1SYNCAPSE | New York - Toronto - London - Boston - Portland

All materials contained within this presentation are copyright Syncapse Corp. 2010. Reproduction or distribution is prohibited.

DM Event: The Facebook Ecosystem Speaker Series

Lou KernerMichael Scissons - SyncapseJustin Kistner - WebtrendsFebruary 8, 2012

New York - Toronto - London – Portland - San FranciscoAll materials contained within this presentation are copyright Syncapse Corp. 2010. Reproduction or distribution is prohibited. 2

The Facebook HaloDiscussion on the Facebook Economy & Social Marketing Eco-System

3SYNCAPSE | New York - Toronto - London - Boston - Portland

All materials contained within this presentation are copyright Syncapse Corp. 2010. Reproduction or distribution is prohibited.

Presenter BackgroundFounder & CEO of Syncapse: A leading provider of SaaS software and services to Fortune 500 companies globally.

Software powering social marketing, data management and measurement for leaders in Financial Services, Package Goods, Alcohol, Sprits, Beverage and Electronics.

Contributor to AdAge (LINK) and Fast Company (LINK)

Follow @scissons

4SYNCAPSE | New York - Toronto - London - Boston - Portland

All materials contained within this presentation are copyright Syncapse Corp. 2010. Reproduction or distribution is prohibited.

What We’ll Cover Today

• The Facebook Eco-System – with Facebook heading for IPO – what is the “Facebook Halo”.

• Understanding Marketer Demand: What opportunities are created in the new marketing mix.

• Measuring Results: Understanding how marketers evaluate, measure, and understand social marketing performance.

5SYNCAPSE | New York - Toronto - London - Boston - Portland

All materials contained within this presentation are copyright Syncapse Corp. 2010. Reproduction or distribution is prohibited.

Facebook European Economic Impact: 2011

Deloitte: Measuring Facebook’s economic impact in Europe, January 2012

€15.3bn Impact

6SYNCAPSE | New York - Toronto - London - Boston - Portland

All materials contained within this presentation are copyright Syncapse Corp. 2010. Reproduction or distribution is prohibited.

Facebook Global Economic Impact: 2011

Deloitte: Measuring Facebook’s economic impact in Europe, January 2012

€50+bn Global Impact(based on 3.5X assumption)

7SYNCAPSE | New York - Toronto - London - Boston - Portland

All materials contained within this presentation are copyright Syncapse Corp. 2010. Reproduction or distribution is prohibited.

Facebook Global Economic Impact: 2011

and this excludes value created through the Facebook IPO

(Palo Alto Porsche and Hublo dealers rejoice)

8SYNCAPSE | New York - Toronto - London - Boston - Portland

All materials contained within this presentation are copyright Syncapse Corp. 2010. Reproduction or distribution is prohibited.

The Social Marketing Eco-System

9SYNCAPSE | New York - Toronto - London - Boston - Portland

All materials contained within this presentation are copyright Syncapse Corp. 2010. Reproduction or distribution is prohibited.

Key Points in Understanding the Space

• It’s still early days, but ecosystem is maturing rapidly, driven by VC funding and early-stage M&A activity.

• Early “social” players filing for IPO in 2011/2012 (Bazaarvoice, Lithium, Jive) - Part of “social” halo; but business success is not based on Facebook.

• “Facebook Halo” space subject to rapid change and displacement, driven by feature changes by Facebook, Twitter, Google, etc.

• What’s old is new again. Business models are being informed by former successful and unsuccessful models of the early web.

10SYNCAPSE | New York - Toronto - London - Boston - Portland

All materials contained within this presentation are copyright Syncapse Corp. 2010. Reproduction or distribution is prohibited.

Recognize significance of social mediaBegin Listening to Customers

Build a Single Facebook Page to Respond

Launch a Single Corporate Blog and a Twitter Page

Launch Multiple Blogs, Twitter Pages, and Facebook Pages

Compliance requirements, adherence to corporate standards

Collaboration, workflow processes

Content Mgmt. across all Social Media, Languages, etc.

Campaign Integration

Reporting, ROI

Enterprise ROI

Tactical Strategic

As Social Media Management becomes an increasingly “business critical” process, enterprises must find ways to streamline and simplify their efforts

Bu

sin

ess

Cri

tica

l

Social Data Storage & Social CRM

Enterprise Social Marketing Use Curve

11SYNCAPSE | New York - Toronto - London - Boston - Portland

All materials contained within this presentation are copyright Syncapse Corp. 2010. Reproduction or distribution is prohibited.

Demand Curve: Key Points

• Demand primarily driven by the CMO today: CTO involvement will inevitably increase over time.

• The Facebook “Halo” will increase staffing and content agency demands for the foreseeable future.

• Technology “Point solutions” will give to integrators and consolidators as enterprise adoption increases.

