BlogHer ‘10 SponsorshipRecap and Key Learnings

October 19, 2010

Why BlogHer? BlogHer is the largest conference for women bloggers in the

world 2,000+ influential bloggers attend every year with the goal of

interacting with brands that are relevant to her life as well as her readers

P&G bought into a major scale activation around BlogHer (The Home Away From Home P&G expo house) and P&G brands were invited to participate at a reduced cost

PUR BlogHer Objectives Debut the one-click FM to influential bloggers, while highlighting

the full line of PUR’s superior contaminant removal water filtration systems

Deliver PUR’s “one-click” and other key messages Engage with influential bloggers individually – before, during and

after BlogHer – to secure “one-click” coverage, encourage trial and foster long-term relationships on behalf of PUR

Increase PUR brand awareness and continued momentum/engagement within social media (blogs, Twitter, Facebook)

PUR BlogHer Sponsorship Overview

Overview: Official Water Provider As Official Water Provider, PUR had a strong presence throughout

the event with two large water stations that featured a total of 65 PUR filter dispensers

– 1,000 PUR-branded BPA-free water bottles were given out at both water stations

Interaction: PUR representatives were at each station to interact with and deliver PUR messages to bloggers

Signage: The stations featured PUR signage with key messages – there was also a CSDW tie-in with refills

Overview: Official Water Provider

Overview: Exhibitor PUR also participated in the P&G “Home Away From Home”

scale exhibition Interaction: PUR representatives were able to interact directly

with bloggers while demonstrating the one-click FM installation– Bloggers were provided with PUR press materials, including

the one-click MNR and PUR backgrounders Signage: PUR branding was present throughout the kitchen

along with PUR “water facts”

Overview: Exhibitor

BlogHer Highlights

BlogHer Video Highlights

Double click to view BlogHer ‘10 video

BlogHer Product Reviews Carolina Mama blogger, Malisse Terrel, requested we record her

installing the one-click faucet mount so she could easily upload it to her blog and share with readers

She also tweeted about her effortless PUR installation experience

BlogHer Sound bites & Tweets “Seeing the new one-click commercial was one thing, but actually

seeing how fast it installs and starts working, was pretty amazing!” “Wow, it’s really that easy to install… my kids are going to love this.

Now I don’t have to worry about them spilling water in the fridge.” “I had always heard that tap water might be unsafe to drink but I

didn’t realize what contaminants it might contain. I’m installing [the one-click faucet mount] right when I get home.”

@MissLori: “Swag can also teach! My 7yr old had much 2 say about PUR water http://youtu.be/H4HWufhG51U #blogher ”

@gfDoctor: “#BlogHer has greened the conference. No disposable water bottles. Thanks #Pur”

@hollyk: “So smart of PUR to provide water bottles to BlogHer attendees. Thank you”

Numbers at a Glance More than 2,400 bloggers officially attended the conference

1,000 bloggers visited the P&G Home Away from Home

600 bloggers “opted-in” to receive information from PUR

250 bloggers participated in a one-click demo

100 bloggers went home with the one-click FM

P&G BlogHer Attendees Survey PercentP&G’s Home Away from Home provided a place for me to relax and enjoy special activities and events in a way that improved my overall experience at BlogHer ‘10.

87%

P&G’s Home Away from Home provided engaging content that I would want to blog about.

84%

P&G’s Home Away from Home piqued my interest in developing a professional relationship with one or more P&G brands.

91%

PUR BlogHer Coverage

Blogger Coverage Several bloggers posted about their positive interactions with the

PUR brand and installing the one-click FM, which has garnered 45K media impressions to date

Many more – including FortheMommas.com and StudentsSavingBucks.blogspot.com – will be hosting PUR giveaways, sharing PUR posts and including PUR video throughout October

BlogHer Coverage: Miss Lori TV

“Every time you buy a PUR product, clean water is delivered to people that don’t have it. Today, we have our new PUR product – it takes one click and it

makes sure your water is clean.”Double click to view

BlogHer Coverage: Mommy Got Swag

“This month I happened to meet the PUR team at BlogHer 10 in New York City and they gave me a PUR water filtration system to test out that attached directly to my sink.

