MEDIA MEASUREMENT SOLUTIONS From the global media analyst

MEDIA MEASUREMENT SOLUTIONS From the global media analyst team at CARMA 1615 M Street, NW; Suite 750 Washington, DC 20036 USA Tel 1. 202. 842. 1818 carma. com

CARMA’S OFFERING: CONNECTING CLIENTS’ OUTLAY, OUTPUT, OUTCOME Traditional & Social Media Measurement & Analysis Bridging the gap: a human eye on traditional media for nuance & a partially-automated method applied to social media for volume and speed. Market Research In-family affiliations: 50+ global polling and market research firms helping us help clients connect output to outcomes Consulting Pre-campaign, formative, post-campaign evaluative insights, implications and data to demonstrate ROI , validate intuition and drive strategy 1615 M Street, NW; Suite 750 Washington, DC 20036 USA Tel 1. 202. 842. 1818 carma. com

CLIENTS PR Agencies Ogilvy Burson-Marsteller MS&L Ruder-Finn Taylor PR Coyne PR Automotive Daimler. Chrysler Ford Motor Company General Motors Toyota Volkswagen Consumer Products Amway Arm & Hammer Ben & Jerry’s Coppertone Eastman Kodak General Mills KFC Mc. Donald's Nike Ocean Spray Pizza Hut Procter & Gamble SC Johnson Energy ABB American Petroleum Institute Constellation Energy Entergy E. ON (LG&E) Exelon Halliburton Northeast Utilities Pacific Gas & Electric Saudi Aramco Siemans Stat. Oil. Hydro 1615 M Street, NW; Suite 750 Washington, DC 20036 USA Tel 1. 202. 842. 1818 carma. com Financial Services American Express Citigroup JPMorgan Chase Mastercard Nasdaq Stock Market VISA International Government Perot Government Systems SSA Pharmaceutical Astra. Zeneca Claritin Eli Lilly Novartis Pfizer Services / Hospitality Holiday Inn Marriott International Technology Hewlett-Packard IBM Intel Microsoft Philips Electronics SAP Yahoo! Telecommunications Lucent Motorola Nokia Qualcomm Qwest Sprint Nextel Transportation Air Canada American Airlines Boeing Bombardier Aerospace British Airways Associations/Organizations Nat’l Cattlemen’s Beef Assoc Robert Wood Johnson Foundation World Bank UNICEF

GLOBAL REACH: 14 OFFICES IN 11 COUNTRIES 1615 M Street, NW; Suite 750 Washington, DC 20036 USA Tel 1. 202. 842. 1818 carma. com

CARMA’S STRENGHTS (compared to fully automated solutions) Quantitative and qualitative analysis of traditional & social media with an unmatched, flexible, customizable blend of human-based methods for nuance and depth with automation for volume and speed; delivered through both online dashboards and deeply analytical, written reports Flexible Deep • Human-based analysis • Accuracy • Quality-controlled data • Nuance, context • Analysis…not just data • Depth of analysis / analytical commentary • Demonstrating trends over time, not just snap shots in time • Placing clients’ media performance in comparative context • Correlating outputs with outcomes • Consulting on all things PR research & measurement 1615 M Street, NW; Suite 750 Washington, DC 20036 USA Tel 1. 202. 842. 1818 carma. com • No extra charge for additional search terms, key messages, issues • 365/24/7 access to data • Cross-tabulating/filtering • (some self serve, more via CARMA analysts) • Direct access to senior-level analysts • Portal + written report preparation • Access to data in between regular reporting periods • Written-reports as frequently as needed • Optional, ad-hoc, as-requested special reports • Monitoring all social media • Correlating outputs with outcomes • Consulting on all things PR research & measurement

MEDIA MEASUREMENT SOLUTIONS From the global media analyst team at CARMA MONITORING MEASUREMENT REPORTS DASHBOARDS

