How We Can Help!!!Presented By

CRT/tanaka

June 19, 2009

whatcanbe? This question is driven by

the joyful and imaginative spiritat work in the collective

minds and souls at CRT/tanaka.Every day, it moves us to seek

endless possibilities for our colleagues,our clients and our community.

Inspired by Goodness and Genius,we strive for Greatness in all that we do.

That is our whatcanbe. Why not spend some time

with us to explore your whatcanbe?

whatcanbeSM

Team Overview: CRT/tanaka Brian Ellis is one of the founding partners of CRT/tanaka and a 21-

year veteran of the agency. He serves as the strategic leader of CRT/tanaka’s whatcanbe laboratory, where he is charged with helping clients explore whatcanbe through the agency’s unique creative intelligence planning and programming model.

Geoff Livingston has worked as a public relations strategist in the Washington, D.C. region for 15 years. His award-winning book on new media “Now is Gone” was released in 2007. The book has been cited by the Wall Street Journal as a valuable resource for social media.

Pia Mara Finkell has worked in beverage and food public relations for nearly a decade. At CRT/tanaka, she oversees the public relations for, among others, the Wines from Rioja account. She has worked in almost every aspect of the beverage alcohol industry and enjoys a Maker’s Mark cocktail almost every weekend.

Our Process

Research Process

Strategic Process

Build the Plan

Overarching Strategy

MessagingConversation

Starters

Tactics, Tools & Vendors

MeasurementSuggestions

Community Verifications

(Focus Groups)

CampaignLaunch

Creating a Hyperactive Community• Strategically speaking a community

should fuel itself• Organization’s role is to add fuel to fire,

fostering dynamic conversation• At the same time, an organization should

facilitate as a good host, not dominate• Leads to community optimization and

them-oriented activities

Optimizing a Community• Community management, including network

optimization and lack of control• Dramatically improve site functionality• Inclusion in larger overarching brand

activities (50th)• Community specific activities based on

dynamics:– Regional/location– Network usage preferences– Mobile– Interest

http://2009.lollapalooza.com/events/day/2009/08/07/1/hbha

Integration: “TOAST THE MARK”50th Anniversary of First Sale

• Overarching brand events like the 50th are natural targets for various activities, including:– Special bottles for community members– 50th anniversary meet-up in Kentucky– Meet-ups throughout the country– 50th Anniversary Ambassadors Classics

Calendar– Special community member branded

barrels with inscription denoting the 50th

Build Loyalty By Region• Ambassadors Hometown Cocktail

– Recipe of the month/year• Ambassador’s Gathering via affiliation

with existing social clubs and groups• Ultimate Ambassador Reunion

– Meet up in Lorreto– Music, entertainment and food demos

by top US chefs • Bourbon Trail Across America

Building a “Social” Bourbon Trail

Build Loyalty By Usage Preference• Best Maker’s Moment Contest (photos)• Ambassador’s Classic Anniversary

Calendar – Judged on calendar group profile/photo

• Memories in the Making– Story submissions via video/blog entry– Best story collection as gift

• “Stillhouse University”– Online bourbon degree– Chats and virtual classroom

Build Loyalty by Mobile/Interest• Find Best Maker’s Mark Locations

– GPS-based social networking• Interactive Ambassador Participation

– Live reporting/uploads– Searchable via GPS or zoom options

• Cause/Interest-related Participation– Community selected cause– Meet-up hosts encouraged by Maker’s

Mark providing samples

Agency Snapshot• 75 professionals• Richmond; Washington, D.C.; New York;

Los Angeles and Norfolk • Four Practice Areas

– Interactive/Social– Consumer– Corporate/B2B– Health

• Philosophy of whatcanbeSM • Culture of Goodness. Genius. Greatness.

Clients (partial list)

Social Media Overview • Award winning strategy, approach and execution

– IABC Gold Quill, SNCR Commendation of Excellence, Axiom Silver Medal (Now Is Gone), AMAM Awards

• Work has included:– Strategy– Blogger/Influencer Relations– Community Development (Subject matter specific

networks, Twitter, LinkedIn, Facebook, etc.)– Reputation Management– Blogging/Content Support Strategies– Application Development– Product Marketing– Social Media Education and Training

Social Media Engagements• Ford• Charles Schwab• Network Solutions• United Way• Rock band Godsmack• Environmental Defense

