Olympic Games Do s and Don ts for Community Managers

Olympic Games Do’s and Don’ts for Community Managers & Social Communities April 10, 2012

Background • 10 Year Partnership • “Throughout this journey, we are committed to being the best partner the Olympic Movement has ever had” – M. Pritchard • P&G requires approvals for Olympic activations; we can influence approvals better through our relationship with the Olympic parties than through debate or interpretation of rules • The track record we build today will influence speed and flexibility of approvals for Sochi and beyond

Guardrails help us go faster

What brands may participate? • Think categories or type of goods, not brands. Most P&G brands may participate (Fine fragrance brands are a notable exception). • P&G brands must be approved by the IOC and the USOC. • Brands may only exercise the rights under this sponsorship in connection with goods or services in the categories specifically enumerated in Exhibit A. (e. g. Swiffer may not associate Olympic marks with Swiffer-branded vacuums, as vacuums are an excluded category and Braun may not use Olympic rights in connection with blenders – also an excluded category).

There a few country limitations…

Athlete Rights • • P&G contractual rights to use athlete names or likenesses (publicity rights) typically have limitations on scope of rights – either in terms of (a) geography (b) media type, or (c) brands or product categories in which we can exercise these rights. When we do contract for athlete rights we also do so on the basis of brand name and/or product type categories. Examples include: – By Brand: We may have rights to an athlete for a single brand, but not for use on other brands (e. g. an athlete for Gillette for razors and AP/DO but not Old Spice AP/DO) – By Category: We may have a deal with an athlete for any “hair care” products regardless of brand – By Scale Category: Some athletes provide rights to P&G for a category as a whole, but not an individual brands (e. g. we can use Alicia Sacramone with beauty scale, but not with Cover Girl in isolation). – By Corporate Campaign: Some athletes provide rights to P&G for the company as a whole but not scale categories or individual brands in isolation – Any combination of the foregoing • These rights do expire and must be monitored (e. g. Timeline) • Many athletes have a right to approve all copy we create with their name or likeness – in context. We will observe these requirements.

A sensitive issue…

Lessons from Vancouver

Agreed risk levels for cross pollination • BRAND ATHLETE – BRAND ATHLETE. NO. We will not use athlete names or likenesses on any brand or brand category (e. g. beauty) pages or social media elements for which we did not specifically contract for athlete rights. For example, we will not mention Head & Shoulders athlete Michael Phelps on the Gillette twitter feed. This rule also applies to “group shots” of athletes. • BRAND CAMPAIGN – BRAND CAMPAIGN. YES. We can have individual brands or brand categories refer to the campaigns of other brands – provided they do not use the names or likenesses of the athletes associated with those other brands. For example, the Pampers brand can post to its Facebook page: “Your baby is fearless. Our friends at SECRET deodorant know a lot about fearlessness. Visit them to learn more about their support of some fearless Olympic athletes. ” Pampers cannot identify Secret athlete, Alicia Sacramone. • CORPORATE PROPERTY – BRAND ATHLETE. YES – WITH RESTRICTION. We will allow use of athlete names and images associated with single brands or categories on P&G corporate pages (such as the home page, the corporate Facebook page, or our Olympic hubs), provided that we conspicuously identify the brand that has the sponsorship relationship with the athlete. For example, on the P&G home page, we could have a post that “P&G’s Pampers brand is proud to be working with athlete Kerri Walsh. ”

NO: Brand congratulates another brand’s athlete on a win

NO (without specific approval): Brand posts group photo which includes multiple athletes, calling out their own athlete

YES: Brand links to another brand campaign but doesn’t mention athlete

NO: Brand links to another brand campaign and mentions athlete

YES: Corporate posts about a specific brandsponsored athlete - with conspicuous identification of “ sponsor” brand

NO: Brand shares another brand’s post/video of about their athlete

Digital Integrations • Media integrations create special issues as they implicate rights of both the IOC (and accredited broadcasters) and athletes and other individuals. • In short, all media integrations must be designed such that the consumer immediately knows the source of each element on a digital page; there must be a clear visual demarcation between P&G content and platform content. • P&G also will not provide our content (sublicense) to our platform partners. P&G will simply secure space on platforms where we will present our content.

