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"

1. Social Media:
Questions Start Conversations
seth goldstein
ceo, socialmedia.com
IAB Keynote 6/2/08

2. What is the Problem?
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3. Social media is
killing internet advertising.
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4. Starting in 1995...
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5. People became interested in
online content.
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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)
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7. But a few years ago...
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8. ...people started to become
more interested in each other.
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9. And less interested in the ads
40%
30%
20%
10%
0%
1995 1998 2002 2008
Click-through rates on display ads
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11. How can we make advertising
work in social media?
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12. What is Social?
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13. IAB Keynote 6/2/08

14. IAB Keynote 6/2/08

15. What is Social Media?
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16. 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?
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17. Social Media =
social social social
+ applications + advertising
platforms
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18. The Social Media Stack
ADS
inspire conversations
APPS
enable interactions
PLATFORMS
connect friends
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19. Social Platforms...

20. IAB Keynote 6/2/08 PLATFORMS

21. 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
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22. “The social graph is the set of
connections which define your real-
life social network.”
-Mark Zuckerberg
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23. 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
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24. “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

25. Communications platforms
expand sharing throughout
social networks.
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26. Social Applications

27. The Filter Factor
PLATFORMS
People are
constantly
interacting with
each other
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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. The Filter Factor
APPS
organize
interactions
Walls Pokes Quizzes Ratings Games Gifts
PLATFORMS
People are
constantly
interacting with
each other
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30. Interactions are Shared Among Friends and
Throughout the Network
APPS
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31. Important events are spread
through a network of friends.
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32. Social Advertising

33. What is Social Advertising?
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34. Social ads
The power of lots of little,
quiet social ads vs one big
ad on fixed content.
ADS
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35. 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
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36. “Utility doesn't have to big this big
thing. It can take place in smaller,
more frequent interactions.”
-Mark Zuckerberg
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37. How can brands inspire quiet
conversations?
ADS
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38. “Hey, I just bought a great new car...”
`
Quiet & engaging
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39. Case Study:
BMW 1 Series Joy Ride
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40. Advertise app...
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41. Install app...
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42. Configure the car...
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43. Invite friends...
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44. Choose activity...
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45. Newsfeed...
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46. Friend lists....
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47. Status update...
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48. Profile pages...
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49. How Can Brands Get Involved?

50. Ask questions.
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51. “
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?
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52. Engage friends…
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53. Authentically.
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54. socialmedia.com
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55. IAB Keynote 6/2/08

56. seth@socialmedia.com
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