Real Branding Social Media 20080513 Final

Digital Marketing Innovation Series: Social Media for Marketers Presented by: Mark Silva, Founder and Managing Director May 13, 2008

AGENDA ,[object Object],[object Object],[object Object],[object Object]

IT’S MESSY ,[object Object],[object Object],[object Object],[object Object]

IT’S MESSY SOURCE: 2005 , Markus Angermeier : Web 2.0 Mindmap

IT’S MESSY ,[object Object],[object Object],[object Object],HUH? WTF? Unleashing “… a trend in which people use technologies to get the things they need from each other instead of from companies.” - Groundswell, Charlene Li & Josh Bernoff, Forrester Research 2008

IT’S MESSY, BUT WE’RE TRYING TO CLEAN UP Bookmarking Video Photo Personalities = Social net/Individual ,[object Object],[object Object],Microblog Mobile Blog Search Authoritative Fan/passing Related ads Tiered media A Social Map identifies key consumers activities and how to engage. The accretive sum of activities influence the key channel activity: Search “ The Website as we know it today is dead You need an armada of activity to reach people where they are.” Steve Rubel, Edelman 4/22/08

IT’S HOT ,[object Object],Visitor Growth by Category (1/07-1/08) Category Penetration (% of Online Users) Source: comScore “Digital World – State of the Internet’ 3/08

IT’S HOT ,[object Object],SOURCE: THE ECONOMIST, 4/19/2008

IT’S HOT ,[object Object],Source: Cisco Systems, Global IP Traffic Forecast and Methodology; Mobility segment (0.1% of traffic in 2007) not displayed

IT’S HOT ,[object Object],[object Object],[object Object],(2) Registered Users (MM) SOURCE: ROCKYOU! WEB2.0 CONFERENCE 4/2008

IT’S HOT ,[object Object],[object Object],[object Object],[object Object],Source: comScore global 1/08, Facebook 3/08, Morgan Stanley Research

[object Object],IT’S HOT Source: USC Annenberg School: Digital Future Report 2007

IT’S GAME-CHANGING Source: Google, Yahoo! iGOOGLE + YAHOO! MOBILE

IT’S GAME-CHANGING Wikipedia.org Alexa Global Traffic Rankings 12/31/05; 3/12/08, Morgan Stanley Research 1 2 3 4 5 6 7 8 9 10 2005 (U.K.) 2008 1 2 3 4 5 6 7 8 9 10

IT’S GAME-CHANGING ,[object Object],Source: (1) comScore global 1/08; (2) eBay CQ4, Morgan Stanley Research; (3) YouTube; (4) Facebook Payment volume +35% Y/Y; On eBay / off eBay payment volume +17% / +66% Y/Y (to 44% of TPV); Average transaction size of $68.88 (+10% Y/Y) (2) +16% 57MM(2) $1.67 annualized revenue per registered user (+9% Y/Y) on peer-to-peer network; 1.6B Skype Out minutes (+10% Y/Y); 11.9B Skype-to-Skype minutes (+25% Y/Y) (2) +61% 276MM(2) #4 site in global minutes; 67MM+ active users; >50% of active users return daily; 20K application s + 95% of Facebook members have used at least one (1,4) +305% 101MM(1) #3 site in global minutes; 51% of users go to YouTube weekly or more; 50% watch all video to the end; ongoing copyright challenges; 52% of 18-34 year-olds share videos with friends / colleagues often (1,3) +94% 285MM(1) Comments Y/Y Growth Users

IT’S GAME-CHANGING ,[object Object],[object Object],[object Object],Source: (1) Active user data unavailable; (2) E. Diep / J. Winterhalter; Source: admonmics.com 3/12/08 TOP FACEBOOK APPLICATIONS 12MM (1%) N/A (2) Quizzes 13MM (2%) RockYou! Hug Me 12MM (3%) iLike iLike 21MM (2%) Slide SuperPoke! 20MM (3%) Flixster Movies 16MM (2%) RockYou! Likeness 16MM (1) Facebook Video 25MM (9%) Slide FunWall 26MM (7%) Slide Top Friends 28MM (8%) RockYou! Super Wall Installs (% Active Users) Company Application

IT’S GAME-CHANGING Custom size pop-up w/ additional info appears upon mouse rollover on relevant quiz choice 646x90 banner clicks through to advertiser’s website Text link clicks through to advertiser’s website Application Integration: Custom Advertiser Quiz SOURCE: ROCKYOU! WEB2.0 CONFERENCE 4/2008 News Feed Mini-News Feed on Profile pages Profile box Notifications Email Message An advertiser’s custom Likeness quiz virally spreads through the a social network platform’s communication channels. 0.01% CTR for banner alone 65x better 0.65% CTR with integration

[object Object],IT’S GAME-CHANGING Application Sponsorship SOURCE: ROCKYOU! WEB2.0 CONFERENCE 4/2008

IT’S GAME-CHANGING ,[object Object],[object Object],[object Object],Source: MySpace, Facebook

IT’S GAME-CHANGING Source: Facebook; C. Messina on flickr SOCIAL MEDIA – ‘PRESENCE’ VIA MOBILE 24x7

IT’S GAME-CHANGING ,[object Object]

APPENDIX: MORE CONVINCING STATS THAT I DIDN’T HAVE TIME TO PRESENT

THE MOMENTUM EFFECT ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

WHAT BRANDS CAN SUCCEED? ,[object Object],[object Object],[object Object]

HOW TO APPROACH THE SOCIAL MEDIA OPPORTUNITY? ,[object Object],Utilize Ning, Pluck, etc to host an environment Host Liveworld, Communispace Contract It Out DIY Build Yourself Google Blog Search, Buzz Metrics, Nielsen & Analyze Monitor Be part of pre-existing communities, e.g.. Community Connect Rent Don’t over-stay your welcome Homestead Drop in where your consumers are Visit

WHAT IS SOCIAL NETWORKING? ,[object Object],[object Object],[object Object],[object Object],[object Object],Craft a unique identity, have a circle of friends, communicate, share ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

THE BBC! - @ www.bbc.com + Facebook + YouTube Source: BBC

SOCIAL NETWORK FACTS ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

WHO’S USING SOCIAL NETWORKING SITES? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Source: http://www.emarketer.com/Article.aspx?1004636&src=article1_newsltr , Ad Age reported in October 2006

REFERENCES ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Building Viral Engagement User ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Direct Friends Indirect Friends Interested Parties SOURCE: ROCKYOU! WEB2.0 CONFERENCE 4/2008

BEST PRACTICES-APPLICATION DEVELOPMENT ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Some rules of thumb from Context Optional

[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],BEST PRACTICES-APPLICATION DEVELOPMENT

CONTACT INFORMATION ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Real Branding Social Media 20080513 Final

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Real Branding Social Media 20080513 Final