A Brief History of Conversation: Advertising in the Social Space Gordon Peters General Manager, SocialCash.com Social Ad Summit New York, New York September 15, 2008

Conversation began in tribes Let’s kill the wooly mammoth and eat it. That is all.

Then the tribes got bigger Let’s build an army of 10,000, pillage and whatnot, and spread our message!

And spokespeople emerged Representatives speak for the people and govern a nation of 1,000,000.

Democracy changed to top-down voicing “ We newspaper owners will manage the conversations for 10,000,000 people. Companies can buy advertising space.”

Technology brought democracy back Blogs: Social News: Content portals and social news allowed the people to choose their voices

Then came true Social Networks Conversations are 24/7, and users are sharing and learning more about their friends

Individuals Are Now Publishers, Curators, And Evangelists Real-time content push Curation Evangelism

Today’s Challenge: How Should You Join The Conversation? Social Networks Tools Ads Social Networks and open APIs/Platforms creating huge new inventory.

Five Avenues for Conversation and Engagement Hyper Targeted Ads Branded Apps (App-vertisements) Fan Pages Groups Events 1 2 3 4 5

Avenue 1: Hyper-Targeted Ads (Platform) 1 2 3 4 Targeting Apps Fanning Groups 5 Events

Avenue 1: Hyper-Targeted Ads (Apps) Social Banners Virtual Currency Sign up  Get Texas Hold ‘Em Chips Branded Virtual Gifts 1 2 3 4 Targeting Apps Fanning Groups 5 Events

Avenue 2: Branded Apps 1 2 3 4 Targeting Apps Fanning Groups 5 Events Context Optional helps Timberland recruit 100,000 Earthkeepers, who sent 1.75M seeds

Avenue 3: Fan pages 1 2 3 4 Targeting Apps Fanning Groups 5 Events Fan pages allow for customer evangelism

Avenue 4: Social Groups 1 2 3 4 Targeting Apps Fanning Groups 5 Events

Avenue 4: Social Groups 1 2 3 4 Targeting Apps Fanning Groups 5 Events

Avenue 4: Social Groups 1 2 3 4 Targeting Apps Fanning Groups 5 Events

Avenue 5: Events 1 2 3 4 Targeting Apps Fanning Groups 5 Events

Five “Must Do” takeaways for igniting high-value conversations Define clear and measurable goals Try multiple avenues and build a portfolio Don’t fear the mob; cede some control Leverage key metrics to drive growth Test, learn, and iterate 1 2 3 4 5

A Brief History of Conversation: Advertising in the Social Space Gordon Peters – General Manager, SocialCash.com Social Ad Summit September 15, 2008