liveworld.com

Your brand lives in the voice of your

customers

The Agency’s role

in online communities

LiveWorld Confidential

LiveWorld ConfidentialYour brand lives in the voice of your customers

LiveWorld Confidential

LiveWorld ConfidentialYour brand lives in the voice of your customers

LiveWorld Confidential

LiveWorld ConfidentialYour brand lives in the voice of your customers

What does this mean?

Geotags Blogging AggregationPodcasting Folksonomies Rating Tools

Vlogging Community Discussions

Online Social NetworksTagging Instant Messaging mashups

RSS Citizen Journalism Wikis

LiveWorld Confidential

LiveWorld ConfidentialYour brand lives in the voice of your customers

LiveWorld Confidential

LiveWorld ConfidentialYour brand lives in the voice of your customers

Traditional View

From Forrester Research - 9/07

LiveWorld Confidential

LiveWorld ConfidentialYour brand lives in the voice of your customers

The new complexity

LiveWorld Confidential

LiveWorld ConfidentialYour brand lives in the voice of your customers

Expression

Reputation

ProfessionPublication

Opinion

Hobby

Knowledge Avatars

Purchase

Details

Certificates

Audience

What I say What I share Where I work

What I like How and where to join me What is being said about me

What am I passionate about What I Buy

What I know What represents me Who I know

Non-exclusive digital identity

LiveWorld Confidential

LiveWorld ConfidentialYour brand lives in the voice of your customers

Community ROI

Acquisition: $0-$100/head Viral marketing, word of mouth engines Chrysler PT Cruiser: Live Events: $10/user vs. $400 in showroom

Loyalty & Engagement: 45x loyalty increase Site Metrics: 9x the frequency, 5x the visit length (McKinsey) MINI Cooper: 70% of new buyers

Brand Awareness: 4x the unaided brand recall Brand recall: 4x the unaided brand recall vs a search engine (NFO) Sponsorships: Structured community venues, immersive branding Higher Value: Moderated community

Purchase eBay: Community participants spend 54% more Momentum: Visitors to Branded community 2x more likely to buy vs.visitors to brand page

on destination social network

Support: 5x-10x more effective than phone support eBay Answer Center: Questions answered in 30 min vs. 1-2 days email

LiveWorld Confidential

LiveWorld ConfidentialYour brand lives in the voice of your customers

Community Ladder

QuickTime™ and aTIFF (Uncompressed) decompressor

are needed to see this picture.

LiveWorld Confidential

LiveWorld ConfidentialYour brand lives in the voice of your customers

The Blogging Long Tail

-Technorati 9/07

LiveWorld Confidential

LiveWorld ConfidentialYour brand lives in the voice of your customers

5 Ways To Socialize A Brand

1) Culture: A Sense of Place

2) Integration: No community is an island

3) Participation: You are what you have to say

4) Trust (Transparency/Authenticity): Give up the control you don’t have

5) Leadership: Lead, Empower, Listen, Follow

LiveWorld Confidential

LiveWorld ConfidentialYour brand lives in the voice of your customers

Questions to discuss

• How does a brand actually enter a conversation?

• Just how do you make advertising—traditionally the epitome of highly crafted, approved-at-every-level communication—include your customer?

• What does it mean when the people you used to think of as your “audience” have now become publishers with their own readerships?

LiveWorld Confidential

LiveWorld ConfidentialYour brand lives in the voice of your customers

Some ideas from the experts:

• Once marketers have done the fundamental thing of finding and respectfully participating in market conversations, they have an opportunity to do more.

• They can contribute real value by using their resources to concentrate and syndicate market conversations in ways that make them more visible.

• And this act of building visibility creates a virtuous circle benefiting everyone involved.

-From Manifesto on Monday Morning

LiveWorld Confidential

LiveWorld ConfidentialYour brand lives in the voice of your customers

Payoffs from Conversations

•Interest.

•Credibility

•Cost-effectiveness

•Understanding

•Sustainability

“By genuinely participating in the conversation, which is always changing, brands move with their markets.”

-From Manifesto on Monday Morning

LiveWorld Confidential

LiveWorld ConfidentialYour brand lives in the voice of your customers 16

LiveWorld - Our History

LiveWorld Confidential

LiveWorld ConfidentialYour brand lives in the voice of your customers

LiveWorld: Working With Market Leaders

Education, Non Profit & Political

Internet & Technology

Retail, Consumer Products & Automotive

Entertainment, Media & Telecom

Coca-Cola

17

Financial & Travel Services

LiveWorld Confidential

LiveWorld ConfidentialYour brand lives in the voice of your customers

Best-in-Class: Community Management Model

Culture

Ownership Leadership

Standards

Moderation: Welcome, orientation, inspiration; models, hosts, and mentors

Rules, rationale, communication, training/enforcement

Ambience, tone, language, ideals, customs; seeding, programming

Proprietary behavior, user investment, home

Stakeholders support culture & control costs

Place

Connection

People

Key Linkage Idea Drivers

LiveWorld Confidential

LiveWorld ConfidentialYour brand lives in the voice of your customers

Moderation

Development

Tracking & Reporting

ManagementLeading edge

Programming & Engineering

Sustainable & Healthy community

Active participation

and protection

Orientation, inspiration, models, hosts, and mentors

Full community platform or modular/custom offering

LiveWorld Solution: Best-in-Class

LiveWorld Confidential

LiveWorld ConfidentialYour brand lives in the voice of your customers

Campbell’s - Connecting Users

LiveWorld Confidential

LiveWorld ConfidentialYour brand lives in the voice of your customers

Mini Cooper - Owner Loyalty

LiveWorld Confidential

LiveWorld ConfidentialYour brand lives in the voice of your customers

American Express - Networking

LiveWorld Confidential

LiveWorld ConfidentialYour brand lives in the voice of your customers

Pringles - Launching New Products

LiveWorld Confidential

LiveWorld ConfidentialYour brand lives in the voice of your customers

TV Guide - User Video

LiveWorld Confidential

LiveWorld ConfidentialYour brand lives in the voice of your customers

Thank you!

Jay Bryant

Vice President - Community Architect

Jay@liveworld.com

212-699-0878