1. WHERE WORD OF MOUTH MEETS SOCIAL MEDIA Presented by: Mark Silva, Founder and Managing Director Real Branding December 18, 2008

4. DEFINITION Unleashing “… a trend in which people use technologies to get the things they need from each other instead of from companies.” - Groundswell, Charlene Li & Josh Bernoff, Forrester Research 2008

7. WHY DOES IT MATTER? Wikipedia.org Alexa Global Traffic Rankings 12/31/05; 3/12/08, Morgan Stanley Research 1 2 3 4 5 6 7 8 9 10 2005 (U.K.) 2008 1 2 3 4 5 6 7 8 9 10

8. WHY DOES IT MATTER? Source: The Nielsen Company, Custom Analysis (September 2008).

9. SOCIAL MEDIA AND AMPLIFICATION COST VALUE LEVERAGE AMPLIFY

10. WHAT DOES IT MEAN TO CONTENT CREATION? OLD CONTENT MODEL NEW CONTENT MODEL

11. WHAT DOES IT MEAN TO CONTENT DISTRIBUTION? TRAD DISTRIBUTION MODEL NEW DISTRIBUTION MODEL

13. CREATE A SOCIAL MAP

14. WEB 2.0 BRAND IMPLICATIONS Source: David Armano (http://darmano.typepad.com/logic_emotion/2008/06/brand-stairway.html)

16. MICHELOB CASE STUDY