2. Yosi N. Heber President Oxford Hill Partners, LLC October 3, 2011 Revolutionize Your Direct Marketing With Social Networking/Mobile! 10 Strategies & 24 Case Studies DMA 2011 – Boston

7. Social Networking & Mobile Ten “Strategic Revenue Drivers” Brand’s Overall Web 2.0 Capabilities and Its Ability to Drive Revenue Initial Customer “Engagement” Customer Education & Entertainment 2 3 EQ Pulse™ – Web 2.0 Patent Pending Methodology Word of Mouth & Viral Active Customer “Participation” Cross Consumer “Interaction” 7 Personalization & Customization Mobility & Mobile Accessibility 8 = Brand Building & Branded “Advocacy” Inbound To Customer (Brand Push) = = Outbound From Customer (Consumer Push) Social Circle 1 4 5 6 10 Relationship Building & Customer Retention “ Call to Action” & Revenue Maximization 9

8. Customer Education & Entertainment 2 1 Initial Customer “Engagement” 3 “ Call to Action” & Revenue Maximization Word of Mouth & Viral Cross Consumer “Interaction” 7 Personalization & Customization Mobility & Mobile Accessibility 8 10 Relationship Building & Customer Retention Brand Building & Branded “Advocacy” Social Circle 4 5 6 9 Active Customer “Participation”

10. Case Study #1 (Cont.) – Lunesta Sleep Aid – Paid Search Engine Marketing With Free Trial Incentive

11. Case Study #1 (Cont.) – Lunesta – Paid Search Engine Marketing With Custom Landing Page

13. Case Study #2 Jet Blue Mobile QR Code Sweepstakes Snap Picture

15. Case Study #3 Clorox My Stain – iPhone App

16. 3 Word of Mouth & Viral Active Customer “Participation” Cross Consumer “Interaction” Brand Building & Branded “Advocacy” Social Circle 4 5 6 “ Call to Action” & Revenue Maximization 7 Personalization & Customization Mobility & Mobile Accessibility 8 10 Relationship Building & Customer Retention 9 Customer Education & Entertainment 2 1 Initial Customer “Engagement ”

17. Social Circle 3 Active Customer “Participation” Word of Mouth & Viral 4 Cross Consumer “Interaction” 5 Brand Building & Branded “Advocacy” 6 “ Call to Action” & Revenue Maximization 7 Personalization & Customization Mobility & Mobile Accessibility 8 10 Relationship Building & Customer Retention 9 Customer Education & Entertainment 2 1 Initial Customer “Engagement”

19. Case Study #4 (Cont.) – Dove – Consumer Generated Content “Dare To Create A Short Film”

21. Case Study #5 (Cont.) – President Obama’s Facebook Page – Tweet Senator on Health Care

22. Case Study #5 (Cont.) – Type Zip Code – Generates Automated Tweet to Your Senator

24. Case Study #6 – Air France Green/Sustainability Calculator Tool

25. Case Study #6 Air France – Emissions Results and Ways to Offset

26. Social Circle 3 Active Customer “Participation” Word of Mouth & Viral 4 Cross Consumer “Interaction” 5 Brand Building & Branded “Advocacy” 6 “ Call to Action” & Revenue Maximization 7 Personalization & Customization Mobility & Mobile Accessibility 8 10 Relationship Building & Customer Retention 9 Customer Education & Entertainment 2 1 Initial Customer “Engagement ”

28. Case Study #7 – Time Life – Europe “Tell A Friend” with Reward

30. Case Study #8 – Dell on Twitter Drove $5 Million in Revenue

32. Case Study #9 – Viral & Social Networking Sampling – Starbucks Ice Cream on Facebook

33. Social Circle 3 Active Customer “Participation” Word of Mouth & Viral 4 Cross Consumer “Interaction” 5 Brand Building & Branded “Advocacy” 6 “ Call to Action” & Revenue Maximization 7 Personalization & Customization Mobility & Mobile Accessibility 8 10 Relationship Building & Customer Retention 9 Customer Education & Entertainment 2 1 Initial Customer “Engagement ”

