Presentation that I gave at the XMPie 2010 Users Group Conference in Orlando. Covering the opportunities that exist in combining and integrating social media into cross media campaigns.

1. Social Media Drives New Opportunities How utilising social media can significantly increase response

2. Agenda The growth and adoption of social media Why is it important; within a cross-media campaign? Why is it not the be-all-and-end-all of marketing? How is social media being used in cross media campaigns? How can social media be used? What technologies are out there that you should be looked at? 17-Jun-09 The Why? The How? The What?

3. Social media Is it just a fad, or is it something that will effect us all? September 14, 2010

4. Social Media Revolutionhttp://socialnomics.net/ September 14, 2010 The Why? http://www.youtube.com/watch?v=lFZ0z5Fm-Ng

5. Social Media Revolutionhttp://socialnomics.net/ September 14, 2010 The Why?

6. Social Media Revolutionhttp://socialnomics.net/ September 14, 2010 The Why?

7. Social Media Revolutionhttp://socialnomics.net/ September 14, 2010 The Why?

8. Social Media Revolutionhttp://socialnomics.net/ September 14, 2010 The Why?

9. Social Media Revolutionhttp://socialnomics.net/ September 14, 2010 The Why?

10. Social Media Revolutionhttp://socialnomics.net/ September 14, 2010 The Why?

11. Social Media Revolutionhttp://socialnomics.net/ September 14, 2010 The Why?

12. It’s not just the young folk either!http://www.emarketer.com/ The Why? Between April 2009 and May 2010: Grew 88% among users aged 55-64 65 and older group’s presence grew 100% Users aged 50 and older increased usage from 22% to 42% 47% of 50-64 year-old users indicate they use social media 26% of those over 65 indicated they use social media September 14, 2010

13. Social Media Revolutionhttp://socialnomics.net/ September 14, 2010 The Why?

14. Main Players in the social media space September 14, 2010 The Why? email Flickr Foursqaure Tumbler YouTube Twitter Facebook LinkedIn Google Vimeo

15. Social media & cross Media combined How are people combining the two – and the ways in which they work September 14, 2010

16. Social Media is not everything The How? Spend on online advertising has increased that off traditional advertising Many marketers see online advertising as easy, quick and interactive Many are not linking up the channels Email marketing is not a replacement to traditional DM Cross Media – a mix of traditional and online marketing within an integration campaign is the most powerful tool. September 14, 2010

17. Introducing Social Media & Cross Media The How? http://portablenorthpole.tv Great example of missed opportunity Personalised video and cross media campaign Virally spread by social media Did it work? What if things were different? September 14, 2010

18. Level 1 - Broadcasting Social media is used to broadcast out to others Increasing response through social media channels Recipients are not always known when they enter September 14, 2010 The How? 3 1 Campaign 2 3

19. Examples – XMID Campaign The How? Campaign to promote XMPie’s capabilities Uses customer’s input to create a social icon Using XMPie’s uImage on demand to create the image Users can download the icon or wallpaper ‘Refer a friend’ by email Share the link on other sites http://xmid.xmpie.com September 14, 2010

20. Examples – Earful Campaign The How? Technology demonstration produced by Fuji Xerox Demonstrated a creative cross media campaign Flash based and hooked into Facebook with a bespoke Facebook application http://earfull.com.au/ September 14, 2010

21. Examples – Alphagraphics Brazil The How? Campaign to increase Alphagraphic’s brand and awareness Used to creative visual Twitter backgrounds for Alphagraphic’s locations around the globe Nice API integration with Twitter to get followers Using uImage to creative backgrounds Automatic uploading of images Viral tweet sent out (#agyourself) http://agyourself.com/ September 14, 2010

22. QRCodes A quick word on QR Codes and 2D Barcodes September 14, 2010

23. QR Code Adoption and Opportunities The What? XMPie supports various 2D Barcodes Market adoption continues to grow Smartphone use increases Mobile browsing increases Brands continue to includestatic barcodes Think outside the box Dynamic URLs Group URLs Subscription based content September 14, 2010

24. ... And back to the story September 14, 2010

25. Level 2- Receiving / Acquiring More action or event driven and focused on social media Social media channels are used to acquire new customers Require a higher level of expertise and skill to integrate September 14, 2010 The How? 3 1 2 Campaign 1 3

26. Stage 1 – Following us on Twitter September 14, 2010 The How? By following ‘XMPieMediaPro09’ on Twitter I am initiating the conversation and expressing interest in the product, service or event.

27. Stage 2 – Acknowledging the follower September 14, 2010 The How? CustomApplication Campaign recognises a new follower, enters their details into the database and sends back a ‘direct message’ containing a RURL for the recipient to access.

28. Stage 2 – Acknowledging the follower September 14, 2010 The How? Twitter automatically emails the recipient informing them that they have received a ‘direct message’ – so the recipient can access their RURL direct from there as well.

