SlideShare a Scribd company logo
Marketing in Today’s
    Open & Social World



Mark Suster

YPO – January 2013

@msuster
 Ex software developer
                            (‘91)

                           BuildOnline
                            (’99)

                           Koral / Salesforce.com
Both Sides Of The Table
                            (’05)

                           VC at GRP Partners
                            (‘07)
The Marketing Landscape Changes Very Quickly These
                      Days.

 Pre Web    95 - 2007         08 - Now          10 - Now             Future

                                                 Mobile,
                                                                      Who
  Offline       Online         Social            Video,
                                                                     Knows?
                                                 Images


 • TV       •   Display   •   FB Ads        •    Pre-roll
 • Print    •   Email     •   FB Likes      •    Overlays
 • Radio    •   SEO       •   Twitter       •    Brand Integration
            •   SEM       •   FB Timeline   •    CPI
What IS Clear
   Pace of change will accelerate

   All marketing is becoming digital or being
    supported by digital measurement

   You need to be metrics driven & test a lot

   You need to monitor emerging trends &
    experiment (saying it’s for the younger
    generation is no longer an excuse)
A Quick Primer on Social
       Networks
In the 80’s there were already “social
  networks” but they weren’t open.
In the 90’s AOL bridged the gap between pre-
  Internet & Internet with a Walled Garden
Web 1.0 made it easier to have personal pages on “the
  web” (e.g. not AOL). But publishing was one way
Web 2.0 was born: 2-way communications and
        easier to publish multimedia
  Blogging        Photos          Video
Facebook won the war for broad-based social networking in 2008 & has
                      since gone mainstream.
Twitter is really a totally different
paradigm. Twitter makes things “open”

                 Asymmetric
                 Public

                 Limited characters;
                  thus

                 Link-sharing platform
Twitter is a much more pervasive business
      tool than people comprehend

 Marketing channel

 News reader

 Instant messaging

 Data mine

 Customer service Dept
And we all know that social is going mobile
All of the major networks are battling for
                 primacy of your time.
        Open,                 Business             Broad Based
     Media Centric           Networking             Networks




 Wants to be your      Digital resume         Your portal to the
  “second screen” TV                             web
                        Industry networking
 Our unique online                             Communications,
                        Sales & marketing
  persona / next                                 entertainment
                         tool
  generation email
                                                Longer-term:
  address
                                                 payments
Quick View of the Future
1. We’re going from a Social Graph to an
            Interest Graph.

Who You Know                 What You Like
2. From Closed to Open Data
Timeline Your          “Open Graph” & Tweets That
 Friends See                Anybody Can See
3. From Web to Mobile
Web Browsers                     Mobile Apps




                    Location aware
                    Personal device
                    Bottom end of sales funnel
                    Smaller form factor
4. From Text to Images to Video

Yesterday -       Today – Image    Tomorrow -
  Texting            Sharing         Video
What will this all mean:
 • for you?
 • for marketing?
The First Version of Online Marketing Was Buying
       Banner Ads – sold like print as CPMs


                 Banner




                                         Skyscraper
But People Don’t Pay Attention to the Banners


                Banner




                                      Skyscraper
           99% of
        User Attention
Jakob Neilsen eye-tracking has confirmed this:
      click through rates (CTR) = 0.08%
Search      Next Came “Sponsored Search” – 80+% of All
  Term                 Internet Advertising $


                                                  1. Intent-
                                                  Based Ads




2. Organic
  Result
Monetizable   With any monetizable search term Google becomes a pretty
Search Term       hostile place for users & expensive for advertisers


                                                             1. Intent-
                                                             Based Ads




 3. Google
Comparison
 Shopping




2. Organic
 Results
The Power of Google is Precisely That They Drove Such
       a High Percentage of Most Sites’ Traffic


           1999                     2005
     10%                     7.5%
                             7.5%
     15%
                             30%


                             20%
     75%

                             30%
But Google Became Vulnerable to Social Networking &
      Why You Need to Pay Attention to Social


       2005                     2013
7.5%                      5%
7.5%                      5%

30%                       30%                  +
                          20%
20%
                          15%

30%
                          20%
And Then It All Changes
      Again ;-)
 • Mobile
 • Video
Mobile form factor makes ads harder. Plus it’s a phone. Easy
           to imagine the most effective ad unit.


    Tiny Banner                       Click to Call
In video the ad unit is also pretty obvious: Videos. Although shorter
                           in format than TV

             Pre-Roll




                            Video
Brand integration (aka product placements) is also
     performing well. Example: Style Hauls

     Blair Fowler                   Elle Fowler




                    750,000 views
Making Social Media
    Actionable
Blogging is the foundation. It helps build a direct relationship
    with your audience. Build “point of view” marketing
Twitter is where your customers go to amplify word of
                   mouth feedback


                    “American Airlines #Sucks”

                  “#EpicFail at BestBuy today. No
                        customer support

                “You’ve got to go see #Argo – best
                        film of the year”
The information is not anonymous. You can find out
your influencers & conversions and build programs
                   around them.


