1. Context Optional Delivering Scalable Solutions for Brand Marketing on Social Networks June 18, 2009

2. Agenda About Context Optional Social Marketing Environment Social Marketing Strategy Case Studies

3. AboutContext Optional

4. About Context Optional Context Optional leads global brands, agencies and publishers in engaging customers through the power of social networks

5. Leading Brands in Social Marketing Brands Publishers Agencies

6. History of Innovation

7. SocialMarketing Environment

8. Social Network Marketing Overview

9. Social Network Advantages Viral Sharing Advocacy Scale Targeting

11. Viral channels drive growth

15. Social Marketing Strategy

17. Agree on project components and road map

18. Understand goals, assets, and targets

19. Design toward target audience

20. Integrate viral application flow

22. Collect feedback on design and flow

23. Iterate

24. Final build and sign-off

25. Deploy on platforms

26. Market using viral channels

28. Tweak creative and design based on user actions >> Iterate and Test

29. Detailed usage reporting and tracking >> Measure metrics against campaign goals

31. earn attention

33. leverage relationships

35. Case Studies

37. See how their vote directly influences the amount of funds given to their chosen charity

38. Send out news feed items announcing their participation and soliciting more votersSupport voting activity with regular status updates to fans and strong paid media outreach to drive page traffic. Result Within three weeks of the campaign launch, more than 260,000 people submitted their vote for which charity deserves the largest share of Target’s $3 million dollar donation. More than 600,000 people visited the voting page (including more than 190,000 from newsfeed items alone), resulting in an increase of more than 70,000 fans for Target. Interaction occurs on Target’s Facebook page Wall posts and newsfeed items increase message distribution and viral spread

40. Send out news feed items announcing their participation

41. Encourage friends to learn more about The Phone and enter the contest.Support contest activity with regular status updates to fans suggesting contest submission and requesting comments. Result On the day of the show’s premier, more than 60,000 people interacted with the application and more than 20,000 became fans of The Phone- actions which distributed news feed items to hundreds of thousands of friends. Frequent status updates by administrators of The Phone’s page kept users coming back, resulting in more than 100,000 application visits and 35,000 in 3 only days. Status messages distributed to fans promote signup Interaction occurs directly on MTV’s page

42. Case: Branded Social Game Context helps Travel Channel kidnap 12M users Objective Engage Facebook users in an interactive campaign to build brand awareness and drive traffic to TravelChannel.com. Solution Create a viral application building on Travel Channel’s unique travel content. Users kidnap friends to exotic locations, and users escape by correctly answering trivia questions (answers can be found on TravelChannel.com). Result Within 3 months of launch the application grew to over 2,500,000 users, making it the most popular branded app on Facebook and a top 10 game. Users kidnap friends over 35,000,000 times – virally spreading the branded game to friends. Within 3 months the application delivered an order-of-magnitude more engagement than Travel Channel expected as well as 70,000 users to TravelChannel.com every day. Requests sent by friends draw users into the game Cheat sheet takes users to TravelChannel.com to escape

43. Case: Page Enhancement Context Helps 60,000 Users Get Happy Objective Distribute tens of thousands of samples of Clinique Happy through Facebook in advance of the holiday shopping season. Solution Create an application that resides on the Clinique “fan” page that allows users to request samples, invite their friends to participate, and even send them a virtual gift of Clinique Happy. Coordinate with an advertising push that drives consumers to the Clinique page and encourages them to become fans of the brand, generating news feed items and multiplying marketing spend. Result More than 60,000 samples were requested by consumers prior to the holiday season. Many of those requests were from friend referrals, with over 50,000 invitations distributed. Additionally, more than 15,000 virtual gifts were sent to users' walls. Significant brand exposure was achieved through a combination of advertising, distributed samples, virtual goods, invitations, and news feed items. On-page applications keep users on brand Page Send-to-a-friend functionality encourages viral distribution

44. Case: Integrated Campaign Context helps Palm Centro’s Claus gain 90,000 fans Objective Introduce the Palm Centro brand to a new generation of consumers in preparation for the holidays. Emphasize the attributes of the Palm Centro in a fun, creative, engaging manner. Solution Santa’s gone Centro, and with all the free time he has thanks to his new smart phone, he’s updated his image and rebranded himself as “Claus.” Of course, Claus likes to use social networks to communicate, and Context was there to develop and manage his social network presence. As part of a large-scale integrated campaign, Context created a social network page to act as a hub for Claus’s online activities and to serve as a landing site for all social network advertising. On and off page applications, including music and video players, games, and social utilities, further supported Claus’s presence, reinforcing both character and brand. Result Within 2 months of launch, Claus’s social network page had over 90,000 fans. More than 400,000 people visited the page and interacted with Claus’s applications, including hundreds of thousands video and song plays and tens of thousands of audio player downloads and branded application installations. A “fan” page provides an on-line hub to Claus’ activities, and a landing site for ads On and off page applications enable additional branded activity

46. Is it entertaining? Helpful? Self-expressive?

47. Is the application better with friends?

48. Why would I come back?

49. Does it foster communication?

50. Is the right audience engaged?

51. Is there a way to share brand advocacy?

52. Does the program leverage existing programs?Simple Appeal Social Addictive Conversational Targeted Advocacy Consistency