© 2010 SPECK Media. All rights reserved. Confidential and proprietary.

a quick explanation about why ideas and stories are important when it comes to social media and how brands can create a social media value exchange.

The Social Media Value Exchange2010

© 2010 SPECK Media. All rights reserved. Confidential and proprietary.

People like stories

What makes social media so

compelling sometimes isn't the

numbers, but the stories. Specifically,

it's the stories people tell each other

about their lives, about their

interactions with companies, about

everything else they do.

Stories are powerful.

Stories sell.

And there's some real truth to that.

People like to read stories, like to

watch them, etc., which is why the

entertainment industry does so well,

but it's also how a brand can grab

people's attention, because brands can

tell a stories. How they were founded,

what the struggles were, how they help

people.

© 2010 SPECK Media. All rights reserved. Confidential and proprietary.

Social Media is the best conduit for storiesDo you like your Jeep? Can you answer this question? Of course you can, and that’s why social media

is so important. In the past 20 years there were few ways that consumers could talk to brands. With

the rise of social media, consumers can talk and more importantly...

Share

Comment

Watch

ListenThey can support or denounce a story

and be influential to wether that story

becomes the fuel for other followers

comments.

© 2010 SPECK Media. All rights reserved. Confidential and proprietary.

Stories are born out of ideasIn order for brands to have engaging stories to tell, they first need to uncover the main idea behind every story.

Idea generation involves applying different activities in order to shape and define both a brand’s ideas and

stories.

IdeaStories+ =

© 2010 SPECK Media. All rights reserved. Confidential and proprietary.

Ideas = great stories and great stories attract peopleOnce brands are able to figure out the very basic equation for social media. They will begin to understand that

social media is not about pushing content out through a new channel, it’s about having a conversation with

consumer via a new channel.

First, set the overall goal for the conversation

the deliver the stories that pertain to that

goal... Fans will do the rest.

© 2010 SPECK Media. All rights reserved. Confidential and proprietary.

Social Media Value Exchange

valueexchange

&Stories

Brand

In order for the social media value

exchange to work effectively, brands

need to openly include consumers in the

brand space, at events and provide

avenues for networking.

Consumers will return that value with

inspiration, opportunity and mentorship.

This is process of social media value

exchange, basically is an ecosystem

where brands and consumers carry out

extensions of what they are already

doing.

Once the conversation begins with consumers, brands need to look at the social media value exchange that

they share with consumers. Ideas and stories are a core element, but everything in the value exchange is

shared by brands and community (consumers).

© 2010 SPECK Media. All rights reserved. Confidential and proprietary.

Game Plan, Advocates and Social Media ManagersFor brands to be successful there are three crucial pieces to the social media value exchange.

1. Have a Game Plan: a monthly blueprint for brands which outlines the goals and editorial considerations for

the social media strategy.

2. Understand Advocates: these are individuals that shift and control the outcomes of social media.

3. Hire Social Media Managers: in order to work with advocates and monitor daily social media outcomes.

Game Plan Advocates

Social Media Managers

( ((

© 2010 SPECK Media. All rights reserved. Confidential and proprietary.

In the end the conversation will be easyBy understanding some simple elements involved in social media and some of the basic principles and

guidelines on how to create a social media value exchange brands have the opportunity to be in-touch with their

consumers like never before.