Social Network Marketing Full Panel

8/3/2019 Social Network Marketing Full Panel

1/18

Social Network Marketing:Exploring the Value Proposition

PANELISTS:

Shawn Conly, Vice President of Advertising, Electronic ArtsChris George, Vice President, Advertising Solutions,

Fox Interactive Media

Jason Kleckner, Manager of Information Architecture, Target

Jason Ring, Creative Director, AKQADebra Aho Williamson, Senior Analyst, eMarketer

www.ad-tech.com/survey


2/18

Social Networking: Life #5 -- or #9?


3/18

Agenda

The State of Social Networking

Case Study: EA and MySpace

Case Study: Target and Facebook

Roundtable Discussion/Audience Q&A

Class Dismissed!


4/18

The State of Social Networking

US visitor traffic is leveling off -- but sizeable

Youth demo still strong

Killer ad model is still TBD


5/18

VisitorTraffic to Major SN Sites

is Leveling Off

0

10,000

20,000

30,000

40,000

50,000

60,000

70,000

Sep-06

Oct-0

6

Nov-06

Dec-06

Jan-07

Feb-

07

Mar

-07

Apr-07

May

-07

Jun-07

Jul-07

Aug-07

Sep-07

Oct-07

Nov-07

Dec-07

Jan-08

Feb-

08

MySpace UV Facebook UV

US Unique Visitors to MySpace and FacebookSeptember 2006-February 2008 (thousands)

68

million

32

million

Source: comScore Media Metrix


6/18

Although 40%+ of Visitors are Ages 35+

12 to 17

13%

18 to 24

20%

25 to 34

20%

35+

47%

12 to 17

11%

18 to 24

30%

25 to 34

16%

35+

43%

US MySpace Unique Visitors, by Age,February 2008

US FacebookUnique Visitors, by Age,February 2008



7/18

The Youth Market are Heaviest Users

Percent of US Internet Users in Each Age

Group Who Visit MySpace or FacebookFebruary 2008

18%

37%

18%

48%41%

57%

17%

43%

13%

30%

0%10%

20%

30%

40%

50%

60%

Facebook MySpace

Total

12 to 17

18 to 24

25 to 34

35+



8/18

Ad Spending Increasing, But a Fraction ofTotal

Online Spend

$350

$920

$1,600

$2,000

$2,400

$0

$500

$1,000

$1,500

$2,000

$2,500

2006 2007 2008 2009 2010

US Social Network Ad Spending,

2006-2010(millions)

4% 6% 7% 7%% of total online spend

Source: eMarketer


9/18

Case Study: Electronic Arts

Burnout Band Slam 2 on MySpace

Shawn Conly, EA

Chris George, MySpace


10/18

I dont want companies to advertise to me.

I want them to be my friend. Rob, 27, Los Angeles


11/18

SELF-EXPRESSION DISCOVERY CONNECTION


12/18

Social Networks Enable New Relationships

Social Networkers Say

46% Social networks keep them on top

of trends and whats new

40% They discover brands and products

they really like through social

networking

Reasons For Having Brands As Friends

29% Notice ofevents, sales, orexclusive offers

28% Recommended by a friend ofmine

23% Want to associatemyself with them

23% Discounts, coupons, free samples

11% Want to support them

Base = SN users 14-40; n=2,605, NEF Study April 2007


13/18

Brand Communities: Powerful Consumer

Engagement Platforms

Establish Long-term

Relationships With

Consumers

Extend your brand within theecosystem

Engage and entertain consumers

Create brand advocates

Drivemomentum


14/18

Momentum Effect in Action:

Smart Media + Brand Community = Momentum

MySpaceCampaign: EA Burnout Band Slam 2 Results: Tracking TheMomentumEffect

EA launched an international band competition to

promote a video game release

Winning bands music is featured in Burn Out

Game plus a Virgin Record Label

The brand community encouraged viral pass-along

by allowing users to forward content to friends

Standard media was also utilized to drive contest

awareness and traffic to community

Source: 1NEF study, April 2007, commissioned by MySpace, Isobar and Carat; Research by Marketing Evolution

22,000,000

0

5,000,000

10,000,000

15,000,000

20,000,000

25,000,000

Visit Brand Community

Based On Ads

24XIncrease

UserViews

890,000

22,000,000

View Brand

through Pass Along

Momentum Effect

Advertising Effect


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MomentumEffect in Action:

Smart Media + Brand Community = Momentum

MySpaceCampaign: EA Burnout Band Slam 2 Results: Tracking TheMomentumEffect

EA launched an international band competition to

promote a video game release

Winning bands music is featured in Burn Out

Game plus a Virgin Record Label

The brand community encouraged viral pass-along

by allowing users to forward content to friends

Standard media was also utilized to drive contest

awareness and traffic to community

Source: 1NEF study, April 2007, commissioned by MySpace, Isobar and Carat; Research by Marketing Evolution

Momentum Effect

Advertising Effect

6X

"Definitely Will Purchase"

0

50,000

100,000

150,000

200,000

250,000

300,000

350,000

Online Advertising MySpace Advertising

ROI:

Extraordinary

15X

plus MomentumEffect

PeopleImpactedPer

$100,0

00Spent


16/18

5 Steps to Unlocking Momentum

1. Know your audience

2. Keep it real

3. Empower the audience

4. Enable dreams5. Leverage thepower of the

platform


17/18

Case Study:

Target Dorm Survival Guide on Facebook

Jason Kleckner, Target

Jason Ring, AKQA


18/18

Final Thoughts

The online conversation between brands and

consumers has only just begun

The Google of social network marketing is stillout there

Many of the features developed by the social

networks have already become part of the fabric of

Internet use and will continue

Social Network Marketing Full Panel

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