An introduction into Digital Marketing Agency iCrossing, the services we offer and examples of our previous work

1. iCrossing UK An Introduction into a Global Digital Marketing Agency Georgie Wright, Marketing Manager 1

2. HOW WE DO IT OUR SERVICES Search Natural search (SEO) Paid Search (PPC) Performance display Creative Web design & build Platforms & applications Display creative Social Research & monitoring Engagement strategy Platforms, content & outreach 2

3. HOW WE DO IT CONNECTED STRATEGY, SPECIALIST EXPERTISE 3 CONSULTANCY RESEARCH STRATEGY PLANNING MEASUREMENT Social Search Creative

4. ICROSSING IS… OUR CLIENTS 4

5. ICROSSING IS… OUR FACTS About us Part of iCrossing, one of the world’s largest digital marketing agencies, a unit of the Hearst Corporation 600 staff in 12 offices around the globe and international network of agency partners 125 UK staff, based in London and Brighton 5

6. ICROSSING IS… OUR FACTS Accolades #1 ranked natural search AND paid search agency, Forrester Search Wave Reports 2010 2 Forrester Research social media case studies Shortlisted, Revolution Agency of the Year & Best Use of Search Of the 82 clients that completed our last customer satisfaction survey, ALL said they would recommend us to a friendor colleague 6

7. WHAT SETS US APART How to build Connected Brands 7

8. WHAT SETSUS APART RESEARCH & INSIGHT Obsessive attention to understanding the ways in which your customers find, engage and buy from brands on the web defines all the activity we undertake. 8

9. WHAT SETSUS APART SEARCH HERITAGE & EXPERTISE We have been delivering award-winning, results-driven paid and natural search programmes for the world’s leading brands for almost fifteen years. 9

10. WHAT SETSUS APART SOCIAL MEDIA LEADERSHIP iCrossing UK was the first digital agency to launch a dedicated social media division (in 2006) and we deliver real - and award-winning - work for the world’s leading brands. 10 WHAT IS SOCIAL MEDIA? BRANDS IN NETWORKS HOW TO START BLOGGING

11. WHAT SETSUS APART CONTENT CREATION Full-time, dedicated teams of professional journalists and creative resources are fundamental to our unique approach. 11

12. OUR TECHNOLOGY MARKET-LEADING TOOLS TO DRIVE OUR RESEARCH, CAMPAIGN MANAGEMENT AND ANALYTICS Linguistic Profiling Cutting-edge methodology to identify the precise language your customers use to find and discuss related products & services NetworkSense A group of tools for tracking, mapping and monitoring the sites and communities that surround your market MerchantizeTM Market-leading bid management system. Includes uniquely advanced campaign management and reporting tools SharpviewTM Marketing analytics platform that provides clients with a single contextual view of all their marketing performance via an online dashboard 12

13. OUR WORK Building Connected Brands 13

14. SEXY PAID SEARCH BRIEF Drive brand awareness Enhance perceptions as provider of diversionary pleasures SOLUTION Gain presence on search engines against downbeat and high-profile news stories Bidding on terms around 2009 budget, bad weather and BA strikesCreative copy such as ‘there’s no recession in pleasure’ and ‘you can still join the mile high club’ RESULTS Total campaign delivered more than one million impressions at a CPM of £3 Gained press coverage (inc. The Guardian and The Independent) and buzz in social media 14

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16. FINDING FANS CHALLENGE Acquiring only 3%-9% of traffic to site from search engines Wanted higher share of Chelsea traffic occurring in search and social networks Improve engagement with new framework for Chelsea’s online presence SOLUTION Linguistic analysis – in-depth research into the language used around players, tickets, and news Link analysis – understanding link equity to maximise SEO value and user experience levels Knowledge transfer and consultancy – train Chelsea’s internal online team, including journalists Marketing plan – co-created 2009/10 plan to drive traffic and engagement, including social platform RESULTS 53% increase in Google UK visibility Doubled share of site traffic delivered by search 228% increase in ‘non-brand’ traffic 16

17. SOCIAL SUCCESS BRIEF Raise awareness of the new iQ city car through the use of social media SOLUTION Hypermiling identified as key topic through social research Hypermiling stunt to drive to 18 cities on one tank Project reported through a range of social media channels, Flickr, Twitter, YouTube, Google maps mashup and the iQ blog Word of mouth used to contact influential bloggers lightly informing them of project RESULTS Programme reached 105 million people worldwide. 3.7m in the UK 64 blogs, including Wired, the New York Times and Treehugger Traffic to iQ blog increased by 212% Advocacy increased along with positiveeditorial coverage 17

18. THANK YOU 18 Email: georgina.wright@icrossing.co.uk Call: +44 (0)1273 827 700 Website: www.icrossing.co.uk Blog: http://connect.icrossing.co.uk Twitter: @georgie_wright