Break Down the Content Barriers of Social Networks
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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%
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2011 Mashable Media Summit presentation by Michael Lazerow, Founder and CEO, Buddy Media
Transcript of Break Down the Content Barriers of Social Networks
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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%
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“I GET IT. I NEED TO BE ON THE FACEBOOK THING.”
-EDWARD R. MURROW, 1957
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WE ALL AGREE. EVEN MASHABLE!
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850M ACTIVE USERS
Source: Facebook
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50% LOG ON DAILY
Source: Facebook
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4X SUPER BOWL!4X SUPER BOWL!
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12B LIKES AND COMMENTS MONTHLY(US, EST.)
Source: Facebook
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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
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31% OF DISPLAY AD IMPRESSIONS IN US
Source: comScore May 2011
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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/
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PRIORITY SOCIAL MEDIA PLATFORMS FOR BRANDS
Source: Booz & Co., Buddy Media Report. http://bddy.me/oS3WJf
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WE ALL AGREE THAT WE NEED TO BE ON FACEBOOK, RIGHT?
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BUT IS IT TRUE?
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WELL, KINDA.
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Facebook; 30%
Rest of the
Web; 70%
AD IMPRESSIONS
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TIME SPENT
Facebook16%
Rest of the Web84%
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SO YES, YOU NEED TO BE ON FACEBOOK.
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BUT THAT ALONE WON’T MAXIMIZE TRAFFIC GROWTH AND REVENUES.
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Facebook16%
Rest of the Web84%
PAST 2 YEARS HAS FOCUSED ON THIS!
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Facebook16%
Rest of the Web84%
WE NOW NEED TO FOCUS ON THIS!
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INTRODUCING, FOR THE FIRST TIME IN THE HISTORY OF MANKIND …
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3 STRATEGIES TO GROW TRAFFIC & REVENUE BY 12.89% (OR MORE!)
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1. SET UP AND OPTIMIZE YOUR SOCIAL PRESENCES
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http://www.bivingsreport.com/2011/top-ten-most-engaging-magazines-on-facebook/
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Despite 6.5X # of fans, Starbucks only gets 2.6X more engagement.
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2. SOCIALIZE ALL CONTENT TO ELIMINATE DEAD ENDS
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VIRAL T
RAFFIC
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VIRAL T
RAFFIC
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VIRAL T
RAFFIC
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VIRAL T
RAFFIC
VIRAL TRAFFIC
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VIRAL TRAFFIC
VIRAL T
RAFFIC
VIRAL TRAFFIC
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VIRAL TRAFFIC
VIRAL T
RAFFIC
VIRAL TRAFFIC
COMMUNITY
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• 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
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3. USE SOCIAL TO MAKE MONEY TODAY
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THE FACEBOOK EFFECT
SOURCE: NIELSEN & PEJ RESEARCH/ SIZE OF BUBBLES REPRESENT TOTAL TRAFFIC FROM FACBEOOK FOR EACH SITE. MAY 2011.
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ELIMINATE THE SILOES
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ELIMINATE THE SILOES
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ELIMINATE THE SILOES
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ELIMINATE THE SILOES
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SOCIAL COMMERCE
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No social integration!
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SMART!
INTEGRATION
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HEARST: ONE OUT OF FOUR SUBSCRIPTIONS COME FROM WEBSITE
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AMERICAN EAGLE FOUND THAT FACEBOOK REFERRED VISITORS SPENT AN AVERAGE OF 57% MORE MONEY THAN NON-FACEBOOK REFERRED VISITORS
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SHOEDAZZLE REPORTED THAT FACEBOOK-CONNECTED USERS 50% MORE LIKELY TO MAKE REPEAT PURCHASES EVERY MONTH THAN AVERAGE SHOPPERS
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TICKETMASTER.COM IS GENERATING $5.30 OF DIRECT TICKET SALES FROM EACH SHARE A USER MAKES TO FACEBOOK
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THE QUESTION YOU NEED TO ANSWER IS SIMPLE.
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HOW CAN SOCIAL HELP IMPROVE EVERY KPI I’M TRACKING?
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THE ANSWER IS TO BRING SOCIAL TO EVERYTHING YOU DO, RATHER THAN LOOKING AT SOCIAL SEPERATELY.
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- INCREASE TRAFFIC- INCREASE ENGAGEMENT- INCREASE SUBSCRIPTIONS- SELL MORE SPONSORSHIPS- INCREASE COMMERCE ACTIVITY
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