South America 2008: Open Social For Brand Advertising and Media

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Introduction about OpenSocial for brand adverisers and media. This presentation includes slides from Ro Choy from RockYou. It was presented in Sao Paulo during the OpenSocial South America Tour, to an audience of marketing professionals and media.

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South America 2008: Open Social For Brand Advertising and Media

  1. OpenSocial South America Tour 2008 OpenSocial is Open for Business
  2. Google APIs Evangelist: Patrick Chanezon Paris - San Francisco API Evangelist - OpenSocial Checkout, AdWords Software plumber Java geek… in scripting rehab: Ruby, JavaScript, PHP, Python Open Source: ROME, AdWords (Java, C#, Ruby) Sun: Blogs, Portals, eCommerce Netscape/AOL: LDAP, Calendar, App Servers, CMS, MyNetscape (RSS) More on my blog http://wordpress. chanezon.com Links and slides at http://del.icio.us/chanezon/
  3. Google APIs (Circa November 2006, Mainz) Why are we doing do it? Our mission: “Organize the world’s information and make it universally accessible and useful” We can’t organize it all ourselves 14 Google APIs on http://code.google.com… and counting! Google Data Enterprise API APIs Calendar Homepage API API Maps API Related AdWords API Links Blogger API Sitemaps Data APIs Talk (XMPP) Desktop SDK Toolbar API Earth (KML) Web Search API
  4. Google APIs (Circa May 2007, Buenos Aires) Why are we doing do it? Our mission: “Organize the world’s information and make it universally accessible and useful” We can’t organize it all ourselves 32 Google APIs on http://code.google.com… and counting! Checkout API Enterprise APIs Data API Homepage API 8 services YouTube API Maps API Sitemaps AdWords API Talk (XMPP) Ajax Search API Toolbar API Ajax Feed API Google Web Desktop SDK Toolkit …
  5. Google APIs (Circa September 2007, San Francisco) Why are we doing do it? Our mission: “Organize the world’s information and make it universally accessible and useful” We can’t organize it all ourselves 37 Google APIs on http://code.google.com/apis… and counting! Checkout API Enterprise APIs Data API Homepage API 8 services YouTube API Maps API Sitemaps AdWords API Talk (XMPP) Ajax Search API Toolbar API Ajax Feed API Google Web Desktop SDK Toolkit …
  6. Google APIs Today (Circa April 2008, Redwood City) Why are we doing do it? Our mission (it has not changed): “Organize the world’s information and make it universally accessible and useful” We can’t organize it all ourselves N Google APIs on http://code.google.com/apis… and counting! Let’s script it so that I can reuse this slide wget http://code.google.com/more/ -q -O - | grep products-short-desc | wc -l 55 Including 3 Platforms
  7. Making the web better by making it social Why?
  8. What does Social mean? Eliette what do you do with your friends?
  9. This work by Eliette Chanezon is licensed under a Creative Commons Attribution-
  10. This work by Eliette Chanezon is licensed under a Creative Commons Attribution-
  11. This work by Eliette Chanezon is licensed under a Creative Commons Attribution-
  12. This work by Eliette Chanezon is licensed under a Creative Commons Attribution-
  13. This work by Eliette Chanezon is licensed under a Creative Commons Attribution-
  14. This work by Eliette Chanezon is licensed under a Creative Commons Attribution-
  15. Raoul: a social object for Charlotte (3 year old)
  16. Jaiku’s Jyri Engeström's 5 rules for social networks: social objects 1. What is your object? 2. What are your verbs? 3. How can people share the objects? 4. What is the gift in the invitation? 5. Are you charging the publishers or the spectators? http://tinyurl.com/yus8gw
  17. How do we socialize objects online without having to create yet another social network?
  18. Brands are Social Objects
  19. Borges on Walled Gardens quot;To enclose an orchard or a garden is common, but not an empirequot; About Chinese emperor Shih Huang Ti and the great Wall of China Jorge Luis Borges, quot;The Wall and the Booksquot;, Selected Non Fictions
  20. Google APIs Guide: Hal Varian OpenSocial is a straightforward application of chapters 8 and 9 of his 1998 book quot;Information Rulesquot; “Standards change competition for a market to competition within a market” Network Effects Lock-In and Switching Costs Standards
  21. OpenSocial A common open set of APIs for building social applications across multiple sites
  22. Standards-based html+javascript
  23. Open: OpenSocial Foundation OpenSocial Foundation http://opensocial.org/ Keep the specification Open Specifications discussed on Public Google Group Will probably use the IETF process
  24. Why should you care about OpenSocial? Developers/Brands: Distribution >200 Million users Social Sites: Features Users: More applications
