1. © Anderson Analytics, LLC 2009. All Rights Reserved October 2009 Social Network Service (SNS) ESOMAR Online Tom H. C. Anderson

2. © Anderson Analytics LLC, 2009. All Rights Reserved 2 Social Media -Social Networks Services (SNS) Share some high level findings from US SNS Research Why SNS Important? How Many are on SNS? Who is on SNS? How Can we leverage SNS in MR? Discussion w/ Facebook and LinkedIn Everyone has different ideas on SNS..from the leaders What they think SNS can offer MR Audience Q&A

3. © Anderson Analytics LLC, 2009. All Rights Reserved 3 Rank Top 10 Buzzwords Tired of Hearing 2009 Report 2008 Report 1Web 2.019.4%9.1% 2Social Networking12.2%6.0% 3Social Media11.3%0.8% 4Blog7.9%0.0% 5Viral Marketing6.2%6.3% 6Synergy5.8%5.6% 7Branding5.1%3.2% 8ROI4.9%4.8% 9Green4.9%0.0% 10SEO3.8%1.8% Significantly Higher (95% conf lvl) MENG Marketing Trends Industry Buzz Words Tired of Hearing (n=650 Senior Marketing Executives ea. Year)

4. © Anderson Analytics LLC, 2009. All Rights Reserved 4 Size of US SNS User Population (n=1,000*12 mo. plus n=5,000 May 2009) An estimated 60% of the US online population uses a Social Network Service/Site (SNS) Among those who are not using a SNS currently, about a quarter (20MM) think they are likely to try SNS within a year When to JoinNon-Users Probably within a month4% Within 3 months7% I most likely will be in a year16% Probably not in my life time73% Q. When, if at all, do you think you will be trying social network sites? US Pop. ~305MM US Online Pop. ~187MM

5. © Anderson Analytics LLC, 2009. All Rights Reserved Very Useful Not Useful Many Concerns /Not Fun No Concerns /Fun SM Pessimist Time StarvedConcerned Business Fun Seeker SM Maven Leisure Follower 4 User and 3 Non-User Segments Benefits Barriers 5 www.andersonanalytics.com/SNStype

6. © Anderson Analytics LLC, 2009. All Rights Reserved 6 Adoption of SNS

7. © Anderson Analytics LLC, 2009. All Rights Reserved SNS User Profile SNS Usage Days using SNS/week:5 days Times log in SNS/day:4 times Time spent on SNS/day:60 minutes 7 Number of SNS Used* Website *Based on used within the last 30 days

8. © Anderson Analytics LLC, 2009. All Rights Reserved 8 Differences in Media Consumption Users and Non-Users have different media consumption patterns * * * Media Consumption Time Allocation (Total 100%) Q. Do you currently subscribe to any newspapers or magazines? SNS Users Non- Users No24%15% Yes, 1-2 subscriptions28%29% Yes, 3 to 5 subscriptions11%17% Yes, more than 5 subscriptions5%8% SNS Users Non- Users Average hours watching TV/week2024 Significantly higher (95% Confidence Level) * * *

9. © Anderson Analytics LLC, 2009. All Rights Reserved 9 Views on Commercial Uses Q. Does seeing products/companies and services on social networking sites influence your branding trust or buying decisions positively or negatively? Q. Would you like the brands/companies you normally purchase products from to become more or less involved in communicating with you on social networks? Consumers in large part welcome more corporate involvement

10. © Anderson Analytics LLC, 2009. All Rights Reserved 10 MR View of SNS? N=50,000,000 Members (After US Next Largest Markets: India, UK, Netherlands) N=300,000,000 Active Users (50% Return Every Day) LinkedIn Best B-B Panel Facebook Best B-C Panel Facebook MySpace Twitter LinkedIn

11. © Anderson Analytics LLC, 2009. All Rights Reserved 11 Opportunity: Sampling & Text Mining Q. Some people maintain more than one profile on a social network. Have you ever created a second anonymous profile containing imaginary/false information in order to experiment/understand how the social network worked? Q. On social network sites have you ever:

12. © Anderson Analytics LLC, 2008. All Rights Reserved 12 Panel Discussion +1-888-891-3115 email: TomA@andersonanalytics.com twitter: @TomHCAnderson blog: www.tomhcanderson.com Sean Bruich leads Facebook’s measurement programs for its monetization products, including Facebook advertising. His focus has been on developing fast, scalable measurement products to better understand how advertising impacts user’s behaviors and perceptions. Daniel Shapero is the General Manager of the LinkedIn Research Network where he oversees day to day operations of LinkedIn’s B2B research and sample business.

13. © Anderson Analytics LLC, 2009. All Rights Reserved 13 Appendix

14. © Anderson Analytics LLC, 2009. All Rights Reserved 14 Text Mining A LinkedIn Profile/Account “Headine” Title Schools Companies Connections ….

15. © Anderson Analytics LLC, 2009. All Rights Reserved 15 Most Used Terms in User Headlines (and their monetary value) IncomePurchase Power TitleRankMeanRankMean vp1$190,0003$200,250 advertising2$187,5004$175,000 contractor3$150,0005$154,375 chief__officers4$145,4551$252,262 partner5$126,42925$54,500 executive6$121,09415$99,444 owner7$118,62521$73,698 sales8$118,00024$57,759 marketing9$116,66712$105,375 consultant10$116,48629$40,227 director11$115,3306$137,712 financial12$113,63614$99,900 senior13$111,11617$89,515 operations14$103,12518$88,750 technology15$99,2868$127,500 manager16$99,04211$108,601 computer17$97,50034$13,750 engineer18$92,85727$49,528 software19$91,91232$28,646 services20$88,22623$58,882 information21$87,5002$212,500 associates22$87,08316$95,429 human resources23$85,83322$61,042 analyst24$83,59420$81,447 development25$83,46233$15,735 professional26$78,42126$53,301 assistant27$77,3449$116,406 account28$77,20628$42,105 program29$70,8337$128,056 medical30$66,66713$104,444 attorney31$66,25030$36,250 real_estate32$65,62519$84,722 designer33$65,62531$30,417 health34$63,82410$114,211 teacher35$45,83336$1,667 student36$30,44135$3,977 Text Mining + Predictive Analytics Teacher makes $46K Spending Power $1.6K Student makes $30K Spending power $4K

16. © Anderson Analytics LLC, 2009. All Rights Reserved 16 Anderson Analytics Applications/Widgets