage the groundswell
Groundswell: winning in a world transformed by social technologies
by Charlene Li and Josh Bernoff
Groundswell, Charlene Li & Josh Bernoff, Harvard University Press, 2008. Copyright Forrester Research, Inc.
16 ©2009 Real Branding. Confidential. All rights reserved. www.realbranding.com

17. BUILD A FRAMEWORK FOR SOCIAL MARKETING
Why? What? Take what action?
People creating Blogs, UGC, podcasts Listen and participate
People connecting Social networks and virtual worlds Join, enable badging, create own
network
People collaborating Wikis and open source Monitor, create own wiki
People reacting to each other Forums, ratings, reviews Influence experts, help other
customers energize others
People organizing Tags, bookmarks Learn who is tagging what about
your company, tag yourself
Accelerating consumption of your RSS and widgets Make all marketing info available
brand messages through RSS
17 ©2009 Real Branding. Confidential. All rights reserved. www.realbranding.com

18. FRIENDFEED
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19. OTHER RESOURCES
http://Building43.com
http://blogs.forrester.com/groundswell
http://www.altimetergroup.com/
http://www.web-strategist.com/blog/
http://www.socialmediaclub.org/
http://www.sfama.org/ & http://www.svama.org/
http://scobleizer.com/
19 ©2009 Real Branding. Confidential. All rights reserved. www.realbranding.com

20. Creative Concepts
PERMISSION TO LEAD
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21. ARE YOU GEORGE?
www.gapingvoid.com
21 ©2009 Real Branding. Confidential. All rights reserved. www.realbranding.com

22. PERMISSION TO LEAD
“The levers just got longer (for everyone). The Web and word of
mouth and viruses and outsourcing and the long tail and the other
factors involved in social media mean that everyone (every
person, all six billion of us) has far more power than every before.
The king and the status quo are in big trouble.
What I’m saying is that one person―okay, what I really mean is
you―has everything. Everything you need to build something far
bigger than yourself. The people around you realize this, and they
are ready to follow if you’re ready to lead.”
- Seth Godin, Tribes
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23. THE MARKET
www.gapingvoid.com
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24. CONTACT INFO
Bill Sanders
VP, Project Management, Real Branding
VP, Events, SFAMA
Twitter: @technacea
FriendFeed: technacea
Facebook: facebook.com/thebillsanders
LinkedIn: linkedin.com/in/thebillsanders
Plaxo: technacea.myplaxo.com
Blog: technacea.com
24 ©2009 Real Branding. Confidential. All rights reserved. www.realbranding.com