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Social Media:
Questions Start Conversations
seth goldstein
ceo, socialmedia.com




             IAB Keynote   6/2/08
What is the Problem?


  IAB Keynote   6/2/08
Social media is
killing internet advertising.



  IAB Keynote   6/2/08
Starting in 1995...




  IAB Keynote   6/2/08
People became interested in
online content.



  IAB Keynote   6/2/08
13 Years of Online Content Growth!

                7,000

                5,250

                3,500

                1...
But a few years ago...



  IAB Keynote   6/2/08
...people started to become
more interested in each other.


  IAB Keynote   6/2/08
And less interested in the ads

              40%

              30%

              20%

              10%

              ...
How can we make advertising
work in social media?


  IAB Keynote   6/2/08
What is Social?

  IAB Keynote   6/2/08
IAB Keynote   6/2/08
IAB Keynote   6/2/08
What is Social Media?

  IAB Keynote   6/2/08
Social Media
is active sharing online                                            Are you going
 What car do you      What’...
Social Media =


   social      social         social
           + applications + advertising
 platforms


  IAB Keynote  ...
The Social Media Stack
 ADS
  inspire conversations

 APPS
    enable interactions

 PLATFORMS
           connect friends
...
Social Platforms...
IAB Keynote   6/2/08   PLATFORMS
70 Million Active Users on Facebook
                                                                                      ...
“The social graph is the set of
connections which define your real-
life social network.”
                         -Mark Z...
quot;You might log into Facebook in the morning
and you might stay in Facebook throughout
the day...it becomes the platfor...
“Facebook is commanding a mass market in
a way traditional forms of media no longer
do. Even TV does not have the same lev...
Communications platforms
expand sharing throughout
social networks.


  IAB Keynote   6/2/08      PLATFORMS
Social Applications
The Filter Factor




PLATFORMS
People are
constantly
interacting with
each other



               IAB Keynote   6/2/08
The Filter Factor



                   APPS
                   organize
                   interactions
                 ...
The Filter Factor



                   APPS
                   organize
                   interactions
                 ...
Interactions are Shared Among Friends and
Throughout the Network




                                            APPS
    ...
Important events are spread
through a network of friends.


  IAB Keynote   6/2/08
Social Advertising
What is Social Advertising?



  IAB Keynote   6/2/08
Social ads

The power of lots of little,
quiet social ads vs one big
ad on fixed content.
                               A...
Evolution of Online Advertising
       Display                 Behavioral          Social
                                ...
“Utility doesn't have to big this big
thing. It can take place in smaller,
more frequent interactions.”

                 ...
How can brands inspire quiet
conversations?

                               ADS

  IAB Keynote   6/2/08
“Hey, I just bought a great new car...”




                                          `


                       Quiet & e...
Case Study:
BMW 1 Series Joy Ride


  IAB Keynote   6/2/08
Advertise app...




      IAB Keynote   6/2/08
Install app...




       IAB Keynote   6/2/08
Configure the car...




       IAB Keynote   6/2/08
Invite friends...




       IAB Keynote   6/2/08
Choose activity...




       IAB Keynote   6/2/08
Newsfeed...




      IAB Keynote   6/2/08
Friend lists....




        IAB Keynote   6/2/08
Status update...




      IAB Keynote   6/2/08
Profile pages...




       IAB Keynote   6/2/08
How Can Brands Get Involved?
Ask questions.


  IAB Keynote   6/2/08
“
Who is your greenest friend?

      Where do you want to go on vacation?


Which one of your friends knows movies best?
...
Engage friends…



  IAB Keynote   6/2/08
Authentically.


  IAB Keynote   6/2/08
socialmedia.com

  IAB Keynote   6/2/08
IAB Keynote   6/2/08
seth@socialmedia.com



 IAB Keynote   6/2/08
Social Media:  Questions Start Conversations
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Social Media: Questions Start Conversations

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This is the presentation that Seth Goldstein of socialmedia.com gave on Monday June 2 to the Internet Advertising Bureau (IAB) in NY. The title is: "social media: questions start conversations"

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Transcript of "Social Media: Questions Start Conversations"

