SNWF Friendster presentation

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  • 1. Marketing on International Social Networks Presented by David Jones VP Global Marketing March 2009 March 2009 1 Copyright 2009 Friendster, Inc. All rights reserved.
  • 2. Today, Friendster is… Top 20 global website - of any kind - based on traffic* #1 social network in Asia A leader in user engagement of all top social networks* A massive community 100 million registered users 65 million monthly unique visitors Source: comScore Media Metrix, Worldwide Data December 2008 March 2009 2 Copyright 2009 Friendster, Inc. All rights reserved.
  • 3. Social Networks – Connecting Individuals Share and Communicate with Current Friends Share & Communicate with Family Self Expression Meet New Friends Entertainment Dating March 2009 3 Copyright 2009 Friendster, Inc. All rights reserved.
  • 4. SNS User Bases Generally Don’t Overlap Percent Overlap – Worldwide Monthly Unique Visitors – September 2008 Percent Overlap – Worldwide Monthly Unique Visitors – September 2008 SNS Friendster Facebook MySpace Hi5 Orkut Bebo SNS Friendster Facebook MySpace Hi5 Orkut Bebo Friendster – 26% 16% 10% 1% 3% Friendster – 26% 16% 10% 1% 3% Facebook 6% – 29% 11% 4% 7% Facebook 6% – 29% 11% 4% 7% MySpace 5% 35% – 8% 2% 8% MySpace 5% 35% – 8% 2% 8% Hi5 6% 29% 16% – 8% 3% Hi5 6% 29% 16% – 8% 3% Orkut 1% 13% 6% 11% – 1% Orkut 1% 13% 6% 11% – 1% Bebo 4% 49% 40% 7% 2% – Bebo 4% 49% 40% 7% 2% – Important because: Less overlap means less competition ~75% of Friendster user base is completely incremental to other SNSs Good for Advertiser, Partner, Developer, and Fan Profile value propositions Source: comScore Media Metrix, September 2008 March 2009 4 Copyright 2009 Friendster, Inc. All rights reserved.
  • 5. CyWorld and Friendster have Highest User Engagement in Asia Pacific User Engagement in Asia Pacific – Minutes Per Month Per Visitor 222 CyWorld 210 Friendster 178 Orkut 133 Facebook 123 Mixi 119 Xiaonei 97 Myspace 94 Hi5 And, top social 43 51 networking sites like Friendster are relatively 117 YouTube addictive compared to 45 Google other top global 34 eBay websites. 6 Amazon 0 30 60 90 120 150 180 210 240 Avg. Minutes / Visitor / Month Source: comScore Media Metrix, worldwide data, October 2008 March 2009 5 Copyright 2009 Friendster, Inc. All rights reserved.
  • 6. Social Networking is Going Mobile, and the Top Web Social Networks Have the Advantage March 2009 6 Copyright 2009 Friendster, Inc. All rights reserved.
  • 7. Advantages of Top Social Networks Massive user bases Existing rich profiles Established friend networks Unparalleled, low-cost marketing and distribution to users to drive adoption of new features, like mobile Source: comScore Media Metrix, Worldwide Data December 2008 March 2009 7 Copyright 2009 Friendster, Inc. All rights reserved.
  • 8. Users can also: Users can also: Browse user profiles Browse user profiles Browse Fan Profiles Browse Fan Profiles Upload Photos Upload Photos Post and Approve Post and Approve Comments Comments Choose a language Choose a language setting setting Search for users by Search for users by name or email name or email View birthdays View birthdays Read horoscopes Read horoscopes Post bulletins Post bulletins And new users can And new users can register right from their register right from their phone! phone! March 2009 8 Copyright 2009 Friendster, Inc. All rights reserved.
  • 9. Friendster Mobile Site – Details Free for users – ad supported Users just need an Internet-ready mobile phone Available globally Now available in English and several Asian Languages Launched Summer 2008 >1.5 billion mobile page views monthly March 2009 9 Copyright 2009 Friendster, Inc. All rights reserved.
