Copy of keynote presentation given at OMMA Social Tahoe event on August 30, 2010. Focus on the evolution of internet media and metrics towards physical objects and our interactions with them.

1. social media 2.0:
friends get physical
seth goldstein | OMMA Social | 8.30.10

2. social mobile
?

3. physical computing
ubiquitous computing
ambient intelligence
pervasive computing
internet of things

4. what are the implications for
marketers when they know
where consumers are and
what they are looking at?

5. - media
- metrics
- trends

6. media

7. pages are media

9. search is media

11. people are media

13. status is media

15. places are media

17. objects are media

22. use your smartphone
iPhone Android

28. people are checking into
objects all over the world

30. a product marketing platform
on the wall
content Redeem / Redirect
promotions analytics
FBBack button statesFound!
like Reward Back Reward Found!
Pepsi Wall
If no one has liked it
Pepsi 12oz Can Pepsi
Like this 12oz Can One FREE 12oz Pepsi
118 scans | 16 locations 118 scans | 16 locations
If only you have liked it
Congratulations
Post Something Post Something
you found a free
You like this UI web view.
Pepsi!
Like this Like this
If you AND other people have liked it
SCAN THIS CODE or TYPE IN NUMBER in any* store
The Wall The Wall
You and 3,654 others like this
38798374897289374
Bob C. No Thanks
Bob C. Get it
If only other people have liked it
3,654 people like this
+ +
Offer details: Lorem ipsum dolor sit amet, consectetuer
adipiscing elit. Cras ut nibh. Sed nulla velit, tincidunt eget,
posuere at, luctus in, ligula. Aliquam commodo, ipsum
vitae adipiscing tincidunt, eros lectus fringilla diam, sed
vestibulum tortor justo ut risus.
Ha ha look my dog likes pepsi!
Clicking on the button will toggle the state
Ha ha look my dog likes pepsi!
Rave Random
on or off for the user (so if you like something
Rave Random
25 02 clicking on it25
again 02 remove your like)
will Close
Stan
Friends Activity
Scanned Scan Scan Settings
Your info
Stan
Friends Activity
Scanned Scan Scan Settings
Your info Stan
Friends Activity
Scanned Scan Scan Settings
Your info

31. metrics

32. cpm- cost per thousand

33. cpc- cost per click

34. cpa- cost per action

35. cpl- cost per lead

36. cpe- cost per engagement

37. cplk- cost per like

39. cpi- cost per install

40. SEO- search engine optimization

41. SMO- social media optimization

42. ASO- app store optimization

43. According to iPhone/Android advertising network MdotM:
$.99 Apps:
1 person buys every 200-400 clicks @.05/click =
$10-$20 per paid app install
Free Apps:
1 person installs free app every 10-20 clicks @.05/click =
$.50 - $1.00 per free app install.

44. In iPhone Appstore, the eCPI numbers are better
as for every purchased install, once you get top
50 rankings, you often get 2-4 "organic" installs:
$2.50-$10 eCPI for $.99 apps [NOT PROFITABLE]
$.15-.50 eCPI for free apps [PROFITABLE]
because...

45. in addictive games: 2-3% of the users bring
in $10-$30 on average in revenue (because
of Apple in-app virtual goods purchases):
i.e. RPU in $0.50-$1.00 range.
(In fact, according to Flurry, the most
successful apps with the free-to-play model
can generate as much as $84 RPU)

47. cpci- cost per check-in

51. Why would you ever need more than one
social graph? Facebook is literally
everyone I’ve ever shaken hands with at a
conference or kissed on the cheek at Easter.
Twitter seems to be everyone I am
entertained by or I wish to meet some day.
Foursquare seems to be everyone I run into
on a regular basis.
Dennis Crowley, FourSquare

52. cps- cost per scan

53. cpt- cost per trial

54. trends

64. thanks!
seth@stickybits.com
@seth
slideshare.net/sethgoldstein