1. Visibility and beyond Integrating the brave new world Alex Pearmain, Head of Social Media, O2 UK18th March

2. @alexpearmain Presentation title Author's name March 21, 11 Confidential

3. Presentation title Author's name March 21, 11 Confidential Observations

4. Some observations on the brave new (old) world Transition from visibility to discoverability.... Visibility works for those who already know what they’re looking for Discoverability ensures you attract people who didn’t even know they wanted you...but you were perfect for. Requires an integration of how people see you, how people recommend you, and the experience they get once they dig deeper with you Presentation title Author's name March 21, 11 Confidential

5. From this (visibility)... Presentation title Author's name March 21, 11 Confidential

6. ...to this (discoverability) Presentation title Author's name March 21, 11 Confidential

7. Presentation title Author's name March 21, 11 Confidential O2 case study

8. We’re exceptional (both senses of the word...) Presentation title Author's name March 21, 11 Confidential 200k+ likes 39k+ followers 100k+ users 30k+uniques 22m customers

9. Our social focus Volume Conversion/Action Visibility

10. Proof #1 – engagement drives visibility (micro) Presentation title Author's name March 21, 11 Confidential 350 likes 150 comments Typically... 50% extra engagements = 100% extra impressions

11. Proof #2 – engagement drives visibility (macro)

12. Proof #3 - ...which leads to actions/conversion Angry Birds – social engagement drives PR, drives traffic and sales Engaged people Reached over 3m people... Over 1000 engagements... Worked for PR & Search Created press interest & coverage Drove links and traffic – 1000s of clicks Converted Sales jump of >20% correlating to activity Presentation title Author's name March 21, 11 Confidential

14. Part of the media & comms team – one source of reputation management

17. Focus for keyword and link alignment across social, PR, Search

18. Campaign briefing and co-ordination process

19. Listening tool for evaluation, insights – one ‘truth’Presentation title Author's name March 21, 11 Confidential

21. Announce have exclusive on white version... with just a tweet = 30 news stories

22. Overall social discussion = 2000+ mentions

23. Without traditional proactive media relations...

24. Application of toolkit ‘best practice’ SEO approach

25. Links driven back to pre-registrationPresentation title Author's name March 21, 11 Confidential

26. Xperia Play - Volume Presentation title Author's name March 21, 11 Confidential

27. Xperia Play - visibility Presentation title Author's name March 21, 11 Confidential

28. Xperia Play – influences Presentation title Author's name March 21, 11 Confidential

29. Issue management – how do we do it? Presentation title Author's name March 21, 11 Confidential

31. Blog acts as central resource and updated live

32. C.40-50% of mentions included blog

33. Better forum for consumer comments as long form and framed by our Q&As

35. Issue management: Visibility Most visibility once volume starting to decline

36. How do we do it – Good ideas, integrated 6.5x ROI Presentation title Author's name March 21, 11 Confidential Social reviews – new audiences Good is good...

37. Presentation title Author's name March 21, 11 Confidential “Discoverability”

38. Presentation title Author's name March 21, 11 Confidential Twitter.com/o2 Facebook.com/o2uk Blog.o2.co.uk