1. Marketing on
International Social Networks
Presented by David Jones
VP Global Marketing
March 2009
March 2009 1
Copyright 2009 Friendster, Inc. All rights reserved.

2. Today, Friendster is…
Top 20 global website - of any kind - based on traffic*
#1 social network in Asia
A leader in user engagement of all top social networks*
A massive community
100 million registered users
65 million monthly unique visitors
Source: comScore Media Metrix, Worldwide Data December 2008
March 2009 2
Copyright 2009 Friendster, Inc. All rights reserved.

3. Social Networks – Connecting Individuals
Share and Communicate
with Current Friends
Share & Communicate
with Family Self Expression Meet New Friends
Entertainment Dating
March 2009 3
Copyright 2009 Friendster, Inc. All rights reserved.

4. SNS User Bases Generally Don’t Overlap
Percent Overlap – Worldwide Monthly Unique Visitors – September 2008
Percent Overlap – Worldwide Monthly Unique Visitors – September 2008
SNS Friendster Facebook MySpace Hi5 Orkut Bebo
SNS Friendster Facebook MySpace Hi5 Orkut Bebo
Friendster – 26% 16% 10% 1% 3%
Friendster – 26% 16% 10% 1% 3%
Facebook 6% – 29% 11% 4% 7%
Facebook 6% – 29% 11% 4% 7%
MySpace 5% 35% – 8% 2% 8%
MySpace 5% 35% – 8% 2% 8%
Hi5 6% 29% 16% – 8% 3%
Hi5 6% 29% 16% – 8% 3%
Orkut 1% 13% 6% 11% – 1%
Orkut 1% 13% 6% 11% – 1%
Bebo 4% 49% 40% 7% 2% –
Bebo 4% 49% 40% 7% 2% –
Important because:
Less overlap means less competition
~75% of Friendster user base is completely incremental to
other SNSs
Good for Advertiser, Partner, Developer, and Fan Profile value
propositions
Source: comScore Media Metrix, September 2008
March 2009 4
Copyright 2009 Friendster, Inc. All rights reserved.

5. CyWorld and Friendster have Highest User Engagement in Asia Pacific
User Engagement in Asia Pacific – Minutes Per Month Per Visitor
222
CyWorld
210
Friendster
178
Orkut
133
Facebook
123
Mixi
119
Xiaonei
97
Myspace
94
Hi5 And, top social
43
51 networking sites like
Friendster are relatively
117
YouTube addictive compared to
45
Google other top global
34
eBay websites.
6
Amazon
0 30 60 90 120 150 180 210 240
Avg. Minutes / Visitor / Month
Source: comScore Media Metrix, worldwide data, October 2008
March 2009 5
Copyright 2009 Friendster, Inc. All rights reserved.

6. Social Networking is Going Mobile,
and the Top Web Social Networks
Have the Advantage
March 2009 6
Copyright 2009 Friendster, Inc. All rights reserved.

7. Advantages of Top Social Networks
Massive user bases
Existing rich profiles
Established friend networks
Unparalleled, low-cost marketing and distribution to users to
drive adoption of new features, like mobile
Source: comScore Media Metrix, Worldwide Data December 2008
March 2009 7
Copyright 2009 Friendster, Inc. All rights reserved.

8. Users can also:
Users can also:
Browse user profiles
Browse user profiles
Browse Fan Profiles
Browse Fan Profiles
Upload Photos
Upload Photos
Post and Approve
Post and Approve
Comments
Comments
Choose a language
Choose a language
setting
setting
Search for users by
Search for users by
name or email
name or email
View birthdays
View birthdays
Read horoscopes
Read horoscopes
Post bulletins
Post bulletins
And new users can
And new users can
register right from their
register right from their
phone!
phone!
March 2009 8
Copyright 2009 Friendster, Inc. All rights reserved.

9. Friendster Mobile Site – Details
Free for users – ad supported
Users just need an Internet-ready mobile phone
Available globally
Now available in English and several Asian
Languages
Launched Summer 2008
>1.5 billion mobile page views monthly
March 2009 9
Copyright 2009 Friendster, Inc. All rights reserved.

