1. © 2010 CONFIDENTIAL

2. What is myYearbook?
• #1 Site for Teens – comScore Teens
• More Visits than the next 5 largest sites combined
• Fastest growing social network in the US
• Visits up 79% and Minutes up 78% Over Last 6 Months
• Highly Engaged Audience
• Members spend 154 minutes per month
• High‐quality, Original Content
• PlaSorm for original social games
© 2010 CONFIDENTIAL
2

3. Top Teen Sites Stickiest Sites
Rank Site Name Total Visits (000) Rank Site Name Average Visits
1 myYearbook.com 55,302 21 COX.com 12.8
22 MySpace.com 12.7
2 Gaiaonline.com 16,581
3 Imvu.com 13,145 23 myYearbook.com 12.4
4 Meez.com 9,663 24 Salesforce.com 12.3
5 Zwinky.com 8,164 25 Optimum.net 12.2
Most Trafficked Sites
Rank Site Name Total Pages Viewed (MM)
21 Plentyoffish.com 993
22 Apple.com 966
23 myYearbook.com 964
24 Twitter.com 945
25 Roblox.com 909
Source: comScore, US, Apr 2010
© 2010 CONFIDENTIAL 3

4. Fast Growing, Engaged Audience
Monthly Pageviews (mm) Monthly Minutes (mm)
1,000 800
950 750
900 700
850 650
800 600
750 550
700 Twitter 500
650 450 Twitter
myYearbook
600 400 myYearbook
550 350
500 300
Nov-09 Dec-09 Jan-10 Feb-10 Mar-10 Nov-09 Dec-09 Jan-10 Feb-10 Mar-10
84% growth 95% growth
for myYearbook for myYearbook total
pageviews from Nov minutes from Nov 2009 to
2009 to Mar 2010 Mar 2010
Source: comScore, myYearbook.com and Twitter.com
© 2010 CONFIDENTIAL
4

5. myYearbook Ketchum
Teen Influencer Study
© 2010 CONFIDENTIAL

6. Ketchum Ketchum
Youth Research
Marketing
Audience
insights
Sports &
Entertainment
Marketing
Passion Precision Trend
Spotting
Social Media
Brand
Planning
Content Agency
Integration
Memes &
Media
Relations
© 2010 CONFIDENTIAL
6

7. Social Media Teen Influencer Survey
• 10,000 Teens Surveyed
• 500,000+ individual answers to 55 quesVons
• Margin of error for the findings is +/‐ 2.3 percent with a confidence interval
of 95 percent
• DefiniVon of a Teen Influencer:
• Aged 13 – 19
• Top 15% Most AcVve and Engaged myYearbook Members
The Internet is not just a way for teens to pass Gme, rather it shapes their
offline socializaGon, media consumpGon, and purchasing habits
© 2010 CONFIDENTIAL
7

8. Why These Teens are So Important …
Teens are active, online and share with friends…
90%
80%
70%
60%
50%
40% Influencers
All Teens
30%
20%
10%
0%
Went to movie lastPlan to buy mobile Tune in TV based Watch movies Tell friends what
weekend phone on online ads based on online products they use
ads
© 2010 CONFIDENTIAL
8

9. Profile of a Teen Influencer
• 97% spend over 2 hours per day on social media sites
• 95% update their status at least once a day
• 91% have more than 500 friends on social media sites
• 88% send more than 3,000 texts per month
• 81% share informaVon with friends oaen or very oaen
© 2010 CONFIDENTIAL

10. Teens with Online Friends are More Social Offline
• Social media popularity translated offline
• Of all teens surveyed, influencers were 38% more likely to have acended
a party last weekend than teens as a whole
• They were much more likely to engage in other social acVviVes
• Teens who are more social online are the most social offline
Influencers: More Likely than Other Teens to...
90.0%
80.0%
70.0%
60.0%
50.0%
40.0%
30.0%
20.0%
10.0%
0.0%
Go to concert Go to sports Go to party Go to mall Go to movie Go to friends Movie at home
event house
© 2010 CONFIDENTIAL
10

11. Age MaNers – Younger Teens Don’t Like Their Parents on
Their Social Network
• 56% of teen Influencers aged 13‐14 “Hate
It”, are “Nervous” or “Annoyed” of parents
friending them on social media sites
• However, only 27% of Teen Influencers aged
18‐19 classify in the same categories
© 2010 CONFIDENTIAL
11

