Awareness

Solution Overview

© 2008 Awareness

Awareness

What's Driving Social Media Marketing?

© 2008 Awareness CONFIDENTIAL

Social Media Marketing: Making Marketing Social

© 2008 Awareness

Awareness: Complete Social Media Marketing Solution

Social Media Marketing: Keys to Success

Top 8 Social Media Marketing Use Cases

Best Practice Communities: Proven, Fast Results

Best Practice Communities: Ready to Measure Success

Awareness: Broad Spectrum of Customer Needs

LINKSLINKS> Awareness> Google

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Awareness Custom Assembly: Pixel-Perfect

Community Growth: Leveraging Content and Profiles

Social Media Marketing: Keys to Success

Leverage Content & Profiles

Leverage Content and Profiles: Maximize Value

© 2008 Awareness CONFIDENTIAL

Separate Social Media Tools: Fragmented Content

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tagging categories permissions search voting

Awareness: Actionable, Measurable Content & Profiles

Awareness Content Triggers: Take Action on Content

Uniform Content: Benefits Many Audiences

Social Media Marketing: Keys to Success

Maximize Participation

Awareness: Multiple Points of Participation

Social Media Marketing: Keys to Success

Awareness: Social Media Marketing

Awareness

Best Practice Communities

© 2008 Awareness

Corporate Voice BPC: Converse With Your Market

Use Cases> Executive dialogue: CEO,

CTO, CMO, etc.> Product or service teams> Corporate topics and issues

Success Metrics> Page views trend> Number of comments

against post dates> Number of registered

users trend> Net promoter score

User-Generated Content Campaign BPC: Create Excitement

Use Cases> Branding campaign> Product launch or major

new release> Lead generation program> Launch of new company

or division> PR event or campaign

Success Metrics> Number of contributions vs.

Viewers trend> Number of registered users

($’s amount per user option)> Most recent contributors> Net promoter score

Enthusiasts BPC: Stimulate a Passion

Use Cases> Users who are passionate

about a topic, activity, or issue> Photography> Fitness> Politics> Family/children> Current topics> Etc.

Success Metrics> Number of registered users vs.

participation> Page view trend> Profile completeness> Net promoter score

Associations/Subscribers BPC: Engage With Members

Use Cases> Any business with a formal

membership or subscriber base can form an Associations/Subscriber community

Success Metrics> Number of members vs.

member activity chart> New members this month> Most active members> Net promoter score

Loyalty BPC: Build and Reward Loyalty

Use Cases> Loyal base of customers you

want to engage and reward> Formal loyalty program you

want to leverage

Success Metrics> Number of members vs.

member participation graph> Number of page views trend> Top contributing members> Net promoter score

Innovation BPC: Generate Ideas

Use Cases> Solicit input for creation or

updating of product, service or program> New product, service or program> Major changes/update> Market research

Success Metrics> Number of members vs.

number of ideas trend graph> Number of acted on ideas trend

($ value per accepted idea)> Latest ideas> Net promoter score

Peer Support: Help Each Other

Use Cases> Any organization with a

substantial, active user base can benefit from a Peer Support community

Success Metrics> Questions vs. answers

trend graph> Total questions vs. open> Total answers ($ amount

per answer option)> Top supporters > Net promoter score

Events: Build and Sustain Buzz

Use Cases> You can form an Event

community around any significant type of event:> Industry or market event> Corporate event> Corporate or product

launch event> Local community event> Social event

Success Metrics> Registrants vs. participation

graph> Top participants> Most active registrants> Net promoter score

Customer Examples

Marriott International: Corporate Voice Community

Additional community

Original community

Two-way dialog with market Builds brand Incremental revenue Often cited as excellent example

Kodak: Corporate Voice Community

Additional communityOriginal community

For “every day people” Positive impact on brand Called one of the “top 5

corporate blogs”

McDonald’s: Corporate Voice Community

New York Times: Enthusiasts Communities --15 Sites

+ 9 others

Boston.com: Enthusiasts Community

© 2008 Awareness CONFIDENTIAL

Flight Centre: Enthusiasts Community

P&G: Innovation Community

P&G: Innovation Community

Natura: Innovation Community

© 2008 Awareness CONFIDENTIAL

Staples: Loyalty Community

Constant Contact: Peer Support

© 2008 Awareness CONFIDENTIAL

Oracle Applications Users Group: Peer Support

© 2008 Awareness CONFIDENTIAL

Hershey's: User-Generated Content Campaign/Microsite

Multiple points of participation

CVS: User-Generated Content Campaign/Microsite

Key element of a national branding campaign

American Heart Association: User-Generated Content Campaign/Microsite

© 2008 Awareness CONFIDENTIAL

Earth Knowledge: Associations/Subscribers Community

Sg2: Associations/Subscribers Community

© 2008 Awareness CONFIDENTIAL

Sony: A Uniform Approach

• Business goals:> Corporate voice (Sony

Electronics blog)> Drive revenue thru ratings

and reviews> Spark product innovation> Help customers help each

others> Leverage community

information (content and profiles) for marketing campaigns

ASOS.com: Leverage Community to Drive Marketplace Success

• Business goals:> Leverage community to

engage members to drive traffic and participation in the marketplace

> Drive revenue thru ratings and reviews

> Spark product innovation> Help customers help each

others> Leverage community

information (content and profiles) for marketing campaigns