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PADDING-RIGHT: 2px; BORDER-TOP: #000000 1px solid; PADDING-LEFT: 2px; PADDING-BOTTOM: 2px; BORDER-LEFT: #000000 1px solid; PADDING-TOP: 2px; BORDER-BOTTOM: #000000 1px solid" borderColor=#000000> <TABLE style="BORDER-RIGHT: #000000 1px solid; BORDER-TOP: #000000 1px solid; BORDER-LEFT: #000000 1px solid; BORDER-BOTTOM: #000000 1px solid" borderColor=#000000 cellSpacing=0 cellPadding=0 width="100%" border=0> <TBODY> <TR> <TD style="PADDING-RIGHT: 0px; PADDING-LEFT: 0px; PADDING-BOTTOM: 0px; WIDTH: 598px; PADDING-TOP: 0px; BACKGROUND-COLOR: #000000" width=598 bgColor=#000000 colSpan=4></TD></TR> <TR> <TD style="PADDING-RIGHT: 0px; PADDING-LEFT: 0px; PADDING-BOTTOM: 0px; WIDTH: 598px; PADDING-TOP: 0px; BACKGROUND-REPEAT: repeat-x; BACKGROUND-COLOR: #18518c" width=596 bgColor=#18518c colSpan=4> <TABLE id=content_LETTER.BLOCK2 hideFocus style="BACKGROUND-COLOR: #000000" tabIndex=0 cellSpacing=0 cellPadding=0 width="100%" bgColor=#000000 border=0 aria-level="0" aria-setsize="0" aria-posinset="0"> <TBODY> <TR> <TD style="PADDING-RIGHT: 5px; PADDING-LEFT: 5px; FONT-SIZE: 12pt; COLOR: #ffffff; FONT-FAMILY: Trebuchet MS,Verdana,Helvetica,sans-serif" align=left></TD> <TD style="PADDING-RIGHT: 5px; PADDING-LEFT: 5px; FONT-SIZE: 12pt; COLOR: #ffffff; FONT-FAMILY: Trebuchet MS,Verdana,Helvetica,sans-serif" align=right><FONT style="FONT-SIZE: 12pt; COLOR: #ffffff; FONT-FAMILY: Trebuchet MS,Verdana,Helvetica,sans-serif" face="Trebuchet MS,Verdana,Helvetica,sans-serif" color=#ffffff size=3><B><FONT face="Tahoma, Arial, sans-serif" size=2>January 2010</FONT></B></FONT></TD></TR></TBODY></TABLE></TD></TR> <TR> <TD> <TABLE cellSpacing=0 cellPadding=0 width="100%" border=0> <TBODY> <TR> <TD style="PADDING-BOTTOM: 10px; WIDTH: 140px; PADDING-TOP: 17px; BACKGROUND-COLOR: #18518c" vAlign=top align=middle width=160 bgColor=#18518c> <TABLE id=content_LETTER.BLOCK24 hideFocus style="MARGIN-BOTTOM: 6px" tabIndex=0 cellSpacing=0 cellPadding=5 width="100%" border=0 aria-level="0" aria-setsize="0" aria-posinset="0"> <TBODY> <TR> <TD style="FONT-SIZE: 10pt; COLOR: #666666; FONT-FAMILY: Tahoma, Arial, sans-serif" align=middle><FONT style="FONT-SIZE: 10pt; COLOR: #666666; FONT-FAMILY: Tahoma, Arial, sans-serif" face="Tahoma, Arial, sans-serif" color=#666666 size=2> <DIV><A href="http://rs6.net/tn.jsp?et=1102971754124&amp;s=1&amp;e=001lYVasu5kXKR9xBiPvsQvh1zjsLSFNamytgKA0MyqbllQe5K5rp06wAB3QGNJ5ZniC0DthIfmaDEy0455bT4IlR_KePJUemUfOBxcDNwKjHphhbPnovjrA3mIGBOErD-2" target=_blank shape=rect track="on"><IMG contentEditable=false height=50 alt="Retail Pro" src="http://origin.ih.constantcontact.com/fs062/1102788239783/img/2.gif?a=1102971754124" width=125 border=0 name=ACCOUNT.IMAGE.2></A></DIV></FONT></TD></TR></TBODY></TABLE> <TABLE style="MARGIN-BOTTOM: 6px" cellSpacing=0 cellPadding=0 width="100%" border=0> <TBODY> <TR> <TD style="FONT-SIZE: 10pt; COLOR: #ceffff; FONT-FAMILY: Tahoma, Arial, sans-serif; BACKGROUND-COLOR: #062d55" align=middle bgColor=#062d55><FONT style="FONT-SIZE: 10pt; COLOR: #ceffff; FONT-FAMILY: Tahoma, Arial, sans-serif" face="Tahoma, Arial, sans-serif" color=#ceffff