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Social Brand Marketing For Web 2.0

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Social Marketing: Why brands will be the biggest beneficiaries of social media and how you can participate.

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Social Brand Marketing For Web 2.0

  1. Insert text for Title Here Social Marketing Why brands will be the biggest beneficiaries of social media and how you can participate Michael Lazerow CEO, Buddy Media [email_address]
  2. <ul><li>Social media is here. </li></ul><ul><ul><li>37% of adult internet users and 70% of teens use social networking sites monthly </li></ul></ul>SOURCE: eMarketer Social Network Marketing Report. Dec. 2007
  3. <ul><li>All major social networks have announced plans to open their platforms to developers and brands. </li></ul>
  4. <ul><li>Brands now have cost-effective access to more than 500MM engaged users. </li></ul><ul><ul><li>250 million of them are on Facebook and MySpace! </li></ul></ul>
  5. <ul><li>But <1% of digital ad budgets flow into social! </li></ul>
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  7. <ul><li>Because social advertising </li></ul><ul><li>sucks! </li></ul>
  8. Too much noise!
  9. Not scalable!
  10. Not tied to results, yet!
  11. The Wild Social West AD NETWORKS DEVELOPERS THE ALMIGHTY AD DOLLAR
  12. The Wild Social West BRANDS THE ALMIGHTY CONSUMER!
  13. <ul><li>Social is not just about advertising. </li></ul><ul><li>It’s about marketing! </li></ul>
  14. <ul><li>Social is not just about advertising. </li></ul><ul><li>It’s about conversations! </li></ul>
  15. <ul><li>Social is not just about advertising. </li></ul><ul><li>It’s about CRM! </li></ul>
  16. <ul><li>Social is not just about advertising. </li></ul><ul><li>It’s about people! </li></ul>
  17. <ul><li>Impressions are like air! </li></ul>
  18. <ul><li>OLD MODEL: </li></ul><ul><li>BUY IMPRESSIONS </li></ul>
  19. OLD: SHOUT!
  20. Last 50 years
  21. <ul><li>NEW MODEL </li></ul><ul><li>BUY ENGAGEMENT. </li></ul><ul><li>EARN LOYALTY. </li></ul>
  22. <ul><li>NEW MODEL </li></ul><ul><li>SOCIAL BRAND LOYALTY! </li></ul>
  23. The intense adoption of, commitment to and interaction with a brand within a social network. <ul><li>SOCIAL BRAND LOYALTY </li></ul>
  24. NEW: LISTEN
  25. Next 50 years SOURCE: Derived from Gartner Research
  26. What do these brands have in common?
  27. <ul><li>The most forward-thinking clients are building applications to support their marketing initiatives </li></ul>They all are investing heavily in apps The app will replace the banner as the dominant ad format!
  28. <ul><li>Ad units </li></ul><ul><li>Tied to a database </li></ul><ul><li>Connected to social graph </li></ul>What are apps?
  29. <ul><li>Emotion </li></ul><ul><li>Engagement </li></ul><ul><li>Efficiency </li></ul><ul><li>Social Intelligence </li></ul><ul><li>Why apps? </li></ul>
  30. Ad applications
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  33. <ul><li>Cross-platform, tied to CRM, “socialize” existing sites </li></ul><ul><ul><li>Engaging creative </li></ul></ul><ul><ul><li>Scalable technology </li></ul></ul><ul><ul><li>Media required </li></ul></ul><ul><ul><li>ONLY PAY FOR RESULTS! </li></ul></ul>Social branded applications
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  42. <ul><li>Results </li></ul><ul><ul><li>100,000 installs in 72 hrs </li></ul></ul><ul><ul><li>More than 300,000 active users in 6 days </li></ul></ul><ul><ul><li>Less than 10% uninstall rate </li></ul></ul><ul><ul><li>Global audience in more than 200 countries </li></ul></ul>
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  46. <ul><li>Results </li></ul><ul><ul><li>250,000 active users </li></ul></ul><ul><ul><li>86% of visitors returned at least once </li></ul></ul><ul><ul><li>57% came back 9 times or more </li></ul></ul><ul><ul><li>1M+ AceBucks earned by consumers playing the game, which can be redeemed for actual shoes </li></ul></ul>
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  53. <ul><li>Results </li></ul><ul><ul><li>200,000 installs in 5 weeks of marketing </li></ul></ul><ul><ul><li>First application to successfully implement an age-gate that prohibits minors from accessing the app </li></ul></ul><ul><ul><li>14% average daily active user growth </li></ul></ul><ul><ul><li>6000+ daily active users during campaign </li></ul></ul><ul><ul><li>19% of users visited every day during campaign </li></ul></ul>
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  59. <ul><li>Results </li></ul><ul><ul><li>185,000 installs in 6 weeks </li></ul></ul><ul><ul><li>78% of user base were InStyle’s target demo of females 18-35 </li></ul></ul><ul><ul><li>Avg. time on application almost 7 minutes </li></ul></ul><ul><ul><li>47% of total user base has returned to the application more than 25 times </li></ul></ul><ul><ul><li>Average user tries on 3 different hairstyles per visit </li></ul></ul>
  60. <ul><li>Users spent 2:35 on average engaging with the last 10 branded apps </li></ul><ul><ul><li>75X greater than time spent with banners </li></ul></ul><ul><ul><li>5X more than time spent watching TV ad </li></ul></ul><ul><li>85% of the users returned multiple times to Buddy Media’s app-vertisements </li></ul>App results are promising SOURCE: BUDDY MEDIA BUDDY BRAIN
  61. <ul><li>Branded app-vertising programs can’t be compared to top platform apps </li></ul><ul><ul><li>4 top Facebook app companies have raised $150M+ combined </li></ul></ul><ul><ul><li>Top apps continuously add content and features </li></ul></ul><ul><ul><li>Top apps are entertainment properties </li></ul></ul><ul><ul><li>Brands cannot expect to create Top Friends! </li></ul></ul>Branded ad apps are ads, not top apps!
  62. Branded apps are ads, not top apps! VS.
  63. How do you get started? Make goals. Track results. Think big. Start small. Go fast. Iterate. Iterate. Socialize everything.
  64. THE END Questions anyone?
  65. <ul><li>www.slideshare.net/lazerow </li></ul>Michael Lazerow CEO, Buddy Media [email_address] www.buddymedia.com

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