Fund• Consumer Electronics

Association• Goodwill• Seaworld• Save Darfur• Philanthropy 2.0 Project

Qaiku Social Graph by kuivalainen

• More adults get information online than in newspapers, 40% vs. 35% (Source: Pew Research Center)

• Adults < 30 years old get information equally from TV and online 59% (Source: Pew Research Center)

• Internet use will exceed TV use in Europe by June, 2010 (Source: Scribd)

• 35% of all U.S. adults have social network profiles (Source: Pew/Internet)

• 19% of U.S. Facebook Users > 35 years old (Source: Facebook)

• 50% of bloggers > 35 years old (Source Technorati)

The Results of Social Media

Trust in Online• 41 percent trust Internet news (HarrisInteractive)• 59 percent of 35-to-64 year-olds say an academic or

expert would be “extremely” or “very credible” (Edelman)

• From Searchers: Do you trust your search engine with your information? No according to 62% (hakia)

• 44 percent of searchers regularly use just one engine, and another 48% use just two or three (Pew/Internet)

• Marketshare (ComScore):– Google 61%– Yahoo 20%– Microsoft 8%

• Communities require new communications techniques– 84% of blogs fail (Forrester)– >2/3 of corporate communities never exceed

500 people (WSJ)• Community conversations require:

– Uncontrolled conversation– Transparency– Participation– Listening before publishing– Valuable content

Two-Way Communications

• Brand Strategy • Research• Media Relations• Brand/Product Launches• Marketing to Women• Celebrity Endorsements• Luxury/Lifestyle Marketing • Cause Marketing• Sponsorship/Event

Marketing• Investor/Analyst Relations

• Corporate Communications• Employee Engagement• Crisis Management• Community Relations• Public Awareness Campaigns• Grassroots Education• Buzz/Word-of-mouth Marketing • Influentials Outreach• Speech Writing• In-house Graphic Design (Print

and Interactive)

Other Capabilities

whatcanbeSM Process

Case Study

Example: Network SolutionsNetwork Solutions, a leading provider of domain names, Web hosting and online marketing services, turned to CRT/tanaka to help manage its online reputation. In the first half of 2008, approximately 60 percent of Network Solutions’ social media conversations were negative. There was a perception of Network Solutions as a domain registrar only. Changing perception was critical for long-term health.

In only six months Network Solutions dropped from 60% to 18% in negative mentions…

Brian is a founding partner of CRT/tanaka and a 21-year veteran of the agency. He serves as the strategic leader of CRT/tanaka’s whatcanbe laboratory, where he is charged

with helping existing clients and new prospects explore the possibilities of whatcanbe through the agency’s unique

creative intelligence planning and programming model. Brian has worked across all of the agency’s practice areas,

beginning his PR career in the consumer sector with such well-known brands as Girl Scout Cookies, Welch’s, Eskimo Pie, Robitussin, Dimetapp, ChapStick, Advil, Microsoft, Ford Motor

Company and Eclipse Aviation.

Libation of Choice: Bourbon with a splash of water

Brian Ellis: Short Bio

Geoff has worked as a public relations strategist in the Washington, D.C. region for 16 years. Dubbed a “local blogging guru” by the Washington Post, Geoff’s award-winning book on new media “Now is Gone” was released in 2007. The book has been cited by the Wall Street Journal as a valuable resource for

social media. Some of his experiences include work with Bartleby Books, United Way, the General Services Administration,

Department of Transportation, Save Darfur, Network Solutions, the Consumer Electronics Association, Ford Motor Company, the Washington Nationals, Network Solutions, Sully Erna (Godsmack

lead singer), Verizon Wireless and many others.

Libation of Choice: Straight up

Geoff Livingston: Short Bio

With nearly a decade of communications experience, Pia has a strong and versatile background in beverage and food public relations, marketing and promotional strategy. An associate

vice president in CRT/tanaka’s Consumer Practice, Pia oversees public relations, program development and strategic partnerships for, among others, the Wines from Rioja (Spain)

account, one of the agency’s largest campaigns. Before joining CRT/tanaka, Pia worked as an editor at Wine & Spirits

magazine and managed public relations programs for such clients as the Cognac Bureau, Grey Goose, the Calvados

Bureau and the Bordeaux Wine Council.

Libation of Choice: Maker’s with a splash of ginger or an Old Fashioned

Pia Mara Finkell: Short Bio

For more information, please contact Geoff Livingston, Senior Vice President/Social Media:

glivingston@crt-tanaka.com703.894.5460 X 106

How We Can Help!!!Presented By

CRT/tanaka

June 19, 2009