CONFIDENTIAL Designator

The Age of Authentic Marketing

Helen Kim

Senior Director & Head of Marketing

Asia Pacific

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The power of storytelling

Anyone who tells the best story,

rules the world.

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CONFIDENTIAL DesignatorTHE AGE OF AUTHENTIC MARKETING

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Source: LinkedIn & Nielsen Study 2019

52%

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OPEN

AUTHENTIC

HELPFUL

BRAVE

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We believe that,

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Open unlocks the world’s potential.

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Open Source Stories: Farming for the Future

redhat.com/en/open-source-stories

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CONFIDENTIAL Designator

Measurements,

THE AGE OF AUTHENTIC MARKETING

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How is Red Hat seeing success?

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Measuring program effectiveness - 1HFY20 (March, 2019 through August 15, 2019)

* Sales opportunities attributed to organic social media salesforce tracking IDs. Data from Qlik Sense.

304MSocial media

impressions,

+54% YOY

7.9MSocial media

engagements,

+193% YOY

2MLink clicks via core Red

Hat social media

channels, +67% YOY

2.12MTotal followers on core

Red Hat social channels,

+15% YOY

20.5KMessages sent from

core Red Hat social

channels, -20% YOY

59.5KRed Hat (tagged)

mentions / messages

received, +0.3% YOY

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Red Hat’s Secret Sauce

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“Authenticity is a collection

of choices that we have to make everyday. It’s about the choice to show up and be real.

The choice to be honest. The choice to let our true selves be seen.”

Brene Brown

CONFIDENTIAL Designator

linkedin.com/company/red-hat

youtube.com/user/RedHatVideos

facebook.com/redhatinc

twitter.com/RedHat

Red Hat is the world’s leading provider of enterprise open

source software solutions. Award-winning support, training,

and consulting services make

Red Hat a trusted adviser to the Fortune 500.

Thank you

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