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Mark Tarbatt - Successful campaigns on the Bebo social network
Mark Tarbatt - Successful campaigns on the Bebo social network
Mark Tarbatt - Successful campaigns on the Bebo social network
Mark Tarbatt - Successful campaigns on the Bebo social network
Mark Tarbatt - Successful campaigns on the Bebo social network
Mark Tarbatt - Successful campaigns on the Bebo social network
Mark Tarbatt - Successful campaigns on the Bebo social network
Mark Tarbatt - Successful campaigns on the Bebo social network
Mark Tarbatt - Successful campaigns on the Bebo social network
Mark Tarbatt - Successful campaigns on the Bebo social network
Mark Tarbatt - Successful campaigns on the Bebo social network
Mark Tarbatt - Successful campaigns on the Bebo social network
Mark Tarbatt - Successful campaigns on the Bebo social network
Mark Tarbatt - Successful campaigns on the Bebo social network
Mark Tarbatt - Successful campaigns on the Bebo social network
Mark Tarbatt - Successful campaigns on the Bebo social network
Mark Tarbatt - Successful campaigns on the Bebo social network
Mark Tarbatt - Successful campaigns on the Bebo social network
Mark Tarbatt - Successful campaigns on the Bebo social network
Mark Tarbatt - Successful campaigns on the Bebo social network
Mark Tarbatt - Successful campaigns on the Bebo social network
Mark Tarbatt - Successful campaigns on the Bebo social network
Mark Tarbatt - Successful campaigns on the Bebo social network
Mark Tarbatt - Successful campaigns on the Bebo social network
Mark Tarbatt - Successful campaigns on the Bebo social network
Mark Tarbatt - Successful campaigns on the Bebo social network
Mark Tarbatt - Successful campaigns on the Bebo social network
Mark Tarbatt - Successful campaigns on the Bebo social network
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Mark Tarbatt - Successful campaigns on the Bebo social network

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Talk by the managing director of Generator on some advertising campaigns and observed statistics from the Bebo social networking service.

Talk by the managing director of Generator on some advertising campaigns and observed statistics from the Bebo social networking service.

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    • 1.  
    • 2. Our philosophy is to promote online advertising, sponsorship and content opportunities to clients on behalf of a select number of publishers . We specialise in site specific representation for an exclusive list of some of the top Internet brands in the Irish Market. - household names like Daft.ie, Unison.ie, Eircom.net, RTE.ie, Pigsback.com, Bebo.com and most recently, MSN.ie . generator act as a single point of contact for marketers to reach (unduplicated) over 73% of all Irish Internet users. Our objective is to generate the best ROI for marketers from the biggest and only the best sites. Generator
    • 3. Presently Internet accounts for less than 1% of IE Market In the UK it is 10.5% Total IE ad market is worth €1.7bn In the UK Internet ONLY spend is worth €3bn Market Size Figures: € 1,709,787,359 100.00 Totals € 10,330,060 0.60 Total Cinema € 13,456,528 0.79 Total Internet € 124,123,201 7.26 Total Radio € 133,784,368 7.82 Total Outdoor € 326,186,986 19.08 Total TV € 1,101,906,216 64.45 Total Print Revenue Share of Voice 2006 IAPI BASE FIGURES
    • 4. YEAR         DISPLAY     SEARCH  CLASSIFIED         TOTAL                      € m              €m            €m                    €m 2004                8               10                16                34 2005                10             14                18                42 2006                1 3.5           18 2 0.5              50 2007                1 7              24                2 8                 69 2008                21             31                38                90 2009                28             40                48               116 Display internet market for 2006 estimated by IAPI BASE to be €13.5m Generator and industry sources forecasting 25% growth to €17m in 2007 Irish Market Size Figures:
    • 5. Online spend per user figures in IE are half that what they are in the US This means that Irish marketers have yet to move significant budgets online Online Spend per User: * CIA Fact Book IE € 24 2,060,000 € 50,000,000 UK € 80 37,600,000 € 3,000,000,000 USA € 52 232,057,067 € 12,000,000,000 Country Spend Per Internet User Number of Internet Users* Market Size Online Ad Spend Per User