NO

NO

Official Terminology April 10, 2012

Official Terminology First Rule Reference The first time the Olympic Games are referenced, the full title must be used: – – – London 2012 Olympic Games London 2012 Paralympic Games London 2012 Olympic and Paralympic Games Olympic Games Sochi 2014 Olympic Winter Games Thereafter it can be shortened to: - London 2012 Games The 2012 Games London 2012 2014 Olympic Winter Games The Olympics or The Winter Olympics Use these terms as a block, and not “Olympics” or “Winter Olympics” alone Use “The” (with a capital T) rather than “the” (with a lower case t)

Official Terminology “Olympic” as an adjective The word “Olympic” can NEVER be used as an adjective to describe TOP products, services, programs, or any ancillary materials Incorrect terminology: – – – Olympic program Olympic experience Olympic campaign Olympic packaging Olympic t-shirt Olympic Mom Correct Terminology: - Olympic Games program - Olympic Games experience - Olympic Games campaign - Olympic Games packaging - Olympic Games t-shirt - Mom of an Olympian A qualifier must precede the item in order to draw an association between the product and the TOP and/or brand (see examples below): P&G Olympic Games program Gillette London 2012 Olympic Games Limited Edition razor Tide Olympic Games packaging

Official Terminology Current Applicable References CORRECT Olympic Games London 2012 Olympic Games London Olympic Games 2012 Olympic Games Innsbruck 2012 Winter Youth Olympic Games 1 st Winter Youth Olympic Games Sochi 2014 Olympic Winter Games Nanjing 2014 Summer Youth Olympic Games 2 nd Summer Youth Olympic Games The Opening Ceremony Opening and Closing Ceremonies INCORRECT Olympics London 2012 Olympics London Olympics 2012 Olympics Innsbruck Youth Olympics 1 st Winter Youth Olympics Sochi 2014 Winter Olympics 2014 Winter Games Nanjing 2014 Youth Olympics 2 nd Youth Summer Olympics The Opening Ceremonies

Third Party Guidelines Overview • P&G’s marketing, advertising or promotional activities using Olympic marks must not confer an Olympic association upon a Third Party that is not a sponsor • • The Third-Party marks must be no bigger than 70% the size of the P&G composite logo (i. e. Inside of the medallion – see below) P&G must deliver maximum separation between the P&G logo with the Olympic mark (i. e. P&G medallion) and the Third-Party mark (i. e. top left vs. bottom right) Appropriate qualifier (i. e. “Available at…”) Only one (1) Third-Party reference (logo or text) is permitted on all items • No third party should disseminate any P&G Olympic Games content • Third party platforms can “repost” or “retweet” but should not be creating and distributing Olympic Games content

Helpful Hints for navigating IOC Social Media, Blogging and Internet Guidelines April 10, 2012

ER & Digital Communication Guidelines Overview • General Rule: All content must be submitted for approval before making it available to the public • As social media is a platform that relies on timeliness and immediacy, it is important to submit in advance as much as possible • • Why wait until later to get what you can approved now? These guidelines will continue to evolve through the Olympic Games as new information is released by the IOC and P&G’s activation plans are further developed • Ensure you have the most up to date version of this document available by checking timestamp in top right hand corner of coverpage

ER & Digital Communication Guidelines General Principles • Anything that references P&G’s Olympic Games partnership, NOC partnerships, athlete relationships or Olympic Games verbiage/imagery must be approved by the IOC before it can be made public • • Includes all written language, audio, videos, photos, social media posts, advertising, and all other activities Any content that is to be posted to PG. com, all P&G owned or managed sites (i. e. Facebook, You. Tube, Twitter pages) and individual brand sites must follow all IOC guidelines • Content that will stay on page during the Games time period (July 18 - August 15) is subject to Rule 40

