Topps Pennant Meeting: 4-19-12 … Social Media

1. Topps Pennant Meeting: 4-19-12 … Social Media CONFIDENTIAL

2. TOPPS PENNANT • ACTION PLAN • Complete with set ups… • Facebook • Twitter: @ToppsPennant • Tumblr • Pinterest • Google+ • About.me [Not yet] • Main voice/theme … bar conversation; throwing out stats and information, taking a stance and engaging users through social media platforms on the content. • PUBLISHING PLAN • This date in history campaign: call out famous historical baseball moments from prior years and show off app imagery • Daily news notebooks about big moments in baseball from the previous night • Game highlights: highlight great moments from yesterday’s games with Topps Pennant images • Game previews: preview upcoming games and let users know to find the box score on the app • Debates: spark debates about great performances and moments and use imagery from the app • Timeline: fill out FB timeline with app imagery • Direct Twitter posts toward players, coaches, journalists about great moments and encourage them to talk about the app by using images CONFIDENTIAL

3. TOPPS PENNANT • How to help with sales/traffic • Target ads that link to iTunes/Pennant site • Drive people to point of sale directly • Build Voice • -Authentic personality/voice [At a bar for Pennant] • -Ask questions/be responsive • -Let fans know they are loved/wanted • Other Awareness • -Encourage everyone to like/follow our page [all folks at Topps should be doing this] • -Create content that encourages sharing and conversation amongst others Facebook Product Development/Initiatives -Solicit input for new product -Drive awareness across all platforms -Identify target audience by refining campaigns -Be active and constant with the approach -Develop post schedule to fit with optimal times Generate Awareness -Content must be interesting -Post content with calls to action -Define gap between current brand perception and desired perception -Integrate Facebook into the app [future slides] CONFIDENTIAL

4. TOPPS PENNANT • Basics steps to success • -Share interesting graphics that tell a historical story • -Engage players/teams to RT, talk and get involved • -Reference current and historical moments across Twitter (journalists/teams) with screen shots and jargon from our Pennant app • Build Voice • -Authentic personality/voice [At a bar for Pennant] • -Ask questions/be responsive • -Let fans know they are loved/wanted • Other Awareness • -Encourage everyone to like/follow our page [all folks at Topps should be doing this!] • -Create content that encourages sharing Twitter Product Development/Initiatives -Become a promoted brand/product on Twitter -Solicit input for new product -Drive awareness across all platforms -Identify target audience by refining campaigns -Be active and constant with the approach -Develop post schedule to fit with optimal times Generate Awareness -Content must be interesting -Post content with calls to action -Define gap between current brand perception and desired perception -Integrate Twitter into the app [future slides] CONFIDENTIAL

5. TOPPS PENNANT • Pinterest • -Pin screenshots that tell a story • -Repin baseball related items, which relate to our historical screen shots/content … gets people interested and following us • -Developing new board ideas • -Milestones • -Historic dates • -Brand screen shots • -Updates CONFIDENTIAL

6. TOPPS PENNANT Tumblr -Stick with ability to post historical data/info -Info about product updates (with visuals) when possible -Tease product highlights/features before they come out **Daily historical baseball notebook about the previous night’s big action … treat this as a more extensive blog post with info and link out on other social media platforms -Baseball info about upcoming milestones and things to look forward to in the games that night/week/month/year … highlight the game with the app as a major theme whenever possible (Turntable FM does this with DJ topics) -”I’m remembering feature” … nostalgia for the game, so we show the box score -Arguments about the best games/players – but using Pennant as the way to drive convo (like with Twitter/Facebook) but more explanatory and exploratory with Tumblr -In essence … turn Tumblr into a baseball history blog with the fan’s voice and the app to back up the convo CONFIDENTIAL

7. TOPPS PENNANT Google + -Continue with Facebook and Tumblr approach in posting historical baseball data … shows up on Google platforms, uses their tagging system, etc. -Consistent posts (1 or 2 a day max) -Not now, but possibly the advent of Google + baseball history hangouts with other users? CONFIDENTIAL

