BEAM Social Network

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en·cul·tu·ra·tion the process whereby individuals learn their group’s culture, through experience, observation, and instruction

cul·ture the quality in a person or society that arises from a concern for what is regarded as excellent

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MOVING THE DIAL : TURNING THE BEAM GLOBAL VISION INTO ACTIONLike any living thing, companies grow and change. They rede!ne success and best practices. They switch up teams and enter new markets. As a company evolves and expands, it becomes increasingly important for leadership to maintain a strong vision for the future, and keep employees connected and aligned toward shifting mutual goals.

For Beam Global, it will be more important than ever over the next two years to engage, inspire and motivate 2,000 employees worldwide to become better brand advocates and increase productivity, so you can meet every objective stated in the Vision into Action plan.

To that end, we’ve developed the Beam Global Spirits & Wine Enculturation Program – a sustainable employee platform and games series strategically designed to nurture the Beam Global culture, and lay the foundation for Beam’s future growth through 2013 and beyond.

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STRATEGY • Create a digital platform to connect employees worldwide, and increase

collaboration across brands, geographies, central functions and category teams

• Use the digital platform to release a series of fun and educational games that reinforce the Vision into Action business objectives and motivate participants to take steps toward companywide goals, everyday

• Provide enough !exibility to accommodate future changes, and evolve and expand along with the Beam Global organization

• Capture data that will enable management to apply participation and engagement scores to annual performance evaluations for all users

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PLATFORM“For more than two centuries, our success can be attributed to two primary factors: our brands and our people.!The rich heritage of our brands, the families who created them, as well as our teams around the world who continue these traditions today have all contributed to making our brands world-renowned in more than 150 countries.”

Matthew J. ShattockPresident & Chief Executive O"cer Beam Global Spirits & Wine

Beam Global’s Vision is to “build brands people want to talk about.” Who better to start talking than those at the heart of each brand: your employees. Your people. Together, they will form the Beam Global Enculturation Program.

To help them connect, we’ll create a digital framework, a “cultural hub” where all 2,000 employees worldwide can !nd each other and interact. People of all functions, levels and teams will have a place to play and learn about new programs. It’ll also be a high-pro!le forum where star employees can shine and contribute to Beam’s mission.

This dynamic, underlying employee network will create the foundation for our “stacked platform.” Then we’ll build the digital games layer on top, and stack engagements to sustain activity between game-play on top of that.

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FUNCTIONALITYThe platform will be the program’s “connective tissue”: Here are some tactics we will use to form that tissue.• Online Pro!le Registration

• Photos

• Status Updates

• Comments

• “About Me” Global Questionnaire

• Make it easier for people to share professional + personal insights about themselves – and learn about other Beamers – by posing the same fun and interesting questions to the entire workforce

• O#er questions such as:

• Favorite: Cocktail / Drinking Song / Bar Scene / Sport / Beam Product & Why / Movie / Beam Ad Campaign / etc.

• How would you describe Beam Global’s Vision for the future?

• How can you bene!t from bringing that Vision into Action?

• What are you doing now to shape the future?

• The answers will !ll everyone’s pro!le page with content

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• Activity RSS Feed

• Live announcements and updates on game status and pro!le comments

• We can also push questionnaire answers to the RSS feed, so the fun facts people provided about themselves pop up to engage users and ensure the stream is constantly active

• Links to the pro!les of each person featured on the feed will entice users to “click and connect”

• We can also capture the data provided in the questionnaire and identify trends, then push those companywide fun facts to the feed as well to establish common ground

• Pro!le Song (a one-song playlist for people to express their taste in music; users click to listen; we could start with all songs that mention Beam products (bourbon, whisky, etc.) as a default)

• Quarterly Games (more on this later…)

• Leaderboard (game tallies: individuals, teams and global progress)

• Awards / Badges

• Team Selection (based on region, central function, category teams)

• Chat Forums

• Ratings System

• Tell-a-Friend

• Comments

• FAQs

• Polling Function (to gather user feedback which we can use to evaluate and re!ne the program as it progresses)

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CREATIVESo what’s the hook? What will this all look like? Let’s start with a name.

Something “Beam.”

Something that de!nes the Enculturation Program – and sounds fun.

