Social Media:Building audiences and

revenue

Moscow, Russia27 – 28 September 2012

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Social media and revenue: indirect and direct

Audience engagement and intelligence

Photos by Karen O’D and Jos Dielis

Direct: Advertising and Monetising user content

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User engagement cycle

Casual(Just stopping by)

Connected(Signing up and engaging in light interaction)

Committed(Signing in because of personal benefit and engaging in heavy interaction)

Catalyst(Identifying as Guardian Readers, telling other people, linking to or blogging about us…)

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CasualBookmarking

TaggingAdding to GroupAttention Data

Connected

CommentingRatingVoting

EndorsingCommittedUGC

SoulmatesTools for Content &

UsersSocial Site Skills

Profiles

CatalystNetworking tools

Blogging toolsNetworked journalism

Attention&

Reputation

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Engagement strategy goes beyond social networks

Live blogging and specialist blogging

Crowdsourcing and networked journalism

Offline community supporting online community

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Indirect revenue: Building traffic and loyalty

Text

photo: by Anirudh Koul

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Al Jazeera: Building audience

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Live blogging: building engagement

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Leverage audience use of social network activity

Allow users to use their social network identity on your site

Allow users to see what their friends are reading and viewing on your site

Create experiences where social network users can interact around live events

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Adding social features to your own site

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vKontakte’s Developer options

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Friends recommendations

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Social television

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Crowdsourcing: More engaged audiences

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Guardian: The benefits of engagement

Users who interacted with crowdsourcing projects “30 times more pages than the average user".

They “come back to more than one page a day”.

They “register with our site which gives us more data”.

Source: journalism.co.uk

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Indirect but important: Audience data

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Direct revenue: Social app ads

source: journalism.co.uk

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#advertiserlove

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Niche blogs: Entertainment, food and sports

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Monetising user-generated content

Source: Mashable

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Kevin AndersonKnowledge Bridge editor and digital strategistkevin.anderson@mdlf.orgKnowledge Bridge http://kbridge.org