What theTweet
is going on?

means of communication The Interpersonal
Mass   Social Media

What is social media? Technology
+ Communication + Design Content for unique needs and interests Interactivity, participation, and modification realtime in

How big is it? 75%
of adult Internet users in the U.S. use social technology.* Twitter has grownby more than 3,000% in the past year. 120,000 blogs are launched every day. Hitwise *Forrester Research 10/08

Are they talking about your
brand?

YouBETCHA!!

How can you control the
message?

You can’t. And you don’t
have a choice – your brandpresence will become social. … if it isn’t already.

THE POWER HAS S H
I F T ED When it comes to your message, the consumers are now in the driver’s seat. Thanks to social technology, they are all connected.

93% of Americans believe a
company should have a social media presence. 85% believe a company should be active with customers in social media. 56% feel a stronger connection with companies media. they interact with insocial -Cone Research 9/08

Social technology has flipped traditional
ways of thinking upside down. Or will you join the conversation? Are you content with being absent?

Social media is evolving Commerce
- Communities define brands Context - Share information for personalized content Colonization - Take friends with you Functionality - Interact Relationships - Join a community Jeremiah Owyang, Forrester Research Analyst

Your brand is live 24/7
“Social media doesn’t stop at 5 p.m. when typical business hours end.” - AmyMartin, CEO Digital Royalty

Fast, accurate information is critical
to managing your online presence. Monitoring your brand is essential to positive WOM. Why?

You don’t want to end
up like these guys…

blindsided by “We got two
idiots with a video camera and an awful idea… loyal customersfor 10, 15, 20 years… are second-guessing their relationship with Domino’s, that’s not fair.” and - Tim McIntyre, Domino’s spokesman, NY Times article

The old way of marketing
uses targetingtopersuade and convince. New media marketing uses engagement to drivepreference, increase loyalty, and encourage evangelism.

How does this help my
customers?

Where do you begin?

LISTEN Learn how to Having
accurate information that is relevant to your objectives is the first step in a successful social media strategy.

Define your objectives… There are
no standard social media metrics. What is important to you? •Improved customer service •Increased brand loyalty •Growth in sales Go after it. This will help you define ROI.

Who is talking about you?

Find your authentic
fan base

Whatarethey saying?

Where are they saying it?

How it worked… KC Chiefs
trade Tony Gonzalez to the Atlanta Falcons Trade news was No. 4 trend on Twitter 24-hour analysis showed: 53% against 43% for

ENGAGE Begin to You need
to converse with your audience in a language they will respond to.

“New marketing is about the
relationships, not the medium.” - Ben Grossman, founder & chief strategist for BiGMarK

117 million blogs are online
now. There are nearly 1 millionblog posts published every day. Richard Meyer, Internet marketing consultant Technorati

Social media customer service is
the new “help” line. - Jason Baer, social media consultant

Time Warner Cable knows within
minutes if a customer complains about them online… They use realtime data and Twitter to respond to and solve customers’ problems.

ACT Use this information to
Take your message directly to customers and let them spread it for you. Encourage participation and make it easy. Then turn your customers into fans. - Jason Baer, social media consultant

How it worked… AMC invited
local bloggers to preview their latest theater concept. 96%positive online buzz. Resulted in Now AMC holds nationwide blogger events.

Monitor beyond your brand. Celebrity
wattage used to be measured by dated Q scores. Street credibility is measured by the Davie-Brown Index (DBI). Phone surveys and online forms are too limited. Tie your brand to a celebrity who really matters to your audience.

More accurate cause/deed and passion
indices Whirlpool found no rankings available to help them pick a spokesperson for their Habitat for Humanity campaign. The Phoenix Suns monitor their fans’ passion index in near-realtime. The Suns now react to unpredictable events quickly. Ad budgets in the millions don’t allow room for a leap of faith.

Social media monitoring is your
global focus group. Gather transparent competitive intelligence Learn about • Key competitors •Demographic groups •Audience segments Get genuine, honest, and relevant conversation as it happens.

The processexpands
and
repeats.

Social Media is Mass Media
- Jason Baer, social media consultant

Find Spiral16 online… Web: www.spiral16.com
Twitter: @spiral16 Email: engage@spiral16.com