Groupable Pres Vc4
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Groupable is a platform that connects brands with niche social groups through group influencers. It has over 4,000 group profiles across various topics. Groupable provides analytics and metrics to measure group influence using its Groupability Index. It generates revenue by allowing brands to target specific groups for advertising campaigns.
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Groupable Pres Vc4
- 1. July 14, 2010 Tools v.1.2 Marketplace v.1.0 Analytics v.1.5 Social Affinity Marketing v. 0.35
- 2. 2 Challenges for Brands 1. Who and where are my customers? 2. What are they thinking and saying? 3. How can I get them to evangelize my brand? 4. How can I communicate with them? 5. How do I measure it all? 6. How can I buy it?
- 3. 3 The Idea Identify and harness the power of brand influencers through self- organized, niche, social groups. Package group influencers to allow brands to “buy” micro-targeted media bridging offline and online worlds.
- 4. 4 Groupable.com Public Beta launched - 6/2009 Groupable Community • July 2010 - 4,321 group profiles created Snapshot • 260 topics Business & Finance 12% • 48 states, 377 cities Family & Home 26% • 8 brand sponsors; MillerCoors, Whole Foods, Xerox, Harper- Computers & Internet 14% Collins, Red Envelope • Facebook app launch 8/2010 Entertainment & Arts Sports & Rec 9% 18% • Analytics Suite w/ listening metrics, 9/2010 Non-Profits 20%
- 5. 5 The Groups (passionate influencers) Yale University Ultimate Frisbee Team Petaluma Moms Club 41 53 37 Phoenix Movie Bears
- 6. 6 The Sponsors (Pipeline) Hahn Wine
- 10. 10 The Groupies Nate Brochin - CEO (co-founder) Founder, Rare Medium (RRRR) - $3B valuation in 2000 Founder, Savos, Inc. - sold to InfoSpace (INSP) 2001 Co-founder, 12Snap, Inc. - sold to NeoMedia, 2006 London School of Economics - MBA, School of Visual Arts - MFA Gerrit Hall - VP Technology (co-founder) Inductis, Analytical Consulting - Risk, Marketing and Finance Analytics Predictive models - price elasticity, attrition, marketing optimization Swarthmore - BA, Physics Michael Klausner - CMO SVP, ABN-Amro, Royal Bank of Scotland - Founder, TradeCard (Warburg-Pincus Ventures) 2001 Syracuse - BA, Marketing & Communications
- 11. 11 Groupable IP Groupability Index 76 nt g de tin s n ts ts ut e gh pu tp ep pu ei ou ind l in in w or al na ive s rn on r at te te sp l ex re in 3 AUTHENTICITY verification of reported group details 4 DEMOGRAPHY demographic survey, group category from registration 1 ENGAGEMENT Points allotted for tweets, blog posts, FB updates, photos, videos uploaded... collective voice of group, 2 INFLUENCE buzz and reach metrics
- 12. 12 Groupability Index - Internal Measurement • Transparency and verification • Incentive for groups • Filter for sponsors • Patent Pending
- 13. 13 Groupable IP Groupability Index 76 Groupable 3rd Party Marketplace Group Sites (group database) A G Groupable Analytics Groupable API Server B A B GI Scoring C C
- 14. 14 Packages What Do Sponsors Get? .... CHIRP buzz BLAST Single engagement 3-6 Months 7-12+ Months Access to Real-time Reporting/Analytics Multiple Groups Multiple Geographies Access to Top-Tier GI- Rated Groups Dedicated Rel/Mgmt. and Cust. Svc. Teams RSS Feeds of Groups Bound Hardcopy Campaign Reports Discounts for 20+ groups Access to Historical Campaign Data PRICE $2500/month $2500/month, plus $500/ $2000/month, plus $500/ additional group additional group
- 15. 15 Campaign Scenario .... How Much? SCENARIO: Group Media Channel Channel Potential BUZZ Campaign Channels Followers Messages Impressions Average Metrics Average group size is Each member is Average of 100 Group members send Exposure over 3 72 members connected on average followers for each on average 3 months to 3 channels channel messages/campaign 3 groups/ 216 648 64,800 194,400 583,200 3 months ROI: COST: - Real-time analytics 3 months @$2500 $7,500 - Real influencers (names, faces, comments, dialogues) 3 groups @$500* for 3 months $3,000 - Potential initial impression/exposure to 194,400 people/month TOTAL for 3 months $10,500 * First group charge included in monthly fee
- 16. 16 Competitors Largest network of offline groups. Providing sponsor services. Group aggregation and organization site. Army of in the field “Buzz Agents” Brand hosted offline parties
- 17. 17 Potential Exit (acquisition) To compliment, enhance and differentiate group monetization strategy Acquired 3 data aggregation and measurement companies over last 18 mos. Additional media category for agency holding companies
- 18. 18 Groupable Financing Status • Currently raising $1.5m Previous Investments: • Milestones to reach – Get 4 add’l brand partners Founders: – Complete analytics suite $125,000 – Merge w/ Samepoint - Friends & Family: $50,000 • Deal terms negotiated • Previous working relationship Current Round: $200,000 add’l available – Complete and integrate from friends & family 3 group web site partner deals • Use of Proceeds – Add’l Engineering & Sales – NYC location
- 19. 19 Summary • Opt-in advertising marketplace / platform • Measurement using Groupability Index and tracking group conversations • Establish and proliferate measurement standard for group influence [Which mom’s groups are the best?] • Generate revenue by building largest niche-group ad network, with both online and offline groups
Editor's Notes
- The holy grail for brand advertisers is to find a setting in which to communicate with their target customers that provides for open, honest dialog - captured in an unobtrusive setting...and, one where the brand is invited in... Puffs, TD Waterhouse (Fcbk)
- 3 keys: real people, finding brand advocates, invited in - why? instead of spending millions of $$ to identify and market to individual targets on a household level, I can use the power of the group to help spread my message. because with widespread adoption of social media tools, we can now listen to consumers, and shape the conversations, but we can’t control them. 2-way dialog.
- To provide opt-in, hyper-targeted media opportunity for brands and local merchants
- Advertising is becoming less effective. Marketers want a way to reach influencers and micro-targets to create buzz & sell products. Groups are usually run ad-hoc and don’t have an organized infrastructure to sell sponsorships. Sponsored Activity - Default opt-in, laser targeted.
- Find customers where they live, work and play Sponsor targetting tool image Where are your most responsive group targets? What categories are most receptive? What groupability index range yields the best results?
- Provide immediate feedback on product seeding or buzz initiatives
- How responsive, receptive will this group be to your message? How likely are they to influence others regarding that message? Transparency and verification Incentive for groups to rank highest Filter for sponsors wanting most active, engaged groups Is your group really a group? How many members are active? How much information have they provided? How much info are they willing to provide? How responsive are they to sponsor inquiries and sponsorship ideas?
- at some point, the number of groups and where they are hosted ceases to matter...
- Find customers where they live, work and play Sponsor targetting tool image
- Find customers where they live, work and play Sponsor targetting tool image
- Find customers where they live, work and play Sponsor targetting tool image
- Find customers where they live, work and play Sponsor targetting tool image
- Matching groups and sponsors Sponsors pay for access to highest-rated groups Which groups are most receptive to marketing message? Which groups are most influential in spreading message? Provide transparency and verification for sponsors Provide internal blog to communicate Extracting sentiment from control group to compare with social web at large