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Slide 1: User-Generated Content and Brands Closing the Gap François Pétavy, VP Marketing & content, Eyeka francois.petavy[at]eyeka.com

Slide 2: Media usage patterns Living in an age of Revolutions Channel shift 15-25 y.o. Europeans spend more time on the Internet than watching TV 2/3 of US adult internet users often surf the Web while Multitasking watching TV In Jan08, US video sites attracted more than Internet video 115m visitors viewing 6 billion streams User Youtube attracts 56% of the total US Internet TV generated content audience (Jan08) Source: European Interactive Advertising Association, Harris Interactive, Nielsen Online Videocensus www.eyeka.com 2

Slide 3: User-generated content – is it a fad? Content production Community « Everyone is an  aggregation author » New communities  10% have already  centered around  contributed creation Attention influence 32% of Youtube viewers  follow friends  recommendations By 2011, almost 15% of TV time and 25% of PC time of consumed content will be user-generated Source: The end of advertising as we know it, IBM Institute for Business Value www.eyeka.com 3

Slide 4: The Marketers’ challenge for 2010 How do I maintain relationship with my audience as it moves away from TV? Media consumptions Reach your audience on new patterns are shifting channels (web/mobile) Traditional communication Harness the power of formats & codes are User-Generated Content becoming obsolete Consumer trust in brands Get endorsed by your is endangered consumers www.eyeka.com 4

Slide 5: A few words about Eyeka Platform solutions Video & mobile portals Your audience Web TV solutions Content solutions Powered by Calls for submissions Your 2.0 destination Author marketplace Contributions by Your content community www.eyeka.com 5 www.eyeka.com

Slide 6: Eyeka’ solution to quality & impactful UGC 1 2 3 4 Get it clear Stimulate the right Control the Select and from the start talent mix content Viralize Your audience AND Content moderation Web TVs Creative brief 15.000+ & editoriali-zation Video Portals authors Powered by www.eyeka.com 6 www.eyeka.com

Slide 7: Example: enabling Canon to recruit & engage customers • A Call for submissions on Eyeka • Authors read the brief and accept Canon’s Term & Conditions to participate • Authors submit their contributions on Eyeka • Canon moderates the content and chooses the winners www.eyeka.com 7

Slide 8: Example: enabling CANAL+ to engage their creative community •A video portal dedicated to aggregating the CANAL+ author community •CANAL+ users can watch and upload home-made videos • Selected contributions are featured in the « Home Made Movies » TV show • Full integration into the CANAL+ information systems (SSO, front- office) www.eyeka.com 8

Slide 9: The future for Brands Customer engagement marketing CRM Loyalty Mass Direct schemes marketing marketing 50s and 60s 70s and 80s 90s 2000s 2010s Rise of brand products Beginning of direct marketing Rise of loyalty programs Evolution of dynamic Endorsement and and advertising product marketing enhancement of brands agencies by consumers Focus: mass Focus: identification Focus: databases, communication of the target group analysis systems Focus: customer New focus: net promoter relationship score www.eyeka.com 9

Slide 10: Contact: francois.petavy[at]eyeka.com About Eyeka Eyeka is an online platform that enables brands, media, content owners and mobile operators to seize opportunities in new media by operating their own contributive internet and mobile TVs. Eyeka provides its corporate clients with comprehensive solutions that include platforms, hosting and content services. Eyeka also helps its clients to source quality, contributive content through a vibrant community of authors. For authors, Eyeka is a leading marketplace that stimulates their creativity through calls for submissions and allows them to be recognized and rewarded. Learn more about Eyeka: http://www.eyeka.com/corporate/?locale=en