Do you speak social?

March 2012 Do@you#speak social?! How to build leadership for brands in a social world and measure it 1

DO@YOU#SPEAK SOCIAL?!EXECUTIVE SUMMARY 2011 should definitely stay in digital history as the year when social media overcame portals as the most engaging activity online and gained traction as an advertising vehicle.  26% of total time spent by Internet users in the top five European countries is on social network or a blog platform.1This share is likely to increase with the rise of mobile social networkers, up from 69% in comparison to last year.2  Obviously, Facebook maintains a strong lead across Europe, covering two thirds of the Internet population, but it is challenged by some local networks and vertical networks, registering skyrocketing growth.3  Six months after its launch, Google + is amassing close to an audience of 30 million monthly unique users, but seems to be far less engaging than Facebook with only 2 minutes per visitor (compared to 6 hours and 47 minutes spent on Facebook). 3  Micro-blogging sites like Twitter or Tumblr, which experienced a 107 % growth compared to April 2011, are stirring up the blog category.3  US properties are prevailing the top European ranking, followed by Russian properties, Ebuzzing being the first European social media group. Last year, social networking really gained traction as an advertising vehicle, with 41% increase in ad revenues Worldwide according to emarketer, that forecasts a 48.5% growth in 2012. The top 5 awarded creatives in 2011 were all powered by social media. To follow their path, brands have to embrace the shifts and play with the seven golden rules in the social game. 1. Forget time schedule and get online, as the internet never sleeps 2. Work at the level of individuals rather than at site level 3. Unleash the power of social data 4. Place video at the heart of your advertising strategy 5. Think about value for the users rather than message 6. Don’t expect too much on planning but do on reporting 7. Track the social impact of your campaign centrally and globally1 Source Comscore Media Metrix, September 20112 Source Comscore, Connected Europe, January 20123 Source Comscore : Media Metrix Europe, January 2012Ebuzzing Ltd | 5th Floor East - Portland House, 4 Great Portland Street, London - W1W9QJ | p. +44 207 467 8582

DO@YOU#SPEAK SOCIAL?! From a media planning and reporting perspective, the social media revolution creates a massive flow of new statistics and sources, and a call for analysis and decoding.  With the Ebuzzing Labs, we offer a set of tools that provides quantitative and qualitative insights for our clients about their brands and competitors.  A blog planning tool, which relies on our exclusive database of 1.2 million blogs we index and update on a daily basis across 5 European countries.  A monitoring tool that collects all the social data available on various platforms for more than 2000 brands in Europe and aggregates it in one place.  A reporting tool that measures the performance of social campaigns in terms of bought and earned media, tracks the comments, shares or other conversations taking place in real time.  At Ebuzzing, we believe that social analytics will heavily influence digital but also traditional planning decisions in the future.Ebuzzing Ltd | 5th Floor East - Portland House, 4 Great Portland Street, London - W1W9QJ | p. +44 207 467 8582

DO@YOU#SPEAK SOCIAL?!TABLE OF CONTENTSINTRODUCTION 11. ESTABLISHING A NEW MEDIA ORDER 21.1. Social media, the new leading category 21.2. Meeting with the top social players in Europe 51.3. Social media gaining share in ad revenues 62. SHIFTING FROM DIGITAL TO SOCIAL ADVERTISING 92.1. From time schedule to the social pulse 92.2. From media planning to people planning 102.3. From audience data to social data 102.4. From ads to brand(ed) content 112.5. From opportunity to see to opportunity to share 122.6. From planning to reporting 132.7. From share of voice to share of choice 143. MAKING SOCIAL ANALYTICS EASY AND USEFUL 153.1 Exclusive blog planning 153.2 Smart monitoring tool 203.3 Advanced Reporting tool 23CONCLUSION 26Ebuzzing Ltd | 5th Floor East - Portland House, 4 Great Portland Street, London - W1W9QJ | p. +44 207 467 8582

