Here are the top 3 search engines in order based on market share: 1. Google 2. Bing 3. Yahoo

1. Getting Social

2. 10 years ago

3. Information
10 Years Ago
Libraries, morning
paper
Now
2 billion
searches per
day
3

4. Communication
10 years ago
Fax, post,
landlines
Now
118 billion
emails & IM’s sent
per day

5. Entertainment
10 years ago
TV, VHS,
walkmans
Now
28%
Europeans
regularly watch
online video; 174m
iPods
5

6. Commerce
10 years ago
Local shops,
catalogues
Now
85% of
internet users
worldwide have
bought something
online

7. Community
10 years ago
Social clubs,
penpals
Now
100 million
active users
on Facebook
7

8. Amara’s Law
“We tend to overestimate the
effect of a technology in the
short run and underestimate
the effect in the long run”
- Roy Amara

9. How will life be different in
2018?

10. Living in the cloud

11. Did you Know Video

12. Building a Brand on the Social Web
Harnessing the Power of Community Engagement
Google Confidential and Proprietary 12

13. There are more marketing The most effective is
channels than ever before. 13
still word of mouth.

14. Social Media = Word of Mouth 2.0
Mara Jensen just sent an IRATE email to Flip. It deleted all my
videos on my camera instead of just the one video I was saving to
my computer! I lost all videos in one sec.
Elaine Smith
That is horrible! Did you have anything backed up?
Mara Jensen
Don’t have my videos back, but Flip offered me free
accessories and an apology. I’m a fan again.
14

15. Consumers Are Talking About Brands…
Methods by Which Active* Adult Internet Users Worldwide Share**
Opinions Online About Products and Services, 2008 (% of respondents)
Tell someone about product/service by instant
44.5%
messenger
Tell someone about product/service by email 42.4%
Comment on product/service review on blog 30.4%
Recommend product/service on blog 29.4%
Write review of product/service on e-commerce/retail
site
28.9%
Comment on product/service review on e-
commerce/retail site
28.9%
Post opinion on social network personal profile 27.6%
Write review of product/service on own personal blog 27.5%
Create product wish/favorites list on e-commerce/retail
site
27.4%
Post video clip featuring product/service 25.1%
15
*daily or every other day **in the past month Source: Universal McCann
Source: eMarketer, “Social Networks: Five Consumer Trends for 2009,” February 2009

16. …And Are Highly Influential
nearly 49% of US connected
consumers have made a
purchase based on a
recommendation gotten through
a social media site
16
Razorfish, “Digital Consumer Behavior Study” as cited in “FEED: The Razorfish Consumer Experience Report,”
October 2008
Source: eMarketer, “Social Networks: Five Consumer Trends for 2009,” February 2009

17. 10 Must-Knows About Social Networks
1 Connection… Within Six Degrees
17

18. Six Degrees
18

19. 10 Must-Knows About Social Networks
1 Connection… Within Six Degrees
2 Surprise Visitors… Not Who You Think
19

20. Not Who You Think
Source: eMarketer, “US Online Social Network Users,” 12/2007; eMarketer, “US Adult Online Social Network Users,” 12/2007; 20
JP Morgan, “Internet Team 2007 Consumer Survey,” cited in “Nothing But Net,” provided to eMarketer, 01/02/2008

21. Everyone Is Actively Engaged
Age Hours
Range Per Month*
12 - 17 7.1
18 - 24 7.4
25 - 44 5.2
55+ 3.8
Source: comScore Audience Duplication Report,February 2008 21
*Calculated taking top 45 social networking sites average minutes per month

22. Many Social Networks, One For Everyone
Source: eMarketer, “Social Network Marketing: Ad Spending and Usage,” Dec 2007 22

23. 10 Must-Knows About Social Networks
1 Connection… Within Six Degrees
2 Surprise Visitors… Not Who You Think
3 People’s Internet Hub… Everything In One Place
23

24. Everything In One Place
24

25. Everything In One Place
25

26. Everything In One Place
26

27. Everything In One Place
27

28. Everything In One Place
28

29. Everything In One Place
Chat with Join a
friends Find an Watch social
apartment Find a job videos cause
29

30. Even Portals Are Going Social
MSN 30

31. Even Portals Are Going Social
Windows Live 31

32. 10 Must-Knows About Social Networks
1 Connection… Within Six Degrees
2 Surprise Visitors… Not Who You Think
3 Personal Launch Pads… Everything In One Place
4 Two-Way Dialogue… Advertisers Are Participating
32

33. Advertising Dollars Are Increasing
(Billions)
$3.0
2.7
$2.5 2.4
2.0
$2.0
1.6
$1.5
0.9
$1.0
$0.5
$0.0
2007 2008 2009 2010 2011
U.S. Advertiser Spend on Social Networks
Source: eMarketer, “Social Network Marketing: Ad Spending and Usage,” Dec 2007 33

