How to advertise using social networks

Simon Podd, Head of UK Sales www.bebo.com

Engagement Marketing & Sponsorships

OriginalProgramming

Commercial Model and Revenue Streams

Ad Sales

ROS / Premium inventory

Sponsored ProfilesHomepage reskinsSponsorshipMobileVideo pre rolls

Ad Funded contentPlotline integrationProduct placement

What’s A Successful Marketing Campaign To You?

0.7 % Banner Click-Through

OR

Viral “treasure Hunt”: users had to find a cube to win a prize

Over 400,000 profile views

Over 8,000 blog entries (viewed 180,000 times)

Adidas – Go Find

O2 – Top Up Surprises

The challenge:

Activate ‘win every time’ proposition in an engagingand fun manner whilst driving traffic to O2 TUS site

Tactics:• build, host and manage a bespoke flash game with weekly prize draws

• entertain, engage and reward the community via integraton into b-box

• drive traffic to www.bebo.com/belucky

O2 Be Lucky

125,000 profile impressions

10,000 game users

60,000 hours spent engaged with brand

Positive and relevant comments

Coca Cola mobile campaign

Spread the Luv with Coke! >>

1. Participants First Made Aware of Campaign on Mobile Home Page

Spread the Luv with Coke!Send your friend a virtual Coke to let themknow they make you happy. You’ll both get a luv and be able to do polls and photos on the Coke Happiness Factory! You’ve got 4 more invites today.

2. Participants send a virtual Coke happiness virtual award and recommend participation in Coke Web/Mobile group

3. Recipients of Coke Virtual Award Get a coke bottle emotion on their Bebo Mobile Site and viral recommendation to friends in Lifestream feed

has given Sean a

Happiness Award!

Web

Mobile

Coke Feature Profile received unprecedented traffic and participation, initiated byWAP, Web and SMS viral campaign that drove traffic to polls, commenting, photoupload and friending.

Participantstook polls viaWAP, Weband SMS

Bebo users uploadCoke Happiness photosDirectly from their phone on WAP or via Bebo Shortcode to #coke

and wrotecomments onhow Coke Makes them Happy via WAP, Web and SMS

Coke Mobileand Web Feature PagesShowed record-Breaking growthover 5-day Campaignthrough WAP,Web and SMSparticipation

Overview

Mobile Engagement Campaign drove massive mobile and web response

1,500,000+ participants over 5 days

1,422,738 virtual Coke gifts given during campaign

10,000+ Friends added to Coke Happiness Profile

To get the most out of a social network profile:

• Bebo engagement is all about developing conversations• We are not just a broadcast medium

• Treat it like a massively viral extension of your web portfolio

• Use language appropriate to your brand and the target audience

• Keep it simple

• Act like a beboer – check it frequently

• Do a few things really well

• Listen to your friends and act on their engagement

• This is our USP – the ability to respond to feedback – so use it!

• Respond to questions / poll results

• Offer them content to spread the word

Thank you!

Simon Podd, Head of UK Sales simon@beboinc.com