This document provides public relations and social media recommendations for ZooLoo, including a proposed strategic approach and budget. The strategic approach involves four initiatives to rapidly build ZooLoo's user base: 1) a communications offensive to introduce ZooLoo to media and influencers, 2) a "ZooCrew" viral contest offering college scholarships, 3) a "Pimp My Prom" contest for high schools, and 4) a "Touchdown Tour" engaging college students at football games. Metrics and a $500,000 budget are also recommended to measure results and fund the initiatives.

1. Public Relations and Social Media Recommendations June 3, 2010

3. Cheryl– With us for more than 6 years, she’s one of our “go to” consumer media placement experts, having worked on consumer and IT programs

4. Allie – Here for 3+ years, she’s a card-carrying gen-y’er with a lifetime of digital experience. When not engaging with social media, she can be found somewhere in the Bay Area listening to live music.

5. Merritt– A consumer marketing/PR expert, she has extensive experience working with a wide range of bloggers, social networks, old school print and broadcast journalists reaching virtually every consumer market segment

7. Builds marketplace value for companies marketing technology products and services Consumer technology Enterprise technology Green information technology Works closely with all social/traditional media channels Delivers high-impact, cost-efficient programs to generate target market awareness and action Employs outstanding, experienced staff Believes in service, results, integrity About Walt & Company

8. Building Influence

9. Making Waves

10. Engaging Consumers

11. Driving Conversations

12. What do they think?

13. Facebook the most popular for 15-25 year olds Twitter / MySpace are distant 2nd / 3rd Top Social Networks Do you use any of the following frequently?

14. Social Network Behavior Why do you use social networking sites? #1 – Stay in touch with my friends #2 – Share photos/videos #3 – Follow things that I like #4 – Because everyone is doing it #5 – Track fashion, music, celebrities, news, etc.

15. Limited Custom Domain Interest Would you like your own site with a personalized address, like “yourname.com”? Yes No Not sure 40.3% 30.6% 29.0%

16. Personalization Not A Priority MySpace allows you to personalize your page design; Facebook doesn’t. How important is the ability to personalize the design of your page? 67.8% Very important Somewhat important A little important Not important at all 5.1% 15.3% 11.9%

17. Top privacy issue: control of information Key Issues Is online privacy an important issue for you, and if so, why?

18. Vast majority (90%) don’t blog; top reasons: I don’t know what toblog about (41%) Facebook/MySpace is good enough (39%) Takes too much time/too difficult (12%) Findings underscoredby recent PEW study Of those who blog, most use WordPressor BlogSpot To Blog or Not to Blog Do you currently blog or plan to blog, and if so, why? 89.7% Express my personality; share my thoughts/ideas Facebook/MySpace limit my ability to say what I want Gives me opportunity to create custom online presence Might help me get into good school/find job/prep for career I don’t blog

19. Our Teens Get Their News: #1 – Online news sites #2 – TV news #3 – Magazines #4 – Newspapers #5 – Radio

20. Mixed bag: it’s “cool,” but not sure if/how I’d use it “I think it's pretty cool. Allows you to go one place for all of your updates rather than each site.” “Not into blogging. Waste of time in my opinion. I can tell my friends what I want them to know in person or via Facebook.” “Probably not. Not interested in joining another social network.” “It looks user friendly and fun, I would consider using it.” “I would use it, it just might be difficult to convert people from Facebook. But it has a cool layout and design and has a lot of cool options.” “I would be interested in using it if there was a large majority of my friends on it.” ZooLoo First Impressions

21. Planning

22. Millennials/Generation Y – born between 1980-2000 Sweet spot: 16-24 years olds High school upper classes College students M/GY Verticals Bands/music Celebrities Fashion Gamers Sports enthusiasts Techies Young professionals Target Audience Explore opportunities with additional target groups

24. Facebook's Privacy Woes Make Little Impact on Growth – BusinessWeek

25. Tumblr: 'We're pretty opposed to advertising‘ – Los Angeles Times

26. Why MySpace Can Still Win as a Music Destination

28. “Social networking overload”1,020,000 Google results

29. Building critical mass fast, is critical ZooLoo must be viewed as fun, cool and providing immediate, real “benefits” Users need a reason to test drive An aggressive, multi-tiered, interlacing PR, social media and marketing strategy is required Must be flexible to adjust on the fly Promoting ZooLoo isn’t exclusively about de-positioning others Positioning will be developed in parallel…and will evolve over time Initiatives will illuminate user interests Gather real-time feedback Customer/consumer research Our Take

