Monetizing Social Media 6.11.08

Bling Bling: Marketing and Monetizing Through Social Applications April 2008

Common Perceptions of Social Media ,[object Object],[object Object]

Who is RockYou? ,[object Object],[object Object],[object Object],[object Object],[object Object],Our mission is to engage the world with social applications 2.0B 16M 100M 70M 700k

Most Million User Applications across Social Networks

Successful Marketing on Social Media: Social Applications

Why? Potential for Social Apps is Exploding Wikipedia.org Alexa Global Traffic Rankings 1 2 3 4 5 6 7 8 9 10 2005 (U.K.) 2008 1 2 3 4 5 6 7 8 9 10

[object Object],[object Object],[object Object],(2) Registered Users (MM) Viral Marketing is key to success

Key Takeaways for Viral Growth ,[object Object],[object Object],[object Object],[object Object]

Building Viral Engagement User ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Direct Friends Indirect Friends Interested Parties

Marketing Opportunities with Social Applications ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Application Integration: Custom Advertiser Quiz Custom size pop-up w/ additional info appears upon mouse rollover on relevant quiz choice 646x90 banner clicks through to advertiser’s website Text link clicks through to advertiser’s website

Application Integration: Custom Advertiser Quiz Advertiser’s quiz promoted on Available Quizzes section throughout duration of campaign (100% SOV) Advertiser’s quiz featured and cycled through Brand New Quiz placement throughout duration of campaign

Application Integration: Viral Impact & Spread News Feed Mini-News Feed on Profile pages Profile box Notifications Email Message An advertiser’s custom Likeness quiz virally spreads through the a social network platform’s communication channels.

Application Integration: Sweeney Todd 0.01% CTR for banner alone 65x better 0.65% CTR with integration

Application Integration – SuperWall Card Featured two custom-designed greeting cards on SuperWall for StepBrothers Results: ,[object Object],[object Object],[object Object],Card appears in user’s profile Greeting cards in top placement, pre-selected, and expansion upon roll-over

Application Sponsorship ,[object Object]

[object Object],Application Sponsorship 100 x goal 10K expected 1M achieved

Application Integration & Application Takeovers Social Networks (1) Web (1) Average RockYou Ads Click-Through Rate Best RockYou Ad Campaigns (1) Business Week (2/7/2008)

Application Development and Promotion ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Some rules of thumb from Context Optional.

Application Development and Promotion ,[object Object]

Application Development and Promotion ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Application Development and Promotion Acuvue adjusted viral flow of Wink application and promoted the application on RockYou network— 200 installs grew to 150K users within a month . 646x60 Ad

[object Object],[object Object],[object Object],Application Development and Promotion Stylefeeder.com is successfully driving website traffic through marketing of a social application mirroring site functionality

[object Object],[object Object],[object Object],[object Object],[object Object],Application Development and Promotion

Rich Media on Social Applications 2x interaction rate, 2x activity rate

Online Advertising Growing Source : eMarketer CAGR: 22% Global Online Media Advertising ($Bn) Global Social Networking Advertising ($MM) CAGR: 65% Social Advertising Growing 3x Faster

Context is the key to social application monetization Virality / Hyper-targeting Contextual targeting High context Low virality Search is not viral Low context High virality Low context from photo browsing High context High virality Apps add context to social networks. Social apps are viral Social Applications

Monetizing Social Media ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Application Cross-Promotion ,[object Object],646x60 300x250

Application Cross-Promotion ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Agency-Sourced Branded Advertising

Agency-Sourced Branded Advertising ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Lead Generation and Direct Response ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Monetizing Social Media 6.11.08

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Monetizing Social Media 6.11.08