Socialize: Monetizing Social Media - Jack Bamberger
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Social Activity: The Real Opportunity for Brands in Social and Mobile Media
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Socialize: Monetizing Social Media - Jack Bamberger
- 1. “ Social Activity: The Real Opportunity for Brands “ “ in Social and Mobile Media Jack Bamberger, Chief Client Officer, appssavvy © 2010 appssavvy. All rights reserved. Confidential and proprietary. page
- 2. banners, content, portals, and clicks rule advertising 1996 © 2010 appssavvy. All rights reserved. Confidential and proprietary. page 2
- 3. the web continues, mostly unchanged 2008 but the shift to social activity makes sharing, communities, games, and location the most valuable opportunities for advertisers © 2010 appssavvy. All rights reserved. Confidential and proprietary. page 3
- 4. social media and games dominate online activity Source: Nielsen NetView. June 2010 © 2010 appssavvy. All rights reserved. Confidential and proprietary. page 4
- 5. “You make something social and that kind of rethinks the whole space.” Mark Zuckerberg, CEO of Facebook © 2010 appssavvy. All rights reserved. Confidential and proprietary. page 5
- 6. “Advertising… we think it’s ripe for innovation. We’ve been waiting for online advertising to show its stuff for about 15 years.” Mary Meeker, Morgan Stanley Tech Analyst (now at Kleiner Perkins) © 2010 appssavvy. All rights reserved. Confidential and proprietary. page 6
- 7. why are we here today? the relationship between rethink delivery & reception of advertising. © 2010 appssavvy. All rights reserved. Confidential and proprietary. page 7
- 8. 620 million users 250 million users 175 million users 7.5 million users Social online advertising opportunities are HUGE source: comScore, Appdata.com, PCMag.com, Foursquare © 2010 appssavvy. All rights reserved. Confidential and proprietary. page 8
- 9. © 2010 appssavvy. All rights reserved. Confidential and proprietary. page 9
- 10. How are people spending time online? source: comScore “Insights Into Online Display Advertising Growth” (06/10), The Nielsen Company “Top 10 Sectors by Share of U.S. Internet Time” (06/10), IAB Internet Advertising Report (10/10) © 2010 appssavvy. All rights reserved. Confidential and proprietary. page 10
- 11. Likes Comments Status Updates Check-ins © 2010 appssavvy. All rights reserved. Confidential and proprietary. page 11
- 12. Missions Virtual Goods Neighbors © 2010 appssavvy. All rights reserved. Confidential and proprietary. page 12
- 13. Check-ins © 2010 appssavvy. All rights reserved. Confidential and proprietary. page 13
- 14. Search Q&A © 2010 appssavvy. All rights reserved. Confidential and proprietary. page 14
- 15. Communities Photos Q&A © 2010 appssavvy. All rights reserved. Confidential and proprietary. page 15
- 16. Status Update Status Search © 2010 appssavvy. All rights reserved. Confidential and proprietary. page 16
- 17. …but where do we put the Ad Units? © 2010 appssavvy. All rights reserved. Confidential and proprietary. page 17
- 18. “I’m not interested in advertising on a little box because it’s what’s in the box that is important. We want to blow up the box… and change the way we interact with the customer, and we want it to be around experience.” Jim Farley, Global Group VP of Ford Motor Co © 2010 appssavvy. All rights reserved. Confidential and proprietary. page 18
- 19. The future of advertising isn’t around social activity 300,000+ 90 million+ user generated communities conversations started 300 million+ 24 million+ video views minutes spent playing social games with friends 25 million+ 100 million+ check-ins to real places pieces of content shared across over 250M users ..it is social activity © 2010 appssavvy. All rights reserved. Confidential and proprietary. page 19
- 20. We need a new playbook. © 2010 appssavvy. All rights reserved. Confidential and proprietary. page 20
- 21. Social activity changes how we measure success Traditional Metrics Social Metrics ✚ Impressions ✚ Content shared to newsfeed ✚ Reach ✚ Q&A participation ✚ Frequency ✚ Branded check-ins ✚ CTR ✚ Branded virtual goods interactions ✚ eCPM ✚ Branded in-game actions completed ✚ Conversation threads generated ✚ Post-Engagement Video views ✚ Video share rate ✚ Average session length ✚ Fan Page Postings © 2010 appssavvy. All rights reserved. Confidential and proprietary. page 21
