social media monetization- stanford university
DESCRIPTION
Stanford University Digital Media Entrepreneurship Class 4-30-09TRANSCRIPT
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Stanford UniversityApril 30, 2009
Social Media Monetization:
Now and in the Future
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Agenda
• MySpace: Current Snapshot
• Monetization Examples– MySpace Local– MySpace Apps– MySpace Impact
• Monetization Themes
• Future Trends- Offsite APIs
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MySpace: Current Snapshot
• In the U.S. over 70 million monthly unique visitors view over 34 billion pages
• MySpace U.S. visitors spend over 16 billion minutes on the site each month, with an average of 230 minutes per visitor
Source: comScore, inc. February, 2009
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10,000
20,000
30,000
40,000
50,000
60,000
70,000
Monthly Unique Visitors (000) - U.S. Social Networks
Source: comScore, inc. February, 2009
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200.0
250.0
Ave. Minutes per Visitor - U.S. Social Networks
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Core Tenets of MySpace
• Enabling user self expression
• Facilitating the discovery of new media assets
• Creating opportunities for users with like interests to come together
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MySpace Local
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MySpace Local
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MySpace Apps
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MySpace Apps
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MySpace Apps
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MySpace Impact
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Integrated Advertising
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Integrated Advertising
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Monetization Themes Across Media
• High utility content sites deliver higher ad performance
• Rich user-provided data is the basis for a superior monetization platform
– A win for users, for advertisers and publishers
• Well diversified revenue models are crucial– e.g. CPM and CPC– e.g. Affiliate offers and direct payment– e.g. Commerce and advertising
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About the Open Platform
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Goals of the MySpace Open Platform
• Onsite APIs (Apps)– Simple objective: enable visionary partners with great ideas to launch new user
experiences within MySpace
• Offsite APIs (MySpaceID and Post To MySpace)– Enable MySpace users to bring their profile and friends into partner sites and share
content from partner sites with friends on MySpace– Build a program that supports user interest in surfacing actions taken outside of
MySpace as a means to enhance social interaction and self expression on site
• Bottom Line Goals of the Platform– Create great user experiences on MySpace and across the web by working closely
with best-in-class partners– Deliver clear business value to platform partners by providing strong opportunities
for new user acquisition, new sources of revenue and increased user engagement
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MySpaceID: Product Overview
• Co-Registration– Allows users to quickly register on partner sites using MySpace credentials– A true co-registration model, partners keep user data permanently if users opt in
• MySpace User Profile Data for Partner Sites– Enables users to publish MySpace profile data on the partner site, allowing partners to more
effectively target users with relevant content
• Friend Discovery– Empowers MySpace users to easily discover friends on partner sites
• MySpace Activity Streams for Partner Sites– Allows users to view and share their MySpace updates on partner sites
• Publish Partner Site Activity into MySpace– Supports user interest in self expression while creating a powerful tool for the viral spread of
partner content within MySpace
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MySpaceID: How is it Different?
• Partners keep the Portable Profile information– Age– Current location– Gender– Nickname– Thumbnail URL– E-mail (requires opt-in)– First Name (requires opt-in)– Last Name (requires opt-in)
• Dynamic Content Updates– Once a user links an account, updates to profile data on MySpace will be
dynamically updated on the partner site even if the user isn’t logged in
• Built on Open Standards– The use of common open standards like OAuth, OpenID, Portable Contacts and
Activity Streams provides access to community innovation and creates efficiencies when integrating with other sites
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MySpaceID: Co-Registration
• Allows MySpace users to easily register and interact with partner sites with the click of a button
• Increases user registration
• The user and the data are the partners– Portable Profile information can be stored
• No more profile fatigue for users– No need for users to create yet another username, password, and profile
Welcome back | | Sign In | Sign Up
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MySpaceID: Co-Registration (cont.)
