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Real Branding Social Media 20080513 Final

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Overview presentation to tee-up our Digital Leadership Summit on Social Media

Overview presentation to tee-up our Digital Leadership Summit on Social Media

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  • 1. Digital Marketing Innovation Series: Social Media for Marketers Presented by: Mark Silva, Founder and Managing Director May 13, 2008
  • 2. AGENDA
      • Three takeaways about Social Media
      • It’s Messy
      • It’s Hot
      • It’s Game-Changing
  • 3. IT’S MESSY
  • 4. IT’S MESSY
    • FAILED SESSION TITLE:
    • THE TWO MOST IMPORTANT LETTERS FOR MARKETERS IN A CONSUMER-IN-CONTROL MARKET:
    • S & M
    • (AS IN SOCIAL MEDIA)
  • 5. IT’S MESSY SOURCE: 2005 , Markus Angermeier  : Web 2.0 Mindmap
  • 6. IT’S MESSY
    • Web 2.0 as defined by Wikipedia…
      • A social phenomenon embracing an approach to generating and distributing Web content itself, characterized by open communication, decentralization of authority, freedom to share and re-use, and "the market as a conversation"
      • Alluding to the version-numbers that commonly designate software upgrades, the phrase "Web 2.0" hints at an improved form of the World Wide Web; suggest that technologies such as weblogs, social bookmarking, wikis, podcasts, RSS feeds (and other forms of many-to-many publishing), social software, Web APIs, Web standards and online Web services imply a significant change in web usage
    HUH? WTF? Unleashing “… a trend in which people use technologies to get the things they need from each other instead of from companies.” - Groundswell, Charlene Li & Josh Bernoff, Forrester Research 2008
  • 7. IT’S MESSY
  • 8. IT’S MESSY, BUT WE’RE TRYING TO CLEAN UP Bookmarking Video Photo Personalities = Social net/Individual
    • Tribes = Social Net
    • Regional; Clubs
    Microblog Mobile Blog Search Authoritative Fan/passing Related ads Tiered media A Social Map identifies key consumers activities and how to engage. The accretive sum of activities influence the key channel activity: Search “ The Website as we know it today is dead You need an armada of activity to reach people where they are.” Steve Rubel, Edelman 4/22/08
  • 9. IT’S HOT
  • 10. IT’S HOT
    • FAST GROWTH; LOW PENETRATION = HOT
    Visitor Growth by Category (1/07-1/08) Category Penetration (% of Online Users) Source: comScore “Digital World – State of the Internet’ 3/08
  • 11. IT’S HOT
    • GROWING FASTER THAN PORN :
    SOURCE: THE ECONOMIST, 4/19/2008
  • 12. IT’S HOT
    • CONSUMERS LEADING WAY: 58% CAGR in IP TRAFFIC, 2005E-20011E
    Source: Cisco Systems, Global IP Traffic Forecast and Methodology; Mobility segment (0.1% of traffic in 2007) not displayed
  • 13. IT’S HOT
    • Source: eBay Investor Presentation, RockYou
    • eBay starts Q2 98, PayPal starts Q1’00, Yahoo! starts Q1’95, AOL starts Q1’92, Facebook starts Q4’04, and RockYou Starts Q4’05
    • Facebook data represents active users, which was disclosed on 12/05 and 12/06. Undisclosed active user data is extrapolated by applying an average active user penetration to global Unique Visitors (per comScore Media Metrix)
    (2) Registered Users (MM) SOURCE: ROCKYOU! WEB2.0 CONFERENCE 4/2008
  • 14. IT’S HOT
      • 101MM visitors +305% Y/Y (67MM+ active users), 20B minutes (4# globally behind Yahoo!, Live , and YouTube), +365 Y/Y; 250K new registrations per day since 1/07; >50% of active users return daily (Facebook 3/08, comScore 1/08)
      • 55K regional / work-related / collegiate / high school networks (>50% outside of college); Fastest growing demographic is those 25+ years old; 85% market share of 4-year US universities (Facebook 3/08)
      • 14MM+ photos uploaded daily; 6MM+ active users groups on site (Facebook 3/08)
      • Top non-US active users: UK (8MM+), Canada (7MM+), Turkey, Australia, France, Sweden, Norway, Columbia, and South Africa (Facebook 3/08)
    Source: comScore global 1/08, Facebook 3/08, Morgan Stanley Research
  • 15.
