JwT SOCIAL MEDIA CHECKLISTJWT WHAT WE’LL COVER * Background and Objective * Methodology + Our Social Media Panel * Our Social Media Checklist * Appendix ~ Additional social media cases — Learn more about our panel membersJWT BACKGROUND AND OBJECTIVE While the fast-moving social media sphere is still in its infancy, it’s getting increasingly crowded and, as a result, increasingly confusing. It's humbling—the Twittersphere delivers new headlines to digest seemingly every nanosecond. But it’s exciting at the same time: Whether today’s social media darlings will thrive or go the way of Friendster doesn’t matter as much as how this media platform—which is clearly here to stay—is changing consumer attitudes and behavior and how it should drive brand behavior. Our objective here is to deliver actionable social media recommendations for brands, with case studies that help illustrate these ideas.JWT METHODOLOGY We spoke with a panel of 18 professionals in the social media sphere— both internal and external to JWI—to develop a point of view on best practices for brands. ‘Their value to the project was their capacity to: * Be three to five years ahead of the general consumer in terms of awareness/adoption of new media tools, brands, behaviors and attitudes. * Notice past and current trends and reflect on them, * Comment on their own experience and relate it to broader social and consumer trends. © Act as de facto gatekeepers, validators and thought leaders by virwe of their connections and visibility.OUR PANEL* JWT se stun, ND ROSNEERG, rpg et ae SSUES, mit: ar anacar, ea a tot tt tne Jonyeyrrue, "JAMES ANDREWS, » ‘deepen, Sounder chairman? eerie Media BRIAN SOLIS, = heen man rel noes. oe sey pred i eae LORME THOMAS, dhevor sat ‘etc cee ScHORNECHT, dgialelpeneace JAVTERREYES, oduct manager HANSEN, ie pcan, bate ss ‘Sex appendix tor oro pel menteJWT OUR SOCIAL MEDIA CHECKLIST 1. Stop, look and listen 2. Got social vibrancy? 3. Consider Hinkig up with existing successes 4. Quality over quantity 5. Figure out who's speaking and what their ice is 6. Whats the value exchange? 7. Assume the worst 8. Empower your advocates, 9. Don't constantly defend your brand 10, (Truly) address the issues 11. Fuel longevity 12, You don’t have to be social to be socialJWT STOP, LOOK AND LISTEN EVALUATE THE FULL SPECTRUM OF YOUR SOCIAL MEDIA PRESENCE. IF IT’S NOT TRULY BASED IN YOUR OVERALL STRATEGY, ENGAGE IN A RETROSPECTIVE PLANNING PROCESS: DO THE PLANNING ALMOST IN ISOLATION OF WHAT YOU’RE CURRENTLY DOING IN SOCIAL MEDIA. ALSO CONDUCT A SOCIAL MEDIA AUDIT TO DETERMINE WHO'S TALKING ABOUT YOUR BRAND, COMPANY AND/OR CATEGORY, WHERE THEY ARE AND WHAT THEY ARE SAYING. THEN START BUILDING A PLAN AROUND THOSE FINDINGS.JWT “A lot of brands jumped in and said, ‘I need a Faccbook, I need a MySpace, Teed to share all of my content everywhere.’ But often it’s lacked a brand tone of voice. And it’s just created some form of presence that’s not based oon strategy at al “Take an arm’slength approach and say, “IFT didn’t have all those presences there, am I doing this right? And if 'm not doing this right, what should 1 be doing, and how should I change itin order to get there?" Some people might have heavy commitments with staff employed to manage their social presence but in the end decide it’s inappropriate for their brand. And they want to maybe just create richer content that people can share. I think the only way to get there is to sit down with brand strategists and managers and agencies and define, ‘What is our opportunity socially? Are we doing this right? How should we change?’” DANIEL KING, director of digi JWT Melbourne STOP, LOOK AND LISTENJWT “Start listening before you create the brand’s social n who. A dialogue is not only speaking but “Go through a process and detern who are your customers, where are they talking and con they talking about? So then you can start ‘egating, and what are building the plan with, ‘Do you have anything that can even be relevant? Are people even talking about you? Are you going to have to start from seratch, or do you have an issue of negativity you e to resolve? ‘SHERI SULLIVAN, consumer dinkogue lector, Teams Detroit ping and understand what they are saying.” JAVIER RE! oundling patnes, EO, Saxmpe “We start social with listening and 1 seeing what the toga our efforts should be—that forms the base for our engagement.” —PAUL SCHOKNECHT, seaios parte, digital experience dizectos, INT conversations a \ge what STOP, LOOK AND LISTEN10 JWT GOT SOCIAL Viprancy? DOES YOUR BRAND HAVE SOCIAL VIBRANCY? DO CONSUMERS CARE. ENOUGH TO TALK ABOUT IT? IF NOT, MAYBE YOU DON’T BELONG IN, SOCIAL MEDIA. HOWEVER, WHILE A CATEGORY MAY AT FIRST SEEM LIKE A LOW- INVOLVEMENT CATEGORY AND NOT RIGHT FOR THE SOCIAL MEDIA SPACE, CHALLENGE YOURSELF TO DISCOVER IF THERE ARE CONVERSATIONS TO BE HAD THERE—AND OPPORTUNITIES TO CREATE THOSE CONVERSATIONS. SOMETIMES AS A BRAND, YOU JUST WANT TO BE REACHABLE WHERE EVERYONE ELSE IS." “Ir seems like we'te getting toa different phase of the game where you've got to have some jimal degree of brand love to start out with, plus have the staff and the monetary commitment to make a good effort of it, and then a good dose of luck to get to means that propel you forward. It’s used 0 be.” not as easy a JWT “Some topics are more socially vibrant than others, No matter how often, how you try, you can’t force: conversation about something people don’t care to talk about.” SHERI SULLIVAN, conmanerdlislogue director, ‘Team Detot “The category might be too boring t0 be in social media.” —PETER KIM, managing divecin CHRISTIAN BOLLING, North Ameria, Dachis Group (ORAM spokeemn; PR professions! “The brands that belong in a social media space will be the brands that users take to ‘that space independently of the activity of the brands. ... There are several companies that fight very hard to get into social media, they make a big deal about doing it, but it’s lke an ‘empty pub’ syndrome—they have all the tools and all the effort, but they don’t have the noise, the signal. I's just not really that strong because there’s not enough people who are that bothered about those brands in a social context. MIKE BRACKEN, technology aiector, development, Guardian News & Media GOT SOCIAL VIBRANCY?STARBUCKS : MY STARBUCKS re) Ble a2.) other peoples seas and selon, Wee here, ad were The site M ucks Idea encourages customers to submit any ideas related to the coffee chain. Users can view, vote on and discuss submitted ideas. “Idea Partners"—employees from various Starbucks departments—participate in these discussions. Starbucks eventually announces which ideas it’s acting upon. The site is at once a crowdsourcing tool, a market research tool that brings customer priorities to light and a online community. It works because Starbucks is the kind of dominant brand that inspires strong opinions among its customers, SOCIAL \JWT “Even brands that are less co} sumer-focused, I can still see a need for, in a businessto-business sense, allowing social media to Ap facilitate a more simple interaction or to help relay information directly from the company with an open, transparent, trustworthy and welcoming approach to their audiences.” —DANIEL KING, sdrector of digital, JWT Melsourne “It’s all mental. If you think you're a boring