Drinking Kool-Aid, Peeing Snake-Oil PCTO 2011
Who Am I? <ul><ul><li>Agency Hack @nvi </li></ul></ul><ul><ul><li>Staff Editor @revenews </li></ul></ul><ul><ul><li>Primat...
Drink Menu <ul><ul><li>Interwebs </li></ul></ul><ul><ul><li>Social Media </li></ul></ul><ul><ul><li>The Search Market </li...
Int3rw3bs
Int3rw3bs <ul><ul><li>In 2010, the internet passed newspapers and became #2 ad medium in US.  </li></ul></ul><ul><ul><li>–...
Int3rw3bs
Int3rw3bs <ul><ul><li>Canadians spend more time online than any other country.  </li></ul></ul><ul><ul><li>–  ComScore, De...
Int3rw3bs <ul><ul><li>68% of Canadian population is online.  </li></ul></ul><ul><ul><li>–  ComScore, Dec. 2010  </li></ul>...
Social Media
Social Growth <ul><ul><li>Americans spend 906 million hours/month on social networks . </li></ul></ul><ul><ul><li>–  Neils...
Social Growth
Social Growth <ul><ul><li>US social ad spend will increase 55% in 2011 to >$3B. </li></ul></ul><ul><ul><li>–  eMarketer, J...
Social Growth <ul><ul><li>Worldwide, social ad spend will grow >70% to nearly $6B. </li></ul></ul><ul><ul><li>--eMarketer,...
Driving Growth <ul><ul><li>SMBs </li></ul></ul><ul><ul><li>Facebook </li></ul></ul><ul><ul><li>SMBs on Facebook </li></ul>...
Social SMBs <ul><ul><li>80% of US businesses w/ 100+ employees will use social media in 2011. </li></ul></ul><ul><ul><li>–...
Social SMBs
Social SMBs <ul><ul><li>54% of US SMBs use Social Media for monitoring. </li></ul></ul><ul><ul><li>–  Ad-Ology, Jan 2011 <...
Social SMBs <ul><ul><li>>57% of US SMBs use Social Media for lead-generation. </li></ul></ul><ul><ul><li>–  Ad-Ology, Jan ...
Facebook
Facebook - Growth
Facebook Usage <ul><ul><li>51% of Canadians use Facebook.  </li></ul></ul><ul><ul><li>–  ComScore, Dec. 2010  </li></ul></ul>
Facebook Usage <ul><ul><li>71% of US users use Facebook.  </li></ul></ul><ul><ul><li>–  iStrategy Labs, Jan. 2011  </li></...
Facebook Usage <ul><ul><li>27% of Americans use Facebook mobile while in the bathroom.  . </li></ul></ul><ul><ul><li>–  AI...
Facebook Usage <ul><ul><li>Facebook receives more visits than Google. </li></ul></ul><ul><ul><li>–  Hitwise, Mar. 2010 </l...
Facebook Usage <ul><ul><li>Facebook accounted for 25% of all US page views & 10% of all visits. </li></ul></ul><ul><ul><li...
Facebook Growth <ul><ul><li>Facebook served 24% of all US ad impressions in Q3 2010 vs Google’s 2.7% </li></ul></ul><ul><u...
Facebook Growth <ul><ul><li>Facebook made $1.86B in ad revenue in 2010 (60%  from US). </li></ul></ul><ul><ul><li>–  eMark...
Facebook - Growth
Facebook Growth <ul><ul><li>2011 US ad spend will reach >$2B,  (>2/3 of SM ad spend). </li></ul></ul><ul><ul><li>–  eMarke...
Facebook Growth <ul><ul><li>Global ad spend will reach $4B (>2/3 global SM ad spend). </li></ul></ul><ul><ul><li>–  eMarke...
SMBs & Facebook <ul><ul><li>SMBs drove $1.2B of Facebook 2010 ad revenues (60% of total). </li></ul></ul><ul><ul><li>–  eM...
SMBs & Facebook <ul><ul><li>>55% of US SMBs see Facebook as beneficial to their business. </li></ul></ul><ul><ul><li>–  Ad...
The Rest <ul><ul><li>Twitter </li></ul></ul><ul><ul><li>LinkedIn </li></ul></ul><ul><ul><li>StumbleUpon </li></ul></ul><ul...
