Steve Harris

October 2, 2008

Consumer behavior online has changed

•Generation S: users of blogs, socialnetworking and start pages

•581M users* (67% of Internet users)Worldwide were on Social Networks in June(up 25% from last June).

•The average US Social Network visitor spent231 minutes/month on social networks inAugust.*

They want to customize, personalize andsocialize their Internet time.

*Source: comScore

Widgets Spread Buzz Across the Social Web82% of the total U.S. Internet audience view a Web widget in June.- comScore, 6/08

Post from NFL to Facebook

Case Study – Introduction

• Widget inserted into themedia campaign for a movierelease.

• Promoted through:• Studio movie site,

movie’s MySpace &Facebook pages

• Clearspring’s WidgetPromotion Channel

• Online media plan as aSnaggableAd.

• Contest to incentivize grabsand shares.

• Countdown clock to movierelease.

• Exclusive movie content.

•Audience Extension of46,644%.•Myyearbook.com was thelargest driver of WidgetViews, contributing 83% ofthe total Widget Viewsthrough two promotionalcampaigns.• The widget had a strongoff-domain presence, with98.18% of the non-myyearbook.com WidgetViews still coming from off-domain.

AudienceExtension

As a measure of additional brand/product exposure beyond your website,this captures the boost in views due to widget syndication (“widgetization”)

Audience Extension

Viral Lift

• Viral Lift of 838%• Corresponds to 89.33% ofthe installs coming from off-domain.• MyYearbook.com was thelargest source of grabs afterthe One Clickimplementation/ promotion.

• Accounted for 75% of allgrabs; 47% of the total forthe widget) came in threedays during theMyYearbook promotion.

Viral Lift As a measure of viral expansion, this captures the boost in spreading of widgets from off-domainsources such as personal pages and blogs

Daily Install Utilization• Represents the average number of available daily installs that are active in aday.• This widget has had a successful One Click implementation which drove downthe average age.

Daily Install Utilization Velocity Ratio• This “velocity” represents the ratio between the weekly and cumulative utilizations at a specific time.• The dying widget has the lowest velocity, as its installs are not being viewed as time passes.• The sports widget gets a boost as its season begins and renews interest in the content.• The earlier campaign with the One Click got a great boost as new placements were being added andviewed.