2. People like stories © 2010 SPECK Media. All rights reserved. Confidential and proprietary. What makes social media so compelling sometimes isn't the numbers, but the stories . Specifically, it's the stories people tell each other about their lives, about their interactions with companies, about everything else they do. S tories are powerful. Stories sell. And there's some real truth to that. People like to read stories , like to watch them, etc., which is why the entertainment industry does so well, but it's also how a brand can grab people's attention, because brands can tell a stories . How they were founded, what the struggles were, how they help people.

3. Social Media is the best conduit for stories © 2010 SPECK Media. All rights reserved. Confidential and proprietary. Do you like your Jeep? Can you answer this question? Of course you can, and that’s why social media is so important. In the past 20 years there were few ways that consumers could talk to brands. With the rise of social media, consumers can talk and more importantly... Share Comment Watch Listen They can support or denounce a story and be influential to wether that story becomes the fuel for other followers comments.

4. Stories are born out of ideas © 2010 SPECK Media. All rights reserved. Confidential and proprietary. In order for brands to have engaging stories to tell, they first need to uncover the main idea behind every story . Idea generation involves applying different activities in order to shape and define both a brand’s ideas and stories. Idea Stories + =

5. Ideas = great stories and great stories attract people © 2010 SPECK Media. All rights reserved. Confidential and proprietary. Once brands are able to figure out the very basic equation for social media. They will begin to understand that social media is not about pushing content out through a new channel, it’s about having a conversation with consumer via a new channel. First, set the overall goal for the conversation the deliver the stories that pertain to that goal... Fans will do the rest.

6. Social Media Value Exchange © 2010 SPECK Media. All rights reserved. Confidential and proprietary. value exchange &Stories Brand In order for the social media value exchange to work effectively, brands need to openly include consumers in the brand space, at events and provide avenues for networking. Consumers will return that value with inspiration, opportunity and mentorship. This is process of social media value exchange , basically is an ecosystem where brands and consumers carry out extensions of what they are already doing. Once the conversation begins with consumers, brands need to look at the social media value exchange that they share with consumers. Ideas and stories are a core element, but everything in the value exchange is shared by brands and community (consumers).

7. Game Plan, Advocates and Social Media Managers © 2010 SPECK Media. All rights reserved. Confidential and proprietary. For brands to be successful there are three crucial pieces to the social media value exchange. 1. Have a Game Plan: a monthly blueprint for brands which outlines the goals and editorial considerations for the social media strategy. 2. Understand Advocates: these are individuals that shift and control the outcomes of social media. 3. Hire Social Media Managers: in order to work with advocates and monitor daily social media outcomes. Game Plan Advocates Social Media Managers ( ( (

8. In the end the conversation will be easy © 2010 SPECK Media. All rights reserved. Confidential and proprietary. By understanding some simple elements involved in social media and some of the basic principles and guidelines on how to create a social media value exchange brands have the opportunity to be in-touch with their consumers like never before.