1

BREAK DOWN THE CONTENT BARRIERS OF SOCIAL NETWORKS

BY MICHAEL LAZEROW (TWITTER: @LAZEROW)

NOVEMBER 4, 2011

USING SOCIAL STRATEGIES TO LET YOUR CONTENT RUN FREE AND INCREASE WEB SITE TRAFFIC AND REVENUES BY AT LEAST 12.89%

2

“I GET IT. I NEED TO BE ON THE FACEBOOK THING.”

-EDWARD R. MURROW, 1957

3

WE ALL AGREE. EVEN MASHABLE!

4

850M ACTIVE USERS

Source: Facebook

5

50% LOG ON DAILY

Source: Facebook

6

4X SUPER BOWL!4X SUPER BOWL!

7

12B LIKES AND COMMENTS MONTHLY(US, EST.)

Source: Facebook

8

4X SUPER BOWL!1B MORE THAN # OF GOOGLE SEARCHES

Source of Google #s: ComScore Aug 11 Search Engine Ranking. FB assumes 20% Likes/Comments from US

9

31% OF DISPLAY AD IMPRESSIONS IN US

Source: comScore May 2011

10

BIGGER THAN THE ENTIRE INTERNET IN 2004, THE YEAR FB LAUNCHED

Source: http://royal.pingdom.com/2011/10/05/facebook-now-as-big-as-the-entire-internet-was-in-2004/

11

PRIORITY SOCIAL MEDIA PLATFORMS FOR BRANDS

Source: Booz & Co., Buddy Media Report. http://bddy.me/oS3WJf

12

WE ALL AGREE THAT WE NEED TO BE ON FACEBOOK, RIGHT?

13

BUT IS IT TRUE?

14

WELL, KINDA.

15

Facebook; 30%

Rest of the

Web; 70%

AD IMPRESSIONS

16

TIME SPENT

Facebook16%

Rest of the Web84%

17

SO YES, YOU NEED TO BE ON FACEBOOK.

18

BUT THAT ALONE WON’T MAXIMIZE TRAFFIC GROWTH AND REVENUES.

19

Facebook16%

Rest of the Web84%

PAST 2 YEARS HAS FOCUSED ON THIS!

20

Facebook16%

Rest of the Web84%

WE NOW NEED TO FOCUS ON THIS!

21

INTRODUCING, FOR THE FIRST TIME IN THE HISTORY OF MANKIND …

22

3 STRATEGIES TO GROW TRAFFIC & REVENUE BY 12.89% (OR MORE!)

23

1. SET UP AND OPTIMIZE YOUR SOCIAL PRESENCES

24

http://www.bivingsreport.com/2011/top-ten-most-engaging-magazines-on-facebook/

25

26

27

28

29

30

31

32

33

34

Despite 6.5X # of fans, Starbucks only gets 2.6X more engagement.

35

2. SOCIALIZE ALL CONTENT TO ELIMINATE DEAD ENDS

36

37

38

39

40

41

42

VIRAL T

RAFFIC

43

VIRAL T

RAFFIC

44

VIRAL T

RAFFIC

45

VIRAL T

RAFFIC

VIRAL TRAFFIC

46

VIRAL TRAFFIC

VIRAL T

RAFFIC

VIRAL TRAFFIC

47

VIRAL TRAFFIC

VIRAL T

RAFFIC

VIRAL TRAFFIC

COMMUNITY

48

• 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!

SMALL SOCIAL HOOKS DRIVE A TON OF TRAFFIC

49

3. USE SOCIAL TO MAKE MONEY TODAY

50

THE FACEBOOK EFFECT

SOURCE: NIELSEN & PEJ RESEARCH/ SIZE OF BUBBLES REPRESENT TOTAL TRAFFIC FROM FACBEOOK FOR EACH SITE. MAY 2011.

51

ELIMINATE THE SILOES

52

ELIMINATE THE SILOES

53

ELIMINATE THE SILOES

54

ELIMINATE THE SILOES

55

56

57

58

59

60

SOCIAL COMMERCE

61

62

No social integration!

63

SMART!

INTEGRATION

64

HEARST: ONE OUT OF FOUR SUBSCRIPTIONS COME FROM WEBSITE

65

AMERICAN EAGLE FOUND THAT FACEBOOK REFERRED VISITORS SPENT AN AVERAGE OF 57% MORE MONEY THAN NON-FACEBOOK REFERRED VISITORS

66

SHOEDAZZLE REPORTED THAT FACEBOOK-CONNECTED USERS 50% MORE LIKELY TO MAKE REPEAT PURCHASES EVERY MONTH THAN AVERAGE SHOPPERS

67

TICKETMASTER.COM IS GENERATING $5.30 OF DIRECT TICKET SALES FROM EACH SHARE A USER MAKES TO FACEBOOK

68

THE QUESTION YOU NEED TO ANSWER IS SIMPLE.

69

HOW CAN SOCIAL HELP IMPROVE EVERY KPI I’M TRACKING?

70

THE ANSWER IS TO BRING SOCIAL TO EVERYTHING YOU DO, RATHER THAN LOOKING AT SOCIAL SEPERATELY.

71

- INCREASE TRAFFIC- INCREASE ENGAGEMENT- INCREASE SUBSCRIPTIONS- SELL MORE SPONSORSHIPS- INCREASE COMMERCE ACTIVITY

72

73

THANK YOU!Michael LazerowCEO, Buddy Mediae: michael@buddymedia.comTwitter: @lazerow