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.
IAB Keynote 6/2/08
# 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.
IAB Keynote 6/2/08
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?
IAB Keynote 6/2/08
What is Social?
IAB Keynote 6/2/08
IAB Keynote 6/2/08
IAB Keynote 6/2/08
What is Social Media?
IAB Keynote 6/2/08
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
IAB Keynote 6/2/08
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
IAB Keynote 6/2/08
Important events are spread through a network of friends.
Social Advertising
IAB Keynote 6/2/08
What is Social Advertising?
IAB Keynote 6/2/08
ADS
The power of lots of little, quiet social ads vs one big ad on fixed content.
Social ads
IAB Keynote 6/2/08
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
`
IAB Keynote 6/2/08
IAB Keynote 6/2/08
Case Study: BMW 1 Series Joy Ride
IAB Keynote 6/2/08
Advertise app...
IAB Keynote 6/2/08
Install app...
IAB Keynote 6/2/08
Configure the car...
IAB Keynote 6/2/08
Invite friends...
IAB Keynote 6/2/08
Choose activity...
IAB Keynote 6/2/08
Newsfeed...
IAB Keynote 6/2/08
Friend lists....
IAB Keynote 6/2/08
Status update...
IAB Keynote 6/2/08
Profile pages...
How Can Brands Get Involved?
IAB Keynote 6/2/08
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…
IAB Keynote 6/2/08
Authentically.
IAB Keynote 6/2/08
socialmedia.com
IAB Keynote 6/2/08
Recommended