Twitter
LinkedIn <ul><ul><li>LinkedIn adds a new user every second. </li></ul></ul><ul><ul><li>–  LinkedIn, Nov. 2010 </li></ul></ul>
SumbleUpon <ul><ul><li>StumbleUpon = #1 source of US social traffic (43.34% of market). </li></ul></ul><ul><ul><li>–  Stat...
StumbleUpon
Reddit <ul><ul><li>230% growth in 2010, with 829 million page views in Dec.  alone . </li></ul></ul><ul><ul><li>–  CondeNa...
Search & Social
Search & Social <ul><ul><li>Americans spend 906 million hours/month on social networks.. . </li></ul></ul><ul><ul><li>–  A...
Search & Social <ul><ul><li>Americans spend  906 million hours/month on social networks, but only  138 hours searching . <...
Search & Social <ul><ul><li>Facebook served 24% of all US ad impressions in Q3 2010 vs Google’s 2.7% </li></ul></ul><ul><u...
Search & Social <ul><ul><li>Facebook made $1.86B in ad revenue in 2010 (60%  from US). </li></ul></ul><ul><ul><li>–  eMark...
Search & Social <ul><ul><li>Google profits were $6.77B in Q1 2010 alone. </li></ul></ul><ul><ul><li>–  Google, Apr. 2010 <...
Search & Social <ul><ul><li>Facebook Ads worth between 13-53% of industry standard. </li></ul></ul><ul><ul><li>–  WSJ, Nov...
Search & Social <ul><ul><li>Facebook CTR in 2011 was 0.051% (1/2 industry standard). </li></ul></ul><ul><ul><li>–  Webtren...
Search & Social <ul><ul><li>Adwords CTR in 2010 was 2% (20 times the industry standard). </li></ul></ul><ul><ul><li>–  Goo...
Search & Social <ul><ul><li>In 2011, twice as many marketers will focus on SM conversions. </li></ul></ul><ul><ul><li>–  e...
Search & Social <ul><ul><li>>70% of search marketers use social media for SEO strategy. </li></ul></ul><ul><ul><li>–  eMar...
Search & Social
Search & Social
Search & Social <ul><ul><li>Bing integrates Facebook Likes into algorithm. </li></ul></ul><ul><ul><li>–  Bing, Oct. 2010 <...
Search & Social <ul><ul><li>Social Signals become  important  for Google algorithm. </li></ul></ul><ul><ul><li>–  Google, ...
Now What? <ul><ul><li>Social Content </li></ul></ul><ul><ul><li>Facebook Connect </li></ul></ul><ul><ul><li>Data Mining </...
Social Content <ul><ul><li>Social News Sites </li></ul></ul><ul><ul><ul><li>Digg, StumbleUpon </li></ul></ul></ul><ul><ul>...
Case Study: Sherweb <ul><ul><li>Hosting Company  </li></ul></ul><ul><ul><li>Facebook Etiquette Blog Post </li></ul></ul><u...
Facebook Connect <ul><ul><li>Registration & Login </li></ul></ul><ul><ul><ul><li>Access Real User Data </li></ul></ul></ul...
Facebook Connect
Facebook Connect
Facebook Connect <ul><ul><li>Lollapalooza:  99% morePage Views </li></ul></ul><ul><ul><li>Gawker:  45% increase in registr...
Social Sharing <ul><ul><li>31% of clicks generated on shared items came from email. </li></ul></ul><ul><ul><li>–  SocialTw...
Social Sharing <ul><ul><li>60% of clicks generated on shared items came from social networks. </li></ul></ul><ul><ul><li>–...
Social Sharing <ul><ul><li>s </li></ul></ul>
User Data Facebook Twitter LinkedIn Google Yahoo! Name X X X X X Email X X X Nickname X X X Photo X X X X X Profile URL X ...
Questions? <ul><li>CT Moore </li></ul><ul><li>[email_address] </li></ul><ul><li>@gypsybandito </li></ul>
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Drinking Kool-Aid, Peeing Snake-Oil

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In this session, we will explore some of the latest data & trends in both search and social media. Users (i.e. attendees) will be confronted with both the exciting and cold, hard realities of the digital space.

From Google to Facebook Connect, we’ll look at how users are actually using the web, and what they’re doing with it. Takeaway will include (1) insight into some of the biggest opportunities online, and (2) a whole bunch of numbers that users can steal for their own client pitches.

