Prior to the Web, companies controlled the engagement with their prospects and customers through information. With the advent of the Social Web and introduction of social media, we are no longer in control of the selling process or influencing the buyer. The people are in control. Today, companies must recognize the paradigm shift in the public relations and marketing landscape as Web 2.0 has fundamentally changed the way we connect, communicate and influence our customers, partners, press, analysts, and other industry influencers. In this presentation titled: The Greatest Question Since the Meaning of Life – What is ROI of Social Media?, C. Edward Brice, SVP of Worldwide Marketing for Lumension, will provide real world insight into the following: • The evolving marketing and PR landscape • Why marketing MUST use social media • Lumension’s story • Key learnings • Dos and Don’ts

1. The Greatest Question Since the Meaning of Life: What is the ROI of Social Media?

2. Name: C. Edward Brice Age: Over 40 Use Social Media: Yes

3. I am NOT a Social Media Expert

4. Social Media

6. Or Has Social Media Jumped the Shark? Ashton Kutcher posts shot of Demi on Twitter

7. What is Social Media?

8. “Social media is like teen sex. Everyone wants to do it. Nobody knows how. When it’s finally done there is a surprise that it’s not better.” - AvonashKaushik – Analytics Evangelist, Google

9. Social Media

10. Social Media is as Old as The Hills George The Medieval Blacksmith

11. FRICTION

12. Internet FRICTIONLESS

13. Social Media is Frictionless Conversation in a Connected Environment

14. Conversation Desired Traits: Honesty Openness Engaging Interesting Relevant Listening

15. Why Marketers MUSTUtilize Social Media

16. The traditional marketing model is being challenged, and (CMOs) can foresee a day when it will no longer work.-McKinsey Quarterly FUTURELAB

17. Future of Media: Digital & Universally Accessible Global Mobile TV / Offline The Cloud Anytime - Any Place - Any Tools- Millions of Channels FUTURELAB

18. 14,463,346 auctions 200,000,000 blogs www.ebay.com 21 Nov 2006 Almost 4,000,000 articles (10 languages) >100,000,000 videos (65,000/day) 1.5 million residents “The workers should appropriate the means of production” 33,347,000 profiles FUTURELAB

19. (cc) Lynette Webb, 2006 FUTURELAB

20. Monitoring & Measuring Social Media-Agent Wildfire 2009

21. 76% ...of consumers don’t believe that companies tell the truth in advertisements -Yankelowich FUTURELAB

22. MY FRIENDS – THEIR FRIENDS – and ALL THOSE WE COLLECTIVELY RESPECT THERE IS STILL ONE TRUSTED MEDIUM LEFT IN THE WORLD FUTURELAB

23. B2B Purchase Influences Source Enquiro Inc 2008

25. 2% reduction in negative word of mouth boosts sales growth by 1%

26. For the average company,1% increase in word of mouth advocacy equated to $16M extra sales A person like yourself or a peer

27. RADIO, TV, PRINT, EVENTS, ARE NICE, YET IN MY REALITY MY ECOSYSTEM IS THE BRAND The words they write, speak, film The Stories They Tell Consumersare beginning in a very real sense to ownour brands and participate in theircreation… Weneed to begin to learn to let go. - A.G. Lafley, CEO and Chairman of P&G FUTURELAB

28. “Businesses that don't implement Web 2.0 tools will stay behind” DarkoHerlick, Gartner VP and CIO

29. “There is only one thing in the world worse than being talked about, and that is not being talked about.”..Oscar Wilde

30. ROI of Social Media

31. THE BIG BANG Social Media Traditional ROI

32. “What do you want to measure – the “social” or the “media”? - David Alston of Radian6

34. Awareness

35. Coverage

37. # of page views

38. Time on site

39. Conversions

41. Advocacy

42. Trust

43. Influence

45. Comments

46. Feedback

47. Mentions

48. ReadershipBusiness Value Increase In Revenue Decrease In Costs

49. Monitoring & Measuring Social Media-Agent Wildfire 2009

50. Warning, Warning. Sales & Leads are Nice But They Are NOT The Objectives

51. Social Media is Conversational Conversations are NOT About ROI

52. Conversations are About VALUE

53. Ed’s Social Media Value Goals Awareness Engagement Listening Innovation Brand SEO Thought Leadership Advocacy Influence Evangelism Sentiment Service Insight Ideation Feedback Collaboration

54. Ed’s Social Media Value Goals Innovation Listening Value Created Engagement Awareness Time

55. Ed’s Social Media Value Goals Awareness Engagement Listening Innovation Brand SEO Thought Leadership Advocacy Influence Evangelism Sentiment Service Insight Ideation Feedback Collaboration Evangelism Success KPIs Page views Replies Suggestions Comments Inbound Links Complaints Friends Press mentions Traffic Followers Referrals Embedded content Registrations Posts Syndication

56. Awareness 2009 Social Media ROI-Egg Co.

59. Innovation 2009 Social Media ROI-Egg Co.

60. Our Story

61. Lumension’s History Acquired: July ‘07 Acquired: Feb ‘07 Acquired: April ‘09 Founded in 1991 Established: Sept ‘07 Market-leading patch management First cross-platform and application patch management solution Enterprise-class vulnerability management First credentialed based vulnerability scanner Market-leading device and application control First to introduce whitelisting / patented file “shadowing” technology Compliance and Risk Management. Delivering predefined compliance and control frameworks

63. Twitter YouTube Community iTunes Blog Facebook

64. Our Social Value Matrix

66. Garner more press coverage

67. Drive thought leadership

70. Improve SEO

71. Drive thought leadership

72. Syndicate our rich media

74. Video Views - 16,132

75. Branded Channel Views - 5,840

76. Subscribers - 46

77. Favorites Lists - 8

80. Connect

81. Collaborate

82. Share best practices

84. Visitor Commitment8.57 pages avg. per visit 11.24% of visitors viewed more than 20 pages 8:50 avg. time on site 24.5% bounce rate ~8 visits per day Content Garden

85. Launched:Q3 08 Following: 1100 Followers:803

86. Twitter Reach Total Impression opportunity: 2250M Value/impression:$.10 Value:$225,000 Cost to Lumension: $0

87. Listening: The Good

88. Integrated Syndicated Approach PR Web Blog Agency Hot Topics Twitter

89. Key Lessons Learned

90. Decide if You Want To Have a Conversation

91. Understand Your Personas LISA AUDIT MANAGER BIG REGULATED, INC. JACK DIR/MNGR INFO SEC Big REGULATED, INC. CHUCK CISO/VP INFO SEC BIG REGULATED, INC. Reads industry blogs Member of online professional community Socially Facebooks Active Blogger Active Twitterer Member of online professional community Engaged in online forums Socially Facebooks Reads industry publications & business press Attends industry events Facebooks to keep in touch with Grandchildren

92. Content is King

93. Think Like a Publisher

94. Don’t Forget about Your Website

95. Social Media Doesn’t Scale… It’s a Commitment

96. Thank You Blog: marketinggimbal.com Follow: http://twitter.com/cedwardbrice Connect: linkedin.com/in/cedwardbrice Bookmark: delicious.com/cedwardbrice Friends: facebook.com/cedwardbrice