Presentation by Jon Samsel at the Marketing Forum 2010, Richmond Events, April 25-27, Doral Resort, Miami, Florida.

1. BrandformersIntegrated Brand Marketing Strategies Based on Consumer Engagement Jon Samsel - Marketing Forum 2010 - Richmond Events - Doral Resort, Miami FL

2. There is really only one metric that means anything in business: how well you're doing against your competition. 2

3. How well you're doing seems to be fairly straightforward: Just look at the revenue, right? But the brand is important too. 3

4. when is a wedding gown just a dress? and not a Vera Wang? 4 4

5. when is a suit just a suit and not an Armani? 5 5

6. when is a tractor just a tractor and not a john deere? 6 6

7. what makes on invisible brand visible? what makes an invisible brand visible? 7 7

8. Portable Shareable Sociable Brandformers Are Highly Visible Actionable Searchable Measurable 8

9. question to brand managers: what is your click-to-findability ratio? 9 9

10. YOUR BRAND IS A DELICATE ECOSYSTEM 10

11. engagement grid reciprocity & interactivity are brand amplifiers 11

12. When people interact they are more likely to transact. The experience is the brand. Interactivity is fun Engagement is empowering Brand recall is higher Remarkable experiences are viral People buy from brands they love 12

14. TXU brand perception changes to an environmentally aware corporation

15. Outstanding Achievement Award from the Interactive Media Council13

16. Integrated Consumer Engagement Customer is at the center Objectives Goals Strategies Tactics 14

18. Twitter impressions at 1,693,307

19. Blog impressions at 2 million

20. Social Chatter increased by 5x

22. Twitter followers went up 2.5x

23. YouTube unique views at 60,000

24. $85,181.39* website revenue on G-Technology.com in 10 days Agency: LoomisGroup.com 15

25. 16

26. Reengineering Often Required [data, content, technology, platforms & approaches] Source: New Integrated Marketing, Symmetri 17

27. Marketers Feel Overwhelmed Know it all. Do it now. Brand is sacred. Resources tight. Show me ROI. Test first. Few standards. Confusing tools. Customers gone wild. Limited skill sets. Hiring freeze. Just launch it already. How to measure? What to measure? What's an API? Benchmark it. Monitor and then what? Drive more traffic. Increase sales. Interdepartmental silos. 18

28. TRADITIONAL WEBSITE CONTENT Social +Data is 500x larger SOCIAL + DATA Deep Web Challenge Brand-generated content is dwarfed by conversations and data feeds about your brand. 19 Source: http://oedb.org/library/college-basics/invisible-web

29. Brands are trying hard to be part of the social conversation. The rub is, many online communities don't want you there. Unless you have something of value to offer -- and you can do it in an honest, straightforward and transparent way. 20

30. Source: Culturecasting by Gunther Sonnenfeld 21

31. I Now Pronounce You: Monetized JK Wedding Entrance Dance Video: Reactive Social Media Strategy [ UGC + zero development costs + YouTube + 48 million views + zero video streaming bandwidth fees + copyright infringement + Sony monetization via click to buy text ads = bumper payday for YouTube, Sony, and Chris Brown + celebrity status for newly married couple & bridal party ] 22

32. successful brands are about people [memorable customer stories that connect emotionally] 23

33. Source: Culturecasting by Gunther Sonnenfeld 24

34. expectations not met get noticed 25

35. Brandformer

36. Heardable.com the world's first and only online brand optimization tool

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38. What's Your Heardable Score? ph 310-402-2980 email marketing@heardable.com site heardable.com Copyright 2010 Heardable, Inc. 15456 Ventura Blvd., Suite 201 Los Angeles CA 91403