PUR was an amazing partner at BlogHer, supplying clean drinking water stations all around and their amazingly generous donation of clean drinking water packets to underdeveloped countries.”

Double click to view

BlogHer Coverage: Totally Her

“I put up with the Brita pitcher for a while but began asking for recommendations on a better option. I switched to PUR. Right away it was clear that PUR is the superior brand.

I’ve been much happier with my PUR water filtration pitcher and will be sticking with it long term.”

BlogHer Coverage: Pineapple Babble

“I had an extensive conversation with the rep from PUR. She was very kind – even when I told her I couldn’t stand on-the-faucet filters because for whatever reason they have NEVER worked for me.

Guess what? IT WORKED. It’s easy, it clips off so I can wash my dishes. The water tastes REALLY clean and the filters last 3 months!”

Sustaining Coverage: National Coffee Day DVPR leveraged National Coffee Day on September 29th as a new

opportunity to engage bloggers in the water conversation Using PUR key messaging, bloggers were informed that the

freshest cup of coffee starts with great tasting, clean drinking water Many bloggers eagerly:

Reviewed the PUR one-click faucet mount, posting about the easy installation process

Hosted a reader giveaway contest, asking readers to comment on their thoughts regarding the importance of filtered water

Posted about the improved taste of their coffee after using a PUR water filtration system

Encouraged readers to “like” PUR on Facebook and linked to the PUR website

National Coffee Day coverage alone has generated more than 70K media impressions to date

Sustaining Coverage: National Coffee Day

“Living on Long Island, I have always been scared of the water since the rumors are that the very high breast cancer rate here comes from drinking the water. (who knows but better safe than sorry right?) Therefore, I have been using a PUR filter on our faucet for the last few years.”

“The PUR One Click Faucet Mount is an easy way to remove 99% of lead, trace levels of pharmaceuticals and microbial cysts. In addition to great coffee, this is a feature that is important to me for my family. My three girls deserve the cleanest best tasting water.”

“How to make the best cup of coffee: Always use cold fresh, clean water.  Using filtered water is best.  The PUR one-click faucet mount makes getting clean water right from your tap and into your coffee cup a breeze!”

Sustaining Coverage: Blog Action Day On Friday, October 15th thousands of bloggers from around the

world came together to discuss a broad range of water issues, from river conservation to the water crisis in Africa

DVPR reached out to new BlogHer contacts as well as our database of influential bloggers to encourage them to voice their thoughts on water quality on Blog Action Day

Sustaining Coverage: Blog Action Day

“PUR’s YouTube videos, describe the urgent need for clean drinking water and the daily efforts PUR makes. Though many think we are too far from the developing world to lend a helping hand, there are several ways we can improve the situation.”

“PUR siempre dona 10 litros de agua limpia por cada nuevo fan de su página de Facebook, pero por Blog Action Day ha decidido doblar esta cantidad.” Translation: “PUR always donates 10 liters of clean drinking water for each new Facebook Fan; however, the donation will be doubled for Blog Action Day.”

“They only time I feel helpless, is when I'm without water (try an hour to an entire day without water when a storm hits in Puerto Rico when you're there on vacation). And I'm never without it for that long. I cannot imagine not having access to clean water.  The message was crystal clear when I saw the PUR water demonstration at BlogHer. It had me floored. I was amazed at the ability to bring clean water to places, countries, and people that do not have that luxury with a small packet. How's that for trying?

Next Steps Continue to forge new relationships with bloggers who opted-in

at BlogHer and drive content development around PUR – as well, continue building current blogger relationships

Look for moments-in-time, such as the recent National Coffee Day and Blog Action Day, to rally immediate and relevant PUR content

Report ongoing coverage within the Weekly Media Summary

Key Wins One-Click FM: Overall, the one-click message we sought out to

deliver was well-received. The bloggers were thrilled with the ability to easily install and remove the device. Although many asked if this now allowed the device to work on a pull-out faucet, they were clear that this was something that their readers would nevertheless find interesting.

PUR Flavor Options: It was surprising that three years after launch, many bloggers still did not know about this product.  They were very pleased with the ease, taste and nutritional benefit of the product and asked many questions.  This product remains a discussion opportunity for the brand and may be a great way into other conversations with interested bloggers.

