1. The role of social corporate responsibility in social media marketing. Hans Helbig 1 st April 2014

2. Introductions… Global Head of Digital Marketing & Chairman AIM Digital Committee

3. Nearly 6 hours of additional media is consumed per week Source: Forrester hourly media consumption by week – Top 7 EU Hours

4. What activities are consumer doing whilst simultaneous screening?

5. Reach Consumer of 1 Consumption ValueAmplification Media Mix Social Media is a mandatory. 5

6. ...of course brands are going to advertise. 6 What types of ads are there? What is the difference with social media? What do we do?

7. ...of course brands are going to advertise. 7 What types of ads are there? Branded Product Pages / Content Pure Advertising Stick in image example here Sponsored Stick in image example here Native Ads Pure Ads

8. ...of course brands are going to advertise. 8 What types of ads are there? What is the difference with social media? Decathlon Wayne Rooney Nike "The pitches change. The killer instinct doesn't. Own the turf, anywhere. @NikeFootball #myground #ad I really love the way Wayne Rooney plays football especially at Old Trafford and I dont like the new manager. @NikeFootball #myground Check out our latest campaign with Wayne Rooney @NikeFootball #myground #ad All the latest Nike trainers at Decathlon @NikeFootball #myground

9. ...of course brands are going to advertise. 9 What types of ads are there? What is the difference with social media? What do we do? Speed is against us There is a lack of control Trust becomes crucial

10. ...of course brands are going to advertise. 10 What types of ads are there? What is the difference with social media? What do we do? –Legislation –Self-regulation SpeedControlTrust

11. What do I think matters? Great and consistent content Brand values and honesty Generating trust Working to create a sustainable environment Putting the consumer first Self-regulation supported with core legislation –Native ads should be more distinct –We should work together to develop a core set of principles over time 11

12. Security Level: Confidential Questions?