This presentation will discuss a balance of risk vs. rewards when incorporating Social Media into interactive communications with audiences inside and outside the organization.

2. Imagine if you owned brand management … Copyright © Open Text Corporation 2008 - 2010. All rights reserved. Slide 2 http://www.youtube.com/watch?v=CvVp7b5gzqU

3. As of May 4th, 2010 Copyright © Open Text Corporation 2008 - 2010. All rights reserved. 3

5. Loss of control

6. Negative publicity

7. Network effect

8. Organization

9. Key metrics

10. Policy

11. Productivity loss

12. Compliance

14. Need for metrics

15. Policy Do you have an employee social networking policy? Corporatecompliance.org, August 2009

16. Productivity loss 77% of workers have a Facebook account Of those workers with Facebook accounts, nearly two-thirds access Facebook during working hours Those who access Facebook at work do so for an average of 15 minutes each day 87% of those who access Facebook at work couldn't define a clear business reason for using it 2009, Nucleus Research Study

17. Copyright © Open Text Corporation 2008 - 2010. All rights reserved. Slide 9 Governance, Risks & Compliance

18. Risk: cost of doing nothing Becoming expected “cost-of-entry” for demanding consumers and users of the Web Not part of the dialogue that’s happening with or without being involved Access to competitive/competitor’s conversations Loss of ability to respond to your constituents Ability to influence conversation Loss of opportunity to retain customers with negative experience/loss of opportunity to win new customers

19. Executive reluctance Copyright © Open Text Corporation 2008 - 2010. All rights reserved. Slide 11 http://www.imdb.com/video/screenplay/vi3195601689/

20. Social media is not a strategy, it should support a strategy.

21. An opportunity to transform the organization

22. Keep in mind; we’ve been here before Copyright © Open Text Corporation 2008 - 2010. All rights reserved. Slide 14 http://www.youtube.com/watch?v=mcskckuosxQ

23. Copyright © Open Text Corporation 2008 - 2010. All rights reserved. Slide 15

24. Rupert Murdoch knows “Success in the online world will, I think, beget greater success in the printed medium. … By listening more intently to our readers.” From his address to the American Society of Newspaper Editors (April 13, 2005)

25. Universal Studios: Harry Potter Theme Park From 7 to 350million

26. Marriott: Blogger-in-Chief

27. Idea Details, Rating, Comments, Send to Friend

28. Stelter’s community Copyright © Open Text Corporation 2008 - 2010. All rights reserved. Slide 20

29. 185 registered users Additional sends on days marked with white rockets Stelter’s goal: 100 registered users

30. Social marketing maturity cycle “Most” major Companies are around here – or are trying to be… Communication Expertise Engagement Community Co-Creation Service Support Communication Expertise Engagement Community Service Support Sales Advocacy Communication Expertise Engagement Community Service Support Sales Advocacy Social CRM Self-service Communication Communication Expertise Engagement Community Micro blogging Social Brand Pages Yahoo! Answers Community Participation Corporate Blogging Tools & Information Sponsored Communities Corporate Responsibility Sponsored Conversations Crowd Sourced Innovation Social Q&As Customer Assistance Service as Marketing Social Lead Generation Sales or Employee Advocacy Content Distribution Adaptive Selling Social Commerce Integrated Support Customer-based distribution Community/problem driven sales

33. Initiate small campaigns – a blog, forum, twitter feed, video, etc.

35. Identify content producers

37. Select targeted channels and tactics

39. Identify needs where your targets are, what they talk about, and where we can add value