This document summarizes SN-Reach sharing metrics from August 12 to September 12. It shows that the total audience reach was 100 people, comprised of 85 starters who clicked branded share buttons and 15 responders who were invited by starters. The viral lift was 18%, meaning responders were 18% of the total audience. Engagement lift was 21%, indicating responders who took action were 21% higher than starters. Demographic data on the audience is also provided.

1. SN-Reach Metrics Update
Leslie Leonetti
408.335.0284 x813
lleonetti@snreach.com
Chuck Fish
303.618.8738
cfish@snreach.com
September 13, 2010
SN-Sharing Lab

2. Sharing: Terminology
Starter SN-Reach Multiplier Page
Your Home Page
Sends to
5 friends
Responders
Starter
= generates a Responder
Branded Share Button 1
SN-Sharing Lab

3. Multiply per button (button clicks)
Sharing Starters Responders V-Lift
Performance Reach (= total audience button clicks ) 100
website 51 14 27%
Time period: Viral Lift (= # Responders / # Starters) 18% email 20 1 5%
8/12/10 thru 9/12/10 twitter 14 — —
Engagement Lift 21% Total 85 15 18%
>> NOTES: This shows the sharing
performance, in a specific time
period.
The total audience is made up of:
a) “Starters” who the client touched via
branded share buttons (see list)
-and-
b) “Responders” who acted on an invite
from a friend.
Reach = # Starters + # Responders
Viral Lift = how many new viewers were
generated as a result of invites sent to
them. It is expressed as a growth %.
In this example: 85 Starters arrived from
share buttons, and 15 Responders
arrived from invites —
(Total = 100) 15 / 85 = 18% growth
Engagement Lift=
# Responder Clicks / # Starter Clicks
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4. Total Audience, by Start Point button
Demographics button clicks LP clicks
clicks LP clicks
Australia 3 3
website 65 25
Time period: Belgium 2 2
email 21 1
8/12/10 thru 9/12/10 twitter 14 8
Canada 7 4
Great Britain 1 —
Total 100 34
Germany 2 1
California 3 1
Colorado 9 5
New York 20 1
Oregon 1 1
Rhode Island 2 —
Subtotal 50 18
----------------------------------------------------------------------------------------------------------
NA 50 16
Work with me Total 100 34
White Paper
8/2, 25% button
20 starter clicks clicks LP clicks
3 responder clicks Male
31 – 40 3 3
15% engagement lift NA 40 13
Subtotal – Male 43 16
Female
31 – 40 — —
NA 23 1
Subtotal – Female 23 1
NA 34 17
Total 100 34
SN-Sharing Lab

5. Lift graphs
50 20% 25 25%
45
40 20 20%
15%
button clicks
engagement lift
35
viral lift
LP clicks
30 15 15%
25 10%
20 10 10%
15
5%
10 5 5%
5
8/15 8/22 8/29 9/5 8/15 8/22 8/29 9/5
starters responders viral lift* starters responders engagement lift*
Viral lift – viewer growth resulting from peer Engagement lift – growth in users taking action
to peer promotion resulting from peer-to-peer promotion
= responder views/starter views = responder clicks/starter clicks
*lift %’s are cumulative – weeks ending 8/15 through 9/5;
No activity week ending 9/12.
SN-Sharing Lab