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Social Brand Marketing For Web 2.0

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Social Marketing: Why brands will be the biggest beneficiaries of social media and how you can participate.

Social Marketing: Why brands will be the biggest beneficiaries of social media and how you can participate.

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  • 1. Insert text for Title Here Social Marketing Why brands will be the biggest beneficiaries of social media and how you can participate Michael Lazerow CEO, Buddy Media [email_address]
  • 2.
    • Social media is here.
      • 37% of adult internet users and 70% of teens use social networking sites monthly
    SOURCE: eMarketer Social Network Marketing Report. Dec. 2007
  • 3.
    • All major social networks have announced plans to open their platforms to developers and brands.
  • 4.
    • Brands now have cost-effective access to more than 500MM engaged users.
      • 250 million of them are on Facebook and MySpace!
  • 5.
    • But <1% of digital ad budgets flow into social!
  • 6.  
  • 7.
    • Because social advertising
    • sucks!
  • 8. Too much noise!
  • 9. Not scalable!
  • 10. Not tied to results, yet!
  • 11. The Wild Social West AD NETWORKS DEVELOPERS THE ALMIGHTY AD DOLLAR
  • 12. The Wild Social West BRANDS THE ALMIGHTY CONSUMER!
  • 13.
    • Social is not just about advertising.
    • It’s about marketing!
  • 14.
    • Social is not just about advertising.
    • It’s about conversations!
  • 15.
    • Social is not just about advertising.
    • It’s about CRM!
  • 16.
    • Social is not just about advertising.
    • It’s about people!
  • 17.
    • Impressions are like air!
  • 18.
    • OLD MODEL:
    • BUY IMPRESSIONS
  • 19. OLD: SHOUT!
  • 20. Last 50 years
  • 21.
    • NEW MODEL
    • BUY ENGAGEMENT.
    • EARN LOYALTY.
  • 22.
    • NEW MODEL
    • SOCIAL BRAND LOYALTY!
  • 23. The intense adoption of, commitment to and interaction with a brand within a social network.
    • SOCIAL BRAND LOYALTY
  • 24. NEW: LISTEN
  • 25. Next 50 years SOURCE: Derived from Gartner Research
  • 26. What do these brands have in common?
  • 27.
    • The most forward-thinking clients are building applications to support their marketing initiatives
    They all are investing heavily in apps The app will replace the banner as the dominant ad format!
  • 28.
    • Ad units
    • Tied to a database
    • Connected to social graph
    What are apps?
  • 29.
    • Emotion
    • Engagement
    • Efficiency
    • Social Intelligence
    • Why apps?
  • 30. Ad applications
  • 31.  
  • 32.  
  • 33.
    • Cross-platform, tied to CRM, “socialize” existing sites
      • Engaging creative
      • Scalable technology
      • Media required
      • ONLY PAY FOR RESULTS!
    Social branded applications
  • 34. Customize Upload Send
  • 35.  
  • 36.  
  • 37.  
  • 38.  
  • 39.  
  • 40.  
  • 41.  
  • 42.
    • Results
      • 100,000 installs in 72 hrs
      • More than 300,000 active users in 6 days
      • Less than 10% uninstall rate
      • Global audience in more than 200 countries
  • 43.  
  • 44.  
  • 45.  
  • 46.
    • Results
      • 250,000 active users
      • 86% of visitors returned at least once
      • 57% came back 9 times or more
      • 1M+ AceBucks earned by consumers playing the game, which can be redeemed for actual shoes
  • 47.  
  • 48.  
  • 49.  
  • 50.  
  • 51.  
  • 52.  
  • 53.
    • Results
      • 200,000 installs in 5 weeks of marketing
      • First application to successfully implement an age-gate that prohibits minors from accessing the app
      • 14% average daily active user growth
      • 6000+ daily active users during campaign
      • 19% of users visited every day during campaign
  • 54.  
  • 55.  
  • 56.  
  • 57.  
  • 58.  
  • 59.
    • Results
      • 185,000 installs in 6 weeks
      • 78% of user base were InStyle’s target demo of females 18-35
      • Avg. time on application almost 7 minutes
      • 47% of total user base has returned to the application more than 25 times
      • Average user tries on 3 different hairstyles per visit
  • 60.
    • Users spent 2:35 on average engaging with the last 10 branded apps
      • 75X greater than time spent with banners
      • 5X more than time spent watching TV ad
    • 85% of the users returned multiple times to Buddy Media’s app-vertisements
    App results are promising SOURCE: BUDDY MEDIA BUDDY BRAIN
  • 61.
    • Branded app-vertising programs can’t be compared to top platform apps
      • 4 top Facebook app companies have raised $150M+ combined
      • Top apps continuously add content and features
      • Top apps are entertainment properties
      • Brands cannot expect to create Top Friends!
    Branded ad apps are ads, not top apps!
  • 62. Branded apps are ads, not top apps! VS.
  • 63. How do you get started? Make goals. Track results. Think big. Start small. Go fast. Iterate. Iterate. Socialize everything.
  • 64. THE END Questions anyone?
  • 65.
    • www.slideshare.net/lazerow
    Michael Lazerow CEO, Buddy Media [email_address] www.buddymedia.com