Social Media Check-up: How to Navigate the Online Landscape Effectively

1. Social Media Check-up February 2010

2. Overall Elements of Online Reputation Corporate home page First impression Highly credible Highly influential Highly searchable Considered a “recommendation” Search Blogs | CGM SocialNetworks CorporateWebsite Opportunity forengagement Influential chatter Your side of the story Critical for influencer audiences Used to confirm impressions

3. What is Social Media? • Content created by people using highly accessible and scalable publishing technologies • A shift in how people discover, read and share news, information and content • A fusion of sociology and technology, transforming monologues (one to many) into dialogues (many to many) • The democratization of information, transforming people from content readers into publishers • Has become extremely popular because it allows people to connect in the online world to form relationships for personal and business reasons Source: Wikipedia

4. The Digital Influence Model By relinquishing control you in can increase influence. Blog Response Blogger Outreach Discussion Forums Community Participation Social Media ApplicationDevelopment Organic Search Social Media Search D igit a l I nflu e nc e Level of Control Online Video Corporate Blogs Social Media Press Releases Affinity Linking Social Media Spaces Level of Risk Sponsored Search Blog Monitoring Mobile Marketing Website Microsites Online Advertising Ability to Influence / Potential Reward

5. Social Media is Increasingly More Important Because People Trust Other People What is the most impactful form of influencing? Forrester Research and Intelliseek

6. Social Media Changes the Way Brands and Stakeholders Interact Source: MarketingSherpa Social Media Marketing band PR Benchmark Survey 2008. Methodology: Fielded December 4-10, 2008. N=1886

7. What is a Social Media Check-up? • Social media is an influential marketing and communications tool that is generally accepted as a credible source of information for varied corporate and brand stakeholders. • While many positive potential outcomes are possible, there are an equal number of challenges that companies must navigate in participating in social media. • To help companies navigate the social media landscape, Burson-Marsteller has developed an Evidence-Based Communications tool called the “Social Media Check-up” which analyzes and measures at how a company’s social media presence is impacting their overall online health and reputation. • The Social Media Check-up assesses a company’s (and their competitors’) participation across the most popular social media platform and guides strategies and tactics for companies to engage in social media and contribute to their communities of interest, both for internal and external communications.

8. Objectives of the Social Media Check-up • Benchmark existing social media assets against: • competitive & peer best practices • competitive & peer short-comings • existing audience online behavior • Explore relevance of each social media channel as per the business situation and communications objectives • Determine online health and reputation of the organization • Identify opportunities to utilize social media to meet business and communications objectives

9. Data Insights Ideas Discover Synthesize Explore Record Our Process for Conducting a Social Media Check-up C Social MediaCheck-up Results/ Recommendations

10. Areas Accessed in the Social Media Check-up • Have you protected appropriate profile pages? • Are profiles being used appropriately? • Are they brand compliant? • Are employees participating in accordance with policies? • Are you providing value-added tools and applications? • Do you have a socially savvy staff? • Are social media guidelines present and appropriate? • Are social media monitoring/response systems in place? Infrastructure Profile Pages Burson-Marsteller Social Media Check-up • Are you taking advantage of niche social opportunities within your industry? • Are you contributing to communities proactively and reactively? • Are you using social media to improve search engine results? • Are you engaging the blogosphere? • Are you measuring the impact of your social media? Opportunistic Social Media CompetitiveSet • How are your competitors doing across social media properties? • What are the risks as they related to your competitive set? • What is the opportunity for you to lead a dialogue?

11. Data Points Gathered in the Social Media Check-up • Measurement of search results across social media for branded and contextual keywords • Measurement of volume of dialogue, authority and sentiment • Balance of dialogue in terms of proactive and reactive responses as well as contributions to the community • Fans, followers and responses

12. Major Social Networks Scanned* Blogs Global Over 300 million users Global 91 million in U.S. Reach Global Over 300 million users Growing global 27 million users Global 80 million in US 133 millions blogs indexed since 2002 Global 75 million users Microblogging 140 character text messages Type of Content Shared Rich, multi-media content Video, message boards Copy, visual and multimedia content Conversation Types Engaging, muti-faceted conversations rich with opportunity for interaction and content sharing Announce news, update followers, provide short bursts of information Rich, intimate conversations made possible by medium with opportunity for viewer interaction with message boards and ratings Conversations that are both broad and narrow on every possible topic – content can live forever. *in addition to a search within niche industry specific categories and blogs

13. Metrics Used to Assess Each Social Media Channel Blogs Fans Reach Global Over 300 million users Growing global 27 million users Global 80 million in US Views, searches Subscribers, views # of followers, # you follow Volume of content, retweets, responses, Recency of updates, sentiment Interactivity Posts, “likes,” comments, overall sentiment. Comments, rankings Comments, sentiment Impact Assess trends in reach, interactivity, searches for your brand and competitors and tone; correlate these trends against business metrics.

14. Allocating Resources to a Social Strategy –Sample to be customized for each client Total Social Media Exposure Bogs/CGM SocialProfiles Community Management Social MediaAdvertising Listening/Responding Tool/App Development

15. Social Media Check-up Key elements: • Report of findings with recommendations • Includes competitive analysis • Includes messaging grid and recommended waterfall chart • Data sheets that substantiate report • Executive summary for senior leadership including presentation if desired

16. Contacts United States: Bill Kemp Managing Director, Digital Media 212.614.4909 william.kemp@proofdigitalmedia.com Global/United States: Erin Byrne Chief Digital Strategist 212.614.4824 erin.byrne@bm.com www.twitter.com/erinbyrne EMEA: Daniel Jörg EMEA Digital Practice Lead +41313567362 Daniel.Jorg@bm.com www.twitter.com/danieljoerg Asia Pacific: Charles Pownall Digital Strategist 65 6829 9350 Digital Strategist Charles.Pownall@bm.com www.twitter.com/cpownall Unites States: B.L. Ochman Managing Director of Emerging Media Proof Integrated Media b.l.ochman@proofdigitalmedia.comwww.twitter.com/whatsnext Latin America: Felix Leander Digital Strategist (305) 347-4392Felix.Leander@BM.com www.Twitter.com/fleander