  1. 1. Social Media: Questions Start Conversations seth goldstein ceo, socialmedia.com IAB Keynote 6/2/08
  2. 2. What is the Problem? IAB Keynote 6/2/08
  3. 3. Social media is killing internet advertising. IAB Keynote 6/2/08
  4. 4. Starting in 1995... IAB Keynote 6/2/08
  5. 5. People became interested in online content. IAB Keynote 6/2/08
  6. 6. 13 Years of Online Content Growth! 7,000 5,250 3,500 1,750 0 1995 1998 2002 2008 # display impressions across the web (in millions) IAB Keynote 6/2/08
  7. 7. But a few years ago... IAB Keynote 6/2/08
  8. 8. ...people started to become more interested in each other. IAB Keynote 6/2/08
  9. 9. And less interested in the ads 40% 30% 20% 10% 0% 1995 1998 2002 2008 Click-through rates on display ads IAB Keynote 6/2/08
  10. 10. How can we make advertising work in social media? IAB Keynote 6/2/08
  11. 11. What is Social? IAB Keynote 6/2/08
  12. 12. IAB Keynote 6/2/08
  13. 13. IAB Keynote 6/2/08
  14. 14. What is Social Media? IAB Keynote 6/2/08
  15. 15. Social Media is active sharing online Are you going What car do you What’s on your Have you seen Why do you to Dave’s want to be seen in? playlist? that movie? like Macs? party? IAB Keynote 6/2/08
  16. 16. Social Media = social social social + applications + advertising platforms IAB Keynote 6/2/08
  17. 17. The Social Media Stack ADS inspire conversations APPS enable interactions PLATFORMS connect friends IAB Keynote 6/2/08
  18. 18. Social Platforms...
  19. 19. IAB Keynote 6/2/08 PLATFORMS
  20. 20. 70 Million Active Users on Facebook 70M ▪ Number of users 70 doubles every 6 months 56 ▪ 250,000+ new users a day 42 28 14 0 Source: Facebook Sep Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May IAB Keynote 6/2/08 PLATFORMS
  21. 21. “The social graph is the set of connections which define your real- life social network.” -Mark Zuckerberg IAB Keynote 6/2/08 PLATFORMS
  22. 22. quot;You might log into Facebook in the morning and you might stay in Facebook throughout the day...it becomes the platform and from within it you can do almost everything you want to do.quot; Charlene Li Forrester Research IAB Keynote 6/2/08 PLATFORMS
  23. 23. “Facebook is commanding a mass market in a way traditional forms of media no longer do. Even TV does not have the same level of engagement. Right now, Facebook is unique.quot; -Peter Fader Wharton marketing professor IAB Keynote 6/2/08 PLATFORMS
  24. 24. Communications platforms expand sharing throughout social networks. IAB Keynote 6/2/08 PLATFORMS
  25. 25. Social Applications
  26. 26. The Filter Factor PLATFORMS People are constantly interacting with each other IAB Keynote 6/2/08
  27. 27. The Filter Factor APPS organize interactions Walls Pokes Quizzes Ratings Games Gifts PLATFORMS People are constantly interacting with each other IAB Keynote 6/2/08
  28. 28. The Filter Factor APPS organize interactions Walls Pokes Quizzes Ratings Games Gifts PLATFORMS People are constantly interacting with each other IAB Keynote 6/2/08
  29. 29. Interactions are Shared Among Friends and Throughout the Network APPS IAB Keynote 6/2/08
  30. 30. Important events are spread through a network of friends. IAB Keynote 6/2/08
  31. 31. Social Advertising
  32. 32. What is Social Advertising? IAB Keynote 6/2/08
  33. 33. Social ads The power of lots of little, quiet social ads vs one big ad on fixed content. ADS IAB Keynote 6/2/08
  34. 34. Evolution of Online Advertising Display Behavioral Social Where do you want BUY ME! buy me buy me to take a test drive? Have you seen Indiana Jones yet? Have you heard the new Coldplay CD? Loud Medium Quiet IAB Keynote 6/2/08
  35. 35. “Utility doesn't have to big this big thing. It can take place in smaller, more frequent interactions.” -Mark Zuckerberg IAB Keynote 6/2/08 PLATFORMS
  36. 36. How can brands inspire quiet conversations? ADS IAB Keynote 6/2/08
  37. 37. “Hey, I just bought a great new car...” ` Quiet & engaging IAB Keynote 6/2/08
  38. 38. Case Study: BMW 1 Series Joy Ride IAB Keynote 6/2/08
  39. 39. Advertise app... IAB Keynote 6/2/08
  40. 40. Install app... IAB Keynote 6/2/08
  41. 41. Configure the car... IAB Keynote 6/2/08
  42. 42. Invite friends... IAB Keynote 6/2/08
  43. 43. Choose activity... IAB Keynote 6/2/08
  44. 44. Newsfeed... IAB Keynote 6/2/08
  45. 45. Friend lists.... IAB Keynote 6/2/08
  46. 46. Status update... IAB Keynote 6/2/08
  47. 47. Profile pages... IAB Keynote 6/2/08
  48. 48. How Can Brands Get Involved?
  49. 49. Ask questions. IAB Keynote 6/2/08
  50. 50. “ Who is your greenest friend? Where do you want to go on vacation? Which one of your friends knows movies best? Which shoe matches your personality best? IAB Keynote 6/2/08
  51. 51. Engage friends… IAB Keynote 6/2/08
  52. 52. Authentically. IAB Keynote 6/2/08
  53. 53. socialmedia.com IAB Keynote 6/2/08
  54. 54. IAB Keynote 6/2/08
  55. 55. seth@socialmedia.com IAB Keynote 6/2/08
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