Presentation by: Colin Kinsella, President, Digitas North America www.bdionline.com

1. Social Marketing
BlackRock Presentation
An integrated view to create value

2. 2

3. Select B2B Clients

4. Your customers are building your brand
more than your advertising is…
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5. Customers are more effective in
influencing prospects than you are…
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6. Brands are built by customers.
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7. Customers talking with customers
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8. Give them something to talk about
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9. Post advertising age
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10. It’s not about talking ‘at’ them,
but working ‘for’ them
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11. Connected, Always On, Content Rich,
a Service
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12. More power….less control…more
influence
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13. When integrated
social, mobile, content, audience design
and CRM
Amplification
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14. INSIGHT 1
The linear purchase funnel is a myth.
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15. From this
Eyeballs Awareness Relevance Consideration Loyalty Advocacy Buyers
To this
Source: McKinsey Consulting
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16. Rethink the points of influence within the
sales cycle
paid vs. earned media
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17. Target customers in the post purchase cycle
Source: McKinsey Consulting
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18. INSIGHT 2
Your customers are talking about your
product/service. You must be part of that
conversation or your sales staff will be at a
disadvantage
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19. Sales will be left behind if they are not supported with Social
PRINT
CONFERENCES DIRECT MAIL
PROMOTIONS
TRADE SHOWS
TRADITIONAL
MEDIA
PEERS PEERS
INDUSTRY EXPERTS INDUSTRY EXPERTS
PROSPECTS PROSPECTS SALES AND
BUSINESS
BUSINESS AND AND RELATIONSHIP NETWORK
NETWORK
CLIENTS CLIENTS MANAGERS
CLIENTS
CUSTOMERS
DIGITAL
SEARCH
ENGINES INTERACTIVE
ADS
SOCIAL WEBINARS
NETWORKS
COMMUNITY PODCAST
FORUMS
TWITTER/RSS MOBILE
BLOGS WEBSITES
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20. Insight 3
Consumerization of the Enterprise:
Changing content, social and mobile
behaviors
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21. Content
Consumer Trend Business Trend
…Leading B2B marketers are
Online video views are growing leveraging the medium for
exponentially… thought leadership and product
testimonials

22. Social
Consumer Trend Business Trend
Social networks supplementing … LinkedIn launched Company
search for advice and Pages that highlight company
recommendations… products, drive member
recommendations and generate
awareness through viral updates

23. Proof that influence is growing
Social Media Usage At Work
2008 2009
Professional Personal Professional Personal
LinkedIn 62% 33% 86% 48%
Twitter 13% 11% 76% 62%
Face Book 18% 35% 36% 93%
You Tube 34% 55% 51% 85%
Source: eMarketer.com
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24. Mobile
Consumer Trend Business Trend
Mobile social networking has … Droid Pro (enterprise device) was just
exploded…. 30% of Facebook introduced with aggregated social
interactions on the phone network functions

25. Marketers need a holistic view of social
Combine content, social and mobile and form a CRM discipline to
capitalize on the benefits of lead generation, sales support and
brand/product advocacy
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26. Successful B2B brands integrate
content, social, mobile and CRM
Small
Business Mid-Market and Large Corporate
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04
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27. Openforum.com
The premiere destination for savvy business
owners, providing a wealth of resources to help
them grow their business
Exclusive Content
– Originally produced events
– Blogs by respected members of the Small biz
community
– Cardmember Stories/Insights
An active community of savvy business owners
(Discussion forums)
Curated Partner Content – Inc., Entrepreneur, etc.
Participation by key OPEN Executives
– Susan Sobbot
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28. American Express OPEN Forum Connects
Small Business Owners to the Best in Business
Core Principles:
Recruit top-tier talent
Say something different
Invite others to participate
Scale conversations online
Gold, Brand Awareness &
Positioning Award (2008)
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29. Partner with Credible Bloggers to Scale Conversation
Over at the American
Express OPEN blog, I
posted an article called
“Tough Talk for Tough
Times: What the CEO
Should Be Saying Now.”
Guy
Kawasaki
Blogs.openforum.com ranked 21 of 150 of the most influential and relevant entrepreneur
blogs based on eCairn data
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30. Conversations Spread Naturally: Twitter Amplifications
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31. Scale Content Syndication Through a Digital Publishing Platform
Achieved enormous reach
Driven costs down dramatically
Prospects exposed to the media player were more likely to apply for the Card
Gold, Business-to-
Business (2009)
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32. Connected to advertising
Dynamic online ad unit
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Click to view online

33. Lessons Learned
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34. "Participating" customers are important in
influencing prospects. Find the influencers
and nurture them
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35. Build an audience of influencers, those that
will participate.
Create a forum for them.
Then direct marketing dollars to bring prospects to them.
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36. Listen before you build
Listen before building
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37. Understand who is talking about what before
determining what conversation you need to join and
what you need to say
Overall Voices Sentiment
Lesson 1
Listen before you build
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38. Marketing as a service
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39. Invest in earned media vs. paid
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40. Lesson 2
Show, don't tell
Show, don't tell
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41. Use video to bring your brand, products and customer
testimonials to life
Show, don't tell
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42. Fish where the fish are

43. Seed content and conversation in places where you
target audience is already going…
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44. … so others can help distribute it further
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45. Design for mobility at the core
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46. Social is mobile
Desktop sales Tablet sales
20 million
19 million in 2015
in 2010
16 million
in 2015
4 million
in 2010
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47. Don't big, start small
Think disintermediate Sales
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48. Integrate Content and Social with CRM
Think big, start small
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49. Think big, start small
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50. Five ways to start NOW
1. Social is not simply Twitter, Facebook and YouTube
2. Content is the new creative – hire a content strategist
3. Find current customers (fans) and engage
4. Invest in earned media – hire a community manager
5. Leverage your sales and customer service reps to ask for
positive tweets Think big, start small
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51. Thank You
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