MySpace 101 September 18, 2007 The Rise of Social Networking and Its Impact on Business Arthur W. Page Society Annual Conference

What is MySpace? Who We Are  The most viewed site on the internet  A place for individual expression, to connect with friends, discover and share culture Our Users  A mass community galvanized around micro- passions What We Stand For  Empowerment and efficiency in the execution of our users’ lives  Unfiltered authenticity, open access, and participatory engagement Our Role in Society  Provide a forum for self-expression and sharing ideas/information  Improve the lives of our members and enable them to help each other  Create access to a collective of connected and collaborative users

The MySpace Generation 110 million monthly users 38% reach of the US online population 87% of members are 18+ #1 in Page Views with 44.4 billion per month 13.5 billion total minutes per month 20.0 minutes per usage day per user 61% of Social Networking Market Share 644 average pages per visitor 46% reach against all Adults % reach against HH Income 75k+ Localized in 21 regions worldwide The most viewed site on the Internet Source: comScore Media Metrix, May 2007

MySpace Reach MySpace Reaches One Half Of The Year Olds Online TOTAL US INTERNET AUDIENCE TOTAL MYSPACE USERS MYSPACE % TARGET REACH P P P P P P M 21M 50M 105M 124M 95M 4M 12M 25M 48M 35M 37% 58% 50% 46% 38% 36% Source: comScore Media Metrix, US only, May 2007

Communication, Influence & Taste-Making User Home Page

Self-Expression Source: comScore Media Metrix, May 2007 Empowering the Individual A user’s profile is a characterization of who they are Enabling Authenticity Users can express themselves more creatively and freely Fostering a Dynamic Community Friends can give feedback and share information through the profile As a user’s knowledge and interest evolves, so does his/her profile The concept of “friend” moves beyond other individuals to music, interests, brands, or causes – whatever you make of it The Profile is the Core Source: comScore Media Metrix, May

The New Paradigm

MySpace Users Want To Make a Difference Social responsibility is very important to MySpace users Over 40,000 groups on MySpace already engaged in discussions and activities related to Non-profits, Philanthropy, Politics, and Government 61% of year-olds feel personally responsible for making a difference in the world ¹ 81% of this audience have volunteered in the past year ¹ According to Nielsen Fall ’07, compared to average internet users, MySpace users are: 2.4 times more likely to interact online with a public official or candidate 45% more likely to research politics and campaign information online 50% more likely to view online video relating to politics or public affairs 14% more likely to read politics/public affairs newsletters 45% more likely to listen to online audio/radio, related to politics/public affairs ¹ 1800 young people surveyed by Cone Inc. and AMP Insights, October 2006

Case Study: Burrito Project Chosen as Impact Awards finalist allowing the BP to deepen and broaden its impact – and, ultimately, to feed more hungry people Through Impact Awards,11 independent projects have been established around the world Launched a MySpace group to allow users to communicate with one another about starting up new chapters BP received $10,000 cash prize First Category to Launch: POVERTY RELIEF Over 40,000 Nominations in 1st Week FINAL NOMINEES Honoring Positive Differences: Impact Awards

Case Study: Brand Ambassadorship TOYOTA YARIS CAMPAIGN Objective Create engaging experience that involves target audience with brand Attract potential customers to new product line Create viral campaign among core audience Execution Developed user video submission contest using the MySpace video player The user with the “best” submitted video won $5,000 Video’s were uploaded to Yaris’ custom profile for all users to view s.individual&videoid= http://myspacetv.com/index.cfm?fuseaction=vid s.individual&videoid= Results Yaris’ community accumulated approximately 73,694 friends who left more than 2056 comments

Case Studies: Crisis Management ZACH BRAFF - Earlier this summer, Zach Braff responded to his fans through MySpace after he was criticized for dating so soon after his breakup with Mandy Moore. JENNA FISCHER - “The Office” star annouced her separation from James Gunn on her MySpace page Other examples of celebrity crisis management: P. Diddy: Lance Bass: Paris Hilton: Heidi Montag: