Post on 24-Jan-2016
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SPECIAL THANKS TO OUR SPONSORS
presented by the American Marketing Association, Boston Chapter
How to Build a Killer Social Network
Introducing…John Moore, Director of Ideas and Innovation
Chris Brogan, Vice President of Strategy & Technology
Todd Van Hoosear, Social Media Practice Manager
Dale Durrett, Eastern Region Sales Manager
Tom Arrix, Vice President of Sales, East
keynote
moderator
panel
THE STATE OF SOCIAL NETWORKING
July 21, 2008
AMA Conference
FRAMING OUR DISCUSSION
• Players
• Numbers
• Role
• Application
• Rules
• Future
THE PLAYERS
A MYRIAD OF MARKETERS
THE NUMBERS: THE GOOD
MYSPACE AND FACEBOOK DOMINATE CATEGORY
+156%
-28%
+29%
+100%
+30%
+100%
+146%
+85%
+7%
Source: Nielsen Online, May 2008 (Growth from May 2007)
THE CATEGORY IS STILL GROWING
72M
105M
Source: eMarketer, US Online Social Networking Users, 2
INVESTMENT IS ALSO GROWING
Source: eMarketer, US Online Social Networking Advertising Spending, December 2007
THE NUMBERS: THE BAD
AREAS OF CONCERN
MySpace Yahoo!
YouTube
+47%
-14%
Social Networking
MySpace
Revised Forecast
MySpace
Original Forecast
Monetization Time SpentPage Velocity Per Minute
NUMBERS THAT MAY SURPRISE YOU
• 69% of all US Internet users have visited a social networking site
• 50% of all US Internet users visited either MySpace or Facebook
• 12% of all internet minutes are spent on MySpace
• 40% of all moms are on MySpace
• 41% of Facebook’s visitors are over the age of 35
• 31% of internet users earning $150k a year use social networking
• 21 million professionals in 150 different industries are on LinkedIn
ROLE
HOW IT FITS INTO THEIR LIFE: SOCIAL
Entertainment/Diversions
Practical “Tools”
Hub forrelationship/connecting
HOW IT FITS INTO THEIR LIFE: BUSINESS
Company Groups
Search for Experts
Expand Networks
Links with Colleagues
Online Resumes
HOW IT FITS IN THEIR LIFE: PHILANTHROPIC
Connects brands with consumers
passions
Users are incentivized to
endorse brands that support their social causes
APPLICATION
Actions with Pages that can result in viral
distributionBecoming a Fan
Reviews of 3 Stars or more
Created Discussion Board Post
Reply to Discussion Post
Posting on the Wall
Comment on a Video
User posting a Posted Item
User Comment on a Posted Item
Comment on Photo
RSVP to Event
XM INITIATIVES
RULE 1: Look before you leap
RULE 2: Standard ad units are not the foundation
RULE 3: Leverage targeting
RULE 4: Understand the environment (CPI)
RULE 5: Stay involved (IRI)
THE RULES
MySpace 2.0Mobile Social
NetworksVerticals
Video Offerings
FUTURE
MYSPACE 2.0
Music
International
Targeting
Mobile
MOBILE SOCIAL NETWORKS
• A Natural Combination• Mirrors social networks• Communication leads • New revenue
• Smart phones will accelerate category
• The two leaders are ramping up
• But pure plays want a piece of the action
• Many challenges lie ahead
VERTICALS
“The future of social networking will not be one big
social graph but instead myriad small communities on
the Internet to replicate the millions that exist offline.
No single company can capture the social graph.”
-The Economist
FINAL THOUGHTS ON THE POWER OF SOCIAL NETWORKING