The Social Web will change the internet market of the future and especially online marketing business models. Data driven advertising, new kinds of social targeting, realtime data and mobile will lead the game.
Market overview, social data and future market potentials
8. The Social Web market is already No 1 The Social Web may still be in its early phases, but it is likely to transform the fundamental businesses of the Internet far more rapidly than the incumbents anticipate. » » (Accel Ventures – The rise of the social web, 2009)
9. Facebook‘s revenues increase fast "Its early days are unproven fully, but Facebook believes that's the holy grail," observed analysis Kawaja.
11. Plattform vs. One Trick Pony Very hard to generate first network effects Difficult monetization as it is indirect e.g. Apps with $1 each or typical digital goods Source: Facebook HACK
12. Data Driven Advertising - Closed loop process automation Planning Define your target audience. Select from fixed audiences existing categories such as demography, occupation, education, and hobbies, or design your own unique target group. Ad Serving The delivery is fully automated within the Advertising Platform. Just choose a banner, specify the duration of the campaign, select a target group... and you‘re done! Real time campaign and conversion optimization. Market Intelligence Incorporate your new findings directly into your marketing plan to achieve a higher ROI Reporting You will receive an evaluation of your campaign in real time. Learn more about your users: How old are they? Where do they live? Are they female or male? Interests? Or integrate the social media measurement tools as you see fit. Analytics Real time campaign Optimization
18. The Social data revolution – Websites like Social Networks can increase their power Source: http://www.slideshare.net/tkawaja/terence-kawajas-iab-networks-and-exchanges-keynote
19. The new data layer will add more middleman Source: http://www.slideshare.net/tkawaja/terence-kawajas-iab-networks-and-exchanges-keynote
22. Why is Foursquare (or i.e. Nike+ GPS data) used such often, if nobody wants to put private data online?1. Personal Data 2. Demographics: Age, Job, Joblevel etc. 3. Interests like Music, Movies, Books, Sports or even Quotations 4. Geo Data like City, Holiday Destination 5. Friends & Social Graph 6. Acitivities in Groups 7. Wall and Comments 8. Fotos 9. Specials e.g. Blogs or Videopodcasts after Content OK ( Gmail) Further use of optional User Data only under the terms of data Protection Beside the Data Protection you should respect the State of the User
24. The New Information Age Source: http://techcrunch.com/2011/04/10/the-new-information-age/
25. What kind of data is available? Context Interests - Intent Identity Confidential 18 Source: Greg Stuart greg@gregstuart.com /Slideshare 18
26. Data is the key & social networks are leading Source: http://www.slideshare.net/tkawaja/terence-kawajas-iab-networks-and-exchanges-keynote SOCIAL TARGETING
31. Amazon: Social Shopping with Facebook Connect SOCIALSHOPPING After Connecting with Facebook, Amazon gives you recommendations based on your and your friends public information. For Amazon, knowing which of their Customers knowing each other would be an extremely powerfull marketing tool. For the Users it can be very helpful to know each others interests, e.g. for buying birthday presents or borrow DVDs which are already bought by friends.
38. Sales houses will push this approach together with behavioral targeting vendors again as well to have aInstant Personalization – End of privacy?(Facebook stopped rollout due to transparency)
58. Companies: www.adtelligence.de www.gravity.com/www.thecleversense.com/www.kamvar.org www.peerset.com www.media6degrees.com Articles http://techcrunch.com/2011/04/10/the-new-information-age/ http://www.slideshare.net/tkawaja/terence-kawajas-iab-networks-and-exchanges-keynote http://www.youtube.com/watch?v=35fNDzUe0vE www.slideshare.net/tkawaja/the-scienceification-of-media http://www.gpbullhound.com/researchpdf/GPBullhound%20Report%20-%20The%20Social%20Media%20Explosion%20-%20August%202010.pdf http://www.accel.com/download.php?file_id=80 More Information
59. Check it out: www.adtelligence.de Become a fan: www.facebook.com/adtelligence About ADTELLIGENCE
60.
61. Founded by Michael Altendorf and Dr. Cyrille Waguet (SAP’s chief software architect of BI unit), together with venture capitalists
62. Team consists of experts that formerly held key positions at SAP, Google, & IBM
63. With its technology, ADTELLIGENCE creates the basis for successful business models in Web 2.0 & mobile platforms, increasing the competitiveness of social media services over traditional media
64. ADTELLIGENCE got awarded at the Intel Technology Entrepreneurship Challenge 2010 (IBTEC) in Berkeley About ADTELLIGENCE
65. Some impressions BUSINESS INTELLIGENCE SELF-BOOKINGPLATFORM SOCIALANALYTICS GEOTARGETING INTERESTTARGETING eCommerceAnalytics
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67. Targeting / matchinghappens up to millions of times per second. Huge benefit: we scale the matching algorithms to millions of calculations per second and have minimal infrastructure costs at the same time.Social Targeting & Dynamic Personalization Process
68. Dynamic Personalization and Sales Funnel Analysis 1. Der Nutzer klickt auf den zielgruppen- optimierter Banner 2. Die Webseite passt sich dynamisch an die Bedürfnisse des Nutzers an 3. Der Nutzer wählt Ihre Produkte aus 4. Nach der Auswahl klickt der Nutzer auf "bestellen" 5. Die Daten des Nutzers werden abgefragt 6. Die Artikel sind gekauft Abbruch z.B. nicht alle Daten zur Hand Abbruch 3. Reminder Per E-Mail Per Rückruf Re-Targeting 1.Unvollständige Bestellung wird aufgenommen Re-Targeting Der Nutzer wird immer wieder in den Kaufprozess zurückgeleitet. Absprungraten werden so minimiert. - 20% - 25% - 25% Fußballtickets Frauenschuhe Frauenschuhe 2. Fehlende Daten werden nachgereicht Formular ausdrucken & per Post schicken Im Kundenbereich einloggen und Daten eintragen Per Telefon