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

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

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

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

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

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

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

Creative Drives Engagement
E= mc2
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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
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Viral Channels
Invites
Profile box
News Feed
Mini-News Feed on Profile pages
Email Message
Notifications Profile Action
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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?
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Who to Engage?
~20% users
overlap
~20% users ~30% users
overlap overlap
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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
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Advertisement
Facebook social ad RockYou app ad RockYou banner ad
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Facebook Social Ads
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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
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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
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Branded Page
• Page
management
• Fan acquisition
• Page marketing
• Branded apps
• Sweepstakes
• Polls
• Quizzes
• Contests
• Coupons
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Branded Page: Quiz
Profile box
engages
profile
visitors
Compare with
friends drives
viral sharing
Custom quiz
for brand Page
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Branded Page: Poll
Results on
Page
Polls
questions
appear on
branded Page
Custom poll
for brand Page
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Branded poke app
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Branded gifting app
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Branded
social
game
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Branded quiz
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Social Application Server TM
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Reporting and Statistics
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Goals and Assets
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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
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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

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