brand, you will be a boring brand. Iam haree-pressed to think of a brand that cannot use social media in some interesting way. This is very similar to the marketing question, ‘What if my product is a commodity?” If your product is a commodity, you're a lousy marketer —GUY KAWASAKI, managing irestor, (Garage Technology Ventures cofounder, Alloy GOT SOCIAL VIBRANCY?WACHOVIA It would seem an unlikely move for a bank to jump on the ‘Twitter bandwagon—there’s not much opportunity to dole out financial help to clients via 140 public-facing characters. But Wachovia has built an active presence on Twitter, where Jay (AJR) and James (JCA) tell followers they're ady to answer any banking questions. Much of the time they're directing people to 800 numbers or reminding them to keep financial information private on Twitter, but what matters is that they're reachable and forward-looking.8 JWT CONSIDER LINKING UP WITH EXISTING SUCCESSES IF YOU BUILD IT, THEY WON'T NECESSARILY COME. SEE IF THERE’S A CONVERSATION UNDER WAY THAT YOUR BRAND WOULD LIKE TO JOIN, RATHER THAN CREATE SOMETHING NEW, CONSIDER CONNECTING WITH SOMEONE WHO ALREADY HAS A PRESENCE OR LEVERAGING A MOVEMENT OR CONVERSATION ALREADY HAPPENING.“In Greek culture, a ‘parea’ is 2 group of friends who gather together to share about life, philosophy, values, ideas. It’'sa venue for the growth of the human spivit, where friendship is about people exploring cach other; it's a long- lasting circle. ... There are existing pareas out there; those pareas may be sponsored, those pareas may be accessed.” NATHANIEL HANSEN, ‘cofounder, The Socaizes JWT “The thing about social media is it lends itself to powerful individuals rather than organizations. And if organizations are going to survive, they may have to Kind of nail their flag to those individuals. The power structures have ‘been shifted on their heads, Whereas the individual was less powerful than, the organization in the 20th century, in the 2st century, I think you'll see more and more powerful individuals— they're like barons, we're returning to the Middle Ages.” ANDREW KEEN, author, Cut ofthe aration “A lot of companies are setting up destinations, and not deploying listening, ‘They're just setting up real estate, but they don’t really know how to use the tools. So they use it as a replacement for advertising, They try to just replicate advertising messaging, in a space that’s not designed for advertising messaging solely.” JAMES ANDREWS, rmaraging partes, everywhere CONSIDER LINKING UP WITH. EXISTING SUCCESSESSHOT BY FANS In 2009, Nokia teamed with U.K. pop band The for this project, which mirrored what already happens at concerts—filming video clips on mobile devices and sharing them online. 100 Noisettes fans were invited to use Noki: es to film their arday night out, including a Noisettes show. The footage was used to create a promo for the band’s song “Saturday Night.” Additional footag was uploaded to a website where far can make their own versions of the promo and share them on Faceboo CONSIDER LINKING UP WITH EXISTING SUCCESSES.8 JWT QUALITY OVER QUANTITY ‘THE INITIAL THRILL OF ACCUMULATING TENS OF THOUSANDS OR MILLIONS OF FRIENDS OR VIEWS IS OVER. AN ARMY OF FRIENDS, FANS: AND FOLLOWERS IS MEANINGLESS IF YOU'RE NOT REACHING THE RIGHT AUDIENCE AND/OR MOTIVATING THE DESIRED ACTION (£.G., A SALE, A QUALIFIED LEAD). CLEARLY DEFINE. YOUR SUCCESS CRITERIA UPFRONT, THEN APPROPRIATELY LEVERAGE SOCIAL MEDIA TO DELIVER ON IT.JWT “One of the things I would recommend is to not focus on 2 high quantity of followers but on who do you actually : want to be your followers?” “You should measure the success of a YouTube a —PAUL BEELEN, ‘video not on how many views you got but how iif ee ak, ‘many conversations did it create.” JAMES ANDREWS, managing partner everywhere “Who are our customers? Who is our target audience? And how can we produce content and have conversations that really resonate with them and ring rue to who we are, all the while making sure to answer concerns and questions that any individual might have in regards to us? At the end of the day we want to be surgical in our approach; it’s not about ‘Hey, let’s try to puta piece of content out there just to get picked up virally.” We are not interested in having 10 million views on a video unless they are the right people.” —PAUL SCHOKNECHT, senior partner, digital experience director JT ” QUALITY OVER QUANTITYFLOATING ART OF THE TRENCH For Burberry’s site Art of the Trench, launched in November 2009, the brand encourages customers to take part in “a living document of the trench coat and the people who wear it” by submitting photos of themselves in its signature coat. The site also includes photographs from professionals such as orialist. All im an be “liked, users to log in. While Burberry has a but leaving a comment requires large following on Facebook and 1, this project is more exclusive, bringing together Burberry owners and advocates to pay tribute to the timeless Burberry coata JWT FIGURE ovr WHO’S SPEAKING AND WHAT THEIR VOICE IS How D0 YOU ADAPT YOUR BRAND’S VOICE TO SOCIAL MEDIA? AS WHOM ARE YOU SPEAKING? THE CEO OF A GoMPANY? THE CMO oF 4 BRAND? HEAD OF CORPORATE COMMUNICATIONS OR CUSTOMER SERVICE? I IT’S THE BRAND ITSELF THAT'S SPEAKING, FIGURE OUT HOW TO. ‘TRANSLATE ITS PERSONALITY TO THIS SPHERE—THE BRAND'S VOICE, TENOR, SENTIMENT AND PURPOSE IN SOCIAL MEDIA—AND STAY CONSISTENT.2 “You need to take what was the brand style guide—how itis that people should proceed as a brand, whether it’s in newspaper ads or television commercials, etc—and [figure out] how you adapt tha for social. We've always talked about bumanizing the brand, but it’s almost like you have to add the word ‘really’ now. You still have to have a brand worthy of connections, which goes back to the old Branding 101, but at the same time it needs to be modified and adapted for how you engage any social networks overall. Just b just having a pre ng a presence isn’t enough. In fact, ence in a nonstrategic way starts to set you up [for problems).” —BRIAN SOLIS, principal, Future Work; author, Engage “Brands are more ‘human’ because of social media, For example, Comcast is @comcastcares/Frank Eliason these days, Many of the Twitter accounts of major brands have increased the perception, ifnot reality, of approachability of the brands.” —GLY KAWASAKI, manasing director Garage Technology Ventures cofounder, Allon. JWT “We're now in the era of PoP marketing: people to people, And organizations are no longer these big organizaions—they’re people too, There are people behind inizations, there are CEOs with strong views and values, and social media is allowing people to collaborate ind converse.” —LORRIE THOMAS, (CEO, Web Marketing Therapy FIGURE OUT WHO'S SPEAKING AND WHAT TE EIR VOICE ISB JWT betwe their digital identities and the brand digital id search for dialogue with other users close to the brand, But brands are not ready for this dialogue because th talk to. Abr user can int 1d eof brands as a partner; brands could play a ink consumers are more aw role as a partner in their lives. So maybe they feel like they can reach the people behind the brand with social media. I'm more in favor that there are people behind the brands. The people behind the brand are a company