1. Respond quickly and professionally to negative comments, showing you care about customer feedback. 2. Don't get defensive - acknowledge valid criticisms and show a willingness to improve. 3. Turn negative conversations positive by offering solutions or explaining your perspective in a polite, solution-oriented manner. The goal is to resolve issues and regain trust, not attack critics.

1. Social Media And Communication
May 2009

2. About Sway
Sway helps its clients leverage social media through targeted research, expert consulting,
and its proprietary social media marketing tool, Shoutlet.
2009 Sway, Inc | Do Not Duplicate 2

3. Social Media And Architecture
Artist Andrea Zittel says it best when she says quot;someone told me that when you look at the
buildings of Frank Gehry or Steven Hill, you can tell the version of software used to design them
because there are certain things that those software programs enable, and other things they don't
allow. The software gives you a rule set that predicts what is possiblequot; (Surface Magazine).
2009 Sway, Inc | Do Not Duplicate

4. Social Media
Social Media Marketing helps companies capitalize on cutting-edge marketing techniques. It
allows marketers to utilize and profit from the use of Web 2.0 platforms, such as blogs,
podcasts, Really Simple Syndication (RSS), and other emerging marketing tools, as well as
develop, execute, and measure word-of-mouth campaigns.
“As an increasing number of consumers obtain their information from non-
traditional sources, Social Marketing will help marketers gain unique
insights into these burgeoning areas.”
-- Jupiter Research
2009 Sway, Inc | Do Not Duplicate

5. Opportunity For Social Media
Source: 2009 Social Media Benchmark Guide, Marketing Sherpa
2009 Sway, Inc | Do Not Duplicate

6. Web 1.0 versus Web 2.0
Banner Ads
Pay-per-click
SEO User Generated Media
Email Marketing Blogs
Affiliate Programs Podcasts
Mobile Phone
RSS
Online Video
Widgets
“Web 1.0 is about commerce, Web 2.0 is about people.”
-- Ross Mayfield
2009 Sway, Inc | Do Not Duplicate

7. Social Media is External
•Social media is the most powerful
way to interact with people online.
•Your audience is already online via
external websites, social networks,
and blogs.
•Your audience can be reached
through content that is relevant,
engaging, and non-disruptive to their
user experience.
Social media marketing is NOT web traffic or a way to build your email list!
2009 Sway, Inc | Do Not Duplicate

8. What is Social Networking?
Social Networking is the interaction between a group of people who share a common interest.
This can occur in numerous places online from the most casual (Facebook) to professional
(LinkedIn) and include a variety of mediums.
Social Networking is a conversation. It can be a really tiny idea with a few people
commenting or a save-the-world idea with millions of followers. Social media is about the
ideas you are putting out on behalf of your brand.
Source: Alexa 2009 Sway, Inc | Do Not Duplicate

9. Marketers and Social Media
Social Media Study sponsored by the Social Media Summit 2009.
Highlights:
•When asked if they used social media for marketing purposes, the overwhelming majority (88%)
indicate they are employing some form of it. In addition, business owners are more likely to use
social media marketing (90+%) than employees working for a company that is not their own (81%)
•Nearly two-thirds (64%) of marketers are using social media for five hours or more each week, with
39% using it 10 or more hours weekly and 9.6% spending more than 20 hours each week with
social media. Social Media is time consuming!
•72% of marketers say they have either just started or have been using social media for only a few
months.
•According to the survey, respondents report that the #1 benefit of social media marketing is gaining
attention for the business, or what Stelzner calls “the all-important eyeball.”
•By a wide margin, Twitter, blogs, LinkedIn and Facebook are the top four social media tools. used
by marketers, with Twitter in first place.
2009 Sway, Inc | Do Not Duplicate

10. Social Media vs Search
2009 Sway, Inc | Do Not Duplicate

11. Where Is Social Networking Happening?
Social Communities:
•Professionally - using social communities by
creating a presence for your brand and
engaging with the members of of a
community.
•Personally - setting up a profile to network,
ask and answer questions, career
development.
•Blending of Professional and Personal.
•Looking For A Job While You Have A Job.
Everyone else is.
2009 Sway, Inc | Do Not Duplicate

12. Everyone is Online
Parents: Foodies:
ChildAvenue.com: Approx. 1,200 members BakeSpace.com: Approx. 54,000 unique visitors/month
Pagans:
Women:
iVillage.com: Approx. 3 million unique visitors/
month
Covenspace.com: Approx. 8,000 members
Nascar fans: Triathletes:
Rowdy.com: Social Network for #1
Nascar podcast on iTunes
Ontri.com: Approx. 25,000 members
2009 Sway, Inc | Do Not Duplicate 12

13. Case Study: Allstate And Independant Women
“Mia shows independent
women how to do their
own auto repairs.”
How Allstate uses social media: Widgets on their own website, distribution to video
sharing sites, video players on partner blogs and media buys, podcast creation for
downloads.
2009 Sway, Inc | Do Not Duplicate