  25. Gartner Technology Hype Cycle
  26. OpenSocial Hype Cycle
  27. OpenSocial Trends: Yahoo!
  28. Creating a Standard like OpenSocial is a Social endeavor This work by Eliette Chanezon is licensed under a Creative Commons Attribution-
  29. Integrating Community Feedback This work by Eliette Chanezon is licensed under a Creative Commons Attribution-
  30. This work by Eliette Chanezon is licensed under a Creative Commons Attribution-
  31. This work by Eliette Chanezon is licensed under a Creative Commons Attribution-
  32. This work by Eliette Chanezon is licensed under a Creative Commons Attribution-
  33. This work by Eliette Chanezon is licensed under a Creative Commons Attribution-
  34. This work by Eliette Chanezon is licensed under a Creative Commons Attribution-
  35. This work by Eliette Chanezon is licensed under a Creative Commons Attribution-
  36. This work by Eliette Chanezon is licensed under a Creative Commons Attribution-
  37. A standard for everyone This work by Eliette Chanezon is licensed under a Creative Commons Attribution-
  38. How does it work? 10 minutes to an OpenSocial app
  39. One API, Many Websites One API client-side JavaScript - version 0.7 ready for production standard Web development tools: HTML + Javascript server optional server-side REST (initial proposal under review) Google proposal based on Atom Publishing Protocol AtomPub and JSON Many Websites every OpenSocial website exposes the same API ==> more users for every app ==> more apps for every user
  40. Core Services People (quot;who I amquot;, quot;who are my friendsquot;) Activities (quot;what I'm doingquot;) Persistence (state without a server)
  41. Demo OpenSocial Online Resources Specification http://opensocial.org Technical demo http://code.google.com/p/opensocial-resources/ OpenSocial Applications On Orkut, hi5, MySpace
  42. Social Applications Monetization Several business models possible (cf Dave McClure Web 2.0 Expo 2008 presentation) AdSense Brand the App (brand advertising) Free -> Freemium Refferals Sell virtual or real goods (ex: MixBook) Brand Advertising on Social Applications (See RockYou's Ro Choy Web 2.0 Expo 2008 presentation)
  43. OpenSocial for Brand Advertising Has started on Facebook already Many brands planning for OpenSocial now Leverage viral channels offered by Social Platforms Companies that can help agencies create these apps RockYou: leader on US market Mentez Globant
  44. Bling Bling: Marketing and Monetizing Through Social Applications April 2008 Slides from Ro Choy, RockYou Presented at Web 2.0 Expo
  45. Marketing Opportunities with Social Applications Successful marketing for social media should focus on social applications: 1. Application content integration Integrating brand or product as part of user experience Example: Likeness quiz, virtual gifts, greeting cards, virtual actions, etc 1. Sponsorships or branding of applications App takeover or skinning w/ possible promotion Example: Skin application w/ sweepstakes or contest 1. Custom social application building & distribution Build a social app for advertiser and/or distribute it through social network specific ad networks Example: Build, viral tune, launch, and seed an app recruiting users from RockYou’s leading ad network jumpstarting viral spread of app 1. Rich Media
  46. Application Integration & Application Takeovers Click-Through Rate Social Networks (1) Web (1) Average Best RockYou RockYou Ads Ad Campaigns (1) Business Week (2/7/2008)
  47. Application Development and Promotion Some rules of thumb from Context Optional. 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
  48. Online Advertising Growing Social Advertising Growing 3x Faster Global Online Media Advertising Global Social Networking Advertising ($Bn) ($MM) CAGR: 22% CAGR: 65% Source: eMarketer
  49. Context is the key to social application monetization High context High virality Apps add context to social networks. Social apps are viral Social Applications Low context High virality Low context from High context photo browsing Low virality Search is not viral Contextual Virality / targeting Hyper- targeting
  50. Monetizing Social Media Application Cross-promotion CPI (Cost per Installation) = $0.30-$0.50 Selected Customers: Agency-sourced Branded Advertising CPM (Cost per Impression) = $2.00 - $10.00 Type of Ads Using CPM: Branded Ads, Takeovers, App Integration Selected Customers: Direct Response and Lead Generation CPA (Cost per Action) Type of Ads Using CPA: Mobile Offering, Education, Finance Selected Customers: Virtual Goods, Micro-transactions & Subscription
  51. Agency-Sourced Branded Advertising
  52. Agency-Sourced Branded Advertising Direct selling is required - work with ad rep companies to help source agency relationships Alloy Media & Marketing Clearspring Appsavvy Agencies are looking for new, materially impactful experiences for their clients (same as the regular web) Application takeovers Niche demographic reach or custom content Performance Productize the offerings of your application/site Agency-sourced campaigns range from $30K to $150K spend International brand marketing can be significant UK/Europe Canada South America Internal resources are needed to support agency work Ad operations Reporting
  53. OpenSocial for Publishers/Media Socializing Content: Problem and Opportunities Problem email + password protected urls -> Hard to socialize around content Opportunity Tribune de Geneve example: viral adoption, fun, branding
  54. OpenSocial for Publishers: Distribution Distribute your content to 200+M users Move your content to where users spend their time Get users more engaged with your content Leverage the viral channels while staying in control
  55. OpenSocial for Publishers: Monetization Social sites determine the monetization policy Hi5, MySpace, you can monetize on canvas page A lot of experimentation needs to happen in the next 6 months: YOU should experiment!