• The Portable Profile is passed to a partner if a user opts in when linking an account using MySpaceID
Portable Profile
- Age- Current location- Gender- Nickname- Thumbnail URL- E-mail (requires opt-in)- First Name (requires opt-in)- Last Name (requires opt-in)
Cached Content
MySpace user profile page content including:
About me, Body type, Books, Children, Drinker, Ethnicity, Has app, Heroes, ID, Interests, Jobs, Looking for, Movies, Music, Name, Network presence, Profile song, Profile url, Relationship status, Religion, Sexual orientation, Smoker, Status, TV shows
• Once an account is linked partners can retain the Portable Profile information even if the link is later broken
• Cached content must be refreshed every 24 hours and purged when a user decides to unlink their account
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MySpaceID: Profile Data
• Users can publish MySpace profile data on the partner site
• Creates community engagement
• Delivers Personalized Experiences– Rich user demographic and
psychographic information from MySpace profile pages can be used to target visitors with more relevant site features and content—increasing user engagement and retention
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MySpaceID: Friend Discovery
• With MySpaceID users can come to partner sites and easily find their friends
• MySpaceID friend discovery accelerates social activity and user engagement within the partner site environment
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MySpaceID: Activity Streams On Partner Sites
• With MySpaceID, users can access MySpace updates from within the partner site (increasing user engagement)
• MySpace users can also share their activities with others on partner sites
– This feature is particularly appealing to partners who are embracing an activity aggregation model
• MySpaceID can also be used to build new applications on top of MySpace alerts, notifications and updates
• Feed flexibility ensures relevant experiences– With MySpaceID, partners have flexibility to display only
specific categories of updates like music, events, or photos to be more relevant
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MySpaceID: Activity Publishing into MySpace
• MySpaceID enables users to share activity on the partner site with friends on MySpace
– User actions taken on a partner site are surfaced in the MySpace Activity Stream and seen by a user’s MySpace friends
– Leverages the viral nature of MySpace friend updates
• Each activity shown on MySpace contains a link back to the original event, driving traffic back to the partner site
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MySpaceID: Yahoo! Example
With MySpaceID, users can log into MySpace on Yahoo!
Once logged in, users can see their MySpace updates and engage in MySpace features directly on the Yahoo! homepage
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MySpaceID: Justin.tv Example
A MySpace user who wants to join a chat on Justin.tv clicks MySpace and is asked to login using the pop-out window in upper left
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MySpaceID: Justin.tv Example (cont.)
After logging into MySpace via Justin.tv, the user is prompted to update their status on MySpace, which will appear on their MySpace Profile and friend’s home pages (see upper left)
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MySpaceID: Justin.tv Example (cont.)
The MySpace user can chat with other MySpace users and Justin.tv users about the video
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MySpaceID: Based on Open Standards
The Benefits of Open
• Reusable code– Integration with MySpaceID will translate
to others who are building on the Open Stack
• e.g. Google, Yahoo!, AOL, and more
• Collaborative development– Companies large and small will have
access to community innovation
• A non-proprietary foundation for how social data travels across the Web
OpenID (sign-on)
OAuth (security)Portable Contacts (friends)OpenSocial (profile)Activity Streams (activities)
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MySpaceID: Privacy and Security
• The user has complete control of his identity
• Login/Password info is never shared– Each site is given a secure token by the user to access her data
• Users can unlink a site and disable access to their data at any time from inside of MySpace
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• Network ad model
• Traffic and engagement driver
• Freemium model for APIs
MySpaceID Monetization Models
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MySpaceID Partners
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Post To MySpace: Product Overview
Post To MySpace allows users to publish content directly into MySpace with a simple two-click process.
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Post To MySpace: Product Overview (cont.)
Publisher content can appear directly in the MySpace user profile…
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Post To MySpace: Viral Exposure
…and content can also be made viral and sent to all MySpace friends via a Blog or Bulletin
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Prominent placement on user profiles is a key differentiator for Post To MySpace
Post To MySpace: Placement
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Post To MySpace: Product Benefits
• Ease of Deployment– Implementation of Post To simply requires copying and pasting a few lines of HTML
code and can be implemented in minutes– Publishers define the content users can post and share
• Viral exposure for content and brands– Content from publisher sites is posted directly to users’ MySpace profiles (users
choose to post the content on various modules of their profile)» When content is posted, a notification is added to each newsfeed of the user’s network
– Fixed placement in About Me and Blogs on MySpace profiles means content will not get buried as it does with news feeds (activity streams)
– Drives traffic back to publisher sites and improves SEO
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Post To MySpace: Implementation
Copy the following code into a prominent location on your page where you want the Post To feature to appear
<form id="myspacepostto" method="post" action="http://www.myspace.com/index.cfm?fuseaction=postto" target="_blank"> <input type="hidden" name="t" value="TITLE_GOES_HERE" /> <input type="hidden" name="c" value="CONTENT_GOES_HERE" /> <input type="hidden" name="u" value="URL_GOES_HERE" /> <input type="hidden" name="l" value="LOCATION_GOES_HERE" /> <a href="#" onclick="document.getElementById('myspacepostto').submit();return false;"> <img src="" border="0" alt="Post to MySpace!" /> Share on MySpace! </a> </form>
