"How To Use Online Intelligence As Part of a Total Media Strategy ” The webinar explores the importance and growing influence of not only social media, but total media –including traditional publications, virtual communities, multimedia, blogs, message boards, and opinion sites–and how organizations can leverage total media intelligence to inform and track marketing programs including product development, advertising, and competitive analysis. Sponsored by Social Strategy1 and Write2Market

1. How To Use Online Intelligence As Part of a Total Media Strategy Feb 8, 2011 First in a monthly series www.socialstrategy1.com

3. Proprietary & Confidential | Social Strategy1, Inc. About Your Presenters Lisa Calhoun, CEO, Write2Market Steve Ennen, President /Chief Intelligence Officer, SocialStrategy1

6. Yesterday, Information Gathering Was Easy Proprietary & Confidential | Social Strategy1, Inc.

7. Today, Information Gathering is More Complex Proprietary & Confidential | Social Strategy1, Inc.

11. “ You can take UGC to the Bank” RESEARCH ON UGC, UNVEILED AT WHARTON, 2009 Tirunillai and Tellis “Does Chatter Really Matter? Dynamics of User-Generated Content and Stock Performance” No Doubt, Every Conversation Online Can Affect Your Brand Stock Price (adjusted) UGC Chatter Chatter Consumer Opinion Negative Chatter Negative Expressions Short Term Cum Short Term Cum Short Term Cum Short Term Cum Stock Returns ** 3.8 4.8 -2.1 -3.6 -2.9 -3.9 -3.7 -4.7

12. What’ s the Cost of Doing it Wrong? Proprietary & Confidential | Social Strategy1, Inc. CASE STUDY: Nestlé “ For nearly two weeks, environmental activists have been using social media to wage war against Nestlé over its purchases of palm oil for use in KitKat candy bars and other products, catching the Swiss food giant off guard” WSJ Public opinion can take on viral velocity that surprises companies, erodes trust in the brand and forces companies into a dangerous defensive position

13. What’ s the Cost of Doing it Wrong? Proprietary & Confidential | Social Strategy1, Inc. "This is the place where major corporations are very vulnerable," says Daniel Kessler, press officer at Greenpeace. Nestlé told Facebook users it would delete their comments from its Facebook page if they included the altered logo. Social-media experts say that only incited the protesters. Nestlé's fan base on Facebook, now mostly protesters, swelled to more than 95,000. "Like all companies, we are learning about how best to use social media, particularly with such complex issues," Ms. Backes says. "What we take out of this is that you have to engage." CASE STUDY: Nestlé

15. Where Do Markets Meet? Blogs Newsletters Magazines

18. Five Strategic Steps to Optimize Intelligence Gathering for All Available Channels