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  • SEO &amp; Social Media Roadmap for Online Publishers newspapers, bloggers, etc
  • Want people to see your content Returns users Monetize that content – short-term and/or long-term
  • This is what independent marketers are willing to invest
  • Want people to see your content Returns users Monetize that content – short-term and/or long-term
  • In fact, this is what their growth LOOKS like
  • So what’s driving that growth?
  • for the week ending November 13, 2010.
  • for the week ending November 13, 2010.
  • It’s no surprise then that…
  • In fact, this is what their growth LOOKS like
  • In 2011, FB make up 2/3 of the national ad spend total
  • Why? Because FB is a walled garden, and SU isn’t.
  • It’s no surprise then that…
  • It’s no surprise then that…
  • It’s no surprise then that…
  • It’s no surprise then that…
  • It’s no surprise then that…
  • It’s no surprise then that…
  • It’s no surprise then that…
  • It’s no surprise then that…
  • Audience: right social news site Content Strategy: reconciling branded content
  • Transcript of "Drinking Kool-Aid, Peeing Snake-Oil"

    1. 1. Drinking Kool-Aid, Peeing Snake-Oil PCTO 2011
    2. 2. Who Am I? <ul><ul><li>Agency Hack @nvi </li></ul></ul><ul><ul><li>Staff Editor @revenews </li></ul></ul><ul><ul><li>Primate @gypsybandito </li></ul></ul><ul><ul><li>#KASL </li></ul></ul>
    3. 3. Drink Menu <ul><ul><li>Interwebs </li></ul></ul><ul><ul><li>Social Media </li></ul></ul><ul><ul><li>The Search Market </li></ul></ul><ul><ul><li>A Chaser… </li></ul></ul>
    4. 4. Int3rw3bs
    5. 5. Int3rw3bs <ul><ul><li>In 2010, the internet passed newspapers and became #2 ad medium in US. </li></ul></ul><ul><ul><li>– Interpublic Group, 2010 </li></ul></ul>
    6. 6. Int3rw3bs
    7. 7. Int3rw3bs <ul><ul><li>Canadians spend more time online than any other country. </li></ul></ul><ul><ul><li>– ComScore, Dec. 2010 </li></ul></ul>
    8. 8. Int3rw3bs <ul><ul><li>68% of Canadian population is online. </li></ul></ul><ul><ul><li>– ComScore, Dec. 2010 </li></ul></ul>
    9. 9. Social Media
    10. 10. Social Growth <ul><ul><li>Americans spend 906 million hours/month on social networks . </li></ul></ul><ul><ul><li>– Neilsen, Aug. 2010 </li></ul></ul>
    11. 11. Social Growth
    12. 12. Social Growth <ul><ul><li>US social ad spend will increase 55% in 2011 to >$3B. </li></ul></ul><ul><ul><li>– eMarketer, Jan. 2011 </li></ul></ul>
    13. 13. Social Growth <ul><ul><li>Worldwide, social ad spend will grow >70% to nearly $6B. </li></ul></ul><ul><ul><li>--eMarketer, Jan. 2011 </li></ul></ul>
    14. 14. Driving Growth <ul><ul><li>SMBs </li></ul></ul><ul><ul><li>Facebook </li></ul></ul><ul><ul><li>SMBs on Facebook </li></ul></ul><ul><ul><li>The Rest… </li></ul></ul>
    15. 15. Social SMBs <ul><ul><li>80% of US businesses w/ 100+ employees will use social media in 2011. </li></ul></ul><ul><ul><li>– eMarketers, Dec. 2010 </li></ul></ul>
    16. 16. Social SMBs
    17. 17. Social SMBs <ul><ul><li>54% of US SMBs use Social Media for monitoring. </li></ul></ul><ul><ul><li>– Ad-Ology, Jan 2011 </li></ul></ul>
    18. 18. Social SMBs <ul><ul><li>>57% of US SMBs use Social Media for lead-generation. </li></ul></ul><ul><ul><li>– Ad-Ology, Jan 2011 </li></ul></ul>
    19. 19. Facebook
    20. 20. Facebook - Growth
