Generating Leads with New Technologies

1. Webinar: Drive Demand with Social Media Twitter Hashtag: #SocialDemand

2. Today’s panel… 2 Bob Ellsworth RNC@bobellsworth Joe Chernov, Eloqua@jchernov Philip Crampe Manager SBLI@Crampee Laura Zexter TD Garden @lzexter Jeff Pedowitz The Pedowitz Group@jpedowitz

3. Social Media In 10 Minutes Joe Chernov, Director of Content, Eloqua @jchernov Twitter Hashtag: #SocialDemand

4. For B2B Marketers 4

5. For B2C Marketers 5

6. No Longer Adds Up 6

7. The Consumer Is The Hub … 7

8. … And The Influence Is Massive 8

9. A New Model 9 Updated image available. Please contact Eloqua for sharable infographic

10. In Other Words, This … 10

11. … Must Give Way To This 11

12. First Understand Motivation … Reciprocity: People give value to get value Recognition: Status – social status – matters Efficacy: Desire to affect change Communion: Man is a social being 12

13. … Then Think About Media Twitter good for real-time information sharing, reach Facebook Fan Pages good for brand personality, community LinkedIn good for role/topic relevance, community Delicious good for SEO, metadata SlideShare good for “thought leadership,” SEO Flickr good for staff enjoyment, SEO Blog good for staff engagement, SEO Geosocial good for event engagement, incentives Video good for viewer engagement, SEO 13

14. Don’t do this: Share confidential information Spread rumors or criticize company, partners, clients or competitors Reveal personal information about colleagues (w/o explicit permission) Misrepresent yourself or employer – every online action is traceable to its source Do this: Listen: Best conversationalists listen more than talk Be authentic: You are a person, not an avatar Be consistent: Both in terms of your voice and your profiles Be gracious: Applauding others is good manners, on- and offline Disclose: Share any material affiliation (employer, client, etc.)

15. TD Garden’s Social Success Laura Zexter, eBusiness, TD Garden @lzexter Twitter Hashtag: #SocialDemand

16. Social & Mobile fitting in… 16 Product Beat Writing Text Programs Facebook Twitter Boston Bruins TV Live Blog Database Website Develop social media as an information gateway for our Boston Bruins & TD Garden marketing & communications group. An online forum where fans/patrons can interact with our beat writers, players and interactive promotions for our teams & venue; opening up the brand to an online energetic conversation. To adopt a presence in the space where our fans/patrons like to communicate, and to sustain our database business drivers.

18. Ticket revenue per channel

19. Lifetime value per:

20. Active email subscriber

21. Facebook page ‘like’

22. FollowerEnter via online form in Facebook Fantasy Application with form fields writing directly into Eloqua

23. Continue To Experiment 18 Technology and it’s social world has thrown us yet another challenge… …how do we get data around our fans that use the social media? Push out Campaigns that suit each social channel where you can capture information giving you small incremental adds to your database Survey & Profile to understand where your fans communicate …and what do we do with it? Leverage Twitter/Facebook to create buzz, extend promotions & push exclusive content adding more people to your social networks Measure, Measure, Measure; attempt to use your organizational standards & fine-tune them for your respective social media channels

24. Generating Leads with New Technologies Phil Crampe, eCommerce Manager, SBLI @Crampee Twitter Hashtag: #SocialDemand

25. Marketing Optimization through Social Media Increase ROMIreturn on marketing investment: Reaching the right customers, at the right time, with the right offer and via the right channel. 20

26. Marketing Optimization through Social Media Where are we? SBLI Social Assessment Where do our customers/prospects go? What do they do? What do they like? 21

27. Marketing Optimization through Social Media What did we learn? 22 State Average Friend count Index for social segments shows TX, TN, VA, CA and Colorado customers as highly social. Average friend count by states shows the outreach potential of each customer.

28. Marketing Optimization through Social Media Translating this into action? In January, we ran with a Hockey promotion tied into a very popular hockey tournament Key Components included Text In game and on TV promotion Cut short due to other issues The results were amazing, even in a short period of time What success metrics do we use? What are we planning for the future? Programs with New England Patriots Programs with New Red Sox 23

29. The Tools for Success What are the tools for success? Good tools for listening Try to extend the same principles you are employing today in terms of Marketing Best Practices Look for something that extends your systems that you have in place today 24

30. Simple Truth You can always manufacture more products But you can’t manufacture more customers! Once your customers communicate with each other, it’s the customer experience that counts Thank you and good luck…. 25

31. RNC’s Social Push Bob Ellsworth, Senior Fellow of Technology, RNC Twitter Hashtag: #SocialDemand

33. Ask for engagement whenever possible

35. Pedowitz Sweet for social data

36. Custom RNC Layer

37. Data Warehouse

38. Social Bomb

39. GOP.AM

41. Pedowitz Sweet for social tracking

42. Widget tracking (proprietary)

43. Points Tracking – integration via APIs

44. Other social tracking tools:

45. ShareThis

47. Push points rewards for social

48. Pre-target prolific social contacts

50. The World We are In Today

51. Social Media Has to Make Sense

52. Best Practices to Leverage Social Media for Demand Generation Content Collecting Context Conversing

53. Best Practices to Leverage Social Media for Demand Generation Content There isn’t as much overlap as you might think Not all social media users are created equal The content needs to fit the medium Give them a reason to join and stay

54. Conversations Remember the Golden Rule our parents taught us about listening The social media is a continuum of conversations, not just a one time thing “Oh….the noise” Look for the Bose Quite Comfort Headphones Best Practices to Leverage Social Media for Demand Generation

55. Context Context is everything Don’t be John Mayer …”Waiting on the World to Change” Context can still be customizable Best Practices to Leverage Social Media for Demand Generation

56. Converse “So, now what?” Take the “embrace and extend” approach Look for tools that work like the cable company Best Practices to Leverage Social Media for Demand Generation

57. Measuring the Impact

58. Contact: Jeff Pedowitz President and CEO The Pedowitz Group jeff@pedowitzgroup.com 856.782.9859 www.22sweet.com www.Pedowitzgroup.com info@22sweet.com

59. Q&A 41