forming the communication, and by talking to customers, designing their product. So everything that’s visible for the customer is somehow done by some peopl e thought about not their b hat rand but —KARSTEN RIEKE, produet manager XING iden G haven't got this digital identity to is not a corporative site but a place where act in different ways with the brand and other users, JAVIER REYES, founding partner, CEO, Sixjump= “IE it’s appropriate for Singapore Airlines to talk about something, then fine. If it’s appropriate for Casey from Singapore Airlines Service, then use it. Just really put yourself at the other end of the conversation co see what makes better sense (o you as the customer receiving it. We tend to overanalyze it, whereas sometimes it's just simpler to react to the situation of the customer.” —TARU JAIN, managing director, XM Asi FIGURE OUT WHO'S SPEAKING AND WHAT THEIR VOICE ISZAPPOS ere Ne a Zappos’ vibrant voice on Twitter, but the online retailer now has more than -_ ewitter cto GI cxxeorcsiemnioyees 400 empl Tweeting (Hsieh’s e links to these accounts). vuting products or offering employees just Tweet for the sake of it. This helps to put human faces on the brand and gives outsiders access to the quirky company culture, helping to strengthen fans ties to the brand and its community.B JWT WHAT'S tue VALUE EXCHANGE? CONTINUOUSLY ASK, WHAT'S THE VALUE EXCHANGE? WHAT DO CONSUMERS GET IN RETURN FOR VIEWING, INTERACTING WITH, CONTRIBUTING TO OR AMPLIFYING YOUR CONTENT OR CAMPAIGN? ‘THERE HAS TO BE SOME SORT OF VALUE EXCHANGE OR THERE'S LITTLE REASON FOR A POSITIVE ACTION TO TAKE PLACE AT ALL. DON’T MAKE THE CONSUMER DO THE HEAVY LIFTING UNLESS THE REWARD IS SIGNIFICANT, YOUR MARKETING OBJECTIVE SHOULD DETERMINE THE AMOUNT OF EFFORT REQUIRED BY THE CONSUMER IF YOU SIMPLY WANT TO GAIN MASS AWARENESS, FOR INSTANCE, PERHAPS IT’S A MATTER OF CREATING A VIRAL VIDEO THAT MILLIONS WILL VIEW, IF YOU WANT MORE QUALIFIED LEADS, PERHAPS THE BARRIER TO PARTICIPATION SHOULD BE A BIT HIGHER,% “At the very basic level of sharing content, the value exchange might be as simple as T thoughe this was funny, and I think my friends will find ie funny to0. So I'm going to post that link to my social network.” And the value exchange isn’t a bought or financially exchanged reward but just social currency based on the content you want t0 pass on, ... We need a really strategic approach to what our objectives are and to be able to engage consumers with an interesting idea, something that’s going to capture their attention, motivation. Should the consumer do some heavy lifting here, or should it be a really simple social interaction?” —DANIEL KING, rector of digital, JWT Melbourne JWT e “What you need to do is to add value to these people’s lives around the life moments that necessitate the use of your product. So if it's a paper towel, that means you need to be the publisher for the part of a person's life that involves the kitchen, cleaning things up, running a household, Your ‘customer is somebody who has. certain set of needs and information needs that relate to the purchase of your product. You're not going to start talking to them about paper towels, JOHN BATTELLE, founder/chairman GEO, Federated Media Publishing WHAT'S THE VALUE EXCHANGE?a JWT o1 summer 7 ves in some way by giving them eto contribute, a place to connect, “The most importa thing, and provide value to the consumer: In really doing that through soc world is to keep the eye on the co channels, how can we influence their information, entertainment, a dialogue, whatever itm but y be. There are many different rotes for the b 's all about the consumer and what's in it for them, —SHERI SULLIVAN, consumer dslogie director, Team Detoi cand, “In the long run, what you will see is saturation of brands. Brands not only show me their stuff but also want to interact with me; they want me to engage, they want me to follow them. It’s such an overkill not only of information but also of offers. We will have to look for things that don’t demand such an effort for consumers.” —PAUL BELEN, head ofintersetive media, Canal 13 WHAT'S THE Ve1¢ 7 MALMO § TORE An IKEA store in Sweden used basic Facebook to launch a new tools to get consumers focused on the products. IKEA created a profile for the store manager, then added 12 images of showrooms to his photo albums. The first person to tag any product would win it, It took minimal effort for Facebook members to participate, but as they did, the pictures spread around the site via news feeds, profile pages and links, and participants became IKEA promoters. WHAT'S THE VALUE EXtHUGGIES THE POTTY PROJECT Launched in 2009, this Pull-Ups- branded site depicts six families with one goal: bye-bye diapers. It serves as a hub for parents embarking on the potty-training journey, with tips, tricks, promotions and advice from a community of parents. In its first three months, The Potty Project attracted more than 9 million visitors, who spent an avera eight minutes on the site Ics shapin; P as a go-to resource for potty:training parents.0 @ JWT AS S UME THE WORST ASSUME YOUR BRAND WILL BE SIGNIFICANTLY EMBARRASSED AT. SOME POINT. DON’T FORGET PR 101 IN YOUR RACE TO EXPERIMENT IN SOCIAL MEDIA, HAVE A CRISIS MANAGEMENT PLAN IN PLAGE FOR DEALING WITH WORST-GASE SCENARIOS ACROSS EVERY PLATFORM. ‘THE OPEN NATURE OF SOCIAL MEDIA HEIGHTENS THE EXPECTATION FOR TRANSPARENCY. USE SOCIAL MEDIA TO OPEN UP YOUR BRAND, BUT DO IT CAUTIOUSLY UNLESS YOU HAVE LITERALLY NOTHING TO HIDE.“Perhaps the most respected brands are also the most vulnerable. ... The more successful, the more iconic the brand, the more dangerous social media actually is. The more respected the brand, the more people use an instance. every brand has bad people working for it, and inevitably their product isn’t always going to work. So people need to understand that the mob is out there salivating, wait sto get their hands on the next humiliatio —ANDREW KEEN, thor, Cult he Ama ‘As more and more brands have presences in social spaces, not only do they have a presence but ge audience. And potentially like BP, they're going to end up in disaster, When these comments ally they're just communicating with the arise, they need to be able to det ne which | actually need effectual answers to allow people to feel like they're being listened to and responded ‘appropriate at all JWT DANIEL KING, jor of egal, JWT Melbourne “(There is] a lack of strategic response strategies for in social media. We have those negative situati for crisis communications in PR, we have those for customer service departments, In fact, customer service representatives undergo training, Those who get really good at it get to go to the escalation department. There's a whole system for dealing with for social media. And that’s that, but there isn’t on because, again, we're sort of blinded by—or enamored by—how wonderful itis and how popular it is, But we're not really thinking it through. —BRIAN SOLIS, principal FanseWorks author Ege ASSUME THE WORST‘No organization is totally good, so none can be totally transparent. The salient issue is whether you are “good jough’ and ‘transparent enough’ for mstances, Consider one stellar example: Apple is about as transparent as the sky above Exjalfallajékull, It is the ial