We propose:

M I X E R

The program’s digital platform will be a place for Beamers of all kinds to meet and mingle: a mixer. By putting the experience in the context of a party, we’ll set users up to have fun while they learn. The educational games will feel more like party games, so people will participate more. They’ll also connect with each other because they know they’re in an environment where they can relax and open up.

“Mixer” also references spirits, the nature of the Beam Global business. And like a mixer, each Beam Global employee adds his or her own unique $avor to the company. Soon employees worldwide will be bringing their own unique $avors to this program, and together, they’ll mix the perfect Beam Global cultural cocktail.

Okay now we need a tagline. Something that drills down deeper and calls people to action. How about…

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MIXERMeet & Compete

It’s a call-to-action that speaks to both elements of our strategic approach. Employees will “Meet” through the cultural hub platform, and they’ll “Compete” in the quarterly games.

The word “Compete” also speaks to Beam Global as a whole, competing to become the fastest growing spirits company in the world. “Meet & Compete” equates making connections with staying ahead of the curve. It means connecting fellow Beamers and deepening relationships companywide will give Beam Global the competitive edge.

Name, check.

Tagline, check.

So, what does it all look like?

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Welcome to Mixer.On the Mixer home screen, users will see all Beam Global brands represented as the bottles of a stocked bar.% Though they’re not all represented here, we recommend including a bottle of every Beam brand in the !nal design, to represent all participants and build a culture of inclusion.

The viewer is the bartender, choosing a liquor to mix a drink.% Re$ected in the mirror above the bottles, we see people representing the Beam Global workforce, gathered and interacting.

The groovy shapes sprinkled on the design introduce a loungey retro party vibe.% Their shape also represents enculturation itself, with the individual circles joining together in the middle like Beam employees connecting through the program. They could also animate onscreen, by spinning, $oating around or raining down.

The Mixer logo uses a bent arrow to communicate the motion of putting something into the mix.% The arrow symbolizes the employees contributing to the program and furthering the overall Beam Global mission.

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QUARTERLY GAMESWe will custom develop a series of quarterly games to meet your organizational goals and engage your audience in collaboration, competition and teambuilding. Each game will focus on a di#erent Vision into Action initiative, such as: • Driving sales through Power Brands and Rising Stars

• Improving brand communication and innovations

• Developing a winning emerging markets business

• Aligning the organization to be more e#ective and e"cient

We’ll launch the Mixer in July 2011, then release a new game every quarter. Each game, regardless of its structure, will be content-driven, interactive, and strategically designed to achieve critical learning goals, accelerate performance, and move the collective to action.

So how do you win?Rewards are a critical part of any gaming initiative. No matter how cool the game, people need incentives to participate.

To ensure success and make this an exciting competitive experience, we’ll implement a points system that accrues over the course of the entire program. We can build this points system from scratch, or build it into an existing Beam Global rewards and recognition program, if such a program exists.

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Players will earn points for participating in every way. By completing their pro!le, players earn points. By posting comments, forwarding something to a friend, checking in on the leaderboard… players earn points. Players also earn points the better they perform in the games. The faster they complete a level, the more correct answers they provide, the more points they get.

Accrued points will add up to earn players “badges.” Badges are a component of many common social media websites, including Foursquare. Just like the merit badges Boy and Girl Scouts earn, players will earn di#erent badges for completing certain tasks. For example, by completing your pro!le, you could earn an “Ice Breaker” badge. Players who check out over 50 player pro!les could receive the “Bar Hopper’s” badge. The winner of a trivia-based game could receive the “Designated Driver” badge… We’ll develop a slew of badges branded for Beam Global to reward participation of all kinds.

Depending on the game, there will be individual and/or team winners. Awards will be given to each game winner, as well as those who acquire the most points through high participation. We’ll work with you to determine the nature of the individual and team prizes.

The entire collective will also be incentivized to work together to accrue X amount of points. Like a fundraising meter, rising as people contribute, the “Beam-o-meter” will reinforce the idea that even while competing, Beam Global employees are always working together toward a mutual goal: to become the fastest growing spirits company in the world.

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GAME CONCEPTSNow for the fun part – our gaming ideas.

As we move forward and learn more in collaboration with you, we can re!ne the following concepts and further develop the games to best achieve your objectives and deliver the most fun and rewarding user experiences.

