AIPMM KEYNOTEMAY 24, 2010

A FEW QUESTIONSRESEARCH

QUESTION 1

How many of you have commentedon a Blog, Brand website or

any other site?

QUESTION 2

How many of you made a buying decision based on a rating or review of a product

from a website you visited

QUESTION 3

How many of you have asked or been askedfor a referral of a product or serviceand were sent or you sent a link to

someone you know?

QUESTION 4

How many of you have researched a productor service using the newspaper,

direct mail or magazine AND madea buying decision based on the research?

WHY?

A STORYLOSING CONTROL

LOSING CONTROL

Merged GroupsAllowed FeedbackBuilt TrustGained CredibilityEnabled Fans to own BrandSupported the Groundswell

*Global Interactive Marketing 2009

FACEBOOK STATS

4,600+ Photos95+ Videos500,000+ Likes90,000+ Comments5,000 Mentions a Day

*Global Interactive Marketing 2009

KEY LEARNINGS

Increased LoyaltyAbandoned Start from ZeroSocial is a TacticFish where the fish areModeration is a must

*Global Interactive Marketing 2009

A STORYAUDIENCE ALIGNMENT

LEARNINGS

150 Book Outreach

36,000 PostsChanged Up

ApproachBuilt a

Groundswell

THE OPPORTUNITYEARNED MEDIA

SPEED TO MARKETFREE RESEARCH

THE SHIFTCHANGE YOUR THINKING