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About us
Table of Contents




Contents
• Introduction
• Core capabilities
• Sample initiatives / deliverables
• Case studies
• Contact information
Table of Contents




                       Solutions that Drive Behavior

• Formed in 1992
• HQ in Minneapolis with
  additional offices in Los Angeles
  and Redmond, WA
• Ad Age/Interactive Rank: #35
• Promo/Promotion Rank: #37
• Blending of technology
  and marketing for many
  of the world’s most
  respected brands
• Fortune 500 client base
Table of Contents                          Gage Confidential. All Rights Reserved.




Core Capabilities
 Promotions
 – Sweeps, games, contests, POP, worldwi
   de legal services
 Digital
 – Mobile, websites, media, social
   media, analytics and dashboards
 Relationship
 – CRM, incentive & loyalty programs,
   Direct Response


 A proven ability to deliver
 innovative marketing campaigns
 and assets while managing the
 scale and other unique requirements
 inherent to large brands
Table of Contents
                                                                                               Social DM
                                                                                               Voice Marketing
                                                                   Mobile Email
                                                                                               Mobile Email
                                                                   SMS
                                                                                               SMS + MMS
                      IM                     IM                    IM                          IM
                      Email                  Email                 Email                       Email
                      Direct Mail            Direct Mail           Direct Mail                 Direct Mail
Direct Mail
                      Telephone              Telephone             Telephone                   Telephone
Telephone

<1990                 1990s                  1999                  2000s                       2010
TV                    TV                     TV                    TV                          TV
Radio                 Radio                  Radio                 Radio                       Radio
Print                 Print                  Print                 Print                       Print
Display               Display                Display               Display                     Display
                                                                                               Website
                      Cable TV               Website               Website
                                                                                               Search
                      Website                Search                Search
                                                                                               Online Display
                      Search                 Online Display        Online Display              Paid Search
                      Online Display         Paid Search           Paid Search                 Landing Pages
                                             Landing Pages         Landing Pages               Microsites
                                             Microsites            Microsites                  Online Video
                                             Online Video          Online Video                Affiliate Marketing
                                             Webinars              Affiliate Marketing         Webinars
                                             Affiliate Marketing   Webinars                    Blogs
                                                                   Blogs                       RSS
                                                                   RSS                         Podcasts
     = Emerging media                                                                          Contextual
                                                                   Podcasts
                                                                                               Wikis
     = Significantly affected by Emerging media                    Contextual
                                                                                               Social Networks
                                                                   Wikis                       Mobile Web
                                                                   Social Networks             Behavioral
  As marketing continues to get more                               Mobile Web                  Social Media & Ads
                                                                                               Virtual Worlds
  complex, Gage helps clients master and
                                                                                               Widgets
  incorporate new approaches to sustain                                                        Twitter
  and grow marketing value.                                                                    Mobile Apps &
                                                                                               Geolocation

                                                                                         Gage Confidential. All Rights Reserved.
Table of Contents                                                                        Gage Confidential. All Rights Reserved.




Gage Emerging Media Solution ecosystem
                                              Strategy & Consulting

          Services             Software Integration          Custom Development                     Media

 • SM Outpost strategy       • SM Promotions (Wildfire)    • Custom Loyalty /              • Cross-channel
   and management            • eCommerce                     Sweepstakes, Contests, Pr       campaign design
 • Social CRM -                (BazaarVoice)                 omotions, Training, Comm        and execution
   Monitoring                                                unity                         • Social Media
                             • B2B CRM (Salesforce)
   , Measurement, Engag                                    • Custom Facebook                 Advertising
                             • Loyalty and Community
   ement                                                     Applications:                   • Twitter
                               building (Pluck, Lithium)
 • Thought Leadership                                        • Photo/Video Contests            (Tweets/handles/
                             • Content Curation
   Marketing                                                 • Localization                    hashtags)
                               (Magnify, Curation
 • Event Marketing             Station)                    • Facebook OpenGraph              • Facebook
   (microblogging, video                                     API integration                   (DirectServe,
                             • Collaborative and cross-
   capture /                                                                                   PPL model, others)
                               channel marketing           • Dynamic live/social
   publishing, SlideShare)                                                                   • LinkedIn
                               (Spredfast, Sprinklr)         content display widgets
 • SEO media asset                                                                             (InMail, Display
                             • Monitoring / Social CRM     • Social Media-technology
   development, publishi                                                                       ads)
                               (Radian6, Visible Tech)       mashups (Crimson
   ng, tagging                                                                               • YouTube
                             • Viral tracking / Earned       Hexagon, Google/Bing
 • Social Media Identity                                     Maps, etc)                      • …More
                               Media Measurement
   Protection
                               (Meteor)                    • Mobile Applications
 • SM Analytics /                                            Development
                             • Profiling / Retargeting /
   Dashboards
                               Advocacy modeling           • WAP site enablement
 • Legal Services              (Rapleaf, Flowtown)
   (Campaign
                             • Singlepoint (SMS)
   design, Rules, Terms &
   conditions)
Table of Contents                           Gage Confidential. All Rights Reserved.




Why do clients choose Gage?

 1. Passion born of direct experience and results
 2. Knowledge through constant pursuit
 3. Strategic thinking and the know-how to be
    effective in large organizations
 4. Follow-through on execution
 5. Trust to represent marketer and brand
    exceptionally
Table of Contents




                    Social media point-of-view
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Social Media and Community

 • Online Community (“OC”) includes - but is more than - social
 • All relevant online conversations and interactions
 • Relevant conversations and other interactions as they occur
   in branded and non-branded communities




                      All relevant online
                     conversations and
                          corresponding
                    venues, participants
        (this is the opportunity space)
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                        Brand Community = Website (Hub)        All Rights Reserved.

                         + All Online / Offline Touch points
   Non-Brand


     Brand




                          Cross-community interactions
                    assumed, encouraged, leveraged, measured
                                                                        10
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  How Gage Social Media Drives Value
                                                               Ratios to
                      How customers experience brand                                  Seen from a
                                                            conversion event
                            communities online                                      measurement POV
Time                                                          (examples)
 0
                                                                                         Awareness
                               Awareness
                                                                 (5,000:1)              Engagement

                               Engagement                                                Advocacy
                                                                  (500:1)               Conversion




                                                   Conversion Event (1:1)
                                                   Users take a desired action
                                                   known to drive business
                                                   outcomes: Buy online, live
                                                   chat, register for CRM
             Advocacy                              channel, download, visit
           Feedback Loop                           specified content, etc.              Pursue, measure and optimize
                                                                                        Awareness, Engagement, Advoca
                                                                                        cy because they drive on- and
                               Advocacy                             50:1                offline conversion events which
                                                                                        drive business outcomes
100


 n     Awareness = Prospect is aware of and/or knowledgeable about product / service
 n     Engagement = Prospect acts to indicate a desire to start, continue and/or deepen information exchange
 n     Conversion = Prospect takes an action known to drive sales
 n     Advocacy = Customer or influencer takes an action in support or recommendation of product / service               11
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Mapping Tactics to Value                                           Value Tactics
                                                                       n   Social Advertising
                                                                           (Facebook, Twitter, Linkedin, etc.)

Time                                                                   n   Branded YouTube, Vimeo, Scribd, Slideshare outposts
                                                                           (make content discoverable, engagement platforms)
 0
                               Awareness                             nn    Thought Leadership (Multiple tactics)
                                                                           Blogging, white papers, eBooks, PR, Events (Webinars),
                                                                           case studies , video testimonials
                             Engagement                              nn    Social Media Promotions, Sweepstakes, Contests

                                                                     nn    Branded Twitter (reach influencers, make content
                                                                           discoverable, engagement platform)

                                                                     nn    Branded Facebook (CRM channel, makes content
                                                                           discoverable, engagement platform, testimonial
                                                                           gathering, *could* include conversion events)
                                                Conversion           nn    Linkedin (Division-level presence, group participation,
                                                                           publishing, events)
                                                Users take
                                                desired, measura       n   Website (hosts content & conversion mechanisms,
                                                                           *can* also serve as engagement platform via
                                                ble actions
        Feedback Loop                                                      community-building features & social plug ins)
                                                known to drive
                                                business               n   Testimonials, case studies (publish cross-channel -
                                                outcomes                   Email, Facebook, Website)

                                                                       n   Influencer outreach & sentiment mapping
                              Advocacy
                                                                       n   Advocate outreach / advocate platform

100                                                                nnnn    Mobile/Event + Social Integration (Signage,
                                                                           Symposiums, Tradeshows, speaking engagements
                                                                           (workshops, seminars, conferences)


  n     Awareness = Prospect is aware of and/or knowledgeable about product / service
  n     Engagement = Prospect acts to indicate a desire to start, continue and/or deepen information exchange
  n     Conversion = Prospect takes an action known to drive sales
  n     Advocacy = Customer or influencer takes an action in support or recommendation of product / service
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Mapping Metrics to Value
                     A                          E                           C                                  L
Awareness                   Engagement                Conversion                      Advocacy
• Impressions               • Comments                B2B:                            • Advocacy Behaviors
• Followers, Fans,          • Visit Rate or Content   Users take actions known to       (various, including:)
  Subscribers, Members        Resonance               drive meaningful business         • Retweets
• Lists                     • Return Visits           outcomes:                         • Testimonials
• Page Views                • Click-throughs          • Demo sign ups                   • Recommendations
• Mentions per time         • Registrations/Opt-ins   • Webinar sign ups                • Referrals
  period                    • Retweets                • Contact forms                 • Co-creation/User
• Inbound links             • Replies                 • Whitepaper downloads            Generated Content
• Share of Conversation     • Referrals               • Email sign ups                • Content Sharing
• Brand specific searches   • Recommendations         • Visits to desired site        • Activity Sharing
• Sentiment Trends          • Thread Size                content                      • Information Sharing
                            • Time with Content
                            • Suggestions/Feedback    B2C:
                            • Content Downloads       • Go to store and buy
                            • Content Sharing         • Find a partner/distributor
                            • Spinoff Content         • Lead form




               Vibrant social communities continuously foster Advocacy behaviors,
                               which can be even more valuable than conversions

                                                                                                                   13
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 Measuring Value Across Brand Communities
      Your Online Community

     Overall: Ongoing or one-time for cross-channel campaigns                        A       E        C        L



      A         E       C          L          A          E          C            L   A        E       C        L

            Outpost 1 (ex: Blog)                Outpost 2 (ex: Facebook)                 Outpost 3 (ex: Twitter)




