This document discusses trends in digital engagement and social media. It outlines five emerging trends: 1) Micro-broadcasting of activities across networks, 2) Going local by connecting with people in proximity, 3) Content aggregation into "dashboards", 4) Real-time community through instant interactions, and 5) Social commerce by socializing the entire commerce process from awareness to post-purchase. The document advocates establishing an activation layer across all programs as a foundation for digital engagement and emphasizes the importance of insight-driven, authentic engagement and conversation.

1. Beyond Channels Trends and ideas that engage, influence, connect & amplify March 2010 1

2. TJ KellyVice President, Edelman Digital Based in Edelman’s San Francisco office, All digital initiatives across the integrated eBay account 15 years of experience - Media, technology, ecommerce, sports, travel, mortgage banking and real estate Startup to Fortune 500 arenas on both client and agency side in B2B and B2C environments Anheuser-Busch, AT&T, Gatorade, Puma, Nike, New Balance, Mountain Dew, E*TRADE, LIVESTRONG, Chase, FRS, Under Armour, Freestyle USA and Looksmart. Digital is a means for activation and engagement Digital drives results & measurement - Understanding of digital and non-digital marketing, media and engagement concepts 2

4. Agency vs. Client

5. Reputation Management

6. Beyond Channels

8. STATE OF PLAY

9. “SOCIAL MEDIA” 6

10. 7

11. MEDIA IS SOCIAL, BUSINESSES CAN SHOULD BE SOCIAL 8

12. FOUNDATION

13. ESTABLISHING AN ACTIVATION LAYER AS A FOUNDATION Added Building Block - Social Media Relations FOUNDATIONAL LAYER ACROSS ALL PROGRAMS 10

14. DIFFERENT FORMS OF ENGAGEMENT ACROSS DIFFERENT PROPERTIES. EVERY ENCOUNTER MATTERS. Digital Engagement It’s important to remember that social media is part of a broader ecosystem. 11

15. 12 It’s NOT just about the story

16. Mutual Respect Transparency It’s about the conversation 13

17. 14 INSIGHT-DRIVEN, REAL-TIME ENGAGEMENT & AUTHENTICITY AN EVERYDAY PRACTICE • Topics of interest, issues • Complaints, compliments • Questions • Refine • Target • Preempt • Needs • Motivations • Goals • Objectives • Proactively converse • Respond and help • Mitigate or amplify conversation

18. WHERE ARE WE GOING?

19. 16 1 MICRO-BROADCASTING Twitter, status updates on Facebook, LinkedIn etc.—they are all forms of micro-broadcasting, a phenomenon where individuals broadcast their activities across multiple social networks and systems

20. 17 1 Broadcasting activities across multiple networks

21. 18 1 Broadcasting activities to friends and followers

22. 19 2 GOING LOCAL Digital interactions are becoming localized. From tweetups, to foursquare, to geolocating your media—people desire to connect with those in their proximity.

23. 20 Geolocating & face to face interactions 2

24. 21 Regional segmentation marketing 2

25. 22 3 AGGREGATION Internet users are increasingly becoming used to relevant information coming to them vs. them having to go out and find it. Digital destinations are increasingly evolving into content rich “dashboards” to meet this demand.

26. 23 3 Topic aggregation

27. 24 3 Sprite dashboard

28. 25 4 REAL-TIME COMMUNITY Connectivity is increasingly becoming real time as more digital experiences move toward communication and interactions which occur instantaneously and without delay

29. 26 4 Social merchandising in real-time

30. 27 4 Engaging customers/potential customers in real-time

31. 28 4 Real-time mobile communicaton in social context

32. 29 4 Event based real-time community/conversation

33. 30 SOCIAL COMMERCE 5 Social commerce is the socialization of the entire commerce cycle starting from awareness, moving to consideration, purchase and post purchase.

34. 31 Buying off the Facebook wall 5

35. 32 Getting purchase advice from peers 5

36. 33 Collective buying and selling 5

37. 34 1) Micro-broadcasting 2) Going Local 3) Aggregation 4) Real-time Community 5) Social Commerce

38. QUESTIONS & DISCUSSION

40. Mapping competitive landscape