social media – what’s the big deal? scott meyer president & ceo august 7 th, 2006
TRANSCRIPT
Social Media – What’s the Big Deal?
Scott MeyerPresident & CEOAugust 7th, 2006
Remember these four things:1. Success in social media =
[Engagement + Authenticity] x (Target Audience Reach)
2. Look for riches in the niches. Social media takes many forms
3. Learn, but don’t be intimidated, into following early adopters
4. Cede only as much control of your brand as you feel comfortable with
Agenda:
• Introduction to About
• How we utilize social media
• Stuff we like
• Final tips for marketers
stands out as the trusted
authority on the
topics that over 31
million people search
for every month – from
Health to Food to
Living and
Technology
People trust because it’s built on the voice of more than 540 experts…
…“Guides” who are highly credentialed specialists with years of experience in their fields.
The trust our consumers place in our Guides and our environment makes them more engaged users
delivers original content that touches consumers’ personal interests and passions.
is uniquely positioned to provide the perfect mix of credible content and human voice.
All of which adds up to a richer environment for brands to engage in.
FO
CU
SE
DD
IVE
RS
IFIE
D
PERSONAL APPROACH
INSTITUTIONAL APPROACH
The perfect content mix
Trust drives Growth
+42%year-over year growth in Unique Users*
9.6
5.7
6.4
42.4
0.0 5.0 10.0 15.0 20.0 25.0 30.0 35.0 40.0 45.0
Percentage Growth in Unique Users
About attracts
– more women than iVillage
– more teens than MTV.com
– more men than ESPN.com
*comparing Jan.-May 2005 to Jan-May. 2006
Social Media on About:• Enables users to see
themselves reflected in our site
• Takes many forms
• Foundation of long-term, loyal users
• Open yet controlled
Social Media is the foundation of many of our most popular sites
Expands content and marketing opportunities
Experimentation is the key
NBC seems to be learning how to balance control & authenticity – “The Office”
“John Tucker Must Die” on MySpace – Engaging the Target Audience
• Genuine presence for the movie
• Multiple engagement points
• 135,023 friends
• $14.3 million gross first weekend in release
So remember…
1. Success in social media = [Engagement + Authenticity] x (Target Audience Reach)
2. Look for riches in the niches. Social media takes many forms
3. Learn, but don’t be intimidated, into following early adopters
4. Cede only as much control of your brand as you feel comfortable with
