Value 2.0Marketing In A RecessionWhy Social Marketing?

MarketingWorks

More measurable than traditional media……. improves accountability

CMOs shifts budget mix… improves budget allocation & optimization

Precision targeting by lifecycle and decision stage….improves effectiveness

Consumers trust each other first………improves impact

It’s where your customers spend most of their time………improves efficiency

“…50% the US adult population will be on a social network by 2011.”

Trust in "a person like me" has tripled

to 68% in 2 years

The most recommended brand online in its category grows the category average

2.5x

75% of Internet users participate in some form of social media, up from 56% in 2007....

“Over 90% of consumers say WOM influenced their purchases.” DoubleClick

TOTAL US ADVERTISING SPENDMEDIA CONSUMPTION

14% Newspapers

20% Direct Mail

22% TV

6% Online

21% Other Media

TV14 hours wk

Radio 4 hours wk

Online41%

14 hours wk

The Opportunity

5% Yellow Pages

4% Magazines

7% Radio

$303 Billion (2007E)

Magazines, 2 hours

Newspapers, 1 hour

Marketing In a Recession: Why Social Media?Value 2.0

“Over 90% of consumers say WOM

influenced their purchases.”DoubleClick

Internet & Personal Sources

Are The BestInformation sources

-Morgan Stanley

Now more than ever, consumers will validate purchase decisions via online peer opinion

80%

People Aren’t going to stop talking

Marketing In a Recession: Consumer ImpactValue 2.0

C O N F I D E N T I A L4

CMO’s give it priority

“In the recession of 2009, marketers will be making cuts almost across the board, and will seek cost-efficient alternatives.”

October 2008

Marketing In a Recession: Budget AllocationValue 2.0

C O N F I D E N T I A L5

DR PR SR IRROI

IMPACT

• Cost Effective• Precision Targeting• Legacy Effect• Measurable

• Rapid Deployment• Scalable• Accountable

Social Marketing Activation Benefits

Makes your dollars work harder!

Direct Marketing ResultsCustomer AcquisitionLead GenerationConversionPLUS, Brand Impact

Blogger OutreachInfluence the Influentials Insight Results

Engagement Feedback

Search ResultsSEO+SMOIn bound Marketing Impact

Marketing In a Recession: Return On InvestmentValue 2.0

MWKS

seeds, leads

& ignites conversations activating results

Escada Moon Sparkle – Rihanna’s Girls Night Out

DurationFour WeeksDemographicWomen, ages 16-30

Objectives

Promoting awareness of the launch of Escada’s new fragrance Moon Sparkleand the exclusive Rihanna concerts sponsored by Escada Moon Sparkle.

Strategy

Awareness: Approached women, 16-30, in communities of Rihanna fans, hip hop/R&B and fashionistas.Consumer purchase: Drove consumer in-store to purchase perfumeOnline PR: Reached out directly to entertainment bloggers, fashion bloggers and online taste makers. Geo-targeted: Pushed exclusive concerts and in-store eventsSweepstakes entry: drove consumers to enter online sweepstakesMobile: Encouraged ring tone downloads

Results

All three exclusive concerts sold outOnline columnists and bloggers enthusiastically picked up on story (Perez Hilton mentioned the promotion in his blog, 2MM unique daily visitors)Increased sales; exceeded client’s expectations at in-store events.Online sweepstakes goal was exceeded by 600%

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Awareness

© 2009, MWKS. All Rights Reserved.

5

CampaignSkinsDurationFive Weeks

Objectives

• Creating awareness of BBC America’s Brit-crossover, • Skins among current and potential fans• Increasing viewer tune-in• Building fan networks and creating evangelists• Increasing SEO vs. British Skins (E4) material already online

Strategy

• Target online communities of current US-based Skins fans, early-adopters, artist/indie groups & television addicts.

