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Slide 1:Social Media Boot Camp

Putting Social Media to Work Thanks so much for dialing in today for our Social Media Boot Camp, this is the third in our series of monthly webinars – and the last for 2007. I can’t believe it’s December… I see a lot of familiar names on the call today, I’m so glad this topic is relevant for you So why did we choose this topic for today? There is no question that Social Media is one of the hottest topics in the collective conscious of communications people today, but there are legitimate questions about how relevant it is specific to our technology industry and what should we be doing with social media in 2008. We’re starting to see some impressive data from organizations like Forrester, Nielson and ITtoolbox about IT decision makers on the social web that suggests that social media is an effective way of listening to, talking to and supporting your customers (or any audience) Forrester called this delighting and energizing your audience The conversation today is with Kyle Flaherty from Horn Group and Justin Benson from Intraware… Kyle, who is a vice president in our Boston office, officially became our social media specialist about 6 months ago. After a few years of actively blogging, digging, twittering, and now even uttering, he has demonstrated a passion and an appetite, and a real knack for this kind of work. He developed our Social Media Boot Camp for companies who started to ask a lot of good questions but were lacking guidance and practical tips on how to get started with social media…and this webinar is adopted from that full Boot Camp workshop Justin is the SVP of business development for Intraware, a B2B software company who 6 months ago was probably skeptical of what direct impact social media tactics could have on its business but who has since then launched a beta social community called zAthlete that’s showing a lot of promise. Justin has the great perspective of what we affectionality call an “old school marketing guy” who has adopted social media and who is seeing real return for the Intraware business Before I turn it over to Kyle and Justin, I have to say that it’s really hard to know how deep to go in a discussion like this. Every single person on the call today has a different level of knowledge and experience with social media – this is the first webinar on the topic for some of us and the 10th for others… So we decided to make this the first in a series of webinar on the topic – and to keep the slide themselves pretty simple. But this isn’t at all about the slides – it’s about sparking a great Q&A with everyone on the call so that we address the macro and micro issues on your minds. So please interject with questions from the beginning – post them on the WebEx chat or chime in on the line – that will really make this a better use of your time. And when you’re not asking a question or making a comment, please mute your phones, I can’t mute the whole group from here today b/c our presenters are patched in from separate locations… Okay – enough from me. Kyle, take it away… Thanks so much for dialing in today for our Social Media Boot Camp, this is the third in our series of monthly webinars – and the last for 2007. I can’t believe it’s December… I see a lot of familiar names on the call today, I’m so glad this topic is relevant for you So why did we choose this topic for today? There is no question that Social Media is one of the hottest topics in the collective conscious of communications people today, but there are legitimate questions about how relevant it is specific to our technology industry and what should we be doing with social media in 2008. We’re starting to see some impressive data from organizations like Forrester, Nielson and ITtoolbox about IT decision makers on the social web that suggests that social media is an effective way of listening to, talking to and supporting your customers (or any audience) Forrester called this delighting and energizing your audience The conversation today is with Kyle Flaherty from Horn Group and Justin Benson from Intraware… Kyle, who is a vice president in our Boston office, officially became our social media specialist about 6 months ago. After a few years of actively blogging, digging, twittering, and now even uttering, he has demonstrated a passion and an appetite, and a real knack for this kind of work. He developed our Social Media Boot Camp for companies who started to ask a lot of good questions but were lacking guidance and practical tips on how to get started with social media…and this webinar is adopted from that full Boot Camp workshop Justin is the SVP of business development for Intraware, a B2B software company who 6 months ago was probably skeptical of what direct impact social media tactics could have on its business but who has since then launched a beta social community called zAthlete that’s showing a lot of promise. Justin has the great perspective of what we affectionality call an “old school marketing guy” who has adopted social media and who is seeing real return for the Intraware business Before I turn it over to Kyle and Justin, I have to say that it’s really hard to know how deep to go in a discussion like this. Every single person on the call today has a different level of knowledge and experience with social media – this is the first webinar on the topic for some of us and the 10th for others… So we decided to make this the first in a series of webinar on the topic – and to keep the slide themselves pretty simple. But this isn’t at all about the slides – it’s about sparking a great Q&A with everyone on the call so that we address the macro and micro issues on your minds. So please interject with questions from the beginning – post them on the WebEx chat or chime in on the line – that will really make this a better use of your time. And when you’re not asking a question or making a comment, please mute your phones, I can’t mute the whole group from here today b/c our presenters are patched in from separate locations… Okay – enough from me. Kyle, take it away…

Slide 2:What IS Social Media?

