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Presented by Debra Raine, Senior Vice President and General Manager Western Region

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

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Presented by Debra Raine, Senior Vice President and General Manager Western Region

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  1. Innovation Image StudyHUGE 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. 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” SO WHAT??????? • Innovation “will dictate the economic prosperity of nations.” • http://www.businessweek.com/innovate/content/jan2007/id20070124_344192.htm?chan=innovation_innovation+%2B+design_top+stories

  3. INNOVATION COMMUNICATIONS – DEFINES AND DIFFERENTIATES WHO WE ARE AND WHAT WE DO Innovation CommunicationsSMis 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. • 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 • WExViewSM • Influential Intelligence Offices Austin Beijing Boston Dallas Hong Kong London Munich Paris Portland San Francisco Seattle Seoul Shanghai Stamford Taipei Singapore New York Washington, D.C.

  4. INNOVATION COMMUNICATIONS – IMAGINE?

  5. INNOVATION COMMUNICATIONS – THEY DID …AND SOME!

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

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

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

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

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

  11. INNOVATION COMMUNICATIONS – DEFINES AND DIFFERENTIATES WHO WE ARE AND WHAT WE DO BECAUSE

  12. INNOVATION = BUSINESS VALUE

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

  14. INNOVATION IMAGE STUDY RESEARCH METHODOLOGY 14 • 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 February 1, 2007

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

  16. 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

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

  18. INNOVATION COMMUNICATIONS = BUSINESS VALUE

  19. 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

  20. 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.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.com • Key word strategy and link to key terms on http://en.wikipedia.org/wiki/Main_Page

  21. 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

  22. ADDITIONAL RESEARCH… WHAT TO EXPECT AND WHEN APAC – IT industry – Q1 EMEA – Industry TBD – Q2 US – Bioscience – Q3

  23. APPENDIX

  24. INNOVATION IMAGE STUDY RESEARCH Pilot study summary

  25. INNOVATION KEYWORDS

  26. 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

  27. KEYWORD FREQUENCY

  28. SENTIMENT SCORE AND STOCK PERFORMANCE

  29. Cisco Yahoo! SAP eBay HP Microsoft AT&T Sony Motorola Apple Samsung Dell Sprint Google IBM Intel Amazon AMD INNOVATION UNIVERSE (RANKED BY SENTIMENT SCORE)

  30. THANK YOU!

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