Overview of Sonico and Latin American social media environment by Tomás O\'Farrell, CMO of Sonico, at Versailles Breakfast Club on April 16, 2010.

2. How it allstarted?

3. Ourhistory July 2002: TarjetasTelefonicas.com September2005: TarjetasBubba.com December2005: CumpleAlerta.com October2006: TuPostal.com March2007: Flodeo.com 28th July2007: Sonico's team became expert in technology and online marketing

4. The audience Fukuda precisa refazer gráfico com esses novos dados More than 45 millionusersregistered # Users 9,506,575 7,514,721 Brasil Mexico Colombia Peru Argentina Venezuela Spain Chile USA 5,522,868 4,074,247 # Users 3,847,900 3,259,397 2,037,123 1,720,237 1,312,813 www.sonico.com

5. Exponentialgrowth

6. Sonico Timeline New Privacy System Global Reach With English Version Portuguese Speaking Countries Reach Spanish Speaking CountriesReach

7. Sonico in the media Ranked by the BusinessWeek magazine and YouNoodle.com as the 5th most promissory startup with worldwide projection. Sonico is one of the two Latin-American companies mentioned in this ranking. 29th June, 2009 “La crisis económica acentuó la caída de la publicidad en radio, prensa y TV pero ha incrementado ventas en Internet. Preocupación para algunos, oportunidad para otros, para poder desarrollar herramientas en redes sociales como Sonico” Sonico was also recognized by the Great Place to Work Institute, which placed it 19th in its ranking of the 50 best places to work. 3rd February, 2009 26th November, 2009 Otherrepercussions

8. Some brands that are on Sonico

9. Howthe world uses the Internet Source: comScore Media Metrix/September 2009

10. HowLatin America consumes online content Source: comScore Media Metrix/September 2009

11. Why social networking sites are growing so much?

12. It´s easy to communicate and share Previously, when Social Media wasn´t a phenomenon, people used to share everything by email To a great extent, people's experience of news, especially on the Internet, is becoming a shared social experience Most people use between two and five online news sources, and 65 percent don't have a single favorite Web site for news, unlike social networking sites, which are visited by this people at least once a day 37% of Internet users have contributed to the creation of news, commented about it, or disseminated it via postings on social media sites Source: Pew Internet and American Life Project/March 2010 The report was based on a daily tracking survey of 2,259 adults age 18 or older.

13. And that´s how most of people get news nowadays More people get their news via updates on social media sites than from newspapers or radio Social networking sites have made news a more participatory experience than ever before People share links to news stories by email, post articles on their profiles on social networking sites and tweet them on Twitter, often following up by discussing the articles on message boards Source: Pew Internet and American Life Project/March 2010 The report was based on a daily tracking survey of 2,259 adults age 18 or older.

15. 72% of Internet users are part of at least one social network, which translates to 940 million users worldwide

16. South America has the highest usage in terms of percentage (95%)Source: Nielsen Online/December 2009

18. Instantmessengersandconversational media bothboastsignificantusage timeSource: comScore Media Metrix/September2009

20. In termsofpageviews, Brazilwas 10th lastyear, aheadofSpainmIndiaandItaly

21. In July 2009 Brazilconsumed 3.2% ofworld´s pageviews, Mexiconextwithjust over 1%

22. Argentina (47.6) andBrazil (47.3) are boththe WW average in averagevisits to the Internet per visitoreachmonth (47.2)

23. The WW averagepercentageof 15-24 year-olds online is 27.6% (15+, home and work locations)

24. Colombia 48%

25. Mexico 47%

26. Brazil 31%

27. Puerto Rico 31%

28. Argentina 27%

29. Chile 27%Source: comScore Media Metrix/September 2009

31. Usage for theregion is, in many cases, considerablyhigherthanthe WW averageSource: comScore Media Metrix/September 2009

32. Most popular social networks byregion Source: comScore Media Metrix/September 2009

33. And what people expect from social networking sites nowadays?

35. Public: We are citizens of the world. We see and we are seen. We are all the time making new contacts and wanting to share with the world our ideas and our work. This profile is ideal for sharing these and all other information that we believe will be of general interest

36. Professional: it works like a contact book keepinginformationaboutyour work connections andalso works as anattractive virtual business card, funcione como uma agenda de contatos de trabalho, além de um atraente cartão de visitas virtual, openingnew business opportunitiesandjoboffersPERSONAL (Friends & Family) PROFESSIONAL (Recruitment, workrelationships) PUBLIC (Brands, polititians and more) PPP system

37. Whathappenswhenprivacytoolsaren´t efficient

39. Fukuda ou Patrick precisamcolocar o vídeo do PPP eminglêsaqui

40. Social Media Landscape

46. Rules toadvertise in social media Understand the rules of this peculiar network Select effective ways to communicate with users Useful + Entertaining + Not scream! Create relevant content to the community Long-term thinking Consult agencies in the field Virality x push content

47. Top Tips for Social Marketing Create community around your brand Keep content fresh, new, engaging (usually funny) Make it participatory – have a point Create incentives for viral adoption/growth Use it to gather customer feedback – good and bad Experiment with different programs – learn/change fast Think globally Be willing to give up control Get clarity on goals/objectives

48. Top Marketer Mistakes Build it and they will come Promotion rather than relationship One-way pitch rather than two-way dialog Over-exploiting the social graph Interrupting the customer use case Pretending to be someone you’re not Ignoring limitations of your brand/category

49. Thank you =) Tomás O’Farrell tomas@sonico.com