1. Ed Keller CEO Keller Fay Group Gregg Liebman Senior Vice President CNN Need to add pic

3. INFLUENTIALS ARE MORE LIKELY TO FIND NEWS IMPORTANT TO FOLLOW Very Important Somewhat Important Not too Important Not at all Important How important is it to you personally to follow the news? SOURCE: CNN & INFLUENTIALS ATTITUDE STUDY, ROPER ASW, DECEMBER 2008 – BASED ON ADULTS 25-54

4. INFLUENTIALS ARE MORE LIKELY TO CURRENTLY WATCH CNN FOR NEWS AND INFORMATION Which of the following television news sources do you currently watch for news and information? SOURCE: CNN & INFLUENTIALS ATTITUDE STUDY, ROPER ASW, DECEMBER 2008 – BASED ON ADULTS 25-54

5. On TV in your home On TV in an airport On websites E-mail alert During the past month, have you gotten CNN/HLN news from any of the following places? On a portable device INFLUENTIALS MAKE 360 CONNECTION TO THE CNN BRAND INFLUENTIALS REACH ACROSS CNN PLATFORMS Someplace Else SOURCE: CNN & INFLUENTIALS ATTITUDE STUDY, ROPER ASW, DECEMBER 2008 – BASED ON ADULTS 25-54

8. “ I think that word of mouth is something created by three very rare and special psychological types, whom I call Connectors, Mavens, and Salesmen.” Fast Forward: February 2000

9. “ When Americans make decisions today, it’s a conversation. Marketers need to reach the people starting those conversations.” January 2003

11. #1: The Accidental Influentials Duncan J. Watts In his best seller, “The Tipping Point,” Malcolm Gladwell argues that “social epidemics” are driven in large part by the actions of a tiny minority of special individuals. The idea seems intuitively right—we think we see it happening all the time. Nevertheless, this isn’t actually how ideas spread. It’s better to focus on getting enough plain, ordinary people to sign on. The HBR List: Breakthrough Ideas for 2007 February 2007 For Every Action, There is an Equal and Opposite Reaction “ The Accidential Influentials”

12. Can These Competing Views be Reconciled? What is the Value of Influencers to Marketers? What’s a Marketer to Think (and Do?)

13. Source: WOMMA Influencer Handbook, 2008 In Part, It’s a Matter of Definition Category Who they are What they are called (Partial list) Formal position of authority Political/government leaders/staff Business leaders Opinion leaders Decision makers C-suite Institutional/recognized subject matter experts & advocates Academics/scientists Industry analysts NGO leaders Consumer activists Experts Mavens Analysts Critics Media elite Journalists Commentators Talk show hosts Talking heads Columnists Politicos Cultural elite Celebrities Designers Artists Musicians Trendsetters Fashionistas Taste makers Creators Starters Socially connected Neighborhood leaders Members of community groups Online networkers Business networkers Mavens Starters Connectors Soccer moms Spreaders Hubs Alphas

16. *Source: Keller Fay’s TalkTrack®, 2008 +81% +130% Influencers: Engaged in Far More Conversation (Average # weekly conversations and brand mentions*)

17. % % * Source: Keller Fay’s TalkTrack®, 2008 Influencers Give 2x as Much Advice (Percent giving advice about category on a regular basis*)

18. The scores for total public were set to 100, and scores for Conversation Catalysts™ and Automotive Catalysts™ were indexed against the total. In Autos, Category Influencers Give Up to 5x as Much Advice (Conversation about auto brands in 2008: Catalysts v. Total Public) * Source: Keller Fay’s TalkTrack®, 2008

19. The scores for total public were set to 100, and scores for Conversation Catalysts™ and Financial Catalysts™ were indexed against the total. In Financial Services, Category Influencers Give Up to 8x as Much Advice (Conversation about investment brands in 2008: Catalysts v. Total Public) * Source: Keller Fay’s TalkTrack®, 2008

20. The scores for total public were set to 100, and scores for Conversation Catalysts™ and Beverage Catalysts™ were indexed against the total. In Beverages, Category Influencers Give Up to 4x as Much Advice for New Products (Conversation about beverage brands: Catalysts v. Total Public) * Source: Keller Fay’s TalkTrack®, 2008

23. Catalysts 2 months ahead of peak in total public Influencers Accelerated WOM for Wii Launch (% of consumers mentioning Nintendo, 4-week rolling average) * Source: Keller Fay’s TalkTrack®, 2008

24. Media Mavens Attuned to Relevant Advertising Reaching Influencers Technology Comfortable

25. Influencers Draw on Advertising to Fuel Content in WOM Conversations 54% of influencer’s brand conversations include references to marketing or media led by. . . Advertising (26%) Programming/editorial (14%) Point of sale (10%) Promotions (8%) Websites (8%) Direct mail (5%) Marketing and media are important drivers of WOM Source: Keller Fay’s TalkTrack®, 2008

28. Thank You! [email_address] gregg.liebman@turner.com