Representation for monthly campaign performance metrics reporting.

1. SOCIAL MEDIA METRICS
DEC 1 THRU DEC 31, 2012

2. Overviews
Social Media Metrics - January 2013
Facebook
Twitter
YouTube
Blogs, Forums, News
Overall Comparison
PERFORMANCE

3. Social Media Metrics - January 2013
FACEBOOK
PERFORMANCE
Monthly
Comparison
Organic
Reach
Viral
Reach
Total
Reach
Jan 2012
Jan 2013 55,183 23,195 1,342,705
Dec 1 – Dec 31
Brand Reach
Brand exposure with a Captive Audience
* Daily Unique Facebook Users who have seen Branded Content

4. Social Media Metrics - January 2013
FACEBOOK
PERFORMANCE
Monthly
Comparison
Organic
Impressions
Viral
Impressions
Total
Impressions
Jan 2012
Jan 2013 220,834 47,656 2,878,742
Dec 1 – Dec 31
Fan Impressions
Brand reinforcement via Brand impressions
* Daily Total Impression Counts who have seen Facebook Branded Content
Daily Total Reach Daily Organic Reach Daily Paid Reach Daily Viral Reach Daily Total Impressions Daily Organic impressions Daily Paid Impressions Daily Viral impressions
1689291 54643 1616800 20338 3526411 243464 3241944 39182
1342705 55183 1266243 23195 2878742 220834 2608902 47656

5. Social Media Metrics - January 2013
FACEBOOK
PERFORMANCE
Monthly
Comparison
Organic
Impressions
Viral
Impressions
Total
Impressions
Jan 2012
Jan 2013 220,834 47,656 2,878,742
Dec 1 – Dec 31
Fan Impressions
Brand reinforcement via Brand impressions
* Daily Total Impression Counts who have seen Facebook Branded Content

6. Social Media Metrics - January 2013
FACEBOOK
PERFORMANCE
Audience Growth
Monthly Comparison New Fans
Sep 2,908
Oct 4,557
Nov 2,950
Dec 4,890
Fans
42,625
Dec 31
Fan Base Growth
Ad Void
* Partial Week
Viral Reach Potential Sept Oct Nov Dec
Friends of Fans 11,895,229 13,495,033 14,538,006 16,212,281

7. Social Media Metrics - January 2013
FACEBOOK
PERFORMANCE
Reach & Influence
Monthly
Comparison
Ad Influenced
Likes
Cost/Fan
Sep 2,936 $0.39
Oct 4,547 $0.34
Nov 2,867 $0.30
Dec 4,666 $0.33
Ad
Influenced
Page Likes
4,666
Dec 1 - 31
Overall Impressions Clicks Actions CTR Spent CPM CPC Page Likes
3,196,793 5,574 6,983 0.174% $1,522.37 $0.48 $0.27 4,666
† Dec 1 – Dec 31
NASCAR Campaign Sponsored Like Ad
67%
Action to Like
Conversion Rate
3,196,793 Impressions 6,983 Actions 4,666 Influenced Ad Likes
Advertising Impact

8. Social Media Metrics - January 2013
FACEBOOK
PERFORMANCE
Virality Rate = People Talking About This divided by the Reach. Engagement Rate = Engaged Users divided by the Reach. Average Engagement per Post = Sum (Lifetime Engaged Users) Daily Page Stories divided by Number of Posts.
Monthly
Comparison
Talking About
This
Number of
Posts
Sep 6,892 39
Oct 8,567 70
Nov 4,652 67
Dec 6,369 25
TAT
6,369
Dec 1 - 31
Page Engagement TAT Engaged Users Reach Virality Rate Engagement Rate Organic Impressions Viral Impressions Paid Impressions Total Impressions
Sep 6,892 11,459 667,002 1.03% 1.72% 366,722 583,486 950,208 1,533,694
Oct 8,567 12,266 899,247 0.95% 1.36% 446,099 580,773 1,026,872 1,607,645
Nov 4,652 5,994 479,079 0.97% 1.25% 471,527 39,789 1,612,785 2,124,101
Dec 6,369 7,541 835,801 0.76% 0.90% 235,594 36,689 2,906,094 3,178,377
3,178,377 Total Impressions
† Unique Users 28 Day Averages
Dec 1 – Dec 31 Avg. Post Engagement
294
294
engagements
Fan Engagement
* Facebook’s recent change in its EdgeRank algorithm has reduced overall organic reach influencing lower engagements and virality.
Facebook’s goal is to provide more Posts into user newsfeeds that are more apt to be valued by the user based on previous user
engagement activity with the Brand. Thus, a Brand’s ultimate goal should be to increase the frequency of user engagements among its Fan
base beyond initial Page Likes via shareable content leading to greater reach and virality.

