Presentation by James Mastan of Blue Rain Marketing at the KickApps Social Media in the Enterprise Seminar in San Francisco on June 17th, 2009.

1. Building On-Line CommunitiesUsing Off-Brand and Integrated Marketing with Social Media JaninneBrunyee Consulting, March 2009 James Mastan Founding Principal Blue Rain Marketing, LLC www.IHeartOneNote.com 15127 NE 24th Street, Ste. 17, Redmond, WA, 98052 | Web: www.bluerainmarketing.com | Phone: 425-417-1766 | Email: info@bluerainmarketing.com

3. Broad range of industries and clients

5. “Learn the marketing & product launch secrets, techniques and best practices of the Microsoft marketing machine”

7. Market research

8. Marketing plan development

9. Marketing program executionwww.bluerainmarketing.com

11. Clearly off-brand (non-MS property)

13. Advertising revenue on site

14. Advertising revenue through ad networks

15. Services revenue- replicate concept with other products/clients

16. Cross-sell related products

17. Sell to MS

18. SponsorshipsMost Importantly: Learn/test/pilot new approaches

20. “Best kept secret product at Microsoft”

21. Not marketed well

23. Curious

24. Watching

26. PERSONA-DRIVEN COMMUNITY SITE Character blog Facebook page Twitter RSS Initial seeding of site with pre-generated content (notebooks, blog entries etc.)

27. USER GENERATED CONTENT Discussions Video Notebooks Blogs All these community features are powered by KickApps

29. Young (28), hip, works at marketing company, web-savvy, creative, irreverent

30. Tweets, blogs, answers members questions

31. Speaks/blogs in casual, friendly, common language

33. Cost-effective

39. Defined creative standards & consistent

40. Leverage branded website cross-sell

42. Flexibility

43. Sandbox for trial without negative brand risk

44. Nimble to change

45. More technology options

46. Cost efficiency

48. “A head stays conscious for 15-20 seconds after decapitation”

49. Link-back to article on LifeInsure.com

50. Digg users went for it in big numbers (irreverent topic)

51. Bloggers and social bookmarkers picked it up generating links

53. Launched by McNeil Pediatrics, division of Ortho-McNeil-Janssen pharmaceuticals

54. Become a ‘fan’ of the site and receive updates with news & information

56. Launched by UCB, a global biopharma firm

57. Registration required to access site

58. Community trusted the member-to-member advice and info sharing more than pharma websites

59. UCB gained better understanding of Crohns sufferers through site content helping fine-tune marketing positioning and communications strategy

60. Built high-quality database of target customers for marketing*does have inconspicuous small “sponsored by UCB, Inc” on site

62. The social media conversation is happening with or without your engagement

64. Digg, Reddit, Stumbleupon etc.

65. Viral Video

66. Facebook, MySpace and LinkedIn

67. Influential blogger outreach

68. Links

69. Paid Search (SEM)

70. SEO

71. Display Ads

72. Email

74. Points & Levels

75. Refer a Friend

76. Avatar

77. Blog content+ Pull WoM Innovative

78. Traditional Marketing Tactics

80. Community, content, features, competitive etc.

81. On-going optimization

82. Best traffic generatorSEM

85. ~ $.19-.83 cents CPC display ads; $0.98 cents CPC SEM

86. Tested a variety of ads

87. Static ads outperform Flash ads

92. Viral is tough- or you just get lucky sometimes

93. Build a network

94. Keep it short (30 secs- 1 minute)

96. Other tricks up our sleeves

98. Kick-starts community engagement

99. Points awarded for specific activities

100. Levels defined e.g., OneNote GrandMaster Ninja

101. Incentive: $20 gift cards to first 10 GrandMasters

103. $500 vs $200 prizes

104. Which do you think won?

106. Create advocates- “Tell A Friend Contest”

107. Incent WoM referrals on the social web

108. Trackable

109. Cheap: $200 incentive

110. Sony example: launching new video game; releasing teaser video content in chunks; site members required to drive at least 5 incremental views of current video to unlock the next sequence- 4000 members drove>100k site visitors – darn good ROITell-a-friend contest

112. We blog dailyFunny blog content

113. Bringing Marcus to Life

114. Measuring success

115. Tracking and reporting Google Analytics Tracking Social Network Mentions, Sentiment, & Sources KickApps Reporting Dashboard

116. Socialmention.com

117. Measuring Word-of-Mouth Your Message/Content Companies can monitor the “pass-along” of content from one person to another via links on web pages, bookmarks, email messages, instant messenger and mobile devices.

119. Fine-tune your strategy

121. Thank You 15127 NE 24th Street, Ste. 17, Redmond, WA, 98052 | Web: www.bluerainmarketing.com | Phone: 425-417-1766 | Email: info@bluerainmarketing.com