Context Optional Delivering Scalable Solutions for

Brand Marketing on Social Networks

June 18, 2009

Agenda

About Context Optional

Social Marketing Environment

Social Marketing Strategy

Case Studies

About Context Optional

About Context Optional

Context Optional leads global

brands, agencies and publishers in

engaging customers through the

power of social networks

Agencies

Leading Brands in Social MarketingBrands

Publishers

History of Innovation

Client Platform Innovation

Facebook Most popular branded application

Facebook 1st branded Pages app

Facebook 1st branded alcohol app

MySpace 1st branded application

Bebo 1st branded application

Social Marketing Environment

Social Network Marketing Overview

Social Network Advantages

Viral Sharing

Scale Targeting

Advocacy

Social Marketing Engagement Options

Less Complexity and Engagement

More

Advertising• Banner and rich

media ads targeted by demo, geo and/or interests

Sponsorship• Build on existing

audience• Brand

integration

Brand Page• Independent

presence on Facebook etc.

• Users become brand fans

Application• Interactive

branded application engages users

• Viral channels drive growth

• Social API’s

Social Marketing Strategy

Social Marketing Strategy

Social Marketing Process

Define and Design• Define vision, goals, and

objectives of campaign• Agree on project components

and road map• Understand goals, assets, and

targets• Design toward target audience• Integrate viral application flow• Design marketing components

and page specifications

Develop and Deploy• Build initial prototype• Collect feedback on design

and flow• Iterate• Final build and sign-off• Deploy on platforms• Market using viral channels• Scale technology

infrastructure

Analyze and Optimize• Collect data performance and monitor campaign and Viral metrics• Tweak creative and design based on user actions >> Iterate and Test• Detailed usage reporting and tracking >> Measure metrics against campaign goals• Enhance and Improve

Social Media Engagement Cycle

Engage ShareInteract

Targeted Impressions

• put content in context• earn attention• convert to interaction

Organic Impressions

• extend reach & response• leverage relationships• connect communities

Engagement Applications

Face

book

Pag

es

Consumer Promotion Engagement Apps

Case Studies

Objective Publicize information about Target’s corporate social responsibility activities, particularly its community outreach programs. Increase engagement with and knowledge of Target’s initiatives by soliciting consumer participation.

Solution Create an interactive voting application that lives on Target’s Facebook page. Allow all page visitors to: • Submit a vote for their favorite charity• See how their vote directly influences the amount of funds given to

their chosen charity• 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.

Case: Page EnhancementContext Targets Social Responsibility With Bullseye Gives

Interaction occurs on Target’s Facebook page

Wall posts and newsfeed items increase message distribution and viral spread

Objective Distribute information about MTV’s new television show, “The Phone” to the Facebook audience. Engage current viewers and gain new ones. Provide fans with a way to interact directly with the program and distribute their interest to friends.

Solution Create a contest application that lives on The Phone’s Facebook page. Allow fans to: • Enter their number for a chance to be called• Send out news feed items announcing their participation• 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.

Case: Branded Community BuildingContext Dials Up Engagement With The Phone

Status messages distributed to fans promote signup

Interaction occurs directly on MTV’s page

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

Case: Branded Social GameContext helps Travel Channel kidnap 12M users

Case: Page Enhancement

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.

Context Helps 60,000 Users Get Happy

On-page applications keep users on brand Page

Send-to-a-friend functionality encourages viral distribution

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.

Case: Integrated CampaignContext helps Palm Centro’s Claus gain 90,000 fans

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

Best Practices• Simple

• Appeal

• Social

• Addictive

• Conversational

• Targeted

• Advocacy

• Consistency

- Is the desired action clear?

- Is it entertaining? Helpful? Self-expressive?

- Is the application better with friends?

- Why would I come back?

- Does it foster communication?

- Is the right audience engaged?

- Is there a way to share brand advocacy?

- Does the program leverage existing programs?