This document discusses business models for social networks and communities as well as video. For social networks, it describes how sites like MySpace and Facebook have become major traffic drivers. It discusses challenges with monetizing through advertising on social networks and alternatives like virtual goods. Examples like Fotolog and Glam Media's business models are provided. For video, it discusses the engagement of users and opportunities for monetization through ads, targeting, and analytics.
All business is personal. Social networks spawn social commerce--what may well become the most important outcome of 2008 as we see 2009 unfold. This and other trends discussed.
StreetWise Concepts + Culture is an award winning social marketing agency with expertise in youth culture.
Our specialties include: interactive production, web design, CMS development, brand consulting, community build + management, word-of-mouth marketing, viral marketing, event marketing, mobile marketing, social networking / social media, market research and panel management.
SEMA 2011: Changing Landscape of Media | Automotive MarketingLevelwing
This session will take a look at the past, present, and future of media and digital marketing as it relates to auto aftermarket consumers. Attendees will learn the difference between owned, bought, and earned media and how each form of media impacts the consumer. Additionally, we will look ahead and explore the future of digital technology, media consumption, and marketing opportunities.
All business is personal. Social networks spawn social commerce--what may well become the most important outcome of 2008 as we see 2009 unfold. This and other trends discussed.
StreetWise Concepts + Culture is an award winning social marketing agency with expertise in youth culture.
Our specialties include: interactive production, web design, CMS development, brand consulting, community build + management, word-of-mouth marketing, viral marketing, event marketing, mobile marketing, social networking / social media, market research and panel management.
SEMA 2011: Changing Landscape of Media | Automotive MarketingLevelwing
This session will take a look at the past, present, and future of media and digital marketing as it relates to auto aftermarket consumers. Attendees will learn the difference between owned, bought, and earned media and how each form of media impacts the consumer. Additionally, we will look ahead and explore the future of digital technology, media consumption, and marketing opportunities.
Presented by Dr Bernard Leong in Professor Michael Netzley's course "Digital Media across Asia" (#Comm215) in Singapore Management University, it presents an introduction to social networks, the global trends and observations and three case studies on corporate communications: (i) Kaixin001, (ii) CyWorld and (iii) Facebook Pages on a Singapore Case Study. It also gives a short glimpse to mobile social networking and its rise in 2010.
Podcasting and Publishing Multimedia Content with a Web Content Management Sy...Scott Abel
Presented by Nate Aune at the CM Pros Fall 2007 Summit on Web Content Management, November 26, 2007.
With the rise of podcasting and sharing multimedia content online, there is a growing need for tools that help content producers publish multimedia to their website. We will discuss Plone, a popular open source CMS, and the PloneMultimedia suite which streamlines the process of publishing of videos and podcasts.
As marketers and brands expand their social media programs beyond foundation sites like Facebook and Twitter, many have begun looking at social from a global perspective. In this eBook our strategists highlight 20 social networks from around the globe in a quick introduction for marketers wanting a glimpse into the larger world of social media.
Social Media in the Confectionery IndustryPete Healy
How the confectionery industry can use social media marketing for profitable growth. Presented at the 65th annual PMCA Production Conference in Lancaster, PA, April 2011, and published in the June 2011 issue of The Manufacturing Confectioner magazine.
Business Model Design for Web Services: Ethan BauleyEthan Bauley
Overview of network economics and business model design for web services & media companies.
Survery of Umair Haque, Yochai Benkler, VC-scape, Web 2.0
Presented at BarCamp LA 5 by Ethan Bauley, principal @ SpimeCo.
ethan /at/ spimeco
A term paper for a strategy class at the Asian Institute of Management. It talks about the competitive advantages of Facebook and how presents an industry model for the social media space.
(if you use this ppt - please give credit. thank you)
Presented by Dr Bernard Leong in Professor Michael Netzley's course "Digital Media across Asia" (#Comm215) in Singapore Management University, it presents an introduction to social networks, the global trends and observations and three case studies on corporate communications: (i) Kaixin001, (ii) CyWorld and (iii) Facebook Pages on a Singapore Case Study. It also gives a short glimpse to mobile social networking and its rise in 2010.
Podcasting and Publishing Multimedia Content with a Web Content Management Sy...Scott Abel
Presented by Nate Aune at the CM Pros Fall 2007 Summit on Web Content Management, November 26, 2007.