size=2><B>In This Issue</B></FONT></TD></TR> <TR> <TD style="BACKGROUND-COLOR: #18518c" align=middle bgColor=#18518c><B><A style="FONT-SIZE: 8pt; COLOR: #ffffff; FONT-FAMILY: Tahoma, Arial, sans-serif; TEXT-DECORATION: none" href="#LETTER.BLOCK15" shape=rect><FONT style="FONT-SIZE: 8pt; COLOR: #ffffff; FONT-FAMILY: Tahoma, Arial, sans-serif" face="Tahoma, Arial, sans-serif" color=#ffffff size=1>Stores Face New Kind of Shopper</FONT></A></B></TD></TR> <TR> <TD style="BACKGROUND-COLOR: #18518c" align=middle bgColor=#18518c><B><A style="FONT-SIZE: 8pt; COLOR: #ffffff; FONT-FAMILY: Tahoma, Arial, sans-serif; TEXT-DECORATION: none" href="#LETTER.BLOCK8" shape=rect><FONT style="FONT-SIZE: 8pt; COLOR: #ffffff; FONT-FAMILY: Tahoma, Arial, sans-serif" face="Tahoma, Arial, sans-serif" color=#ffffff size=1>Tech Tips</FONT></A></B></TD></TR> <TR> <TD style="BACKGROUND-COLOR: #18518c" align=middle bgColor=#18518c><B><A style="FONT-SIZE: 8pt; COLOR: #ffffff; FONT-FAMILY: Tahoma, Arial, sans-serif; TEXT-DECORATION: none" href="#LETTER.BLOCK12" shape=rect><FONT style="FONT-SIZE: 8pt; COLOR: #ffffff; FONT-FAMILY: Tahoma, Arial, sans-serif" face="Tahoma, Arial, sans-serif" color=#ffffff size=1>Refer a Retailer</FONT></A></B></TD></TR> <TR> <TD style="BACKGROUND-COLOR: #18518c" align=middle bgColor=#18518c><B><A style="FONT-SIZE: 8pt; COLOR: #ffffff; FONT-FAMILY: Tahoma, Arial, sans-serif; TEXT-DECORATION: none" href="#LETTER.BLOCK10" shape=rect><FONT style="FONT-SIZE: 8pt; COLOR: #ffffff; FONT-FAMILY: Tahoma, Arial, sans-serif" face="Tahoma, Arial, sans-serif" color=#ffffff size=1>Crushing the Myth</FONT></A></B></TD></TR></TBODY></TABLE> <TABLE id=content_LETTER.BLOCK5 hideFocus style="BACKGROUND-COLOR: #18518c" tabIndex=0 cellSpacing=0 cellPadding=0 width="100%" bgColor=#ffcc66 border=0 aria-level="0" aria-setsize="0" aria-posinset="0"> <TBODY> <TR> <TD height=1> <DIV>&nbsp;</DIV> <DIV>&nbsp;</DIV></TD></TR></TBODY></TABLE> <TABLE id=content_LETTER.BLOCK6 hideFocus style="MARGIN-BOTTOM: 6px; BACKGROUND-COLOR: #1882a5" tabIndex=0 cellSpacing=0 cellPadding=5 width="100%" bgColor=#1882a5 border=0 aria-level="0" aria-setsize="0" aria-posinset="0"> <TBODY> <TR> <TD style="FONT-SIZE: 10pt; COLOR: #666666; FONT-FAMILY: Tahoma, Arial, sans-serif" align=left><FONT style="FONT-SIZE: 10pt; COLOR: #666666; FONT-FAMILY: Tahoma, Arial, sans-serif" face="Tahoma, Arial, sans-serif" color=#666666 size=2> <DIV style="FONT-SIZE: 10pt; 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BACKGROUND-COLOR: #18518c" tabIndex=0 cellSpacing=0 cellPadding=0 width="100%" bgColor=#666666 border=0 aria-level="0" aria-setsize="0" aria-posinset="0"> <TBODY> <TR> <TD style="FONT-SIZE: 10pt; COLOR: #666666; FONT-FAMILY: Tahoma, Arial, sans-serif" align=middle><FONT style="FONT-SIZE: 10pt; COLOR: #666666; FONT-FAMILY: Tahoma, Arial, sans-serif" face="Tahoma, Arial, sans-serif" color=#666666 size=2><A href="http://visitor.constantcontact.com/email.jsp?m=1102788239783" target=_blank shape=rect><IMG contentEditable=false alt="Join Our Mailing List" src="http://img.constantcontact.com/letters/images/1101093164665/jmml_opgr1_img1.gif" vspace=5 