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2012 BLOGHER RECAP & SPONSOR BEST PRACTICES

Sloane Davidson, Lippe TaylorSenior Vice President, Digital Marketing215 Park Avenue South, 16th FloorNew York, NY 10003

sdavidson@lippetaylor.com www.lippetaylor.com@sloane

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OVERVIEWBlogHer is a conference that brings together over 5,000 attendees for diverse panel discussions, interactive learning, and networking opportunities with thousands of other bloggers and well-known brands and took place this year in New York City from August 2nd-4th. Celebrities and major influencers also made appearances at the conference, including a virtual speech by President Obama and a panel with Katie Couric.

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ACTIVATION EXAMPLE: ELIZABETH ARDEN

Elizabeth Arden participated in BlogHer 2012 as the backstage makeup sponsor during the conference’s first-ever Fashion Show.

A total of 19 online editors, who cover beauty, fashion and lifestyle topics, were chosen as models and a team of Elizabeth Arden makeup artists, led by Global Makeup Artist, Rebecca Restrepo, provided each of them with a complete makeup look for the show.

Before, during and after the event Elizabeth Arden engaged with the models on Twitter using the official BlogHer hashtag #BlogHer12, which helped maintain and further the brand’s relationship with these influential women

Results:o Twitter

2.1 million impressions 206 Twitter mentions

o Facebook 563 total post likes 30 total post shares 25 total post comments

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ACTIVATION EXAMPLE: PAUL MITCHELL

Paul Mitchell hairstylists from Raika Studio created hair looks for 18 top lifestyle bloggers at the 2012 BlogHer Fashion Show, utilizing Awapuhi Wild Ginger products

Paul Mitchell product, signage, and décor was placed backstage to maximize the brand’s visibility among this influential audience

Paul Mitchell secured an exclusive with Elle.com featuring interviews with the Raika Studio team highlighting their inspiration for each style, and noting Paul Mitchell products utilized to achieve the looks; additional media coverage and twitter buzz was generated on behalf of the bloggers styled

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ACTIVATION EXAMPLE: NESTLECoffee-mate Natural Bliss and Nescafé Memento exhibited at BlogHer ’12 in NYC. This was the 2nd year for Natural Bliss and the first for Memento.

Nescafe Memento:In order to spread awareness and introduce a new-to-market product to the blogger community, the Memento booth assigned baristas to engage with the bloggers while simultaneously offering free samples of each Memento flavor. Memento passed out branded envelopes with samples of each flavor, as well as a branded hologram coaster, for bloggers to take home and enjoy. They also provided branded USBs with additional information, recipes and images, so bloggers could easily pull the information they needed. To bring fun and interaction to the booth, there was a magician to entertain attendees throughout the conference and do exciting tricks, using the Memento packets.

Natural Bliss:To continue to drum up excitement for the Coffee-mate Natural Bliss line and the new low-fat option, the brand coordinated a “Cow Scavenger Hunt” and hid 10-15 branded stuffed cows around BlogHer for attendees to find. The scavenger hunt was promoted at the booth, through word of mouth and visual signage. When a blogger found a cow and brought it back to our booth, they collected their prize, a $25 dollar gift card to Bliss Spa. Since BlogHer took place during the summer, we hired baristas to create the new summer smoothies, using the Natural Bliss creamers, highlighting the low-fat option. Bloggers were also encouraged to try Natural Bliss in their recipes at home and blog about it.Natural Bliss also provided branded USBs with additional information, recipes and images, and passed out coupons for a free bottle of Natural Bliss and branded lip balms.

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MOST TALKED ABOUT ACTIVATIONS Dannon

– Dannon revealed their new Activia Breakfast Blend yogurt at the event.

Jimmy Dean

– Bloggers loved the substantial samples and they loved that the brand brought in the Sun actor from their TV commercials

Land O’ Lakes

– Bloggers posted about the free food that Land O’ Lakes passed out in the expo hall. Many bloggers specifically called out that they loved meeting the ‘Pioneer Woman,’ chef Ree Drummond

Trojan Condoms

– Guests were surprised, and overall pleased, to discover sponsor Trojan Condoms distributing 4,000 vibrators (after guests completed an iPad survey). Some commented it was out of place, but many appreciated Trojan reaching out to women.

– Eden Fantasy also had a BlogHer booth and ran out of their sexy freebies very early in the event

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BEST OF SOCIAL MEDIA INTEGRATION Brands

‒ Jimmy Dean used its BlogHer booth to support charity partner No Kid Hungry. To cross-promote on social media, No Kid Hungry tweeted during BlogHer, tagging Jimmy Dean

‒ Dannon partnered with blogger Veep Veep who posted about Dannon’s BlogHer booth and new products during the conference

‒ Samsung hosted a tweetstakes where entrants who used hashtag #SamsungBlogHer were randomly selected to win a phone and autographed basketball

General‒ During Martha Stewart and Katie Couric’s keynote speeches, both accepted Twitter

questions that used the hashtags #BH12Martha and #BH12Katie, respectively. The speech was later put on YouTube by BlogHer

– Some brands encouraged BlogHer guests to use specific hashtags to engage with them during the event, but most simply used the official #BlogHer12 hashtago Johnson & Johnson pushed hashtags #inspirecare and #JNJ

– Upcoming movie The Host had a photo booth live-streaming images to the movie’s Facebook page

Blogger Integration‒ Wells Fargo launched a blogging contest at BlogHer. To enter, users had to submit a written

entry, in 250 words or less, about their relationship with money. Winning stories were featured on the Wells Fargo blog for women.

