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Monetizing Social Media
1. Bling Bling: Marketing and Monetizing Through Social Applications August 2008
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4. A Dominant Facebook Presence and Growing Super Wall 38M 18.6 M Hug Me 22M 4.0M Likeness 20M 5.2M Pieces of Flair 13M 4.3M Birthday Cards 7M 3.3M Horoscopes 7M 0.3M Likeness Unrated 5M 1.0M Speed Racing 5M 1.2M PetrolHead 4M 0.3M Total Facebook Users Application Monthly Active Users RockYou has over a dozen applications with over 1 million users – below are some of the largest:
12. Online Advertising Growing Source : eMarketer CAGR: 22% Global Online Media Advertising ($Bn) Global Social Networking Advertising ($MM) CAGR: 65% Social Advertising Growing 3x Faster
13. Context is the key to social media monetization Virality / Hyper-targeting Contextual targeting High context Low virality Search is not viral Lower context High virality Low context from photo browsing High context High virality Apps add context to social networks. Social apps are viral Social Applications
22. Why? Potential for Social Apps is Exploding Wikipedia.org Alexa Global Traffic Rankings 1 2 3 4 5 6 7 8 9 10 2005 (U.K.) 2008 1 2 3 4 5 6 7 8 9 10
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27. Application Integration: Custom Advertiser Quiz Custom size pop-up w/ additional info appears upon mouse rollover on relevant quiz choice 646x90 banner clicks through to advertiser’s website Text link clicks through to advertiser’s website
28. Application Integration: Custom Advertiser Quiz Advertiser’s quiz promoted on Available Quizzes section throughout duration of campaign (100% SOV) Advertiser’s quiz featured and cycled through Brand New Quiz placement throughout duration of campaign
29. Application Integration: Viral Impact & Spread News Feed Mini-News Feed on Profile pages Profile box Notifications Email Message An advertiser’s custom Likeness quiz virally spreads through the a social network platform’s communication channels.
30. Application Integration: Sweeney Todd 0.01% CTR for banner alone 65x better 0.65% CTR with integration
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34. Application Integration & Application Takeovers Social Networks (1) Web (1) Average RockYou Ads Click-Through Rate Best RockYou Ad Campaigns (1) Business Week (2/7/2008)
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38. Application Development and Promotion Acuvue adjusted viral flow of Wink application and promoted the application on RockYou network— 200 installs grew to 150K users within a month . 646x60 Ad
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41. Rich Media on Social Applications 2x interaction rate, 2x activity rate
![Common Perceptions of Social Media ,[object Object],[object Object]](data:image/gif;base64,R0lGODlhAQABAIAAAAAAAP///yH5BAEAAAAALAAAAAABAAEAAAIBRAA7)