WHERE WORD OF MOUTH MEETS
SOCIAL MEDIA Presented by: Mark Silva, Founder and Managing Director Real Branding December 18, 2008

INTRODUCTION <ul><li>“ Markets are conversations.”
</li></ul><ul><li>The Cluetrain Manifesto: The End of Business as Usual </li></ul><ul><li>Copyright © 1999, 2001 Levine, Locke, Searls & Weinberger </li></ul>

AGENDA <ul><li>What is Social Media?
</li></ul><ul><li>Why does Social Media matter? </li></ul><ul><li>Case Studies </li></ul><ul><li>Best Practices </li></ul><ul><li>Insights </li></ul>

DEFINITION Unleashing “… a trend
in which people use technologies to get the things they need from each other instead of from companies.” - Groundswell, Charlene Li & Josh Bernoff, Forrester Research 2008

<ul><li>Internet + Personal Sources =
Most Important Sources Of Information </li></ul>WHY DOES IT MATTER? Source: USC Annenberg School: Digital Future Report 2007

WHY DOES IT MATTER? <ul><li>In
2008 Consumer IP traffic surpassed Business traffic </li></ul>Source: Cisco Systems, Global IP Traffic Forecast and Methodology; Mobility segment (0.1% of traffic in 2007) not displayed

WHY DOES IT MATTER? Wikipedia.org
Alexa Global Traffic Rankings 12/31/05; 3/12/08, Morgan Stanley Research 1 2 3 4 5 6 7 8 9 10 2005 (U.K.) 2008 1 2 3 4 5 6 7 8 9 10

WHY DOES IT MATTER? Source:
The Nielsen Company, Custom Analysis (September 2008).

SOCIAL MEDIA AND AMPLIFICATION COST
VALUE LEVERAGE AMPLIFY

WHAT DOES IT MEAN TO
CONTENT CREATION? OLD CONTENT MODEL

WHAT DOES IT MEAN TO
CONTENT CREATION? OLD CONTENT MODEL NEW CONTENT MODEL

WHAT DOES IT MEAN TO
CONTENT DISTRIBUTION? TRAD DISTRIBUTION MODEL

WHAT DOES IT MEAN TO
CONTENT DISTRIBUTION? TRAD DISTRIBUTION MODEL NEW DISTRIBUTION MODEL

WHAT DOES IT MEAN TO
BRAND LOYALTY? <ul><ul><li>Changes the loyalty funnel and branding </li></ul></ul>Thinking Saying Researching Doing Watching New Verbs for Loyalty? Buying Reviewing Tagging Rating

CREATE A SOCIAL MAP

WEB 2.0 BRAND IMPLICATIONS Source:
David Armano (http://darmano.typepad.com/logic_emotion/2008/06/brand-stairway.html)

White Tea Activation – Ayye.com,
YouTube, Ads, Emails <ul><li>Goal of slide: </li></ul>Brand Channel Gadgets Videos NBC Rewind NBC Homepage Newsletter Sweepstakes and Social Sharing Facebook RealAge RealAge Newsletter

MICHELOB CASE STUDY

BEST PRACTICES <ul><li>Listen </li></ul><ul><li>Build A
Social Map </li></ul><ul><li>Design It </li></ul><ul><li>Feed It </li></ul><ul><li>Connect It </li></ul><ul><li>Distribute It </li></ul><ul><li>Participate In It </li></ul>

INSIGHTS <ul><li>Social media is not
one thing </li></ul><ul><li>Consider: the action is reaction </li></ul><ul><li>Capitalize on all your assets </li></ul><ul><li>Endorse others to reward </li></ul><ul><li>Be Authentic </li></ul><ul><li>Golden Rule of 2.0: the more you give the more you get in return </li></ul>

THANK YOU <ul><li>Let’s keep the
conversation going </li></ul><ul><li>FACEBOOK: Search Mark.Silva at RealBranding.com to Friend </li></ul><ul><li>TWITTER: Follow www.twitter.com/marksilva </li></ul><ul><li>FRIENDFEED: Join me at www.friendfeed.com/marksilva </li></ul><ul><li>BOOKMARKING: www.delicious.com/marksilva </li></ul><ul><li>BLOG: www.marksilva.com </li></ul><ul><li>YOUTUBE: www.youtube.com/realbranding </li></ul><ul><li>SLIDES: www.slideshare.net/realbranding </li></ul><ul><li>WEB: www.RealBranding.com </li></ul>