Edelman 2010 Capital Staffers Index Presentation

2010 Capital Staffers IndexA Trans-Atlantic Analysis of Digital Media’s Impact on Shaping Policy Presented December 2, 2010

Research Methodology & ObjectivesStrategyOne surveyed 271 senior staff members from key capitals in the U.S. and Europe to determinethe perceived value of the Internet as a tool for policymakers to connect with local residents andcommunities; determine the credibility and trust associated with social media networks; and comparethe Internet’s influence on policymakers internationally.The overall margin of error is +6.0% in 95 out of 100 cases. Capital City Audience N size Data Collection Dates Washington, D.C., United U.S. Congressional 51 September 30 – October 8, 2010 States staff London, United Kingdom U.K. Parliament staff 50 October 5-11, 2010 European Parliament Brussels, European Union staff 67 October 5-15, 2010 French Assembly Paris, France staff 53 October 1-16, 2010 Berlin, Germany Bundestag staff 50 October 7-19, 2010 2

Conversations areOnce Again En Vogue

Adoption of new communication tools such as text, blogs, and Facebook has more than doubled in the past three years Used this three years ago Using this today Will use this in the next three years 35 45 45Text 65 % 55 55 % %Messaging % % % Following an explosion of 16 advanced % 54 46 50 50Blogs % % % communication 84 % % tools in the last 15 three years, % 38 48 52 staffers seeFacebook % 62 85 % % % more % incremental 14 28 adoption goingInstant % 38 72 % 62 % forwardMessaging 86 % % % 7 % 38 Yes 45Twitter 62 % 55 % No 93 % % % Thinking about several different technologies, please indicate whether or not your Member was using them to communicate with constituents on key issues three years ago, is using them now, and will be using them three years from now. 4

The impact of digital communication has made significant gains, enhancing traditional outreachReaching Constituents Reaching Members 2009 2010 Change 2009 2010 Change% Effective % EffectiveOne-on-one meetings 95% 90% -5 Written letters 90% 88% -2Television appearances 92% 93% +1Speaking events 91% 90% -1 E-mails 87% 92% +5Newspaper columns 85% 86% +1Radio appearances 85% 85% -- In-person visits 86% 88% +2Websites 82% 82% --Press releases 76% 79% +3 Telephone calls 85% 83% -2Television advertising 61% 47% -14Print advertising 61% 48% -13 Member’s blog/website 31% 72% +41Op-eds 60% 66% +6Online videos 51% 42% -9 Member’s social network 22% 37% +15Blogging 46% 52% +6Radio advertising 46% 42% -4 Micro blogging/Twitter 7% 15% +8Online advertising 32% 31% -1 Mobile interaction n/a 32% n/aMicro blogging 22% 33% +11Podcasting n/a 41% n/a Comments on YouTube n/a 14% n/aText messaging n/a 37% n/a Traditional Digital Paid Media Channel Communication 5

E-mails continue to be effective, yet staffers are realizing the greater impact of social media outlets % Total Effective 2009 2010 84% 88% +4 94% 86% -8 Emails 82% 96% +14 88% 91% +3 88% 96% ++8Through a 40% 41% +1 15% 26% +11 U.S.MembersFacebook 22% 46% +24 3% 25% +22 U.K. page 32% 42% +10 European 16% 25% +9 Parliament Through 9% 22% +13 France 7% 16% +9 Twitter 0% 2% +2 Germany 4% 12% +8 16% 82% +66Through a 18% *2010: 70% +52Members 30% Member’s 60% +30 blog 35% website 62% +27 54% 90% +36 When constituents contact your member, how effective are the following modes of contact? 6

Mobile interaction with Members is also seen as effective, especially in Continental Europe % Total Effective 27% U.S. 24% Mobile interaction through 39% applications or text messages U.K. 30% 38% European Parliament 25% France 14%Comments posted on YouTube 15% Germany 4% *Both questions asked in 2010 only 12% When constituents contact your Member, how effective are the following modes of contact? 7

Staffers in the U.S. differed from colleagues abroad in their assessment of paid media % Total Effective (US-only) U.S. Global 86% Television Advertising +16 70% 75% Radio Advertising +13 62% 65% Print Advertising +1 64% 57% Online Advertising +19 38% 2010 2009 8

