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Social Network Advertising
January 18, 2011
Today’s Conversation
• What is going on in the world of media?
• Social Networking…What is it? How big is it? Who are the major players? and
• Who is participating and how are consumers responding to Social Networking?
• What are the advertising and marketing opportunities on Social Networking?
• What’s next for Social Network Advertising?
• Who has done it well? & Best Practices
• Will you be my partner?
Some radical shifts are afoot in the media landscape and marketers must…
• Stay abreast of the constant proliferation of new media channels and digital platforms
• Determine the most appropriate and effective ways their brands can benefit from the emerging media options
• Allocate budgets in the face of shifting consumer behavior
• Break through the clutter as the scale of media immersion in daily life exceeds all prior benchmarks
DIRECTV will need to approach the year ahead by differentiating, qualifying, and ultimately determining overall viability for all emerging media
channels
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
85
109
127
140150
158165
0
50
100
150
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Mill
ion
s
2008 2009 2010 2011 2012 2013 2014
US Online Social Networkers*
Sources: 1 eMarketer April 2010: represents people who use social networks at least once a month, 2: Silicon Alley Insider 4-8-09,
• Almost 127 million Americans visit social networking sites at least once a month, representing 57% of all online Americans1
• In Dec’10 Facebook added its 500 millionth user (worldwide). If it were a country, it would be the fifth largest, behind China, India, the US and Indonesia2
• Social Networking is expected to grow another 30%, reaching 165 million Americans by 20141 or two-thirds of all online Americans.
Social Networking: How Big is it?
Source: Comscore Media Metrix May 2009, 2010
• Two communities lead the category, Facebook and MySpace
• LinkedIn and Twitter show the highest year on year growth
0 30,000 60,000 90,000 120,000 150,000
Unique Visitors (000)
Windows Live Profile
MyLife
Classmates
Myspace
Top Social Network Websites
May-09 May-10
% Change vs. Yr Ago
Social Networking: Who are the Key Players?
+85%
-4%
+36%
+184%
+16%
+25%
• It’s not just for the young. Visitors to the top social networking sites skew above average for all age breaks between 18 and 54, and look much more like the US average than in the earlier years of social networking.
• Between the key players, MySpace skews slightly younger than Facebook
0%
25%
50%
75%
100%
Total U.S. Total InternetActive
MySpace Facebook
Age 55+
Age 45-54
Age 35-44
Age 25-34
Age 18-24
Age 12-17
Age 2-11
Social Networking: Who is Participating?
Source: Comscore Media Metrix May 2010
% A25-54 43% 35% 37% 40%
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%
• Facebook and MySpace attract such large audiences that overall their demographics are on par with the total Internet active universe
• Facebook shows slightly higher concentrations among the highest income levels
• MySpace shows higher concentration among those with any children in the home
Social Networking: Who is Participating?
Sources: Internet figures: Comscore Media Metrix May 2010, Total US figures: Nielsen Media Research
• Social Networking sites outperform a variety of information and entertainment sites for “stickiness” metrics.
• Visitors return to social networking sites more often, view more pages, and spend more time on the social networking websites than on more traditional content websites
0
10
20
30
40
MySpace
YouTube.com
FoxNews.com
ESPN.com
Weather.com
Mapquest
Monthly Visits per Visitor
0
100
200
300
MySpace
Youtube.com
FoxNews.com
ESPN.com
Weather.com
Mapquest
Monthly Minutes per Visitor
Social Networking: How are Consumers Responding to Social Media?
Source: Comscore Media Metrix May 2010
0
100
200
300
400
500
MySpace
YouTube.com
FoxNews.com
ESPN.com
Weather.com
Mapquest
Monthly Pages per Visitor
• Social Networkers want companies to have a presence in social media
• 86% of social networkers interact with companies or brands online
• Companies can benefit from engaging with new media users:
Social Networking: How are Consumers Responding to Social Media?