ER & Digital Communication Guidelines Social Media & Rule 40 • Use of competing Olympic athletes and their entourages (Mom, family members, etc) in any commercial messages during Rule 40 period (July 18 – August 15) is subject to Rule 40 of IOC’s Olympic Charter • Rule 40 waivers are required for any communication that P&G “pushes” out connecting P&G products/benefits to the athlete. • • Includes but is not limited to P&G above and below the line advertising, P&G owned websites, brand Facebook pages, thanksmom Facebook tab, brand Twitter accounts, etc. For any additional questions, please refer to the Rule 40 Guidelines which can be accessed via P&G Global Sports Marketing or your GMR Brand Manager

ER & Digital Communication Guidelines Social Media & Rule 40 – AUTHORIZED COMMUNICATIONS • Supporting messages expressing encouragement to an athlete or NOC Olympic Team • • i. e. P&G is proud to support Team USA at the London 2012 Olympic Games Congratulatory messages praising the athlete or NOC Olympic Team for achievement/accomplishment in an event

ER & Digital Communication Guidelines Social Media & Rule 40 – NON AUTHORIZED COMMUNICATIONS • Communications cannot make textural or visual reference to direct use of any product or service that enhances performance • • Cannot make reference to a product being the “Official Product” of a certain athlete or team Cannot be in relation to athlete’s performance except in the case of congratulatory messages

ER & Digital Communication Guidelines Social Media & Rule 40 - CHECKLIST NO reference to use of product or service that implies enhanced performance NO reference to “Official Product” of (athlete) **Compliant wardrobe includes: (i) National Olympic team uniform (ii) Past Olympic Games National team uniform provided that NOC apparel sponsor in unchanged (iii) Generic, unbranded clothing or (iv) Clothing branded in accordance with IOC Rule 50 NO references or disclosing of competitive advantages or disadvantages If showing athlete, make sure he/she is depicted in compliant uniform/apparel**

ER & Digital Communication Guidelines Social Media & Rule 40 – Protocol & Process • IOC approval of messaging points prior to the Rule 40 Period does not constitute approval for use during the Rule 40 Period • Rule 40 Waivers are NOT required for Moms when speaking about themselves but are required if their content references their son/daughter athlete • • • ALLOWED: Mom Post – “I feel amazing after my trip to Wella Salon. Thanks P&G!” NOT ALLOWED: Mom Post – “[Athlete] and I just had our hair done at Wella Salon and it will definitely help her in her gymnastics routine!” (connection to performance) In order to request a Rule 40 waiver, the request will need to be written in the ‘comments’ section of the submission form in the IOC Extranet • This is very important, DO NOT FORGET!

ER & Digital Communication Guidelines Rule 40 and overall media integration • Guiding Principle: “Push vs. Pull” • Push: Items and information that is pushed to the media by P&G are to be considered a part of P&G’s overall Olympic Games campaign and must adhere to IOC Guidelines • • Pull: Items and information that the media retrieves [pulls] on their own accord are NOT subject to IOC guidelines • • i. e. Media covers P&G event and writes feature/takes photos Push: Rule 40 waivers ARE required for scripts or key messages that P&G provides to the athlete and/or athlete moms • • Program messaging points, media kits, athlete bios, etc. P&G must not provide any messages to the athlete or athlete parent that could potentially put them in a Rule 40 violation Pull: Rule 40 waivers are NOT required for general media coverage at the Family Home

ER & Digital Communication Guidelines for P&G Athletes • P&G sponsored athletes are allowed to blog, tweet, post, etc. (with Rule 40 waiver in place) and are subject to IOC Social Media, Internet and Blogging Guidelines (must be factual, individual, diary type) • • • ALLOWED: “I spent the afternoon hanging out at the P&G Family Home, what a great place for the families of Team USA!” NOT ALLOWED: “I put on my Secret Clinical Strength this morning because it keeps me dry on the track, and that means I can go faster than the other runners and get to the podium!” If blogging/tweeting/posting will be handled by extension of the athlete (i. e. spouse, Mom, agent), all messaging must link sponsor to that person, not the athlete • • ALLOWED: Hadley has on her Team USA Pampers Dry Max and is getting ready to cheer on Daddy. ” NOT ALLOWED: “Chad just got Hadley ready to go in her Team USA Diapers. ”