  56. OpenSocial for Publishers: Socialize your site Leverage Social Networks directly from your site You need a REST API for that Proposal in public Forum: comment on it You can leverage MySpace proprietary REST API now to experiment
  57. Conclusion: OpenSocial is a great opportunity for Publishers OpenSocial is an open standard to make the web more social The whole web Different types of sites: mainstream, professional, enterprise International Publishers should leverage this new opportunity to distribute their content, make it more engaging, and monetize it.
  58. Google OpenSocial Platforms Orkut and iGoogle
  59. 2nd social network in the world >60M users Big in Brazil and India Use case: self expression, communication Status: OpenSocial available for users in India since last week Directory limited to 19 applications for now
  60. Orkut Stats http://www.orkut.com/MembersAll.aspx
  61. Orkut Policies Viral Channels Only ActivityStream for now Security makeRequest uses RSA See PHP sample to validate signature Monetization Advertise on Canvas Pages Use any Advertising Network Keep proceeds for yourself Respect the T&Cs http://code.google.com/apis/orkut/docs/orkutdevguidelines. html#monetization
  62. iGoogle Users iGoogle was the fastest growing Google product in 2006 and 2007 iGoogle has tens of millions of users worldwide. More than 20% of visits to the Google homepage in the U.S. are to iGoogle. iGoogle is available in 42 languages and over 70 countries. Approximately 50% of iGoogle users are in the U. S., with large user bases in the U.K., France, Japan, Germany, Canada, Spain, Italy and the Netherlands.
  63. iGoogle Developers Users have added more than 100,000 unique gadgets to their iGoogle pages. Currently there are over 47,000 gadgets (up from 9,000 in Q3 2007) and 200,000 feeds available in our public directory for users to add to their own webpage, in addition to their iGoogle page. All gadgets are free. http://www.google.com/ig/directory?synd=open Our top developers include a Database Specialist from the University of Southern Maine, a stay-at- home mom from Utah, and a computer science major from Puerto Rico.
  64. iGoogle Social Sandbox launched yesterday 4/21 For developers, Friends manager gadget Social Content Platform as opposed to a social network Helping you filter your information consumption: using friends to help you discover and filter as opposed to communicate and self express Use Cases: media, commerce, games games and twitter should work well, throwing sheep won't work
  65. iGoogle Social In iGoogle Viewer=Owner, main difference with Orkut quot;I talk about social networks as performance spaces- Orkut is Karaoke, iGoogle is watching a concert. You want it to be clear which one you are doing.quot; Kevin Marks, OpenSocial Developer Advocate
  66. iGoogle Policies Viewer = Owner Key difference between iGoogle and Orkut AppData 10Kb Viral Channels sendMessage soon Monetization Ads on the Canvas pages Home/Dashboard view is private
  67. Conclusion: OpenSocial is open for Business OpenSocial is making the web more social The current version 0.7 is in production Developers can start creating social applications today Orkut, Myspace, Hi5 open to consumers now Orkut in India now: Brazil real soon! Social sites: implement OpenSocial get Shindig and start planning Advertisers: create brand advertising Apps now Media: get your content more social
  68. Hackathons Hacker’s Marathons: Pizza, Beer and Code Worldwide: Bangalore, Mexico, Buenos Aires, London, Mountain View, … With partners: OpenSocial hackathons with MySpace, Hi5,SixApart, … Hackathon in Buenos Aires in May - Mentez contest in Brazil
  69. A two day developer gathering focused on pushing the boundaries of web applications. May 28-29, 2008 San Francisco Learn more and register at http://code.google.com/events/io
  70. Globant and OpenSocial Globant worked on Google Checkout: excellent tech work, we became friends Involved in OpenSocial Trusted Testers: created cool apps Created an OpenSocial practice: build apps and containers for social sites
  71. Questions

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