1. Innovation Image Study HUGE HAIRY BRILLIANT EFFICACIOUS THOUGHT LEADERSHIP SURROUNDING AND SUPPORTING WHO WE ARE, WHAT WE DO, WHY IT IS VALUABLE, WHY WE ARE DIFFERENT, AND PROVES WHY WE ARE A MVP TO THE WORLD’S GREATEST INNOVATORS Presented by Debra Raine, Senior Vice President and General Manager Western Region February 1, 2007

2. 2 INNOVATION IS HOT! Number of books on innovation on Amazon.com: 168,694 Number of hits on Google search “innovation”: 221,000,000 Bloglines.com, November 2006: 512,900 posts with keyword “innovation” Innovation “will dictate the economic prosperity of nations.” http://www.businessweek.com/innovate/content/jan2007/id20070124_344192.htm?chan=innovation_innovatio n+%2B+design_top+stories SO WHAT???????

3. February 1, 2007 3 Innovation Communications SM is Waggener Edstrom Worldwide’s global public relations expertise that uses communications to facilitate the adoption of new ideas. It requires a special understanding of communications and places a premium on a story well told. Offices Austin Beijing Boston Dallas Hong Kong London Munich Paris Portland San Francisco Seattle Seoul Shanghai Stamford Taipei Singapore New York Washington, D.C. Industries Bioscience Consumer Electronics Financial Services Semiconductor Technology Wireless and Telco Practices Consumer Corporate Public Affairs Specialties Creative Services Digital Storytelling Influential Monitoring Influential Measurement Research Technology Consulting Writing Management Tools WExView SM Influential Intelligence INNOVATION COMMUNICATIONS – DEFINES AND DIFFERENTIATES WHO WE ARE AND WHAT WE DO

4. February 1, 2007 4 INNOVATION COMMUNICATIONS – IMAGINE?

5. February 1, 2007 5 INNOVATION COMMUNICATIONS – THEY DID …AND SOME!

6. February 1, 2007 6 The diagram illustrates the structured process and methods we (SELL) deploy AND DELIVER to create effective Innovation Communications PR campaigns. INNOVATION COMMUNICATIONS – IS A DEFINED AND PROVEN METHODOLOGY …………HOLD THAT THOUGHT

7. February 1, 2007 7 WHEN WE CAN (AND WE DO!) HELP BUSINESS ASSESS/UNDERSTAND THEIR NARRATIVE…. …………………..WITHIN AN INNOVATION CONTEXT

8. February 1, 2007 8 AND SHOW/TELL/SHARE AN INNOVATION COMMUNICATIONS NARRATIVE PATH TO DIFFERENTIATED LEADERSHIP/SUCCESS

9. February 1, 2007 9 WE BUILD AND EXECUTE AN INNOVATION COMMUNICATIONS NARRATIVE PATH TO DIFFERENTIATED LEADERSHIP/SUCCESS

10. February 1, 2007 10 INNOVATION COMMUNICATIONS – DEFINES AND DIFFERENTIATES WHO WE ARE AND WHAT WE DO WHY DOES THIS MATTER?

11. February 1, 2007 11 INNOVATION COMMUNICATIONS – DEFINES AND DIFFERENTIATES WHO WE ARE AND WHAT WE DO BECAUSE

12. February 1, 2007 12 INNOVATION = BUSINESS VALUE

13. WE set out to statistically prove correlation between Innovation and Stock Performance

14. February 1, 2007 14 INNOVATION IMAGE STUDY RESEARCH METHODOLOGY 20 brands 20 months of US media coverage 20 words related to Innovation 20 months of economic performance measured by change of stock price Correlation between the innovation and economic performance is calculated

15. February 1, 2007 15

16. February 1, 2007 16 MOVING FROM LOGIC TO EMOTION Leadership Innovation Leadership Innovation Innovation Facts Research R&D Labs Engineers Patents Inventions Proprietary IP Customer insight Lifestyle Rational messagingEmotional messaging Innovation Beliefs Innovative Creative Revolutionary Pioneer Avant-garde Cutting-edge Visionary Ideas Genius Innovation Narrative

17. February 1, 2007 17 MESSAGING IMPLICATIONS OF INNOVATION IMAGE STUDY Changes the Nature of How WE Communicate Emotional Storytelling: People-based Creative Design-oriented Subjective/POV NOT: Features Functions BUT benefit-oriented: How it will change people’s lives