    • 6. Top 15 Irish Advertisers All of these are presently using Bebo 144958 HIBERNIAN 15 147827 O2 14 156032 BANK OF SCOTLAND (IRELAND) 13 172539 BT IRELAND 12 223125 EIRCOM 11 224647 BANK OF IRELAND 10 242505 ULSTER BANK 9 255464 HOTELS.COM 8 277036 RABOBANK 7 285785 PERMANENT TSB 6 299526 AIB BANK 5 337466 QUINN DIRECT 4 337968 SKY 3 469173 VODAFONE 2 626286 MBNA INTERNATIONAL 1 Totals € Name Rank
    • 7. New Consumer Habits
      • Under 17 year olds
      • 94% of school students (4 – 18 yrs) have Internet access through one form or another
      • 50% of this audience access the Internet on a daily basis
      • This audience spend a whopping average of 3 hours per session online
      • 30% of teens actively generate their own media
      • 45% have experimented with their own blog
      • The Internet is now the 2nd most popular source of information for students aged 11 to 16 years, after asking a parent, other members of the family or teachers e.g Wikipedia, Google etc
      • Social Networking is a phenomenon
      Top Sites for under 17 year olds Comscore Media Matrix April 2006 38% 7 mins 10. Eircom.net 39% 2 mins 9. Lycos 41% 5 mins 8. Wikipedia 43% 2 mins 7. Gorilla Nation 43% 4 mins 6. Amazon Sites 51% 5 mins 5. Ebay Sites 64% 10 mins 4. Yahoo! sites 85% 36 mins 3. MSN Sites 91% 10 mins 2. Google Sites 95% 75 mins 1. Bebo.com Reach Ave. Visit Publisher
    • 8. New Consumer Habits
      • 18 to 24 year olds
      • Represent approx. 30% of the Irish Internet audience
      • 50% of this audience access the Internet on a daily basis
      • They spend an average of 1 hour 40 minutes online per session
      • Sites visited demonstrate ;
      • - Increasing rise of social networking
      • - Downloading music
      • - Search
      Top Sites for 18 – 24 year olds Comscore Media Matrix April 2006 29% 5 mins 10. Amazon 39% 4 mins 9. BBC sites 30% 7 mins 8. eircom.net 31% 1 mins 7. Ask Sites 36% 2 mins 6. Apple Sites 44% 9 mins 5. Ebay 65% 38 mins 4. Bebo.com 70% 14 mins 3. Yahoo! sites 85% 7 mins 2. Google Sites 90% 20 mins 1. MSN sites Reach Ave. Visit Publisher
    • 9. New Consumer Habits
      • 25 – 34 year olds
      • Represent approx. 20% of the Irish Internet audience
      • 45% of this audience access the Internet on a daily basis
      • They spend an average of 1 hour 15 minutes online per session
      • Sites visited demonstrate ;
      • - Functional online tasking e.g. top ups, travel, banking etc
      • - More traditional usage e.g. eircom.net, AOL
      Comscore Media Matrix April 2006 Top Sites for 25 - 34 year olds 21% 5 mins 9. Aer Lingus 21% 12 mins 8. Vodafone 21% 4 mins 7. Amazon 23% 8 mins 6. AOL 33% 6 mins 5. eircom.net 43% 9 mins 4. Ebay.com 63% 22 mins 3. Yahoo! sites 76% 16 mins 2. MSN Sites 85% 5 mins 1. Google sites Reach Ave. Visit Publisher
    • 10. New age of Marketing:
      • Relevance
      • Ensuring yours is among the few messages with which target consumer will truly engage, addressability of INDIVIDUAL consumers rather than broadcast model
      • Interaction
      • Offering INDIVIDUAL consumers unique experiences; interactivity rather than one way communications, brand feedback etc.
      • Relationships
      • The vital pathways by which marketers reach consumers, including relationships with media, with brands and with fellow consumers i.e. learning about individuals and their behaviour and using this information to determine what information and entertainment to service them with in future
    • 11. Bebo – The story so far!
      • Launched SF July 2005
      • 27M Reg Members
      • 4B Monthly PVs
      • V.Experienced founders Friendster / Ringo etc
      • BEBO – Pillars of the Community:
        • Connectivity
        • Self Expression
        • User gen content
        • Engagement
      • Generator Win Contract Aug 2006:
    • 12. Bebo - Social networking – key activities
      • Self-expression:
        • Personal brand
        • Blogs, whiteboards
        • Customization - space
      • Communication
        • Comments
        • Mail
      • Sharing information
        • Photos
        • Quizzes
        • Polls
        • College clubs
      • Consuming Content
        • Video (Bebo TV)
        • Music (Bebo Bands)
      6
    • 13.  