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OVERALL THEMES AT BLOGHER Celebrity Integration

– Brands that incorporated celebrities had strong social media coverage from bloggers posting and tweeting pictures from their personal accountso Kate Gosselin made an appearance at the Coupon Cabin bootho Real Housewives’ Jill Zarin demonstrated products at the Bissell bootho Jimmy Dean’s booth had the actor who plays the sun in their commercials and

he was incredibly popular amongst the bloggerso Eggland’s Best had Iron Chef’s Candice Kumaio Land O’ Lakes’ booth had Food Network chef and blogger Ree Drummond

Private parties and events resonated with bloggers

– Bloggers posted as much about the private parties, screenings and lunches they attended as much as they posted about the Expo Hall of sponsors. Bloggers appreciated the more intimate and comfortable settings.

– Private events included:

• Harley Davidson cocktail party where comedian Margaret Cho was the emcee

• Disney hosted a movie screening of The Odd Life of Timothy Green and a cocktail party

• Hasbro hosted an evening party with games, dancing and cocktails

• The American Cancer Society hosted an intimate gathering to honor a mom blogger who recently passed away from cancer

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ON VS OFF SITE ACTIVATIONS On Site:

‒ Pro: An on-site activation, such as an expo booth, exposes the brand to the masses, allowing them to drive awareness, conversation and sampling to thousands of attendees.

‒ Con: While the quantitative exposure is significant, the quality of the connections with bloggers may not be. It’s important to leverage these conferences to build relationships with influential bloggers that relate to the brand.

Off Site:

‒ Pro: Inviting brand evangelists and ambassadors to an off-site private party can be a more intimate experience for both bloggers and marketers, allowing deeper conversations and stronger relationship building.

‒ Pro: These exclusive parties also provide a better opportunity for brand’s to show more product than can typically fit in a small expo booth space or provide an experience that is bigger than a hotel suite.

‒ Con: There is a risk of being excluded from the online conversation, which is essential in driving brand awareness.

Private gifting suites

Private rooftop parties

Hasbro held an offsite party for BlogHer attendees

Pfizer invited BlogHer attendees to meet the Rockettes for a dance lesson

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IMPLICATIONS Timing

‒ In order to implement a robust, successful activation it’s suggested to begin the planning stages 3 - 4 months in advance

Ambassadors‒ Having an influential brand ambassador on site, such as a spokesperson or

blogger, is critical to drive the conversation on and offline, as well as gather content

Content‒ Leveraging blogger conferences to gather content is essential. These conferences

can be used for video and/or photo content, including testimonials, interviews, reviews and product usage shots. This content can then be used for future .com, social media, marketing and PR purposes.

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SOCIAL MEDIA BEST PRACTICES At blogger conferences like BlogHer, a brand’s success is based on their initial goals and

objectives Social media integration and sampling opportunities are top priorities for many brand’s at

blogger conferences. Utilizing social media, such as Twitter with a unique hashtag, to promote product sampling

initiatives boosts the brand’s online awareness and attendee participation, as well as excitement around the brand

Other social media best practices include:o Create a unique hashtag on Twitter for conference attendees to follow and participate

in to drive viralityo Encourage attendees to check-in to a brand’s booth on Foursquare so their friend’s will

know to stop by the booth alsoo Implement exclusive giveaways on social media channels, such as Instagram, Twitter,

Facebook and Pinterest for conference attendeeso Leverage photo sharing iPhone app Instagram to share across channels o Gather content, photo and/or video

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OTHER UPCOMING CONFERENCES Social Media Strategies Summit:

‒ September 25-26 in San Francisco, CA: Engage and learn from the best and brightest in the social media strategies industry

‒ Social Media Strategies Summit: October 23-25, 2012 in Boston, MA: The brightest minds in social media marketing present emerging strategies, tactics and case studies in the successful use of social media.

Blogalicious: September 28-30, 2012 in Las Vegas, NV– The go-to destination for influential multicultural women social media enthusiasts from all

over the world to collaborate, connect and uplift one another. SXSW Interactive Festival: March 8 – 12, 2013 in Austin, TX

‒ Compelling presentations from the brightest minds in emerging technology, networking events hosted by industry leaders, the SXSW Trade Show and special programs showcasing the best new digital works, video games and innovative ideas the international community has to offer

Blissdom: March 21-23, 2013 in Dallas, TX– Speakers and panels featuring the best blogging, public relations and social media pros

SheStreams: March 2013, dates and location TBD– Informative and engaging sessions intended to catapult women and brands into the

future of social technology Mom 2.0 Summit: May 2-4, 2013 in Laguna Niguel, CA

‒ The Mom 2.0 Summit is a premier professional conference for influential mom bloggers and female entrepreneurs who create online content.

BlogHer Food: June 7-8, 2013 in Austin, TX EVO Social Media Conference: Date TBD, Park City, UT

‒ The evo Conference blends workshops, intense learning, networking, parties, and relaxation with beautiful scenery of summertime in the Utah Mountains.

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THANK YOU!

If you’d like to discuss in more detail, please contact:

Sloane Davidson

SVP, Digital Marketing and Social Media

sdavidson@lippetaylor.com

@sloane