                                                         $57.50              $331.22
                                                         direct purchasesdownstream
                                                                         purchases
                                                  15        6                58
                                                  clicks    downstream downstream
                                                            shares     clicks


                                                                     $74.2
                 $94.09        $97.09                                1                                    $65.02
                 direct purchasesdownstream                          direct                              direct purchases
                                 purchases                           purchases
            19       2           14                             11           1              7        7
            clicks   downstream downstream                      clicks       downstream downstream   clicks
                     shares     clicks                                       share      clicks




       $78.12                         $19.78                                     $18.41
                                                                                 direct purchases
       direct purchases               direct purchases

   9                            5                                        7
   clicks                       clicks                                   clicks
Twitter can be also be used to drive audience to your
      blog to grow your influence with your key
                    constituencies




     It’s about winning “share of
                mind”
Blogs can be used to inform customers about your
products and drive traffic to your website / products




                     Your Website
Blogs & Websites improve inbound traffic to your
website by giving you more content to be searched




                    Your Website
Your blog & website can drive traffic to Facebook where you
        can build “fans” and engage with customers




                        Your Website
And of course Your blog, website & Facebook help you add
                 more Twitter followers.




                       Your Website
Which is how a guy like me with no staff to support him gets

                                           86,000
                                          Followers



 300,000 -                                            12,600
  600,000                                              Fans
Monthly Page
   Views




                                 Your Website




                90+% of GRP’s
               Inbound Traffic
And if I Could do it With No
 Staff, Imagine What Your
    Company Could Do
Just get over your stereotype
   that social media is about
telling people what you had for
              lunch
Marketing in Today’s
    Open & Social World



Mark Suster

YPO – January 2013

@msuster

More Related Content

What's hot

CES 2016 Recap: The Autonomous 4K VR 3D IoT Drone Awakens
CES 2016 Recap: The Autonomous 4K VR 3D IoT Drone AwakensCES 2016 Recap: The Autonomous 4K VR 3D IoT Drone Awakens
CES 2016 Recap: The Autonomous 4K VR 3D IoT Drone Awakens
David Berkowitz
 
DMI 2017 Mobile Trends
DMI 2017 Mobile TrendsDMI 2017 Mobile Trends
DMI 2017 Mobile Trends
DMI
 
Curiosity Stop Special: Techcrunch Disrupt 2016
Curiosity Stop Special: Techcrunch Disrupt 2016Curiosity Stop Special: Techcrunch Disrupt 2016
Curiosity Stop Special: Techcrunch Disrupt 2016
We Are Social
 
Disruptive Innovation - the key drivers behind today's unprecedented rate of ...
Disruptive Innovation - the key drivers behind today's unprecedented rate of ...Disruptive Innovation - the key drivers behind today's unprecedented rate of ...
Disruptive Innovation - the key drivers behind today's unprecedented rate of ...
Dino Talic
 
Top 4 Content Conversations at SXSW 2014
Top 4 Content Conversations at SXSW 2014Top 4 Content Conversations at SXSW 2014
Top 4 Content Conversations at SXSW 2014
Alyssa Vitrano
 
Digital Trends 2013 - DMF
Digital Trends 2013 - DMFDigital Trends 2013 - DMF
Digital Trends 2013 - DMF
Bart De Waele
 
What's Next: State of Social XI
What's Next: State of Social XIWhat's Next: State of Social XI
What's Next: State of Social XI
Ogilvy Consulting
 
10 trends for 2014
10 trends for 201410 trends for 2014
10 trends for 2014
dentsu
 
The future of mobile in 2016, DBD media agency and Google, LISTEX Summer Sess...
The future of mobile in 2016, DBD media agency and Google, LISTEX Summer Sess...The future of mobile in 2016, DBD media agency and Google, LISTEX Summer Sess...
The future of mobile in 2016, DBD media agency and Google, LISTEX Summer Sess...
listex_uk
 
Things to Watch: Music Edition (October 2011)
Things to Watch: Music Edition (October 2011)Things to Watch: Music Edition (October 2011)
Things to Watch: Music Edition (October 2011)
J. Walter Thompson Intelligence
 
17 Cartoons That Will Change Your Business by @BrianSolis @Gapingvoid
17 Cartoons That Will Change Your Business by @BrianSolis @Gapingvoid17 Cartoons That Will Change Your Business by @BrianSolis @Gapingvoid
17 Cartoons That Will Change Your Business by @BrianSolis @Gapingvoid
Brian Solis
 
Influencer 101
Influencer 101Influencer 101
Influencer 101
We Are Social
 
What REALLY is Marketing Leadership
What REALLY is Marketing LeadershipWhat REALLY is Marketing Leadership
What REALLY is Marketing Leadership
Greg Stuart
 
