1. Social Media + Digital Marketing = Word of Mouth Social Media, Business & YOU 4 November 2009

2. Traditional media is familiar and safe.

3. Can we afford to be obsolete?

4. Social you: www.yoursocialmediascore.com/www.yoursocialmediascore.com/

5. Socially-aware: a new career & business must- have

6. Why Does Social Media Matter to Business? Search is the New Home Page How Google- able are you?

7. New word-of-mouse world where anyone can be an influencer

8. It’s time to wake up and smell the Twitter

9. Social Media is Transforming Communication “We turn to people we trust first – friends, family, co- workers and other people like us – when starting to look for something to buy – not ads, not brochures, not phone books.” Andy Sernovitz, CEO, Word of Mouth Marketing Association It’s about open, honest conversations…NOT delivering a top-down marketing message Negative opinions boost credibility: –Users are “more likely to believe the good reviews,” if the negative ones are also posted alongside. -Peter Horan, CEO, IAC Media and Advertising

10. Traditional Media Intersects With Digital Media Blogs are a regular source for journalists –Over 75% of reporters see blogs as helpful in giving them story ideas, angles and insight into the tone of an issue The biggest impact of blogs is in the speed and availability of news –Over half said that blogs have a significant impact on the “tone” (61.8%) and “editorial direction” (51.1%) of news reporting Journalists are increasingly active participants in the blogosphere –One in four reporters (27.7%) has their own blog Source: Ongoing research project by Brodeur in conjunction with Marketwire to understand the impact of social media and blogs on traditional news delivery. The online survey was conducted on a random sample of North American reporters and editors between December 18, 2007 and January 3, 2008. Some 4,000 reporters were invited via email to participate; a total of 178 completed responses.

11. Anatomy of a Communications Professional circa 2009

12. Rockstar Blogger vs. The Marketing Suit

13. Content is being consumed differently. Do you know how to make sense of it?

14. Why Social Media Matters

15. 5 SOCIAL MEDIA FAQS Can you answer the digital questions businesses are asking?

16. #1: Why should I pay attention to blogs? Tribes of the Mind: “I trust people like me”

17. #2: How do I get social “coverage” of my brand/product? It’s not about coverage. It’s about relationship-building and participating in the conversation. Narcissism kills. You care more about your brand/product/ campaign than they ever will Who’s right and relevant for you? What’s in it for THEM?

18. Is it authentic anymore? Coverage? I don’t do “coverage” Show me something I’m actually interested in Are you even listening?! Sure you can. WE DON’T #3: Can I pay bloggers to say good things?

19. Not with an iron fist, that’s for sure. Participate. Engage. Build a relationship. Find your social currency. And moderation is A-OK. #4: How do I control negative comments?

20. #5: How do I measure? Meticulously. Eg. Conversation Impact Model Measurement CriteriaDescriptionUnits Reach Media ImpressionsAnnual Goal200-250m Web – Page/content ImpressionsAverage Yr/Outreach1.1m + 15m QDSL – Unique VisitorsAverage Monthly/Yr25,000/300K Search Engine VisibilityTop 20tbd Videos ViewedAnnual Goal100,000 Engagement Attitude shift% change50% WOM mentions - volume% change50% Time Spent on site(s)average6-8:00 Tone (positive, neutral)% change30% Recommendationstbd Content submissionsAnnual Goal10,000 Registered usersAnnual Goal20,000 Conversion New customerstbd Retentiontbd New services per customertbd

21. The 7 Barriers

22. 1. It defies current org structures

23. 2. It’s about relationships not transactions

24. 3. How do you measure

25. 1Power Tech G0 G2 x 4.14 individuals G1 x 12 individuals = 60+ Communications 4. It scales differently

26. 5. It started with horror stories

27. 6. Not enough training

28. 7. Social media cannot be controlled

29. Overcoming Barriers Social media defies current organizational structure It begs for a long term relationship (yet different than CRM) No measurement standard...yet It scales differently The big stories are based upon fear Not enough training Social media cannot be "controlled“ Create your own organisation, methods & tools Get beyond campaign-thinking Define the value through engagement Scale via tools and time Tell positive stories (w/measureable outcomes) Build a training culture Demonstrate the planning

30. EXAMPLES

31. Why Does Social Media Matter to Business? Can Generate Action

32. Why Does Social Media Matter? Enables Greater Engagement

33. Why Does Social Media Matter to Business? Builds Preference + Visitation Brewerkz Singapore is engaging influential bloggers and creating personalized experiences to generate word of mouth. 1,397 fans

34. Why Does Social Media Matter to Business? Expands the Reach of Offline Events

35. Why Does Social Media Matter to Business? ROI v. COI

36. Why Does Social Media Matter to Business? Leads to Stronger Marketing 3,705 total number of visits in 4 days from 34 countries/territories 353 votes cast in 24 hours 140 blog posts generated in 24 hours, averaging 5.8 posts per hour 817 comments were generated in 24 hours, averaging 34 comments per hour 42,372 page views in 4 days, averaging 11.44 page views per person 12:04 minutes average time spent on site per visitor, equivalent to 24 30-sec TV commercials watched consecutively in the same time period

37. Get started: www.thedailyinfluence.comwww.thedailyinfluence.com

38. One company that goes with this online- initiated flow is Ogilvy. “ “ Ogilvy's digital specialist Brian Giesen outlined the best strategies for getting business results on social networking site Twitter. ” “ ” ” 25 China Experts you should follow on Twitter… Thomas Crampton. THANK YOU! Tania Chew Associate Director 360° Digital Influence Ogilvy e tania.chew@ogilvy.com