1. Content Marketing:From Good To GreatZena Weist VP of Strategy Expion@zenaweist 1P r o p r i e t a r y & C o n f i d e n t i a l

2. How can I optimize my brand so thatits a sought-after participant inrelevant conversations? 2 P r o p r i e t a r y & C o n f i d e n t i a l 3. Shift Your Thinking:From Good To GreatFrom Good To Great Listen & Resolve Address Unspoken Needs Be Relevant Media for the Medium Have Cadence Crowdsourcing with BI Twist Share Information Go Local Share Expertise Converged Media Be Engaging Location, Location, Location 3P r o p r i e t a r y & C o n f i d e n t i a l 4. of all Americans age 12 and over54%have a personal profile on FacebookNo other social network even comes closehttp://www.socialhabit.com/4P r o p r i e t a r y & C o n f i d e n t i a l 5. Interbrand 100 Adoption by Social Network100%98%% With Active Profile 94%80%60%64% 51%40% 40%20% 0%Facebook Twitter Google+PinterestInstagram Source: Simply Measured, August 2012http://www.slideshare.net/simplymeasured/instagram-brand-adoption-study5 P r o p r i e t a r y & C o n f i d e n t i a l 6. 6P r o p r i e t a r y & C o n f i d e n t i a l 7. expi.co/05Ur 7 P r o p r i e t a r y & C o n f i d e n t i a l 8. Media for the MediumFrom Good To Great8P r o p r i e t a r y & C o n f i d e n t i a l 9. Media for the MediumFrom Good To Great9P r o p r i e t a r y & C o n f i d e n t i a l 10. Media for the Mediumhttp://expi.co/0FrF http://expi.co/0FrH 10P r o p r i e t a r y & C o n f i d e n t i a l 11. Crowdsourcing with a BI Twist 11 P r o p r i e t a r y & C o n f i d e n t i a l 12. Go Local86%of National Marketers are looking tomodify, adapt and localize their marketingcontent, messaging and engagementpractices.Source: www.marketingprofs.com November 2, 2011(CMO Council Research)12 P r o p r i e t a r y & C o n f i d e n t i a l 13. Why local market pages make sense: Local Has Higher Engagement - Active Fans %Based on an analysis of Facebook activity on corporate pages for the top 50 restaurants and top 50 retailers (using fancounts) compared to a sample of 190 local pages from different brands and local companies. Time period was May1, 2011 to October 31, 2011. Active Fans % = number of fan posts and comments/total fans 13 P r o p r i e t a r y & C o n f i d e n t i a l 14. Go LocalBoth Great 14 P r o p r i e t a r y & C o n f i d e n t i a l 15. Converged Media15P r o p r i e t a r y & C o n f i d e n t i a l 16. Media Clover Leaf16P r o p r i e t a r y & C o n f i d e n t i a l 17. expi.co/0Doz17P r o p r i e t a r y & C o n f i d e n t i a l 18. Converged MediaApplebees 2 for $20 Page PostSponsored Story18P r o p r i e t a r y & C o n f i d e n t i a l 19. Applebees Sponsored Storyby The Numbers STATSDates: April 10 and 11, 2012 Impressions13,786,319 Frequency2.8 Clicks 6,177 CTR0.045% ActionsN/A Spend$1,024.52 CPM$0.07 19 P r o p r i e t a r y & C o n f i d e n t i a l 20. Converged MediaApplebees Tuesday Page Post on TimelineSponsored Story20P r o p r i e t a r y & C o n f i d e n t i a l 21. Applebees Sponsored Storyby The NumbersSTATSDates: May 29 and 30, 2012Impressions2,811,023Frequency3.4Clicks 31,267CTR1.112% HIGHEST EVERActions33,696Spend$743CPM$0.2621 P r o p r i e t a r y & C o n f i d e n t i a l 22. Location22P r o p r i e t a r y & C o n f i d e n t i a l 23. Location23P r o p r i e t a r y & C o n f i d e n t i a l 24. Location24P r o p r i e t a r y & C o n f i d e n t i a l 25. Location#tweetfromtheseat25P r o p r i e t a r y & C o n f i d e n t i a l 26. Location26P r o p r i e t a r y & C o n f i d e n t i a l 27. Bundled Greatnessexpi.co/0FWS 27P r o p r i e t a r y & C o n f i d e n t i a l 28. Content Marketing:Q&AZena Weist VP of Strategy Expion@zenaweistImage credit: http://molliejohanson.com/wildolive/great.gif28P r o p r i e t a r y & C o n f i d e n t i a l