- 22. Let’s look at three case studies © 2010 appssavvy. All rights reserved. Confidential and proprietary. page 22
- 23. Coca-Cola’s objective: Reinforce brand attributes through social gaming by driving consumers to interact within a game or visit the Coca-Cola website. © 2010 appssavvy. All rights reserved. Confidential and proprietary. page 23
- 24. ngmoco 20 million monthly active users ACTIVITIES • Buy and serve dishes • Earn money • Expand your restaurant • Visit your friends’ restaurants • Earn experience to level up © 2010 appssavvy. All rights reserved. Confidential and proprietary. page 24
- 25. Players send Coca-Cola to their friends to serve in their restaurants 5.6 million gifts sent © 2010 appssavvy. All rights reserved. Confidential and proprietary. page 25
- 26. Coca-Cola Café World Fan Blast sent to 16 million fans © 2010 appssavvy. All rights reserved. Confidential and proprietary. page 26
- 27. Coca-Cola gift promoted on the welcome screen 36 million impressions delivered © 2010 appssavvy. All rights reserved. Confidential and proprietary. page 27
- 28. Coca-Cola campaign brand metrics 25% 32% lift in purchase lift in recommendation intent intent 80% Post-Ad Actions took a post- ad action • Purchasing a Coca-Cola product • Telling a friend or family member about the ad or gift • Visiting the Coca-Cola website source: Interpret © 2010 appssavvy. All rights reserved. Confidential and proprietary. page 28
- 29. A word from the client “This allows us to reinforce our messaging in the physical world that Coca-Cola is a refreshing complement to meals. Social gaming gives us the opportunity to extend our brand strategy, including helping bring people together, which is inherent to social gaming itself.” –Roberto Mastrocola, Integrated Communications Manager for Coca-Cola © 2010 appssavvy. All rights reserved. Confidential and proprietary. page 29
- 30. vitaminwater’s objective: Generate excitement around vitaminwater to connect with and increase vitaminwater’s Facebook fan base © 2010 appssavvy. All rights reserved. Confidential and proprietary. page 30
- 31. ngmoco Status Shuffle 5.7 million monthly active users ACTIVITIES • Shuffle through the world’s largest collection of Facebook status messages • Choose one to post as your own Facebook status © 2010 appssavvy. All rights reserved. Confidential and proprietary. page 31
- 32. vitaminwater features statuses set between 11pm and 4am 18 million statuses delivered 150,000 clicks to the fan page © 2010 appssavvy. All rights reserved. Confidential and proprietary. page 32
- 33. Users post statuses using vitaminwater skinned page 4 million status updates and clicks on sponsored tags © 2010 appssavvy. All rights reserved. Confidential and proprietary. page 33
- 34. vitaminwater promoted through videos and standard ad units 100 million total impressions delivered © 2010 appssavvy. All rights reserved. Confidential and proprietary. page 34
- 35. OBJECTIVE Bring the Windows Cloud to life digitally by making it big, real and organic. © 2010 appssavvy. All rights reserved. Confidential and proprietary. page 35
- 36. ngmoco 20 million app installs to date ACTIVITIES • Expand your planet • Visit other planets • Earn money (Awe and Gold) • Buy structures • Earn experience to level up © 2010 appssavvy. All rights reserved. Confidential and proprietary. page 36
- 37. Players visit the Windows Cloud to get free Awe 6.1 million visits © 2010 appssavvy. All rights reserved. Confidential and proprietary. page 37
- 38. Players are encouraged to learn more about the brand 700,000 clicks to Windows site (11% CTR) © 2010 appssavvy. All rights reserved. Confidential and proprietary. page 38
- 39. Windows Cloud promoted on the load screen 140 million impressions delivered © 2010 appssavvy. All rights reserved. Confidential and proprietary. page 39
- 40. Mobile works, social activity works better Note: Control N=448; Exposed N=225 © 2010 appssavvy. All rights reserved. Confidential and proprietary. page 40
