1. Open2Europe presentation for Haier Wednesday, 9th September, 2009. IFA, Berlin

2. Contents Open2Europe overview PR tools Speed Shopping Digital Communication Crisis Communication Haier 25th anniversary

3. Open2Europe overview PR tools Speed Shopping Digital Communication Crisis Communication Haier 25th anniversary

4. A unique Partner - 40% growth on average per year - + 25 nationalities - 80 current clients Open2Europe is a European communication agency that was created in the year 2000. Comprising over 25 nationalities, all our consultants are based at the company headquarters in Asnières-sur-Seine. The agency is dedicated to supporting your communication strategy and to creating and building on your brand image in France and/or Europe, in a coherent and consistent way. Open2Europe is a multisectorial agency that covers five specific market sectors : New Technologies, Sustainable Development, Corporate Communication, Beauty and Tourism. Our services reinforce your communication strategy and strengthen your company development. Our key activities can be broken down into seven departments : Open2Europe Press and Public Relations LobbyingMedia Training Media Buying Corporate Communication Translation Service Business Development

5. OpenActions, demonstrating our creativity Communication is a long term investment that requires careful planning and a constant flow of news. To launch a product, increase market presence and strengthen positioning, Open2Europe offers its clients four PR actions. OpenActions: a range of creative, transversal events that allow journalists and companies to make the most of our client portfolio. By drawing on our clients’ complementary market sectors, Open2Europe can effectively promote their products, services and expertise to highly targeted press groups. Speed ShoppingThemaTICOpenTourEuropeOpenShow ObjectivesLaunch / Increase market presence of your products ! State your case!Open2Europe invites journalists on your behalf ! Show yourself ! ContextShowroomRoundtablePress TourTrade Fairs Target Press Lifestyle Press Specialist Press Vertical Press Professional Press General Interest Press Specialist Press Professional Press All press types Specialist Press Professional Press

6. Contents Open2Europe overview PR tools Speed Shopping Digital Communication Crisis Communication Haier 25th anniversary

7. Creative PR tools - B2C Sales target : Mass market Press target : Home, cooking, lifestyle, women’s interest, men’s interest… Media : Print/TV/Radio/Internet Diffusion :National and regional Objective : Provide support to boost local market sales Challenge Remove the connotation of the product being ‘Made in China’ Potential audience : Home-makers, young professionals, seniors… Press tools to reach journalists in the consumer press  Press releases (product announcements)  Teasers (use one of the key messages to promote a product)  Lifestyle pitches (use the PR calendar to promote a product, for instance Christmas)  The Did You Know?(explaining the use of a product in a simplified, factual document)  Special features (anticipate upcoming features and position Haier products)  Photo shootings (necessary for lifestyle magazines) Recommended press actions  Press tour (one to one meetings with journalists)  Press workshops (mini event to explain a product to the consumer journalists)  Speed Shopping (Open2Europe consumer event)  Bloggers & forum actions  Consumer shows (IFA…)

8. Contents Open2Europe overview PR tools Speed Shopping Digital Communication Crisis Communication Haier 25th anniversary

9. Reaching the consumer press  Created in 2005, Speed Shopping™ is a bi-annual event reserved for the media and organised by the Open2Europe PR team. Summer topics are showcased at the March event and winter or holidays themes are featured at the September session. The objective is to make sure that our clients’ products appear in the special features.  An original Open2Europe concept, Speed Shopping is a one day event designed to use our expertise to showcase your products to more than 200 journalists from the general consumer and specialist press. Clients’ objective : Placement of their products in the special features planned for the Christmas period. Journalists’ objective : Find as many ideas as possible to cover the special features. Open2Europe’s objective : Enjoy the opportunity to meet with journalists to maintain our excellent contacts. 8th edition of Speed Shopping 23rd September 2009 Everything you need for Christmas! Cover the Christmas special features & boost your sales!

