Get Real Presentation featuring: Katy Keim, CMO, Lithium - Sean O'Driscoll, CEO, Ant's Eye View - Barry Paperno, Consumer Affairs Manager, FICO. For more information, please visit http://lithosphere.lithium.com

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3. @katykeim

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6. ‘All you vendors come through my door, and it sounds amazing. But it’s pretty tough to tell what’s real.’ CMO, Fortune 500 Company A Confession @katykeim

7. It’s Hard For Us Too We have 80,000 fans on Facebook, 25,000 on Twitter and a blog. We have a strategy. @katykeim

8. Real or Fake? hi, I’m really disappointed about this <blank> laptop, I used it to play games, works very slow, sometimes shuts down, so never want to get <blank> again. @katykeim

9. Real or Fake? Said it before, saying it again <blank> ur online system SUCKS. US Bank urs is pretty fine @katykeim

10. Real or Fake? Yet another thing I LOVE about <blank>... they always offer me my 4pm checkout at the time I arrive @katykeim

11. Tapping the Conversation & Getting Results Real Results with Social Customers Katy Keim Chief Marketing Officer, Lithium @katykeim

12. A mobile / cellular provider builds a completely new business with just over a dozen people, embracing its passionate user community and passing the savings back to the subscribers Let’s Get Real @katykeim

13. giffgaff @katykeim

14. Let’s Get Real A Fortune 100 can transform its business to engage customers in all social channels, saving the company millions and blow customer loyalty through the roof @katykeim

15. Hewlett Packard $10M saved in call deflection Positive sentiment▲ by 300% Negative sentiment ▼by 50% 300% increase in search engine placement for top keywords @katykeim

16. What is Success? Lasting Value Deep Engagement Measurable Results @katykeim

17. Getting to the Engaged Enterprise Sean O’Driscoll CEO, Ant’s Eye ViewSean@antseyeview.com @seanodmvp

18. Who is Ant’s Eye View? Ant’s Eye View is the industry’s only practitioner brand. Our leaders are experienced professionals who’ve delivered tangible business impact at large enterprise organizations. @seanodmvp 17

19. My Light Bulb Moment @seanodmvp

20. Conversation = The Experience Economy The economy has slowed in major markets, making organic growth harder to achieve. The battle with existing competitors is even more intense. Emerging market competitors are fighting on price and functionality while new entrants are coming out of the woodworks as barriers to entry in your brands’ categories lower. To make matters more challenging, your traditional marketing tactics are less effective. Consumers trust and are heavily influenced by peers, friends and even strangers online. Consumers are rapidly switching away from the channels you’ve honed for years, and every available channel has gotten a lot noisier. Not to mention, the rapid adoption and growing confidence with digital tools such as mobile devices and social technologies have changed expectations in consumers’ minds – they now expect engagement and service in real-time. Internally, your employees are also changing. Your newest employees demand a flatter and more open environment. And their expectations aren’t significantly different than that of consumers – they expect collaboration in real-time with few, if any, barriers to information and resources. To compete in this experience economy, the way to beat competitors and achieve growth is by investing in long-term relationships with your consumers through consistent engagement in the places where they are, not where you necessarily want them to be. To win in the Experience Economy, you must become an Engaged Enterprise. @seanodmvp

21. Conversation = The Experience Economy The economy has slowed in major markets, making organic growth harder to achieve. The battle with existing competitors is even more intense. Emerging market competitors are fighting on price and functionality while new entrants are coming out of the woodworks as barriers to entry in your brands’ categories lower. To make matters more challenging, your traditional marketing tactics are less effective. Consumers trust and are heavily influenced by peers, friends and even strangers online. Consumers are rapidly switching away from the channels you’ve honed for years, and every available channel has gotten a lot noisier. Not to mention, the rapid adoption and growing confidence with digital tools such as mobile devices and social technologies have changed expectations in consumers’ minds – they now expect engagement and service in real-time. Internally, your employees are also changing. Your newest employees demand a flatter and more open environment. And their expectations aren’t significantly different than that of consumers – they expect collaboration in real-time with few, if any, barriers to information and resources. To compete in this experience economy, the way to beat competitors and achieve growth is by investing in long-term relationships with your consumers through consistent engagement in the places where they are, not where you necessarily want them to be. To win in the Experience Economy, you must become an Engaged Enterprise. Features & Price Employee Expectations Influence Model Changes Win on Relationships @seanodmvp