company, and yet it thrives because its products are so good that zero transparency is good enough.” —GUY KAWASAKI, managing director, Carage Technology ‘Ventures; cofounder, Alltop “When we become more tran JWT parent, we realize hhow complex all these layers really are, [We] actually move into more complexity when a paradigm of transparency comes —NATHANIEL HANSEN, ‘cofounder, The Socializer about.” ‘The irony is that the supposedly most ‘ually the ones that are the most hidden. Mj vice to companies is to embrace wansparency in theory but in practice build smart opaque brands like Google. You need to find ways of speaking transparently but actually behave in a very opaque manner. Or throw ont your businesees and start again with attempts to become more ransparent. —ANDREW KEEN, aur, Ci fhe Amen ASSUME THE WORSTNESTLE FACEBOOK CRISIS MANAGEMENT In March, a Greenpeace report criticized Nestlé’s use of palm oil charging that the company contributes to rainforest destruction in Indonesia; the cover f to read “Killei flooded its F using the “Killer” Ic ed a KitKat logo altered stlé critics page, with some their profile photo. Nestlé threatened to delete comments from profiles that featured the altered logo, which only egged on the protesters, Nestlé subsequently responded with more information and reiterated a commitment to using certified sv able palm oil by 2015. UME THE WORS'a JWT EMPOWER YOUR ADVOCATES ‘To BE MOST EFFECTIVE AND TO REACH CRITICAL MASS, YOU MUST BE WILLING TO SCALE YOUR EFFORTS BEYOND A CENTRALIZED COMMUNIGATIONS MODEL, TO DO THIS, IDENTIFY AND THEN EMPOWER YOUR ADVOCATES —WHETHER INTERNAL OR EXTERNAL— ARMING THEM WITH THE APPROPRIATE TRAINING, TOOLS, INFORMATION AND/OR PRODUCTS TO EFFECTIVELY PARTICIPATE IN ‘THE SOCIAL MEDIA DIALOGUE ABOUT YOUR BRAND.JWT {Social media] builds engagement. It builds loyalty. People are quicker to amplify your message and act as brand representatives.” “You have to empower your employees to know what to do: epee with these new channels. ‘Guarabin News & Medi =CHRISTIAN BOLLING, ‘OSRAM spokesman: PR profesional “Dell has all their customer service reps floating around, our there listening, responding. ... They have handed the social media re team and just said, ‘Hey, go create your own accounts and go fish.” And they'll take care of people.’ —LORRIE THOMAS, (CEO, Web Marketing Therspy \s over to th customer service 6 EMPOWER YOUR ADVOCATESTo promote its new Fiesta model in the U.S. before the car launched, Ford gave n model to 100 “agents.” the Europ. They spent six months sharing their experiences—and the monthly “missions” they were sent on—via blogs, YouTube videos, Twitter and Flickr photos. The campaign resulted in more than 80,000 “hand-raisers” (people who requested information). This year’s “movement” involves 20 teams of agents in major markets around the county competing to win a Fiesta, MPOY DVOC.BEST BUY TWELPFORCE ewitted @ato Ifit is for the memory card it should be inserted until it “clicks” or sets deeply enongh for a cateh i... via @MichaclASander twelpforce For its Twitter presence, dubbed aly Best Buy enlists employees who volunteer to answer customer questions in their spare time Bach response is credited to an individual employee, so the 2,600-plus Twelpforce reps can feel pride in their participation and expertise, Questions are answered in an average of 12 minutes. MPOW DVOC.8 JWT DOM Wieerer ee DEFEND YOUR BRAND LEY PEOPLE TALK. IT’S IMPOSSIBLE TO RESPOND TO EVERY NEGATIVE COMMENT —THERE ISN’T AN INFRASTRUCTURE FOR IT— AND AN EMPOWERED COMMUNITY SHOULD RISE TO YOUR DEFENSE. Ir YOU DO JOIN THE CONVERSATION, MAKE SURE YOUR PARTICIPATION FEELS ORGANIC TO THE CONTEXT, PUTS YOU ON AN EQUAL FOOTING WITH THE CONSUMER AND DOESN’T COME OFF AS CONTROLLING OR HOLIER THAN THOU.“We have an engagement plan ‘that basically says, ‘What are the potential types of conversations and what js our response? It ranges from none to immediate and is based on the impact to the organization?” Along that spectrum we say, "OK, here’s where we're going to participate, here’s where we are not and here is where the community will lead."* —PAUL SCHOKNECHT, «rior partner digital experience director, JWT » “Ie like a schoolyard fight where you've got a bunch of kkids standing around and then trouble starts brewing. ve with the brand’s perspective who can also raise up some people over to their side to help defend the brand. IE there is no one like that then the entire crowd is going to quickly turn full force against the brand.” —PETER KIM, managing divecon, "North America, Dachis Group ve got an instigator, but you've got to have someone *You don’t see Apple responding all the time to JWT negative commentaries or discussions. If you ever go | to an Apple forum, even on the Apple site itself you have Mac users and enthusiasts who solve people’s problems all day long.” BRIAN SOLIS, principal, sare Works, shor, eset “When you have a brand following and you have advocates, your advocates are going to come out of the woodwork to defend you ifanybody says something negative, ... Generally if you can resolve the issue, you tryasa corporation; but if you can’t and it’s unfounded, your community will come to your defense.” ‘SHERI SULLIVAN, consumer dialogue diectr, Team Deut DON’T CONSTANTLY DEFEND YOUR BRANDAPPLE EMPOWERING USERS Apple’s website has a section dedicated Mac, iPod, iPhone and iPad users. People can to discussion forums f submit questions or answer them, making for a user-generated form of customer service. While the company hosts this forum, consumers by and large run it10. 4 JWT ( TRULY ) ADDRESS THE ISSUES RATHER THAN SIMPLY RESPOND TO NEGATIVE TWEETS, COMMENTS, ETC., ADDRESS THE ISSUES THAT ARE DRIVING THE COMPLAINTS.42 “At some point, you are going to have to change the things people are complaining about so you can reduce the number of things you have to respond to, And that’s the part that ma companies aren’ thi ng about, because it’s easier to put intern or a low-level person in front of Twitter, which many are doing, and they're not necessarily trained in customer service or response to crisis communications. They're just taking to these as the toys and little networks that they're perceived to be, but the back end isn’t supporting them: ther isn’t any resolution, ... Unless the back end changes, those respons arent going to stop.” BRIAN SOLIS, principal, FunseWoeks anos, Eugige “Ifyou are opening a customer service channel, no matter where it is, what technology uses, its primary focus is to give service to customers when JWT and where they need it. If you're an airline business, voleanie ash updates, whether it’s Twitter or phone line, it needs 24/7 cover. ... There's definitely an approach a lot of brands think like, ‘Oh, it’s just social media and it’sjust online stuff, We'll just get some interns to do it.” Irs literally like saying, you know, if store was to open a new retail outlet ina less popular area, ‘Oh, we'll just send our most crappy salesperson there.” Well it’s not going to help. —TARU JAIN, mangling director, XM Ari (TRULY) ADDRESS THE ISSUESCOMCAST @COMCASTCARES ewitter: @S ‘The modem is looking like itis up, I did just reset it This cable company proactively responds to online complaints and attempts to resolve the issue. The team uses several platforms for customer service but is best known for its responsiveness on Twi However, while Comcast's CEO has said Twitter “changed the culture of our company,” critics say it still has a long way to go in addressing the underlying issues behind customer questions. TRULY) ADDRESS T1. JWT FUEL LONGEVITY YOU'RE ONLY AS GOOD AS YOUR LAST ACTION. SET YOURSELF UP FOR LONGEVITY IN THE SOCIAL MEDIA SPHERE. THIS IS NOT A FAD—IT’S, AS LONG TERM AS RETAIL MARKETING AND REQUIRES THE SAME LEVEL OF RESOURCES AND COMMITMENT BEHIND IT. (INCLUDING BUY-IN FROM THE TOP; YOU GAN’T DO THIS IN A COSMETIC WAY.) DON’T THINK IN TERMS OF ONE-OFF CAMPAIGNS OR TACTICS. How CAN YOU FUEL AN ONGOING SOCIAL MEDIA PRESENCE?