Mark Tarbatt - Successful campaigns on the Bebo social network

Our philosophy is to promote online advertising, sponsorship and content opportunities to clients on behalf of a select number of publishers . We specialise in site specific representation for an exclusive list of some of the top Internet brands in the Irish Market. - household names like Daft.ie, Unison.ie, Eircom.net, RTE.ie, Pigsback.com, Bebo.com and most recently, MSN.ie . generator act as a single point of contact for marketers to reach (unduplicated) over 73% of all Irish Internet users. Our objective is to generate the best ROI for marketers from the biggest and only the best sites. Generator

Presently Internet accounts for less than 1% of IE Market In the UK it is 10.5% Total IE ad market is worth €1.7bn In the UK Internet ONLY spend is worth €3bn Market Size Figures: € 1,709,787,359 100.00 Totals € 10,330,060 0.60 Total Cinema € 13,456,528 0.79 Total Internet € 124,123,201 7.26 Total Radio € 133,784,368 7.82 Total Outdoor € 326,186,986 19.08 Total TV € 1,101,906,216 64.45 Total Print Revenue Share of Voice 2006 IAPI BASE FIGURES

YEAR DISPLAY SEARCH CLASSIFIED TOTAL € m €m €m €m 2004 8 10 16 34 2005 10 14 18 42 2006 1 3.5 18 2 0.5 50 2007 1 7 24 2 8 69 2008 21 31 38 90 2009 28 40 48 116 Display internet market for 2006 estimated by IAPI BASE to be €13.5m Generator and industry sources forecasting 25% growth to €17m in 2007 Irish Market Size Figures:

Online spend per user figures in IE are half that what they are in the US This means that Irish marketers have yet to move significant budgets online Online Spend per User: * CIA Fact Book IE € 24 2,060,000 € 50,000,000 UK € 80 37,600,000 € 3,000,000,000 USA € 52 232,057,067 € 12,000,000,000 Country Spend Per Internet User Number of Internet Users* Market Size Online Ad Spend Per User

Top 15 Irish Advertisers All of these are presently using Bebo 144958 HIBERNIAN 15 147827 O2 14 156032 BANK OF SCOTLAND (IRELAND) 13 172539 BT IRELAND 12 223125 EIRCOM 11 224647 BANK OF IRELAND 10 242505 ULSTER BANK 9 255464 HOTELS.COM 8 277036 RABOBANK 7 285785 PERMANENT TSB 6 299526 AIB BANK 5 337466 QUINN DIRECT 4 337968 SKY 3 469173 VODAFONE 2 626286 MBNA INTERNATIONAL 1 Totals € Name Rank

New Consumer Habits
Under 17 year olds
94% of school students (4 – 18 yrs) have Internet access through one form or another
50% of this audience access the Internet on a daily basis
This audience spend a whopping average of 3 hours per session online
30% of teens actively generate their own media
45% have experimented with their own blog
The Internet is now the 2nd most popular source of information for students aged 11 to 16 years, after asking a parent, other members of the family or teachers e.g Wikipedia, Google etc
Social Networking is a phenomenon
Top Sites for under 17 year olds Comscore Media Matrix April 2006 38% 7 mins 10. Eircom.net 39% 2 mins 9. Lycos 41% 5 mins 8. Wikipedia 43% 2 mins 7. Gorilla Nation 43% 4 mins 6. Amazon Sites 51% 5 mins 5. Ebay Sites 64% 10 mins 4. Yahoo! sites 85% 36 mins 3. MSN Sites 91% 10 mins 2. Google Sites 95% 75 mins 1. Bebo.com Reach Ave. Visit Publisher

New Consumer Habits
18 to 24 year olds
Represent approx. 30% of the Irish Internet audience
They spend an average of 1 hour 40 minutes online per session
Sites visited demonstrate ;
- Increasing rise of social networking
- Downloading music
- Search
Top Sites for 18 – 24 year olds Comscore Media Matrix April 2006 29% 5 mins 10. Amazon 39% 4 mins 9. BBC sites 30% 7 mins 8. eircom.net 31% 1 mins 7. Ask Sites 36% 2 mins 6. Apple Sites 44% 9 mins 5. Ebay 65% 38 mins 4. Bebo.com 70% 14 mins 3. Yahoo! sites 85% 7 mins 2. Google Sites 90% 20 mins 1. MSN sites Reach Ave. Visit Publisher

New Consumer Habits
25 – 34 year olds
Represent approx. 20% of the Irish Internet audience
They spend an average of 1 hour 15 minutes online per session
Sites visited demonstrate ;
- Functional online tasking e.g. top ups, travel, banking etc
- More traditional usage e.g. eircom.net, AOL
Comscore Media Matrix April 2006 Top Sites for 25 - 34 year olds 21% 5 mins 9. Aer Lingus 21% 12 mins 8. Vodafone 21% 4 mins 7. Amazon 23% 8 mins 6. AOL 33% 6 mins 5. eircom.net 43% 9 mins 4. Ebay.com 63% 22 mins 3. Yahoo! sites 76% 16 mins 2. MSN Sites 85% 5 mins 1. Google sites Reach Ave. Visit Publisher

