Date: Wednesday, May 19, 2010 Featured Speakers: Brian Solis, Principal, FutureWorks Ryan Deutsch, VP of Emerging Media, StrongMail Social media is a powerful platform for fostering profitable customer relationships; however, many companies struggle getting past the listening phase. There's no question that listening is important, but limiting your social media efforts to this activity puts you in a purely reactive mode instead of empowering you to proactively shape the perception of your brand. In order to fully leverage the power of social media to advance your brand, you need to transition from listening to engaging. In this interactive webinar, you will learn how to engage customers in meaningful and advantageous conservations that empower them to become partners in your marketing and customer service initiatives. Find out how to properly engender support of online champions in a mutually beneficial way that enable you to drive real business value from social media. Plus, get your questions answered in an extensive Q&A session. Key things you will learn: * How to transition from listening to engaging on the social web * Strategies for empowering customers to become brand advocates * Engagement tactics that foster mutually beneficial customer relationships * How to attract online champions who will advance your brand on new social networks * Social media tools for engaging customers and tracking the impact of your efforts

1. #listengage Moving from Listening to Engaging May 19, 2010

3. Engage or Die

4. Who Owns Social Media

5. The Social Media Hierarchy

6. Social Media Guidelines

7. Social Media Best Practices

8. Seven Steps to Creating and Cultivating a Brand2

10. We enable our clients to boost the effectiveness of their marketing campaigns, while saving a significant amount of money.

12. If a Conversation Takes Place Online & You’re Not There to Hear It, Did It Really Happen?

13. It’s not what you say, it’s what they say that counts…

16. Motrin Moms A seemingly harmless advertisement caused a backlash amongst moms who took to Twitter, blogs, YouTube and eventually spilled over to mainstream media including WSJ, Forbes, AP, NYT Motrin wasn’t listening to responses on the social web and as such, the company couldn’t diffuse the groundswell against the campaign and ultimately the brand It was the first CPG and also brand example where the real-time web proved that it required full-time monitoring The apology was also chastised for appearing as voice “by committee,” lacking candor and sympathy

19. Identify problems before they evolve into crises

20. Monitoring vs. Listening

22. Who Owns Social Media?

24. Social Media Affects Every Step of a Decision Making Process

25. Discovery Listening Experience Evaluation Engagement Action Need Awareness Consideration Decision Satisfaction Recommendation

26. The Conversation Funnel Listen Sort Assess Assign Service Finance Product Marketing Sales HR

27. The Social Customer Hierarchy

28. The Human Algorithm Google is adapting PageRank for people…

29. Everything Starts with Listening and Research

31. Intelligence

32. The Brand Dashboard

37. Monitoring

38. A socialized approach

40. Assign Roles and Responsibilities Social Media is more than participating in conversations A workflow is required to ensure a seamless process for listening, responding, learning and leading People (consumers) expect to be heard and without an official process in place, many would-be fans and followers are not addressed and therefore, never have the chance to become advocates Assign roles and establish workflow for monitoring, responding, engagement, and seeking answers internally to provide resolution and direction Also determine the process for routing conversations between marketing, service, product, communications, etc.

41. Establish Guidelines and Processes To prevent information leaks and other liabilities, companies are drafting guidelines for social media interaction.

42. Common Sense is Not Common at All

43. Draft Social Media Guidelines Workflow requires boundaries and guidance to run smoothly Guidelines are required to protect the brand and the people representing the brand Guidelines also protect consumers, fostering productive, collaborative, and also entertaining communities where people self-govern the society based on empowerment Without guidelines, representatives are required to rely on instinct, experience, and common sense, all things that work against the nature of social media Like any role within the brand, representatives can benefit from training and direction They must learn to balance between what they should or shouldn’t say, when and how

44. Guidelines: Best Practices Ensure a consistent, personable, and brand enhancing tone or voice Add value to each engagement — contribute to a stature and legacy Respect those whom you’re engaging and also respect the forum in which you participate Ensure that you honor copyrights and practice and promote fair use of applicable content Protect confidential and proprietary information Be transparent and be human (well, be believable and helpful) Represent what you should represent Know and operate within the boundaries defined Know when to fold ‘em and don’t engage trolls or fall into conversational traps Keep things conversational as it applies to portraying and reinforcing the personality and value of your brand and the brand you represent

46. Don’t trash competition — directly anywayApologize where applicable Take accountability for your actions and offer no excuses Know who you’re taking to and what they’re seeking Disclose relationships, representation, affiliation and intentions Practice self-restraint, some things are not worth sharing

47. Social Media is About Sociology and Psychology More So Than Technology

48. There’s a difference between listening and hearing…

50. Becoming the people we want to reach and win over (sway, influence, affect…)

52. What Inspires people to Share… 44

54. The art and science of influence

58. Participation

59. Identify your influencers

60. Influence…The ability to inspire meaningful and measurable action

63. Word of mouth marketing is not created, it is co-created

65. Engage outside of your domains

66. Identify ways to provide value…

68. Transparent Authentic Be Yourself Believable

70. Contributor

71. Host/Facilitator

72. Self Expression

73. Achievement

74. Altruism

75. Self-Reward

76. Social measurement

77. Active incentives

78. Test and Learn61 Proprietary and Confidential |

80. Seven Steps to Creating and Cultivating a Brand in Social Media Who: Define the brand personality, it’s mission and purpose in the Social Web What: Listen to see how the brand is perceived today – create a benchmark around status quo and also prevailing sentiment When: Monitor the real-time Web to surface any conversations that, without response, represent the potential to burn out of control Where: Focus on proactive engagement within the priority networks of relevance to ensure prominence, which by default, diffuses animosity and promotes constructive conversation How: Understand the dynamics, culture, and behavior defining the social networks that are important to you. How you engage says everything and dictates next steps Why: Without knowing why something is erupting or why your presence is necessary in important networks practically begets the old adage of “you get what you deserve” To What Extent: Understanding the influence of those who are leading dialogue on both sides of the sentiment scale, will help you extinguish crises as they emerge and help ensure a greater volume of positive sentiment in between

81. We're measured by our actions and not words.

82. #ThisisYourTime

84. Thank You! Brian SolisFutureWorks Twitter: @briansolis www.briansolis.com www.future-works.com http://bit.ly/engageme http://bit.ly/prbook www.nowisgone.com Ryan Deutsch VP of Emerging Media (650) 421-7124 rdeutsch@strongmail.com Twitter: @rdeutsch