9. Social Media Metrics - January 2013
FACEBOOK
PERFORMANCE
Dec 2012 PEAK Prestone Valvoline
New Fans 4,890 6 278
Change % 14.06% 3.08% 1.02%
Monthly
Comparison
PEAK Prestone Valvoline
Sep 30,228 175 26,503
Oct 34,785 195 27,328
Nov 37,735 199 27,508
Dec 42,625 205 27,786
Antifreeze Category
New Fans
4,890
Dec 1 - 31
Dec 1 – Dec 31
Competitive Fans

10. Social Media Metrics - January 2013
FACEBOOK
PERFORMANCE
Monthly
Comparison
PEAK Castrol Valvoline Red Line Pennzoil QState
Sep 30,228 40,861 26,503 101,957 58,268 655
Oct 34,785 41,304 27,328 107,615 64,845 717
Nov 37,735 42,792 27,508 112,209 68,461 753
Dec 42,625 54,244 27,786 121,818 68,607 777
Dec 2012 PEAK Castrol Valvoline Red Line Pennzoil QState
New Fans 4,890 11,452† 278 9,609 146 24
Change % 14.06% 27.73% 1.02% 8.93% 0.23% 3.35%
Motor Oil Category
Competitive Fans
Dec 1 – Dec 31
† Ad Influence
(New Page Likes)

11. Social Media Metrics - January 2013
FACEBOOK
PERFORMANCE
Dec 2012 PEAK AudioVox Diehard Stanley Clore Automotive
New Fans 4,890 245 117 2,244 5
Change % 14.06% 2.11% 1.29% 17.36% 2.73%
Monthly
Comparison
PEAK AudioVox Diehard Stanley
Clore
Automotive
Sep 30,228 11,789 2,030 12,518 178
Oct 34,785 11,627 9,092 12,929 183
Nov 37,735 11,629 10,625 13,384 187
Dec 42,625 11,874 10,742 15,628 192
Electronics Category
Dec 1 – Dec 31
Competitive Fans

12. Social Media Metrics - January 2013
FACEBOOK
PERFORMANCE
• Measurements for Facebook are limited to profiles with public settings where as much as 85 - 90% of all profiles are set to private.
Antifreeze Category
SOV
XX%
Dec 1 - 31
Monthly
Comparison
PEAK Prestone Valvoline
Sep 50.00% 24.24% 12.88%
Oct 63.19% 12.50% 13.89%
Nov 58.62% 21.84% 12.64%
Dec
Monthly Comparison
(Category Specific)
PEAK Prestone Valvoline Castrol Pennzoil Quaker State
September 50.00% 24.24% 12.88% 3.79% 7.58% 1.52%
October 63.19% 12.50% 13.89% 2.78% 4.86% 2.78%
December 58.62% 21.84% 12.64% 1.15% 3.45% 2.30%
Category Specific Antifreeze Mentions
Share of Voice

13. Social Media Metrics - January 2013
FACEBOOK
PERFORMANCE
Motor Oil Category
Monthly
Comparison
PEAK Castrol Valvoline
Sep 7.52% 23.89% 44.40%
Oct 15.27% 25.72% 36.45%
Nov 28.47% 16.78% 36.18%
Dec 9.49% 22.44% 30.27%
SOV
9.49%
Dec 1 - 31
Category Specific
Monthly Comparison
(Category Specific)
PEAK Castrol Valvoline Red Line Pennzoil Quaker State
October 15.27% 25.72% 36.45% 3.99% 12.65% 5.91%
November 28.47% 16.78% 36.18% 2.75% 10.04% 5.78%
December 9.49% 22.44% 30.27% 14.46% 17.77% 5.57%
Motor (engine) Oil Mentions
Share of Voice

