4. Don’t be shy

5. Most Trusted Professions Source: GfK Custom Research, June 2009

6. Least Trusted Professions Source: GfK Custom Research, June 2009

11. 2. Search is the Internet’s Front Door Brand Brand Social Social Press

12. 3. Everything Lives Forever in Google “ I’ve been a 5/3 customer for eight years. Our local branches are excellent and I’ve never had a problem with them at all! Maybe Indiana people are just nicer.” “ 5th 3rd is TERRIBLE! I will never ever do business with them again. ” Latest Comment (August 9, 2010) “ Has any one else experienced fraud of this nature?”

18. Misperceptions and Realities

19. Myth: Risk Outweighs Benefits “ Too much Risk” Reputational Regulatory Risk is ignoring: Conversation happens with or without you

20. Myth: Social Media is just a Viral Video “ We just need a YouTube video” (or a blog/Facebook/Twitter) Marketing best practices still apply: Define the strategy Don’t chase the shiny tactic Then select the tools

21. Myth: Social Media is just Teenagers Yapping Grandma and Grandpa are on Facebook Social Networking Usage of Adults Age 65+ 5% in 2005  26% in 2010

22. Myth: Social Media is just a Men’s Only Club Facebook Female: 57% Male: 43% MySpace Female: 64% Male: 36% Yelp Female: 57% Male: 43% LinkedIn Female: 50% Male: 50% YouTube Female: 50% Male: 50% Flickr Female: 55% Male: 45% Digg Male: 64% Female: 36% Foursquare Female: 50% Male: 50%

24. Home Depot

30. May 2007: 1 million reviews February 2008: 2.3 million reviews March 2010: 10 million reviews

35. Social Media Infrastructure

36. Social Media Strategic Framework