Social MediaWhat’s the benefit to brands?

11.4.11

• Media Consumption• Social Media• Blue Bunny Social Media

3

Paid Media

Project message into the marketplace

Social Media

Interact directly with your consumers

Free Media

Promote message to someone who will communicate your message

P.O.E.M.

Paid Media

Paid MediaTelevision, Radio, Print, Magazines, OOH, Banners, SEM, In-store, etc.

Owned MediaControlled Channel

Buildings, Brochures, Company Website, Company Social Media pages, etc.

Earned MediaFree Media

Public Relations, Social Media Word of Mouth, Facebook, Blogs, Twitter, YouTube, Flicker, Forums, ect.

Prospects Customers Advocates

Newspaper Circulation since 1990

Media Consumption

Media Consumption

Magazine ad sales by percent change

Media Consumption

Source: 24/7 Wall St./Harris Poll

Note: Percentages may not add up to 100% due to rounding.

    Age   Total 18-34 35-44 45-54 55+ Visiting online news and information sites 28% 29% 34% 29% 22% Listening to the radio 19% 24% 21% 15% 13% Reading newspapers online 17% 18% 19% 17% 15% Watching cable TV news 17% 13% 17% 17% 22% Watching TV network news 14% 12% 14% 12% 17% Reading magazines in print 13% 18% 11% 9% 10% Reading newspapers in print 11% 13% 9% 10% 11%

By age demographic

Internet dominates young adult media time

Source: Edison Research

Min. on Internet Min. on TV164

165

166

167

168

169

170

171

172

173

2:52 Hrs per day

2:47 Hrs per day

(American ages 12-24)

Media consumption

Source: Edison Research

(American ages 12-24)

(Reported change from Sept. 2010)

Media Consumption

Media consumption habits

The percentage of adults in each generation who own the following devices.

Media Consumption

Social Media is a set of online tools that• facilitate conversation• connect people• build relationships

An increasingly active universeReach

Reach over time

Phenomenalcommunitygrowth

The challenge is to understand the complex eco-system of social media.

What job do you want social media to fill?

The future face

of social media…

Mobile users visit social networks 18% more often than average social network users.

Social Media via mobile

More than Talk: Action in Mobile Marketing

18

Only 7.8% of users cited

making phone calls as an

indispensible feature of a

smartphone

Making Phone CallsRanks 4th

Top 10 Essential Smartphone Functions May 2011, % of respondentsSource: Prosper Mobile Insights

Texting

Internet

Email

Call

GPS

Facebook

Apps

News

Bluetooth

Calendar

21.6%

16.7%

15.7%

7.8%

6.9%

5.9%

4.9%

2.0%

2.0%

1.0%

More than Talk: Action in Mobile Marketing

19

Mobile Browsing In-store Grows 78%In-store Mobile Product Browsing2009-2010, % of US consumersSource: Oracle / ATG

18-34 35-54 55 and older Overall

41%

23%19%

27%

55%

39%

22%

37%

60%

44%

36%

48%

Nov. 2009 July 2010 Dec. 2010

Who are mobile users

• Medium to high income (62%)• College degree or post graduate• Senior decision making position (25%)• Influencers (index 157)

The Socialisation

of Brands

Percent of consumers viewing branded websites

Used a branded social networkin the last six months

There is huge demand for a more social and interactive relationships with brands.

Almost half of the Active Internet Universe has already joined a brand community. These communities are also clearly having a huge benefit to the brands involved, driving brand loyalty, endorsement and sales.

So why are people joining brand communities?

What is the benefit to a brand?

“I thought more

positivelyof the brand”

“I am more likely to buy

the brand”

“I felt more loyal

towards the brand”

“I recommendedothers to join”

Blue Bunny Social Media Efforts

Interactive Goals(Website, Database, Social Media)

1. Increase brand loyalty through relationship building

2. Increase purchase intent

3. Provide relevant and meaningful content sought & discovered

4. Acquisition to grow iST membership and social media connections

5. Retention of iST members to decrease churn

6. Increase brand visibility1. SEO – continue search engine visibility

2. Utilize Social Media tools

7. Track users behavior online and in social media

Social Media Tactics

Elements of Social Media

ListeningCapturing

insights and feedback

from target customers

TalkingSharing

information with target customers

AnimatingSparking advocacy

and driving positive WOM

SupportingImproving the

service experience and helping customers get more

value

AbsorbingSoliciting

target customer input on product and

service improvements

0102030405060708090

Blue Bunny Social Media Opportunity Profile

Blue Bunny Maturity Index

Industry Standard of Top Performers

MLC Social Media Opportunity Diagnostic

Banners SCRMSocial Customer

Relationship Marketing

Total Fans Content Management

Likes Comments

Total Feedback

Viral Loop

2011 Facebook StrategyFa

n Ac

quis

ition

Fan Engagement

Organic

32

Branded Viral Loop

There are four steps to identifying the right social media experience for brands:

1. Understand the social landscape of the category

2. Identify where the consumer fits in this landscape

3. Identify the social needs of the consumer in the category

4. Map them to social media platforms that can best deliver them

Questions