WOM in Social Networks - Marketing 1:1:Millions
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Transcript of WOM in Social Networks - Marketing 1:1:Millions
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(c) 2006 Word of Mouth Marketing Association. You may share this presentation if it is not altered in any way.
This presentation is from:
Learn more about WOMMA and how we can help you improve your word of mouth marketing program at www.womma.org.
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Marketing 1:1: Millions
Debra Aho Williamson Senior Analyst, eMarketer
Social Networking:
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Slide 3
eMarketerTNS PwC
Who is eMarketer?
30,000-foot view
IDC
Forrester Ipsos IAB
comScore
USDCNielsen//NetRatings
Zenith
“To get one opinion is probably not the right way to go.”
We aggregate and analyze data from hundreds of sources – to make sense of the chaos of numbers and trends
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Slide 4
What’s On Tap Today
• Social Networking Circa 2006• Key User Metrics• Who’s Advertising• Social Network Ad Spending • What’s Next in Social Networking
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Slide 5
Is This Your Image of Social Networking?
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Slide 6
Social Networking Circa 2006
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Slide 7
Lots of Fish in the Sea …
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Slide 8
People Visit Social Networking Sites Regularly
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Slide 9
Young People Are 2x Likely to Visit
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Slide 10
Yes, Social Networking is a Buzzword
Media mentions (thru 11/30/05 and 11/30/06):
2,257
28,596
611
5,437Source: Factiva
2005 2006
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Slide 11
Rupert’s Change of Heart?
“God knows what we’re going to do with MySpace.” (July 2006)
“This thing may be worth $6 billion!”(November 2006)
“Let me ring up Sumner
Redstone …”
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Slide 12
Key User Metrics
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Slide 13
Unique Visitors Soar … Then SlowUS Unique Visitors to MySpace and Facebook,
November 2005-October 2006 (source: comScore)
26.7
56.1
15.1
55.851.4
11.114.1 13.3
0
10
20
30
40
50
60
Nov-05
Dec-05
Jan-06
Feb-06Mar-
06Apr-0
6May
-06Ju
n-06Ju
l-06
Aug-06Sep
-06Oct-
06
Mill
ions
MySpace Facebook
Up 27%Nov-Maybut only 7%May-Oct.
Up 92%Nov-Maybut only 9%May-Oct.
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Slide 14
Other Metrics Remain Strong: Time Spent
+29.8%175.3135.1Facebook
+12.4%1,7901,593Total Internet
+173.1%199.473Orkut
+184%20672.5MySpace
-212.8-Cyworld
% ChangeSeptember 2006
September 2005
Average Monthly Minutes Spent by US Visitors on Select Social Networking Sites (source: comScore)
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Slide 15
+1,981%198 Million10 MillionOrkut
+160%7.2 Billion2.8 BillionFacebook
+263%35 Billion9.7 BillionMySpace
+2%462 Billion453 BillionTotal Internet
-165 Million-Cyworld
% ChangeSeptember 2006
September 2005
Total Pages Viewed by US Visitors To Select Social Networking Sites (source: comScore)
Other Metrics Remain Strong: Pages Viewed8% of all pages viewed
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Slide 16
Other Metrics Remain Strong:Average Session Time
26 minutesBebo
30 minutesMySpace
31 minutesCrushspot
47 minutesGaia Online
September 2006
Average Session Time of US Visits To Select Social Networking Sites (source: Hitwise)
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Slide 17
Who’s Advertising
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Slide 18
Select Marketers on Social Network Sites (not incl. ad network buys)
•Apple•Burger King•Chase Visa•Cingular•Disney•Columbia Pictures•Fanta
•NBC “Friday Night Lights”•Nintendo•P&G•Sony•Victoria’s Secret•Wendy’s
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Slide 19
Fanta Game on AIM Pages
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Slide 20
Honda Element on MySpace
- “Wallpaper”contest gives users utility
- “Gil the crab” spot premieres on MySpace
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Slide 21
“Friday Night Lights” on Bebo
- Support your local team
- Enter a scholarship contest
- Post videos and comments
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Slide 22
This is Advertising? Yes!
Borat have362,713 friends. How many you
has?
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Slide 23
Facebook’s New Ad Model
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Slide 24
Social Network Ad Spending
Estimates
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Slide 25
Online Social Network Ad Spending, 2006
$350
$95
$0$50
$100$150$200$250$300$350$400$450$500
2006
Mill
ions
US Outside US
2006 Social Network Ad Spending: $445 MM
Source: eMarketer
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Slide 26
US Spending to Top $2B in 2010
MySpace: 60% of total US social net spending
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Slide 27
International Ramps Up
Who’s in the Mix:MySpace: Japan, UK, Ireland, France,
Australia, Germany, China (planned)
Bebo: UK, Australia/New Zealand (planned)
Hi5: Spanish, French, German, Italian
Plus: Cyworld (Korea), Mixi (Japan), Skyblog (France), Piczo (Canada)
2007: Year of the global social network?
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Slide 28
Marketers Allocate 8% of Budget
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Slide 29
What’s Next in Social
Networking
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Slide 30
The Vertical Opportunity
*Strong niches: Moms, Hispanics, career*
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Slide 31
Social Commerce
E-Commerce Activities That Interest Social Network Visitors, November 2006
(Source: American Marketing Association)
51% 51%47%
29%
0%
10%
20%
30%
40%
50%
60%
Learn aboutsales or get
productdiscounts
Downloadcoupons
Search for giftideas
Buy products
Social net sites account for 6% of
traffic to retail sites, up from 2.5% in 2005.
(Hitwise)
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Slide 32
Search Adds Real Revenue –and Better Results
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Slide 33
Better Ad Measurement is Imperative
• It’s showtime, folks!• “MySpace provides very amateur
measurements. MySpace grew so quickly they were more concerned about keeping the cables connected than about providing ROI.”
– Anonymous agency executive
*DEMAND ADEQUATE MEASUREMENT*
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Slide 34
Your Brand + Questionable Content = Death By Social Networking?
1.Cede control?
2.Do scenario planning
3.Go slowly –buy “safe”content areas
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Slide 35
No One Has Figured Out UGC Yet
“The user-generated stuff -- we haven’t really cracked the nut there in terms of advertising on that. … We obviously are getting a tremendous amount of traffic, but that’s a huge area of opportunity for us.”
– Michael Barrett, Fox Interactive Media
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Slide 36
Promote User Engagement
• 31,000 members• 4 student-created
groups bashing the campaign
• No “comments”section – where’s the interaction?
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Slide 37
But Don’t Get Too Close for Comfort
• Marketing against user profiles is exciting, but risky
• Pick your tags carefully
• Do you want to compromise your customers’ trust?
http://vids.myspace.com/index.cfm?fuseaction=vids.individual&videoid=1481334036