1. [context]
Viral Marketing & Advertising
Strategies for Social Networks
Kevin Barenblat, co-founder
www.contextoptional.com
[context] Context Optional © 2008 Proprietary and Confidential

2. [context] builds presence
for the world’s biggest brands
on the top social networks
[context] Context Optional © 2008 Proprietary and Confidential

3. Marketing with [context]
Brands Agencies
[context] Context Optional © 2008 Proprietary and Confidential

4. Audience Shift
Largest Websites by Traffic, 2005 vs. 2008
2005 2008
1 1
2 2
3 3
4 4
5 5
6 6
7 7
8 (U.K.) 8
9 9 Wikipedia.org
10 10
Alexa Global Traffic Rankings
[context] Context Optional © 2008 Proprietary and Confidential

5. Global Phenomenon
Source: UniversalMcCann Social Media Tracker, March 2008
[context] Context Optional © 2008 Proprietary and Confidential

6. Global Fragmentation
[context] Context Optional © 2008 Proprietary and Confidential

7. Spending Shifting
[context] Context Optional © 2008 Proprietary and Confidential

8. New Marketing and
Communications Platform
[context] Context Optional © 2008 Proprietary and Confidential

9. Marketing Funnel
Source: Forrester
[context] Context Optional © 2008 Proprietary and Confidential

10. Social Marketing
[context] Context Optional © 2008 Proprietary and Confidential

11. Creative Drives Engagement
E= mc2
[context] Context Optional © 2008 Proprietary and Confidential

12. Viral Loop
y
Friend Accept?
y
Friend Accept?
Call to
action: y
User Friend Accept?
Invite x
friends y
Friend Accept?
y
Friend Accept?
Y% acceptance rate
x * y > 1 = viral growth
[context] Context Optional © 2008 Proprietary and Confidential

13. Viral Channels
Invites
Profile box
News Feed
Mini-News Feed on Profile pages
Email Message
Notifications Profile Action
[context] Context Optional © 2008 Proprietary and Confidential

14. Social Marketing Strategy
WHY WHO HOW WHAT/WHERE
• What are the • Who is the • How should • What applications
goals and target customer should be built?
objectives of customer? relationships • Which technologies
the social • How is the change? should be used?
marketing customer best • How will the • Where should the
campaign? engaged? campaign be campaign be run?
measured?
[context] Context Optional © 2008 Proprietary and Confidential

15. Who to Engage?
~20% users
overlap
~20% users ~30% users
overlap overlap
[context] Context Optional © 2008 Proprietary and Confidential

16. Range of Advertising Options
Less Customization/Integration More
Advertisement Sponsored App Branded Page Custom Application
• Banner and • Build on • Independent • Interactive
rich media ads existing presence on branded
targeted by audience Facebook application
demo, geo • Brand • Users become engages users
and/or integration brand fans • Viral channels
interests drive growth
[context] Context Optional © 2008 Proprietary and Confidential

17. Advertisement
Facebook social ad RockYou app ad RockYou banner ad
[context] Context Optional © 2008 Proprietary and Confidential

18. Facebook Social Ads
[context] Context Optional © 2008 Proprietary and Confidential

19. Advertising through Networks
RockYou applications provide distribution through 25 of top 50 apps
Application Total Facebook Application Total Facebook
Users Users
Super Wall 31.7M Movies 22.7M
Hug Me 18.5M iLike 14.7M
Likeness 16.9M Compare People 12.2M
Horoscopes 6.8M Are YOU Interested? 9.7M
Likeness Unrated 5.1M Circle of Friends 9.5M
Speed Racing 4.2M Quizzes 7.8M
PetrolHead 4.1M Friends For Sale 7.3M
Growing Gifts 6.2M
[context] Context Optional © 2008 Proprietary and Confidential

20. Sponsored App
Co-branded RockYou’s Likeness quiz application promotes Sweeney Todd
News feed
promotion
On-page
click-thru
Results:
• 186k quizzes taken in 1
month, generating 2M
impressions
• 7M additional impressions on
matches page, with 46k click-
thrus to movie site
[context] Context Optional © 2008 Proprietary and Confidential

21. Branded Page
• Page
management
• Fan acquisition
• Page marketing
• Branded apps
• Sweepstakes
• Polls
• Quizzes
• Contests
• Coupons
[context] Context Optional © 2008 Proprietary and Confidential

22. Branded Page: Quiz
Profile box
engages
profile
visitors
Compare with
friends drives
viral sharing
Custom quiz
for brand Page
[context] Context Optional © 2008 Proprietary and Confidential

23. Branded Page: Poll
Results on
Page
Polls
questions
appear on
branded Page
Custom poll
for brand Page
[context] Context Optional © 2008 Proprietary and Confidential

24. Branded poke app
[context] Context Optional © 2008 Proprietary and Confidential

25. Branded gifting app
[context] Context Optional © 2008 Proprietary and Confidential

26. Branded
social
game
[context] Context Optional © 2008 Proprietary and Confidential

27. Branded quiz
[context] Context Optional © 2008 Proprietary and Confidential

28. Social Application Server TM
[context] Context Optional © 2008 Proprietary and Confidential

29. Reporting and Statistics
[context] Context Optional © 2008 Proprietary and Confidential

30. Goals and Assets
[context] Context Optional © 2008 Proprietary and Confidential

31. Rules of Thumb
Frictionless: simple, less is more
Audience: on Facebook for their friends
Communication: integrate into the viral channels
Engagement: hook users to return regularly
Business model: design with monetization in mind
Objective: establish goals and success metrics
Obvious: make each page’s purpose clear
Keep working: develop, test, repeat
[context] Context Optional © 2008 Proprietary and Confidential

32. Main Questions
• Why: Attention shift
• Who: 18-35 year olds
• What: Engage in conversation
• Where: Facebook, MySpace, Twitter, etc.
• When: Growing dramatically next few yrs
• How: Ads, pages, applications, feeds
[context] Context Optional © 2008 Proprietary and Confidential

33. Questions?
Kevin Barenblat, co-founder
www.contextoptional.com
[context] Context Optional © 2008 Proprietary and Confidential