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Zillow Social Media Panel. JUNE 9-12, 2013 HOLLYWOOD, FLORIDA. IR+Social Media Pre-requisites. Brand already possesses an advanced social media presence Brand management includes integrated social media strategy Brand strategy > IR strategy

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Zillow Social Media Panel


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    1. ZillowSocial Media Panel JUNE 9-12, 2013 HOLLYWOOD, FLORIDA

    2. IR+Social Media Pre-requisites • 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

    3. Start at the End • 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

    4. 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

    5. #ZEarnings: First “Social” Earnings Call • 43 total tweets (proactive & reactive) sent from @Zillow using the #ZEarningshashtag 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

    6. Media Highlights CNBC, WSJ, USA Today, Xconomy, Forbes, The Street

    7. 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

    8. Expanded Social Reach