border=0 optionname="JMML_OPGR1"></A> </FONT></TD></TR></TBODY></TABLE></TD> <TD style="WIDTH: 1px; BACKGROUND-COLOR: #666666" width=1 bgColor=#666666 height=1> <TD style="BACKGROUND-IMAGE: url(http://img.constantcontact.com/letters/images/1101093164665/memberevents2_leftshadow.gif); WIDTH: 7px; BACKGROUND-REPEAT: repeat-y" width=7 background=http://img.constantcontact.com/letters/images/1101093164665/memberevents2_leftshadow.gif> <TD style="WIDTH: 448px; PADDING-TOP: 10px; BACKGROUND-COLOR: #ffffff" vAlign=top width=428 bgColor=#ffffff> <TABLE cellSpacing=0 cellPadding=0 width="100%" border=0> <TBODY> <TR> <TD width="100%"></TD></TR> <TR> <TD width="100%"><A name=LETTER.BLOCK15> <TABLE id=content_LETTER.BLOCK15 hideFocus style="MARGIN-BOTTOM: 6px" tabIndex=0 cellSpacing=0 cellPadding=5 width="100%" border=0 aria-level="0" aria-setsize="0" aria-posinset="0"><TBODY> <TR> <TD style="FONT-SIZE: 10pt; COLOR: #666666; FONT-FAMILY: Tahoma, Arial, sans-serif" align=left> <DIV style="FONT-SIZE: 12pt; BORDER-LEFT-COLOR: #663366; COLOR: #330033; BORDER-TOP-COLOR: #663366; BORDER-BOTTOM: #663366 1px dotted; FONT-FAMILY: Trebuchet MS,Verdana,Helvetica,sans-serif; BORDER-RIGHT-COLOR: #663366" align=left><STRONG><SPAN lang=EN style="COLOR: black; FONT-FAMILY: Arial; mso-fareast-font-family: 'Times New Roman'; mso-ansi-language: EN; mso-fareast-language: EN-US; mso-bidi-language: AR-SA"><FONT face="Verdana, Geneva, Arial, Helvetica, sans-serif" color=#0099cc>Stores Face New Kind of Shopper</FONT></SPAN> </STRONG></DIV> <DIV> <DIV>&nbsp;</DIV><FONT face="Verdana, Geneva, Arial, Helvetica, sans-serif" color=#000000> <DIV><FONT size=1><STRONG>Retailers Must Adapt, Experts Say, as Customers Alter Their Habits and Preferences</STRONG> </FONT> <DIV> <DIV><BR><STRONG><FONT size=1>By ANN ZIMMERMAN and RACHEL DODES</FONT></STRONG></DIV> <DIV><FONT size=1></FONT>&nbsp;</DIV> <DIV><FONT size=1>Over the past two years of abysmal sales, many retail executives had one simple goal: to survive.</FONT></DIV> <DIV><FONT size=1></FONT>&nbsp;</DIV> <DIV><FONT size=1>Now, even though consumers' spending remains weak, many retailers must carry out changes in order to compete in the future.<BR></FONT></DIV></DIV><BR><FONT size=1><IMG contentEditable=false height=174 alt=Retail src="http://origin.ih.constantcontact.com/fs062/1102788239783/img/7.jpg?a=1102971754124" width=262 border=0 name=ACCOUNT.IMAGE.7></FONT></DIV></FONT></DIV> <DIV><FONT face="Verdana, Geneva, Arial, Helvetica, sans-serif" color=#000000 size=1>Associated Press<BR></FONT></DIV> <DIV><FONT face="Verdana, Geneva, Arial, Helvetica, sans-serif" color=#000000 size=1></FONT>&nbsp;</DIV> <DIV><FONT color=#000000><EM><FONT face="Verdana, Geneva, Arial, Helvetica, sans-serif" size=1>Midtown Manhattan the day after Christmas, when many shoppers headed to stores, often with gift cards in hand, hoping to snag big discounts.