The popular marketing panel returns for another exciting year. In this fast-paced seminar, leaders from seven innovative Vermont businesses will offer their expert tips on the evolution of the "social business." Find out what's new, what's next and what you need to know about how social networking and media is changing and how to harness what is relevant for your business. Tips will focus on local networks, company policies, measuring ROI and mobile resources. Each panelist has precisely seven minutes to share their tip and explain why it matters to you. You will leave this panel with a plethora if valuable information that you can implement immediately. The tips shared will be of value for all business owners, as well as PR and marketing professionals.

1. 7 Experts – 7 Tips – 7 Minutes The Social Business: What’s Now? What’s New? What’s Next?

2. 2 Ground rules for 777 Each EXPERT will have SEVEN MINUTES to share their TIP. A one-minute warning will sound. Once the signal sounds, no more TIPS! Please hold all questions until the end. There will be approximately 30 minutes for questions and answers after all have shared. Questions should be directed to the moderator. Please keep track of TIPS on the back of your info sheet.

3. Today’s moderator Veronica Williams hmc2 advertising www.hmc2agency.com 3

4. Joe Mescher Social Media Commando www.socialmediacommando.com 4

5. Social Media KPI's Measuring Engagement

7. Time spent on site

8. New 'friends' after 30/60/90 days

10. 9 Traditional Rules Apply

11. Traditional Rules Laws prohibiting: False advertising Misleading investors Defamation Copyright and trademark infringement Invasion of privacy Doctrine of respondeate superior (company can be liable for actions of agents and employees) 10

12. Guidance from Regulators Federal Trade Commission: employees and bloggers receiving compensation must disclose relationship Securities and Exchange Commission: anti-fraud provisions apply to statements made in online communications 11

13. Enforcement & Lawsuits “Company Settles Case of Reviews It Faked,” New York Times, July 14, 2009 “Online Electronics Stores Caught in Consumer Fraud,” New York Times, June 25, 2009 “Notice Those Ads on Blogs? Regulators Do, Too,” New York Times, August, 10, 2009 “Controversial Blog on Patent Suits Is Authored by Cisco Executive,” Wall Street Journal, February 25, 2008 12

14. Summary The old rules apply, You may be liable for the internet activities of your employees and agents that relate to your company, its products or services, and The government and your competitors are watching. 13

15. TO DO: Design social media campaigns to comply with old rules Don’t fake it or act secretly Establish guidelines for employees and bloggers you hire Monitor compliance 14

16. John Burton Network Performance, Inc. www.npi.net 15

17. 16 Increase “people proximity” by overcoming communication barriers with cloud computing & remote access

18. 17 NPI is focused on excellence in voice and data network services and security. We help businesses succeed by ensuring… High performance communications Business continuity Privacy & Security Comprehensive & Flexible IT support NPI was founded in 1988, based in South Burlington, Vermont with customers throughout the Northeast. Our staff is certified by major vendors like Microsoft - Cisco – Juniper – RSA – Dell - VMware – Shoretel -

19. 18 Key Barriers to Business Communications Geography Time Social

20. 19 Geographic Barrier Accelerate communications to anyone anywhere, using the social network features of cloud apps like Salesforce Chatter, SugarCRM Sugar On-Demand. Assure that everyone has mobile devices so everyone anywhere can participate. Subsidize the use by paying part of the bill. Use new powerful sharing features in MS Office 2010 and Sharepoint to breakdown geographic barriers to sharing core work. “Every 10 years a major innovation takes place in computing – cloud computing combined with social networking is one of these. The future of enterprise software looks more like Facebook on the iPod than anything “ - Marc Benioff (Salesforce)

21. Time Barrier Live in the “now” by leveraging the cloud and mobile devices to instantly complete tasks rather than putting them off until later. Move from email to texting to pick up your pace and gain from the power of real-time collaboration. Create your own “dashboard” using mobile apps on your smartphone or tablet to get instant feeds of “real time” critical data. Leverage mobile tech to “manufacture” the extra time needed for business social networking. “Mobile apps open a window of advantage by adding surprising speed and efficiencies. - Mark Jordan Sybase