      A         E       C          L          A          E          C            L   A        E       C        L

          Outpost 4 (ex: YouTube)                                                        Outpost 5 (ex: Vimeo)
                                                  Hub (website)


                                                                                     A        E       C        L
      A         E       C          L          A          E          C            L
                                                                                     + Non-Branded Community
          Outpost 6 (ex: Linkedin)                Outpost 7 (ex: Scribd)               Outreach/Engagement

                                                                                                                   14

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Excellence requires smart partnerships
Table of Contents




                    Sample engagement
                    initiatives/deliverables
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  Strategy

                           Market
                                                                Practice
 Client-side              research                                                   Strategic
                                                              Experience,
 discovery                  audit                                                       Plan
                                                              Knowledge
                           (Social)



Goals, culture, or   Find and analyze                       Capitalize on          Goal-driven
ganization to        relevant conversations                 Gage’s experience      strategic plan:
assess social                                               with available         1. Goals
                     1. Size opportunity
readiness /                                                 tools, technologies,
maturity             2. Know where and to                   tactics and            2. Measurement
                        whom to play                        combine with              Plan
1. People
                        (audiences, conver                  client’s insights      3. Prioritized
2. Process              sations)                                                      Initiaitives
3. Technology                                                                      4. Timelines
                     3. Know how to play
                        (channels, convers                                         5. High-level
                        ations, tactics)                                              budgets



                                                                                                     17
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Plan: Goals & Benchmarks

 • Specific goals set based on a realistic assessment
         – Social Media Audit informs goals given existing variables -
           current status, competitive landscape, target
           audience, client participation/experience, investment

• Benchmarks established for each goal w/ regular reviews
• On-demand reporting via dashboards; can be geared
  toward conversation monitoring for keyword/topic
  volume, sentiment, etc. or direct business value

    (please see examples of social reporting on next slides –
    these are dynamic web-accessed reporting dashboards)




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Dashboard Reporting




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Dashboard Reporting




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Dashboard Reporting




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Dashboard Reporting




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 Content and Engagement Strategy,
 Publishing & Content Curation Guidelines


 • Living document regulates
   actions of all participants –
   client, agencies, subsidiari
   es, etc.
 • Gage has successfully
   authored and executed
   collaborative content and
   engagement processes for
   highly-regulated health
   care and technology
   industry brands


                          Gage Confidential. All Rights Reserved.   23
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Branded outpost build and asset publishing

• Gage well-versed in development of branded outposts
• Ensure design is coordinated with that of other channels & hub
• Ensure fixed content is optimized for readability, search
Table of Contents           Gage Confidential. All Rights Reserved.




Branded outpost examples
                           Outpost – Twitter (UK)




Hub




 Outpost – Facebook (UK)
Table of Contents          Gage Confidential. All Rights Reserved.




Branded outpost examples




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Branded outpost examples




                                                       27
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    Strategic/Enterprise Publishing

Makes it possible/easier to:
•    Scale to manage multiple social
     media accounts (aka channels or
     outposts)
•    Save time publishing content
     across accounts
•    Coordinate publishing as a team –
     internal corporate
     staff, agency, and/or third party
     partners
•    Find content
•    Improve outreach
•    Track effectiveness of social
     media content and tactics
•    Track revenue impact of social
     media activities           Gage Confidential. All Rights Reserved.   28
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Non-Branded Engagement (Social CRM)

Gage helps clients
develop centralized
expertise and capability
in monitoring and
engaging in non-
branded social media
• Use Social CRM to
  find, monitor and
  engage measurably
• Distribute leads to
  sales
• Distribute insights
  across company



                           Gage Confidential. All Rights Reserved.
Table of Contents                                             Gage Confidential. All Rights Reserved.




Facebook Development / UX Enhancement




                    Gage Confidential. All Rights Reserved.
Table of Contents




Influencer Mapping / Campaigning
                100
                                                                                            Advocates
                                    Terrorists          Mercenaries
                    Influence




                                         Non-Threats
                                                                                           Fans



                       0
                                -                    Opinion (Sentiment)                                +

• Overlay customer and prospect databases with social profile data and
  segment into audience categories ranging from advocates to terrorists
• Develop social and/or cross-media campaigns to move targets to become
  brand advocates
• Track results over time
                                                 Gage Confidential. All Rights Reserved.
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Community Platform Development (Hub)

  • Social Media affects the hub as it the logical center of an
    online branded community
  • In 2011, marketers turning to specialized community
    platforms to increase marketing value of websites and
    social media outposts:
          • Forrester shows 24% of companies with $500M+
            revenue are implementing or piloting a program using
            a community platform
          • 31% plan to pilot a consumer-facing community
            program in the next 12 months
  • Gage is uniquely capable in delivering maintaining and
    growing robust community hubs


                                                                                  32
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                                               Features and Functionality of Community Platforms:
                                                Description and Inclusion Importance for [Client]

Hub Development                Feature                                      Description
                                                                                                                           1 = Unimportant
                                                                                                                           3-6 = Important
                                                                                                                             9 = Essential

                               Core administration features

                               Administer permissioning                     Admin has ability to control who has admin           3
                                                                            access


•    Standard Features and     Member permissioning                         Admin has ability to control what levels of
                                                                            content a member can access
                                                                                                                                 3



     Functionality of          Member moderation                            Members have the ability to moderate
                                                                            forums, or discussion threads
                                                                                                                                 3



     Community Platforms,      Customization of look and feel via WYSIWYG   Members can customize the website at an
                                                                            appearance level via templates or toggles
                                                                                                                                 1


     Forrester Wave Report,    Customization of look and feel via CSS       Members can customize the website at an
                                                                            appearance level via themes, colors, font
                                                                                                                                 1


     November 1, 2010                                                       controls

                               Feature selection                            Members can customize the website at a               3
                                                                            feature/functionality level
•    Many of these features    Member status and loyalty specifications     Admin can view/manage status and                     9




                                                                                                                                             Gage Confidential. All Rights Reserved.
     are being implemented
                                                                            loyalty specifications for individual
                                                                            members


     for the first time on     Automated email administration               Admin can remotely manage community
                                                                            via email
                                                                                                                                 3



     brand websites in 2011    Ability to create new communities            Admin can create new sub-communities
                                                                            inside main portal
                                                                                                                                 1




     Interactivity, user-
                               Core analytics features
•                              Traffic across all content types             Admin can see traffic rates for each                 9

     generated content         Registrations and user activity
                                                                            content category used on site

                                                                            Admin can see registrations and what                 9
     capture + syndication,                                                 registered users are doing


     ties to social outposts
                               Customizable report templates                Admin can generate custom reports via                1
                                                                            template


     are now standard          Access to data warehouse for custom
                               manual reports
                                                                            Admin can generate custom reports via
                                                                            manual report design
                                                                                                                                 1



     because they maximize     Most popular content                         Admin can see which content is most
                                                                            popular
                                                                                                                                 9


     overall marketing value   Most popular members                         Admin can see which members are most
                                                                            popular
                                                                                                                                 9


     of brand community        Influencer identification                    Admin can see which members are most
                                                                            influential within the site
                                                                                                                                 9


                               Core content management, syndication, and import features

                               RSS feeds for all community content          Users can subscribe to RSS feeds for                 9
                                                                            content (Should apply primarily to content
                                                                            of highest likely value to most users and/or               33
                                                                            content most likely to be updated
                                                                            frequently)
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Social Advertising

  Characteristics                       Uses

  Highly Targetable                     Use to build Awareness…
      … Target interests, likes, etc.       …of promotions or other
      Can target on any profile              content
      data
                                            …of branded
      Demographics and (far)                 channels/platforms
      beyond
                                        Use to drive Engagement…
  Contextual
     Peer-influenced                        …with promotions, events,
     (Example: Facebook Stories)             etc.
                                        Use to drive Conversions
Table of Contents          Gage Confidential. All Rights Reserved.




Social Advertising: Plan
Table of Contents                   Gage Confidential. All Rights Reserved.




Social Advertising: Optimizations
Table of Contents             Gage Confidential. All Rights Reserved.




Social Advertising: Results
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Social Advocacy: WOM Facts
2/3rds of the economy is influenced by personal recommendations.           McKinsey & Company

                                 Gartner      20% of consumers are key influencers of purchasing
                                                      activities of 74% of the population.


Consumers mention 56 brands in conversation per week.            Keller Fay

                                                             62% of these discussions are positive.


Each peer recommendation reaches 150 people on the social web.       Forrester

                                        Less than 25% of people say they trust emails they sign up for.



1 in 3 people come to a brand through a recommendation.          Weber Shandwick

                                Bain & Co.        The most recommended company in any given
                                                    category grows 2.5x the category average.


40% of advocates answer, comment, or give opinions                  Yahoo! and
online several times each week.                                     Comscore
                                                                                                               38
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Social Advocacy: Amplifies WOM

                                        • Each recommendation
                                          reaches 150 people

                                        • 500M peer impressions
                                          annually in US

                                        • Now rivals advertising
                                          impressions




Source: Forrester Peer Influence Analysis                                             39
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                                                                                          Proactive
 Advocacy                                                                              Recommenders;
                                                                                     WOM Recommendations
                                                                                          Drive Sales



  • About capturing and maximizing use of
    testimonials and WOM. Key “missing link”
    to social media ROI
                                                                                           Advocates




                                                                                                                                Value to Business
  • Advocates are 5x more valuable than loyal
    customers
                                                                                             Loyal
  • Advocates have an emotional connection                                                 Customers
    to the brand                                                                       (~1 in 5 are Detractors)

  • Advocates want to express themselves
  • Advocates want to connect with others
                                                                                        Fans & Followers
  • Advocates want to help




     Brand advocates create a powerful virtual sales force at low cost
     delivering immediate return on investment

                                                                                                                                     40
     Sources: Harvard Business Review, Satmetrix, Bain & Company, Comscore, Yahoo!
Gage Confidential. All Rights Reserved.




