ZillowSocial Media Panel

JUNE 9-12, 2013HOLLYWOOD, FLORIDA

• Brand already possesses an advanced social media presence– Brand management includes integrated social media strategy– Brand strategy > IR strategy – IR complements – not a one-off or disconnected; prepared to engage

• Social media savvy leadership team– CEO & CMO active on social media– CFO & Corporate Counsel

• Leadership backing and buy-in (CEO & CMO)– Transparency and awareness the organization– Ownership and accountability of social IR lies with the IR function

• Form the social IR team and establish “flow”– IR – must be social media competent and strike the right balance with audience– Social Media Marketing – execute what’s right for the brand – PR – sync messaging and delivery– Legal – all FD considerations

IR+Social Media Pre-requisites

• Define success– What outcomes did we want?

• Fantastic Q&A via Twitter for investors, media, management and social following• New levels of engagement with @Zillow• Wider exposure of Zillow’s story• Tip investment firms into social media engagement

– How to accomplish? Visualize the “endstate”• Storyboarded everything we wanted to see happen from beginning to end• Work with the end in mind – collaborate as needed

– Build all the original content – Schedule press releases, tweets and posts

• Assess resources and ensure success– Monitored preparations and checked in with team regularly– Keep leadership informed at critical points and bring decisions to them – Always ready to scale back if risks became too great of poor execution

Start at the End

Focus on Visual Storytelling– Decided against live-tweeting every data point during the earnings call – Opted for telling the story with 4 key messages from the prepared comments

• Goal 1: Avoid alienating @Zillow’s core audience with finance speak• Goal 2: Enhance Community and PR value of Tweets/Facebook posts

– 43 total tweets (proactive & reactive) sent from @Zillow using the #ZEarnings hashtag over the week of earnings.

– 24 questions from 12 unique accounts came in via Social– CEO Spencer Rascoff addressed 9 questions from 7 unique accounts on the

conference call • Took one 1 from covering analyst at Canaccord and 1 from targeted analyst at Needham • 7 covering analysts asked questions the traditional way on the call

– Follow-up blog post addressed 2 more questions from 2 unique accounts to continue the conversation

– Social integration allowed for x2 the number of active call participants compared to past quarters

– Positioned Zillow as a thought leader in social IR, thanks to its progressive and nimble IR and legal teams

#ZEarnings: First “Social” Earnings Call

Media HighlightsCNBC, WSJ, USA Today, Xconomy, Forbes, The Street

Top Tweets Media:• @KaraSwisher, All Things D, 884k followers• @MikeIsaac, All Things D, 12k followers• @Dwotapka, Wall Street Journal, 6k followers• @DanPrimack, Fortune, 25k followers• @Chris_Ciaccia, The Street, 4k followers• @MichaelKrey, Investor’s Business Daily, 500 followers• @KevinShalvey, Investor’s Business Daily, 490 followers• @Jboorstin, CNBC, 15k followers• @Diana_Olick, CNBC, 16k followers• @CarlQuintanilla, CNBC, 39k followers• @EmilyParkhurst, Puget Sound Business Journal, 920 followers• @ToddBishop, Geekwire, 12k followers

Twitter Execs:• @DickC, Twitter CEO, 1 million followers• @KevinWeil, Twitter Senior Director of Product Revenue, 25k followers• @JackieLamping, Twitter Brand Advocacy, 650 followers• @ColinCrowell, Twitter Global Public Policy, 5k followers• @JimProsser, Twitter PR, 2k followers

Tech & VC Influencers:• @Pkedrosky, Investor, 249k followers• @Randfish, CEO of SEOmoz, 90k followers• @Bgurley, VC @ Benchmark, 117k followers• @GusFuldner, VC @ Benchmark, 600 followers• @AdamLevin, VC @ CrosslinkCap, 430 followers

Social Media Influencers:• @MCWellons , CNBC’s Director of social media, 4k followers• @MatthewKnell, AOL Social Media Director, 3k followers• @OscarSurisWF, Wells Fargo Corporate Coms, 580 followers

Expanded Social Reach