Real Branding Social Media 20080513 Final
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Transcript of Real Branding Social Media 20080513 Final
San Francisco: 2325 Third Street | Suite 108 | San Francisco | CA 94107 | 415.522.1045 New York: 275 Madison Avenue | Suite 628 | New York | NY 10016 | 212.878.8825
©2008 Real Branding. Confidential. All rights reserved.
Digital Marketing Innovation Series:Social Media for Marketers
Presented by: Mark Silva, Founder and Managing Director
May 13, 2008
©2008 Real Branding. Confidential. All rights reserved. 2 www.realbranding.com
AGENDA
Three takeaways about Social MediaIt’s MessyIt’s HotIt’s Game-Changing
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IT’S MESSY
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IT’S MESSY
FAILED SESSION TITLE:
THE TWO MOST IMPORTANT LETTERS FOR MARKETERS IN A CONSUMER-IN-CONTROL MARKET:
S & M(AS IN SOCIAL MEDIA)
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IT’S MESSY
SOURCE: 2005, Markus Angermeier : Web 2.0 Mindmap
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HUH? WTF?
IT’S MESSY
Web 2.0 as defined by Wikipedia…A social phenomenon embracing an approach to generating and distributing Web content itself, characterized by open communication, decentralization of authority, freedom to share and re-use, and "the market as a conversation"
Alluding to the version-numbers that commonly designate software upgrades, the phrase "Web 2.0" hints at an improved form of the World Wide Web; suggest that technologies such as weblogs, social bookmarking, wikis, podcasts, RSS feeds (and other forms of many-to-many publishing), social software, Web APIs, Web standards and online Web services imply a significant change in web usage
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
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IT’S MESSY
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Bookmarking
Video
Photo
Personalities = Social net/Individual
Tribes = Social Net• Regional; Clubs
Microblog
Mobile
Blog
IT’S MESSY, BUT WE’RE TRYING TO CLEAN UP
SearchAuthoritativeFan/passingRelated adsTiered 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
©2008 Real Branding. Confidential. All rights reserved. 9 www.realbranding.com
IT’S HOT
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IT’S HOTFAST GROWTH; LOW PENETRATION = HOT
Visitor Growth by Category (1/07-1/08)
Cat
egor
y Pe
netr
atio
n (%
of O
nlin
e U
sers
)
Source: comScore “Digital World – State of the Internet’ 3/08
©2008 Real Branding. Confidential. All rights reserved. 11 www.realbranding.com
IT’S HOT
GROWING FASTER THAN PORN :
SOURCE: THE ECONOMIST, 4/19/2008
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IT’S HOTCONSUMERS LEADING WAY: 58% CAGR in IP TRAFFIC, 2005E-20011E
Source: Cisco Systems, Global IP Traffic Forecast and Methodology; Mobility segment (0.1% of traffic in 2007) not displayed
©2008 Real Branding. Confidential. All rights reserved. 13 www.realbranding.com
0
10
20
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40
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1 3 5 7 9 11 13 15 17 19 21 23Months (1)
Source: eBay Investor Presentation, RockYou(1) eBay starts Q2 98, PayPal starts Q1’00, Yahoo! starts Q1’95, AOL starts Q1’92, Facebook starts Q4’04, and RockYou Starts Q4’05(2) Facebook data represents active users, which was disclosed on 12/05 and 12/06. Undisclosed active user data is extrapolated by applying an average active user penetration to
global Unique Visitors (per comScore Media Metrix)
(2)
Reg
iste
red
Use
rs (M
M)
Reg
iste
red
Use
rs (M
M)
IT’S HOT
SOURCE: ROCKYOU! WEB2.0 CONFERENCE 4/2008
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IT’S HOT101MM visitors +305% Y/Y (67MM+ active users), 20B minutes (4# globally behind Yahoo!, Live , and YouTube), +365 Y/Y; 250K new registrations per day since 1/07; >50% of active users return daily (Facebook 3/08, comScore 1/08)
55K regional / work-related / collegiate / high school networks (>50% outside of college); Fastest growing demographic is those 25+ years old; 85% market share of 4-year US universities (Facebook 3/08)
14MM+ photos uploaded daily; 6MM+ active users groups on site (Facebook 3/08)
Top non-US active users: UK (8MM+), Canada (7MM+), Turkey, Australia, France, Sweden, Norway, Columbia, and South Africa (Facebook 3/08)
Source: comScore global 1/08, Facebook 3/08, Morgan Stanley Research
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Internet + Personal Sources = Most Important Sources Of Information
Source: USC Annenberg School: Digital Future Report 2007
IT’S HOT
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IT’S GAME-CHANGING
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IT’S GAME-CHANGING
Source: Google, Yahoo!
iGOOGLE + YAHOO! MOBILE
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Wikipedia.org
Alexa Global Traffic Rankings 12/31/05; 3/12/08, Morgan Stanley Research
IT’S GAME-CHANGING2008
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(U.K.)