SXSW: 10 Trends in 2015 - Havas
SXSW: 10 Trends in 2015 - HavasSXSW: 10 Trends in 2015 - Havas
SXSW: 10 Trends in 2015 - Havas
Havas
 
April SMoX Standard Presentation
April SMoX Standard PresentationApril SMoX Standard Presentation
April SMoX Standard Presentation
Greg Stuart
 
GAFAnomics: Using APIs to gain unfair competitive advantage in the network ec...
GAFAnomics: Using APIs to gain unfair competitive advantage in the network ec...GAFAnomics: Using APIs to gain unfair competitive advantage in the network ec...
GAFAnomics: Using APIs to gain unfair competitive advantage in the network ec...
Fabernovel
 
Digitz: Digital Trends Report - May 2016
Digitz:  Digital Trends Report - May 2016Digitz:  Digital Trends Report - May 2016
Digitz: Digital Trends Report - May 2016
Azam J. Khan
 
Digital trends for 2015
Digital trends for 2015Digital trends for 2015
Digital trends for 2015
Vanksen
 
Vertical Video POV
Vertical Video POVVertical Video POV
Vertical Video POV
Ogilvy
 
SXSW Interactive 2016 - the recap
SXSW Interactive 2016 - the recapSXSW Interactive 2016 - the recap
SXSW Interactive 2016 - the recap
Vikki Chowney
 

What's hot (20)

CES 2016 Recap: The Autonomous 4K VR 3D IoT Drone Awakens
CES 2016 Recap: The Autonomous 4K VR 3D IoT Drone AwakensCES 2016 Recap: The Autonomous 4K VR 3D IoT Drone Awakens
CES 2016 Recap: The Autonomous 4K VR 3D IoT Drone Awakens
 
DMI 2017 Mobile Trends
DMI 2017 Mobile TrendsDMI 2017 Mobile Trends
DMI 2017 Mobile Trends
 
Curiosity Stop Special: Techcrunch Disrupt 2016
Curiosity Stop Special: Techcrunch Disrupt 2016Curiosity Stop Special: Techcrunch Disrupt 2016
Curiosity Stop Special: Techcrunch Disrupt 2016
 
Disruptive Innovation - the key drivers behind today's unprecedented rate of ...
Disruptive Innovation - the key drivers behind today's unprecedented rate of ...Disruptive Innovation - the key drivers behind today's unprecedented rate of ...
Disruptive Innovation - the key drivers behind today's unprecedented rate of ...
 
Top 4 Content Conversations at SXSW 2014
Top 4 Content Conversations at SXSW 2014Top 4 Content Conversations at SXSW 2014
Top 4 Content Conversations at SXSW 2014
 
Digital Trends 2013 - DMF
Digital Trends 2013 - DMFDigital Trends 2013 - DMF
Digital Trends 2013 - DMF
 
What's Next: State of Social XI
What's Next: State of Social XIWhat's Next: State of Social XI
What's Next: State of Social XI
 
10 trends for 2014
10 trends for 201410 trends for 2014
10 trends for 2014
 
The future of mobile in 2016, DBD media agency and Google, LISTEX Summer Sess...
The future of mobile in 2016, DBD media agency and Google, LISTEX Summer Sess...The future of mobile in 2016, DBD media agency and Google, LISTEX Summer Sess...
The future of mobile in 2016, DBD media agency and Google, LISTEX Summer Sess...
 
Things to Watch: Music Edition (October 2011)
Things to Watch: Music Edition (October 2011)Things to Watch: Music Edition (October 2011)
Things to Watch: Music Edition (October 2011)
 
17 Cartoons That Will Change Your Business by @BrianSolis @Gapingvoid
17 Cartoons That Will Change Your Business by @BrianSolis @Gapingvoid17 Cartoons That Will Change Your Business by @BrianSolis @Gapingvoid
17 Cartoons That Will Change Your Business by @BrianSolis @Gapingvoid
 
Influencer 101
Influencer 101Influencer 101
Influencer 101
 
What REALLY is Marketing Leadership
What REALLY is Marketing LeadershipWhat REALLY is Marketing Leadership
What REALLY is Marketing Leadership
 
SXSW: 10 Trends in 2015 - Havas
SXSW: 10 Trends in 2015 - HavasSXSW: 10 Trends in 2015 - Havas
SXSW: 10 Trends in 2015 - Havas
 
April SMoX Standard Presentation
April SMoX Standard PresentationApril SMoX Standard Presentation
April SMoX Standard Presentation
 
GAFAnomics: Using APIs to gain unfair competitive advantage in the network ec...
GAFAnomics: Using APIs to gain unfair competitive advantage in the network ec...GAFAnomics: Using APIs to gain unfair competitive advantage in the network ec...
GAFAnomics: Using APIs to gain unfair competitive advantage in the network ec...
 