A Time and a Placefor Everything

Staffers are more voyeurs than participants Read policy-related blogs, but do not contribute or comment 50%Advise your Member on the use of online social media 49%Read non-policy related blogs. But do not contribute or comment 37%Write original blog posts / publish a blog on policy-related topics 18% Write/ Read Publish Comment on other policy-related blogs 13% Policy-related blogs 50% 18% -32Write original blog posts / publish a blog on non-policy related topics 7% Non-policy- related blogs 37% 7% -30 Comment on other non-policy-related blogs 6% None of these 22% Which, if any, of the following activities do you do? 10

Social media and social network access peaks at lunchtime and after the normal work day Online News Sites Blogs Social media Social networks 64% 56% 53% 50% 49% 48% 47% 46% 46% 44% 42% 46% 35% 31% 28% 24% 24% 24% 23% 23% 29% 22% 22% 19% 19% 20% 17% 18% 18% 16% 16% 15% 15% 18% 17% 15% 14% 12% 13% 13% 13% 13% 12% 11% Before 9am 9am-10am 10am-11am 11am-12pm 12pm-1pm 1pm-2pm 2pm-3pm 3pm-4pm 4pm-5pm 5pm-6pm After 6pm When during the day do you normally access the following types of sites? 11

Prior to 10am, staffers rely on traditional online newssources. However, after 10am their attention shifts to social media, with sizable spikes at noon and after 6pm Spike All social digital (blogs, media, networks) Online News Sites 110% Traditional online Social news/information media/information gathering gathering Spike 66% 64% 56% 56% 55% 53% 52% 51% 51% 50% 58% 53% 46% 53% 48% 50% 49% 47% 46% 44% 42%Before 9am 9am-10am 10am-11am 11am-12pm 12pm-1pm 1pm-2pm 2pm-3pm 3pm-4pm 4pm-5pm 5pm-6pm After 6pm When during the day do you normally access the following types of sites? 12

Traditions are Hardto Break

The leading policy information sources online are websites of newspapers2009 2010 What are the top online information sources that you trust for policy analysis? 14

Last year, staffers indicated they trust online news and newspaper sites the most for policy analysis 2009United States United Kingdom European Parliament France Germany What are the top online information sources that you trust for policy analysis? 15

The leading online policy information sources remain websites of newspapers (non-specific) 2010United States United Kingdom European Parliament France Germany What are the top online information sources that you trust for policy analysis? 16

Advocacy with aLocal Flavor

Mobilizing support from grassroots and advocacy groups, is no longer a U.S. phenomenon 67% 72% 65% Letters from voters 73% 36% overall 78% 63% 70% 58% Letters from local community leaders 55% 58% overall 44% 51% 66% 56% Emails 81% 25% overall 52% 61%Days when individual constituents visit 52% 55% 45% your office 55% overall 66% 20% U.S. 20% 20% U.K. Online petitions 10% European Parliament 34% overall France 20% Germany When hearing from [grassroots groups / local advocacy groups], which THREE of the following things do you pay the most attention to? 18

Staffers want to see how foreign-based companies are creating jobs and benefitting local communities in their countriesHaving a local spokesperson demonstrate 35% both the direct and indirect number of 36% 33%jobs this company creates in your country 36% 34% overall 22%Having a local spokesperson demonstrate 25% the benefit this company brings to local 32% 29% communities in your country 33% 45% overall 6% 27%Having a local spokesperson demonstrate 12% 13% the direct number of jobs this company 9% creates in your country 4% overall 12% 4%Having a local spokesperson demonstratethe financial impact this company creates 4% 6% 15% through taxes, etc 0% overall U.S. 6%Having a local spokesperson demonstrate 8% U.K.the revenue generated for your country’s 16% 6% European Parliament 0% government in taxes, duties, and other 4% overall France fees 2% Germany When meeting with representatives of companies based outside your own country, which of the following is the best approach? 19

International outlets do not draw much attention; staffers want to focus on what’s going on in their Member’s country/district When it comes to policy issues, staffers turn to their own national outlets 51% 68% National outlets 67% 10% 77% 72% 23% 47% 22% 67% Local outlets 1% 23% 28% 2%National outlets that focus on your U.S. 10%members country U.K.Local outlets that focus on your members International outlets 31% EUregion 0% FranceInternational outlets that focus on 0%multiple countries Germany When a policy issue is being discussed in the media, which of the following sources do you tend to pay more attention to? 20

