Shut Up and Listen

SHUT UP AND LISTEN. IN A WORLD OF INCESSANT TALKERY, THE BUZZ CAN MASK THE REAL DEAL.

November 2, 2010 Presented by Espresso. All Content Private & Confidential 2

SO YOU WANNA GO VIRAL.

SO YOU WANNA INFLUENCE THE INFLUENCERS.

SO YOU WANNA GET A BAZILLION FOLLOWERS.

WELL, LISTEN UP.

November 2, 2010 Presented by Espresso. All Content Private & Confidential 7

WANTING TO GO VIRAL IS EQUIVALENT TO WANTING TO TARGET EVERYONE.

YOU NEED LESS INFLUENCE BY KLOUT, MORE INFLUENCE BY CLOUD.

VOLUME ISN’T AN END GOAL. WHAT YOU DO WITH IT IS.

SO.

November 2, 2010 Presented by Espresso. All Content Private & Confidential 12

NO MATTER WHO YOU’RE TALKING TO...

THE DEGREE TO WHICH PEOPLE SHARE YOUR STUFF BOILS DOWN TO ONE SIMPLE QUESTION:

DOES THE BENEFIT OF SHARING OUTWEIGH THE RISK?

THE DEGREE TO WHICH PEOPLE SHARE YOUR STUFF BOILS DOWN TO ONE SIMPLE QUESTION:

WELL?

DOES IT?

SOCIAL MEDIA MARKETING = f (CONTENT, COMMUNITY)

ENABLING INDIVIDUAL DRIVES

ENABLING SOCIAL CAPITAL

+

THE BENEFITS

ENABLING THE RETWEET

ENABLING THE AMATEUR MARKETER

+

THE RISKS

THE QUALITY WENT FROM HBO TO INFOMERCIAL.

THE MOTIVATIONS ARE MIXED UP.

THE VALUE OF THE IMPRESSION HAS DECLINED.

THE RISKS ARE EXCEEDING THE BENEFITS.

BOTH SIDES ARE RESPONSIBLE TO FIX THIS DEAL.

SO.

INFLUENCE CAN BE ENGINEERED.

THE PROBLEM WITH [THIS] IS THE MORE YOU FALSELY RATE, THE LESS VALUABLE THE MARKETPLACE BECOMES. - Duncan Watts, Principal Research Scientist, Yahoo Labs

November 2, 2010 Presented by Espresso. All Content Private & Confidential 29

OKAY.

LISTEN.

IF YOU WANT YOUR CONTENT TO SPREAD TO THE RIGHT PEOPLE…

AND YOU WANT TO DRIVE CLOUDS OF INFLUENCE…

AND YOU WANT THE BENEFIT OF SHARING TO OUTWEIGH THE RISK…

AND YOU DON’T WANT TO DEVALUE THE CHANNEL OVER THE LONG TERM.

IT’S NOT ABOUT ANY OF THIS.

November 2, 2010 Presented by Espresso. All Content Private & Confidential 39

IT’S ABOUT THIS:

THINK LONG TERM.

1

DEVELOP QUALITY CONTENT.

2

DESIGN FOR SHARE-ABILITY.

3

INITIATE EN MASSE.

4

LISTEN AND REFINE. LISTEN AND REFINE. LISTEN AND REFINE. LISTEN AND REFINE. LISTEN AND REFINE.

LISTEN AND REFINE.

5

November 2, 2010 Presented by Espresso. All Content Private & Confidential 46

BUZZ.

Infiltrate Now! www.brandinfiltration.com

Hi, we’re Espresso.

STAY IN TOUCH, WHY DON’T YOU?

TORONTO Jacquelyn Cyr, CEO + Owner 416 620 6773 jacquelyn@brandinfiltration.com

BOSTON Marta Kagan, Managing Director, US 617 477 5811 marta@brandinfiltration.com

THE STATS Founded: 1996 Staff: 31 Key clients: Callaway, Carlsberg, City of Toronto, eBay, Koodo, Samsung, Pearson

We’re an organization that firmly believes it’s time to stop wasting precious marketing dollars creating ads that people ignore, and focus instead on creating fully integrated experiences that infiltrate all channels to drive sales. We’re super-committed to doing it in the most [cost-]effective way possible – while never losing sight of our relentless pursuit of being Amazing at Life™.

brandinfiltration.com