social media: questions start conversations

IAB Keynote 6/2/08

seth goldsteinceo, socialmedia.com

Social Media: Questions Start Conversations

IAB Keynote 6/2/08

What is the Problem?

IAB Keynote 6/2/08

Social media is killing internet advertising.

IAB Keynote 6/2/08

Starting in 1995...

IAB Keynote 6/2/08

People became interested in online content.

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# display impressions across the web (in millions)

13 Years of Online Content Growth!

0

1,750

3,500

5,250

7,000

1995 1998 2002 2008

IAB Keynote 6/2/08

But a few years ago...

IAB Keynote 6/2/08

...people started to become more interested in each other.

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Click-through rates on display ads

And less interested in the ads

0%

10%

20%

30%

40%

1995 1998 2002 2008

IAB Keynote 6/2/08

How can we make advertising work in social media?

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What is Social?

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What is Social Media?

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Social Media is active sharing online

Why do you like Macs?

Have you seen that movie?

What car do you want to be seen in?

What’s on your playlist?

Are you going to Dave’s party?

IAB Keynote 6/2/08

Social Media =

+ +socialplatforms

socialapplications

socialadvertising

IAB Keynote 6/2/08

The Social Media Stack

PLATFORMS connect friends

APPS enable interactions

ADS inspire conversations

Social Platforms...

IAB Keynote 6/2/08 PLATFORMS

IAB Keynote 6/2/08

70 Million Active Users on Facebook

▪ Number of users doubles every 6 months

▪ 250,000+ new users a day

0

14

28

42

56

70

Sep Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May

70M

Source: Facebook

PLATFORMS

IAB Keynote 6/2/08

“The social graph is the set of connections which define your real-life social network.”

-Mark Zuckerberg

PLATFORMS

IAB Keynote 6/2/08

"You might log into Facebook in the morning and you might stay in Facebook throughout the day...it becomes the platform and from within it you can do almost everything you want to do."

Charlene LiForrester Research

PLATFORMS

IAB Keynote 6/2/08

“Facebook is commanding a mass market in a way traditional forms of media no longer do. Even TV does not have the same level of engagement. Right now, Facebook is unique."

-Peter FaderWharton marketing professor

PLATFORMS

IAB Keynote 6/2/08

Communications platforms expand sharing throughout social networks.

PLATFORMS

Social Applications

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The Filter Factor

People are constantly interacting with each other

PLATFORMS

IAB Keynote 6/2/08

organize interactions

The Filter Factor

PLATFORMS

APPS

People are constantly interacting with each other

Walls Pokes Quizzes Ratings Games Gifts

IAB Keynote 6/2/08

organize interactions

The Filter Factor

PLATFORMS

APPS

People are constantly interacting with each other

Walls Pokes Quizzes Ratings Games Gifts

IAB Keynote 6/2/08

Interactions are Shared Among Friends and Throughout the Network

APPS

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Important events are spread through a network of friends.

Social Advertising

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What is Social Advertising?

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ADS

The power of lots of little, quiet social ads vs one big ad on fixed content.

Social ads

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Evolution of Online Advertising

Loud Medium Quiet

BUY ME!Display Behavioral Social

buy me buy meWhere do you want to take a test drive?

Have you seen Indiana Jones yet?

Have you heard the new Coldplay CD?

IAB Keynote 6/2/08

“Utility doesn't have to big this big thing. It can take place in smaller, more frequent interactions.”

-Mark Zuckerberg

PLATFORMS

IAB Keynote 6/2/08

ADS

How can brands inspire quiet conversations?

“Hey, I just bought a great new car...”

Quiet & engaging

`

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Case Study: BMW 1 Series Joy Ride

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Advertise app...

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Install app...

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Configure the car...

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Invite friends...

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Choose activity...

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Newsfeed...

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Friend lists....

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Status update...

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Profile pages...

How Can Brands Get Involved?

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Ask questions.

IAB Keynote 6/2/08

Who is your greenest friend?

Where do you want to go on vacation?

Which one of your friends knows movies best?

Which shoe matches your personality best?

“

”

IAB Keynote 6/2/08

Engage friends…

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Authentically.

IAB Keynote 6/2/08

socialmedia.com

IAB Keynote 6/2/08

IAB Keynote 6/2/08

seth@socialmedia.com