Componence Chameleon & Lead generation Introducing a viral social marketing concept for publishers By Ha Vo CEO Componence March 2009 (c) Componence 2009 Enterprise 2.0 is getting the benefits of social networking

Publishers need new ways to revenues and cost reduction Advertising income probably dropped with 50% or worse. So money is needed. But from what? Leads to subscriptions! Those are stable, but can we get more new leads than cancellations? Lower costs of marketing / print / editorial. Firing editors will help, but can you keep the editorial quality? Better service to keep the customers, preventing them from writing that letter to cancel the subscription. More value out of current content . But how? Social networks definitely have value, but interfacing with them can be expensive.

Advertising income probably dropped with 50% or worse. So money is needed. But from what?

Leads to subscriptions! Those are stable, but can we get more new leads than cancellations?

Lower costs of marketing / print / editorial. Firing editors will help, but can you keep the editorial quality?

Better service to keep the customers, preventing them from writing that letter to cancel the subscription.

More value out of current content . But how? Social networks definitely have value, but interfacing with them can be expensive.

Your customer is in the social networks! It’s not just MySpace anymore. Facebook has caught up … Communities / groups are created within social networks Access prospects, customers, advertizers and new employees Since 2008 – more messages in social networks than e-mails

It’s not just MySpace anymore. Facebook has caught up …

Communities / groups are created within social networks

Access prospects, customers, advertizers and new employees

Since 2008 – more messages in social networks than e-mails

Other reasons to do social marketing 78% of 26,486 say consumer recommendations are the most credible form of advertising (source: global Nielsen survey) Online social network users were three times more likely to trust their peers’ opinions over advertising when making purchase decisions (source: JupiterResearch - March 2007) 64% of consumers reported wanting to see user ratings and reviews (source: Forrester 2008) 82% of marketers agree that collaboration with customers will prevail over marketing (source: 1to1 Media survey of the 1to1 Xchange panel - April 2008) #1 : Social Networks are the most popular sites for the coveted 18-24 year old age group. That’s right, social networks beat search engines, web based email and most surprisingly porn (source:Time 2008)

78% of 26,486 say consumer recommendations are the most credible form of advertising (source: global Nielsen survey)

Online social network users were three times more likely to trust their peers’ opinions over advertising when making purchase decisions (source: JupiterResearch - March 2007)

64% of consumers reported wanting to see user ratings and reviews (source: Forrester 2008)

82% of marketers agree that collaboration with customers will prevail over marketing (source: 1to1 Media survey of the 1to1 Xchange panel - April 2008)

#1 : Social Networks are the most popular sites for the coveted 18-24 year old age group. That’s right, social networks beat search engines, web based email and most surprisingly porn (source:Time 2008)

www.weareplaystation.com Why is playstation doing this?

Building up relationships with … Customers Necessity is not that high , it’s about keeping them satisfied with your services / products The response will probably not lead to immediate action to generate sales Is not connected to special physical encounters to reduce costs of campaign Is all about keeping recurring revenues , definitely important for any growth strategy . Possible customers Necessity is really high , it’s about getting new business with something they need The response can bring valuable profile information that lead to new sales actions Can connect with physical encounters that will increase the chance of sales Is all about generating new revenues as soon as possible, necessary to survive in times of crisis .

Customers

Necessity is not that high , it’s about keeping them satisfied with your services / products

The response will probably not lead to immediate action to generate sales

Is not connected to special physical encounters to reduce costs of campaign

Is all about keeping recurring revenues , definitely important for any growth strategy .

Possible customers

Necessity is really high , it’s about getting new business with something they need

The response can bring valuable profile information that lead to new sales actions

Can connect with physical encounters that will increase the chance of sales

Is all about generating new revenues as soon as possible, necessary to survive in times of crisis .

We know a viral marketing concept that Will target your complete reader group and trigger all your readers to think about it . Will create several rounds of interaction between you and those readers who are interested. All of them will register . Will be taken into different social networks like Facebook, Linkedin, MySpace, MSN, Gmail, Hyves, Twitter That will generate good quality user generated content about the subjects you publish and that are interesting to your readers and Will definitely show your reader that your magazine and website will be more valuable in the future . Will generate thousands of leads with e-mail addresses AND good visibility in the social networks

Will target your complete reader group and trigger all your readers to think about it .

Will create several rounds of interaction between you and those readers who are interested. All of them will register .

Will be taken into different social networks like Facebook, Linkedin, MySpace, MSN, Gmail, Hyves, Twitter

That will generate good quality user generated content about the subjects you publish and that are interesting to your readers and

Will definitely show your reader that your magazine and website will be more valuable in the future .