14. Social Media Metrics - January 2013
FACEBOOK
PERFORMANCE
• Measurements for Facebook are limited to profiles with public settings where as much as 85 - 90% of all profiles are set to private.
Electronics Category
Category Specific
Monthly Comparison
(Category Specific)
PEAK Diehard Stanley Solar (Clore) Schumacher
September 17.14% 60.00% 17.14% 2.86% 2.86%
October 11.41% 85.33% 1.09% 0.00% 2.17%
December 39.82% 53.98% 1.77% 1.77% 2.65%
Monthly
Comparison
PEAK Diehard Stanley
Sep 17.14% 60.00% 17.14%
Oct 11.41% 85.33% 1.09%
Nov 39.82% 53.98% 1.77%
Dec
SOV
XX%
Dec 1 - 31
Electronic Categories Mentions
† 30 Day Mentions
Share of Voice

15. Social Media Metrics - January 2013
FACEBOOK
PERFORMANCE
Competitive Timeline Photos
December Update
New Cover New Cover
New Cover

16. Social Media Metrics - January 2013
FACEBOOK
PERFORMANCE
PEAK Auto
A variety of content is used
throughout the month: SEMA Show,
NASCAR Sprint Cup Series, Cover
photo voting, branding, tech tips,
conversational starters, channel
partner promotions, and polling with
lots of content and promotion for
the Paralyzed Veterans of America
Mission ABLE charitable program.
Engagement levels are steady from
low to moderate, but Likes and
engagement levels are down from
October.
Engagement
Rate
10.54%
Nov 1 - 30

17. Social Media Metrics - January 2013
FACEBOOK
PERFORMANCE
Pennzoil
A variety of content is used
throughout the month: SEMA Show,
NASCAR Sprint Cup Series, Cover
photo voting, branding, tech tips,
conversational starters, channel
partner promotions, and polling with
lots of content and promotion for
the Paralyzed Veterans of America
Mission ABLE charitable program.
Engagement levels are steady from
low to moderate, but Likes and
engagement levels are down from
October.
Engagement
Rate
10.54%
Nov 1 - 30

18. Social Media Metrics - January 2013
FACEBOOK
PERFORMANCE
Castrol USA
John Force Racing, NHRA season photos,
fantasy football
10,996 new fans from Dec 19 thru Dec 29
(25% increase)
Other content had significantly far less
appeal which used a mix of content from
Castrol Community site activities (MLS
Soccer and NFL Football) , with various
small brand promotions and conversational
starters. After the conclusion of the NHRA
season, Castrol opted for less photo posts
for more status updates, but Fans are
typically not engaging in any substantial
numbers to content without visual appeal.
An NFL Super Bowl Sweepstakes offer has
so far not generated much interest.
Engagement
Rate
xx%
Nov 1 - 30

19. Social Media Metrics - January 2013
FACEBOOK
PERFORMANCE
Red Line Oil
Lots of car and racing photos continues to
create the majority of content. Although
recent reports allude to a changing shift in
how Facebook fans are engaging as a
result of Facebook’s change in Newsfeed
insertions (from visuals to more status
updates), the automotive category seems
not to be affected as visuals (especially car
photos) still generate the largest FAN
engagements among all competitors
reviewed.
Red Line continues to receive steady,
moderate engagement levels throughout
the month.
Engagement
Rate
7.05%
Nov 1 - 30

20. Social Media Metrics - January 2013
FACEBOOK
PERFORMANCE
Valvoline
Sweepstakes, DIY and oil service
promos, original video productions,
Twitter contests, NASCAR and NHRA
photos, and recognition of brand
ambassadors form the majority of
the content mix on the Valvoline
Page. Continued low engagements
per Post across all content. Even a
Valvoline’s Sweepstakes Offer did
not create a spike in engagement.
Of special note: a new Brand
sponsorship of a unique video
production. Entitled Jake&Jay, the
production airs as a webisode
online and on MTV2’s TV network.
So far, Facebook Fans have not
taken much notice, but a small
following has been started.
Engagement
Rate
7.59%
Nov 1 - 30