    21. 21. Facebook Usage <ul><ul><li>51% of Canadians use Facebook. </li></ul></ul><ul><ul><li>– ComScore, Dec. 2010 </li></ul></ul>
    22. 22. Facebook Usage <ul><ul><li>71% of US users use Facebook. </li></ul></ul><ul><ul><li>– iStrategy Labs, Jan. 2011 </li></ul></ul>
    23. 23. Facebook Usage <ul><ul><li>27% of Americans use Facebook mobile while in the bathroom. . </li></ul></ul><ul><ul><li>– AIS Media, Jan 2011 </li></ul></ul>
    24. 24. Facebook Usage <ul><ul><li>Facebook receives more visits than Google. </li></ul></ul><ul><ul><li>– Hitwise, Mar. 2010 </li></ul></ul>
    25. 25. Facebook Usage <ul><ul><li>Facebook accounted for 25% of all US page views & 10% of all visits. </li></ul></ul><ul><ul><li>– Hitwise, Nov. 2010 </li></ul></ul>
    26. 26. Facebook Growth <ul><ul><li>Facebook served 24% of all US ad impressions in Q3 2010 vs Google’s 2.7% </li></ul></ul><ul><ul><li>– ComScore, Nov. 2010 </li></ul></ul>
    27. 27. Facebook Growth <ul><ul><li>Facebook made $1.86B in ad revenue in 2010 (60% from US). </li></ul></ul><ul><ul><li>– eMarketer, Jan 2011 </li></ul></ul>
    28. 28. Facebook - Growth
    29. 29. Facebook Growth <ul><ul><li>2011 US ad spend will reach >$2B, (>2/3 of SM ad spend). </li></ul></ul><ul><ul><li>– eMarketer, Jan 2011 </li></ul></ul>
    30. 30. Facebook Growth <ul><ul><li>Global ad spend will reach $4B (>2/3 global SM ad spend). </li></ul></ul><ul><ul><li>– eMarketer, Jan. 2011 </li></ul></ul>
    31. 31. SMBs & Facebook <ul><ul><li>SMBs drove $1.2B of Facebook 2010 ad revenues (60% of total). </li></ul></ul><ul><ul><li>– eMarketer, Jan 2011 </li></ul></ul>
    32. 32. SMBs & Facebook <ul><ul><li>>55% of US SMBs see Facebook as beneficial to their business. </li></ul></ul><ul><ul><li>– Ad-Ology, Jan 2011 </li></ul></ul>
    33. 33. The Rest <ul><ul><li>Twitter </li></ul></ul><ul><ul><li>LinkedIn </li></ul></ul><ul><ul><li>StumbleUpon </li></ul></ul><ul><ul><li>Reddit </li></ul></ul>
    34. 34. Twitter
    35. 35. LinkedIn <ul><ul><li>LinkedIn adds a new user every second. </li></ul></ul><ul><ul><li>– LinkedIn, Nov. 2010 </li></ul></ul>
    36. 36. SumbleUpon <ul><ul><li>StumbleUpon = #1 source of US social traffic (43.34% of market). </li></ul></ul><ul><ul><li>– Statcounter, Jan. 2011 </li></ul></ul>
    37. 37. StumbleUpon
    38. 38. Reddit <ul><ul><li>230% growth in 2010, with 829 million page views in Dec. alone . </li></ul></ul><ul><ul><li>– CondeNast, Jan. 2011 </li></ul></ul>
    39. 39. Search & Social
    40. 40. Search & Social <ul><ul><li>Americans spend 906 million hours/month on social networks.. . </li></ul></ul><ul><ul><li>– Adage, Aug. 2010 </li></ul></ul>
    41. 41. Search & Social <ul><ul><li>Americans spend 906 million hours/month on social networks, but only 138 hours searching . </li></ul></ul><ul><ul><li>– Adage, Aug. 2010 </li></ul></ul>
    42. 42. Search & Social <ul><ul><li>Facebook served 24% of all US ad impressions in Q3 2010 vs Google’s 2.7% </li></ul></ul><ul><ul><li>– ComScore, Nov. 2010 </li></ul></ul>
    43. 43. Search & Social <ul><ul><li>Facebook made $1.86B in ad revenue in 2010 (60% from US). </li></ul></ul><ul><ul><li>– eMarketer, Jan 2011 </li></ul></ul>
    44. 44. Search & Social <ul><ul><li>Google profits were $6.77B in Q1 2010 alone. </li></ul></ul><ul><ul><li>– Google, Apr. 2010 </li></ul></ul>
    45. 45. Search & Social <ul><ul><li>Facebook Ads worth between 13-53% of industry standard. </li></ul></ul><ul><ul><li>– WSJ, Nov. 2010 </li></ul></ul>