  • 10. Top 10 Mobile Sites For Select Asian Countries Indonesia Philippines Malaysia Singapore Vietnam Thailand China 1. friendster 1. friendster 1. google 1. google 1. google 1. hi5 1. kong 2. friendster 2. google 2. google 2. facebook 2. dantri 2. google 2. baidu 3. gamejump 3. yahoo 3. yahoo 3. youtube 3. vnexpress 3. gamejump 3. google 4. facebook 4. youtube 4. gamejump 4. wikipedia 4. my.opera 4. live 4. sina 5. yahoo 5. wikipedia 5. facebook 5. yahoo 5. yahoo 5. manager 5. qq 6. friendster 6. waptrick 6. my.opera 6. myspace 6. gamejump 6. my.opera 6. hao123 7. peperonity 7. gamejump 7. youtube 7. live 7. vietnamnet 7. pantip 7. xiaonei 8. wikipedia 8. symbianize 8. my.opera 8. my.opera 8. truyenviet 8. livescore 8. paojiao 9. getjar 9. multiply 9. wikipedia 9. cnn 9. thegioididong 9. youtube 9. ruanj 10.gratisindo 10.pinoywap 10.utusan 10.gamejump 10.tuoitre 10.bloggang 10.3g 358 PVs 278 PVs 111 PVs 111 PVs 104 PVs 164 PVs N.A. Global average is 242 page views per user “Friendster is the premier social-networking site in the region… In our August “Friendster is the premier social-networking site in the region… In our August report, we showed that Friendster alone contributed to more than 50% of the report, we showed that Friendster alone contributed to more than 50% of the monthly data usage in Indonesia.” ─ Opera State of the Mobile Web, Oct. 2008 monthly data usage in Indonesia.” ─ Opera State of the Mobile Web, Oct. 2008 Source: Opera, State of the Mobile Web, October 2008 – 21 million Opera Mini users March 2009 10 Copyright 2009 Friendster, Inc. All rights reserved.
  • 11. Ad Requests by Geography – AdMob Mobile Ad Network On AdMob: On AdMob: Friendster is Friendster is the #1 Social the #1 Social Network in 3 of Network in 3 of the top 10 the top 10 markets where markets where AdMob serves AdMob serves ads ads Indonesia Indonesia alone accounts alone accounts for 23.9% of all for 23.9% of all ad requests on ad requests on AdMob and is AdMob and is the fastest the fastest growing mobile growing mobile advertising advertising market globally market globally Source: admob October 2008 March 2009 11 Copyright 2009 Friendster, Inc. All rights reserved.
  • 12. 2nd Offering – Friendster Text Alerts Receive text message alerts for: Receive text message alerts for: Friend Requests Friend Requests Messages Messages Comments Comments Bulletins Bulletins You can text Friendster to: You can text Friendster to: Update your Shoutout Update your Shoutout Post a Bulletin Post a Bulletin Launched in Malaysia, Send a Friend Request Send a Friend Request Singapore, Indonesia and Send a Message Send a Message the Philippines! March 2009 12 Copyright 2009 Friendster, Inc. All rights reserved.
  • 13. 3rd Offering – Send Money to Another User Globe and TM mobile subscribers can now send money to each other on Friendster with GCASH (by Globe Telecom) What is GCASH? What is GCASH? Turns your mobile device into a Turns your mobile device into a virtual wallet virtual wallet Allows you to: Allows you to: Send money remittance Send money remittance Pay bills Pay bills Pay for products and Pay for products and services services And more! And more! ■ Globe Telecom is 2nd largest telco in the Philippines with over 30 million subscribers ■ Friendster is the largest SNS in the Philippines with over 13 million unique users visiting each month (>90% the Internet population) March 2009 13 Copyright 2009 Friendster, Inc. All rights reserved.
  • 14. Social Networks are Media Platforms March 2009 14 Copyright 2009 Friendster, Inc. All rights reserved.
  • 15. Social Networks are Media Platforms The Value: For Entities and Organizations The Value: For Entities and Organizations New global distribution channels which give New global distribution channels which give them: them: A direct relationship with fans A direct relationship with fans Leverage over social connections and Leverage over social connections and communication (viral growth) communication (viral growth) Access to audience sizes unmatched by Access to audience sizes unmatched by traditional media traditional media The Value: For Users of Social Networks The Value: For Users of Social Networks Instantaneous access to new and exclusive Instantaneous access to new and exclusive artists and content which: artists and content which: Are a form of self expression Are a form of self expression May not be available elsewhere May not be available elsewhere Forge micro communities within the larger Forge micro communities within the larger community (fan clubs) community (fan clubs) March 2009 15 Copyright 2009 Friendster, Inc. All rights reserved.
