12/11 CPRF event Presented by Daniel Lemin, PainePR

1. Digital Tools: Making Them Work December 11, 2008

2. Amplify Passion and Be Remarkable

6. Digital Tool: Influencing Consumers

14. Digital Tool: Social Media News Releases

15. Goals Raise awareness of the Great Southern California ShakeOut and drive registrants through hyper-targeted word of mouth and media relations campaigns Position www.ShakeOut.org as THE resource for helpful tools and information about earthquake preparedness prior to and following the ShakeOut drill Disseminate vital information about the ShakeOut event and earthquake preparedness through popular social media tools and channels to reach the consumer “where they live”

17. Videos to seed to bloggers Campaign logo PDF/whitepapers Screenshots of interactive game Pull quotes from spokespeople

18. Generated local blog coverage and drove consumers to ShakeOut Web site and YouTube videos; ignited consumer feedback and comments leading up to drill

19. Leveraged relationship with popular mom blogger influencer “Los Angelista” to generate 3 blog hits from one; leveraged content from interview with Mark Benthien, Dr. Lucy Jones YouTube video and generated comments from her peers

21. Digital Tool: Engaging Bloggers

22. Strategy: Create an online disaster preparedness pilot program to motivate moms to take action and create a family disaster plan California Volunteers

23. Results: Generated 290,000 Web site hits, more than 65,000 page views of the family disaster plan – a daily average of 1,000 visitors, making the family plan the top-visited (52 percent) and downloaded page on the site; generated more than 56 million media impressions; generated 17 online influencer reviews, 82 percent positive; recruited 100+ moms

24. Our Own Foundation: Pioneering Social “Cause” Networking Site

25. Q&A GOOD BLOGS TO FOLLOW: HTTP://BETH.TYPEPAD.COM/BETHS_BLOG/ HTTP://BLOG.TECHSOUP.ORG/ HTTP://WWW.NTEN.ORG/BLOG/