About MOKO. About Flatiron Strategies

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1 About MOKO MOKO Social Media Limited, together with its subsidiaries, engages in the digital publishing of mobile applications for youth and young adult customers. The company operates through Mobile Social, Mobile Advertising, and Mobile Commerce segments. The company provides proprietary mobile social networks and community/chat products, as well as owns proprietary mobile performance ad network for various industry sectors, such as Mobile Games, Mobile Apps, and Financial Services. It also provides digital publishing services that enable advertisers to place their ads on its properties; and mobile community development services. In addition, the company operates an e-commerce platform, which offers online and flash sales of products, as well as sells merchant products to customers. It operates in the United States, Australia, Europe, and Asia. The company was formerly known as MOKO.mobi Limited and changed its name to MOKO Social Media Limited in September MOKO Social Media Limited is based in Virginia, United States. About Flatiron Strategies Flatiron Strategies is a multi-dimensional, global consulting firm based in NYC, advising our clients in the articulation and resolution of their most important business opportunities. Pioneer in actionable thought leadership models Expert analysis of innovation, disruption and emerging technology Vast experience in professional moderation and presentations In-depth experience in industry and business consulting

2 MOKO Social Media Investor Highlights 1. Executive Summary 12 month timeline of accomplishments o MOKO Social Media (NASDAQ: MOKO ASX: MKB) successfully targets highly coveted consumers: millennials, politically minded, and women with an active lifestyle o Millennials comprise 80% of the monthly unique visitors (MUVs) to MOKO Social Media platforms the most coveted audience in online advertising o MOKO exclusivity contracts create a perpetual barrier of entry to the most valuable advertising and social media audiences high school and college students o MOKO has exclusive relationships with 950 higher education institutions and more than 4,000 high schools a student market penetration of 50% and 16.7% respectively o 90% of MOKO s target audiences engage its social media platforms through smart phones - the fastest growing platform in online advertising o In 3Q2014, MOKO set a target of 10-15M MUVs with a 200M social reach by end of CY2015 and attained 10.1M MUVs at June 2015, with a 179M social reach o MOKO s monetization model targets the highest grossing online advertising revenue models o Premium ad sales via agencies, brand manager o Sponsorship block sales of ad inventory for specific periods and at premium rates o Sponsored content and brand partnerships tied to specific events or program/calendar o Real Time Bidding, traditional ad-networks and programmatic ad sales o MOKO is aggressively moving from indirect channel sales through programmatic to direct brand programs. With this shift, MOKO expects to recognize greater than 3X in CPM and revenues and a significant additional growth factor in 2016 In summary: MOKO has mastered the art of identifying underserved audiences, and creating unique content programming and communities for these underserved audiences to engage at scale. MOKO has proven its disruptive model building bespoke communities for verticals such as college intramural sports, politics, and active women. MOKO s vertical communities meet the needs that are not addressed by general, horizontal social platforms, such as Facebook

3 2. MOKO Company Profile o MOKO is a U.S. based creator of premium digital communities that delivers highly engaged and retained targeted audiences through its differentiated social media applications and high value content o MOKO provides mobile first social media platforms that include brand experiences and engagement with high value audiences with real growth from 0 to 100M impressions per month in less than 12 months o MOKO has established its competitive advantage through the creation of hypertargeted social media platforms at blue sky scale o For example: MOKO recognized that the majority of social media runner community applications were targeted toward men. As a result, MOKO created RunHaven, a community with content created by women for women (2.1M MUVs), which is now one of the fastest-growing online media brands for female health and fitness enthusiasts, in less than 12 months o MOKO has further increased its competitive advantage through the development of an innovative micro-targeting business model for its vertical social media platforms MOKO has uncovered the ability to land and expand its highly-targeted social media vertical platforms o For example: MOKO recognized that its social media app REC*IT could expand beyond intramural and recreational content to capture more of the college audience by creating REC*IT Fitness to also capture the personal fitness college audience o In addition to its superior social media platforms, MOKO has unlocked the crown jewel of the digital media market - highly engaged millennials and generation Z/Boomlet audiences (i.e., MOKO REC*IT and Speakiesy ) without sacrificing its ability to integrate other target audiences through its other social media platforms Blue Nation Review, Tagroom and RunHaven o Research validates that brands will invest at higher premiums to engage and capture the elusive mindshare of younger generations (first time purchasers) with the goal of establishing long-term revenue value 3. Market Defined - Social Publisher - Digital Media Market o MOKO provides premium integrated digital media and online advertising sales to brands. These programs include sponsorships and campaigns with native advertising and branded content that utilize unique off-line brand ambassadors (influencers and advocates) to grow activation on-campus o Social commerce includes the use of social networks to engage users with social media and content to drive e-commerce opportunities. MOKO communities are perfectly suited to drive the consumer s path to purchase at moment of purchase impulse

