Ins Social Media Overview July 29, 2008

Social Media: The Premise Markets are Conversations: (Thesis #1 in the Cluetrain Manifesto). Markets are dynamic, ongoing conversations where fluctuations in credibility and visibility are common. Word of Mouth Spreads: You can enable others to do the work for generating visibility around your interests. Monologue has given way to dialogue . Search Engines are Media: You must keep them informed, updated and attracted to what’s relevant. Content is Still King: But the kingdom only grows if the king is relevant, dedicated and available.

Social Media: The Facts Social Media is Mainstream 80+ million Blogs 3+ million Message Board posts per day 100+ million MySpace profiles 60+ million Facebook profiles 100+ million Youtube video views per day 69% of all social media users have participated in user generated content 45% have published their own content (Source: Deloitte/Touche 2008) Traditional Media Use & Ad Effectiveness are Declining Live primetime TV viewing down 10% from 2006 to 2007 Show ratings for the Big Four networks down 5%, even when including DVR viewership (which boosts some show ratings by 25% or more) Source: Nielsen Media Research

Bird’s Eye View of Online Marketing This is the view from Room 214. Many companies are just beginning to look at their marketing with a view that is similar. Note: the “Social Media” and “Podcasts” area only scratch the surface of what really must be addressed (see next slide)

Social Media: The Pieces The Aggregators: Feeds from other profiles and sites, keep track of what you and your contacts are doing. Examples: FriendFeed, Flock, Plaxo, and Pownce The Connectors: Sites connecting people, groups, networks - make suggestions based on profile information. Example: LinkedIn, but Facebook, MySpace and StumbleUpon The Feeders: Sites that feed data for use in other sites. Typically media based, examples include YouTube, Flickr, Google Maps, iLike The Publishers: “Sites” where people come for entertainment or information. Examples include Twitter, Jaiku, YouTube, Flickr, Digg

A Closer View of Social Media

Social Media: The Technology In May of 2007, Google announced its “Universal Search” update, likely the most significant search algorithm change they have had since inception. RSS is the critical technology component to making that update a reality.

Social Media: Objectives 1. Listening Build sentiment measurements and LISTEN to the larger web for how people are talking about you Learn how to measure a blogger’s influence Tools: Google Reader, Collective Intellect, Filtrbox, Radian6 2. Talking Build a content plan to speak about the overall space, not just your own content Leverage blogging, podcasting, Twitter, live video (uStream.tv or Mogulus) Learn all about how NOT to pitch bloggers 3. Energizing Add social bookmark links to your most important pages or blog posts Provide “embeddable” players for improved sharing Spread good ideas far. Reblog them. Bookmark them. Vote them up at social sites. Be a good citizen.

Social Media: Objectives 4. Supporting Build community platforms around real communities of shared interest. Start a community group on Facebook or Ning or MySpace or LinkedIn around the space where your customer does business. Remember that the people on social networks are all people, have likely been there a while, might know each other, and know that you’re new. Tread gently into new territories. Don’t NOT go. Just go gently. 5. Embracing Building better products and services through collaboration with clients Investigate whether your product sells better by recommendation versus education, and use either wikis and widgets to help recommend, or videos and podcasts for education.

Social Media Marketing: Criteria Does the marketing effort provide valuable content that supports the community member’s goals? Media, interactive games, contests, behind-the-scenes photos, music Are key elements of content available where needed? Is there a walled-garden, if so why? Is it self-fueling? Turn control over to members benefits the community by supplying activity Does it encourage member-to-member interaction? Communities talk, share and gesture. Q&A, social games and discussion forums Does it encourage member-to-Web site interaction? Games, quizzes entice members to spend time interacting with marketing

Social Media Marketing: Criteria Does the company participate in the effort on an ongoing basis? Employees interact with community to welcome, support and participate Can the elements be shared with other locations? Leverage tools that enable members to quickly share interests with peers: embed codes, profile sharing, widgets, badges 9. Is there an appropriate call to action? Register to win prize, learn more about products, vote, upload experiences, make recommendations

Social Media: The Planning Identifying Options and Requirements: 1. Baseline: Current State and Goals 2. ID / Prioritization of Distribution Channels 3. Audience and Influencer Identification 4. Assets (content, people, web properties) 5. Tactics (blogger outreach, video, widgets) 6. Programming / Integration / Measurement 7. Response Protocols

Social Media: The Measurement Social Media requires a combo of real-time metrics to complement your existing web analytics Qualitative metrics Quantitative metrics Relevance Rankings Sentiment Sentiment vs. competitors Performance v. Influencers Share of Voice Influencer Rankings % of Influencer’s Engaged Theme Impact Total Conversations Activity levels (# of postings/reach) Total Inbound Blog Links Search Visibility Virality Authority Installs & Views Friends & Registrations

Sample Tactic 1: Effective Blogging This Post Zinger installation for Bernina International’s blog includes “RSS-to-email” functionality, giving users the ability to receive content updates through their email address (after they are passed and translated through the RSS feed). This is important to users who are not interested in adopting new technology (an RSS reader, for example) to leverage the benefits of RSS.

Sample Tactic 2: Effective Podcasting

Sample Tactic 3: Widget Saturation The Denver Broncos have 9 active bloggers, high traffic in the cheerleaders area of their website, and the opportunity to more easily provide general information to their fans. Solution: enable multi-subscribe widgets that auto update images, headlines and more for each separate property.

Sample Tactic 4: Enabling RSS Feeds This comp was produced for MTV Networks as a way to show how our Post Zinger software can be used to dynamically generate RSS feeds based on a user’s custom search query (referred to as mashing or rolling your own feed). In this example, we see that a user has created a custom RSS feed they can subscribe to based on their interest (search query) of “Sean Paul” and “unplugged.”

Sample Tactic 5: Facebook Page

Sample Tactic 6: Digg Profile

Sample Tactic 7: Twitter Profile

Contact James Clark: jclark@room214.com Ins Thank You! Contact James Clark: jclark@room214.com or 303-444-9214 x100 www.room214.com