10. Top 10 Mobile Sites For Select Asian Countries
Indonesia Philippines Malaysia Singapore Vietnam Thailand China
1. friendster 1. friendster 1. google 1. google 1. google 1. hi5 1. kong
2. friendster
2. google 2. google 2. facebook 2. dantri 2. google 2. baidu
3. gamejump 3. yahoo 3. yahoo 3. youtube 3. vnexpress 3. gamejump 3. google
4. facebook 4. youtube 4. gamejump 4. wikipedia 4. my.opera 4. live 4. sina
5. yahoo 5. wikipedia 5. facebook 5. yahoo 5. yahoo 5. manager 5. qq
6. friendster
6. waptrick 6. my.opera 6. myspace 6. gamejump 6. my.opera 6. hao123
7. peperonity 7. gamejump 7. youtube 7. live 7. vietnamnet 7. pantip 7. xiaonei
8. wikipedia 8. symbianize 8. my.opera 8. my.opera 8. truyenviet 8. livescore 8. paojiao
9. getjar 9. multiply 9. wikipedia 9. cnn 9. thegioididong 9. youtube 9. ruanj
10.gratisindo 10.pinoywap 10.utusan 10.gamejump 10.tuoitre 10.bloggang 10.3g
358 PVs 278 PVs 111 PVs 111 PVs 104 PVs 164 PVs N.A.
Global average is 242 page views per user
“Friendster is the premier social-networking site in the region… In our August
“Friendster is the premier social-networking site in the region… In our August
report, we showed that Friendster alone contributed to more than 50% of the
report, we showed that Friendster alone contributed to more than 50% of the
monthly data usage in Indonesia.” ─ Opera State of the Mobile Web, Oct. 2008
monthly data usage in Indonesia.” ─ Opera State of the Mobile Web, Oct. 2008
Source: Opera, State of the Mobile Web, October 2008 – 21 million Opera Mini users
March 2009 10
Copyright 2009 Friendster, Inc. All rights reserved.

11. Ad Requests by Geography – AdMob Mobile Ad Network
On AdMob:
On AdMob:
Friendster is
Friendster is
the #1 Social
the #1 Social
Network in 3 of
Network in 3 of
the top 10
the top 10
markets where
markets where
AdMob serves
AdMob serves
ads
ads
Indonesia
Indonesia
alone accounts
alone accounts
for 23.9% of all
for 23.9% of all
ad requests on
ad requests on
AdMob and is
AdMob and is
the fastest
the fastest
growing mobile
growing mobile
advertising
advertising
market globally
market globally
Source: admob October 2008
March 2009 11
Copyright 2009 Friendster, Inc. All rights reserved.

12. 2nd Offering – Friendster Text Alerts
Receive text message alerts for:
Receive text message alerts for:
Friend Requests
Friend Requests
Messages
Messages
Comments
Comments
Bulletins
Bulletins
You can text Friendster to:
You can text Friendster to:
Update your Shoutout
Update your Shoutout
Post a Bulletin
Post a Bulletin
Launched in Malaysia,
Send a Friend Request
Send a Friend Request
Singapore, Indonesia and
Send a Message
Send a Message
the Philippines!
March 2009 12
Copyright 2009 Friendster, Inc. All rights reserved.

13. 3rd Offering – Send Money to Another User
Globe and TM mobile subscribers can now send money to each
other on Friendster with GCASH (by Globe Telecom)
What is GCASH?
What is GCASH?
Turns your mobile device into a
Turns your mobile device into a
virtual wallet
virtual wallet
Allows you to:
Allows you to:
Send money remittance
Send money remittance
Pay bills
Pay bills
Pay for products and
Pay for products and
services
services
And more!
And more!
■ Globe Telecom is 2nd largest telco in the Philippines with over 30 million
subscribers
■ Friendster is the largest SNS in the Philippines with over 13 million unique
users visiting each month (>90% the Internet population)
March 2009 13
Copyright 2009 Friendster, Inc. All rights reserved.

14. Social Networks are Media
Platforms
March 2009 14
Copyright 2009 Friendster, Inc. All rights reserved.

15. Social Networks are Media Platforms
The Value: For Entities and Organizations
The Value: For Entities and Organizations
New global distribution channels which give
New global distribution channels which give
them:
them:
A direct relationship with fans
A direct relationship with fans
Leverage over social connections and
Leverage over social connections and
communication (viral growth)
communication (viral growth)
Access to audience sizes unmatched by
Access to audience sizes unmatched by
traditional media
traditional media
The Value: For Users of Social Networks
The Value: For Users of Social Networks
Instantaneous access to new and exclusive
Instantaneous access to new and exclusive
artists and content which:
artists and content which:
Are a form of self expression
Are a form of self expression
May not be available elsewhere
May not be available elsewhere
Forge micro communities within the larger
Forge micro communities within the larger
community (fan clubs)
community (fan clubs)
March 2009 15
Copyright 2009 Friendster, Inc. All rights reserved.

