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White Paper

Virtual Social Networks:A Major Shift in Engagement Marketing

Web3D Host Co.

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White PaperWeb3D Host Co.

In global markets, the dialogue between people and brands is changing

drastically and permanently. A new approach to reaching and connecting with

audiences is creating a paradigm shift—from traditional media vehicles to digital

communications platforms to virtual experience technology marketing solutions.

These new marketing solutions are made possible by advanced technologies that

bring an entirely new approach to marketing and are establishing new marketing

communication channels. The evolution from “one to one” and “one to many” to

a dynamic synthesis of the two has dramatically shifted the idea of engagement

marketing.

This rapid transformation is the result of increased penetration of social networking

media platforms such as MySpace, Facebook, and YouTube. Everyday, more

people around the world validate these as viable social networking technology

applications to engage and share information. With 40 million active users in the

United States, social networking has grown 93% since 2006 and is poised to play

an increasingly vital role in the current economic downturn.* Every minute, millions

of virtual interactions occur in the social network space.

Another major factor in behavioral change

is the increasing importance of event

marketing. According to a 2009 EventView

Survey**, more than half of 300 senior

marketing executives believe event

marketing best accelerates and deepens

relationships with target audiences.

But, twenty-nine percent are planning

to go further over the next 12 months

and transition from event marketing

to experience marketing, which “involves integrated live and online experiences

that drive deep brand interaction through highly relevant story telling and brand

immersion.” And a third of those polled said they’ve already made the switch.

However, in challenging economic times, creating physical experiences is

costly and can be difficult to justify from a marketing perspective. This is why,

Virtual Social Networks:A Major Shift in Engagement Marketing

More than half of 300 senior marketing executives believe event marketing best accelerates and deepens relationships29% of senior marketing executives expect to transition from event to experience marketing

Website for Cisco Live! Virtual.

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by enabling richer interaction and engagement with online communities, new

virtual technologies are transforming the standard in-person tradeshow event and

conference marketing model at a lower cost.

The increasing acceptance and need for

benchmarks for new experience marketing

platforms is driven by virtual technology

that generates a more authentic interaction

between people and business. This

technology provides significant benefits that

align to personal digital lifestyle behaviors

established in social engagement platforms.

Further, it creates marketing experiences

that are perceived as authentic and generate critical viral and strong word-of-mouth

response. And, for sponsors, it satisfies the demand for measurable marketing

spend and accountability.

For marketers, virtual experience technology solutions deliver benefits that

are compelling, tangible, and immediate. These include faster time to market

with immediate distribution of strategic information and content; greater overall

marketing ROI achieved through an integrated environment that can achieve

multiple product and partner objectives simultaneously; instant global reach

fostered through accessible and borderless virtual communications; precise metrics

and measurement that dynamically track visitor behavior and content preference

continuously; and a reduced carbon footprint. In terms of environmental and

corporate responsibility, the amount of carbon reduced in moving from physical

events to virtual environments is extremely significant. Sixty-six percent of

marketers polled said they plan on implementing or have already added a Green

Initiative, up from just 32 percent in 2007.**

6Connex represents a pioneering breakthrough in virtual technology marketing

solutions. Its Virtual Experience Platform enables businesses and individuals

Website for Intel Virtual Event.

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to connect anytime, anywhere through dimensional environments in the form

of virtual tradeshows, events, conferences, and other critical marketing and

communication platforms. The result of parent company Design Reactor’s award-

winning experience in 3D, motion graphics and animation, 6Connex creates rich

and engaging online virtual experiences that generate advanced levels of impact,

interaction, exchange, and response. Though relatively new, this innovative

technology is already proving superior to established virtual event alternatives.

A 2007 study on Best Practices for Virtual Events*** reveals that the average

number of registrants at a virtual event is 3,102 compared to 4,491 for a 6Connex

event. The number of leads generated for each sponsor at the average virtual

event is 348, while the sponsor of a 6Connex event can expect an average of 865

leads. But, the most significant difference lies in attendee interactions. While typical

virtual events generate an average of 13 interactions for each visitor, the average

attendee to a 6Connex experience engages in

over 255 interactions with content, sponsors,

and each other. And in sustaining post-event

value, the average number of archive days

with standard event technology is 90 compared

to 6Connex’s 208. Given the increasing value

of marketing dollars spent in the pursuit of

generating qualitative brand interactions, these

increased benchmarks are significant.