Source: Cone Inc 2010 “Consumer New Media Study”
0 25 50 75
I'm more likely to follow thatbrand on its other new
channels
I'm more likely to purchase abrand
I feel a stronger connectionwith a brand
I'm more likely to share infoabout a company/brand
I'm more aware ofcompany/brand
% Social Media users who "If I can interact with a brand in new media …"
Pros Cons
Traditional Online Ads • Contextual, demo and geo targeting available• Reach potential• Traditional branding/image
• Does not tap into social media potential
Sponsored Content & Integration
• Gives brand premium positioning within and or around content without interfering with the user experience
• Does not tap into social media potential
Sponsor existing App/Widget
• Take advantage of existing app audience, known demo skews and guaranteed reach
• Greater ad impact and contextual relevancy than typical banner ads
• Less expensive and shorter lead time than custom• Qualified user base vs. paying for installs
• Don’t own proprietary rights to application• Less content control may be issue for brands sensitive
objectionable content or UGC • May take time to identify appropriate app/widget
Branded Profile • Reach customers and potential customers beyond the banner
• Engage them by providing original content and participating in conversations
• Need well thought out strategy to attract and then maintain interest of qualified customers
• Requires constant updating of content• Must maintain delicate balance in tone of
communication with (not TO) customers• Requires quick response to brand related news, good
or bad
Custom Widget • Easily shared, portable• Can be distributed via banner units or embedded on
websites, blogs, etc
• Does not tap into user’s social network• Doesn’t live well on Facebook or take advantage of its
viral elements• Requires lead time & hosting fees/impression• Like rich media but more expensive
Custom App • Dictate tone of conversation between brand and user• Takes advantage of viral distribution via social
platforms, chance for deeper engagement• Provides branding outside of the banner• CRM tool
• Time and cost intensive• Must not just build app, but attract qualified audience
to interact with it, and maintained to ensure they run properly as platforms upgrade
• Highly saturated space, tough barrier to entry
Social Networking Advertising and Marketing Options
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, toggleswitches 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 Media Platforms Widget & Apps Networks
Players • MySpace • Facebook• LinkedIn • Flickr • Bebo • MyLife
• AppsSavvy • BuddyMedia• Slide • VideoEgg
Description • The entity that creates and maintains the structure of a specific online community
• Facilitates user sharing of content and may also provide original content
• Agents that sell space across their network of affiliated online applications and/or widgets
Traditional Online Ads • Facebook: available within defined ad specs to maintain quality of user experience
• MySpace: traditional banner ad space throughout network including home page takeovers and video ads
• Traditional banner ads available across network
Sponsorship Opportunities • Facebook: available within defined specs to maintain quality of user experience
• MySpace: opportunities throughout entertainment areas
• Sponsor existing widget or app
Custom Branded Online Page/Community
• Can be done by advertiser/agency, and with or without enhancements from social networking site
• Working with apps developers can create an enhanced profile or community page on online social networking site
Custom Opportunities • MySpace: custom sponsorship opportunities, including offline events
• Facebook engagement ads, similar to widgets
• Create custom widget or app for brand
Social Networking Pathways to ConsumerDirect to Social Platform vs. Apps Network
• There are two basic types of companies to approach when implementing an ad campaign in the social media space
Social Networking Pathways to ConsumerSocial Platform vs. Apps Network Footprints
• Apps can be games or communities of special interest. Some are available across multiple social platforms, others exclusive to one platform. But where does the Social Platform footprint end and the App footprint begin?
• Here is one app, a game, as seen when accessed separately through Facebook and MySpace.
• The Social platform (MySpace or Facebook) maintains a frame around or above the App on screen
• The App claims a canvas area within or below the platform’s frame
• Each entity may sell ads/sponsorships within their footprint
Facebook frame App canvas page MySpace frame App canvas page
App on Facebook App on MySpace
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
• Ad sales approach similar to portals – so more inventory available
• IAB standard sizes, rich media
• Rich media, takeovers available
• MySpace provides deep well of music and video content beyond the social communication aspect
• Content sponsorships and custom programs available
• Focus on connecting users with each other while maintaining high quality user experience. To that end, ads have specifications on limited text and image size
• “Sponsored Stories” placed amid user newsfeed, also with text/image limitations
• Engagement ads including virtual gifts, become a fan, and video commenting
Source: eMarketer November 2010
• Ad Spending on Social Networking in 2010 was estimated at $1.99 billion, representing 10.8% of all online ad spend.
• In 2011, Social Network ad spending is projected to grow 55% to $3.08 billion.
• By 2014, it is expected to grow to $3.93 billion and account for 12% of online ad spend.
21.27
1.43
23.81
1.99
25.42
3.08
28.67
3.93
$0
$10
$20
$30
$40
Bil
lio
ns
2009 2010 2011 2012
Social Network Advertising/Total Online Advertising
Social Network Ad$
All Other Online Ad$
Social Networking: What’s Next?