    Social Advocacy: How It Works
                                                  Advocate Responses
                                                  Advocate Actions
                                                  Paid Media
                                                  Social Media




Clicks, Conversions                                            Recommendations
Impressions                                                    Ratings & Reviews
A/B Testing                                                    Stories & Testimonials
Review &                                                       Offers
  comment                                                      Answers
  moderation
Z Score, NPS®
Advocate Profile
  Data


                      Hosted Word of Mouth marketing solution /
                       fully integrated brand advocacy system
                                                                                          41
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    3. Track, Monitor and Optimize
Measure and report:

•   Total # Advocates
•   Total content created
•   Total content published
•   Advocate content created by
    type (Ratings & Reviews; Stories;
    Answers)
•   Advocate content published by
    channel (e.g. Facebook, Twitter,
    LinkedIn, Amazon, Yelp, etc.)
•   Total clicks
•   Total number Advocate clicks
    and by channel
•   Total number in-bound prospect
    clicks and by channel
•   Historical tracking
•   Conversions (conversion to
    action; conversion to sales;
    conversion to leads)**
•   Impressions**
•   Z Score (% of energized
    Advocates vs. identified
    Advocates)
•   Net Promoter Score®

                                                                    42
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3. Advocate Analytics Dashboard




                                                              43
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Social Media Promotions
 Use to drive awareness, engagement and loyalty
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    Curation addresses “Content Challenge”

Channels, portals, content silos      Locate relevant, worthwhile       Use for Community hub
  (internal and across web)          content and republish and/or       content to increase site
                                   spinoff into social media outposts    value + improve SEO

                                                                          Web stuff           Our stuff
                 Social Media
  Portal                                Twitter        Facebook
                  Channel A                                                                      Twitter
    A                                                                   topic      topic
                   Social                                                                        Face-
     Portal B      Media                                                                         book

                  Channel B             Forum             Blog
                                                                        topic      topic

        Social Media                                                                             Forum

         Channel C
                   Portal                                               topic      topic       YouTube
                                         Email          YouTube
                     D
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Events/Offline Marketing and Social Media
 •    Enriches both event and social channels by integrating the two
 •    Build social conversation before, during, after
 •    Gather high-value video assets (benefits social + participants thought
      leaders)
 •    Create compelling offers to engage during event
        • Social-based contests/promotions
             • Example: Upload photo to Facebook to enter
                event-based contest
             • Example: Follow/ReTweet to enter
        • Mobile/SMS-based to drive
           engagement & desired actions:
             — Sign up for SMS alerts
                during event
             — Text to: Register to win,
                sign up for Email,
                download whitepaper
             — Fan/follow in social
                channels (CRM value)
             — MS tags for exclusive content
                                                         Gage Confidential. All Rights Reserved.   46
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Social-to-mobile best practices and insights
                    Scenario:
                    Target audience member sees a product/service/offer of
                    interest. Through combo of mobile & social, can:
                                                                                       Value to Marketer

                    Get their social nets’ opinion of it / discuss it                         nnn
                    Share and/or recommend it to one or more in
                    their social net and/or to ratings and reviews                            nnn
                    engines
                    Broadcast activity to their social net                                    nnn
                    Have a public or private virtual conversation
                    with a brand representative about it                                      nnn
                    Engage social nets to participate (as in a
                    game/promotion or topical discussion)                                      nn

                    n Awareness = Prospect is aware of and/or knowledgeable about product / service
                    n Engagement = Prospect acts to indicate a desire to start, continue and/or deepen
                      information exchange
                    n Conversion = Prospect takes an action known to drive sales
                    n Advocacy = Customer or influencer takes an action in support or recommendation of
                      product / service
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                    Case studies
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Microsoft ExpertZone
RSP Community Marketing
Table of Contents                                    Gage Confidential. All Rights Reserved.




About ExpertZone
ExpertZone is a
training, education, rewards, advocacy, and community
platform for Retail Service Professionals (RSPs) selling
Microsoft products: Windows, Office, Xbox, Zune, and
Hardware.


ExpertZone is an exclusive community available only to
current retail service professionals (RSPs).


ExpertZone is available in 34 countries worldwide.
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 ExpertZone: Community Hub

 • Hub includes features such as…
         • User-generated content capture + syndication
         • Ties to social media platforms, forums, groups, etc.
 • …to maximize marketing value of brand community and
   individual members.




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Table of Contents




 ExpertZone: Community Hub

   Community-Building Hub
   Features / Functionality
    (selected examples)




                          Users can form affinity
                         groups around interests




                        Users can see / connect
                         with other users in their
                                        network


                     User content is customized
                            based on personal
                                       attributes




                     Outposts integrated into UX


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 ExpertZone: Community Hub
  Gage has continually developed and co-managed daily ExpertZone community for over two years.




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 ExpertZone: Community Hub
  Gage is a leader in leveraging thought leadership and content strategy to build and influence community.




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ExpertZone Current / Pending Initiatives

• Ongoing Activity
       – Content sourcing, authoring, publishing – all channels
       – Fan/Follower growth strategy/execution
       – Non-branded social media community monitoring (reduced)
       – Performance measurement and reporting
       – Community Hub Evolution
       – Expansion to new countries
       – SMMP to facilitate international expansion
       – Forum community co-management
Table of Contents                                        Gage Confidential. All Rights Reserved.




Current Initiatives
• Strategic:
       – Expand potential RSP advocacy from Sales floor-only to
         (much larger) online community


• Tactical:
       – Deeper integration between outposts and website
       – Promotions and content exclusive to outposts to expand
         reach and engagement
       – Active non-branded community engagement, including
         advocacy modeling and campaigns
       – Branded channel expansion
       – Expand publication of educational content to
         Scribd, Slideshare
       – Improved measurement and operational optimization
Gage Confidential. All Rights Reserved.




Filtek Restoratives
      ™



New Product Launch
Table of Contents                                            Gage Confidential. All Rights Reserved.




Contents

                    • Gage Deliverables
                    • Background
                    • Target
                    • Situation
                    • The Assignment, Challenge & Solution
                    • Concepts & Testing
                    • Delivery Timeline
                    • Site Review
                    • Metrics




58
Table of Contents                                        Gage Confidential. All Rights Reserved.




Gage Deliverables

                    • Planning & Account Management
                    • Project Management
                    • Technical Planning & Development
                    • Creative Development
                    • Video Production (Second City)
                    • SEO
                    • IA/UX/Usability Testing
                    • Emails and Banners
                    • Tradeshow Materials
                    • Social Media



59
Table of Contents                                                      Gage Confidential. All Rights Reserved.




Background
              • 3M ESPE
                    – Dental products
                        • 3M ESPE manufactures and markets more than 2,000
                          products and services designed to help dental
                          professionals improve their patients’ oral health care
                    – Filtek™ Supreme Ultra Restorative
                        • White composite material dentists use for fillings and tooth
                          restorations




                    Before         After           Before             After


60
Table of Contents                                          Gage Confidential. All Rights Reserved.




Target

• Primary:
       – General dentists who are esthetically driven and value quality
       – Opinion leaders
• Secondary:
       – Dental Assistants & Office Managers




61
Table of Contents                                            Gage Confidential. All Rights Reserved.




Situation

 • Filtek Supreme Plus enjoys 97% awareness and is the
   market leader. But...
         – New composites are entering the market with
                    • Aggressive promotions
                    • Heavy sampling
                    • High ad spending
 • Filtek Supreme Plus replaced with
   Filtek Supreme Ultra
         – Target likes Filtek Supreme Plus and does not typically
           accept change well
         – This poses a risk
         – Will they be accepting of the new product?


62
Table of Contents                                   Gage Confidential. All Rights Reserved.




Our Assignment

• The 3M ESPE marketing team engaged Gage to help
  announce and market Filtek Supreme Ultra Restorative, the
  replacement for Filtek Supreme Plus Restorative, through a
  product specific microsite.


• Our job is to help convince the target audience that Filtek Ultra
  retains everything they have come to love about Filtek Plus, yet
  offers them even more through advances in product
  development.



                    “Don’t lose a single customer”

63
Table of Contents                                                   Gage Confidential. All Rights Reserved.




The Challenge

         • We need to answer the target’s questions:
                    – What is Filtek Supreme Ultra?
                    – How is Ultra different from Plus? What’s better?
                    – What’s the science behind it, and why should I care?
                    – How and when should I use Filtek Supreme Ultra?


         • How do we make sure the target gets the message?
                    – What will cut through the clutter?
                    – How do we get them to pay attention?
                    – How do we make a dry subject engaging?



64
Table of Contents                                          Gage Confidential. All Rights Reserved.




The Solution

• Create an engaging experience that:
       – Ties seamlessly to the update brand look & feel and the
         “Everyone has a shade” campaign.
       – Includes the unexpected and gets the dental community buzzing
       – Answers the “why Ultra?” questions the target is asking
       – Provides deeper content to those who seek it
       – Encourages sampling and purchase




65
Table of Contents                                                  Gage Confidential. All Rights Reserved.




The Unexpected

            • To meet the challenge of
                    – Cutting through the clutter,
                    – Getting the targets attention,
                    – Not delivering a “me too” marketing solution,
                    – Gage partnered with The Second City to interject
                      comedy into our solution.
            • A series of humorous videos were produced that
                    – boast product benefits,
                    – and at the same time entertain and encourage
                      viewers to say on the microsite longer,
                    – and tell their peers about the experience.



66
Table of Contents                                  Gage Confidential. All Rights Reserved.




Usability Testing

• In addition to creative, we tested for
       – Content & messaging
       – Navigation
       – Appeal of free sample offer
       – Video existence and propensity to share
• We then adjusted the microsite to accommodate the findings




67
Table of Contents                                                                   Gage Confidential. All Rights Reserved.




