Session 3:Online Advertising.

http://www.flickr.com/photos/26683778@N08/2505206961/sizes/o/

http://en.wikipedia.org/wiki/Dave_Winerhttp://en.wikipedia.org/wiki/Dave_Winer

Dave Winer

“Online advertising is

now dead.”

http://www.scripting.com/stories/2008/11/13/onlineAdvertisingIsNowDead.html

Assuming the economy comes

back from the recession-depression thing that it's in now,

we will have completely moved on

from advertising.

We need to rethinksome givens

Online advertising

2000

banner adsemailings

sponsorshipsCPM

2008

banner adsemailings

sponsorships

affiliate marketing

social advertisingsearch engine

CPA

CPC

video ads

contextual adsbehavioral ads

mobile

influence marketinglocation based ads

viral marketing

free marketing

in-game adsreactive advertising

newsletter marketing

advertorialsCPM

“No one needs advertising, and there are much better

ways to sell products.”

“And that’s why it is no longer a business of solely

media buying.”

Tina Turner was right:simply the best

Making Traditional Online

Advertising more relevant.

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What Copybox basically does is that it enables copywriters and creative directors, people that are not very tech savvy in general, to squeeze out everything that the Internet offers in terms of technology and data smartness.

Free Advertising

The self-igniting community.

The self-igniting community.

Online Video

“This is a game changer. This takes us from a world of 'no'

to a world of 'yes,' where the audience gets to curate content,

express and share it as they choose, while copyright holders

are not only respected, they get to make money.”

Jeff Berman, Myspace’s president of sales and marketing

Viral Video Marketing.

“We will implement a viral marketing

strategy.”

1.Would you share the video with friends?2.Viral success depends in great part

on how well it's seeded.3.Be transparent!4.Keep it almost real.5.Subtly reveal your brand link. 6.Move beyond the view.

399$

Don’t Mess with Moms.

#motrinmom

1.You need to monitor your brand on social networking sites.

2.Design your website for rapid response.3.Learn to think as a blogger, tweeter or

citizen journalist.4.Have a good Google strategy in place.

Don’t push it,peer it!

Social Influence has always been around

Classic and new influentialsclassic influentials

passive influencers by responding to requests for advice

new influentialsactive influencers by proactively

giving advice

good for purchase intent and theactual purchase

good for brand awareness and brand affinity

Classic and new influentials

Mainly males, aged 15 to 25 are most likely to

exert influence on others.

Marketers must set their goals, then reach out to the influentials

who can help them achieve those goals.

“Facebook, a ready-made Marketing platform, offers a vast

toolset (with challenges) but brands must first develop a

strategy.”Jeremiah Owyang, Forrester Research

Why Facebook is a ready-made platform

1.3 million users in Belgiumit is still growingpeople are there to talk, share, do things with friends they trustenormous amount of personal datathe newsfeed principle makes it the basis for influence there are are lots of branding possibilities like fan and brand pages, groups

“Prepare for the distributed web,

understand OpenSocial and the aggregation of

Social Graph”

Social Ads1

click often better than regular adsare sold on a CPC basisare targetedare highly manageableshow relevant activities from friendsare able to be part of the conversationhave limited editing capabilitiesare not that good positioned on the page

Homepage ad units:video ads

virtual giftssponsored events

advertise your page

Profile ads(non-)targeted regular ads

1. Target carefully and opt for pay-per-click

2. Get to the point, focus on the consumer benefit.

3. Ad a photo. Use a thumbnail that’s visually compelling. Not your logo.

4. Provide a compelling reason to click. Make an offer they can’t refuse.

5. Encourage sharing. You’re on a social network!

Apps2

Missed Opportunities...no direct push to the news feed from interactionsputting it on the profile is rather hiddenapplication box on profile page is not too obviousit does not appear in the ‘requests’ pageonly works as a realtime gametoo complex for a simple game...

The Pareto principle states that, for many events, roughly 80% of the effects come from 20% of the causes.

This is even more true with applications:1% apps > 74% usage20% apps > 98% usage

Why you shouldn’t Why you should

There are no branded apps at the top. Experience with your brand is higher compared to traditional or TV ads. Users become fans.