    • Internet + Personal Sources = Most Important Sources Of Information
    IT’S HOT Source: USC Annenberg School: Digital Future Report 2007
  • 16. IT’S GAME-CHANGING
  • 17. IT’S GAME-CHANGING Source: Google, Yahoo! iGOOGLE + YAHOO! MOBILE
  • 18. IT’S GAME-CHANGING Wikipedia.org Alexa Global Traffic Rankings 12/31/05; 3/12/08, Morgan Stanley Research 1 2 3 4 5 6 7 8 9 10 2005 (U.K.) 2008 1 2 3 4 5 6 7 8 9 10
  • 19. IT’S GAME-CHANGING
    • Next-Generation Assets: YouTube + Facebook + Skype + PayPal
    Source: (1) comScore global 1/08; (2) eBay CQ4, Morgan Stanley Research; (3) YouTube; (4) Facebook Payment volume +35% Y/Y; On eBay / off eBay payment volume +17% / +66% Y/Y (to 44% of TPV); Average transaction size of $68.88 (+10% Y/Y) (2) +16% 57MM(2) $1.67 annualized revenue per registered user (+9% Y/Y) on peer-to-peer network; 1.6B Skype Out minutes (+10% Y/Y); 11.9B Skype-to-Skype minutes (+25% Y/Y) (2) +61% 276MM(2) #4 site in global minutes; 67MM+ active users; >50% of active users return daily; 20K application s + 95% of Facebook members have used at least one (1,4) +305% 101MM(1) #3 site in global minutes; 51% of users go to YouTube weekly or more; 50% watch all video to the end; ongoing copyright challenges; 52% of 18-34 year-olds share videos with friends / colleagues often (1,3) +94% 285MM(1) Comments Y/Y Growth Users
  • 20. IT’S GAME-CHANGING
      • In 5/07, Facebook opened its platform to 3rd-party developers, allowing anyone to create widgets for use on Facebook pages
      • 20K applications, 859MM instillations, 34MM usages per day since APIs opened – may be unprecedented ramp (adonomics.com 3/08)
      • Early to understand that individuals had the ability to innovate faster than it could, while users would govern quality / value as they customized their profiles
    Source: (1) Active user data unavailable; (2) E. Diep / J. Winterhalter; Source: admonmics.com 3/12/08 TOP FACEBOOK APPLICATIONS 12MM (1%) N/A (2) Quizzes 13MM (2%) RockYou! Hug Me 12MM (3%) iLike iLike 21MM (2%) Slide SuperPoke! 20MM (3%) Flixster Movies 16MM (2%) RockYou! Likeness 16MM (1) Facebook Video 25MM (9%) Slide FunWall 26MM (7%) Slide Top Friends 28MM (8%) RockYou! Super Wall Installs (% Active Users) Company Application
  • 21. IT’S GAME-CHANGING Custom size pop-up w/ additional info appears upon mouse rollover on relevant quiz choice 646x90 banner clicks through to advertiser’s website Text link clicks through to advertiser’s website Application Integration: Custom Advertiser Quiz SOURCE: ROCKYOU! WEB2.0 CONFERENCE 4/2008 News Feed Mini-News Feed on Profile pages Profile box Notifications Email Message An advertiser’s custom Likeness quiz virally spreads through the a social network platform’s communication channels. 0.01% CTR for banner alone 65x better 0.65% CTR with integration
  • 22.
    • Applications can be skinned or branded with prominent placement for an advertiser with additional opportunities for sweepstakes, contests, streaming video units, and other custom programs.