</FONT></EM> </FONT></DIV> <DIV><FONT color=#000000></FONT>&nbsp;</DIV> <DIV> <DIV><FONT face="Verdana, Geneva, Arial, Helvetica, sans-serif" color=#000000 size=1>That's the view of Michael Collins, a partner in the retail and consumer practice of corporate consultant Bain &amp; Co. He says that after focusing on cost-cutting and other short-term measures to weather the recession, retail chains and the malls that house them must reposition themselves to please consumers who have new demands and new ways of shopping.</FONT></DIV> <DIV><FONT color=#000000></FONT>&nbsp;</DIV> <DIV><FONT face="Verdana, Geneva, Arial, Helvetica, sans-serif" color=#000000 size=1>One major problem for many store chains: They are too big, with either too many locations or too much square footage. Retail experts generally believe that the U.S. now has more stores than consumer demand can support.</FONT></DIV> <DIV><FONT color=#000000></FONT>&nbsp;</DIV> <DIV><FONT face="Verdana, Geneva, Arial, Helvetica, sans-serif" color=#000000 size=1>Beyond that, Mr. Collins says, many stores are simply too large following the emergence of online shopping as the primary place where many consumers do their browsing.</FONT></DIV> <DIV><FONT color=#000000></FONT>&nbsp;</DIV> <DIV><FONT face="Verdana, Geneva, Arial, Helvetica, sans-serif" color=#000000 size=1>Store chains must also take steps to make their locations more enticing destinations-for many, aisle after aisle of tightly stacked merchandise is no longer a good use of space. Some retailers, notably Best Buy Co., are already trying to make this transition with plans for "experience-based" areas, turning the centers of their stores into showcases where people can play with the latest gadgets.<BR></FONT></DIV><BR><FONT face="Verdana, Geneva, Arial, Helvetica, sans-serif" color=#000000><STRONG><A href="http://rs6.net/tn.jsp?et=1102971754124&amp;s=1&amp;e=001lYVasu5kXKTUM0PP5WqQvQoAVKbMkPSO-55YeIEjILsfh3gaO0mC_w94ugA1Ffxs_2fxRzMQoP_5scQy_Yq8GV1_ujexe3kpby4RWMkY2aj6ctPl_gA1WxqgEPuAnXyes2CX9XXyDbzKa_ihb2Dx8Ek-t1cwCOjxI8192wD2lMo9pMHkIw0PDA==" target=_blank shape=rect track="on" linktype="link"><FONT size=1>Click Here to Continue Reading</FONT></A></STRONG><FONT size=1>&nbsp; </FONT></FONT></DIV> <DIV><FONT size=1></FONT>&nbsp;</DIV> <DIV><FONT size=1><STRONG>Source:</STRONG> The Wall Street Journal <BR> <DIV>&nbsp;</DIV></FONT></DIV></TD></TR></TBODY></TABLE> <TABLE style="BACKGROUND-COLOR: #ffcc66" cellSpacing=0 cellPadding=0 width="100%" bgColor=#ffcc66 border=0> <TBODY> <TR> <TD height=1></TD></TR></TBODY></TABLE><A name=LETTER.BLOCK8> <TABLE id=content_LETTER.BLOCK8 hideFocus style="MARGIN-BOTTOM: 6px" tabIndex=0 cellSpacing=0 cellPadding=5 width="100%" border=0 aria-level="0" aria-setsize="0" aria-posinset="0"><TBODY> <TR> <TD style="FONT-SIZE: 10pt; COLOR: #666666; FONT-FAMILY: Tahoma, Arial, sans-serif" align=left><FONT style="FONT-SIZE: 10pt; COLOR: #666666; FONT-FAMILY: Tahoma, Arial, sans-serif" face="Tahoma, Arial, sans-serif" color=#666666 size=2> <DIV style="FONT-SIZE: 12pt; BORDER-LEFT-COLOR: #663366; COLOR: #666666; BORDER-TOP-COLOR: #663366; BORDER-BOTTOM: #663366 1px dotted; FONT-FAMILY: Trebuchet MS,Verdana,Helvetica,sans-serif; BORDER-RIGHT-COLOR: #663366" color="#330033"><STRONG><FONT face="Verdana, Geneva, Arial, Helvetica, sans-serif" color=#0099cc>Tech Tips</FONT></STRONG></DIV> <DIV><A