    • 14. Bebo – Sales Proposition - Great Content - Engages the consumer - Brand advocates - Spread the Message - Virally to their Friends
      • Example Profiles:
      • Disney http:// www.bebo.com/Profile.jsp?MID =367137231&MemberId=1354108786
      • Coke http:// www.bebo.com/Profile.jsp?MemberId =1484301633
      • Nanoquest http:// www.bebo.com/Profile.jsp?MID =367137231&MemberId=2440596640
      • Lucozade http:// www.bebo.com/Profile.jsp?MemberId =2173990673
      • Eragon http:// www.bebo.com/Profile.jsp?MemberId =2678287008
      • McDonalds http:// www.bebo.com/Profile.jsp?MemberId =3071169739
      • Dreamgirls http:// www.bebo.com/Profile.jsp?MemberId =3123379401
      • Epicthemovie http:// www.bebo.com/Profile.jsp?MemberId =3180032698
      • VeronicaMoCo: http:// www.bebo.com/Profile.jsp?MID =367137231&MemberId=3457210787
      • PowerOfOne: http:// www.bebo.com/Profile.jsp?MemberId =2908625514
      6
    • 15. Bebo Engagement Marketing
      • Advertising Opportunities
      • Sponsored Homepage
      • Customized Skins
      • Bebo.com Homepage Takeover
      • Bebo TV ads
      • Branded Emails
      • Sponsored Videos
      • Standard/Rich Media Units
        • Skys, Leaders, 300x250
    • 16. Cars (Disney/Pixar)
      • “… we wanted to work with BEBO to create a community , enabling participation amongst BEBO members…moving consumers from passive recipients of our film messages to active and engaged consumers”
      • Ruth Bradley
      • Disney Promotions Executive
      • Campaign Stats – Ireland Only
        • Homepage Views: 41,010
        • Skin Homepages: 2,706
        • Video Homepages: 4,877
        • Video Views: 381,200
        • Friends: 2,198
        • Profile Comments: 716
        • Whiteboards: 191
    • 17. Cars Sponsored Homepage 1. Viral Cars Skin 3. Bebo ‘Friends of Cars’ 4. Movie Trailer/behind the scenes 2. About the Movie 5. Whiteboard 6. Photo Albums, Wallpapers 7. UGC Comments, Polls, Quizzes
    • 18. User Engagement Engaged users – comments/feedback Users can engage graphically Ease of adding Friends etc Competitions
    • 19. Bebo Engagement Marketing
      • IT WORKS!
      • “ Overall, the Disney Pixars CARS BEBO campaign was a success that now serves to provide the foundation and experience for future online marketing and promotions.”
      • Ruth Bradley
      • Disney Promotions Executive
    • 20. Detailed Online Reporting
    • 21. Customized Skins
      • Weekly/Monthly Tenancy Charge
      • Huge exposure – high traffic area
      Coca Cola example – 14440 skins downloaded!!!
    • 22. BeboTV - Sponsored Videos
      • Prominent homepage position
      • Prominent BeboTV HP position
      • Easily added to user homepages
      • Backed up by Standard or Rich Media (i.e. Videoegg ads)
    • 23.  
    • 24.  
    • 25. Widgets
      • Viral Software
      • Widget Video
    • 26.  
    • 27. Focus on Safety and Customer Service
      • Leading Safety Expert - Dr. Rachel O’Connell as Chief Safety Officer
      • Safe and Clean site.
      • Minimum Age 13
      • New accounts default to private.
      • Partner with the leading safety organizations (i.e. wiredsafety.org & blogsafely.org)
      • Safety tips on each page
      • Working with law enforcement agencies.
      Founders – Michael & Xochi Birch and all of the directors have children so this issue very close to our hearts
    • 28. Thank You! [email_address] Guinness Enterprise Centre Suite 33, Taylor’s Lane, Dublin 8. Ireland. Telephone: 00 353 1 4100908 Mobile: 00 353 87 6797712

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