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• What is social networking?• Refresh your digital vocabulary• The rise of social networks• Selected networks and usage models• Leveraging networks for marketing
• Social networks are online communities that allow users to create a web presence, manage their identities, and stay connected to friends• These sites are quickly evolving from public profiles into platforms for communication, creativity, advertising, and commerce.
The Evolution of the Internet Online Ad Spending is GrowingPhase 1: The Portal Era – Content is king $80,000 Interactive Marketing Spend (US $ Millions) $70,000 Online• Aggregating eyeballs and delivering impressions $60,000 $50,000 video Emerging Channels $40,000• Key is efficiency over traditional media $30,000 Online Display $20,000 $10,000 SearchPhase 2: The Search Era – Context is king Engine $0. 2007 2008 2009 2010 2011 2012 CAGR• Key is combining efficiency of traditional online media with breakthrough targeting and measurabilityPhase 3: The Social Media Era – Contacts are king• Seismic shift away from big media portals• Consumers form communities and filter the web through their own networks
Boost your Digital VocabularyWidget : mini applications that add some functionality to a program or websiteBlog : Short for "Web log," A Blog is a frequently updated online diary or journal.RSS Feed : a file that contains frequently updated information, such as news headlines, blog posts, and other contentSocial Networking : online sites used to link people to other peopleTagging : the practice of attaching descriptive labels to pieces of web contentMashup : taking two independent pieces of content and combining them to create something new
New VocabularyWiki : Collaboration tools. They allow multiple people to work in the same document, and that document lives online.Web 2.0 : term used to describe Internet-based services that emphasize collaboration and sharingCTR : Click-through Rate. Average number of click-throughs per hundred ad impressions, expressed as a percentage.CPX : Cost per X click, engagement, end action, etc (CPC, CPE, CPEA). Function of end-goal with cost-effectiveness of reaching that goal.Unique visitor : a single person who visits a website, no matter how many timesPage View : # of times of visits per page (higher than uniques)
Social Networking and Blogs• Customizing your profile, creating/sharing information, managing your network, and interacting with others• Finding individuals with shared interests or activities, or exploring the interests and activities of others• Engage in meaningful interactions from the comfort of a web browser• Social networks are shifting towards open platforms• Low barriers to entry
Visitors to Social Networking sites jumped a staggering 774% between 2006 and 2007
Growth of Social Networks: Contacts, conversations, context• New usage model: Role of networks• Real life connections• Content integration• Internet ubiquity• Business and personal• Open platform• Ease of use• Central place to call your own
Selected Social NetworksPurpose: Purpose:Online messaging Online social Purpose:system utility for sharing Online business and receiving info networking toolUsage model: with friendsSend short Usage model:messages and Usage model: Make businessupdates to your Create a personal connections andfriends profile and interact build contacts with others
Stay connected by sending brief messages to your network – under 140charactersSpeed and agility are key components of Twitter – mobile phone integrationAnswers the simple question – what are you doing?New York Times characterizes it as “One of the fastest growing phenomena onthe InternetTime Magazine calls it the next “Killer App”Businesses such as Whole Foods, Comcast, and Dell use twitter to communicateto their customers
Social networking with a business-orientedtwistBuild meaningful business connections andnetwork with professionalsShowcase your skills, talents, and professionalreputationShare your resume and make connections withprospective employersMaintain business contacts and communicatewith others using the platformOver 25 million registered professionals
a social utility that connects people with friends and others whowork, study and live around them. People use Facebook to keep upwith friends, upload an unlimited number of photos, share links andvideos, and learn more about the people they meet.
Skyrocketing popularity• Largest social networking site - >80M active users WW• Founded in 2004 as college networking tool• By Mark Zuckerberg (age 23). Youngest ever self-made billionaire• In 2007, opened to broader use base + app developers• Quick statistics – 124 million unique visitors per month – 250,000 people register each day – 14 million photos uploaded per day – Controls 85% Market share across universities – 172% growth in Age 35-54 demographic (fastest expanding crowd) – 20 minutes avg. time spent per day• Valued at $15 Billion dollars in October 2007, Microsoft invested $240 million for a 1.6% stake in the high tech company.
Facebook PlatformThe open platform of Facebookallows for independentdevelopers to bring innovative,fun, and unique applications –along with content aggregationOver 5000 Applications to choosefromSimilar to Widgets
Activities on Facebook• Keep in touch with your friends• Keep them informed about what you do• Access a wealth of information• Ensure your personal privacy
Facebook Minifeed • The front page of Facebook that keeps you updated about your friends • Shows the past 10 actions • “Puts all of the information in one place”
Marketing on Facebook “More than one way to skin a cat”• Social Ads• Sponsored applications• Facebook Groups• Facebook Fan Pages
11/6/07 – Facebook creates “Social Ads”Facebook launches an advertising platform called “Beacon” that leveragesuser’s recommendations to serve “targeted ads” catered to individualmembers’ interests
Facebook Fan Pages • Online space for customers to voice their opinions • Allows fans of a product to show their allegiance – “Become a Fan” • Social element • Company-owned
Facebook Groups • Community created affinity club • Facebook users seek out this group • Social element • Completely user- generated • Shapes the brand • Product activism • Global reach
Facebook’s role in the Purchase FunnelAwareness Preference Purchase Attitude Formation. Customers recognize Customers are compelledProducts on the mind benefits of the product and to take the next step andof potential customers choose over competitor. purchase the product.
Summary User business generated interactioncommunities in social networksaren’t just for is significantlykids anymore on the rise
Final thoughts• Social networking is still in it’s infancy, but is not a passing trend• Implications around connectivity, commerce, and community are huge• Growth in these areas will be huge for years to come