href="http://rs6.net/tn.jsp?et=1102971754124&amp;s=1&amp;e=001lYVasu5kXKR2OOxo08Ff6I9G-DNWOQ-xrMuIHYVAnqzZcC5pwgZ1SomibsKGshsA-3we2I5vCD1aFY_nybfrglVgJET_5owXuN4mR53dpskuRQ115jwCMvE2nnBfK15s" target=_blank shape=rect track="on"><FONT face="Tahoma, Arial, sans-serif" color=#0099cc><IMG contentEditable=false height=181 alt="Tech Tips" hspace=5 src="http://origin.ih.constantcontact.com/fs062/1102788239783/img/3.jpg?a=1102971754124" width=120 align=left vspace=5 border=0 name=ACCOUNT.IMAGE.3></FONT></A><FONT color=#000000><FONT face="Verdana, Geneva, Arial, Helvetica, sans-serif"><FONT size=1> <DIV> <DIV> <DIV><STRONG>Maintenance Tip: System Diagnostic Tool<BR></STRONG></DIV> <DIV>&nbsp;</DIV> <DIV>The Retail Pro"! System Diagnostics Tool is used to diagnose and troubleshoot system and software problems. You can quickly and easily generate a diagnostic report containing a detailed analysis of system hardware, RTI software, and configuration settings. If necessary, the report can be printed and sent to Technical Support to aid in the identification and correction of a problem. Reports can be saved, printed, and optionally polled to the Main station.<BR></DIV></DIV></DIV></FONT></FONT></FONT><FONT face="Tahoma, Arial, sans-serif">&nbsp;<BR> <DIV>&nbsp;</DIV></FONT></DIV> <DIV>&nbsp;</DIV></FONT></TD></TR></TBODY></TABLE> <TABLE style="BACKGROUND-COLOR: #ffcc66" cellSpacing=0 cellPadding=0 width="100%" bgColor=#ffcc66 border=0> <TBODY> <TR> <TD height=1></TD></TR></TBODY></TABLE><A name=LETTER.BLOCK12> <TABLE id=content_LETTER.BLOCK12 hideFocus style="MARGIN-BOTTOM: 6px" tabIndex=0 cellSpacing=0 cellPadding=5 width="100%" border=0 aria-level="0" aria-setsize="0" aria-posinset="0"><TBODY> <TR> <TD style="FONT-SIZE: 10pt; COLOR: #666666; FONT-FAMILY: Tahoma, Arial, sans-serif" align=left><FONT style="FONT-SIZE: 10pt; COLOR: #666666; FONT-FAMILY: Tahoma, Arial, sans-serif" face="Tahoma, Arial, sans-serif" color=#666666 size=2><A href="http://rs6.net/tn.jsp?et=1102971754124&amp;s=1&amp;e=001lYVasu5kXKR-ziOBCODxiekRQfYZWzKPKTIEq1FWHuYO88h2SyzsXlSPdQZGDCaIb1tKA4blaC7DljzaQ2ZNtlk3TIG2E1mvPTQ-SY305eE7TA_by3Xzm1snrTsC5XwkTmAvchEmdcA=" target=_blank shape=rect track="on"> <P style="MARGIN: 0in 0in 0pt; TEXT-ALIGN: center" align=center><B style="mso-bidi-font-weight: normal"><SPAN style="FONT-SIZE: 14pt; FONT-FAMILY: 'Arial Bold'; mso-bidi-font-family: Arial"><FONT color=#000000><U>Announcing our New Referral Program</U></FONT></SPAN></B></P></A> <DIV align=left><A href="http://rs6.net/tn.jsp?et=1102971754124&amp;s=1&amp;e=001lYVasu5kXKR-ziOBCODxiekRQfYZWzKPKTIEq1FWHuYO88h2SyzsXlSPdQZGDCaIb1tKA4blaC7DljzaQ2ZNtlk3TIG2E1mvPTQ-SY305eE7TA_by3Xzm1snrTsC5XwkTmAvchEmdcA=" target=_blank shape=rect track="on"><FONT face=Verdana,Geneva,Arial,Helvetica,sans-serif size=1><IMG contentEditable=false height=175 alt="Refer a Retailer" src="http://origin.ih.constantcontact.com/fs062/1102788239783/img/5.jpg?a=1102971754124" width=429 border=0 name=ACCOUNT.IMAGE.5></FONT></A></DIV><A href="http://rs6.net/tn.jsp?et=1102971754124&amp;s=1&amp;e=001lYVasu5kXKR-ziOBCODxiekRQfYZWzKPKTIEq1FWHuYO88h2SyzsXlSPdQZGDCaIb1tKA4blaC7DljzaQ2ZNtlk3TIG2E1mvPTQ-SY305eE7TA_by3Xzm1snrTsC5XwkTmAvchEmdcA=" target=_blank shape=rect track="on"> <P style="MARGIN: 0in 0in 0pt; TEXT-ALIGN: center" align=left></A><FONT face="Verdana, Geneva, Arial, Helvetica, sans-serif"><FONT color=#000000>&nbsp;</FONT><FONT size=1><FONT color=#000000>Tell another retail store that is looking for a Point of Sale system about Advanced Retail Management Systems.