    Delivery Timeline



                         MAY     JUN    JUL      AUG   SEP      OCT     NOV      DEC    JAN        FEB       MAR
Kick-Off                5/4/09
Planning
Creative Concepting
Usability Testing                      7/24/09
Video Shoot                            7/27/09
3M Event                                                              11/12/09
Site Production                                           HOLDING PATTERN
Original Launch Date                                   9/2/09
Teaser Site Up                                                                         1/11/10
Full Site Up                                                                                     2/15/10
Chicago Tradeshow                                                                                2/25/10
Product In Market                                                                                           3/15/10
Maintenance & Updates




   68
Table of Contents           Gage Confidential. All Rights Reserved.




Site

www.everyonehasashade.com




69
Table of Contents               Gage Confidential. All Rights Reserved.




Videos
                    Episode 1




                    Episode 2




                    Episode 3




70
Table of Contents   Gage Confidential. All Rights Reserved.




Email




71
Table of Contents   Gage Confidential. All Rights Reserved.




Banners




72
Table of Contents   Gage Confidential. All Rights Reserved.




Tradeshows




73
Table of Contents              Gage Confidential. All Rights Reserved.




Sales Rep Sample Kit Sticker




74
Table of Contents   Gage Confidential. All Rights Reserved.




Twitter




75
Table of Contents   Gage Confidential. All Rights Reserved.




Twitter




76
Table of Contents                                                     Gage Confidential. All Rights Reserved.




Metrics

       – Website
               • Site traffic reports (WebTrends)
               • Video starts
               • Video completes
               • Number of Referrals/Video Sharing
               • Number of Stay Informed signups
               • Clicks to “Contact your authorized 3M ESPE dental distributor” link




77
Table of Contents   Gage Confidential. All Rights Reserved.




Conversations




78
Table of Contents                                                   Gage Confidential. All Rights Reserved.




Campaign results
•    Video cued at launch is receiving 98.5% video completes (watch entire video)
•    Sharing of Videos surpassing all other sharable content
•    Twitter followers for the Tooth Fairy and Charlie over 4,000 strong
•    Steady incline of unique visitors, pages viewed and length of session leading
     up to largest annual tradeshow (CDS) on Feb 27.
•    Revenue growth of 13.2% against a goal of 10%
•    1% market share gain in 6 months against a goal of1% in 12 months




79
Gage Confidential. All Rights Reserved.




Microsoft SMB
Social Media Engine for Customers & Partners
Table of Contents               Gage Confidential. All Rights Reserved.




Case Study Contents

• Strategy
• Integrated Communities
• The Engine
• Performance
• Social Levers for Marketers
Table of Contents                                              Gage Confidential. All Rights Reserved.




Strategy
• November – January 2010, Gage developed a strategic plan
  to build a “social media engine” to be integrated into
  Microsoft SMB’s current marketing practice
      – Marketing Asset/Practice Audit
      – Gap-Filling Research
      – Strategic Plan
• Plan to leverage Social Media + Community concepts to
  increase awareness, engagement and loyalty among
  Microsoft SMB Partners and Customers.
      – Focus most on advocates and influencers rather than “masses”
      – Consistent message to community (Customer, Partner, PR)
      – Give existing communities focus, avoid creating net new communities
• Purpose: Create an achievable vision that makes optimal use
  of social media to accomplish business goals
Table of Contents                                             Gage Confidential. All Rights Reserved.




 3 Focus Areas

Partner Enablement                     Customer Engagement
    – Social Widgets                      – Ask An Expert
    – Social Activation for Partners      – Facebook: Buddy Media Landing
      (for FY12)                            Page
    – Facebook: “Be The Expert”           – Social Advocacy Platform
      Application
    – Facebook: Promotion
      (Partner)
    – Facebook: Buddy Media            Organization & Structure
      Landing Page                        – Sprinklr SMMP
    – Facebook: Buddy Media                 (publishing, analytics, identify
      Syndication                           & target influencers)
    – Social Advocacy Platform            – Branding
                                          – Social Content Playbook
                                          – Reporting
Table of Contents                                                 Gage Confidential. All Rights Reserved.




Integrated Communities
Gage recommended central oversight of Partner and Customer
communities, which enabled…
• Specific initiatives to link Partners and Customers such as:
       – Ask a Partner / Be the Expert application to connect Partners with
         Customers in a meaningful way that awakens each audience to the
         other’s value and presence in social media
       – Efficient introduction of new technology platforms across both
         communities, including:
               • Modular, robust user experience on custom Facebook tabs
               • Advocacy platform to find and activate advocates in both
                 communities
• Simplified broadcasting of important Microsoft
  Product, Service, Event information across both communities
• Efficient curation and publishing of non-Microsoft-authored
  content across both communities
Table of Contents                                        Gage Confidential. All Rights Reserved.




Integration Example:
Ask a Partner / Be the Partner
   Customer                             Partner




   Partners have significant potential influence with customers, but
   b/c they lack know-how, need to be presented with explicit ways
   to meaningfully participate, such as Ask a Partner. Unlikely
   initiative w/o single oversight
Table of Contents                   Gage Confidential. All Rights Reserved.



Integration Example:
Ask a Partner / Be the Partner
   Customer               Partner
Table of Contents                                            Gage Confidential. All Rights Reserved.




Integration Example: Advocacy

 Customer                                 Partner




 Advocacy platform enables advocates from both communities
 to project positive influence. Unlikely initiative w/o single oversight
Table of Contents                                           Gage Confidential. All Rights Reserved.




Integrated Communities

           Microsoft Partner Community and Microsoft Small Business
                  customers have similar needs and interests:



                               Facebook
                                 Be the    Facebook
                                 Expert   Ask A Partner
        Microsoft                                           Customers
         Partners               Shared       Social
                                 Social    Advocacy
                               Content      Platform
                               Playbook




            Unified oversight encourages creation of initiatives that
          benefit both groups and builds connections between them
Table of Contents                                          Gage Confidential. All Rights Reserved.


Marketing Ecosystem



                                                        Products on
   Business                                             Microsoft “In” Page
    Insights
eNewsletter




                                                           Cindy Bates’
                                                           Blog




                          Delivered to    Amplified
                                                              Measured
             Compelling   an engaged       through
                                                            with platforms
              Content      audience      an activated
                                                              and tools
                                         partner-base
Gage Confidential. All Rights Reserved.


Property Examples Post-Redesign
Table of Contents                                                                 Gage Confidential. All Rights Reserved.




Time                                           Demand Generation
                                               (Partner + Customer)
 0
                                                Social syndication


                               Facebook       Facebook Custom UX        Facebook
                              Be the Expert   (Partner + Customer)        Ask A
                                                                         Partner




                                                                           Conversion
                                                                           Users take desired action
                                                                           Usually occurs on hub
              Feedback Loop



                                                 Social Advocacy
                                                     Platform

100

     n   Awareness = Prospect is aware of and/or knowledgeable about product / service
     n   Engagement = Prospect acts to indicate a desire to start, continue and/or deepen information exchange
     n   Conversion = Prospect takes an action known to drive sales
     n   Advocacy = Customer or influencer takes an action in support or recommendation of product / service
Gage Confidential. All Rights Reserved.




Performance
Table of Contents                                Gage Confidential. All Rights Reserved.




SMB Social Media Growth

– Facebook SMB fans: +159%
– Facebook Marketing Mashup fans: 0 to 1000+ B2B
    (Brand New Community targeted to Microsoft SMB Partners)

– Twitter SMB followers: +232%
Table of Contents                               Gage Confidential. All Rights Reserved.




SMB Social Media
Facebook Marketing Mashup                              New FB
                                                  Features/Functions,
                                                     Demand Gen
       ACTIVE USERS (Oct – April)                  launch (Phase 2)




                    Unified Look-and-     Content Optimization,
                    feel Implemented    New FB Features/Functions,
                                          Demand Gen launch
                                                (Phase 1)
Table of Contents                         Gage Confidential. All Rights Reserved.




Twitter SMB
Microsoft SMB Twitter
       Followers (July – May)                         Demand Gen
                                                        launch




                          Content
                      Strategy, Unified
                       Look-and-feel
                       Implemented
Table of Contents                  Gage Confidential. All Rights Reserved.




                    Optimization
Table of Contents                                         Gage Confidential. All Rights Reserved.




SMB Social Media

Facebook SMB and
Marketing Mashup
have experienced
dramatic fan base
growth since
optimizing posts
using Gage-         Facebook: SMB fan base
developed
guidelines




                    Facebook: Marketing Mashup fan base
Table of Contents                                       Gage Confidential. All Rights Reserved.




SMB Social Media

   Twitter SMB showed
   accelerated growth
   and follower base
   since optimizing


                        Twitter: SMB follower base




    Twitter SMB
    engagement
    also increased
    dramatically



                        Twitter: SMB Engagement rates
Table of Contents                            Gage Confidential. All Rights Reserved.



     Channel interaction example –
     Thought Leadership
Time
 0                        Cindy Bates blog post published




                          Blog post promoted on branded social
                          media channels and social news sites
                          where social audience can discover it


                          Traffic is driven to blog, exposing current
                          and new audiences to post and other
                          site content


                          Community helps accomplish the goals of
                          blog (thought leadership, brand
                          sentiment, product/service
                          awareness, online purchases)
100
Table of Contents                         Gage Confidential. All Rights Reserved.




Channel interaction example – Advocacy
Time                     Small Business Owner answers
 0                       Net Promoter Score question




                         SBO shares exclusive offer with their
                         personal networks, opts in to use offer
                         herself, and signs up for e-newsletter




                         Microsoft Business Productivity Online
                         Services sales increase, new audiences
                         are made aware of Microsoft SMB
                         offerings and user advocate is more
                         connected and enabled then before

100
Table of Contents                                            Gage Confidential. All Rights Reserved.




SMB Community: Levers for Marketers
Lever                   What is it?                  How to use?
Announcements           A set of vehicles to         •   Identify key messages
                        deliver messages to              that map to editorial
                        customers and partners.          calendar
Community Engagement    A set of Social properties   •   Deliver compelling
                        to engage with                   content
                        customers and partners.      •   Ask for feedback
Advocate / Influencer   A platform to enable our     •   Gain greater reach of
Engagement              key customer and                 key content and
                        partner advocates and            messages
                        influencers.                 •   Solicit Partner Answers
                                                         to Customer Questions
Listening / Reporting   A platform to gain insights •    Identify relevant
                        from conversations that          keywords
                        are happening online        •    Define workflow for
                        and enable the                   interaction with
                        opportunity to interact.         related conversations
Table of Contents                                                                      Gage Confidential. All Rights Reserved.




SMB Social Media Community in Action

Office 365 launch shows how campaigns can now extend their
effectiveness through systematic promotion across the new SMB social
media ecosystem
•   Facebook SMB
    7 posts – 2 types (product, cloud)

•   Facebook Marketing Mashup
    1 post – Office 365 Intro

•   Twitter SMB
    5 tweets – 2 types (product, cloud)

•   Twitter Cindy Bates
    4 tweets – 2 types (product, cloud)

•   YouTube SMB
    FOYB video added which incorporates Office 365.

•   LinkedIn Microsoft
    Office 365 product page created and promoted as feature product on summary page.

