Social Media: Questions Start Conversations

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Information about Social Media: Questions Start Conversations

Published on June 3, 2008

Author: sethgoldstein

Source: slideshare.net

Description

This is the presentation that Seth Goldstein of socialmedia.com gave on Monday June 2 to the Internet Advertising Bureau (IAB) in NY. The title is: "social media: questions start conversations"

Social Media: Questions Start Conversations seth goldstein ceo, socialmedia.com IAB Keynote 6/2/08

What is the Problem? IAB Keynote 6/2/08

Social media is killing internet advertising. IAB Keynote 6/2/08

Starting in 1995... IAB Keynote 6/2/08

People became interested in online content. IAB Keynote 6/2/08

13 Years of Online Content Growth! 7,000 5,250 3,500 1,750 0 1995 1998 2002 2008 # display impressions across the web (in millions) IAB Keynote 6/2/08

But a few years ago... IAB Keynote 6/2/08

...people started to become more interested in each other. IAB Keynote 6/2/08

And less interested in the ads 40% 30% 20% 10% 0% 1995 1998 2002 2008 Click-through rates on display ads IAB Keynote 6/2/08

How can we make advertising work in social media? IAB Keynote 6/2/08

What is Social? IAB Keynote 6/2/08

IAB Keynote 6/2/08

IAB Keynote 6/2/08

What is Social Media? IAB Keynote 6/2/08

Social Media is active sharing online Are you going What car do you What’s on your Have you seen Why do you to Dave’s want to be seen in? playlist? that movie? like Macs? party? IAB Keynote 6/2/08

Social Media = social social social + applications + advertising platforms IAB Keynote 6/2/08

The Social Media Stack ADS inspire conversations APPS enable interactions PLATFORMS connect friends IAB Keynote 6/2/08

Social Platforms...

IAB Keynote 6/2/08 PLATFORMS

70 Million Active Users on Facebook 70M ▪ Number of users 70 doubles every 6 months 56 ▪ 250,000+ new users a day 42 28 14 0 Source: Facebook Sep Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May IAB Keynote 6/2/08 PLATFORMS

“The social graph is the set of connections which define your real- life social network.” -Mark Zuckerberg IAB Keynote 6/2/08 PLATFORMS

quot;You might log into Facebook in the morning and you might stay in Facebook throughout the day...it becomes the platform and from within it you can do almost everything you want to do.quot; Charlene Li Forrester Research IAB Keynote 6/2/08 PLATFORMS

“Facebook is commanding a mass market in a way traditional forms of media no longer do. Even TV does not have the same level of engagement. Right now, Facebook is unique.quot; -Peter Fader Wharton marketing professor IAB Keynote 6/2/08 PLATFORMS

Communications platforms expand sharing throughout social networks. IAB Keynote 6/2/08 PLATFORMS

Social Applications

The Filter Factor PLATFORMS People are constantly interacting with each other IAB Keynote 6/2/08

The Filter Factor APPS organize interactions Walls Pokes Quizzes Ratings Games Gifts PLATFORMS People are constantly interacting with each other IAB Keynote 6/2/08

The Filter Factor APPS organize interactions Walls Pokes Quizzes Ratings Games Gifts PLATFORMS People are constantly interacting with each other IAB Keynote 6/2/08

Interactions are Shared Among Friends and Throughout the Network APPS IAB Keynote 6/2/08

Important events are spread through a network of friends. IAB Keynote 6/2/08

Social Advertising

What is Social Advertising? IAB Keynote 6/2/08

Social ads The power of lots of little, quiet social ads vs one big ad on fixed content. ADS IAB Keynote 6/2/08

Evolution of Online Advertising Display Behavioral Social Where do you want BUY ME! buy me buy me to take a test drive? Have you seen Indiana Jones yet? Have you heard the new Coldplay CD? Loud Medium Quiet IAB Keynote 6/2/08

“Utility doesn't have to big this big thing. It can take place in smaller, more frequent interactions.” -Mark Zuckerberg IAB Keynote 6/2/08 PLATFORMS

How can brands inspire quiet conversations? ADS IAB Keynote 6/2/08

“Hey, I just bought a great new car...” ` Quiet & engaging IAB Keynote 6/2/08

Case Study: BMW 1 Series Joy Ride IAB Keynote 6/2/08

Advertise app... IAB Keynote 6/2/08

Install app... IAB Keynote 6/2/08

Configure the car... IAB Keynote 6/2/08

Invite friends... IAB Keynote 6/2/08

Choose activity... IAB Keynote 6/2/08

Newsfeed... IAB Keynote 6/2/08

Friend lists.... IAB Keynote 6/2/08

Status update... IAB Keynote 6/2/08

Profile pages... IAB Keynote 6/2/08

How Can Brands Get Involved?

Ask questions. IAB Keynote 6/2/08

“ Who is your greenest friend? Where do you want to go on vacation? Which one of your friends knows movies best? Which shoe matches your personality best? IAB Keynote 6/2/08

Engage friends… IAB Keynote 6/2/08

Authentically. IAB Keynote 6/2/08

socialmedia.com IAB Keynote 6/2/08

IAB Keynote 6/2/08

seth@socialmedia.com IAB Keynote 6/2/08

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