16. Top Fan Profiles Globally
1. MTV (TV Show) US, 280K fans
2. MYX (TV Show) PH, 278K fans
3. My Chemical Romance (Band) US, 249K fans
4. Havaianas (Fashion) PH, 247K fans
5. Gerald Anderson (Actor) PH, 221K fans
6. Fall Out Boy (Band) US, 220K fans
7. Maja Salvador (Fan Club) PH, 211K fans
8. Angel Locsin (Actress) PH, 202K fans
9. Karen Kong (Singer) MY,176K fans
10. Toni Gonzaga (Actress) PH, 170K fans
March 2009 16
Copyright 2009 Friendster, Inc. All rights reserved.

17. Fan Profiles – Results to Date
Today:
> 50 million total fan connections on Friendster
> 100,000 new fan connections a day (net, not gross)
> Half of active users have become a fan of at least one Fan Profile
Remember:
● With a minority overlap between social networks,..
artists, celebrities, organizations need to have a presence on
all of the top social networks
● Brands want to be part of, or at least involved with or
associated with, the Entertainment content and excitement of
Fan Profiles
March 2009 17
Copyright 2009 Friendster, Inc. All rights reserved.

18. Opportunities for Brands
to Participate in Social Networks
Thanks to Developer Programs
March 2009 18
Copyright 2009 Friendster, Inc. All rights reserved.

19. Friendster – Another First!
Friendster is the first major social site that has
deployed both the OpenSocial APIs and the Facebook
Platform.
“Friendster Supports
“Friendster Supports
2nd social network to
2nd social network to Applications From
Applications From
launch a robust
launch a robust Facebook Developer
Facebook Developer
developer program
developer program Community”
Community”
December 2007 August 2008 October 2008
Giving Developers a Choice of Platform for Integration
March 2009 19
Copyright 2009 Friendster, Inc. All rights reserved.

20. Friendster Developer Program – Success To Date
2,000 Apps Live
2,000 Apps Live
Over 75% of active users
Over 75% of active users
currently have at least 1 app
currently have at least 1 app
installed
installed
Typical user has 4 apps
Typical user has 4 apps
March 2009 20
Copyright 2009 Friendster, Inc. All rights reserved.

21. Friendster Developer Program – How It’s Better
1. Give developers a choice of platform for integration
(Friendster, OpenSocial, FB Open)
2. Open Revenue Model
It is free and any monetization model
●
Ads are allowed anywhere in your app – unlike some
●
other social networks
● Can monetize profile page views
3. Only way to reach the most unique visitors in Asia
on a single social network
March 2009 21
Copyright 2009 Friendster, Inc. All rights reserved.

22. Rexona/Unilever (Malaysia)
Rexona launched the first brand-specific
sponsored application on Friendster!
From the Rexona Profile users can:
Become a Fan of Rexona
Add the “Teen Room” App to their profile page
Participate in Rexona sponsored contest
Earn points to buy goods for their “Teen Room”
Results:
Tens of thousands of Friendster users in Malaysia
and throughout Asia added the Rexona Teen
friendster.com/rexteen
Room app to their profile, “became a fan of
Rexona,” and participated in the contest!
March 2009 22
Copyright 2009 Friendster, Inc. All rights reserved.

23. Social Networks are Becoming
the New Portals
March 2009 23
Copyright 2009 Friendster, Inc. All rights reserved.

24. Social Networks are the New Portals
Integrating portal services – Instant Messaging (IM) and email, personalized start
page with non-user generated content, and video – generate stickiness and even
greater engagement from users.
Social Networks are adding:
Share of Time Online
Share of Time Online
Most have video channels
and content
Search – 5%
IM and group chat features
Commerce –
Messaging on SNSs is
15%
localized form of email
“Start Pages” for non-user
Content – 47% generated content like
News, Weather and Sports
Communications
– 33%
Easier to add “portal
services” to an
existing social
network than building
a social network
March 2009 24
Copyright 2009 Friendster, Inc. All rights reserved.

25. Advertising is Evolving
on Social Networks
March 2009 25
Copyright 2009 Friendster, Inc. All rights reserved.

26. Planning a Social Network Campaign
• Marketers must begin with the premise that users of
social networks think differently. Users today value:
• Self expression
• Discovery
• Connections
• Opportunities to relate tend to require marketers
putting something out there for users to engage with
• This generation values revealing information online
compared to older generation that is fearful of
revelation
March 2009 26
Copyright 2009 Friendster, Inc. All rights reserved.

