Fresh Networks presentation: Case studies in social networks monetisation
27
What’s the Value?: Monetising online communities and building value Joanne Jacobs Social Media Consultant [email protected] @joannejacobs bgsbjj
-
Upload
joanne-jacobs -
Category
Technology
-
view
4 -
download
1
description
Transcript of Fresh Networks presentation: Case studies in social networks monetisation
What’s the Value?: Monetising online communities and building value
Joanne JacobsSocial Media Consultant
@joannejacobsbgsbjj
Scope
• ‘Value’ and social media• Retail and social media stats• Case study: Gurgle• Case study: Book Army• Emergent retailing opportunities with social media• Rethinking ‘monetisation’
Value & Social Media 1
• ‘Value’ versus ‘monetisation’– What do you want to achieve?– What revenue streams do you need to be
sustainable/profitable/change your retail proposition?
Value and Social Media 2
• ‘Value’ versus ‘utility’– Value drawn from demographics,
market research and product testing– £ value income generation from the
channel and/or conversions
Facts and Stats (1)
December 2008, Source: http://www.techcrunch.com/2008/12/31/top-social-media-sites-of-2008-facebook-still-rising/
Facts and Stats (2)
January 2009, Source: http://pewinternet.org/~/media//Files/Reports/2009/PIP_Adult_social_networking_data_memo_FINAL.pdf.pdf
Facts and Stats (3)
January 2009, Source: http://www.emarketer.com/
Facts and Stats (4)
March 2009, Source: http://www.coremetrics.co.uk/solutions/industry-report.php
Facts & Stats (5)
March 2009, Source: http://server-uk.imrworldwide.com/pdcimages/Global_Faces_and_Networked_Places-
A_Nielsen_Report_on_Social_Networkings_New_Global_Footprint.pdf
Background:– Launched October 2007– Joint Mothercare & Fleming Media investment– 50,000 registered users by April 2008– Launched to US and India in June 2008– >90,000 registered users by April 2009 (200,000+ uniques/month)
What does it do:– Provides ‘safe’ space for pregnant women and young families to
share stories, find information on relevant issues, and communicate with people in same situation
– Non-exclusive promotion of products– Generates advertising revenue
TOP DOWN
BOTTOM UP
Sharing Stories
Product promotion:
• Mothercare• Other brands
Ad revenue generation
Social media components:– Chat & Answers section– Uploads– Comments on all items– Facebook app– Polls– Bookmarking/integration
Background:– Went to Beta in December 2008– Joint Harper Collins & Fleming Media investment– Approx 30,000 users by April 2009 – Not due to launch properly until July 2009
What does it do:– User generated reviews of books and recommendation engine– Promotion of Harper Collins books and authors– Generates advertising revenue
Reviews and Recommendations
HC Book and Author profiles
Ad and Referral Revenue
Clicking this….
… takes you to e-tailing partner.
Emergent Opportunities for Retail
• Twitter represents a great opportunity to:– Research perception of brands– Track product launches– Respond to questions in real time
• Vendor Relationship Management– ‘Markets are conversations’– Sustainability dependent
on lifetime value of customer
Rethinking monetisation
• Monetisation doesn’t have to involve e-tailing conversions– Market research– Product testing– Reviews and recommendations– Distributed, or reduced-cost customer service
• Social networks don’t have to be all ad revenue driven– Can sell premium information services, event participation, other
services.
Questions?
Joanne JacobsSocial Media Expert Consultant
Email: [email protected]: 0208 144 9348Mob: 07948 318 298
Twitter: @joannejacobsSkype: bgsbjj