4 o For example: Under Armour can reach an athletic audience in REC*IT, a community for intramural sports players and their fans at moments that matter most: pre, during and post-game time. When an audience is most emotionally engaged, MOKO offers advertisers a unique social platform to engage their audience with native advertising o MOKO complements and extends its social reach via Facebook. MOKO exploits the value by combining the best of a publisher and social networking platform, utilizing premium content and programming. These social features allow users to engage in a community that the user is passionate about o MOKO does not compete with Facebook but exploits it as a partner social network, allowing Facebook users to connect directly to MOKO communities o MOKO is a community builder that satisfies user s interest in creating relevant connections around passion points and verticals such as politics, fitness, and health. MOKO delivers audiences through its own social media platforms, but also through Facebook and other social networks 4. Total Addressable Market Opportunity (individual and aggregated MOKO properties) o MOKO Social Media platforms address a $23.68B market opportunity o Traditional ad-networks, RTB, programmatic ad sales o Premium ad sales via agencies, brand manager o Sponsorship block sales of ad inventory for specific periods and at premium rates o Sponsored content and brand partnerships tied to specific events or program/calendar 5. MOKO Differentiation and Competitive Advantages Will Continue to Increase o Creation of an exclusive online advertising pipeline of 950 colleges and universities and +4,000 high schools with a primary addressable audience of 17.5M Millenials and 49.8M Boomlets/Gen Z o For the coveted high school and college audience, MOKO has exclusive rights to sports communities o MOKO has created trusted two-way engagements to Gen Z and Millennial audiences o MOKO has a social publisher model that combines the best of publisher and social networking models o MOKO data and analytics will increase its competitive advantage over time o Uncovering underserved community opportunities and the ability to engage and retain that community through superior content and user experiences

5 o Allowing brands to build relationships with Gen Z and Millennial audiences and understand how the brand fits into the consumer s lifestyle and community o Utilizing research and insights to inform MOKO s editorial and content strategy creates native advertising opportunities and allows marketers to initiate integrated programs for brands o Enables brands to gain a 360 view of users engaged across MOKO vertical properties and identifies targeting opportunities o For example: Brands can target where, when and how to engage females in various communities at targeted times across MOKO Social Media properties (REC*IT, RunHaven, Blue Nation Review, Tagroom) o MOKO can deliver 360-degree activation programs for major marketers, including mobile, social and on-campus o For college campuses, MOKO delivers hyper local and targeted digital opportunities o For large advertisers and product sponsors, MOKO extends their reach via mobile social platforms by targeting audiences aligned with campaigns o For example: MOKO can provide premium sponsors of varsity college sports with a unique offering to extend the reach of their sponsorships beyond college sports stadiums and traditional media. MOKO can empower brands to reach their college audience before, during and after athletic events on mobile, social and off-line reaching exactly the right consumer at exactly the right time when they are ready to buy o MOKO provides custom audience metrics for advertisers. Which means MOKO can provide unique measures of brand affinity and ad performance tied to business outcomes o For advertisers, MOKO first party data provides greater transparency and accuracy to deliver better outcomes o MOKO first party data is far more accurate than the industry, ensuring that brands achieve measureable and validated ROI. As a result, MOKO can validate users included in the campaign by demographic, geo-location and online behavior. Advertisers can assure reach and verify that the Ad was viewed by audience that they paid for

6 6. MOKO Social Media Platforms Performance Metrics REC*IT Intramural and recreational sports social media platform Blue Nation Review Political commentary social media platform (Left)

7 RunHaven For women by women health and fitness social media platform TAGROOM Millennial women creative-minded social media platform

