An approach to Social Media Marketing

1. This is a Social Media & Digital Marketing Presentation

2. Factors hindering the adoption of Social Media programs at large organizations Source: MarketingSherpa Social Media Marketing and PR Benchmark Survey 2008

3. The evolution of social media Timing of four overlapping eras ERA OF SOCIAL RELATIONSHIPS Start: 1996 Maturity: 2003 to 2007 ERA OF SOCIAL FUNCTIONALITY Start: 2007 Maturity: 2010 to 2012 ERA OF SOCIAL CONTEXT Start: 2009 Maturity: 2012 ERA OF SOCIAL COMMERCE Start: 2011 Maturity: 2013

4. SPHERE WITH CORE The relationship between persuasion and confidence: EFFICIENCY Purchase decision point persuasion ”Marketing Promise” Advertising Public Relations Offers This is an example text. confidence ”Trust and expectation” Word of Mouth Research Brand interactions 90% 90% of consumers trust recommendations from people they know, 70% trust opinions of unkown users – Source: eConsultancy 2009

5. SPHERE WITH CORE Consumption and creation: EVOLVED INFLUENCE AWARE CONSIDER RESEARCH consume BUY WOM: USE create RECOMMEND EXPRESS

7. Understanding why it makes commercial sense to help people to connect where they buy and buy where they connect provides businesses with a strategic advantage

15. Our methodology: SOCIAL MEDIA ROADMAP Measurement. Monitoring. Marketing. Define Purpose Define proposition and objectives of social media investments Marcoms integration Integrate into Marcoms activities based on findings from monitoring Measurement & KPIs Define financial KPIs and implement back-end tracking Monitor and listen Monitor blogsphere to benchmark sentiment and conversation 1 2 3 4 Build communities Increase visibility & establish presence within main platforms Activate advocates Identify and establish contact with best customers and influencers Recruit Prospects Increase number of participants & contributors Grow Share of Voice Increase share of voice through tactical promotions 5 6 7

17. Social Media GOVERNANCE DOCUMENT – define policies and approach to the use of social media

18. CREATORS AND FACILITATORS - identify key internal individuals involved with social media – customer service, sales, in store management

20. Draft initial BRAND DASHBOARD, amalgamating data from site analytics, email, display, social media, paid search, organic search

21. Integration of data to measure PEER INFLUENCE by tracking social media engagement (e.g. Facebook “Like It”)

22. Integrate different data sources into one single Brand Dashboard to gain a holistic view of influence and performance

23. Establish a methodology that allows you to understand contribution of sites post and pre “last click”

24. Implement Peer Influence Analysis into your reporting

25. Conduct an intial audit of current measurement approach and data outputs

26. Prepare a detailed set of recommendations to improve accounatbility and visibility of data including social media tracking Measurement & KPIs

28. Build branded environments within key social media platforms including LinkedIn, YouTube, Facebook, Twitter, Tripadvisor

29. Identify potential co-branded opportunities with affinity partners

30. Build applications within specific communities including FacebookBuild Communities

32. Partner with social media platforms to identify, incentivize and track brand advocates

33. Identify individual influential bloggers with a high propensity to create content

34. Tie “Love your Body” rewards program and social media communications

35. Develop a proposition for brand advocates to increase involvement

37. Recruit in-store customers: monetize your foot traffic

39. Leverage seasonal events and celebrations to increase share of voice and conversation

40. Develop a plan to increase involvement within social media platforms Grow Share of Voice

41. Thank you, We look forward to the opportunity of working with you! www.webliquidgroup.com General Inquiries: info@webliquidgroup.com London: +44 (0) 20 7253 4133 New York: +1 646 257 1106