1. Social Media 301

2. What is SM? THE VOICE Whose? Wherever. Whenever. Whatever. Ad Infinitum Chris Lohman, Saint Street LLC. 2

3. Seriously? 10 billion Tweets Mar 10 450 million active Facebook users 3rd biggest country Jan: 173 million people 33,200,000,000 videos 1 new LinkedIn member every second 150MM blogs; 2 new blogs per second Chris Lohman, Saint Street LLC. 3

4. But why do we? Hobby time To Listen My people L O N E L y Chris Lohman, Saint Street LLC. 4

5. The all POWERFUL voice Social media expert Early adopter Propagator Pundit Viral instigator Media Maven Brand antagonist FOB Influencer Chris Lohman, Saint Street LLC. 5

6. HEY! What now? 1 Smartphone: >50% SM Foursquare 200k iPhone apps Twitter Facebook Myspace 2 Friendster MMS SMS Online advertising Internet TV Radio 1? Print Chris Lohman, Saint Street LLC. 6

7. conclusion teaser For your biz Learn to listen Learn to learn Learn to plan Learn to integrate & engage Learn to analyze Learn to adopt Repeat. Chris Lohman, Saint Street LLC. 7

8. My Facebook Class reunion Email Instant Message Media sharing Hard News Soft News The Trades Coupons/New releases Photo albums Casual games Pundit or Commenter Craigs List Evite Twitter Match.com Chris Lohman, Saint Street LLC. 8

9. Your Facebook Fan Page Product tease Q&A Listen & respond Customer service Casual games Contests/sweeps Media Polling RSS Twitter Direct sales Loyalty program Evite Chris Lohman, Saint Street LLC. 9

10. Bye Bye Woody Chris Lohman, Saint Street LLC. 10

11. 40% 45% - 1-5 retention followers Most drop 4% >100 1st month ________ _______ 42% 55% no Tweets women 4% >500 45% ________ 18-34 30% 50% conversational no college 30% babble 10% Self-promo

12. Oh , what do you mean to me? For Chris Lohman Catch & Pitch For you Pitch & Catch Follow the trades Listen on stream, Twitter Search (you Follow my friends and competitors) Follow my beloved Huskies Respond good & bad; always timely, Follow for client intelligence authentic and REAL YELP -share Share relevant and informative Market* releases, promos, VIP info *25%, but you audience will dictate

13. April 14th 10:21am-10:43am Chris Lohman, Saint Street LLC. 13

14. Are You ? Your biz? 65,000,000 possible business resources Personal Network Update and promote profile share & follow Participate Q&A and Groups Recommendations & Introductions Company Profile Biz HR Driver -Accenture HR: LinkedIn decreases the time it takes to fill positions by nearly 50% Set-up Corp Group(s) -Discussions Corp Group -Customer feedback Chris Lohman, Saint Street LLC. 14

15. Lo-So Local-Social, Geo-Local, Geo-Social Geo-location & targeting via GPS Sharing , Connecting & Discovery THE GAME??? Awards badges, items, and incentives The future of targeted promotions & specials Chris Lohman, Saint Street LLC. 15

16. Media Sharing & Social Bookmarking

17. YouTube Happy 5th Birthday! 2,000,000,000 videos viewed per day Chris Lohman, Saint Street LLC. 17

18. Review Sites Hot or not? Chris Lohman, Saint Street LLC. 18

19. Where else? Social Buying Reference Webcasting Creative Expression Random web chat Chatroulette Chris Lohman, Saint Street LLC. 19

20. B-to-B Is Social Media for me? You are a SME! Blog(s) Online editorial & participation SM monitoring & engagement Openly encourage candid & authentic conversations Chris Lohman, Saint Street LLC. 20

21. SM Monitoring & Engagement Chris Lohman, Saint Street LLC. 21

22. Rules of Engagement ~A Proven Process~ 1. Search 2. Listen 3. Learn 4. Plan & Procedures 5. Build 6. Test/Personas 7. ENGAGE Visible Technologies 8. Listen 9. Learn 10.Plan 11.Test 12.ENGAGE radian6 Chris Lohman, Saint Street LLC. 22

