This presentation was created for a group of international executives attending the Copenhagen Business School during seminars in San Francisco, Oct. 2009. It is focused on helping them understand the general social media advertising landscape and is not intended to be comprehensive or in-depth due to time limitations. Several reference slides included were taken from other presentations and credited at the end.

1. Social Media & Advertising Presented to the Copenhagen Business Schoolin San Francisco, CANovember 16, 2009

2. Brief Introduction to Mike Crosson Online since 1978, before the Internet was known as the Internet (or Al Gore invented it) Former senior executive for Omnicom, MapQuest, Vivendi-Universal, and others Founder of Business Computing magazine, Crosson + Partners Advertising Co-founder of International Webcasting Association, London Current founder and publisher of SocialMediopolis.com and the largest social media community on LinkedIn.com with over 50,000 members Co-founder of non-profit ChangeTheWorld.com, in alpha development and in process of fund-raising

3. World Market Overview

4. Who Has Access

5. Internet Ad Revenues Continue to Grow, Despite a Slight Downturn in 2009 Source: Interactive Advertising Bureau (IAB), PricewaterhouseCoopers (PwC) estimates. 5

7. Branding spending still under-developedTotal Online Advertising 2007: $21.2 Billion Source: Interactive Advertising Bureau (IAB), PricewaterhouseCoopers (PwC) estimates. 6

8. Keep in Mind, Search Patterns in Social Media Change Dramatically by Country Source for Social Media Maps: http://royal.pingdom.com/2008/08/12/social-network-popularity-around-the-world/

9. South Korea 9.7m Russia 2.4m China 43m UK 4.5m Denmark 0.3m Japan 14m USA 26.4m Poland 1.1m Netherlands 1.6m Germany 5.2m Czech 0.6m CANADA 1.6m France 4m Romania 0.5m Turkey 2m Switzerland 0.5m Hungary 0.1m Austria 0.4m Spain 4.5m Italy 3.4m Pakistan 0.97m Greece 0.3m Taiwan 4.2m India 8.7m MEXICO 4.1m HongKong 1m Philippines 2.4m BRAZIL 7.6m Australia 1m Source: Universal McCann Social Media Tracker 16-54 Active Internet Universe Estimates Asia Leads in Blogging

10. Russia Leads In Social Networking Source: Universal McCann Social Media Tracker

11. Consumer content drives local language Chinese will rise to #1 by 2016 Source: Internet World Stats English Language is Losing Dominance

13. $1.3 B in 2008 to $2.6 B in 2012 in U.S.

14. Major firms have massive concerns about brand safety and reputation management

15. Poor quality ad inventory limits exploration with new venues

16. Ads on SNS are not nearly as effective as advertising online at largeSources: IDC U.S. Consumer Online Behavior Survey Results 2008, n=3092 U.S. Internet Advertising 2008–2012 Forecast and Analysis: Defying Economic Crisis (IDC #212149, May 2008)

17. In general, Internet Ad Response Rates Are Abysmal Sources: Doubleclick, eMarketer, Eyeblaster, ABI Research estimates

18. But they are even worse for Social Media! Sources: Doubleclick, eMarketer, Eyeblaster, ABI Research estimates

19. The Take-Away on Social Media Advertising: Just don’t do it.

21. You have millions and millions to spend over a long time period

22. You have an integrated marketing platform that leverages your web campaign in other media

23. You have your customer support aligned with your marketing

24. You embed your social media strategy and values throughout your company

26. YouTube, the Video Gorilla

27. Social Media Video Example 1: TMobile Agency: Saatchi & Saatchi

28. Social Media Video Example 2: GEICO

29. Facebook, The Friends’ Gorilla More than 300 million active users 50% of active users log on to Facebook in any given day The fastest growing demographic is those 35 years old and older More than 10 million users become fans of Pages each day More than 8 billion minutes are spent on Facebook each day (worldwide) 2nd most popular website in the world

30. Facebook Advertising No Cost Create business profile pages and Fan pages are free Sending out news & updates to fans and select demographics can be done at no charge Automatic updating to Twitter and LinkedIn and RSS feeds can be added at no cost Small Cost With Facebook Social Ads, you can explore extremely targeted advertising for minimal cost.

31. Twitter, the… well, Twit’s Gorilla Over 40 million users… 14th most popular website in the world Average age of a twitter user is 31 20% of online adults age 25-34 have used Twitter March 2009, a Nielsen.com blog ranked Twitter as the fastest-growing site in the Member Communities category

32. Practical Applications of Twitter

33. Building Synergy Between Both Link Twitter and Facebook together using icons, links and FaceBook Connect (and don’t forget Xbox Live coming soon!) Use Ping.fm or TwitterFeed to multi-post For SEO purposes, reference both in all your communications, including ad campaigns, press releases, on your website and company blog, etc. Optimize your posts and Tweets for insite search

35. 31% used online couponsSource: IDC U. S. Consumer Online Behavior Survey Results 2008,

36. Additional social media advertising venues LinkedIn – multiple new channels opening up Hulu – large video site and getting more popular Other communities – Bebo, Hi5, MySpace, etc. Digg.com, Propellr, other bookmarking and recommendation sites(Digg is expanding their CPC network with user-voted advertising , others to follow) Technorati – widening their display capabilities FM Publishing – largest blog network Blogher Network – for reaching the female audience

37. Reference sources: Social Media Networking, Derek Ross Playing Together, PanosSambrakos, Ogilvy One YouTube.com advertising Using Social Networks for International Expansion, Terrance Barkan Global Social Media Trends, Tom Smith IDC Summit Presentation, Caroline Dangson

38. Thanks for your attention Contact information for Mike Crosson:Michael P. CrossonPublisher, SocialMediopolis.comM: 415.299.0637E: mcrosson@changetheworld.com Co-founder and Chief Revenue Officer, ChangeTheWorld.com Personal website: MichaelPCrosson.com Personal non-profit website: ChangeTheWorld.com Twitter: http://www.twitter.com/mcrosson LinkedIn: http://www.linkedin.com/pub/mcrosson Facebook: http://www.Facebook.com/mcrosson Yahoo! IM: mcrosson MSN IM: VPAdSalesAOL IM: mcrosson ICQ#82626716