“Longevity, that’s a key qua have to have ongoing activities. That's not always going to work as much as we want it to, be fier: From that point, we you have content, sometimes you don't. So we have levels of engagement. We have our foundations, then wyson ongoing engagement, which is just things to keep the conversation going when there isn't a campaign.” we have our al —SHERI SULLIVAN, consumer dialogue digector, Team Dettoit JWT iS that is going to finish sooner or later, but we are going to start speaking about social networks as a new milestone in the online evolution. Facebook is the most “Many people speak about social networks as somet important component of this change. Facebook is not only a social network but a platform/pillar for the social Web. And Facebook gets it by allowing developers to create their own services that sustain its social network. If brands don’t create a real digital identity and take part in this dialog, they will not exist in the social Web; a corporative site is not enough. They need to be able to bea node in the social graph, to allow consumers to link with them, This dialog is not only to sell—the brands/organizations must define a global company social media strategy (marketing/PR, support, product, sales, ete.).” JAVIER REYES, founding partner, CEO, Sigumps “Even when you have had a darling of a social space, you know you're only as good as your last action.” —PAUL SCHOKNECHT, senior partner, digital experience director, WE 5 FUEL LONGEVITYJWT “You need buyin from the most senior level; you can’t do thisin a cosmetic way. So if you have a CKO who says, "Yeah, I gett, 'm going to transform my company you've got buyin ftom the GEO. They realize they have to change, ... It has 0 be done completely, with the full buyin of the most senior people, ot I wouldn't bother: If you do it cosmetically, it won't work or it's even worse, it wil just kind of explode and embarrass, So this isa fundamental change in the way brand managers r do their work, do their business.” —ANDREW KEEN, futher, Calf the Aetna “When it comes to branding, there’s the saying that if you don’t create your own brand, someone will create it for you. And that’s the big onediner I give to the CEOs that are like ‘No, because someone might say something bad about us.’ They're going to do it whether you're out there or not. So T advise you to be out there, But to what level is completely up to them, and it’s management question.” —LORRIE THOMAS, (CBO, Web Marketing Therapy FUEL LONGEVITYJWT td a ‘aa! The airline launched its Twitter EXPRESSING THE account eatly (in spring 2007) and now BRAND’S DNA has about 1.6 million followers. JetBlue uses the platform for customer service, to initiate consumer dialogue, for crisis management (e.g., warning of expected delays) and to provide value (mostly via the JetBlue Cheeps account). But most vitally, JetBlue uses Twitter—along with Facebook and a YouTube channel—to back up its brand image. Social media helps strengthen bonds with and between customers, central to JetBlue’s stated mission of “bringing humanity back to air travel.” FUEL LONGEVITYJWT 12. YOu DON’T HAVE To BE SOCIAL TO BE SOCIAL ‘THE WATER-COOLER EFFECT HAS ALWAYS EXISTED, BUT SOCIAL MEDIA HAS AMPLIFIED IT. SO NO MATTER WHERE OR HOW YOUR MESSAGE IS DELIVERED, THERE IS POTENTIAL FOR A SOCIAL EFFECT. CONSIDER WAYS YOU GAN INCREASE YOUR BRAND'S SOCIAL. CURRENCY VIA MEDIA THAT MIGHT NOT BE INHERENTLY SOCIAL— HOW GAN YOU GREATE A MESSAGE THAT WILL DRIVE PEOPLE TO SOCIALIZE AROUND IT?JWT “We have to be aware that there isa social effect taking place all the time— whether or not we choose a traditional media that isn’t inherently social. [Is] the content or the message motivating enough to make people want to comment through their social platform by updating their blog or updating their Facebook or saying ‘I just went and sav this movie and I saw this ad andl it was The message can sometimes motivate people to be social.” —DANIEL KING, irector of digital JWT Melbourne ‘wonderful’? a YOU DON’T HAVE TO BE SOCIAL TO BE SOCIALCOU ae U BY KOT A television campaign mocks typical feminine-hygiene messaging. For example, in one spot a young woman discusses how her period makes her want to run on the beach in slow motion and wear white spandex— familiar images for female consumers Kotex’s question is humorously candid: ‘Why are tampon ads so ridiculous The novel approach has fueled a social effect: Thousands of Tweets about the campaign surfaced, and now millions have viewed the clips online. To further rally women behind its mission to “break the cycle” of unhealthy attitudes toward periods, L by Kotex’s site encourages fans to spread news about the campaign via Facebook and other social media. By initiating the conversation with a Kotex has daring and fresh messag: driven people to be social about a subject that was seemingly taboo.JWT APPENDIXJWT ADDITIONAL SOCIAL MEDIA CASESJWT MOBO ALESFORCE Dell is a case study for its ability 10 carn, a Twitter account into gold, As of 5% off any Dell Outlet Home laptop or Decemibess 2009, teslb mllion desktop! Enter coupon code at checkout followers of @DellOutlet had earned WEDS SPREE et the company some $6.5 million revenue. The account broadcasts deals a and discounts—real-time offers that a seem to delight many plugged-in bargain hunters, @ No Latitude coupons right now, but I recommend signing up for the Dell Outlet Business email updates: ADDITIONAL SOCIAL MEDIA CASEDROP EVERYTHING [ag eae FOR LOVE what is tha diam enduring strength rat surpris ves and invit ADDITIONAL SOCIAL MEDIA CASES.SNA HC Navy AYPLANNER easyJet leverages the success of event planning on Facebook by helping the site’s members plan trips collaboratively with friends. The easyJet holidayPlann is positioned in line with this utility while also driving sales within the channel. Groups of three or more can suggest and vote on dat . budgets and destinations. A message b rd helps with coordination, and all actions are posted into the group’s activity feeds to syndicate and promote the experience. Users pay for trips within the application.REFRESH PROJECT Pepsi gives monthly grants to people, businesses and nonprofits with “ideas that will have a positive impact.” The project launched in January, with Pepsi touting the campaign as a more responsible alternative to its traditional Super Bowl presence. Participants submit ideas online (Pepsi accepts up to 1,000 a month) and promote them on social media sites. Consumers participate by voting for up to 10 ideas a day ADDITIONAL SOCIAL MEDIA CASESMOW