2. Ex software developer
(‘91)
BuildOnline
(’99)
Koral / Salesforce.com
Both Sides Of The Table
(’05)
VC at GRP Partners
(‘07)
3. The Marketing Landscape Changes Very Quickly These
Days.
Pre Web 95 - 2007 08 - Now 10 - Now Future
Mobile,
Who
Offline Online Social Video,
Knows?
Images
• TV • Display • FB Ads • Pre-roll
• Print • Email • FB Likes • Overlays
• Radio • SEO • Twitter • Brand Integration
• SEM • FB Timeline • CPI
4. What IS Clear
Pace of change will accelerate
All marketing is becoming digital or being
supported by digital measurement
You need to be metrics driven & test a lot
You need to monitor emerging trends &
experiment (saying it’s for the younger
generation is no longer an excuse)
6. In the 80’s there were already “social
networks” but they weren’t open.
7. In the 90’s AOL bridged the gap between pre-
Internet & Internet with a Walled Garden
8. Web 1.0 made it easier to have personal pages on “the
web” (e.g. not AOL). But publishing was one way
9. Web 2.0 was born: 2-way communications and
easier to publish multimedia
Blogging Photos Video
10. Facebook won the war for broad-based social networking in 2008 & has
since gone mainstream.
11. Twitter is really a totally different
paradigm. Twitter makes things “open”
Asymmetric
Public
Limited characters;
thus
Link-sharing platform
12. Twitter is a much more pervasive business
tool than people comprehend
Marketing channel
News reader
Instant messaging
Data mine
Customer service Dept
14. All of the major networks are battling for
primacy of your time.
Open, Business Broad Based
Media Centric Networking Networks
Wants to be your Digital resume Your portal to the
“second screen” TV web
Industry networking
Our unique online Communications,
Sales & marketing
persona / next entertainment
tool
generation email
Longer-term:
address
payments
24. Search Next Came “Sponsored Search” – 80+% of All
Term Internet Advertising $
1. Intent-
Based Ads
2. Organic
Result
25. Monetizable With any monetizable search term Google becomes a pretty
Search Term hostile place for users & expensive for advertisers
1. Intent-
Based Ads
3. Google
Comparison
Shopping
2. Organic
Results
26. The Power of Google is Precisely That They Drove Such
a High Percentage of Most Sites’ Traffic
1999 2005
10% 7.5%
7.5%
15%
30%
20%
75%
30%
27. But Google Became Vulnerable to Social Networking &
Why You Need to Pay Attention to Social
2005 2013
7.5% 5%
7.5% 5%
30% 30% +
20%
20%
15%
30%
20%
28. And Then It All Changes
Again ;-)
• Mobile
• Video
29. Mobile form factor makes ads harder. Plus it’s a phone. Easy
to imagine the most effective ad unit.
Tiny Banner Click to Call
30. In video the ad unit is also pretty obvious: Videos. Although shorter
in format than TV
Pre-Roll
Video
31. Brand integration (aka product placements) is also
performing well. Example: Style Hauls
Blair Fowler Elle Fowler
750,000 views
33. Blogging is the foundation. It helps build a direct relationship
with your audience. Build “point of view” marketing
34. Twitter is where your customers go to amplify word of
mouth feedback
“American Airlines #Sucks”
“#EpicFail at BestBuy today. No
customer support
“You’ve got to go see #Argo – best
film of the year”
35. The information is not anonymous. You can find out
your influencers & conversions and build programs
around them.
$57.50 $331.22
direct purchasesdownstream
purchases
15 6 58
clicks downstream downstream
shares clicks
$74.2
$94.09 $97.09 1 $65.02
direct purchasesdownstream direct direct purchases
purchases purchases
19 2 14 11 1 7 7
clicks downstream downstream clicks downstream downstream clicks
shares clicks share clicks
$78.12 $19.78 $18.41
direct purchases
direct purchases direct purchases
9 5 7
clicks clicks clicks
36. Twitter can be also be used to drive audience to your
blog to grow your influence with your key
constituencies
It’s about winning “share of
mind”
37. Blogs can be used to inform customers about your
products and drive traffic to your website / products
Your Website
38. Blogs & Websites improve inbound traffic to your
website by giving you more content to be searched
Your Website
39. Your blog & website can drive traffic to Facebook where you
can build “fans” and engage with customers
Your Website
40. And of course Your blog, website & Facebook help you add
more Twitter followers.
Your Website
41. Which is how a guy like me with no staff to support him gets
86,000
Followers
300,000 - 12,600
600,000 Fans
Monthly Page
Views
Your Website
90+% of GRP’s
Inbound Traffic
42. And if I Could do it With No
Staff, Imagine What Your
Company Could Do
43. Just get over your stereotype
that social media is about
telling people what you had for
lunch
44. Marketing in Today’s
Open & Social World
Mark Suster
YPO – January 2013
@msuster