The bridge between search engines and social media. Essentially Social is about validation and search is baout navigation. You validate something as worth buying and use search to navigate to the product or service.

1. Search in a social world © Unibet Group plc 2011

2. Some ideas on social & search. Search…in a social world © Unibet Group plc 2011 67 Slides

3. We are social animals: We connect 67 Slides

4. Big Idea: When buying stuff: Social = Validation Search = Navigation © Unibet Group plc 2011 67 Slides

7. The beginning…a need flickers into life © Unibet Group plc 2011 67 Slides

8. Maslow's hierarchy of needs Part 1: Strategy for social © Unibet Group plc 2011 67 Slides

11. User Buying Questions © Unibet Group plc 2011 67 Slides

13. User decision to buy © Unibet Group plc 2011 67 Slides

16. Corporate Culture © Unibet Group plc 2011 Part 2: Get on the starting line 67 Slides

19. Brand Love © Unibet Group plc 2011 Part 2: Get on the starting line 67 Slides

22. 67 Slides © Unibet Group plc 2011

23. Even grommets are important and interesting to some people! Part 2: Get on the starting line 67 Slides © Unibet Group plc 2011

24. © Unibet Group plc 2011 Part 2: Get on the starting line 67 Slides

25. Big Idea: Marketers often think money will create real evangelists Part 2: Get on the starting line 67 Slides © Unibet Group plc 2011

27. Big Idea: New marketing 101 – be easy to find 67 Slides © Unibet Group plc 2011

30. Not memorable = Blenders Vita-Mix Professional Blender © Unibet Group plc 2011 Part 2: Get on the starting line 67 Slides

32. Reviews are good. I’m buying! © Unibet Group plc 2011 Part 2: Get on the starting line 67 Slides

33. Navigation architecture © Unibet Group plc 2011 Part 2: Get on the starting line 67 Slides

36. So they can’t do their own pitch… Remember – search engines still rule when it comes to capturing users at the point of highest commercial intent. Part 2: Get on the starting line 67 Slides © Unibet Group plc 2011

38. © Unibet Group plc 2011 There are a lot of places to navigate from 67 Slides

43. © Unibet Group plc 2011 Part 3: Targeting resource for maximum ROI 67 Slides

44. © Unibet Group plc 2011 Part 3: Targeting resource for maximum ROI 67 Slides

45. We are a small English watchmaker with a simple aim ... we want to put premium quality watches within the reach of everyone. To achieve this we have inverted the usual business model used by brands such as Breitling, Tag Heuer and Omega. The manufacturing costs of our watches may be similar to theirs but that’s where comparisons end. Our marketing spend as a percentage of the watch price is a fraction of our competitors and we may not, therefore, reach as many people as quickly as our competitors, but when we do we seem to delight more often than not - and if you do see Brad Pitt wearing a Christopher Ward watch at least you'll have the satisfaction of knowing he paid for it himself! Our passionate belief in “honest pricing” means that the selling price of a Christopher Ward watch is between 2 and 3 times the base manufacturing price. The luxury watch industry average is nearer 10 times and we have an example of a well known watch that retails for 30 times the manufacturing cost. © Unibet Group plc 2011 Part 3: Targeting resource for maximum ROI 67 Slides

47. © Unibet Group plc 2011 Part 3: Targeting resource for maximum ROI 67 Slides

52. Placeholder Part 4: KPI’s that actually mean something © Unibet Group plc 2011 67 Slides

53. Part 4: KPI’s that actually mean something © Unibet Group plc 2011 67 Slides

54. Part 4: KPI’s that actually mean something © Unibet Group plc 2011 67 Slides

55. Part 4: KPI’s that actually mean something © Unibet Group plc 2011 67 Slides

56. Fewer metrics to absorb… © Unibet Group plc 2011 Part 4: KPI’s that actually mean something 67 Slides

59. Part 5: Putting together an actionable plan © Unibet Group plc 2011 67 Slides

63. © Unibet Group plc 2011 Appendix 67 Slides

66. Thanks!