30. Use PR/social media programs to build a critical mass of ZooLoo users 200,000 ZooLoo pages in 12 months Work with ZooLoo to keep users committed Increase current retention rate through ongoing communications activities Objectives

31. Push/Pull Communications Drive ZooLoo awareness via traditional media and marketing channels to “prime the pump” Leverage social media capabilities and pop culture/real-time issues to spur excitement

32. Strategic Approach

33. Putting ZooLoo on the Map

34. 1. ZooLoo Communications Offensive

35. 1:1 meetings with consumer/tech media, bloggers in August Strategic direction Underscore ZooLoo differentiators/benefits Initiate relationships with key influencers Leverage trends/issues impacting space Sample target media: About.com, BusinessWeek, Chip Chick Blog, CNET, Computer Shopper, Consumer Reports, Engadget, Esquire, Gizmodo, O Magazine, Mac|Life, Macworld, Maxim, New York Times, PCMag.com, PC World, Real Simple, USA Today, Wall Street Journal ZooLoo On The Road Introduce ZooLoo

36. Hands-on ZooLoo Build Relationships Give journalists/bloggers free ZooLoo upgraded accounts Underscore ZooLoo differentiators Generate “reviews” ranging from complete testing to user-generated comment Develop user tip sheet highlighting key ZooLoo benefits Grow ZooLoo network through positive WOM

37. Proactive News Drive ZooLooAwareness Initiatives leveraging timely issues Privacy Decline of MySpace Track calendar opportunities Graduation: push online portfolio benefits and value-adds Ed cal – Profnet/HARO Company news releases ZooLoo “meter” Poll ZooLoo community regarding unusual/fun topics

39. Released just prior to eclipse opening, June 30Drive communications through social networks Twilight saga fan groups Facebook, Twitter, MySpace

40. Creative Content Leverage Pop Culture Regular creative sessions with ZooLoo team to drive ongoing, retention-oriented content/activities “Funniest summer photo” contest “Best-of ZooLoo” blog posts “Embarrass your friends” photos/videos “My playlists are better than your playlists” ZooLoo-er of the month ZooLoo “BS Meter” Publicize on ZooLoo home page, blog Create dedicated pages, where appropriate

41. Discussion Management Drive ZooLooAwareness Monitor relevant discussions and issues on key social networks and blogs ZooLoo, competitive sites, issues, e.g., privacy Identify response opportunities Establish ZooLoo response team Develop database of messages addressing key issues Track impact/results of ZooLoo participation Analyze comments to determine program priorities

42. Incentivized viral contest to rapidly register large numbers of new ZooLoo members Conduct U.S. search for ZooLoo “ZooCrew” Five winners receive $10,000 college scholarship Encourage contestants to bring friends, families, networks to ZooLoo Goal: Engage .0005% of the 70 million Millennials/G-Y, 30K – 40K active ZooCrew users Each candidate to enlist the support of 5 others, generating 150 – 200K ZooLoo pages 2. The ZooLoo “ZooCrew”

43. Media/social media blitz announcing contest, then winners Press releases Social network posts ZooLoo banners ZooCrew page to issue daily updates Consider social media application/game Leverage all media channels www.collegescholarship.com High school/higher ed trade media Create ZooCrew widget/icon for winner Graffiti pages/personal social networks Media/Social Media Blitz Z

44. Click Z ZooCrew Promotion Think you have what it takes to be in the Crew? Are you cool and connected? Do you lead…or just lag? Do move fast, have fun and like to leave your mark? If you do… Join the ZooCrew – and get a chance to win a$10,000 scholarship! Enter or Vote Now!

