In this lively, interactive session, Chase and John discuss how advertising agencies and brand marketers are benefiting by developing a detailed social graph of a brand's targeted audience in preparation for a social media marketing campaign. These social graphs provide key demographic information, as well as an in-depth understanding of common interests and affinities. In addition, they identify those people that are most socially-connected to the target community and have potential influence on their purchasing decisions. Also, will discuss the latest technologies developed to create these detailed social graphs and the importance of widgets (or "WidgADs"), contests, consumer-generated content, and other social media best practices in getting influencer's engaged to ignite a campaign and make it go viral. Real world scenarios and case studies of successful affinity- and influencer-based viral marketing campaigns are presented and discussed. Featured Speakers: Chase McMichael, Founder & Chairman, UNBOUND Technologies www.unboundtech.com John De Marchi, Director, Saavn Interactive Media www.saavn.com

1. WOM Wednesday - December 3: Finding Passion Points & Creating a Sustainable Social Interaction Model

6. Social Analysis Large number of influencers Vast number of friends to proliferate the Brand’s message

7. Identifying Segmented Affinities “Social Graph”

8. Consumer Matched to Affinities

9. Identifying Key Influencers Community Members A Social Community Around One Affinity Trend Spreaders – The most connected within this community

10. Your Addressable Audience 17K are connected to 1.3 Mill Top Rank – People that have the most friends linked back to the 17K produce the best WOM reach.

12. Viral WidgAd-Sharing Process Branded Widget Placed on Influencer Sites Fans copy/paste widgets onto their profiles 2 1 3

13. Make Every Click Count In-context messaging drives call to action! Landing page links from specific content item

15. “Network-within-a-Network” Facebook MySpace Other Social Networks Jim Sarah Jill Ed Bill Sally Sue Jim Ed Ed Ed Ed Bill Social profiles that have widgets integrated with UNBOUND’s Social Graph API UNBOUND’s Widget-based “Network-within-a-Network” Friends Friend analysis fed back to the UNBOUND Social Graph Micro-Social Graphs Provide Intelligent Nano-Targeting for Ad Networks Sanjay Ping Trend Spreaders (Influencers)

17. Achieving Viral Ignition Consumer Knowledge (Affinities + Influencers) Consumer Engagement Viral Ignition = + Target Influencers Establish Credibility Deliver Relevant Messages Activate Consumers Spread the Word