1. Integrity Overview
Social Media and Community Involvement
It’s great to meet you.
Ed Morrissey
Partner & Chief Creative Officer
6321 Clayton Road
Saint Louis, MO 63117
314.727.3600 x 22
ed@integritystl.com
www.integritystl.com
Interactive Brand Advocacy

2. What is Social Media?
– Informational systems designed to facilitate
communications, interactions and influence
– It represents all channels "we the people" use to read,
write, create and share information with each other,
including blogs, tagging, wikis, socialized networks, RSS,
communities, podcasts, vlogs, sharing, etc.
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Interactive Brand Advocacy

3. This Just In… (Nielsen, 2009)
– Americans have tripled time spent on social networking
• from a year ago
– In August 2009, 17 percent of all time spent on the Internet
was at social networking sites
• up from 6 percent in August 2008
– Suggests a wholesale change in the way the Internet is used
– Video and text content remain central to the Web experience
• the desire of online consumers to connect, communicate and
share is increasingly driving the medium’s growth.
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Interactive Brand Advocacy

4. Time to Reach 50 Million Users
Radio TV Internet Ipod
38 13 4 3
– Facebook 100 Million users = less than 9 months
– Ipod app downloads = 1 Billion in 9 months
– Nothing scales like the Internet
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Interactive Brand Advocacy

5. Why Should You Care?
– It’s not a fad
– Consumers are changing how they consume media
– It’s a fundamental shift in communications
– 3 out of 4 Americans engage (Forrester 2008)
– 2/3 of Internet users visit Social Networks (Nielson, 2009)
– Social sites are 4th most popular online activity
(Nielsen, 2009)
– Social Media is
word of mouth on steroids
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Interactive Brand Advocacy

6. Marketing has Changed
ad
ad
ad ad ad
ad
ad
– Access proliferation and fragmentation
• 13,500 radio stations ( 4,400 in 1960)
• 17,300 magazines (8,400 in 1960)
• 82.4 TV channels per home ( 5.7 in 1960)
• Web = Billions of options
– Radio, TV, IM, E-mail, Web, Video Games, Blogs,
Magazines, etc.
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Interactive Brand Advocacy

7. Marketing has Changed
Traditional Media Social Media
Usability Specialized Open to all
Relevancy Longer production times Now
Flexibility Once created, done Constant change
Accountability Producer Contributor/Community
Dialog Push down Engage all
Feedback Hard to measure Immediate and ongoing
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Interactive Brand Advocacy

8. Resistance to Social Media is Futile
– Millions of people are creating
content for the social Web
– Your competitors are
probably already there
– Your customers have been there
for a long time
– If your business isn't putting itself
out there, it ought to be
– BusinessWeek, February 19, 2009
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Interactive Brand Advocacy

9. Brands are Embracing
UGC
304K fans 23K fans
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Interactive Brand Advocacy

10. What Integrity Has Learned…
– Be prepared to change and learn
– The messenger is more important than the message
• People do business with people
– Investment is required
• Longer term campaigns required
• Mgmt expects immediate results
• Must bridge the gap
– Persistence
– New skill acquisition may be required
– Call to action is critical – make it easy
– Track and improve
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Interactive Brand Advocacy

11. How to Participate – Join the Talk
1. Put someone in charge
• Interdepartmental groups
• Evaluate every program
• Evangelize internally
• Learn and grow
2. Engage the right people
3. Give them something to talk about
4. Provide the tools to make it easier
5. Get involved in the conversation
6. Track and measure results
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Interactive Brand Advocacy

12. Integrity
Ed Morrissey
Partner & Chief Creative Officer
6321 Clayton Road
Saint Louis, MO 63117
314.727.3600 x 22
ed@integritystl.com
www.integritystl.com
Interactive Brand Advocacy

13. 11/19/2
Integrity works with leading
009
entities to create meaningful
experiences through
interactive mediums.
– Full service “web centric” consulting firm based in St. Louis
– Serve mostly large organizations with internal IT teams
– Strong balance between technology, creative and strategy
– Targeted messaging & placement
– Consistency across touch points
– Clear and deliberate messaging
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Interactive Brand Advocacy

14. 11/19/2
Integrity Leadership Team
009
John Simanowitz Ed Morrissey
john@integritystl.com ed@integritystl.com
CEO / Founder CCO / Partner
As an authority in the practical application of web-based Ed is an industry expert in applying creative, user-centered
solutions, John solves complex brand, marketing and development principles to help businesses extend their brands
communication issues for a wide variety of clients. online and better connect with their customers, as well as their
employees, partners and investors.
With broad experiences in branding, marketing, system
usability, online public relations, and interactive social Having built his last firm to be named one of AdWeek’s Top 50
media, John aligns brand promise with product reality. Interactive Agencies, Ed has developed web-based solutions
for a variety of clients within industries including technology,
John has led award winning developments for public and consumer packaged goods (CPG), healthcare, government, oil
secure projects within healthcare, education, consumer and gas, media and financial services.
packed goods (CPG), technology, entertainment, and
service industries. Ed’s clients have included such brands as AT&T, Bausch &
Lomb, Hewlett Packard, JCPenney, Sony, Microsoft,
Continental Airlines and Exxon Mobil.
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Interactive Brand Advocacy

15. Integrity is a “web first” technology
agency
uniquely positioned to execute complex interactive strategies
Online Focus
Online branding GUI - Usability enhancements
Strategy, planning, & user profiling Flash-based websites & apps
Internet/Intranet/Extranet sites Online video
Social collaboration tools Tool integration
Interactive illustrations & demos Mobile / iPhone
E-Commerce & Online promotions Permission based marketing
Industry Expertise
Healthcare
Technology
Online Shopping/e-Tailing
Government
Non-Profit
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Interactive Brand Advocacy

16. Market Position
Technology
Savvy Niche Tech
Firms
Integrity
Web Design
Firms
Traditional
Agencies
Traditional Branding
Media Firms
Tactical Business
& Strategy
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Interactive Brand Advocacy

17. Thank you.
Ed Morrissey
Partner & Chief Creative Officer
6321 Clayton Road
Saint Louis, MO 63117
314.727.3600 x 22
ed@integritystl.com
www.integritystl.com
Interactive Brand Advocacy