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

Building Across 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

YESTERDAY: ONE TO MANY!

TODAY: MANY TO MANY!

TOMORROW: MANY TO MANY TO MANY TO MANY TO MANY TO MANY!

“ 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

EXCLUSIVITY HAS GIVEN WAY TO UBIQUITY AS THE DRIVER OF WEALTH.

THE QUESTION ISN’T “HOW CAN I PROTECT MY CONTENT?”

THE QUESTION IS “HOW CAN I UNLEASH MY CONTENT?”

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!

More than 2/3rds are outside of college

Fastest growing demographic is 35+

More than 5B minutes spent on FB each day

More than 30 million update their status daily

More than 8M become fans of businesses daily

1B+ photos uploaded to FB monthly

1B pieces of content shared weekly

2.5M events created monthly

45M active user groups

If FB were a country, it would be
the 3 rd largest in the world behind
China and India

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

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 Huffington Post Twitter Lists

Share
Give your users easy tools to share your content
Socialize your site

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: 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 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

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

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

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

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

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

Facebook Pages
Set up your presence
Post content no less than 3 days a week
Drive engagement, traffic, sales

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!

Facebook Pages

Twitter
Set up account
Follow others like you
Tweet and share great content
Track, track, track
Twitter

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

by Michael Lazerow on Nov 17, 2009

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