With the rise of podcasting and sharing multimedia content online, there is a growing need for tools that help content producers publish multimedia to their website. We will discuss Plone, a popular open source CMS, and the PloneMultimedia suite which streamlines the process of publishing of videos and podcasts.
As marketers and brands expand their social media programs beyond foundation sites like Facebook and Twitter, many have begun looking at social from a global perspective. In this eBook our strategists highlight 20 social networks from around the globe in a quick introduction for marketers wanting a glimpse into the larger world of social media.
Social Media in the Confectionery IndustryPete Healy
How the confectionery industry can use social media marketing for profitable growth. Presented at the 65th annual PMCA Production Conference in Lancaster, PA, April 2011, and published in the June 2011 issue of The Manufacturing Confectioner magazine.
Business Model Design for Web Services: Ethan BauleyEthan Bauley
Overview of network economics and business model design for web services & media companies.
Survery of Umair Haque, Yochai Benkler, VC-scape, Web 2.0
Presented at BarCamp LA 5 by Ethan Bauley, principal @ SpimeCo.
ethan /at/ spimeco
A term paper for a strategy class at the Asian Institute of Management. It talks about the competitive advantages of Facebook and how presents an industry model for the social media space.
(if you use this ppt - please give credit. thank you)
A Venture Capitalist's View of the Healthy Games OpportunityCognitiveHealthTrack
Session by Tim Chang, Norwest Venture Partners.
Description: The Healthy Games opportunity, as a product, destination, network and community, is growing. This opens the door to professional venture investors to partner with entrepreneurs to explore business models that can ensure the sustainability and long-term impact of healthy game developers.
Venture firms Norwest Venture Partners and FirstMark Capital invested $3m in Lumos Labs in June 2008, making it their first investment in the healthy games category. Tim will outline their business rationale and evaluation process, addressing why Norwest decided to play in the space, why they selected Lumos Labs, and the opportunities and challenges to build a sustainable healthy games company.
Speaker(s): Tom Warden, Allstate; Henry Mahncke, Posit Science; Peter Christi...CognitiveHealthTrack
Session by Tim Chang, Norwest Venture Partners.
Description: The Healthy Games opportunity, as a product, destination, network and community, is growing. This opens the door to professional venture investors to partner with entrepreneurs to explore business models that can ensure the sustainability and long-term impact of healthy game developers.
Venture firms Norwest Venture Partners and FirstMark Capital invested $3m in Lumos Labs in June 2008, making it their first investment in the healthy games category. Tim will outline their business rationale and evaluation process, addressing why Norwest decided to play in the space, why they selected Lumos Labs, and the opportunities and challenges to build a sustainable healthy games company.
OMS Presentation: Online Strategy And Metrics - Steve Latham 20090205Encore Media Metrics
Here is my presentation from OMS 2/5/09 on Web strategy, metrics and ROI measurement. Also check out the Google Trends data to see how you can have a barometer of how your campaign compares to the market.
Social Media Training Workshop for Small BusinessWeb.com
Social Media Training Workshop for Network Solutions customers to train them in the basics of social media and relevant tools for small business.
Http://www.blog.networksolutions.com
http://www.growsmartbusiness.com
http://www.womengrowbusiness.com
FIA officials brutally tortured innocent and snatched 200 Bitcoins of worth 4...jamalseoexpert1978
Farman Ayaz Khattak and Ehtesham Matloob are government officials in CTW Counter terrorism wing Islamabad, in Federal Investigation Agency FIA Headquarters. CTW and FIA kidnapped crypto currency owner from Islamabad and snatched 200 Bitcoins those worth of 4 billion rupees in Pakistan currency. There is not Cryptocurrency Regulations in Pakistan & CTW is official dacoit and stealing digital assets from the innocent crypto holders and making fake cases of terrorism to keep them silent.
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Stay ahead of the curve with our premium MEAN Stack Development Solutions. Our expert developers utilize MongoDB, Express.js, AngularJS, and Node.js to create modern and responsive web applications. Trust us for cutting-edge solutions that drive your business growth and success.