•   Business Insights SMB Newsletter
    Mentions: introducing, product beta invite, learn more and case study

•   Cindy’s Blog
    Two posts – 2 types (product, cloud)
Table of Contents




Contact information




                      Christopher McLaren
                      Director - Emerging Media & Strategy
                      Gage Marketing Group
                      Phone: 763-242-0930
                      Email: chris_mclaren@gage.com
                      Connect: http://bit.ly/cmclaren1




                                                             103

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About Gage Marketing

  • 2. Table of Contents Contents • Introduction • Core capabilities • Sample initiatives / deliverables • Case studies • Contact information
  • 3. Table of Contents Solutions that Drive Behavior • Formed in 1992 • HQ in Minneapolis with additional offices in Los Angeles and Redmond, WA • Ad Age/Interactive Rank: #35 • Promo/Promotion Rank: #37 • Blending of technology and marketing for many of the world’s most respected brands • Fortune 500 client base
  • 4. Table of Contents Gage Confidential. All Rights Reserved. Core Capabilities Promotions – Sweeps, games, contests, POP, worldwi de legal services Digital – Mobile, websites, media, social media, analytics and dashboards Relationship – CRM, incentive & loyalty programs, Direct Response A proven ability to deliver innovative marketing campaigns and assets while managing the scale and other unique requirements inherent to large brands
  • 5. Table of Contents Social DM Voice Marketing Mobile Email Mobile Email SMS SMS + MMS IM IM IM IM Email Email Email Email Direct Mail Direct Mail Direct Mail Direct Mail Direct Mail Telephone Telephone Telephone Telephone Telephone <1990 1990s 1999 2000s 2010 TV TV TV TV TV Radio Radio Radio Radio Radio Print Print Print Print Print Display Display Display Display Display Website Cable TV Website Website Search Website Search Search Online Display Search Online Display Online Display Paid Search Online Display Paid Search Paid Search Landing Pages Landing Pages Landing Pages Microsites Microsites Microsites Online Video Online Video Online Video Affiliate Marketing Webinars Affiliate Marketing Webinars Affiliate Marketing Webinars Blogs Blogs RSS RSS Podcasts = Emerging media Contextual Podcasts Wikis = Significantly affected by Emerging media Contextual Social Networks Wikis Mobile Web Social Networks Behavioral As marketing continues to get more Mobile Web Social Media & Ads Virtual Worlds complex, Gage helps clients master and Widgets incorporate new approaches to sustain Twitter and grow marketing value. Mobile Apps & Geolocation Gage Confidential. All Rights Reserved.
  • 6. Table of Contents Gage Confidential. All Rights Reserved. Gage Emerging Media Solution ecosystem Strategy & Consulting Services Software Integration Custom Development Media • SM Outpost strategy • SM Promotions (Wildfire) • Custom Loyalty / • Cross-channel and management • eCommerce Sweepstakes, Contests, Pr campaign design • Social CRM - (BazaarVoice) omotions, Training, Comm and execution Monitoring unity • Social Media • B2B CRM (Salesforce) , Measurement, Engag • Custom Facebook Advertising • Loyalty and Community ement Applications: • Twitter building (Pluck, Lithium) • Thought Leadership • Photo/Video Contests (Tweets/handles/ • Content Curation Marketing • Localization hashtags) (Magnify, Curation • Event Marketing Station) • Facebook OpenGraph • Facebook (microblogging, video API integration (DirectServe, • Collaborative and cross- capture / PPL model, others) channel marketing • Dynamic live/social publishing, SlideShare) • LinkedIn (Spredfast, Sprinklr) content display widgets • SEO media asset (InMail, Display • Monitoring / Social CRM • Social Media-technology development, publishi ads) (Radian6, Visible Tech) mashups (Crimson ng, tagging • YouTube • Viral tracking / Earned Hexagon, Google/Bing • Social Media Identity Maps, etc) • …More Media Measurement Protection (Meteor) • Mobile Applications • SM Analytics / Development • Profiling / Retargeting / Dashboards Advocacy modeling • WAP site enablement • Legal Services (Rapleaf, Flowtown) (Campaign • Singlepoint (SMS) design, Rules, Terms & conditions)
  • 7. Table of Contents Gage Confidential. All Rights Reserved. Why do clients choose Gage? 1. Passion born of direct experience and results 2. Knowledge through constant pursuit 3. Strategic thinking and the know-how to be effective in large organizations 4. Follow-through on execution 5. Trust to represent marketer and brand exceptionally
  • 8. Table of Contents Social media point-of-view
  • 9. Table of Contents Gage Confidential. All Rights Reserved. Social Media and Community • Online Community (“OC”) includes - but is more than - social • All relevant online conversations and interactions • Relevant conversations and other interactions as they occur in branded and non-branded communities All relevant online conversations and corresponding venues, participants (this is the opportunity space)
  • 10. Table of Contents Gage Confidential. Brand Community = Website (Hub) All Rights Reserved. + All Online / Offline Touch points Non-Brand Brand Cross-community interactions assumed, encouraged, leveraged, measured 10
  • 11. Table of Contents Gage Confidential. All Rights Reserved. How Gage Social Media Drives Value Ratios to How customers experience brand Seen from a conversion event communities online measurement POV Time (examples) 0 Awareness Awareness (5,000:1) Engagement Engagement Advocacy (500:1) Conversion Conversion Event (1:1) Users take a desired action known to drive business outcomes: Buy online, live chat, register for CRM Advocacy channel, download, visit Feedback Loop specified content, etc. Pursue, measure and optimize Awareness, Engagement, Advoca cy because they drive on- and Advocacy 50:1 offline conversion events which drive business outcomes 100 n Awareness = Prospect is aware of and/or knowledgeable about product / service n Engagement = Prospect acts to indicate a desire to start, continue and/or deepen information exchange n Conversion = Prospect takes an action known to drive sales n Advocacy = Customer or influencer takes an action in support or recommendation of product / service 11
  • 12. Table of Contents Gage Confidential. All Rights Reserved. Mapping Tactics to Value Value Tactics n Social Advertising (Facebook, Twitter, Linkedin, etc.) Time n Branded YouTube, Vimeo, Scribd, Slideshare outposts (make content discoverable, engagement platforms) 0 Awareness nn Thought Leadership (Multiple tactics) Blogging, white papers, eBooks, PR, Events (Webinars), case studies , video testimonials Engagement nn Social Media Promotions, Sweepstakes, Contests nn Branded Twitter (reach influencers, make content discoverable, engagement platform) nn Branded Facebook (CRM channel, makes content discoverable, engagement platform, testimonial gathering, *could* include conversion events) Conversion nn Linkedin (Division-level presence, group participation, publishing, events) Users take desired, measura n Website (hosts content & conversion mechanisms, *can* also serve as engagement platform via ble actions Feedback Loop community-building features & social plug ins) known to drive business n Testimonials, case studies (publish cross-channel - outcomes Email, Facebook, Website) n Influencer outreach & sentiment mapping Advocacy n Advocate outreach / advocate platform 100 nnnn Mobile/Event + Social Integration (Signage, Symposiums, Tradeshows, speaking engagements (workshops, seminars, conferences) n Awareness = Prospect is aware of and/or knowledgeable about product / service n Engagement = Prospect acts to indicate a desire to start, continue and/or deepen information exchange n Conversion = Prospect takes an action known to drive sales n Advocacy = Customer or influencer takes an action in support or recommendation of product / service
  • 13. Table of Contents Gage Confidential. All Rights Reserved. Mapping Metrics to Value A E C L Awareness Engagement Conversion Advocacy • Impressions • Comments B2B: • Advocacy Behaviors • Followers, Fans, • Visit Rate or Content Users take actions known to (various, including:) Subscribers, Members Resonance drive meaningful business • Retweets • Lists • Return Visits outcomes: • Testimonials • Page Views • Click-throughs • Demo sign ups • Recommendations • Mentions per time • Registrations/Opt-ins • Webinar sign ups • Referrals period • Retweets • Contact forms • Co-creation/User • Inbound links • Replies • Whitepaper downloads Generated Content • Share of Conversation • Referrals • Email sign ups • Content Sharing • Brand specific searches • Recommendations • Visits to desired site • Activity Sharing • Sentiment Trends • Thread Size content • Information Sharing • Time with Content • Suggestions/Feedback B2C: • Content Downloads • Go to store and buy • Content Sharing • Find a partner/distributor • Spinoff Content • Lead form Vibrant social communities continuously foster Advocacy behaviors, which can be even more valuable than conversions 13
  • 14. Table of Contents Measuring Value Across Brand Communities Your Online Community Overall: Ongoing or one-time for cross-channel campaigns A E C L A E C L A E C L A E C L Outpost 1 (ex: Blog) Outpost 2 (ex: Facebook) Outpost 3 (ex: Twitter) A E C L A E C L A E C L Outpost 4 (ex: YouTube) Outpost 5 (ex: Vimeo) Hub (website) A E C L A E C L A E C L + Non-Branded Community Outpost 6 (ex: Linkedin) Outpost 7 (ex: Scribd) Outreach/Engagement 14 Gage Confidential. All Rights Reserved.
  • 15. Table of Contents Gage Confidential. All Rights Reserved. Excellence requires smart partnerships
  • 16. Table of Contents Sample engagement initiatives/deliverables
  • 17. Table of Contents Strategy Market Practice Client-side research Strategic Experience, discovery audit Plan Knowledge (Social) Goals, culture, or Find and analyze Capitalize on Goal-driven ganization to relevant conversations Gage’s experience strategic plan: assess social with available 1. Goals 1. Size opportunity readiness / tools, technologies, maturity 2. Know where and to tactics and 2. Measurement whom to play combine with Plan 1. People (audiences, conver client’s insights 3. Prioritized 2. Process sations) Initiaitives 3. Technology 4. Timelines 3. Know how to play (channels, convers 5. High-level ations, tactics) budgets 17 Gage Confidential. All Rights Reserved.
  • 18. Table of Contents Gage Confidential. All Rights Reserved. Plan: Goals & Benchmarks • Specific goals set based on a realistic assessment – Social Media Audit informs goals given existing variables - current status, competitive landscape, target audience, client participation/experience, investment • Benchmarks established for each goal w/ regular reviews • On-demand reporting via dashboards; can be geared toward conversation monitoring for keyword/topic volume, sentiment, etc. or direct business value (please see examples of social reporting on next slides – these are dynamic web-accessed reporting dashboards) 18
  • 19. Table of Contents Gage Confidential. All Rights Reserved. Dashboard Reporting 19
  • 20. Table of Contents Gage Confidential. All Rights Reserved. Dashboard Reporting 20
  • 21. Table of Contents Gage Confidential. All Rights Reserved. Dashboard Reporting 21
  • 22. Table of Contents Gage Confidential. All Rights Reserved. Dashboard Reporting 22
  • 23. Table of Contents Content and Engagement Strategy, Publishing & Content Curation Guidelines • Living document regulates actions of all participants – client, agencies, subsidiari es, etc. • Gage has successfully authored and executed collaborative content and engagement processes for highly-regulated health care and technology industry brands Gage Confidential. All Rights Reserved. 23
  • 24. Table of Contents Gage Confidential. All Rights Reserved. Branded outpost build and asset publishing • Gage well-versed in development of branded outposts • Ensure design is coordinated with that of other channels & hub • Ensure fixed content is optimized for readability, search
  • 25. Table of Contents Gage Confidential. All Rights Reserved. Branded outpost examples Outpost – Twitter (UK) Hub Outpost – Facebook (UK)
  • 26. Table of Contents Gage Confidential. All Rights Reserved. Branded outpost examples 26 26
  • 27. Table of Contents Gage Confidential. All Rights Reserved. Branded outpost examples 27 27
  • 28. Table of Contents Strategic/Enterprise Publishing Makes it possible/easier to: • Scale to manage multiple social media accounts (aka channels or outposts) • Save time publishing content across accounts • Coordinate publishing as a team – internal corporate staff, agency, and/or third party partners • Find content • Improve outreach • Track effectiveness of social media content and tactics • Track revenue impact of social media activities Gage Confidential. All Rights Reserved. 28
  • 29. Table of Contents Non-Branded Engagement (Social CRM) Gage helps clients develop centralized expertise and capability in monitoring and engaging in non- branded social media • Use Social CRM to find, monitor and engage measurably • Distribute leads to sales • Distribute insights across company Gage Confidential. All Rights Reserved.
  • 30. Table of Contents Gage Confidential. All Rights Reserved. Facebook Development / UX Enhancement Gage Confidential. All Rights Reserved.