&nbsp; When you refer a retailer to us that participates in a 1 hour web presentation for Retail Pro, CounterPoint or Microsoft RMS, we will send you $100 - it's that simple! <BR>&nbsp;<BR>Register your referral today.&nbsp; Call Susie Carmen today at <STRONG>(303) 738-1800 Ext 357</STRONG> or E-mail her at <U><A href="mailto:susie.carmen@armsys.com" target=_blank shape=rect>susie.carmen@armsys.com</A></U></FONT></FONT>&nbsp; <DIV>&nbsp;</DIV> <P style="MARGIN: 0in 0in 0pt; TEXT-ALIGN: center" align=left><FONT size=1><BR></FONT></P> <DIV>&nbsp;</DIV> <P style="MARGIN: 0in 0in 0pt; TEXT-ALIGN: center" align=left></FONT></FONT></P></TD></TR></TBODY></TABLE> <TABLE style="BACKGROUND-COLOR: #ffcc66" cellSpacing=0 cellPadding=0 width="100%" bgColor=#ffcc66 border=0> <TBODY> <TR> <TD height=1></TD></TR></TBODY></TABLE><A name=LETTER.BLOCK10> <TABLE id=content_LETTER.BLOCK10 hideFocus style="MARGIN-BOTTOM: 6px" tabIndex=0 cellSpacing=0 cellPadding=5 width="100%" border=0 aria-level="0" aria-setsize="0" aria-posinset="0"><TBODY> <TR> <TD style="FONT-SIZE: 10pt; COLOR: #666666; FONT-FAMILY: Tahoma, Arial, sans-serif" align=left><FONT style="FONT-SIZE: 10pt; COLOR: #666666; FONT-FAMILY: Tahoma, Arial, sans-serif" face="Tahoma, Arial, sans-serif" color=#666666 size=2> <DIV style="FONT-SIZE: 12pt; BORDER-LEFT-COLOR: #663366; COLOR: #330033; BORDER-TOP-COLOR: #663366; BORDER-BOTTOM: #663366 1px dotted; FONT-FAMILY: Trebuchet MS,Verdana,Helvetica,sans-serif; BORDER-RIGHT-COLOR: #663366" align=left bordercolor="#663366"><FONT style="FONT-SIZE: 12pt; COLOR: #330033; FONT-FAMILY: Trebuchet MS,Verdana,Helvetica,sans-serif" face="Trebuchet MS,Verdana,Helvetica,sans-serif" color=#330033 size=3><FONT face="Verdana, Geneva, Arial, Helvetica, sans-serif"><FONT size=1><FONT color=#0099cc size=3><STRONG>Crushing the Myth of B2B Social Media</STRONG></FONT><FONT color=#000000>&nbsp;</FONT></FONT></FONT></FONT></DIV> <DIV><FONT face="Verdana, Geneva, Arial, Helvetica, sans-serif" size=1></FONT>&nbsp;</DIV> <DIV><FONT face="Verdana, Geneva, Arial, Helvetica, sans-serif" size=1></FONT>&nbsp;</DIV> <DIV><STRONG><FONT face="Verdana, Geneva, Arial, Helvetica, sans-serif" color=#000000 size=1>December 27th, 2009 | Written By: Jay Baer</FONT></STRONG></DIV> <DIV><FONT face="Verdana, Geneva, Arial, Helvetica, sans-serif" color=#000000 size=1></FONT>&nbsp;</DIV> <DIV> <DIV> <DIV> <DIV><FONT face="Verdana, Geneva, Arial, Helvetica, sans-serif" color=#000000 size=1>In nearly every speech or Webinar I conduct, someone in the audience asks "But all this social media stuff doesn't apply to B2B right?" </FONT></DIV> <DIV><BR><FONT face="Verdana, Geneva, Arial, Helvetica, sans-serif" color=#000000 size=1>Yes, social media applies to B2B. In fact, social media can be MORE transformative for a B2B company than a B2C company. This is because B2B has a smaller potential customer base, a higher average price point, and a customer decision funnel that is more influenced by word of mouth and reputation. Turning your customers into advocates and marketers on behalf of your brand pays off a lot more when you're selling $10,000 pieces of manufacturing equipment, than it does when you're selling $3 cans of Pringles.