Bebo Social Media – ‘getting your message across ’

Agenda The rise of Social Networking – the changing consumer landscape Engaging with the ‘thinking generation’ Communicating your brand message – which brands have been successful?

The rise of Social Networking – the changing consumer landscape

Engaging with the ‘thinking generation’

Communicating your brand message – which brands have been successful?

The changing consumer landscape

What is social networking? Quizzes Contact details Bebo user Communicating Photos Friends Secondary school/ University Polls Blog Music Video Whiteboard Flash box Consuming content Sharing information Expression

Beboers - a profile

Social networking matrix Social networking landscape Niche Fuzzster.com BeautifulPeople.net joga.com aSmallWorld Social networks Bebo MySpace Xanga Facebook Content Sharing YouTube Flickr Metacafe Videoegg Virtual worlds Second Life Habbo Hotel Corporate Plaxo LinkedIn Open BC Portals/Content sites Yahoo 360 MSN BBC

A quarter of UK internet users go on social networking sites. 32% visiting one at least once a month, compared to the European average of 23%. The 18 to 24 age group visit social networking sites the most (53%). “ The effectiveness of the internet as a channel for engaging and connecting with consumers has never been more evident than after reviewing the trends highlighted in this survey,” said Michael Kleindl, Chairman of the EIAA Huge rise in social networking

A quarter of UK internet users go on social networking sites.

32% visiting one at least once a month, compared to the European average of 23%.

The 18 to 24 age group visit social networking sites the most (53%).

“ The effectiveness of the internet as a channel for engaging and connecting with consumers has never been more evident than after reviewing the trends highlighted in this survey,” said Michael Kleindl, Chairman of the EIAA

8,500,000 UK Users 23,000 Daily New UK Registrations 31,000,000 Users in US, UK, Ireland, Canada, Australia, NZ 25% of Ireland Has a Bebo Account #1 Google Search Term in 2006 #3 Most Engaging Site (after Google and MSN) A Few Facts About Bebo

Who Bebos? 91% Under 35 8.5 Million UK Users

Engaging with your consumer

The old advertising model - a monologue MESSAGE BRAND AUDIENCE

The internet enabled conversations MESSAGE BRAND AUDIENCE

Conversations are richer & multifaceted MEMBER BRAND MEMBER MEMBER MEMBER MEMBER MESSAGE

Helping messages spread like wildfire BRAND MESSAGE

The Viral Mechanic of Social Networks Ch-Ch-Changes shows updates from your social circle: - Blog entries - Photo uploads - Updates from Sponsored Profiles you’ve joined - Video uploads Once users Sign-in, the first page is the User Homepage which serves as their social circle dashboard

So how do brands get involved on social networks?

Traditional Online Marketing Demographical targeted media Behavioural targeted media Contextual targeted media Takeovers Section road blocks Rich media

Demographical targeted media

Behavioural targeted media

Contextual targeted media

Takeovers

Section road blocks

Rich media

Online Engagement Marketing Featured Sponsored Profiles Viral Skin About the product / service Friends of the brand Whiteboards (UGC) Polls, Quizzes (UGC) Video Content Photo Albums, Wallpapers Comments (UGC) No competitive ads on your Sponsored Profile!

Featured Sponsored Profiles

Viral Skin

About the product / service

Friends of the brand

Whiteboards (UGC)

Polls, Quizzes (UGC)

Video Content

Photo Albums, Wallpapers

Comments (UGC)

No competitive ads on your Sponsored Profile!

Be ‘Engaged’ – One Click Viral Marketing 1. User interacts with Sponsored Profile 2. Clicks “Use this skin” 3. User becomes brand advocate!

Bebo Featured Videos Homepage and Bebo TV Sponsored Video Thumbnails

Homepage and Bebo TV

Sponsored Video

Thumbnails

Video Egg example Videoegg ticker politely loads Plays within media player Minimizes after interaction

Bebo.com Homepage Takeover Usual Homepage High Impact Immediate Visual Impact Drives conversation Focused Branding

Brands who have successfully communicated their message

Coca Cola ‘shadow man campaign’

The NSPCC campaign NSPCC received In excess of 500,000 Profile views in a month! NSPCC ran a campaign last year which connected with children and young people on the subject of sexual abuse. It struck a chord with our users and was a hugely successful campaign

NSPCC and over 140,000 responses to their poll!!

McDonalds – Johnny Logan

What should you be doing now?

Creativity Right message, right environment Content is key Social networks rely on engaging content Brands must focus on adding value to the user community Avoid overtly salesy messages Communication Using the right language Reflecting the community you operate in Right context Get involved…

Creativity

Right message, right environment

Content is key

Social networks rely on engaging content

Brands must focus on adding value to the user community

Avoid overtly salesy messages

Communication

Using the right language

Reflecting the community you operate in

Right context

[email_address] 00 44 7802 882347 www.bebo.com Mark Charkin Head of Sales, International Bebo

One in 20 Web visits go to a social-networking site [Hitwise] 35% of Internet users have created online content [Pew Internet & American Life Project] 43% of Internet users who are members of online communities say they feel as strongly about their virtual community as they do about their real-world communities [Annenberg Center for the Digital Future] Briton spends around 164 minutes online every day, compared with 148 minutes watching television. That is equivalent to 41 days a year spent surfing the web: more than any other activity apart from sleeping and working [2006 Google UK survey] A few facts and figures…

One in 20 Web visits go to a social-networking site [Hitwise]

35% of Internet users have created online content [Pew Internet & American Life Project]

43% of Internet users who are members of online communities say they feel as strongly about their virtual community as they do about their real-world communities [Annenberg Center for the Digital Future]

Briton spends around 164 minutes online every day, compared with 148 minutes watching television. That is equivalent to 41 days a year spent surfing the web: more than any other activity apart from sleeping and working [2006 Google UK survey]