DO@YOU#SPEAK SOCIAL?!INTRODUCTIONThe social revolution is continually transforming the online experience by providing new ways toconnect people and creating opportunities to share information and publish content. Thisprevailing trend is having a great impact on the media and advertising landscape, overthrowing theestablished order.2011 should definitely stay in marketing history as the year when social media overcame portals asthe most engaging online activity, and the first category in terms of share of impressions in Europe.It also marked the year of great campaigns, with a social power engine, such as the Old Spice manor Heineken’s Man of the World.At Ebuzzing, we strongly believe that social media shouldn’t be considered as a site category or anadd-on to a campaign, but rather as a disrupting force and a key ingredient of the marketing mix.If Facebook is the third country in the world… then social media is a new language that everymarketer should learn, embracing the changes to grow the leadership of brands.Well, then …do you speak social? If not, you can always use our Ebuzzing Labs to interpret thesignals! Marketers will find a set of tools to understand what is going on, listen to what consumerssay, meet the influencers and track the impact of their advertising, all in one place.Following this path, you will be able to unleash the real marketing power of social media, build theleadership of your brand…and measure it!Caroline HugonencHead of Research and PlanningEbuzzing Ltd | 5th Floor East - Portland House, 4 Great Portland Street, London - W1W9QJ | p. +44 207 467 8582 1

DO@YOU#SPEAK SOCIAL?!1. ESTABLISHING A NEW MEDIA ORDERAs a publisher, Ebuzzing is taking part in this evolution of the media landscape, offering users acutting edge platform to publish and distribute content amongst their network. From thisperspective, we have identified some crucial changes that set the scene for a new media order.1.1. Social media, the new leading category We are entering into a new era, in which portals are no longer the only sites that can deliver reach.IN EUROPE4  More than 92% of internet users visit social networking sites every month (compared with 93% of users visiting a search/navigation sites and 97% visiting portals).  76% of internet users visit a site within the community category, which is bigger than email (69% of monthly reach).  The blog category is very close with 63% of monthly reach, ahead of the entertainment category or TV category (respectively 51 and 49%).  Spain and UK users are the champions of social networking, with almost 100% reach! Reach of social networking Worldwide 87% Germany 89% France 90% Italy 93% United Kingdom 98% Spain 98%Source: Comscore Media Metrix, September 20114 Source : Comscore MediaMetrix, September 2011 Ebuzzing Ltd | 5th Floor East - Portland House, 4 Great Portland Street, London - W1W9QJ | p. +44 207 467 8582 2

DO@YOU#SPEAK SOCIAL?! The reach of the portals’ homepages is decreasing, which makes them less relevant than they used to be for branding campaigns. In the meantime, Facebook has increased its daily reach, ranked second, just after Google in France. Reach of the Home Page and % Change (Dec 08- Dec11) 34% Orange Homepage (C) -6,4% 36% 22% MSN Homepage (C) 27% -19.9% 14% Yahoo! Homepage (C) 19% -25,5% Dec. 11 Dec. 08Source: Médiamétrie/ NielsenNetratings, FranceFurthermore, the social media category has dethroned the portals as the first category in terms ofshare of time spent. In December 2011, 26% of total time spent by Internet users in Europe was ona social network or a blog platform.Source: Comscore Media Metrix EU5, September 2011 Ebuzzing Ltd | 5th Floor East - Portland House, 4 Great Portland Street, London - W1W9QJ | p. +44 207 467 8582 3

DO@YOU#SPEAK SOCIAL?! The rise of smartphone and tablet adoption is likely to enhance the leading position of social media in the online landscape. In the top 5 European countries, mobile penetration has reached 42%, a 13% jump over the last year and social networking is a very popular activity amongst smartphone users: 57.4 million smart phone users are reported to visit social networking in October 2011, up from 69% compared to last year5.Source: Comscore Mobile Lens EU 5 EU5, 3 month ending Sept 2010 vs. 3 month ending Sept2011Social networking mobile usage seems to be very promising: in the UK, the mobile user spends onaverage more time on Facebook and Twitter than the classic web user.65 Source: Comscore, Connected Europe, January 20126 Source: GSMA MMM and Comscore MediaMetrix UK Ebuzzing Ltd | 5th Floor East - Portland House, 4 Great Portland Street, London - W1W9QJ | p. +44 207 467 8582 4

