Social Networks

Slide 1: Bebo Social Media – ‘getting your message across’

Slide 2: Agenda • The rise of Social Networking – the changing consumer landscape • Engaging with the ‘thinking generation’ • Communicating your brand message – which brands have been successful?

Slide 3: The changing consumer landscape

Slide 4: What is social networking? Communicating Friends Secondary Photos school/ University Contact Quizzes details Consuming Sharing content information Bebo user Flash Whiteboard box Music Polls Blog Video Expression

Slide 5: Beboers - a profile

Slide 6: Social networking matrix Content Sharing YouTube Niche Flickr Metacafe Fuzzster.com Videoegg BeautifulPeople.net joga.com Corporate aSmallWorld Plaxo Social LinkedIn networking Social networks Open BC landscape Bebo MySpace Xanga Facebook Portals/Content sites Yahoo 360 MSN Virtual worlds BBC Second Life Habbo Hotel

Slide 7: 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

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

Slide 9: Who Bebos? 8.5 Million UK Users 91% Under 35

Slide 10: Engaging with your consumer

Slide 11: The old advertising model - a monologue MESSAGE BRAND AUDIENCE

Slide 12: The internet enabled conversations MESSAGE BRAND AUDIENCE

Slide 13: Conversations are richer & multifaceted MEMBER MEMBER MESSAGE BRAND MEMBER MEMBER MEMBER

Slide 14: Helping messages spread like wildfire MESSAGE BRAND

Slide 15: The Viral Mechanic of Social Networks Once users Sign-in, the first page is the User Ch-Ch-Changes Homepage which serves shows updates as their social circle from your social dashboard circle: - Blog entries - Photo uploads - Updates from Sponsored Profiles you’ve joined - Video uploads

Slide 16: So how do brands get involved on social networks?

Slide 17: Traditional Online Marketing • Demographical targeted media • Behavioural targeted media • Contextual targeted media • Takeovers • Section road blocks • Rich media

Slide 18: 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!

Slide 19: Be ‘Engaged’ – One Click Viral Marketing 1. User interacts with 3. User becomes 2. Clicks “Use this skin” Sponsored Profile brand advocate!

Slide 20: Bebo Featured Videos • Homepage and Bebo TV • Sponsored Video • Thumbnails

Slide 21: Video Egg example Videoegg ticker politely loads Plays within media player Minimizes after interaction

Slide 22: Bebo.com Homepage Takeover High Impact Immediate Visual Impact Drives conversation Focused Branding Usual Homepage

Slide 23: Brands who have successfully communicated their message

Slide 24: Coca Cola ‘shadow man campaign’

Slide 25: 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

Slide 26: NSPCC and over 140,000 responses to their poll!!

Slide 27: McDonalds – Johnny Logan

Slide 28: What should you be doing now?

Slide 29: 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

Slide 30: Mark Charkin Head of Sales, International Bebo mark@bebo.com 00 44 7802 882347 www.bebo.com

Slide 31: 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]