Conversational Marketing Summit

New York, NY June 7, 2011

CM SummitLocal Matters

Kevin BarenblatCEO and Co-Founder

May 2011

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Software and Servicesto Help You Succeed in Social

We provide the most powerful enterprise software toolsand services to help brands build, protect, manage and measure brand presence and relationships on the leading social networks.

S A N F R A N C I S C O . N E W Y O R K . L O N D O N

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National Brands:Local Experiences

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Local Matters

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1 Capitalize on local engagement with local experiences

2 Foster loyalty at local level, reinforce national brand

3 Drive advocacy through WOM

The Local Opportunity

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What You Need BeforeSeizing the Opportunity

Blueprint Foundation

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Blueprint: Organize for Social

A

Be consumer-centric

B

Maintain national corporate marketing, oversight

C

Empower local managers

D

Geo-target audiences with relevant messaging

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Foundation: Management ToolsReinforce national brand by integrating local Pages and Places into a unified corporate Page

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Local Engagement

1 Capitalize on local engagement with local experiences

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Allstate EmpowersLocal AffiliatesRelationships are local.

Enable local affiliates:• Roles and Permissions• Approval workflow• Content libraries• Page templates

14KAgents

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Charlotte Russe Creates Local ExperienceIn store marketing and social and mobile offer to drive in-store traffic

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Local Loyalty

2 Foster loyalty at local level, reinforce national brand

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LiveNationGeo-Targets FansRelevant, local contests, sweepstakes, experiences and messaging.

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Safeway Addresses Local Brand TalkersProactive community management for customer service recovery

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Drive WOM

3 Drive advocacy through WOM

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Virgin America EncouragesCheck-Ins to Broadcast AdvocacyLocation-based experiences create engagement which amplify brand advocacy

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Hot Topic Maintains MindshareSocial engagement maintains brand preference. builds loyalty and creates WOM

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1 Capitalize on local engagement with local experiences

2 Foster loyalty at local level, reinforce national brand

3 Drive advocacy through WOM

The Local Opportunity

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Thank You!