Public Relations and Social Media Recommendations

June 3, 2010

The Team George – A hands-on PR/social media pro with

more than 15 years developing creative, high-impact programs for a wide range of tech, web, and consumer electronic companies

Cheryl – With us for more than 6 years, she’s one of our “go to” consumer media placement experts, having worked on consumer and IT programs

Allie – Here for 3+ years, she’s a card-carrying gen-y’er with a lifetime of digital experience. When not engaging with social media, she can be found somewhere in the Bay Area listening to live music.

Merritt – A consumer marketing/PR expert, she has extensive experience working with a wide range of bloggers, social networks, old school print and broadcast journalists reaching virtually every consumer market segment

Bob – Strategist, counselor, coach and pinch hitter

About Us Research Planning Putting ZooLoo on the Map Budget Recommendations Why Us?

Agenda

Builds marketplace value for companies marketing technology products and services◦ Consumer technology

◦ Enterprise technology

◦ Green information technology

Works closely with all social/traditional media channels

Delivers high-impact, cost-efficient programs to generate target market awareness and action

Employs outstanding, experienced staff Believes in service, results, integrity

About Walt & Company

W-O-M

Mom Power

Celebrity Appeal

Building Influence

250+ Launches

In World

Events

Making Waves

Listening

Building Communities

Contests/ Promotions

Engaging Consumers

Social Media

Perceived Value

Big Stage

Driving Conversations

What do they think?

Facebook the most popular for 15-25 year olds◦ Twitter / MySpace are distant 2nd / 3rd

Top Social Networks

Do you use any of the following frequently?

Social Network Behavior

#1 – Stay in touch with my friends

Why do you use social networking sites?

#2 – Share photos/videos

#3 – Follow things that I like

#5 – Track fashion, music, celebrities, news, etc.

#4 – Because everyone is doing it

Limited Custom Domain Interest

Would you like your own site with a personalized address, like “yourname.com”?

YesNoNot sure

40.3% 30.6%

29.0%

Personalization Not A Priority

MySpace allows you to personalize your page design; Facebook doesn’t. How important is the ability to personalize the design of your page?

67.8%

15.3% 11.9%

5.1%

Very importantSomewhat importantA little importantNot important at all

Top privacy issue: control of information

Key Issues

Is online privacy an important issue for you, and if so, why?

Vast majority (90%) don’t blog; top reasons:◦ I don’t know what to

blog about (41%)◦ Facebook/MySpace

is good enough (39%)◦ Takes too much time/

too difficult (12%) Findings underscored

by recent PEW study Of those who blog,

most use WordPressor BlogSpot

To Blog or Not to Blog

Express my personality; share my thoughts/ideasFacebook/MySpace limit my ability to say what I want Gives me opportunity to create custom online presenceMight help me get into good school/find job/prep for careerI don’t blog

Do you currently blog or plan to blog, and if so, why?

89.7%

Our Teens Get Their News:

#1 – Online news sites

#2 – TV news

#3 – Magazines

#5 – Radio

#4 – Newspapers

Mixed bag: it’s “cool,” but not sure if/how I’d use it

“I think it's pretty cool. Allows you to go one place for all of your updates rather than each site.”

“Not into blogging. Waste of time in my opinion. I can tell my friends what I want them to know in person or via Facebook.”

“Probably not. Not interested in joining another social network.”

“It looks user friendly and fun, I would consider using it.” “I would use it, it just might be difficult to convert people

from Facebook. But it has a cool layout and design and has a lot of cool options.”

“I would be interested in using it if there was a large majority of my friends on it.”

