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Slide 1: ::Brainfood :: The Social 10 10 Things Marketers Should Know About Social Networking March 26, 2008 Copyright ©2008 Fallon Worldwide. All rights reserved. Brainfood is a monthly all-agency lunch conducted by Fallon Planners. Wide-ranging topics explore trends, business issues, and actionable opportunities for our brands. 1

Slide 2: Introduction In today’s session of Brainfood, Aki Spicer, a strategic planner at Fallon, explores 10 trends that are influencing brands on the social web. * Attend this presentation live today (slideshow, live sound and video) presentation live today range of social web Attend this on your choice of a (slideshow, live sound and including your Planning a range of touchpoints, video) on Fallon choice of Blog on Blogger, Copyright ©2008 Fallon Worldwide. All rights reserved. Yahoo!Live, touchpoints, including Fallon Planning Ning, social web NetVibes, Plannersphere on Blog on Blogger, Yahoo! Live , Plannersphere on Slideshare, and Facebook. Ning, Slideshare, and Facebook. 2

Slide 4: 10 important trends (and opportunities) you should know. 1. Social Graph 2. Social Shopping 3. Portability 4. Lifestreaming/Lifelogging 5. Crowdsourcing 6. Continuous Partial Attention 7. Open Social 8. Privacy Protection 9. Virtuality 10. New Metrics Copyright ©2008 Fallon Worldwide. All rights reserved. Fast dive into these trends—What’s now? What’s next? …and look at how other brands like you are already tapping them. 4

Slide 5: The Web is fueling a vital movement of social interconnectedness and community, in which people use technologies to draw power from each other, rather than relying on the traditional institutions and processes. Copyright ©2008 Fallon Worldwide. All rights reserved. 5

Slide 7: Mainstream populace, not just the wealthy or educated, can tap into technology’s power to change social mores. Everyone Participates Copyright ©2008 Fallon Worldwide. All rights reserved. 7

Slide 9: Social networks are a pivotal driver (and glue) of our evolving sense of self and community. 20% of regular internet users have visited social nets in the past 30 days. Social nets account for nearly 7% of all U.S. internet traffic and overtook webmail traffic in the U.K. Over half of all online U.S. youths ages 12-17 use social net sites. Over 50% of MySpace and Facebook users are over the age of 25. Copyright ©2008 Fallon Worldwide. All rights reserved. Sources: Technorati, State of the Blogosphere, Pew Internet & American Life Project, Blogger Survey, Hitwise 9

Slide 12: “Any content provided by a marketer in (Facebook) needs to work as social currency. Whatever story there is, it's mostly told by the users, not by the brand.” Mauro Cavalletti, Creative Director AKQA “Social Marketing Do’s and Don’ts” ADWEEK, October 2007 Copyright ©2008 Fallon Worldwide. All rights reserved. 12

Slide 15: Its impact signals a shift for marketers away from “content” and “programming” towards “storytelling” and “relationships.” Becoming a hit at the social level requires adding a degree of social currency to our content. This personal involvement with your brand drives dispersion of the idea. Copyright ©2008 Fallon Worldwide. All rights reserved. 15

Slide 16: Here’s an example of how ABC News fuels co-creation of social currency for their U.S. Politics application on Facebook. Content Provider-driven Me-driven A TV Show …then a RSS Feed …and a podcast Copyright ©2008 Fallon Worldwide. All rights reserved. …and mobisodes 16

Slide 19: There are 3.5 billion online conversations a day. Peer reviews are a significant driver of brand trust and product selection. Copyright ©2008 Fallon Worldwide. All rights reserved. Sources: Keller Fay Group, Bazaarvoice/izu Answers online market research May 16, 2007 to June 6, 2007 19

Slide 20: Amazon mined success by leveraging a human truth: Purchase decisions are not divorced from the social influence of others. Copyright ©2008 Fallon Worldwide. All rights reserved. Sources: Joshua Porter/Bokardo, http://bokardo.com/archives/how-social-is-amazon/c 20

Slide 23: Mars is experimenting with gifting real candy via Facebook. Celebrate allows U.K. users of Facebook to choose from a range of Mars confectionery gifts from the Celebrate Sweet Shop online. Copyright ©2008 Fallon Worldwide. All rights reserved. 23

