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]

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

Social media is here.

37% of adult internet users and 70% of teens use social networking sites monthly

All major social networks have announced plans to open their platforms to developers and brands.

All major social networks have announced plans to open their platforms to developers and brands.

Brands now have cost-effective access to more than 500MM engaged users. 250 million of them are on Facebook and MySpace!

Brands now have cost-effective access to more than 500MM engaged users.

250 million of them are on Facebook and MySpace!

But <1% of digital ad budgets flow into social!

But <1% of digital ad budgets flow into social!

Because social advertising sucks!

Because social advertising

sucks!

Too much noise!

Not scalable!

Not tied to results, yet!

The Wild Social West AD NETWORKS DEVELOPERS THE ALMIGHTY AD DOLLAR

The Wild Social West BRANDS THE ALMIGHTY CONSUMER!

Social is not just about advertising. It’s about marketing!

Social is not just about advertising.

It’s about marketing!

Social is not just about advertising. It’s about conversations!

Social is not just about advertising.

It’s about conversations!

Social is not just about advertising. It’s about CRM!

Social is not just about advertising.

It’s about CRM!

Social is not just about advertising. It’s about people!

Social is not just about advertising.

It’s about people!

Impressions are like air!

Impressions are like air!

OLD MODEL: BUY IMPRESSIONS

OLD MODEL:

BUY IMPRESSIONS

OLD: SHOUT!

Last 50 years

NEW MODEL BUY ENGAGEMENT. EARN LOYALTY.

NEW MODEL

BUY ENGAGEMENT.

EARN LOYALTY.

NEW MODEL SOCIAL BRAND LOYALTY!

NEW MODEL

SOCIAL BRAND LOYALTY!

The intense adoption of, commitment to and interaction with a brand within a social network. SOCIAL BRAND LOYALTY

SOCIAL BRAND LOYALTY

NEW: LISTEN

Next 50 years SOURCE: Derived from Gartner Research

What do these brands have in common?

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!

The most forward-thinking clients are building applications to support their marketing initiatives

Ad units Tied to a database Connected to social graph What are apps?

Ad units

Tied to a database

Connected to social graph

Emotion Engagement Efficiency Social Intelligence Why apps?

Emotion

Engagement

Efficiency

Social Intelligence

Why apps?

Ad applications

Cross-platform, tied to CRM, “socialize” existing sites Engaging creative Scalable technology Media required ONLY PAY FOR RESULTS! Social branded applications

Cross-platform, tied to CRM, “socialize” existing sites

Engaging creative

Scalable technology

Media required

ONLY PAY FOR RESULTS!

Customize Upload Send

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

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

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

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

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

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

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

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

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

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

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!

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 apps are ads, not top apps! VS.

How do you get started? Make goals. Track results. Think big. Start small. Go fast. Iterate. Iterate. Socialize everything.

THE END Questions anyone?

www.slideshare.net/lazerow Michael Lazerow CEO, Buddy Media [email_address] www.buddymedia.com

www.slideshare.net/lazerow