Shaking the Money Tree of Multi-Platform Social Networks Jeremiah Owyang Senior Analyst Forrester Research Feb, 2008

Agenda Thank you VLAB! House Cleaning Cell phones off Bloggers tag is VlabFeb08 Opening Remarks Presentation: Sourabh Niyogi, SocialMedia Presentation: Jia Shen, RockYou Panel Discussion: Q&A Closing: Gigi Wang

Thank you VLAB!

House Cleaning

Cell phones off

Bloggers tag is VlabFeb08

Opening Remarks

Presentation: Sourabh Niyogi, SocialMedia

Presentation: Jia Shen, RockYou

Panel Discussion:

Q&A

Closing: Gigi Wang

Social Technographics Base: Online adults and youth Source: US Social Technographics ® Q2 2007 Online Survey and Technographics ® Q4 2007 Online Youth Survey Creators Publish a blog Publish your own Web pages Upload video you created Upload audio/music you created Write articles or stories and post them Critics Post ratings/reviews of products or services Comment on someone else’s blog Contribute to online forums Contribute to/edit articles in a wiki Collectors Use RSS feeds Add “tags” to Web pages or photos “ Vote” for Web sites online Joiners Maintain profile on a social networking site Visit social networking sites Spectators Read blogs Watch video from other users Listen to podcasts Read online forums Read customer ratings/reviews Inactives None of the above

North America Technographics Base: US online adults and youth Source: North American Social Technographics ® Q2 2007 Online Survey & North American Technographics ® Retail And Marketing Online Youth Survey, Q4 2007

Members use social networks for communication Sources: North American Technographics Retail And Marketing Online Youth Survey, Q4 2007 40% Watched a video: 55% Wrote on someone’s profile page (e.g., wrote on a wall, posted a testimonial): 51% Read a blog or journal: 47% Listened to music: 53% Send a friend/connection request: 59% Searched for someone that I used to know: 65% Looked at profiles of people I didn’t know: 70% Posted/updated my profile: 79% Sent a message to someone: 86% See what my friends are up to: Frequency Activity

The Many Challenges of Social Networks Difficult to Monetize “ Marketers say as few as 4 in 10,000 people who see their ads on social networking sites click on them, compared with 20 in 10,000 across the Web. Mark Seremet, president of video game publisher Green Screen, stopped advertising on MySpace last spring because of a 13-in-10,000 response rate. "It's really hard to make money on that anemic click-through rate," says Seremet.” –Businessweek Excess of Players As Marketers Move In, Users Move Out Untrustworthy Member Data Privacy Concerns Mount as Developers Move In Plateau or Social Network Fatigue? Successful Networks have hard time scaling Loss in workplace productivity “Social not -working”

Difficult to Monetize

“ Marketers say as few as 4 in 10,000 people who see their ads on social networking sites click on them, compared with 20 in 10,000 across the Web. Mark Seremet, president of video game publisher Green Screen, stopped advertising on MySpace last spring because of a 13-in-10,000 response rate. "It's really hard to make money on that anemic click-through rate," says Seremet.” –Businessweek

Excess of Players

As Marketers Move In, Users Move Out

Untrustworthy Member Data

Privacy Concerns Mount as Developers Move In

Plateau or Social Network Fatigue?

Successful Networks have hard time scaling

Loss in workplace productivity “Social not -working”

Panel Jeremiah Owyang , Forrester Research, web-strategist.com Sourabh Niyogi, Co-Founder & Vice President of Engineering, SocialMedia Jia Shen, Co-Founder & CTO, RockYou Kevin Marks, Developer Advocate, OpenSocial, Google Steve Cohen, Head of Platform, Bebo •Ken Gullicksen, Managing Partner, Morgenthaler Ventures

Jeremiah Owyang , Forrester Research, web-strategist.com

Sourabh Niyogi, Co-Founder & Vice President of Engineering, SocialMedia

Jia Shen, Co-Founder & CTO, RockYou

Kevin Marks, Developer Advocate, OpenSocial, Google

Steve Cohen, Head of Platform, Bebo •Ken Gullicksen, Managing Partner, Morgenthaler Ventures

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