Socialize: Monetizing Social Media - Lauren Bigelow and Chris Emme

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Video & Virtual Currency: A Monetization Match Made in Heaven

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Socialize: Monetizing Social Media - Lauren Bigelow and Chris Emme

  1. 1. SOCIALIZE!<br />Video and <br />Virtual Currency<br />March 3, 2011<br />Chris Emme Lauren Bigelow <br />COO<br />
  2. 2. Top teen avatar-based social network <br /><ul><li>42M WeeMees created
  3. 3. Top 10 Teen Site in US
  4. 4. 30 minutes session times
  5. 5. 1 year return tenure</li></li></ul><li>Revenue: Virtual Goods<br /><ul><li>15M assets/mo
  6. 6. Decorative, functional, branded and behavioral
  7. 7. Many payment methods</li></li></ul><li>Revenue: Advertising<br />Over ½ billion impressions/mo<br />Integrated Brands<br /><ul><li> Users choose brand
  8. 8. Viral spread
  9. 9. Ask for brands to come back</li></li></ul><li>Who are you?<br />Who are you?<br />ADVERTISER<br /> MARKETER<br />2. PUBLISHER<br />OTHER<br />
  10. 10. Video viewing on the rise<br />
  11. 11. Teens love video<br />(Nielsen U.S 4/08)<br />
  12. 12. Teens love video<br />Other than WeeWorld, <br />#1 site besides WeeWorld<br />our users go to .....<br />YOUTUBE<br />72% of WeeWorld users have visited YouTube in the past two weeks<br />
  13. 13. Video advertising growing rapidly<br />
  14. 14. What videos look like on WeeWorld<br />Example 1:<br />Video on offer wall<br />
  15. 15. What videos look like on WeeWorld<br />Example 2:<br />Video on offer wall<br />
  16. 16. What videos look like on WeeWorld<br />Example 3:<br />Video dropdown<br />
  17. 17. Publishers make $<br />Users embrace video<br />Doubled % of users taking offers<br />Actual User comments<br /><user comments being compiled><br />
  18. 18. What videos look like on WeeWorld<br />Example 5: <br />TV for room<br />
  19. 19. What videos look like on WeeWorld<br />Example 6:<br />TV for room<br />
  20. 20. What videos look like on WeeWorld<br />Example 7:<br />TV for room<br />
  21. 21. Truth Campaign: Video in World<br />Example 8: Video in World<br />
  22. 22. Measuring success of campaign<br />Consumer control + <br />viral ads + <br />social media = <br />engagement<br />
  23. 23. Measuring success of campaign<br />Interaction Volume<br />Video CTR<br />Length of time watched<br />Video Completions<br />Interaction Depth<br />(on video or accompanying ad)<br /><ul><li>Likes on facebook
  24. 24. Share on Twitter
  25. 25. Direct response </li></li></ul><li>Users love video<br />User benefits<br /><ul><li> Get gold for doing something</li></ul> they love to do: watch video<br />
  26. 26. Video increases publisher revenue<br />Publisher benefits<br /><ul><li> Increase revenue</li></li></ul><li>Effective format for advertising<br />Advertiser benefits<br /><ul><li>Broad distribution
  27. 27. Confirmed completion
  28. 28. Viral spread
  29. 29. Engagement</li></li></ul><li>Effective format for advertising<br />Chris Emme, Radium One<br />Showing examples and statistics <br />on other publisher sites <br />
  30. 30. Video on IMVU<br />
  31. 31. Videos increase publisher revenue 30%<br />Action:<br /><ul><li>Playspan placed a banner on its homepage to promote RadiumOne’s video offers</li></ul>Results: <br /><ul><li>55% CTR
  32. 32. 30% increase in publisher’s daily revenue</li></li></ul><li>90% of Tagged users clicked video<br />Action:<br /><ul><li> RadiumOne provides Tagged.com users with free offers they can complete to get virtual currency
  33. 33. Over 80 video campaigns served in the past 6 months</li></ul>Results: <br /><ul><li> 90% conversion rate
  34. 34. 76% completion rate
  35. 35. 32% click through rate to the advertiser’s website</li></li></ul><li>Adidas” video and Facebook ‘like’<br />
  36. 36. Share on Twitter and Facebook<br />Once the video ends, advertisers can customize the viral actions that users are<br />encouraged to take.<br />Ex. Oprah’s “Behind the Scenes” show<br />Beginning: End:<br />
  37. 37. Branding and Direct<br />
  38. 38. Q+A SECTION<br />Questions?<br />
  39. 39. Thank You<br />

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