1. CORDELL LAWRENCE- JACK DANIEL’S
TOM TROJA - SOCIAL SYMPHONY

7. JDTW Facebook Publishing/Post Engagement Rate
3.00% Early Facebook Engagement with JDTW
2.00%
1.00%
0.00%
Note: JDTW FB Page Went Live: August 2009
Engagement Rate Was Tracked Beginning in December 2009

8. JDTW Facebook Publishing/Post Engagement Rate
8.00% Social Archetyping Strategy Fully Engaged
7.00%
6.00%
5.00%
4.00%
3.00%
2.00%
1.00%
0.00%
September '12 October '12 November '12 December '12
Note: JDTW FB Page Went Live: August 2009
Engagement Rate Was Tracked Beginning in December 2009

9. JDTW Facebook Publishing/Post Engagement Rate
8.00% Wrap-up of Engagement from December ‘09 - December 12’
7.00%
6.00%
5.00%
4.00%
3.00%
2.00%
1.00%
0.00%
Note: JDTW FB Page Went Live: August 2009
Engagement Rate Was Tracked Beginning in December 2009

10. TELL STORIES

13. FULLY FORMING PERSONALITY TO CREATE CONVERSATION

14. ADDING SHORT CUTS TO MEANING ALL PEOPLE SHARE

15. SUPER BOWL XXXIV … who remembers?

16. WE ALL KNOW - ALWAYS BUILD BRAND EQUITY?
.008 percent engagement rate
Copyright - Social Symphony 2010 CONFIDENTIAL

17. EVERY TOUCH POINT IS A BRAND EXPERIENCE?
.006 percent engagement rate
Copyright - Social Symphony 2010 CONFIDENTIAL

18. MAKING MEANING– EVERY MOMENT MATTERS?
.002 percent engagement rate
Copyright - Social Symphony 2010 CONFIDENTIAL

19. MAKING MEANINGFUL CONNECTION EVERYDAY
– The New Social Storytelling
• Little pieces of stories. Digital notes.
Every day. All linking to your core.
• All related. All aligned. Interesting on
their own. Drawing people back.
Copyright - Social Symphony 2010 CONFIDENTIAL

20. SO… HOW DO WE CONNECT IN SOCIAL?
Archetypal marketing assumes peoples unfulfilled yearnings
lead them to respond on a deeper level to what is missing
Copyright - Social Symphony 2010 CONFIDENTIAL

21. MULTIPLE ARCHETYPES
HOOK OUR ASPIRATIONS
THE LOVER
THE OUTLAW THE SAGE
THE MAGICIAN
Copyright - Social Symphony 2010 CONFIDENTIAL THE HERO

22. PEOPLE REVEAL THEMSELVES TO OTHER PEOPLE
OUTLAW
LOVER
OUTLAW
HERO
EXPLORER
HERO
Copyright - Social Symphony 2010 CONFIDENTIAL LOVER

23. EXPLORER
LOVER OUTLAW
SAGE
Copyright - Social Symphony 2010 CONFIDENTIAL HERO

24. WHAT ARE YOU GOING TO SAY TODAY?
• Talk like a person… Archetypes Humanize
– Short cut… to what things mean
• Fully form – articulate personality
– grounded in essence of brand
Copyright - Social Symphony 2010 CONFIDENTIAL

25. Copyright - Social Symphony 2010 CONFIDENTIAL

26. Copyright - Social Symphony 2010 CONFIDENTIAL

27. CONFIDENTIAL

29. MULTI DIMENSIONAL ARCHETYPES GROUNDED
IN ROOTS OF JACK DANIELS

30. JD HAS OVER 2200+ POWERFUL POSTS
AND GROWING
CONFIDENTIAL
Copyright - Social Symphony 2010

32. ENGAGEMENT
RATE JD BUILT ON A SOLID FOUNDATION DECEMBER
GETTING SMARTER AND BETTER EVERYDAY 2012
8.00%
7.00%
6.00%
5.00%
eMarketer
4.00% Study Ends
Social
3.00% Archetyping™
2.00%
Begins
1.00%
0.00%
Note: JDTW FB Page Went Live: August 2009
Engagement Rate Was Tracked Beginning in December 2009