</FONT></DIV> <DIV><BR><FONT face="Verdana, Geneva, Arial, Helvetica, sans-serif" color=#000000 size=1>Are there differences between B2B and B2C in social media? Of course. But those differences are at the tactics layer, not the strategy layer. Creating and calibrating a social media strategy for any company should follow the same process. You need to determine why your company should be social, for whom your efforts are intended and where your audience is in the buying cycle, and how you'll measure success. None of that is impacted in the slightest by whether you're selling to consumers or other businesses. </FONT></DIV> <DIV><BR><FONT face="Verdana, Geneva, Arial, Helvetica, sans-serif" color=#000000 size=1>I've asserted that B2B social media tactics vary from B2C, in that they are typically rooted in consumer education and thought leadership, and thus require deeper layers of interaction. Private brand communities vs. Facebook. Linkedin Groups vs. Twitter. Podcasts vs. YouTube.&nbsp;<BR></FONT></DIV> <DIV><FONT face="Verdana, Geneva, Arial, Helvetica, sans-serif"><FONT size=1><STRONG> <DIV><FONT color=#000000></FONT>&nbsp;</DIV><FONT color=#000000 size=2>Two Sides of the Same Coin<BR></FONT></STRONG><FONT color=#000000>A remarkable recent study by MarketingProfs, however, pokes a hole in even that notion of B2B and B2C social media divergence. <EM>(disclosure: MarketingProfs is a client)</EM></FONT></FONT></FONT></DIV> <DIV><BR><FONT face="Verdana, Geneva, Arial, Helvetica, sans-serif" color=#000000 size=1>Their State of Social Media Marketing report - a comprehensive survey of more than 5,000 marketers - is filled with more than 225 charts and graphs about all things social media. I believe it to be the most complete picture yet painted of how marketers are thinking about and deploying social media. (Report is $359 if you're a MarketingProfs member, and if you're a data hound you can roll around in it for days).<BR>&nbsp;</FONT></DIV> <DIV><FONT face="Verdana, Geneva, Arial, Helvetica, sans-serif" color=#000000 size=1><IMG contentEditable=false height=219 alt="Crushing the Myths" src="http://origin.ih.constantcontact.com/fs062/1102788239783/img/8.jpg?a=1102971754124" width=300 border=0 name=ACCOUNT.IMAGE.8></FONT></DIV> <DIV><FONT face="Verdana, Geneva, Arial, Helvetica, sans-serif" size=1><FONT color=#000000>According to this report, even with regard to social media execution, B2B and B2C are much more aligned than conventional wisdom suggests. This chart shows usage of five major social outposts by organization type. The statistical similarity shocks me. The range of Facebook usage is just 37% - 51%. Twitter is even narrower at 