Presented by Jordan Chanofsky CEO Fusion

2. Presented by Jordan ChanofskyCEO Fusion Fusion is represented in Israel byTodd Greenwww.TheGreenLane.BizTodd.Green@TheGreenLane.biz054 3099795

3. Jordan Chanofsky • Founder and CEO, FusionPR • IBM, Sony, Ericsson, Motorola, Panasonic, Comverse, Pantech, Nynex/Verizon, SGI • 300 startups • Architect TSI • Spearheaded various modern approaches to media • Startup in electronic card systems • IBM physics and marketing groups • Physics and engineering degrees and MBA • IEEE, PRSA, • Quoted in Wall Street Journal, CNN, awarded on various campaigns

4. Company Overview

5. Examples of Client Experience

6. Success in the US Market

7. The Five Top Misconceptions About US Marketing • Sales is marketing • Timing is always better later • PR is about issuing press releases • I can start the PR program just in time • PR cannot be measured

8. A Common Playing Field of U. S. and Israeli Business • Israeli companies listed on NASDAQ stand only second to North America with running averages between 70-90 • More startups than any other nation after US at about 3500 • Estimated that more US VC dollars go to tech companies in Israel than any other; total 2007 investment nearing $2B • Microsoft, Intel, Moto, AOL Israel facilities lead to development of the cell phone, NT, XP, MMX chips, AOL IM • Between ’04-’07 • $2B in IPOs • $18B in acquisitions • Companies that do well in the US do well with marketing in the US

9. Media in the US • Technology Leads, Marketing Wins • Effectiveness • US media is read or syndicated around the world • Europe, Asia affected by US media • Media in the US can be sophisticated and powerful • Media affects buying decisions and valuation • OEM and B-B • Large Media World • 25,000 traditional media outlets • Thousands of blogs • Hundreds to thousands dedicated to tech • Diversity and segmentation…

10. Marketing & Brand Developer Advertising Mobile Technology Parallel Media Outreach Horizontal Media Vertical Media

11. Preparing For US Marketing In Today’s Environment • Tap individuals in bus dev, distribution to keep costs down • Consolidate management oversight of similar areas • Outsource services to speed return on effort • Keep your messages tight, they’re going to be interpreted and then reinterpreted • Have a go to market strategy and don’t procrastinate (Invest in marketing smartly, but invest) (the definition of insanity is doing nothing and expecting to change the output)

12. Prep Seed Example Educate Launch 1 3 5 7 9 11 13 15 Establish Approach to US Market Preparation Timing • Strategy • Messages • Materials • Release • Analysts • Databases • Research • Audits • Early blogs • Exclusives Months Prior to Beta/Product

13. Approach to US Market Style and Method • Marketing before sales • Approach with confidence • Be committed to a long term strategy • Know the competition and how to differentiate • Get to the analysts early • Get creative and open your minds beyond the product • Don’t fear risk-return opportunities (business press) • $100K is a good rule of thumb for PR-Marketing efforts

14. Approach to US Market You Are The Publisher • Most B-B campaigns reach a limited audience • Reach multiple audiences – VCs, OEMs, distributors, customers, influencers • Build online thought leadership • Leverage your site content, videos, podcasts, etc. for traditional and social media • Raise visibility with searchable content • Link content to promotions, product launches, events Content Engine

15. Strategies To A US Launch Maximizing all Sources • Defining the launch • Stealth launch versus full launch, rolling thunder • Get to the analysts early • Exclusives? • When and how to approach the blogs • What is viral and how can you make social media work for you? • Youtube, Facebook, SecondLife, LinkedIn • Quiz, email, survey marketing • Well established techniques less used by Israeli companies • Video • Advertorials • Events

16. Strategies To A US Launch Breaking Through The Noise • Make your voice heard louder than competition • Tell a story bigger than your company • Work into issues and trends and then your brand • Example: Wireless Pen Taps Digital Paper • Example: Cultural differences influence outsourced development • Ending the dead zones for cell phones • Example: ARPU and Churn combine to influence growth in mobile • Example: Performance and security are not mutually exclusive

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19. Strategies To A US Launch Campaign Elements Level III • Issues Campaign • Experts Campaign • Competitive Campaign • Special Events • Blog Roundtable • Guest Blogging • Case Studies • Road Shows • Conference/Trade shows • Tutorials, White Papers • Analyst Support • Social Media Release • Personalized Pitching • Mini-Exclusives • “Reviews” & Schwag Traditional Media Level II Social Media • Press Releases • Editorial Calendars • Speakers Bureau • Press Bureau • Awards • Blog Monitoring • Profiling • Commentary • Link Exchanges • Community Participation Level I

20. Measurement • Jointly set objectives / deliverables • Measure by activity, by tactic • Tactical and strategic reporting • Weekly activities update • Monthly clips • Quarterly analysis • Competitive comparison • Ad equivalency • Month over month results • Learnings and recommendations • Customized reports • Bi-annual media audits • Benchmarking at the start • 6-months & annual • Online media tracking, analysis tools 1Q Coverage – Competitive Comparison

21. Expectations • Results are based on: • Quality of support • Involvement of company • Product and story • Commitment by management • Investment

22. THANK YOU Fusion is represented in Israel by Todd Green www.TheGreenLane.Biz Todd.Green@TheGreenLane.biz 054 3099795