1. Social Media Roadmap
Finding the Audience
Radian6: identifies keywords, conversations and influencers
•College Students
•Platform Reach:
Outlets and Platforms
Social Comment and Crowdsourced
Wiki Pictures Bookmarking Reputation Content
SocialText Flickr Diigo Disqus Wikipedia
Wikia Smugmug Evernote Cocomment Newswine
Wetpaint Photobucket Magnolia IntenseDebate Digg
Pbwiki Zooott Mister Wong Backtype Mahalo
Picasa Delicious Tangler Mixx
Shutterfly StumbleUpon Sezwho YahooBuzz
Webshots Simpy HaloScan Reddit
Snapfish Blinklist SiteMeter NowPublic
Fotki Spurl
Photoworks
Blog Blog
Collaboration Platforms Blogs/Conversations Communities Micromedia
37Signals Blogger Backtype Xanga Yammer
Zoho Typepad Tangler Vox Yonkly
Google MovableType Google Blogcatalog Utterli

2. Mindtouch Wordpress Blogpulse Shyftr Twitter
Tumblr Trackur Tangler Presently
Technorati Bloglines Communote
Buzzlogic Blogscom Identica
Brandseye Blogged OpenMicroBlogger
Radian6 12Seconds
Jaiku
SMS/ Social Interest and Curated
Lifestreams Voice Forums Networks Networks
Swurl Jott Disboards Orkut Ryze
Facebook Loopt MahaloAnswers Friendster Kaboodle
Socialthang! Kwiry Lefora Myspace LinkedIn
Friendfeed Ping.fm Bigboards Hi5 Ning
Lifestream Pinger Yahoo Facebook Fliggo
Life2 Google PerfSpot Plaxo
Ping Boardreader Magnify
Strands Boardtracker Crowdvine
Pheedo
News and Customer Documents/
Ratings Location Video Service Content
TripAdvisor FireEagle Youtube CrowdSound Docstoc
CitySearch BrightKite Metacafe Uservoice Scribd
Epinions TripIt Vimeo SuggestionBox Wordie
Amazon.com Blip.tv Slideshare
Yelp Viddler Empressr
Revver
Social Interactive
Music Search Search Alerts
Seeqpod SocialMention Flitrbox GoogleAlerts
Odeo Serph FlitrRank Alertthingy
iLike Keotag Twhirl
MusicFinder Feedalizr
LastFM 8Hands
Imeem Plurk
Pandora
Events Twitter Ecosystem Livecasting Video and Audio
Upcoming Twellow Justin.tv Floobs
Zvents TweetLater Kyte MogulUS
MadeIt Qwitter Qik Operator11
Acteva Tweetscan Ustream YouCams
Socializr Twubble FreedoCast BlipTV
Evite Twemes Blogtv

3. Mypunchbowl Tweetmeme LiveVideo
Pingg Twitpic LiveLeak
Purpletrail Twinfluence TokBox
TweetPro Camstreams
Twitxr StickAM
Twilert FlizWagon
TweetBeep ComVu
Collaboration Tools
•Zoho, SocialWok
Brand Surveillance
Measuring ROI
•Metric Tools:
oGoogle Analytics, Omniture, Tweetmeme Analytics, PostRank analytics, Hootsuite, BlogPulse, Google
Alerts
•Sentiment Analysis:
oViral Heat, Twendz, Tweet Feel, Crimson Hexagon, Sentiment Metrics, Social Mention
•Monitoring Services:
oRadian6, Techrigy SM2, TNS Cymphony, Biz360, BuzzLogic, ScoutLabs, Trackur, Logdy
•All Inclusive Brand Surveillence:
oVirtue SRM, ContextantOptional, Salesforce
Social Media Brand Username

4. Check Availability:
•Knowem.com, usernamecheck.com, namechk.com
oRelevant to your brand or campaign and easy to remember. Creates a uniform address for future
indexing, tagging and cross-channel outlets. Consider which variation of you brand name has the most
search frequency every month (Google Keyword Tool)
Kindle ebook, reader, ereader, download, online, library
SEO, SEM and Social Bookmarking
•SiteVolume, Socialmeter, BeanStalk, SEO Inc., Inteliture
Social Media Objectives
Directly influence discovery of Amazon Kindle social communities, support, and build brand awareness.
To raise awareness of lower college textbook price alternatives through the Amazon Kindle device.
Hosting
InMotion, ThePlanet, SingleHop
Strategy
Focus on multimedia usage
Integrate Offline and Online Advertising:
oInclude Facebook name, Twitter name, Blog URL in offline ads.
This also builds consumer engagement into a business that is focused online
Leverage Platforms:
oTailor message and strategy to each particular social media platform
Create Contests and Exclusive Discounts:
oEncourage user sharing, connecting and user-driven content
NetFirms.com
Facilitate Conversations between Individuals:
oHire Customer Service and Promotion Representatives

5. oProvide feedback and interaction with customers
oListen to conversations and sentiment to help customers
Support Top Contributors:
oGive free products and services
TV Script 1:
Kindle Book TV Script
Textbooks - 30 Seconds
Frame 1: WIPE: ONE TEXTBOOK IS PULLED ONTO THE SCREEN.
V.O.: Did you know that the average weight of ONE college textbook is
3.5 pounds? Ok well that doesn’t sound so bad.
CUT
Frame 2: TILT: THE TEXTBOOK FROM FRAME 1 IS LAYED DOWN AND WHILE THE
V.O. IS TALKING MORE AND MORE TEXTBOOKS BEGIN PILING UP ON
TOP OF THE FIRST ONE.
V.O. But, the average number of textbooks bought per semester is five,
that’s forty textbooks you have to buy (but probably won’t read)
before you can even think about graduating!