35. Case Study #10 – Cross Consumer “Interaction” – P&G Being Girl

36. Case Study #10 – Cross Consumer “Interaction” – P&G Being Girl

38. Case Study #11 – Philadelphia Cream Cheese Twitter Page With “Subtle Sell” Uses cream cheese

39. Social Circle 3 Active Customer “Participation” Word of Mouth & Viral 4 Cross Consumer “Interaction” 5 Brand Building & Branded “Advocacy” 6 “ Call to Action” & Revenue Maximization 7 Personalization & Customization Mobility & Mobile Accessibility 8 10 Relationship Building & Customer Retention 9 Customer Education & Entertainment 2 1 Initial Customer “Engagement ”

41. Case #12 Dunkin’ Donuts Dunkin’ Run at Work

43. Case Study #13 (Cont.) – You Tube – Humorous Video Blendtec Episode – 4,811,914 Views

45. Case Study #14 – Maxwell House Coffee Machine – Flavor Variety & Viral Element

46. Case Study #14 (Cont.) Maxwell House Game – Success & Rewards

47. Initial Customer “Engagement” Customer Education & Entertainment 2 3 Word of Mouth & Viral Active Customer “Participation” Cross Consumer “Interaction” Brand Building & Branded “Advocacy” Social Circle 1 4 5 6 Mobility & Mobile Accessibility 8 7 Personalization & Customization 10 Relationship Building & Customer Retention “ Call to Action” & Revenue Maximization 9

49. Case Study #15 – Special K – Multiple Personalization Features Plus Coaches and Community

50. Case Study #15 (Cont.) – Forums For Special Targets – Moms and Brides

52. Case #16 – Kraft “I-Food Assistant” Mobile Phone Applications

54. Case Study #17 – Cisco Systems Mobile Web – Mobile Access

56. Case Study #18 – Ralston Go2Pets.com Mobile Text Pet Service Finder

58. #19 – Foursquare – Bergdorf/Neiman Marcus – Location Based Mobile Phone – Viral “Check In”

59. 10 Relationship Building & Customer Retention “ Call to Action” & Revenue Maximization 9 Customer Education & Entertainment 2 3 Word of Mouth & Viral Active Customer “Participation” Cross Consumer “Interaction” 7 Personalization & Customization Mobility & Mobile Accessibility 8 Brand Building & Branded “Advocacy” Social Circle 1 4 5 6 Initial Customer “Engagement”

61. Case Study #20 – “Call to Action” Gap “Groupon” Deep Discount

63. Case Study #21 Amazon – Revenue Maximization Via Cross Sell

65. Case Study #22 J&J Baby Centre – E-Mail Newsletters

66. Case Study #22 – J&J Baby Centre “Ovulation” Alerts Via Cell Phone

69. Westgate Company (EQ Pulse ™ - Web 2.0 Example) average strong weak Initial Customer “Engagement” 5.5 - Average 1 Customer Entertainment & Education 7.9 - Strong Personalization & Customization 8.0 - Strong 7 Mobility & Mobile Accessibility 5.4 - Average 8 STRATEGIC SCORING OVERVIEW 4 6 3 2 5 “ Call to Action” & Revenue Maximization 6.8 - Strong Relationship Building & Customer Retention 3.9 - Weak 10 9 Active Customer “Participation” 4.2 Weak Word of Mouth & Viral 5.7 Average Brand Building & Branded “Advocacy” 3.9 Weak Cross Consumer “Interaction” 3.5 Weak Total Scores (1-100 Scale) Westgate = 52 Eastport = 77 Midway = 65 Best Practices = 78 52 = Inbound To Customer (Brand Push) = = Outbound From Customer (Consumer Push)

72. EQ Pulse™ - Mobile – Patent Pending Methodology Mobile Marketing “Strategic” Framework Mobile’s Ten Strategic Engagement & Revenue Drivers Social Networking & Word of Mouth 8 Mobile Engagement & Customer Acquisition 1 First Impression & Handheld Navigation 2 6 Call to Action & Revenue Maximization Brand’s Overall Mobile Potency & its Ability to Drive Revenue = 7 Customer Retention & Relationship Building Location Specific Marketing 9 Mobile Utility Entertainment Value & Stickiness 4 Internal Cost Reduction 10 Brand Building & Product Merchandising 5 Timely Information & Making Lives Easier 3

74. Case Study #23 Starbucks Mobile Commerce

76. Case Study #24 Kaiser Permanente

78. Comments or Questions? Feel free to contact me: Yosi Heber President [email_address] (248) 569-9366 www.oxfordhillpartners.com