2009 2010 2011 2012
Social Net Ad$ % Total Online Ad$ 6.3% 7.7% 10.8% 12.1%
• Growth in Mobile Social Networking: the growth in Smartphones and enhanced features will continue to spur significant increases in mobile social networking.
• In Jan’09, 9.3 million Americans used mobile social networking, up from just 1.8 million the previous January. (Nielsen Online)
• In Mar’09 Facebook announced it has extended its interface to third party apps to the iPhone.
• Development of appropriate metrics, less reliance on traditional online metrics. Since goals may be very different than traditional online advertising, more qualitative measures may need to be adopted to accurately measure success. Some may include, # recommendations passed between members, rate of fan accumulation, # of customer feedback messages/comments or # positive messages, # fans and frequency of visits, number of views, etc.
• Social platforms finding consumer-acceptable ways of leveraging network data.
• In January 2009 LinkedIn announced a new polling feature for use among members
• In February 2009, MySpace announced that artists who partner with MySpace music will get access to data on fan activities an preferences.
• Facebook maintains limited access to member info but is developing features including “polling” engagement ads.
• Yahoo, Google and Hotmail test social media integration with webmail. Yahoo’s recently released “smarter inbox” allows integrate email with other web services and communities including status updates, photo sharing and get movie times.
Social Networking: What’s Next?
Who has done it well?: Social Networking Case Studies
Case Studies: Alberto VO5’s Ultimate Flirt Championship
Challenge: Create awareness of, drive traffic and participation in VO5’s Ultimate Flirt Championship destination site and Facebook profile page.
Solution:
Working with AppsSavvy, leveraged existing client content to attract and engageusers to the VO5 tapping into Facebook’s massive audience
• Created a custom application that allows users to participate in the Ultimate Flirt Championship and become a member of the UFC Facebook community
• Developed a portfolio of engagement tools to encourage viral sharing and deepen user engagement:
• Answer VO5 Daily Flirt Question
• Send Flirt Gifts to earn points to become the Ultimate Flirt
• Rate Friends and other Ultimate Flirters on date-ability
• Ran targeted banner campaign across relevant canvas pagesin AppsSavvy Facebook network
Results:• 378,000 Total Installs - 24% Virality Rate on Facebook
• 31,000 Unique clicks from Profile Boxes
• 202,000 notification feeds generated
• 8,226 Unique application invitations accepted
• 135,000 monthly unique users and 2,422 fans
Case Studies: EA Sport’s Madden’09
Challenge: Create awareness, buzz and drive user adoption of Madden’09 online application
Solution:
Working with AppsSavvy, focused on contextually relevant sports applications to increase distribution of an existing application with the same target audience
• Created banner campaign across AppsSavvy sports and gaming appsthat reach and engage with the key M18-34 audience(including SGN, Stuzo, Pagefad, and Sport Interactiva )
• Maximized reach and impact in the sports application space with an exclusivecustom skin on the homepage of Pagefad’s Pro League Football application
Results: Within 4 weeks:• Total Impressions Served – 4.75MM
• Total Installs – 11,766
• Overall CTR – 0.37%
• Custom Skin CTR – 0.80%
Case Studies: Crest Whitestrips Smile State
Challenge: Drive purchase intent and foster positive brand awareness among 18-24s to broaden its user base.
Solution:
Working with Facebook, created a custom Sponsored Group targeting the site’s top 20 college networks to provide a forum for Crest Whitestrips to develop deeper relationships with young consumers.
• Created interschool contests leveraging Facebook’ssocial network structure to encourage daily engagementwith prizes of free campus-based concerts/movie showings
• Created custom audio and video content
• Ran seasonal photo contests for members
• Live chat functionality with Crest Whitestripsconsultants to interact and get feedback from targetconsumers
Results:• 14,000 group members over the life of the campaign
• 5,000 uploaded photos
• Offline connection to students as over 3,600 studentsattended free sponsored movie screening and 1,400attended free sponsored concerts
Best Practices
• Get Involved: Social networking is here to stay and consumers are increasingly active in it. Testing and Involvement during the growing stage helps marketers benefit from limited clutter and the novelty aspect, while gaining learnings as the medium matures.
• Define the Role of Social Marketing Ads in the Mix: Clear goals will inform campaign decisions and define metrics for success.
• Stay true to your brand: Content of ads should be synergistic with offline efforts as with any multimedia campaign.
