Viral Marketing & Advertising Strategies for Social Networks

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

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

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

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

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

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

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

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