6. CUT
Frame 3: WIPE: ONE ACTOR IS ON THE SCREEN WITH THE BOOKS FROM FRAME 2
FALLING INTO HIS BACKPACK. ONCE IT IS FULL THE BOOKS KEEP
FALLING AND KNOCK THE ACTOR OVER ONTO THE GROUND
BECAUSE THE BOOKS ARE OVERWHELMINGLY HEAVY.
MS: ONCE THE BACKPACK BEGINS FILLING UP THE BOOKS KEEP FALLING
AND KNOCK THE ACTOR OVER ONTO THE GROUND BECAUSE THE
BOOKS ARE OVERWHELMINGLY HEAVY. THE WEIGHT OF EACH
BOOK THAT FALLS IS ADDED UP ON A COUNTER ENDING WITH 140
POUNDS.
V.O. Ok so that doesn’t sound so bad either, but think about it, that’s
eighteen pounds your lugging around to class every day! That’s one
hundred and forty pounds of paper by the time your finished (well
that can’t be good for your back!)
CUT
Frame 4: WIPE: A WALLET APPEARS ON THE SCREEN FULL OF 20 DOLLAR BILLS. AS
V.O. IS TALKING THE MONEY IS GETTING TRANSFERRED FROM THE
WALLET AND TURNING INTO BOOKS. ONCE V.O. IS DONE TALKING
THERE IS A CHA-CHING REGISTER NOISE.
V.O. And if that’s not enough to get you thinking this sure will, the
average amount of money spent on textbooks each semester is four

7. hundred and fifty dollars, that’s nine hundred dollars a year, or
three thousand six hundred dollars over the course of your college
career! Now that’s a lot of beer and pizza money!
CUT
Frame 5: WIPE: HAND PULLS THE KINDLE ONTO THE SCREEN.
CU: THE SCREEN OF THE KINDLE WILL HAVE THE COVER OF A COMMON
TEXTBOOK ON IT.
V.O.: That’s why were introducing you to the Kindle Book.
CUT
Frame 6: CU: THE HAND THAT PULLED THE KINDLE ON THE SCREEN STARTS
FLIPPING THROUGH THR PAGES ON THE KINDLE.
V.O.: The Kindle Book technology takes learning to a whole new level
with its wireless 3G coverage, no annual contracts, its long battery
life, and special features like read to me.
CUT
Frame 7: CU: THE HAND BEGINS HIGHLIGHTING THINGS ON THE KINDLE SCREEN

8. V.O.: The Kindle Book’s sleek design will be easy on your back, and the
wireless textbooks you can download in under sixty seconds will be
light on your wallet.
CUT
Frame 8: MS: KINDLE BOOK STANDS ALONE ON A BLACK BACKGROUND.
V.O.: College is for learning, so make the educated decision, join the
Kindle Movement.
-END-

9. TV Script 2:
Kindle Book TV Script
Library Study Group - 30 Seconds
Frame 1: MS: 6 COLLEGE STUDENTS SITTING AT A TABLE IN THE LIBRARY
STUDYING IN SILENCE FOR AN EXAM.
CU: TEXTBOOK USER LOUDLY PLACING HIS BOOK ON THE TABLE AND
NOISELY TURNING THE PAGES OF HIS TEXTBOOK.
CUT
Frame 2: MS: KINDLE USERS LOOK UP FROM THEIR KINDLES AT THE TEXTBOOK
USER DISTRACTED FROM THE NOISE OF THE PAGES TURNING. THEY
GO BACK TO READING THEIR KINDLES.
CUT
Frame 3: CU: TEXTBOOK USER REACHES TO THE GROUND FOR HIS BACKPACK
LOUDLY RUMAGING IN IT TRYING TO FIND A HIGHLIGHTER. ONCE
HE FINDS IT HE LOUDLY DROPS HIS BACKPACK BACK ON THE FLOOR.
CUT

10. Frame 4: MS: KINDLE USERS LOOK UP AT THE TEXTBOOK USER WITH IRRITATED
AND FRUSTRATED GLANCES.
CUT
Frame 5: CU: TEXTBOOK USER BEGINS HIGHLIGHTING TEXT IN THE BOOK, A
SQUEAKING NOISE COMES FROM HIGHLIGHTER.
PAN RIGHT: KINDLE USERS LOOK UP AT TEXTBOOK USER THEN AT EACH OTHER
WITH ANNOYED EXPRESSIONS.
CUT
Frame 6: MS: TEXTBOOK USER SNAPS SHUT HIS HIGHLIGHTER NOISILY AND
LOOKS UP AT HIS FELLOW STUDY GROUP PARTNERS UNAWARE
THAT THEY ARE EXTREMELY ANNOYED WITH HIM.
CUT
Frame 7: MS: AGGRAVATED, ALL 5 KINDLE USERS GET UP WITH THEIR KINDLES
AND LEAVE THE ROOM LEAVING THE TEXTBOOK USER ALONE
SITTING AT THE TABLE.
CUT
Frame 8: WIPE: KINDLE GETS PULLED ON THE SCREEN BY A HAND.

11. V.O.: Don’t get left behind, join the Kindle Movement. For more
information visit amazon.com/kindle.
-END-