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Building Across The Social Web - The Implications of Social Web Technologies on Social Media Content Strategy
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Building Across The Social Web - The Implications of Social Web Technologies on Social Media Content Strategy

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This is a first draft, preview copy of my presentation tomorrow at Web 2.0 titled "Building Across the Social Web: The Implications of Facebook Connect, Google OpenSocial and Other Social Web ...

This is a first draft, preview copy of my presentation tomorrow at Web 2.0 titled "Building Across the Social Web: The Implications of Facebook Connect, Google OpenSocial and Other Social Web Technologies on Social Media Content Strategy."

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    Building Across The Social Web - The Implications of Social Web Technologies on Social Media Content Strategy Building Across The Social Web - The Implications of Social Web Technologies on Social Media Content Strategy Presentation Transcript

    • Building Across the Social Web
    • What is the social web?
    • What is the social web?
      • THE BILLIONS OF CONVERSATIONS PEOPLE ARE HAVING ONLINE EVERY DAY
      • Blogs: TypePad, WordPress, Blogger
      • Social nets: Facebook, MySpace, LinkedIn, Orkut, Bebo
      • Media sharing: Flickr, YouTube, imeem
      • Wikis: Wikipedia
      • Review sites: Yelp, epinions, TripAdviser,
      • Virtual worlds: Second Life
      What is the social web?
      • YESTERDAY: ONE TO MANY!
      What is the social web?
      • TODAY: MANY TO MANY!
      What is the social web?
      • TOMORROW: MANY TO MANY TO MANY TO MANY TO MANY TO MANY!
      What is the social web?
      • “ Technology is shifting the power away from the editors, the publishers, the establishment, the media elite. Now it’s the people who are in control.”
      • -Rupert Murdoch
      What is the social web?
      • EXCLUSIVITY HAS GIVEN WAY TO UBIQUITY AS THE DRIVER OF WEALTH.
      What is the social web?
      • THE QUESTION ISN’T “HOW CAN I PROTECT MY CONTENT?”
      What is the social web?
      • THE QUESTION IS “HOW CAN I UNLEASH MY CONTENT?”
      What is the social web?
      • AS THE SOCIAL NETWORKS GET LARGER, THE SPEED AT WHICH CONTENT FLOWS GETS FASTER.
      Lazerow’s Law of the Social Web
      • SOCIALIZE OR DIE.
      Lazerow’s Law of the Social Web #2
    • Why should you care? Number of Years to Reach 50% Penetration of U.S. Households 1 Years 1. Sources: Electronic Industry Association; US Dept. of Commerce; Dataquest Years 2. Sources: Portio Research via Fortune Magazine/CN Nmoney.com Years to reach 150M users or units sold 2
    • Why should you care? Source: Compete.com 104M user difference 32M user difference Facebook vs. Yahoo & Google Growth And the growth is not going to just one player 10X Growth for Twitter in 1 Year! Twitter Growth
    • Why should you care? Source: comScore, Feb. 2009 % of each country’s internet population using social networks
      • More than 300M active users
      • Each has 120 friends on average
      The Numbers: Facebook
      • Half log in each day!
      The Numbers: Facebook
      • More than 2/3rds are outside of college
      The Numbers: Facebook
      • Fastest growing demographic is 35+
      The Numbers: Facebook
        • More than 5B minutes spent on FB each day
      The Numbers: Facebook
        • More than 30 million update their status daily
      The Numbers: Facebook
        • More than 8M become fans of businesses daily
      The Numbers: Facebook
        • 1B+ photos uploaded to FB monthly
      The Numbers: Facebook
        • 1B pieces of content shared weekly
      The Numbers: Facebook
        • 2.5M events created monthly
      The Numbers: Facebook
        • 45M active user groups
      The Numbers: Facebook
        • If FB were a country, it would be
        • the 3 rd largest in the world behind
        • China and India
      The Numbers: Facebook
        • You need to set up “shop” in that country!
        • Today!
      The Numbers
        • Twitter grew from virtually nothing a year ago to 50M+ users in a year.
      The Numbers: Twitter
      • Socialize your site!
      • Take your content to where the party’s at!
      • Better yet - Both!
      Three Main Ways to Participate
      • Registration
        • Let users login to your site w/ 2 clicks
        • No more forgotten passwords
        • Trusted identity
        • Extremely user friendly
        • Lets users bring their friends to your site
      Socialize your site
    • Socialize your site: Registration Facebook Connect is, hands down, the most powerful way to get your audience to share your content. “ Facebook Connect is, hands down, the most powerful way to get your audience to share your content.” -Gregg Spiridellis, CEO at JibJab Media, Inside Facebook
    • Socialize your site: Registration
    • Socialize your site: Registration
    • Socialize your site: Registration
    • Socialize your site: Registration
    • Socialize your site: Registration
    • Socialize your site: Registration
      • Comments
        • Eliminate anonymous commenting (a/k/a the trolls)
        • Let users take the conversation to Facebook or Twitter
        • Increase the quantity AND quality of the dialogue
      Socialize your site
    • Socialize your site: Comments
    • Socialize your site: Comments