ZooLoo First Impressions

Planning

Millennials/Generation Y – born between 1980-2000

◦ Sweet spot: 16-24 years olds High school upper classes College students

◦ M/GY Verticals Bands/music Celebrities Fashion Gamers Sports enthusiasts Techies Young professionals

Target Audience

Explore opportunities with additional target

groups

ZooLoo’s key differentiators aren’t resonating The ZooLoo value proposition is eclipsed

◦ The “Facebook effect”◦ The “blog problem”◦ Noisy, dynamic space◦ Tumblr has head start

There isn’t a ZooLoo positioning silver bullet…at least, not yet◦ Social positioning evolves with increased user

participation◦ Facebook, Twitter and MySpace are positioned/

perceived differently today than in the beginning Perception is the reality…literally

The Challenge• Tumblr Makes Blogging Blissfully

Easy - New York Times

• Facebook's Privacy Woes Make Little Impact on Growth – BusinessWeek

• Tumblr: 'We're pretty opposed to advertising‘ – Los Angeles Times

• Why MySpace Can Still Win as a Music Destination

• Facebook Obliterates Rivals in Google List of Top Sites – PCMag.com

• Facebook privacy? Who cares? – MSNBC.com

• “Social networking overload”1,020,000 Google results

Building critical mass fast, is critical ZooLoo must be viewed as fun, cool and providing

immediate, real “benefits”◦ Users need a reason to test drive

An aggressive, multi-tiered, interlacing PR, social media and marketing strategy is required◦ Must be flexible to adjust on the fly

Promoting ZooLoo isn’t exclusively about de-positioning others

Positioning will be developed in parallel…and will evolve over time◦ Initiatives will illuminate user interests◦ Gather real-time feedback◦ Customer/consumer research

Our Take

1. Use PR/social media programs to build a critical mass of ZooLoo users

◦ 200,000 ZooLoo pages in 12 months

2. Work with ZooLoo to keep users committed

◦ Increase current retention rate through ongoing communications activities

Objectives

Push/Pull Communications

Drive ZooLoo awareness

via traditional media and

marketing channels to“prime the pump”

Leverage social mediacapabilities and pop

culture/real-time issues

to spur excitement

Excitement

Engagement

Involvement

Commitment

Strategic Approach

Putting ZooLoo on the Map

Introduce ZooLoo

Leverage Pop

Culture

Build Relationsh

ips

Drive ZooLoo

Awareness

1. ZooLoo Communications Offensive

1:1 meetings with consumer/tech media, bloggers in August◦ Strategic direction◦ Underscore ZooLoo differentiators/benefits◦ Initiate relationships with key influencers◦ Leverage trends/issues impacting space

Sample target media:◦ About.com, BusinessWeek, Chip Chick Blog, CNET, Computer

Shopper, Consumer Reports, Engadget, Esquire, Gizmodo, O Magazine, Mac|Life, Macworld, Maxim, New York Times, PCMag.com, PC World, Real Simple, USA Today, Wall Street Journal

ZooLoo On The RoadIntroduce

ZooLoo

Hands-on ZooLoo

Give journalists/bloggers free ZooLoo upgraded accounts

Underscore ZooLoo differentiators Generate “reviews” ranging from complete

testing to user-generated comment◦ Develop user tip sheet highlighting key ZooLoo

benefits Grow ZooLoo network through positive

WOM

Build Relationshi

ps

Initiatives leveraging timely issues◦ Privacy◦ Decline of MySpace

Track calendar opportunities◦ Graduation: push online portfolio benefits and value-

adds◦ Ed cal – Profnet/HARO

Company news releases ZooLoo “meter”

◦ Poll ZooLoo community regarding unusual/fun topics

Proactive NewsDrive

ZooLooAwarenes

s

Leverage eclipse debut to attract new members

Create and promote vampire templates° Twilight-themed templates° Released just prior to eclipse opening, June 30

Drive communications through social networks◦ Twilight saga fan groups ◦ Facebook, Twitter, MySpace

Leverage Pop

Culture ZooLoo “eclipse”

Regular creative sessions with ZooLoo team to drive ongoing, retention-oriented content/activities◦ “Funniest summer photo” contest◦ “Best-of ZooLoo” blog posts◦ “Embarrass your friends” photos/videos◦ “My playlists are better than your playlists”◦ ZooLoo-er of the month◦ ZooLoo “BS Meter”