14. Where is Social Networking Happening?
Video Sites:
•The growth of the camera phone market has
increased the volume of user-generated video.
Current broadband Internet connections are well
suited to serving the quality of video shot on mobile
phones. Most people do not own web servers, and
this has created demand for user-generated video
content hosting, which sites like YouTube cater to.
•Video sharing and viewing sites allow for the same
types of activities as social communities, such as
connecting with others and commenting on posts.
2009 Sway, Inc | Do Not Duplicate

15. Industry Data on Online Video View Viewing
Internet users in the U.S. viewed a record-setting 14.3 billion online
videos during December 2008 an increase of 13% vs. November 2008.
• YouTube accounted for 49% of the incremental gain in videos viewed.
• Google Sites rank as the top U.S. video property, with 5.9 billion videos
viewed (41% of the online video market share), followed by Fox Interactive
Media (3.1%), Yahoo Sites (2.3%), and Viacom Digital (2.0%).
• Nearly 150 million U.S. Internet users watched an average of 96 videos per
viewer in December; 78.5% of the total U.S. Internet audience viewed
online video.
• The average online video viewer watched 309 minutes - or more than 5
hours - of video; the duration of the average online video was 3.2 minutes.
Source: “December 2008 Video Metrix” comScore, reported February 2009.
2009 Sway, Inc | Do Not Duplicate

16. Video: As A Strategy
With video being such a popular method of pushing
content online its important to consider it for both
professional and personal branding online.
Where Do I Put My Videos?
1) Free Places that you can set up a channel - YouTube / Facebook
2) Free Sharing sites - Metacafe,Yahoo
3) Blogs and small communities - this is where your new contacts come in.
4) Paid placement - Large communities might be a good fit but won’t put your video up for free.
2009 Sway, Inc | Do Not Duplicate

17. Opportunity: Video Channel (Where Do I Put My Videos?)
By creating a YouTube Channel populated
with engaging videos where your audience
spends time, it’s likely that your brand will
gather fans and pass along.
Organize your channel - playlists
customize the look of your channel
title your videos with catchy titles
2009 Sway, Inc | Do Not Duplicate

18. Video Syndication: Example Apartment Therapy - Paid Placement
2009 Sway, Inc | Do Not Duplicate

19. Common Mistakes
2009 Sway, Inc | Do Not Duplicate 19

20. Client Case Study
Client: International Trucks
Industry: Truck Manufacturer
Objective: Boost brand awareness among truck drivers
online. Encourage meaningful engagements between the
brand and the audience.
Strategies:
Winter Driving Tips RSS: Audience showed high interest in
driving tips specific to inclement weather.
Truck Maintenance Tips: Easy ways for drivers to fix or update
their own truck.
Lifestyle Video: Video podcast containing exercise tips, easy
on-the-road recipes, etc.
2009 Sway, Inc | Do Not Duplicate 20

21. Millions of Connections via Social Media
2009 Sway, Inc | Do Not Duplicate 21

22. Content Is King - “Can The Interns Do This?”
Example: which video are you more likely to pass on?
Product Tour vs. Useful Information
One hundred views vs. Thousands of views.
2009 Sway, Inc | Do Not Duplicate

23. Don’t Be Afraid Of The Technology -Social Media Marketing Platform
Shoutlet is a scalable, web-based,
hosted social media communication tool that
helps companies connect to their audiences
where they live online.
Shoutlet facilitates collaboration in creating,
distributing, and tracking online
communication across engaging social media
formats, which include:
• Video
• RSS feeds
• Podcasts
• SMS mobile text messages
• Widgets
• Social email
www.shoutlet.com
quot;Shoutlet has entirely changed the way we work with social media. While saving both money and time, we now have a far better
distribution and control of our web 2.0 content than ever before. quot; - Fredrik Kjellberg, Online Marketing Manager, Peak Performance
2009 Sway, Inc | Do Not Duplicate 23

24. Where is Social Networking Happening?
Blogs:
• 133 million blog records indexed by
Technorati since 2002.
•Many blogs provide commentary or news on
a particular subject; others function as more
personal online diaries.
• A typical blog combines text, images, and
links to other blogs, Web pages, and other
media related to its topic.
• The ability for readers to leave comments in
an interactive format is an important part of
many blogs.
• Most blogs are primarily textual, although
some focus on art (artlog), photographs
(photoblog), sketches (sketchblog), videos
(vlog), music (MP3 blog), and audio
(podcasting), which are part of a wider network
of social media.
•Blogs are re-fostering creativity. We are now
creaters not consumers.
2009 Sway, Inc | Do Not Duplicate