Digitz: Digital Trends Report - May 2016
Digitz:  Digital Trends Report - May 2016Digitz:  Digital Trends Report - May 2016
Digitz: Digital Trends Report - May 2016
 
Digital trends for 2015
Digital trends for 2015Digital trends for 2015
Digital trends for 2015
 
Vertical Video POV
Vertical Video POVVertical Video POV
Vertical Video POV
 
SXSW Interactive 2016 - the recap
SXSW Interactive 2016 - the recapSXSW Interactive 2016 - the recap
SXSW Interactive 2016 - the recap
 

Viewers also liked

Final web summit (dublin oct 2013)
Final web summit (dublin oct 2013)Final web summit (dublin oct 2013)
Final web summit (dublin oct 2013)
Mark Suster
 
Final le web london (june 2013)
Final le web   london (june 2013)Final le web   london (june 2013)
Final le web london (june 2013)
Mark Suster
 
Online video market sept 2013
Online video market sept 2013Online video market sept 2013
Online video market sept 2013
Mark Suster
 
Final startup grind
Final startup grindFinal startup grind
Final startup grind
Mark Suster
 
Marketing Strategies for 2013
Marketing Strategies for 2013Marketing Strategies for 2013
Marketing Strategies for 2013
Mark Suster
 
Future of TV
Future of TVFuture of TV
Future of TV
Mark Suster
 
Optimistic vs pessimistic case for entrepreneurs
Optimistic vs pessimistic case for entrepreneursOptimistic vs pessimistic case for entrepreneurs
Optimistic vs pessimistic case for entrepreneurs
Mark Suster
 
Why It's Morning in Venture Capital
Why It's Morning in Venture CapitalWhy It's Morning in Venture Capital
Why It's Morning in Venture Capital
Mark Suster
 
Final upfront lp survey data 2016
Final upfront lp survey data 2016Final upfront lp survey data 2016
Final upfront lp survey data 2016
Mark Suster
 
The Changing Structure of the Venture Capital Industry
The Changing Structure of the Venture Capital IndustryThe Changing Structure of the Venture Capital Industry
The Changing Structure of the Venture Capital Industry
Mark Suster
 
Upfront Ventures VC Survey 2017
Upfront Ventures VC Survey 2017Upfront Ventures VC Survey 2017
Upfront Ventures VC Survey 2017
Mark Suster
 
Final san diego venture group keynote 2016
Final san diego venture group keynote   2016Final san diego venture group keynote   2016
Final san diego venture group keynote 2016
Mark Suster
 
Final LA tech and venture landscape
Final LA tech and venture landscapeFinal LA tech and venture landscape
Final LA tech and venture landscape
Mark Suster
 
Final venture outlook 2016
Final venture outlook 2016Final venture outlook 2016
Final venture outlook 2016
Mark Suster
 
VC survey data 2016
VC survey data 2016VC survey data 2016
VC survey data 2016
Mark Suster
 
Upfront vc analysis 2016
Upfront vc analysis 2016Upfront vc analysis 2016
Upfront vc analysis 2016
Mark Suster
 
Upfront State of the VC & Tech Industry 2017
Upfront State of the VC & Tech Industry 2017Upfront State of the VC & Tech Industry 2017
Upfront State of the VC & Tech Industry 2017
Mark Suster
 
Upfront LP Survey of the Venture Capital & Startup Industry
Upfront LP Survey of the Venture Capital & Startup IndustryUpfront LP Survey of the Venture Capital & Startup Industry
Upfront LP Survey of the Venture Capital & Startup Industry
Mark Suster
 
There is Something Going on in the LA Tech Market by Upfront Ventures
There is Something Going on in the LA Tech Market by Upfront VenturesThere is Something Going on in the LA Tech Market by Upfront Ventures
There is Something Going on in the LA Tech Market by Upfront Ventures
Mark Suster
 
Gainsight Pulse Presentation by Tom Tunguz
Gainsight Pulse Presentation by Tom TunguzGainsight Pulse Presentation by Tom Tunguz
Gainsight Pulse Presentation by Tom Tunguz
Tomasz Tunguz
 

Viewers also liked (20)

Final web summit (dublin oct 2013)
Final web summit (dublin oct 2013)Final web summit (dublin oct 2013)
Final web summit (dublin oct 2013)
 
Final le web london (june 2013)
Final le web   london (june 2013)Final le web   london (june 2013)
Final le web london (june 2013)
 
Online video market sept 2013
Online video market sept 2013Online video market sept 2013
Online video market sept 2013
 
Final startup grind
Final startup grindFinal startup grind
Final startup grind
 
Marketing Strategies for 2013
Marketing Strategies for 2013Marketing Strategies for 2013
Marketing Strategies for 2013
 