Independent research and succinct messaging is the most credible vehicle for lobbyists 61% 51%Research conducted by non-governmental 56% 58% overall organizations 28% 50% 59% 45% 48% One-page briefing overviews 63% overall 25% 26% 41% Whitepapers written by university 26% 42% 57% academics 57% overall 24% 24% 54% Editorials in newspapers 40% 34% 56% 33% 42% Research conducted by industry groups 37% 28% 30% 22% 22% Third-party constituent polling 6% 34% 28% 10% U.S. 12% Advertising 3% U.K. 4% 2% European Parliament 6% 4% France Blogs 7% 0% 4% Germany When you meet with lobbyists, which THREE of the following things do you pay the most attention to? 21

Strategic Recommendations Respect the old and the new  Traditional and digital public affairs are morphing Apply cultural shading to social media  Match the most acceptable digital tools with the market Timing is everything  Guide your outreach with the daily digital access trend Mobilization knows no bounds  Advocacy building is embraced on both sides of the Atlantic and should not be overlooked Succinct, supported messages are the most impactful  Concise messaging, backed up by independent research Tell the complete contribution story  Members want to know an organization’s social and economic footprint 22

National Scorecards

Summary of United States Staffer Data Member Constituent Most Trusted Online 2009 2010 Change Sources for Policy Analysis Effectiveness of Outbound Digital Communications 2009 2010 Change Newspapers 3% 22% +19% Total Effective Websites 86% 88% +2 CQ 6% 20% +4 Online videos 76% 59% -17 Congressional Research 13% 16% +3 Blogging 50% 59% +9 Service Online advertising 38% 57% +19 Politico 8% 14% +6 Micro blogging 40% 51% +11 The New York Times 13% 8% -5 Podcasting n/a 43% n/a Text messaging n/a 31% n/a Members’ Digital Usage Constituent Member Facebook 82% 45% Effectiveness of Inbound Twitter 65% 57% Digital Communications 2009 2010 Change% Total Effective E-mails 84% 88% +4 Blogs 61% 53% Member’s blog/website 16% 82% +66 Text messaging 47% 63% Member’s Facebook page 40% 41% +1 Mobile interaction n/a 27% n/a Instant messaging 33% 63% Twitter 16% 25% +9 Using today Will use 3 years from now Comments posted on n/a 25% n/a YouTube 24

U.S. staffers are most interested in reading policy- related blogs Read policy-related blogs, but do not contribute or comment 49%Read non-policy related blogs, but do not contribute or comment 41%Advise your Member on the use of online social media 18% Comment on other policy-related blogs 6% Write/ ReadWrite original blog posts / publish a blog Publish on non-policy related topics 4% Policy-related blogs 49% 2% -47 Comment on other non-policy-related blogs 4% Non-policy- related blogs 41% 4% -37Write original blog posts / publish a blog on policy-related topics 2% None of these 33% United States Which, if any, of the following activities do you do? 25

U.S. data suggests staffers access social media and networks for personal reasons; access is highest outside of work Online News Sites Blogs Social Media Social Networks 69% 61% 59% 57% 55% 55% 53% 49% 46% 45% 43% 43% 39% 31% 28% 27% 24% 24% 25% 23% 23% 24% 22% 22% 16% 24% 22% 24% 18% 20% 20% 20% 20% 18% 18% 16% 14% 10% 10% 8% 8% 8% 6% Before 9am 9am-10am 10am-11am 11am-12pm 12pm-1pm 1pm-2pm 2pm-3pm 3pm-4pm 4pm-5pm 5pm-6pm After 6pm United States When during the day do you normally access the following types of sites? 26

Summary of European Parliament Staffer Data Member Constituent Most Trusted Online 2009 2010 Change Sources for Policy Analysis Effectiveness of Outbound Digital Communications 2009 2010 Change Newspapers 4% 16% +12% Total Effective Websites 75% 78% +3 EurActiv 11% 13% +2 Blogging 45% 51% +6 Commission website n/a 10% n/a Online videos 62% 45% -17 Research n/a 9% n/a Podcasting n/a 42% n/a Think tank / Google 3% 7% +4 Text messaging n/a 36% n/a Government website 2% 7% +5 Online advertising 38% 34% -4 Micro blogging 27% 33% +6 Members’ Digital Usage Constituent Member Facebook 63% 49% Effectiveness of Inbound Text messaging 45% 39% Digital Communications 2009 2010 Change% Total Effective E-mails 82% 96% +14 Twitter 34% 43% Member’s blog/website 30% 60% +30 Blogs 40% 36% Member’s Facebook page 22% 46% +24 Mobile interaction n/a 39% n/a Instant messaging 24% 28% Twitter 7% 16% +9 Using today Will use 3 years from now Comments posted on n/a 15% n/a YouTube 27

