1. Amping Up Your Social Media Marketing Strategy Ken Chow kchow@r2integrated.com

2. Agenda Coming to Grips The New Dynamic Brands Become Publishers Adapting the Organization Leveraging Sharing behavior Summary copyright r2integrated, LLC 2009 – confidential and proprietary

3. Coming to Grips Or: How I Learned to Stop Worryingand Love Social media copyright r2integrated, LLC 2009 – confidential and proprietary

4. Coming to Grips The 5 Stages ofTechnology Introduction: Denial Anger Bargaining Depression Acceptance

5. Coming to Grips The 5 Stages ofTechnology Introduction: Skepticism

6. Coming to Grips The 5 Stages ofTechnology Introduction: Skepticism Experimentation

7. Coming to Grips The 5 Stages ofTechnology Introduction: Skepticism Experimentation Disappointment

8. Coming to Grips The 5 Stages ofTechnology Introduction: Skepticism Experimentation Disappointment Practice

9. Coming to Grips The 5 Stages ofTechnology Introduction: Skepticism Experimentation Disappointment Practice Adoption

10. The New Dynamic: “I, for one, welcome our new Consumer Overlords…”

11. The New Dynamic Consumer in Control Decisions Driven by Content and Peer Advice Self-Organizing Communities Media Hierarchy Subverted Brands Must Directly Engage Consumers Sharing as the X - Factor

12. Brands as Publishers A Huge Opportunity in an Unfamiliar Role

13. Formerly separate entities are now sharing the same space... Brands are becomingpublishers. Brand vs. Publisher

15. Deliver compelling content…

16. Facilitate community dialogue…

17. Monetize…Brandon Manager Parker Publisher

18. Create communities of interest…

19. Deliver Compelling Content…

20. Facilitate community dialogue…

21. Advertisers New Relationships and Opportunities Brands Consumers Publishers The Traditional Relationship…

22. Advertisers New Relationships and Opportunities Brands Consumers Publishers Search Social The DissruptiveRelationship…

23. Advertisers New Relationships and Opportunities Brands Consumers Publishers Search Social A Balanced Relationship…

24. Adapting Your Organization Platforms, Content, Skill Sets

25. Platform and Technologies Brands used to rent the publishing platforms the used, now they must own or control them outright… Content Management Content Syndication Community Building Tools Mobile Applications Rich MediaTools Platform Layer

26. Vendors Content must match the mission… Strategy Creative Development Management Engagement Layer Content Management Content Syndication Community Building Tools Mobile Applications Rich MediaTools Platform Layer

27. Internal Skill Sets As must your own talent pool… Content Author Community Manager Technical Support Skill Sets Layer Strategy Creative Development Management Engagement Layer Content Management Content Syndication Community Building Tools Mobile Applications Rich MediaTools Platform Layer

28. Content Author Community Manager Technical Support Skill Sets Layer Strategy Creative Development Management Engagement Layer Content Management Content Syndication Community Building Tools Mobile Applications Rich MediaTools Platform Layer Adapting the Organization

29. Consequences…

30. Brands as Publishers CASE STUDY:DHA Brain Health

31. Overview Company: Leader in the innovation and development of DHA omega-3 products that promote health and wellness. Challenge: Promote awareness of brain health and encourage people to take action Target Audience: Young and expectant mothers, other health-conscious adults

32. Options Advertise ~ or ~ Publish?

33. Search Results were Crowded..

34. Advertising Creates Results at a Cost

35. Becoming a Publisher… Added technology to support distribution Engaged vendors to create compelling content Shifted internal responsibilities to staff content creation and community management positions

36. Technology…

37. Compelling Content…

38. Community Management…

39. Syndicated Promotion

40. A Typical Publishers Feature…

41. A Typical Publisher’s Feature…

42. What to Do Tomorrow? See the Web as a Buying Engine Look Beyond the CMS Focus on Optimizing Content Examine Organizational Requirements Vendor Profiles

43. Content Author Community Manager Technical Support Skill Sets Layer Strategy Creative Development Management Engagement Layer Content Management Content Syndication Community Building Tools Mobile Applications Rich MediaTools Platform Layer Adapting the Organization

45. Fun

46. Smart

47. Righteouscopyright r2integrated, LLC 2009 – confidential and proprietary

48. Two Types of Social Networks We seek to reduce risk and gain rewards… Technical Networks Commonality: occupation, professional interest, or technical skill Seeking/Giving: technical data, or specific job-related information Sharing Motivation: inclusion, status, reputation Trust and Admiration Networks Commonality: personal affiliation (friends, associates) Seeking/Giving: personal views and status, advice on decisions and purchases Sharing Motivation: ego (recognition, admiration, and trust) copyright r2integrated, LLC 2010 – confidential and proprietary