12. Purchasing Power: Influencers Buy More of Everything
• Influencers lead the way for product purchases and media consumpVon
Influencers are 21% more likely to Influencers are 36% more likely to
21% have purchased Music, Movies or 36% have purchased Electronics (iPod,
Books in the last 6 months TV) in the last 6 months
(82% of Influencers and 68% of Teens overall) (67% of Influencers and 49% of Teens Overall)
28% Influencers are 28% more likely to
own a smartphone.
(35% of Influencers and 27% of Teens overall)
© 2010 CONFIDENTIAL
12

13. Influencers Don’t Just Buy – They Share
• Influencers not only purchase at a
higher rate than teens in general, but
they are much more likely to share
their purchase decisions and what
products they are using with friends
• Influencers were 70% more likely to
share purchasing decisions vs. teens
as a whole
© 2010 CONFIDENTIAL
13

14. How Teens Consume Media
• The majority of teens mulVtask when watching television
• But the rate at which Influencers mulV‐task is greater than teens as a whole
Watch TV and Send Texts Watch TV and Be Online
90% 85%
85% 80%
75%
80%
70%
75%
65%
70% 60%
65% 55%
Influencers Teens Influencers Teens
© 2010 CONFIDENTIAL
14

15. Teen Influencers are Much More Likely to Be Online
than Watching Television
• The Internet is more popular than television for teens, and even more so for
Influencers
% Spending More than 2 Hours Each Day
70%
60%
50%
40%
30% Online
20% Online
TV TV
10%
0%
Influencers Teens
© 2010 CONFIDENTIAL
15

16. Branded Online Content Becoming Increasingly
InfluenGal vs. Television Commercials
• Branded content and video trailers are more likely to make teens tune in to a
TV show than television commercials
• 53% of Teen Influencers cite branded content and trailers as a reason to tune
in vs. 50% ciVng television commercials
• The gap widens when teens are considering going to the movies
• 64% of Influencers cite branded content and trailers as a key item convincing
them to acend a movie vs. 57% ciVng television commercials
© 2010 CONFIDENTIAL
16

17. AdverGsing Preferences – Influencers are also Influenced
Television:
• 74% of Teen Influencers decide to tune in and watch a TV show on a
parVcular day based on their friends feedback
• Only 64% of teens in general will do the same
Movies:
• The same applies to movies. 73% of Influencers will go see a movie based on
their friends’ reviews vs. 66% of teens in general
• Influencers are 11% more likely to go
• And being influencers – they will recommend it to other friends aaer
watching it
© 2010 CONFIDENTIAL
17

18. Teens Like Fan Pages
• 60% of teen Influencers and 43%
of teens overall are influenced by
a movie’s Fan Page
• 67% of Influencers have also
commented on a Fan Page to
extend their influence.
DEAN IMAGE FAN PAGE Influencers were 82% more likely
to have commented a Fan Page
• Fan pages as a branding plaSorm
give movies or groups an outlet
to reach their fans and drive
engagement and appear here to
stay
© 2010 CONFIDENTIAL
18

19. Teens Embrace Branded Content but Expect Something
in Return
• Teens are recepVve to branded content but expect something in return for
their acenVon
• IncenVve works on teens
How to Best Promote Your Brand to Teens
70%
65%
60%
55%
50%
45%
40%
35%
30%
Ads to Earn Currency Ads that Unlock Features General Ads
© 2010 CONFIDENTIAL
19

20. LOL and OMG! – What Resonates with Teens
• Content that is parVcularly humorous or shocking resonates most with teens
• They are most likely to share content that is humorous, shocking or includes
a celebrity
• The majority of teen influencers prefer interacVons from brands to be clear
and get to the point
• But they also appreciate when a brand can be edgy, funny or shocking – as
long as they do it well!
“Brands hoping to keep up should find unique ways to parGcipate in the
things teenagers already care about instead of compeGng with what’s
already capturing their aNenGon.” Adrianna Giuliani, VP, Ketchum
© 2010 CONFIDENTIAL
20

21. Key Survey Findings
• Teens with online friends party more offline
• Younger Teens don’t like their parents on their social network
• Teen influencers are also more likely be influenced by their friends
• Social media Influencers consume more media of all types: music, TV,
books, newspapers, magazines, etc.
• Majority of Teens mulV‐task while watching television
• Teens are online more than they watch television
• Online ads surpass television commercials in influencing teens
• Teen influencers embrace fan pages
• Teens expect something in return for their acenVon on Brands
• The most sharable content for teens online is LOL or OMG
© 2010 CONFIDENTIAL
21

22. © 2010 CONFIDENTIAL