Social Media Demystified

1. Social Media Demystified Building effective strategies for business-to-business marketing communications programs

2. Social Media Defined Social media: a broad set of online activities driving interaction among individuals and groups using technology applications.

3. Social Media, Statistically Speaking • If Facebook were a country, it would be the world’s fourth largest between the United States and Indonesia. • The fastest growing segment on Facebook is 55-65 year-old females. • The second-largest search engine in the world is YouTube. • Twenty-five percent of search results for the world’s top 20 largest brands are links to user-generated content. • Seventy-eight percent of buyers trust peer recommendations — only 14 percent trust advertisements (traditional marketing). • Twenty-five percent of Americans in the past month said they watched a short video…on their phone.

4. Social Media Demographics • Twitter • 27 million visitors/month • 53% female • 72% between ages of 18 and 49 • 52% earn more than $60K • 42% college-educated Facebook • 99.6 million visitors/month • 54% female • 46% between ages of 18 to 34 • 58% earn more than $60K • 42% college-educated LinkedIn • 28 million visitors/month • 53% male • 78% over the age of 35 • 68% earn more than $60K • 50% college-educated

5. Social Media Tools • Conversations • Collaboration • Multimedia • Rants & Raves • Brand Monitoring

6. The Art of Conversation Social media is a two-way conversation that requires brand-alignment and planning. • One: Observe Yourself • Two: Listen to Others • Three: Define Community Expectations • Four: Define Your Assets • Five: Set Goals and Metrics • Six: Concentrate on Channels • Seven: Engage in Conversations

7. One: Observe Yourself At this stage, we observe: • Brand personality • Methodologies and channels • Target audiences • Audience involvement

8. Two: Listen to Others As in the best practices of holding a real-life conversation, companies engaged in social media marketing should listen to stakeholders more than 50 percent of the time

9. Three: Define Community Expectations During this stage we outline our target demographics by listening to our community. Reach out to influencers and ask them 1) how they use social media and 2) what they wanted to see in a social media plan.

10. Four: Define Your Assets At this stage, we look at the dollars and cents of social media. A common misconceptions is that social media is free but it requires time, and time is money.

11. Five: Set Goals and Metrics The goals of a social media program should evolve over time. During your initial program, track goals and metrics.

12. Goals and Metrics

13. Six: Concentrate on Channels Determine the channels that are recommended for your company’s social media HR portfolio and what you can expect from each.

14. Social Media Channels to Consider

15. Seven: Engage in Conversations Online conversations must mirror real-life conversations to be effective for company branding, recruitment, culture-building and organizational development.

16. Conversation Guidelines • Be transparent • Be authentic • Be conversational • Focus on our industry • Respond to criticism immediately • Thank profusely

17. Case Study Printronix Path2Profit channel partner loyalty program launch

18. Case Study: Printronix Path2Profit Program Launch • Situation: Printronix sells its products and services through the channel. For many years, Printronix ignored its partner channel. In 2009, the company recognized that its partners are important and set out to launch a comprehensive loyalty program. Remarx Media was brought on to support the program by creating and distributing: • Program name • Program image • Program materials: application, program guide, FAQs, • Partner communications • Employee communications • Marketing options

19. Case Study: Printronix Path2Profit Program Launch • Goals • Create website as central hub for the program • Create easy to understand and use program materials • Communicate program to internal Printronix employees to ensure support of the program • Communicate benefits of Path2Profit program to existing Printronix partners • Sign-up 40 qualified partners

20. Case Study: Printronix Path2Profit Program Launch • Results • Website was created in one week using WordPress at www.printronixpath2profit.com

21. Case Study: Printronix Path2Profit Program Launch • Results (cont’d) • Extensive materials were developed including: • Application • Comprehensive program guide • Frequently asked questions • Level specific presentations • Marketing development funds (MDF) application • Examples of MDF programs • Developed employee communications including: • Letter from Vice President of Sales announcing the program • Separate incentive program for supporting the initiative

22. Case Study: Printronix Path2Profit Program Launch • Results (cont’d) • A series of outreach communications were developed to encourage partners to sign up for the new program, including: • Launch email • Application email and 2-3 reminders over a one month period • Out call campaign • MDF announcement • News release • Channel eNewsletter

23. Case Study: Printronix Path2Profit Program Launch • Results (cont’d) • More than 100 applications were submitted to Printronix. The applications represented partners in three levels: • Platinum: 20 partners • Premium: 30 partners • Associate: 50 partners • Reseller: 60 • Client Reaction • “Remarx Media is a dedicated partner and really knows the channel market. I rely on them as my outsourced channel marketing department. Their recommendations are spot-on and consistently result in positive outcomes for Printronix and our partners. – Lisa Reickerd, director, channel marketing, Americas and China

24. Social Media Case Study http://www.youtube.com/watch?v=H-xgD67dlHI&feature=player_embedded

25. Cara Stewart cara@remarxmedia.com www.twitter.com/remarx www.linkedin.com/in/carastewart 714-706-0433 ext. 101 Theresa Dreike theresa@remarxmedia.com www.twitter.com/prdreamer www.linkedin.com/in/theresadreike 714-706-0433 ext. 102