social media 2.0: friends get physical
DESCRIPTION
Copy of keynote presentation given at OMMA Social Tahoe event on August 30, 2010. Focus on the evolution of internet media and metrics towards physical objects and our interactions with them.TRANSCRIPT
social media 2.0:friends get physical
seth goldstein | OMMA Social | 8.30.10
social mobile
?
physical computing
pervasive computing
internet of things
ubiquitous computing
ambient intelligence
what are the implications for marketers when they know where consumers are and what they are looking at?
- media- metrics- trends
media
pages are media
search is media
people are media
status is media
places are media
objects are media
use your smartphone
iPhone Android
people are checking into objects all over the world
a product marketing platform
content
39
Facebook like button on the wall
Pepsi Wall
Bob C.
+
The Wall
Ha ha look my dog likes pepsi!
Rave Random
25 02
Your infoScanScannedFriends SettingsScanActivityStan
Pepsi 12oz Can118 scans | 16 locations
Post Something
Like this
You and 3,654 others like this
3,654 people like this
You like this
Like this
If no one has liked it
If only you have liked it
If you AND other people have liked it
If only other people have liked it
FB like button states
Clicking on the button will toggle the stateon or off for the user (so if you like something
clicking on it again will remove your like)
promotions
21
Redeem / Redirect
Reward Found!
Bob C.
+
The Wall
Ha ha look my dog likes pepsi!
Rave Random
25 02
Back
Your infoScanScannedFriends SettingsScanActivityStan
Pepsi 12oz Can118 scans | 16 locations
Post Something
Like this
Congratulations you found a free
Pepsi!
Get itNo Thanks
Back
Your infoScanScannedFriends SettingsScanActivityStan
Reward Found!
One FREE 12oz Pepsi
Offer details: Lorem ipsum dolor sit amet, consectetuer adipiscing elit. Cras ut nibh. Sed nulla velit, tincidunt eget, posuere at, luctus in, ligula. Aliquam commodo, ipsum vitae adipiscing tincidunt, eros lectus fringilla diam, sed vestibulum tortor justo ut risus.
SCAN THIS CODE or TYPE IN NUMBER in any* store
3 8 7 9 8 3 7 4 8 9 7 2 8 9 3 7 4
Close
UI web view.
analytics
metrics
cpm- cost per thousand
cpc- cost per click
cpa- cost per action
cpl- cost per lead
cpe- cost per engagement
cplk- cost per like
cpi- cost per install
SEO- search engine optimization
SMO- social media optimization
ASO- app store optimization
According to iPhone/Android advertising network MdotM:
$.99 Apps: 1 person buys every 200-400 clicks @.05/click = $10-$20 per paid app install
Free Apps: 1 person installs free app every 10-20 clicks @.05/click = $.50 - $1.00 per free app install.
In iPhone Appstore, the eCPI numbers are better as for every purchased install, once you get top 50 rankings, you often get 2-4 "organic" installs:
$2.50-$10 eCPI for $.99 apps [NOT PROFITABLE]
$.15-.50 eCPI for free apps [PROFITABLE]
because...
in addictive games: 2-3% of the users bring in $10-$30 on average in revenue (because of Apple in-app virtual goods purchases):
i.e. RPU in $0.50-$1.00 range.
(In fact, according to Flurry, the most successful apps with the free-to-play model can generate as much as $84 RPU)
cpci- cost per check-in
Why would you ever need more than one social graph? Facebook is literally everyone I’ve ever shaken hands with at a conference or kissed on the cheek at Easter. Twitter seems to be everyone I am entertained by or I wish to meet some day. Foursquare seems to be everyone I run into on a regular basis. Dennis Crowley, FourSquare
cps- cost per scan
cpt- cost per trial
trends