MEDIA MONITORING • View top line data in easy-to-navigate format • Sort and filter data by keyword, topic, date, publication, byline, division, type of media • Easy-to-share information: export raw data, print/save charts, email articles • Drill down to the full text of each story or post • Conduct ad hoc searches for articles • Use data breakouts and trends as early warning system for spikes on key issues 1615 M Street, NW; Suite 750 Washington, DC 20036 USA Tel 1. 202. 842. 1818 carma. com CARMA NEWS ACCESS

MEASUREMENT CARMA ONLINE • CARMA Online houses all your related research data • Allows users to filter the data based on a wide array of parameters • Enables customized searches • Offers drill down to original source material • Links to monthly slide presentations and any additional special analysis and reports • Is available 24 hours a day, 7 days a week, 365 days a year Availability 24/7/365 Update frequency Based on client’s needs Format of data Full text availability Ability to print or export Data filtering capabilities Search capability Charts, graphs and record tables, no expiration Yes, links provided at article/post drill down level Site is Flash-based, but there is a tool for printing a static version of each chart, and an option to export the raw data to a CSV file By date, media type, prominence, issue, message, spokesperson, media source name, journalist or blogger, geographic region or country Yes 1615 M Street, NW; Suite 750 Washington, DC 20036 USA Tel 1. 202. 842. 1818 carma. com

REPORTS We analyze so you don’t have to. Our reports are supplemented by clients’ 365/24/7 access to CARMA Online to manage the ‘day-to-day’ with some cross-tabbing and exporting of charts & graphs 1615 M Street, NW; Suite 750 Washington, DC 20036 USA Tel 1. 202. 842. 1818 carma. com

CUSTOM DASHBOARDS 1615 M Street, NW; Suite 750 Washington, DC 20036 USA Tel 1. 202. 842. 1818 carma. com

ELEMENTS TRACKED For every story researched, CARMA tracks (at minimum) the following elements: • Article date • Headline • Media Name tied to geographic and circulation information; can be tied to demographic data • Article type • Journalist and affiliation (if noted) • Brand, corporate and industry topics unlimited number of customized topics tracked • Positive and negative messages unlimited number of customized messages • Sources quoted, affiliation and bias of comment • CARMA Favorability Rating 1615 M Street, NW; Suite 750 Washington, DC 20036 USA Tel 1. 202. 842. 1818 carma. com

FAVORABILITY RATING In addition to tracking, analyzing and cross-tabbing wide range of topics, issues, attributes or variables… …CARMA examines and scores factors that speak to the quality of the story + how favorable the story was in its entirety & context. Placement • Headline • Photo/Logo • Size/Length • Position Sources/Messages • Fav/Unfav Sources • Pos/Neg Messages Tone • Overall Pos/Neg Tone 1615 M Street, NW; Suite 750 Washington, DC 20036 USA Tel 1. 202. 842. 1818 carma. com

MEDIA MEASUREMENT SOLUTIONS From the global media analyst team at CARMA SOCIAL MEDIA MONITORING & MEASUREMENT CARMA Heartbeat Powered by Sysomos

WHY CARMA HEARTBEAT? • Integrated traditional & social monitoring—one portal • Integrated traditional & social reporting • Best blend of human and automated-based analysis • Best blend of nuance, context, volume and speed • CARMA’s methodological rigor applied to social media • Ease of export / creating top-line reports • 189 Languages / instant translation into 55 • Coming soon: a robust social media index 1615 M Street, NW; Suite 750 Washington, DC 20036 USA Tel 1. 202. 842. 1818 carma. com Bridge the Gap with Human analysis but not the full CARMA method applied to only a sample of client’s social media universe. Focus on tone, messages, sources.

CARMA HEARTBEAT Sentiment. (That ‘learns. ’ It can be manually overridden) Age, gender, city-level geography, language and other demographic information. Compare by competitors or topics. 1615 M Street, NW; Suite 750 Washington, DC 20036 USA Tel 1. 202. 842. 1818 carma. com Language processing and text analytics to understand emerging trends and topics.