THE LAWN ow the Lawn Schick went viral for its Trimstyle Razor | & Bikini Trimmer with a funny double | entendr The blatantly risqué approach drove filled video, “Mow the Lawn.” viral success, cnerating media buzz and mentions in consumers’ blog posts, Twitter feeds and Facebook pages. ADDITIONAL SOCIAL MEDIA CASESSOUTHWEST KEVIN SMITH ever been easier! Ive read the tweets all night from @thatkevinsmith - Tell be getting a call ‘at home from our Customer Relations VP tonight. While social media gives every disgruntled customer a platform, a brand can find itself in a PR minefield if it crosses a powerful social media presence. Last February, filmmaker Kevin Smith—who had around 1.5 million Twitter followers at the time and a popular blog—posted dozens of angry Tweets after a Southwest Airlines crew evicted him from a plane for being too heavy to fly. The story soon entered the mainstream media. Southwest used social media to tell its side of the story, but it may have fallen on deaf ears among Smith fans.UNIOLO Tos ailer’s UT line of pport the Tshirts, the ‘et campaign allows people to enter their Twitter ID online to see a “Tweet show” that mixes their Twitter history with images of models sporting the Tshirts. The campaign is fun and offbeat, in line with Uniqlo’s messaging, and invites users to see their social media engagement in a new way:JWT MORE ABOUT OUR PANEL MEMBERS_jamesi@BbeEverywhere.«7 twitter.com/keyinfluencer twittercom/beeverywhere beeveryhere.ty 6 JWT JAMES ANDREWS MANAGING PARTNER, EVERYWHERE Andrews is a managing partner at everywhere, specializing inthe creation of social media strategies, online communications and Web content production. everywhere isa strategic «ommuniction consultancy that helps brands navigate the social media and online space. Andrews has been working in interactive/new media and nonsraditional marketing for 15, years. Before launching everywhere, he focused on social media brand strategy at Ketchum Digital for clients Monster.com, FedBX, GeekSquad, Wendy’sane Newell Rubbermaid. He has also eld senior titles at Columbia Records, Keko Unlimited and Isobar /Carat-and worked with brands including Gurrent TV, Sprite, Vibe magazine and Procter & Gamble, Andrews blogs at Fastcompany.com and maintains a blog at www: thekeyinfluencercom, where he covers the “business of pop culture.” He isalso a consultant on social media to celebrities and icons including Jane Fonda, Andrews serves on the marketing committees of G-GAPP (Georgia Campaign for Adolescent Pregnancy Prevention} and the Children’s “Museum of Atlanta. Andrews attended UCLA, grew up in Silicon Valle and lives in Atlanta with his blogging vie (wv. funkiivagirl.com) and ovo chiren, He ia frequent speaker and is often quoted on the subjects of digital media, entertainment and innovative branding/matketing approaches. LEARN MORE ABOUT OUR PANEL MEMBERSe jhatebatellemedtia.com twitercom/johnbattelle federatedmedia net batellemedia.com facebookcom/johnbatelle JWT JOHN BATTELLE FOUNDER/CHAIRMAN/CEO, FEDERATED MEDIA PUBLISHING Battelle is an entrepreneur, journalist, professor and author who has founded or cofounded scores of online, conference, magazine and other media businesses. In addition to his work at Federated Media, Battelle is executive producer and program chair of the Web 2 Summit, as wel as “band manager” with BoingBoing.net, He also maintains Searchblog, a daily sive that covers the intersection of media, technology and culture, at www: battellemedia.com. Previously Battelle occupied the Bloomberg chair in Business Journalism for the Graduate School of Journalism at the Universiy of California, Berkeley. He was chairman and CEO of Standard Media International (SMI), publisher of The Industry Stondand and TheStandard.com. Prior to that, he was a cosfounding eilitor of Wired magazine and Wired Ventures. In 2005 Batclle wrote The Search: How Goole and Hts Rivals Rewrote the Rus of Business and ‘Transformed Our Culture (Penguin/Portfolio). An expert in media and technology, he has appeared ‘on many national and international news channels. Battelle was a founding board member of the Online Publishers Association and sts on the board of the Interactive Advertising Bureau, Honors and avards include Global Leader for Tomorrow and Young Global Leader atthe World Economic Forum in Davos, Switzerland finalist rank in Eras & Young's Entrepreneur ofthe Year competition; “Innovator—One of Ten Best Marketers in the Busines” by Advertsing Aye and one ofthe “Most Important People on the Web’ by PCMark. Batelle holds bachelor’s and master's degrees in journalism from the University of California, Berkeley. LEARN MORE ABOUT OUR PANEL MEMBERStwittercom/paulbeelen paulbeelen.com JWT PAUL BEELEN HEAD OF INTERACTIVE MEDIA, CANAL 13, Beclen is an advertising executive who has worked on both the agency and the client side, As of December 2009, he's in charge of interactive media for Canal 18, Chilean ‘TV sation and media holding company. Previously, as head of digital marketing at mobile phone operator Entel PCS, he was responsible for one of Chile's biggest digital advertising budgets and headed the development of several prizewinning campaigns. Beelen is interested in how technology is changing marketing and media and in new contentlistribution technologies. He is focused on identifying furure developments in this ied and social changes fueled by increaved connectivity among consumers In February 2006 he published the white paper “Advertising 2.0 which has been doynloaded more than 40,000 times and distributed widely around the blogosphere and specialized media, Ic is also used by universities and companies asa tool 1 understand changes in mazketing, advertising and medi. Beclen speaks regularly at conferences worldwide. He is fluent in Dutch, English and Spanish, LEARN MORE ABOUT OUR PANEL MEMBERSJWT CHRISTIAN BOLLING OSRAM SPOKESMAN; PR PROFESSIONAL Based in Munich, Bolling isa spokesman for OSRAM, a part of the industry sector of Siemens AG and one of the leading lighting manufacturersin the world, After stadying politics, economics, applied linguistics and informatics, he started working as a PR consultant and social media consultant in PR agencies. He blogs at amendedestages.com and tweets as @amendedestages. twittercom/amendedestages amendedestages.com, LEARN MORE ABOUT OUR PANEL MEMBERStwittercom/leftback JWT MIKE BRACKEN TECHNOLOGY DIRECTOR, DEVELOPMENT, GUARDIAN NEWS & MEDIA. Bracken is responsible for all consumerfacing technology services, applications and digital product development across the Guardian, Observer and Guardian.co.uk. He specializes in the delivery of innovative digital products and strategies, commercial relationship management and new product development. Previously, he helped establish MySociet, a not-for-profit company delivering scalable, publi-fcing digital services wit high socal value, Prior to this, he was a company director, non-executive director and consultant with extensive experience in conceptualizing, funding, building and leading high-profile companies and partnerships across the technology, media, comuunications, government and public policy sectors LEARN MORE ABOUT OUR PANEL MEMBERSnathaniel@thesocializers.com twittercom/nat_hansen thesocializers.com/blog/tag/ nathani