1. October 5, 2010 Social Media Marketing Plan

2. SOCIAL MEDIA OPPORTUNITY MODEL Goal: Identify your top social media priorities by pinpointing gaps between your social media potential and maturity. Capabilities Defined: Listen: We use social media to capture insights and feedback from our target stakeholders / customers. Talk: We use social media to share information with our target stakeholders. Connect: We use social media to build relationships with and among our target stakeholders/customers. Collaborate: We use social media to help our stakeholders/customers solve problems and share ideas with us. Energize: We use social media to spark advocacy and drive positive viral messages. Social Media Potential Top Social Media Priorities (Opportunity) Current State of Practice (Maturity) Social Media Capabilities Listen TalkConnectCollaborateEnergize

3. THREE DRIVERS OF SOCIAL MEDIA POTENTIAL Potential Index calculated for each of five social media activities Listen TalkConnectCollaborateEnergize Social Media Potential is a function of your stakeholder behaviors, business objectives, and industry dynamics. The potential index is driven by questions you answered about stakeholder traits, business objectives, and industry dynamics. The potential index is calculated for each of five social media activities: - Listen - Talk - Connect - Collaborate - Energize Additionally, we calculate overall social media potential for stakeholder groups you identified as most important. Potential Components with Sample Factors Potential Index also calculated for your selected stakeholder groups Customers MediaOpinion LeadersNGOs/ActivistsInvestors Stakeholder Behaviors 33% Business Objectives 33% Industry Dynamics 33% Extent that social media shapes stakeholder perceptions Current use of social media by stakeholder Impact of regulation on ability to use social media Importance of social media competencies to achieving business objectives

4. Listening to how your stakeholders use social media and what they say is the first step towards social media maturity. Listen strategically by first considering your audience’s needs and goals Use of social media differs across groups, so don’t ignore demographic information | Use Forrester’s free technographics profile tool for consumer audiences or business audiencesconsumer audiencesbusiness audiences Get a feel for social media activity with free “self service” tools Receive email reports on the latest relevant Google hits for a word or term related to your company | Google AlertsGoogle Alerts Monitor blog post mentions of your brand or other important terms, and track activity across time | TechnoratiTechnorati Track activity for up to 10 terms across any of 14 media sources | Trendrr FreeTrendrr Free See who is talking about your company and view a map of geographic hotspots | 30 Day Trial of Jodange Top of Mind30 Day Trial of Jodange Top of Mind Recommendation: Boost your social media listening system The goal is to do more than just monitoring—set up a listening system to identify patterns and insights, and then establish processes or protocols to get the insight to the right part of the organization for action. EXAMPLES Hear how Sony Europe and Time Warner Cable monitor online conversations. Access the replay here.Access the replay here Learn from this example from Best Buy and see how they effectively listen to employee conversations in internal social media.Best Buy Assess other medium or higher cost monitoring vendors A moderately priced vendor may be a good choice, especially if you have limited manpower. If your stakeholders are especially active in social media on topics that matter to your organization AND you have the budget, also look at the higher cost options. | Check out comprehensive vendor profiles of social media monitoring tools and vendors.social media monitoring tools and vendors. Recommendations

5. StrategiesActionsAccountabilityResourcesOutcomes UPDATE BUSINESS STRATEGY Implement brand strategy aligning brands in marketing and communications initiatives i.e. tradeshows, demos, forums, blogs, discussion groups, etc.  Ensure that logo is prominent on all social media activities  Include social media addresses/links on all collateral material and email signatures  Develop social media standards guidelines and implement in collateral materials  Marketing & Communications  VP BD  Clearly identified branding by existing customers  Articulated benefits of products COMPETITIVE VIA PRODUCTIVITY Build greater awareness and recognition of products and services through Social Media/Bookmarking and Mobile Media in addition to advertising, PR, Web, Trade Shows Improve targeted communications around high profile or challenged programs /products to improve visibility for prime opportunities Increase awareness of services and support  Collaborate with Sales/BD Leads on the exhibitions/trade shows to attend  Write compelling copy  Leverage value for skills and expertise Identify methods of promoting skills and services  VP BD  Marketing & Communications  Sales Engineers,  CEO  VP BD  Trade shows attract the right people  Messaging sparks interest in recipient  Prime opportunities  Improved integration of VA and TX locations EMPLOYEE ENGAGEMENT  Streamline and improve internal communications process and channels to ensure they are effectively reaching employees -- supporting increased engagement and collaboration  Engage employees and ask specific individuals to participate in social media for OW  Ask employees who have existing SM accounts to link back to OW website and forums, etc.  WebEx between locations on regular basis  Executives  Marketing & Communications  Marketing & Communication  Consultants, etc.  Blackberry users can receive communications  Employees are kept up-to-date on HQ activities BRAND PENETRATION  Increase volume of neutral to positive media coverage  Increase website visits by 10% in 2011  Increase views of product specific pages on our websites by 10% in 2011  Increase brand awareness to customers via meetings/demos/shows/Social Bookmarking  Develop lead generation via use of Facebook, Twitter, and other Social Media channels  Define topics that can be covered in press releases – write abstracts to submit to media  Develop ways for visitors to return to site  Discuss specific needs for webpage input  Create calendar of customer meetings  Collaborate with VP BD and CEO to develop create messaging  Marketing & Communications  Sales Engineers  CEO  VP BD  Sales Engineers  Stories and articles published in media  Visitors are tracked and metrics collected  Calendar is visible to everyone in company  Customers have secured means of communicating via forums, social networking  Enhanced presence via Website  Enhanced presence via social sites and newsrooms Strategic Communications

