Viral Marketing & Advertising Strategies for Social Networks

B
[context]
            Viral Marketing & Advertising
            Strategies for Social Networks


                                                Kevin Barenblat, co-founder
                                                 www.contextoptional.com
[context]             Context Optional © 2008                Proprietary and Confidential
[context] builds presence
  for the world’s biggest brands
    on the top social networks


[context]     Context Optional © 2008   Proprietary and Confidential
Marketing with [context]
            Brands                             Agencies




[context]            Context Optional © 2008      Proprietary and Confidential
Audience Shift
                 Largest Websites by Traffic, 2005 vs. 2008
                     2005                                                   2008
            1                                                  1

            2                                                  2

            3                                                  3

            4                                                  4

            5                                                  5

            6                                                  6

            7                                                  7

            8               (U.K.)                             8

            9                                                  9    Wikipedia.org

            10                                                 10




                                                                                    Alexa Global Traffic Rankings
[context]                            Context Optional © 2008                         Proprietary and Confidential
Global Phenomenon




            Source: UniversalMcCann Social Media Tracker, March 2008
[context]   Context Optional © 2008              Proprietary and Confidential
Global Fragmentation




[context]          Context Optional © 2008   Proprietary and Confidential
Spending Shifting




[context]        Context Optional © 2008   Proprietary and Confidential
New Marketing and
       Communications Platform




[context]      Context Optional © 2008   Proprietary and Confidential
Marketing Funnel




                                           Source: Forrester




[context]        Context Optional © 2008   Proprietary and Confidential
Social Marketing




[context]        Context Optional © 2008   Proprietary and Confidential
Creative Drives Engagement




            E=           mc2


[context]     Context Optional © 2008   Proprietary and Confidential
Viral Loop
                                                                      y
                                            Friend   Accept?

                                                                      y
                                            Friend   Accept?
                 Call to
                action:                                               y
      User                                  Friend   Accept?
                Invite x
                friends                                               y
                                            Friend   Accept?

                                                                      y
                                            Friend   Accept?




                      Y% acceptance rate



             x * y > 1 = viral growth
[context]                  Context Optional © 2008         Proprietary and Confidential
Viral Channels
Invites
                                                      Profile box




News Feed




Mini-News Feed on Profile pages

                                                      Email Message

Notifications        Profile Action




[context]                             Context Optional © 2008         Proprietary and Confidential
Social Marketing Strategy

    WHY              WHO                           HOW          WHAT/WHERE

• What are the    • Who is the                • How should      • What applications
  goals and         target                      customer          should be built?
  objectives of     customer?                   relationships   • Which technologies
  the social      • How is the                  change?           should be used?
  marketing         customer best             • How will the    • Where should the
  campaign?         engaged?                    campaign be       campaign be run?
                                                measured?




 [context]                       Context Optional © 2008         Proprietary and Confidential
Who to Engage?
                                                   ~20% users
                                                     overlap




            ~20% users                                          ~30% users
              overlap                                             overlap


[context]                Context Optional © 2008                Proprietary and Confidential
Range of Advertising Options
     Less              Customization/Integration                     More


Advertisement      Sponsored App            Branded Page     Custom Application

• Banner and       • Build on               • Independent    • Interactive
  rich media ads     existing                 presence on      branded
  targeted by        audience                 Facebook         application
  demo, geo        • Brand                  • Users become     engages users
  and/or             integration              brand fans     • Viral channels
  interests                                                    drive growth




[context]                      Context Optional © 2008          Proprietary and Confidential
Advertisement




Facebook social ad    RockYou app ad                  RockYou banner ad


   [context]                Context Optional © 2008     Proprietary and Confidential
Facebook Social Ads




[context]         Context Optional © 2008   Proprietary and Confidential
Advertising through Networks
   RockYou applications provide distribution through 25 of top 50 apps

        Application         Total Facebook                      Application                  Total Facebook
                                 Users                                                            Users

         Super Wall              31.7M                           Movies                             22.7M


         Hug Me                  18.5M                           iLike                              14.7M


         Likeness                16.9M                           Compare People                     12.2M


         Horoscopes               6.8M                           Are YOU Interested?                 9.7M


         Likeness Unrated         5.1M                           Circle of Friends                   9.5M


         Speed Racing             4.2M                           Quizzes                             7.8M


         PetrolHead               4.1M                           Friends For Sale                    7.3M


