1. Introducing Social M a r k e t i n g. © Copyright 2010-2012. All Rights Reserved. Communications Blueprints, L.L.C. All copyrighted and trademarked material presented herein is the sole property of Communications Blueprints, L.L.C. (d/b/a ComBlu)

3. Potential Applications © Copyright 2010-2012. All Rights Reserved. Communications Blueprints, L.L.C. All copyrighted and trademarked material presented herein is the sole property of Communications Blueprints, L.L.C. (d/b/a ComBlu) Social Marketing Disciplines: Summary Brand Awareness Insights Innovation “ Customer” Experience Issue Management Engagement Advocacy Recruitment Collapse “Sales” Cycle Purchase Share H L L L M L H L L Referral Pass Along H L L L L L H L L Buzz Marketing L M L L H H H L L Grassroots/ Netroots Marketing L H H H H L H L L Conversation Insights M H M L M M H H H Social Networking M L M L H H H L L Influencer Marketing M H H H H H H H H On Domain Community Marketing H H H H H H H H H Off Domain Social Marketing

4. Social Mapping LISTENING PROCESS Monitor Topics Venues Influence Sentiment ENGAGEMENT OFF DOMAIN Competition Issues Legal implications Mass Social Media Aggregation sites User-generated communities Partner properties Advocate Recruitment ENGAGEMENT ON DOMAIN Aggregate/Syndicate Conversations/Content Advocate Activation Audience Needs/Wants Content Taxonomy Advocacy Brand Positioning WOM Peer-to-peer mentoring Drive Recruitment Feedback Drive Experience & Innovation Service quality Innovation Stakeholder insights Tagging Links Tagging © Copyright 2010-2012. All Rights Reserved. Communications Blueprints, L.L.C. All copyrighted and trademarked material presented herein is the sole property of Communications Blueprints, L.L.C. (d/b/a ComBlu) Conversations Content WOM

5. Community Personas 70% Collectors 10% Creators Participate in select activities, contribute information from outside the community Recruit others, share information, spread WOM Create content, organize community, mentor others Awareness of Brand Consideration of Brand Customer Satisfaction: Story Consumers Consideration Preference Conviction Customer Loyalty: Customer Affinity: Storytellers Brand Conversations Source: Li, Charlene, and Bernoff, Josh. Groundswell: Winning in a World Transformed by Social Technologies . Boston: Harvard Business Press, 2008. I like you I recommend you I defend you 20% Connectors 10% Creators & Critics © Copyright 2010-2012. All Rights Reserved. Communications Blueprints, L.L.C. All copyrighted and trademarked material presented herein is the sole property of Communications Blueprints, L.L.C. (d/b/a ComBlu)

6. Social Engagement Feedback Advocacy Support Drives innovation, product quality & financials Drives marketing effectiveness Improves customer experience, reduces cost of support Three Pillars of Social Engagement © Copyright 2010-2012. All Rights Reserved. Communications Blueprints, L.L.C. All copyrighted and trademarked material presented herein is the sole property of Communications Blueprints, L.L.C. (d/b/a ComBlu)

9. Sample Social Performance Index™ (SPI) Metrics Scorecard Master Scorecard shows SPI index scores, global sentiment, aggregated community performance trending, business and engagement results SPI Trends, Scores and Highlights by market Data points from both sponsored communities and social media channels

11. Increase in-store traffic resulted from pilot community campaign in Region B. Action: Expand pilot to 10 more regions. Trends over the past 6 months continue growth in customer engagement that directly impacts community-generated revenue. Action: Increase community engagement, specifically by adding community campaigns and rewards. Store Traffic Twitter Cost savings decreased as a result of the number of customer SMEs participating in support community. Action: Re-engage and build customer advocate base. Specifically need to recruit more creators and critics for support actions. <Project Name> Conversation Alerts <Project Name> Mentions 1. 2. 3. J:roposalseneric easurement Sample Dashboard.ppt Analytics: SPI Analysis and Actions Analytics: Cloud Cover Sample SPI ™ Dashboard © Copyright 2010-2012. All Rights Reserved. Communications Blueprints, L.L.C. All copyrighted and trademarked material presented herein is the sole property of Communications Blueprints, L.L.C. (d/b/a ComBlu) Region B: Community-Generated Store Traffic

12. Sample Social Marketing Dashboard™ ’ s SPI Trends, Scores and Highlights Link to SPI Scorecard Representative Activity and Verbatims Social Media Activity Results

13. Case S t u d y © Copyright 2010-2012. All Rights Reserved. Communications Blueprints, L.L.C. All copyrighted and trademarked material presented herein is the sole property of Communications Blueprints, L.L.C. (d/b/a ComBlu)

15. Windows Live Community A DVOCATES © Copyright 2010-2012. All Rights Reserved. Communications Blueprints, L.L.C. All copyrighted and trademarked material presented herein is the sole property of Communications Blueprints, L.L.C. (d/b/a ComBlu) Spread WOM about Windows Provide customer voice to Windows experience Educate others about Windows products/benefits Showcase how they use multiple products in real life situations Rate contributions of other advocates Receive recognition and rewards for deep engagement

17. Windowslive.com Windows, Windows Live and Windows Clubhouse are trademarked property of Microsoft Corporation

18. Windows Live Photo Gallery Windows, Windows Live and Windows Clubhouse are trademarked property of Microsoft Corporation

19. Photo Gallery Post Windows, Windows Live and Windows Clubhouse are trademarked property of Microsoft Corporation

20. UGC Syndication Increase click thru 43% Link-backs drive 30% web traffic Drive advocate recruitment & web traffic

22. Scorecard

23. S e r v i c e s © Copyright 2010-2012. All Rights Reserved. Communications Blueprints, L.L.C. All copyrighted and trademarked material presented herein is the sole property of Communications Blueprints, L.L.C. (d/b/a ComBlu)