  • 16. Top Fan Profiles Globally 1. MTV (TV Show) US, 280K fans 2. MYX (TV Show) PH, 278K fans 3. My Chemical Romance (Band) US, 249K fans 4. Havaianas (Fashion) PH, 247K fans 5. Gerald Anderson (Actor) PH, 221K fans 6. Fall Out Boy (Band) US, 220K fans 7. Maja Salvador (Fan Club) PH, 211K fans 8. Angel Locsin (Actress) PH, 202K fans 9. Karen Kong (Singer) MY,176K fans 10. Toni Gonzaga (Actress) PH, 170K fans March 2009 16 Copyright 2009 Friendster, Inc. All rights reserved.
  • 17. Fan Profiles – Results to Date Today: > 50 million total fan connections on Friendster > 100,000 new fan connections a day (net, not gross) > Half of active users have become a fan of at least one Fan Profile Remember: ● With a minority overlap between social networks,.. artists, celebrities, organizations need to have a presence on all of the top social networks ● Brands want to be part of, or at least involved with or associated with, the Entertainment content and excitement of Fan Profiles March 2009 17 Copyright 2009 Friendster, Inc. All rights reserved.
  • 18. Opportunities for Brands to Participate in Social Networks Thanks to Developer Programs March 2009 18 Copyright 2009 Friendster, Inc. All rights reserved.
  • 19. Friendster – Another First! Friendster is the first major social site that has deployed both the OpenSocial APIs and the Facebook Platform. “Friendster Supports “Friendster Supports 2nd social network to 2nd social network to Applications From Applications From launch a robust launch a robust Facebook Developer Facebook Developer developer program developer program Community” Community” December 2007 August 2008 October 2008 Giving Developers a Choice of Platform for Integration March 2009 19 Copyright 2009 Friendster, Inc. All rights reserved.
  • 20. Friendster Developer Program – Success To Date 2,000 Apps Live 2,000 Apps Live Over 75% of active users Over 75% of active users currently have at least 1 app currently have at least 1 app installed installed Typical user has 4 apps Typical user has 4 apps March 2009 20 Copyright 2009 Friendster, Inc. All rights reserved.
  • 21. Friendster Developer Program – How It’s Better 1. Give developers a choice of platform for integration (Friendster, OpenSocial, FB Open) 2. Open Revenue Model It is free and any monetization model ● Ads are allowed anywhere in your app – unlike some ● other social networks ● Can monetize profile page views 3. Only way to reach the most unique visitors in Asia on a single social network March 2009 21 Copyright 2009 Friendster, Inc. All rights reserved.
  • 22. Rexona/Unilever (Malaysia) Rexona launched the first brand-specific sponsored application on Friendster! From the Rexona Profile users can: Become a Fan of Rexona Add the “Teen Room” App to their profile page Participate in Rexona sponsored contest Earn points to buy goods for their “Teen Room” Results: Tens of thousands of Friendster users in Malaysia and throughout Asia added the Rexona Teen friendster.com/rexteen Room app to their profile, “became a fan of Rexona,” and participated in the contest! March 2009 22 Copyright 2009 Friendster, Inc. All rights reserved.
  • 23. Social Networks are Becoming the New Portals March 2009 23 Copyright 2009 Friendster, Inc. All rights reserved.
  • 24. Social Networks are the New Portals Integrating portal services – Instant Messaging (IM) and email, personalized start page with non-user generated content, and video – generate stickiness and even greater engagement from users. Social Networks are adding: Share of Time Online Share of Time Online Most have video channels and content Search – 5% IM and group chat features Commerce – Messaging on SNSs is 15% localized form of email “Start Pages” for non-user Content – 47% generated content like News, Weather and Sports Communications – 33% Easier to add “portal services” to an existing social network than building a social network March 2009 24 Copyright 2009 Friendster, Inc. All rights reserved.
  • 25. Advertising is Evolving on Social Networks March 2009 25 Copyright 2009 Friendster, Inc. All rights reserved.
  • 26. Planning a Social Network Campaign • Marketers must begin with the premise that users of social networks think differently. Users today value: • Self expression • Discovery • Connections • Opportunities to relate tend to require marketers putting something out there for users to engage with • This generation values revealing information online compared to older generation that is fearful of revelation March 2009 26 Copyright 2009 Friendster, Inc. All rights reserved.