New age of Marketing:
Relevance
Ensuring yours is among the few messages with which target consumer will truly engage, addressability of INDIVIDUAL consumers rather than broadcast model
Interaction
Offering INDIVIDUAL consumers unique experiences; interactivity rather than one way communications, brand feedback etc.
Relationships
The vital pathways by which marketers reach consumers, including relationships with media, with brands and with fellow consumers i.e. learning about individuals and their behaviour and using this information to determine what information and entertainment to service them with in future

Bebo – The story so far!
Launched SF July 2005
27M Reg Members
4B Monthly PVs
V.Experienced founders Friendster / Ringo etc
BEBO – Pillars of the Community:
Connectivity
Self Expression
User gen content
Engagement
Generator Win Contract Aug 2006:

Bebo - Social networking – key activities
Self-expression:
Personal brand
Blogs, whiteboards
Customization - space
Communication
Comments
Mail
Sharing information
Photos
Quizzes
Polls
College clubs
Consuming Content
Video (Bebo TV)
Music (Bebo Bands)
6

Bebo – Sales Proposition - Great Content - Engages the consumer - Brand advocates - Spread the Message - Virally to their Friends
Example Profiles:
Disney http:// www.bebo.com/Profile.jsp?MID =367137231&MemberId=1354108786
Coke http:// www.bebo.com/Profile.jsp?MemberId =1484301633
Nanoquest http:// www.bebo.com/Profile.jsp?MID =367137231&MemberId=2440596640
Lucozade http:// www.bebo.com/Profile.jsp?MemberId =2173990673
Eragon http:// www.bebo.com/Profile.jsp?MemberId =2678287008
McDonalds http:// www.bebo.com/Profile.jsp?MemberId =3071169739
Dreamgirls http:// www.bebo.com/Profile.jsp?MemberId =3123379401
Epicthemovie http:// www.bebo.com/Profile.jsp?MemberId =3180032698
VeronicaMoCo: http:// www.bebo.com/Profile.jsp?MID =367137231&MemberId=3457210787
PowerOfOne: http:// www.bebo.com/Profile.jsp?MemberId =2908625514
6

Bebo Engagement Marketing
Advertising Opportunities
Sponsored Homepage
Customized Skins
Bebo.com Homepage Takeover
Bebo TV ads
Branded Emails
Sponsored Videos
Standard/Rich Media Units
Skys, Leaders, 300x250

Cars (Disney/Pixar)
“… we wanted to work with BEBO to create a community , enabling participation amongst BEBO members…moving consumers from passive recipients of our film messages to active and engaged consumers”
Ruth Bradley
Disney Promotions Executive
Campaign Stats – Ireland Only
Homepage Views: 41,010
Skin Homepages: 2,706
Video Homepages: 4,877
Video Views: 381,200
Friends: 2,198
Profile Comments: 716
Whiteboards: 191

Cars Sponsored Homepage 1. Viral Cars Skin 3. Bebo ‘Friends of Cars’ 4. Movie Trailer/behind the scenes 2. About the Movie 5. Whiteboard 6. Photo Albums, Wallpapers 7. UGC Comments, Polls, Quizzes

User Engagement Engaged users – comments/feedback Users can engage graphically Ease of adding Friends etc Competitions

Bebo Engagement Marketing
IT WORKS!
“ Overall, the Disney Pixars CARS BEBO campaign was a success that now serves to provide the foundation and experience for future online marketing and promotions.”
Ruth Bradley
Disney Promotions Executive

Detailed Online Reporting

Customized Skins
Weekly/Monthly Tenancy Charge
Huge exposure – high traffic area
Coca Cola example – 14440 skins downloaded!!!

BeboTV - Sponsored Videos
Prominent homepage position
Prominent BeboTV HP position
Easily added to user homepages
Backed up by Standard or Rich Media (i.e. Videoegg ads)

Widgets
Viral Software
Widget Video

Focus on Safety and Customer Service
Leading Safety Expert - Dr. Rachel O’Connell as Chief Safety Officer
Safe and Clean site.
Minimum Age 13
New accounts default to private.
Partner with the leading safety organizations (i.e. wiredsafety.org & blogsafely.org)
Safety tips on each page
Working with law enforcement agencies.
Founders – Michael & Xochi Birch and all of the directors have children so this issue very close to our hearts

Thank You! [email_address] Guinness Enterprise Centre Suite 33, Taylor’s Lane, Dublin 8. Ireland. Telephone: 00 353 1 4100908 Mobile: 00 353 87 6797712

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Mark Tarbatt - Successful campaigns on the Bebo social network

by DERIGalway on Mar 08, 2007

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Mark Tarbatt - Successful campaigns on the Bebo social network — Presentation Transcript