M A R K E T A C T I V AT I O N A D V E N T U R EPlayers are taken on a journey to virtually explore di#erent markets around the world. They arrive at their !rst destination to !nd themselves marooned. In order to be “Beamed” to the next market, players need to answer a series of questions about growing share in the market they’re in.

Players will track their journey on a mini-map, so they become more familiar with the Beam Global footprint. We’ll enhance the learning process through pointed questions followed up by interstitial content screens that reinforce and elaborate on key messages. Throughout the game, players will learn about di#erent target markets, the local Beam culture and history, and how to activate di#erent markets speci!cally around di#erent brands.

V I S I O N I N T O A C T I O N D I S T I L L E R YAs a broader and more active game experience, the VIA Distillery will act as a forum for ideas to help bring Beam’s Vision into Action. Players will post their original ideas to help Create Famous Brands, Build Winning Markets and Fuel Growth on the VIA Distillery message board. People will vote for their favorite ideas using a

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simple rating system. Participants will earn points by posting ideas and by voting. The players who contribute the ideas with the highest ratings will earn more points.

The VIA Distillery will leverage the brainpower of the entire employee base, and give people the chance to share ideas and best practices that otherwise would go unvoiced. And to award participants who provide the most innovative, actionable ideas, we suggest that Beam Global actually implement the ideas, so employees can make a di#erence, and be empowered by seeing their ideas at work.

The Distillery concept also has the $exibility to adapt to di#erent initiatives. We can use it as a mini-platform for employees to share ideas around other programs, products, etc.

P O W E R B R A N D T R I V I AStraightforward and educational, the Power Brand Trivia game will test players’ knowledge of Beam Global’s leading brands. Players will be asked a series of questions about each Power Brand and the importance of Brand Building. Players will gain:

• A deeper understanding of Power Brands’ best practices, and how to apply those practices to daily work experiences

• Ideas for how to drive sales through Power Brands

• Motivation to enhance the leadership of Beam’s core categories

Once we know more about your Power Brands, we can fully develop this concept and integrate historical and market data to inform the game content.

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OTHER GAME IDEASAs the program goes on, we can re!ne our game concepts to meet to any changing needs and react to player feedback. For now here are a few additional ideas for games we could develop:

R I S I N G S TA R S C R O S S W O R D P U Z Z L E• Crossword puzzle with clues around the Rising Star brands

• Learn key terminology related to Rising Brands

• Users complete the puzzle individually or in teams

C O M P E T I T I O N C O N C E N T R AT I O N• Flip over cards to match logos with factoids about each competitive brand

• At the end of each level, users smash competitors’ bottles

P R O D U C T I N N O V AT I O N M AT C H G A M E• People combine di#erent elements to create something new: a new product, new cocktail recipe, or new

bottle design

• It could take the form of a slot machine that users can control to make di#erent combinations

• Could also take the form of Magnetic Poetry word magnets, so there’s a pool of objects or words the user draws from to combine elements in di#erent ways

• Elicits creative ideas to shape the future of the Beam Global brands

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ENCULTURATION PROGRAM ROLLOUTSo how will this all play out? As we move forward we’ll get into further details, but for now, here’s how we envision the program unfolding, layer by layer, in a smooth and timely way.

July 2011 : Program / Platform Launch• Mass communication to announce the program / open the $ood gates to Mixer

• Kick-o# video starring Beam’s President & CEO, Matthew J. Shattock, who:

• Demonstrates leadership

• Provides overview of program

• Shares a personal detail included on his own pro!le page

• Motivates people to participate

• Users build their pro!les

• Users explore each other’s pro!les, get acclimated and start interacting

• We’ll spur participation through ongoing engagements designed to sustain activity with the platform throughout the two-year program (more on those tactics in a bit)

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October 2011 : Game #1 Launch

January 2012: Game #2 Launch

April 2012: Game #3 Launch

July 2012: Game #4 Launch

October 2012: Game #5 Launch

While the employee network platform will remain a constant throughout the program, we’ll roll out the game series in phases. Starting in October 2011, a new game will be released every quarter via Mixer throughout the duration of the campaign.

Once we !nalize the game concepts, we’ll determine a strategic sequence that builds in complexity. We’ll begin with one-player games, then move into more collaborative team scenarios later in the programming. This approach is aligned with John Kotter’s 8-Step Change Process Model – a proven methodology we’ll use to inform and structure the program, and activate the Beam Global culture with maximum impact.

