Facebook opportunity

Social Network Advertising January 18, 2011

Today’s Conversation ,[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],The Changing Media Landscape

Social Networking: What is it? A social network is: An online community that gives users a chance to connect with individual or groups of friends. The network facilitates communication, interaction, sharing of content, news, and information between them. Users shift easily between the role of author and audience. Examples of social networks include: “ Social media is here to stay. [Marketers can] change the way they interact with their customers ….. those who don’t start to engage now will be left miles behind.” Forrester “The Growth of Social Technology Adoption” 10/30/08

Sources: 1 eMarketer April 2010: represents people who use social networks at least once a month, 2: Silicon Alley Insider 4-8-09, ,[object Object],[object Object],[object Object],Social Networking: How Big is it?

Source: Comscore Media Metrix May 2009, 2010 ,[object Object],[object Object],% Change vs. Yr Ago Social Networking: Who are the Key Players? + 85% -4% +36% +184% +16% +25%

[object Object],[object Object],Social Networking: Who is Participating? Source: Comscore Media Metrix May 2010 % A25-54 43% 35% 37% 40%

[object Object],[object Object],[object Object],Social Networking: Who is Participating? Sources: Internet figures: Comscore Media Metrix May 2010, Total US figures: Nielsen Media Research Total U.S. Total Internet Active MySpace Facebook Male/Female % 49/51 50/50 49/51 47/53 Any (1+) Children in home 51.5% 58.3% 62.9% 59.5% No Children in home 48.5% 41.7% 37.1% 40.5% HHI <$60,000 47.2% 54.3% 60.1% 52.0% HHI $60,000-74,999 10.9% 9.8% 10.9% 11.3% HHI $75,000-99,999 14.2% 15.2% 13.6% 16.0% HHI $100,000+ 27.7% 20.6% 15.5% 20.7%

[object Object],[object Object],Social Networking: How are Consumers Responding to Social Media? Source: Comscore Media Metrix May 2010

[object Object],[object Object],[object Object],Social Networking: How are Consumers Responding to Social Media? Source: Cone Inc 2010 “Consumer New Media Study”

Social Networking Advertising and Marketing Options Pros Cons Traditional Online Ads ,[object Object],[object Object],[object Object],[object Object],Sponsored Content & Integration ,[object Object],[object Object],Sponsor existing App/Widget ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Branded Profile ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Custom Widget ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Custom App ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

What is a Widget? What is a widget? A portable, stand alone piece of digital content, or mini-application. Widgets often take the form of on-screen tools (clocks, event countdowns, auction-tickers, stock market tickers, flight arrival information, daily weather etc), games, or provide other content. Typical widgets may include buttons, dialog boxes, pop-up windows, selection boxes, windows, toggle switches and forms . Widgets may be shared between friends but do not allow for simultaneous communication between individuals.

What is an App? What is an app? A social community that connects people with common interests across multiple social platforms. They tap into the user’s social connections and report activity to the user’s friend network. Like the online game community Texas Hold’em, players can use the game by going through a separate social platform, including Facebook and MySpace online or mobile, or signing in directly at the Texas Hold’em website.

What is a Brand Profile/Community? What Branded Profile or Community? A profile or community created by a brand/company on a social networking platform. The brand/company decides what features to include on their pages and adds its own content, consumers add their own comments and depending on the features available, may add their own content (videos, photos, etc). Features may include link to corporate website, downloadable apps/widgets, games, polls, contests, special offers, announcements of special events/offers, discussion boards, custom backgrounds/skins. Dunkin’ Donuts on Facebook Jeep on MySpace

Social Networking Pathways to Consumer Direct to Social Platform vs. Apps Network ,[object Object],Social Media Platforms Widget & Apps Networks Players ,[object Object],[object Object],[object Object],[object Object],[object Object],Description ,[object Object],[object Object],[object Object],Traditional Online Ads ,[object Object],[object Object],[object Object],Sponsorship Opportunities ,[object Object],[object Object],[object Object],Custom Branded Online Page/Community ,[object Object],[object Object],Custom Opportunities ,[object Object],[object Object],[object Object]

Social Networking Pathways to Consumer Social Platform vs. Apps Network Footprints ,[object Object],[object Object],[object Object],[object Object],[object Object],App on Facebook App on MySpace Facebook frame App canvas page MySpace frame App canvas page

MySpace Profile Page and Content (Music) Page Typical Ads Sold by MySpace Social Networking Pathways to Consumer: Social Platforms: MySpace vs. Facebook Facebook Profile Page Typical Ads Sold by Facebook ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Source: eMarketer November 2010 ,[object Object],[object Object],[object Object],Social Networking: What’s Next?

[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Social Networking: What’s Next?

