Social Media – What’s the Big Deal? Scott Meyer President & CEO August 7 th, 2006

Remember these four things: 1.Success in social media = [Engagement + Authenticity] x (Target Audience Reach) 2.Look for riches in the niches. Social media takes many forms 3.Learn, but don’t be intimidated, into following early adopters 4.Cede only as much control of your brand as you feel comfortable with

Agenda: Introduction to About How we utilize social media Stuff we like Final tips for marketers

stands out as the trusted authority on the topics that over 31 million people search for every month – from Health to Food to Living and Technology

People trust because it’s built on the voice of more than 540 experts… …“Guides” who are highly credentialed specialists with years of experience in their fields.

The trust our consumers place in our Guides and our environment makes them more engaged users delivers original content that touches consumers’ personal interests and passions.

is uniquely positioned to provide the perfect mix of credible content and human voice. All of which adds up to a richer environment for brands to engage in. FOCUSED DIVERSIFIED PERSONAL APPROACH INSTITUTIONAL APPROACH The perfect content mix

Social Media on About: Enables users to see themselves reflected in our site Takes many forms Foundation of long- term, loyal users Open yet controlled

Social Media is the foundation of many of our most popular sites

Expands content and marketing opportunities

Experimentation is the key

NBC seems to be learning how to balance control & authenticity – “The Office”

“John Tucker Must Die” on MySpace – Engaging the Target Audience Genuine presence for the movie Multiple engagement points 135,023 friends $14.3 million gross first weekend in release

So remember… 1.Success in social media = [Engagement + Authenticity] x (Target Audience Reach) 2.Look for riches in the niches. Social media takes many forms 3.Learn, but don’t be intimidated, into following early adopters 4.Cede only as much control of your brand as you feel comfortable with

Thank You Scott Meyer President & CEO About.com