8 o In addition to the above products, MOKO is in the final stages of developing Speakiesy and BigTeams powered by REC*IT o Speakiesy is scheduled for launch in Fall 2015 and is MOKO s college social app that connects college students by allowing them to post stories around campus through text, pictures, and video. Created in response to student demand for a service that blocks outsiders, students can only access Speakiesy at the campus they attend by logging in with their.edu address. This provides MOKO with access to the full college student market, estimated to be 23m students o REC*IT (currently available for download in colleges only) will be launched at more than 4,000 high schools via BigTeams in Fall Acquisition Candidates o MOKO could be a potential high value acquisition and has identified three potential acquirers Social Networking Platforms Agencies o Existing MOKO partners, such as Facebook, have acquired disruptive social technology plays for younger audiences; Whatsapp was sold for $19B to Facebook o Generic social networking platforms, such as Google (Google+ and YouTube) and Yahoo (Tumblr) represent potential acquirers. These players could also justify an acquisition to extend their reach to the coveted millennial and teen segments, and to fill gaps in both their mobile and social product strategy o Advertisers with the largest spend have been quietly building in-house agency capabilities to deliver high-value integrated programs, create premium content and build communities o Multiple elements of MOKO, including its social technology content and community building capabilities, will appeal to companies mentioned above o Agencies have been aggressive in making strategic investments and acquisitions of social platforms, content studios and technology companies Examples include: o WPP invested $5M in Buddy Media, netting 50M when Buddy Media sold to Salesforce.com o Other relevant investments by WPP in new media / content studios and community building include Refinery29 and LiveWorld

9 o Similarly, Omnicom, the 2nd largest agency purchased community building tool sold to Communispace for a reported $100M o With pressure on margins, agencies are under increased pressure to deliver high-value integrated programs with audience insights while delivering unique brand experiences and engagements Media and Publishers o Publishers are struggling to embrace new media o Acquirer candidates, who are focused on MOKO segments could include: o Networks and Cable companies - NBC, and Comcast, ABC, CBS o Sports ESPN, CBS Sports (acquired CSTV) focused on college sports o Women s Fashion: Health, Fitness category Conde Nast, Hachette, Meredith o Millennial Buzzfeed, Gawker, Vice Media o Social Publishers: SheKnows Media, Mode Media, Buzzfeed, Gawker 8. Conclusion Return on Objective (ROO) the new digital media mantra The digital media industry is undergoing major changes and disruption of its coveted advertising revenues on browser and mobile device platforms. Much of the disruption centers on the proliferation and growth of ad blocking and script jockeying applications that effectively allow ad-sponsored content to be consumed as an Ad-free experience. The recent study conducted by Adobe and PageFair asserts that Ad blocking is estimated to cost publishers ~$22B in CY15 ( The addition of effective Ad blocking on all devices (laptops, tablets, mobile devices) further exacerbates the current issue the industry is facing with bot fraud where analysts estimate that 50% of publisher traffic is bot activity or fake clicks generated by computer programs to drive revenue against the industry standard CPM rates. Of the $43.8B in digital advertising, an estimated $6.3B will be based on fraudulent activity according to a publication in Ad Week ( In response to the aforementioned revenue disruptors, Return on Objective has become increasingly popular among marketing buyers to determine the most effective and profitable way to invest in digital media services. The high-level criteria that defines ROO (total cost of campaign divided by the number of objectives met by that campaign) fits squarely in MOKO s differentiated media platform offerings. This is primarily due to the fact that ROO moves the definition of success away from a sole revenue focus and adds

10 objective measurements to explicitly define the value of the media campaign from a buyers perspective. To successfully engage todays media buyers, a company must demonstrate the following capabilities and competencies in their media platforms: 1. Consistent engagement with the targeted audience that is measured in recurring visits and monthly unique visitor growth 2. Multiple campaign options (i.e., sponsored content, syndicated content, omni channel integration, etc.) 3. Platforms that allow media buyers to develop brand awareness, brand loyalty, incentivized brand campaigns and specialized brand-driven engagements 4. Programmatic and real-time bidding capabilities 5. Exclusivity of highly targeted demographics through contractual (perpetual) relationships forming digital barriers of entry o i.e., MOKO has contractual relationships with ~ 950 colleges/universities and more than 4000 high schools, an emerging trend they have dubbed as digital real estate o Digital Real Estate (DRE) is similar to physical real estate transactions and deliver the same exclusive ownership rights and privileges. We believe that MOKO s ability to meet and exceed these criteria and offer objective-based digital campaigns on a trusted platform that targets the highest value demographics (Millennials, Gen Z, Millennial Women, etc.) is the reason why their media engagements today and in the future will further drive their revenue opportunities and future valuation in the social media market. MOKO s greatest advantage is their creation of an exclusive online advertising pipeline of 950 colleges and universities and 4,000 high schools with a primary addressable audience of 17.5M Millenials and 49.8M Boomlets/Gen Z which will allow them to facilitate rapid user growth and drive dramatically increased revenue in a relatively short period of time. The value of MOKO can be also be gauged through the recent $200M investment by NBC Universal in Vox, which reported 54M unique visitors in June of 2015 with only a 41% millennial penetration. For questions or comments on this paper please contact Dean Thomas or Jem Pagán

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