Two social business implementation case studies in Fortune 500 enterprise companies with Edelman social media methods and trends.

1. Operationalizing Social Business September 13, 2011 Zena Weist | @zenaweist #iabc-lda

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

4. High-Speed Internet

5. Satellite TV from DISH Network

6. Home Computer & Technical Support3 #iabc-lda

7. 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

8. 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

9. 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

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

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

13. Promote customer and prospect engagement and interactivity

14. Expand positive sentiment built through online customer outreach9

15. 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

17. Long-term: How-to Videos

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

19. Continue to listen, interact, resolveThis 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

21. Increase EMBARQ core services awareness

23. Engage customers and prospects with the brand

25. PAGE 14 Positive Sentiment #iabc-lda PAGE 14

26. 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

28. Subscribers: 648

29. Comments: 148

31. Votes: 15,500

32. Contest: 4200 hrs spent with brand

34. Average rating 3.87 stars

35. HSI reduction in call volume/time#iabc-lda

37. 11,000 Offices – within 5 miles of most Americans

38. Over 100,000 Employees

39. Have prepared more than 50 million digital tax returns since ‘94#iabc-lda

40. Revolving Hub & Spoke Model CS HR Legal Product IT Social Media Team Field R&D Com Marketing #iabc-lda

41. “HAVE TWO BIG EARS, ONE SMALL MOUTH” 19 #iabc-lda

43. 2:1

44. 2 Big ears, 1 brand voice

45. Listen, Respond, Resolve, Share#iabc-lda

46. Social Media Team Focus 1:1 Conversation with Focus on Expertise GIR Community (Pilot Management) Influencer Engagement (Blogger outreach, social site conversation) Brand Reputation Management Monitoring Online Conversation Crisis Management Lead for Social Media Partnering with CSO Online Response team for online CIR Social Media team leads online brand response Weekly reports in season Ad hoc reporting as deemed necessary 24/7 365 Content Strategy Lead HRB online content strategy Expert tax content, Marketing messaging, Brand communications Social Subject Matter Experts (Assist with Strategy/Tactics) Online Communication Policy (FTC Compliant) Marketing (National & Field) HR, Legal, Compliance, Ethics Product & Client Experience, Innovation #iabc-lda

47. Sit at the big kids’ table – Key performance indicators Client Resolution Metrics Saves Resolved Issues (Service Level Agreement) Customer Service Survey (measured as a channel) Cost Avoidance Call deflection through Listening (script for Call Centers) First Contact Resolution, Reduction in Call Time Revenue Retail Office: Appointments Made/online H&R Block At Home Digital Software: Units Sold/online Social Media Metrics Followers, Mentions, RTs, Sentiment, Reach, Likes, Community members #iabc-lda

48. Response process David Armano, Edelman 2010. Repurposed with permission by H&R Block. slidesha.re/blockresponse

50. Client Issue Resolution

51. Listen, Respond, Resolve, Share

52. Call Center Scripting Goes 140-friendly

53. Early Warning System

54. Shout-outs & Shares#iabc-lda

55. #iabc-lda

56. “Increase the number and frequency of high-quality touch points with your customers, and you stand a better chance of being top-of-mind when it’s their time to buy.” 26 #iabc-lda

58. Get It Right Community with a focus on expert-to-peer Q&AMore than 4.6 million people have visited the community, viewing 13.1 million pagesand asking over 157,000 unique tax-related questions. #iabc-lda

59. Engage Through Sharing, build trust 1:Many Get It Right Community Blog Facebook Twitter YouTube 1:3 Content #iabc-lda

60. #time140 Shout-out #iabc-lda

61. The straight up on @kidfury #iabc-lda

62. Methods & TRENDS 31

63. “GOOD MARKETERS TELL A STORY” 32 #iabc-lda

64. “GREAT MARKETERS TELL A TRANSMEDIA STORY” 33 #iabc-lda

65. TRANSMEDIA STORYTELLING 34

66. Social content optimization bit.ly/edelsco

67. 2010 Edelman Trust Barometer Highlights bit.ly/edeltrust11

68. bit.ly/pw81yk

69. Zena Weist | @zenaweist 38