- 41. capturing intent and context by understanding social activity improves the distribution channel for branded advertising&content © 2010 appssavvy. All rights reserved. Confidential and proprietary. page 41
- 42. Validation through 3rd party research studies Measure the effectiveness of your brand’s campaign by evaluating key marketing BRAND METRICS metrics • Brand Awareness • Purchase Intent • Recommendation Intent • Brand Perception • Brand Attributes AD METRICS • Ad Recall • Ad Likeability • Brand Fit • In-Game Impact • Post Ad-Actions © 2010 appssavvy. All rights reserved. Confidential and proprietary. page 42
- 43. Overall Online Online appssavvy Mobile Tech Video Campaign Norms Norms Norms Brand Metrics Increase Increase Increase Increase Aided Awareness 45% 8% 2% 5% Ad Awareness 60% 22% 6% 20% Purchase Intent 32% 11% 2% 2% Note: Control N=1,691; Exposed N=1,203 © 2010 appssavvy. All rights reserved. Confidential and proprietary. page 43
- 44. +261% +180% +23% © 2010 appssavvy. All rights reserved. Confidential and proprietary. page 44
- 45. 76% net positive likeability Base = Recall Ads in Game (n=109) © 2010 appssavvy. All rights reserved. Confidential and proprietary. page 45
- 46. Based upon 3rd Party Research results conducted by Interpret Research © 2010 appssavvy. All rights reserved. Confidential and proprietary. page 46
- 47. +149% Lift Note: Control N=1,399; Exposed N=569 © 2010 appssavvy. All rights reserved. Confidential and proprietary. page 47
- 48. Have you heard of [Brand product]? 374% Lift Note: Control n=47; Exposed n=62 © 2010 appssavvy. All rights reserved. Confidential and proprietary. page 48
- 49. +93% Lift Note: Control N=145; Exposed N=114 © 2010 appssavvy. All rights reserved. Confidential and proprietary. page 49
- 50. Note: Recall N=109 © 2010 appssavvy. All rights reserved. Confidential and proprietary. page 50
- 51. 25% 32% lift in purchase lift in recommendation intent intent 80% Post-Ad Actions took a post- ad action • Purchasing a [Brand] product • Telling a friend or family member about the ad or gift • Visiting the [Brand] website source: Interpret © 2010 appssavvy. All rights reserved. Confidential and proprietary. page 51
- 52. +22% Lift Q. How likely are you to watch the new season of [Brand TV show]? Note: Control N = 206; Recall N = 205 © 2010 appssavvy. All rights reserved. Confidential and proprietary. page 52
- 53. % of Detractors Net Promoter Score (NPS) = % of Promoters (“Definitely would recommend “ and “Probably would recommend”) - (“Definitely would not recommend “ and “Probably would not recommend”) Note: Control N=174; Recall N=109 © 2010 appssavvy. All rights reserved. Confidential and proprietary. page 53
- 54. +18% Base = 174 Base = 109 © 2010 appssavvy. All rights reserved. Confidential and proprietary. page 54
- 55. [Brand (film)] +15% Lift Q. If you were to go to see an upcoming movie, how likely would you be to consider the following movies? Note: Control N=210; Recall N=167 Source: Interpret © 2010 appssavvy. All rights reserved. Confidential and proprietary. page 55
- 56. [Brand (film)] Post-Ad Actions 69% Post-Ad Actions took a post- ad action • Watched[Brand (film)] trailer • Told a friend or family about[Brand (film)] • Went to go see the movie • Bought tickets to the movie online Q. Which of the following did you do after seeing[Brand (film)] ad? Note: Recall N = 167 Source: Interpret © 2010 appssavvy. All rights reserved. Confidential and proprietary. page 56
- 57. Competitive Unaided Awareness +30% Lift Q. In the spaces provided below, please type in all the upcoming movies you can think of. Note: Control N=210; Recall N=167 Source: Interpret © 2010 appssavvy. All rights reserved. Confidential and proprietary. page 57
- 58. In summary 1. Consumers spend most of their time engaging in social activity 1. Social online advertising opportunities are HUGE 1. Standard ad units are not the future 2. It’s time for brands to harness the intent and context of social activity 3. Social activity drives results © 2010 appssavvy. All rights reserved. Confidential and proprietary. page 58
- 59. Jack Bamberger jack@appssavvy.com appssavvy 212.941.5759 www.appssavvy.com @appssavvy © 2010 appssavvy. All rights reserved. Confidential and proprietary. page 59
