2. © 2010 SPECK Media. All rights reserved. Confidential and proprietary. Contact us for a project or information [email_address] This document has been prepared for restricted distribution and contains materials and information that SPECK Media Inc. considers confidential, proprietary, and significant for the protection of its business. The distribution of this document is limited solely to those either actively involved in evaluation and selection of SPECK Media Inc. as the firm to conduct this assignment, or those that will be involved with the program described within. Why your social media strategy should be focused on customers

3. © 2012 SPECK Media. All rights reserved. Confidential and proprietary. Zillions of conversation are going on whether you like it or not. People, fans, and customers are having conversations about everything from business to who won the NBA All-Star Game last night. Companies need to participate in these conversation more than ever. Before a person even goes to a restaurant 72% of these people have already followed it on Twitter and liked it on Facebook. If the food and service is good, 7 out of 10 of these people will checkin at the restaurant using social media. Social Media Strategy / the new rules

5. © 2012 SPECK Media. All rights reserved. Confidential and proprietary. Social Media Strategy / turning eyeballs into buyers From a marketing perspective social media works best at the narrow end of the traditional marketing funnel. A potential customer will not tweet or follow a page unless they intend to take action. Social media works on Action and Loyalty. You wouldn’t ask a friend to buy your gym shoes at 9 am, would you? You wouldn’t tell them about your new car and then ask them to drive there’s, would you? Talk to customers the same way that you would talk to your friends.

7. © 2012 SPECK Media. All rights reserved. Confidential and proprietary. Social Media Strategy / focusing on your customer If you have the tools and have the eyeballs the next step is focusing on your customer in order to speak to them the right way at the right time. Understanding your customer’s attributes is crucial to social media success. These traits drive not only how your customer perceives your social media content but also how they interact with it.

8. © 2012 SPECK Media. All rights reserved. Confidential and proprietary. Your customer already knows who they are. On social media, they aren’t afraid to admit to their strengths and weaknesses. Most companies miss this important fact. They do a good job when it comes to overall messages, promotions and questions but they forget to focus specifically on their customer. Instead of talking to the few they focus on the many. More Likes, more Followers... instead of asking Nicole from 87th street if she liked the service that she received. Social Media Strategy / customers know who they are

9. © 2012 SPECK Media. All rights reserved. Confidential and proprietary. When companies think about focusing on customers, they need to keep in mind three ideas. 1. You are connecting with your audience not selling to them. Having an audience of 200 connected customers is far better than 10,000 strangers. 2. Small acts with customers work better than large campaigns. If you can speak to one or two customers everyday via social media these acts are multiplied by the relationships they share with their own friends. 3. Transparency is huge! Being real on social media channels, even as a company is the difference maker. Customers like to see when companies mess up, but they like it even more when companies fix the mistake and share it. Social Media Strategy / connecting, small acts, transparency