1. The ARF presents:
The Launch of the
Social Media Council
September 2009
Teleconference Number: (800) 213.3618
Attendee Passcode: 822 328 44

2. Welcome & ARF Updates
Joel Rubinson
Chief Research Officer
The ARF

3. Thank You to Our Sponsors

4. Don’t turn off your cell phones!
Follow The_ARF Ad Week events on
Twitter at #arfadweek

5. Upcoming ARF Event – Industry Leader Forum
Winning with Social Media
November 3, 2009 • New York Athletic Club
Social media has provided brand advertisers and marketers,
media and agencies with new ways of listening to
consumers. Listening leads the way to engaging in
conversations and uncovering new actionable insights.
Chris Brogan, President of New Marketing Labs, co-author of The New York
Times Best Seller Trust Agents, a blog in the top 10 of the Advertising Age Power 150
and in the top 100 on Technorati keynotes
Google shows how to use search as a predictive listening tool
IBM presents a model for integrating listening into an organization
ESPN demonstrates how listening engages and serves fans
Panelists from Crispin Porter + Bogusky, Meredith Corporation and Motivequest plus networking,
breakout sessions, meet the speakers and more!

6. Upcoming ARF Events
TO FIND OUT MORE AND REGISTER – WWW.THEARF.ORG
Online Research Quality Council
A Special Meeting
SEPTEMBER 29, 2009
Time Warner Building, NYC
ARF Member Day
OCTOBER 22
ARF Headquarters, NYC
DECEMBER 4, 2009
Time Warner Building, NYC
360 Measurement Day Workshop

7. Social Media has transformed the
marketing belief structure
Bring the brand into the
conversation. But there
are new ground rules:
• Authenticity
• Access
• Content
• Sharing control
• People can become
activist in an instant if
they don’t get these
things

8. Social Media will transform organizations
When you enter the stream and
become part of the conversation you
get 4 brand-building opportunities
simultaneously
Social media does not live neatly in any
one pre-existing silo

9. The industry needs
leadership
67% of marketers admit they do not
know as much about social media as
they should
Source: McCann Erickson UK

10. Introductions & Agenda Overview
Lynne d Johnson
SVP, Social Media
The ARF

11. Social Media: Why You
Should Care

12. The Conversation is Happening
Without You
Blogs have become mainstream daily reading
Source: Technorati: State of the Blogosphere 2008

13. The Conversation is Happening
Without You
“One third (35%) of American adult internet users have
a profile on an online social network site, four times
as many as three years ago, but still much lower than
the 65% of online American teens who use social
networks”
Source: “Adults and Social Network Websites,” Pew Internet and American Life
Project, Jan. 14, 2009

14. The Conversation is Happening
Without You
Are You Actively Listening?

15. Social Media Fail Or Success
Source: Fast Company August 28, 2009

16. Social Media Fail Or Success

17. Social Media Fail or Success

18. Social Marketing
Evolution & Activation
Christopher Andrew
VP/Group Director,
Social Media

19. Evolution

20. Conversations are evolving from
platforms to ecosystems of conversation
20
20behaviors are evolving, pervasive on-demand connections are formingbehaviors are evolving, pervasive on-demand connections are forming
General Content &
Experiences
General Content &
Experiences
Niche Content &
Experiences
Niche Content &
ExperiencesSocially Distributed
Ecosystems
Socially Distributed
Ecosystems

21. Broadcasting Enabling Engaging
Less Interactive More Interactive
Brand
Centric
Community
Centric
Advertising
Targeted
Advertising
Broadcast
Tweeting
Broadcast
Blogging
Branded Social
Content
Seeding
Socially Engaging
Advertising
Broadcast
Widget/Application
Comment
Enabled Blogging
Hosted
Community
Participatory
Blogging
Twitter
Conversation
Community
Participation
Sponsor Integrated
Blogging
Eg. Celebrity Blog
Share This
Functionality
User Generated
Content
Influencer Relationship
Building
Participatory Social
Experience/Application
Brand are experimenting and migrating
Messaging Sharing
ConversationsEnabling

22. 22
Listen
The
Conversation
Nurture Inspire
Listen to conversations across the social space
about your brand and your competition
Discover the main interests, needs, desires and
concerns of our participants and prospects
Build long‐term loyalty programs with
advocates.
Based on what we hear, determine which
ideas, utilities or platforms can we create
that maintain positive conversations and
good will
How do we get our advocates talk about us?
How to build relationships through content,
services and conversation
Digitas has developed a framework for social marketing activation

