1. Public Relations Social Media e: austin.edgington@comcast.net t: +1 650 245 0166

2. Experience Methodology Changing Landscape Case Studies Fleishman-Hillard: Lifting the Team Kensington: New Style of Working Sierra Wireless: David with Goliath Work Examples Project Management Content Generation Agenda

3. Over 15+ years experience in client engagements across industries, regions and cultures Focused on expediting success Strategic communications, branding, social media, public relations, marketing Serve start-ups to large matrix organizations The right message, to the right audience… at the right time

4. Strategic planning Experiential marketing Account management Media & Analyst relations Project management Business development Social media Media coverage analysis Brand management Content creation Event management Integrated marketing Copywriting /editing Business management International experience

6. Define who you are What does your brand aspire to be? What is it’s self-worth? (core-value) What are others (media, analysts & competitors) saying about your brand and the marketplace? What motivates your audience to engage with your brand Create messaging that reflects your buyers needs Set strategy to achieve defined objectives Who is the hero of the story? Blend Traditional PR and Social Media Execute, measure, refine Find new ways to enhance the program

7. Traditional New Advergaing Web 2.0 Tagging Blogs Wikis Opinion Influencers RSS Twitter Wireless Buzz YouTube Search engine marketing Social Media Citizen journalism Consumer- generated content Content optimization Mobile marketing Facebook Podcasting Online editorial outreach Social networking Viral marketing Flickr Tivo Media relations Promotions Grassroots Opinion Influencers Press releases Public affairs Fact sheets Publicity Reputation management Events Crisis communications Employee communications Coalitions Positioning Third party outreach Changing Landscape

8. Today a brand is a promise that comes to life in an ongoing conversation among influencers, consumers, partners, investors and you online and off.

9. Challenge: The FH Australia technology practice suffered from a lack of awareness in the marketplace, a lack of strategic vision and low employee morale, further agency was not integrating social media in its client strategies Solution: Resurrected team morale by empowering team players to build the tools necessary to conduct PR properly, created grass roots marketing outreach program, took team to networking events and included them in new business pitches. Developed Business Plan with team players as strategic partners. Created strategic relationship with digital agency to act as local FH digital partner to grow digital practice in ANZ. Led account activity for AT&T, CSC, Sierra Wireless, Serena, Huawei and more Result: Revitalized technology practice, growing revenues 10% in 6 months, retained existing employees. Marketplace became aware of FH tech practice in Australia and Asia Pacific. Elevated profile within FH globally. Gave team an identity and a purpose.

10. Challenge: Create a branding platform to launch Kensington’s line of computer peripherals and office products Solution: Retained and managed research firm to investigate how knowledge workers were changing their work behavior. Created and executed major COMDEX event to introduce branding platform and showcase products. Rolled out research results post COMDEX across broadcast and print media Result: Event provided Kensington VIPs with a unique way to travel around Las Vegas during COMDEX with the New Style of Working mobile offices, created over 1 million impressions to captured knowledge worker audience. Created another 2 million impressions with appearances by third party experts on CNN, MSNBC, CBS Radio to discuss the findings of Kensington’s New Style of Working study; subsequent articles appeared in national newspapers and magazines as well.

11. Challenge: Launch Sierra Wireless and its embedded wireless module as the engine that drives Telstra’s 3G wireless router at Telstra’s launch for its anticipated 3G wireless router. Solution: Devised guerilla media outreach strategy to secure key media at the Telstra launch. Reached out to key media prior to the event with an offer of a deeper story than their competitors, arranged 1:1 interviews at the launch with Sierra Wireless executives and key media. Provided key online media with pre-drafted story highlights on thumb drives. Result: Within hours of the event media stories featuring Sierra Wireless as the ‘engine’ that powers Telstra’s 3G wireless routers appeared in key online tech journals. More articles followed in leading Australian print media, including the influential Australian daily.

13. Reaching out….changing lives… A Social Media Program for Sanofi Pasteur

14. Contact: austin.edgington@comcast.net