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Slide 2: Shaking the Money Tree of Multi-Platform Social Networks Jeremiah Owyang Senior Analyst Forrester Research Feb, 2008

Slide 3: 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 3 Entire contents © 2007 Forrester Research, Inc. All rights reserved.

Slide 4: Publish a blog Publish your own Web pages Social Creators Upload video you created Upload audio/music you created Write articles or stories and post them Technographics Post ratings/reviews of products or services Comment on someone else’s blog Critics Contribute to online forums Contribute to/edit articles in a wiki Use RSS feeds Collectors Add “tags” to Web pages or photos “Vote” for Web sites online Maintain profile on a social networking site Joiners Visit social networking sites Read blogs Watch video from other users Spectators Listen to podcasts Read online forums Read customer ratings/reviews Base: Online adults and youth Source: US Social Technographics® Q2 2007 Online Survey and Technographics® Q4 2007 Online Youth Survey Inactives None of the above 4 Entire contents © 2007 Forrester Research, Inc. All rights reserved.

Slide 5: North America Technographics 18% Creators All adults 34% Youth 12-17 25% Critics 30% 12% Collectors 12% 25% Joiners 52% 48% Spectators 57% 44% Inactives 33% 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 5 Entire contents © 2007 Forrester Research, Inc. All rights reserved.

Slide 6: Members use social networks for communication Activity Frequency See what my friends are up to: 86% Sent a message to someone: 79% Posted/updated my profile: 70% Looked at profiles of people I didn’t know: 65% Searched for someone that I used to know: 59% Send a friend/connection request: 53% Listened to music: 47% Read a blog or journal: 51% Wrote on someone’s profile page (e.g., wrote on a wall, posted a 55% testimonial): Watched a video: 40% Sources: North American Technographics Retail And Marketing Online Youth Survey, Q4 2007 6 Entire contents © 2007 Forrester Research, Inc. All rights reserved.

Slide 7: 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” 7 Entire contents © 2007 Forrester Research, Inc. All rights reserved.

Slide 8: 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 8 Entire contents © 2007 Forrester Research, Inc. All rights reserved.

Slide 9: Follow-Up post • Web-strategist.com/blog • Tag: VlabFeb08 9 Entire contents © 2007 Forrester Research, Inc. All rights reserved.