This document provides an overview of social media and its importance for brands. It defines social media as tools for sharing information among people, including activities that integrate technology, communication, and user-generated content. The document outlines why social media is crucial for brands, noting statistics on participation rates. It breaks down the key components of social media and how brands can use different platforms to connect with customers, collect content, and allow for customization. The document also discusses tools and metrics for measuring social media effectiveness and provides examples of how various brands are leveraging social media.

1. SOCIAL MEDIA Where it Fits in the Digital Media Mix 17 August 2009

2. 2 WHAT IS SOCIAL MEDIA Introducing… the people formerly known as the AUDIENCE

3. 3 SOCIAL MEDIA DEFINED Social media are primarily Internet- and mobile-based tools for sharing and discussing information among human beings. Inclusive of activities that integrate technology, telecommunications and social interaction, and the construction of words, pictures, videos and audio. -Wikipedia.org

4. 4 SOCIAL MEDIA DEFINED Fuor Digital Definition Social Media defines any digital vehicle that allows people to customize, collect, connect and collaborate The Fuor C’s

5. 5 WHY ITS CRUCIAL TO ADD TO THE MIX 57% of people online have joined a social network both personal or professional

6. 6 WHY ITS CRUCIAL TO ADD TO THE MIX 100,000,000 videos have been posted 65,000news videos/day 83% have watched video clips

7. 200,000,000 blogs 73% of active online users have read a blog 45% have started their own blog 39% subscribe to one or multiple RSS feeds 7 WHY ITS CRUCIAL TO ADD TO THE MIX

8. 55% have uploaded & shared photos 1.5 million residents in virtual worlds 8 WHY ITS CRUCIAL TO ADD TO THE MIX

9. WHY ITS CRUCIAL TO ADD TO THE MIX With 50,000 message boards, 100,000 twitter posts daily 2,000,000 unique pieces of content processed every 24 hours… …Participation in social media is vital for brands 9

10. 10 SOCIAL MEDIA BREAKDOWN User Generated Content Customize Blogs Twitter Collaborate Social Networks Social News Collect Connect

11. SOCIAL MEDIA BREAKDOWN Networks = Connect Social Networks Portable Social Graphs Gives any website the power of social context that is currently only found within the walls of a social network 11

12. SOCIAL MEDIA BREAKDOWN Networks (cont.) = Connect Portable Social Graphs coming from Facebook, MySpace, Google, Yahoo and Microsoft are going to transform how consumers interact with digital technology and each other 12 July 2008 Mark Zuckerberg introduced Facebook connect

13. page 13 SOCIAL MEDIA BREAKDOWN Networks (cont.) = Connect Facebook Connect Facebook Connect as an alternative to site registrations Sites are allowing users to login through Facebook Connect, presenting an easy and quick alternative to normal registrations.

14. SOCIAL MEDIA BREAKDOWN News = Collects RSS Tagging Social Bookmarking Collective Wisdom Ratings Sites Wikipedia Social News 14

15. User Generated Content (UGC) = Customizes Blogs / Twitter Virtual Worlds / Avatars Photo Sharing Consumer Reviews SOCIAL MEDIA BREAKDOWN 15

16. Users Customize their online identities with… Networks Applications SOCIAL MEDIA BREAKDOWN 16

17. Users Customize their online identities with… Tagging Content Participating in Online Discussions Commenting SOCIAL MEDIA BREAKDOWN 17

18. Users Customize their online identities with… Widgets Photos… SOCIAL MEDIA BREAKDOWN 18

19. 19 SOCIAL MEDIA DEFINED Its not a fad… It is a fundamental shift in the human means to communication

20. 20 SOCIAL MEDIA PROCESS How to think about it in relation to purchased media? Purchased Media = The Monologue Social Media Efforts = +The Dialogue = Mastering the Digital Mix So where in the world do we start???

21. 21 SOCIAL MEDIA PROCESS People are talking about products and brands right now… “It’s about conversations, and the best communicators start as the best listeners” Brian Solis, Social Media Manifesto Start by using tools to measure the noise and then…

22. 22 SOCIAL MEDIA PROCESS 2. …Immerse into the conversation

23. 23 SOCIAL MEDIA PROCESS Participate It is a dialogue, not a monologue Build a communication plan Relinquish Control The goal is not to control the conversation Create opportunities for consumers to take ownership of the brand Enable Inspire Let’s give ‘em something to talk about… Make them love you or hate you, don’t leave them indifferent INFLUENCE

25. Find others like them in the network

26. Can also target outside social networks themselves

28. HOW DO WE MEASURE: TOOLS & METRICS 26

29. MEASUREMENT TOOLS Social Media analytics tools available at no subscription Blogpulse Is a blog search engine that also analyzes and reports on daily activity in the blogosphere Trendrr Measures once campaign / term / brand is entered – can’t capture historical prior to adding brand to account Twist.com Available for searching twitter Technorati Self-service advertising network of blogs, site can be used to investigate conversations 27

30. MEASUREMENT TOOLS Companies that offer comprehensive social media monitoring tools subscription based Nielson Buzz Metrics Collective Intellect ScoutLabs 28

31. MEASUREMENT TOOLS Currently investigating the product offerings from additional companies that offer comprehensive tools subscription based Offer real-time posting opportunities and various “proprietary” metrics Radian6 Visible Technologies MediaMiser Lotame Media6 Degrees Unbound Technologies Buddy Media Omniture SiteCatalyst now offers integration with Twitter to measure level of discussion Tool can classify twitter user into segments of Consumer, employee, vendor 29