21. Social Media Metrics - January 2013
TWITTER
PERFORMANCE
Audience Growth
Monthly Comparison New Followers
Sep 70
Oct 62
Nov 38
Followers
810
Nov 30
Follower Growth
Weekly
Comparison
Sep 2 Sep 9 Sep 16 Sep 23 Sep 30 Oct 7 Oct 14 Oct 21 Oct 28 Nov 4 Nov 11 Nov 18 Nov 25 Dec 2
New
Followers
14 14 14 14 14 14 14 14 14 14 11 7 7 7

22. Social Media Metrics - January 2013
TWITTER
PERFORMANCE
Brand Influence
Monthly Comparison Tweet Impressions †
Sep 3,558,087
Oct 3,240,617
Nov 2,822,058
Impressions
2,822,058
Nov 1 - 30
2,822,058 Total Impressions
85
Brand
Tweets
1,608
Branded
Tweets
13
RTs
1,510
Additional Brand
Mentions
Nov 2012 Brand Tweets Brand RTs Community Mentions Total Impressions
Impressions 67,563 229,711 2,524,784 2,822,058
† Adjusted from previous reporting due to new refined search parameters

23. Social Media Metrics - January 2013
TWITTER
PERFORMANCE
Brand Discussion
Monthly Comparison Branded Tweets
Sep 1,908
Oct 1,452
Nov 1,608
Oct-12 9/2 9/9 9/16 9/23 9/30 7-Oct 14-Oct 21-Oct 28-Oct 11/4 11/11 11/18 11/25 12/2
Tweets 28 28 28 28 28 28 28 28 28 28 31 14 14 14
RTs 7 11 32 15 51 21 17 26 11 34 7 2 0 2
Mentions 228 185 233 218 243 116 143 137 197 512 276 236 458 295
Branded
Tweets
1,608
Nov 1 - 30
Community Activity
Large Reseller influence within community mentions for PEAK electronics products.

24. Social Media Metrics - January 2013
TWITTER
PERFORMANCE
Competitive Followers
Twitter Follower Comparison
Monthly
Comparison
PEAK Castrol Valvoline Red Line Pennzoil
Sep 710 5,447 5,292 944 604
Oct 772 5,533 10,678 975 647
Nov 810 5,562 10,735 1,015 667
Heavy contest promotion throughout
October increased Valvoline’s following by
more than 100% and 5,386 Followers
Stanley Tools Main Twitter account heavily focused
on an assortment of tools and tips – and does not
represent a follower base closely aligned to PEAK
in the electronics category
† motor oil category
Nov 2012 PEAK Prestone Castrol Valvoline Red Line Pennzoil QState WinPlus AudioVox Diehard Stanley Solar (Clore) Schumacher
Followers 810 151 5,562 10,735 1,015 667 0 18 914 17 6,655 365 166
Change % 4.92% 0.00% 0.52% 0.53% 4.10% 3.09% 0.00% 0.00% 13.97% 0.00% 2.02% 3.11% -7.26%
New
Followers
+4.92%
Nov 1 - 30

25. Social Media Metrics - January 2013
TWITTER
PERFORMANCE
Rank: Electronics (#1) × Antifreeze (#2) × Motor Oil (#3)
Monthly
Comparison
PEAK Castrol Valvoline Red Line Pennzoil
Sep 6.70% 12.07% 69.86% 1.55% 7.50%
Oct 7.42% 11.13% 68.03% 5.67% 6.33%
Nov 5.58% 9.55% 73.59% 4.75% 4.59%
Electronics
SOV
42.10%
Nov 1 - 30
Competitive SOV
* motor oil category
Antifreeze PEAK Prestone Valvoline Castrol Pennzoil QState Electronics PEAK AudioVox Diehard Stanley Solar (Clore) Schumacher
September 30.64% 1.13% 68.22% 15.15% 32.70% 0.00% September 42.84% 2.68% 13.07% 2.86% 31.92% 6.21%
October 3.66% 0.42% 95.91% 2.59% 2.52% 0.01% October 37.79% 0.82% 10.16% 2.61% 35.10% 12.92%
December 5.16% 0.54% 88.32% 2.10% 3.53% 0.36% December 42.10% 0.57% 5.66% 3.34% 27.24% 20.52%
† 30 Day Mentions

