presentation by Steve Rubel, Edelman

1. Advancing Shared Interests with Digital Embassies, Ambassadors & Envoys Steve Rubel, SVP, Edelman Digital

2. Dispersion of Authority 30% Newspaper readership is down 120+ dailies shut down in 2009 In the U.S., more people rely on the Internet (40%) for news than rely on newspapers (35%) 2

3. “Continuous Partial Attention” 3 79%of all adults are online—for an average of 33 hours per week People will watch 100 million videos on YouTube today People visit 114domains and visit2,500 Web pages each month 1 in 10 Americans online are now on Twitter

4. Social is the New Normal 4 Two thirds of people online now use social networking or blogging YouTube is now the #2popular search engine Facebook users become “fans” of a particular company, brand, product or person 3.5 million times a day Twitter grew 1, 382% in last 12 months

5. The solution:Public Engagement

6. 6 Public engagement aims to advance shared interests in a world of interdependence

7. A key way forward: Digital Engagement

8. 8 Digital engagement is a continuous set of interactions, communications and the participatory behavior of individuals who seek connectivity, empowerment and real time interactivity through digital and social technologies.…leading to a more engaged constituency, loyal customers, brand affinity and measurable results.

9. Where Public & Digital Engagement Overlap 9 Public Engagement Digital Engagement Engagement happens on properties you own and properties you wish to influence

10. Continuous Engagement Leads To Trust 10

11. Trust Increases with Seamless Visibility & Influences Actions 11 Paid Earned Action web Social Owned SeamlessVisibility Action Action mobile Action

12. Embassies, Ambassadors and Envoys and Public Engagement 12

13. Your Starting Point: Mutual Gain The overarching goal of your social media initiative should be to engage individuals and groups around shared interests and inspire them to act for mutual gain. 13

14. Employee Engagement Can Support Digital Public Engagement 14

15. Expertise, Employees & Peers Shape Our Decisions 15

16. Programs Come in all Shapes & Sizes 16 Short-Lived Campaigns …or Brand & Business Models Engaging in the Digital Arena is Paramount to ANY Program’s Overall Relevance & Impact

17. Home, Sweet Home. 17

18. 18 Embassies: Your Home Away from Home Embassies are an established presence where interactions, conversations and participation are facilitated by one or more Ambassadors of the brand or organization who owns them.

19. Ambassadors Run Embassies and Build Bridges to the Local Community Embassies Should Be Built Where You Need Them 19

20. Digital Embassies: Facebook 20

21. Digital Embassies: Twitter 21

22. Digital Embassies: YouTube 22

24. One-off Videos

25. Tweet-Vites

26. Sponsored LinkedIn groupsAre: Facebook fan pages Branded channels on YouTube Sustained Twitter feeds Ongoing relationships 23

27. Embassies Have Ambassadors. Outposts Need Envoys. Envoys are employees, agents or members of the public, who are willingly dispatched to properties that are not owned or controlled by the business, brand or organization. 24

28. Embassies Have Ambassadors. Outposts Need Envoys Envoys Are Deployed to Engage in Outposts 25

29. Deploying Digital Embassies & Envoys 26

30. 27 Values, Vision & Strategy Inputs Outputs Embassies EMBASSY PRESENCE & APLICATIONS AMBASSADOR & ENVOY ENGAGEMENT Ambassadors & Envoys Outputs Strategy Inputs

31. Deploying Digital Embassies & Envoys: Three Recurring Steps 28

32. Listen First 1. Listen & Explore Visibility Audit Conversation Audit Social Fitness Check-Up Internal External Influencer Identification (if not already done) 29

33. Develop A Comprehensive Strategy 2. Synthesize Digital Compass Site & App Construction Q1 Content Calendar Ambassador Recruiting & On boarding Cross-Channel & Inter-Agency Coordination Monitoring, Moderation & Rapid Response Protocols 30

34. Launch, Learn and Continually Iterate 3. Activate, Evaluate and Sustain Phased Launch Alpha -> Envoys Beta Implement Real Time Monitoring & Moderation Optimize Content For Action & SEO Expand Ambassadors Measure & Report Results vs. Baseline Benchmarks 31

35. A Plan for Building Social Media CRAWL WALK RUN FLY Prepare Engage Advocate Protect 32 Web site Audit Monitoring Training Crisis Communications Search Advertising Content development Influencer Outreach Social media Ally development Sponsorships Leadership blog Crowdsourcing Digital Advocacy Mobile

36. WALK CRAWL RUN FLY Champions Spectators & Joiners Creators Collectors & Critics Read blogs, forums and comments Watch videos or listen to podcasts Join a social network Use RSS feeds Tag photos and web content Post ratings & reviews Add comments Forward news and information Blog or Tweet Upload photos, videos & podcasts Write and post articles Create a web site Form a social networking group CoTweet Crowdsourcing OpenID/ Facebook Connect Distributed content Serialized content Advocacy engagement And Have A Plan For Your People To Do The Same 33

37. AXE 34 Public Engagement Digital Engagement

38. SC Johnson/Glade 35 Public Engagement Digital Engagement

39. Nutro 36 Public Engagement Digital Engagement

40. Summary Public & digital engagement work together Engagement leads to trust Trust increases visibility and influences actions Ambassadors and envoys are deployed against paid, earned, owned and social properties Initiatives lead with strategy followed by tactics Programs are measured, benchmarked and improved continually over time in a sustainable fashion 37 EngagementTrustInfluenceAction