Break Down the Content Barriers of Social Networks
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2011 Mashable Media Summit presentation by Michael Lazerow, Founder and CEO, Buddy Media
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Break Down the Content Barriers of Social Networks
- 1. BREAK DOWN THE CONTENT BARRIERS OF SOCIAL NETWORKS USING SOCIAL STRATEGIES TO LET YOUR CONTENT RUN FREE AND INCREASE WEB SITE TRAFFIC AND REVENUES BY AT LEAST 12.89% BY MICHAEL LAZEROW (TWITTER: @LAZEROW) NOVEMBER 4, 2011 1
- 2. “I GET IT. I NEED TO BE ON THE FACEBOOK THING.” -EDWARD R. MURROW, 1957 2
- 3. WE ALL AGREE. EVEN MASHABLE! 3
- 4. 850M ACTIVE USERS Source: Facebook 4
- 5. 50% LOG ON DAILY Source: Facebook 5
- 6. 4X SUPER BOWL! 4X SUPER BOWL! 6
- 7. 12B LIKES AND COMMENTS MONTHLY (US, EST.) Source: Facebook 7
- 8. 1B MORE THAN # OF 4X SUPER BOWL! GOOGLE SEARCHES Source of Google #s: ComScore Aug 11 Search Engine Ranking. FB assumes 20% Likes/Comments from US 8
- 9. 31% OF DISPLAY AD IMPRESSIONS IN US Source: comScore May 2011 9
- 10. BIGGER THAN THE ENTIRE INTERNET IN 2004, THE YEAR FB LAUNCHED Source: http://royal.pingdom.com/2011/10/05/facebook-now-as-big- 10 as-the-entire-internet-was-in-2004/
- 11. PRIORITY SOCIAL MEDIA PLATFORMS FOR BRANDS Source: Booz & Co., Buddy Media Report. http://bddy.me/oS3WJf 11
- 12. WE ALL AGREE THAT WE NEED TO BE ON FACEBOOK, RIGHT? 12
- 13. BUT IS IT TRUE? 13
- 14. WELL, KINDA. 14
- 15. AD IMPRESSIONS Facebook, 3 0% Rest of the Web, 70% 15
- 16. TIME SPENT Facebook 16% Rest of the Web 84% 16
- 17. SO YES, YOU NEED TO BE ON FACEBOOK. 17
- 18. BUT THAT ALONE WON’T MAXIMIZE TRAFFIC GROWTH AND REVENUES. 18
- 19. PAST 2 YEARS HAS FOCUSED ON THIS! Facebook Rest of the 16% Web 84% 19
- 20. Facebook Rest of the 16% Web 84% WE NOW NEED TO FOCUS ON THIS! 20
- 21. INTRODUCING, FOR THE FIRST TIME IN THE HISTORY OF MANKIND … 21
- 22. 3 STRATEGIES TO GROW TRAFFIC & REVENUE BY 12.89% (OR MORE!) 22
- 23. 1. SET UP AND OPTIMIZE YOUR SOCIAL PRESENCES 23
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- 34. Despite 6.5X # of fans, Starbucks only gets 2.6X more engagement. 34
- 35. 2. SOCIALIZE ALL CONTENT TO ELIMINATE DEAD ENDS 35
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- 48. SMALL SOCIAL HOOKS DRIVE A TON OF TRAFFIC • 43,336 VOTES • 50% SHARE • 150 FRIENDS EACH • POTENTIAL REACH OF 3.25M NEW VISITORS • AND 2 VISITORS PER SHARE EQUALS 43,336 NEW VISITORS! 48
- 49. 3. USE SOCIAL TO MAKE MONEY TODAY 49
- 50. THE FACEBOOK EFFECT SOURCE: NIELSEN & PEJ RESEARCH/ SIZE OF BUBBLES REPRESENT TOTAL TRAFFIC FROM FACBEOOK 50 FOR EACH SITE. MAY 2011.