32. 30 MEASUREMENT METRICS Metrics included in various analysis tools but not limited to Conversations / Discussions Number that occur Page views of content Feeds subscribed to Sentiment (positive / negative) Attention level Network group additions Application interactions Downloads Pass-a-longs Time spent Level of use Engagement Geography coverage

33. 31 MEASUREMENT METRICS Immense benefit of social media is the link building opportunity for our clients’ brands

34. HOW ARE BRANDS USING SOCIAL MEDIA 32

35. MARKETING EXPERIEMENTS 33 Marketing Experiments hired someone at $10 an hour 360 total hours working on the project posting 255 blog excerpts and effort “to engage in real and meaningful conversation with the community” Social Media Sites Targeted: Myspace, YouTube, Google Video, Wikipedia, Fark, imBored, Hi5, Facebook, Google Groups, Craigslist, Digg, Delicious, iVillage, NY Times, Blog, MTV, NBC, ABC, chat rooms, WWE Blogs, TVGasm, American Idol Blog Results:Over the 12 months, social media tactics were able to generate 93,207 unique visitors to their site sites, At $3,600, costs per visitor at less than $0.04 per visitor

36. ISLAND BICYCLE CO. 34 MySpace Case Study Using the search tool on MySpace, you can get demographic information by ZIP code 22,000 people that used MySpace lived within 10 miles of his store Sent out 20 friend requests each day With the kids’ market fun logo made for quick grabs for profiles Once a week I’ll send out a blurb announcing a bike special or telling people that new bikes have come in In first month sold 3 bikes to people that found out about the company from MySpace

37. Nielsen NRG survey conducted during the sequel’s opening weekend concluded that “Step Up 2 the Streets” was noticed more than its predecessor because of its MySpace profile STEP UP 2 35 A tactic that worked very well for Disney was that they realized that one of the keys to being successful within social networks is not to continually hit consumers over the head with a marketing message but rather to maintain a steady stream of contact with them 156,000 MySpace fans

38. FORD 36

39. SKITTLES 37

40. STARBUCKS 38 mystarbucksidea.co serves two primary functions: to respond to the community and to review and promote ideas Biggest challenge is maintaining engagement and keep visitors involved and excited Starbucks handles this through six “pillars” Visible Action Starbucks has to show visitors that their ideas are implemented To date, Starbucks has made approximately 50 changes: some include Splash Sticks and Gold Cards Great discussions Mystarbucksidea.com strives to be like a group discussion with the company and encourages discussion via new topics Promotion Ads and placards in stores that show this idea brought to you by community New Features ex. been polls–like one asking: “If the barristas were able to have tattoos, would you still come” New Geographies New ways to use site to have people engage in brand Customers assist with store renovations; like what art, books and music Since it’s launch in March of 2008, Starbucks has had these results: 3 million unique visitors 60,000 ideas submitted 100,000s of comments 460,000 votes 2,500 moderator comments

41. ZAPPOS 39

42. BURGER KING 40 Rebuttal = angry-gram BK’s FB application; free whopper when sacrificed a FB friend 233,906 sacrifices Over 900 Blog posts captured with angry whopper

43. THE FUOR DIGITAL APPROACH 41

44. FUOR DIGITAL APPROACH Social Media Immersion (4 week process) Implementation of site analytics will launch initial understanding for consumer interaction Build insight of website activity Visitor usage habits Download activity Current communication program Website backlink evaluation Learn current position in organic search rankings Utilize various tools to measure and analyze current online discussion Evaluation of current online discussion within the 200,000,000 online blogs, articles, news, etc. Client brand knowledge as well as category learnings Determine opportunity that exists Within the category and other related categories Evaluation of podcasts and video documentation within the category and establish if opportunity exists Track audience / community sentiment (positive / negative) 42

45. FUOR DIGITAL APPROACH Social Media Program Development Build program including any or all of the following tactics based on immersion results Uncover key influencers within desired categories on web to use as anchors for campaign Provide them with content to speak to their followers about category topics, areas of expertise, etc. Assess opportunity to provide the key influencers with content, product samples, etc. Reputation Management Uncover positive and negative chatter that exists about brand & the brand’s products Decide how to participate in replies, rebuttals, or offers to blogs written Determine frequency per/week or month that Fuor will Article / content / information release to key category news outlets Build various “business” profiles on social networks where opportunities exist (i.e. facebook, Myspace, LinkedIn, Cafemom, etc.) Create “link bait”; Write a Digg headline that encourages uses to click-through to the link displayed Launch a brand blog to drive discussion around company selected content, areas of expertise Recommended high frequency of participation (minimum 1 per week) Launch a brand twitter to begin constant communication with “followers” Recommended high frequency of participation (minimum 1 per day) Concept, develop and distribute a “buzz worthy” widget or application that has high pass along value to consumers Build a lead generation program on web site to fuel consumer database Develop communication outlet with interested consumers Launch a quarterly / monthly / weekly newsletter initiative that provides news worthy content 43

46. FUOR DIGITAL APPROACH Social Media Program Results / Reporting Report monthly on program progress Analyze and assess program results and work to determine continuous efforts Social media programs will continuously evolve based on environment, response, marketing efforts, etc. Establish Key Performance Indicators (KPIs) with client to measure and monitor program results; examples include: New website traffic Increased activity on site (if determined important) Number of recipe downloads (if determined important) Increase number of Backlinks Number of posted discussions Activity, sentiment, sources Various community participation Article coverage Engagement metrics with profiles and developed applications Pass-along data 44

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