  • 31. Table of Contents Influencer Mapping / Campaigning 100 Advocates Terrorists Mercenaries Influence Non-Threats Fans 0 - Opinion (Sentiment) + • Overlay customer and prospect databases with social profile data and segment into audience categories ranging from advocates to terrorists • Develop social and/or cross-media campaigns to move targets to become brand advocates • Track results over time Gage Confidential. All Rights Reserved.
  • 32. Table of Contents Gage Confidential. All Rights Reserved. Community Platform Development (Hub) • Social Media affects the hub as it the logical center of an online branded community • In 2011, marketers turning to specialized community platforms to increase marketing value of websites and social media outposts: • Forrester shows 24% of companies with $500M+ revenue are implementing or piloting a program using a community platform • 31% plan to pilot a consumer-facing community program in the next 12 months • Gage is uniquely capable in delivering maintaining and growing robust community hubs 32
  • 33. Table of Contents Features and Functionality of Community Platforms: Description and Inclusion Importance for [Client] Hub Development Feature Description 1 = Unimportant 3-6 = Important 9 = Essential Core administration features Administer permissioning Admin has ability to control who has admin 3 access • Standard Features and Member permissioning Admin has ability to control what levels of content a member can access 3 Functionality of Member moderation Members have the ability to moderate forums, or discussion threads 3 Community Platforms, Customization of look and feel via WYSIWYG Members can customize the website at an appearance level via templates or toggles 1 Forrester Wave Report, Customization of look and feel via CSS Members can customize the website at an appearance level via themes, colors, font 1 November 1, 2010 controls Feature selection Members can customize the website at a 3 feature/functionality level • Many of these features Member status and loyalty specifications Admin can view/manage status and 9 Gage Confidential. All Rights Reserved. are being implemented loyalty specifications for individual members for the first time on Automated email administration Admin can remotely manage community via email 3 brand websites in 2011 Ability to create new communities Admin can create new sub-communities inside main portal 1 Interactivity, user- Core analytics features • Traffic across all content types Admin can see traffic rates for each 9 generated content Registrations and user activity content category used on site Admin can see registrations and what 9 capture + syndication, registered users are doing ties to social outposts Customizable report templates Admin can generate custom reports via 1 template are now standard Access to data warehouse for custom manual reports Admin can generate custom reports via manual report design 1 because they maximize Most popular content Admin can see which content is most popular 9 overall marketing value Most popular members Admin can see which members are most popular 9 of brand community Influencer identification Admin can see which members are most influential within the site 9 Core content management, syndication, and import features RSS feeds for all community content Users can subscribe to RSS feeds for 9 content (Should apply primarily to content of highest likely value to most users and/or 33 content most likely to be updated frequently)
  • 34. Table of Contents Gage Confidential. All Rights Reserved. Social Advertising Characteristics Uses Highly Targetable Use to build Awareness… … Target interests, likes, etc. …of promotions or other Can target on any profile content data …of branded Demographics and (far) channels/platforms beyond Use to drive Engagement… Contextual Peer-influenced …with promotions, events, (Example: Facebook Stories) etc. Use to drive Conversions
  • 35. Table of Contents Gage Confidential. All Rights Reserved. Social Advertising: Plan
  • 36. Table of Contents Gage Confidential. All Rights Reserved. Social Advertising: Optimizations
  • 37. Table of Contents Gage Confidential. All Rights Reserved. Social Advertising: Results
  • 38. Gage Confidential. All Rights Reserved. Social Advocacy: WOM Facts 2/3rds of the economy is influenced by personal recommendations. McKinsey & Company Gartner 20% of consumers are key influencers of purchasing activities of 74% of the population. Consumers mention 56 brands in conversation per week. Keller Fay 62% of these discussions are positive. Each peer recommendation reaches 150 people on the social web. Forrester Less than 25% of people say they trust emails they sign up for. 1 in 3 people come to a brand through a recommendation. Weber Shandwick Bain & Co. The most recommended company in any given category grows 2.5x the category average. 40% of advocates answer, comment, or give opinions Yahoo! and online several times each week. Comscore 38
  • 39. Gage Confidential. All Rights Reserved. Social Advocacy: Amplifies WOM • Each recommendation reaches 150 people • 500M peer impressions annually in US • Now rivals advertising impressions Source: Forrester Peer Influence Analysis 39
  • 40. Table of Contents Gage Confidential. All Rights Reserved. Proactive Advocacy Recommenders; WOM Recommendations Drive Sales • About capturing and maximizing use of testimonials and WOM. Key “missing link” to social media ROI Advocates Value to Business • Advocates are 5x more valuable than loyal customers Loyal • Advocates have an emotional connection Customers to the brand (~1 in 5 are Detractors) • Advocates want to express themselves • Advocates want to connect with others Fans & Followers • Advocates want to help Brand advocates create a powerful virtual sales force at low cost delivering immediate return on investment 40 Sources: Harvard Business Review, Satmetrix, Bain & Company, Comscore, Yahoo!
  • 41. Gage Confidential. All Rights Reserved. Social Advocacy: How It Works Advocate Responses Advocate Actions Paid Media Social Media Clicks, Conversions Recommendations Impressions Ratings & Reviews A/B Testing Stories & Testimonials Review & Offers comment Answers moderation Z Score, NPS® Advocate Profile Data Hosted Word of Mouth marketing solution / fully integrated brand advocacy system 41
  • 42. Table of Contents Gage Confidential. All Rights Reserved. 3. Track, Monitor and Optimize Measure and report: • Total # Advocates • Total content created • Total content published • Advocate content created by type (Ratings & Reviews; Stories; Answers) • Advocate content published by channel (e.g. Facebook, Twitter, LinkedIn, Amazon, Yelp, etc.) • Total clicks • Total number Advocate clicks and by channel • Total number in-bound prospect clicks and by channel • Historical tracking • Conversions (conversion to action; conversion to sales; conversion to leads)** • Impressions** • Z Score (% of energized Advocates vs. identified Advocates) • Net Promoter Score® 42
  • 43. Gage Confidential. All Rights Reserved. 3. Advocate Analytics Dashboard 43
  • 44. Table of Contents Gage Confidential. All Rights Reserved. Social Media Promotions Use to drive awareness, engagement and loyalty
  • 45. Table of Contents Gage Confidential. All Rights Reserved. Curation addresses “Content Challenge” Channels, portals, content silos Locate relevant, worthwhile Use for Community hub (internal and across web) content and republish and/or content to increase site spinoff into social media outposts value + improve SEO Web stuff Our stuff Social Media Portal Twitter Facebook Channel A Twitter A topic topic Social Face- Portal B Media book Channel B Forum Blog topic topic Social Media Forum Channel C Portal topic topic YouTube Email YouTube D
  • 46. Table of Contents Events/Offline Marketing and Social Media • Enriches both event and social channels by integrating the two • Build social conversation before, during, after • Gather high-value video assets (benefits social + participants thought leaders) • Create compelling offers to engage during event • Social-based contests/promotions • Example: Upload photo to Facebook to enter event-based contest • Example: Follow/ReTweet to enter • Mobile/SMS-based to drive engagement & desired actions: — Sign up for SMS alerts during event — Text to: Register to win, sign up for Email, download whitepaper — Fan/follow in social channels (CRM value) — MS tags for exclusive content Gage Confidential. All Rights Reserved. 46
  • 47. Table of Contents Gage Confidential. All Rights Reserved. Social-to-mobile best practices and insights Scenario: Target audience member sees a product/service/offer of interest. Through combo of mobile & social, can: Value to Marketer Get their social nets’ opinion of it / discuss it nnn Share and/or recommend it to one or more in their social net and/or to ratings and reviews nnn engines Broadcast activity to their social net nnn Have a public or private virtual conversation with a brand representative about it nnn Engage social nets to participate (as in a game/promotion or topical discussion) nn n Awareness = Prospect is aware of and/or knowledgeable about product / service n Engagement = Prospect acts to indicate a desire to start, continue and/or deepen information exchange n Conversion = Prospect takes an action known to drive sales n Advocacy = Customer or influencer takes an action in support or recommendation of product / service
  • 48. Table of Contents Case studies
  • 49. Gage Confidential. All Rights Reserved. Microsoft ExpertZone RSP Community Marketing
  • 50. Table of Contents Gage Confidential. All Rights Reserved. About ExpertZone ExpertZone is a training, education, rewards, advocacy, and community platform for Retail Service Professionals (RSPs) selling Microsoft products: Windows, Office, Xbox, Zune, and Hardware. ExpertZone is an exclusive community available only to current retail service professionals (RSPs). ExpertZone is available in 34 countries worldwide.
  • 51. Table of Contents ExpertZone: Community Hub • Hub includes features such as… • User-generated content capture + syndication • Ties to social media platforms, forums, groups, etc. • …to maximize marketing value of brand community and individual members. Gage Confidential. All Rights Reserved.
  • 52. Table of Contents ExpertZone: Community Hub Community-Building Hub Features / Functionality (selected examples) Users can form affinity groups around interests Users can see / connect with other users in their network User content is customized based on personal attributes Outposts integrated into UX Gage Confidential. All Rights Reserved.
  • 53. Table of Contents Gage Confidential. All Rights Reserved. ExpertZone: Community Hub Gage has continually developed and co-managed daily ExpertZone community for over two years. Gage Confidential. All Rights Reserved.
  • 54. Table of Contents Gage Confidential. All Rights Reserved. ExpertZone: Community Hub Gage is a leader in leveraging thought leadership and content strategy to build and influence community. Gage Confidential. All Rights Reserved.
  • 55. Table of Contents Gage Confidential. All Rights Reserved. ExpertZone Current / Pending Initiatives • Ongoing Activity – Content sourcing, authoring, publishing – all channels – Fan/Follower growth strategy/execution – Non-branded social media community monitoring (reduced) – Performance measurement and reporting – Community Hub Evolution – Expansion to new countries – SMMP to facilitate international expansion – Forum community co-management
  • 56. Table of Contents Gage Confidential. All Rights Reserved. Current Initiatives • Strategic: – Expand potential RSP advocacy from Sales floor-only to (much larger) online community • Tactical: – Deeper integration between outposts and website – Promotions and content exclusive to outposts to expand reach and engagement – Active non-branded community engagement, including advocacy modeling and campaigns – Branded channel expansion – Expand publication of educational content to Scribd, Slideshare – Improved measurement and operational optimization
  • 57. Gage Confidential. All Rights Reserved. Filtek Restoratives ™ New Product Launch
  • 58. Table of Contents Gage Confidential. All Rights Reserved. Contents • Gage Deliverables • Background • Target • Situation • The Assignment, Challenge & Solution • Concepts & Testing • Delivery Timeline • Site Review • Metrics 58
  • 59. Table of Contents Gage Confidential. All Rights Reserved. Gage Deliverables • Planning & Account Management • Project Management • Technical Planning & Development • Creative Development • Video Production (Second City) • SEO • IA/UX/Usability Testing • Emails and Banners • Tradeshow Materials • Social Media 59
  • 60. Table of Contents Gage Confidential. All Rights Reserved. Background • 3M ESPE – Dental products • 3M ESPE manufactures and markets more than 2,000 products and services designed to help dental professionals improve their patients’ oral health care – Filtek™ Supreme Ultra Restorative • White composite material dentists use for fillings and tooth restorations Before After Before After 60
  • 61. Table of Contents Gage Confidential. All Rights Reserved. Target • Primary: – General dentists who are esthetically driven and value quality – Opinion leaders • Secondary: – Dental Assistants & Office Managers 61
