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8/3/2019 Social Network Marketing Full Panel
1/18
Social Network Marketing:Exploring the Value Proposition
PANELISTS:
Shawn Conly, Vice President of Advertising, Electronic ArtsChris George, Vice President, Advertising Solutions,
Fox Interactive Media
Jason Kleckner, Manager of Information Architecture, Target
Jason Ring, Creative Director, AKQADebra Aho Williamson, Senior Analyst, eMarketer
www.ad-tech.com/survey
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Social Networking: Life #5 -- or #9?
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Agenda
The State of Social Networking
Case Study: EA and MySpace
Case Study: Target and Facebook
Roundtable Discussion/Audience Q&A
Class Dismissed!
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The State of Social Networking
US visitor traffic is leveling off -- but sizeable
Youth demo still strong
Killer ad model is still TBD
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VisitorTraffic to Major SN Sites
is Leveling Off
0
10,000
20,000
30,000
40,000
50,000
60,000
70,000
Sep-06
Oct-0
6
Nov-06
Dec-06
Jan-07
Feb-
07
Mar
-07
Apr-07
May
-07
Jun-07
Jul-07
Aug-07
Sep-07
Oct-07
Nov-07
Dec-07
Jan-08
Feb-
08
MySpace UV Facebook UV
US Unique Visitors to MySpace and FacebookSeptember 2006-February 2008 (thousands)
68
million
32
million
Source: comScore Media Metrix
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Although 40%+ of Visitors are Ages 35+
12 to 17
13%
18 to 24
20%
25 to 34
20%
35+
47%
12 to 17
11%
18 to 24
30%
25 to 34
16%
35+
43%
US MySpace Unique Visitors, by Age,February 2008
US FacebookUnique Visitors, by Age,February 2008
Source: comScore Media Metrix
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The Youth Market are Heaviest Users
Percent of US Internet Users in Each Age
Group Who Visit MySpace or FacebookFebruary 2008
18%
37%
18%
48%41%
57%
17%
43%
13%
30%
0%10%
20%
30%
40%
50%
60%
Facebook MySpace
Total
12 to 17
18 to 24
25 to 34
35+
Source: comScore Media Metrix
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Ad Spending Increasing, But a Fraction ofTotal
Online Spend
$350
$920
$1,600
$2,000
$2,400
$0
$500
$1,000
$1,500
$2,000
$2,500
2006 2007 2008 2009 2010
US Social Network Ad Spending,
2006-2010(millions)
4% 6% 7% 7%% of total online spend
Source: eMarketer
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Case Study: Electronic Arts
Burnout Band Slam 2 on MySpace
Shawn Conly, EA
Chris George, MySpace
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I dont want companies to advertise to me.
I want them to be my friend. Rob, 27, Los Angeles
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SELF-EXPRESSION DISCOVERY CONNECTION
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Social Networks Enable New Relationships
Social Networkers Say
46% Social networks keep them on top
of trends and whats new
40% They discover brands and products
they really like through social
networking
Reasons For Having Brands As Friends
29% Notice ofevents, sales, orexclusive offers
28% Recommended by a friend ofmine
23% Want to associatemyself with them
23% Discounts, coupons, free samples
11% Want to support them
Base = SN users 14-40; n=2,605, NEF Study April 2007
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Brand Communities: Powerful Consumer
Engagement Platforms
Establish Long-term
Relationships With
Consumers
Extend your brand within theecosystem
Engage and entertain consumers
Create brand advocates
Drivemomentum
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Momentum Effect in Action:
Smart Media + Brand Community = Momentum
MySpaceCampaign: EA Burnout Band Slam 2 Results: Tracking TheMomentumEffect
EA launched an international band competition to
promote a video game release
Winning bands music is featured in Burn Out
Game plus a Virgin Record Label
The brand community encouraged viral pass-along
by allowing users to forward content to friends
Standard media was also utilized to drive contest
awareness and traffic to community
Source: 1NEF study, April 2007, commissioned by MySpace, Isobar and Carat; Research by Marketing Evolution
22,000,000
0
5,000,000
10,000,000
15,000,000
20,000,000
25,000,000
Visit Brand Community
Based On Ads
24XIncrease
UserViews
890,000
22,000,000
View Brand
through Pass Along
Momentum Effect
Advertising Effect
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MomentumEffect in Action:
Smart Media + Brand Community = Momentum
MySpaceCampaign: EA Burnout Band Slam 2 Results: Tracking TheMomentumEffect
EA launched an international band competition to
promote a video game release
Winning bands music is featured in Burn Out
Game plus a Virgin Record Label
The brand community encouraged viral pass-along
by allowing users to forward content to friends
Standard media was also utilized to drive contest
awareness and traffic to community
Source: 1NEF study, April 2007, commissioned by MySpace, Isobar and Carat; Research by Marketing Evolution
Momentum Effect
Advertising Effect
6X
"Definitely Will Purchase"
0
50,000
100,000
150,000
200,000
250,000
300,000
350,000
Online Advertising MySpace Advertising
ROI:
Extraordinary
15X
plus MomentumEffect
PeopleImpactedPer
$100,0
00Spent
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5 Steps to Unlocking Momentum
1. Know your audience
2. Keep it real
3. Empower the audience
4. Enable dreams5. Leverage thepower of the
platform
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Case Study:
Target Dorm Survival Guide on Facebook
Jason Kleckner, Target
Jason Ring, AKQA
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Final Thoughts
The online conversation between brands and
consumers has only just begun
The Google of social network marketing is stillout there
Many of the features developed by the social
networks have already become part of the fabric of
Internet use and will continue