Break Down the Content Barriers of Social Networks

624 views

Published on

2011 Mashable Media Summit presentation by Michael Lazerow, Founder and CEO, Buddy Media

Published in: Technology
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
624
On SlideShare
0
From Embeds
0
Number of Embeds
2
Actions
Shares
0
Downloads
3
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide
  • You need to socialize all content to eliminate dead ends. And, focus more on: “build once, deploy everywhere.” This is a simple concept at heart, but it’s amazing how many publishers are NOT doing this. Here are some examples:
  • Hearst, for example, knows that one in four subscriptions comes from their website. So, when they drive traffic via social, there is a tangible outcome besides just the traffic.
  • Hearst, for example, knows that one in four subscriptions comes from their website. So, when they drive traffic via social, there is a tangible outcome besides just the traffic.
  • Hearst, for example, knows that one in four subscriptions comes from their website. So, when they drive traffic via social, there is a tangible outcome besides just the traffic.
  • Hearst, for example, knows that one in four subscriptions comes from their website. So, when they drive traffic via social, there is a tangible outcome besides just the traffic.
  • Hearst, for example, knows that one in four subscriptions comes from their website. So, when they drive traffic via social, there is a tangible outcome besides just the traffic.
  • Here’s an example of Cosmopolitan integrating a program across their website, applications and Facebook.
  • This app can live anywhere!
  • Hearst, for example, knows that one in four subscriptions comes from their website. So, when they drive traffic via social, there is a tangible outcome besides just the traffic.
  • Why is this not the case with People.com? Media is inherently something people want to share. No sharing here!
  • Why is this not the case with People.com? Media is inherently something people want to share. No sharing here!
  • And lastly, since we ARE at the Mashable Media Summit. I thought I’d mention one simple type of integration Mashable does that sponsors love. They help sponsors build their audiences directly via sponsorships, like what they did with Buddy Media for the Mashable Awards. This is SO SIMPLE, but you’d be surprised at how many publishers are NOT doing it.
  • Hearst, for example, knows that one in four subscriptions comes from their website. So, when they drive traffic via social, there is a tangible outcome besides just the traffic.
  • And these kinds of numbers can be applied to any media company, if you do it right.
  • And these kinds of numbers can be applied to any media company, if you do it right.
  • And these kinds of numbers can be applied to any media company, if you do it right.
  • When you succeed, what do you get? Your own global, engaged media network!
  • Break Down the Content Barriers of Social Networks