Slide 24: And even retailers like Wal-Mart are speaking back—about products—through an unfiltered employee blog. Wal-Mart employees began developing Check Out a year ago. Copyright ©2008 Fallon Worldwide. All rights reserved. 24

Slide 27: As information disperses wildly/widely through personal channels, marketers must revert from “sticky” mentality to “slippy.”* Mash-up Syndication Copyright ©2008 Fallon Worldwide. All rights reserved. Sticky websites require lures and Slippy* ideas enable “hooks” to get people to our sites wide distribution of our and then lock them in. brand into daily life. *Mark Earls, http://herd.typepad.com/herd_the_hidden_truth_abo/2008/02/born-sticky-or.html 27

Slide 30: Implications for Portability Are we ‘slippy’? Are we enabling all the points of distribution and syndication of our content across the Web? Copyright ©2008 Fallon Worldwide. All rights reserved. 30

Slide 32: Micro-blogging has enabled our “always on” mentality. A Yahoo! employee became a media star when he Twitter’d his last day after layoffs. Copyright ©2008 Fallon Worldwide. All rights reserved. 32

Slide 35: After a few days of using the new app, Yahoo! Live’s chief designer openly reached out to me to ask/answer questions and share thinking. …the implications of such one-to-one social transparency for our own brands is mammoth. Copyright ©2008 Fallon Worldwide. All rights reserved. 35

Slide 36: In an age of ubiquitous social media, people are vocal about their experiences—good and bad— and they expect real-time responsiveness! Copyright ©2008 Fallon Worldwide. All rights reserved. 36

Slide 38: Implications for Lifestreaming/Lifelogging The web makes EVERYTHING transparent. Get over it. Remember, they post for a reason—they want response from us. Let’s try to pick up the line, Copyright ©2008 Fallon Worldwide. All rights reserved. even if it is online. PR, CSR, and direct marketing may increasingly be bolstered by social computing. 38

Slide 40: Savvy brands are harnessing the passion and sweat equity that people are willing to invest on behalf of brands they care about. But others? Hasbro Tries To Shut Down Facebook’s “Scrabulous” vs Copyright ©2008 Fallon Worldwide. All rights reserved. 2 developers +3 million total users 580,000+ daily users *$28,000 in monthly advertising revenues 40

Slide 42: Instead of launching a site about Del Monte products, the Pet Products Division created a private, invitation-only community for dog owners. "It is not just a focus group that you see for three hours; you are developing a relationship with these pet parents.” Gala Amoroso Senior Manager of Consumer Insights Del Monte Pet Products Copyright ©2008 Fallon Worldwide. All rights reserved. 42

Slide 43: Implications for Crowdsourcing People add value. Smart brands recognize the value that millions of passionate people may add, and they open up the channels to allow for co-creation. Copyright ©2008 Fallon Worldwide. All rights reserved. Also know that at the social, you’re competing with the crowd as well as with your competition. 43

Slide 45: Email Apnea, “podding out,” Continuous Partial Attention, and “Crackberry” officially introduced into our lexicon. Copyright ©2008 Fallon Worldwide. All rights reserved. Source: “Podding Out,” Current TV, March 6, 2006 45

Slide 47: Successful widgets benefit from high engagement, but proliferation puts a premium on great ideas and penalizes the mediocre. Facebook activity grew 32% from May to August 2007 with more than a third of the growth coming from thousands of new applications. Copyright ©2008 Fallon Worldwide. All rights reserved. But…87% of the usage goes to only 84 applications (out of 5000)! Only 45 applications have more than 100,000 active users. Source: O’Reilly Radar Reports, “The Facebook Application Platform,” October 2007. 47

Slide 48: Sony Pictures promoted its vampire movie on Facebook by re-branding an already popular app boasting 3M users. — The campaign was only live for 3 weeks. — There were 59,100 sweepstakes entries (success was deemed at 10k). — Visits included 11,642,051 for the bite page; 17,652,567 for the stats page. — The price was not disclosed, but sources say it was economical. Copyright ©2008 Fallon Worldwide. All rights reserved. Source: Forrester, “Case Study: How Sony Leveraged A Popular ‘Vampire’ Facebook Widget To Reach Its Community,” Jan 2008 48