• New technologies, like Syncapse, have evolved to drive efficiencies across the demand curve.

12SYNCAPSE | New York - Toronto - London - Boston - Portland

All materials contained within this presentation are copyright Syncapse Corp. 2010. Reproduction or distribution is prohibited.

Marketers’ Main Challenges Created by Facebook

• Operationalizing new ways to drive business objectives in social media channels: reach, frequency, and brand impact of marketing.

• Managing and measuring social media data.

• Importing social media practices into mixed-media-ROI-modeling.

• Staff training, knowable and hiring.

• Executive support.

13SYNCAPSE | New York - Toronto - London - Boston - Portland

All materials contained within this presentation are copyright Syncapse Corp. 2010. Reproduction or distribution is prohibited.

Characteristics Of Social Media Users

They are AFFLUENT• > 50% are College educated

• 70% shop online

• Over-index on lifestyle purchases

(music, clothing, shoes and accessories)

They are SATURATED

• 4 in 5 internet users are on social networking sites

• 800+ million on Facebook = most trafficked internet site

• 1 BILLION tweets are sent every 3-4 days

Source: Nielsen’s State of the Media: The Social Media Report Q3

Source: Twitter Jan 2012 & Twitter Blog, June 2011

14SYNCAPSE | New York - Toronto - London - Boston - Portland

All materials contained within this presentation are copyright Syncapse Corp. 2010. Reproduction or distribution is prohibited.

Where it once took millions of dollars to reach the few, it is now the few who can reach millions…

Source: Epiphany Metrics 2009

15SYNCAPSE | New York - Toronto - London - Boston - Portland

All materials contained within this presentation are copyright Syncapse Corp. 2010. Reproduction or distribution is prohibited.

THERE ARE 50 MILLION “LIKES” ON BRAND PAGES PER DAY

16SYNCAPSE | New York - Toronto - London - Boston - Portland

All materials contained within this presentation are copyright Syncapse Corp. 2010. Reproduction or distribution is prohibited.

Fans Are Worth More…

Spend $71.84 more than non-

fans

28% more likely to continue using

41% more likely to recommend

Syncapse Value of a Facebook Fan: An Empirical Review, June 2010

17SYNCAPSE | New York - Toronto - London - Boston - Portland

All materials contained within this presentation are copyright Syncapse Corp. 2010. Reproduction or distribution is prohibited.

Measurement

• Most marketers are confused between Listening & Measurement – market remains VERY immature.

• Social media is fundamentally an audience panel for ALL marketing efforts; therefore discerning cause and effect is very difficult and the MAIN challenge.

• “Bullshit” levels extremely high given market’s frothiness: newswires clogged with “pressware” or “means nothing” press releases.

• Tactical measurement of social marketing is quite manageable; but other areas are still developing and vastly unscientific.

18SYNCAPSE | New York - Toronto - London - Boston - Portland

All materials contained within this presentation are copyright Syncapse Corp. 2010. Reproduction or distribution is prohibited.

Syncapse: Our Measurement Focus

Audience Measurement• Influencer Identification • Audience Segmentation

(CRM)• Audience Behavior• Brand Measures

Content/Message Measurement• Earned Media• Reach, Frequency & Impact of

Campaign messaging• Performance Metrics• Competitive Benchmarks

19SYNCAPSE | New York - Toronto - London - Boston - Portland

All materials contained within this presentation are copyright Syncapse Corp. 2010. Reproduction or distribution is prohibited.

Syncapse: Overall Focus

Enterprise Social Software & ServicesAnalytics | Infrastructure | Data Management | Consulting

Points of Difference:

Comprehensive measurement and

analysis of owned social media

• Standard & customized dashboards, data visualization, and reports provide complete oversight and understanding

• 3rd party data integration (e.g., listening; paid media) provides the entire picture of a brand's social media presence and campaigns

Secure and centralized social media data and content management

• Empowers social CRM – understanding how to integrate it securely with traditional CRM

• Data and content management compliance (e.g., archiving; integration with other data management systems)

• Consumer information is secure and protected

Integrated social media management platform

tailored for large enterprises

• Syncapse Platform™ provides technology infrastructure to: build tabs and apps publish and archive

content Collaborative, global

approvals and workflow

manage compliance measure social

content performance

Strategic partner to navigate the increasingly

complex social media landscape

• Ensures success internally (infrastructure) and externally (delivering against KPIs)

• Strong partnerships with social media channels, agencies, and other social media companies

• 24/7 support and consistent analysis and understanding of the social media landscape

20SYNCAPSE | New York - Toronto - London - Boston - Portland

All materials contained within this presentation are copyright Syncapse Corp. 2010. Reproduction or distribution is prohibited.

THANK YOU.

Michael ScissonsPresident and CEOm.scissons@Syncapse.com@scissons

To see more, visit Syncapse.com