Hi5 en Peru - Presentación Michael Trigg

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Prsentación realizada en el Congreso de Redes Sociales de Michael Trigg de Hi5

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Hi5 en Peru - Presentación Michael Trigg

  1. 1. La Evolución de las Redes Sociales Michael Trigg 26 de septiembre 2009
  2. 2. Agenda <ul><li>Social networking history </li></ul><ul><ul><li>hi5 early success </li></ul></ul><ul><ul><li>hi5 in Peru </li></ul></ul><ul><li>How social networking is evolving </li></ul><ul><ul><li>Communication vs. Entertainment </li></ul></ul><ul><ul><li>Social use cases </li></ul></ul><ul><li>Business models and new opportunities </li></ul><ul><ul><li>Advertising </li></ul></ul><ul><ul><li>Direct user payments </li></ul></ul><ul><li>Leveraging social networking </li></ul><ul><ul><li>Top tips </li></ul></ul><ul><ul><li>Common mistakes </li></ul></ul>
  3. 3. hi5 is a Top Web Site in the World <ul><li>Founded in 2003, 60 employees </li></ul><ul><li>Over 60M monthly unique visitors </li></ul><ul><li>#1 social entertainment site </li></ul><ul><li>3 rd largest social site worldwide </li></ul><ul><li>8 th largest site WW for age 15-24 </li></ul><ul><li>11 th largest site WW by page views </li></ul><ul><li>Larger than any online gaming site </li></ul><ul><li>Named as a top site by the media </li></ul>Source: comScore, June 2009. #1 #11 Top 100 Worldwide Sites Ranked by Page Views Total Annual Page Views (Millions) #35 #24 #40 #58 #76
  4. 4. Recent Press Coverage
  5. 5. Latest Chapter in Battle for Users’ Attention Communication and Connection Time <ul><li>Blogging </li></ul><ul><li>Photo sharing </li></ul><ul><li>Video sharing </li></ul><ul><li>Micro-blogging </li></ul><ul><li>Voice over IP </li></ul><ul><li>Chat rooms </li></ul><ul><li>Virtual worlds </li></ul><ul><li>… .. </li></ul>IM Social Networking Web Mail Portals
  6. 6. Social Networking Use is Exploding Monthly Unique Visitors (000) Source: comScore and Company Estimates. <ul><li>770 million monthly unique users worldwide </li></ul><ul><li>Over 300 sites in social networking category </li></ul>
  7. 7. hi5 Evolution <ul><li>Founded </li></ul><ul><li>$250K seed financing </li></ul>Major Milestones <ul><li>Profitable </li></ul><ul><li>1M users </li></ul><ul><li>$20M Series A from MDV </li></ul><ul><li>OpenSocial </li></ul><ul><li>hi5 Coins </li></ul><ul><li>Virtual gifts </li></ul><ul><li>Pixverse </li></ul><ul><li>hi5 Games </li></ul><ul><li>hi5 Video </li></ul><ul><li>Direct user payments + advertising </li></ul><ul><li>15 emps </li></ul><ul><li>10M users </li></ul><ul><li>30 emps </li></ul><ul><li>Spanish translation </li></ul>60M 38.3 23.9 19.2 16.3 2.0 0.0 Monthly Uniques Visitors (M) 1 2003 2004 2005 2006 2007 2008 2009 1. Source: comScore and internal estimates 10M Gamers 18M Social Entertainment Users
  8. 8. Targeting the Spanish-Language Market Source: Internet World Stats, Nov ‘07 Millions of Users <ul><li>Large addressable market </li></ul><ul><li>Third-largest language online </li></ul><ul><li>Under-served by other sites </li></ul><ul><li>Highly monetize-able </li></ul>Worldwide Internet Users by Language
  9. 9. Early Growth Due to Localization English Español Português Français Italiano Ελληνικά Русский 中文 Deutsch Nederlands Türkçe Română 日本語 ภาษาไทย Polski Over 50 Languages and Dialects Worldwide
  10. 10. Serving a Diverse Global Audience Asia/Pac 16.2M LatAm 16.4M ME/Africa 5.0M North Am 5.5M Europe 16.4M <ul><li>hi5’s Top 5 Countries </li></ul><ul><li>Mexico, 6.4M </li></ul><ul><li>Thailand, 5.8M </li></ul><ul><li>Peru,4.4M </li></ul><ul><li>US, 4.4M </li></ul><ul><li>Portugal, 2.4M </li></ul>Source: comScore, July 2009 Source: Internal, July 2009
  11. 11. hi5 in Peru <ul><li>#1 social site in Peru </li></ul><ul><li>#4 web site overall in Peru </li></ul><ul><li>4.4 million monthly unique visitors </li></ul><ul><li>Over 1 million visitors every day </li></ul><ul><li>Highly engaged users </li></ul><ul><ul><li>Pages/Visit = 30.96 </li></ul></ul><ul><ul><li>Avg. Time on Site = 17:14 </li></ul></ul>Age/Gender Distribution Geographic Distribution Country Partner