hansen JWT NATHANIEL HANSEN CO-FOUNDER, THE SOCIALIZERS, ‘Hansen packages his technology, marketing and people skills to create siles: accelerating campaigns for businesses. He connects like-minded people and creates, ‘opportunity on a global level, While living in the Balkans, Hansen consulted with companies including Unilever, Sarantis, Mercedes, Champion Apparel, LUNA lingerie, LOUX Juice, Ily, Coca-Cola and Sony Ericsson. He currently lives in Athens. Hansen recenty spoke at the Social Business Summit in London on “The Anatomy of a Social Media Proposal” and “Postcards from the Future of Social Business: How Social Business Technology ‘Transformed Athens into the New Monaco.” He also serves as director of international business development for Lorsie Thomas at Web Marketing Therapy and director of sales/elient strategy at Oniracom, an agency that does social forthe likes of Jack Johnson, Lenny Kravitz, The Wailers and Supertramp. Hansen holds a maser's degree in mythological studies from Pacifica Graduate Institute, His primary personal interests include archetypes, world mythology, Jungian psichology andthe living nature ofthe social nenvork, humanity’ irs collective and multidimensional journals Applying archetypal themes to marketing campaigns isa favorite activi LEARN MORE ABOUT OUR PANEL MEMBERSoa sg.linkedin.com/in/taryjain JWT TARU JAIN MANAGING DIRECTOR, XM ASIA. {Jain has focused on how to engage customers in both traditional and digital channels in countries across Asia, Europe and the U.S. He has advised clients in sectors including FMCG, financial services, telecoms, electronics and entertainment, travel and tourism, retail and publishing. Air obtaining an MBA, Jain joined the Unilever account team at Lowe Lintas and ‘worked with them in India and later in London, He moved to pure-play digital agencies in 2004, joining Uovo FiSjstem, a leading European agency. In 2002 he joined LBi Lid, Burope’stargestcigital agency, where hie ran a part of its U.K. business and. helped several Fortune 500 clients launch new media businesses and digital initiatives to better engage customers. [mn 2008, Jain moved back to Asia to help Young & Rubicam set up its digital offering as head of digital and incegrated marketing. Recently, Jain joined XM Asia as managing director. XM, part of the WEP network, is the most awarded digital agency in Singapore; its clients include Singapore Tourism Board, Malaysia Airlines, Diageo and Hewlett-Packard, ‘Tanuis a regular speaker at conferences on topics such as dealing with the connected consumer, the changing face of PR in the new digital age and how to engage Generation Z LEARN MORE ABOUT OUR PANEL MEMBERStwittercom/guykawasaki ‘myalltop.com,/guykawasaki JWT GUY KAWASAKI, MANAGING DIRECTOR, GARAGE TECHNOLOGY VENTURES; CO-FOUNDER, ALLTOP ‘Rawasaki is a managing director of Garage Technology Ventures, an early-stage venture capital firm; co-founder of Alltop, an online magazine rack; and a columnist {or Enteprenewr magazine, Previously, he was an Apple Fellow at Apple Computer. ‘Kawasaki has written nine books, including Reality Check, The Art ofthe Start, Ral for Rewlationavies, Howto Drive Your Cimpetition Crazy, Selling the Dream and The Macintosh Way, He has a B.A. from Stanford University and an MBA from UCLA, as well as an honorary doctorate from Babson College. LEARN MORE ABOUT OUR PANEL MEMBERS0 = twittercom/ajkeen andrestkeen.type JWT ANDREW KEEN AUTHOR, CULT OF THE AMATEUI INTERNET IS KILLING OUR CULTUR HOW THE Keen's 2007 book, Cult ofthe Amateur: How the Intone Is Killing Our Cure, has been published in 15 languages and as shortlisted for the 2008 Higham’s Business Technology Book of the Year award. He Is working on a second book, Digital Vertigo: Anciety, Loneliness and Inequality inthe Social Media Age, and writes a weekly column about culture, technology and media for the Londaw Daily Telegraph and the Dutch newspaper Valkshrant Since publication of Cul ofthe Amateur, hundreds of newspapers, magazines and websites have featured [Keen's writing and ideas, and several newspapers have published debates piting Keen against leading Internet luminaries. Keen has also been a guest on leading television and radio programs, a well as many podcasts and online video shows. He isa regular on the “Gillmor Gang," the Internet's iconie chat slow about technology, started in the Dutch VPRO television documentary Wik the Tru, and was the subject of the November 2008 BBC Radio d show Iconoclass. Keen wrote and presented The Chis a Wo- part BBC Radio 4 documentary about Silicon Valley’ new elites that was first broadest in January 2009, Keen has given keynote speeches around the world and frequently lectures at universities, At the UN Conference on the Internet in November 2007 in Rio, he debated Internet founder Vint Gerf, He has also appeared at literary festivals and spoken at the London Institute of Contemporary Arts and the Royal Society of Arts, where he isa fell. A pioneering Internet entrepreneur, Keen founded Audiocafe.com in 1995 and built it into a popular first generation Internet music company, He was executive producer ofthe new media show *MIB5 £2000" and, from 2001 to 2007, worked at several Silicon Valley-based tech startups, including Pulse Santa Cruz Neworks and Pure Depth, Keen attended London University, where he studied modern history, was a British Council Fellow at the Universi of Sarajevo and earned a master’s degree in political science at the University of California at Berkeley LEARN MORE ABOUT OUR PANEL MEMBERStwittercom/ peterkim beingpeterkim.com JWT PETER KIM MANAGING DIRECTOR, NORTH AMERICA, DACHIS GROUP. ‘Kim isa leading thinker on social business, which he discusses on his blog, Being Peter Kim. He is responsible for building Dachis Group's North America organization while leading case teams to formulate social business strategy for clients, He was previously an analyst at Forrester Research, focusing on socal technology and marketing strategy. Before that, Kim was responsible for international marketing operations, e-commerce andl digital marketing at PUMA AG. Kim has been quoted by media outlets including NN, CNBC, NPR, The New York Times and The Wall Stet Journal. He is a graduate of the University of Virginia's Darden. School and the University of Pennsylvania. LEARN MORE ABOUT OUR PANEL MEMBERS,n twittercom/DanGKing JWT DANIEL KING DIRECTOR OF DIGITAL, JWI MELBOURNE What Does He Believe ‘The desire to communicate and connect with each other is never ending. The use of communications technologies are ever changing. To be successul in this industry it is important to keep one foot in the present, mastering the common trends of communicating today, and one foot in the future, mastering the emerging trends of communicating tomorrow. Who Has He Worked With Many local, national and international companies, along with council, state and federal government 10 provide digital marketing services since the "9. King lias worked with brands including GM Holden, Hummer, Saab, Cadillac, Ford, Pioneer Electronics, Kraft, ING Superannuation, HSBG and Unilever Where Has He Worked King works in Melbourne. He started in Publicis MOJO in their direct marketing division, following on with Origination CRM, working on loyalty programs, eDM activity