Hinweis der Redaktion
- In the earlier days of the Internet, content ruledBanners were the only way to reach consumers, they have gotten better over the years, but remain bannersWe still measure them the same way using impressions and clicks
- Social activity has fundamentally changed how people interact on the web, they are playing games together like Farmville, having conversations on Twitter and sharing their location on FoursquareThese activities create a better opportunity for advertisersThe web and content have continued on, but social is different
- According to Nielsen, you can see people spending a lot of time on social networks and online games. So we’ve really seen a monumental shift here over the last 3 years.
- Everything needs to change. The way people connect with people on the web has changed, so how about we think about how brands then connect with people on the web? That has to change as well.
- Mary Meeker, the banker of the group, she’s also looking for this change to come through innovation.
- appssavvy has brought many of the world’s leading brands into social activity to create a new advertising experienceOthers offer ads next to social, they may be highly targeted, but not socialwe are rethinking the entire relationship between the delivery and reception of advertising. delivery: how are messages sent out to an audience? and more importantly reception: was it received? was it positively received? and why was it received? We need to rethink through that entire process.
- Probably a lot of you have seen this slide before. I actually was once in a meeting with a client who said “oh my god if I see this slide again I might vomit” and I said “I know”. I know what you’re going to say: everyone comes in here and talks about the time spent. There’s tons of time spent on social networks but the ad dollars haven’t moved there yet. Therefore you as an advertiser need to move there because there’s more time spent there. I’m not going to take that approach.My question is: what can we learn from Search and what can we learn from Classifieds? If you look at the metrics here. Time spent vs. dollars spent is inverse. There’s more dollars spent in Search and Classifieds than time. Why? Because Search and Classifieds capture intent and context. You search for something and you get an ad right there based on what your search was. Those two capture intent and context better than anything, therefore the ad dollars and the advertising vehicle is more ripe for opportunity. So let’s learn from that.
- Where can we capture intent and context? From what people are doing on the web.
- The ad unit doesn’t necessarily fit around the activity, there are 90 million conversations going on every day on our platform, so let’s not put our ads around the activity, let’s put it right within the activity. Let’s understand that all these activities are going on every single day, and that’s where your advertising is going to live, right within the activity.
- And once you understand what people are doing, the metrics you’re going to look at aren’t just “how many impressions and I going to get?” “What’s the reach?” “What’s the frequency?” Those are important, but Ytu’re also going to want to know “How much was it shared?” “How many questions were asked?” “How many check-ins took place?”
- Let’s look at a game called GodFinger that we work with. This is a game where you play god, you have a planet and you build that planet. Most importantly we’re going to look at what are the activities? What are the things that people are doing? [List activities.] So if those are activities, those are what we are going to leverage.
- So there’s your planet, and then we also created Microsoft’s planet but we made it a cloud. It became directly a part of the game in that people visit the cloud.
- Here we have basically an ad. But it makes sense. People know they’re going to receive this ad because they’re visiting planets and they clicked on the Windows cloud.
- To wrap up, by capturing intent and context, but understanding what people are doing – i.e. social activity – you’re going to be able to improve the distribution channel for your advertising and your branded content.