DO@YOU#SPEAK SOCIAL?!1.2. Meeting with the top social players in Europe Obviously, Facebook maintains a strong lead across Europe, covering two thirds of the Internet population, but it is challenged by some local networks in non-English speaking countries, like VKontakte or Odnoklassniki in Russia, and also by vertical networks like Linkedin or Deviantart, a social network devoted to artists. Six months after its launch, Google + is amassing close to an audience of 30 million monthly unique users, but seems to be far less engaging than Facebook with only 2 minutes per visitor (compared with 6 hours and 47 minutes per Facebook users). Micro blogging sites like Twitter or Tumblr, experienced a 107 % growth comparing to April 2011, stirring up the blog category. US properties are prevailing the top European ranking, Ebuzzing being the first European social media group. % change Average Total Unique Source Comscore, January 2012 Nationality Category vs april % Reach MInutes Visitors (000) 2011 per Visitor Total Internet : Total Audience 383 720 5,0% 100,0 1 785,1 Social Media 370 512 5,7% 96,6 493,9 1 FACEBOOK.COM US Social Network 261 024 10,2% 68,0 409,0 2 Blogger US Blog platform 130 338 23,4% 34,0 8,6 3 Federated Media Publishing US Blog platform 87 242 NA 22,7 6,5 4 Vkontakte Russia Social Network 69 349 48,4% 18,1 462,3 5 Odnoklassniki Russia Social Network 52 312 59,6% 13,6 385,3 6 TWITTER.COM US Micro blogging 50 502 63,8% 13,2 17,6 7 Technorati Media US Social Media 40 928 8,4% 10,7 3,0 8 LINKEDIN.COM US Social Network 31 508 42,6% 8,2 16,5 9 Google Plus US Social Network 29 350 NA 7,6 2,310 Windows Live Profile US Social Network 27 806 -15,0% 7,2 4,111 Mail.Ru - My World Russia Social Network 26 648 29,1% 6,9 28,712 LIVEJOURNAL.COM* US Blog platform 22 222 14,5% 5,8 14,513 Ebuzzing Europe Social Media 20 605 5,0% 5,4 4,414 Myspace US Community site 20 457 -13,9% 5,3 5,215 gutefrage.net GmbH Germa,y Q&A site 18 660 38,3% 4,9 2,816 FOTOSTRANA.RU Russia Social Network 17 784 NA 4,6 9,717 DEVIANTART.COM US Social Network 16 974 40,1% 4,4 17,918 NK.PL Pologne Social Network 16 831 -1,3% 4,4 92,719 BADOO.COM US Dating 15 445 23,2% 4,0 85,820 TUMBLR.COM* US Micro blogging 14 956 107,5% 3,9 45,9Ebuzzing Ltd | 5th Floor East - Portland House, 4 Great Portland Street, London - W1W9QJ | p. +44 207 467 8582 5

DO@YOU#SPEAK SOCIAL?! There are a number of newcomers in the social network or in the publishing platform categories, that are registering skyrocketing growth, boosting the category and the online media landscape overall. Watch list of rising stars in E5 20 sites not yet in the top 20 with over 50% growth in the last 10 months1.3. Social media gaining share in ad revenues Social media has a great impact on all media players, but it is especially driving fundamental changes in the advertising landscape.Last year, social networking really gained traction as an advertising vehicle, with 41% increase in adrevenues according to emarketer that forecasts a 48.5% growth in 2012.Ebuzzing Ltd | 5th Floor East - Portland House, 4 Great Portland Street, London - W1W9QJ | p. +44 207 467 8582 6

DO@YOU#SPEAK SOCIAL?!Facebook is the biggest player in their category, capturing 68% of the revenues of socialnetworking platforms in the US.Even more significant, the world’s most popular social network is also the first publisher in terms ofad impressions in the US, ahead of the portals, showing signs of decline.Ebuzzing Ltd | 5th Floor East - Portland House, 4 Great Portland Street, London - W1W9QJ | p. +44 207 467 8582 7

