Emerging Media Summit

Emerging Media Summit Operationalizing Social Business September 13, 2011 Zena Weist | @zenaweist #iabc-lda

CASE STUDIES, METHODS & TRENDS 2 #iabc-lda  CASE STUDIES, METHODS & TRENDS 2 #iabc-lda

EMBARQ – Test and Learn, Parallel Pathing Servicing 3.5M HHs across 18 states <ul><li>Home Phone, Local and Long Distance EMBARQ – Test and Learn, Parallel Pathing Servicing 3.5M HHs across 18 states <ul><li>Home Phone, Local and Long Distance

High-Speed Internet

Satellite TV from DISH Network

Home Computer & Technical Support</li></ul>3 #iabc-lda  Home Computer & Technical Support</li></ul>3 #iabc-lda

LISTENING In the beginning… Google Alerts (Yahoo) Google Blog searches BlogPulse DSLReports.com Technorati Added… Collective Intellect All of the above Addictomatic Landed on… Radian6 All of the above #iabc-lda LISTENING In the beginning… Google Alerts (Yahoo) Google Blog searches BlogPulse DSLReports.com Technorati Added… Collective Intellect All of the above Addictomatic Landed on… Radian6 All of the above #iabc-lda

Social Media RoadMap Corporate Social Media Mission: Develop, implement and cultivate social media strategies with an evolving tool kit to enhance communications and brand perceptions among employees, customers, prospects, shareholders and the media – aka: “stakeholders”. November 17, 2007 5 #iabc-lda Social Media RoadMap Corporate Social Media Mission: Develop, implement and cultivate social media strategies with an evolving tool kit to enhance communications and brand perceptions among employees, customers, prospects, shareholders and the media – aka: “stakeholders”. November 17, 2007 5 #iabc-lda

Delivering on our Practical Ingenuity brand promise, we will leverage social media with the following strategies: EDUCATE: Train to create breadth and depth in our employee base to give them the tools and opportunity to actively engage in social and emerging media. SEEK & CULTIVATE: New employee talent and corporate resources to better position EQ as a “thought-leader” in this emerging space while tapping external influencers. 3) INTEGRATE: Listen to and become part of conversations that are media agnostic and evergreen; ensure all marketing and communication strategies are interwoven to create consistent messaging. 4) RESEARCH: Invest in socmed-specific research to identify emerging trends, shifting EQ from followers to leaders; monitor brand perceptions to identify opportunities and gaps. 5) MEASURE: Use media appropriate metrics to evaluate performance against best-in-class examples. 6) INNOVATE & EXPERIENTAL: Utilize the socmed opportunity to evolve the brand into one that is dynamic, interactive and relevant; leverage opportunities via conversations to position the brand for future growth. 6 #iabc-lda Delivering on our Practical Ingenuity brand promise, we will leverage social media with the following strategies: EDUCATE: Train to create breadth and depth in our employee base to give them the tools and opportunity to actively engage in social and emerging media. SEEK & CULTIVATE: New employee talent and corporate resources to better position EQ as a “thought-leader” in this emerging space while tapping external influencers. 3) INTEGRATE: Listen to and become part of conversations that are media agnostic and evergreen; ensure all marketing and communication strategies are interwoven to create consistent messaging. 4) RESEARCH: Invest in socmed-specific research to identify emerging trends, shifting EQ from followers to leaders; monitor brand perceptions to identify opportunities and gaps. 5) MEASURE: Use media appropriate metrics to evaluate performance against best-in-class examples. 6) INNOVATE & EXPERIENTAL: Utilize the socmed opportunity to evolve the brand into one that is dynamic, interactive and relevant; leverage opportunities via conversations to position the brand for future growth. 6 #iabc-lda

. “If you wish to persuade me, you must think my thoughts, feel my feelings, and speak my words.” 7 #iabc-lda

. TyING SOCIAL INTO BUSINESS METRICS Engaging in online conversations to improve: Customer Experience, Brand Perception & Employee Morale 4Q07 1Q08 2-3Q08 8 #iabc-lda

. BRAND MARKETING OBJECTIVES Build brand awareness Create a presence in an online community where customers & prospects are already engaged <ul><li> Go where our target is - bring our brand to them

. Promote customer and prospect engagement and interactivity

. Expand positive sentiment built through online customer outreach</li></ul>9

. TECHNOLOGY VIDEOS ON youtube prompt action 67%Have taken action as result of seeing technology or electronics-related content on YouTube. 47% Gathered more information about a product or service 34% Considered buying a technology product or service 27% Thought more favorably toward a product, brand or service 21% Told someone about a product or service 13% Bought a technology or electronics-related product or service 2008 YouTube Engagement StudyBase: Past 6 Month YouTube Visitors Who Watch Technology or Electronics-Related Videos.Q: Which of these actions, if any, have you taken as a result of seeing a video about technology or electronics content (e.g., videos, user comments or reviews) on YouTube? 10 #iabc-lda

. Commitment to ENGAGEMENT with CONTENT STRATEGY Program Spike | Constant Contact <ul><li>Short-term: Contest (HSI focus)

. Long-term: How-to Videos

. Top 10 Customer Service issues (Call Centers, Online Listening)

. Continue to listen, interact, resolve</li></ul>This is not a campaign, this channel is a strong extension of our brand promise – practical ingenuity. It’s a practical communication’s vehicle helping us build relationships, continue conversations, and form deeper ties in an innovative format. #iabc-lda

. PAGE 12 OBJECTIVES SYNC WITH brand promise Channel Objectives <ul><li>Build brand awareness through engagement

. Increase EMBARQ core services awareness

. Leverage and support EQ online initiatives</li></ul>Contest Objectives <ul><li>Drive traffic to the channel

. Engage customers and prospects with the brand

. Build EQ HSI awareness and preference</li></li></ul><li>Buzz – Integrated Online Media Campaign/Comm Plan

. PAGE 14 Positive Sentiment #iabc-lda PAGE 14

. Below Average Average Above Average Excellent Aided Brand Awareness Online Ad Awareness Message Association Brand Favorability Sign-Up/Switch Intent^ Recommend Intent^ Compared to other online programs, we kicked it! AdIndex Score: Normative Benchmarking of Brand Metric Deltas* Avg Delta 4.1 4.5 3.1 2.3 0.6 0.6 Percentile Ranking of Delta () ^ NOTE: Metrics benchmarked against Purchase Intent norms * MarketNorms Q3/08 (Category: Telecommunications - Other, Last 3 years Baseline Unadjusted, N=43 campaigns) #iabc-lda

. Eight Week Metrics Channel <ul><li>Total video views: >500,000

. Subscribers: 648

. Comments: 148

. Orders: ~3000</li></ul>Contest <ul><li>Contest Videos Submitted: 281

. Votes: 15,500

. Contest: 4200 hrs spent with brand

. More video contest submissions than Kmart national campaign (w/ a higher media spend)</li></ul>How-to Videos <ul><li>Hours spent with brand ~11,900hrs

. Average rating 3.87 stars

. HSI reduction in call volume/time</li></ul>#iabc-lda

. H&R Block – Established online Brand, Back-to-the-basics Prepare 1 in 7 US Tax Returns <ul><li>Prepared more than 24 million tax returns worldwide in 2010

. 11,000 Offices – within 5 miles of most Americans

. Over 100,000 Employees

Emerging Media Summit