South America 2008: Open Social For Brand Advertising and Media

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OpenSocial is Open for Business OpenSocial South America Tour 2008

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Introduction about OpenSocial for brand adverisers and media. This presentation includes slides from Ro Choy from RockYou. It was presented in Sao Paulo during the OpenSocial South America Tour, to an audience of marketing professionals and media.

Transcript of South America 2008: Open Social For Brand Advertising and Media

  • 1. OpenSocial South America Tour 2008OpenSocial is Open for Business

2. Google APIs Evangelist: Patrick ChanezonParis - San Francisco API Evangelist - OpenSocial Checkout, AdWords Software plumber Java geek in scripting rehab: Ruby, JavaScript, PHP, Python Open Source: ROME, AdWords (Java, C#, Ruby) Sun: Blogs, Portals, eCommerce Netscape/AOL: LDAP, Calendar, App Servers, CMS, MyNetscape (RSS) More on my blog http://wordpress. chanezon.com Links and slides at http://del.icio.us/chanezon/ 3. Google APIs(Circa November 2006, Mainz)Why are we doing do it? Our mission: Organize the worlds information and make it universally accessible and usefulWe cant organize it all ourselves 14 Google APIs on http://code.google.com and counting! Google DataEnterprise APIAPIs Calendar Homepage APIAPI Maps API Related AdWords APILinks Blogger APISitemaps Data APIsTalk (XMPP) Desktop SDKToolbar API Earth (KML)Web SearchAPI 4. Google APIs(Circa May 2007, Buenos Aires)Why are we doing do it?Our mission: Organize the worlds information and make it universally accessible and useful We cant organize it all ourselves32 Google APIs on http://code.google.com and counting!Checkout API Enterprise APIs Data API Homepage API 8 services YouTube API Maps API Sitemaps AdWords APITalk (XMPP) Ajax Search APIToolbar API Ajax Feed APIGoogle Web Desktop SDKToolkit 5. Google APIs(Circa September 2007, SanFrancisco)Why are we doing do it?Our mission: Organize the worlds information and make it universally accessible and useful We cant organize it all ourselves37 Google APIs on http://code.google.com/apis and counting!Checkout API Enterprise APIs Data API Homepage API 8 services YouTube API Maps API Sitemaps AdWords APITalk (XMPP) Ajax Search APIToolbar API Ajax Feed APIGoogle Web Desktop SDKToolkit 6. Google APIs Today(Circa April 2008, Redwood City)Why are we doing do it?Our mission (it has not changed): Organize the worlds information and make it universallyaccessible and useful We cant organize it all ourselvesN Google APIs on http://code.google.com/apis and counting!Lets script it so that I can reuse this slide wget http://code.google.com/more/ -q -O - | grepproducts-short-desc | wc -l55Including 3 Platforms 7. Making the web betterby making it socialWhy? 8. What does Social mean? Eliette what do you do with your friends? 9. This work by Eliette Chanezon is licensed under a Creative Commons Attribution- 10. This work by Eliette Chanezon is licensed under a Creative Commons Attribution- 11. This work by Eliette Chanezon is licensed under a Creative Commons Attribution- 12. This work by Eliette Chanezon is licensed under a Creative Commons Attribution- 13. This work by Eliette Chanezon is licensed under a Creative Commons Attribution- 14. This work by Eliette Chanezon is licensed under a Creative Commons Attribution- 15. Raoul: a social object for Charlotte (3 year old) 16. Jaikus Jyri Engestrm's 5 rules for socialnetworks: social objects 1. What is your object? 2. What are your verbs? 3. How can people share the objects? 4. What is the gift in the invitation? 5. Are you charging the publishers or the spectators? http://tinyurl.com/yus8gw 17. How do we socialize objectsonline without having to create yet another social network? 18. Brands are Social Objects 19. Borges on Walled Gardensquot;To enclose an orchard or a garden is common, but not an empirequot; About Chinese emperor Shih Huang Ti and the great Wall of China Jorge Luis Borges, quot;The Wall and the Booksquot;, Selected Non Fictions 20. Google APIs Guide: Hal VarianOpenSocial is a straightforward application of chapters 8 and 9 of his1998 book quot;Information Rulesquot;Standards change competition for a market to competition within amarketNetwork EffectsLock-In and Switching CostsStandards 21. OpenSocial A common open set of APIs for building social applications acrossmultiple sites 22. Standards-basedhtml+javascript 23. Open: OpenSocial Foundation OpenSocial Foundationhttp://opensocial.org/Keep the specification Open Specifications discussed on Public Google Group Will probably use the IETF process 24. Why should you care about OpenSocial?Developers/Brands: Distribution >200 Million users Social Sites: Features Users: More applications 25. Gartner Technology Hype Cycle 26. OpenSocial Hype Cycle 27. OpenSocial Trends: Yahoo! 