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IBC 2010: Monetizing Content in a Social Media World
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IBC 2010: Monetizing Content in a Social Media World

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Please check out Monetizing Content in a Social Media World which was presented by Cisco's Scott Brown, Director of Consumer Marketing Solutions Group, at IBC in Amsterdam on September 9th, 2010.

Please check out Monetizing Content in a Social Media World which was presented by Cisco's Scott Brown, Director of Consumer Marketing Solutions Group, at IBC in Amsterdam on September 9th, 2010.

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    IBC 2010: Monetizing Content in a Social Media World IBC 2010: Monetizing Content in a Social Media World Presentation Transcript

    • Silo’d Experiences or Social Entertainment?‘Social’ and the Premium Content Experience
      Scott Brown
      Director, Marketing
      Cisco Media Solutions Group
      Twitter: @CiscoEos
    • Monetizing Content in a Social Media World
      Lessons learned:
      4
      1
      2
      3
      “Social” (by itself) has low economic value
      Social + Branded Content = High Value New, interactive audience experiences
      Leverage brand to bring audience to you
      The new business architecture:
      Publish Engage Monetize Renew
    • The Risk: Losing Your AudienceThe business and experience of “Entertainment” must evolve with Consumer expectations
      73%
      view social networking as “entertainment”
      Source: Edelman “Trust in Entertainment Study” May 2010
      http://www.edelman.com/news/ShowOne.asp?ID=247
    • The Rise of ‘Social’ (with your Audience)How do you use this phenomena to add value to your audience experience?
      If Facebook were a country…
      #3
      • 500+ M users
      • 700 B minutes per month
      24 hours uploaded every minute
      4 B images hosted
      27 M Tweets / day
      Sources: Forrester, Facebook, Twitter, Flickr, Google
    • The Opportunity: ‘Social’ + Your Brand, Your ContentCreate a direct-to-consumer relationship, and new vehicles for monetization
      Syndicatable, sharable video player
      Twitter feeds
      Mobile content
      … Blogs, activity feeds
      … User generated content
      … Rating, sharing, tagging, etc
      www.paramore.net
      www.mylondon2012.com/mascots
      “Social” increases engagement, opportunities to monetize and DATA
    • One Example:Impact of Interactions on eCommerceData from 60+ Cisco Eos-powered social entertainment sites (Dec ‘09 – July ‘10)
      Clicked a “Buy” Link
      Repeats
      Registered
      Uniques
      109K1%
      516K4%
      2.4 M16%
      12+ M
      Drivers:
      # of media plays per visit 27%
      Rated any content 27%
      Shared any content 15%
      Commented any content 11%
      Repeat visits 11%
      # of page views per visit 9%
      Drivers:
      # of media plays per visit 54%
      # of page views per visit 46%
      Drivers:
      Repeat visits 51%
      # of page views per visit 49%
      Social
      Content
      Content
    • One Example, cont.: Those that Purchase, Tend to be More EngagedEngagement levels are greater among those who have initiated a purchase through a socially-enabled entertainment site
      Clicked “buy” link
    • 4
      1
      2
      3
      “Social” (by itself) has low economic value
      Social + Branded Content = High Value New, interactive audience experiences
      Leverage brand to bring audience to you
      The new content business architecture:
      Publish Engage Monetize Renew