Slide 49: Implications for Partial Attention In an environment where mental resources are scarce, consider the value of short-term partnerships with agents who have already harvested valuable community members. Copyright ©2008 Fallon Worldwide. All rights reserved. 49

Slide 50: Making Yahoo! more social is a critical priority. We need to do a much better job of thinking of Yahoo! as more of a social experience.” Brad Garlinghouse Yahoo! Senior VP Communications and Communities “Scaling the Social Web” BusinessWeek Sept 24, 2007 Copyright ©2008 Fallon Worldwide. All rights reserved. 50

Slide 52: Facebook membership exploded when it “opened the platform” to all users to create useful and entertaining apps. Active User Growth on Facebook 57 million active users Over 275,000 new active users a day Growing at 3% a week Doubling every 6 months Copyright ©2008 Fallon Worldwide. All rights reserved. Source: Facebook internal data, October 2007 52

Slide 53: Rapid proliferation of social networks (and apps), demands portability and management of identity. Open Social means my digital lives are joined up. Copyright ©2008 Fallon Worldwide. All rights reserved. 53

Slide 54: Even Microsoft announced that it’s going to open its vault of software secrets to outside developers and promote “interoperability.” ? Copyright ©2008 Fallon Worldwide. All rights reserved. 54

Slide 55: Implications for Open Social Caution against “walled gardens” that don’t support interoperability. You’re going to have to learn to get along Copyright ©2008 Fallon Worldwide. All rights reserved. with other social plays on the web. 55

Slide 59: While the rush is on to monetize, and standards are up for grabs, interruption and interception models are probably still not the way forward. Copyright ©2008 Fallon Worldwide. All rights reserved. 59

Slide 61: Implications for Privacy Protection If you’ve been lucky enough to even get invited to the social—chill, dude! Let the relationships build, keep adding value, Copyright ©2008 Fallon Worldwide. All rights reserved. and don’t rush people to make you “viral.” 61

Slide 63: “80% of active internet users will have a second life in a virtual world by the end of 2011.” Copyright ©2008 Fallon Worldwide. All rights reserved. Web 2.0 Web 3.0 Source: Gartner Symposium/IT Expo 2007 63

Slide 64: Kid-centric fantasy may be the easiest in-road for brands… Copyright ©2008 Fallon Worldwide. All rights reserved. General Mills’ Millsberry virtual world enjoys visitation of over 1.3M people a month! 64

Slide 65: …as youth today are rapidly embracing Virtuality. Imagine their expectations for social networking tomorrow. 2007: 24% of U.S. child and teen Internet users visit virtual worlds 2008: 34% 2011: 53% Copyright ©2008 Fallon Worldwide. All rights reserved. 65

Slide 66: Some innovative companies are now using virtual worlds like Second Life to hold global conferences and conduct internal training. JC Penneys Novartis IBM Copyright ©2008 Fallon Worldwide. All rights reserved. 66

Slide 69: In the age of the social web, traditional metrics will never be enough. Yet, the web’s bounty of data affords us many new ways to listen. Get a topline of how our brands are being talked about online (free): Googletrends, Blogpulse, Yahoo Answers See people’s actions and behaviors in real time (free): Google Analytics, Hitwise And also learn more about their motivations and needs (paid). MotiveQwest, Nielsen Buzz Metrics Copyright ©2008 Fallon Worldwide. All rights reserved. 69

Slide 70: The live web can be the ultimate focus group— 600M unsolicited opinions. Some examples of simple, accessible, low-fi approaches… Public domain blog posts Social network profile posts Search engine optimization Forums/BBS Video player comments, ratings, stats, usage metrics Copyright ©2008 Fallon Worldwide. All rights reserved. 70