23. Channels yielding impactful results

24. Listening yields action (internal and external)

25. Employees engaged, confident and competent

26. Rigor in dashboards is moving executive numbers

27. Systems and tools are optimized

29. Focusing the channels, clear purpose and strategy.

30. Listening yields implications, but crisis causes confusion

31. Focused effort on training and education

32. Baseline framework for metrics

33. Tools consolidation

35. Lots of dabbling in social channels

36. Monitoring conversations in silos

37. Uneven distribution of competency in social

38. Silo’d metrics measuring silo’d activities

39. Fractured tools, but proliferating

41. Marketing only through traditional channels

42. Ambivalent to online conversations about the brand

43. Little knowledge and no competency around social

44. Traditional measures of success (SAT, Impressions, etc.)

45. Social not on executive radar@seanodmvp

47. Breakthrough business results: revenue and loyalty

48. Entire employee base has 360 view of the customer, can anticipate needs

49. Customer engagement in DNA

50. Dashboards tie to core business metrics

51. Ideal mix of brand advocates (breadth and depth)

52. Senior executives are leading with customer engagement

53. Speed products and services to market, with built-in demand

54. Know where, when, and how customers will buy, how to best support them, and whether or not they will advocate for you.

55. Manage risk and fiduciary responsibilities better, despite the uncertain times

56. Differentiate on relationship – not price

57. Get and retain the best talent

58. Have more efficient research, development, marketing and support operations

60. “I recommend you”

61. “I feel valued and heard”

62. “You anticipate my needs”

63. “You get me”

64. “You don’t make me guess”

65. “I would never buy a competitor’s products”

66. “My life/family/hobby is better because of you”Deep Customer Insight + Empowered & Engaged Employee Base @seanodmvp 22

68. Employee Training and Education

69. Measurement Framework

70. Participatory Marketing StrategyAssessment: < > is currently in Stage 1. Some executive support and internal excitement, but engagement activities are fractured. No centralized team, strategy and measurement makes it tough to completely align and move forward to Stage 2. 23 @seanodmvp

72. Bridge Service is Marketing gap

73. Define channels for customer engagement, by task

74. Set audience expectations on when and how you will engage

75. Build a culture of operational discipline & employee empowerment

76. Focus on depth vs. breadth – fewer things done deeply

77. Focus on “engagement points” vs. “touch points”

78. Find, Thank and Engage your advocates – systematically@seanodmvp

79. Lithium 2010 Thank you! Sean O’Driscoll www.antseyeview.com sean@antseyeview.com 425-443-7064 @seanodmvp

80. Our Path to Social Success Real Results with Superusers Barry Paperno Consumer Affairs ManagerFICO

81. Our Path to Social Success Building the social strategy Overcoming obstacles Real results

82. Why an Online Community? Specific business goals Regulatory compliance * FICO score explanations * Prohibits credit advice for sales Call deflection Drive usage with UGC

83. How Community Helps  Regulatory compliance * Via peer to peer info & sharing personal experiences  Call deflection * Via user generated content & loyal customer participation  Drive usage with UGC * Engage superusers as community leaders & volunteer moderators

84. Navigating the Way Internal concerns against Community * Public disclosure of proprietary information * Credit repair discussions promoting illegal activity * Publication of inaccuracies * Negative comments toward FICO & top clients

85. Overcoming Objections  Develop strong guidelines & tone * Legal - strict credit repair forum requirements * Score development - apply same proprietary boundaries as customer service agent training * Product management – high visibility of product issues helps resource justification

86. The Results Show  Members spend 41% more  Community Conversion = 8% of sales  Call Deflection = 8%  Community URLS = 39% of inbound traffic  ROI = 380%

88. The Most Recognized Brands Depend on Us

89. Social Needs to Deliver on Multiple Levels Consumer Insights Skills & Know How Full-service The Marketer Business Solutions Analytics Benchmarking The Company Consumer web experience Authentic, real-time response The Customer

90. How Lithium Can Help Communityhosted by you Conversationson the social web One set of customer insights @katykeim