Webster’s “The word you've entered isn't in the dictionary.” Dictionary.com “There are no dictionary entries for social media, but social, media are spelled correctly. ” YourDictionary.com “Sorry, no words matching “Social Media” were found”

Slide 3:A Search for a Definition

Slide 4:So What Is Social Media?

“Social Media is the process of using interactive web-based tools to create and share information in order to establish community engagement online and off.”

Slide 5:Social Media Fits Together

Slide 6:Who Is Using Social Media?

Slide 7:What are We Using it For?

Forrester 10/07 57% percent of IT decision makers read blogs 53% felt that blog content influences purchase decisions 29 of the Fortune 500 have corporate blogs Nielson 10/07 78% of consumers say they trust other consumers' recommendations over all advertising/marketing avenues 47% of all time spent on the web is spent viewing content while only 15% is spent on eCommerce and 28% spent on email (down from 46%) ITtoolbox/PJA 08/07 User-generated content is the most trusted source for making IT purchasing decisions Executive IT decision-makers spend nearly 3.5 hours per week consuming or participating in social media Over 1/3 of B2B tech marketers are using blogs in their companies Over 1/3 of B2B tech marketers are using blogs in their companies

Slide 8:Q1 2008 Social Media Plan

Online Brand Monitoring Where is your community and what are they talking about? Share Your Content Add RSS feeds and social tagging Socialize Your News Employ the social media news release Build a social media newsroom Should I blog? Ask yourself if a blog is right for your company? Social Networking Time to review your strategy for social networking Measure Twice, Cut Once

Slide 9:What NOT To Do

Don’t get into Social Media because it’s “hot” Don’t start a blog without the knowledge, commitment and understanding of what it takes Don’t put a video on YouTube because you want to be “viral”, in fact, don’t say “viral” Don’t lie

Slide 10:Using Social Media in the Real World

Four Questions with Justin Benson of Intraware

Slide 11:Question One: Corporate Blog: What does it take to become a blogger?

Justin is the main blogger for Intraware along with CEO Peter Jackson Intraware.wordpress.com

Slide 12:Question Two: Social Media’s Impact on Your Business?

Intraware, a traditional B2B company, launched a social network devoted to athletes in November 2007 www.zathlete.com

Slide 13:Question Three: Your Personal Reflections on Social Media

Justin is now on Facebook, is working with Horn Group to develop a Facebook app, is a blogger and more

Slide 14:Question Four: What’s Next for You in Terms of Social Media?

Slide 15:Discussion

Social Media Boot Camp 2 Social Networks: Is Facebook Right for You? Contact Kyle www.engageinpr.com www.twitter.com/kflaherty www.utterz.com/~h-KFFBOS/list.php www.facebook.com/profile.php?id=732190158 Contact Shannon at [email protected], 415.297.1488 Presentation and audio playback will be posted to our website and blog (www.horngroup.com) this week Next Up: China 2008: Communications in an Olympic Year With Paul Mottram and Hua Foley, Upstream Asia January 8, 2008 8am PDT/11am EST Great discussion… More than anything I hope this gave you something to think about before finalizing your 08 marketing plans. Please contact Kyle or me to keep the conversation going and join us for round two on this topic. We also have an entirely different, but killer topic planned for January – China 2008, Communications in an Olympic Year – all about PR and communications strategies for US companies interested in China. This will be the first of several discussions about PR and marketing in each different markets around the globe. Many thanks, happy holidays, talk to you next year!Great discussion… More than anything I hope this gave you something to think about before finalizing your 08 marketing plans. Please contact Kyle or me to keep the conversation going and join us for round two on this topic. We also have an entirely different, but killer topic planned for January – China 2008, Communications in an Olympic Year – all about PR and communications strategies for US companies interested in China. This will be the first of several discussions about PR and marketing in each different markets around the globe. Many thanks, happy holidays, talk to you next year!

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