Fresh Networks presentation: Case studies in social networks monetisation

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  • 1. What’s the Value?: Monetising online communities and building value Joanne Jacobs Social Media Consultant [email_address] @joannejacobs bgsbjj
  • 2. Scope
    • ‘Value’ and social media
    • Retail and social media stats
    • Case study: Gurgle
    • Case study: Book Army
    • Emergent retailing opportunities with social media
    • Rethinking ‘monetisation’
  • 3. Value & Social Media 1
    • ‘ Value’ versus ‘monetisation’
      • What do you want to achieve?
      • What revenue streams do you need to be sustainable/profitable/change your retail proposition?
  • 4. Value and Social Media 2
    • ‘Value’ versus ‘utility’
      • Value drawn from demographics, market research and product testing
      • £ value income generation from the channel and/or conversions
  • 5. Facts and Stats (1) December 2008, Source: http://www.techcrunch.com/2008/12/31/top-social-media-sites-of-2008-facebook-still-rising/
  • 6. Facts and Stats (2) January 2009, Source: http://pewinternet.org/~/media//Files/Reports/2009/PIP_Adult_social_networking_data_memo_FINAL.pdf.pdf
  • 7. Facts and Stats (3) January 2009, Source: http://www.emarketer.com/
  • 8. Facts and Stats (4) March 2009, Source: http://www.coremetrics.co.uk/solutions/industry-report.php
  • 9. Facts & Stats (5) March 2009, Source: http://server-uk.imrworldwide.com/pdcimages/Global_Faces_and_Networked_Places-A_Nielsen_Report_on_Social_Networkings_New_Global_Footprint.pdf
  • 10.
    • Background:
      • Launched October 2007
      • Joint Mothercare & Fleming Media investment
      • 50,000 registered users by April 2008
      • Launched to US and India in June 2008
      • >90,000 registered users by April 2009 (200,000+ uniques/month)
  • 11.  
  • 12.
    • What does it do:
      • Provides ‘safe’ space for pregnant women and young families to share stories, find information on relevant issues, and communicate with people in same situation
      • Non-exclusive promotion of products
      • Generates advertising revenue
  • 13. Sharing Stories TOP DOWN BOTTOM UP
  • 14.
    • Product promotion:
    • Mothercare
    • Other brands
  • 15.
    • Ad revenue generation
  • 16.
    • Social media components:
      • Chat & Answers section
      • Uploads
      • Comments on all items
      • Facebook app
      • Polls
      • Bookmarking/integration
  • 17.
    • Background:
      • Went to Beta in December 2008
      • Joint Harper Collins & Fleming Media investment
      • Approx 30,000 users by April 2009
      • Not due to launch properly until July 2009
  • 18.  
  • 19.
    • What does it do:
      • User generated reviews of books and recommendation engine
      • Promotion of Harper Collins books and authors
      • Generates advertising revenue
  • 20.
    • Reviews and Recommendations
  • 21.
    • HC Book and Author profiles
  • 22.
    • Ad and Referral Revenue
  • 23. Clicking this….
  • 24. … takes you to e-tailing partner.
  • 25. Emergent Opportunities for Retail
    • Twitter represents a great opportunity to:
      • Research perception of brands
      • Track product launches
      • Respond to questions in real time
    • Vendor Relationship Management
      • ‘Markets are conversations’
      • Sustainability dependent on lifetime value of customer
  • 26. Rethinking monetisation
    • Monetisation doesn’t have to involve e-tailing conversions
      • Market research
      • Product testing
      • Reviews and recommendations
      • Distributed, or reduced-cost customer service
    • Social networks don’t have to be all ad revenue driven
      • Can sell premium information services, event participation, other services.
  • 27. Questions?
    • Joanne Jacobs
    • Social Media Expert Consultant
    • Email: [email_address]
    • Office: 0208 144 9348
    • Mob: 07948 318 298
    • Twitter: @joannejacobs
    • Skype: bgsbjj