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  
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  
  
  
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 
 
    
 
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 
 
 
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 
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                      
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               
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                                        
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                         
                               
                                                    
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      
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      
    



                    




                          
                                                

                                          

           

            

            

                          
            

          
                          


  
  
  

                                  

                                               
                                  
          

                                                       
            
                                       
                                                       
                                                          
             
                                       


                                               
                                        

                                                     
               


                                                                              





                                             

         
                           
                                              
                                                                               
            ↑  
                     
                                       ↑       
                                                          ↑ ↑ 
                                                                          
                                                          ↑       
                                                          ↑
                                                          


      
      
     
     
     
     
     
       


                                
                                               
             
                                              
                                    
        
        
       
   
       
        
        

                                                                  


                                   
                                         
                      
                 
                                       
                                     
             
               
                                       
                         
                               
                                
                                 
                                                                                              


     
     
     

                          
                  
                           
                            
        

                                                        

                                                    
                                                                                           

                                                                                                        
                                                                                    
                                                                                    
                                                                                    
                                                                                    
                                                                     
                                                                                    
                                                                                    
                                                              
                                                                                     
                                                       
                                                                                       

                                                                                                     


                                                                                                        

                                                                                                        
                                                                                    
                                                                            
                                                                               
                                                          

                                                                      

                                                                                                     

                             Optimum Content Score Relative to Competitors
                         The Percent Difference Between Each Business Unit's Average Optimum Content Score and the
                                Average Optimum Content Score of Tracked Competitors for each Business Unit


               500%


               400%                                                             Patriot (Korea)



               300%
% Difference




                                                                                                                                           SAS
                                                                            ASAT, Patriot
                       FBX-T                          AESA                                                                                 IDS
               200%                                 for F-15E,                                    MALD,
                                                                  Glory APS and                                                            IIS
                              DIB
                                    DDG-1000 MSE                    VIIRS vs.                                   APG-63 (v3) RIS JPL        MS
                                                                                            RISS, GBS
               100%


                 0%

                       ALR-67(V)3             APG-79, APG63                                 ERGM cancellation
                                                                 VIIRS delays                                    NPOESS; BOE B-52 jammer
               -100%
                       Jul     Aug     Sep    Oct    Nov         Dec    Jan       Feb       Mar     Apr     May      Jun      Jul

                                          2007                                                     2008

                         Optimum Content Score by Company
0.90

0.80

0.70

0.60

0.50                                                                                  Client
                                                                                      Company B
0.40                                                                                  Company C
                                                                                      Company D
0.30                                                                                  Company E
                                                                                      Company F
0.20

0.10

0.00
       Jul   Aug   Sep   Oct   Nov   Dec   Jan   Feb   Mar   Apr    May   Jun   Jul

                     2007                                    2008


   
   
                                   Reach
      •        Frequency
      •             Hits
      •                  Friends
                                       Followers
     
      • 
      • 
      • 

   
   
   
   
   




                                         


                                                   
                                                     
                                                                                 
                                                                     
       
                                   
                      
       
                            
                             
                       


                       
                                    

                        

                                                                   
                                                
                                                                                        

  


                                                                                                                                                                
                                                                                                                                                               

                                                                                                                                                                      


                                                                                       

                                                                  

                                                                     


                                                                                                                                                                 


                                                                                                                                                     
 


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



                                             
                
                                       
                                                               
                                     
                                                         
                                                     


                                  
                                                                          

                                                                                                  
                                    
                                                                        

                                                                    
                                                                  

  
                                     

     
                                     

   
                                 

                
                                 

                           
                                

     
                                
                                            
    

                                                                        

                                                                                                        
                                       


 
 
 

                                                            
                  
                                
              
                                                
                   
                                                              
                                               


                       
                                    
                                    
                                    
                                    
                                    
                                         
                                    
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

   
      
            
   
      
            
            
            


                                                                

   
   
      
      
       
      
      


                                               



  
  
  
  
  
  
  
  
  

       
                      
                       
                          
                 
                         
            
                         
                       
                       
                         
                        
                          
                         


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       
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       
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     
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      
      




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
 
         
         
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         
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         
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         
         
 
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         


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




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 

   
   
   
   
   
   



                                                              




                                                                                                         

                       

Making an observation              142       152        46                                     
                                                               

Expressing support                  20        40       261
                                                                                                                                                               
Offering an opinion                 18         1        1                                     
                                                                                                                                              
Rallying support                    4          4        5

Advertising something               10
                                                                                              
                                                                     
Asking a question                   1          2        6

Distributing media                  4          2                                                                                      
Making a suggestion                 2          3                                                                       
                                                                                                                 
Giving a shout-out                  1          2        1

Calling for action                  1          2
                                                                                                                               
Expressing criticism                           1        1

Disclosing personal information     1          1
                                                                              
Putting out a wanted ad                        1

Expressing agreement                           1                                                                                                                            
                                                                                                                                                                            
Recruiting people                   1                                 
                                                                                                                                                                            

Answering a question                1

Expressing surprise                            1                       


                        206       213       321
                                                                                                                                                  
                                                                                                                                                                       
                                                                                                                                   





                                     




                                                      
                                                      
                                                      
                     

      
     
    
    
      
    
      
      
      

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SMB Seattle - Yes We Can Measure Social Media

  • 2.             
  • 3.                         
  • 4.         
  • 5.               
  • 6.              www.prnewsonline.com Page 6 #prnmeasure
  • 7.           
  • 8.             
  • 9.                   
  • 10.         
  • 11.                     
  • 12.                         ↑          ↑  ↑ ↑    ↑  ↑ 
  • 13.                  
  • 14.                      
  • 15.                            
  • 16.              
  • 17.                                                                                           
  • 18.  Optimum Content Score Relative to Competitors The Percent Difference Between Each Business Unit's Average Optimum Content Score and the Average Optimum Content Score of Tracked Competitors for each Business Unit 500% 400% Patriot (Korea) 300% % Difference SAS ASAT, Patriot FBX-T AESA IDS 200% for F-15E, MALD, Glory APS and IIS DIB DDG-1000 MSE VIIRS vs. APG-63 (v3) RIS JPL MS RISS, GBS 100% 0% ALR-67(V)3 APG-79, APG63 ERGM cancellation VIIRS delays NPOESS; BOE B-52 jammer -100% Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun Jul 2007 2008
  • 19.  Optimum Content Score by Company 0.90 0.80 0.70 0.60 0.50 Client Company B 0.40 Company C Company D 0.30 Company E Company F 0.20 0.10 0.00 Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun Jul 2007 2008
  • 20.     Reach •  Frequency •  Hits •  Friends Followers  •  •  • 
  • 21.       
  • 22.                                
  • 23.                        
  • 24.                   
  • 25.                                      
  • 27.                                   
  • 28.            
  • 29.          
  • 32.          
  • 33.                             
  • 34.           www.prnewsonline.com #prnmeasure
  • 35.  
  • 36.        
  • 37.                     
  • 38.     
  • 39.       
  • 41.         
  • 42.         Making an observation 142 152 46    Expressing support 20 40 261  Offering an opinion 18 1 1    Rallying support 4 4 5 Advertising something 10   Asking a question 1 2 6 Distributing media 4 2        Making a suggestion 2 3   Giving a shout-out 1 2 1 Calling for action 1 2    Expressing criticism 1 1 Disclosing personal information 1 1    Putting out a wanted ad 1 Expressing agreement 1   Recruiting people 1   Answering a question 1 Expressing surprise 1   206 213 321         
  • 44.      
  • 45.           