22. 21 Social Barrier 54% of CIOs prohibit employees from using social networking. Trust “business identified” employees to use social networks so the business can harvest the great content coming from this unstructured tool. Build a Wiki to harness the creative, ”wisdom of the crowd”. Create a CEO blog to share the vision and provide “high touch” to your customers. Reach out to generation i by using their own tools and methods. “What determines our inventiveness is the amount of interaction. Right now our ideas are making love with each other like never before.” – Matt Ridley WSJ

23. Jessie Angus Angus Media Services www.angusmediaservices.com 22

24. 23 Locate Yourself

25. 24 Phone Book

26. 25 What are Geo-Social Networks? Why Do We Care? ( ) + + =

27. 26 Geo-social Networks

28. 27 A Game Checking in multiple times Overshare badge Photogenic badge

29. 28 Tips

30. 29 Burlington Foursquare Day Participants: The Scuffer and Magic Hat: free t-shirts Red Square: waived cover charge Lake Champlain Chocolates: free truffle August First: $4 every check-in to King Street Youth Center Candles & Creations and 156 Bistro: 10% off all day. Facebook.com/BTVfoursquare DeepDishCreative.com (BTV Foursquare case study)

31. 30 Geo-Social Networking Challenges Advantages can be limited depending on geography Oversharing and privacy PleaseRobMe.com Etiquette OldMediaNewTricks.com/foursquare-etiquette-guide/

32. 31 Locate Yourself Value = CONNECTION List your business. Google Local, Foursquare, join Twitter Get FREE feedback Examine your marketing strategy Business goals Audience Tone of Voice

33. 32 Just for Retail? No! Education (Harvard and UNC) Travel (Lufthansa, SCVNGR) Services (Community-giving) Be Creative

34. 33 Check-in on Foursquare … … for the Swarm badge!

35. Mitch Lieberman Comity Technology Advisors www.comityadvisors.com 34

36. 35 Social CRM It is all about the Customer your

38. Social CRM is an extension of CRM, the biggest change is a focus on your Customers, not a focus on you

39. CRM Social CRM Sales, Support & Marketing + Customer Dynamic Processes Static Processes 1 to 1 Private channel Many to Many Public Channel Technology Culture and Technology

40. Different parts of the organization are not aligned, a Social CRM strategy includes strong guidelines for alignment

41. Social CRM is based on the simple principle that you will invite your customer into the ecosystem and interact with them based on their needs, not your rules. Image by: Textualcreations.ca

42. TIPS – 1 each Support - Keep the ordinary, ordinary; Social includes public channels; more personality needed Sales – The value-add of you and your company’s expertise, not just your product are important, Marketers – Learn to listen, engage and create with your customers, add facts with personality, Social CRM can be done without technology – trucks and delivery personnel can be a great social network

43. 42 Evaluate Your Mobile Strategy Now 7 minutes to being a … Predictions Rationale Options … inMobility

44. 43 Evaluate Your Mobile Strategy Now Prediction Mobile Internet Users>Desktop Internet Users … within5 years. Fact Mobile Internet is ramping faster than Desktop Internet did. - Both Prediction & Fact from Report by Mary Meeker of Morgan Stanley “April 2010 Internet Trends”

48. 47 Evaluate Your Mobile Strategy Now Options Current Lots of Social Media Tools Mobile Websites / Web Apps Inexpensive RAD Tools Custom App Development Emerging Expanding Ad Channels Location-Based Services / RFID Augmented Reality / Interactive Collaborative / Context-Aware

49. 48 Evaluate Your Mobile Strategy Now Will You Be Ready?

50. Rachel Carter Rachel Carter PR www.rachelcarterpr.com 49

51. 50 Keep It Real

52. In keeping it real… Be Relevant Listen Brand = Business Personality Target Audiences ARE NOT Clones! Stop Communicating to the Masses! Professional & Amateur Media BOTH use Social Media Tools Relationships Built using Social Media Tools helps Word of Mouth Marketing Work Effectively Keep Listening & Changing to Keep It Real!

53. Questions and comments? Direct your question at a specific panelist, or ask generally Moderator will help to clarify the question or ask follow up Please be considerate of others 52

54. THANK YOU! Please complete the evaluation form. Please connect with us. Slides are available for download at: www.slideshare.com/dvdv 53