34. Listen To The Community
Listen
34

35. Listen To The Community
Listen
35

36. Attract Consumers To Your Brand
Attract
36

37. Attract Consumers To Your Brand
37

38. Engage And Build Brand Loyalty
Engage
38

39. Experiment And Refine Your Product
Engage
Experiment
39

40. 10 Must-Knows About Social Networks
1 Connection… Within Six Degrees
2 Surprise Visitors… Not Who You Think
3 Personal Launch Pads… Everything In One Place
4 Two-Way Dialogue… Advertisers Are Participating
5 Open Access… No Boundaries With Open Social
40

41. Develope
r 41

42. No Boundaries With OpenSocial
Advert
Users
isers
Create → Distribute→ Reach → Engage
42

43. 10 Must-Knows About Social Networks
1 Connection… Within Six Degrees
2 Surprise Visitors… Not Who You Think
3 Personal Launch Pads… Everything In One Place
4 Two-Way Dialogue… Advertisers Are Participating
5 Open Access… No Boundaries With OpenSocial
6 Data Portability… Let Me Use It The Way I Want
43

44. Let Me Use It The Way I Want
RSS
Music Feeds OpenSocia
Download l Apps
s
Faceboo Digital
Users
k Apps Video
Clips
Podca SMS
sts iGoogle 44
Gadgets

45. Unlocking Social Interactions
applications*
45

46. Friend Connect: Take Your Friends Anywhere
46

47. 10 Must-Knows About Social Networks
1 Connection… Within Six Degrees
2 Surprise Visitors… Not Who You Think
3 Personal Launch Pads… Everything In One Place
4 Two-Way Dialogue… Advertisers Are Participating
5 Open Access… No Boundaries With OpenSocial
6 Data Portability… Let Me Use It The Way I Want
7 Find Your Audience… Tools You Can Use
47

48. Traditional Advertising = Broadcasting
Advertiser
Audience
48
48

49. Social Media = Conversation Ready
for our
road
Tell us how your car trip?
Our car was voted
We’re saved your road
safest car 5 years in
expecting trip. Submit at
a row.
a baby. LoveMyCar.com.
Any ideas
for a
vehicle? Boy am I
glad you
got a car
with all
that
legroom!
Just got a We have an owners’
great big network where you
bonus at can meet other car
work and
Have you checked lovers like you!
want to
spoil out our luxury line
myself. of cars? I just
Any got my
ideas? first car,
and it
rocks!
Have you
seen that
new
convertibl
e?
49

50. Targeting Tools You Can Use
User-Level Targeting Viral Targeting
50
50

51. 10 Must-Knows About Social Networks
1 Connection… Within Six Degrees
2 Surprise Visitors… Not Who You Think
3 Personal Launch Pads… Everything In One Place
4 Two-Way Dialogue… Advertisers Are Participating
5 Open Access… No Boundaries With OpenSocial
6 Data Portability… Let Me Use It The Way I Want
7 Find Your Audience… Tools You Can Use
8 Creative Reigns… Ad Format Matters
51

52. Ad Format Matters
Video Ads
Text/
Display
Pages News
Feeds
Profile Applications 52
s

53. Gadgets Enhance Stickiness
53

54. 10 Must-Knows About Social Networks
1 Connection… Within Six Degrees
2 Surprise Visitors… Not Who You Think
3 Personal Launch Pads… Everything In One Place
4 Two-Way Dialogue… Advertisers Are Participating
5 Open Access… No Boundaries With OpenSocial
6 Data Portability… Let Me Use It The Way I Want
7 Find Your Audience… Tools You Can Use
8 Creative Reigns… Ad Format Matters
9 Metrics Redefined… New Attributes To Measure
54

55. New Attributes to Measure
How engaged were people with my brand?
SHARED
SUBSCRIBED
EMBEDDED How much of an impact
did my brand make?
EMAILED
FAVORITED
COMMENTED
UPLOADED
55

56. 10 Must-Knows About Social Networks
1 Connection… Within Six Degrees
2 Surprise Visitors… Not Who You Think
3 Personal Launch Pads… Everything In One Place
4 Two-Way Dialogue… Advertisers Are Participating
5 Open Access… No Boundaries With OpenSocial
6 Data Portability… Let Me Use It The Way I Want
7 Find Your Audience… Tools You Can Use
8 Creative Reigns… Ad Format Matters
9 Metrics Redefined… New Attributes To Measure
10 On The Horizon… Portable and Global
56

57. Social Networks On The Move
57

58. 10 Must-Knows About Social Networks
1 Connection… Within Six Degrees
2 Surprise Visitors… Not Who You Think
3 Personal Launch Pads… Everything In One Place
4 Two-Way Dialogue… Advertisers are Participating
5 Open Access… No Boundaries With OpenSocial
6 Data Portability… Let Me Use It The Way I Want
7 Find Your Audience… Tools You Can Use
8 Creative Reigns… Ad Format Matters
9 Metrics Redefined… New Attributes To Measure
10 On The Horizon… Portable and Global
58

