Elena Lazarova Key Account Manager Neogen Bulgaria MONETIZATION OF SOCIAL NETWORKS in search of the successful path 06/05/09 © Neogen

Top Social Networks Balkans Bulgaria Moldova Romania Serbia 06/05/09 © Neogen

Specific metrics Great popularity Most page views made per visit Longest time spent on site 06/05/09 © Neogen

Great popularity

Most page views made per visit

Longest time spent on site

Audience Proactive and initiative audience, young adults and teens, searching for new experience, for love, for fun and parties They are interested in music, friendship, health, movies, travelling, mobile and gadgets They have their own opinion for everything and like to express it online 06/05/09 © Neogen

Proactive and initiative audience, young adults and teens, searching for new experience, for love, for fun and parties

They are interested in music, friendship, health, movies, travelling, mobile and gadgets

They have their own opinion for everything and like to express it online

What are users doing online? Watching video and pictures Leaving comments Voting for profiles Doing chat Creating networks Sending messages 06/05/09 © Neogen

Watching video and pictures

Leaving comments

Voting for profiles

Doing chat

Creating networks

Sending messages

How do we make money … 06/05/09 © Neogen Provide solutions for branding Provide solutions for PR Provide solutions for e-commerce

Provide solutions for branding

Provide solutions for PR

Provide solutions for e-commerce

Solutions for branding User involvement: Visitors Social network Brand performance Influence Engagement 06/05/09 © Neogen

User involvement:

Visitors

Social network

Brand performance

Influence

Engagement

Socializing the brand Goal: influence the target audience and deeply engage it with the brand Tools: Premium banners, interactive initiatives, speaking in one language with the target group – brand profiles Price per mile: 2e Min amount of views per campaign: 500 000 CTR-U~ 0,2 – 1,2 % Cost per influenced user ~ 0,4e 06/05/09 © Neogen

Goal: influence the target audience and deeply engage it with the brand

Tools: Premium banners, interactive initiatives, speaking in one language with the target group – brand profiles

Price per mile: 2e Min amount of views per campaign: 500 000

CTR-U~ 0,2 – 1,2 % Cost per influenced user ~ 0,4e

Engagement marketing 06/05/09 © Neogen

Promotional messages Goal is spreading the news about the brand or the product, popularization of the promotions, announcement for the events or trainings etc. Messages targeting can be done by age, gender, place, interests, field of activity, education etc . Average number of sent messages per campaign ~ 50 000 messages Number of read messages ~ 15-25% Price per read message: 0.05e Min period ~ 2 weeks Average amount/campaign: 500e 06/05/09 © Neogen 50000 IBM Manpower

Goal is spreading the news about the brand or the product, popularization of the promotions, announcement for the events or trainings etc.

Messages targeting can be done by age, gender, place, interests, field of activity, education etc .

Average number of sent messages per campaign ~ 50 000 messages

Number of read messages ~ 15-25% Price per read message: 0.05e

Min period ~ 2 weeks Average amount/campaign: 500e

Solutions for e-commerce Users leverage Visitors Social network Sponsored links Paid classifieds 06/05/09 © Neogen

Users leverage

Visitors

Social network

Sponsored links

Paid classifieds

Classifieds and direct sponsored links Promoted ad price ~ 25e Number of clicks per campaign ~ 100 Min campaign period ~ 4 weeks Sponsored link package price ~ 100e Min number of clicks per campaign ~1000 Price per click: 0.1e CTR ~ 0,05% 06/05/09 © Neogen

Promoted ad price ~ 25e

Number of clicks per campaign ~ 100

Min campaign period ~ 4 weeks

Sponsored link package price ~ 100e

Min number of clicks per campaign ~1000

Price per click: 0.1e

CTR ~ 0,05%

Traffic vs. SMS Voting 06/05/09 Premium gifts Premium badges Premium listings Sending more messages Points to game Mobile access … © Neogen

Voting

Premium gifts

Premium badges

Premium listings

Sending more messages

Points to game

Mobile access

…

Shares of the revenues 06/05/09 © Neogen

… more experience from global players 06/05/09 © Neogen

06/05/09 © Neogen 06/05/09 © Neogen Networking worldwide

Branded applications and widgets 06/05/09 © Neogen One-to-one communication tool One-to-many communication tool

Hyper targeting Social Banners Virtual currency Branded virtual gifts 06/05/09 © Neogen

Social Banners

Virtual currency

Branded virtual gifts

Events and Groups 06/05/09 © Neogen Engagement with the brand related topics Immediate feedback for participation in the event

Thank you! [email_address] 06/05/09 © Neogen