This session will explore the potential risks in using social networking and user-generated content for marketing campaigns, and will give practical suggestions to help marketer's campaigns succeed.

1. Social Media Risks & Rewards Mike Kowal, Managing Director - Services, LinkShare

3. Brand Definition Brand Old Top-Down Definition Function of Investment New Collective Definition Function of Usage

5. Price/Product Comparison Advertisers Sample Brands Characteristics Product Reviews; Price Competitive Can be lower margin  Lower Commissions Typically a buying process; not always a quick decision Social Media Usage Heavy. Can help the consumer make purchase decision and in the best of cases be a differentiator

6. Cult Brand Advertisers Sample Brands Characteristics Consumers love to talk about these brands Social media enables cult status in many case Social Media Usage Usually very open to social media however, some brands may be protective when cult status is a ‘top-down’ strategy

7. Service Driven Advertisers Sample Brands Characteristics Stand behind their products as they only sell quality If something is wrong, they will make it right Social Media Usage Are sometimes wary but usually jump into social media once they see it leverages their existing brand strengths

8. “ User Skill” Advertisers Sample Brands Characteristics Consumers can use the product in different ways Advertiser usually includes ‘how-to’ guide or provides guidance in usage/application Social Media Usage Somewhat wary as consumer perception can be colored by their skill in using the product

9. Child-Focused Advertisers Sample Brands Consumers Media is usually targeted towards children and their parents Social Media Usage Social Media integral to many brands and is directed towards Children Very cautious without control