59. Name the top three search
engines, in order…

60. YouTube – It’s More Than Just Entertainment
The explosion of all types of video content on YouTube and other
sites is quickly transforming online video from a medium strictly for
entertainment and news into one that is also a reference tool. As a
6000 video search, on YouTube and across other sites, is rapidly
result,
morphing into a new entry point into the Web, one that could rival
mainstream search for many types of queries.
Search Queries (MM)
-At First, Funny Videos. Now, a Reference Tool
January 17, 2009
4000
2000
0
Sept-07 Oct-07 Nov-07 Dec-07 Jan-08 Feb-08 Mar-08 Apr-08 May-08 Jun-08 Jul-08 Aug-08
Source: comScore, November 2008

61. How many videos does
YouTube stream every month?

62. 5B video streams every month
equaling 40% of all video views online

63. What percentage of
YouTube’s audience is 45+?

64. 42%

65. Agenda
1. Building a Community
– What are other Brands Doing?
• Born Offline, Living Online
– Finding Your Audience
• Interest Based Advertising Capabilities
– Rising Above the Noise
• YouTube Media Placements
2. Tapping into the Community:
– Twitter and Google
– Social Network Targeting
• Media Placements

66. Building a Community

67. 5 Years Ago: Word of Mouth

68. Today: Word of Mouse

69. Social Networks are Big and Growing
Over 41% of Internet users currently the
…making social networking one of visit
social networks at least once the web.
most popular activities on a month…
US Online Social Network Users, 2007-2013E
Weekly Online Activities(in millions)
of US Internet Users, by Age,
September-October 2008 (% respondents)
140 14-25 26-42 43-61 62-75
Searching, downloading, listening to music 85% 66% 44% 29%
120 114.6
Researching for business or school 81% 61% 109.1 49% 28%
103.6
Visiting online game sites where you can
100
96.2
71% 60% 51% 48%
actually play games 88.1
79.5
Socializing (via social networking sites,
80 71.6 boards) 81% 62% 37% 27%
chat rooms or message
Watching movies and other videos online 67% 62% 40% 26%
60
Using web portals 48% 47% 42% 33%
40
Seeking financial / investment info 32% 49% 44% 49%
Creating personal content for others to see 68% 43% 25% 17%
20
Watching TV shows 49% 47% 27% 18%
0
Using a computer video camera 35% 27% 13% 13%
2007 2008 2009E
Using microphone to condut auto chats or 2010E 2011E 2012E 2013E
30% 23% 12% 6%
phone calls
Participating in online virtual worlds 30% 18% 8% 3%
Source: eMarketer, “Social Networks: Five Consumer Trends for 2009,” February 2009

70. How Are Other Brands Taking
Advantage of the Trend?

71. Born Offline…. Living Online

72. Ad Blitz

74. Geico: Tapping into the
Community with Parodies
View Demo

75. Finding Your
Audience
Targeting on YouTube

76. We’ve been innovative in how we allow advertisers
to reach their target audience…
Content Category Search vertical Uploaders
Target by content consumed Target by grouping of search Target by recent or frequent
(e.g. “parenting”) terms (e.g. “basketball”) uploading activity
Demographic Daypart Buzz
Target by age & gender Target by hour of day Target by videos that have the
fastest-growing view count
YouTube Confidential and Proprietary

77. Now you can reach audiences on YouTube based
on their interests:
The YouTube audience has been grouped into 50 different user interest categories
Select your target audience:
And many
more!
Auto Buyers Movie Buffs Culinary Aficiniados Golf Enthusiasts
And then reach them across YouTube:
As they browse… As they search… As they watch videos…
YouTube Confidential and Proprietary 77

78. Rising Above
the Noise
Leveraging Media
Placements

79. Plugging into the
Conversation

80. Social Sites are used by over ½ of the US
Social Media Sites Used by US Connected Consumers, June 2008
(% of respondents)
YouTube 67.1%
MySpace 65.4%
Facebook 46.1%
Classmates.com 36.1%
Flickr 17.4%
LinkedIn 15.6%
Friendster 13.5%
Twitter 8.4%
Xanga 7.2%
Black Planet 5.9%
Meetup 5.7%
Bebo 5.1%
Cardomain 3.7%
Last.fm 3.7%
Yelp 2.8%
Other 6.5%
Google Confidential and Proprietary
Source: eMarketer, “Social Networks: Five Consumer Trends for 2009,” February 2009

81. Get the Most from Your
Twitter Posts

82. Social Media & YouTube
Bundles
Social media sites drive high-volume, cost-effective traffic to
YouTube brand pages and contests.

83. Thank You
Husni Khuffash
husni@google.com
Google Confidential and Proprietary