©2008 Real Branding. Confidential. All rights reserved. 19 www.realbranding.com
IT’S GAME-CHANGINGNext-Generation Assets: YouTube + Facebook + Skype + PayPal
Users Y/Y Growth Comments
285MM(1) +94%
#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)
101MM(1) +305%#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)
276MM(2) +61%
$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)
57MM(2) +16%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)
Source: (1) comScore global 1/08; (2) eBay CQ4, Morgan Stanley Research; (3) YouTube; (4) Facebook
©2008 Real Branding. Confidential. All rights reserved. 20 www.realbranding.com
IT’S GAME-CHANGINGIn 5/07, Facebook opened its platform to 3rd-party developers, allowing anyone to create widgets for use on Facebook pages20K applications, 859MM instillations, 34MM usages per day since APIs opened – may be unprecedented ramp (adonomics.com 3/08)
Early to understand that individuals had the ability to innovate faster than it could, while users would govern quality / value as they customized their profiles
Application Company Installs (% Active Users)Super Wall RockYou! 28MM (8%)
Top Friends Slide 26MM (7%)
FunWall Slide 25MM (9%)
SuperPoke! Slide 21MM (2%)
Movies Flixster 20MM (3%)
Likeness RockYou! 16MM (2%)
Video Facebook 16MM(1)
Hug Me RockYou! 13MM (2%)
iLike iLike 12MM (3%)
Quizzes N/A(2) 12MM (1%)
Source: (1) Active user data unavailable; (2) E. Diep / J. Winterhalter; Source: admonmics.com 3/12/08
TOP FACEBOOK APPLICATIONS
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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
©2008 Real Branding. Confidential. All rights reserved. 22 www.realbranding.com
Applications can be skinned or branded with prominent placement for an advertiser with additional opportunities for sweepstakes, contests, streaming video units, and other custom programs.
IT’S GAME-CHANGING
Application Sponsorship
SOURCE: ROCKYOU! WEB2.0 CONFERENCE 4/2008
©2008 Real Branding. Confidential. All rights reserved. 23 www.realbranding.com
IT’S GAME-CHANGING
WHY FACEBOOK OVER MYSPACE?Facebook offers a social network that is both standardized + self-controlled / flexible – a highly personalized first-stop portal for online connectivity – users can program their pages with growing number of drag-and-drop applications (aka widgets)Users like the ability to express themselves + connect with friends in a protected environment where they know / trust people in their network + don’t feel exploited / spammed y intrusive ads
Source: MySpace, Facebook
©2008 Real Branding. Confidential. All rights reserved. 24 www.realbranding.com
IT’S GAME-CHANGING
Source: Facebook; C. Messina on flickr
SOCIAL MEDIA – ‘PRESENCE’ VIA MOBILE 24x7
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IT’S GAME-CHANGINGBUILDING ON THE NEW LOYALTY FUNNEL—NEW ROI
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IT’S GAME-CHANGINGFACEBOOK ADS
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APPENDIX: MORE CONVINCING STATS THAT I DIDN’T HAVE TIME TO PRESENT
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THE MOMENTUM EFFECT
How to create brand value in the Web 2.0 social networking space?Over 70% brand value is the result of consumer-to-consumer communication*The momentum effect contrasts direct exposure (B2C) to brand imagery, advertising, or indirect, second-hand exposure through another consumer (C2C)
Why?Positive impact of seeing a brand within one’s social networkConsumers react when given the opportunity to share their own story using the brand as a symbol and reference pointCommunity members become highly engaged and focused on content they create, modify, or personalize
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WHAT BRANDS CAN SUCCEED?
Brands who are already experimenting with involving users’ voicesCompanies who can move fastCompanies who are open
©2008 Real Branding. Confidential. All rights reserved. 30 www.realbranding.com
HOW TO APPROACH THE SOCIAL MEDIA OPPORTUNITY?
Visit Drop in where your consumers are
Homestead Don’t over-stay your welcome
Rent Be part of pre-existing communities, e.g.. Community Connect
Host Utilize Ning, Pluck, etc to host an environment
Contract It Out Liveworld, Communispace
Build Yourself DIY
Monitor Google Blog Search, Buzz Metrics, Nielsen & Analyze
Visit, homestead, rent, host, contract, or DIY?
©2008 Real Branding. Confidential. All rights reserved. 31 www.realbranding.com
WHAT IS SOCIAL NETWORKING?
