1. SPECIAL THANKS TO OUR SPONSORS presented by the American Marketing Association, Boston Chapter How to Build a Killer Social Network

2. Introducing… John Moore, Director of Ideas and Innovation Chris Brogan, Vice President of Strategy & Technology Todd Van Hoosear, Social Media Practice Manager Dale Durrett, Eastern Region Sales Manager Tom Arrix, Vice President of Sales, East keynote moderator panel

3. THE STATE OF SOCIAL NETWORKING July 21, 2008 AMA Conference

4. FRAMING OUR DISCUSSION Players Numbers Role Application Rules Future

5. THE PLAYERS

6. A MYRIAD OF SITES

7. A MYRIAD OF MARKETERS

8. THE NUMBERS: THE GOOD

9. MYSPACE AND FACEBOOK DOMINATE CATEGORY Source: Nielsen Online, May 2008 (Growth from May 2007)

10. THE CATEGORY IS STILL GROWING Source: eMarketer, US Online Social Networking Users, 2

11. INVESTMENT IS ALSO GROWING Source: eMarketer, US Online Social Networking Advertising Spending, December 2007

12. THE NUMBERS: THE BAD

13. AREAS OF CONCERN MySpace Yahoo! YouTube +47% -14% Social Networking MySpace Revised Forecast MySpace Original Forecast MonetizationTime SpentPage Velocity Per Minute

14. NUMBERS THAT MAY SURPRISE YOU 69% of all US Internet users have visited a social networking site 50% of all US Internet users visited either MySpace or Facebook 12% of all internet minutes are spent on MySpace 40% of all moms are on MySpace 41% of Facebook’s visitors are over the age of 35 31% of internet users earning $150k a year use social networking 21 million professionals in 150 different industries are on LinkedIn

15. ROLE

16. HOW IT FITS INTO THEIR LIFE: SOCIAL Entertainment/ Diversions Practical “Tools” Hub for relationship/ connecting

17. HOW IT FITS INTO THEIR LIFE: BUSINESS Company Groups Search for Experts Expand Networks Links with Colleagues Online Resumes

18. HOW IT FITS IN THEIR LIFE: PHILANTHROPIC Connects brands with consumers passions Users are incentivized to endorse brands that support their social causes

19. APPLICATION

20. Actions with Pages that can result in viral distribution Becoming a Fan Reviews of 3 Stars or more Created Discussion Board Post Reply to Discussion Post Posting on the Wall Comment on a Video User posting a Posted Item User Comment on a Posted Item Comment on Photo RSVP to Event XM INITIATIVES

21. RULE 1: Look before you leap RULE 2: Standard ad units are not the foundation RULE 3: Leverage targeting RULE 4: Understand the environment ( CPI ) RULE 5: Stay involved ( IRI ) THE RULES

22. MySpace 2.0 Mobile Social Networks Verticals Video Offerings FUTURE

23. MYSPACE 2.0 Music International Targeting Mobile

24. MOBILE SOCIAL NETWORKS A Natural Combination Mirrors social networks Communication leads New revenue Smart phones will accelerate category The two leaders are ramping up But pure plays want a piece of the action Many challenges lie ahead

25. VERTICALS “The future of social networking will not be one big social graph but instead myriad small communities on the Internet to replicate the millions that exist offline. No single company can capture the social graph.” -The Economist

26. VERTICALS Social FinanceMusicNing SportsMoviesPets

27. FINAL THOUGHTS ON THE POWER OF SOCIAL NETWORKING