Slide 72: In the era of social media, even Super Bowl viewers watch the computer screen while watching the game. When we launched a SuperBowl spot for Garmin, we were forced to adapt our metrics to complement the traditional measures. Topline Highlights Views Views Views Total Social Network Views 966,836 2,354,320 2,453,247 YouTube ALL 611,622 1,525,584 1,899,620 YouTube :30 505,347 1,525,584 1,697,080 YouTube Video 75,294 0 163,690 YouTube BTS 30,981 0 38,850 MySpace ALL 280,784 616,135 459,574 MySpace :30 280,140 616,135 457,882 MySpace Video 644 0 0 MySpace Profile 0 0 0 iFilm ALL 67,828 176,122 88,920 Grouper ALL 4,809 4,110 5,133 Copyright ©2008 Fallon Worldwide. All rights reserved. Str8Up ALL 258 0 0 Brightcove ALL 44 22,020 0 iMeem ALL 49 0 0 Goyk ALL 1,280 0 0 MetaCafe ALL 162 10,349 0 Facebook ALL Friendster ALL Digg ALL Reddit ALL Newsvine ALL 72

Slide 73: We then totaled all of our social media engagement into an aggregate number of “brand minutes” that people spent with our content. 1,200,000 1,000,000 802,630 800,000 Brand Minutes 600,000 534,689 Views 400,000 200,000 0 Salesgenie.com Garmin Emerald Nuts • Brand minute = a view x duration in minutes Copyright ©2008 Fallon Worldwide. All rights reserved. • Social media totals include views from YouTube, MySpace, iFilm, etc. 73

Slide 74: While the “experts” had their mixed say, we heard slightly contrasting feedback directly from the people, via social networks. Are the expert polls enough in the age of social media? #54 Copyright ©2008 Fallon Worldwide. All rights reserved. 74

Slide 75: The social web permitted us near real-time feedback through daily tracking of comments, rankings, favorites, and blog posts. “Hahah, fucking awesome commercial.Ultraman and hair #3 - Most Viewed (This Month) - Autos & Vehicles - All metal.” #3 - Most Viewed (This Month) - Autos & Vehicles - English “The song is sung by Steve Grimmett of the band Grim #51 - Most Viewed (All Time) - Autos & Vehicles - All Reaper. :)” #39 - Most Viewed (All Time) - Autos & Vehicles - English “hahaha it reminds me of power rangers, i love it” #3 - Top Rated (This Month) - Autos & Vehicles - All #3 - Top Rated (This Month) - Autos & Vehicles - English Fervent approval, “So cheesy, it's hilarious” “MAPASAURUS!!!!” #40 - Top Rated (All Time) - Autos & Vehicles - All #33 - Top Rated (All Time) - Autos & Vehicles - English funny, nostalgic, #4 - Most Discussed (This Month) - Autos & Vehicles - All “I don't know what to say about this…” #4 - Most Discussed (This Month) - Autos & Vehicles - English #45 - Most Discussed (All Time) - Autos & Vehicles - All rewarding “this ad is retarded” “wtf?!” #26 - Most Discussed (All Time) - Autos & Vehicles - English “Terrible.” #3 - Top Favorites (This Month) - Autos & Vehicles - All #3 - Top Favorites (This Month) - Autos & Vehicles - English Confusion, dislike “my favorite. Guess you had to grow up watching Power #24 - Most Linked (This Month) - Autos & Vehicles - All Rangers and Superhuman Samaurai to appreciate it.” Underrated, niche “I find it brilliant but I knew it was going to fly over the head of people who weren't at least as geeky as I am…” humour Copyright ©2008 Fallon Worldwide. All rights reserved. “People that don't get this commercial are culturally inept.” “If you don't like this commercial, you are probably a Advocacy, communist so nobody will listen to you anyway.” “I cant beleive they called this a flop on CNNTHIS IS THE evangelism, BEST COMMERCIAL EVER” “…the people who hate this commercial are too ignorant to engagement also notice it's referrences and its sarcastic edge, this is complete genius.” “as to those who say this commercial sucks, i am TERRIBLY sorry that you guys didn't grow up with ‘cool’ childhoods.” 75

Slide 76: These largely free tools are just the tip of the iceberg. “Paid-for” online anthropology is scalable and much more sophisticated. And best of all, it is total-sampling, not representative sampling. Mass aggregate “mood of the nation/globe” Tap the influencer trends Map the ripple effects and groundswells Dynamic for launch or crisis analysis Track competitor buzz and sentiment Potentially predictive of shopping behavior Copyright ©2008 Fallon Worldwide. All rights reserved. 76

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