More than one-half of European Parliament staffers advise their Members on the use of online social mediaAdvise your Member on the use of online social media 66% Read policy-related blogs, but do not contribute or comment 49%Read non-policy related blogs, but do not contribute or comment 28%Write original blog posts / publish a blog on policy-related topics 19% Write/ Read Publish Comment on other policy-related blogs 18% Policy-related blogs 49% 19% -30Write original blog posts / publish a blog on non-policy related topics 10% Non-policy- related blogs 28% 10% -18 Comment on other non-policy-related blogs 6% None of these 10% European Union Which, if any, of the following activities do you do? 28

European Parliament staffers take time during their lunch hour and after work to access their social networks and social media Online News Sites Blogs Social Media Social Networks 76% 54% 51% 48% 43% 42% 42% 46% 39% 40% 40% 36% 37% 31% 24% 22% 19% 18% 18% 15% 25% 13% 16% 15% 13% 15% 12% 10% 13% 6% 13% 12% 10% 10% 10% 10% 7% 4% 7% 7% 4% Before 9am 9am-10am 10am-11am 11am-12pm 12pm-1pm 1pm-2pm 2pm-3pm 3pm-4pm 4pm-5pm 5pm-6pm After 6pm European Union When during the day do you normally access the following types of sites? 29

Summary of Germany Staffer Data Member Constituent Most Trusted Online 2009 2010 Change Sources for Policy Analysis Effectiveness of Outbound Digital Communications 2009 2010 Change Newspapers 18% 26% +8% Total Effective Websites 84% 90% +6 Spiegel online 14% 22% +8 Blogging 32% 50% +18 Text messaging n/a 46% n/a Bundestag 19% 18% -1 Podcasting n/a 40% n/a Research/Notes of analysis n/a 18% n/a Online videos 44% 40% -4 FAZ n/a 10% n/a Micro blogging 10% 36% +26 Online advertising 26% 32% +6 Members’ Digital Usage Constituent Member Facebook 66% 60% Effectiveness of Inbound Text messaging 56% 56% Digital Communications 2009 2010 Change% Total Effective E-mails 88% 96% +8 Twitter 34% 38% Member’s blog/website 54% 90% +36 Blogs 28% 32% Member’s Facebook page 32% 42% +10 Mobile interaction n/a 38% n/a Instant messaging 8%12% Twitter 4% 12% +8 Using today Will use 3 years from now Comments posted on n/a 12% n/a YouTube 30

A majority of Germany staffers also advise Members on the use of online media, yet a sizeable number also read both policy- and non-policy-related blogsAdvise your Member on the use of online social media 68% Read policy-related blogs, but do not contribute or comment 50%Read non-policy related blogs, but do not contribute or comment 42% Comment on other policy-related blogs 16% Write/ ReadWrite original blog posts / publish a blog Publish on policy-related topics 14% Policy-related blogs 50% 14% -36Write original blog posts / publish a blog on non-policy related topics 8% Non-policy- related blogs 42% 8% -34 Comment on other non-policy-related blogs 6% None of these 14% Germany Which, if any, of the following activities do you do? 31

Germany staffers also access social digital media on a regular basis Online News Sites Blogs Social Media Social Networks 76% 74% 68% 68% 66% 66% 66% 64% 62% 58% 52% 50% 50% 50% 50% 48% 46% 50% 44% 44% 42% 42% 28% 28% 26% 26% 26% 24% 24% 22% 22% 20% 16% 18% 18% 16% 16% 16% 14% 14% 14% 14% 14% 12%Before 9am 9am-10am 10am-11am 11am-12pm 12pm-1pm 1pm-2pm 2pm-3pm 3pm-4pm 4pm-5pm 5pm-6pm After 6pm Germany When during the day do you normally access the following types of sites? 32

Summary of France Staffer Data Member Constituent Most Trusted Online 2009 2010 Change Sources for Policy Analysis Effectiveness of Outbound Digital Communications 2009 2010 Change Press online n/a 45% n/a% Total Effective Websites 77% 77% -- Le Monde 24% 28% +4 Blogging 64% 74% +10 Figaro 18% 25% +7 Podcasting n/a 47% n/a Liberation 17% 11% -6 Online videos 36% 38% +2 Text messaging n/a 32% n/a Government websites n/a 9% n/a Micro blogging 16% 19% +3 Members’ Digital Usage Constituent Member Text messaging 77% 79% Effectiveness of Inbound Blogs 60% 64% Digital Communications 2009 2010 Change% Total Effective E-mails 88% 91% +3 Facebook 47% 55% Member’s blog/website 35% 62% +27 Instant messaging 32% 42% Mobile interaction n/a 30% n/a Member’s Facebook page 3% 25% +22 Twitter 13% 28% Comments posted on n/a 4% n/a Using today Will use 3 years from now YouTube Twitter 0% 2% +2 33

