1. Welcome to today’s #AwarenessInc Webinar! Choosing an Online Community Technology Platform Presented by: Matthew Lees mlees@customers.com | @mlees © 2010 Awareness

2. Your Presenters Christine Major Marketing Communications Manager Christine.major@awarenessnetworks.com @cmajor | @awarenessinc Matthew Lees Analyst, Consultant & Senior Contributing Editor, Patricia Seybold Group’s Customers.com Research Service mlees@customers.com | @mlees © 2010 Awareness CONFIDENTIAL © 2010 Awareness CONFIDENTIAL

3. Got Questions? Use the hashtag: #awarenessinc On Twitter Technical Issues? Contact Webex customer support © 2010 Awareness CONFIDENTIAL © 2010 Awareness CONFIDENTIAL

5. Pioneer and leader in social marketing software

6. Deployed 200+ communities for some of the world’s biggest brands

7. Partnered with leading digital and interactive agenciesPARTNERS CUSTOMERS © 2010 Awareness CONFIDENTIAL

8. Why we are excited… Introducing… Serious Social Media Marketing for the Enterprise © 2010 Awareness CONFIDENTIAL © 2010 Awareness CONFIDENTIAL

9. Social Marketing Adoption Lifecycle PopulationAdoption Social Marketing Maturity Social Marketing Maturity © 2010 Awareness CONFIDENTIAL

10. Social Marketing in the Enterprise Product Marketing Manager Product Marketing Manager Corporate Marketing ? ? ? ? Corporate Owned Communities Individuals Consumer Communities © 2010 Awareness CONFIDENTIAL © 2010 Awareness CONFIDENTIAL

12. Manage: Bidirectional information and content exchange

13. Measure: Quantitative data for reporting and metrics

14. Gain Control of your Social Media Programs

15. Centralize your programs

16. Evolve from tactical programs to strategic social media

17. Measure Success for multiple channels and assets© 2010 Awareness CONFIDENTIAL © 2010 Awareness CONFIDENTIAL

18. The Next Step Contact me for a demo: Christine.major@awarenessnetworks.com @cmajor © 2010 Awareness CONFIDENTIAL © 2010 Awareness CONFIDENTIAL

19. Choosing an Online Community Technology PlatformMatthew LeesAnalyst, Consultant – Social Media / Online CommunitiesSenior Contributing Editor, Patricia Seybold GroupMay 20, 2010

20. Page 11 It’s Not about Technology © 2010 TBS, Inc. Fah who for-aze! Fah who for-aze! Dah who dor-aze! Dah who dor-aze!

21. Page 12 Well, It’s Not Only about Technology (technology + business + people)

22. Page 13 Technology Helps You… Monitor, Measure, and Analyze – people, content, interactions Moderate – conversations Motivate – brand enthusiasts and influencers Scale / Extend Reach Integrate – with other technologies and the social Web Realize efficiencies and be more productive Social Web = Blogs + Twitter + Facebook + LinkedIn + YouTube + MySpace + Delicious + Technorati + Bebo + Flickr + …

24. Media and Publishing

25. High-Tech / Telecom

26. Retail

27. Manufacturing

29. B2B

30. Education/Academia

31. Not-for-Profit

33. Customers (users, readers, subscribers)

34. Developers

35. Partners

36. Students

38. Brand Marketing / PR

39. R&D / Product Development

40. Product Marketing

41. IT

43. Insight

44. Loyalty / Satisfaction

45. Awareness / Lead Gen

46. Revenue

47. (Productivity, KM)“Start with your business goals.”

