2. © 2013 Crain Communications Inc. May 20, 2013 SOCIAL MEDIA MONITORING TOOLS AND SERVICES SOURCE: CAWLEY, R. 2010. THE 1 PERCENT SOLUTION: MANAGING ONLINE CONTROVERSY. PUBLIC RELATIONS TACTICS 17(11):17. BROOKS, CHAD. “PICKING THE BEST SOCIAL MEDIA MONITORING TOOLS.” BUSINESS NEWS DAILY, JULY 28, 2011. RETRIEVED MARCH 9, 2012, FROM HTTP://WWW.BUSINESSNEWSDAILY.COM/1265-BEST-SOCIAL-MEDIA-MONITORING-TOOLS.HTML. Monitoring enables marketers access to real customers’ opinions, complaints and queries GOOGLE ANALYTICS GOOGLE TRENDS TECHNORATI FACEBOOK INSIGHTS BOARDTRACKER HOWSOCIABLE SOCIALMENTION ADDICTOMATIC RADIAN6 HOOTSUITE HUBSPOT LITHIUM SYNTHESISO SCOUTLABS SYSOMOS NIELSON ONLINE UBERVU VIRALHEAT BRANDWATCH

3. © 2013 Crain Communications Inc. May 20, 2013 SOCIAL MEDIA MONITORING TOOLS AND SERVICES. SOURCE: MURDOUGH, CHRIS. 2009. "SOCIAL MEDIA MEASUREMENT: IT'S NOT IMPOSSIBLE." JOURNAL OF INTERACTIVE ADVERTISING 10 (1):94-99. The metrics you choose and use depend on the goals and objectives of the brand DEEPEN RELATIONSHIP WITH CUSTOMERS Achieve a critical mass of audience through social media Encourage ongoing interaction with brand GOALS OBJECTIVESMETRICS Number of advocates (Fans, followers, authors) Number of comments posted Comments/advocate Advocate influence profile LEARN FROM THE COMMUNITY Uncover common themes among interactions Rank of topics discussed Decipher positive vs. negative sentiment DRIVE PURCHASE INTENT Persuade engagement with website content and utility Leads to ecommerce partners Retail locater results activity Product brochure downloads

4. © 2013 Crain Communications Inc. May 20, 2013 ONLINE IDEA COMPETITION VS. FOCUS GROUP WORKSHOPS. *Note: Converted from Euros into U.S. Dollars. SOURCE: SCHWEITZER, F., BUCHINGER, W., GASSMANN, O., AND OBRIST, M. 2012. CROWDSOURCING. RESEARCH TECHNOLOGY MANAGEMENT, 55(3):32-38. DOI:10.5437/08956308X5503055 Digital idea competitions can be more efficient and effective than traditional ones TOTAL IDEAS 218 FOCUS GROUP WORKSHOPS 52 ACTIVE PARTICIPANTS/ REGISTERED MEMBERS 191/4,183 (4.6% active) IDEAS FOR EXISTING FUNCTIONS 1.14 (active participants), 0.05 (registered members) ONLINE IDEA COMPETITION COMMENTS ON IDEAS 303 (Average 25 words per comment) Several per idea (full discussion of interesting concepts 2.26 IDEAS PER PARTICIPANT 23 (100% active) 52 (24.4%) 20 (38.4%) UNCOVENTIONAL IDEAS (% OF TOTAL IDEAS) 83 (38.9%) 17 (32.7%) IDEAS REALIZABLE WITHIN THE NEXT 24 MONTHS 78 (36.6%) 15 (28.8%) PARTICIPANT BACKGROUND Provided by 53% of active participants Provided by all participants TOTAL COST $26,000* $7,300* $128* $140* COST PER IDEA All for conceptualizing, carrying out, and analyzing workshops Rooms and equipment gratis $15,300* for conceptual and setting up competition $10,700* for communication, expert jury, and prizes