    IT’S GAME-CHANGING Application Sponsorship SOURCE: ROCKYOU! WEB2.0 CONFERENCE 4/2008
  • 23. IT’S GAME-CHANGING
      • WHY FACEBOOK OVER MYSPACE?
      • Facebook offers a social network that is both standardized + self-controlled / flexible – a highly personalized first-stop portal for online connectivity – users can program their pages with growing number of drag-and-drop applications (aka widgets)
      • Users like the ability to express themselves + connect with friends in a protected environment where they know / trust people in their network + don’t feel exploited / spammed y intrusive ads
    Source: MySpace, Facebook
  • 24. IT’S GAME-CHANGING Source: Facebook; C. Messina on flickr SOCIAL MEDIA – ‘PRESENCE’ VIA MOBILE 24x7
  • 25. IT’S GAME-CHANGING
    • BUILDING ON THE NEW LOYALTY FUNNEL—NEW ROI
  • 26. IT’S GAME-CHANGING
    • FACEBOOK ADS
  • 27. APPENDIX: MORE CONVINCING STATS THAT I DIDN’T HAVE TIME TO PRESENT
  • 28. THE MOMENTUM EFFECT
    • How to create brand value in the Web 2.0 social networking space?
      • Over 70% brand value is the result of consumer-to-consumer communication*
      • The momentum effect contrasts direct exposure (B2C) to brand imagery, advertising, or indirect, second-hand exposure through another consumer (C2C)
    • Why?
      • Positive impact of seeing a brand within one’s social network
      • Consumers react when given the opportunity to share their own story using the brand as a symbol and reference point
      • Community members become highly engaged and focused on content they create, modify, or personalize
  • 29. WHAT BRANDS CAN SUCCEED?
      • Brands who are already experimenting with involving users’ voices
      • Companies who can move fast
      • Companies who are open
  • 30. HOW TO APPROACH THE SOCIAL MEDIA OPPORTUNITY?
    • Visit, homestead, rent, host, contract, or DIY?
    Utilize Ning, Pluck, etc to host an environment Host Liveworld, Communispace Contract It Out DIY Build Yourself Google Blog Search, Buzz Metrics, Nielsen & Analyze Monitor Be part of pre-existing communities, e.g.. Community Connect Rent Don’t over-stay your welcome Homestead Drop in where your consumers are Visit
  • 31. WHAT IS SOCIAL NETWORKING?
    • Social networking as defined by eMarketer…
      • A site whose main purpose is to enable people to connect with others by creating personal profiles, describing their interests and sharing content
    • Social networking as defined by Wikipedia…
      • Social media is an umbrella term that defines the various activities that integrate technology, social interaction, and the construction of words and pictures.
      • Social media can take many different forms
    Craft a unique identity, have a circle of friends, communicate, share
    • Social networking as defined by eMarketer…
      • A site whose main purpose is to enable people to connect with others by creating personal profiles, describing their interests and sharing content
    • Social networking as defined by Wikipedia…
      • Social media is an umbrella term that defines the various activities that integrate technology, social interaction, and the construction of words and pictures.
      • Social media can take many different forms
        • Internet forums
        • Message boards
        • Weblogs
        • Wikis
        • Podcasts
        • Pictures
        • Video
        • Blogs
        • Picture-sharing
        • Vlogs
        • Wall-postings
        • Instant Messaging
        • Music-sharing
        • Crowdsourcing
        • Voice Over IP
  • 32. THE BBC! - @ www.bbc.com + Facebook + YouTube Source: BBC
  • 33. SOCIAL NETWORK FACTS
      • 27.4m US internet users age 3 and older use social networking sites at least once a month
      • 12% of all time spent online by US internet users is on MySpace (2006)
      • Since 2000
        • Internet Increased 50%
        • TV Increased only 6%
      • Facebook: 64 million active users
        • Since going to the public in September 2006, its rank went from 60 to rank 6 in web traffic
      • Social media applications will attract over 1b broadband users within 5 years
      • Social network members tend to be younger and more engaged
      • Social network and widget usage
        • 18-24 43% social network 43% widgets
        • 25-34 35% social network 25% widgets
  • 34. WHO’S USING SOCIAL NETWORKING SITES?
