SNWF Friendster presentation

1March 2009 Copyright 2009 Friendster, Inc. All rights reserved.

Marketing onInternational Social Networks

Presented by David JonesVP Global Marketing

March 2009


Today, Friendster is…

� Top 20 global website - of any kind - based on traffic*

� #1 social network in Asia

� A leader in user engagement of all top social networks*

� A massive community

� 100 million registered users

� 65 million monthly unique visitors

Source: comScore Media Metrix, Worldwide Data December 2008


Social Networks – Connecting Individuals

Meet New FriendsMeet New Friends

Share and Communicate Share and Communicate with Current Friendswith Current Friends

DatingDating

Share & Communicate Share & Communicate with Familywith Family

EntertainmentEntertainment

Self ExpressionSelf Expression


Percent Overlap – Worldwide Monthly Unique Visitors – September 2008 Percent Overlap – Worldwide Monthly Unique Visitors – September 2008

SNSSNS

FriendsterFriendster

FriendsterFriendster

––

Source: comScore Media Metrix, September 2008

Important because:

� Less overlap means less competition

� ~75% of Friendster user base is completely incremental to other SNSs

� Good for Advertiser, Partner, Developer, and Fan Profile value propositions

SNS User Bases Generally Don’t Overlap

FacebookFacebook

26%26%

MySpaceMySpace

16%16%

Hi5Hi5

10%10%

OrkutOrkut

1%1%

BeboBebo

3%3%

FacebookFacebook 6%6%

MySpaceMySpace 5%5%

Hi5Hi5 6%6%

OrkutOrkut

BeboBebo

1%1%

4%4%

––

35%35%

29%29%

13%13%

49%49%

29%29%

––

16%16%

6%6%

40%40%

11%11% 4%4% 7%7%

8%8% 2%2% 8%8%

–– 8%8% 3%3%

11%11%

7%7%

––

2%2%

1%1%

––


CyWorld and Friendster have Highest User Engagement in Asia Pacific

User Engagement in Asia Pacific – Minutes Per Month Per Visitor

Source: comScore Media Metrix, worldwide data, October 2008

634

45

117

43

94

97

119

123

133

178210

222

0 30 60 90 120 150 180 210 240

Avg. Minutes / Visitor / Month

Amazon

eBay

Google

YouTube

51

Hi5

Myspace

Xiaonei

Mixi

Facebook

Orkut

Friendster

CyWorld

And, top social

networking sites like

Friendster are relatively

addictive compared to

other top global

websites.


Social Networking is Going Mobile,and the Top Web Social Networks

Have the Advantage


Advantages of Top Social Networks

� Massive user bases

� Existing rich profiles

� Established friend networks

� Unparalleled, low-cost marketing and distribution to users to drive adoption of new features, like mobile

Source: comScore Media Metrix, Worldwide Data December 2008


Users can also:

� Browse user profiles

� Browse Fan Profiles

� Upload Photos

� Post and Approve Comments

� Choose a language setting

� Search for users by name or email

� View birthdays

� Read horoscopes

� Post bulletins

� And new users can register right from their phone!

Users can also:

� Browse user profiles

� Browse Fan Profiles

� Upload Photos

� Post and Approve Comments

� Choose a language setting

� Search for users by name or email

� View birthdays

� Read horoscopes

� Post bulletins

� And new users can register right from their phone!


Friendster Mobile Site – Details

� Free for users – ad supported

� Users just need an Internet-ready mobile phone

� Available globally

� Now available in English and several Asian Languages

� Launched Summer 2008

� >1.5 billion mobile page views monthly


Top 10 Mobile Sites For Select Asian Countries

N.A.164 PVs104 PVs111 PVs111 PVs278 PVs358 PVs

1. kong

2. baidu

3. google

4. sina

5. qq

6. hao123

7. xiaonei

8. paojiao

9. ruanj

10.3g

1. hi5

2. google

3. gamejump

4. live

5. manager

6. my.opera

7. pantip

8. livescore

9. youtube

10.bloggang

1. google

2. dantri

3. vnexpress

4. my.opera

5. yahoo

6. gamejump

7. vietnamnet

8. truyenviet

9. thegioididong

10.tuoitre

1. google

2. facebook

3. youtube

4. wikipedia

5. yahoo

6. friendster

7. live

8. my.opera

9. cnn

10.gamejump

1. google

2. friendster

3. yahoo

4. gamejump

5. facebook

6. myspace

7. youtube

8. my.opera

9. wikipedia

10.utusan

1. friendster

2. google

3. yahoo

4. youtube

5. wikipedia

6. my.opera

7. gamejump

8. symbianize

9. multiply

10.pinoywap

1. friendster

2. google

3. gamejump

4. facebook

5. yahoo

6. waptrick

7. peperonity

8. wikipedia

9. getjar

10.gratisindo

ChinaThailandVietnamSingaporeMalaysiaPhilippinesIndonesia

“Friendster is the premier social-networking site in the region… In our August

report, we showed that Friendster alone contributed to more than 50% of the

monthly data usage in Indonesia.” ─ Opera State of the Mobile Web, Oct. 2008

“Friendster is the premier social-networking site in the region… In our August

report, we showed that Friendster alone contributed to more than 50% of the

monthly data usage in Indonesia.” ─ Opera State of the Mobile Web, Oct. 2008

Global average is 242 page views per user

Source: Opera, State of the Mobile Web, October 2008 – 21 million Opera Mini users


