Content Monetization in the Social Web
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  • 1. CONTENT MONETIZATION IN THE SOCIAL WEB: HOW CAN YOU MAKE MONEY OUT OF SOCIAL?James CarsonDirector, Carson Content Carson Content
  • 2. ABOUT ME I was Head of Digital Marketing at Bauer Media. I’m currently a freelance Content Strategy consultant. I offer services in Content Strategy & Planning / Relaunches / Social Media and SEO strategy. @mrjamescarson http://uk.linkedin.com/in/jacarson85www.carsoncontent.com Carson Content
  • 3. SHOW METHE MONEY! Carson Content
  • 4. MAKING MONEY CONVERSIONS ADVERTISING • Increase in unique website visitors • New Facebook Likes / Twitter Followers • 300% increase in YouTube viewsNON FINANCIAL IMPACT • Increase in visits to onstreet store • Volume of impressions • Comments on a blog post MARKETING BUSINESS PROCESS COST SAVING Carson Content
  • 5. Carson Content
  • 6. MAKING MONEY The Investment Return Relationship FinancialInvestment Action Reaction Nonfinancial Impact Impact Carson Content
  • 7. CAMPAIGNS Carson Content
  • 8. EARNED MEDIA VALUE Carson Content
  • 9. Carson Content
  • 10. TRAFFIC =AD REVENUE (AND SOMETIMES SALES) Carson Content
  • 11. HOW MUCH??WEBSITE CPM = £20 per M PAGES per VISIT = 10 2p per pageview CREATE MEASURED GOAL SETS 20p per Visit Carson Content
  • 12. VISIT VALUE
  • 13. SOCIAL MEDIA TRAFFIC EQUITY Larger Comps, ads, engagement Social Social Profile Profile Even Larger Data Capture/Polling Social Profile Referral site Destination Website Links Carson Content
  • 14. SHOW ME THE MONEY Carson Content
  • 15. http://www.facebook.com/playboy/app_618339694862348http://www.facebook.com/seventeenmagazine/app_267268866717314
  • 16. Carson Content
  • 17. CASE STUDY5 KEY LESSONS LEARNT
  • 18. #1 CREATE MULTIPLE GOALSMake more profit is not a clear goal – think about multiple goal sets and benefits in a strategy.
  • 19. #2 DON’T MISTAKE GOALS FOR STRATEGYThink about how you will achieve those goals and what you are going to do about it.
  • 20. #3 RESOURCE UPGet people in the right places and make them available. Need a developer to change your experiences? Get one!
  • 21. #4 INFORM SALES TEAMSDo this more than once. They need to know the platforms inside out in order to sell.
  • 22. #5 TRY TO BUILD YOUR OWN PLATFORM Using 3rd party platforms is expensive.