rock you it’s all you!

RockYou is the leading provider of social network applications Invented the Space Double Digit penetration across leading social networks (MySpace, Facebook, Bebo..) 105 Million Unique Viewers 50 Million Unique visitors 1.5 Billion Pageviews 150+Million Widget views a day

Invented the Space

Double Digit penetration across leading social networks (MySpace, Facebook, Bebo..)

105 Million Unique Viewers

50 Million Unique visitors

1.5 Billion Pageviews

150+Million Widget views a day

Source: eBay Investor Presentation, RockYou Disruptive Growth (MM) Uptake in Registered Users Over Time Facebook opens up its Platform for application developers (2)

Key Takeaways for Viral Growth Viewer focus Simplicity Novelty Universal Applicability

Viewer focus

Simplicity

Novelty

Universal Applicability

Building Viral Engagement User 3. Indirect friends => focus on messaging Focus on messaging to invite/notification receivers to drive more friends invites Deliver increasing AND simply understood value to app w/ every friend invited (Zombies) 1. New users => build clean flows New users absolutely key to viral engagement (vs returning user) Focus on linear, one-action flows to maximize activation for new users Forget registration 2. Direct friends => deliver clear value prop Provide clear value proposition to new user for inviting friend network (Likeness) Ensure invitation is first/second step of new user flow to maximize viral value of user (Superlatives vs Superlatives) 4. Interested parties => allow universal use Enable simple tools (comments, ratings, answers) that allow interaction w/o requiring full engagement w/ application (My Questions) Direct Friends Indirect Friends Interested Parties

3. Indirect friends => focus on messaging

Focus on messaging to invite/notification receivers to drive more friends invites

Deliver increasing AND simply understood value to app w/ every friend invited (Zombies)

1. New users => build clean flows

New users absolutely key to viral engagement (vs returning user)

Focus on linear, one-action flows to maximize activation for new users

Forget registration

2. Direct friends => deliver clear value prop

Provide clear value proposition to new user for inviting friend network (Likeness)

Ensure invitation is first/second step of new user flow to maximize viral value of user (Superlatives vs Superlatives)

4. Interested parties => allow universal use

Enable simple tools (comments, ratings, answers) that allow interaction w/o requiring full engagement w/ application (My Questions)

Application Development by the numbers Marketing / Validation Growth Engagement

Marketing / Validation

Growth

Engagement

Application Phases Marketing / Validation Audience Messaging Channels

Marketing / Validation

Audience

Messaging

Channels

Application Verticals Channel – Superwall, HugMe Content – Flixster, iLike, Watercooler Quiz – Likeness, Flixster, Compare Ppl Games – Zombies, FluffFriends, SpeedRacer Gifts – Grow-a-gift, Free Gifts Self Expression – Cities I’ve Visitied, Bumper Sticker

Channel – Superwall, HugMe

Content – Flixster, iLike, Watercooler

Quiz – Likeness, Flixster, Compare Ppl

Games – Zombies, FluffFriends, SpeedRacer

Gifts – Grow-a-gift, Free Gifts

Self Expression – Cities I’ve Visitied, Bumper Sticker

Audience Skew heavily to teen and young adult women—brand influencers

Facebook Channels News Feed Notifications Email Profile Invites Profile Action Non-user pages

News Feed

Notifications

Email

Profile

Invites

Profile Action

Non-user pages

Messaging What are the call to actions

What are the call to actions

Application Phases Growth Break viral barrier Tune growth (Install vs uninstall)

Growth

Break viral barrier

Tune growth (Install vs uninstall)

Viral Multiplier App grows without promotion 1 user causes at least 1 user to install

App grows without promotion

1 user causes at least 1 user to install

Tuning Track everything. Graph it, trend it. Notification / Invite Allocations Notification spam blocking

Track everything. Graph it, trend it.

Notification / Invite Allocations

Notification spam blocking

Application Phases Engagement Saturated social circles Tune for experience

Engagement

Saturated social circles

Tune for experience

Virality vs Engagement Virality Grow outside of core group of users Get users to spread to others Don’t hurt user experience

Virality

Grow outside of core group of users

Get users to spread to others

Don’t hurt user experience

Virality vs Engagement Engagement Build user experience Increase pageviews and loyalty Build stickiness Continue growth Prevent uninstalls Monetize (use Rockyou!)

Engagement

Build user experience

Increase pageviews and loyalty

Build stickiness

Continue growth

Prevent uninstalls

Monetize (use Rockyou!)