MEDIA MEASUREMENT SOLUTIONS From the global media analyst team at CARMA CONNECT Linking media performance to tangible outcomes

CARMA CONNECT: LINKING MEDIA PERFORMANCE TO TNAGILBE OUTCOMES CARMA Connect is a statistically sound method that provides you with hard data: • Demonstrating tangible ROI • Illustrating the real value of your media coverage • Helping you move beyond the anecdotal and intuition toward data-driven decision-making • Helping you maintain or grow your budgets and staffing levels 1615 M Street, NW; Suite 750 Washington, DC 20036 USA Tel 1. 202. 842. 1818 carma. com

MEDIA MEASUREMENT SOLUTIONS From the global media analyst team at CARMA CONSULT Consulting on all things PR Research & Measurement

CARMA CONSULTS ON ALL THINGS PR RESEARCH & MEASUREMENT Research & measurement strategy/ framework creation & integration Linking outputs to outcomes: measurable objective setting correlating media performance with any number of organizational tangibles (link to CARMA Connect) demonstrating a causal relationship between communications outputs and outcomes, demonstrating the unique contribution that PR has made to the marketing mix, Stakeholder relationship tracking Reputation tracking Employee engagement research Effectiveness of leadership communications Effectiveness of sponsorships and experiential marketing 1615 M Street, NW; Suite 750 Washington, DC 20036 USA Tel 1. 202. 842. 1818 carma. com

WHY CHOOSE CARMA? Experience: We are the world’s longest established media analysis firm, and we have worked with hundreds of clients including numerous Fortune 500 firms as well as mid-sized companies Objectivity: As an independent research firm we are Methodology: A strong methodology is the power Technology: Our human-based research process is behind our analysis and remains unmatched in the industry; our measurement system was developed in conjunction with PR and survey research professionals, and has been evaluated and endorsed by university professors Insight: We go beyond “hits, ” “counts” and a mass of numbers to provide context, insights, implications and strategic considerations through true media analysis; we provide far more than just do-it-yourself web-based tools Global Reach: We have the strongest international media analysis network, with 14 global offices dedicated to the same media measurement principles and methodology Output to Outcome: We have a unique set of methods and people with experience in properly applying those methods that enable us to connect media performance data with clients’ tangible outcomes 1615 M Street, NW; Suite 750 Washington, DC 20036 USA Tel 1. 202. 842. 1818 carma. com able to offer objective analysis and are free to work with other best-in-class partners complemented by technology, when and where appropriate; we offer clients web-based access to their data so that they may conduct their own ad hoc queries, but we back this up with expert analysis that puts the data into context Customization: Our measurements and deliverables are not limited to a set of pre-defined web metrics or a software template; we completely customize each client measurement program, from the types of measures included to the type of deliverables; we will work closely with you to fully understand your goals and comprehensively address all of your objectives Affiliations: CARMA International is affiliated with the Gallup International Association / Worldwide Independent Network of Market Research companies comprised of more than 50 of the largest independent public opinion and market research companies

MANAGEMENT TEAM Albert Barr, Founder, Chairman • First to commercialize media analysis in 1984 • 40 years in public relations & journalism Alison Tedor, Senior Vice-President • 16 years with CARMA • Manages major IT accounts; technical and new product development teams • BSC: Foreign Service with a major in International History. Alan Chumley, Senior Vice President • 13 years in the PR industry: in-house corporate, agency, measurement supply-side • Former Director of Measurement at Hill & Knowlton • MA in Communication, Media & Culture (research on: media effects & uses, audience studies, reception analysis) Sonia Lafountain, Vice-President, Operations • 5 years with CARMA, 10 years with Lexis. Nexis • Manages major accounts across all industry sectors • MBA, MA in International Policy and Foreign Language Studies Chris Scully, Vice President , Research • 10 years with CARMA • CARMA’s chief methodologist 1615 M Street, NW; Suite 750 • Worked as a writer in the White House during the Clinton, BA in Political Science Washington, DC 20036 USA Tel 1. 202. 842. 1818 carma. com

MEDIA MEASUREMENT SOLUTIONS From the global media analyst team at CARMA JOIN THE CARMASATION Follow: @CARMA_Tweets Join: The CARMA Linked. In. Group