We’re also aware there are other Beam Global programs rolling out over the course of this two-year campaign, and we will work with you to strategically tie-in with your initiatives and integrate in the most e#ective way.

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SUSTAINING ACTIVITY Users earn points and badges for exploring the platform, interacting with others, making comments and contributing content. This whole program – the games as well as the platform itself – is a competition. Prizes and accolades are at stake, and the more you participate, the higher you score. So the scoring system is a built-in motivator for users to stay active between game launches.

In addition, we propose the following tactics to remain as constant touchpoints for users to connect and engage with the platform throughout the program.

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W I D G E TWhat’s a widget?A widget is a small application installed and executed on an intranet. Basically widgets are pop-up on-screen tools, and commonly take the forms of clocks, event countdowns, auction-tickers, stock market tickers, $ight arrival information, daily weather… They’re designed to deliver streaming, up-to-the-minute data to keep people informed and connected.

We propose developing a widget to engage Mixer users on a regular basis and ensure the program stays top-of-mind. We could even use the widget to promote the program and build excitement pre-launch.

The widget will:

• Promote upcoming game launches

• Display the activity stream (so every time someone earns a badge, gets a high score, etc., the widget announces it)

• Link to users’ pro!les to encourage people to mix and mingle

• Tease upcoming initiatives

• Relay company news

• Display leaderboard updates

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S P I N T H E B O T T L EIn the spirit of the famous Chatroulette website (which pairs up random people from around the world for webcam conversations), we propose a “Spin the Bottle” function that leads users to random Beamer pro!les.

Users will click the “Spin the Bottle” button on-screen. Then the empty bottle will animate and spin, transitioning to another user’s pro!le. It’ll be an exciting way to mix things up, and connect people from around the world who would otherwise never know each other.

The “Spin the Bottle” concept also supports our creative approach and Mixer party environment. It’ll be like an on-going game, the more you spin, the more pro!les you view, the more points you earn. And with 2,000 people participating in this program, the “Spin the Bottle” game will have legs to last the duration.

R E G U L A R , G LO B A L , E M A I L B L A S T STo keep everyone updated and informed of current program events, we recommend staying in touch via email. Regular global email blasts can be used to announce new games, leaders, messaging and initiatives.

We could send out the blasts at action points, weekly, quarterly… we’ll work together to develop a communications schedule. And every blast will include links back to Mixer for easy access.

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PROGRAM BENEFITSThe Enculturation Program we’ve described will empower Beam Global with the abilities to:

• Share best practices worldwide, across:• Central Functions

• Commercial• Financial• HR• Sales• Marketing• IT• Supply Chain• Production

• Category Teams • Bourbon• Mixables• Classics• Cru

• Power Brands• Jim Beam• Maker’s Mark• Sauza• Courvoisier• Canadian Club• Teacher’s

• Rising Stars• Hornitos• Cruzan• Sourz• Laphroaig• Knob Creek• E#en

• Local Jewels• DYC• Larios• DeKuyper• 100 Anos

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• Build a Beam Global culture in which communication and healthy competition $ourish

• Inspire innovative thinking that yields actionable ideas

• Open up new channels of communication to give all employees a voice in the company

• Reward and recognize those who excel and demonstrate thought leadership

• Indoctrinate employees with the Vision into Action plan and organizational goals – and move them to action

• Get people talking by implementing an exciting program that, like Beam Global, is bold, innovative, creative and unique

• Track results – the digital platform yields metrics and analytics that enable us to track participation and quantify engagement levels, so we can assess & improve the program along the way

• Deliver a fun and rewarding experience for all participants

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CONCLUSION“The whole is more than the sum of its parts.”

Aristotle

Beam Global has acquired quite a few brands on the path to becoming the fourth-largest premium spirits company in the world.

We believe the Enculturation Program we’ve proposed has the power to become the fastest growing spirits company in the world. This program will rally your employee base and build loyalty to the Beam Global brand.And it will help develop a strong corporate culture based on collaboration and a standard of excellence.

Thank you for the opportunity to put forth our proposal to support Beam Global in this exciting initiative. We look forward to your feedback, and your partnership.