ER & Digital Communication Guidelines Blogging by Unaccredited Journalists • Unaccredited bloggers cannot position themselves as journalists. Every post must derive from personal experience and be written in the 1 st person. • EXAMPLE: If a blogger wants to write a story on one of P&G’s athletes, it must be written as a first person account versus an account that would appear to be an interview or journalistic piece • Blogs and posts cannot provide “insider information” by referencing the condition of an athlete • No video content from inside the venues can be posted. If you would like to feature in-venue content, you must link to content on www. London 2012. org or local broadcaster sites • Cannot post still photographs or video taken within Olympic Venues for commercial purposes • • P&G Wella Salon in Olympic Village is currently considered to be an Olympic Venue Approved content cannot be repurposed to another site or outlet if changes are made to original approved content

ER & Digital Communication Guidelines Images/Marks & Logos • Photos and video of athletes in the P&G Family Home and around London (not including Olympic venues and all ticketed areas) are permitted but must adhere to the below: • • Clean of all competing, non-sponsor marks, logos and signage Approved for use by the IOC Rights to the photo purchased from the appropriate rights holder Cannot have been captured inside a London 2012 Olympic Games venue • P&G does have the right to use the P&G medallion in social media but P&G contracted athletes cannot use Olympic marks in their personal social media • As a sponsor of the Olympic Movement, P&G has rights to use Olympic marks on approved websites and are subject to IOC 3 rd party guidelines • • ALLOWED: PG. com, EDS, brand pages, etc. NOT ALLOWED: Mommy Blogger pages, guest beauty blogger pages

ER & Digital Communication Guidelines Advertising & Personal Blogs • All advertising on P&G websites (PG. com, etc. ) should be P&G or other IOC TOP Partners • Advertising on blogger sites cannot feature competing brands to P&G or the other TOPs • All advertising is subject to the IOC 3 rd Party Guidelines • Personal blogs aren’t subject to the above rules as these blogs CAN have their own sponsors as long as no references are made that give these sponsors an unfair association with the Olympic Movement

ER & Digital Communication Guidelines Sample Posts/Tweets (Non Rule 40 Period) • Athlete Posts/Tweets • ALLOWED: “Just found out my mom will get the chance to see me compete in London. Thanks P&G!” • No Rule 40 waiver required if posted during non-Rule 40 Period • ALLOWED: “So excited to be representing Team USA in London…excited my mom will be there too. #thankyoumom” • Would be permitted in both periods • ALLOWED: “I am so excited to be going to London 2012 and bringing my Head & Shoulders products with me!” • NOT ALLOWED: “So excited to be representing Team USA in London and I’m saving precious time every day courtesy of Gillette!” • Not permitted at any time due to performance enhancing claim

ER & Digital Communication Guidelines Sample Posts/Tweets (Non Rule 40 Period) • P&G or Brand Posts/Tweets • ALLOWED: “Today we’ve unveiled our London 2012 athletes including [athlete] as the face of [brand]. ” • ALLOWED: “[Brand] is excited to announce today that we’ll be supporting the moms of Team [Country] at London 2012. ” • ALLOWED: “[Athlete] has used Pantene for years since it keeps her hair strong in and out of the pool!” • ALLOWED: “Congratulations to [athlete] for getting to London 2012 from all @(brand) #thankyoumom

ER & Digital Communication Guidelines Sample Posts/Tweets (Rule 40 Period) • Athlete Posts/Tweets • ALLOWED: “Spent day with friends @P&G Family Home. Makeovers, fabulous food and even laundry #awesome • Permitted with Rule 40 Waiver secured as long as there are no direct product mentions that tie to performance • ALLOWED: Spent day with friends @P&G Family Home. Makeovers courtesy of COVERGIRL and laundry courtesy of Tide Laundry Center!” • ALLOWED: “Got my legs massaged at the P&G Beauty Salon Today!” • ALLOWED: “It’s my last day in London. With my events finished, I’m getting my hair and nails done at the P&G Beauty Salon #thanks. P&G