• Position Skins against known-hits during the major fall network ad-campaigns (e.g. Gossip Girl, 90210)

• Messaging: Premiere time/date with weekly updates on new episodes• Social technographics of demo reveal high usage of Twitter, so MWKS used

to spread WOM Buzz effectively• Dynamic engagement strategy with multiple digital assets via YouTube

(videos) and Flickr (images)• Provide new digital materials, including an immense YouTube video library• Link backs to landing pages using strategic tag words within multiple social

bookmarking utilities (e.g. Del.icio.us, StumbleUpon) to ensure US viewers found BBC America Skins content vs. Britain’s E4

Results

• Exceeded client’s rating expectations (.08) for premiere tune-in with a .1• 60,000+ video views over 5-week campaign• Built groundwork for client to sustain viral efforts using YouTube/Twitter • accounts after campaign end; client maintaining these accounts due to their

success.

ver,

ady online

Awareness

Activation

Case Studies

CampaignYaris versus YarisDurationThree months

Objective• Creating awareness and driving attendance of live-events:

Houston, Atlanta, Washington DC and Chicago• Driving online voting and registration

Strategy

• Activated online communications with DJ’s and their fans, hip hop communities, rap culture and passionate fans of movies/sports/urban culture

• Promoted Yaris-brand and encouraged attendance at the four live-events where music artists performed and vehicle test-drives occurred

Results

• Built a network of evangelists around the Yaris brand; this direct engagement proved successful in reaching untapped, niche communities

• Created a positive relationship between the Yaris brand and target consumer.

• Attendance of four live events exceeded client’s expectations

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Activation

Progressive “Sturgis Promotion”Duration3 WeeksTargetBikers and Motorcycle Enthusiasts.

Objectives

� Create awareness of Progressive’s presence at Sturgis, the largest Bike Rally of the year

� Create interest in accompanying promotions� Engage Bikers with the brand

Strategy

� Approached Bloggers, groups within Social Networks and Message Boards to spread the word about Sturgis and the promotions (Custom Bike Giveaway and T-Shirt Giveaway)

� Drive consumers to landing page.� Speak honestly to Bikers on behalf of the brand, creating a dialog and an

understanding that Progressive understands Bikers.

Results

� Over 600,000 Engagements.� Bike Bloggers enthusiastically passed the word along in their Blogs.� Raised the profile of Progressive Motorcycle Insurance in Google

Search.� Client impressed by the careful way in which Bikers were engaged.� Authenticity is key with this group.

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AwarenessActivation

Activation

Case Studies

Nickelodeon Kids’ Choice Awards

DurationFour WeeksTarget DemographicChildren, ages 12-17

Objectives

� Creating awareness and excitement for Nick’s Kids’ Choice Awards� Encouraging and driving tune-in of KCA time/date� Encouraging engagement by driving online voting� Promoting asset downloads on-site and use of KCA widget

Strategies

� Entered thriving online communities, created awareness of KCA time/date� Engaged Tweens and Teens in the online communities where they hive together� Leveraged the popularity of the nominees as well as the host, Jack Black, to spark

conversations online adding to a compelling call-to-action� Overlaid our internal site-lists/media strategy against Nick’s site-list� Scrubbed the master file addressing concerns selecting only family-friendly sites� Authored the “talking points” and integrated call-to-action digital elements

Results

� Highest rating ever for the Nick KCA’s (#1 show for kids and Tweens that week)� Achieved 136,000+ engagements within influential communities� Built a network of evangelists that ignited pass-along � 88 MILLION votes were cast online � 2x greater volume than 2007 votes� Generated highest TV ratings in the history of the program� 89.3 Million votes cast. An increase of 119% over last year� Positive engagement between Brand and Consumer

Social Networks

Awards

f KCA i /d egetherto spark

Awareness

Objectives

� Drive awareness, registration & participation in Microsoft’s Vision to Venture Women’s Tour consisting of (6) one-day live events in 6 DMAs

� Encourage active, engaged discussion about Microsoft’s commitment to women and small business owners via Office Live Small Business (“OLSB”)

� Promote awareness and discussion surrounding Microsoft’s Vision To Venture Program� Build a database & network of evangelists to maximize dWOM & pass-along for all OLSB campaign

Strategy

Phase I: Contact influential bloggers within the targeted DMAs to ensure strong registration and attendance of the V2V Women’s tourPhase II: Post V2V tour within key communities to build awareness of OLSB and drive registrations

Deployment

� Created ignition discussion topics designed to engage and maximize response(e.g. “What Are Your Best Tips for Starting a Business?”)