Key Wins Contaminant Removal: With Filtrete only a few booths away,

we talked to bloggers extensively about the need for certification and the value of having larger numbers of certified contaminants.  Most did not know about the quality of removal claims on FMs and the extra gallons that were being filtered versus the leading pitcher.

PUR Water Stations: The stations were a high-profile and unique branding opportunity for PUR that really resonated with attendees. Additionally, as the water bottles continue to be used post-BlogHer, they can reinforce the PUR connection with bloggers even after the show.

Opportunities Scale vs. Brand Sponsorship: While the P&G scale

sponsorship made it possible for PUR to participate at BlogHer in a highly visible way at a reduced cost, there was less control over the activation – signage, demo location, design, etc. were planned and implemented by the P&G scale team

It may be worth the investment for PUR to own a brand-only sponsorship for more control over execution during future blogger events

Amplification: To maximize future blogger sponsorships, DVPR recommends creating a PUR “Blogger Brigade,” in which members could help advocate and drive traffic to PUR’s event activation

Blogger Brigade members can also help maintain momentum throughout the year with their thousands of loyal readers/followers

Beyond events, Blogger Brigade relationships can help strengthen yearlong ER efforts and extend the reach of PUR content or coverage from traditional media outlets

Looking Ahead

Looking Ahead to 11/12 and Beyond Organic and DVPR are continuing to develop PUR’s official social

engagement strategy in lock-step with a new brand strategy During initial social engagement strategy development sessions,

two ER tactics have continuously risen to the top as necessary activities in order for PUR to engage with Prime Prospect users:

PUR Blogger Brigade “Making it Right” Social Media Outreach

PUR Blogger Brigade Enlist a dedicated group of PUR social media influencers to:

Represent PUR within conversations/forums where the Brand cannot speak for itself

Educate readers/followers about why they should care about filtering their tap water

Engage readers in relevant conversations and incentivize them to spread the word

Push out traditional coverage for further reach and impact

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PUR Blogger Brigade

OUTCOMES

Appearances in traditional

media

Increased traffic to FB, @PurTweets

Year-round digital dialogue

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Utilize Blogger Brigade to foster positive video reviews online and in turn, push negative/older ones down Encourages new users

by fostering positive reviews

Creates ripple effect through additional digital conversations

Continues building relevancy with messages about superior contaminant capabilities

Making It Right Social Media Outreach

TACTIC OUTCOMES

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Benefits of Bloggers for ER Unlike most traditional media, bloggers are able to respond in

real-time and provide personalized feedback Blogger outreach requires less budget dollars than traditional

media outreach and garners immediate results Bloggers are enthusiastic about PUR messaging and share

PUR’s passion for clean drinking water; eager to share this with their readers

How One Voice Carries Over

CONTENT•Useful Info

•Event Coverage

•Rare Footage

•News

•Video

•PhotoTraditional

MediaBloggers Journalists Aggregators

Editors

- RSS- SEARCH

- NETWORKS

Closed Network

s

- PROFILESHARING

OpenNetworks

UnlimitedSharingPotential

- TWEETING

Digital Snapshot: Understanding the Social Media Landscape Using Cision’s new Social Media service, Radian 6, we can monitor

the social media landscape to better understand the success of blogger-specific outreach campaigns and events such as BlogHer

With Radian 6, we can monitor and assess how PUR and the water filtration industry are being portrayed in the digital space, at any given time, with real-time feedback and analytics reporting

We recently initiated a new Digital Media section within the Weekly Media Recap to provide a snapshot of weekly digital water conversations

Monitoring Water Industry ConversationsExample: Past 30 Days

Social Media Conversations:

By Topic

Social Media Conversations: By Vehicle

Please note, the results below are not a representation of the“Water Conversation” as a whole. The charts below focus primarily on water filtration, clean drinking water and bottled water. However, as we become better versed in Radian 6, we will explore ways in which we can get a more comprehensive snapshot of the Water Conversation landscape.

Social Media/ER Snapshot

To date, there have been 3,886 digital PUR mentions since July 1–including blogs, Twitter, Facebook, forums and videos

ER has focused a significant effort on fostering relationships in the blogosphere this fiscal, and that is where PUR has been most visible, with 2,238 mentions that typically communicate strong PUR messaging