26. Social Media Metrics - January 2013
YOUTUBE
PERFORMANCE
Rank: Electronics (#1) × Antifreeze (#2) × Motor Oil (#3)
Monthly
Comparison
PEAK Castrol Valvoline Red Line Pennzoil
Sep 11.11% 33.33% 33.33% 3.70% 7.41%
Oct 19.15% 23.40% 14.89% 12.77% 23.40%
Nov 15.91% 29.55% 38.64% 9.09% 4.55%
Motor Oil
SOV
15.91%
Nov 1 - 30
Competitive SOV
* motor oil category
Antifreeze PEAK Prestone Valvoline Castrol Pennzoil QState Electronics PEAK AudioVox Diehard Stanley Solar (Clore) Schumacher
September 42.86% 42.86% 14.29% 0.00% 0.00% 0.00% September 86.00% 1.61% 19.35% 0.00% 4.84% 3.23%
October 28.57% 71.43% 0.00% 0.00% 0.00% 0.00% October 75.76% 1.77% 12.39% 1.77% 6.19% 5.31%
December 40.00% 60.00% 0.00% 0.00% 0.00% 0.00% December 55.33% 1.33% 12.00% 6.00% 10.67% 13.33%
† 30 Day Mentions

27. Social Media Metrics - January 2013
BLOGS
FORUMS
NEWS
PERFORMANCE
Rank: Antifreeze (#1) × Electronics (#2) × Motor Oil (#5)
Monthly
Comparison
PEAK Castrol Valvoline Red Line Pennzoil
Sep 4.20% 37.55% 27.39% 7.22% 18.49%
Oct 4.73% 39.51% 25.09% 8.05% 15.24%
Nov 6.86% 40.94% 23.41% 7.85% 15.93%
Antifreeze
SOV
34.11%
Nov 1 - 30
Competitive SOV
* motor oil category
Antifreeze PEAK Prestone Valvoline Castrol Pennzoil QState Electronics PEAK AudioVox Diehard Stanley Solar (Clore) Schumacher
September 45.76% 31.13% 23.10% 12.22% 5.00% 1.43% September 12.51% 1.50% 79.47% 1.85% 3.26% 1.32%
October 44.62% 34.61% 20.77% 12.04% 5.79% 2.71% October 12.70% 1.16% 81.06% 1.16% 2.33% 1.27%
December 34.11% 27.78% 21.87% 9.37% 5.64% 1.22% December 24.57% 1.42% 55.84% 2.78% 4.49% 10.83%
† 30 Day Mentions

28. Social Media Metrics - January 2013
OVERALL
PERFORMANCE
Rank: Electronics (#1) × Antifreeze (#2) × Motor Oil (#4)
Monthly
Comparison
PEAK Castrol Valvoline Red Line Pennzoil
Sep 4.84% 32.23% 35.94% 6.07% 16.26%
Oct 4.84% 32.23% 35.94% 6.07% 16.26%
Nov 7.99% 34.51% 32.11% 7.08% 13.75%
Social
Mentions
5,679
Nov 1 - 30
Competitive SOV
* motor oil category
Antifreeze PEAK Prestone Valvoline Castrol Pennzoil QState Electronics PEAK AudioVox Diehard Stanley Solar (Clore) Schumacher
September 44.28% 27.89% 27.82% 9.69% 4.25% 1.39% September 31.30% 2.17% 39.74% 2.48% 19.83% 4.17%
October 45.50% 33.55% 20.95% 10.70% 5.58% 2.69% October 27.96% 0.93% 41.67% 1.90% 19.38% 7.46%
December 14.34% 8.80% 67.87% 4.20% 4.14% 0.65% December 36.55% 0.87% 24.30% 3.20% 18.19% 16.47%
† 30 Day Mentions