Compared to staffers in other countries, France staffers are most likely to write original, policy- related blog posts Read policy-related blogs, but do not contribute or comment 70%Advise your Member on the use of online social media 66%Read non-policy related blogs, but do not contribute or comment 45%Write original blog posts / publish a blog on policy-related topics 40% Comment on other policy-related blogs 9% Write/ Read PublishWrite original blog posts / publish a blog 6% Policy-related on non-policy related topics blogs 70% 40% -30 Comment on other non-policy-related 4% Non-policy- blogs related blogs 45% 6% -39 None of these 13% France Which, if any, of the following activities do you do? 34

France staffers access social digital media throughout the work day Online News Sites Blogs Social Media Social Networks 81% 72% 58% 53% 47% 47% 49% 45% 45% 43% 43% 42% 38% 38% 34% 32% 32% 30% 32% 30% 32% 32% 26% 23% 32% 26% 25% 25% 25% 25% 25% 23% 23% 23% 21% 21% 19% 17% 17% 17% 15% 15% 15% 15%Before 9am 9am-10am 10am-11am 11am-12pm 12pm-1pm 1pm-2pm 2pm-3pm 3pm-4pm 4pm-5pm 5pm-6pm After 6pm France When during the day do you normally access the following types of sites? 35

Summary of United Kingdom Staffer Data Member Constituent Most Trusted Online 2009 2010 Change Sources for Policy Analysis Effectiveness of Outbound Digital Communications 2009 2010 Change BBC 19% 28% +9% Total Effective Websites 37% 76% +39 Newspapers 4% 14% +10 Text messaging n/a 40% n/a Online advertising 6% 32% +26 Research/notes of analysis n/a 14% n/a Podcasting n/a 32% n/a The New York Times 5% 8% +3 Online videos 4% 30% +26 News sites n/a 8% n/a Blogging 7% 28% +21 Micro blogging 6% 26% +20 Members’ Digital Usage Constituent Member Blogs 40% 68% Effectiveness of Inbound Facebook 50% 54% Digital Communications 2009 2010 Change% Total Effective E-mails 94% 86% -8 Twitter 46% 58% Member’s blog/website 18% 70% +52 Text messaging 54% 44% Member’s Facebook page 15% 26% +11 Mobile interaction 9% 22% +13 Instant messaging 44% 48% Twitter n/a 24% n/a Using today Will use 3 years from now Comments posted on n/a 14% n/a YouTube 36

The majority of U.K. staffers rarely read blogs or write original blog posts Read policy-related blogs, but do not contribute or comment 30%Read non-policy related blogs, but do not contribute or comment 30%Advise your Member on the use of online social media 20% Comment on other policy-related blogs 16% Write/ ReadWrite original blog posts / publish a blog Publish on policy-related topics 12% Policy-related blogs 30% 12% -18 Comment on other non-policy-related blogs 12% Non-policy- related blogs 30% 4% -26Write original blog posts / publish a blog on non-policy related topics 4% None of these 44% United Kingdom Which, if any, of the following activities do you do? 37

All sources follow the same time trends in the U.K.; staffers’ access to online sources increases dramatically after work Online News Sites Blogs Social Media Social Networks 54% 52% 48% 42% 40% 38% 36% 32% 30% 26% 24% 24% 22% 22% 12% 12% 14% 10% 8% 12% 8% 8% 6% 6% 6% 10% 2% 10% 6% 6% 6% 4% 6% 6% 4% 4% 4% 2% 0% Before 9am 9am-10am 10am-11am 11am-12pm 12pm-1pm 1pm-2pm 2pm-3pm 3pm-4pm 4pm-5pm 5pm-6pm After 6pm United Kingdom When during the day do you normally access the following types of sites? 38

Jere Sullivanjere.sullivan@edelman.com+202-772-4035Sparky Zivinsparky.zivin@strategyone.net +202-326-1708

Merci! Danke!Thank you !

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Edelman 2010 Capital Staffers Index Presentation

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