� Strategically selected communities where the target market hived & outreach to key influencers, sharing relevant information, engaging in active conversations to influence and inspire pass-along

� Tagged all postings within boosting organic SEO value

Results

� Created 7.63 million engagements within the target demographic� Drove strong attendance to V2V Women’s Tour within 6 DMAs� Built a sustainable network of evangelists for Microsoft

Vision To Venture / Office Live Small Business

Duration3 monthsTarget Current/future female small business owners

"Office Live Small Business provides the flexibility I need by allowing me to make updates to my Web site quickly and easily from any computer."

AwarenessActivation

Activation

Case Studies

Nickelodeon Kids’ Choice Awards

DurationFour WeeksTarget DemographicChildren, ages 12-17

Objectives

� Creating awareness and excitement for Nick’s Kids’ Choice Awards� Encouraging and driving tune-in of KCA time/date� Encouraging engagement by driving online voting� Promoting asset downloads on-site and use of KCA widget

Strategies

� Entered thriving online communities, created awareness of KCA time/date� Engaged Tweens and Teens in the online communities where they hive together� Leveraged the popularity of the nominees as well as the host, Jack Black, to spark

conversations online adding to a compelling call-to-action� Overlaid our internal site-lists/media strategy against Nick’s site-list� Scrubbed the master file addressing concerns selecting only family-friendly sites� Authored the “talking points” and integrated call-to-action digital elements

Results

� Highest rating ever for the Nick KCA’s (#1 show for kids and Tweens that week)� Achieved 136,000+ engagements within influential communities� Built a network of evangelists that ignited pass-along � 88 MILLION votes were cast online � 2x greater volume than 2007 votes� Generated highest TV ratings in the history of the program� 89.3 Million votes cast. An increase of 119% over last year� Positive engagement between Brand and Consumer

Social Networks

Awards

f KCA i /d egetherto spark

Awareness

Objectives

� Drive awareness, registration & participation in Microsoft’s Vision to Venture Women’s Tour consisting of (6) one-day live events in 6 DMAs

� Encourage active, engaged discussion about Microsoft’s commitment to women and small business owners via Office Live Small Business (“OLSB”)

� Promote awareness and discussion surrounding Microsoft’s Vision To Venture Program� Build a database & network of evangelists to maximize dWOM & pass-along for all OLSB campaign

Strategy

Phase I: Contact influential bloggers within the targeted DMAs to ensure strong registration and attendance of the V2V Women’s tourPhase II: Post V2V tour within key communities to build awareness of OLSB and drive registrations

Deployment

� Created ignition discussion topics designed to engage and maximize response(e.g. “What Are Your Best Tips for Starting a Business?”)

� Strategically selected communities where the target market hived & outreach to key influencers, sharing relevant information, engaging in active conversations to influence and inspire pass-along

� Tagged all postings within boosting organic SEO value

Results

� Created 7.63 million engagements within the target demographic� Drove strong attendance to V2V Women’s Tour within 6 DMAs� Built a sustainable network of evangelists for Microsoft

Vision To Venture / Office Live Small Business

Duration3 monthsTarget Current/future female small business owners

"Office Live Small Business provides the flexibility I need by allowing me to make updates to my Web site quickly and easily from any computer."

