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. RSVP today by clicking on the title of the webinar below. Key Takeaways: 1. Understand what type of content you need to create for a valuable Knowledge Center 2. Learn how to effectively promote your Knowledge Center and reach new audiences 3. Determine if a Knowledge Center is be a good fit for your organization 4. Learn how to freshen up your brand and make it more relevant 5. Gain insight on where to begin with responding to negative sentiment

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 Understand what type of content you need to create for a valuable Knowledge Center Learn how to effectively promote your Knowledge Center and to reach new audiences Determine if a Knowledge Center might be a good fit for your organization Learn how to freshen up your brand and make it more relevant Gain insight on where to begin with responding to negative sentiment

3. Setting the Context & Relevance 3

4. 4 Because 2/3 of the Global Internet Population are on it (Nielsen, Global Faces & Networked Places, 2009)

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. Facebook & Twitter garner 1MM new users daily

9. 66% of all adult internet users watch YouTube videos

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

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

12. 77% of internet users read blogs(March 2010 Pew Research)

13. Content is Influence | Setting the Context 8 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

14. Mobile Access May Change Everything (March 2010 Pew Research)

16. Better access to knowledge

17. Increased marketing effectiveness

18. Insight for developing more innovative products and services

19. Higher revenue McKinsey Report 2010

20. Social Content Can Fuel … 11 Branded Entertainment Cause Marketing Public Relations Customer Service Loyalty Programs Networking Thought-Leadership …and yes, Customer Acquisition too

21. 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

22. 13 Credit V. Miemis

23. Earned Media Influence in the Audience Lifecycle Traditionally, the flow of marketing influence is from brand to consumer The flow of influence from “fans” and “friends” can be just as impactful.

24. Getting Started – The Eco System

26. Build stronger partnerships – “selling sideways”

27. Customer & Agent recruitment, acquisition and retention

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

29. Industry Visibility & Organic Search Result Rankings

30. Reputation management and positioning in the marketplace

33. Have an active voice?

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

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

36. Support a cause?

38. Having trouble creating engaging content?

39. Struggling from the “silo” effect?

40. Suffering from brand confusion or lack of awareness?

42. Increases visibility and relevancy online

43. Authenticity and transparency is critical

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

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

47. Webinars

48. Images

49. Videos

50. Podcasts

51. Whitepapers

52. Studies

53. Which niche market could you experiment with

54. Mom’s

55. Seniors

56. Parent

57. Hispanic

58. Asian

59. GLBT

61. PR

62. Blog / Photos / Video

63. Resources

65. DifferentiatorBrokers AE

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

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

68. Personalizing Dynamic Content - Video

69. Personalizing Dynamic Content - Video

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)28

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

90. Content Creation – Think Like a Publisher Reveal timely industry insights Respond to trends and popular topics Recognize staff, influencers and partners Ask questions, take suggestions and ideas Encourage content commentary 34 What we measure Followers / Subscribers Engagement Content Syndication

92. Democratize your brand

93. Brace yourself – be prepared to respond

94. Lead by example

95. Spread the word – go beyond digital

96. Target key voices35

97. 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 36

99. Anticipate and predict performance

100. Identify valuable partners and loyalists

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

102. Respond to immediate events and trends

104. Use positive experiences to help shape feedback, sentiment and overcome objections38

105. Domino’s Pizza Social Media Beating Domino’s Pizza employees put mucus on a sandwich Video viewed more than 550,000 times in 2 days Video reflected some of the worst fears consumers have about food from restaurants Video discussion viral on Facebook, Twitter, and dozens of other social-networking sites 39

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

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

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

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

116. Feasible goals

117. How far should we experiment?

118. Key Performance Indicators

120. 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…

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. Q&A 49

123. 50 Thank You! Contact us today to learn how EMG can apply its 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