WOM Wednesday - December 3: Finding Passion Points & Creating a Sustainable Social Interaction Model

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Agenda

• Key trends and challenges

• What is Social Analysis – Social Graph

• Using Affinities to find your influencers

• Starting the Conversation

• Case studies – the WidgAD

• Best Practices

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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

• Mass Email Campaigns

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Today’s Challenge

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

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

awareness of—and build community around—my brand

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Understanding your customer

• Who in my consumer database is a possible influencer?

• What social networks are my customers on?

• Where do they group around what topics?

• How do I connected with them?

Target Community Based on Mapped Profiles

Identified Consumers from Mapped Emails or social profiles

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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 “Social Graph”

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Consumer Matched to Affinities

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Identifying Key Influencers

A Social CommunityAround One Affinity

CommunityMembers

Trend Spreaders –The most connected within this community

Your Addressable Audience

17K are connected to 1.3 Mill

Top Rank – People that have the most friends linked back to the 17K produce the best WOM reach.

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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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Make Every Click CountIn-context messaging drives call to action!

Landing page links from specific content item

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Tracking Who Got the WidgAD

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

Assure you reached your composition

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“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: 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

• 1.5 Million WidgAD views• 400+ videos produced by

influencers• Sponsored by Verizon

www.bollypoptv.com

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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

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Key Solution Steps

• Know your target consumers− Demographics, geolocation, affinities− Who/What they’re connected to− Who influences them

• Use this knowledge to engage them

• Incentivize the influencers

• Empower your audience to participate in a brand conversation