Blogs, podcasts, social networks and online videos are creating new centers of influence. The emerging world of social media presents exciting new opportunities for businesses to communicate directly with key constituents in ways that were unimaginable just a few years ago. Intermediaries are no longer necessary. You can now take you message directly to your public with minimal cost and waste. Business executives can bond with their customers constituents in ways they could never before imagine. Human resources professionals can reach out to prospective employees in a direct and cost-effective manner, without having to filter their message through media gatekeepers. It’s an unprecedented opportunity, but it’s also a complex new world, with plenty of standards, practices and pitfalls that are foreign to most marketers. Paul Gillin, an authority on the use of social media for marketing and customer relations, will provide strategic insight on how businesses can benefit from using these new tools to engage with their constituents.

1. Tools to Humanize Your Organization: Using Social Media in Attraction & Retention Paul Gillin Petroleum Human Resources Council of Canada April 2, 2009

2. Selling Big Iron

3. The Many Arms of Social Media From Robert Scoble Courtesy RightNow Technologies

4. 2008 Newspaper Layoffs Source: Erica Smith (graphicdesignr.net)

7. Traditional communications

8. New reality

10. How We Share Influence PRE MEDIA AGE MASS MEDIA AGE SOCIAL MEDIA AGE Consult a professional Readers letters Phone in; TV / Radio Talk to shop worker Personal blog Social network page Widgets Photo sharing site Chat rooms Message boards Video sharing site Comments on blogs Comments on websites Viral emails Wish lists Ratings on retail sites Reviews on retail sites Auction websites Social Bookmarking Chat room Price comparison sites Social shopping sites Talk face to face Consult a professional Readers Letters Phone in; TV / Radio Talk to shop worker Phone call Talk face to face Phone call SMS Email Instant Messenger Talk face to face Talk to shop worker Consumer influence channels Source: Universal McCann Erickson

11. Meet the new influencers Steve Hall Philipp Lenssen Paige Heninger & Gretchen Vogelzang

12. Conversations Go Mainstream

13. New Kids On The Block “ Active reach in what Nielsen defines as "member communities" now exceeds e-mail participation by 67 percent to 65 percent. What's more, the reach of social networking and blogging venues is growing at twice the rate of other large drivers of Internet use such as portals, e-mail and search.” -MediaWeek, 3/9/09

14. The Power of Friending Profile Friends Groups

15. Next Stage of Technology Source: McKinsey & Co.

16. Put Communities to Work Needs Definition Product Architecture Iterative Development Field Testing Viral Marketing Peer Support Product lifecycle

17. Just For Consumers? Think Again Oil & Gas Pros Manufacturing Engineers Farmers Engineers Physicians

18. Reports From the Field “ InterContinental Hotels Group has been astounded by the results of its communities and has credited them with a 400% ROI. Traditional one-time focus groups or surveys are no longer necessary… members are now 20% more likely to recommend a stay at an IHG property than before.” From an application for Society of New Communications Research 2008 Excellence Awards

19. Take It To the Public Reinforce Brand Bypass Gatekeepers Create Brand Ambassadors Educate Customers

20. International flavor Source: Technorati, April, 2007

21. Recruitment

22. Trusted Advice Your expertise is just as valuable as that of a media authority

23. Grass-roots promotion

26. Lobbying

27. Awareness

28. Product Development

29. Ear to the Ground

30. Promote Yourself

33. Thank you! Paul Gillin 508-202-9807 [email_address] .com www.gillin.com Twitter: pgillin Available on Amazon or from NewInfluencers.com Available on Amazon or from SSMMBook.com