Silo’d Experiences or Social Entertainment?‘Social’ and the Premium Content Experience<br />Scott Brown<br />Director, Mar...
Monetizing Content in a Social Media World<br />Lessons learned:<br />4<br />1<br />2<br />3<br />“Social” (by itself) has...
The Risk: Losing Your AudienceThe business and experience of “Entertainment” must evolve with Consumer expectations<br />7...
The Rise of ‘Social’ (with your Audience)How do you use this phenomena to add value to your audience experience?<br />If F...
700 B minutes per month</li></ul>24 hours uploaded every minute<br />4 B images hosted<br />27 M Tweets / day<br />Sources...
The Opportunity: ‘Social’ + Your Brand, Your ContentCreate a direct-to-consumer relationship, and new vehicles for monetiz...
One Example:Impact of Interactions on eCommerceData from 60+ Cisco Eos-powered social entertainment sites (Dec ‘09 – July ...
One Example, cont.: Those that Purchase, Tend to be More EngagedEngagement levels are greater among those who have initiat...
4<br />1<br />2<br />3<br />“Social” (by itself) has low economic value<br />Social + Branded Content = High Value New, in...
IBC 2010: Monetizing Content in a Social Media World
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IBC 2010: Monetizing Content in a Social Media World

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Please check out Monetizing Content in a Social Media World which was presented by Cisco's Scott Brown, Director of Consumer Marketing Solutions Group, at IBC in Amsterdam on September 9th, 2010.

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IBC 2010: Monetizing Content in a Social Media World

  1. 1. Silo’d Experiences or Social Entertainment?‘Social’ and the Premium Content Experience<br />Scott Brown<br />Director, Marketing<br />Cisco Media Solutions Group<br />Twitter: @CiscoEos<br />
  2. 2. Monetizing Content in a Social Media World<br />Lessons learned:<br />4<br />1<br />2<br />3<br />“Social” (by itself) has low economic value<br />Social + Branded Content = High Value New, interactive audience experiences<br />Leverage brand to bring audience to you<br />The new business architecture: <br />Publish Engage Monetize Renew<br />
  3. 3. The Risk: Losing Your AudienceThe business and experience of “Entertainment” must evolve with Consumer expectations<br />73%<br />view social networking as “entertainment”<br />Source: Edelman “Trust in Entertainment Study” May 2010<br />http://www.edelman.com/news/ShowOne.asp?ID=247<br />
  4. 4. The Rise of ‘Social’ (with your Audience)How do you use this phenomena to add value to your audience experience?<br />If Facebook were a country…<br />#3<br /><ul><li>500+ M users
  5. 5. 700 B minutes per month</li></ul>24 hours uploaded every minute<br />4 B images hosted<br />27 M Tweets / day<br />Sources: Forrester, Facebook, Twitter, Flickr, Google <br />
  6. 6. The Opportunity: ‘Social’ + Your Brand, Your ContentCreate a direct-to-consumer relationship, and new vehicles for monetization<br />Syndicatable, sharable video player<br />Twitter feeds<br />Mobile content<br />… Blogs, activity feeds<br />… User generated content<br />… Rating, sharing, tagging, etc<br />www.paramore.net<br />www.mylondon2012.com/mascots<br />“Social” increases engagement, opportunities to monetize and DATA<br />
  7. 7. One Example:Impact of Interactions on eCommerceData from 60+ Cisco Eos-powered social entertainment sites (Dec ‘09 – July ‘10)<br />Clicked a “Buy” Link <br />Repeats<br />Registered <br />Uniques<br />109K1%<br />516K4%<br />2.4 M16%<br />12+ M<br />Drivers:<br /># of media plays per visit 27%<br />Rated any content 27%<br />Shared any content 15%<br />Commented any content 11%<br />Repeat visits 11%<br /># of page views per visit 9%<br />Drivers:<br /># of media plays per visit 54%<br /># of page views per visit 46%<br />Drivers:<br />Repeat visits 51%<br /># of page views per visit 49%<br />Social<br />Content<br />Content<br />
  8. 8. One Example, cont.: Those that Purchase, Tend to be More EngagedEngagement levels are greater among those who have initiated a purchase through a socially-enabled entertainment site<br />Clicked “buy” link<br />
  9. 9. 4<br />1<br />2<br />3<br />“Social” (by itself) has low economic value<br />Social + Branded Content = High Value New, interactive audience experiences<br />Leverage brand to bring audience to you<br />The new content business architecture: <br />Publish Engage Monetize Renew<br />

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