A key reason for this performance variance is that 6Connex delivers a rich virtual

3D animated environment that creates a heightened sense of place. Animated

and life-like people appropriately populate each environment with accompanying

sound and motion. Users can communicate in real time through a robust chat

system to other attendees, product specialists, subject matter experts, and booth

hosts. Virtually translating primary physical, auditory and sensory cues is critical in

creating a level of comfort that elevates and sustains exploration and interaction.

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One the strongest benefits of this virtual experience technology is viral content

distribution. Product demos, videos, podcasts and pdfs are critical portable digital

marketing communications that can be downloaded and sent to anyone. Giving

prospects and customers the ability to easily consume and forward content and

media assets ensures increased engagement and expanded exposure that is both

personal and viral.

6Connex is using virtual experiences

to transform how companies approach

virtual experience marketing. And the

6Connex Virtual Experience Platform has

been validated by the success of Fortune

100 global organizations such as Cisco,

HP, Intel, Proctor & Gamble, and WebEx.

These companies and their customers

around the world have discovered that virtual social network technology is

establishing new industry standard benchmarks. And, in the process, accelerating

connections and dialogue between brands and people.

This game-changing advancement in technology-based marketing communications

is the result of a paradigm shift in the culture. However, as companies around

the world standardize on a platform users are already adopting, it will begin

driving innovation ahead of the forces that helped create it. For virtual experience

technology, the potential, opportunities, and scale are endless.

Website for HP Virtual Event Center.

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Footnotes *NetPop Research LLC

**The EventView 2009 survey completed by George P. Johnson, The MPI Foundation

and the Event Marketing Institute

***The FactPoint Group - all data collected from the launch of the event through Jan 31,

2009 with the exception of the HP TSSales event which launched on Feb 4. Data for

TSSales covers the period of Feb 4 – Feb 5, 2009. Terminology definition:

Registration: The number of individuals who have registered for the •

event

Leads Generated: The number of individuals who conducted a badge •

swipe at a booth in the event. The exception is Cisco CLV where a lead

is identified as anyone who entered a booth

Attendee Interaction: The number of chats accepted by users during the •

event

Archive Days: The number of days that the entire event is archived and •

accessible to users

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6Connex, a wholly owned subsidiary of Design Reactor, is the pioneer of virtual experience technology marketing solutions. Our Virtual Experience Platform enables businesses and individuals to connect and engage virtually anytime and anywhere using a dimensional environment-like architecture for B2B or B2C social networking whether it’s as a tradeshow, event or conference, and beyond. 6Connex has developed award-winning, results-oriented virtual technology marketing solutions for industry leaders such as Cisco, HP and Proctor and Gamble. Visit http://www.6Connex.com.

White Paper

P 000490 10-09-2009

6Connex, Inc. (“6Connex”) and Web3D Host Co. (“Partner”) are each independent contractors, and nothing herein contained shall be construed to imply the existence of a partnership or joint venture between them, nor to make either one an agent of the other. The use of the term “Partner” is not intended in any way to constitute any type of legal partnership whatsoever between 6Connex Inc. and Partner. The relationship between 6Connex, Inc. and Partner is that of independent contractor only, and is NOT employer-employee, partner, principal-agent or joint venture. 6Connex does not make any representations or endorsement of any of the products or services listed here which are provided by non-6Connex sources. Such information was provided by the named source, and 6Connex has made no effort to independently verify the products or services. Users of this information are responsible for checking with the non-6Connex source to confirm the specific implementation of their system. In any event, 6Connex shall not incur any liability as a result of the listing of this information by the named source.

©2009 Web3D Host Co. All rights reserved. Certain portions of this document were prepared under license using copyrighted material and content of 6Connex Inc. (“6Connex”), and may not be reproduced in any format without the express written permission of 6Connex. 6Connex reserves all rights and ownership in the 6Connex material and content used, and in contributions made by its employees, in the preparation of this document. 6Connex, the 6Connex logo, Virtual Experience Platform, “Where Virtual is the New Reality,” and other trademarks, service marks, and designs are registered or unregistered trademarks of 6Connex in the United States and in foreign countries. Web3D Host Co. is a trademark of Web3D Host Co. All other trademarks are property of their respective owners.

Web3D Host Co. is the one stop solution to hosting virtual trade shows, conferences or symposiums. Leveraging the 6Connex Virtual Experience Platform, Web3D Host Co. offers the tools and technical support needed to host a successful virtual event. They provide their clients with industry best practices and also give companies the tools to track potential prospects with a state-of-the-art data management system. Call them today and start planning for your next virtual event and avoid the frustration and expense associated with physical trade shows. Consultants are standing by. For more information, call 617 849-3428 or visit their front office at http://web3dhost.com.

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