10. Contents Open2Europe overview PR tools Speed Shopping Digital Communication Crisis Communication Haier 25th anniversary

11. Digital Communication Offer Social Networks Video PR Blogs Forums

12. Social Networks Everybody has heard of Facebook, Twitter, Linkedin… but how can companies take full advantage of these social networks to promote their products and brand image? Our expertise & your products Step 1: Choose one social network through which you would like to communicate (our suggestion: Facebook) Step 2: Create your (complete) profile Step 3: Generate buzz (our know-how) Many companies and, above all, the general public have heard of or already work with social networks. However, it is important not to forget image sharing platforms such as flickr, or video sharing platforms such as YouTube or DailyMotion.

13. Creating a buzz using social networks (Example: Facebook) Simply creating a profile isn’t enough. It’s important to remain visible at all times by regularly updating your profile page. Example 1: A product launch. Create an event based around the launch Invite your ‘fans’ to the event Organise an Online competition to win one of your products or offer special price reductions to your ‘fans’ over a defined time period Example 2: Get one of your ‘fans’ to test the product. Create an event based around the product test Invite your ‘fans’ to participate Get one of your ‘fans’ to test the product and to write a comment on your profile page Example 3: Give your ‘fans’ exclusive information. Pamper your ‘fans’ by giving them access to special offers Communicate through Facebook before communicating with the press The press will quickly hear the news either through your Facebook page or by your more traditional PR tools (press release…) at a later date The key to creating consistent buzz on your social network is to constantly update your page and to follow what your ‘fans’’ are saying.

14. Video Technology today enables us to communicate through various medias (video, audio and mail) Open2Europe has created a department called PRo Video that takes PR to a whole new level. Our digital communication programme uses video to: Create press releases Create invitations Create pitches (for the press) Create teasers Create case studies Send and reference videos on YouTube and DailyMotion.

15. Blogs and Forums Significant experience of the various online communication tools: Open2Europe was created during, and in line with, the boom in the dot.com era and we pride ourselves on how we work with the latest state-of-the-art interactive media. Today, Open2Europe offers a full and comprehensive digital communication service: Online press Our team works with all kinds of online media on a daily basis (websites, newsletters...) Blogs Over the years, Open2Europe has developed privileged relationships with a network of key bloggers from various fields of expertise Forums Open2Europe is aware of the importance of forums for the image of a company Forum monitoring - we can offer you a unique opportunity to keep a close eye on your strategic forums on a European scale

16. Contents Open2Europe overview PR tools Speed Shopping Digital Communication Crisis Communication Haier 25th anniversary

17. Crisis Communication 1/4 Problem: “ According to the complaint filed in the United States District Court for the Southern District of New York, Haier offers products in the United States, such as digital television sets, without having entered into licenses with the individual patent holders or portfolio licenses offered by MPEG LA. The suit seeks, among other things, monetary damages and an injunction prohibiting Haier from using these patents in its products and from offering, marketing, or importing them”. (Source: PRSafe Newswire, 18th August, 2009) Challenge: Damage control! Re-establish company credibility, reassure shareholders and customers, quash any rumors surrounding the complaint.

18. Crisis Communication 2/4 Most corporate crises consist of three phases: Emotion. Controversy. Explanation. Good, clear communication is key to handling the situation professionally. First step: Immediate company reaction. Put a stop to any potential rumours by facing the press: Press conference for serious crises (e.g. Recent Air France AF 447 crash) or, press release / statement for less 'important' issues. REACTIVITY! Next steps: Keep the press informed of new developments. With the emergence of Web 2.0, news can be transmitted and spread at the speed of light. Use the company website as a means of keeping the press informed - without issuing new releases / statements. Try to dilute the controversy by 'facing the music'. Possiblity: Organise ONE interview with a key business publication/newspaper (e.g. La Tribune for France) to explain your company position. Involve your press officer at every stage of the discussions. EXTERNAL COMMUNICATION! Present a united corporate position. Forbid employees to speak to the press and only use one or two senior spokespeople who have already been media trained. INTERNAL COMMUNICATION!