23. 23
ProactiveProactive ReactiveReactive
Client‐driven
Delivering content,
access, educational
information.
Listening to
conversations to gain
valuable insights.
(Consumer‐
driven)
Responding and
resolving customer
service questions/issues.
Provide content
requested by following
When activating the social strategy, there are two primary ways to
communicate
Listen
Join the
Conversation
Nurture Inspire

24. 2424
75% of Consumers Don’t Trust Traditional Marketing…
But 90% Trust Other Consumers

25. Tapping into Social Intelligence™
Social Intelligence™ is the delivery of both marketing performance or benchmark
data and actionable insights based on learnings from the conversation that impact all
marketing activities
Observation
Rooms
Active Listening
Offline Social
Research
Digital Social Focus
Groups

26. Why Listen?
Media
Direct
Peers
Press
CRM
Personal Beliefs and
Experiences Community
Media
DirectSocial
Marketing
PR
CRM
Product/Packaging
Call Center/Support
Inform and Facilitate
Impact
Conversation
Strategic
Positioning

27. Use Cases for
Listen – Inspire - Nurture
27
• Product Ideation
• Product Launch
• Campaign
• General Ideation/Product Improvement
• Brand Health Scores
• Competitive Benchmarks
• Crisis Management
• Gauge Market Reaction to Change

28. Listening Results in a New Target: Samsung
B.
Case Study: Samsung SSD (Hard Drive)
• Project Goal: “Listen” to online conversations. Gain insights into SSD and
Samsung perceptions
• Approach: Engaged in social intel audit
• Insight: Identified new market segment (gamers) for SSD product

29. 29
Starburst: Inspiring Conversations with
Content
• Project Goal: Increase purchase intent and relevancy with connected, jaded consumers.
• Insight: Technology is an extension of them, used for personal expression, enjoyment
and social connectedness. This is the age of “TMI”
• Approach: Developed highly engaging social brand content series around concept of
“sharing something juicy”
• Outcome: Campaign drove lifts in purchase intent by 10%, nearly 11 million engaged
video views, leading to 70,000+ hours of video viewing time. The “TV is Crap”
episode becoming the first brand content video to reach the #1 most viewed status on
YouTube

30. Building Community Via Influencers
B.
Case Study: American Express OPEN Forum
• Project Goal: Drive high value engagements with card members and prospects
• Approach: Social hub features leading content, perspectives and personalities.
Distributed/syndicated core equity drives fresh engagement.
• Outcome: OPEN Forum, the leading small business hub on the internet

31. Building C Suite Community
B.
Case Study: IBM InfoBoom!
• Project Goal: Bring IBM leadership and expertise to the underserved mid-
market audience
• Insight: CIOs do not have the time to socialize about the weather. They greatly
value insightful POVs from thought leaders.
• Approach: While leading editorial content drives conversation, organic social
activation brings authenticity to the branded conversation.
• Outcome: IBM InfoBoom! Community.

32. Customer Support
via
Social Media
Verizon Community Forums
Mark Studness
Director E-Commerce
Verizon

33. Agenda
• Background & Objectives
• Support Forums
• Super Users
• Moderation
• Forums Content Syndication

34. Background
Verizon Comprised of 3 Business Units
• Verizon Telecommunications - Wireline
Consumer & Small Business
• Verizon Wireless – Consumer & Business
• Verizon Business – Enterprise
Verizon Telecommunications - Wireline
• Network investment ($23B) to replace copper
network with fiber-optics (FiOS services)
• FIOS TV launched in 2005 and attains 2.5
million subscribers (Q209).

35. Objectives
Deliver outstanding digital support
to Verizon customers.
• Extend the breadth of online
support content
• Increase support relevancy
• Reduce publication timelines
• Deepen customer relationships
Increase efficiency of Verizon
support

36. Customer Support Forums
Online Community
Peer to Peer Support
Moderated but not censored
Super User Friendly
verizon.com/forums

37. How Forums Help Customers
Super Users
A customer who spends any where from 20 to 60 hours
per week on forums, answering customers questions.
One Answer Helps Many Customers
Indirect support provides one answer to support many
customers. Direct support is one to one thus slower and
more costly.
Extend Support Breadth
Customer can ask questions relating to how to use 3rd
party products such has routers, webcams, games,
plasma TVs, surround sound systems…etc with their
Verizon Voice, Internet, TV and Wireless services.
Deepen Customer Relationships
Customer comments and suggestions are reviewed and
acted upon providing 2 way dialog between Verizon and
customers.
1 Answer 1 Answer
1 Question
1 Question
1 Question
1 Question
1 Question1 Question
1 Question
1 Question
1 Question
1 Question
1 Customer
Direct Support Indirect Support
1 Customer
1 Customer
1 Customer
1 Customer
1 Customer
1 Customer1 Customer
1 Customer
1 Customer
1 Customer1 Customer
1 Customer
1 Customer
1 Customer
1 Customer