Know more: https://www.synapseindia.com/technology/mean-stack-development-company.html
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Leybold Web20 Expo
1. BV CAPITAL
Web 2.0 Business Models
Web 2.0 Expo Berlin
November 2007
BV CAPITAL
2. Agenda
Follow the traffic (and then worry about the money)
▪ Social Networks and Communities
▪ Traffic, Advertising, Examples
▪ Video
▪ Traffic, Sustainability, Monetization, Examples
▪ Local
▪ Market, Monetization, Examples
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3. Social Networks and Communities
1 Ya hoo!
2 Goo gle
3 YouTube
4 MSN
5 Windows Live
6 My Spa ce
Over the last 2-3 years,
7 Facebook
8 Wikiped ia
social networks and
9 Hi5
communities have emerged
Rank Rank Web site
10 Ork ut
1
as massive traffic drivers.
11 Rapidsha re .co m
2
12 Blog ger
3
13 Ba id u
4
5
14 Meg auploa d
6
15 Friend ster
7
16 Ya hoo Japa n
8
17 QQ (China)
9
18 Micro soft
10
19 Fotolo g
20 EBay
Source: Alexa World Top 100 Sites, Nov 4th, 2007 30
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4. Social Networks and Communities
▪ MySpace alone ≥ 6% of US online visits
▪ <4% of US online advertising spent across all US
Social Networks
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$US [B]
25.0
24 Rank
18
12
6
0.9
0
2007 US Online 2007 US Social
Ad Spend Networking Ad Spend
Source: Goldman Sachs 10/07, eMarketer 05/07, Piper Jaffray 02/07
▪ Alternative to ads: Virtual items.
(Cyworld Korea: $100M++ revenue, $7 ARPU/year)
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5. Social Networks and Communities
So if advertising is tough, how can Social Networks be a viable business ?
▪ If they are viral - extremely low customer acquisition cost
▪ Critical mass of users in each geography required
(Revenue per click in the US > UK > Europe > ROW)
▪ Scale, scale, scale Web site
Rank Rank
Example: www.fotolog.com
$12M invested
12M+ accounts
<$1 invested per account*
*Note that this is capital invested per account, not customer acquisition cost.
BV Capital is an investor in Fotolog. Data as of Nov 4th, 2007 (Source: fotolog.com). 30
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6. Social Networks and Communities
Why is advertising on Social Networks “difficult”?
▪ Internet advertising today works most efficiently
driving transactions.
Need to know what the customer wants now.
(→ Search text ads)
▪ On Social Networks, people are not in buying mode.
However, high repeat site usage helps transport
branding messages.
Need to know who the user is to build brand affinity
for a future purchase.
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7. Social Networks and Communities
How do the leading Social Networks increase ad revenue?
r
▪ Large players launching their own ad marketplace
▪ MySpace “SelfServe”, Facebook “Pandemic”(?) launching today
▪ Targeted at display advertising (banners etc.)
▪ What role will application platforms play?
▪ Facebook developer platform very successful, but few ways
to monetize - will Facebook provide a monetization engine?
▪ OpenSocial, Google’s open counterpart, looks like well-
crafted defensive move - will Google leverage its advertiser
relationships here?
Scale audiences becoming their own ad networks, but maybe
syndication/participation opportunity for smaller publishers
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8. Example: Glam Media
▪ Model
▪ Sells advertising for women-focused
brands
▪ Publishes ads on “mid-tail” content
partner (communities, blogs...) sites
with female audiences
▪ Why it makes sense
▪ Small sites can get targeted brand
advertising without their own ad
sales force
▪ Not a new model (ad network), but
specific audience & content focus is
new
▪ But: Questions whether audience is as
targeted as claimed
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9. Example: Peanut Labs
▪ Model
▪ Aggregates “Gen Y” surveys from
market research firms
▪ Builds a panel from partner social
networking or gaming sites
▪ Users get rewarded with virtual
Rank
currency or premium features on
partner site
▪ Why it makes sense
▪ Many social network users don’t pay,
but don’t mind spending time on a
survey as much
▪ Works for social networks and to
monetize Facebook apps
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10. Video
1 Ya hoo!
▪ Why does Video work online?