23. Rules of Engagement ~A Proven Approach~ 1. Be human 2. Transparency: WOMMA 3. Join & Fit In 4. Short & Sweet 5. Empathy is key 6. Stay intune 7. No hard sell 8. Take the convo offline 9. Stop before you GO 10.Trial & Error & Trial Chris Lohman, Saint Street LLC. 23

24. Engagement Cases Burson-Marsteller: The Experts PETA Ugh, oh SF billboard From firm to common sense Room 1284 has bed bugs Westin=Luxury; Sheraton=Value Free wifi Flyertalk.com Chris Lohman, Saint Street LLC. 24

25. Case Studies Chris Lohman, Saint Street LLC. 25

26. 1.1MM April 06 780k PR Newswire Best Blog Assigned 07 & 08 Seating $1MM in sales Too Pretty Instant focus group to Fly Customer service -2.2MM views -Hundreds of fan submissions Unsolicited employee and customer engagement & CS Chris Lohman, Saint Street LLC. 26

27. The Kevin Smith 1.6MM 330k IF YOU LOOK LIKE ME, YOU MAY BE EJECTED FROM @SOUTHWESTAIR Dear @SouthwestAir, Im on another one of your planes, safely seated & buckled-in again, waiting to be dragged off in front of the normies. (accompanied by a Twitpic) Sat, 2/13 2/14 2/15 Tweets @ThatKevinSmith hey Kevin! Im so sorry for your experience tonight! Hopefully we can make things right, 2/18 2:16 --- My Boring Ass Life please follow so we may DM! I dont want their money. I just want them to admit they BLEEP 2/14 3p - Nuts uptheir stupid policy is BLEEP Our heartfelt apologies to youwe are sincerely sorryattempted to upand theyre sorryher apology contact you via twitter and a is crap! personal phone call Chris Lohman, Saint Street LLC. 27

28. Objective: Public Awareness and Out Recruit MSFT, Amazon, & Google Budget: $45,000 3 months Solution: Beat the Man Down -Adver-game featuring multiple contests & Forum (Open) Outcome: 1,500 resumes, 75 interviews, 18 hires Cost per hire - $2,500 Added Benefits: Technology, Ad Trade and Local Media Coverage; multiple awards;>2.6MM game plays across 25+ game syndication sites Irony: Acquired by MSFT 12 months later Chris Lohman, Saint Street LLC. 28

29. SM 301 The #1 Lesson We truly know only what we know. So dont be afraid to ask. And often. Chris Lohman, Saint Street LLC. 29

30. Crib Sheet Primary Secondary Additional Site Description Business Case Business Case Business Case #1 Social Media Site Customer/Brand community Engagement through Customer service and 450MM users, most active open dialog of likes and content distribution, virtual focus group dislikes and Fan participation discussions, polls, etc. Engagement tool for current Quick sharing of targeted #1 Micro Blogging Site and prospective customers; content, including 3rd Competitive research 110MM users, most inactive including customer support party content and tool incentives/corp info Upload video content which #1 type of media content Free and reliable #1 Media Sharing Site visually shares the authentic shared virally across all embed video player for 120-130MM unique viewers and human personality of SM and online sites corporate blogs your company #1 Business-Centric HR - most important social Create a Brand Group SMEs can engage on Networking Site 60 MM media site for reaching start discussions and behalf of company in members prospective hires share news and relevant Q &A and forums info #1 Geo-Location Focused Loyalty play for B&M small Corporations can Eventually inclusion of App where people check-in mom & pop biz as well as the participate by providing bounce-backs and to brick and mortar Starbucks of the world incentives to players geo-loco locations - >2MM users incase and Swimspot targeted offers #1 Social Networking, User Review and Local Search Ensure business listing is Customer Service: Announce promotions Website 30-40MM accurate and comprehensive Respond to negative (and and incentives monthly visitors positive) reviews #1 Fastest growing niche Paid contest sponsorship Affiliate marketing and/or creative expression site for quick seasonal SEO product presence 30-40MM monthly visitors awareness Chris Lohman, Saint Street LLC. 30