Fresh Networks presentation: Case studies in social networks monetisation
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Transcript of Fresh Networks presentation: Case studies in social networks monetisation
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What’s the Value?: Monetising online communities and building value
Joanne JacobsSocial Media Consultant
@joannejacobsbgsbjj
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Scope
• ‘Value’ and social media• Retail and social media stats• Case study: Gurgle• Case study: Book Army• Emergent retailing opportunities with social media• Rethinking ‘monetisation’
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Value & Social Media 1
• ‘Value’ versus ‘monetisation’– What do you want to achieve?– What revenue streams do you need to be
sustainable/profitable/change your retail proposition?
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Value and Social Media 2
• ‘Value’ versus ‘utility’– Value drawn from demographics,
market research and product testing– £ value income generation from the
channel and/or conversions
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Facts and Stats (1)
December 2008, Source: http://www.techcrunch.com/2008/12/31/top-social-media-sites-of-2008-facebook-still-rising/
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Facts and Stats (2)
January 2009, Source: http://pewinternet.org/~/media//Files/Reports/2009/PIP_Adult_social_networking_data_memo_FINAL.pdf.pdf
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Facts and Stats (3)
January 2009, Source: http://www.emarketer.com/
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Facts and Stats (4)
March 2009, Source: http://www.coremetrics.co.uk/solutions/industry-report.php
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Facts & Stats (5)
March 2009, Source: http://server-uk.imrworldwide.com/pdcimages/Global_Faces_and_Networked_Places-
A_Nielsen_Report_on_Social_Networkings_New_Global_Footprint.pdf
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Background:– Launched October 2007– Joint Mothercare & Fleming Media investment– 50,000 registered users by April 2008– Launched to US and India in June 2008– >90,000 registered users by April 2009 (200,000+ uniques/month)
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What does it do:– Provides ‘safe’ space for pregnant women and young families to
share stories, find information on relevant issues, and communicate with people in same situation
– Non-exclusive promotion of products– Generates advertising revenue
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TOP DOWN
BOTTOM UP
Sharing Stories
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Product promotion:
• Mothercare• Other brands
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Ad revenue generation
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Social media components:– Chat & Answers section– Uploads– Comments on all items– Facebook app– Polls– Bookmarking/integration
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Background:– Went to Beta in December 2008– Joint Harper Collins & Fleming Media investment– Approx 30,000 users by April 2009 – Not due to launch properly until July 2009
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What does it do:– User generated reviews of books and recommendation engine– Promotion of Harper Collins books and authors– Generates advertising revenue
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Reviews and Recommendations
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HC Book and Author profiles
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Ad and Referral Revenue
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Clicking this….
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… takes you to e-tailing partner.
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Emergent Opportunities for Retail
• Twitter represents a great opportunity to:– Research perception of brands– Track product launches– Respond to questions in real time
• Vendor Relationship Management– ‘Markets are conversations’– Sustainability dependent
on lifetime value of customer
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Rethinking monetisation
• Monetisation doesn’t have to involve e-tailing conversions– Market research– Product testing– Reviews and recommendations– Distributed, or reduced-cost customer service
• Social networks don’t have to be all ad revenue driven– Can sell premium information services, event participation, other
services.
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Questions?
Joanne JacobsSocial Media Expert Consultant
Email: [email protected]: 0208 144 9348Mob: 07948 318 298
Twitter: @joannejacobsSkype: bgsbjj