6. How Defense IQ Uses Social Media Telling recipients To forward to their colleagues AND to join LinkedIn

7. How IDGA Uses Social Media Telling recipients To forward to their colleagues AND to follow them on Twitter

8. Using Social Media On Website Social Media News Rooms RSS feed to push information to Subscribers Ability to connect With Company via social media

9. Business GoalsActionsTarget Markets ResourcesOutcomesTimeBudget  Development of Forums  LinkedIn  External Website  Create forums on LinkedIn, Facebook, Twitter  Membership Fees  Find a few sites where you can become a trusted and valued member  Connect with blog  Users of OW products  LinkedIn  BD Team  Marketing/ Communications  Employees  Reinforces WOM marketing efforts tied to business goals  Software Requirements / likes and dislikes of product  Strengthens perception of subject matter expertise  1X/day  Social Media News Room  Develop a Social Media News Room for the website  Link to OW blog  Global  Web Communities  Twitter  Facebook  LinkedIn  YouTube  NING  Drives audience to website  Increases awareness of products  Increases likelihood of connecting with thought leadership who endorse products  1X/day  Involvement in Social Media Sites  Idenify 1-3 social media sites that already reach target market  Open business accounts  Develop and write company profiles to fit audience for the social media site  Create links to our blog  Invite current client, colleagues and prospects from company address book  Compile list of themes and topics to discuss, tips to share, articles, videos, links  Listen to other groups/forums before entering into conversation  Create polls with Poll Daddy  Share events: speaking engagements, seminars, webinars, tradeshows, etc.  Tweet-ups at events  Meet-ups  Shared connections  Groups  Twitter  Facebook  LinkedIn  YouTube  Sales Engineers  BD Team  Marketing/ Communications  Helps build opt-in list  Improves Search Engine visibility  Enables company to stay in touch more frequently with business contacts  Raises visibility to clients, prospects and media  1X/day Trade Show Events  Tweet event  pre/post event  Tweet-ups at event  Meet-ups  Post YouTube activities of Show  Industry  BD Team  Textron Systems  Lead Generation – prime opportunities  Raises Brand awareness  Per Event Trade Show Events 2011 Social Media Marketing Plan

10. Business GoalsActionsTarget Markets ResourcesOutcomesTimeBudget  Blog  Re-activate blog on website  Domain Name: OWSspeaks.com on Wordpress  Repurpose press releases, articles into blog and on social media news room  Create a guess blogging site  Link to our other social media sites  Brand blog with look of website  Videos embedded in blog  global  Marketing Dept.  Sales Engineers  Employees  TSC web development  Increases search engine results  Guest blogging on sites of colleagues introduces you to their followers– great visibility  Blog’s RSS feed updates multiple websites and social media sites from single post  Extends information company has already provided  1X/week  Community Involvement through Squidoo  Create a lens by topic. Write helpful how-to’s for each product  Focus on problem solving (helpfulness) – Examples:  How to build your ______  How to test your ______  Etc.  Current Clients  Prospects  BD Team  Sales Engineers  TSC web development  Supports charitable organizations  Site steers readers to their interest areas  Readers enjoy making comments  1X/week  Social Bookmarking  Watch trends to shape own marketing topics and tap into hottest subjects  Add and share links – about topic or your industry  Stay informed. Earn reputation of being the “go-to” person for information on your topic  Comment on other posts  Blog about links found on social bookmarking sites and send link of company blog post to person who originally posted the interesting content  Subscribe to Diggs RSS feed (trend watching)  Current Clients  Digg  Delicious  StumbleUpon  Filters information to requesters  Ability to share links to articles and online content (videos, photos, etc.) who then get to vote on whether or not they find the link interesting and provides suggestions of their own  Word of mouth marketing  1X/week Social Media Marketing Plan…CONTINUED

11. Cultivate –Social media is a living organism. Same for the brand. Alignment, not consistency is the basis of a living brand. –As the brand grows, no decision should be made without asking, “Will it help or hurt the brand?” –Document and disseminate brand knowledge to everyone in the company Transfer of knowledge to new managers Social Media Branding Strategy

12. Design Avatar/icons Trademarks Package Design – emotional design for right-brained thinking –Why to buy message –Include social media links Messaging - Differentiating –Who are you? | What do you do? | Why does it matter? –Innovate: Packaging is the last and best chance to influence a buying decision Concept Testing –Focus Groups –Quantitative Research –Measure Social Media Branding Strategy SENDER MESSAGERECEIVER COMMUNICATION MODEL

13. Christine Martin cmm4rtin@gmail.com 512-694-4321