Slides from SkepticalCMO and friends webinar on May 19, 2009. The buzz about Twitter, Facebook, and other social media is deafening. Sure everyone is talking about social media but will you grow your business, expand market share or keep your customers happy by jumping on the bandwagon? The Skeptical CMO and his panel of marketing and social media experts will debate the business value and ROI of online communities. This live, interactive discussion will challenge conventional wisdom about social media and ask: • How important is engaging and building social media communities to your overall brand strategy, marketing and sales initiatives? • Can nurturing your online community really help you prepare for crises like negative product reviews, recalls or rogue employees? • Will these new approaches to engaging your customers really make your organization more agile? Moderator: Frank Days, Managing Partner, Tangyslice Partners Panelists: Paige Arnof-Fenn, Founder, Mavens and Moguls Robert Collins, Producer, Social Media Breakfast Boston Rachel Happe, Principal, The Community Roundtable Event Sponsor: PJA advertising + marketing

1. The value of building your online
community (before you need it)
We’ll be starting at 3:32pm
to give people time to log in.
Chill out, OK?
Presented by:
The Skeptical CMO and friends
May 19, 2009
3:30 - 4:30pm ET
www.skepticalCMO.com

2. Agenda
• Intro
• Brand
• Crises
• Agility
• Questions Show me
the money

3. Who is the Skeptical CMO?
• Crowdsourced effort
• Lots of questions about new media
• Discuss, debate, and create

4. Today’s crowd
• Host: Frank Days, Tangyslice Partners
• Paige Arnof-Fenn, Mavens and Moguls
• Robert Collins, Social Media Breakfast
• Rachel Happe, The Community
Roundtable
Special thanks to our friends
at PJA Advertising

5. And behind the console,
Scooterboy himself
Really,
a typewriter?

6. Housekeeping
• Hashtag: #CMO
• Submit questions through console
• Slides and podcasts will be available
The webinar bus
has left the station

7. Discussion 1
How important is engaging
social media communities to
my brand strategy?

8. Business StrategyMarketing StrategyBrand Strategy
• Social Media Brand
• Online Brand
• Offline Brand
• Brand Management = Reputation
Management

9. Discussion 2
Can nurturing my online community
really help me prepare for a crisis?

10. Good news, get it out fast,
Bad news, get it out faster!

11. Discussion 3
Will these new approaches
really make my organization
more agile?

12. Chicken or Egg?
• Facts
– Community users remain customers 50% longer (AT&T, 2002)
– 43% of support forums visits instead of support case (Cisco, 2004)
– Community users spend 54% more time (EBay, 2006)
– Customers report good experiences in forums more than twice as
often as they do via calls or mail (Jupiter, 2006)
• But does it matter?
– Only 22% of respondents could articulate ROI on
community efforts (Forum One Nov. ‘07)

13. Questions
• Chat
• Tweet #CMO
@rhappe
@tangyslice
Bring it on,
@robertcollins I have lots
of questions

14. Next Event
Topic: Does it pay to be a social media laggard?
Date: June 4, 2009
Time: 3:30-4:30PM ET
Featuring:
Jeff Cutler, Journalist, Blogger JeffCutler.com
Mike O’Toole, PJA advertising + marketing
Jim Storer, The Community Roundtable

15. Thank you for joining us
• Check out our blog www.skepticalcmo.com
• Stay tuned for regular podcasts
• Answers in our LinkedIn Group
• Contact us:
– paige@mavensandmoguls.com
– robertcollins86@gmail.com (@robertcollins)
– fmdays@tangyslice.com (@tangyslice) Peace out.
– rehappe@gmail.com (@rhappe)