19. Crisis Communication 3/4 Successful handling of a corporate crisis involves: Plenty of detailed groundwork before the crisis explodes. ANTICIPATION! Media Training for key spokespeople. PREPARATION!

20. Crisis Management media skills 4/4 Effective messaging in a crisis Nothing beats being well prepared for an unexpected or critical situation. And with the eyes of the media resting upon you, getting the message right - first time - is essential. Our damage limitation media support will show you how to effectively handle interpersonal relations with the media and eliminate potential public relations disasters. What’s covered Planning your message before a crisis strikes, what your audience expects from you, how to prepare for an interview, how to defend tough, unpopular positions, how to handle hostile reporters, how to turn negative questions into positive responses, how to recognise and sidestep negatively-charged questions... Course options Training is provided for individuals or a maximum of five participants. One day course (comprises theory and practical sessions*) One and half day course (comprises theory and more in-depth practical sessions*) Copies of all interviews will be offered on DVD or CD-rom. * Please note, participants will be filmed.

21. Contents Open2Europe overview PR tools Speed Shopping Digital Communication Crisis Communication Haier 25th anniversary

22. PR Proposal 1 - Germany Advent Calendar: Consumer angle: Communication in the 5 top German cities (Berlin, Hamburg, Munich, Cologne, Frankfurt). Project a huge advent calendar on a centrally located building facade in the form of a fridge. Each day, a window opens and a different product of Haier is presented. Objective: To gain maximum attention and to position Haier as an innovative, creative brand. Press angle: Communication to journalists with an online advent calendar from December 1st to December 24th. The journalist will click on the number each day and inside there will be a link to a webpage with a positive ‘news piece’ dating back from 2009 to 1985. On the last day, the good news will be the “creation of Haier”. Objective: Contact the journalists with a ‘light’ and ‘fun’ mail on a regular basis. Generate curiosity around Haier and its anniversary.

23. PR Proposal 2 - Germany Haier on (Press) Tour Organisation of an original press tour to all main publishing houses – in a mobile home! Instead of visiting the editorial teams, the journalists will visit Haier in the luxury mobile home, equipped with the 3D fridge, preferably with a video recording function. The journalist simply has to step out of the office, have a glass of champagne and help himself to some finger food. This will lead to a personalised contact with the journalists – in a cosy, informal and original context close to the office, but far away from the daily stress! Objective: learn more about Haier and celebrate the company’s 25th anniversary.

24. PR Proposal 3 - Germany Corporate and Social Responsibility To celebrate the 25th anniversary this year Open2Europe suggests that Haier gives away 25 fridges to orphanages, charity organisations, summer camps etc. Open2Europe will communicate on the initiative as part of the Corporate Communication plan. Try to establish partnerships with organisations such as Unicef.

25. Creative PR Proposal 4 - Germany Cook with Haier! Open2Europe suggests collaborating with a famous TV cookery programme in Germany, where Haier could take part as a sponsor. Haier could offer several fridges to the TV channel, which will be seen in the background, and the company will be mentioned as the official sponsor to mark the occasion of their 25th anniversary.

26. Creative PR Proposal 5 - Germany Merry Christmas with Haier! Open2Europe could organise a large cocktail event for Christmas in some of the most important German cities. We will place old and current Haier fridge models in the street and a Santa Klaus will offer passers-by a glass of champagne to celebrate Christmas and Haier’s 25th anniversary. Santa Klaus will give people a ticket which will allow them to take part in a raffle to win the latest model of one of Haier’s fridges.

27. Open2Europe Contacts Business developper Li Zhenyu Tel. : +33 1 55 02 14 70 E-mail : l.zhenyu@open2europe.com Regional Manager D-A-CH Sigrid FANDREY Tel. : +33 1 55 02 14 62 E-mail : s.fandrey@open2europe.com Vice President Emma KEENAN Tel. : +33 1 55 02 14 59 E-mail : e.keenan@open2europe.com Open2Europe 63/65 avenue Gabriel Péri 92600 Asnières-sur-Seine www.open2europe.com