  12. 12. How Will Social Networking Evolve? Social Entertainment Communication Entertainment Different Use Cases
  13. 13. Different Life Stages = Different Uses Age 5-14 15-24 24+ <ul><li>“ Play”-based </li></ul><ul><li>Self-expression </li></ul><ul><li>Limited interaction </li></ul><ul><li>Manage social contacts </li></ul><ul><li>Keep in touch </li></ul><ul><li>Be productive/efficient </li></ul><ul><li>Meet new people </li></ul><ul><li>Have fun </li></ul><ul><li>Hang out </li></ul>
  14. 14. Audience Psychographics Highly Engaged in Social Entertainment Activities Gaming Dating Entertainment Shopping Source: US Nielsen @Plan Spring 2009
  15. 15. Adding Games to the Social Experience <ul><li>Launched hi5 Games channel in February ’09 </li></ul><ul><li>Hundreds of Flash-based games </li></ul><ul><li>Challenge/invite friends to play </li></ul><ul><li>Added download-able games </li></ul><ul><li>Premium games </li></ul><ul><li>Gamers now one-third of hi5 traffic </li></ul>
  16. 16. Adding Video to the Social Experience <ul><li>Partnership with Televisa </li></ul><ul><li>Co-branded video site launched on hi5 in June ’08 </li></ul><ul><li>Extensive library of Spanish-language video content </li></ul><ul><li>Worldwide distrib- ution (except US) </li></ul><ul><li>Premium ad inventory </li></ul>
  17. 17. Social Networking Business Models Source: Piper Jaffrey, September 2008. Advertising 1 Direct User Payments 2
  18. 18. Global Advertisers
  19. 19. Premium Creative + Viral Marketing <ul><li>Preserve brand identity </li></ul><ul><li>Develop unique creative </li></ul><ul><li>Deploy various formats </li></ul><ul><li>Implement arresting visuals </li></ul><ul><li>Build community for brands </li></ul><ul><li>Enable brand interaction </li></ul><ul><li>Spread message via viral hooks </li></ul><ul><li>Foster users’ brand affinity </li></ul>+
  20. 20. Social Networks Drive Word of Mouth Branded Gifts Joining Communities Uploading Photos Posting Comments Installing Applications Branded Skins
  21. 21. Building a Virtual Economy <ul><li>Direct payments are over 15% of total revenue </li></ul><ul><li>Top games generating $2-3K revenue per day </li></ul><ul><li>Over 17M monthly users of premium content </li></ul><ul><li>hi5 Coins payments are growing 80% per month </li></ul>hi5 Coins Virtual Currency Virtual gifts store Premium games Paid Features
  22. 22. The New hi5 Interact Meet Play Watch Create Give Buy
  23. 23. <ul><li>hi5 3D Engine basis for launch hi5 Stars </li></ul><ul><li>Core engine leveraged to build immersive game experiences </li></ul>Enhancing Fidelity and Interactivity Overview Source: comScore, November 2008. stars
  24. 24. Top Tips for Social Marketing <ul><li>Create community around your brand </li></ul><ul><li>Keep content fresh, new, engaging (usually funny) </li></ul><ul><li>Make it participatory – have a point </li></ul><ul><li>Create incentives for viral adoption/growth </li></ul><ul><li>Use it to gather customer feedback – good and bad </li></ul><ul><li>Experiment with different programs – learn/change fast </li></ul><ul><li>Think globally </li></ul><ul><li>Be willing to give up control </li></ul><ul><li>Get clarity on goals/objectives </li></ul>
  25. 25. Top Marketer Mistakes <ul><li>Build it and they will come </li></ul><ul><li>Promotion rather than relationship </li></ul><ul><li>One-way pitch rather than two-way dialog </li></ul><ul><li>Over-exploiting the social graph </li></ul><ul><li>Interrupting the customer use case </li></ul><ul><li>Pretending to be someone you’re not </li></ul><ul><li>Ignoring limitations of your brand/category </li></ul>
  26. 26. Michael Trigg Vice President, Marketing hi5 Networks, Inc. Email: [email_address] hi5: http://mikemenlo.hi5.com Blog: http://hi5networks.com/blog/ Twitter: http:// twitter.com/mike_trigg

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