Publicize on ZooLoo home page, blog Create dedicated pages, where appropriate

Creative Content Leverage Pop

Culture

Monitor relevant discussions and issues on key social networks and blogs◦ ZooLoo, competitive sites, issues, e.g., privacy

Identify response opportunities◦ Establish ZooLoo response team ◦ Develop database of messages addressing key

issues◦ Track impact/results of ZooLoo participation

Analyze comments to determine program priorities

Discussion ManagementDrive

ZooLooAwarenes

s

Incentivized viral contest to rapidly register large numbers of new ZooLoo members Conduct U.S. search for ZooLoo “ZooCrew” Five winners receive $10,000 college

scholarship Encourage contestants to bring friends,

families, networks to ZooLoo Goal:

◦ Engage .0005% of the 70 million Millennials/G-Y, 30K – 40K active ZooCrew users

◦ Each candidate to enlist the support of 5 others, generating 150 – 200K ZooLoo pages

2. The ZooLoo “ZooCrew”

Media/social media blitz announcing contest, then winners◦ Press releases ◦ Social network posts◦ ZooLoo banners◦ ZooCrew page to issue daily updates◦ Consider social media application/game

Leverage all media channels◦ www.collegescholarship.com◦ High school/higher ed trade media

Create ZooCrew widget/icon for winner Graffiti pages/personal social networks

Media/Social Media Blitz

Z

Click

ZooCrew Promotion

Think you have what it takes to be in the Crew?

Are you cool and connected? Do you lead…or just lag? Do move fast, have fun and like to leave your mark? If you do…

Join the ZooCrew – and get a chance to win a $10,000 scholarship!

Enter or Vote Now!

Z

Leverage power of demographically-focused radio to generate visibility for ZooLoo and ZooCrew◦ Immediate and minimal production required

Give away tickets to summer concerts in major markets◦ Black Eyed Peas◦ Carrie Underwood◦ Jonas Brothers◦ Lady Gaga◦ Rihanna◦ Taylor Swift

ZooCrew Radio Promo

“As part of the ZooLoo “ZooCrew” contest, ZooLoo, a cool new social networking site, is giving away two free tickets to the Lady Gaga concert next Wednesday to lucky caller number seventeen. Even better, five ZooCrew finalists will each win a ten thousand dollar college scholarship. If you’re interested, check ‘em out at www.zooloo.com.”

“And we’ve got a winner for the ZooLoo ZooCrew Lady Gaga tickets. It’s XX YY from ZZ. ◦ DJ – “XX, you’re going to see Lady Gaga.”◦ XX – “Excellent! I can’t wait!”◦ DJ – “XX do you use sites like Facebook, Twitter, MySpace?”◦ XX – “Yes, all the time.”◦ DJ – “Well if you haven’t already, check out ZooLoo at www.zooloo.com.

It makes it easy to manage everything that you’re currently using in a free, personalized and secure site on the web under your own name.”

ZooCrew Radio Promo

Click

Summer Concert Tix Promotion

ZooLoo is giving away tickets to this summer’s hottest concerts!

Stay tuned to MOViN 99.7 to win!

Nationwide ZooLoo contest targeting seniors $50,000 to the school with largest ZooLoo

community Goal:

◦ Engage 1,500 – 2,000 high schools in the Pimp My Prom program; 5% of 37,100 US high schools

◦ Each participating school to enlist an average of 500 students and affiliated supporters

◦ Goal of 750K – 1.5 million new ZooLoo pages

3. Pimp my Prom

Individual or group of students to administer a school’s ZooLoo “Pimp My Prom Page”◦ Program kicks-off Sept. 15, 2010

The administrators to encourage other students and affinity organizations to set up their own ZooLoo pages and link to the school’s Pimp My Prom page

School with the largest ZooLoo community wins◦ Program winner announced Jan. 15, 2011

Pimp My Prom Logistics

Program announced via: ◦ News release◦ Student blog push◦ ZooLoo communications◦ The American Student Government Association

database Interviews with school newspaper editors Tab/button tracking participating schools ZooLoo page issuing daily updates

◦ Leveraging Facebook, Twitter, MySpace Winners announced/publicized

Pimp My Prom PR

Click

Pimp My Prom Promotion

ZooLoo Wants to Pimp your Prom!