DO@YOU#SPEAK SOCIAL?!"If Facebook can overthrow dictatorships, it certainly can mess with a media plan." 7Tom Bedacarre, AKQA CEOAs social media is getting more reach and attention from users, it draws investments fromadvertisers, even if the share of spend is not yet in line with the share of time. But at Ebuzzing, webelieve social media is more than a category of sites; it is a disrupting force and a key ingredient ofthe communication and marketing mix. The most admired advertisers and agencies, like Nike orHeineken and Wieden & Kennedy, have already followed this path.The Most Awarded Commercials in the World in 20111. Nike | Write the Future (Wieden+Kennedy, Amsterdam),2. Heineken | The Entrance (Wieden+Kennedy, Amsterdam)3. T-Mobile | Welcome Back (Saatchi & Saatchi, London)4. Old Spice Body Wash | Questions / Boat (Wieden+Kennedy, Portland)5. Google Chrome | Speed Tests (BBH/Google Creative Lab, New York)6. Volkswagen Passat | The Force (Deutsch LA/Lowe & Partners, Los Angeles)Source: Gunner Report 20117 http://adage.com/article/digital/facebook-replaces-google-disruptor-online-advertising/232987/?utm_source=mediaworks&utm_medium=newsletter&utm_campaign=adage Ebuzzing Ltd | 5th Floor East - Portland House, 4 Great Portland Street, London - W1W9QJ | p. +44 207 467 8582 8

DO@YOU#SPEAK SOCIAL?!2. SHIFTING FROM DIGITAL TO SOCIAL ADVERTISINGWith social media, brands are said to have lost power, as it now rests in the hands of consumers.But we can also see this evolution as a great opportunity to enhance their leadership withcompelling advertising. Of course, this cannot be achieved without embracing the major shifts,driven by social media.2.1. From time schedule to the social pulseIt’s getting very hard for media companies to beat the social web, as anybody who is involved in anevent can break a scoop with a simple tweet. Moreover, brands are facing great pressure toshorten their response rate or even to communicate in real time. Coca-Cola met the challengeduring the Super Bowl, broadcasting a video on Facebook during the game, featuring two bearsreacting to what was happening on the field. It was a real success for the brand, attracting morethan half a million users to the site. 88 http://adage.com/article/special-report-super-bowl/coke-s-polar-bowl-draws-bigger-crowd-expected/232560/ Ebuzzing Ltd | 5th Floor East - Portland House, 4 Great Portland Street, London - W1W9QJ | p. +44 207 467 8582 9

DO@YOU#SPEAK SOCIAL?!2.2. From media planning to people planningSocial media is powered by people, taking part in the communication process, creating ordistributing messages mentioning the brand.If people are the media, they have an audience and marketers should be able to quantify andqualify it, using a new range of metrics like influence.It also means scanning the web to identify top influencers among their fans and followers, andconsumers that are the most engaged with the brand. Some advertisers are already including themin the communication process, on collaborative platforms like Eyeka or Tongal in the US.92.3. From audience data to social dataAs we rely on the web for a wider range of activities and share more and more information withour networks, marketers can mine the social data for insights and use a wider range of targetingcriteria.For example, the new version of the Facebook’s “sponsored stories” ads allows targeting based ontheir video-watching, song-listening and gaming habits.The message can also be adapted in terms of format, time and place, making ads more relevant toconsumers.“Aggregating, then mining buyer and audience data to allow personalized product development,marketing and messaging is the key to unlocking adaptive marketing gold. Thats going to be thenext space race for marketers and their agencies.” 10Antony Young, CEO of Mindshare North America and Norm Johnston, co-global digital lead of Mindshare Worldwide.9 http://www.mediapost.com/publications/article/167348/lego-goes-social-for-hero-factory-idea.html10 http://adage.com/article/mediaworks/adaptive-marketing-set-big-thing/232673/Ebuzzing Ltd | 5th Floor East - Portland House, 4 Great Portland Street, London - W1W9QJ | p. +44 207 467 8582 10