  • 27. Best Practices When Planning a SNS Ad Campaign • From the start – think differently; think custom • Focus on the community – not the individual • Incorporate standard ad media purchases to complement custom elements to maximize engagement • Have creative assets that entice users and foster conversation • Appoint someone to participate in your community • Put in place features that leverage sharing of information, and reward them for spreading the word March 2009 27 Copyright 2009 Friendster, Inc. All rights reserved.
  • 28. Sample Advertisers in 2008 – Nike, Sony, Levi’s, HP March 2009 28 Copyright 2009 Friendster, Inc. All rights reserved.
  • 29. Dasani: Viral Custom Promotions – Users Pick a Profile Page Skin March 2009 29 Copyright 2009 Friendster, Inc. All rights reserved.
  • 30. Dasani: Viral Custom Promotions – Results Dasani Fruitology Objective: Dasani water (from Coke) introduced new flavors and they wanted to build awareness and educate consumers on the Dasani Fruitology concept. Product Offered: • Custom Page with Quiz and Downloadable Skins • Standard Media including promo banners driving traffic to custom page. • Homepage News Alerts and Newsletter Results: “Dasani began promoting its new line of flavored waters on • Splash page viewed over 2MM times. Friendster… …smart companies are getting • The custom skins viewed on Friendster serious about using the power of profile pages over 10MM times per month social networking to leverage their brands..” • Over 1.5MM Dasani skins added on Friendster to date and growing daily! March 2009 30 Copyright 2009 Friendster, Inc. All rights reserved.
  • 31. Clinique: Leverage Profiles to Foster and Create Interaction Online surveys Online polling Feedback on products in Comments Sign-up for free offers Referral program Rewards for participating in the above March 2009 31 Copyright 2009 Friendster, Inc. All rights reserved.
  • 32. Regional Campaign – iTalentstar in South East Asia iTALENTSTAR is Asia’s first online talent contest launched in conjunction with Nokia on Friendster! Included local participants from Singapore Malaysia Indonesia The Philippines friendster.com/italentstar Results: Attracted over 900K unique visitors Recruited over 8.5K contestants to participate Drove over 65K registered voters online, who collectively, helped determine the final outcome March 2009 32 Copyright 2009 Friendster, Inc. All rights reserved.
  • 33. Nestle NesCafe (Philippines) NesCafe 3-in-1 harnessed Friendster user’s desire for self- expression via creating an avatar! From the NesCafe Profile, users can: Become a Fan of NesCafe Create a NesCafe “Alien Avatar” Add the “Alien Avatar” to their page Share the Avatar with their friends friendster.com/nescafe3in1 Results: ■ Tens of thousands of Friendster users in the Philippines participated and created Alien Avatars ■ One user even built up a community of 1,600 friends for her Alien Avatar! ■ Won IMMAP Boomerang Marketing Award in the Philippines March 2009 33 Copyright 2009 Friendster, Inc. All rights reserved.
  • 34. Recap of Case Studies: Engaging With Users • Develop your community with a plan (Dasani) • Foster and inspire interaction (Clinique) • Invite users to try your offers (Clinique) • Reward them for spreading the word (Clinique/Nokia) • Don’t underestimate the power to share (NesCafe/Rexona) • Leverage site features (Dasani with skins, Clinique with comments) • Create your own features with apps (NesCafe/Rexona) • Appoint a moderator to participate in the program (most) March 2009 34 Copyright 2009 Friendster, Inc. All rights reserved.
  • 35. Summary - Getting it Wrong 2003 Social Networking is a fad 5 years later… 2003 2005 Social networks won’t be big 3 years later… 2005 Public companies will launch Many have tried; 2006 2006 successful social networks Few successes People want to share what Only some do, 2007 2007 they buy with their friends with controls Social networks can’t make Some are, and 2008 2008 money stay tuned March 2009 35 Copyright 2009 Friendster, Inc. All rights reserved.
  • 36. Questions? Thank you! David Jones djones@friendster.com March 2009 36 Copyright 2009 Friendster, Inc. All rights reserved.
  • 37. Copyright 2009 Friendster, Inc. All rights reserved. Copyright 2009 Friendster, Inc. All rights reserved. Do not publish or distribute without written Do not publish or distribute without written permission of Friendster, Inc. permission of Friendster, Inc. Contact press@friendster.com to obtain permission. Contact press@friendster.com to obtain permission. March 2009 37 Copyright 2009 Friendster, Inc. All rights reserved.