Future of TV
Future of TVFuture of TV
Future of TV
 
Optimistic vs pessimistic case for entrepreneurs
Optimistic vs pessimistic case for entrepreneursOptimistic vs pessimistic case for entrepreneurs
Optimistic vs pessimistic case for entrepreneurs
 
Why It's Morning in Venture Capital
Why It's Morning in Venture CapitalWhy It's Morning in Venture Capital
Why It's Morning in Venture Capital
 
Final upfront lp survey data 2016
Final upfront lp survey data 2016Final upfront lp survey data 2016
Final upfront lp survey data 2016
 
The Changing Structure of the Venture Capital Industry
The Changing Structure of the Venture Capital IndustryThe Changing Structure of the Venture Capital Industry
The Changing Structure of the Venture Capital Industry
 
Upfront Ventures VC Survey 2017
Upfront Ventures VC Survey 2017Upfront Ventures VC Survey 2017
Upfront Ventures VC Survey 2017
 
Final san diego venture group keynote 2016
Final san diego venture group keynote   2016Final san diego venture group keynote   2016
Final san diego venture group keynote 2016
 
Final LA tech and venture landscape
Final LA tech and venture landscapeFinal LA tech and venture landscape
Final LA tech and venture landscape
 
Final venture outlook 2016
Final venture outlook 2016Final venture outlook 2016
Final venture outlook 2016
 
VC survey data 2016
VC survey data 2016VC survey data 2016
VC survey data 2016
 
Upfront vc analysis 2016
Upfront vc analysis 2016Upfront vc analysis 2016
Upfront vc analysis 2016
 
Upfront State of the VC & Tech Industry 2017
Upfront State of the VC & Tech Industry 2017Upfront State of the VC & Tech Industry 2017
Upfront State of the VC & Tech Industry 2017
 
Upfront LP Survey of the Venture Capital & Startup Industry
Upfront LP Survey of the Venture Capital & Startup IndustryUpfront LP Survey of the Venture Capital & Startup Industry
Upfront LP Survey of the Venture Capital & Startup Industry
 
There is Something Going on in the LA Tech Market by Upfront Ventures
There is Something Going on in the LA Tech Market by Upfront VenturesThere is Something Going on in the LA Tech Market by Upfront Ventures
There is Something Going on in the LA Tech Market by Upfront Ventures
 
Gainsight Pulse Presentation by Tom Tunguz
Gainsight Pulse Presentation by Tom TunguzGainsight Pulse Presentation by Tom Tunguz
Gainsight Pulse Presentation by Tom Tunguz
 

Similar to V4 ypo january 2013 (santa barbara)

Affiliate Pivot – What’s Your Brevenue?
Affiliate Pivot – What’s Your Brevenue?Affiliate Pivot – What’s Your Brevenue?
Affiliate Pivot – What’s Your Brevenue?
Affiliate Summit
 
The Future of Real-Time Data in RTB environments
The Future of Real-Time Data in RTB environmentsThe Future of Real-Time Data in RTB environments
The Future of Real-Time Data in RTB environments
Petit Web
 
ADEP Web Experience Management
ADEP Web Experience Management ADEP Web Experience Management
ADEP Web Experience Management
Dieter Hovorka
 
Empower Connect11 Trend Flash
Empower Connect11 Trend FlashEmpower Connect11 Trend Flash
Empower Connect11 Trend Flash
Empower MediaMarketing
 
Social Media Marketing
Social Media MarketingSocial Media Marketing
Social Media Marketing
Denise Keniston Presentation Channel
 
AllFamous Digital Company Profile
AllFamous Digital Company ProfileAllFamous Digital Company Profile
AllFamous Digital Company Profile
Robin Leonard
 
Inbound Marketing: A Love Story
Inbound Marketing: A Love StoryInbound Marketing: A Love Story
Inbound Marketing: A Love Story
HubSpot
 
Newsletter Summer 2011
Newsletter Summer 2011Newsletter Summer 2011
Newsletter Summer 2011
fritzdavis
 
Crispin+mojiva march 2013
Crispin+mojiva march 2013 Crispin+mojiva march 2013
Crispin+mojiva march 2013
Jack Hallahan
 
Miva Merchant Conference 2013 e-Commerce Community Marketing
Miva Merchant Conference 2013 e-Commerce Community MarketingMiva Merchant Conference 2013 e-Commerce Community Marketing
Miva Merchant Conference 2013 e-Commerce Community Marketing
Gillian Muessig
 
Integration of email & social media
Integration of email & social mediaIntegration of email & social media
Integration of email & social media
dale.simmons
 
Success 4 Your Business!
Success 4 Your Business!Success 4 Your Business!
Success 4 Your Business!
Rob Bates
 
