1. Social Media Basics:Think Social I Local I Mobile2. March 2012 Follow me: MiriWobo@twitter I www.DearMarketer.com

2. 2. Basic Definitions Social Media Follow me: MiriWobo@twitter I www.DearMarketer.com 3. Definition Social Media MarketingSocial MediaMarketing (SMM)is the process of generatinginterest and excitement in aBrand, product or servicethrough various Social Mediachannels by creatingvaluable content andpromoting it. Follow me: MiriWobo@twitter I www.DearMarketer.com 4. Communication in the past 1:nFollow me: MiriWobo@twitter I www.DearMarketer.com 5. Communication today Follow me: MiriWobo@twitter I www.DearMarketer.com 6. The Secret of Social Media Marketing Follow me: MiriWobo@twitter I www.DearMarketer.com 7. What is new? Communication at the same level (Brand/Customer) Recommendation culture Transparency (Nestl, BP), loss of control Reachvia viral effects Engagementvs. advertising pressure (Fans vs. Ads) SocialGraphs allows target group clusteringClustering von Zielgruppen (Targeted Advertising) Follow me: MiriWobo@twitter I www.DearMarketer.com 8. 3. Social Media Opportunities forBusinesses1. Social Media Target group & channels2. Social Media Strategies Follow me: MiriWobo@twitter I www.DearMarketer.com 9. Who uses Social Media?18-29 y. (83%) 30-49 y. (70%) 50-64 y. (51%)65+ y. (33%)Source: The Pew Research Centers Internet & American Life Project n=2.277 adult internetuser ages 18 and older Follow me: MiriWobo@twitter I www.DearMarketer.com 10. Females, 18-34, Most Active on Social Networks Follow me: MiriWobo@twitter I www.DearMarketer.com 11. Important target groups in the webExperts, Fans, Brand ambassadors (eg. Logo)Consumers who seek informationBrand affine users who can be reached viapromotions & entertainmentDigital Natives who can be reached anytime viaweb and mobileInfluencers who generate big communities Follow me: MiriWobo@twitter I www.DearMarketer.com 12. Connected Customer today Shares Information Rates Products Likes Content Writes Reviews But these are just 10% ! Follow me: MiriWobo@twitter I www.DearMarketer.com 13. Follow me: MiriWobo@twitter I www.DearMarketer.com 14. Social Media Networks: Facebook is the WinnerFollow me: MiriWobo@twitter I www.DearMarketer.com 15. Social Media Relevance for CompaniesFollow me: MiriWobo@twitter I www.DearMarketer.com 16. Investments in the following Social Media Marketing channels Follow me: MiriWobo@twitter I www.DearMarketer.com ! 17. Challenges Companiesfeel the need to use Social Media as amarketing channel But how? A lot of hype High investment speed Relevance? ROI MeasurementFollow me: MiriWobo@twitter I www.DearMarketer.com 18. Social Media Relevance: Consumer vs. BusinessesFollow me: MiriWobo@twitter I www.DearMarketer.com 19. Typical Social Activities in Each Stage of Marketing FunnelSource: Booz & CompanyFollow me: MiriWobo@twitter I www.DearMarketer.com 20. Strategic Social Media Marketing: GoalsCustomer Follow me: MiriWobo@twitter I www.DearMarketer.com 21. Strategic Social Media Marketing: Value Follow me: MiriWobo@twitter I www.DearMarketer.com 22. Overview Use Cases Social Ads (Display Ads) Lead generation Fans & Follower Strengthen Customer Relation Corporate Communication PR/ CrisisManagement BrandMonitoring Research/Competition Watch RecommendationMarketing New Customers Recruiting Customer Service & Support E-Commerce Social Commerce Follow me: MiriWobo@twitter I www.DearMarketer.com 23. Facebook Example for Social AdsFollow me: MiriWobo@twitter I www.DearMarketer.com 24. Target Marketing: Based on basic demographic dataand page likesFollow me: MiriWobo@twitter I www.DearMarketer.com 25. Do Ads in Social Networks work?Follow me: MiriWobo@twitter I www.DearMarketer.com 26. 4. Social Media MarketingCampaign examples Follow me: MiriWobo@twitter I www.DearMarketer.com 27. Starbuck Ideas: Crow-Sourcing for Business DevelopmentFree business ideasfrom fansBrand awarenessCustomerengagement Example Outcome: Low fat & high-protein items for breakfast Free coffee for Gold Card members on their birthday Starbucks VIP card Buy coffee beans, get a free cup of coffeeFollow me: MiriWobo@twitter I www.DearMarketer.com 28. Canada travel twitter campaign in NYC to reach out to busy AmericansFollow me: MiriWobo@twitter I www.DearMarketer.com 29. Fox Volkswagen twitter campaign to generate brand awarenessfind the hidden tickets via an interactive treasure hunt.Follow me: MiriWobo@twitter I www.DearMarketer.com 30. Diesel Store Facebook POS Marketing for viral spread First Mirror on the Wall that works in Social NetworksFacebook Log-In Take a picture Add a comment Send it to Facebook Goal: Creating brand awareness while user share their Diesel moment Follow me: MiriWobo@twitter I www.DearMarketer.com 31. Virtual Mini Hunt in Stockholm via Mobile App to generate buzz Follow me: MiriWobo@twitter I www.DearMarketer.com 32. 5. Todays challenge: Social Media isgreat! But where is the money?Introducing: Social Commerce Permission based Marketing I am a Fan! Follow me: MiriWobo@twitter I www.DearMarketer.com 33. Targeting the Social Graph Follow me: MiriWobo@twitter I www.DearMarketer.com 34. Facebook Social Graph Follow me: MiriWobo@twitter I www.DearMarketer.com 35. Collecting User Permissions (Tokens) enables businessesvaluable customer insights and recommendation marketingbased on their interestsFollow me: MiriWobo@twitter I www.DearMarketer.com 36. How to collect token? Its all about Apps! Facebook "Mobile" Online"Facebook App"Mobile App" Any Mobile App" Web Log-In"Token Follow me: MiriWobo@twitter I www.DearMarketer.com 37. Follow me: MiriWobo@twitter I www.DearMarketer.com 38. Facebook Apps: Wallmart Shopycat helps to find the right gifts Follow me: MiriWobo@twitter I www.DearMarketer.com 39. AmEx Link Like Love Cardmembers link cards to program, choose favorite deals; AmEx sends credits to cardmembers accounts as they shop online or in stores, no coupon to print out Also: Rewards points offers, entertainment access, exclusive content and special events through the applicationFollow me: MiriWobo@twitter I www.DearMarketer.com 40. 6. Conclusion: Think Social/Mobile/Local Customer behavior has changed Connected customer is empowered; rates, shares, likes content andproducts Content is KingCustomers dont want to: They want personalized: Learn about new products Discounts Receive general information Purchases Service No matter which location or time Think Social/Mobile/LocalFollow me: MiriWobo@twitter I www.DearMarketer.com 41. Follow me: MiriWobo@twitter I www.DearMarketer.com