Social Media Campaign Case Study October, 2009

Overview Gannett Digital, the online arm of Gannett, manages a portfolio of interactive properties, from news sites to online communities. MomsLikeMe.com is a flagship Gannett Digital site, offering national and local content, community and connections for busy moms. Tangible Impact initially strategized and executed strong and synergistic Search and Banner Display campaigns for MomsLikeMe. Building on this success, Tangible Impact architected an expanded online presence for MomsLikeMe, focusing on active Social Media participation. Our Social Media campaign for MomsLikeMe features a dynamic FaceBook Fan Page, highly engaging Applications and eye-catching Ads. Tangible Impacts Social Media campaign for MomsLikeMe has proven to be a meaningful and measurable success.

3 Fan Page First, Tangible Impact designed a FaceBook Fan Page, faithful to the MomsLikeMe brand experience. Next, we developed a dynamic Fan Page contribution plan, leveraging existing MomsLikeMe resources to keep the page lively and fun. Today, the Fan Page offers fresh conversation and content – a true taste of the full MomsLikeMe experience.

4 Application #1 - Quiz Following launch of the Fan Page, we introduced a fun and intriguing quiz: What Kind of Mom Are You? The quiz strongly appeals to our target audience, offering opportunity for personal insight, self-expression, and sharing with friends. The What Kind of Mom Are You? quiz is an encapsulation of the MomsLikeMe brand experience.

5 Application #2 - Virtual Gift Shop Next, we developed and debuted the MomsLikeMe virtual gift shop, and stocked it for Mothers Day. We readily revised the gift shop for Fathers Day, generating new and renewed interest and activity. And now, the MomsLikeMe virtual gift shop offers an array of any day gifts, meant to be given by Mom to Moms, for any reason, or no reason at all.

6 Application #3 - Boredom Buster W ere about to launch a new application for MomsLikeMe: Boredom Busters. Boredom Buster will provide suggestions for kids activities, based on age, timing and budget. Moms can submit their own suggestions, too. Applications – the quiz, the gift shop, the Boredom Buster – provide a stream of positive brand experiences, building new relationships, ongoing dialogue, and emersion in the MomsLikeMe community.

Ad Support We support the launch of every new application with targeted social media ads. Weve seen significant response to these timely and targeted placements. Plus, paid ads have triggered even greater volumes of viral activity. Today, the viral activity set in motion by initial paid ads contributes brand engagements at a rate of more than 2:1.

8 Success Metrics Ads Applications Fan Page The introductory ads sparked a viral-to-paid brand engagement rate of better than 2-to-1. More than 113,000 moms have completed the quiz. Nearly 97% of those who started the quiz completed all 15 questions. Greater than 61,000 moms have returned to repeat the quiz experience. Viral activity continues to climb, for a current cost per brand engagement of just 45 cents. Through ongoing brand engagement in a social environment, MomsLikeMe has built relationships with 16,000 moms, and more than 500 of these moms are actively engaged each week. Many of the moms introduced to the brand through social media have since become active members of MomsLikeMe.com. Product

9 How About You? The MomsLikeMe social media campaign has proven to be an efficient and effective way to start a conversation, engage prospects and cultivate new MomsLikeMe memberships. What can social media do for you?

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