Monetizing social media

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Monetizing social media

  1. 1. Gerd Schmidt<br />KaBloom.com<br />gschmidt@kabloom.com<br />Monetizing Social Media<br />
  2. 2. Possible Revenue Models<br />
  3. 3. Different Social Media Platforms/Targeting<br />Global<br />Facebook,<br />MySpace,<br />Google Buzz<br />LinkedIn<br />Generic<br />Specialized<br />QQ<br />Ning,<br />CafeMom,<br />XING<br />Local<br />
  4. 4. Advertising<br />
  5. 5. Advertisement in Social Media<br />User is not focused on finding or researching specific services or products<br />User wants to be entertained<br />Forms of advertisement that work reasonably well:<br />Brand focused advertisement<br />One problem is that Brands cannot cleanly target where they are shown, e.g. pictures of users next to a Coke advertisement. Picture might not in any case go with what Coke wants to convey!<br />Sponsorship of pages/events/etc.<br />Product placement in games, etc.<br />
  6. 6. Product Placement in Games<br />Virtual Currency in social media games to purchase:<br />Virtual Goods to be bought, e.g. clothes, make-up, etc.<br />Lives in Games<br />Virtual Gifts<br />Both areas would be great for product placement. Brands would pay the gaming companies to use the products/brands inside the games. Users could purchase these virtual goods in the games.<br />The global spend on this is estimated around $500M to $800M in 2010!<br />
  7. 7. Tweeter – Promoted Tweets<br />Currently in Beta testing with a few select advertisements from Best Buy, Virgin America, Starbucks, etc.<br />Promoted Tweets are displayed on top of searches:<br />Risk is that there’s an overload of messages and Twitter becomes the ‘Classifieds’ section of the newspaper.<br />
  8. 8. MySpace – Events<br />MySpace has large artist following<br />Events calendar allows to promote concerts, etc.<br />Monetization possibilities:<br />Sponsorship of concerts<br />Coupons that are Event related, e.g. McDonald’s could promote a coupon for any offering for the McDonald’s closest to the venue, provide a map showing how to get from the venue to the closest restaurant, etc.<br />
  9. 9. Facebook – Like buttonGoogle – Buzz button<br />Large amount of websites offering the ‘Like’ button by now.<br />Many sites also have the Google ‘Buzz’ button.<br />No direct monetization of these buttons.<br />Number of likes/buzzes provide a strong community endorsement of the offering on the site/page.<br />If a user likes something, it automatically shows on his page/wall and also his friends are informed about it.<br />However, data collected could lead to revolution of search. The number of likes/buzzes could lead to a completely community/consumer driven search ranking, replacing SEO or at least adding another dimension to SEO. Facebook calls the likes ‘social links’.<br />
  10. 10. Shops integrated into Social Media Platform<br />Along the lines of SimCity. Provide virtual malls in the social media platform with shops<br />In the virtual mall the user could stroll through the ‘shops’ and purchase goods that are then delivered in reality (and paid for in reality)<br />The social media platform could charge ‘rent’ from the shops or provide a CPA based model<br />
  11. 11. Economy around Social Media<br />Sponsored Tweets<br />E.g. Ad.ly: purchase tweets through celebrity channels; somewhat looks like celebrity endorsement<br />SMO consulting<br />Many consulting/ad companies provide SMO strategies<br />Future: Purchase ‘Like’ or ‘Buzz’ clicks<br />

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