5. © 2013 Crain Communications Inc. May 20, 2013 MOST DIGITAL DECISION MAKERS PLANNED TO INCREASE SOCIAL-MEDIA AD SPENDING IN 2012 Marketers know social media is important and planned to spend more but admit to not knowing how to integrate efforts SOURCE: “DIGITAL LANDSCAPE REPORT.” ADVERTISER PERCEPTIONS, 2012. RETRIEVED DEC. 21, 2012, FROM HTTP://WWW.ADVERTISERPERCEPTIONS.COM/SITE-MAP/DIGITAL-LANDSCAPE-REPORT / HTTP://WWW.ADVERTISERPERCEPTIONS.COM/SITE-MAP/DIGITAL-LANDSCAPE-REPORT / PLAN TO INCREASE SPENDING PLAN TO MAINTAIN SPENDING PLAN TO DECREASE SPENDING 4% 37% 59%

6. © 2013 Crain Communications Inc. May 20, 2013 CONSUMERS TRUST OPINIONS POSTED ONLINE OVER ADVERTISING Consumers’ reliance on word-of-mouth in the decision-making process has increased significantly in the last few years 90% 70% 69% 64% 62% 61% 59% 55% 54% 52% 41% 37% 33% 24% Recommendations from people known Consumer opinions posted online Brand websites Editorial content Brand sponsorships TV Newspaper Magazines Billboards/outdoor advertising Radio Emails signed up for Ads before movies Search engine result ads Online video ads Online banner ads Mobile phone text ads SOURCE: “GLOBAL ADVERTISING: CONSUMERS TRUST REAL FRIENDS AND VIRTUAL STRANGERS THE MOST.” NIELSENWIRE, JULY 2009. RETRIEVED MARCH 3, 2012, FROM HTTP://BLOG.NIELSEN.COM/NIELSENWIRE/CONSUMER/GLOBAL-ADVERTISING-CONSUMERS-TRUST-REAL-FRIENDS-AND-VIRTUAL-STRANGERS-THE-MOST/ 0 100

7. © 2013 Crain Communications Inc. May 20, 2013 CONTENT MARKETING BY TACTIC Branded content should be an investment in an ongoing strategic position and not a one-shot marketing campaign 84% 78% 70% 69% 63% 61% 43% 42% 41% 40% 38% 37% 33% Social media other than blogs Articles on your website eNewsletters Videos Blogs In-person events Articles on other websites Mobile content Mobile apps Print magazines Microsites Branded content tools Case studies Print newsletters 0100 SOURCE: PULIZZI, JOE. 2012. “2013 B2C CONTENT MARKETING RESEARCH: BENCHMARKS, BUDGETS, AND TRENDS.” CONTENT MARKETING INSTITUTE. RETRIEVED DEC. 21, 2012, FROM HTTP://CONTENTMARKETINGINSTITUTE.COM/2012/11/2013-B2C-CONSUMER-CONTENT-MARKETING// 42% 33% 32% 29% 28% 26% 21% 17% Infographics Research reports Licensed/syndicated content Books Webinars/webcasts Digital magazines eBooks Annual reports Whitepapers Podcasts Virtual conferences Games/gamification

8. © 2013 Crain Communications Inc. May 20, 2013 CREATORS OF PEER INFLUENCE Connectors sincerely want to join consumers and brands together SOURCE: BERNOFF, JOSH. “SPOTTING THE CREATORS OF PEER INFLUENCE.” ADVERTISING AGE, APRIL 20, 2010. RETRIEVED DEC. 21, 2012, FROM HTTP://ADAGE.COM/ARTICLE/DIGITALNEXT/MARKETING-SPOTTING-CREATORS-PEER-INFLUENCE/143372/

9. © 2013 Crain Communications Inc. May 20, 2013 SOCIAL MEDIA BUSINESS ACTIVITIES Marketing The second most used social media activity is customer service Customer service Corporate communications/public relations Contact center Sales Executive communications Investor relations Crisis management Other 0 100 SOURCE: FLUSS, D. 2012. “USING SOCIAL MEDIA FOR CUSTOMER SERVICE.” CRM MAGAZINE, 16(4):10. 76% 63% 53% 37% 34% 18% 17% 12% 2%