1.
2
22 May 2008 © Microsoft Corporation 2008 | CMG | Global Marketing Group

2.
Source: Markus Angermeier
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3.
Source: Markus Angermeier
22 May 2008 © Microsoft Corporation 2008 | CMG | Global Marketing Group Slide 4

4.
Source: Michael Wesch - Mediatedcultures.net @ Kansas State University
5
22 May 2008 © Microsoft Corporation 2008 | CMG | Global Marketing Group

5.
“Death” of Traditional Media
Transition to Mainstream
Web2.0
Advertising Web1.0
Multi-Directional
Uni-Directional Bi-Directional
Small Worlds
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6.
Source: Global Insights as published in BusinessWeek
22 May 2008 © Microsoft Corporation 2008 | CMG | Global Marketing Group Slide 7

7.
Source: Interactive Advertising Bureau (IAB), PricewaterhouseCoopers (PwC) Estimates, 2007
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8.
Source: Mohan Sawhney, Kellogg School of Management
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9.
10
22 May 2008 © Microsoft Corporation 2008 | CMG | Global Marketing Group

10.
Source: Wikipedia
22 May 2008 © Microsoft Corporation 2008 | CMG | Global Marketing Group Slide 11

11.
Source: Various
22 May 2008 © Microsoft Corporation 2008 | CMG | Global Marketing Group Slide 12

12.
22 May 2008 © Microsoft Corporation 2008 | CMG | Global Marketing Group Slide 13

13.
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14.
Source: Sandvine
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15.
Source: Casaleggio Associati. 2006,
based on Technorati data, 2006

16.
Source: iMedia as cited in press release, December 17, 2007
according to US Advertising Agency Executives, 2007 (% of respondents)
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17.
Source: http://www.nielsenbuzzmetrics.com/cgm
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18.
22 May 2008 © Microsoft Corporation 2008 | CMG | Global Marketing Group Slide 19

19.
20
22 May 2008 © Microsoft Corporation 2008 | CMG | Global Marketing Group

20.
http://wonderactive.jp/award/nike/kimewaza/index_e.html
http://nike.msn.co.jp/
21
22 May 2008 © Microsoft Corporation 2008 | CMG | Global Marketing Group

21.
22 May 2008 © Microsoft Corporation 2008 | CMG | Global Marketing Group Slide 22

22.
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23.
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24.
Source: UM Wave 3 Data, Active Internet Universe Estimates, 2008

25.
Source: UM Wave 3 Data, 16-54 Active Internet Universe Estimates, 2008
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26.
70%
60%
% Ever Read
Source: UM Wave 3 Data, Active Internet Universe, 2008
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27.
Source: UM Wave 3 Data, 16-54 Active Internet Universe Estimates, 2008
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28.
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29.
59%
42%
Source: UM Wave 3 Data, 16-54 Active Internet Universe Estimates, 2008
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30.
Source: UM Wave 3 Data, 16-54 Active Internet Universe Estimates, 2008
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31.
Worldwide Growth of Selected* Social Networking Sites
June 2007 vs. June 2006
Total Worldwide Home/Work Locations Among Internet Users Age 15+
Source: comScore World Metrix
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32.
74%
23%
Source: UM Wave 3 Data, % What done with Social Network Page (Social Network Users), 2008
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33.
Source: UM Wave 3 Data, % What done with Social Network Page (Social Network Users), 2008
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34.
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35.
Base: US online consumers
Source: NACTAS Q2 2007 North American Social
Technographics online survey and NACTAS Q4 2007
Youth online survey (12-17)
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36.
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37.
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38.
Subject matter
experts in these
affinity groups
Connectors
Prominence
that pass on
and dominance
information
of certain
either within or
topics on the
among affinity
web
groups
Influencers Enthusiasts
who impact the who are looking
affinity group for information
22 May 2008 © Microsoft Corporation 2008 | CMG | Global Marketing Group Slide 40