How would you like to help your school host a Senior Prom that will go down in the record books? Well, ZooLoo wants to help. That’s why were giving away $50,000 to help one U.S. high school do just that. Our new “Pimp My Prom” contest will provide everything needed to help your school design the coolest prom around.

You want a red carpet? No problem. Searchlights? Done. Limo service for all guests? Yep.

Introduce ZooLoo to 50,000 college students Conduct tour of major college football games

◦ 80K+ stadium seating 5K ZooLoo caps per game to promote brand/contest Award five $10K scholarships to students who

participate in the ZooLoo Touchdown Tour contest ZooLoo wrapped car/van and canopy in high-traffic site

◦ 10-20 students/school to assist Create ZooLoo pages for each school

visited to track entrants and award winners◦ Real-time updates, videos photos of games,

entrants and contest status Goal:

◦ 50K new ZooLoo pages

4. ZooLoo Touchdown Tour & Scholarship Contest

Upload photo to ZooLoo page wearing hat◦ Encourage creativity

Random drawings for scholarships

Contest Logistics

Work with universities to secure priority

stadium location

Pre-Tour College, local media

the week before ◦ Newspapers◦ Radio◦ websites

Highlight week’s game on ZooLoo home page◦ Banner ads◦ Images of SUV on

road/on campus

Visit campus early◦ Post flyers◦ Coordinate with

student hires

Set up dedicated school pages

Tour Promotion

Click

Touchdown Tour – Alabama Page

Pre-Tour College, local media

the week before game◦ Newspapers◦ Radio◦ websites

Highlight week’s game on ZooLoo home page◦ Banner ads◦ Images of SUV on

road/on campus

Arrive on campus on Thurs.◦ Post flyers◦ Coordinate with student

hires

Set up dedicated school pages

Tour PromotionGame Day

Promotion at SUV/canopy site(s) Hat giveaways Flyers Student engagement

‣ Media coverage breaks

‣ Multimedia blitz° See, scan, text, talk, TV,

visit

Scholarship Contestant Page

Pre-Tour College, local media

the week before game◦ Newspapers◦ Radio◦ websites

Highlight week’s game on ZooLoo home page◦ Banner ads◦ Images of SUV on

road/on campus

Arrive on campus on Thurs.◦ Post flyers◦ Coordinate with student

hires

Set up dedicated school pages

Tour PromotionGame Day

Promotion at SUV/canopy site(s) Hat giveaways Flyers Student engagement

‣ Media coverage breaks

‣ Multimedia blitz° See, scan, text, talk, TV,

visit

Post-Tour Follow-on push to

universities and local media Photos/videos Winners release

‣ Daily blog on individual school pages Links to photos/blogs on

school member pages

‣ Publicize winners/ program ZooLoo home page Social/traditional media

Program Measurement &

Budget Recommendations

Track ZooLoo user/page growth with PR program implementation◦ Leverage ZooLoo site analytics

Monthly snapshot of high-level metrics◦ Quantity and tonality of posts/placements◦ Sound bites, awards, and accolades

Metrics and Reporting

Budget

Program Element Initial Cost Estimate

Communications Offensive•Proactive News•Written Materials•Measurement & Ongoing Planning

$151,500

ZooLoo ZooCrew $135,500

Pimp My Prom $92,500

ZooLoo Touchdown Tour $298,000

Budget

Why Walt & Company?

Creativity

Efficiency

Strategy

Execution

Results

and