    • Socialize your site: Comments Huffington Post Twitter Lists
      • Share
        • Give your users easy tools to share your content
      Socialize your site
    • Socialize your site: Share
    • Socialize your site: Share
    • Socialize your site: Share
      • Recent friend activity & social filtering
        • Show users what their friends have done recently on YOUR site
        • Make YOUR own version of the newsfeed targeted to your site
      Socialize your site: Friend activity
    • Socialize your site: Friend activity
    • Socialize your site: Friend activity
    • Socialize your site: Friend activity
    • Socialize your site: Recent friend activity
    • Socialize your site: Recent friend activity “ Facebook referral traffic is up 48 percent since the launch—and the already-heavy volume of comments jumped to 2.2 million from 1.7 million in July. Fifteen percent of HuffPo comments now come from Facebook. In September, Facebook referrals accounted for 3.5 million visits, up 190 percent from June and 500 percent from January. Those numbers continue to build, according to HuffPo’s internal stats.”
    • Socialize your site: Social filtering
    • Socialize your site: Social filtering
    • Socialize your site: Social filtering Source: http://www.digitalvegetarian.com
      • Create engaging experiences
        • Use the social data available to create highly engaging and personal experiences
        • Shock and awe
        • Make microsites, ad units and more social
      Socialize your site
    • Socialize your site: Create engaging experiences
    • Socialize your site: Create engaging experiences
    • Socialize your site: Create engaging experiences
    • Socialize your site: Create engaging experiences
    • Socialize your site: Create engaging experiences
    • Socialize your site: Create engaging experiences
    • Socialize your site: Create engaging experiences
    • Socialize your site: Create engaging experiences
      • Since integrating Facebook Connect …
      And the results are in! 85% of new registered users to CBS’s TheInsider.com are using Facebook Connect. SOURCE: http://www.facebook.com/connectnews
      • Since integrating Facebook Connect …
      And the results are in! More than 1/3 of their new commenter signups on Huffington Post come through Facebook. SOURCE: http://www.facebook.com/connectnews
      • Since integrating Facebook Connect …
      And the results are in! Over 23,000 unique visitors from 168 countries comment with friends and fellow worshippers in the live feed each week on LifeChurch.tv. SOURCE: http://www.facebook.com/connectnews
      • Since integrating Facebook Connect …
      And the results are in!
      • Daily registrations to Citysearch have tripled.
      • Users are twice as engaged as users not using Facebook Connect.
      • 94% of users who write reviews share those reviews back on Facebook.
      • 70% of their friends who see the review on FB click on it, and travel back to Citysearch.com.
      SOURCE: http://www.facebook.com/connectnews
      • Since integrating Facebook Connect …
      And the results are in! Page views on Lollapalooza.com are up 99%, pages per visit are up 34%, and average time spent on the site is up 20%. SOURCE: http://www.facebook.com/connectnews
      • Facebook Pages
      • Twitter
      Take your content to where the party’s at!
      • Facebook Pages
        • Set up your presence
        • Post content no less than 3 days a week
        • Drive engagement, traffic, sales
      Take your content to where the party’s at!
      • FB is a great place to spark interest and engage consumers where they like to hang out the most online
        • Low cost to entry with FB Pages, apps, etc.
        • Free viral spread of your brand
        • Valuable performance-based advertising inventory at an attractive price point
        • Geometric growth through social actions
      • Valuable data that will power a web-wide activation effort
      Take your content to where the party’s at! * Facebook internal stats ENGAGE ACTIVATE SPARK
      • Why drive people to a Facebook Page?
      • Strategy enables the viral engagement solely to “handraisers”
      • Strategy powers the creation of your “social graph”
      • Incredibly scalable
      Traditional Content Publishing E*TRADE Social Program YOUR BRAND Arithmetic Growth Geometric / Exponential Growth Take your content to where the party’s at! YOUR BRAND
      • User “engages” with Page
      • Users’ friends see the engagement in his/her newsfeed
      • Friends of user repeat #1 & virtuous viral cycle begins!
      Facebook newsfeed Jenny notifies Jim Facebook newsfeed story posted Jim notifies John Facebook newsfeed Facebook newsfeed story posted Facebook newsfeed story posted Facebook newsfeed story posted Take your content to where the party’s at!
    • Take your content to where the party’s at!
    • Take your content to where the party’s at!
    • Take your content to where the party’s at!
    • Take your content to where the party’s at!
    • Facebook Pages
    • Facebook Pages
    • Facebook Pages
    • Facebook Pages
    • Facebook Pages
    • Facebook Pages
    • Facebook Pages
    • Facebook Pages
    • Facebook Pages
      • Twitter
        • Set up account
        • Follow others like you
        • Tweet and share great content
        • Track, track, track
      Twitter
    • Twitter
    • Twitter
    • Twitter
    • Twitter
    • Twitter
    • Twitter
    • Twitter
    • Twitter
    • Twitter