WOM Wednesday - December 3: Finding Passion Points & Creating a Sustainable Social Interaction Model

Agenda Key trends and challenges What is Social Analysis – Social Graph Using Affinities to find your influencers Starting the Conversation Case studies – the WidgAD Best Practices

Key trends and challenges

What is Social Analysis – Social Graph

Using Affinities to find your influencers

Starting the Conversation

Case studies – the WidgAD

Best Practices

Key Trends Affecting Brand Marketing On the way up… Social Networks Viral/Word of Mouth Marketing Friends/Influencers/Trend Spreaders Building Community Widgets/Widgads (replacing banner ads for Web 2.0) On the way down… Banner Ads Mass Email Campaigns

On the way up…

Social Networks

Viral/Word of Mouth Marketing

Friends/Influencers/Trend Spreaders

Building Community

Widgets/Widgads (replacing banner ads for Web 2.0)

On the way down…

Banner Ads

Mass Email Campaigns

Today’s Challenge As a Brand or Agency, how do I leverage new social media technology to identify , connect with , and engage my target audience so as to dramatically expand awareness of—and build community around—my brand

As a Brand or Agency, how do I leverage new social media technology to identify , connect with , and engage my target audience so as to dramatically expand awareness of—and build community around—my brand

Understanding your customer Who in my consumer database is a possible influencer? What social networks are my customers on? Where do they group around what topics? How do I connected with them? Target Community Based on Mapped Profiles Identified Consumers from Mapped Emails or social profiles

Who in my consumer database is a possible influencer?

What social networks are my customers on?

Where do they group around what topics?

How do I connected with them?

Social Analysis Large number of influencers Vast number of friends to proliferate the Brand’s message

Identifying Segmented Affinities “Social Graph”

Consumer Matched to Affinities

Identifying Key Influencers Community Members A Social Community Around One Affinity Trend Spreaders – The most connected within this community

Your Addressable Audience 17K are connected to 1.3 Mill Top Rank – People that have the most friends linked back to the 17K produce the best WOM reach.

Engaging Target Consumers Used to ENGAGE your target audience Interactive widget functionality coupled with nano-targeted ad placement Integrated with YOUR Social Graph data – Highly targeted Patented viral functionality Built-in Registration Contest facilitation Branded content syndication Personalization Data-Driven Viral WidgAd Platform

Used to ENGAGE your target audience

Interactive widget functionality coupled with nano-targeted ad placement

Integrated with YOUR Social Graph data – Highly targeted

Patented viral functionality

Built-in Registration

Contest facilitation

Branded content syndication

Personalization

Viral WidgAd-Sharing Process Branded Widget Placed on Influencer Sites Fans copy/paste widgets onto their profiles 2 1 3

Make Every Click Count In-context messaging drives call to action! Landing page links from specific content item

Tracking Who Got the WidgAD Who shared with whom Number of referrals Media Downloads Streams Assure you reached your composition ParentID/ Profile 5 total referrals 3 Deep Child 1 degree Child 2 degree Child 2 degree Child 3 degree Child 3 degree

Who shared with whom

Number of referrals

Media Downloads

Streams

“Network-within-a-Network” Facebook MySpace Other Social Networks Jim Sarah Jill Ed Bill Sally Sue Jim Ed Ed Ed Ed Bill Social profiles that have widgets integrated with UNBOUND’s Social Graph API UNBOUND’s Widget-based “Network-within-a-Network” Friends Friend analysis fed back to the UNBOUND Social Graph Micro-Social Graphs Provide Intelligent Nano-Targeting for Ad Networks Sanjay Ping Trend Spreaders (Influencers)

How It All Works Identify exact target audience based on Advertiser criteria Matched to specific demographics, psychographics, affinities, locations Determine target audience’s affinities – What are they into? Music groups, sports, movies, books, TV, brands, etc. Identify Key Influencers within this community Incentivize Influencers to expose brand to their fan bases Wrap Brand messaging into interactive, shareable Widgets Incentives matched to consumer affinities Viral Seeding / Word of Mouth Influencers tell fans, fans tell friends, who tell their friends Widgets distributed virally

Identify exact target audience based on Advertiser criteria

Matched to specific demographics, psychographics, affinities, locations

Determine target audience’s affinities – What are they into?

Music groups, sports, movies, books, TV, brands, etc.

Identify Key Influencers within this community

Incentivize Influencers to expose brand to their fan bases

Wrap Brand messaging into interactive, shareable Widgets

Incentives matched to consumer affinities

Viral Seeding / Word of Mouth

Influencers tell fans, fans tell friends, who tell their friends

Widgets distributed virally

Achieving Viral Ignition Consumer Knowledge (Affinities + Influencers) Consumer Engagement Viral Ignition = + Target Influencers Establish Credibility Deliver Relevant Messages Activate Consumers Spread the Word

Case Study: Saavn.com BollyPOPtv Saavn The worlds largest producer/ distributor of Bollywood content The “Hollywood of India” Benefits Exact targeting to East Indian and Asian dance enthusiasts who are into Bollywood content Over 10,000+ social connections to Influencers in just over a month 1.5 Million WidgAD views 400+ videos produced by influencers Sponsored by Verizon www.bollypoptv.com

Saavn

The worlds largest producer/ distributor of Bollywood content

The “Hollywood of India”

Benefits

Exact targeting to East Indian and Asian dance enthusiasts who are into Bollywood content

Over 10,000+ social connections to Influencers in just over a month

1.5 Million WidgAD views

400+ videos produced by influencers

Sponsored by Verizon

Case Study: VIBE Verses VIBE Verses Rap Battle Talent Contest Benefits: # of video streams increased by >100x (from 10K/mo to 1.2M/mo) 800% Return on Investment 60K new members 375K unique visitors 1.9M widget views 775K media views 5M monetized ad impressions

VIBE Verses Rap Battle Talent Contest

Benefits:

# of video streams increased by >100x (from 10K/mo to 1.2M/mo)

800% Return on Investment

60K new members

375K unique visitors

1.9M widget views

775K media views

5M monetized ad impressions

Key Solution Steps Know your target consumers Demographics, geolocation, affinities Who/What they’re connected to Who influences them Use this knowledge to engage them Incentivize the influencers Empower your audience to participate in a brand conversation

Know your target consumers

Demographics, geolocation, affinities

Who/What they’re connected to

Who influences them

Use this knowledge to engage them

Incentivize the influencers

Empower your audience to participate in a brand conversation