The document outlines a strategy to enhance the relationship between the World Economic Forum (WEF) and a client company through social media engagement during the WEF's annual Davos event. The strategy involves the client's CEO blogging before and after the event, answering questions from followers on video at Davos, and posting on social media channels like Twitter, Facebook and YouTube to share the CEO's experiences and perspectives from Davos. The goals are to drive conversation around Davos, position the CEO and client as thought leaders, and boost the client's online presence and follower counts.

1. Objective: Enhance the relationship between the WEF and CLIENT to further the Forum’s mission of improving the state of the world Targets: World leaders, technology visionaries, “average Joe / Jane” activist / consumer Messaging: Position CEO as a mobile payments pioneer, changing the landscape of technology, and a future for people to empower themselves around the world Objective, Targets, Messaging

2. Strategy and Tactics Strategy Drive a two-way conversation between the WEF and its global audience through CEO Tactics Blogging Ask WEF to feature CLIENT Corporate Blog on Forum’s “blogroll” Create blog post pre-event written by CEO that highlights what’s in store over the 3 days of the event and asks her audience to submit questions via twitter/CEOrealini for CEO to answer on video camera at the event Create blog post after event that highlights CEO’s experience, take-aways, learnings, who set met, etc. Tweeting Post first blog post onto Twitter encouraging people to ask CEO questions via her Twitter account Video Blogging Request Matthias Lüfkens’ colleagues help CEO get set-up in the YouTube video corner in the Congress Centre (fully equipped with webcams) where she can easily record her experience, answering questions from Twitter, and upload a video to the Davos Debates YouTube account MS&L will grab CEO’s video(s) from the Davos Debates YouTube account and post them onto the CLIENT YouTube Channel, CLIENT Corporate Blog, Facebook, and other social media channels

3. Social Media Channels Social Networks Sharing Content Blogging

4. Social Media Content Calendar and Timing N/A Post Post on CLIENT Page Post on blogs During WEF Davos 1/28 Photograph outfit wearing to Davos Tweet blog post with mention of WEF agenda and CEO’s asking for questions Post blog link of video Questions shared Questions shared Questions shared Questions shared Tweet blog post with mention of WEF agenda and CEO’s asking for questions Twitter Posting blog post on FriendFeed, DIGG, Delicious, StumbleUponLinkedIn mobile groups Posting blog post onto Facebook CLIENT and WEF Pages Talk about experience, take-aways, learnings, who she met, etc. Post Davos 2/4 Draft blog post Review of blog outline and pass to CEO, then review CEO’s blog post Draft questions for blog post; get approval, post 2/3 Post video onto TubeMogul, CLIENT YouTube Channel Post video onto CLIENT and WEF Pages Post video During WEF Davos 1/27 CEO answers questions on video Questions shared Questions shared Pre WEF Davos 1/26 Share reader questions Questions shared Questions shared Pre WEF Davos 1/25 Share reader questions Questions shared Questions shared Pre WEF Davos 1/22 Share reader questions Questions shared Questions shared Pre WEF Davos 1/21 Share reader questions Posting blog post on FriendFeed, DIGG, Delicious, StumbleUponLinkedIn mobile groups Posting blog post onto Facebook CLIENT and WEF Pages Talk about upcoming activity in Davos; ask readers for questions to be answered on video Pre WEF Davos 1/20 Draft blog post Review of blog outline and pass to CEO, then review CEO’s blog post Suggest blog outline to CLIENT; post approved blog post on blog; add corp blog to WEF blogroll 1/19 Other Facebook Blogs Promotion or Event Date Posted CEO Tasks CLIENT Tasks MS&L Tasks Approval Date

5. Metrics and Measurement Pre-event blog post Generate two blog posts Secure 750-1,000 unique page views, per blog post Tweeting Generate 9 tweets over 3 days (morning, noon, and night) pre-event where CEO asks people to contribute questions via her Twitter account Secure 3-5 questions per day Secure 5-7 more Twitter followers to the CLIENT and CEO Twitter accounts, each Secure 150,000 impressions Video Blogging Generate 1 video at event Secure 200-500 unique views, on CLIENT YouTube Channel Secure 50-200 unique views, on Davos YouTube Channel Facebook Generate 1-3 posts per day, as relevant Secure 100 impressions per day on CLIENT Facebook Page Secure 4,500 impressions per day on WEF Facebook Page Other Social Media Channels Post blog and video content onto additional social media channels including LinkedIn, DIGG, StumbleUpon, Delicious, and FriendFeed