  • 62. Table of Contents Gage Confidential. All Rights Reserved. Situation • Filtek Supreme Plus enjoys 97% awareness and is the market leader. But... – New composites are entering the market with • Aggressive promotions • Heavy sampling • High ad spending • Filtek Supreme Plus replaced with Filtek Supreme Ultra – Target likes Filtek Supreme Plus and does not typically accept change well – This poses a risk – Will they be accepting of the new product? 62
  • 63. Table of Contents Gage Confidential. All Rights Reserved. Our Assignment • The 3M ESPE marketing team engaged Gage to help announce and market Filtek Supreme Ultra Restorative, the replacement for Filtek Supreme Plus Restorative, through a product specific microsite. • Our job is to help convince the target audience that Filtek Ultra retains everything they have come to love about Filtek Plus, yet offers them even more through advances in product development. “Don’t lose a single customer” 63
  • 64. Table of Contents Gage Confidential. All Rights Reserved. The Challenge • We need to answer the target’s questions: – What is Filtek Supreme Ultra? – How is Ultra different from Plus? What’s better? – What’s the science behind it, and why should I care? – How and when should I use Filtek Supreme Ultra? • How do we make sure the target gets the message? – What will cut through the clutter? – How do we get them to pay attention? – How do we make a dry subject engaging? 64
  • 65. Table of Contents Gage Confidential. All Rights Reserved. The Solution • Create an engaging experience that: – Ties seamlessly to the update brand look & feel and the “Everyone has a shade” campaign. – Includes the unexpected and gets the dental community buzzing – Answers the “why Ultra?” questions the target is asking – Provides deeper content to those who seek it – Encourages sampling and purchase 65
  • 66. Table of Contents Gage Confidential. All Rights Reserved. The Unexpected • To meet the challenge of – Cutting through the clutter, – Getting the targets attention, – Not delivering a “me too” marketing solution, – Gage partnered with The Second City to interject comedy into our solution. • A series of humorous videos were produced that – boast product benefits, – and at the same time entertain and encourage viewers to say on the microsite longer, – and tell their peers about the experience. 66
  • 67. Table of Contents Gage Confidential. All Rights Reserved. Usability Testing • In addition to creative, we tested for – Content & messaging – Navigation – Appeal of free sample offer – Video existence and propensity to share • We then adjusted the microsite to accommodate the findings 67
  • 68. Table of Contents Gage Confidential. All Rights Reserved. Delivery Timeline MAY JUN JUL AUG SEP OCT NOV DEC JAN FEB MAR Kick-Off 5/4/09 Planning Creative Concepting Usability Testing 7/24/09 Video Shoot 7/27/09 3M Event 11/12/09 Site Production HOLDING PATTERN Original Launch Date 9/2/09 Teaser Site Up 1/11/10 Full Site Up 2/15/10 Chicago Tradeshow 2/25/10 Product In Market 3/15/10 Maintenance & Updates 68
  • 69. Table of Contents Gage Confidential. All Rights Reserved. Site www.everyonehasashade.com 69
  • 70. Table of Contents Gage Confidential. All Rights Reserved. Videos Episode 1 Episode 2 Episode 3 70
  • 71. Table of Contents Gage Confidential. All Rights Reserved. Email 71
  • 72. Table of Contents Gage Confidential. All Rights Reserved. Banners 72
  • 73. Table of Contents Gage Confidential. All Rights Reserved. Tradeshows 73
  • 74. Table of Contents Gage Confidential. All Rights Reserved. Sales Rep Sample Kit Sticker 74
  • 75. Table of Contents Gage Confidential. All Rights Reserved. Twitter 75
  • 76. Table of Contents Gage Confidential. All Rights Reserved. Twitter 76
  • 77. Table of Contents Gage Confidential. All Rights Reserved. Metrics – Website • Site traffic reports (WebTrends) • Video starts • Video completes • Number of Referrals/Video Sharing • Number of Stay Informed signups • Clicks to “Contact your authorized 3M ESPE dental distributor” link 77
  • 78. Table of Contents Gage Confidential. All Rights Reserved. Conversations 78
  • 79. Table of Contents Gage Confidential. All Rights Reserved. Campaign results • Video cued at launch is receiving 98.5% video completes (watch entire video) • Sharing of Videos surpassing all other sharable content • Twitter followers for the Tooth Fairy and Charlie over 4,000 strong • Steady incline of unique visitors, pages viewed and length of session leading up to largest annual tradeshow (CDS) on Feb 27. • Revenue growth of 13.2% against a goal of 10% • 1% market share gain in 6 months against a goal of1% in 12 months 79
  • 80. Gage Confidential. All Rights Reserved. Microsoft SMB Social Media Engine for Customers & Partners
  • 81. Table of Contents Gage Confidential. All Rights Reserved. Case Study Contents • Strategy • Integrated Communities • The Engine • Performance • Social Levers for Marketers
  • 82. Table of Contents Gage Confidential. All Rights Reserved. Strategy • November – January 2010, Gage developed a strategic plan to build a “social media engine” to be integrated into Microsoft SMB’s current marketing practice – Marketing Asset/Practice Audit – Gap-Filling Research – Strategic Plan • Plan to leverage Social Media + Community concepts to increase awareness, engagement and loyalty among Microsoft SMB Partners and Customers. – Focus most on advocates and influencers rather than “masses” – Consistent message to community (Customer, Partner, PR) – Give existing communities focus, avoid creating net new communities • Purpose: Create an achievable vision that makes optimal use of social media to accomplish business goals
  • 83. Table of Contents Gage Confidential. All Rights Reserved. 3 Focus Areas Partner Enablement Customer Engagement – Social Widgets – Ask An Expert – Social Activation for Partners – Facebook: Buddy Media Landing (for FY12) Page – Facebook: “Be The Expert” – Social Advocacy Platform Application – Facebook: Promotion (Partner) – Facebook: Buddy Media Organization & Structure Landing Page – Sprinklr SMMP – Facebook: Buddy Media (publishing, analytics, identify Syndication & target influencers) – Social Advocacy Platform – Branding – Social Content Playbook – Reporting
  • 84. Table of Contents Gage Confidential. All Rights Reserved. Integrated Communities Gage recommended central oversight of Partner and Customer communities, which enabled… • Specific initiatives to link Partners and Customers such as: – Ask a Partner / Be the Expert application to connect Partners with Customers in a meaningful way that awakens each audience to the other’s value and presence in social media – Efficient introduction of new technology platforms across both communities, including: • Modular, robust user experience on custom Facebook tabs • Advocacy platform to find and activate advocates in both communities • Simplified broadcasting of important Microsoft Product, Service, Event information across both communities • Efficient curation and publishing of non-Microsoft-authored content across both communities
  • 85. Table of Contents Gage Confidential. All Rights Reserved. Integration Example: Ask a Partner / Be the Partner Customer Partner Partners have significant potential influence with customers, but b/c they lack know-how, need to be presented with explicit ways to meaningfully participate, such as Ask a Partner. Unlikely initiative w/o single oversight
  • 86. Table of Contents Gage Confidential. All Rights Reserved. Integration Example: Ask a Partner / Be the Partner Customer Partner
  • 87. Table of Contents Gage Confidential. All Rights Reserved. Integration Example: Advocacy Customer Partner Advocacy platform enables advocates from both communities to project positive influence. Unlikely initiative w/o single oversight
  • 88. Table of Contents Gage Confidential. All Rights Reserved. Integrated Communities Microsoft Partner Community and Microsoft Small Business customers have similar needs and interests: Facebook Be the Facebook Expert Ask A Partner Microsoft Customers Partners Shared Social Social Advocacy Content Platform Playbook Unified oversight encourages creation of initiatives that benefit both groups and builds connections between them
  • 89. Table of Contents Gage Confidential. All Rights Reserved. Marketing Ecosystem Products on Business Microsoft “In” Page Insights eNewsletter Cindy Bates’ Blog Delivered to Amplified Measured Compelling an engaged through with platforms Content audience an activated and tools partner-base
  • 90. Gage Confidential. All Rights Reserved. Property Examples Post-Redesign
  • 91. Table of Contents Gage Confidential. All Rights Reserved. Time Demand Generation (Partner + Customer) 0 Social syndication Facebook Facebook Custom UX Facebook Be the Expert (Partner + Customer) Ask A Partner Conversion Users take desired action Usually occurs on hub Feedback Loop Social Advocacy Platform 100 n Awareness = Prospect is aware of and/or knowledgeable about product / service n Engagement = Prospect acts to indicate a desire to start, continue and/or deepen information exchange n Conversion = Prospect takes an action known to drive sales n Advocacy = Customer or influencer takes an action in support or recommendation of product / service
  • 92. Gage Confidential. All Rights Reserved. Performance
  • 93. Table of Contents Gage Confidential. All Rights Reserved. SMB Social Media Growth – Facebook SMB fans: +159% – Facebook Marketing Mashup fans: 0 to 1000+ B2B (Brand New Community targeted to Microsoft SMB Partners) – Twitter SMB followers: +232%
  • 94. Table of Contents Gage Confidential. All Rights Reserved. SMB Social Media Facebook Marketing Mashup New FB Features/Functions, Demand Gen ACTIVE USERS (Oct – April) launch (Phase 2) Unified Look-and- Content Optimization, feel Implemented New FB Features/Functions, Demand Gen launch (Phase 1)
  • 95. Table of Contents Gage Confidential. All Rights Reserved. Twitter SMB Microsoft SMB Twitter Followers (July – May) Demand Gen launch Content Strategy, Unified Look-and-feel Implemented
  • 96. Table of Contents Gage Confidential. All Rights Reserved. Optimization
  • 97. Table of Contents Gage Confidential. All Rights Reserved. SMB Social Media Facebook SMB and Marketing Mashup have experienced dramatic fan base growth since optimizing posts using Gage- Facebook: SMB fan base developed guidelines Facebook: Marketing Mashup fan base
  • 98. Table of Contents Gage Confidential. All Rights Reserved. SMB Social Media Twitter SMB showed accelerated growth and follower base since optimizing Twitter: SMB follower base Twitter SMB engagement also increased dramatically Twitter: SMB Engagement rates
  • 99. Table of Contents Gage Confidential. All Rights Reserved. Channel interaction example – Thought Leadership Time 0 Cindy Bates blog post published Blog post promoted on branded social media channels and social news sites where social audience can discover it Traffic is driven to blog, exposing current and new audiences to post and other site content Community helps accomplish the goals of blog (thought leadership, brand sentiment, product/service awareness, online purchases) 100
  • 100. Table of Contents Gage Confidential. All Rights Reserved. Channel interaction example – Advocacy Time Small Business Owner answers 0 Net Promoter Score question SBO shares exclusive offer with their personal networks, opts in to use offer herself, and signs up for e-newsletter Microsoft Business Productivity Online Services sales increase, new audiences are made aware of Microsoft SMB offerings and user advocate is more connected and enabled then before 100
  • 101. Table of Contents Gage Confidential. All Rights Reserved. SMB Community: Levers for Marketers Lever What is it? How to use? Announcements A set of vehicles to • Identify key messages deliver messages to that map to editorial customers and partners. calendar Community Engagement A set of Social properties • Deliver compelling to engage with content customers and partners. • Ask for feedback Advocate / Influencer A platform to enable our • Gain greater reach of Engagement key customer and key content and partner advocates and messages influencers. • Solicit Partner Answers to Customer Questions Listening / Reporting A platform to gain insights • Identify relevant from conversations that keywords are happening online • Define workflow for and enable the interaction with opportunity to interact. related conversations
  • 102. Table of Contents Gage Confidential. All Rights Reserved. SMB Social Media Community in Action Office 365 launch shows how campaigns can now extend their effectiveness through systematic promotion across the new SMB social media ecosystem • Facebook SMB 7 posts – 2 types (product, cloud) • Facebook Marketing Mashup 1 post – Office 365 Intro • Twitter SMB 5 tweets – 2 types (product, cloud) • Twitter Cindy Bates 4 tweets – 2 types (product, cloud) • YouTube SMB FOYB video added which incorporates Office 365. • LinkedIn Microsoft Office 365 product page created and promoted as feature product on summary page. • Business Insights SMB Newsletter Mentions: introducing, product beta invite, learn more and case study • Cindy’s Blog Two posts – 2 types (product, cloud)
  • 103. Table of Contents Contact information Christopher McLaren Director - Emerging Media & Strategy Gage Marketing Group Phone: 763-242-0930 Email: chris_mclaren@gage.com Connect: http://bit.ly/cmclaren1 103