Social networking as defined by eMarketer…A site whose main purpose is to enable people to connect with others by creating personal profiles, describing their interests and sharing content
Social networking as defined by Wikipedia…Social media is an umbrella term that defines the various activities that integrate technology, social interaction, and the construction of words and pictures. Social media can take many different forms
Craft a unique identity, have a circle of friends, communicate, share
Social networking as defined by eMarketer…A site whose main purpose is to enable people to connect with others by creating personal profiles, describing their interests and sharing content
Social networking as defined by Wikipedia…Social media is an umbrella term that defines the various activities that integrate technology, social interaction, and the construction of words and pictures. Social media can take many different forms
• Internet forums• Message boards• Weblogs• Wikis• Podcasts
• Pictures• Video• Blogs• Picture-sharing• Vlogs
• Wall-postings • Instant Messaging• Music-sharing• Crowdsourcing• Voice Over IP
©2008 Real Branding. Confidential. All rights reserved. 32 www.realbranding.com
THE BBC! - @ www.bbc.com + Facebook + YouTube
Source: BBC
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SOCIAL NETWORK FACTS
27.4m US internet users age 3 and older use social networking sites at least once a month12% of all time spent online by US internet users is on MySpace (2006)Since 2000
• Internet Increased 50%• TV Increased only 6%
Facebook: 64 million active users• Since going to the public in September 2006, its rank went from 60 to rank 6 in web traffic
Social media applications will attract over 1b broadband users within 5 yearsSocial network members tend to be younger and more engagedSocial network and widget usage
• 18-24 43% social network 43% widgets• 25-34 35% social network 25% widgets
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WHO’S USING SOCIAL NETWORKING SITES?
Who has a profile?Audience size: 120MM2 out of 3 Americans
Who’s doing what?12- to 17-year-olds 260 min/month Viewed 808 pages
35- to 54-year-olds 179 min/month Viewed 560 pages
Source:http://www.emarketer.com/Article.aspx?1004636&src=article1_newsltr, Ad Age reported in October 2006
©2008 Real Branding. Confidential. All rights reserved. 35 www.realbranding.com
REFERENCES
Strategy Analytics, The people’s revolution: Implications of Web 2.0 and social media applications press release, December 12 2007eMarketer, Social Media Future Bright, Challenging, December 2007eMarketer, MySpace is America’s Favorite Internet Time Waster, February 2007Veronis Suhler Stevenson Study, September 2006Alexa InternetStrategy Analytics, The people’s revolution: Implications of Web 2.0 and social media applications, November 2007AdnomicscomScore Widget Metrix press release, June 2007Dynamic Logic SurveyJupiterResearch, Travel Widgets, March 2008eMarketer, Widgets Come to Online Advertising, October 2007JupiterResearcheMarketer, What Can Widgets Do?, February 2009JupiterResearch, Travel Widgets, March 2008eMarketer, Widgets Come to Online Advertising, October 2007
©2008 Real Branding. Confidential. All rights reserved. 36 www.realbranding.com
Building Viral Engagement
User
3. Indirect friends => focus on messaging• Focus on messaging to invite/notification receivers to drive more friends invites• Deliver increasing AND simply understood value to app w/ every friend invited (Zombies)
1. New users => build clean flows • New users absolutely key to viral engagement (vs returning user)• Focus on linear, one-action flows to maximize activation for new users• Forget registration
2. Direct friends => deliver clear value prop
• Provide clear value proposition to new user for inviting friend network (Likeness)• Ensure invitation is first/second step of new user flow to maximize viral value of user (Superlatives vs Superlatives)
4. Interested parties => allow universal use• Enable simple tools (comments, ratings, answers) that allow interaction w/o requiring full engagement w/ application (My Questions)
Direct Friends
Indirect Friends
Interested Parties
SOURCE: ROCKYOU! WEB2.0 CONFERENCE 4/2008
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BEST PRACTICES-APPLICATION DEVELOPMENT
Frictionless: simple, less is moreAudience: on Facebook for their friendsCommunication: integrate into the viral channelsEngagement: hook users to return regularlyBusiness model: design with monetization in mindObjective: establish goals and success metricsObvious: make each page’s purpose clearKeep working: develop, test, repeat
Some rules of thumb from Context Optional
©2008 Real Branding. Confidential. All rights reserved. 38 www.realbranding.com
Lead Generation and Direct Response Leverage affiliate network providers at first (best offers w/ best payouts)
Affinity LabsMyOfferPalNeverblue AdsCommission Junction
Vet opportunities based on demographic mix of the application/siteSuccessful lead gen/direct response campaigns on social media include:
Mobile offers (SendMe)Dating (True, Match, SinglesNet)Education (UPheonix)
Given unlimited funding for lead gen, effective way to fill remnant inventory at higher CPMs
Actively research performance via discussion boards and directoriesBe prepared to process multiple lead gen offers to maximize performanceLead generation campaigns may burn through quickly; active management
and tracking is required
BEST PRACTICES-APPLICATION DEVELOPMENT
©2008 Real Branding. Confidential. All rights reserved. 39 www.realbranding.com
CONTACT INFORMATION
THANK YOU!
MARK SILVAFounder & Managing [email protected] ext 304- owww.marksilva.comwww.twitter.com/marksilva
Thanks to all the Real Branding team for helping me in pulling this off.