- 51. ELIMINATE THE SILOES 51
- 52. ELIMINATE THE SILOES 52
- 53. ELIMINATE THE SILOES 53
- 54. ELIMINATE THE SILOES 54
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- 60. SOCIAL COMMERCE 60
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- 62. No social integration! 62
- 63. INTEGRATION SMART! 63
- 64. HEARST: ONE OUT OF FOUR SUBSCRIPTIONS COME FROM WEBSITE 64
- 65. AMERICAN EAGLE FOUND THAT FACEBOOK REFERRED VISITORS SPENT AN AVERAGE OF 57% MORE MONEY THAN NON-FACEBOOK REFERRED VISITORS 65
- 66. SHOEDAZZLE REPORTED THAT FACEBOOK-CONNECTED USERS 50% MORE LIKELY TO MAKE REPEAT PURCHASES EVERY MONTH THAN AVERAGE SHOPPERS 66
- 67. TICKETMASTER.COM IS GENERATING $5.30 OF DIRECT TICKET SALES FROM EACH SHARE A USER MAKES TO FACEBOOK 67
- 68. THE QUESTION YOU NEED TO ANSWER IS SIMPLE. 68
- 69. HOW CAN SOCIAL HELP IMPROVE EVERY KPI I’M TRACKING? 69
- 70. THE ANSWER IS TO BRING SOCIAL TO EVERYTHING YOU DO, RATHER THAN LOOKING AT SOCIAL SEPERATELY. 70
- 71. - INCREASE TRAFFIC - INCREASE ENGAGEMENT - INCREASE SUBSCRIPTIONS - SELL MORE SPONSORSHIPS - INCREASE COMMERCE ACTIVITY 71
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- 73. THANK YOU! Michael Lazerow CEO, Buddy Media e: michael@buddymedia.com Twitter: @lazerow 73
Notas do Editor
- You need to socialize all content to eliminate dead ends. And, focus more on: “build once, deploy everywhere.” This is a simple concept at heart, but it’s amazing how many publishers are NOT doing this. Here are some examples:
- Hearst, for example, knows that one in four subscriptions comes from their website. So, when they drive traffic via social, there is a tangible outcome besides just the traffic.
- Hearst, for example, knows that one in four subscriptions comes from their website. So, when they drive traffic via social, there is a tangible outcome besides just the traffic.
- Hearst, for example, knows that one in four subscriptions comes from their website. So, when they drive traffic via social, there is a tangible outcome besides just the traffic.
- Hearst, for example, knows that one in four subscriptions comes from their website. So, when they drive traffic via social, there is a tangible outcome besides just the traffic.
- Hearst, for example, knows that one in four subscriptions comes from their website. So, when they drive traffic via social, there is a tangible outcome besides just the traffic.
- Here’s an example of Cosmopolitan integrating a program across their website, applications and Facebook.
- This app can live anywhere!
- Hearst, for example, knows that one in four subscriptions comes from their website. So, when they drive traffic via social, there is a tangible outcome besides just the traffic.
- Why is this not the case with People.com? Media is inherently something people want to share. No sharing here!
- Why is this not the case with People.com? Media is inherently something people want to share. No sharing here!
- And lastly, since we ARE at the Mashable Media Summit. I thought I’d mention one simple type of integration Mashable does that sponsors love. They help sponsors build their audiences directly via sponsorships, like what they did with Buddy Media for the Mashable Awards. This is SO SIMPLE, but you’d be surprised at how many publishers are NOT doing it.
- Hearst, for example, knows that one in four subscriptions comes from their website. So, when they drive traffic via social, there is a tangible outcome besides just the traffic.
- And these kinds of numbers can be applied to any media company, if you do it right.
- And these kinds of numbers can be applied to any media company, if you do it right.
- And these kinds of numbers can be applied to any media company, if you do it right.
- When you succeed, what do you get? Your own global, engaged media network!