29. Stage 3 – Initial RURL landing page September 14, 2010 The How? CustomApplication The recipient accesses their RURL which contains personalised copy, as well as a random choice of 3 silhouetted images – To continue we ask to authorise.

30. Stage 4 – Authorising with Twitter September 14, 2010 The How? CustomApplication Recipient authorises with Twitter, effectively granting access to XMPie to access their profile and tweet stream. This is a standard Twitter application process.

31. Stage 5 – Getting the word out there September 14, 2010 The How? CustomApplication Once a user authorises us, we can then ‘tweet’ out to their followers a message. This is what the user’s followers would see.

32. Stage 5 – Back at the RURL September 14, 2010 The How? CustomApplication Recipient is automatically directed back to their RURL which now changes – and talks to them in detail about the offering to get an ‘All-Access’ badge to the show.

33. Stage 5 – Back at the RURL September 14, 2010 The How? CustomApplication In order to get their ‘All-Access’ badge we need the recipient to check and update their personal information – this is entered directly back into the database.

34. Stage 5 – Downloading the badge September 14, 2010 The How? CustomApplication XMPie then creates a PDF ‘All-Access’ badge for the recipient to download and print to gain access to the Innovation showcase.

35. Stage 5 – Downloading the badge September 14, 2010 The How? CustomApplication XMPie then creates a PDF ‘All-Access’ badge for the recipient to download and print to gain access to the Innovation showcase.

36. Level 3 – The truly integrated approach Multiple event-driven and integrated approach to cross media Social media platforms are used to actually drive the campaign High level of skill, high level of reward and conversation September 14, 2010 The How? 2 Campaign 1 3 4

37. A quick word about foursquare The What? Newcomer to location based tracking 3million users (1.5m in June 2010!) “We're all about helping you find new ways to explore ... earn points and unlock badges for discovering new places” 20m+ API requests a day 2m tweets a day about lost/won majorships Over 20% of user sync there location with Facebookas well September 14, 2010

38. Possible Loyalty Application Hotel loyalty program Customer receives a communication offering an incentive By using a geo-location check-in service (Foursquare)customer checks-in to various hotels Each check-in, or event initiates further communication to the user Customer can always access RURL Share with others Redeem offers & incentives Both XMPie and Social Mediaare working together, respondingto the user in real-time September 14, 2010 The How? 2 Campaign 1 3 4

39. Other event-based social platforms The What? Brightkite 5.5 million users “The simple way to keep up with friends & places.” Marketing Opportunities Highly targeted media placement geography, behaviour, time Loyalty programs Recognises a customer’s ‘level’ of loyalty September 14, 2010

40. Other event-based social platforms The What? GoWalla 450,000 users “Keep up with your friends, share the places you go, and discover the extraordinary in the world around you” Marketing Opportunities Curated Trips Branded Pins & Items September 14, 2010

41. Other event-based social platforms The What? SCVNGR Google backed User-base stats not public yet “Go places. Do challenges. Earn points!” Marketing Opportunities Custom Challenges, Treks, Badges Rewards for completing challenges September 14, 2010

42. Other apps and opportunities The What? Maximise growth in apps and social media One possibility is to look at mobile (newspapers) apps and then use the subscribers activates to drive cross-sell and up-sell cross media campaigns based on what they are viewing, automatically. Personalised print and mobile applications Custom built apps driving personalised material and campaigns September 14, 2010

43. What next? What to do to maximise on the opportunities that exist September 14, 2010

44. Why should we be doing this? The Why? Merging together of traditional, and new mediums Using Cross Media and Social Media as tools. Using ‘Best of breed’ Maximum exposure for you and your customers/clients Maximum interaction, maximum conversation, maximum conversion Others are already starting to do it! Topguest (www.topguest.com) Loyalty based programs based on geo-check-ins Check-in, get rewarded points, redeempoints for offers and incentives September 14, 2010

45. We live in a dangerous world ... The What? http://www.shopkick.com Recently launched app Automatically check users into physicallocations, as they walk about. Based on check-in user receive points, in-store offers and incentives User get rewarded for walking about Offers a huge opportunity for brandsto target customers in an offline world Is this the shape of things to come? September 14, 2010

46. What should you be doing? The How? Think outside the box Look at ways in which various platforms can be utilised in the most powerful way Facebook is great for peer-to-peer recommendations Twitter is great for relevant marketing to individuals (B2C) FourSquare, Facebook Places, Gowalla are fantastic for location/brand marketing campaigns YouTube is great for brand awareness campaigns Understand the concept of social media and cross media ‘mash-ups’ and engage marketers, programmers to explore the possibilities September 14, 2010

47. September 14, 2010 david.baldaro@xmpie.com http://foursquare.com/user/davidbaldaro http://twitter.com/davidbaldaro http://uk.linkedin.com/in/davidbaldaro http://www.facebook.com/david.baldaro