Fresh Networks presentation: Case studies in social networks monetisation


Published on

Published in: Technology, Business

Fresh Networks presentation: Case studies in social networks monetisation

  1. 1. What’s the Value?: Monetising online communities and building value Joanne Jacobs Social Media Consultant [email_address] @joannejacobs bgsbjj
  2. 2. Scope <ul><li>‘Value’ and social media </li></ul><ul><li>Retail and social media stats </li></ul><ul><li>Case study: Gurgle </li></ul><ul><li>Case study: Book Army </li></ul><ul><li>Emergent retailing opportunities with social media </li></ul><ul><li>Rethinking ‘monetisation’ </li></ul>
  3. 3. Value & Social Media 1 <ul><li>‘ Value’ versus ‘monetisation’ </li></ul><ul><ul><li>What do you want to achieve? </li></ul></ul><ul><ul><li>What revenue streams do you need to be sustainable/profitable/change your retail proposition? </li></ul></ul>
  4. 4. Value and Social Media 2 <ul><li>‘Value’ versus ‘utility’ </li></ul><ul><ul><li>Value drawn from demographics, market research and product testing </li></ul></ul><ul><ul><li>£ value income generation from the channel and/or conversions </li></ul></ul>
  5. 5. Facts and Stats (1) December 2008, Source:
  6. 6. Facts and Stats (2) January 2009, Source:
  7. 7. Facts and Stats (3) January 2009, Source:
  8. 8. Facts and Stats (4) March 2009, Source:
  9. 9. Facts & Stats (5) March 2009, Source:
  10. 10. <ul><li>Background: </li></ul><ul><ul><li>Launched October 2007 </li></ul></ul><ul><ul><li>Joint Mothercare & Fleming Media investment </li></ul></ul><ul><ul><li>50,000 registered users by April 2008 </li></ul></ul><ul><ul><li>Launched to US and India in June 2008 </li></ul></ul><ul><ul><li>>90,000 registered users by April 2009 (200,000+ uniques/month) </li></ul></ul>
  11. 12. <ul><li>What does it do: </li></ul><ul><ul><li>Provides ‘safe’ space for pregnant women and young families to share stories, find information on relevant issues, and communicate with people in same situation </li></ul></ul><ul><ul><li>Non-exclusive promotion of products </li></ul></ul><ul><ul><li>Generates advertising revenue </li></ul></ul>
  12. 13. Sharing Stories TOP DOWN BOTTOM UP
  13. 14. <ul><li>Product promotion: </li></ul><ul><li>Mothercare </li></ul><ul><li>Other brands </li></ul>
  14. 15. <ul><li>Ad revenue generation </li></ul>
  15. 16. <ul><li>Social media components: </li></ul><ul><ul><li>Chat & Answers section </li></ul></ul><ul><ul><li>Uploads </li></ul></ul><ul><ul><li>Comments on all items </li></ul></ul><ul><ul><li>Facebook app </li></ul></ul><ul><ul><li>Polls </li></ul></ul><ul><ul><li>Bookmarking/integration </li></ul></ul>
  16. 17. <ul><li>Background: </li></ul><ul><ul><li>Went to Beta in December 2008 </li></ul></ul><ul><ul><li>Joint Harper Collins & Fleming Media investment </li></ul></ul><ul><ul><li>Approx 30,000 users by April 2009 </li></ul></ul><ul><ul><li>Not due to launch properly until July 2009 </li></ul></ul>
  17. 19. <ul><li>What does it do: </li></ul><ul><ul><li>User generated reviews of books and recommendation engine </li></ul></ul><ul><ul><li>Promotion of Harper Collins books and authors </li></ul></ul><ul><ul><li>Generates advertising revenue </li></ul></ul>
  18. 20. <ul><li>Reviews and Recommendations </li></ul>
  19. 21. <ul><li>HC Book and Author profiles </li></ul>
  20. 22. <ul><li>Ad and Referral Revenue </li></ul>
  21. 23. Clicking this….
  22. 24. … takes you to e-tailing partner.
  23. 25. Emergent Opportunities for Retail <ul><li>Twitter represents a great opportunity to: </li></ul><ul><ul><li>Research perception of brands </li></ul></ul><ul><ul><li>Track product launches </li></ul></ul><ul><ul><li>Respond to questions in real time </li></ul></ul><ul><li>Vendor Relationship Management </li></ul><ul><ul><li>‘Markets are conversations’ </li></ul></ul><ul><ul><li>Sustainability dependent on lifetime value of customer </li></ul></ul>
  24. 26. Rethinking monetisation <ul><li>Monetisation doesn’t have to involve e-tailing conversions </li></ul><ul><ul><li>Market research </li></ul></ul><ul><ul><li>Product testing </li></ul></ul><ul><ul><li>Reviews and recommendations </li></ul></ul><ul><ul><li>Distributed, or reduced-cost customer service </li></ul></ul><ul><li>Social networks don’t have to be all ad revenue driven </li></ul><ul><ul><li>Can sell premium information services, event participation, other services. </li></ul></ul>
  25. 27. Questions? <ul><li>Joanne Jacobs </li></ul><ul><li>Social Media Expert Consultant </li></ul><ul><li>Email: [email_address] </li></ul><ul><li>Office: 0208 144 9348 </li></ul><ul><li>Mob: 07948 318 298 </li></ul><ul><li>Twitter: @joannejacobs </li></ul><ul><li>Skype: bgsbjj </li></ul>