36% - 46%. The pattern holds for YouTube and Linkedin, too. </FONT> <DIV><FONT color=#000000></FONT>&nbsp;</DIV><BR></FONT></DIV> <DIV><FONT face="Verdana, Geneva, Arial, Helvetica, sans-serif" color=#000000 size=1>What this means is that in reality, B2C and B2B marketers are largely using the same social tactics. The differences may then lie in use cases and expectations. The variation may come in how social media is used, not which social media are used. </FONT></DIV> <DIV><BR><STRONG><FONT face="Verdana, Geneva, Arial, Helvetica, sans-serif" color=#000000 size=1><A href="http://rs6.net/tn.jsp?et=1102971754124&amp;s=1&amp;e=001lYVasu5kXKSMnRcp4EbooZfgGGjfdw-s7QR6GYCfj-T3XnPJu14TN-m6rXEr2DpgkG0sBxvRexK-oMf_KlPDa54BtPnzF9qAC3yWVN4yKm0a4wLgtlV7FZkIIKnQR-JmpFFCgFmBcnO8u8CgPwnYkiOJGQ5pxsEcUyy3NmLjWT2Z7rnMILXZw0y6AU1j-1zuQrQrPKDrQM0Bw6PR-lCduu8JWnmj2VvotalUX9z6BUj1CqP7rac2ouK_fw6N28aK8TMxZ-xV-g0ECRxtD32IibkSnubnHHQtdYz1BNo0uVOnruAbKr1v5wTL8bjQaYNQ0TXC72Eum-MJIHxiQVsQ4XZ8RydDm09xu53XM4Fq8SB-Gy-uBeX2oSOtlPNNmZhz6lTOXo4iC2XRtVMGFpqsa6pHt8raULa3tD9Mh2VDGdFFulHxjoXgs4yU_qw1uQB1" target=_blank shape=rect track="on" linktype="link">Click Here to Continue Reading&nbsp;</A> <DIV>&nbsp;</DIV></FONT></STRONG><FONT face="Verdana, Geneva, Arial, Helvetica, sans-serif"><FONT size=1><FONT color=#000000><STRONG>Source:</STRONG> http://www.convinceandconvert.com by Jim Baer<BR></FONT></FONT></FONT></DIV></DIV></DIV></DIV></FONT></TD></TR></TBODY></TABLE></A></TD></TR> <TR> <TD width="100%"> <TABLE style="BACKGROUND-COLOR: #ffcc66" cellSpacing=0 cellPadding=0 width="100%" bgColor=#ffcc66 border=0> <TBODY> <TR> <TD height=1></TD></TR></TBODY></TABLE></TD></TR></TBODY></TABLE></TD></TR></TBODY></TABLE></TD></TR></TBODY></TABLE></TD></TR> <TR> <TD width="100%" height=10></TD></TR></TBODY></TABLE></TD></TR></TBODY></TABLE></DIV> <DIV style="BACKGROUND-COLOR: #ffffff" align=center> <TABLE cellSpacing=0 cellPadding=0 border=0> <TBODY> <TR> <TD> <DIV style="FONT-WEIGHT: bold; FONT-SIZE: 8pt; PADDING-BOTTOM: 10px; COLOR: #000000; FONT-FAMILY: verdana,arial; BACKGROUND-COLOR: #ffffff"><FONT style="FONT-SIZE: 8pt; COLOR: #000000; FONT-FAMILY: verdana,arial" face=verdana,arial color=#000000 size=1><A href="http://ui.constantcontact.com/sa/fwtf.jsp?m=1102788239783&amp;ea=kristina.gallagher%40armsys.com&amp;a=1102971754124" target=_blank shape=rect>Forward email</A></FONT></DIV> <TABLE style="FONT-SIZE: 8pt; WIDTH: 600px; COLOR: #000000; FONT-FAMILY: verdana,arial; BACKGROUND-COLOR: #ffffff" cellSpacing=0 cellPadding=0 border=0> <TBODY> <TR> <TD></TD></TR></TBODY></TABLE> <DIV id=LETTER.PHYSICALADDRESS style="FONT-SIZE: 8pt; COLOR: #000000; PADDING-TOP: 20px; FONT-FAMILY: verdana,arial; BACKGROUND-COLOR: #ffffff" align=left><FONT style="FONT-SIZE: 8pt; COLOR: #000000; FONT-FAMILY: verdana,arial" face=verdana,arial color=#000000 size=1>Advanced Retail Management Systems | 8100 Southpark Way, Unit A-10 | Littleton | CO | 80120</FONT></DIV></TD></TR></TBODY></TABLE></DIV><IMG height=1 src="http://rs6.net/on.jsp?t=1102971754124.0.1102788239783.1&amp;ts=S0446&amp;o=http://ui.constantcontact.com/images1/s.gif" width=1> </BODY></HTML>