DO@YOU#SPEAK SOCIAL?!2.4. From ads to brand(ed) contentBrands face a huge creative challenge in this user centric world, which is to produce ads worthsharing, as Chris Anderson put it11. Tomorrow’s winners will not be the ones with the biggestbudget but the ones getting the most engagement from users. And this engagement comes inexchange of the value of the content or experience they offer: it is a win-win advertising deal.At the same time, the pace of social media and the intensity of sharing is shortening the lifetimevalue of content: brands have a great opportunity to fuel users with their own content or sponsordesired ones.Accordingly, the view through and share through rate are the new standard metrics to measure theperformance of a campaign. To support this change of model, a new function has been created inagencies; the EMD, or Earned Media Director, who makes sure that brand advertising resonates inthe social sphere."My job is not about crossing our fingers and hoping for free earned media. Our job, as adepartment, and really collectively as an agency, is about strategically planning and executingintegrated brand content programs that seamlessly tie together shareable content, thoughtfulearned media and PR, and paid media that gets our content seen and socialized."12Craig Batzofin, Earned Media Director and Executive Producer at agency Evolution Bureau11 http://www.ted.com/initiatives/aws12 http://www.mediapost.com/publications/article/159452/?print#ixzz1nJxqMmGNEbuzzing Ltd | 5th Floor East - Portland House, 4 Great Portland Street, London - W1W9QJ | p. +44 207 467 8582 11

DO@YOU#SPEAK SOCIAL?!2.5. From opportunity to see to opportunity to shareMarketers can buy Impressions and GRPs, but they can’t really buy likes and shares. So, what is thebest way to engage an audience? For most advertisers today, social video advertising, which isdefined as video content distributed in a social context, is at the heart of their strategy to generateearned and owned media.Even the luxury sector, which was previously very cautious towards online advertising, is massivelyinvesting in this format, in which brands can express their creativity. Social video advertising isbecoming a must have, as much as a nice print ad in the September issue of a glossy magazine.Social Video: Over 5.6 Billion Views in 2012According to Visible Measures, over 5.6 billion views have been delivered in 2012, 4.1 billion ofthem coming from paid media, and 1.5 billion driven directly by audiences. Over 980 million ofthese views come from copies that audiences have reposted across the Web. Nearly 540 millionviews are from new content created by audiences, including mixes, mashups, spoofs, parodies, andmore.Ebuzzing Ltd | 5th Floor East - Portland House, 4 Great Portland Street, London - W1W9QJ | p. +44 207 467 8582 12

DO@YOU#SPEAK SOCIAL?!Source: Social Video, Visible MeasuresThere are five main reasons why social video advertising is exploding: 1. It can be retrieved any time, even after the campaign is over. 2. It can be seen on every device: phone, tablet, or connected TV. 3. It can be sequenced and is not limited in time and space. 4. It is a very engaging format, generating comments, shares, likes, and therefore additional visibility for the brand. 5. It increases branding metrics and drives visits to the brand website.2.6. From planning to reportingIn the age of trading desks with software allowing users to buy online ads in real time on a veryspecific target, and self-serving auction based ad platform like Google or Facebook, the traditionalmedia planning tools estimating reach on sites based on panel audience data from last monthseems to be less and less relevant to predict the performance of a campaign. On the other side,auditing is gaining ground on the market. Today, Ebuzzing guarantees the delivery of campaigns byworking with an ad verification tool, and is dedicated to make social media accountable.Ebuzzing Ltd | 5th Floor East - Portland House, 4 Great Portland Street, London - W1W9QJ | p. +44 207 467 8582 13

