Prepared for IABC & Presented by Dale Edman

March 19, 2009

Social Media Overview

agenda

: Consumer Shift and the Social Web

: Introduction to The OPEN Brand

: Social Media Overview

· Top independent digital marketing agency

· Privately held, WBEN certified

· Founded in 1981

· 220 associates

· Recently named Top Workplace by WSJ

· Headquartered in Columbus, OH

· Clients: Fortune 500 Retailers, CPG, Branded Manufacturers

resource interactive

digital footprint

Consumer Shift and the Social Web

More than 25% of the search results on Google for the world’s 20 largest brands, are consumer generated content.—Nielsen Buzz Metrics

The number of text messages sent and received each day

exceed the population of Earth.

—m-metrics, 2007 Mobile Commerce Landscape

77% of Internet shoppers read online

product reviews.—JupiterResearch, August 2007

86+ million social network users in the U.S.—eMarketer, 2008

1.4 blogs created every second of every day.—Technorati 2007

The average U.S. citizen will spend 5.4 years per

lifetime online.—Nielsen Online Stats, 2007

Over 8 million twitter users in the U.S.—Twitdir, 2009

“President Obama is committed to creating the most open and accessible administration in American history.”

—www.whitehouse.gov, January 20, 2009

“We have to strike the right balance between being in touch, and being in control. The irony is, the more in control we are, the more out of touch we become.”

Procter & Gamble CEOA.G. Lafley

at the ANA Annual Conferencein Orlando, October 2006

LISTEN & LEARN

BUILD AWARENESS

FACILITATE PARTICIPATION

SUPPORT PURCHASE

REENGAGE & EMPOWER

A NEW CONSUMER JOURNEY

LISTEN & LEARN

BUILD AWARENESS

FACILITATE PARTICIPATION

SUPPORT PURCHASE

REENGAGE & EMPOWER

An introduction to

THE OPEN BRAND

…is for On-DemandDelivers accessible, self-directed and instantly gratifying experiences.

…is for PersonalFacilitates meaningful interaction with many markets of one.

…is for EngagingDeepens attachment through relevant emotional experiences.

…is for NetworkedTaps the exponential potential of individual consumers and online niche communities.

Facilitates Relevant Customer Experiencesan open brand

Social Media

OVERVIEW

social web

create

share

influence

Web 2.0

Wiki

Mobile

Facebook

microblogging

web made world

open sourcePodcasts

RSS

IDK

You Tube

Flickr

social media

Blogs Twitter

bebo

kaboodle

social networkingsocial tagging

Micro blogging

3D Niche Networks

mCommerce

User Customized Apps

Social Navigation

Social commerce

TODAY FUTURE/EMERGING

YESTERDAY

Blogs

Social Networking

Mobile

Widget

Social Bookmarking

Multi-channel commerce

Letter from CEO/Pres

Hanging out at mall

Pay Phones

Off the shelf software

Search

eCommerce

MARKETING EVOLUTION

SOCIAL MEDIA OVERVIEW

: Blogs

: Micro-blogging

: Internal blogs

: Major Social Networks

: Niche Social Networks

: Consumer Generated Content

: Widgets/Apps

: Mobile

BLOGS

Kelly Mooney’s “Mooney Thinks”

WHAT

A frequently updated, self-publishing platform that promotes conversations with consumers

HOWInformation can be published easily and spread rapidly through RSS

TYPESCorporate, Corporate Evangelist, Personal, News, Aggregated

GOALS

Brand engagement

Loyalty

Community building

WOM/Influence

Nike’s “Nike Running”

Do I need the text telling what blog it is? What about dropshadows.?