2012 Mobile Trends
2012 Mobile Trends2012 Mobile Trends
2012 Mobile Trends
Kobi Magnezi
 
Dreamtek DUC Consulting Social Media Master Class
Dreamtek DUC Consulting Social Media Master ClassDreamtek DUC Consulting Social Media Master Class
Dreamtek DUC Consulting Social Media Master Class
Dieter Hovorka
 
Digital Strategy for your Brand
Digital Strategy for your BrandDigital Strategy for your Brand
Digital Strategy for your Brand
Ahmar Hasan
 
Digital Marketing
Digital Marketing Digital Marketing
Digital Marketing
Er Sandeep Pandey
 
Content Marketing Strategy
Content Marketing StrategyContent Marketing Strategy
Content Marketing Strategy
Rand Fishkin
 
Peter Krieg, Copernicus Marketing
Peter Krieg, Copernicus MarketingPeter Krieg, Copernicus Marketing
Hubspot social revolution - connecting to customers
Hubspot   social revolution - connecting to customersHubspot   social revolution - connecting to customers
Hubspot social revolution - connecting to customers
penneyfox7369
 
Social Revolution: Connecting with Today’s Customer
Social Revolution: Connecting with Today’s CustomerSocial Revolution: Connecting with Today’s Customer
Social Revolution: Connecting with Today’s Customer
HubSpot
 

Similar to V4 ypo january 2013 (santa barbara) (20)

Affiliate Pivot – What’s Your Brevenue?
Affiliate Pivot – What’s Your Brevenue?Affiliate Pivot – What’s Your Brevenue?
Affiliate Pivot – What’s Your Brevenue?
 
The Future of Real-Time Data in RTB environments
The Future of Real-Time Data in RTB environmentsThe Future of Real-Time Data in RTB environments
The Future of Real-Time Data in RTB environments
 
ADEP Web Experience Management
ADEP Web Experience Management ADEP Web Experience Management
ADEP Web Experience Management
 
Empower Connect11 Trend Flash
Empower Connect11 Trend FlashEmpower Connect11 Trend Flash
Empower Connect11 Trend Flash
 
Social Media Marketing
Social Media MarketingSocial Media Marketing
Social Media Marketing
 
AllFamous Digital Company Profile
AllFamous Digital Company ProfileAllFamous Digital Company Profile
AllFamous Digital Company Profile
 
Inbound Marketing: A Love Story
Inbound Marketing: A Love StoryInbound Marketing: A Love Story
Inbound Marketing: A Love Story
 
Newsletter Summer 2011
Newsletter Summer 2011Newsletter Summer 2011
Newsletter Summer 2011
 
Crispin+mojiva march 2013
Crispin+mojiva march 2013 Crispin+mojiva march 2013
Crispin+mojiva march 2013
 
Miva Merchant Conference 2013 e-Commerce Community Marketing
Miva Merchant Conference 2013 e-Commerce Community MarketingMiva Merchant Conference 2013 e-Commerce Community Marketing
Miva Merchant Conference 2013 e-Commerce Community Marketing
 
Integration of email & social media
Integration of email & social mediaIntegration of email & social media
Integration of email & social media
 
Success 4 Your Business!
Success 4 Your Business!Success 4 Your Business!
Success 4 Your Business!
 
2012 Mobile Trends
2012 Mobile Trends2012 Mobile Trends
2012 Mobile Trends
 
Dreamtek DUC Consulting Social Media Master Class
Dreamtek DUC Consulting Social Media Master ClassDreamtek DUC Consulting Social Media Master Class
Dreamtek DUC Consulting Social Media Master Class
 
Digital Strategy for your Brand
Digital Strategy for your BrandDigital Strategy for your Brand
Digital Strategy for your Brand
 
Digital Marketing
Digital Marketing Digital Marketing
Digital Marketing
 
Content Marketing Strategy
Content Marketing StrategyContent Marketing Strategy
Content Marketing Strategy
 
Peter Krieg, Copernicus Marketing
Peter Krieg, Copernicus MarketingPeter Krieg, Copernicus Marketing
Peter Krieg, Copernicus Marketing
 
Hubspot social revolution - connecting to customers
Hubspot   social revolution - connecting to customersHubspot   social revolution - connecting to customers
Hubspot social revolution - connecting to customers
 
Social Revolution: Connecting with Today’s Customer
Social Revolution: Connecting with Today’s CustomerSocial Revolution: Connecting with Today’s Customer
Social Revolution: Connecting with Today’s Customer
 

More from Mark Suster

Funding in the time of Corona Virus
Funding in the time of Corona VirusFunding in the time of Corona Virus
Funding in the time of Corona Virus
Mark Suster
 
Managing Your Startup Board
Managing Your Startup BoardManaging Your Startup Board
Managing Your Startup Board
Mark Suster
 
Seed stage 2019 final
Seed stage 2019   finalSeed stage 2019   final
Seed stage 2019 final
Mark Suster
 