28. Creating a Standard like OpenSocial is a Social endeavor This work by Eliette Chanezon is licensed under a Creative Commons Attribution- 29. Integrating Community Feedback This work by Eliette Chanezon is licensed under a Creative Commons Attribution- 30. This work by Eliette Chanezon is licensed under a Creative Commons Attribution- 31. This work by Eliette Chanezon is licensed under a Creative Commons Attribution- 32. This work by Eliette Chanezon is licensed under a Creative Commons Attribution- 33. This work by Eliette Chanezon is licensed under a Creative Commons Attribution- 34. This work by Eliette Chanezon is licensed under a Creative Commons Attribution- 35. This work by Eliette Chanezon is licensed under a Creative Commons Attribution- 36. This work by Eliette Chanezon is licensed under a Creative Commons Attribution- 37. A standard for everyoneThis work by Eliette Chanezon is licensed under a Creative Commons Attribution- 38. How does it work?10 minutes to an OpenSocial app 39. One API, Many Websites One API client-side JavaScript - version 0.7 ready for production standard Web development tools: HTML + Javascript server optional server-side REST (initial proposal under review) Google proposal based on Atom Publishing Protocol AtomPub and JSONMany Websites every OpenSocial website exposes the same API ==> more users for every app==> more apps for every user 40. Core Services People (quot;who I amquot;, quot;who are my friendsquot;)Activities (quot;what I'm doingquot;) Persistence (state without a server) 41. DemoOpenSocial Online Resources Specification http://opensocial.org Technical demo http://code.google.com/p/opensocial-resources/OpenSocial Applications On Orkut, hi5, MySpace 42. Social Applications MonetizationSeveral business models possible (cf Dave McClure Web 2.0 Expo 2008 presentation)AdSenseBrand the App (brand advertising)Free -> FreemiumRefferalsSell virtual or real goods (ex: MixBook)Brand Advertising on Social Applications (See RockYou's Ro Choy Web 2.0 Expo 2008 presentation) 43. OpenSocial for Brand AdvertisingHas started on Facebook alreadyMany brands planning for OpenSocial nowLeverage viral channels offered by Social PlatformsCompanies that can help agencies create these apps RockYou: leader on US market Mentez Globant 44. Bling Bling: Marketing and Monetizing Through Social ApplicationsApril 2008 Slides from Ro Choy, RockYouPresented at Web 2.0 Expo 45. Marketing Opportunities with Social ApplicationsSuccessful marketing for social media should focus on social applications:1. Application content integration Integrating brand or product as part of user experience Example: Likeness quiz, virtual gifts, greeting cards, virtual actions, etc1. Sponsorships or branding of applications App takeover or skinning w/ possible promotion Example: Skin application w/ sweepstakes or contest1. Custom social application building & distribution Build a social app for advertiser and/or distribute it through social network specific ad networks Example: Build, viral tune, launch, and seed an app recruiting users from RockYous leading ad network jumpstarting viral spread of app1. Rich Media 46. Application Integration & Application Takeovers Click-Through RateSocial Networks (1)Web (1)Average BestRockYou RockYouAds Ad Campaigns(1) Business Week (2/7/2008) 47. Application Development and Promotion Some rules of thumb from Context Optional.Frictionless: simple, less is more Audience: on Facebook for their friends Communication: integrate into the viral channels Engagement: hook users to return regularly Business model: design with monetization in mind Objective: establish goals and success metrics Obvious: make each pages purpose clear Keep working: develop, test, repeat 48. Online Advertising Growing Social Advertising Growing 3x Faster Global Online Media Advertising Global Social Networking Advertising($Bn)($MM)CAGR: 22% CAGR: 65% Source: eMarketer 49. Context is the key to social application monetizationHigh contextHigh virality Apps add context tosocial networks.Social apps are viral Social Applications Low context High virality Low context fromHigh contextphoto browsingLow virality Search is not viral Contextual Virality /targetingHyper- targeting 50. Monetizing Social MediaApplication Cross-promotionCPI (Cost per Installation) = $0.30-$0.50Selected Customers:Agency-sourced Branded AdvertisingCPM (Cost per Impression) = $2.00 - $10.00Type of Ads Using CPM: Branded Ads, Takeovers, App IntegrationSelected Customers:Direct Response and Lead GenerationCPA (Cost per Action)Type of Ads Using CPA: Mobile Offering, Education, FinanceSelected Customers: Virtual Goods, Micro-transactions & Subscription 51. Agency-Sourced Branded Advertising 52. Agency-Sourced Branded AdvertisingDirect selling is required - work with ad rep companies to help source agency relationships Alloy Media & Marketing Clearspring Appsavvy Agencies are looking for new, materially impactful experiences for their clients (same as the regular web) Application takeovers Niche demographic reach