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.
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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

But a few years ago...
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...people started to become
more interested in each other.
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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

How can we make advertising
work in social media?
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What is Social?
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IAB Keynote 6/2/08

IAB Keynote 6/2/08

What is Social Media?
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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

Social Media =
social social social
+ applications + advertising
platforms
IAB Keynote 6/2/08

The Social Media Stack
ADS
inspire conversations
APPS
enable interactions
PLATFORMS
connect friends
IAB Keynote 6/2/08

Social Platforms...

IAB Keynote 6/2/08 PLATFORMS

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

“The social graph is the set of
connections which define your real-
life social network.”
-Mark Zuckerberg
IAB Keynote 6/2/08 PLATFORMS

\"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.\"
Charlene Li
Forrester Research
IAB Keynote 6/2/08 PLATFORMS

“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.\"
-Peter Fader
Wharton marketing professor
IAB Keynote 6/2/08 PLATFORMS

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
Walls Pokes Quizzes Ratings Games Gifts
PLATFORMS
People are
constantly
interacting with
each other
IAB Keynote 6/2/08

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

Interactions are Shared Among Friends and
Throughout the Network
APPS
IAB Keynote 6/2/08

Important events are spread
through a network of friends.
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Social Advertising

What is Social Advertising?
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Social ads
The power of lots of little,
quiet social ads vs one big
ad on fixed content.
ADS
IAB Keynote 6/2/08

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

“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

How can brands inspire quiet
conversations?
ADS
IAB Keynote 6/2/08

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

Case Study:
BMW 1 Series Joy Ride
IAB Keynote 6/2/08

Advertise app...
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Install app...
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Configure the car...
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Invite friends...
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Choose activity...
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Newsfeed...
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Friend lists....
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Status update...
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Profile pages...
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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?
Which shoe matches your personality best?
IAB Keynote 6/2/08

Engage friends…
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Authentically.
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socialmedia.com
IAB Keynote 6/2/08

IAB Keynote 6/2/08

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