                                                                 Growing Gifts                       6.2M

[context]                             Context Optional © 2008                        Proprietary and Confidential
Sponsored App
Co-branded RockYou’s Likeness quiz application promotes Sweeney Todd



                                                                    News feed
                                                                    promotion


                                                                  On-page
                                                                 click-thru

                                                      Results:
                                                      • 186k quizzes taken in 1
                                                        month, generating 2M
                                                        impressions

                                                      • 7M additional impressions on
                                                        matches page, with 46k click-
                                                        thrus to movie site



[context]                   Context Optional © 2008              Proprietary and Confidential
Branded Page
                                         • Page
                                           management
                                         • Fan acquisition
                                         • Page marketing
                                         • Branded apps
                                            •   Sweepstakes
                                            •   Polls
                                            •   Quizzes
                                            •   Contests
                                            •   Coupons




[context]      Context Optional © 2008      Proprietary and Confidential
Branded Page: Quiz

                                                            Profile box
                                                             engages
                                                              profile
                                                              visitors




                                                Compare with
                                                friends drives
                                                 viral sharing
                                Custom quiz
                               for brand Page

[context]         Context Optional © 2008       Proprietary and Confidential
Branded Page: Poll

                                                             Results on
                                                               Page




                                   Polls
                                 questions
                                 appear on
                               branded Page


                                Custom poll
                               for brand Page
[context]         Context Optional © 2008       Proprietary and Confidential
Branded poke app




[context]             Context Optional © 2008   Proprietary and Confidential
Branded gifting app




[context]          Context Optional © 2008   Proprietary and Confidential
Branded
                                           social
                                           game


[context]   Context Optional © 2008   Proprietary and Confidential
Branded quiz




[context]          Context Optional © 2008   Proprietary and Confidential
Social Application Server                    TM




[context]      Context Optional © 2008   Proprietary and Confidential
Reporting and Statistics




[context]        Context Optional © 2008   Proprietary and Confidential
Goals and Assets




[context]        Context Optional © 2008   Proprietary and Confidential
Rules of Thumb
    Frictionless: simple, less is more
    Audience: on Facebook for their friends
    Communication: integrate into the viral channels
    Engagement: hook users to return regularly
    Business model: design with monetization in mind
    Objective: establish goals and success metrics
    Obvious: make each page’s purpose clear
    Keep working: develop, test, repeat
[context]                Context Optional © 2008     Proprietary and Confidential
Main Questions
•   Why: Attention shift
•   Who: 18-35 year olds
•   What: Engage in conversation
•   Where: Facebook, MySpace, Twitter, etc.
•   When: Growing dramatically next few yrs
•   How: Ads, pages, applications, feeds


[context]          Context Optional © 2008   Proprietary and Confidential
Questions?



                             Kevin Barenblat, co-founder
                              www.contextoptional.com
[context]     Context Optional © 2008       Proprietary and Confidential
1 of 33

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Viral Marketing & Advertising Strategies for Social Networks

