Rob Key's presentation at PRSA's Digital Impact conference, April 30, 2009

1. PRSA Digital Impact Conference Listening to the Conversation — The New Communications Imperative Rob Key, CEO, Converseon April 30, 2009

3. Marketing Funnel 1.0

4. Conversation Funnel 2.0

5. Increasing Investment in Social Media

6. Converseon’s Social Media Process A Best Practice Approach to Joining the Conversation Build foundation for effective social media engagement Participate and ignite conversations Report on established engagement metrics and KPIs Map the landscape

9. Mining the Conversation The Conversations Converseon Mines and Reports (Each venue has its own cultural norms which should be kept in mind) SOCIAL NETWORKS WIKIS PHOTO SHARING BLOGS 100+ million MICROBLOGS FORUMS/NEWSGROUPS 120+ million VIDEO SHARING Twitter: 4-5 million users (Q4 2008) Facebook: 200+ million users (Mar 09) 35% of adult Internet users has a social networking profile (Dec 08) SOCIAL MEDIA NEWS AGGREGATORS Wikipedia: 272 million unique visitors (Sept 08)) YouTube:200+ million viewers (Mar2009)

10. Monitoring vs. Mining Volume Word counts/tag cloud Entry timeline High-level topics Multi-level sentiment Venue analysis Influence Drill-down to entries Real-time Monitoring Mining Sentiment Topics and subtopics Human analysis Voices/participants Key influentials Incident-level reporting Limited sources (gen.) Custom reporting elements Daily, weekly, monthly or quarterly

12. We Combine Advanced Technology + Human Analysis to Provide More Accurate, Reliable and Meaningful Data [Negative for Treximet Cardio Side Effects] “I did a little research of my own, and was a bit alarmed to come upon a forum of migraine sufferers who had tried the drug and reported tightness in the chest and other indications of cardiac disturbance . I decided to leave the Treximet in the desk, untouched. “ Blog.lazyharpy.com , published on 18-02-2009 [Positive for Treximet Effectiveness] “…I popped a Treximet , slanted my shades, closed and locked my office door, and put my head down for fifteen minutes. When my alarm went off, my head was perfectly clear . That was four hours ago.” Blog.lazyharpy.com , published on 18-02-2009 [Positive for Cardio Side Effects] “For some reason, today I picked it up. I did a quick web search for adverse side effects of Imitrex , which I have used for years, and felt surprised to see the very same descriptions as those accompanying the Treximet . Since Imitrex has never bothered me,..” Blog.lazyharpy.com , published on 18-02-2009 Automated sentiment systems score at record level, missing important details Automated systems would have scored the entire message negative for Treximet because of the ‘cardiac disturbance’ and side effect mentions, completely missing the point that the author found the drug highly effective and would likely use again

13. Multi-Level Sentiment We’ve had our 2006 Pontiac Vibe for about two and a half years now and we recently passed 80,000km (just shy of 50,000 miles). Overall the car has been working well for us. We’ve had no mechanical issues with the car and the only real cost has been regular oil changes. Our average fuel consumption for 2008 is currently at 8.34L/100km (~ 28 MPG). This isn’t very good in my opinion but it does include winter driving with the snow tires on. One other gripe about the car is that there is a very thin layer of paint. It seems that everything causes a small paint chip. I think if you sneezed while standing within 10 feet of the car it would get a paint chip.

15. How Do We Find Meaning from Measurement?

17. Don’t Forget: Cultural Listening…

18. Cultural Listening

19. Cultural Listening

29. Use Case: Search Engine Reputation Management

36. Graco: Joining the Community

37. Graco: Ongoing Relationships She IS Graco , that Lindsay. And Master Recon Specialist. The girl misses nothing. -- Mommy Needs a Cocktail Another company getting it right- Graco . I’ve chatting with Lindsay on Twitter, watched as they crafted a MOMblog that actually is written by Moms about things Moms write about. It’s not just product discussion. I’m thrilled to say the Graco blog, it’s bloggers, and the other people involved in the effort are part of our community. That’s right, they did it-we gave them the secret handshake and everything. Why? They’ve engaged bloggers in conversations, events, and they kept it REAL. -- Queen of Spain

38. Graco Case Study: Parenting 1 st , Products 2 nd As a (relatively) new parent, the Graco brand certainly has made a footprint in our household. Through a new Twitter friend, I found out about the new(ish) Graco blog . As a corporate blog, this is one of the best I’ve seen yet. That’s pretty impressive considering the role the Graco Legal Department probably played in this launch, and ongoing maintenance! Here’s a few reasons why Graco is rocking this blog… -- Community Guy, Jake McKee

41. Thank You [email_address] 212 213-4297 ext 301 Twitter.com/converseon Blog.converseon.com www.converseon.com