    46. 46. Search & Social <ul><ul><li>Facebook CTR in 2011 was 0.051% (1/2 industry standard). </li></ul></ul><ul><ul><li>– Webtrends, Jan. 2011 </li></ul></ul>
    47. 47. Search & Social <ul><ul><li>Adwords CTR in 2010 was 2% (20 times the industry standard). </li></ul></ul><ul><ul><li>– Google, Jan. 2011 </li></ul></ul>
    48. 48. Search & Social <ul><ul><li>In 2011, twice as many marketers will focus on SM conversions. </li></ul></ul><ul><ul><li>– eMarketer, Feb. 2011 </li></ul></ul>
    49. 49. Search & Social <ul><ul><li>>70% of search marketers use social media for SEO strategy. </li></ul></ul><ul><ul><li>– eMarketer, Nov. 2010 </li></ul></ul>
    50. 50. Search & Social
    51. 51. Search & Social
    52. 52. Search & Social <ul><ul><li>Bing integrates Facebook Likes into algorithm. </li></ul></ul><ul><ul><li>– Bing, Oct. 2010 </li></ul></ul>
    53. 53. Search & Social <ul><ul><li>Social Signals become important for Google algorithm. </li></ul></ul><ul><ul><li>– Google, Dec. 2010 </li></ul></ul>
    54. 54. Now What? <ul><ul><li>Social Content </li></ul></ul><ul><ul><li>Facebook Connect </li></ul></ul><ul><ul><li>Data Mining </li></ul></ul>
    55. 55. Social Content <ul><ul><li>Social News Sites </li></ul></ul><ul><ul><ul><li>Digg, StumbleUpon </li></ul></ul></ul><ul><ul><ul><li>Reddit, Propeller, Mixx, etc… </li></ul></ul></ul><ul><ul><ul><li>k </li></ul></ul></ul><ul><ul><li>Content Strategy </li></ul></ul><ul><ul><ul><li>Target Audience </li></ul></ul></ul><ul><ul><ul><li>Custom Content </li></ul></ul></ul>
    56. 56. Case Study: Sherweb <ul><ul><li>Hosting Company </li></ul></ul><ul><ul><li>Facebook Etiquette Blog Post </li></ul></ul><ul><ul><li>> 20,000 Uniques in 48 hours </li></ul></ul><ul><ul><li>> 58,000 Uniques over 1 Month </li></ul></ul><ul><ul><li>PageRank 3 </li></ul></ul>
    57. 57. Facebook Connect <ul><ul><li>Registration & Login </li></ul></ul><ul><ul><ul><li>Access Real User Data </li></ul></ul></ul><ul><ul><li>User Experience </li></ul></ul><ul><ul><ul><li>Like Button, Share This, etc… </li></ul></ul></ul><ul><ul><ul><li>k </li></ul></ul></ul><ul><ul><li>Open Graph </li></ul></ul>
    58. 58. Facebook Connect
    59. 59. Facebook Connect
    60. 60. Facebook Connect <ul><ul><li>Lollapalooza: 99% morePage Views </li></ul></ul><ul><ul><li>Gawker: 45% increase in registrations week over week </li></ul></ul><ul><ul><li>Joost: 30% more videos,15% more comments, and 38% more friend invites. </li></ul></ul><ul><ul><li>– Source: Facebook </li></ul></ul>
    61. 61. Social Sharing <ul><ul><li>31% of clicks generated on shared items came from email. </li></ul></ul><ul><ul><li>– SocialTwist, Oct. 2010 </li></ul></ul>
    62. 62. Social Sharing <ul><ul><li>60% of clicks generated on shared items came from social networks. </li></ul></ul><ul><ul><li>– SocialTwist, Oct. 2010 </li></ul></ul>
    63. 63. Social Sharing <ul><ul><li>s </li></ul></ul>
    64. 64. User Data Facebook Twitter LinkedIn Google Yahoo! Name X X X X X Email X X X Nickname X X X Photo X X X X X Profile URL X X X X X Birthday X X X Gender X X Location X X X X X Social Graph X X X X X More X X X X
    65. 65. Questions? <ul><li>CT Moore </li></ul><ul><li>[email_address] </li></ul><ul><li>@gypsybandito </li></ul>

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