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Turning Social Media Into TransactionsNovember 19,

2009

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Why are we here today?Why are we here today?

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PartnershipPartnership

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Ken Hertz Objective

Increase RevenuesImprove eCPM and ecommerce

conversion

Ken Hertz Objective

Increase RevenuesImprove eCPM and ecommerce

conversion

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Ken Hertz Key Implications

• How do we add more engaging content to our site, so we don’t lose users to places like Twitter?

• How do we get more content that drives SEO, and improve our Quality Score?

• How do we remains RealTime relevant about the topics we serve?

• How do we pre condition your audience users better before they get to the registration page

• How do create additional distribution lists to distribute our latest offers?

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How Social Approach Will Help!How Social Approach Will Help!

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Domains; Branded Websites

Social Media

Lead generation

/ SEO Social Approach

The Common Language

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Social Media

Lead generation

/ SEO Social Approach

Syzygy and Solution

Domains; Branded Websites

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Social Approach RealTime Platform

• Discover and distill all discussions and sentiment about the Ken Hertz related topics

• Filter and score the conversations for relevancy

• Moderation tools for editor and domain experts

• Create dynamic RealTime web properties that will be consumed in many formats

• Provide engagement tools to communicate and enable action for the community

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Is aPattern RecognitionLearning Platform

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Transforming Data To Actionable Information

Searchable Social Web

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Our Magic

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Our Magic

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What Will The Solution Look Like?What Will The Solution Look Like?

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Social Media Content Unit

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Media Property

Social Media Ad Unit

Social Media Ad Unit

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Widget based Ad UnitSocial Media Ad UnitSocial Media Ad Unit

Popups with ads and Contextual LinksPopups with ads and Contextual Links

On Rollover

Ad location

Contextual links

Another prime ad unit

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Bigger, below the fold Content Unit

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Topic Hub – Multiple Widgets

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Simple SetupSimple Setup

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Wizard based Content Search

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Cyborg Persona EngineCyborg Persona Engine

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Social Approach “persona”

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Participate & Establish Credibility

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Deploy Topic Hub – Direct Traffic

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DemoDemo

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Next StepsHow we engage

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Possible Social Fabric Engagements

• Beta agreement to build the solution together

• Infuse RealTime stream into existing Ken Hertz sites as widgets

• Create separate, dynamically created “social” Topic Hubs for a select group of subjects

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Next Steps Discussion

Thank YouThank You

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Technology Overview

• Pattern recognition recommendation engine– One of the key differentiators– Transform avalanche of data into actionable information– The user is provided with an always-fresh information, that are most

likely to create, manage and grow buzz in the Social Web

• Alert-driven semantic crawling– Monitor notifications of activity on the Social Web– Drills down to analyze and identify opportunities to participate and

engage in social media– Opportunities are scored and evaluated into actionable

recommendations

• Modular architecture / Scalable infrastructure– Enable to constantly extend service offering– E.g. future target mobile devices for Alerts

• Patentable technologies– Scoring engine;– Overlapping discussion / search keywords

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Pattern Recognition Scoring

Author

Discovered Item

Keyword

Anthology

Freshness

Sentiment

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Scoring the Influence

Author

ViralityPropensity to engage Social

Graph

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Mapping Virality