Confidential Information 1

How to Partner Up for

Social Media Success

Cynthia Francis, CEO

March 12, 2009

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Obama to address Congress, nation on economy

U.S. home prices fall at record pace, consumers fret

U.S. Is Pressed to Add Billions to Bailouts January job loss:

Worst in 34 years

Job Losses Pose a Threat to Stability Worldwide

Small Business fail as banks stop lending

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Decline in Newspaper Adverts

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Your Goal for 2009

• Significantly increase Customer engagement and retention

• Reduce the Marketing Budget

• Be cool, build a great brand, stay on the cutting edge, gain market share

DO WAY MORE WITH LESS

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Social Media Communities include all the ways consumers interact with

one another and with the brands they care about in online

communities.

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Social Media for All

2009 AdWeek HEADLINE:

Marketers Adapt as Social Networks Attract Older Users

Increasingly Popular With the 35-Plus Set, Facebook, MySpace Become Mainstream Marketing Vehicles

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Adults On Social Media sites

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Why Social Media Communities

• Expanded reach and relevancy• Better position brand in new/old markets• Drive improved customer relationships• Gain better understanding of issues/trends• Manage brand reputation• Access better competitive information• Enhance product development• New ways to monetize brand assets

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Industry TrendsSocial media is fast becoming the way marketers connect

with their customers

– “By 2010, 60 percent of Fortune 1000 companies with a Web site will connect to or host a form of online community.” – Gartner, Oct 2008

– “57 percent of marketers said that social media tools are becoming more valuable to their activities as more customers and influencers use them.” – Society for New Communications Research, 2008

– “78 percent of surveyed marketers see social media marketing as a way to gain a competitive edge, but only 7.75% of total online marketing spend is devoted to it.” – Coremetrics Survey, Oct 2007

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So How To Create Value . . . ?

June 2008 study by Deloitte Consulting found that of 100 businesses with online communities most corporate UGC sites failed to gain significant customer interest.

• 35% of the online communities had less than 100 members• Less than 25% had more than 1,000 members• Close to 6% of these sites were produced for more than

$1Million!

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A Viable Social Media Strategy

• Know your goals

• Provide something of value

• Leverage your strengths and bring in partners who do the same

• Listen to your customers and partners

• Adapt your site from what you learn

• Take a Team Approach

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A Team Approach

Agencies:

Drive Creative &

Design

Business Brand

Marketing:

Own the Brand

Social Media Platform (such as

Reality Digital Opus™)

UGC Communities

Social Media Campaigns

Interactive Contests

Microsites

Technology Partners:

Additional Features and

Services

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Best Practices

• Co-selling (or at least co-planning pre sale)

• Delineate strengths and identify roles and areas of ownership

• Regular client meetings which include both design and technical

• Post-mortem each project to learn and improve.

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HyundaiGenesis Coupe

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NFLReplay Re-Cutter

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SearsArrive Lounge

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MTV NewsYou R Here

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Dreyer’s Ice CreamDibs Film Fest

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Make Money/Save Money

• Team approach improves overall deliverable at a lower cost to all

• SaaS removes upfront capital expenditures and long term commitments

• Social Media enables deeper brand awareness and penetration

• Improve IMAGE and ROI all at once!

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