25. Industry Data on Target Audience: Blogs
User ratings are very important to women; they are the online equivalent
of “recommended by a friend.” (OMMA)
• Blogging has become a mainstream form of communication, with 36.2 million women
participating in the blogosphere weekly. Of these, 15.1 million are publishing at least one post
weekly, and 21.1 million women are reading and/or posting comments to blogs.
• 68% of the BlogHer community is concentrated in the 25 to 41 age group, compared to 42% for
the general population blogging community.
• 58% of those participating in the BlogHer community have children at home, a 25% increase
over the general population. 67% of the BlogHer community have completed college. 69% of
women in the BlogHer community have an annual income greater than $50,000; 46% earn more
than $75,000.
• 46% of Generation X Bloggers (25 to 41 years old) publish blogs about parenting or pregnancy,
52% read blogs about parenting or pregnancy.
• 29% of blog readers and 38% of blog publishers have decided to purchase a product as a
result of a recommendation or customer service experience posted on a blog.
• 32% of blog publishers and 28% of blog readers have decided NOT to purchase a product as a
result of a recommendation or customer service experience shared on a blog.
Source: The BlogHer/Compass Partners 2008 Social Media Survey
2009 Sway, Inc | Do Not Duplicate

26. Blogs: As A Strategy
Post content easily for pick-up
Ex. IKEA - wanted an outlet for their cooking items. By
featuring recipe bloggers on their site, they
recommended cooking items and untensils to best
execute those recipes.
Bloggers receive traffic and readers, IKEA adds popular
bloggers’ word of mouth to their product.
2009 Sway, Inc | Do Not Duplicate

27. Blogs: Things to remember
The first 2 months: nobody will read your
blog
You’re not always going to be right.
Sometimes it’s better to be wrong.
You’re going to have to seek out your
audience.
You’re not going to like all of your
readers.
Your topic, your voice and your audience
will evolve along with your ideas.
2009 Sway, Inc | Do Not Duplicate

28. Where is Social Networking Happening?
Twitter:
•Twitteris a micro-blogging tool that allows
users to put out 140 character “posts.”
•By collecting followers, brands or individuals
can reach far more people with their message.
• Twitter.com continues to grow in popularity
and importance in both the consumer and
corporate worlds.
• In February 2009, adults ages 35-49 had
the largest representation on Twitter, with
nearly 3 million unique visitors from this age
group. This comprises nearly 42% of the
site’s audience.
2009 Sway, Inc | Do Not Duplicate

29. Industry Data on Target Audience: Twitter Use
• When Tweeters were asked to rate the reasons why they
participate [in Twitter], on a scale from 1 to 5 (with 1=strongly
disagree and 5=strongly agree), the following responses were
averaged on this scale:
• “I find it exciting to learn new things from people.” (4.65)
• “I value getting information in a timely manner.” (4.58)
• “I like to be connected to lots of people.” (3.91)
• “I want to generate new business.” (3.70)
• “I find it gratifying to have people follow me.” (3.64)
• The findings show that the highest number of respondents are
motivated by learning new things and getting information in a
timely manner.
Source: MarketingProfs Survey, April 2009, (n=425)
2009 Sway, Inc | Do Not Duplicate

30. Twitter: Case Study
Right Way Wrong Way
2009 Sway, Inc | Do Not Duplicate

31. Case Study: Target - tying it all in
Target has tied in several social aspects
to create a successful complete social
media effort.
2009 Sway, Inc | Do Not Duplicate

32. Target: The Importance of Linking In
10,441 websites currently link into
Target.com.
• Sample websites linking in include: Google, Myspace,
Amazon, People, MSNBC, UAE Women Network,
Modelmayhem, Yahooshopping, Engadget, Gizmodo, Evite
(to announce registries), Style.com, Los Angeles Times
Online, Shine (yahoo), CafeMom, Entertainment Weekly
• Themes: Fashion, entertainment, and tech sites linked in
most frequently.
• Find Themes and create strategy around them.
Source: Alexa 2009 Sway, Inc | Do Not Duplicate

33. Shoutlet Reporting
2009 Sway, Inc | Do Not Duplicate 33

34. Negativity And Social Media
What If There Are Negative Reviews?
People are talking about your brand. They are standing at parks, in lines,
sitting at restaurants, etc. talking about brands they have had positive and
negative experiences with. Online you have the opportunity to join, change
their minds, etc.
1) Find it - Yacktrack.com (Twitter, Technorati, Google Blogs)
2) Determine which negative posts are helpful to your brand as customer
feedback.
3) Engage with or respond to “on the fence” influencers.
2009 Sway, Inc | Do Not Duplicate

35. YackTrack
http://yacktrack.com/chatter 2009 Sway, Inc | Do Not Duplicate 35

36. Social Media 5 Things You Can Do Today.
Comment on 3 bloggers’ posts that you enjoy in your field. Make
sure to put in your e-mail address so they can write you back.
Check your brand’s Link-Ins by visiting Alexa.com. Devise a
strategy to speak to the trends you find.
Monitor buzz surrounding your brand using YackTrack.com.
Open a Twitter account for your brand or yourself and “follow”
your industry leaders.
Collect and examine your internal marketing resources (i.e.,
articles, videos, audio files, etc.) to see what you can use
immediately in the social media space.
2009 Sway, Inc | Do Not Duplicate