Ad Requests by Geography – AdMob Mobile Ad Network

On AdMob:

� Friendster is the #1 Social Network in 3 of the top 10 markets where AdMob serves ads

� Indonesia alone accounts for 23.9% of all ad requests on AdMob and is the fastest growing mobile advertising market globally

On AdMob:

� Friendster is the #1 Social Network in 3 of the top 10 markets where AdMob serves ads

� Indonesia alone accounts for 23.9% of all ad requests on AdMob and is the fastest growing mobile advertising market globally

Source: admob October 2008


2nd Offering – Friendster Text Alerts

Receive text message alerts for:

� Friend Requests

� Messages

� Comments

� Bulletins

You can text Friendster to:

� Update your Shoutout

� Post a Bulletin

� Send a Friend Request

� Send a Message

Receive text message alerts for:

� Friend Requests

� Messages

� Comments

� Bulletins

You can text Friendster to:

� Update your Shoutout

� Post a Bulletin

� Send a Friend Request

� Send a Message

Launched in Malaysia,Singapore, Indonesia and the Philippines!


3rd Offering – Send Money to Another User

What is GCASH?

� Turns your mobile device into a virtual wallet

� Allows you to:

� Send money remittance

� Pay bills

� Pay for products and services

� And more!

What is GCASH?

� Turns your mobile device into a virtual wallet

� Allows you to:

� Send money remittance

� Pay bills

� Pay for products and services

� And more!

Globe and TM mobile subscribers can now send money to each other on Friendster with GCASH (by Globe Telecom)

■ Globe Telecom is 2nd largest telco in the Philippines with over 30 million

subscribers

■ Friendster is the largest SNS in the Philippines with over 13 million unique

users visiting each month (>90% the Internet population)


Social Networks are Media Platforms


Social Networks are Media Platforms

The Value: For Entities and Organizations

New global distribution channels which give them:

� A direct relationship with fans

� Leverage over social connections and communication (viral growth)

� Access to audience sizes unmatched by traditional media

The Value: For Entities and Organizations

New global distribution channels which give them:

� A direct relationship with fans

� Leverage over social connections and communication (viral growth)

� Access to audience sizes unmatched by traditional media

The Value: For Users of Social Networks

Instantaneous access to new and exclusive artists and content which:

� Are a form of self expression

� May not be available elsewhere

� Forge micro communities within the larger community (fan clubs)

The Value: For Users of Social Networks

Instantaneous access to new and exclusive artists and content which:

� Are a form of self expression

� May not be available elsewhere

� Forge micro communities within the larger community (fan clubs)


Top Fan Profiles Globally

1. MTV (TV Show) US, 280K fans

2. MYX (TV Show) PH, 278K fans

3. My Chemical Romance (Band) US, 249K fans

4. Havaianas (Fashion) PH, 247K fans

5. Gerald Anderson (Actor) PH, 221K fans

6. Fall Out Boy (Band) US, 220K fans

7. Maja Salvador (Fan Club) PH, 211K fans

8. Angel Locsin (Actress) PH, 202K fans

9. Karen Kong (Singer) MY,176K fans

10. Toni Gonzaga (Actress) PH, 170K fans


Today:

> 50 million total fan connections on Friendster

> 100,000 new fan connections a day (net, not gross)

> Half of active users have become a fan of at least one Fan Profile

Remember:

● With a minority overlap between social networks,.. artists, celebrities, organizations need to have a presence on all of the top social networks

● Brands want to be part of, or at least involved with or associated with, the Entertainment content and excitement of Fan Profiles

Fan Profiles – Results to Date


Opportunities for Brandsto Participate in Social NetworksThanks to Developer Programs


Friendster – Another First!

Friendster is the first major social site that has deployed both the OpenSocial APIs and the FacebookPlatform.

Giving Developers a Choice of Platform for Integration

December 2007 August 2008 October 2008

2nd social network to

launch a robust

developer program

2nd social network to

launch a robust

developer program

“Friendster Supports

Applications From

Facebook Developer

Community”

“Friendster Supports

Applications From

Facebook Developer

Community”


Friendster Developer Program – Success To Date

�2,000 Apps Live

�Over 75% of active users currently have at least 1 app installed

�Typical user has 4 apps

�2,000 Apps Live

�Over 75% of active users currently have at least 1 app installed

�Typical user has 4 apps


Friendster Developer Program – How It’s Better

1. Give developers a choice of platform for integration (Friendster, OpenSocial, FB Open)

2. Open Revenue Model

● It is free and any monetization model

● Ads are allowed anywhere in your app – unlike some other social networks

● Can monetize profile page views

3. Only way to reach the most unique visitors in Asiaon a single social network


Rexona/Unilever (Malaysia)

Rexona launched the first brand-specific sponsored application on Friendster!

