Viral Marketing & Advertising Strategies for Social Networks

Slide 1: [context] Viral Marketing & Advertising Strategies for Social Networks Kevin Barenblat, co-founder www.contextoptional.com [context] Context Optional © 2008 Proprietary and Confidential

Slide 2: [context] builds presence for the world’s biggest brands on the top social networks [context] Context Optional © 2008 Proprietary and Confidential

Slide 3: Marketing with [context] Brands Agencies [context] Context Optional © 2008 Proprietary and Confidential

Slide 4: Audience Shift Largest Websites by Traffic, 2005 vs. 2008 2005 2008 1 1 2 2 3 3 4 4 5 5 6 6 7 7 8 (U.K.) 8 9 9 Wikipedia.org 10 10 Alexa Global Traffic Rankings [context] Context Optional © 2008 Proprietary and Confidential

Slide 5: Global Phenomenon Source: UniversalMcCann Social Media Tracker, March 2008 [context] Context Optional © 2008 Proprietary and Confidential

Slide 6: Global Fragmentation [context] Context Optional © 2008 Proprietary and Confidential

Slide 7: Spending Shifting [context] Context Optional © 2008 Proprietary and Confidential

Slide 8: New Marketing and Communications Platform [context] Context Optional © 2008 Proprietary and Confidential

Slide 9: Marketing Funnel Source: Forrester [context] Context Optional © 2008 Proprietary and Confidential

Slide 10: Social Marketing [context] Context Optional © 2008 Proprietary and Confidential

Slide 11: Creative Drives Engagement E= mc2 [context] Context Optional © 2008 Proprietary and Confidential

Slide 12: Viral Loop y Friend Accept? y Friend Accept? Call to action: y User Friend Accept? Invite x friends y Friend Accept? y Friend Accept? Y% acceptance rate x * y > 1 = viral growth [context] Context Optional © 2008 Proprietary and Confidential

Slide 13: Viral Channels Invites Profile box News Feed Mini-News Feed on Profile pages Email Message Notifications Profile Action [context] Context Optional © 2008 Proprietary and Confidential

Slide 14: Social Marketing Strategy WHY WHO HOW WHAT/WHERE • What are the • Who is the • How should • What applications goals and target customer should be built? objectives of customer? relationships • Which technologies the social • How is the change? should be used? marketing customer best • How will the • Where should the campaign? engaged? campaign be campaign be run? measured? [context] Context Optional © 2008 Proprietary and Confidential

Slide 15: Who to Engage? ~20% users overlap ~20% users ~30% users overlap overlap [context] Context Optional © 2008 Proprietary and Confidential

Slide 16: Range of Advertising Options Less Customization/Integration More Advertisement Sponsored App Branded Page Custom Application • Banner and • Build on • Independent • Interactive rich media ads existing presence on branded targeted by audience Facebook application demo, geo • Brand • Users become engages users and/or integration brand fans • Viral channels interests drive growth [context] Context Optional © 2008 Proprietary and Confidential

Slide 17: Advertisement Facebook social ad RockYou app ad RockYou banner ad [context] Context Optional © 2008 Proprietary and Confidential

Slide 18: Facebook Social Ads [context] Context Optional © 2008 Proprietary and Confidential

Slide 19: Advertising through Networks RockYou applications provide distribution through 25 of top 50 apps Application Total Facebook Application Total Facebook Users Users Super Wall 31.7M Movies 22.7M Hug Me 18.5M iLike 14.7M Likeness 16.9M Compare People 12.2M Horoscopes 6.8M Are YOU Interested? 9.7M Likeness Unrated 5.1M Circle of Friends 9.5M Speed Racing 4.2M Quizzes 7.8M PetrolHead 4.1M Friends For Sale 7.3M Growing Gifts 6.2M [context] Context Optional © 2008 Proprietary and Confidential

Slide 20: Sponsored App Co-branded RockYou’s Likeness quiz application promotes Sweeney Todd News feed promotion On-page click-thru Results: • 186k quizzes taken in 1 month, generating 2M impressions • 7M additional impressions on matches page, with 46k click- thrus to movie site [context] Context Optional © 2008 Proprietary and Confidential

Slide 21: Branded Page • Page management • Fan acquisition • Page marketing • Branded apps • Sweepstakes • Polls • Quizzes • Contests • Coupons [context] Context Optional © 2008 Proprietary and Confidential

Slide 22: Branded Page: Quiz Profile box engages profile visitors Compare with friends drives viral sharing Custom quiz for brand Page [context] Context Optional © 2008 Proprietary and Confidential

Slide 23: Branded Page: Poll Results on Page Polls questions appear on branded Page Custom poll for brand Page [context] Context Optional © 2008 Proprietary and Confidential

Slide 24: Branded poke app [context] Context Optional © 2008 Proprietary and Confidential

Slide 25: Branded gifting app [context] Context Optional © 2008 Proprietary and Confidential

Slide 26: Branded social game [context] Context Optional © 2008 Proprietary and Confidential

Slide 27: Branded quiz [context] Context Optional © 2008 Proprietary and Confidential

Slide 28: Social Application Server TM [context] Context Optional © 2008 Proprietary and Confidential

Slide 29: Reporting and Statistics [context] Context Optional © 2008 Proprietary and Confidential

Slide 30: Goals and Assets [context] Context Optional © 2008 Proprietary and Confidential

Slide 31: Rules of Thumb Frictionless: simple, less is more Audience: on Facebook for their friends Communication: integrate into the viral channels Engagement: hook users to return regularly Business model: design with monetization in mind Objective: establish goals and success metrics Obvious: make each page’s purpose clear Keep working: develop, test, repeat [context] Context Optional © 2008 Proprietary and Confidential

Slide 32: Main Questions • Why: Attention shift • Who: 18-35 year olds • What: Engage in conversation • Where: Facebook, MySpace, Twitter, etc. • When: Growing dramatically next few yrs • How: Ads, pages, applications, feeds [context] Context Optional © 2008 Proprietary and Confidential

Slide 33: Questions? Kevin Barenblat, co-founder www.contextoptional.com [context] Context Optional © 2008 Proprietary and Confidential