38. Meet Some Super Users
Justin
Retired IBM technical support
expert
Enjoys solving problems
Calls Keller, TX home
TimSkyes
Young IT professional
Online Gamer
Collects screen used TV and
movie props
• Keyboards
Electronics engineer in
hardware design
Musician
Has a strong interest in
photography

39. Quick Facts
Full-time moderation
Ensures a safe environment
Top Moderation Activities
Read all posts for adherence to
guidelines
Archive/move posts when needed
Escalate customer service issues
Congratulate users when they
move up ranks
Moderation Policies and Procedures

40. Forum Content Syndication
Content available from:
• Support Pages
• Search Results
• Contact Us

41. Thank You

42. Sam Ford
Director of Customer Insights
Peppercom
Moving from “Viral” to Spreadable Media:
Following the Audience’s Lead

44. Myths about Digital Media
Stickiness is all that matters.
Viral is the answer.
The “Broadcast Mentality” still works.

45. Creating Value through Spreadable Media
Value is created through:
Content being relevant when/where audiences want it
Content which audiences can ‘recontextualize’
Making texts accessible to surplus audiences outside a
‘target demographic’
The movement of content
‘Plentitude’
Acknowledging consumers’ ultimate role in defining your
brand

46. Why Do People Spread Content?
People Spread Content to:
Define themselves
Increase their notoriety
Strengthen social ties
Build community
Provoke/challenge others

47. Peppercom’s Approach
Listen
Converse
Build Platforms
Maintain a Presence

48. Listening to the Future
Co-Creation via Online Consumer Communities
Heather D. Maxwell, PhD
Consumer Insights
General Mills

49. Introduction
The average adult “undivided attention
span” is 15 to 30 seconds.
Most people will forget 95% of what you
say within minutes of hearing your
message.

50. If you remember just one thing…
Online Consumer Communities:
• MEET THE NEEDS of consumers, brand
teams, & agencies with BUSY LIVES.
• Allow you to co-create with consumers
BETTER, FASTER, and CHEAPER.
• Create PROUD, BUZZ AGENTS

51. The 15 Minute Journey
History Method Importance Future

52. History

53. Quantitative Research Evolved
Paper/pencil surveys
to online surveys
History Method Importance Future

54. Qualitative Research Evolving
History Method Importance Future

55. Qualitative Research Evolving
History Method Importance Future
CONSUMERS
AROUND
WORLD
the

56. Method

57. Private Online Communities
Definition
Process
Recruit
Engage/Immerse
Iterate
Engage/Immerse
Iterate
History Method Importance Future

58. Importance

59. Why Online Communities Matter
History Method Importance Future
FASTER: Speed to Market
BETTER: Iterative Building
CHEAPER: Cost Efficient

60. Why Online Communities Matter
Invested Consumers
History Method Importance Future
Teammates
Marketing
Product
Development
Package
Development Advertising
Consumer
Insights
Public
Relations

61. Future

62. From Research Participants to Buzz
Consumers aid all members of
our cross functional teams
Consumers sad and proud
when community closes
Pride prompts buzz thus
convergence
History Method Importance Future

63. Wrap Up

64. If you remember just one thing…
Online Consumer Communities:
• MEET THE NEEDS of consumers, brand
teams, & agencies with BUSY LIVES.
• Allow you to co-create with consumers
BETTER, FASTER, and CHEAPER.
• Create PROUD, BUZZ AGENTS

65. Thank you.

66. How Social Media Creates Convergence Among the
Advertising, Marketing, PR and Consumer Insights Spheres
Lynne d Johnson
SVP, Social Media
The ARF
Christopher Andrew
VP, Group Director
Digitas Social
Mark Studness
Director, E-Commerce
Verizon Sam Ford
Director Customer Insights
Peppercom
Heather Maxwell
Lead in Customer Insights on Social Media
and Communities
General Mills

67. Next Steps & Adjournment
Joel Rubinson
Chief Research Officer
Lynne d Johnson
SVP, Social Media