or custom content Performance Productize the offerings of your application/site Agency-sourced campaigns range from $30K to $150K spend International brand marketing can be significant UK/Europe Canada South America Internal resources are needed to support agency work Ad operations Reporting 53. OpenSocial for Publishers/MediaSocializing Content: Problem and OpportunitiesProblem email + password protected urls -> Hard to socialize around contentOpportunity Tribune de Geneve example: viral adoption, fun, branding 54. OpenSocial for Publishers: DistributionDistribute your content to 200+M users Move your content to where users spend their timeGet users more engaged with your contentLeverage the viral channels while staying in control 55. OpenSocial for Publishers: MonetizationSocial sites determine the monetization policyHi5, MySpace, you can monetize on canvas pageA lot of experimentation needs to happen in the next 6 months: YOU should experiment! 56. OpenSocial for Publishers: Socialize your site Leverage Social Networks directly from your site You need a REST API for thatProposal in public Forum: comment on itYou can leverage MySpace proprietary REST API now to experiment 57. Conclusion: OpenSocial is a great opportunity for Publishers OpenSocial is an open standard to make the web more socialThe whole web Different types of sites: mainstream, professional, enterprise InternationalPublishers should leverage this new opportunity to distribute their content, make it more engaging, and monetize it. 58. Google OpenSocial Platforms Orkut and iGoogle 59. 2nd social network in the world >60M users Big in Brazil and India Use case: self expression, communication Status: OpenSocial available for users in India since last week Directory limited to 19 applications for now 60. Orkut Stats http://www.orkut.com/MembersAll.aspx 61. Orkut Policies Viral Channels Only ActivityStream for nowSecurity makeRequest uses RSA See PHP sample to validate signatureMonetization Advertise on Canvas Pages Use any Advertising Network Keep proceeds for yourself Respect the T&Cs http://code.google.com/apis/orkut/docs/orkutdevguidelines. html#monetization 62. iGoogle UsersiGoogle was the fastest growing Google productin 2006 and 2007iGoogle has tens of millions of users worldwide.More than 20% of visits to the Google homepagein the U.S. are to iGoogle.iGoogle is available in 42 languages and over 70countries.Approximately 50% of iGoogle users are in the U.S., with large user bases in the U.K., France,Japan, Germany, Canada, Spain, Italy and theNetherlands. 63. iGoogle DevelopersUsers have added more than 100,000 uniquegadgets to their iGoogle pages.Currently there are over 47,000 gadgets (up from9,000 in Q3 2007) and 200,000 feeds available inour public directory for users to add to their ownwebpage, in addition to their iGoogle page. Allgadgets are free.http://www.google.com/ig/directory?synd=openOur top developers include a Database Specialistfrom the University of Southern Maine, a stay-at-home mom from Utah, and a computer sciencemajor from Puerto Rico. 64. iGoogle SocialSandbox launched yesterday 4/21For developers, Friends manager gadgetSocial Content Platform as opposed to a socialnetworkHelping you filter your information consumption:using friends to help you discover and filter asopposed to communicate and self expressUse Cases: media, commerce, gamesgames and twitter should work well, throwingsheep won't work 65. iGoogle Social In iGoogle Viewer=Owner, main difference with Orkutquot;I talk about social networks as performance spaces- Orkut is Karaoke, iGoogle is watching a concert. You want it to be clear which one you are doing.quot;Kevin Marks, OpenSocial Developer Advocate 66. iGoogle PoliciesViewer = OwnerKey difference between iGoogle and OrkutAppData 10KbViral ChannelssendMessage soonMonetization Ads on the Canvas pages Home/Dashboard view is private 67. Conclusion: OpenSocial is open for Business OpenSocial is making the web more socialThe current version 0.7 is in productionDevelopers can start creating social applications today Orkut, Myspace, Hi5 open to consumers nowOrkut in India now: Brazil real soon!Social sites: implement OpenSocialget Shindig and start planningAdvertisers: create brand advertising Apps nowMedia: get your content more social 68. HackathonsHackers Marathons: Pizza, Beer and Code Worldwide: Bangalore, Mexico, Buenos Aires, London, Mountain View, With partners: OpenSocial hackathons with MySpace, Hi5,SixApart, Hackathon in Buenos Aires in May - Mentez contest in Brazil 69. A two day developer gathering focused onpushing the boundaries of web applications. May 28-29, 2008 San FranciscoLearn more and register at http://code.google.com/events/io 70. Globant and OpenSocialGlobant worked on Google Checkout: excellent tech work, we became friends Involved in OpenSocial Trusted Testers: created cool apps Created an OpenSocial practice: build apps and containers for social sites 71. Questions