    1. 1. BREAK DOWN THE CONTENT BARRIERSOF SOCIAL NETWORKSUSING SOCIAL STRATEGIES TO LET YOUR CONTENTRUN FREE AND INCREASE WEB SITE TRAFFIC ANDREVENUES BY AT LEAST 12.89%BY MICHAEL LAZEROW (TWITTER: @LAZEROW)NOVEMBER 4, 2011 1
    2. 2. “I GET IT. I NEED TOBE ON THEFACEBOOK THING.” -EDWARD R. MURROW, 1957 2
    3. 3. WE ALL AGREE.EVEN MASHABLE! 3
    4. 4. 850M ACTIVE USERSSource: Facebook 4
    5. 5. 50% LOG ON DAILYSource: Facebook 5
    6. 6. 4X SUPER BOWL!4X SUPER BOWL! 6
    7. 7. 12B LIKES AND COMMENTS MONTHLY (US, EST.)Source: Facebook 7
    8. 8. 1B MORE THAN # OF 4X SUPER BOWL! GOOGLE SEARCHESSource of Google #s: ComScore Aug 11 Search Engine Ranking. FB assumes 20% Likes/Comments from US 8
    9. 9. 31% OF DISPLAY AD IMPRESSIONS IN USSource: comScore May 2011 9
    10. 10. BIGGER THAN THE ENTIREINTERNET IN 2004, THEYEAR FB LAUNCHED Source: http://royal.pingdom.com/2011/10/05/facebook-now-as-big- 10 as-the-entire-internet-was-in-2004/
    11. 11. PRIORITY SOCIAL MEDIAPLATFORMS FOR BRANDSSource: Booz & Co., Buddy Media Report. http://bddy.me/oS3WJf 11
    12. 12. WE ALL AGREE THATWE NEED TO BE ONFACEBOOK, RIGHT? 12
    13. 13. BUT IS IT TRUE? 13
    14. 14. WELL, KINDA. 14
    15. 15. AD IMPRESSIONS Facebook, 3 0% Rest of the Web, 70% 15
    16. 16. TIME SPENT Facebook 16% Rest of the Web 84% 16
    17. 17. SO YES, YOU NEED TO BEON FACEBOOK. 17
    18. 18. BUT THAT ALONE WON’TMAXIMIZE TRAFFICGROWTH AND REVENUES. 18
    19. 19. PAST 2 YEARS HAS FOCUSED ON THIS! FacebookRest of the 16% Web 84% 19
    20. 20. Facebook Rest of the 16% Web 84%WE NOW NEED TOFOCUS ON THIS! 20
    21. 21. INTRODUCING, FOR THEFIRST TIME IN THE HISTORYOF MANKIND … 21
    22. 22. 3 STRATEGIES TO GROWTRAFFIC & REVENUE BY12.89% (OR MORE!) 22
    23. 23. 1. SET UP AND OPTIMIZEYOUR SOCIAL PRESENCES 23
    24. 24. http://www.bivingsreport.com/2011/top-ten-most-engaging-magazines-on-facebook/ 24
    25. 25. 25
    26. 26. 26
    27. 27. 27
    28. 28. 28
    29. 29. 29
    30. 30. 30
    31. 31. 31
    32. 32. 32
    33. 33. 33
    34. 34. Despite 6.5X # of fans, Starbucksonly gets 2.6X more engagement. 34
    35. 35. 2. SOCIALIZE ALLCONTENT TO ELIMINATEDEAD ENDS 35
    36. 36. 36
    37. 37. 37
    38. 38. 38
    39. 39. 39
    40. 40. 40
    41. 41. 41
    42. 42. 42
    43. 43. 43
    44. 44. 44
    45. 45. 45
    46. 46. 46
    47. 47. 47
    48. 48. SMALL SOCIAL HOOKSDRIVE A TON OF TRAFFIC • 43,336 VOTES • 50% SHARE • 150 FRIENDS EACH • POTENTIAL REACH OF 3.25M NEW VISITORS • AND 2 VISITORS PER SHARE EQUALS 43,336 NEW VISITORS! 48
    49. 49. 3. USE SOCIAL TO MAKEMONEY TODAY 49
    50. 50. THE FACEBOOK EFFECTSOURCE: NIELSEN & PEJ RESEARCH/ SIZE OF BUBBLES REPRESENT TOTAL TRAFFIC FROM FACBEOOK 50FOR EACH SITE. MAY 2011.
    51. 51. ELIMINATE THE SILOES 51
    52. 52. ELIMINATE THE SILOES 52
    53. 53. ELIMINATE THE SILOES 53
    54. 54. ELIMINATE THE SILOES 54
    55. 55. 55
    56. 56. 56
    57. 57. 57
    58. 58. 58
    59. 59. 59
    60. 60. SOCIAL COMMERCE 60
    61. 61. 61
    62. 62. No social integration! 62
    63. 63. INTEGRATION SMART! 63
    64. 64. HEARST: ONE OUT OF FOURSUBSCRIPTIONS COMEFROM WEBSITE 64
    65. 65. AMERICAN EAGLE FOUND THATFACEBOOK REFERREDVISITORS SPENT AN AVERAGEOF 57% MORE MONEY THANNON-FACEBOOK REFERREDVISITORS 65
    66. 66. SHOEDAZZLE REPORTED THATFACEBOOK-CONNECTED USERS50% MORE LIKELY TO MAKEREPEAT PURCHASES EVERYMONTH THAN AVERAGESHOPPERS 66
    67. 67. TICKETMASTER.COM ISGENERATING $5.30 OF DIRECTTICKET SALES FROM EACHSHARE A USER MAKES TOFACEBOOK 67
    68. 68. THE QUESTION YOU NEED TOANSWER IS SIMPLE. 68
    69. 69. HOW CAN SOCIAL HELP IMPROVEEVERY KPI I’M TRACKING? 69
    70. 70. THE ANSWER IS TO BRING SOCIALTO EVERYTHING YOU DO, RATHERTHAN LOOKING AT SOCIALSEPERATELY. 70
    71. 71. - INCREASE TRAFFIC- INCREASE ENGAGEMENT- INCREASE SUBSCRIPTIONS- SELL MORE SPONSORSHIPS- INCREASE COMMERCE ACTIVITY 71
    72. 72. 72
    73. 73. THANK YOU!Michael LazerowCEO, Buddy Mediae: michael@buddymedia.comTwitter: @lazerow 73

    ×