Who has done it well?: Social Networking Case Studies

Case Studies: Alberto VO5’s Ultimate Flirt Championship ,[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]

Case Studies: EA Sport’s Madden’09 ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Case Studies: Crest Whitestrips Smile State ,[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],[object Object],[object Object],[object Object],[object Object],[object Object],Best Practices

[object Object],[object Object],[object Object],[object Object],Appendix: Vendor Advertising Opportunities

[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Facebook Advertising Opportunities Facebook provides a forum for members to be expressive and share information. Through profiles, people share details about interests, activities and even contact information. Tools on the site allow users to display photos and videos, create events, form common interest groups, and much more. Facebook is a dynamic environment where people exchange information regularly and share their opinions on everything from politics to pop culture — even consumer brands. Facebook ads are designed so that they do not detract from the user experience. Ads may be targeted demographically, by interest, by location radius, and by primary language.

Facebook Advertising Opportunities: Homepage Ad Ad always appears above the fold to the right of News Feed Frequency may be capped Standard Ads may use a static image or video Roadblocks and Roadblocks with frequency caps are available Entire area clickable to a single URL (can be on Facebook or offsite)

Facebook Advertising Opportunities: Left Side Ad Character Count Image Link Title 25 characters maximum One image (GIF or static JPEG) Entire area clickable to a single URL Body 135 characters maximum 110 x 80 pixels, Maximum file size 4k Body verbiage must be complete sentence Image is right aligned

Facebook Advertising Opportunities: Sponsored Story Ad placed in the central “News Feed” section. Character Count Image Link Title 25 characters maximum One image (GIF or static JPEG) Entire area clickable to a single URL Body 135 characters maximum 110 x 80 pixels, Maximum file size 4k Body verbiage must be complete sentence Image is right aligned

Facebook Advertising Opportunities: Engagement Ads Virtual Gift Become a Fan Video Commenting Engagement Ads provide an interactive element designed to maximize the opportunity to leverage conversations between friends. Actions taken within Engagement Ads generate News Feed stories among friends, bringing a viral element to it. Traffic is driven the advertiser’s facebook profile or URL. Polling Ad

[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],MySpace Advertising Opportunities MySpace is an online community that allows users to meet their friends, their friend’s friends, share photos, journals and interests and grow their network. MySpace houses a large inventory of entertainment for its users including music, music videos, as well as original, licensed (off-TV) and user-generated video programming. MySpace approaches advertising as a typical online portal, with standard ads, home page takeovers and custom sponsorships available. MySpace ads can be “hyper-targeted” by user interest, geography or demographics.

MySpace Advertising Opportunities: Home Page Takeover Standard Roadblock ,[object Object],[object Object],[object Object],Marquee without Skin ,[object Object],[object Object],Marquee Roadblock and Skin Marquee Roadblock and Overlay ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

MySpace Advertising Opportunities: IAB Standard Ads

MySpace Advertising Opportunities: Content Sponsorship Toyota Tuesdays Download (free song) McDonald’s Dollar Menu Music Video Overlay/pre-roll Billboard

[object Object],[object Object],[object Object],[object Object],LinkedIn Advertising Opportunities LinkedIn is a business-oriented online community that allows users to users to maintain a list of connections . In order to build trust among users, it employs a gated access approach where contact requires either a preexisting relationship, or the intervention of a mutual contact. This list of connections can then be used to create networks of connections, gain an introduction to someone you wish to know through a mutual, trusted contact, to find jobs, people and business opportunities recommended by someone in one's contact network. LinkedIn advertising can be run ROS, or targeted to the 6 LinkedIn “InCrowds” (Corporate Executives, Tech Pros, Small Business, Finance Professionals, Sales Professionals and StartUp Professionals) or customized based on gender, age, job function, industry, DMA, company size, DMA or # of connections.

LinkedIn Advertising Opportunities: Text Links ,[object Object],[object Object],[object Object],[object Object],[object Object]

728x90 LinkedIn Advertising Opportunities: ROS or Targeted IAB Standard Ads

LinkedIn Advertising Opportunities: Commercial InMail ,[object Object],[object Object],[object Object],[object Object]

[object Object],[object Object],[object Object],[object Object],[object Object],AppsSavvy Advertising Opportunities AppsSavvy is a direct sales organization representing a network of applications in the social networking space. Applications span a variety of entertainment and information verticals, which can be targeted for specific campaigns. AppsSavvy acts as the agent for each of these applications, working with advertisers to create customized advertising and sponsorship campaigns. Ads and sponsorships purchased through AppsSavvy are seen by users whether the access the app directly from the application website, or if they access it from a social networking platform such as Facebook or MySpace.

AppsSavvy Advertising Opportunities: Standard Ads ,[object Object],[object Object]

AppsSavvy Advertising Opportunities: Sponsorship Simple Sponsorship Integration High Level Sponsorship Integration ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

AppsSavvy Advertising Opportunities: Custom Applications ,[object Object],[object Object],[object Object],[object Object]

Facebook opportunity

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