social brand marketing for web 2.0
DESCRIPTION
Social Marketing: Why brands will be the biggest beneficiaries of social media and how you can participate.TRANSCRIPT
Insert text for Title HereSocial MarketingWhy brands will be the biggest beneficiaries of social media and how you can participate
Michael LazerowCEO, Buddy [email protected]
Social media is here.»37% of adult internet users and 70%
of teens use social networking sites monthly
SOURCE: eMarketer Social Network Marketing Report. Dec. 2007
All major social networks have announced plans to open their platforms to developers and brands.
Brands now have cost-effective access to more than 500MM engaged users.»250 million of them are on Facebook
and MySpace!
But <1% of digital ad budgets flow into social!
Because social advertising
sucks!
Too much noise!
Not scalable!
Not tied to results, yet!
The Wild Social West
AD NETWORKS
DEVELOPERS
THE ALMIGHTY AD DOLLAR
The Wild Social West
BRANDS
THE ALMIGHTY CONSUMER!
Social is not just about advertising.
It’s about marketing!
Social is not just about advertising.
It’s about conversations!
Social is not just about advertising.
It’s about CRM!
Social is not just about advertising.
It’s about people!
Impressions are like air!
OLD MODEL:BUY IMPRESSIONS
OLD: SHOUT!
Last 50 years
NEW MODEL
BUY ENGAGEMENT. EARN LOYALTY.
NEW MODELSOCIAL BRAND LOYALTY!
The intense adoption of, commitment to and interaction with a brand within a social network.
SOCIAL BRAND LOYALTY
NEW: LISTEN
Next 50 years
SOURCE: Derived from Gartner Research
What do these brands have in common?
The most forward-thinking clients are building applications to support their marketing initiatives
They all are investing heavily in apps
The app will replace the banner as the dominant ad format!
Ad unitsTied to a databaseConnected to social graph
What are apps?
EmotionEngagementEfficiencySocial Intelligence
Why apps?
Ad applications
Cross-platform, tied to CRM, “socialize” existing sites
Engaging creativeScalable technologyMedia requiredONLY PAY FOR RESULTS!
Social branded applications
CustomizeUpload
Send
Results100,000 installs in 72 hrsMore than 300,000 active users in 6 daysLess than 10% uninstall rateGlobal audience in more than 200 countries
Results250,000 active users86% of visitors returned at least once57% came back 9 times or more1M+ AceBucks earned by consumers playing the game, which can be redeemed for actual shoes
Results200,000 installs in 5 weeks of marketingFirst application to successfully implement an age-gate that prohibits minors from accessing the app14% average daily active user growth6000+ daily active users during campaign19% of users visited every day during campaign
Results185,000 installs in 6 weeks78% of user base were InStyle’s target demo of females 18-35Avg. time on application almost 7 minutes47% of total user base has returned to the application more than 25 timesAverage user tries on 3 different hairstyles per visit
Users spent 2:35 on average engaging with the last 10 branded apps
75X greater than time spent with banners5X more than time spent watching TV ad
85% of the users returned multiple times to Buddy Media’s app-vertisements
App results are promising
SOURCE: BUDDY MEDIA BUDDY BRAIN
Branded app-vertising programs can’t be compared to top platform apps
4 top Facebook app companies have raised $150M+ combinedTop apps continuously add content and featuresTop apps are entertainment propertiesBrands cannot expect to create Top Friends!
Branded ad apps are ads, not top apps!
Branded apps are ads, not top apps!
VS.
How do you get started?
Make goals. Track results.Think big. Start small.Go fast. Iterate. Iterate.Socialize everything.
THE ENDQuestions anyone?
www.slideshare.net/lazerowMichael Lazerow
CEO, Buddy Media