XFINITY’S 2013 Social Marketing Planning session

January 24, 2013

2

Focus on growing, engaging, and monetizing via social media marketing efforts

Grow: 1) Continue to grow our platforms and launch new ones (XFINITY Google+, @XFINITY,

@XFINITYLatino, etc.)2) Strategize on a plan for existing employee owned social accounts. Present and leverage

accounts on an on-going basis (audit all accounts to date, develop a consistent look & feel with brand, create a tool kit on best practices, calendar to be shared with field/divisions, continue to utilize monitoring service and consult for larger organization)

Engage: 3) Publish a weekly content calendar covering all areas of business to ensure we are meeting

objectives and educating our customers about new products/features4) Test and learn more about our customers/likes/fans/followers (bring on North Highland to

pull our data and analysis wins, opportunities, and challenges) 5) Foster brand advocates by executing programs that keep them coming back (one-on-one

dialogue, sweepstakes, social good, helpful tools, A-list, tip of the week, etc.)

Monetize: 6) Look for opportunities to leverage up sell when appropriate (leverage ‘to do’ list posts/PPV

events, Refer a Friend program, develop truly special offers just for social, partner with social platforms and content partners on programs)

7) Report on efforts on a monthly basis (orders, fan insight, upsells, reduction of call volume, etc.)

8) Leverage FB CRM to deliver on targeted media

3

More Big Opportunities

Focus on deeper product integration with existing and future products (i.e. your On Demand movie card)

Have truly special offers for our customers and non via social

Re-look care experience to help sophisticate it

Leverage social’s influence on driving business objectives by partnering with SEO team

Bring on Social Agency (holistic approach to apps – building apps to capture data and linking it our customer data for sales and insights), North Highland (social dashboard), and Contractor (field, content calendar, assist)

Develop some big ideas -

4

2013 Sweepstakes Calendar (Draft)

January Sports Social Media Job Contest 1/28: FB only

February In Demand Awards Sweepstakes: FB only

March • Tentative: HBO Partnership/Game of Thrones Sweeps (3/15 launch): FB & Microsite• VOD Catch-Up/ Freeview Sweeps (3/18 tentative launch)

April

May • Streampix Sweeps (align with Free Sampler)

June • Tentative: Despicable Me 2: Cross Platform Scavenger Hunt Sweeps: FB component

July • Tentative: Turner Partnership Sweeps (Summer Premieres) -or-• Tentative: TV Guide Network Partnership/Emmy Awards Sweeps: FB & Microsite

August

September • Tentative: Fall TV Sweeps

October • Tentative: AMC Partnership/Walking Dead Sweeps: FB & Microsite

November

December • Tentative: Holiday Sweeps/Social Good program: FB & Twitter

Sweepstakes /Contest Calendar (DRAFT)

5

2013 Notable Holidays (Draft)

February President’s Day, V Day, Black History Month, Academy Awards, Indie Spirit Awards, Razzie Awards.

March Easter, St. Patty’s Day, Women’s History Month, March Madness

April Earth Day, Spring Break, William & Kate anniversary, tax day, basketball season starts, Golf masters

May Memorial Day, Mother’s Day, Cinco de Mayo, French Open, Kentucky Derby, Indy 500, Cannes Film festival, TV finales

June Father’s Day, US Open, Summer begins

July July 4th

August

September Fall TV, Labor day, School, Rosh Hashana, Yom Kippur

October Halloween, Daylight savings

November Thanksgiving, Election Day, Veterans’ Day, Hanukkah

December Christmas, Winter Solstice

Notable Holidays (DRAFT)

6

2013 Tent Pole Events (Draft)

February Internet led TP Today – Tomorrow, StreamPix, Verizon Turnpike, H1 Upgrade, Defiance 2/4

March X1 Triple Play 3/26 target GBR, Free week of VOD, Premium Channels

April X1 Triple Play 4/18 Freedom and CA TBD but sometime in Q2*, Internet & Voice , Wifi push

May Movers, Premium Channels, Verizon Turnpike

June DirecTV best offer expiration, Sports Supremacy, StreamPix

July

August Back to school, College Football, Wifi push

September NFL RedZone, Premium channels

October StreamPix

November Premium Channels, Verizon Turnpike

December Joy to your Toys

*X1 TP Chicago, Beltway, Atlanta, available Q3/Q4

7

We Have a Social Media Ecosystem

Comcast Digital Properties: •xfinityTV.com•Comcast.com •xfinity.com

550K+ views

26K+ followers

14K+ followers

103K+ Likes

44K+ Likes

XFINITY 3.5MM+ Likes

Latino

College

8

Google + XFINITY Overview• XFINITY Google+ account have been secured, but no action has been performed on this page • Care has been spending time responding to our customer across the G+ platform• Since Google+ announcement that they will rank their pages in priority, it is in our best interest to launch a G+

page to help with search engine optimization (SEO) • Google+ platform is primarily a tech savvy audience skewing male

Timing – March

2013 Strategy• Recommendation to launch an XFINITY branded page and make it about the people behind XFINITY, the people

who make the product possible • The page will be an outlet to showcase product news and help to humanize the brand • How it would work

• Offer “Office Hours” with Tom Blaxland who oversees product for emerging business. He has a strong, fun, intelligent, and topical voice that embraces the conversation and has been well versed in media training via Corporate Communications

• Do posts that link to a blog post containing an interview with one of our many employees – from the executive ranks to the call centers, from sports to cable installation.  The posts would be brief Q&As that would live on our blog.  They’d include a photo of the person, the interview, and all would end with embedded messaging about acquisitions and upgrades (when appropriate)

• We believe it is an effective way of selling the product and maintaining loyalty to create a personal connection to the people who make it

• The interviews would be a mix of people that would focus and align with our goals - content, product, acquisition, upgrade, specials, and special events – with a slant on technology since the majority of users on Google+ are techies

9

@XFINITY and @XFINITYLatino

10

XFINITY YouTube channel

11

@XFINITY_TV

12

@XFINITYSports

13

An In-Depth Look at Our XFINITY Facebook LikesAverage Age 33

25% Male | 75% Female

33% are married

83% Fans located in our footprint (Biggest cities Chicago, Philadelphia, Atlanta)

Strong affinity to Movies (majority of top movies include blockbusters), TV shows, business technology, DIY crafts, cooking, country music, charity/causes, higher affinity to East coast and Midwest sports teams

Overall data supports that these are our BEST customers. They over index in TP, customer 3 yrs+, least likely to churn. HSD, Movers, and video up sells are not the best strategy with this specific audience. However, there is a opportunity to capitalize on Home especially in the NE.

Focus on driving likes within the West.

Friends of Fans

247.8MM

Friends of Fans

3.5MM

14

XFINITY Latino FB

15

XFINITY4College FB