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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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  • 1. Silo’d Experiences or Social Entertainment?‘Social’ and the Premium Content Experience
    Scott Brown
    Director, Marketing
    Cisco Media Solutions Group
    Twitter: @CiscoEos
  • 2. 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
  • 3. 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
  • 4. 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
    • 5. 700 B minutes per month
    24 hours uploaded every minute
    4 B images hosted
    27 M Tweets / day
    Sources: Forrester, Facebook, Twitter, Flickr, Google
  • 6. 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
  • 7. 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
  • 8. 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
  • 9. 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