and databasedlriven communications, then moved on t Sector $ Studios to produce 3D animation, special effects, games, websites, mulimedia and other interactive content. Feon.Jne grounded King with brand design and traditional marketing communications. Clear Blue Day had him managing their Melbourne digital agency office, while Visual Jazz (Mitchells Communications Group) worked with him as the digital strategist for GM. King joined the JWT ceam ro lead their digital services offering in March 2008. Who Inspires Him Sergey Brin and Larry Page, Steve Jobs, George Lucas, Lance Armsirong, LEARN MORE ABOUT OUR PANEL MEMBERSJWT JAVIER REYES FOUNDING PARTNER, GEO, SIXJUMPS Social Web evangelist, blogger and open source developer, Reyes is founding partner and CEO at Sixjumps, a social media consulting company. Before that he was technical product director at LBi/IconMedialab and a project leader of various e-commerce, document management and business intelligence projects. sociable.es twittercon nR LEARN MORE ABOUT OUR PANEL MEMBERSJWT KARSTEN RIEKE PRODUCT MANAGER, XING Ricke’s aim is to continually improve NING to make it the best social business network, His partis co improve usability and user experience—with a focus on information twittercom/komplettsystem design, interaction design, information architecture and functional specifications—as wel as imagine new functionalities and plan and manage them to become part of the xing.om/profle/karsten_rieke XING platonm, astentickede You can contact him anytime via XING: Karsten Rieke XING Profile B LEARN MORE ABOUT OUR PANEL MEMBERS™ linkedin comin davidresenbergl JWT DAVID ROSENBERG DIRECTOR OF EMERGING MEDIA, JWT NEW YORK Rosenberg has been with JWT in New York for five years. His group focuses on marketing strategy and the development of social media, mobile and gaming programs {or global and national roster clients including Microsoft, Nestlé, Cadbury, Bloomberg and Macy's, Additional responsibilities include developing partnerships, integrated progratns and branded communities, including the Clio-and Effiewinning and Emmy. nominated Domino's Pizza and eBay program “Anything Goes” and award-winning social communities for Suide Gum. He also constructed the masketing wireframe lor ‘The Nursery, a JWT creative incubation and experimentation lab that produced original animation designed to aggregate audiences on- and offline. Rosenberg has served on the Emmy nominating committee in the Technology and. Engineering category and as.a presenter at the Emmy Awards ceremonies in 2007 and 2008. He sits on the WPP Social Media Committee, contributes to JWT new business initiatives and bas led corporate programs including a viral program that launched in partnership with The Huffington Post. Rosenberg is frequently quoted in the pres, fas heen published in Mediausk and isa regular conference speaker. He was an invited attendee to the DigitalL.ifeDesign Conference in Munich for the past three years. Prior to JWT, he lived in San Francisco for eight years, finishing up as account director ‘on the flagship Electronic Arts brand EA Sports for Odiomne Wilde Nartaway + Pariners/See Advertising LEARN MORE ABOUT OUR PANEL MEMBERSJWT PAUL SCHOKNECHT SENIOR PARTNER, DIGITAL EXPERIENCE DIRECTOR, JWT Schoknecht drives cligital strategy, social media and user experience for JWT clients. His group is charged with activating brands across che digital spectrum. His passion for Facebook.com paulschoknecht the space and knowledge about what’s coming next help brands stay ahead of the ‘curve, Schaknecht leads digital engagement from program inception to creative development and, finally, to reporting, giving him the insight to ensure that all pieces are meeting the original goals and that the correct analytics are measuring ROL twittercom/ paulshok Schoknecht has worked with clients including the U.S. Marine Corps, Nokia, US. Virgin Islands, Sony, Hlectronic Arts, Nintendo, The WB, MGM, Symantec and Texas Instruments. He has led JW1’s digital efforss in Los Angeles, San Francisco and Atlanta B LEARN MORE ABOUT OUR PANEL MEMBERStwitter.com/briansolis BrianSoliscom JWT BRIAN SOLIS PRINCIPAL, FUTUREWORKS; AUTHOR, ENGAGE Solis is author of the recently published book Engage, a guide designed! to help businesses build, cultivate and measure success inthe new Web. Globally recognized as ‘prominent thought leader in new media, Solis isa digital analyst, soctologist and futurist. He has influenced the effects of emerging media on the convergence of ‘marketing, communications and publishing. He is principal of FutureWorks, an awards winning new media agency in Silicon Valley, and has led interactive and social programs for Fortune 500 companies, celebrities and Web 2.0 startups. BrianSolis.com isa leading business and marketing online resource LEARN MORE ABOUT OUR PANEL MEMBERS7 JWT SHERI SULLIVAN, CONSUMER DIALOGUE DIRECTOR, TEAM DETROIT Sheri has been at the forefront of integrated marketing throughout her career. Her approach isa holistic implementation of multiple channels working together for ane integrated consumer experience. She has extensive experience in CRM, digital, social and emerging tech areas. ‘At Team Detroit, she is the agency lead for social and consumer dialogue strategies, responsible for building a new practice. She helps her clients develop social marketing strategies and plans, including integrating social experiences ino product launches, levating social influence within the shopping process and engaging consumers within ‘enthusiast experiences. Prior to Team Detroit, Sheri was charged with evolving GRMbased strategies — including ditect mail, e-xmai, call center to Web integration-click to chat, wont-of- ‘mouth and forum intervention—and led an emerging trends team responsible for lesigning marketing experiences in mobile and gaming. Beyond her agency experience, Sheri has led field and brand marketing for a worldwide retail organization and spent some time in media LEARN MORE ABOUT OUR PANEL MEMBERSJorrctvebmarketingtherapscom Jorredoriethomascom twitercom/ WebMarketing RX svitercomy/ webtherapist vebmatketingiherapscom ‘ebmarketingtherapy.com blog Joricthomascom JWT LORRIE THOMAS MARKETING THERAPIST AND CEO, WEB MARKETING THERAPY ‘Thomas is The Marketing Therapist, a speaker, trainer, author and GEO of Web Marketing Therapy, a boutique Web marketing agency and training company that diagnoses, prescribes and guides healthy marketing solutions. Her expertise helps make small businesses BIG with the Web, and her successbacked approach to Web ‘marketing empowers profesionals to create scalable Web solutions that brand, build and boast busines. ‘Thomas, who teaches Web marketing workshops for corporate and small businesses through UC Berkeley and UC Santa Barbara Extension, was on the founeing team at ValueClick Media She speaks nationally on various marketing-related topics and writes {ar several online publications. She is eurrenily writing The 36 Hour Cuideto Web “Marketing for McGraw Hil. She is quoted frequently as a Web marketing exper LEARN MORE ABOUT OUR PANEL MEMBERSJWT THANK YOU Ann M. Mack Director of Trendspotting JWT Worldwide ann.mack@jwtcom www jwt.com | www,jwtintelligence.com | www.anxietyindex.com n 010 J. Walter Thompson Company. All Rights Reserved