Blog Examples

Sharpie’s Official Blog

Sony’s PSP flog “All I want for Xmas is a PSP”

BLOGS

HITEXAMPLE

BLOGS

MISSEXAMPLE

Micro-blogging

WHAT

A constantly updated, short-form, self-publishing platform that promotes conversations with consumers

HOW

Information can be published easily and spread rapidly. Accessed via a variety of methods

TYPES Personal, Corporate

GOALS

Brand engagement

Community building

Customer Support

Micro-blogging Examples

Zappos

Home Depot

Starbucks

Jet Blue

Ford

Whole Foods

MICRO-BLOGGING

HITEXAMPLE

MICRO-BLOGGING

MISSEXAMPLE

Dell

“My wife just went through a totally rude customer service experience with our local UHaul rep. Downright rude. Do they want the business?”

Whole Foods

Uhaul

Internal Blogging

WHAT

A frequently updated, self-publishing platform that promotes conversations with employees

HOWInformation can be published easily and spread rapidly through RSS

TYPES Corporate

GOALS

Communication

Dialogue

Centralized Information

Internal Blogging Examples

Social Networking Sites

Examples of SN sites:

WHAT

Community based service where users can connect with other like-minded users and or groups

HOWConsumers network with each other through comments and images

TYPESBrand sponsored, user-generated fan/group pages, consumer generated

GOALS

Brand engagement

Community building

WOM/Influence

Major Social Network Examples

Coca-Cola

Nike

Sony PSP

SOCIAL NETWORKING HITEXAMPLE

SOCIAL NETWORKING

MISSEXAMPLE Wal-Mart’s “The Hub” in 2006

VS Pink’s MySpace Page RI Client American Eagle Facebook Page

Niche Social Networks

WHAT

Community based service where users can connect with other like-minded users and or groups

HOWConsumers network with each other through comments and images

TYPES

Brand sponsored, user-generated fan/group pages, consumer generated

GOALS

Brand engagement

Community building

Customer Support WOM/Influence

Niche Social Network Examples

Niche Social Network Examples

CONSUMER GENERATED MULTI-MEDIA

WHAT Multi-media content produced and shared by consumers

HOW

Provides consumers with richer experiences that result in a broader appeal and access to information

TYPESDigital media technologies: digital video, mobile phone photography, mash-ups, etc.

GOALS

Improve brand perception

Identify brand advocates

Influence

VS PINK “World’s Largest PJ Party” RI Client

H&M “Fashion Runway” Wet Seal “Fashion Community”

Wal-Mart “Wal-Marting Across America”

CGM HITEXAMPLE

CGM

MISSEXAMPLE

WIDGETS

WHAT Self contained brand experience off site

HOW Delivers real time information to consumers

TYPESDesktop, mobile, other site-ready (e.g. Google, Facebook)

GOALSBrand engagement

Word of mouth / Influence

People’s Choice AwardsRI Client

Sears Desktop Widget

JC Penney’s Desktop WidgetVS Pink MySpace Widget RI Client

WIDGET HITEXAMPLE

WIDGET

MISSEXAMPLE American Apparel iGoogle Gadget Twitter iGoogle Gadget

MOBILE

WHAT Connect with consumers anytime or anyplace

HOW Communicating relevant and timely information

TYPES

Messaging (e.g. sms-text messaging, wap-mobile web, mms picture & video messaging), in-venue events, mobile advertising, search, downloadables and mCommerce

GOALS

Brand engagement

WOM/Influence

On-demand

Resource InteractiveMobile Web Site

Target

Wal-Mart Promotional Alerts

Pizza Hut order by mobile

Starbucks Store Locator Amazon

Mobile App

MOBILE

HITEXAMPLE

MOBILE

MISSEXAMPLE

1. Identify staff

2. Listen & learn

3. Reserve your brand name

4. Develop Social Media plan

5. Define strategy

6. Develop voice, tone & guidelines

7. Find & follow your audience

8. Engage

9. Measure

10. Repeat

Getting Started

“We have to strike the right balance between being in touch, and being in control. The irony is, the more in control we are, the more out of touch we become.”

Procter & Gamble CEOA.G. Lafley

at the ANA Annual Conferencein Orlando, October 2006

www.resource.com

Business InquiriesMelissa Dorkomdorko@resource.com614.621.2888

Speaking EngagementsMegan Burnsidemburnside@resource.com614.621.2888