1. DM Event: The Facebook Ecosystem Speaker Series
Lou Kerner
Michael Scissons - Syncaps
Justin Kistner - Webtrends
February 8, 2012
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All materials contained within this presentation are copyright Syncapse Corp. 2010. Reproduction or distribution is prohibited.

2. The Facebook Halo
Discussion on the Facebook Economy & Social Marketing Eco-System
New York - Toronto - London – Portland - San Francisco
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3. Presenter Background
Founder & CEO of Syncapse: A leading
provider of SaaS software and services to
Fortune 500 companies globally.
Software powering social marketing, data
management and measurement for leaders
in Financial Services, Package Goods,
Alcohol, Sprits, Beverage and Electronics.
Contributor to AdAge (LINK) and Fast
Company (LINK)
Follow @scissons
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All materials contained within this presentation are copyright Syncapse Corp. 2010. Reproduction or distribution is prohibited.

4. What We’ll Cover Today
• The Facebook Eco-System – with Facebook heading for IPO –
what is the “Facebook Halo”.
• Understanding Marketer Demand: What opportunities are
created in the new marketing mix.
• Measuring Results: Understanding how marketers
evaluate, measure, and understand social marketing
performance.
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All materials contained within this presentation are copyright Syncapse Corp. 2010. Reproduction or distribution is prohibited.

5. Facebook European Economic
Impact: 2011
€15.3bn Impact
Deloitte: Measuring Facebook’s economic impact in Europe, January 2012
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6. Facebook Global Economic
Impact: 2011
€50+bn Global Impact
(based on 3.5X assumption)
Deloitte: Measuring Facebook’s economic impact in Europe, January 2012
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7. Facebook Global Economic
Impact: 2011
and this excludes value created through the Facebook IPO
(Palo Alto Porsche and Hublo dealers rejoice)
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8. The Social Marketing Eco-
System
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9. Key Points in Understanding the
Space
• It’s still early days, but ecosystem is maturing rapidly, driven by
VC funding and early-stage M&A activity.
• Early “social” players filing for IPO in 2011/2012
(Bazaarvoice, Lithium, Jive) - Part of “social” halo; but
business success is not based on Facebook.
• “Facebook Halo” space subject to rapid change and
displacement, driven by feature changes by
Facebook, Twitter, Google, etc.
• What’s old is new again. Business models are being informed
by former successful and unsuccessful models of the early
web.
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10. Enterprise Social Marketing Use Curve
Tactical Strategic
Social Data Storage & Social
CRM
Reporting, ROI
Campaign
Business Critical
Integration
Content Mgmt. across all Social
Media, Languages, etc.
Collaboration, workflow
processes
Compliance requirements, adherence to corporate
standards
Launch Multiple Blogs, Twitter Pages, and Facebook Pages
Launch a Single Corporate Blog and a Twitter Page
Build a Single Facebook Page to Respond
Begin Listening to Customers
Recognize significance of social media
Enterprise ROI
As Social Media Management becomes an increasingly “business critical”
process, enterprises must find ways to streamline and simplify their efforts
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11. Demand Curve: Key Points
• Demand primarily driven by the CMO today: CTO involvement
will inevitably increase over time.
• The Facebook “Halo” will increase staffing and content agency
demands for the foreseeable future.
• Technology “Point solutions” will give to integrators and
consolidators as enterprise adoption increases.
• New technologies, like Syncapse, have evolved to drive
efficiencies across the demand curve.
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12. Marketers’ Main Challenges
Created by Facebook
• Operationalizing new ways to drive business objectives in
social media channels: reach, frequency, and brand impact of
marketing.
• Managing and measuring social media data.
• Importing social media practices into mixed-media-ROI-
modeling.
• Staff training, knowable and hiring.
• Executive support.
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13. Characteristics Of Social Media
Users
They are AFFLUENT
• > 50% are College educated
• 70% shop online
• Over-index on lifestyle purchases
(music, clothing, shoes and accessories)
They are SATURATED
• 4 in 5 internet users are on social networking sites
• 800+ million on Facebook = most trafficked internet site
• 1 BILLION tweets are sent every 3-4 days
Source: Nielsen’s State of the Media: The Social Media Report
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All materials contained within this presentation are copyright Syncapse Corp. 2010. Reproduction or distribution is prohibited. Source: Twitter Jan 2012 & Twitter Blog, June 2011

14. Where it once took millions of dollars to reach the
few, it is now the few who can reach millions…
Source: Epiphany Metrics 2009
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15. THERE ARE 50 MILLION “LIKES”
ON BRAND PAGES PER DAY
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16. Fans Are Worth More…
Spend $71.84 41% more likely to 28% more likely
more than non- recommend to continue using
fans
Syncapse Value of a Facebook Fan: An Empirical Review, June
2010
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17. Measurement
• Most marketers are confused between Listening &
Measurement – market remains VERY immature.
• Social media is fundamentally an audience panel for ALL
marketing efforts; therefore discerning cause and effect is very
difficult and the MAIN challenge.
• “Bullshit” levels extremely high given market’s frothiness:
newswires clogged with “pressware” or “means nothing” press
releases.
• Tactical measurement of social marketing is quite manageable;
but other areas are still developing and vastly unscientific.
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All materials contained within this presentation are copyright Syncapse Corp. 2010. Reproduction or distribution is prohibited.

18. Syncapse: Our Measurement
Focus
Content/Message
Audience Measurement Measurement
• Influencer Identification • Earned Media
• Audience Segmentation • Reach, Frequency & Impact of
(CRM) Campaign messaging
• Audience Behavior • Performance Metrics
• Brand Measures • Competitive Benchmarks
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All materials contained within this presentation are copyright Syncapse Corp. 2010. Reproduction or distribution is prohibited.

19. Syncapse: Overall Focus
Enterprise Social Software & Services
Analytics | Infrastructure | Data Management | Consulting
Points of Difference:
Comprehensive Integrated social media Secure and centralized Strategic partner to
measurement and management platform social media data and navigate the increasingly
analysis of owned social tailored for large content management complex social media
media enterprises landscape
• Empowers social CRM –
• Standard & customized • Syncapse Platform™ understanding how to • Ensures success
dashboards, data provides technology integrate it securely with internally (infrastructure)
visualization, and reports infrastructure to: traditional CRM and externally (delivering
provide complete  build tabs and apps against KPIs)
• Data and content
oversight and  publish and archive management compliance • Strong partnerships with
understanding content (e.g., archiving; social media channels,
• 3rd party data integration  Collaborative, global integration with other agencies, and other
(e.g., listening; paid approvals and data management social media companies
media) provides the workflow systems) • 24/7 support and
entire picture of a brand's  manage compliance • Consumer information is consistent analysis and
social media presence
 measure social secure and protected understanding of the
and campaigns
content performance social media landscape
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20. THANK YOU.
Michael Scissons
President and CEO
m.scissons@Syncapse.com
@scissons
To see more, visit Syncapse.com
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All materials contained within this presentation are copyright Syncapse Corp. 2010. Reproduction or distribution is prohibited.