Is vc still a thing final
Is vc still a thing   finalIs vc still a thing   final
Is vc still a thing final
Mark Suster
 
Staff at vc firms
Staff at vc firmsStaff at vc firms
Staff at vc firms
Mark Suster
 
ICO 2.0 Summit - Keynote Presetnation
ICO 2.0 Summit - Keynote PresetnationICO 2.0 Summit - Keynote Presetnation
ICO 2.0 Summit - Keynote Presetnation
Mark Suster
 
Upfront Ventures Bitcoin & Blockchain VC Survey
Upfront Ventures Bitcoin & Blockchain VC SurveyUpfront Ventures Bitcoin & Blockchain VC Survey
Upfront Ventures Bitcoin & Blockchain VC Survey
Mark Suster
 
Upfront Ventures blockchain and crypto deck
Upfront Ventures blockchain and crypto deckUpfront Ventures blockchain and crypto deck
Upfront Ventures blockchain and crypto deck
Mark Suster
 
Fundstrat Bitcoin & Blockchain presentation for Upfront Summit
Fundstrat Bitcoin & Blockchain presentation for Upfront SummitFundstrat Bitcoin & Blockchain presentation for Upfront Summit
Fundstrat Bitcoin & Blockchain presentation for Upfront Summit
Mark Suster
 
Entrepreneurshit. The Truth About Building Starutps
Entrepreneurshit. The Truth About Building StarutpsEntrepreneurshit. The Truth About Building Starutps
Entrepreneurshit. The Truth About Building Starutps
Mark Suster
 
Startup Exits: A Primer
Startup Exits: A PrimerStartup Exits: A Primer
Startup Exits: A Primer
Mark Suster
 

More from Mark Suster (11)

Funding in the time of Corona Virus
Funding in the time of Corona VirusFunding in the time of Corona Virus
Funding in the time of Corona Virus
 
Managing Your Startup Board
Managing Your Startup BoardManaging Your Startup Board
Managing Your Startup Board
 
Seed stage 2019 final
Seed stage 2019   finalSeed stage 2019   final
Seed stage 2019 final
 
Is vc still a thing final
Is vc still a thing   finalIs vc still a thing   final
Is vc still a thing final
 
Staff at vc firms
Staff at vc firmsStaff at vc firms
Staff at vc firms
 
ICO 2.0 Summit - Keynote Presetnation
ICO 2.0 Summit - Keynote PresetnationICO 2.0 Summit - Keynote Presetnation
ICO 2.0 Summit - Keynote Presetnation
 
Upfront Ventures Bitcoin & Blockchain VC Survey
Upfront Ventures Bitcoin & Blockchain VC SurveyUpfront Ventures Bitcoin & Blockchain VC Survey
Upfront Ventures Bitcoin & Blockchain VC Survey
 
Upfront Ventures blockchain and crypto deck
Upfront Ventures blockchain and crypto deckUpfront Ventures blockchain and crypto deck
Upfront Ventures blockchain and crypto deck
 
Fundstrat Bitcoin & Blockchain presentation for Upfront Summit
Fundstrat Bitcoin & Blockchain presentation for Upfront SummitFundstrat Bitcoin & Blockchain presentation for Upfront Summit
Fundstrat Bitcoin & Blockchain presentation for Upfront Summit
 
Entrepreneurshit. The Truth About Building Starutps
Entrepreneurshit. The Truth About Building StarutpsEntrepreneurshit. The Truth About Building Starutps
Entrepreneurshit. The Truth About Building Starutps
 
Startup Exits: A Primer
Startup Exits: A PrimerStartup Exits: A Primer
Startup Exits: A Primer
 

V4 ypo january 2013 (santa barbara)