DO@YOU#SPEAK SOCIAL?!2.7. From share of voice to share of choiceToday, the position of a brand in the social media environment cannot be assessed usingtraditional ad tracking tools. The overall conversation and mentions about a brand and the impactof its communication should be monitored and benchmarked against its competitors.“Here we are in the digital age and what we don’t know seems to outweigh what we doknow...The rapid development of new platforms and devices, has pretty much obliterated whatwas once an orderly process with defined metrics. The industry needs a “uniform process,” andone that is built to digital-age specifications and not reliant on traditional mass media exposuremetrics.”Bob Barocci, ARF presidentMoreover, advertising in a social world means potentially talking to a worldwide audience, whichcan be a great opportunity for marketers to see their ad travelling. It means that reporting has tobe done across borders.To benefit from this major shift and master the social game, brands have to follow seven goldenrules. SEVEN GOLDEN RULES TO MASTER THE SOCIAL GAME 1. Forget time schedules and get online, as the internet never sleeps. 2. Work at the level of the individual rather than at a site level. 3. Unleash the power of social data. 4. Place video at the heart of your advertising strategy. 5. Think value for users rather than message. 6. Don’t expect too much on planning but do on reporting. 7. Track the social impact of your campaign centrally and globally.Ebuzzing Ltd | 5th Floor East - Portland House, 4 Great Portland Street, London - W1W9QJ | p. +44 207 467 8582 14

DO@YOU#SPEAK SOCIAL?!3. MAKING SOCIAL ANALYTICS EASY AND USEFULFrom a media planning and reporting perspective, the social media revolution creates new needsthat are not fully covered yet. Here is a list of questions that you may have had and not found aproper answer to:  What is the most interesting influencer in a given community?  What are my competitors doing in social media?  What are people and media saying about my ad?  How do I measure the performance of a campaign in terms of bought, but also earned and owned media?With the Ebuzzing Labs, we are providing a set of tools that will answer these critical questions inone place, and make social analytics easy.3.1 Exclusive blog planningAudience measurement based on panel data will never be able to produce figures at a blog level.However, marketers are expecting ways to evaluate scientifically the audience and influence of asite/blog in order to select partners for PR events or distribute their video content.With the Ebuzzing Labs, we offer a blog planning tool, which allows you to evaluate blogs usingquantitative but also qualitative criteria. It relies on our exclusive database of more than 1.2 millionblogs we index and update on a daily basis across 5 European countries. Our proprietary algorithmproduces this blog ranking for 30 categories, taking into account publication activity, backlinks andsocial interactions via Facebook and Twitter.Ebuzzing Ltd | 5th Floor East - Portland House, 4 Great Portland Street, London - W1W9QJ | p. +44 207 467 8582 15

DO@YOU#SPEAK SOCIAL?!If you are looking for insights on the top influencers for a category like beauty, you will be able to: 1. Have a comprehensive view of the most influential bloggersYou will find a ranking of the blogs, with a quick description of their content and trends.Ebuzzing Ltd | 5th Floor East - Portland House, 4 Great Portland Street, London - W1W9QJ | p. +44 207 467 8582 16

DO@YOU#SPEAK SOCIAL?! 2. At a second level, you are able to dig into the database and get some more information for a selected blog. ID of the blog Analysing the evolution of the rankingEbuzzing Ltd | 5th Floor East - Portland House, 4 Great Portland Street, London - W1W9QJ | p. +44 207 467 8582 17

DO@YOU#SPEAK SOCIAL?! Analysing the publication activity Checking the affinity with your product or thematicThe topic cloud gives a good picture of what the main themes of the blog are, thanks to thesemantic analysis of the posts published.Ebuzzing Ltd | 5th Floor East - Portland House, 4 Great Portland Street, London - W1W9QJ | p. +44 207 467 8582 18

DO@YOU#SPEAK SOCIAL?! Evaluating the editorial value through articles and videos publishedEbuzzing Ltd | 5th Floor East - Portland House, 4 Great Portland Street, London - W1W9QJ | p. +44 207 467 8582 19

DO@YOU#SPEAK SOCIAL?!3.2 Smart monitoring toolSocial media is a fast moving area, which can be quite difficult to monitor for marketers. As amatter of fact, each new platform generates a number of tools measuring different kinds ofstatistics: for YouTube, the number of views; for Facebook, the number of fans and theengagement rate; for Twitter the number of followers; for Google +, the number of circles, and soon …They end up facing an incredible number of tools and metrics from players that are not alwaysreliable and transparent. Moreover, they have a fragmented view of their position in social media.At Ebuzzing, we collect all social data available on more than 2000 brands in Europe and aggregateit in one place. We also process a social ranking of brands based on social listening analysis. Evolution of the number of fans for AppleYou also have access to a detailed report based on what blogs and the media published about thebrand.Ebuzzing Ltd | 5th Floor East - Portland House, 4 Great Portland Street, London - W1W9QJ | p. +44 207 467 8582 20