New Facebook design & decreased visibility => challenging to launch a successful application.

Apps offer better opportunities for brand alignment and integration.

Facebook apps are not for all brands. App usage is a better signal for intent than profile data.

In a social platform environment brand evangelists are more important than apps. The NewsFeed allows viral effects.

Pages & Groups3

Facebook offers many ways to get the word out and enable

engagement with your brand in more compelling ways than were ever before possible on the web.

Groups are oldest and simplest way to build community around your brand or company on Facebook.SEO advantage: site +

First and foremost, Facebook removes your ability to blast messages to your group once it surpasses a certain size.

-

if your group becomes popular, it can become a target for spammers. If you want to keep your group clean, be prepared to spend time deleting spam wall posts and reporting users that spam your group to Facebook.

Groups PagesVisibility Only Facebook users Public

Accessibility Admin determined Any Facebook user

Searchability Only in Facebook Yes

Buzz Good Better

Inviting Any Facebook user Only sharing, no invites

Discussion/Wall Yes Yes

Video/photo Yes Yes

Layout Limited HTML & Flash

E-mail members Limited to 5000 Unlimited Fans

Events & invites Yes Yes

Social ads Yes Yes

Stats No Yes

Facebook Events is a free application developed by Facebook that anyone can use to promote marketing events, sponsored parties, or even product launches, transactions, or company milestones.

You can invite all of your friends to the event; friends you invite will receive a special notification requesting their RSVP.

Facebook Events makes it easy to get the word out to hundreds of people, manage your guest list, and build community around your upcoming event.

Events API In an effort to allow applications to more tightly integrate with the Facebook Events system, Facebook launched new APIs that allow applications to create and manage Facebook Events from within the application in August 2008. Application users can RSVP to events, which will result in News Feed stories being published and give the user an opportunity to invite friends.

SEO ready

Facebook Share is a Facebook application that lets you promote any Group, Event, Photo, Link, or Application you come across by a) giving it real estate in your “Posted Items” list on your profile page, or b) sending it directly to your friends’ Inbox.

In May 2008, Facebook launched a feature specifically designed to make it easier to share content from around the web, called Feed Importing. Users just enter their credentials for their accounts at supported partner sites and your content will appear in your Mini Feed (and your friends’ News Feeds).

While all the channels I’ve described above are useful for grassroots marketing on Facebook, the wind that blows your marketing seeds is Facebook’s News Feed.

While you’re not able to publish directly to the feeds (unless you’re willing to pay or build an application), Facebook’s Mini Feed and News Feed archive your users’ engagement with your brand and syndicate it to their friends, networks, and beyond, amplifying the reach of your campaign by orders of magnitude.

I’ve just created a page, how do I promote it?1. Share/Post your page on your Facebook profile. This will convert

more friends and profile visitors.2. Make sure to build your network by inviting as many relevant

people as possible.3. Create Events within your page. When fans RSVP, their friends will

see the news in their News Feeds. 4. Use Facebook’s search function to post messages in related groups.

Or talk to the administrators.5. Email the Page URL to your mailing lists and invite contacts to

become Facebook “Fans” of your page. 6. Keep the Page alive by regularly adding pics, vids, links, ...7. Buy targeted Social Ads to promote your page. 8. Encourage members to post items regularly9. Message your Page members regularly

Facebook Connect4

Facebook Connect is the next evolution of Facebook Platform - enabling you to integrate the power of the

Facebook Platform into your own site.

Missed opportunities...show a personalized set of restaurants, movies, ... based on the profile datanotify when a friend posts a new review‘show only Facebook Friend reviews’ as filterput reviews by friends on top of search resultsput relevant friends’ reviews as a permanent widget on each pageallow sharing of reviews with your friends, even using the Facebook Inbox or SMS capabilitiesinvite friends to the website using Facebook Invites

It’s just like Google Marketing after all

SEOSEA

NFONFA

Radically reduce advertising

RelevanceAdvertising should fit the consumer’s profile.Viralis the effect, not the cause.Social Influence MarketingShould be an essential part of your overall online marketing plan.

... in broadcast media.

http://www.friendfeed.com/bartmuskala

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