1. Powering the conversation Forging connections Sara Devine, Mindshare Chris Victor, Mindshare Rita Arens, BlogHer

2. Sprint case study: The Family Connections Program Sprint: Creating Connections with Women Why “Family Connections”? To create relationships with women To be top of a woman’s mind when family plans are considered To show the product in use by the most demanding consumers Why BlogHer? To reach tech-savvy women who are purchasers themselves To reach influential women who impact other women’s purchases To create programs that were trackable and measurable 2

3. Sprint case study: The Family Connections Program Mindshare: Making the Match Emphasized: Demographic quality of audience: Reach, income, tech-savvy-ness Conversational nature of community: Ability to create authentic, organic content in the customer’s actual voice Innovation: Opportunity to co-create new ways of aggregating, displaying and featuring those customer voices Measurement: Tracking was imperative to justify trying a new kind of sponsorship approach in the social media space 3

4. Sprint case study: The Family Connections Program What did the program look like? 4 Dynamic dialogue with moms about how their families use technology to stay connected BlogHer Ambassadors led The Family Connections Group, a discussion forum with new issues discussed daily Seasonal Sponsored Conversations promoted awareness of phone launches, new plan launches and other corporate initiatives “Momspotting” Live Daily Coverage Seasonal Sponsored Conversations Family Connections Community Sprint devices used to report anywhere, anytime Find the 21 “Momspotters” reporting daily via a co- developed digital map “Momspotters” spurred ongoing dialog with community

5. Sprint case study: The Family Connections Program Family Connections Community 5 Led by ambassadors the community became an active forum for topical discussions about parenting in the digital age while featuring Sprint offers and blogger product reviews. Most popular topics were: Kids and social media - Facebook, baby Facebook Kids and mobile media - texting, sexting Television/movies - what's appropriate, how much The BlogHer audience spent on average 4 minutes per visit to the Community. 430 new discussions were introduced each resulting in community conversations. A very strong lift in purchase intent was reported by people who visited the community.

6. Sprint case study: The Family Connections Program Sponsored Conversations, Stories and Product Reviews 6 Discussion: What Gives You Peace of Mind? Product Review: Bloggers reviewed the latest Sprint devices “I’m able to sync my husband and my personal calendars and set up reminders for the event at the interval I choose…Navigational turn by turn directions and maps. (Lifesaver!)” —Make Quads Happy 18% of reader posted a comment themselves! 200+ related blog posts 285+ related tweets 22% of reader posted a comment themselves! 60+ related blog posts 130+ related tweets The BlogHer community reported a strong increase in likelihood to visit a Sprint store or website for information

7. Sprint case study: The Family Connections Program BlogHer: What Resonated with Community 7 Recognizable and diverse leaders in the community chosen as group leaders and “Momspotters” 2o “Momspotters” were given Sprint devices to tweet their daily experiences. Monitoring tweets, texts, comments to bubble up most top-of-mind topics Seeding and cross-posting discussions across relevant topic areas Piquing further interest with valuable offers and reviews from bloggers Raising the level of conversation about technology, acknowledging the community baseline competence

8. Sprint case study: The Family Connections Program MomSpotting Results 8 Sprint branding and device included in each tweet Momspotting Tweets: 3,558 Followers: 43,847 Avg. audience views:7,428,934* * 43,847 followers/21 momspotters = 2,088 avg. followers*3,558 tweets=7,428,934 views

9. Sprint case study: The Family Connections Program Blogger Testimonial 9 Blogger “Life In Chicago” created a video for the Sprint Overdrive

10. Sprint case study: The Family Connections Program Overall Campaign Results 10 The Sprint campaign across the BlogHer publishing group successfully increased brand perceptions resulting in over 250% lift across key metrics. *METHODOLOGY: Control-exposed methodology was used with visitors exposed to the campaign launch comprising the exposed group. The control and exposed groups were collected concurrently.

11. Sara Devine, Mindshare Chris Victor, Mindshare Rita Arens, BlogHer Thank you!