  • 1. [context] Viral Marketing & Advertising Strategies for Social Networks Kevin Barenblat, co-founder www.contextoptional.com [context] Context Optional © 2008 Proprietary and Confidential
  • 2. [context] builds presence for the world’s biggest brands on the top social networks [context] Context Optional © 2008 Proprietary and Confidential
  • 3. Marketing with [context] Brands Agencies [context] Context Optional © 2008 Proprietary and Confidential
  • 4. Audience Shift Largest Websites by Traffic, 2005 vs. 2008 2005 2008 1 1 2 2 3 3 4 4 5 5 6 6 7 7 8 (U.K.) 8 9 9 Wikipedia.org 10 10 Alexa Global Traffic Rankings [context] Context Optional © 2008 Proprietary and Confidential
  • 5. Global Phenomenon Source: UniversalMcCann Social Media Tracker, March 2008 [context] Context Optional © 2008 Proprietary and Confidential
  • 6. Global Fragmentation [context] Context Optional © 2008 Proprietary and Confidential
  • 7. Spending Shifting [context] Context Optional © 2008 Proprietary and Confidential
  • 8. New Marketing and Communications Platform [context] Context Optional © 2008 Proprietary and Confidential
  • 9. Marketing Funnel Source: Forrester [context] Context Optional © 2008 Proprietary and Confidential
  • 10. Social Marketing [context] Context Optional © 2008 Proprietary and Confidential
  • 11. Creative Drives Engagement E= mc2 [context] Context Optional © 2008 Proprietary and Confidential
  • 12. Viral Loop y Friend Accept? y Friend Accept? Call to action: y User Friend Accept? Invite x friends y Friend Accept? y Friend Accept? Y% acceptance rate x * y > 1 = viral growth [context] Context Optional © 2008 Proprietary and Confidential
  • 13. Viral Channels Invites Profile box News Feed Mini-News Feed on Profile pages Email Message Notifications Profile Action [context] Context Optional © 2008 Proprietary and Confidential
  • 14. Social Marketing Strategy WHY WHO HOW WHAT/WHERE • What are the • Who is the • How should • What applications goals and target customer should be built? objectives of customer? relationships • Which technologies the social • How is the change? should be used? marketing customer best • How will the • Where should the campaign? engaged? campaign be campaign be run? measured? [context] Context Optional © 2008 Proprietary and Confidential
  • 15. Who to Engage? ~20% users overlap ~20% users ~30% users overlap overlap [context] Context Optional © 2008 Proprietary and Confidential
  • 16. Range of Advertising Options Less Customization/Integration More Advertisement Sponsored App Branded Page Custom Application • Banner and • Build on • Independent • Interactive rich media ads existing presence on branded targeted by audience Facebook application demo, geo • Brand • Users become engages users and/or integration brand fans • Viral channels interests drive growth [context] Context Optional © 2008 Proprietary and Confidential
  • 17. Advertisement Facebook social ad RockYou app ad RockYou banner ad [context] Context Optional © 2008 Proprietary and Confidential
  • 18. Facebook Social Ads [context] Context Optional © 2008 Proprietary and Confidential
  • 19. Advertising through Networks RockYou applications provide distribution through 25 of top 50 apps Application Total Facebook Application Total Facebook Users Users Super Wall 31.7M Movies 22.7M Hug Me 18.5M iLike 14.7M Likeness 16.9M Compare People 12.2M Horoscopes 6.8M Are YOU Interested? 9.7M Likeness Unrated 5.1M Circle of Friends 9.5M Speed Racing 4.2M Quizzes 7.8M PetrolHead 4.1M Friends For Sale 7.3M Growing Gifts 6.2M [context] Context Optional © 2008 Proprietary and Confidential
  • 20. Sponsored App Co-branded RockYou’s Likeness quiz application promotes Sweeney Todd News feed promotion On-page click-thru Results: • 186k quizzes taken in 1 month, generating 2M impressions • 7M additional impressions on matches page, with 46k click- thrus to movie site [context] Context Optional © 2008 Proprietary and Confidential
  • 21. Branded Page • Page management • Fan acquisition • Page marketing • Branded apps • Sweepstakes • Polls • Quizzes • Contests • Coupons [context] Context Optional © 2008 Proprietary and Confidential
  • 22. Branded Page: Quiz Profile box engages profile visitors Compare with friends drives viral sharing Custom quiz for brand Page [context] Context Optional © 2008 Proprietary and Confidential
  • 23. Branded Page: Poll Results on Page Polls questions appear on branded Page Custom poll for brand Page [context] Context Optional © 2008 Proprietary and Confidential
  • 24. Branded poke app [context] Context Optional © 2008 Proprietary and Confidential
  • 25. Branded gifting app [context] Context Optional © 2008 Proprietary and Confidential
  • 26. Branded social game [context] Context Optional © 2008 Proprietary and Confidential
  • 27. Branded quiz [context] Context Optional © 2008 Proprietary and Confidential
  • 28. Social Application Server TM [context] Context Optional © 2008 Proprietary and Confidential
  • 29. Reporting and Statistics [context] Context Optional © 2008 Proprietary and Confidential
  • 30. Goals and Assets [context] Context Optional © 2008 Proprietary and Confidential
  • 31. Rules of Thumb Frictionless: simple, less is more Audience: on Facebook for their friends Communication: integrate into the viral channels Engagement: hook users to return regularly Business model: design with monetization in mind Objective: establish goals and success metrics Obvious: make each page’s purpose clear Keep working: develop, test, repeat [context] Context Optional © 2008 Proprietary and Confidential
  • 32. Main Questions • Why: Attention shift • Who: 18-35 year olds • What: Engage in conversation • Where: Facebook, MySpace, Twitter, etc. • When: Growing dramatically next few yrs • How: Ads, pages, applications, feeds [context] Context Optional © 2008 Proprietary and Confidential
  • 33. Questions? Kevin Barenblat, co-founder www.contextoptional.com [context] Context Optional © 2008 Proprietary and Confidential