Social Influence Marketing presentation given at SXSW 2008 in Austin, TX. Themed Going Social Now it discussed how brands can play in the social media space

1. Going Social Now Shiv Singh Avenue A | Razorfish

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10. A New Marketing Dimension Brand Marketing Direct Response Social Influence Marketing Social Media is a means to an end – Social Influence Marketing

11. Social Influence Marketing

12. Social Influence Marketing

13. Social Influence Marketing

14. © 2008 Avenue A | Razorfish. All rights reserved. Confidential and proprietary. CHANGES BEHIND THE SCENES

15. You can’t drag users to a corporate site anymore © 2008 Avenue A | Razorfish. All rights reserved. Confidential and proprietary. Tap into the immersive and social power of the web to create great experiences with consumers wherever they live in the digital world Page 7

16. ©2008 Avenue A | Razorfish. All rights reserved. Confidential and proprietary. Strategy & Planning Research & Development Operations Marketing & Sales Corporate Communications Human Resources You can’t leave the conversation to marketing Customers 1.0 Strategy & Planning Research & Development Operations Marketing & Sales Corporate Communications Human Resources Customers 2.0

17. ©2008 Avenue A | Razorfish. All rights reserved. Confidential and proprietary. You can’t build a fake blog just to have it done 120,000 blogs created everyday 12 million active blogs online 100 million plus blogs published Will yours matter?

18. Digital Communications Platform Incorporating all existing communications tool Channels built on same technology platform Employee Channel Media Channel Distributor Channel Supplier Channel Retiree Channel Content can be pulled into satellite apps Content pulled into different channels Content Employees Intranets, Extranets, Research Portals etc. Third Party Satellite Applications Company Owned Satellite Sites Your Environment You need to let consumer shape the experiences

20. © 2008 Avenue A | Razorfish. All rights reserved. Confidential and proprietary. COMMUNITY PARTICIPATION

25. Singletons, Giant Components & Middle Regions Kumar, Novak and Tomkins (2006). Research compared Flickr and Yahoo 360. 5 million users

26. What happens over time on the networks A connection is made between one of the isolated networks from the middle region connects to the giant component.

27. Until finally… The formerly isolated network becomes part of the giant component. This happens again and again.

31. © 2008 Avenue A | Razorfish. All rights reserved. Confidential and proprietary. SOME EXAMPLES

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38. © 2008 Avenue A | Razorfish. All rights reserved. Confidential and proprietary. FUTURE DIRECTIONS

39. Future Directions: 2008 Trends Social Influence Marketing becomes the third marketing dimension

40. Future Directions: 2008 Trends Advertising on your consumer’s terms. Yes, Beacon is onto something

41. Future Directions: 2008 Trends The traditional marketing funnel transforms. Attract, Convert, Service and Extend don’t look the same

42. Future Directions: 2008 Trends Social Networks matter nearly as much as websites. 50 million Facebook users won’t go away tomorrow

43. Future Directions: 2008 Trends Engagement metrics come to the forefront. We find new ways to measure what’s going on

44. Future Directions: 2008 Trends The Internet blends in with everything else (and about time too)

45. Future Directions: 2008 Trends We all realize that niche social networks matter as much as the big players. Long tail matters

46. NCAA SHERATON WAVE ©2008 Avenue A | Razorfish. All rights reserved. Confidential and proprietary.

48. © 2008 Avenue A | Razorfish. All rights reserved. Confidential and proprietary. THANK YOU. [email_address] http://www.goingsocialnow.com twitter id: sszd