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

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