The document discusses trueAnthem's social media marketing strategy. It focuses on identifying influential consumers through social networks, engaging them using branded music and video content, and tracking their influence over marketing campaigns. trueAnthem aims to establish these consumers as brand advocates to authentically promote products through word-of-mouth recommendations. The strategy aims to be more effective than traditional online advertising by integrating branded content into social networks and conversations.

1. Think Social Media Monetization Think Consumer Profiling Think sCRM Strategy trueAnthem Media Kit – August 2009 Think Technology Platform

2. trueAnthem’s model utilizes unique music & video content to: Establish relationships with brands Engage consumers within social media Identify “Word of Mouth” influencers Convert influencers into consumer based marketers trueAnthem is… Leading the Social Media Revolution

3. trueAnthem Tracks The Social Influence Over Marketing Campaigns And The Products They Support! @flickr.com

4. Source: peerFluence trueAnthem’s model focuses on $200 influencers Key Influencers = WoM = ROI for brand - Have The Highest Value $200 $100 $50 $25 The Greater The Personal Influence , The More Revenue Value To The Brand

5. “ the goal is not just to establish a brand presence on the social networks, but to integrate the brand into the social graph” . Bill Franchey, peerFluence ” word of mouth marketing is one notable sector that has bucked the trend and continued to grow..” Brandweek, August 25, 2009 “ Next-generation advertising will be driven by the tastes and habits of 14-24 "millennials…reaching these young folks is to use their social networks,,," Ed Moran, Director of Product Innovation, Deloitte “ Internet advertising must evolve from displays and become integrated into the content of websites.” Barry Diller, chief executive of Web giant IAC/InterActiveCorp , Social Media Facts: -78% of consumers trust peer recommendations -Only 14% trust advertisements Peer Influence - The Future Of Social Commerce “ If you received information about a company/product from these sources.. How credible would it be?”

6. The Social Consumer Is Inside The Door… Free Music Is The Key To Opening The Door trueAnthem Monetizes It!

7. trueAnthem’s- Model Focus 1 Identify - The Individuals Brand’s Want to Know Nurture - The Audience Using Branded Content 2 Commerce - Artists Drive Fans to Commerce 3 Track Influence - trueAnthem Genome Technology 4

8. trueAnthem Ads : front and center on “50 yard line” in Facebook news feed Facebook Ads : ineffective & on the sidelines with paid for placement- “Banner Blindness” Combat “Banner Blindness”

9. Meaningful Engagements - trueAds Often whimsical, audio trueAds are recorded by each band, endorsing their devotion to the brand for making their music free. “ Hi, I’m Matt Cusson. I love Scullcandy headphones because my music sounds great on them”

11. Wonka Re-Launch Campaign - $100,000 “ What I like is that over 30% of our impressions results in an engagement. This is much higher than our standard 7% rich media engagement rate.” Frank Maguire, Moxie Interactive Huge Impact Case Study: Top-To-Bottom Results For Nestle Maven – 450 Total 15,000 Opt-In Emails, 8,100 Coupon Redemptions 187,000 Installed Viral Players 67,000 Clicks (21%) 11mm Engagements 3.9mm Uniques 32mm Impressions 43 Bands 2.6mm Friends 314 Free Songs 41 Free Videos Influencers Buyers Familiarity Awareness

12. Brian Wilhite Chief Development Officer 415.717.0424 Cell 415.694.5896 Direct 415.358.4455 Fax 3235 Fillmore St, 2nd Floor San Francisco, CA 94123