    • Who has a profile?
      • Audience size: 120MM
      • 2 out of 3 Americans
    • Who’s doing what?
      • 12- to 17-year-olds 260 min/month
      • Viewed 808 pages
      • 35- to 54-year-olds 179 min/month
      • Viewed 560 pages
    Source: http://www.emarketer.com/Article.aspx?1004636&src=article1_newsltr , Ad Age reported in October 2006
  • 35. REFERENCES
      • Strategy Analytics, The people’s revolution: Implications of Web 2.0 and social media applications press release, December 12 2007
      • eMarketer, Social Media Future Bright, Challenging, December 2007
      • eMarketer, MySpace is America’s Favorite Internet Time Waster, February 2007
      • Veronis Suhler Stevenson Study, September 2006
      • Alexa Internet
      • Strategy Analytics, The people’s revolution: Implications of Web 2.0 and social media applications, November 2007
      • Adnomics
      • comScore Widget Metrix press release, June 2007
      • Dynamic Logic Survey
      • JupiterResearch, Travel Widgets, March 2008
      • eMarketer, Widgets Come to Online Advertising, October 2007
      • JupiterResearch
      • eMarketer, What Can Widgets Do?, February 2009
      • JupiterResearch, Travel Widgets, March 2008
      • eMarketer, Widgets Come to Online Advertising, October 2007
  • 36. Building Viral Engagement User
    • 3. Indirect friends => focus on messaging
      • Focus on messaging to invite/notification receivers to drive more friends invites
      • Deliver increasing AND simply understood value to app w/ every friend invited (Zombies)
    • 1. New users => build clean flows
      • New users absolutely key to viral engagement (vs returning user)
      • Focus on linear, one-action flows to maximize activation for new users
      • Forget registration
    • 2. Direct friends => deliver clear value
    • prop
      • Provide clear value proposition to new user for inviting friend network (Likeness)
      • Ensure invitation is first/second step of new user flow to maximize viral value of user (Superlatives vs Superlatives)
    • 4. Interested parties => allow universal use
      • Enable simple tools (comments, ratings, answers) that allow interaction w/o requiring full engagement w/ application (My Questions)
    Direct Friends Indirect Friends Interested Parties SOURCE: ROCKYOU! WEB2.0 CONFERENCE 4/2008
  • 37. BEST PRACTICES-APPLICATION DEVELOPMENT
    • F rictionless: simple, less is more
    • A udience: on Facebook for their friends
    • C ommunication: integrate into the viral channels
    • E ngagement: hook users to return regularly
    • B usiness model: design with monetization in mind
    • O bjective: establish goals and success metrics
    • O bvious: make each page’s purpose clear
    • K eep working: develop, test, repeat
    Some rules of thumb from Context Optional
  • 38.
    • Lead Generation and Direct Response
    • Leverage affiliate network providers at first (best offers w/ best payouts)
      • Affinity Labs
      • MyOfferPal
      • Neverblue Ads
      • Commission Junction
    • Vet opportunities based on demographic mix of the application/site
    • Successful lead gen/direct response campaigns on social media include:
      • Mobile offers (SendMe)
      • Dating (True, Match, SinglesNet)
      • Education (UPheonix)
    • Given unlimited funding for lead gen, effective way to fill remnant inventory at higher CPMs
    • Actively research performance via discussion boards and directories
    • Be prepared to process multiple lead gen offers to maximize performance
    • Lead generation campaigns may burn through quickly; active management and tracking is required
    BEST PRACTICES-APPLICATION DEVELOPMENT
  • 39. CONTACT INFORMATION
    • THANK YOU!
    • MARK SILVA
    • Founder & Managing Director
    • [email_address]
    • 415.522.1045 ext 304- o
    • www.marksilva.com
    • www.twitter.com/marksilva
    • Thanks to all the Real Branding team for helping me in pulling this off.