From the Rexona Profile users can:� Become a Fan of Rexona

� Add the “Teen Room” App to their profile page

� Participate in Rexona sponsored contest

� Earn points to buy goods for their “Teen Room”

Results:Tens of thousands of Friendster users in Malaysia

and throughout Asia added the Rexona Teen

Room app to their profile, “became a fan of

Rexona,” and participated in the contest!

friendster.com/rexteen


Social Networks are Becoming the New Portals


Social Networks are the New Portals

Integrating portal services – Instant Messaging (IM) and email, personalized start

page with non-user generated content, and video – generate stickiness and even

greater engagement from users.

Easier to add “portal

services” to an

existing social network than building a social network

Share of Time OnlineShare of Time Online

Content – 47%

Search – 5%

Commerce –15%

Communications – 33%

Social Networks are adding:

� Most have video channels and content

� IM and group chat features

� Messaging on SNSs is localized form of email

� “Start Pages” for non-user generated content like News, Weather and Sports


Advertising is Evolvingon Social Networks


Planning a Social Network Campaign

• Marketers must begin with the premise that users of social networks think differently. Users today value:

• Self expression

• Discovery

• Connections

• Opportunities to relate tend to require marketers putting something out there for users to engage with

• This generation values revealing information online compared to older generation that is fearful of revelation


Best Practices When Planning a SNS Ad Campaign

• From the start – think differently; think custom

• Focus on the community – not the individual

• Incorporate standard ad media purchases to complement custom elements to maximize engagement

• Have creative assets that entice users and foster conversation

• Appoint someone to participate in your community

• Put in place features that leverage sharing of information, and reward them for spreading the word


Sample Advertisers in 2008 – Nike, Sony, Levi’s, HP


Dasani: Viral Custom Promotions – Users Pick a Profile Page Skin


“Dasani began promoting its new

line of flavored waters on Friendster……smart companies are getting serious about using the power of social networking to leverage

their brands..”

Objective: Dasani water (from Coke) introduced new

flavors and they wanted to build awareness

and educate consumers on the Dasani

Fruitology concept.

Product Offered:

• Custom Page with Quiz and Downloadable

Skins

• Standard Media including promo banners

driving traffic to custom page.

• Homepage News Alerts and Newsletter

Dasani Fruitology

Dasani: Viral Custom Promotions – Results

Results:

• Splash page viewed over 2MM times.

• The custom skins viewed on Friendster profile pages over 10MM times per month

• Over 1.5MM Dasani skins added on Friendster to date and growing daily!


Clinique: Leverage Profiles to Foster and Create Interaction

� Online surveys

� Online polling

� Feedback on

products in

Comments

� Sign-up for free

offers

� Referral program

� Rewards for

participating in

the above


Regional Campaign – iTalentstar in South East Asia

iTALENTSTAR is Asia’s first online talent contest launched in conjunction with Nokia on Friendster!

Included local participants from

� Singapore

� Malaysia

� Indonesia

� The Philippines

Results:

� Attracted over 900K unique visitors

� Recruited over 8.5K contestants to participate

� Drove over 65K registered voters online, who collectively, helped

determine the final outcome

friendster.com/italentstar


Nestle NesCafe (Philippines)

NesCafe 3-in-1 harnessed Friendster user’s desire for self-expression via creating an avatar!

From the NesCafe Profile, users can:� Become a Fan of NesCafe

� Create a NesCafe “Alien Avatar”

� Add the “Alien Avatar” to their page

� Share the Avatar with their friends

friendster.com/nescafe3in1Results:■ Tens of thousands of Friendster users in the Philippines

participated and created Alien Avatars

■ One user even built up a community of 1,600 friends for her

Alien Avatar!

■ Won IMMAP Boomerang Marketing Award in the Philippines


Recap of Case Studies: Engaging With Users

• Develop your community with a plan (Dasani)

• Foster and inspire interaction (Clinique)

• Invite users to try your offers (Clinique)

• Reward them for spreading the word (Clinique/Nokia)

• Don’t underestimate the power to share (NesCafe/Rexona)

• Leverage site features (Dasani with skins, Clinique with comments)

• Create your own features with apps (NesCafe/Rexona)

• Appoint a moderator to participate in the program (most)


Summary - Getting it Wrong

20032003 Social Networking is a fad 5 years later…

20052005 Social networks won’t be big 3 years later…

20062006Public companies will launch successful social networks

Many have tried;Few successes

20072007People want to share what they buy with their friends

Only some do, with controls

20082008Social networks can’t make money

Some are, and stay tuned


Questions? Thank you!

David [email protected]


Copyright 2009 Friendster, Inc. All rights reserved.

Do not publish or distribute without written permission of Friendster, Inc.

Contact [email protected] to obtain permission.

Copyright 2009 Friendster, Inc. All rights reserved.

Do not publish or distribute without written permission of Friendster, Inc.

Contact [email protected] to obtain permission.

Business

SNWF Friendster presentation