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2. • What is social networking?
• Refresh your digital vocabulary
• The rise of social networks
• Selected networks and usage models
• Leveraging networks for marketing

3. • Social networks are online
communities that allow users to create
a web presence, manage their
identities, and stay connected to
friends
• These sites are quickly evolving from
public profiles into platforms for
communication, creativity, advertising,
and commerce.

4. The Evolution of the Internet
Online Ad Spending is Growing
Phase 1: The Portal Era – Content is king $80,000
Interactive Marketing Spend (US $ Millions)
$70,000
Online
• Aggregating eyeballs and delivering impressions $60,000
$50,000
video
Emerging
Channels
$40,000
• Key is efficiency over traditional media $30,000 Online
Display
$20,000
$10,000 Search
Phase 2: The Search Era – Context is king
Engine
$0.
2007 2008 2009 2010 2011 2012 CAGR
• Key is combining efficiency of traditional online media with
breakthrough targeting and measurability
Phase 3: The Social Media Era – Contacts are king
• Seismic shift away from big media portals
• Consumers form communities and filter the web through their own networks

5. Boost your Digital Vocabulary
Widget : mini applications that add some functionality to a program or website
Blog : Short for "Web log," A Blog is a frequently updated online diary or journal.
RSS Feed : a file that contains frequently updated information, such as news
headlines, blog posts, and other content
Social Networking : online sites used to link people to other people
Tagging : the practice of attaching descriptive labels to pieces of web content
Mashup : taking two independent pieces of content and combining them to create
something new

6. New Vocabulary
Wiki : Collaboration tools. They allow multiple people to work in the same
document, and that document lives online.
Web 2.0 : term used to describe Internet-based services that emphasize
collaboration and sharing
CTR : Click-through Rate. Average number of click-throughs per hundred ad
impressions, expressed as a percentage.
CPX : Cost per X  click, engagement, end action, etc (CPC, CPE, CPEA). Function
of end-goal with cost-effectiveness of reaching that goal.
Unique visitor : a single person who visits a website, no matter how many times
Page View : # of times of visits per page (higher than uniques)

7. Social Networking and Blogs
• Customizing your profile, creating/sharing
information,
managing your network, and interacting with
others
• Finding individuals with shared interests or
activities,
or exploring the interests and activities of others
• Engage in meaningful interactions from the comfort
of a web browser
• Social networks are shifting towards open
platforms
• Low barriers to entry

8. Visitors to Social Networking sites jumped a staggering
774%
between 2006 and 2007

9. Growth of Social Networks:
Contacts, conversations, context
• New usage model: Role of networks
• Real life connections
• Content integration
• Internet ubiquity
• Business and personal
• Open platform
• Ease of use
• Central place to call your own

10. Selected Social Networks
Purpose: Purpose:
Online messaging Online social Purpose:
system utility for sharing Online business
and receiving info networking tool
Usage model: with friends
Send short Usage model:
messages and Usage model: Make business
updates to your Create a personal connections and
friends profile and interact build contacts
with others

11. Stay connected by sending brief messages to your network – under 140
characters
Speed and agility are key components of Twitter – mobile phone integration
Answers the simple question – what are you doing?
New York Times characterizes it as “One of the fastest growing phenomena on
the Internet
Time Magazine calls it the next “Killer App”
Businesses such as Whole Foods, Comcast, and Dell use twitter to communicate
to their customers

12. Social networking with a business-oriented
twist
Build meaningful business connections and
network with professionals
Showcase your skills, talents, and professional
reputation
Share your resume and make connections with
prospective employers
Maintain business contacts and communicate
with others using the platform
Over 25 million registered professionals

13. ''a social utility that connects people with friends and others who
work, study and live around them. People use Facebook to keep up
with friends, upload an unlimited number of photos, share links and
videos, and learn more about the people they meet.''

14. Skyrocketing popularity
• Largest social networking site - >80M active users WW
• Founded in 2004 as college networking tool
• By Mark Zuckerberg (age 23). Youngest ever self-made billionaire
• In 2007, opened to broader use base + app developers
• Quick statistics
– 124 million unique visitors per month
– 250,000 people register each day
– 14 million photos uploaded per day
– Controls 85% Market share across universities
– 172% growth in Age 35-54 demographic (fastest expanding crowd)
– 20 minutes avg. time spent per day
• Valued at $15 Billion dollars in October 2007, Microsoft invested $240
million for a 1.6% stake in the high tech company.

15. Facebook Platform
The open platform of Facebook
allows for independent
developers to bring innovative,
fun, and unique applications –
along with content aggregation
Over 5000 Applications to choose
from
Similar to Widgets

16. Activities on Facebook
• Keep in touch with your friends
• Keep them informed about
what you do
• Access a wealth of information
• Ensure your personal privacy

17. Facebook Minifeed
• The front page of Facebook that
keeps you updated about your
friends
• Shows the past 10 actions
• “Puts all of the information in
one place”

18. Sharing Content on Facebook

19. Marketing on Facebook
“More than one way to skin a cat”
• Social Ads
• Sponsored applications
• Facebook Groups
• Facebook Fan Pages

20. 11/6/07 – Facebook creates “Social
Ads”
Facebook launches an advertising platform called “Beacon” that leverages
user’s recommendations to serve “targeted ads” catered to individual
members’ interests

22. Facebook Fan Pages
• Online space for
customers to
voice their
opinions
• Allows fans of a
product to show
their allegiance –
“Become a Fan”
• Social element
• Company-owned

23. Facebook Groups
• Community
created
affinity club
• Facebook
users seek
out this
group
• Social
element
• Completely
user-
generated
• Shapes the
brand
• Product
activism
• Global reach

24. Facebook’s role in the Purchase Funnel
Awareness Preference Purchase
Attitude Formation. Customers recognize Customers are compelled
Products on the mind benefits of the product and to take the next step and
of potential customers choose over competitor. purchase the product.

25. Summary
User business
generated interaction
communities in social networks
aren’t just for is significantly
kids anymore on the rise

26. Final thoughts
• Social networking is still in it’s infancy, but is not a
passing trend
• Implications around connectivity, commerce, and
community are huge
• Growth in these areas will be huge for years to come

27. Thank You!
Phone: +91 - 129 - 411 8582, 417-47-85
Mobile: +91-9711-177-480,
E-mail: marketing@netmaxdigital.com
Website: www.netmaxdigital.com