27. Best Practices When Planning a SNS Ad Campaign
• From the start – think differently; think custom
• Focus on the community – not the individual
• Incorporate standard ad media purchases to complement
custom elements to maximize engagement
• Have creative assets that entice users and foster conversation
• Appoint someone to participate in your community
• Put in place features that leverage sharing of information, and
reward them for spreading the word
March 2009 27
Copyright 2009 Friendster, Inc. All rights reserved.

28. Sample Advertisers in 2008 – Nike, Sony, Levi’s, HP
March 2009 28
Copyright 2009 Friendster, Inc. All rights reserved.

29. Dasani: Viral Custom Promotions – Users Pick a Profile Page Skin
March 2009 29
Copyright 2009 Friendster, Inc. All rights reserved.

30. Dasani: Viral Custom Promotions – Results
Dasani Fruitology
Objective:
Dasani water (from Coke) introduced new
flavors and they wanted to build awareness
and educate consumers on the Dasani
Fruitology concept.
Product Offered:
• Custom Page with Quiz and Downloadable
Skins
• Standard Media including promo banners
driving traffic to custom page.
• Homepage News Alerts and Newsletter
Results:
“Dasani began promoting its new
line of flavored waters on
• Splash page viewed over 2MM times.
Friendster…
…smart companies are getting
• The custom skins viewed on Friendster
serious about using the power of
profile pages over 10MM times per month
social networking to leverage
their brands..” • Over 1.5MM Dasani skins added on
Friendster to date and growing daily!
March 2009 30
Copyright 2009 Friendster, Inc. All rights reserved.

31. Clinique: Leverage Profiles to Foster and Create Interaction
Online surveys
Online polling
Feedback on
products in
Comments
Sign-up for free
offers
Referral program
Rewards for
participating in
the above
March 2009 31
Copyright 2009 Friendster, Inc. All rights reserved.

32. Regional Campaign – iTalentstar in South East Asia
iTALENTSTAR is Asia’s first online
talent contest launched in
conjunction with Nokia on
Friendster!
Included local participants from
Singapore
Malaysia
Indonesia
The Philippines
friendster.com/italentstar
Results:
Attracted over 900K unique visitors
Recruited over 8.5K contestants to participate
Drove over 65K registered voters online, who collectively, helped
determine the final outcome
March 2009 32
Copyright 2009 Friendster, Inc. All rights reserved.

33. Nestle NesCafe (Philippines)
NesCafe 3-in-1 harnessed
Friendster user’s desire for self-
expression via creating an
avatar!
From the NesCafe Profile, users can:
Become a Fan of NesCafe
Create a NesCafe “Alien Avatar”
Add the “Alien Avatar” to their page
Share the Avatar with their friends
friendster.com/nescafe3in1
Results:
■ Tens of thousands of Friendster users in the Philippines
participated and created Alien Avatars
■ One user even built up a community of 1,600 friends for her
Alien Avatar!
■ Won IMMAP Boomerang Marketing Award in the Philippines
March 2009 33
Copyright 2009 Friendster, Inc. All rights reserved.

34. Recap of Case Studies: Engaging With Users
• Develop your community with a plan (Dasani)
• Foster and inspire interaction (Clinique)
• Invite users to try your offers (Clinique)
• Reward them for spreading the word (Clinique/Nokia)
• Don’t underestimate the power to share
(NesCafe/Rexona)
• Leverage site features (Dasani with skins, Clinique with
comments)
• Create your own features with apps (NesCafe/Rexona)
• Appoint a moderator to participate in the program (most)
March 2009 34
Copyright 2009 Friendster, Inc. All rights reserved.

35. Summary - Getting it Wrong
2003 Social Networking is a fad 5 years later…
2003
2005 Social networks won’t be big 3 years later…
2005
Public companies will launch Many have tried;
2006
2006 successful social networks Few successes
People want to share what Only some do,
2007
2007 they buy with their friends with controls
Social networks can’t make Some are, and
2008
2008 money stay tuned
March 2009 35
Copyright 2009 Friendster, Inc. All rights reserved.

36. Questions? Thank you!
David Jones
djones@friendster.com
March 2009 36
Copyright 2009 Friendster, Inc. All rights reserved.

37. Copyright 2009 Friendster, Inc. All rights reserved.
Copyright 2009 Friendster, Inc. All rights reserved.
Do not publish or distribute without written
Do not publish or distribute without written
permission of Friendster, Inc.
permission of Friendster, Inc.
Contact press@friendster.com to obtain permission.
Contact press@friendster.com to obtain permission.
March 2009 37
Copyright 2009 Friendster, Inc. All rights reserved.