Monetization of Social Networks:
Strategies
www.playfaironline.com
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Marc Joffe 1 7/2/2008

Vision Statement
The commercialization of a Social
Network site through the use of effective
ad inventory, and strategic partnerships.
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Goal and Objective
Develop sustainable and mutually
beneficial monetary relationships with Ad
Networks and Affiliate Partners
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Today’s Situation
Social gaming concept with a Web 2.0 front end
Ex. A community around play for fun games.
Young age demographic
300,000 Unique users/month
In Beta, and traffic is at a lower level.
Competitor: uVme.com
Built in Flex – Adobe Flash family
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How Did We Get Here?
Social Gaming is in it’s infancy.
Not sure how to monetize.
Beta version
Growing Community
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Available Options
Major Ad Networks (possible recommendations in next slide)
Lookery: Ad Network which works with Social Networks
Ad Exchanges;
Right Media, etc.
Ads can be seen as intrusive
Will be less than premium advertiser CPM
Ex. $0.13 CPM for Lookery
Lacks compelling content that engages the user
Utility inventory
Email Ad slots too
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Marc Joffe
6 7/2/2008

Short Term:
Recommendations
Vibrant Media – IntelliTXT Monthly Revenue
Value Click/MediaPlex -
Google Adsense
Tribal Fusion
Lookery.com (Ad Network for Social Sites)
Affiliate Networks; ex. WebGains.com
Casino Rewards very successful affiliate program
Get 50 most influential fans to spread the word.
“Evangelist Program”
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Short Term: More
Recommendations
Gain affiliates through mySpace
Advertise in subtle manner
Things to think about:
MySpace for example, has removed vast tracks of ads
from it’s member profiles and other pages in an
attempt to restrict inventory and buoy inventory
prices.
High traffic sites have a glut of inventory which drives the
CPM down
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Long Term: What to do next
Restrictive ad format. Less of them
Build a viral Social App.
OpenSocial from Google – social applications shared data.
There are many websites implementing OpenSocial,
including Engage.com, Friendster, hi5, Hyves, imeem,
LinkedIn, MySpace, Ning, Oracle, orkut, Plaxo,
Salesforce.com, Six Apart, Tianji, Viadeo, and XIN
Follow in Facebook’s footsteps by opening our APIs to 3rd
parties.
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9 7/2/2008

Summary
Difficult to monetize a social nets site w/o
driving the CPM value down with excess
inventory, not engaging users with utility ads,
and negative branding.
Recommend a combination of commercialization
initiatives and gauge ROI on each.
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Marc Joffe
10 7/2/2008

Resources
theseminal.com
OpenSocial
Doof.com, Liad Shababo, CEO Interview
ibeginwithanidea.com
http://www.marketingsherpa.com/
Affiliate Networks Buyers Guide
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