Insert text for Title HereSocial MarketingWhy brands will be the biggest beneficiaries of social media and how you can participate

Michael LazerowCEO, Buddy Mediamichael@buddymedia.com

Social media is here.»37% of adult internet users and 70%

of teens use social networking sites monthly

SOURCE: eMarketer Social Network Marketing Report. Dec. 2007

All major social networks have announced plans to open their platforms to developers and brands.

Brands now have cost-effective access to more than 500MM engaged users.»250 million of them are on Facebook

and MySpace!

But <1% of digital ad budgets flow into social!

Because social advertising

sucks!

Too much noise!

Not scalable!

Not tied to results, yet!

The Wild Social West

AD NETWORKS

DEVELOPERS

THE ALMIGHTY AD DOLLAR

The Wild Social West

BRANDS

THE ALMIGHTY CONSUMER!

Social is not just about advertising.

It’s about marketing!

Social is not just about advertising.

It’s about conversations!

Social is not just about advertising.

It’s about CRM!

Social is not just about advertising.

It’s about people!

Impressions are like air!

OLD MODEL:BUY IMPRESSIONS

OLD: SHOUT!

Last 50 years

NEW MODEL

BUY ENGAGEMENT. EARN LOYALTY.

NEW MODELSOCIAL BRAND LOYALTY!

The intense adoption of, commitment to and interaction with a brand within a social network.

SOCIAL BRAND LOYALTY

NEW: LISTEN

Next 50 years

SOURCE: Derived from Gartner Research

What do these brands have in common?

The most forward-thinking clients are building applications to support their marketing initiatives

They all are investing heavily in apps

The app will replace the banner as the dominant ad format!

Ad unitsTied to a databaseConnected to social graph

What are apps?

EmotionEngagementEfficiencySocial Intelligence

Why apps?

Ad applications

Cross-platform, tied to CRM, “socialize” existing sites

Engaging creativeScalable technologyMedia requiredONLY PAY FOR RESULTS!

Social branded applications

CustomizeUpload

Send

Results100,000 installs in 72 hrsMore than 300,000 active users in 6 daysLess than 10% uninstall rateGlobal audience in more than 200 countries

Results250,000 active users86% of visitors returned at least once57% came back 9 times or more1M+ AceBucks earned by consumers playing the game, which can be redeemed for actual shoes

Results200,000 installs in 5 weeks of marketingFirst application to successfully implement an age-gate that prohibits minors from accessing the app14% average daily active user growth6000+ daily active users during campaign19% of users visited every day during campaign

Results185,000 installs in 6 weeks78% of user base were InStyle’s target demo of females 18-35Avg. time on application almost 7 minutes47% of total user base has returned to the application more than 25 timesAverage user tries on 3 different hairstyles per visit

Users spent 2:35 on average engaging with the last 10 branded apps

75X greater than time spent with banners5X more than time spent watching TV ad

85% of the users returned multiple times to Buddy Media’s app-vertisements

App results are promising

SOURCE: BUDDY MEDIA BUDDY BRAIN

Branded app-vertising programs can’t be compared to top platform apps

4 top Facebook app companies have raised $150M+ combinedTop apps continuously add content and featuresTop apps are entertainment propertiesBrands cannot expect to create Top Friends!

Branded ad apps are ads, not top apps!

Branded apps are ads, not top apps!

VS.

How do you get started?

Make goals. Track results.Think big. Start small.Go fast. Iterate. Iterate.Socialize everything.

THE ENDQuestions anyone?

www.slideshare.net/lazerowMichael Lazerow

CEO, Buddy Media

michael@buddymedia.comwww.buddymedia.com