39.
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40.
Center
Periphery
42
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41.
43
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42.
44
22 May 2008 © Microsoft Corporation 2008 | CMG | Global Marketing Group

43.
22 May 2008 © Microsoft Corporation 2008 | CMG | Global Marketing Group Slide 45

44.
46
22 May 2008 © Microsoft Corporation 2008 | CMG | Global Marketing Group

45.
22 May 2008 © Microsoft Corporation 2008 | CMG | Global Marketing Group 47

46.
48
22 May 2008 © Microsoft Corporation 2008 | CMG | Global Marketing Group

47.
49
22 May 2008 © Microsoft Corporation 2008 | CMG | Global Marketing Group

48.
Source: Nielsen blogpulse live, 2008
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49.
Source: Nielsen BuzzMetrics, 2006
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50.
52
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51.
53
22 May 2008 © Microsoft Corporation 2008 | CMG | Global Marketing Group

52.
22 May 2008 © Microsoft Corporation 2008 | CMG | Global Marketing Group Slide 54

53.
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54.
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55.
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56.
http://www.flickr.com/photos/grahamstanley/231628852/
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57.
Source: Forrester Research February 9, 2007
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58.
Source: Forrester Research February 9, 2007
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59.
Source: Forrester Research February 9, 2007
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60.
Source: Forrester Research February 9, 2007
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61.
Source: Forrester Research February 9, 2007
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62.
Source: Forrester Research February 9, 2007
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63.
22 May 2008 © Microsoft Corporation 2008 | CMG | Global Marketing Group Slide 65

64.
22 May 2008 © Microsoft Corporation 2008 | CMG | Global Marketing Group Slide 66

65.
68
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66.
Source: Facebook, 2007
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67.
Source: Adonomics, January 3, 2008
Ranked by Total Installs, January 3, 2008
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68.
1. Top Friends Slide 23.7 10%
2. Super Wall RockYou! 22 15%
3. FunWall Slide 21.5 19%
4. XMe RockYou! 15.6 3%
5. SuperPoke! Slide 15.2 6%
6. Movies Flixster 14.9 8%
7. Likeness RockYou! 14.2 2%
Jimmy Kittiyachavalit,
8. Causes 14.1 1%
Brad Fultsand others
Nik Gandhy, David Young
9. My Questions 12.9 1%
and Jeremiah Robison
10. iLike iLike Inc. 11.4 4%
Source: Adonomics, January 3, 2008
Ranked by Total Installs, January 3, 2008
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69.
Source: Adonomics, January 3, 2008
Ranked by Active Users, January 3, 2008 (millions)
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70.
Source: eMarketer Calculations (% of respondents), October 16, 2007
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71.
Source: eMarketer, December 2007
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72.
http://apps.facebook.com/officepoke/
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73.
http://apps.facebook.com/framedagain/
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74.
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75.
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76.
22 May 2008 © Microsoft Corporation 2008 | CMG | Global Marketing Group 80

77.
22 May 2008 © Microsoft Corporation 2008 | CMG | Global Marketing Group Slide 81

78.
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79.
Source: comScore Widget Metrix as cited in press release, January 24
Ranked by Unique Viewers, November 2007(thousands and % of total internet users)
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80.
Source: Jupiter Research and Ipsos Insight
Among US Adult Internet Users, by Age, August 2007 (% of respondents)
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81.
Source: Forrester, US Interactive Marketing Forecast, 2007 to 2012, October 2007
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82.
Sources: Doubleclick, eMarketer, Eyeblaster, ABI Research estimates
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83.
22 May 2008 © Microsoft Corporation 2008 | CMG | Global Marketing Group Slide 87

84.
90
22 May 2008 © Microsoft Corporation 2008 | CMG | Global Marketing Group

85.
92
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86.
93
22 May 2008 © Microsoft Corporation 2008 | CMG | Global Marketing Group

87.
94
22 May 2008 © Microsoft Corporation 2008 | CMG | Global Marketing Group