ER & Digital Communication Guidelines Sample Posts/Tweets (Rule 40 Period) • P&G or Brand Congratulatory Posts/Tweets • ALLOWED: “Congratulations to @athlete on your silver medal! Good luck the rest of the way, we’ll be cheering for you and all of Team (Country)” • ALLOWED: “Well done to @athlete who won 3 gold medals! It’s been a pleasure working with you, we know you will continue to inspire others. ” • ALLOWED: “Well done to @athlete who has just won another gold! Thank you for being the face of (brand)” • NOT ALLOWED: “Congratulations to (athlete) on breaking the World Record! Gold Medal Skin = Gold Medal Performance. Your friends at Olay are proud of you!” • Performance enhancement claim

Expectations for Brands All brands will: • Support the overarching P&G Thank You, Mom campaign during key moments through social media • 4/17 campaign launch – “Best Job” focus • Mother’s Day/May – Thank You, Mom app • July – “Kids” focus • During the Olympic Games • Aug – legacy commitment • Create robust communication plans and conversation calendars that: • Reinforce their brand’s Olympic Games program • Follow and support their sponsored athlete • Cross promote other brand campaigns • Are IOC approved

17 April 2012 Thank You, Mom Campaign Launch

Objectives • Activate digital assets in every key market • Drive massive social engagement that builds friends and fans who will stay with us through the Olympic Games and beyond • Activating every single influencer group • Leveraging our key assets • Engaging consumers at every digital touchpoint • Maximize media coverage globally, regionally and locally • Leverage the combined power of P&G and brands to build ongoing conversation • Ensure that digital launch leads seamlessly into the Mother’s Day executions

April 17 Activities (all dates based on EDT) 6: 45 AM • Best Job posted to You. Tube • Best Job posted to all digital assets/hubs 9 AM 7 AM • New York • Bob Mc. Donald email goes out Times to all global employees exclusive runs ** If the Today Show decides to run video earlier than 9 am, we will back up the timing of the email • Purpose. pg. com posting live • Country postings live • Regional leader email goes out following Bob’s email (after Mc. Donald email, but by 10 am) Noon • Digital banner ads active • Press release distributed • Facebook and Twitter messages posted • Yahoo hub story goes live • All other communications live • PG. com News & Views • Retiree • PGITI • Alumni • Partners

What You Must Do Noon EDT: • All corporate assets push out messaging driving to Best Job • IOC-approved messages will be coming Between Noon EDT and April 18: • All brand assets push out messaging driving to Best Job – at the time when their friends/fans are most receptive • IOC-approved messages for the top global brands will be coming • All other brands can use ‘general’ IOC-approved messages – coming soon

Mother’s Day and Beyond: What You Must Do Timing – Early May (varies by country) • All countries and brands post messages in social media driving to the Thank You, Mom app • Message = “We don’t say thank you enough” • IOC-approved messaging is coming for top global brands and general messages Timing – Mid-May through Games time • All countries and brands follow and support own athletes and drive their campaign messages • Link back to other brand campaigns as appropriate, following guidelines discussed today

Twitter Hashtags How to think about Twitter hashtags: • All countries and brands use global hashtag in all posts related to Olympics (i. e. #PGOlympics – to be approved) • All countries and brands use #thankyoumom in local language for Corporate messages • Brands can use hashtags specific to their brand – campaign related hashtags must be IOC approved

Social Media Guidelines Anyone affiliated with P&G who chooses to share content in social media must disclose their relationship to the Company, in keeping with P&G’s social media policy (http: //socialmediapolicy. pg. com/). For sites like Facebook and Google+ where characters are not restricted, please use: : For Microblogs like Twitter, where characters are restricted, please use approved hashtags: Employees: “I work at P&G” Agencies: “My agency works for P&G” or “I am a vendor of P&G” #PGemployee or #Pgemp #Brand. Employee or #Brand. Emp #Employee or #Emp Agencies: #PGclient or #Brand. Client Spokesperson: #sponsored or #paidad Spokesperson: “I am a spokesperson of P&G or Brand”

Resources: • Rights Summary • Approval Guidelines • CM toolkit – coming soon!