unbound social marketing 022709

Using Technology to Build CommunityUNBOUND’s Social Media Marketing Solutions

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Agenda

• Key trends and challenges

• Who we are

• Our technology and solutions

• How it all works

• Case studies

• Summary

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Key Trends Affecting Brand Marketing

On the way up…

• Social Networks

• Viral/Word of Mouth Marketing

• Friends/Influencers/Trend Spreaders

• Building Community

• Widgets/Widgads (replacing banner ads for Web 2.0)

On the way down…

• Banner Ads

• Email Campaigns

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Today’s Challenge

As a Brand or Agency, how do youleverage new social media technology to

identify, connect with, and engage your target audience so as to dramatically expand

awareness of—and build community around—your brand

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The UNBOUND Social Graph

• One of the world’s largest social graphs

• Built using proprietary social mapping technology

• 220MM+ Social Network users and growing− Demographics, psychographics,

affinities, locations− Social connections

• Millions of popular influencers− Bloggers, gamers, music artists,

videographers, comedians, athletes, super fans, etc.

• Can integrate data from any social network

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Marketing Services

Marketing Research

Technology& Data

Who Are We?

Proprietary Social Mapping Algorithm

Unparalleled understanding of target audience

Highly effective social network marketing campaigns

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UNBOUND Social AnalysisNumber of Friends, 21,976

Number of Artists, 1,649

Large numberof influencers

Vast number of friends to proliferate the Brand’s message

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Identifying Segmented Affinities

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Identifying Key Influencers

A Social CommunityAround One Affinity

CommunityMembers

Trend Spreaders –The most connected within this community

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UNBOUND’s U.I.: Mapping Email Addresses to Social Profiles

• Leverage existing email list

• Map addresses to social profiles

• Analyze profiles

• Connect with larger target community

Target Community Based on Mapped Profiles

Identified Consumers from Mapped Emails

Data FPO

UNBOUND’s U.I.: Facebook Fan Page SocialSearch Results

1. Brand “X” has 17,152" Fans” in our SocialGraph.

2. UNBOUND’s softwaredetermines the 2nd degreereach of these fan is 1.3million people and 3rd

degree is 8.7 million

3. Top Rank Users arelisted by FB Networkand by # of connectionsback to the Brand “X’’ FBfan page. (Networksinclude schools, locations,brands, etc.)

1.

2.

3.

Cross Connected Affinities

UNBOUND’s U.I.: The Social Search

UNBOUND’s U.I.: MySpace Social Analysis

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Engaging Target Consumers

• Used to ENGAGE your target audience

• Interactive widget functionality coupled with nano-targeted ad placement

• Integrated with YOUR Social Graph data – Highly targeted

• Patented viral functionality− Built-in Registration

− Contest facilitation

− Branded content syndication

− Personalization

Data-Driven Viral WidgAd Platform

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Viral WidgAd-Sharing Process

Branded WidgetPlaced on Influencer

Sites

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Fans copy/paste widgets

onto their profiles3

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Tracking Who Got the WidgAD

How we track the Widget and what we track

ParentID/Profile

5 total referrals 3 Deep

• Who shared with whom

• Number of referrals

• Media Downloads

• Streams

Child 1 degree

Child 2 degree

Child 2 degree

Child 3 degree

Child 3 degree

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UNBOUND’s WidgAd-Based “Network-within-a-Network”

FacebookMySpaceOther

Social Networks

Jim Sarah

Jill

Ed

Bill

Sally

Sue

Jim

EdEdEdEd

Bill

Social profiles that have widgets integrated with UNBOUND’s Social Graph APIUNBOUND’s Widget-based “Network-within-a-Network”

Friends

Friend analysis fed back to the UNBOUND Social Graph

Micro-Social Graphs Provide Intelligent Nano-Targeting for Ad Networks

Sanjay Ping

Trend Spreaders (Influencers)

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How It All Works

• Identify exact target audience based on Advertiser criteria− Matched to specific demographics, psychographics, affinities,

locations

• Determine target audience’s affinities – What are they into?− Music groups, sports, movies, books, TV, brands, etc.

• Identify Key Influencers within this community

• Incentivize Influencers to expose brand to their fan bases

• Wrap Brand messaging into interactive, shareable Widgets− Incentives matched to consumer affinities

• Viral Seeding / Word of Mouth− Influencers tell fans, fans tell friends, who tell their friends− Widgets distributed virally

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Achieving Viral Ignition

Target Influencers

EstablishCredibility

DeliverRelevant

Messages

ActivateConsumers

Spreadthe Word

Consumer Knowledge(Affinities + Influencers)

Consumer Engagement

ViralIgnition=+

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Case Study: VIBE Verses

VIBE Verses Rap Battle Talent Contest

Benefits:

• # of video streams increased by >100x (from 10K/mo to 1.2M/mo)

• 800% Return on Investment

• 60K new members

• 375K unique visitors

• 1.9M widget views

• 775K media views

• 5M monetized ad impressions

[Hear from John DeMarchi at http://www.youtube.com/watch?v=n56N-H9oSsg]

“This is the future of VIBE Media.”- John De Marchi, GM, VIBE Digital Media

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Example Customers

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Case Study: Lincoln Spotlight

Go to http://www.lincolnlounge.com/ and click on “Spotlight”

Ford’s Lincoln Spotlight Campaign

Target Demographic:• Affluent African-Americans, Ages 28-45

Campaign:• Contest targeted R&B/Soul/Jazz Fans

• 3-month campaign

• Exclusively WOM; no ad support

• Unique visitors' exposure to the Lincoln brand quadrupled

• Achieved a virtual reach of ~775,000 target consumers

"With Lincoln Spotlight, not only were we able to create a platform to celebrate music and music lovers, but we also successfully built a very targeted community of new lincolnlounge.com users who now can collaborate with existing users and interact socially around our brand.“

- Tom Grill, Lincoln Brand Manager

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Case Study: Saavn.com BollyPOPtv

Saavn• The worlds largest producer/

distributor of Bollywood content

• The “Hollywood of India”

Benefits• Exact targeting to East Indian

and Asian dance enthusiasts who are into Bollywood content

• Over 10,000+ social connections to Influencers in just over a month

• 400+ videos produced by influencers

• Sponsored by Verizon

www.bollypoptv.com

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UNBOUND Social Graph API

UNBOUND Social Graph

Widget Platforms

• Strategy to integrate UNBOUND’s Social Graph data with Widget Platforms and Vertical Social Networks

API Vertical Networks

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How We Work

Comprehensive Campaign Management− Social Analysis and Targeting− Influencer Engagement (Brand Ambassadors)− Viral Ignition and Cultivation− Conversational Management

Nuts and Bolts− Widget & Vertical Social Network Platform− Social Profile Creation / Maintenance− Content Licensing− Influencer Outreach Tools− Ongoing Reporting and Analysis

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Value That We Provide

With UNBOUND, you will…

• Access consumer social connections not found anywhere

• Utilize consumer behavior analysis otherwise not obtainable

• Achieve a competitive advantage in reaching your audience more efficiently

• Implement viral marketing campaigns that are 10 to 100 times more effective

• Build lasting community and awareness around your brand

For more info, please contactSusan Hearn917 805 4055

Shearn@unboundtech.com

Thank You! Questions?