18. February 1, 2007 18 INNOVATION COMMUNICATIONS = BUSINESS VALUE 2005 = EBay offers $20m 2007 = EBay pays $320m August 2006 = WE/BMC partnership starts

19. February 1, 2007 19 INNOVATION COMMUNICATIONS = BUSINESS VALUE

20. February 1, 2007 20 POSITIONING INNOVATION IMAGE STUDY Innovation Image Study: Substantiates Innovation Communications Significant Proof Point To Our Differentiation A Powerful Sales and Marketing Tool Proves and Increases the Value of Our Innovation Communication Product Suite: –Narrative Network –Master Narrative –Storytelling –Integrated Influence –Brand Mapping –Measurement Innovation Image Study is NOT A diagnostic tool that can be tailored to each client

21. February 1, 2007 21 MARKETING INNOVATION IMAGE STUDYAND WE Internally Socialize IIS with YOU and other employees via teleconference, WEPR, Intranet features Link to IIS whitepaper and deck: http://intranet2/marketing/brand/ip.aspxhttp://intranet2/marketing/brand/ip.aspx Externally A sustained leadership campaign comprising:- –Top Story Placement: BusinessWeek, HBR, IBD, WSJ online –Speaking Campaign: Business, CMO platforms (C-suite owned) –Release/Article Placement (C-suite owned) –Academic placement (Research owned) –Podcast on www.waggeneredstrom.comwww.waggeneredstrom.com –Key word strategy and link to key terms on http://en.wikipedia.org/wiki/Main_Pagehttp://en.wikipedia.org/wiki/Main_Page

22. February 1, 2007 22 HOW TO MARKET INNOVATION IMAGE STUDY Opportunity or Problem: A client that needs or would benefit from developing messaging and/or innovation narrative Solution: Use IIS as conversation starter – WE research that demonstrates the business value in an innovation narrative - emotional storytelling How is your brand currently positioned and perceived with the target audience ? Answer: Use the Narrative Network map to identify positioning and current perceptions Sell in Integrated Influence and Storytelling workshop and services

23. February 1, 2007 23 ADDITIONAL RESEARCH… WHAT TO EXPECT AND WHEN APAC – IT industry – Q1 EMEA – Industry TBD – Q2 US – Bioscience – Q3

24. February 1, 2007 24 APPENDIX

25. February 1, 2007 25 INNOVATION IMAGE STUDY RESEARCH Pilot study summary

26. February 1, 2007 26 INNOVATION KEYWORDS

27. February 1, 2007 27 MEDIA COVERAGE REVIEWED Wall Street Journal Business Week Forbes Fortune Economist New York Times Financial Times San Jose Mercury News Washington Post USA Today San Francisco Chronicle CNET eWeek InformationWeek InfoWorld Computerworld

28. February 1, 2007 28 KEYWORD FREQUENCY companyTech countmarketcounttopical countsenticountTotalcount Apple2.3930.0312.4240.7443.046 Microsoft3.910.0113.9210.6674.588 Google2.6150.0042.6190.6793.299 Samsung3.040.0033.0430.6783.619 SONY2.6490.0072.6560.6413.27 HP3.7560.0063.7620.6114.373 SAP2.440 0.5713.011 IBM3.6870.0023.8690.5384.408 Motorola2.6590.0052.6640.5343.199 Amazon2.020.0032.0230.4742.498 Intel4.2370.0194.2560.4674.724 eBay2.5360.012.6360.4252.976 Nokia3.510.0113.5210.4153.937 AT&T1.830 0.4142.243 AMD3.5190 0.4023.92 Dell2.040.0072.0470.3992.453 Sprint1.5750.0081.5830.3691.952 Yahoo1.7560.0091.7650.3582.123

29. February 1, 2007 29 SENTIMENT SCORE AND STOCK PERFORMANCE

30. February 1, 2007 30 INNOVATION UNIVERSE (RANKED BY SENTIMENT SCORE) Google Apple Samsung Sony HP SAP Motorola Amazon I ntel IBM eBay Sprint AT&T AMD Dell Yahoo! Cisco Microsoft

31. February 1, 2007 31 THANK YOU!