Editor's Notes

  1. Core capabilities across the social landscape a. Examples: Facebook, Twitter, others b. Social to mobile best practices and insights c. Case studies of work and client roster d. How Gage has reused technologies e. What’s Emerging? Where will we be in 5 years?
  2. Core capabilities across the social landscape a. Examples: Facebook, Twitter, others b. Social to mobile best practices and insights c. Case studies of work and client roster d. How Gage has reused technologies e. What’s Emerging? Where will we be in 5 years?
  3. Core capabilities across the social landscape a. Examples: Facebook, Twitter, others b. Social to mobile best practices and insights c. Case studies of work and client roster d. How Gage has reused technologies e. What’s Emerging? Where will we be in 5 years?
  4. Current Business (quick overview of current EM work)New Concepts/Technologies (w/ focus on ways for Agency to capitalize)Current Opportunities (new business)Next Steps (agency initiatives)
  5. Defining the field of inquiry
  6. Illustrating what is meant by brand community.
  7. Illustrating the symbiotic relationship between conversion events and other forms of value generated through social media marketing.
  8. Illustrating the symbiotic relationship between conversion events and other forms of value generated through social media marketing.
  9. Illustrating the various commonmetrics and how they tend to fit into the high level categories illustrated on previous slide.
  10. With a framework in place, you can measure across the entire social media landscape. Different components will have different characteristics, but a common framework enables marketer to assess performance and determine values for the entire community, outposts or individual campaigns using the same framework. The missing link that’s needed to make it work is establishing a dollar value on the “soft” value variables; that is, expressing their value in the language of a conversion, whose dollar value you CAN express in monetary form.
  11. Current Business (quick overview of current EM work)New Concepts/Technologies (w/ focus on ways for Agency to capitalize)Current Opportunities (new business)Next Steps (agency initiatives)
  12. Advocacy platformPartner / Franchisee social media activationSocial Media promotionsCurationBranded outpost build and asset publishingImplement a Social Media Marketing System (SMMS)Non-Branded Social Media engagement / ROI tracking (aka social CRM)SEO backlinking campaign for Travel Leaders website Syndicated “Chat” Facebook and TL.com connect with agentsTravel blogging / influencer campaigning
  13. Advocacy platformPartner / Franchisee social media activationSocial Media promotionsCurationBranded outpost build and asset publishingImplement a Social Media Marketing System (SMMS)Non-Branded Social Media engagement / ROI tracking (aka social CRM)SEO backlinking campaign for Travel Leaders website Syndicated “Chat” Facebook and TL.com connect with agentsTravel blogging / influencer campaigning
  14. Building Advocacy One Relationship at a Time.Online relationships are not built solely on the quality of the user experience on yourwebsite. More importantly, meaningful connections are based on the authenticityand transparency of one-on-one interactions with people who have a personalconnection or experience with your brand. These interactions can occur in a varietyof social communities -- social networks, online forums, blogs and micro-blogs, videosites, niche communities, etc. Social Advocacy Modeling overlays existing customer and prospectdatabases with social profile data and segment them into various audiences rangingfrom super advocates to brand terrorists.
  15. Current Business (quick overview of current EM work)New Concepts/Technologies (w/ focus on ways for Agency to capitalize)Current Opportunities (new business)Next Steps (agency initiatives)
  16. ExpertZone Social MediaBackgroundStart dateChannelsResults (maybe use an average per month on KPIs and total these up to date as well, round numbers OK)Current ActivityAdded SMMP Spredfast to enable international expansion (describe)Expanded original US activities to 4 new English-speaking countries (describe)US Forum co-management (describe)OpportunitiesExpand community management role – both for international SM channels (likely once int’l subs learn what’s involved, difficulty) – and forums Increased integration between Social Media channels and ExpertZone hubPromotions and content exclusive to Social Media channels to expand reach and engagementImproved measurement and related optimization
  17. Given approval to work outside 3M guidelinesFeatured in Stemwinder
  18. Hellman is doing the print.
  19. Budgeting / Prioritization process resulted in funding of these highest-value initiatives for H1:Social Content PlaybookSocial WidgetsDashboard DesignSocial Activation for PartnersFacebook: “Ask A Partner” ApplicationFacebook: Promotion (Customer)Facebook: Promotion (Partner)Facebook: Custom UX implementationSocial Advocacy Platform Dashboard Design
  20. Website: http://www.microsoft.com/business/MM FacebookSMB FacebookTwitter SMBLinkedIn – Products Page on Microsoft “In” pageYouTube (Microsoft Small Business)
  21. Social Content PlaybookSocial WidgetsDashboard DesignSocial Activation for PartnersFacebook: “Ask A Partner” ApplicationFacebook: Promotion (Customer)Facebook: Promotion (Partner)Facebook: Custom UX implementationSocial Advocacy Platform Dashboard DesignDemand Generation / Awareness Building
  22. Social Content PlaybookSocial WidgetsDashboard DesignSocial Activation for PartnersFacebook: “Ask A Partner” ApplicationFacebook: Promotion (Customer)Facebook: Promotion (Partner)Facebook: Custom UX implementationSocial Advocacy Platform Dashboard DesignDemand Generation / Awareness Building
  23. Social Content PlaybookSocial WidgetsDashboard DesignSocial Activation for PartnersFacebook: “Ask A Partner” ApplicationFacebook: Promotion (Customer)Facebook: Promotion (Partner)Facebook: Custom UX implementationSocial Advocacy Platform Dashboard DesignDemand Generation / Awareness Building