Digital Communication Report October 2014

Facebook Increase of 363 fans. In terms of fans, we had basically the same growth of the previous month. In engagement, the numbers were higher in comparison with the last periods because of the investment in more posts on Facebook Ads. Twitter 140 new followers. In other words, an organic increase of 2.81%. 154 mentions in the period. Instagram 150 new followers in October. We had a large increase over last month. Good pictures regarding the office routine and great tips about using Evernote work very well for the growth profile in Instagram. Abstract

Facebook Overview Total comments Total shares Total likes 2, Number of fans on November 1: 11,684 Increase of 363(2.83%) Total posts 65

In October, the fan page had 363 new fans against 415 observed in the last month. During the month, the fan page made the complete coverage of EC4, worked on several subjects related to Evernote Business, four verbs campaign, the platform resources, divulgation of Startup Weekend Belo Horizonte and Porto Alegre, and posted all the content published on the blog. Fans The graph above shows the amount of people liking and unliking the page.

According to Sprout, the average audience per post was 7,500. Interesting images regarding the workshops, the Evernote Business sponsored post and tips related to Evernote Business called the people attention. Considering the complete number, our posts reached more than 485 thousand unique people. Posts reach

On October 20, we reached 184,640 unique people because of the investment. As the result, 13 people liked the mentioned post and 2 shared it. Most Popular Post

This was the least popular post in the month with only 16 likes and 109 unique people reached. Least Popular Post

Results of the posts regarding EC4 21 Total posts 250 Total likes Total range 473,66

This month we gathered 140 new followers on Twitter. Our team is always online on Twitter via Sprout Social. The objective is to build a strong relationship with the followers. Twitter Overview Number of followers on November 1: Increase of 140 (2.81%) Return to abstract

The graph below shows mentions of our profile (including retweets) made by followers during the month: 154 total mentions against 188 in September. Most of the mentions were positive. The objective of the biggest part of our audience is to create a relationship with us through the comments. Twitter

These are our top key influencers in October, according to the mentions made by them during the month. These mentions also include retweets made by these followers. Twitter

Using Sprout, it is possible to notice the most popular hashtags and topics that are being used. The hashtag #evernote is always in the first position in terms of mentions.

Instagram Overview Total comments in October Total likes in the space 39 Return to abstract 2,490 Total of likes in October 2,625 Increase of 150 likes

Our most popular photo received 132 likes. Our top four most liked in October varied from 91 to 132 likes. Our most commented content had 8 interactions. Instagram Overview

Most Liked Post On October 31, the post about Halloween received 131 likes and 2 comments.

Most Comented Post On October 3, the post that generated interaction with followers, asking how they use Evernote received 70 likes and 8 comments.

Evernote blog Overview Total comments n posts in October Total posts in the space in October 29 Return to abstract 4 Total of User storys produced in October 11

The Instagram strategy is working well. We have managed to increase the number of followers and engagement in recent months. We are continuing to keep the brand close to the public and for that, we are using a lot of images that show the Evernote routine in USA. As we showed on this report, the Facebook page had had a good result in the posts that were invested with Facebook ads. That´s the reason of why it's important to invest increasingly in posts to increase the number of fans and the engagement of the fan page. With almost the same growth than in the past month, our Twitter profile remains showing a good engagement rate. An important part of our strategy is to create a dialogue with the influencers to keep them close to the brand. Increase contact with the heavy users and with the influencers is a good way to show how cool Evernote is. We produced for the blog this month two User Stories (Sammia Ferreira for Casando sem Grana and Tiago Bevilaqua). With these posts, we are increasing the digital presence in our social media spaces. Conclusion

Next steps Continue producing content regarding how to use Evernote in the best way, focusing on Evernote Business, its solutions and differents tips on how to use it. Continue working with the new brand positioning (the four verbs). Keep building relationship with users via Facebook, Twitter and Instagram. Keep working with the influencers, heavy users and bloggers to close content partnerships. Offer different pictures about Evernote routine on Instagram. Continue producing User Stories for the Evernote blog and social media spaces. Work on producing posts about entrepreneurship, focusing on Global Entrepreneurship Week.

Bruno Toranzo Beatriz Bianco G&A Comunicação Corporativa Rua Dona Ana Helena S. Gusmão, 230 São Paulo, SP, Brasil

PR Report September 2014

Media Coverage 78 Articles 41- Tech 12 - Business 16 - Lifestyle 9 - Education Exame – 15/10/2014 Link Estadão – 03/10/2014 Você RH – 23/10/2014

Aline Merchan Natália Falcón G&A Comunicação Corporativa Rua Dona Ana Helena S. Gusmão, 230 São Paulo, SP, Brasil