PodCamp Toronto 2011 : Kool-aid snake-oil
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  • SEO & 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

PodCamp Toronto 2011 : Kool-aid snake-oil PodCamp Toronto 2011 : Kool-aid snake-oil Presentation Transcript

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