0
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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PodCamp Toronto 2011 : Kool-aid snake-oil

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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 "PodCamp Toronto 2011 : Kool-aid 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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