Does your business fit these criteria? # readers of your magazine at least 5 – 10 times more than # paying subscribers to your content / services # subscribers to your newsletter Your content can be organized in many different subjects Professional - e.g. civil servants, doctors, laywers, … Themes – e.g. R&D, taxes, Web 2.0, legislation, politics, cars, … Lifecycle – e.g. start, growth, stagnation, downturn, … Your readers are really into your magazine They understand the quality of your content They have an opinion and don’t mind giving some feedback A lead will generate more business in many ways Selling more types of print (books, pockets, leaflets, specials) Services (e.g. trainings, courses, workshops, seminars) Leads for partners, more value in advertising

# readers of your magazine at least 5 – 10 times more than

# paying subscribers to your content / services

# subscribers to your newsletter

Your content can be organized in many different subjects

Professional - e.g. civil servants, doctors, laywers, …

Themes – e.g. R&D, taxes, Web 2.0, legislation, politics, cars, …

Lifecycle – e.g. start, growth, stagnation, downturn, …

Your readers are really into your magazine

They understand the quality of your content

They have an opinion and don’t mind giving some feedback

A lead will generate more business in many ways

Selling more types of print (books, pockets, leaflets, specials)

Services (e.g. trainings, courses, workshops, seminars)

Leads for partners, more value in advertising

Short term ROI guaranteed! We care about your results and are willing to show our commitment to your success Model 1 – pay for the service Probably less than 5-10% of your marketing budget to set it up Payment for the data traffic (hosting), software and support for the duration of the viral Model 2 – pay more for leads Minimal initiation costs Pay us per lead: 75% of your current costs / per lead Pay us a bonus: if conversion is higher - 25% of current costs / lead Model 3 – revenue sharing new clients Minimal initiation costs Pay us per new customer: 20% of the first and second year revenue A real partnership where your success is our success

We care about your results and

are willing to show our commitment to your success

Model 1 – pay for the service

Probably less than 5-10% of your marketing budget to set it up

Payment for the data traffic (hosting), software and support for the duration of the viral

Model 2 – pay more for leads

Minimal initiation costs

Pay us per lead: 75% of your current costs / per lead

Pay us a bonus: if conversion is higher - 25% of current costs / lead

Model 3 – revenue sharing new clients

Minimal initiation costs

Pay us per new customer: 20% of the first and second year revenue

A real partnership where your success is our success

Componence Chameleon is our platform Click on the mashup for more information about Chameleon Chameleon layer Wicket – Portlet 2.0 Web APIs Connectable backend Shop & checkout Twitter Delicious Google Maps Facebook / Linked in Content Repository Search Services E-commerce services Webservice adapters Mashup A Where is the user? Mashup B Wordpress Blogger YouTube Flickr Content Scraping Rating Digg Comment Share Tagging

Enterprise standards and Web APIs Supports multiple storage Component based development with Spring, Camel, OSGi Service framework with CXF Security – Acegi Caching – JBoss Cache BPM – Spring modules Search – Lucene Popular Web APIs Chameleonsuite Middle Tier Services Business Services Content Google apps Open Social Communities Content Transformation Scraping Tagging … ESB / BPM OSGi Core Services Security Logging Monitoring Caching Work Flow Events SPRING Portletsuite Repository Versioning Multi Language Web DAV JSR-170 JSR-283 VCR Custom Wicket & Chameleon layer WS REST

Supports multiple storage

Component based development with Spring, Camel, OSGi

Service framework with CXF

Security – Acegi

Caching – JBoss Cache

BPM – Spring modules

Search – Lucene

Popular Web APIs

We look forward to help you … NOW: Generate leads for your business With our specific viral social marketing solution for publishers THIS YEAR: Create more innovative and richer mashup concepts The lead generation concept is just a start Where your content will really be next to user generated content That will trigger readers to take your mashups into their comfort zones like Vista / MacOSX / iGoogle / Facebook (new channels) LONGTERM: To create a Longtail mashup strategy That will enable you to generate substantially more value out of your current content. That will provide your organization with a stable footprint in the comfort zones of your clients. That will make sure that your content and services are closer to your end users than ever before (C) Componence 2009 – Ha Vo – hvo@componence.com

NOW: Generate leads for your business

With our specific viral social marketing solution for publishers

THIS YEAR: Create more innovative and richer mashup concepts

The lead generation concept is just a start

Where your content will really be next to user generated content

That will trigger readers to take your mashups into their comfort zones like Vista / MacOSX / iGoogle / Facebook (new channels)

LONGTERM: To create a Longtail mashup strategy

That will enable you to generate substantially more value out of your current content.

That will provide your organization with a stable footprint in the comfort zones of your clients.

That will make sure that your content and services are closer to your end users than ever before