AwarenessActivation

Activation

Case Studies

MWKS MarketingWorks

Corporate Overview

MarketingWorks MWKS is a social marketing agency that combines best in class engagement strategies with the ability to implement and activate 

l h h l d l ll

New YorkSales & Client Services

Los AngelesCorporate Headquarters

results. We target the right online conversations to deliver compelling brand content with calls to action designed to ignite digital WOM buzz, brand advocacy and direct response results.

MWKS provides expertise in all areas of social marketing. Our strategic value proposition is influencing the influencers

We seed, lead & ignite i h i fl l !

Corporate Headquartersvalue proposition is influencing the influencers. 

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conversations that influence results!

Randy F. PricetNJŜǎƛŘŜƴǘоноΦпосΦнлллΦȄǘΦмлпфпфΦΦнпмΦртттΦ

csalmore@mworks‐inc.com

C O N F I D E N T I A L

rfprice@mworks‐inc.com

MWKSCorporate Relationships

Leadership Brands

I ti A iInnovative Agencies

Strategic Partners

C O N F I D E N T I A L

CODE OF ETHICSMarketingworks

CODE OF ETHICS

1Consumer Protection & Respect Is Paramount:MWKS respects and promotes best‐practices that protect consumers at all times.1 p p p p

Honesty “ROI”: Relationships Opinions & Identity

2Honesty  ROI : Relationships, Opinions & IdentityHonesty of Relationship ‐MWKS practices openness about the relationship between consumers, our Brand Ambassadors and our clients. We stand against shill and stealth marketing practices.MWKS complies with FTC regulations that state: “When there exists a connection between the endorser and the seller of the advertiser

d hi h i h i ll ff h i h f dibili f h d (i h i i bl d bproduct which might materially affect the weight of credibility of the endorsement (i.e, the connection is not reasonably expected bythe audience) such connection must be fully disclosed.”

Honesty of Opinion ‐MWKS complies with FTC regulations regarding testimonials and endorsements, specifically: “Endorsements must always reflect thehonest opinions, findings, beliefs, or experience of the endorser. Furthermore, they may not contain any representations which wouldb d ti ld t b b t ti t d if d di tl b th d ti ”be deceptive, or could not be substantiated, if made directly by the advertiser.”

Honesty of Identity ‐MWKS complies with FTC regulations regarding identity in endorsements that state: “Advertisements presenting endorsements by what are represented, directly of implication, to be “actual consumers” should utilize actual consumers, in both the audio and video or clearly and conspicuously disclose that the persons in such advertisements are not actual consumers of the advertised product.”

3 Respect for Rules of the Venue:MWKS respects the rights of any online or offline communications venue (such as a website, blog, social network, forum, chat‐room, etc.) to create and enforce its rules as it sees fit.  At MWKS we never create campaigns or encourage behavior that would , ) p g gviolate or disrespect those rules.

CODE OF ETHICSMarketingworks

CODE OF ETHICS

4Manage Relationships with Minors Responsibility:MWKS b li h ki i h i i li k i i i hi l4 MWKS believes that working with minors in online marketing programs carries important ethical obligations, responsibilities and sensitivity. 

MWKS complies with all applicable laws dealing with minors and marketing, including COPPA, and regulations regarding age‐restrictions for particular products and services.regulations regarding age restrictions for particular products and services.At MWKS we insure that all our campaigns comply with existing media‐specific rules regarding minors, (such as day‐part restrictions) and full disclosure.

5 Honest Downstream Communications:5 Honest Downstream Communications:At MWKS we recognize that we cannot control what real people say or how a message will be presented after multiple generations of conversations.  Nevertheless, MWKS promotes Honesty ROI in any and all of our downstream communications.

6Protection of Privacy & Permission:MWKS respects the privacy of consumers at all times.  Every word‐of‐mouth online marketing program is  structured using the highest privacy, opt‐in, and permission‐based standards. MWKS complies with all 6 g g p y, p , p prelevant regulations.  Any personal information gathered from consumers through their participation is used only in the confines of that particular program, unless the consumer voluntarily gives MWKS permission to use it for other purposes.