8. TOPPS PENNANT • CUSTOMER PERSONA • Medium-spectrum (not hardcore, not casual) fans of baseball • Love of baseball history, stats, numbers, timelines, great moments • Tech savvy and appreciative of quality, aesthetics, and design • Busy: cares about baseball but can’t watch every game, and doesn’t use hardcore stat databases • BRAND POSITIONING • For baseball fans, Topps Pennant is the modern box score. Topps Pennant recreates the original drama of rooting for your favorite team because it is the only app that captures over 60 years of baseball—every team, every game, and every play—and presents it in elegant, interactive infographics. • BRAND VOICE • Metaphor: A cross between Bill James and Gary Smith • Key qualities: historical, analytical, friendly, conversational, informed • Description: A baseball historian that puts current events and storylines into their historical context. A participant in lively conversations about baseball history and memories, missing data from the historical record, and more. • PRODUCT TAGLINES • The modern box score. • Every team. Every game. Every play. 1952 to today. • PLATFORM BRANDING SLOGAN • Today there is a growing focus on players and their individual achievements. But for most baseball fans, the teams and the cities they represent are more important. Topps Pennant is the modern box score and Topps Pennant on [[platform name]] is the place to engage about baseball like never before. CONFIDENTIAL

9. COMMUNITY ASSETS BRANDED SITE Branded sites provide the primary interaction experience for Topps products. They take advantage of existing Topps stack infrastructure (eventually) like email and user ID platforms. FACEBOOK Facebook is the primary forum location for walled conversation related to the product. Examples include seeking trades or talking smack for Topps BUNT, discussing holes in baseball data and fixing them with Topps Pennant, or talking about the latest card products with Topps Cards. We also run campaigns like contests through Facebook. TWITTER Twitter is the primary short form publishing arm for each product. Here we foster casual interactions with fans and allow them to ask questions. We also incorporate our products into the larger world by interacting with other brands, celebrities, and putting our commentary into trending streams. GOOGLE+ Google provides Google+ accounts increased prominence in search results. The primary job of our Google+ accounts are to rank high in search, republish posts from our other accounts, and drive users to connect with us on our primary social media accounts. TUMBLR Tumblr is the primary long form publishing arm for each product. Here we include longer commentary and product updates. Tumblr comments is also a primary customer to customer conversation forum that is less free-form than Facebook and more directed by the posting topics. ZENDESK ZenDesk is our product support tool. It allows us to post articles and FAQs on how to use our products and common issues customers experience. It also provides multiple communication outlets for customers to reach our support representatives (email, chat, phone). Customer support is a big part of our community development. OTHER TESTS Some other outlets we will test to see if they are effective: - About.me allows you to create pretty pages that aggregate your social media accounts. - Pinterest is a burgeoning photo-based social network.

10. Social Community Editorial Calendar – PENNANT -May 13: Mother’s Day [Pink Bats] -May 18: Interleague Play begins -May 28: Memorial Day -June 4-6: First Year Player Draft -July 4: Independence Day -July 8-10: All-Star Weekend -July 20-22: Hall of Fame Weekend -July 31: Non-Waiver Trade Deadline -September 11: Remembrance -October 3: End of Regular Season -October ?: ALCS/NLCS -October ?: World Series -December 5-8: Baseball winter meetings *Note: Adding key historical moments to Pennant organizer as well … this takes some time to look up dates/moments from ‘52-today. CONFIDENTIAL

11. Social Community • Social Media Marketing Ideas • Post banners for the new accounts on Topps.com • Include links to the social media accounts within the apps [review pages separately] • Adding Twitter/FB accounts to “about pages” on both apps • Put Twitter handle on various sports of app pages • Cards going into packs about apps should include Twitter/Facebook handle names • A way to follow users when they register, or at least get their Twitter handle to have handy • Facebook ads for Pennant and BUNT CONFIDENTIAL

12. Social Community Social Media Awareness on the Apps On Pennant.Topps.com: -Tab at the top for Twitter … we need that to let people follow us, as well as tweet that message -Add additional social media icons for our other pages CONFIDENTIAL

13. Facebook/Twitter images not to scale … location is the main idea

14. Social Community YouTube Update -New ToppsDigital channel is created -Both Pennant videos have been uploaded -Link has been Tweeted, and will be posted on all social media platforms -Old Topps channels still exist for now [As per MB] CONFIDENTIAL

15. Social Community • STILL TO COME • Daily post quotas: how much is too much, what’s the right level • Constructing daily/weekly editorial calendar about posts • Cross-marketing: best messaging to share audiences between accounts • Daily post times: Figuring out plan for days/times/hours, etc. • Tool to make posting easier on all platforms CONFIDENTIAL