Facebook Channels News Feed Notifications Email Profile Invites Profile Action Non-user pages Profile Action

News Feed

Notifications

Email

Profile

Invites

Profile Action

Non-user pages

Profile Action

Open Social What’s a Platform Ability Add Functionality Distribution Monetization

Ability Add Functionality

Distribution

Monetization

The Open Social Challenge Distinct audience Huge audience! Promiscuity factor Different use model Profile vs News Feed Viral channels Whats effective? Directory Not repeatable source of growth

Distinct audience

Huge audience!

Promiscuity factor

Different use model

Profile vs News Feed

Viral channels

Whats effective?

Directory

Not repeatable source of growth

The Networks MySpace US (international later) In profile Orkut Brazil, India Scrapbook big Hi5 Spanish speaking In profile

MySpace

US (international later)

In profile

Orkut

Brazil, India

Scrapbook big

Hi5

Spanish speaking

In profile

Open Social Channels News Feed Infancy Profile Main Page Bulletins Messaging / Invites (TBD) Non-user pages A lot in the air

News Feed

Infancy

Profile

Main Page

Bulletins

Messaging / Invites (TBD)

Non-user pages

A lot in the air

What Should We Do? No different than Facebook launch Focus on demographics Self expression Instrument for virality

No different than Facebook launch

Focus on demographics

Self expression

Instrument for virality

Application Verticals Channel – Superwall, HugMe Content – Flixster, iLike, Watercooler Quiz – Likeness, Flixster, Compare Ppl Games – Zombies, FluffFriends, SpeedRacer Gifts – Grow-a-gift, Free Gifts Self Expression – Cities I’ve Visitied, Bumper Sticker

Channel – Superwall, HugMe

Content – Flixster, iLike, Watercooler

Quiz – Likeness, Flixster, Compare Ppl

Games – Zombies, FluffFriends, SpeedRacer

Gifts – Grow-a-gift, Free Gifts

Self Expression – Cities I’ve Visitied, Bumper Sticker

Business Model Overview RockYou has two primary monetization methods Advertising on its own leading applications Revenue share agreements with other social network applications through the Advertising Platform RockYou’s has a unique value proposition to advertisers including its: Extensive reach across multiple social networking platforms Ability to target users with a high degree of granularity Contextual targeting capabilities Leading Advertising Network RockYou provides advertisers with multiple pricing options including Cost Per Installation (CPI), Cost Per Click (CPC), Cost per Impression (CPM), and Cost per Action (CPA).

RockYou has two primary monetization methods

Advertising on its own leading applications

Revenue share agreements with other social network applications through the Advertising Platform

RockYou’s has a unique value proposition to advertisers including its:

Extensive reach across multiple social networking platforms

Ability to target users with a high degree of granularity

Contextual targeting capabilities

Leading Advertising Network

RockYou provides advertisers with multiple pricing options including Cost Per Installation (CPI), Cost Per Click (CPC), Cost per Impression (CPM), and Cost per Action (CPA).

Advertising Units Cross-sell Banner

Advertising Opportunities Application Promotion Branded Ad Takeover/ Skins Application Integration Customization / Integration Types of Ads Less More

Case Example 1: Branded Ad Advertised Sony’s 30 Days of Night on RockYou’s Vampires application: g enerated 59k sweepstake entries

Case Example 2: App Promotion Advised Acuvue team on viral flow of Wink application, then promoted the application on RockYou network— 200 installs grew to 100K users in a few weeks . 646x60 Ad

Case Example 3: App Promotion Worked closely with Yahoo on the relaunch of Yahoo Music Videos on FB. After viral tuning—consultation on application flow and design—and cross promotion on the RockYou ad network, the app grew to 1.5M+ users : Other clients include: - NBC - ABC - IAC - Expedia - ESPN - Neutrogena - Coke/Sprite

Case Example 4: App Takeover Promotion surpassed expectations of interactive engagement w/ the brand: Goal: 10K contest registrations Actual: 1M registrations Signed Sony Pictures to advertise Resident Evil on RockYou’s Zombies application.

Case Example 5: App Integration Created co-branded quiz within the Likeness application titled “Best Johnny Depp Characters” to promote Sweeney Todd debut. Newsfeed Promotion On-page Click-thru to Learn More About Movie Results: 186k quizzes taken in 1st month 7M impressions generated 46K click-thrus to movie site Strong CTR = 0.65%

186k quizzes taken in 1st month

7M impressions generated

46K click-thrus to movie site

Strong CTR = 0.65%

Rich Media Works RockYou has partnered with leading rich media provider, Pointroll, to build a custom rich media ad format with material CTR and $6CPM.

Blue-Chip Advertisers