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Dominating Social & Driving Audience
 

Dominating Social & Driving Audience

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    Dominating Social & Driving Audience Dominating Social & Driving Audience Presentation Transcript

    • How To Dominate Social ToMultiply Audience & RevenueMichael HowellCo-Founder & VP of Audience Development
    • Next Major Transformation Of The Web Is Here The social web offers a generational change to media, creating a huge, untapped opportunity and ultimatum.2 ©2012 Wetpaint confidential and proprietary. All rights reserved.
    • Social Is The Most Valuable Audience Minutes of Use Lifetime Value 16.0% 3.0 2.5X+ Lifetime Customer Value (indexed) 2.5 1 in 7 min • 70% higher% of Web Minutes of Use 12.0% spent on frequency 2.0 Facebook • 45% longer duration 8.0% 1.5 • Virality • Ad premium 1.0 4.0% 0.5 Facebook Google 0.0% 0.0 2Q08 3Q08 4Q08 1Q09 2Q09 3Q09 4Q09 1Q10 2Q10 3Q10 4Q10 1Q11 2Q11 3Q11 4Q11 1Q12 Visitors from Search Visitors from Social Quarterly peak Social success multiplies revenue and audience engagement – by 2X or more! Source: comScore , Compete, Wetpaint analysis 3 ©2012 Wetpaint confidential and proprietary. All rights reserved.
    • Programming For Social Social enables a direct programming relationship with your audience. If you maximize this relationship, you can build and retain many times the audience and multiply your revenues.4 ©2012 Wetpaint confidential and proprietary. All rights reserved.
    • Using Social To Multiply Audience Capture Optimize Monetize Audience Programming A/B test & tune Optimize Convert your loyal content, time of day, conversion to users into fans and packaging website and offers Fans Impressions Revenue5 ©2012 Wetpaint confidential and proprietary. All rights reserved.
    • The Wetpaint Social Distribution System A self-tuning system to acquire and drive audience from the social networks to monetizable events. Example: Facebook Social Channel (impressions) Engage Activate Impressions / fan CTR Social Distribution System Fan Base Website (fans) (visitors) Capture Fans / mo.6 ©2012 Wetpaint confidential and proprietary. All rights reserved.
    • The Social Audience Growth EngineIn the new media landscape, having a social distributionsystem is the most effective engine to grow your audience. Wetpaint Entertainment Audience (monthly unique users) 16M 15MM+ 14M 12M 12MM 10MM 10M 8M 6MM 6M 4M 2M 0M Q310 Q410 Q111 Q211 Q311 Q411 Q112 Q212 Fall 2012Source: Google Analytics and company forecasts7 ©2012 Wetpaint confidential and proprietary. All rights reserved.
    • Social As A Competitive Advantage A social distribution system creates a structural advantage allowing you to leapfrog your competitors. Media Industry Social Leaderboard The Top 50 Web Publishers Ranked by Social Traffic Composition (Leading 25 shown) 40% 38.1%% of Visits from Facebook + Twitter 35% 30% 25% 20% 15% 11.4% 10.1% 9.0% 9.0% 8.9% 8.9% 10% 7.7% 7.7% 7.4% 6.9% 6.3% 6.2% 6.0% 5.6% 5.6% 5.2% 5.2% 5.2% 5.1% 4.9% 4.9% 4.6% 4.4% Next 25 4.2% 5% publishers average 0% 2.5% Source: comScore, Compete, Wetpaint analysis (April 2012) 8 ©2012 Wetpaint confidential and proprietary. All rights reserved.
    • Wetpaint OverviewBuilding the next-generation media platform company thatuses the social web to maximize audience value. • 45 employees, based in New York and Seattle • Backed by Accel Partners and Trinity Ventures • World-class management team • Recognized as leading experts on the social web Media ReDEFined9 ©2012 Wetpaint confidential and proprietary. All rights reserved.