2 Goo gle
▪ Lots of content (User
3 YouTube
4 MSN
generated, Pro-amateurs,
5 Windows Live
Hollywood)
6 My Spa ce
7 Facebook
▪ People engagement (rating,
8 Wikiped ia
tagging etc)
9 Hi5
▪ Huge audience
10 Ork ut
11 Rapidsha re .co m
▪ Playback quality increasing
12 Blog ger
(broadband)
13 Ba id u
14 Meg auploa d
▪ Multiple monetization
15 Friend ster
opportunities, targeting and
16 Ya hoo Japa n
analytics
17 QQ (China)
18 Micro soft
▪ Good medium for branding
19 Fotolo g
messages
20 EBay
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11. Video
Video Overall
20 18.0
Absolute Difference
16
minus Control)
12
9.3
8.4
8 6.3
(Exposed
5.1
3.7
4 2.9 2.8
2.2 1.9
0
Aided Brand Awareness Online Ad Awareness Message Association Brand Favorability Purchase Intent
Source: Dynamic Logic Market Norms, Q2 06
Video advertising suitable to increase brand awareness
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12. Video
▪ How do you monetize ▪ Works best with long-form,
video? differentiated content
▪ Pre- and post-roll ▪ Mass UGC harder to
monetize than semi-
▪ In-video ads
professional and pro content
▪ Promotional content
▪ Environment and content
▪ Sponsorships
need to be brand-safe
▪ Search/Display
▪ 3s instead of 30s ads
advertising
▪ High CPMs of $20++ but still
▪ Pay per views
small budgets, large brand
advertisers
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13. Example: Yume Networks
▪ Model
▪ Acquires pre- and post roll
advertising from brands
▪ Distributes videos with targeting
and analytics (geo, environment
etc) to partner sites
▪ Why it makes sense
▪ Even smaller video sites can start
monetizing content
▪ Targeting allows brands to make
sure their video appears in right
context
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14. Local Advertising
▪ Many communities/services trying to crack local ad market
▪ Huge Market
▪ US Offline Yellow Pages & Classifieds Market: $37B
▪ Online share of this market: $5B today and growing fast
▪ Presenting ads in local context skyrockets ad prices
Price for Price for
Price for Keyword Keyword
Keyword Top Position Top Position
Top Position
General term General term
General term
dentist 0.31 US$ Contractor 0.52 US$
Restaurants 0.11 US$
Local term Local term
Local term
San Francisco dentist 1.02 US$ Boston contractor 0.51 US$
Boston restaurants 0.30 US$
Chicago dentist 1.39 US$ San Francisco contractor 2.12 US$
Los Angeles restaurants 0.30 US$
New York dentist 3.69 US$ Los Angeles contractor 2.01 US$
Chicago restaurants 0.32 US$
Boston dentist 4.01 US$ New York contractor 1.91 US$
San Francisco restaurants 0.51 US$
Los Angeles dentist 5.00 US$ Chicago contractor 5.01 US$
New York restaurants 0.51 US$
3× - 10× price uplift by adding local context
Source: Piper Jaffray, 02/2007
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15. Local Advertising
If there is lots of money in local ads, why is it so hard to get to ?
Solutions
Issues
▪ Syndicate ads (Google) → margin hit
▪ High cost of advertising sales
▪ SMBs often unfamiliar with online ad ▪ Partner w/ someone else’s salesforce
strategies and metrics
▪ Sell someone else’s ads to increase ASP
▪ Critical mass of inventory required
▪ Charge for premium content
▪ Need scale for different categories
▪ Rebuild scale in each new market
▪ Lookup traffic
▪ SEO leads to phone number lookup
traffic by businesses’ existing
customers
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16. Example: Angie’s List
▪ Model
▪ Provide highly detailed reviews of
local contractors and related
services
▪ Charge consumers a subscription
for access to content
▪ Additionally, sell ads to very
positively reviewed businesses
▪ Why it makes sense
▪ Consumer subscription business
model not relying on selling local
ads
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17. Example: ReachLocal
▪ Model
▪ Help SMBs advertise on Google,
Yahoo...
▪ Focus on easy-to-understand ad
success metrics & reports
▪ Why it makes sense
▪ No need to create content -
piggyback on existing search traffic
▪ Lower margins offset by no content
cost
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18. Conclusions
Social Networking + Communities + Blogs + Video
▪ Enormous inventory for ads
▪ All these environments will be primarily monetized by brand
advertising. Watch the US players roll out their platforms.
▪ As with any new, fast growing category the advertising models
have to still develop.
Remember search ca. 1999?
Local
▪ Some companies successful with very specific approach/model
▪ Mass local ad $$ still hard to reach for most online properties
▪ Yet, as SMB buyers understand online, this sector will grow fast
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19. Thank you!
Questions?
christian@bvcapital.com
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