DO@YOU#SPEAK SOCIAL?! Publications mentioning the brandEbuzzing Ltd | 5th Floor East - Portland House, 4 Great Portland Street, London - W1W9QJ | p. +44 207 467 8582 21

DO@YOU#SPEAK SOCIAL?! On a daily basis we retrieve all the videos displayed in an article or a blog mentioning a brand. We also retrieve all the videos published by a brand on its official channels across platforms. Video published by the brandUsing our social video and social brand monitoring, we can have a very good picture of the overalltrends, and benchmark your brand against its competitors.Ebuzzing Ltd | 5th Floor East - Portland House, 4 Great Portland Street, London - W1W9QJ | p. +44 207 467 8582 22

DO@YOU#SPEAK SOCIAL?!3.3 Advanced Reporting toolThe media owned, bought and earned is a powerful model used by agencies to sell their plan tomarketers, but most of the time, only the bought media is tracked. When earned media ismeasured, reporting often consists of a list of raw numbers, which are not put into perspective.At Ebuzzing, we measure the performance of social campaigns in terms of bought and earnedmedia, and track the comments, shares or other conversation taking place in real time on socialchannels (Twitter, forums and blogs) and on traditional media sites. Publications mentioning the campaign by channelThis will allow you to follow the virality of a social video campaign and identify what are the keydrivers and influencers in the distribution process.Ebuzzing Ltd | 5th Floor East - Portland House, 4 Great Portland Street, London - W1W9QJ | p. +44 207 467 8582 23

DO@YOU#SPEAK SOCIAL?! Identifying the influencers Monitoring the share of voiceWe also track the comments on creative for social video campaigns and provide conversationsentiment analysis on them.Finally, we are able to assess the value of the media earned during the campaign.Ebuzzing Ltd | 5th Floor East - Portland House, 4 Great Portland Street, London - W1W9QJ | p. +44 207 467 8582 24

DO@YOU#SPEAK SOCIAL?! Valuing the media earnedWe consider our Ebuzzing Labs a major achievement, as we are able to provide quantitative andqualitative insights to our clients about their brands and competitors.But we also see it as a work in progress as we are always updating it in a consistent way tointegrate platforms or metrics that make sense on a brand’s perspective.Ebuzzing Ltd | 5th Floor East - Portland House, 4 Great Portland Street, London - W1W9QJ | p. +44 207 467 8582 25

DO@YOU#SPEAK SOCIAL?!CONCLUSIONAt Ebuzzing we believe that the social revolution is going to have a greater impact on theadvertising industry than the search revolution, which happened ten years ago, because search is apart of digital, when social is a part of media.This gives a really good reason for advertisers and agencies to embrace the new advertising modeland create a standard of measurement and planning, based on social data and engagementmetrics.With Shiv Singh, Head of Digital for Pepsi Co Beverages, we take the bet that social analytics willheavily influence digital but also traditional planning decision in the future.“With technologies from companies like Blue Fin and Networked Insights, I now know which TVshows (and which Pepsi ads) triggered the most social engagement online. I also know which TVshows were most engaging for Pepsi consumers specifically. You can bet that information willheavily influence planning decisions in the future. In fact, Ill go so far as to say that in the futurethe metric GRP (which stands for Gross Rating Points and which accounts for reach andfrequency) will look something like a "GRPE" with the "E" meaning "engagement." capturinghow social a particular TV show is. As advertisers, we will place a premium on shows that have ahigh "E" component.” 13Shiv Singh, Global Head of Digital for PepsiCo Beverages13 http://blogs.hbr.org/cs/2011/11/the_new_role_of_television_adv.htmlEbuzzing Ltd | 5th Floor East - Portland House, 4 Great Portland Street, London - W1W9QJ | p. +44 207 467 8582 26

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