49. Technical Networks copyright r2integrated, LLC 2009 – confidential and proprietary

50. Trust and Admiration Networks copyright r2integrated, LLC 2009 – confidential and proprietary

51. Sharing Motivation People in these two networks share thingsthat meet one or more of these basic criteria: Transactional Value – “I’m generous” Entertainment – “I’m fun” Information Useful for Daily Life – “I’m smart” Ideology – “I’m good righteous” copyright r2integrated, LLC 2010 – confidential and proprietary

52. Transactional Value copyright r2integrated, LLC 2009 – confidential and proprietary “I am generous.”

53. Entertainment Value copyright r2integrated, LLC 2009 – confidential and proprietary “I am fun.” (“And I have a lot of spare time”)

54. Informational Value copyright r2integrated, LLC 2009 – confidential and proprietary “I am smart.”

55. Ideology copyright r2integrated, LLC 2009 – confidential and proprietary “I am righteous.”

56. Social Bridging The Goal:Changing opinions and buying decisionsthrough the sharing of contentby others who accept your value proposition i.e. , making “advocates” copyright r2integrated, LLC 2009 – confidential and proprietary

57. Social Bridging The Method:Use social medianot as a broadcast medium, but as a place to identify, empower, and reproduce advocates copyright r2integrated, LLC 2009 – confidential and proprietary

58. Social Bridging The Mission:To locate likely advocates,arm them with valuable content,and ensure sharing mechanisms are in place copyright r2integrated, LLC 2009 – confidential and proprietary This is not a “one and done” proposition, advocates represent an ongoing relationship that must be actively maintained.

59. Social Bridging copyright r2integrated, LLC 2009 – confidential and proprietary Identify – Empower –

60. Applying the Theory So now what? copyright r2integrated, LLC 2009 – confidential and proprietary

62. Needs/Wants

63. Influencers

64. Products

65. Basedon Behavior

66. Framework for managing influencers

67. Intersecting behavior with messages at the right place and time

68. Programs and campaigns

69. Infrastructure

70. Engaging contentcopyright r2integrated, LLC 2010 – confidential and proprietary

71. Buying Behavior Motivation Whose Problem is It? Aspirin or Vitamin? Risk/Reward Needs/Wants Form/Function Price Decision Making Influencers vs. DMs Evidence/Information References Peer Advice copyright r2integrated, LLC 2009 – confidential and proprietary Where are these communities? How do they operate? How do you intersect?

72. Content Generation Which Audience? Technical/Non-technical Match the Motivation Does it affect their “In Box”? Shareable Value Transactional Entertaining Useful Information copyright r2integrated, LLC 2009 – confidential and proprietary Ask yourself, and ask key customers: “Would you share this?” “Why?” Be honest…

73. Sharing Systems and Technologies E-mail The Original Social Network Embedded sharing mechanisms (e.g. influencer widgets) copyright r2integrated, LLC 2009 – confidential and proprietary

74. Sharing Systems and Technologies Social Media: Inherent Mechanism( e.g. Facebook) Adjunctive Mechanisms(e.g. Facebook Connect API) Share This Ad Buys copyright r2integrated, LLC 2009 – confidential and proprietary

75. copyright r2integrated, LLC 2009 – confidential and proprietary Sharing Systems and Technologies Other Community Environments: Company Micro-sites 3rd Party Promotion Sharing Sites (e.g. coupon sites) Partners

76. Example Framework Can Moe grow? copyright r2integrated, LLC 2009 – confidential and proprietary

78. Goal: Increase repeat visits 20%, increase per-cover revenues 25%Retail Dining copyright r2integrated, LLC 2009 – confidential and proprietary

80. Reach through Loyalty programs

81. Incentivize Sharingand Word of Mouth

82. Create Social Bridge to…Reach through Social Bridging copyright r2integrated, LLC 2009 – confidential and proprietary

83. Main Objective copyright r2integrated, LLC 2009 – confidential and proprietary ActiveLoyal Loyal Occasional Rarely Never Been Shifting the population…

84. Bridging Methods copyright r2integrated, LLC 2009 – confidential and proprietary Inside the existing TMGFD base, email is the connection and sharing method. Active Loyal Outside the TMGFD base, the connection and sharing method is via social mechanisms. Loyal Occasional Rarely Never Been

85. Tactical Overview Facebook portal delivers valuable content, builds loyalty Facebook Sharing allows members to recruit others through social “bridging”. Facebook Connecton amicro-site or landing page amplifies it. Sharing extends reach and drives acquisition of base. Promotion drives base to Facebook 300K+ email base Join Join Acquire Social Media buysdrive other outsidemembers to join Email with engaging primary offer and sharing mechanisms. Size and loyalty of community drives more “Loyal” and “Active Loyal” transactions copyright r2integrated, LLC 2010 – confidential and proprietary

86. Questions? copyright r2integrated, LLC 2009 – confidential and proprietary