2. CONVERGENCE 2014 PLAN SOCIAL WALL Customer videos, live streamed social content, real time engagement and a relaxing hub for conference attendees. SOCIAL COMMAND CENTER Ground Zero for our social media team and engagement on site. An offsite team will assist from the CIC in Redmond. The social command center will be located near the Social Wall. Online activities will draw show attendees to the SMCC. SOCIAL ENGAGEMENT We will be live tweeting both keynotes and all general sessions with a team of bloggers, executives and Community Managers. Online engagement and contests will focus on attendee surprise and delight activities and bridge the online and offline experiences. SOCIAL CONTENT We will have a mix of on the go and preplanned social content: contests and giveaways, live-tweeting, images, pictures and videos that enhance the event experience. SOCIAL INFLUENCERS The social influencer program will help key partners, advocates and influencers create Convergence excitement and conversation. SOCIAL CONVERSATION We began online engagement for Convergence 2014 in October, and have engaged in more than 4,300 conversations on Facebook, Twitter, and LinkedIn. Event engagement will focus on storytelling, informing, delighting and helping Convergence attendees. OBJECTIVE: Connect the online and offline Convergence experience through social media.

4. WeekCustomize as appropriate and share across all channels. Feb. 3 rd Feb. 10th Feb. 17th Feb. 24th

7. 7,058 MENTIONS KEYNOTE 2,995 tweets AVG DAILY VOLUME 31,335,810 POTENTIAL IMPRESSIONS SOCIAL MEDIA ACTIVITY DAILY TWITTER VOLUME CONVERGENCE KEYNOTE 17,972 MENTIONS #CONV13 9,289 TWEETS 1,954 REPLIES 6,729 RETWEETS TOTAL = + + #CONV13 6th & 8 th place TRENDING TOPICS* *during opening and closing keynotes TWITTER 4,216,212 IMPRESSIONS 1,089 TWEETS SENT 276 REPLIES 754 RETWEETS 2,301 CLICKS Twitter Facebook YouTube Keynote Moderators Bloggers FACEBOOK 177.7K IMPRESSIONS 17 POSTS BY PAGE 101 POSTS BY FANS 256 PICTURES BY FANS 468 NEW FANS 3260 ENGAGEMENTS 1,125 GUESTS ON FACEBOOK YOUTUBE 7,695 VIEWS 10 VIDEOS PUBLISHED 50 NEW LIKES 20,619 MINUTES WATCHED 6,138 MENTIONS #CONV12