– Plan engagement marketing both pre and post campaign launch and offer value beyond first transaction for return visitors, include plans to enhance the viral spread of your presence
• Allow for Discussions: Ensure proper tone of brand communications in the community. It is a dialogue with consumers not at them
– It’s all about adding value; whether with information or entertainment, enhance the consumer social experience– Adopt a Strategy for Negative Feedback: Negative feedback is inevitable and ignoring that part of the
conversation can be costly. Reducing negative word of mouth can boost sales growth by 1%1. Consider using conversation monitoring tools to identify who is talking, what they are saying, track the spread of it and determine a rapid response to let customers know you hear them and are addressing the issues.
• Provide Value: If directing consumer to a brand profile or site, keep content fresh and relevant
• Partner for Development: Key video vendors will accelerate learnings and provide a base for a long term vision
• Define Appropriate Metrics: If goals incorporate enhancing consumer attitudes or experience of the brand, measure success beyond traditional on line metrics, consider including quality metrics.
• Plan a transition or exit strategy: Decide how to benefit long-term from the community/effort you’ve created. Consider how a short-term or event oriented effort may be folded into longer term conversations when the event or campaign is ending.
Next Steps
How can Deutsch help?
Appendix:
Vendor Advertising Opportunities
• MySpace
• AppsSavvy
Advertising Opportunities include:
• Banner ads – on home page or left column
• Sponsored Stories – placed in the central News Feed section
• Engagement Ads – elements allowing for user interaction and sharing with other members
Beyond Advertising:
• Creating a brand page on Facebook
• Create a special interest or branded group
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
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
Ad placed in the central “News Feed” section.
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
Advertising Opportunities include:• Home page takeovers – overlays, roadblocks, skins• Banner ads – ROS on content channels• Sponsorships – Online music video overlays, pre-roll billboards, custom
opportunities• Offline event sponsorships – concert sponsorships with co-branded promos
Beyond Advertising: • Create a branded community on MySpace
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
• 100% share of voice for a day
• 300x250 Medium Rectangle near login box and key content
• Optional 620x50 Companion Strip unit remains visible below the fold
Marquee without Skin
• Larger 960x250 unit
• Optional 620x50 Companion Strip unit remains visible below the fold
Marquee Roadblock and Skin Marquee Roadblock and Overlay
• Dominates home page
• Larger 960x250 unit with static or animated skin
• Optional 620x50 Companion Strip unit remains visible below the fold
• Takes over home page
• Overlay launches automatically (1x/day/user frequency cap)
• User may initiate subsequent exposures
• Can include animated or static skin
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
Advertising Opportunities include:• Text ads featured on LinkedIn homepage• IAB standard ads – ROS across network or in selected vertical• Commercial InMail – alerts or ads delivered to member home page
or inbox
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
• Text ad
• Above the fold
• All targeting capabilities.
• Single line text link
• All targeting capabilities.
728x90
LinkedIn Advertising Opportunities: ROS or Targeted IAB Standard Ads
LinkedIn Advertising Opportunities: Commercial InMail
• InMail alert on member homepage • Text ad at InMail title line
• Standard Ad on InMail
• Click to Action Button below mail message
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.
Advertising Opportunities include:
• Banner ads – ROS across network or in selected verticals.
• Sponsorships – ranging from enhanced impact positioning with skins, take-overs to high impact presence including additional features or content (videos, contests, etc)
• Beyond Advertising:
• Custom Applications – working the apps developers and marketer to create new, branded application
AppsSavvy Advertising Opportunities: Standard Ads
• IAB Standard Ads
• Can be targeted demographically, geographically, contextually across AppsSavvy network
AppsSavvy Advertising Opportunities: Sponsorship
Simple Sponsorship Integration High Level Sponsorship Integration
• 100% share of voice
• Top fold skin
• Custom branded button
• Sponsored media
• 100% share of voice
• Top fold custom skin
• Brand videos
• Integrated clickable content leading to more info on athletes and product info
AppsSavvy Advertising Opportunities: Custom Applications
• Custom applications built specifically to meet client objectives
• Generally custom apps better suited for longer initiatives or for a brand looking to repurpose for multiple initiatives
• Work with Marketer to create supporting campaign to drive virality and build a qualified audience and high level of user retention
• Can build app across top social platforms including: Facebook, MySpace, LinkedIn Bebo, iPhone and more