45. Leverage power of demographically-focused radio to generate visibility for ZooLoo and ZooCrew Immediate and minimal production required Give away tickets to summer concerts in major markets Black Eyed Peas Carrie Underwood Jonas Brothers Lady Gaga Rihanna Taylor Swift ZooCrew Radio Promo

46. “As part of the ZooLoo “ZooCrew” contest, ZooLoo, a cool new social networking site, is giving away two free tickets to the Lady Gaga concert next Wednesday to lucky caller number seventeen. Even better, five ZooCrew finalists will each win a ten thousand dollar college scholarship. If you’re interested, check ‘em out at www.zooloo.com.” “And we’ve got a winner for the ZooLoo ZooCrew Lady Gaga tickets. It’s XX YY from ZZ. DJ – “XX, you’re going to see Lady Gaga.” XX – “Excellent! I can’t wait!” DJ – “XX do you use sites like Facebook, Twitter, MySpace?” XX – “Yes, all the time.” DJ – “Well if you haven’t already, check out ZooLoo at www.zooloo.com. It makes it easy to manage everything that you’re currently using in a free, personalized and secure site on the web under your own name.” ZooCrew Radio Promo

47. Click Summer Concert Tix Promotion ZooLoo is giving away tickets to this summer’s hottest concerts! Stay tuned to MOViN 99.7 to win!

48. Nationwide ZooLoo contest targeting seniors $50,000 to the school with largest ZooLoo community Goal: Engage 1,500 – 2,000 high schools in the Pimp My Prom program; 5% of 37,100 US high schools Each participating school to enlist an average of 500 students and affiliated supporters Goal of 750K – 1.5 million new ZooLoo pages 3. Pimp my Prom

49. Individual or group of students to administer a school’s ZooLoo “Pimp My Prom Page” Program kicks-off Sept. 15, 2010 The administrators to encourage other students and affinity organizations to set up their own ZooLoo pages and link to the school’s Pimp My Prom page School with the largest ZooLoo community wins Program winner announced Jan. 15, 2011 Pimp My Prom Logistics

50. Program announced via: News release Student blog push ZooLoo communications The American Student Government Association database Interviews with school newspaper editors Tab/button tracking participating schools ZooLoo page issuing daily updates Leveraging Facebook, Twitter, MySpace Winners announced/publicized Pimp My Prom PR

51. Click Pimp My Prom Promotion ZooLoo Wants to Pimp your Prom! How would you like to help your school host a Senior Prom that will go down in the record books? Well, ZooLoo wants to help. That’s why were giving away $50,000 to help one U.S. high school do just that. Our new “Pimp My Prom” contest will provide everything needed to help your school design the coolest prom around. You want a red carpet? No problem. Searchlights? Done. Limo service for all guests? Yep.

52. Introduce ZooLoo to 50,000 college students Conduct tour of major college football games 80K+ stadium seating 5K ZooLoo caps per game to promote brand/contest Award five $10K scholarships to students whoparticipate in the ZooLoo Touchdown Tour contest ZooLoo wrapped car/van and canopy in high-traffic site 10-20 students/school to assist Create ZooLoo pages for each schoolvisited to track entrants and award winners Real-time updates, videos photos of games, entrants and contest status Goal: 50K new ZooLoo pages 4. ZooLoo Touchdown Tour & Scholarship Contest

53. Upload photo to ZooLoo page wearing hat Encourage creativity Random drawings for scholarships Work with universities to secure priority stadium location Contest Logistics

54. Pre-Tour College, local media the week before Newspapers Radio websites Highlight week’s game on ZooLoo home page Banner ads Images of SUV on road/on campus Visit campus early Post flyers Coordinate with student hires Set up dedicated school pages Tour Promotion

55. Click Touchdown Tour – Alabama Page

57. Hat giveaways

58. Flyers

59. Student engagement

60. Media coverage breaks

61. Multimedia blitz

64. Hat giveaways

65. Flyers

66. Student engagement

67. Media coverage breaks

68. Multimedia blitz

70. Photos/videos

71. Winners release

72. Daily blog on individual school pages

73. Links to photos/blogs on school member pages

74. Publicize winners/ program

75. ZooLoo home page

77. Track ZooLoo user/page growth with PR program implementation Leverage ZooLoo site analytics Monthly snapshot of high-level metrics Quantity and tonality of posts/placements Sound bites, awards, and accolades Metrics and Reporting

78. Budget

79. Budget

80. Why Walt & Company? Creativity Strategy Results Efficiency Execution

81. and