Webinar from Jeff Cohen, President CMOWerks and Peter VanRysdam, CMO, 352 Media building social media and online marketing from tried and true classic marketing principles.

1. CMOWerks®Social Media and the Lost Art of Marketing Principles September 1st, 2009 www.352media.com CMOWerks.com

2. CMOWerks® Every one seems to be rushing to create ‘social media’ campaigns! But what ever happened to the basic principles of marketing which used to guide messaging and media decisions? Jeff Cohen is President of CMOWerks™, an Atlanta based strategic marketing consultancy that combines classic Packaged Goods discipline and experience in consumer goods, durable products and consumer healthcare with the latest thinking in the ever changing on-line marketing and social media arenas. Jeff will show you how to use ‘tried and true’ marketing principles in the development of your on-line and social media marketing efforts. Peter VanRysdam is CMO of 352 Media , a full-service interactive marketing firm headquartered in Gainesville, FL. Peter has been with 352 Media since it was founded in 1999, and helped the company quickly grow into a significant player in the Web Design and Development market by landing several of the company’s larger accounts including American Express, Porsche, and Microsoft. Peter manages all aspects of the company’s marketing efforts including everything from SEO and Social to viral campaigns to 352’s own Web site. www.352media.com CMOWerks.com

4. Purchase Funnel www.352media.com CMOWerks.com

5. CMOWerks® 4 P’s of Traditional Marketing (The Marketing Mix) Product - The physical product or service, including packaging, warranty, etc Price - Accounts for profit margins, competitor pricing People - Customer service, appearance, attitude Promotion – Communication and selling through advertising, PR, etc. Place(ment) – Distribution channels, market coverage, logistics www.352media.com CMOWerks.com

6. CMOWerks® Overview of Traditional Consumer Products Purchase Funnel www.352media.com CMOWerks.com

8. Target needs clear and precise definition: demographic, psychographic, geographic.

9. Need to thoroughly understand what motivates the target to fully engage them.www.352media.com CMOWerks.com

11. First, Purchase Consideration: does the product or service meet my needs/value?

12. Second, completing the purchase transaction.

13. Third, creating a satisfied, loyal customer and influential to others in your market.www.352media.com CMOWerks.com

14. CMOWerks® 5 P’s Related to Social Marketing Product - Is it engaging and buzzworthy? Price - Value of the product community is now a factor People - The customer is the new medium. Value of a new, happy customer is higher than ever! Promotion – Product itself drives promotion from within the community Place(ment) – Where does the product fit in your life? www.352media.com CMOWerks.com

15. CMOWerks® The “New” 5 P’s of Social Marketing Source: http://www.fastcompany.com/blog/lon-safko/ten-commandments-social-media/five-p-s-social-media-where-do-you-start Profiles – Individual or groups Propagate – Bios, avatars, linking platforms Progress – Measure results (comments, views, followers, friends, retweets, etc.) and adapt Produce – Fresh, engaging content Participate – Stop talking, start listening www.352media.com CMOWerks.com

16. CMOWerks® “Participate” done wrong: Bad ratio, low overall considering the market. Last post: June 17th (of this year at least) Really? 30 Tweets since May 2007? Engaging an influencer = good. David Archuleta = bad. Textbook examples of one-sided conversations. www.352media.com CMOWerks.com

17. CMOWerks® “Participate” done wrong: Another missed customer service opportunity. And another… …and another. www.352media.com CMOWerks.com

18. CMOWerks® “Participate” done right: Admitting you’re a person, not a company! That’s more like it! Pushing the other channels. Fresh content. Actually responding to comments about the company! www.352media.com CMOWerks.com

19. CMOWerks® “Participate” done right: Comment from someone with 13k followers at 7:52pm. Reply from SW at 8:57pm. www.352media.com CMOWerks.com

20. CMOWerks® “Participate” done right: Comment from someone with 50k followers at 11:55am. www.352media.com CMOWerks.com

21. CMOWerks® “Participate” done right: Omni Hotels respond in under a half an hour His follow-up soon after. www.352media.com CMOWerks.com

23. Enable Target Prospect to come back to your site easily.

24. Promote your value proposition in appropriate social media.

25. Use Social Media to build credibility and provide reference points for your offer.

26. Enable your prospect to ‘see themselves’ with your product or service.

27. Clearly communicate your value proposition: what do you get for the money?www.352media.com CMOWerks.com

30. Oil companies rebranding as energy companies

31. Today’s Music industry, Newspapers?www.352media.com CMOWerks.com

33. What new channels are available to distribute my brand (not just my product)?

34. Don’t treat the new channels like the old – tailor your message

35. Don’t simply copy social media success stories – help the medium evolvewww.352media.com CMOWerks.com

36. CMOWerks® Social Media Myopia & Evolving Communication Mediums: Source: http://www.baekdal.com/articles/management/market-of-information/ www.352media.com CMOWerks.com

38. Evolved to “Dell Inc,” a techcompany offering TV’s, etc

39. Expands to retail sector

40. Offers time sensitive specials, ideal for twitter users

41. Recently eclipsed $3m in sales directly attributed to Twitter promotions

42. Over 600,000 followers, ranking in the top 100 overallwww.352media.com CMOWerks.com

44. Begin to personalize the value proposition based on information about the prospect.

45. Make the Purchase Process Flawless! And Returns Hassle Free.

46. Guard Identity and Information – Guaranteed.

47. Satisfaction Survey 24 hours; Loyalty Offer 30- 60 days.www.352media.com CMOWerks.com

48. CMOWerks® Relationship Marketing: Relationship marketing emphasizes customer retention and satisfaction, rather than a dominant focus on point-of-sale transactions. Source: http://en.wikipedia.org/wiki/Relationship_marketing www.352media.com CMOWerks.com

50. Proven methods (face to face) shouldn’t be abandoned (until they’re no longer proven)

51. Mistakes are more damning than everwww.352media.com CMOWerks.com

55. Removed offending posts

56. Reposted specials and offers

57. Waited over 48 hours to respond to the backlash

58. Suggested Remedies:

59. Apologize publically immediately

60. Apologize to individuals

61. Offer discountwww.352media.com CMOWerks.com

63. Users guessed whether photos were edited or not (5 photos posted per week)

64. Edited photos then included how-to tutorials

65. Engaging and educating rather than stale “push” marketing campaign

66. 6% of players clicked through to “buy now,” while another 6% clicked “share”www.352media.com CMOWerks.com

67. CMOWerks® Purchase Funnel Principles with Online and Social Media www.352media.com CMOWerks.com

68. CMOWerks® In Summary Tried and True Principles for Social Media Target Awareness = Participate Engage/Consider = Avoiding Myopia Customer Loyalty = Relationship www.352media.com CMOWerks.com

69. CMOWerks® Thank you for your time! Questions? Use the questions tab or post to twitter with the tag #352Webinar www.352media.com CMOWerks.com