  • 1. Marketing in Today’s Open & Social World Mark Suster YPO – January 2013 @msuster
  • 2.  Ex software developer (‘91)  BuildOnline (’99)  Koral / Salesforce.com Both Sides Of The Table (’05)  VC at GRP Partners (‘07)
  • 3. The Marketing Landscape Changes Very Quickly These Days. Pre Web 95 - 2007 08 - Now 10 - Now Future Mobile, Who Offline Online Social Video, Knows? Images • TV • Display • FB Ads • Pre-roll • Print • Email • FB Likes • Overlays • Radio • SEO • Twitter • Brand Integration • SEM • FB Timeline • CPI
  • 4. What IS Clear  Pace of change will accelerate  All marketing is becoming digital or being supported by digital measurement  You need to be metrics driven & test a lot  You need to monitor emerging trends & experiment (saying it’s for the younger generation is no longer an excuse)
  • 5. A Quick Primer on Social Networks
  • 6. In the 80’s there were already “social networks” but they weren’t open.
  • 7. In the 90’s AOL bridged the gap between pre- Internet & Internet with a Walled Garden
  • 8. Web 1.0 made it easier to have personal pages on “the web” (e.g. not AOL). But publishing was one way
  • 9. Web 2.0 was born: 2-way communications and easier to publish multimedia Blogging Photos Video
  • 10. Facebook won the war for broad-based social networking in 2008 & has since gone mainstream.
  • 11. Twitter is really a totally different paradigm. Twitter makes things “open”  Asymmetric  Public  Limited characters; thus  Link-sharing platform
  • 12. Twitter is a much more pervasive business tool than people comprehend  Marketing channel  News reader  Instant messaging  Data mine  Customer service Dept
  • 13. And we all know that social is going mobile
  • 14. All of the major networks are battling for primacy of your time. Open, Business Broad Based Media Centric Networking Networks  Wants to be your  Digital resume  Your portal to the “second screen” TV web  Industry networking  Our unique online  Communications,  Sales & marketing persona / next entertainment tool generation email  Longer-term: address payments
  • 15. Quick View of the Future
  • 16. 1. We’re going from a Social Graph to an Interest Graph. Who You Know What You Like
  • 17. 2. From Closed to Open Data Timeline Your “Open Graph” & Tweets That Friends See Anybody Can See
  • 18. 3. From Web to Mobile Web Browsers Mobile Apps  Location aware  Personal device  Bottom end of sales funnel  Smaller form factor
  • 19. 4. From Text to Images to Video Yesterday - Today – Image Tomorrow - Texting Sharing Video
  • 20. What will this all mean: • for you? • for marketing?
  • 21. The First Version of Online Marketing Was Buying Banner Ads – sold like print as CPMs Banner Skyscraper
  • 22. But People Don’t Pay Attention to the Banners Banner Skyscraper 99% of User Attention
  • 23. Jakob Neilsen eye-tracking has confirmed this: click through rates (CTR) = 0.08%
  • 24. Search Next Came “Sponsored Search” – 80+% of All Term Internet Advertising $ 1. Intent- Based Ads 2. Organic Result
  • 25. Monetizable With any monetizable search term Google becomes a pretty Search Term hostile place for users & expensive for advertisers 1. Intent- Based Ads 3. Google Comparison Shopping 2. Organic Results
  • 26. The Power of Google is Precisely That They Drove Such a High Percentage of Most Sites’ Traffic 1999 2005 10% 7.5% 7.5% 15% 30% 20% 75% 30%
  • 27. But Google Became Vulnerable to Social Networking & Why You Need to Pay Attention to Social 2005 2013 7.5% 5% 7.5% 5% 30% 30% + 20% 20% 15% 30% 20%
  • 28. And Then It All Changes Again ;-) • Mobile • Video
  • 29. Mobile form factor makes ads harder. Plus it’s a phone. Easy to imagine the most effective ad unit. Tiny Banner Click to Call
  • 30. In video the ad unit is also pretty obvious: Videos. Although shorter in format than TV Pre-Roll Video
  • 31. Brand integration (aka product placements) is also performing well. Example: Style Hauls Blair Fowler Elle Fowler 750,000 views
  • 32. Making Social Media Actionable
  • 33. Blogging is the foundation. It helps build a direct relationship with your audience. Build “point of view” marketing
  • 34. Twitter is where your customers go to amplify word of mouth feedback “American Airlines #Sucks” “#EpicFail at BestBuy today. No customer support “You’ve got to go see #Argo – best film of the year”
  • 35. The information is not anonymous. You can find out your influencers & conversions and build programs around them. $57.50 $331.22 direct purchasesdownstream purchases 15 6 58 clicks downstream downstream shares clicks $74.2 $94.09 $97.09 1 $65.02 direct purchasesdownstream direct direct purchases purchases purchases 19 2 14 11 1 7 7 clicks downstream downstream clicks downstream downstream clicks shares clicks share clicks $78.12 $19.78 $18.41 direct purchases direct purchases direct purchases 9 5 7 clicks clicks clicks
  • 36. Twitter can be also be used to drive audience to your blog to grow your influence with your key constituencies It’s about winning “share of mind”
  • 37. Blogs can be used to inform customers about your products and drive traffic to your website / products Your Website
  • 38. Blogs & Websites improve inbound traffic to your website by giving you more content to be searched Your Website
  • 39. Your blog & website can drive traffic to Facebook where you can build “fans” and engage with customers Your Website
  • 40. And of course Your blog, website & Facebook help you add more Twitter followers. Your Website
  • 41. Which is how a guy like me with no staff to support him gets 86,000 Followers 300,000 - 12,600 600,000 Fans Monthly Page Views Your Website 90+% of GRP’s Inbound Traffic
  • 42. And if I Could do it With No Staff, Imagine What Your Company Could Do
  • 43. Just get over your stereotype that social media is about telling people what you had for lunch
  • 44. Marketing in Today’s Open & Social World Mark Suster YPO – January 2013 @msuster