IBC 2010: Monetizing Content in a Social Media World

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%
Drivers:
Repeat visits 51%
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

IBC 2010: Monetizing Content in a Social Media World

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

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