Measurement Awareness Evaluation Engagement Conversion Loyalty 01. Reach 02. Preference 03. Action

…all places in a brand ecosystem online … Brand Content Internal Communications Social Media Search Paid Media Owned Media Email Intranet Partner Extranets Blogers/Forums Google Paid Search Media Partners Display Ads Micro-targeted Ad Soacial Ads Moble Ads Brand Websites Partner Sites Micro Sites WAP sites Mobile Apps SMS Messaging Earned Earned/Paid Social CRM Owned Brand Bloggers YouTube Facebook LinkedIn Flickr Twitter Paid Owned Owned/Earned

4. Measure Evaluate: Use Conversation Impact Model to measure success across channels Conversation Impact

Social Media Planning Framework Social + Partner syndication = content syndication

1 1 5 Social Media Planning Objectives Listen Plan Activate Amplify 1 2 3 1 4 5 5 Objectives Listen Plan Activate Amplify Manage Business Ambition The client’s business ambition business challenge that the desired campaign will fulfill. In Fusion, this is the center of the Business Ambition Star Communication Goals The communication goal is the measurable assignment given to social media or communications. This is the key objective against which our program must deliver. Primary Research Primary research is conducted through a Listening Post or manual research. Conversation Map reports on what people are saying in social. Consumer Intent Modeling looks at what they are searching for. Secondary Research Secondary research is analyzed data organized into a report by research companies like Forrester or eMarketer. When examined specifically for an audience or trend it provides an actionable insight based on social behavior and cultural trends. Insights Insights combine our research with our social media experience and our understanding of the client to produce a new or previously unknown idea. An insight is NOT a research finding! A research finding is “what it is” and an insight is “what it means” to our client and the brief. You can’t Google an insight, or find it in Radian6. Our insights can feed into a Fusion Communications Blue Print Strategy A strategy is not WHAT you’re going to do—it’s HOW you’re going to do it. A well developed strategy is a filter for all tactical ideas. Strategies are borne from research and insights—the dots should connect. A social strategy should explicitly leverage influencers, social grassroots communities and/or content. Social Experience The Social Experience is your big, creative idea. It can drive the social program and can drive a larger marcom program. Synthesize your objectives, research, insights and strategy into a DO Brief before your brainstorm to kick off creativity The Social Experience must deliver explicitly against the Communication Goal. Integration Social media programs are most successful when they are integrated with other campaign initiatives like advertising, digital and PR. Scale Social programs don’t “go viral” – they need an amplification plan to add scale. For example, Facebook media buys, events or CRM tie ins. Measurement Conversation Impact is Ogilvy’s measurement approach for social media A measurement plan is mandatory for every program and should be done in collaboration with clients, tying back to the Business ambition and Communication Goals Optimization Determining a regular reporting cycle with the client helps to demonstrate efficacy of our work and create an opportunity to present strategic improvements to the campaign. Client Checkpoint Client Checkpoint Client Checkpoint Client Checkpoint Client Checkpoint

How is influence changing business?

Social Media grows dramatically around the world U.S. socNet users grew 41% in 2009 alone—more than 250 million users European Facebook use grew 314% in 2009. 1/3 of Czech Republic is on Facebook Social media use is growing dramatically around the world. Social media is one part technology, one part behavior change, one part societal shift towards open and unrestrained communication. It has changed the way we interact with each other and how we relate to brands. While the fact that this has indeed crossed geographic and demographic boundaries, exactly HOW it has done so has varied differently by region. China hit 1 billion QQ usernames in 2010 Japan’s Mixi users up 200% since July 2007 86% of Brazil’s internet population participates in social networks 1.3 million social media users in South Africa— predict 345% growth by 2013

We use search to find each others opinion Used search last month to find product Used search last month to find recommendation 85% of people online used search to find a product. 51% used search to find someone’s recommendation of that product. BTW - 25% of the search results for the top 100 brands include consumer generated media – social media Source: Global Web Index 2009

We spend more and more time on social networks…even above search 11.33% 11.88% Social networks surpassed search – Google – as the most visited domain in many countries including the UK. We spend more and more time on social networks…even above search People spent over 700 billion minutes on Facebook last month. Monthly market share in ‘All Categories’, mesured by visits, based on UK usage. Created © Copyright 2010 Hitwise Pty. Ltd. Source: Experian Hitwize UK

So, we get our news through the filter of our friends Last month on Facebook, we shared over 30 billion links, stories, pictures, videos and blog posts… So, we get our news through the filter of our friends...and learn more via search We shared over 30 billion links, stories, pictures, videos and blog posts…

And we expect access everywhere and anytime Desktop Internet Users Mobile Internet Users And we expect access everywhere and anytime… We must deliver content on our Web sites, social networks, mobile devices, tablets, cars, …wherever people can use the information…we need to plan a content strategy across a brand eco-system not just a web site. Source: Morgan Stanley Research

How do we use social media effectively?

Different Models of Network Science “The Influential” 1 in 10 influences the other 9 There are many models for how influence works. These are the three that have most influenced our work and driven us to develop a new model that explains how socila media effectively drives people to share, participate and recommend. 2. Clusters Information often stays within affinity clusters 3. Network Model This model says “the Influential” doesn’t matter and the network does… Based on: Roper Starch, Nina Mishra/Microsoft, Duncan Watts

Our Influencer Network Model We have worked with the prevailing models of influence and developed our own approach that integrates the best of real behavior across social media 4. Influencer Network Model Combining Influencers and how ideas and content move across clusters and spark sharing across big networks gives us a single model to plan social media that scales