Friend2Friend/Siemens presentation at ad:tech New York

Social Media…Turns Brand Messaging Upside Down

Paid Media

Shared

Earned Media

Owned Media

Siemens Online: Digital Brand & Reputation

Leverage the Surprising Power of Networks

Source: Christakis, Fowler

Passionate people are Influencers

Water-related professionals 17,160

Canoeing/Kayak/Rafting 485,000

Healthy Brands 106,420

Wildlife 81,600

Earth Scientists (& related groups) 69,740

Wildlife-associated workplaces 2,660

REI (workplace) 2,640

Conservation-associate workplaces 880

Ecology Authors/books 65,720

Conservation 61,700

Pollution Reduction/Recycling 51,540

Sustainable Living 50,640

Total: 978,540

1. Establish the brand’s purpose

2. Id users vested in the purpose

3. Design a social experience

4. Facilitate sharing

5. Build the community Personal Water Footprint Calculator

Recipe for Social Media Success

• 18,000 experienced the quiz

• 75% made commitments…saving > 80 million gallons of water

• 65% published out to their friends

• 1-2M social impressions created

• > 6,000 visit monthly - 2,500 joined community

Measuring the Impact

Evolving Impact of Brand Communication

Send a Message

PersonalizeExperience

Tell a Story

Share aPurpose

Sustainable Cities Facebook Application brought to you by Siemens and Friend2Friend

Stefan Heeke Roger Katz

Thank You!

Coming in early 2011!