48. Page 15 A Lot of Technology Choices Branded Communities / Social Networks Social Media Management & Monitoring Social Media Monitoring Crowdsourcing / Idea Management Social Networks

49. Page 16 Today’s Focus: Branded Communities

50. Page 17 Evaluation Framework – for Branded Communities Community Platform Capabilities within a Community Community Participation Moderation and Administration Technology Architecture Product Viability Company Viability Communication & Collaboration Systems Management Communication Channels Connection Methods Product Background Company Background Environments Collaboration Methods Member & Group Management Installed Base Customer Base Customization Structure Personal Profile Management Target Markets Search Moderation Integration Financials Member Content Creation Content Management Reputation Systems Search Engine Optimization Pricing Engagement Tools Scalability & Availability Internationalization Viral Tools Layout Options Product Plans Security Reporting & Analytics Competition Support for Mobile Devices

51. Page 18 1. Community Participation Communication Channels Forums (Web, PDA access), blogs, chat, messaging Collaboration Methods File sharing, wiki, ideas Search Information search, people search Basic, advanced, results page, tags Reputation Systems Rating, ranking Capabilities within a Community

52. Page 19 2. Capabilities within a Community Connection Methods Registration & Authentication Standalone, SSO, 3rd-party (Yahoo!, Facebook) Customization Look and feel, signatures, bookmarks, notifications Personal Profile Management Fields, avatars, privacy control Member Content Creation Editor (WYSIWYG), templates, reviews, interactive media Viral Tools Invitations, Send to a Friend/Colleague, widgets Community Participation

53. Page 20 3. Moderation and Administration Comm. and Collab. Systems Management Configuration and administration Member and Group Management Accounts, access and permissions Moderation Abuse reporting, obscenity filter, edit/delete posts, ban users Content Management Announcements, publishing/syndication, import/integration, audit trail, advertising Engagement Tools Polls, surveys, email (individual, blasts) Layout Options Look and feel, skins Reporting and Analytics Stock reports, dashboard interface and parameters, export Moderation and Administration

54. Page 21 4. Technology and Architecture Environments Deployment mode (on-premise, on-demand) Operating systems, application servers, databases Structure Development language(s): LAMP, Java, .NET Integration SSO, APIs, social Web Search Engine Optimization URLs, META tags, dynamic/static content Scalability and Availability Architecture, data center (uptime, redundancy) Security Role-based, APIs and code snippets, protocols, data center Support for Mobile Devices Devices, app vs. browser Technology Architecture

55. Page 22 5. Product Viability Product Background Installed Base Target Markets Pricing Internationalization Product Plans Competition Product Viability

56. Page 23 6. Company Viability Company Background Customer Base Financials Company Viability

57. Page 24 What Vendors Provide Platform Features and Functionality Hosting (if on-demand/SaaS) “Enterprise” Capability Administrative tools SLAs Scalability Security Experience / Best Practices Professional Services Strategy Technology: integration, customization Moderation

58. Page 25 Technology Trends “Build vs. Buy” isn’t even an argument anymore Standard forum/blog/wiki functionality is the starting point On-Demand / SaaS / Cloud Integration Social Web Sites & Networks: Facebook, Twitter, etc. Measuring, Monitoring, Moderating Internal Systems SSO, Directory/LDAP CRM Analytics Granular permissioning of users and groups Increasing appreciation for identity and reputation portability Going mobile

59. Page 26 Thank You © 2010 TBS, Inc. Matthew Lees mlees@customers.com http://www.customers.com @mlees

60. Next Webinar Brian Solis Dispelling the Myths of Social Media & Writing Your Own Success Stories Monday, June 1st at 2PM ET http://bit.ly/SolisWebinar Sign Up Now! © 2010 Awareness CONFIDENTIAL © 2010 Awareness CONFIDENTIAL

61. Meet Us! Enterprise 2.0 Boston Bon Voyage TweetUp At The Whiskey Priest Hosted By Awareness & The Community Roundtable Wednesday, June 15 http://bvboston.eventbrite.com/ See You There!! © 2010 Awareness CONFIDENTIAL © 2010 Awareness CONFIDENTIAL

62. Meet Us! Corporate Social Media Summit New York City 6/15 & 6/16 http://bit.ly/SoMeSummit See You There!! © 2010 Awareness CONFIDENTIAL © 2010 Awareness CONFIDENTIAL

63. Got Questions? Matthew Lees @mlees mlees@customers.com Christine Major @cmajor & @awarenessinc Christine.major@awarenessnetworks.com 781-270-2416 Connect!! © 2010 Awareness CONFIDENTIAL © 2010 Awareness CONFIDENTIAL